{"id":81744,"date":"2021-03-08T07:03:00","date_gmt":"2021-03-08T12:03:00","guid":{"rendered":"https:\/\/isarta.com\/news\/?p=81744"},"modified":"2021-03-09T09:47:18","modified_gmt":"2021-03-09T14:47:18","slug":"what-are-canadians-new-behaviours-as-a-result-of-the-pandemic-according-to-vividata","status":"publish","type":"post","link":"https:\/\/isarta.com\/news\/what-are-canadians-new-behaviours-as-a-result-of-the-pandemic-according-to-vividata\/","title":{"rendered":"What Are Canadians\u2019 New Behaviours as a Result of the Pandemic, According to Vividata?"},"content":{"rendered":"\n<p><a href=\"http:\/\/vividata.ca\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Vividata<\/strong><\/a><strong>, Canada\u2019s largest consumer and media research firm, has released the results of its <\/strong><a href=\"https:\/\/vividata.ca\/fr\/rapports-dauditoire\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>latest poll<\/strong><\/a><strong>&nbsp;of 32,249 consumers on Canadian behaviour.&nbsp;<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Here are the highlights of this study, categorized into a few broad categories.<\/p>\n\n\n\n<ul><li><strong>Online shopping<\/strong><\/li><\/ul>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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 &#8220;click and pick up&#8221; service.<\/p>\n\n\n\n<p>Finally, compared to last year, Canadians are now more likely to agree with the statement &#8220;Shopping online makes my life easier&#8221; (25% agreed in winter 2020 | 41% agreed in winter 2021).<\/p>\n\n\n\n<ul><li><strong>Highlights about publications<\/strong><\/li><\/ul>\n\n\n\n<p>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).<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Almost one in four adults increased their consumption of magazine content (print or digital) during the pandemic.<\/p>\n\n\n\n<ul><li><strong>And television<\/strong><\/li><\/ul>\n\n\n\n<p>In an average week, 93% of Canadian adults watch television on any screen or device, spending about 22 hours a week.<\/p>\n\n\n\n<p>65% of adults watch television according to the broadcast schedule (live), 54% watch via a subscription service and 36% catch-up on demand.<\/p>\n\n\n\n<p>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).<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<ul><li><strong>Audio streaming\/podcasts<\/strong><\/li><\/ul>\n\n\n\n<p>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, &#8220;Being able to listen to radio streaming or online has changed the way I listen to radio&#8221; (37% for those under 35).<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Posting<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>Nearly 3 out of 4 adults have noticed advertising outside the home in the past week. 53% specifically noticed digital advertisings outside the home.<\/p>\n\n\n\n<p>44% of Gen Z\u2019s notice advertising outside the home &#8220;every time&#8221; or &#8220;most of the time&#8221;.<\/p>\n\n\n\n<p>The past 12 months have been incredibly challenging for everyone, and the impact on our behaviours and attitudes cannot be underestimated,&#8221; says Pat Pellegrini, Ph.D., President and CEO of Vividata.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vividata, Canada\u2019s largest consumer and media research firm, has released the results of its latest poll of 32,249 consumers on Canadian behaviour. <\/p>\n","protected":false},"author":1,"featured_media":81745,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[5],"tags":[163,95,94,37,72],"_links":{"self":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/81744"}],"collection":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/comments?post=81744"}],"version-history":[{"count":1,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/81744\/revisions"}],"predecessor-version":[{"id":81746,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/81744\/revisions\/81746"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/media\/81745"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/media?parent=81744"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/categories?post=81744"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/tags?post=81744"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}