Opticks Powered by AskingCanadians: eShopper, Mobile, Social

Environics Analytics' Opticks Powered by AskingCanadians data is developed into three datasets: eShopper, Mobile and Social.


Opticks eShopper Powered by AskingCanadians™ provides key insights into how different consumers are using the latest online technology in the purchase process. The database offers 1,348 variables that describe the digital and offline marketplace behaviour of Canadians. The AskingCanadians eShopper survey is an online study of 20,438 respondents that measures a wide range of online shopping behaviour, ranging from product research to purchase preferences, for all segments of Canadian society. The Opticks eShopper database provides vital insights into how different consumers are using
the latest online technology in the purchase process. By learning how customers integrate digital technology into the retail experience, businesses can better design their marketing, messaging and merchandising to reach their target customers effectively.


Opticks Mobile Powered by AskingCanadians™ helps companies and not-for-profits determine their customers’ mobile behaviour for a range of media and marketing applications. This dataset is based on the AskingCanadians™ online survey, which asked 20,969 respondents about their ownership and usage of mobile devices, the appeal of various mobile technology features and their attitudes toward mobile marketing. The Opticks Mobile database offers 974 variables on mobile behaviour. With this dataset, marketers can more accurately profile customers and prospects by their mobile behaviour, including minutes spent texting, preferred apps and favourite tablet manufacturers. By evaluating mobile behaviour, brand preferences and usage, advertisers and ad agencies can design more powerful mobile marketing strategies to reach target audiences. 


Opticks Social Powered by AskingCanadians™ is a comprehensive database that enables businesses and not-for-profits to determine the social media usage and behaviour across all segments of Canadian society. Based on an online survey by AskingCanadians™ that captures the views of approximately 20,259 respondents, it provides more than 803 variables on who is visiting the leading social media websites, what they are doing and how much time they spend blogging, tweeting, posting photos and sharing links. The data in Opticks Social are available at the postal code level. The Opticks Social database helps companies and not-for-profits determine their customers’ usage of online social media for a range of media and marketing applications. 

Below you will find a short video that covers product details, sources, methodology, applications and key questions about these products. Watching this video will provide you with an overview of the products and give you some ideas for how it can be used in your own work.

Following the video, there are some additional resources linked for your reference: release notes, variable list and metadata.

Please note that the video contains information on the eShopper, Mobile, and Social datasets.

eShopper: Beginning - 3:18
Mobile: Beginning - 1:10; 3:19 - 5:23
Social: Beginning - 1:10; 5:24 - 7:35

Additional Resources

Opticks eShopper Powered by AskingCanadians

Opticks Social Powered by AskingCanadians

Opticks Mobile Powered by AskingCanadians