Vividata, Canada’s largest consumer and media research firm, has released the results of its latest poll of 32,249 consumers on Canadian behaviour.
The Winter 2021 study provides a new coverage on a number of evolving consumer trends, such as the impact of COVID-19 on media and purchasing, the activities that Canadians expect to resume when the pandemic ends, or the use of food basket services.
Here are the highlights of this study, categorized into a few broad categories.
- Online shopping
In this first category, the study shows that nearly three-quarters (73%) of Canadian adults have shopped online for any item in the past month; clothing and footwear, books and electronics are the categories most often shopped online.
Half of Canadian adults also report doing more online shopping compared to their usual shopping habits before the pandemic. A data all the more significant for households with incomes over $100,000 and those with children.
In addition, 9 out of 10 adults who have shopped online in the past month have used free shipping services, while a quarter have used the “click and pick up” service.
Finally, compared to last year, Canadians are now more likely to agree with the statement “Shopping online makes my life easier” (25% agreed in winter 2020 | 41% agreed in winter 2021).
- Highlights about publications
8 in 10 Canadian adults read or access magazines or newspapers through print and digital platforms in an average week. While 7 out of 10 read newspaper content in an average week, with just over half where access to content is via mobile device (smartphone or tablet).
Over the past five years, the audience for digital newspaper content on smartphones has doubled. By winter 2016, 17% of adults had accessed digital newspaper content from a smartphone, reaching 35% by winter 2021.
In a typical month, two-thirds (73 %) read or viewed magazine brand content. Magazines about food, technology and science, entertainment, health, and fitness being the most popular among Canadians.
Over the past five years, the smartphone-based audience for digital magazine content has also increased. In the winter of 2016, 15% of adults accessed digital magazine content on a smartphone, reaching 25% in the winter of 2021.
Almost one in four adults increased their consumption of magazine content (print or digital) during the pandemic.
- And television
In an average week, 93% of Canadian adults watch television on any screen or device, spending about 22 hours a week.
65% of adults watch television according to the broadcast schedule (live), 54% watch via a subscription service and 36% catch-up on demand.
In addition, 42% of adults increased their use of subscription services (ex. Netflix, Amazon Prime, Crave, Disney+, etc.) due to the COVID-19 pandemic. Compared to the winter of 2020, on a weekly basis, more Canadians consume fast-paced content on any screen or device (23% in the winter of 2020 | 30% in the winter of 2021).
Finally, the study shows us that 35% of adults use social media while watching television, a figure that rises to 51% among Gen Z and 48% among Gen Y.
- Audio streaming/podcasts
Just over one in five Canadian adults has increased their use of audio streaming as a result of the pandemic. In fact, 27% of adults agree with the statement, “Being able to listen to radio streaming or online has changed the way I listen to radio” (37% for those under 35).
YouTube (at 22% reach), Spotify (at 19%), AM/FM streaming (at 15%) and Apple Music (at 8%) are the main ways Canadians listen to audio content and have all seen an increase in their reach over the winter of 2019. Nearly one in four people a week listen to podcasts.
Posting
In the final category of the study, it has been found that Canadian adults travel (by car/truck as a driver/passenger) an average of 116 km per week, compared to the 131 km in the winter of 2020.
Nearly 3 out of 4 adults have noticed advertising outside the home in the past week. 53% specifically noticed digital advertisings outside the home.
44% of Gen Z’s notice advertising outside the home “every time” or “most of the time”.
The past 12 months have been incredibly challenging for everyone, and the impact on our behaviours and attitudes cannot be underestimated,” says Pat Pellegrini, Ph.D., President and CEO of Vividata.
