Latest database examines on- and offline behaviour during COVID-19

Vividata's SCC Metrica Fusion Database combines consumer survey data and passive digital measurement analysis.
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Vividata, a Canadian cross-media and consumer research company, and Metrica, its digital measurement division, have created a new collection of consumer behaviour data called the SCC Metrica Fusion Database, designed to provide marketers with a more complete view of the Canadian consumer during the COVID-19 pandemic.

The new database combines Vividata’s Winter 2021 Survey of the Canadian Consumer with Metrica’s analysis of digital consumers to capture consumer behaviour both online and off during the pandemic.

Using a fusion methodology called the “multi-dimensional isotonic fusion,” database users see logical profiles and offline behaviours of visitors to over 3,000 reported websites and apps. It’s available through Nielsen and Telmar platforms that allows subscribers to dig into and segment the data on-demand.

According to Pat Pellegrini, president and CEO of Vividata, “data fusion is a set of data science methods designed to bring two or more separate data sources together to form a single database that contains all of the previous information,” with a goal of obtaining reliable estimates of the true relationships between a set of variables currently unavailable in a single data source.

In the fusion process, multiple variables from both studies were used to match Vividata respondents with digital panelists, providing an estimate of website and app viewer’s usage of products and services, and their exposure to other media.

For example, since last spring, another 1.5 million Canadian adults visited the websites or apps of Skip the Dishes, UberEats, or DoorDash. Skip the Dishes remains the number one food delivery service in Canada with 3.5 million adults visiting in an average month. UberEats is at a distant second with 2.5 million visitors, followed by DoorDash with 1.8 million.

Households with children are the most likely to have used food delivery services during the pandemic, comprising 53% of monthly visitors to Skip the Dishes, UberEats, or DoorDash. They are followed by single adults without children at 24%. In comparison to the Canadian population, users of these food delivery services are 28% more likely to eat mainly vegetarian food, and are more likely to attempt to reduce the amount of dairy in their diet.

Top shopping apps in Canada such as Amazon, Canadian Tire, and Best Buy had more than 17 million unique monthly visitors, up nearly 12% from last spring. Users skewed slightly younger female, 55% to 45% male since last spring. Gambling and lottery apps were up nearly 10% from last spring. Career apps were up 52% from last spring; health and fitness apps jumped nearly 11%; and sports apps such as Sportsnet, At Bat, and NHL experienced about 2.8 million monthly visitors – 76% of them male.

Media and entertainment apps have also flourished, according to the data collected. Just over 50% of visitors to IMDb agreed that online TV streaming services have changed the way they watch television, and nearly 1 in 3 watch more TV than they used to because of online streaming services. Visitation to the CBC TV app doubled since last spring, reaching 742,000 unique visitors in an average month. Of those, 70% were women, and 76% aged 35 or older.

With 559,000 unique monthly visitors, the iHeartRadio app saw an increase in younger users tuning-in more often. Compared to last spring, users visited the iHeartRadio app five times or more in an average month, topping out at 218,000, or a bump of 60% over the previous period.