TORONTO — In what could be viewed as a time capsule containing data about consumer behaviour before the Covid-19 pandemic started, the latest survey from media and audience research firm Vividata provides a picture of how Canadians were consuming media last year.
The Spring 2020 Survey of the Canadian Consumer found in an average week in 2019, 93% of Canadian adults watched TV on any screen or device and thirty-four percent of Canadians simultaneously browse social media while watching TV, a behaviour that has more than doubled in one year, according to Vividata. In addition, one in five Canadians also post or comment on social platforms while watching television. Sixty-four percent of Canadians watch TV as per a broadcast schedule, 61% stream TV/video content either through a subscription or free/pirated service, and 36% catch up on demand, according to the survey.
When it comes to audio streaming or listening to podcasts, 40% of Canadian adults in 2019 reported they stream music weekly. Nearly one in four Canadians listen to podcasts and the top three audio streaming services used by Canadians are YouTube (20% reach), Spotify (15%) and Apple Music (7%), according to Vividata.
Looking at how Canadians consume magazine and newspaper content, the survey found 82% of Canadian adults read or access magazine or news brands (including community newspapers) via print or digital platforms in an average week. Of those surveyed, 70% said they read newspaper brand content in an average week, with just over half accessing content via a mobile device (smartphone or tablet), and 76% said they read magazine brand content in an average month, with food, travel and health magazines remaining the most popular among Canadians.
Among the consumer research highlights, the survey includes data on the adoption and use of smart electronics in the home. In one year, household ownership of voice-activated smart speakers has more than doubled, according to the survey. Sixteen percent of Canadian households reported owning a voice-activated smart speaker in 2019, compared to 7% a year earlier, with Google Home as the most popular, followed by Amazon Echo. Just over a half million households purchased a smart/Wi-Fi-connected appliance or home monitoring system in the past 12 months, with nearly another half a million households intending to purchase such devices/appliances in the next 12 months, according to the survey. In addition, 27% of Canadian households own a smart TV, which is an increase from 25% the previous year.
“The Covid-19 pandemic has significantly changed day-to-day life for all Canadians. However, the release of our Survey of the Canadian Consumer, Spring study lays the foundation for assessing change in consumer and media behaviours, attitudes and opinions going forward,” said Vividata’s president and CEO Pat Pellegrini, in the news release, acknowledging all that has changed since the data was gathered and that it will have new data encompassing the impact of the pandemic in the coming months.
For more information about Vividata’s Survey of the Canadian Consumer, please click here.
