Vividata Canada’s largest consumer and media research firm, released its latest survey results. In the field from January to December 2020, Vividata’s Survey of Canadian Consumer (SCC) is the most comprehensive multimedia, product, attitude and brand research study in Canada.

The Spring 2021 Study provides continued coverage on several evolving consumer trends such as: the impact of COVID-19 on media and purchasing behaviour, the activities Canadians plan to pick up again post-pandemic, and the sources Canadians trust most for COVID-19 information.

Vividata’s reporting of what Canadians are looking forward to post-pandemic provides agencies and their clients an excellent view of what consumers are planning, and where they’ll be looking to spend”, says Kevin Kivi, EVP & General Manager at Horizon Media. “Once we are able to look back, having a lens on pre, during and post-pandemic behaviours will be invaluable to understanding the impact COVID has had on Canadian consumers.”

Here is a sample of highlights on the media about Vividata’s Spring 2021 Survey of the Canadian Consumer:

• Nearly 8 out of 10 Canadian adults read or accessed magazine or newspaper brands in an average week via print or digital platforms.
• 21 million adults (69%) read daily newspaper brand content in an average week, with over half (56%) of them accessing content via a mobile device (smartphone or tablet).
• In the past five years, those who “most often” access newspaper content on a smartphone has more than doubled; from 13% in Spring 2016 increasing to 29% in Spring 2021.
• 22 million adults (71%) read/accessed magazine brand content in an average month, with food, travel, health/fitness, nature, and entertainment/celebrity magazines as the most popular.
• In the past five years, the mobile audience for digital magazine content has risen as well; 27% of adults accessed digital magazine content on a mobile device in Spring 2016, increasing to 31% in Spring 2021.
• Nearly 1 in 4 Canadians increased their consumption of print or digital magazines during the pandemic; those that increased their consumption were 46% more likely to have “usually” read/accessed bridal magazine content than the average magazine audience.
• After healthcare professionals, news brands (print or digital platforms) are the most trusted source for information on the COVID-19 pandemic; continuing to achieve a higher rate of trust than government, television, radio and other media.
• Canadians increasingly agree with the statement, “I commit more time each day to seek out current news and information than I did two years ago” (30% in Spring 2020 | 40% in Spring 2021).

TV Viewing
• In an average week, 93% of Canadian adults watch TV on any screen or device, spending approximately 22 hours per week on any screen, with 11 hours spent on streaming.
• While 33% of Canadian adults agree with the statement, “I prefer to watch TV programs live”; a higher 47% agree, “online TV streaming services have changed the way I watch television”.
• While 38% of adults increased viewing of live TV due to the pandemic (predominantly those aged 50+), 42% increased their use of video subscription services (predominantly those under 50).
• 65% of adults watch TV as per a broadcast schedule, 56% watch through a subscription service, and 35% catch-up on demand.
• Compared to two years ago, in an average week more Canadians are binge watching on any screen or device (20% in Spring 2019 | 31% in Spring 2021).

Audio Streaming/Podcasts
• 7 million Canadian adults (nearly 1 out of 4) have increased their use of audio streaming services during the pandemic.
• YouTube is the top source to stream audio, used by nearly 1 out of 4 adults (or 6.9 million). Spotify, previously used by 3.4 million adults in Spring 2019, is now used by 6.1 million.
• Just over 10 million (or 1 out of 3) listened to a podcast in the past month, an increase by over 3 million listeners since Spring 2020.
• 5.2 million adults have a paid subscription to an audio streaming service, up from 2.9 million in Spring 2019.
• 6.8 million (22%) listened to podcasts in an average week. Adults under 35 (at 33%), newcomers to Canada (at 31%) and those with a household income over $150k (at 27%) report higher rates of listening.

• Many Canadians look forward to getting out of their homes. 55% of adults look forward to going to restaurants, bars or night clubs, and 43% look forward to attending events, festivals or concerts.
• 70% of adults noticed out-of-home advertising in the past week, and 50% noticed digital out-of-home ads specifically.
• 1 out of 5 Canadians that noticed an out-of-home ad, searched online for the product, brand, and/or service advertised.
• 36% agree that digital out-of-home ads are “a good way to learn about a new business in the area”, and this rate of agreement increases to 43% among those aged 18 to 24.
• Those aged 18 to 24 are 88% more likely and newcomers to Canada are 52% more likely than the average Canadian to look forward to using public transit post-pandemic.

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