Vividata’s SCC Winter 2024 Study of the Canadian Consumer has released a Shopper Update covering automotive and travel. This year, in addition to new markets (Barrie CMA and Simcoe-Muskoka), the 2024 study also has expanded multicultural demographics to include where parents were born and whether a respondent identifies as first, second or third generation Canadian.

On the media side, the device used for traditional and linear TV live broadcasts has been added, along with women’s hockey being a new inclusion to sports television coverage. Consumer categories have been expanded to include sources of product research, online gambling activities, and vehicle features in automotive. New brands have been added in insurance, restaurants and alcoholic beverages categories.

The research results on automotive consumers show that auto purchases have declined since Winter 2020 but intent to purchase has increased by 80% to a projected six million Canadians. More than one-third (35%) of potential buyers are looking to buy electric or hybrid vehicles, a drop from 40% last year. Those only considering vehicles with gas engines has risen to 47% from 41% in 2023.

Quebecers are most likely to prefer electric or hybrid vehicles (41%) while Canadians living in the Prairie Provinces (53%) or Atlantic Canada (55%) favour gas-powered engines. In Ontario, the majority of auto intenders (45%) are looking at gas-powered vehicles while 34% are looking at electric or hybrid vehicles.

Electric vehicle intenders skew younger, male and live in higher income households at 61% vs 39% of women. Cost is the main reason for not buying an electric or hybrid vehicle. Nearly half (48%) of EV or hybrid potential buyers believe all new cars should be electric vs 35% of gas only shoppers. TV/streaming video, mobile internet and social media reach more than four in five of those intending to buy a new vehicle.

In the travel section, the report says the number of Canadians looking to travel within the next year, a projected 17 million, is the highest it’s been since Winter 2020. Looking at those looking to travel, nearly 2.5 million more than in 2020 are looking to take trips outside of Canada rather than within. More than 50% of travel intenders rely on recommendations from family and friends. Online reviews (25%) and social media (55%) are key resources for younger travel intenders aged 35 and under.

Although the U.S is the top international travel destination for Canadians by an increase of 28% since 2020, the number intending to travel to South or East Asia at 94% has nearly doubled. Canadian adults under the age of 35 are most likely to want to travel to destinations in Asia or Africa. They are expecting to pay more or the same for these trips as they would to travel to Europe – roughly $3,500 to $4,000.

Vividata’s SCC Study of the Canadian Consumer surveys more than 40,000 respondents each year and reports on 60,000-plus variables and more than 4,000 brands.