Media Usage Consumer Media Usage

This data product describes consumer media usage behaviour including internet usage, newspaper and magazine reading habits, radio listening habits, TV viewing habits, and flyer and multi-media usage.

Media Usage Data Modelled Using Numeris RTS Survey*

Consumer Internet Usage Patterns
This data product describes consumer Internet usage behavior. For examples, the propensity of:

Accessing the Internet at various locations: home, workplace, school, cottage, …

Accessing the Internet via ADSL, Cable, Satellite, …

Mobile Internet access

Usage of the Internet for news, fashion, automobile, food, health, weather, ….

Time of Internet access by weekday and weekend

Light, medium, and heavy users of the Internet

Purchase / Intend to purchase new technology products and services, e.g., iPhone, HDTV, Tablet.

Electronic companies/retailers and telecoms use this data product to find their new customers. Other companies leverage the information to design marketing programs to reach their customers and prospects more effectively via the Internet, e.g., at what time and on which websites and with what content.

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement), publications of Statistics Canada and CRTC, and Manifold’s predictive modeling techniques. We identified robust consumer product usage patterns in the survey data and extrapolated them into the propensity score for each of all 6-digit postal codes.
Newspapers and Magazines
This data product describes the consumer reading habits of newspapers and magazines. For examples, the propensity of:

Reading national and local daily newspapers by weekday and weekend

Total time spent on reading daily newspapers

Light, medium and heavy readers

Reading patterns by contents: automotive, business, fashion, classified ads, food, health, movie, news, sport, travel, real estate, …

Method of reading: all sections, selective, casual, …

Reading magazines by type: art & antiques, automobile, babies and parents, brides/bridal, business and finance, children and youth, entertainment, fashion, food & beverage, gardening & homes, health/fitness, hobbies, home décor, men’s, music, nature, news, photo, senior, sports, travel, and women’s

Reading patterns by the magazine: CAA, Canadian Gardening, Living, Reader’s Digest, National Geographic,

Time spent on reading magazines

Light, medium and heavy readers of magazines.

The precise and granular data on consumers’ reading habits enables companies to use the print media to reach their customers and prospects more effectively, e.g., which day, in which newspaper/magazine and which section.

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement), publications of Statistics Canada and CRTC, and Manifold’s predictive modeling techniques. We identified robust consumer product usage patterns in the survey data and extrapolated them into the propensity score for each of the 6-digit postal codes.
Radio
This data product describes the consumer listening habits of radio. For examples, the propensity of:

Listening radio program by type: comedy, contests, music, news, religious, ethnic programs, sports, traffic and weather

Time spent on listening to the radio

Daily reach

Hourly reach

Light, medium and heavy users of radio

Listenership and usage by program

The precise and granular data on consumers’ radio listening habits enables companies to identify the best radio station, program, day and time in order to reach their customers and prospects more effectively.

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement), publications of Statistics Canada and CRTC, and Manifold’s predictive modeling techniques. We identified robust consumer product usage patterns in the survey data and extrapolated them into the propensity score for each of the 6-digit postal codes.
Television
This data product describes the consumer viewing habits of TV. For example, the propensity of:

Watching TV program by type: auto racing, baseball, basketball, cartoons, children, cooking, CFL/NFL, home renovation, golf, hockey, movie, news, soap dramas, talk shows, …

Watching TV program by (digital) channel: BNN, CP24, CBC, CNN, CTV, …

Time spent on watching TV by weekday, weekend,

Hourly reach

Light, medium and heavy TV viewers

Listenership and usage by program

The precise and granular data on consumers’ TV viewing habits enables companies to identify the best TV station, program, day and time in order to reach their customers and prospects more effectively.

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement), publications of Statistics Canada and CRTC, and Manifold’s predictive modeling techniques. We identified robust consumer product usage patterns in the survey data and extrapolated them into the propensity score for each of the 6-digit postal codes.
Flyer
This database is about the consumer behaviour of flyer usage. It describes the propensity of consumers to use:

Direct email offers by frequency

Coupons by frequency

Flyers in the daily newspaper by frequency

Flyers in community newspaper by frequency

Flyers at the door or in the mail by frequency

Coupon from a local store by frequency

Coupon from mail order by frequency

Coupon from internet by frequency

Yellow pages in print and online

Attitude towards flyer/coupon

Visit of a store or website upon hearing a commercial

Avoidance of advertisement: online, print, radio and TV.

