VIViDATA – Consumer Trends Research

Vividata Canada is a media and consumer research firm and we have profiled their last two reports to see if any trends are emerging they may impact your business.

Vividata’s Survey of the Canadian Consumer (SCC) is a cross-media, product, attitudinal and brand research study in Canada. Vividata is the leading provider of cross platform audience measurement for publishers. A tripartite, not-for-profit organization, Vividata is governed by a board of directors representing the interests of Canadian publishers, agencies and advertisers.

Highlights from the Vividata 2020 Winter Study


Mobile Wallet:

QR Codes are used on the WeChat App for mobile payment
  • 3.8 million Canadian adults have a mobile wallet; this is an increase of three quarters of a million adults since 2018.
  • 43% of those with a mobile wallet use it weekly.
  • Apple Pay is the most popular mobile wallet system–with 40% penetration among those that have a mobile wallet–followed by PayPal with 34% penetration.
  • 1 in 10 Canadian households intend to purchase or lease a vehicle in the next 12 months..
  • Nearly 50% of adults agree with the statement: “Having a vehicle that is fun to drive is an important feature when buying a car”.
  • Auto intenders spent an average of 15 hours accessing the internet on a mobile device in an average week; 2 hours over the average time spent by all Canadian adults.


Content Publishers:

  • 81% of Canadian adults read/access magazine or news brands weekly via print or digital platforms. 
  • 71% read newspaper brand content weekly, with just over half accessing content via a mobile device (smartphone or tablet).
  • 77% read a magazine brand in the past month, with food, travel, and health magazines as the most popular among Canadians.

Video Streaming:

  • Netflix remains the most popular paid for video streaming service, with 11.3 million Canadian adults having used the service to stream/download video, followed by Amazon Prime with 3.3 million.
  • Canadian adults spend an average of 5 hours of streaming video each week.

Out of Home:

  • 3 out 4 Canadian adults have noticed any out-of-home advertising in the past week.
  • 58% have noticed digital out-of-home ads specifically.
  • Roadside Billboards are the most noticed out-of-home advertising format reaching 62% of adults.

Highlights from the Vividata 2019 Fall Study


Black Friday Shoppers:

  • 1 in 5 (20%) of Canadian adults (aged 18+) participated in Black Friday shopping in the past 12 months.
  • Black Friday shoppers are 87% more likely than the general adult population to agree with the statement: “It is important my household is equipped with the latest technology”.
  • In the past 2 years, on average, Black Friday shoppers spent 14% more on home electronics and entertainment products than the general adult population.

Travel Intenders:

  • 10.7 million Canadian adults intend to travel outside Canada in the next 12 months with the US, Europe, and the Caribbean as their top three intended destinations.
  • Those intending to travel outside of Canada plan to spend an average of $3,000 on their next trip.
  • 1 out of 4 travel intenders traveled with children in the past 12 months.


Content Publishers:

  • 85% of Canadian adults read/access magazine or news brands weekly via print or digital platforms
  • 73% read newspaper brand content weekly, with just under half accessing content via a smartphone.
  • 8 out of 10 read a magazine brand in the past month, with food, entertainment, and health magazine brands as the most popular among Canadians.


  • Nearly 9 million Canadian adults watched videos on YouTube in the past week, with 1 in 2 watching videos on a mobile device.
  • 12 million agree with the statement: “Online TV streaming services have changed the way I watch television”.
  • 3.7 million Canadian adults have listened to a podcast, up from 3.2 million from the previous year.


Billboards still work According to research
  • 69% of Canadian adults searched online for a product, brand, or service after seeing in ad in any media.
  • 37% agree with the statement: “Advertising keeps me up to date about products and services available in the marketplace”.
  • 77% noticed an out of home ad in the past week.

Insights from Research

The Viviidata research outlines the shift to mobile payments and the need to provide mobile payment as it appears it is growing fast. The WeChat app for example is being used by consumers for payment from China as is the most popular app in China.  The WeChat app also use a personal QR code for each individual for security reasons, like your digital ID. The effectiveness Out of Home media shows that traditional still works no matter what the next digital toy that comes around. 

INSIDER TIP: What is also very interesting and is not included in the research is that the cost of advertising as online pre-roll video is very expensive and its cost per thousand (CPM) is double of traditional TV at $30+ CPM where TV can be bought in the $10-$20 CPM range. Radio has the CPM rage as TV and Outdoor is in the $6CPM range. Print still has the highest CPM where it can be $100 or more but is more targeted.