This is an authoritative marketing study in this country that helps to better understand consumer behaviour in Canada. Here are the highlights of Vividata’s latest probe strike from July 2020 to June 2021.
The Fall 2021 Survey provides new coverage on several evolving consumer trends such as: the market for electronic vehicles, trust in news, and consumer opinions on topics like influencer marketing and ethnic food. A gold mine for marketers and advertisers.
They help us stay on top of evolving consumer trends, such as the in-store versus online shopping habits of Canadians amidst COVID”, says Brooke Leland, Managing Partner at Jungle Media.
Here are some highlights from Vividata’s Fall 2021 Survey of Canadian consumers:
The return of traveling
First topic addressed, travel and vacation. Concepts that have been forgotten in this year of the pandemic. With travel restrictions easing, 1 out of 4 (or 8.2 million) Canadian adults intend to vacation outside of Canada within the next 12 months, with the United States (preferred by 60% of foreign travel intenders), Europe (29%), and the Caribbean (24%) as the top three intended destinations.
Compared to those born in Canada, newcomers to Canada (living in Canada for less than 5 years) are more likely to vacation in the US, with nearly 2 out of 5 intending to do so within the next 12 months.
Couples (with or without kids) and adults aged 35-64 are the most likely to travel outside of Canada within the next 12 months, and they are more likely to vacation in the Caribbean than the average foreign travel intender.
On average, Canadian adults intend to spend approximately $3,000 on their next foreign trip, and the intended spend increases with age, reaching nearly $3,400 for those aged 65+.
The rise of electric vehicles?
Another big topic this year: electric vehicles. While 12.4 million Canadian adults agree with the statement “I would like to own an electric vehicle”, just under 1.9 million Canadians plan to buy or lease an electric vehicle (EV) within the next 2 years.
Residents of Alberta, British Columbia and Ontario are the most likely to acquire an EV in the next 2 years and account for 72% of EV intenders).
Among those intending to acquire an EV within the next 2 years, their top deciding factors are “cost” (for 33% of intenders), EVs being “better for the environment” (15%), and “fuel cost savings” (14%).
For those not in the market for an EV in the next 2 years, “cost” again (at 46%), “driving range” (10%), and “lack of electric vehicle charging infrastructure” (9%) are the top prohibitive factors.
Media: growth of the tablet and smartphone
One of Vividata’s great specialties is of course the analysis of the media in the country. This edition does not escape the rule. 7 out of 10 Canadian adults catch up on the news at least once a day, with those aged 50+ the most likely to do so at 82%, and those aged 18-24 the least likely at 50%.
Nearly 8 out of 10 Canadian adults read/accessed magazine or newspaper brands in an average week via print or digital platforms. Just under 21 million adults (67%) read/looked through newspaper content in the past week (print/digital), with 58% accessing digital content via a mobile device (smartphone or tablet).
Quebec adults, at 29%, are the most likely to access newspaper brand content on a tablet, compared to 19% for total Canada. La Presse being part of it.
Note that in the past five years, those who access newspaper content on a smartphone has almost doubled; from 19% in Fall 2016 increasing to 36% in Fall 2021.
Television: more and more varied uses
In an average week, 93% of Canadian adults watch TV/video on any screen or device, spending approximately 20 hours per week on any screen.
The proportion of streaming hours to total TV/video viewing hours in a week varies by age. Among adults 18-34, streaming makes up 70% of their average 17 hours of TV/video viewing in a week; while for adults over 50, streaming makes up 43% of their average 23 hours of TV/video viewing in a week.
Also, 62% of adults watch TV as per a broadcast schedule (down from 66% in Fall 2020), 60% watch through a subscription service (up from 53% in Fall 2020), and 33% catch-up on demand (down from 36% in Fall 2020).
62% of adults watch TV as per a broadcast schedule (down from 66% in Fall 2020), 60% watch through a subscription service (up from 53% in Fall 2020), and 33% catch-up on demand (down from 36% in Fall 2020.
Streaming audio/podcasts: more and more paid subscribers
7.7 million Canadian adults (1 out of 4) have increased their use of audio streaming services during COVID. YouTube (at 22%) is the top source to stream audio among all adults, followed by Spotify (at 20%). However, Spotify is the top source for audio streaming among adults under 35 at 30% reach, with YouTube a close second at 26%.
Nearly 7.3 million adults (or 24%) listened to a podcast in the past week, up from 6.7 million in Fall 2020. Among those who listened to a podcast in the past week, news & politics (at 35%), society & culture (31%), and comedy (29%) are the top 3 podcast genres listened to.
Finally, 6.1 million adults now have a paid subscription to an audio streaming service, up from 4.8 million in Fall 2020.