Vividata conducts Canada’s leading syndicated study for single-source data on print readership, non-print media exposure, product usage, and lifestyles. Based on a rolling 52-week online survey sample of 43,324 respondents, Opticks Powered by Vividata results in lifestyle and media profiles of over 8,600 variables across a broad range of products, activities, services, and media choices.
With extensive and robust data available at the postal code (FSALDU) level, Opticks Powered by Vividata helps companies, government agencies, and not-for-profits better understand their customers for a range of media and marketing applications. Users must be Vividata members.
What's New?
We are pleased to announce that this release of Opticks Powered by Vividata has been enhanced with over 1,057 new variables for the 2024 vintage. A significant expansion has been made within the “Media-TV-Usage” category, delineating content consumption across various device types. This granular breakdown by device usage enables advertisers to craft targeted strategies that resonate with the audience’s viewing habits. Furthermore, we have bolstered our database with substantial additions to internet activities, newspaper publications, housing & shelter, and the newcomers to Canada categories.
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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+ |