Vividata leads with Canada’s most comprehensive view of media consumption through the Study of the Canadian Consumer (SCC), surveying more than 55,000 Canadians year-round to deliver trusted audience and media metrics. These data also connect media habits with consumer behaviour, opinions and product usage in a single, nationally representative dataset. Opticks Powered by Vividata builds on this foundation, giving users access to integrated insights across media, retail, lifestyle and behaviour.
Based on a rolling 52-week online survey of more than 35,000 Canadians, it delivers lifestyle and media profiles including more than 10,400 variables. With geographic detail at the postal code level, it supports customer profiling, media planning, audience segmentation and market analysis for businesses, governments and not-for-profits.
What's New?
The 2026 release introduces expanded media measurement, deeper digital engagement insights and new variables including consumer behaviour, lifestyle and marketplace trends. These updates reflect how Canadians engage with evolving media platforms, brands and daily activities.
Behavioural
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FAQs
What do the terciles and quintiles represent in Opticks Vividata?
Please note that the details below correspond to Opticks Vividata 2021 variables and are subject to change.
Tercile and quintile bands are used to categorize media usage. The tables below show the usage that corresponds to each band.
| Television (Weekly Viewing for Total Canada, English Canada, and French Canada) | |
|---|---|
| Tercile | Range (Hours Per Week) |
| 1 | <10.50 |
| 2 | 10.51-21.00 |
| 3 | 21.01+ |
| Television Traditional/Linear (Weekly Viewing for Total Canada, English Canada, and French Canada) | |
| Tercile | Range (Hours Per Week) |
| 1 | <7.00 |
| 2 | 7.00-13.99 |
| 3 | 14.00+ |
| Television Streaming (Weekly Viewing for Total Canada, English Canada, and French Canada) | |
| Tercile | Range (Hours Per Week) |
| 1 | <7.00 |
| 2 | 7.00-13.99 |
| 3 | 14.00+ |
| Radio (Weekly Listening for Total Canada, English Canada, and French Canada) | |
| Tercile | Range (Hours Per Week) |
| 1 | <3.51 |
| 2 | 3.51-10.50 |
| 3 | 10.51+ |
| Magazine (Total Canada) | |
|---|---|
| Quintile | Range (Issues Per Month) |
| 1 | <0.00 |
| 2 | 0.001-0.439 |
| 3 | 0.440-1.081 |
| 4 | 1.082-2.663 |
| 5 | 2.664+ |
| Magazine (English Canada) | |
| Quintile | Range (Issues Per Month) |
| 1 | <0.00 |
| 2 | 0.001-0.439 |
| 3 | 0.440-1.081 |
| 4 | 1.082-2.662 |
| 5 | 2.663+ |
| Magazine (French Canada) | |
| Quintile | Range (Issues Per Month) |
| 1 | <0.00 |
| 2 | 0.001-0.439 |
| 3 | 0.440-0.928 |
| 4 | 0.929-2.205 |
| 5 | 2.206+ |
| Newspapers (Total Canada, English Canada, and French Canada) | |
| Quintile | Range (Issues Per Week) |
| 1 | <0.00 |
| 2 | 0.001-1.125 |
| 3 | 1.126-2.2250 |
| 4 | 2.251-4.750 |
| 5 | 4.751+ |
| Digital Magazine (Total Canada, English Canada, and French Canada) | |
|---|---|
| Quintile | Range (Issues Per Month) |
| 1 | <0.00 |
| 2 | 0.01-1.00 |
| 3 | 1.01-4.00 |
| 4 | 4.01-12.50 |
| 5 | 12.51+ |
| Digital Magazine (Users Only for Total Canada and English Canada) | |
| Quintile | Range (Issues Per Month) |
| 1 | <1.01 |
| 2 | 1.01-3.00 |
| 3 | 3.01-7.00 |
| 4 | 7.01-18.00 |
| 5 | 18.01+ |
| Digital Magazine (Users Only for French Canada) | |
| Quintile | Range (Issues Per Month) |
| 1 | <1.01 |
| 2 | 1.01-3.00 |
| 3 | 3.01-7.50 |
| 4 | 7.51-17.50 |
| 5 | 17.51+ |
| Digital Newspaper (Total Canada) | |
| Quintile | Range (Issues Per Month) |
| 1 | <2.00 |
| 2 | 2.01-6.50 |
| 3 | 6.51-17.50 |
| 4 | 17.51-40.50 |
| 5 | 40.51+ |
| Digital Newspaper (English Canada) | |
| Quintile | Range (Issues Per Month) |
| 1 | <1.50 |
| 2 | 1.51-5.00 |
| 3 | 5.01-13.50 |
| 4 | 13.51-35.00 |
| 5 | 35.01+ |
| Digital Newspaper (French Canada) | |
| Quintile | Range (Issues Per Month) |
| 1 | <4.00 |
| 2 | 4.01-14.50 |
| 3 | 14.51-35.00 |
| 4 | 35.01-76.50 |
| 5 | 76.51+ |
| Digital Newspaper (Users Only for Total Canada) | |
| Quintile | Range (Issues Per Month) |
| 1 | <2.00 |
| 2 | 2.01-5.50 |
| 3 | 5.51-15.50 |
| 4 | 15.51-40.00 |
| 5 | 40.01+ |
| Digital Newspaper (Users Only for English Canada) | |
| Quintile | Range (Issues Per Month) |
| 1 | <1.50 |
| 2 | 1.51-5.00 |
| 3 | 5.01-13.00 |
| 4 | 13.01-35.00 |
| 5 | 35.01+ |
| Digital Newspaper (Users Only for French Canada) | |
| Quintile | Range (Issues Per Month) |
| 1 | <4.00 |
| 2 | 4.01-13.50 |
| 3 | 13.51-35.00 |
| 4 | 35.01-78.50 |
| 5 | 78.51+ |
| Internet (Weekly for Total Canada, English Canada, and French Canada) | |
|---|---|
| Tercile | Range (Hours Per Week) |
| 1 | <10.50 |
| 2 | 10.51-21.00 |
| 3 | 21.01+ |
| Mobile Internet (Weekly for Total Canada, English Canada, and French Canada) | |
|---|---|
| Tercile | Range (Hours Per Week) |
| 1 | <3.50 |
| 2 | 3.51-10.50 |
| 3 | 10.51+ |