Using this data product, companies can target consumers who use flyers and coupons and reduce waste in their marketing programs.

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement), publications of Statistics Canada and market research companies, and Manifold’s predictive modeling techniques. We identified robust consumer product usage patterns in the survey data and extrapolated them into the propensity score for each of the 6-digit postal codes.

Media Usage Data Modelled Using Vividata’s Survey of the Canadian Consumer**

Internet Usage
This dataset captures internet behaviour, including device usage, website visitation, online shopping, internet access patterns, wearable devices, and mobile plans.

Websites apps/Visited past month

When and using what device was the internet last accessed

Views on the internet

Device used to browse different website types

Frequency of different types of online activities

Websites used for online purchases

Wearable devices owned and used to access internet

Mobile phone plan details

This data product is based on the Vividata survey on Consumer Product Usage and Behavioural Patterns. No personal or private information was used.

Governments and companies can use the information to identify Internet channels and social media networks to reach consumers, customers, and prospects more effectively, e.g., at what time and on which websites and with what contents. Electronics companies/retailers and telecoms use this data product to find their new customers.
Newspaper and Magazine Readership
This dataset analyzes print media (Newspapers and Magazines) readership habits, including frequency, format (print/digital), access methods, reading behaviours, device usage, and engagement with different sections and issues.

Light, medium, and heavy readers of newspapers (English, French, 12+)

Which issue (by day of the week)

Newspaper sections

How print issue was obtained

Device used (digital)

Activities while reading newspaper

Local community newspapers

Print and digital metrics

Read past 3 months

Source of copy (print)

Frequency of reading (print)

Time spent – When last accessed (digital)

Method of access (digital)

Device used (digital)

This data product is based on the Vividata survey on Consumer Product Usage and Behavioural Patterns. No personal or private information was used.

Companies and institutions leverage precise, granular data on consumers’ reading habits to optimize their use of print media, ensuring they reach customers and prospects more effectively. This includes determining the ideal publication day, newspaper, and section for maximum engagement.
Radio
This dataset analyzes radio and audio consumption habits including listening frequency, time spent, preferred formats, streaming app usage, and favoured radio stations

Radio – Listening days

Radio – Minutes tuned

Radio- Formats listened to

Audio streaming programs/Apps

Radio stations

This data product is based on the Vividata survey on Consumer Product Usage and Behavioural Patterns. No personal or private information was used.

Companies and institutions leverage precise, granular data on consumers’ radio listening habits to identify the optimal radio station, program, day, and time to effectively reach their customers and prospects.
Television
This dataset analyzes TV consumption habits including time spent, program preferences, viewing frequency, multitasking while watching TV, online streaming platforms, and binge-watching tendencies:

TV – time spent watching

TV program type

TV viewing frequency (light, medium, heavy, etc.)

Activities done while watching TV

TV reception (Fibre Optic, Satellite, etc.)

Type of content in online TV/Video watching

Time spend online TV/Video watching

Binge watching habits

This data product is based on the Vividata survey on Consumer Product Usage and Behavioural Patterns. No personal or private information was used.

Companies and institutions use the precise and granular data on consumers’ TV viewing habits to identify the best TV station, program, day, and time to reach their customers and prospects more effectively.
Out of Home Media
This dataset captures attributes related to Out of Home Media consumption, including transportation modes, tendency to recall Out-of-Home ads, and engagement with direct mail campaigns:

Kilometres travelled in-town past week

Mode of transportation used from home to work

Number of people in car/Truck last time travelled

Time spent driving from home to work

Ad recall (digital billboards and posters)

Actions taken after seeing an ad

Time spent travelling by public transit, car, foot, bicycle, taxi

Last time used public transit, number of times boarded

Usage of direct mail

Materials distributed by Publi-Sac

This data product is based on the Vividata survey on Consumer Product Usage and Behavioural Patterns. No personal or private information was used.

Companies can use this data to identify and design an effective out-of-home media campaign for their targets by placing ads where their targets are most exposed to them.
Apps and Website Visits
This data set provides specific websites and apps visited in the past month for the following purposes:

Business/ Finance

Entertainment/ News

Search engines

Shopping

Sports

This data product is based on the Vividata survey on Consumer Product Usage and Behavioural Patterns. No personal or private information was used.

Governments and companies can use the information to identify Internet channels and social media networks to reach customers and prospects more effectively, e.g., at what time and on which websites and with what contents. Electronics companies/retailers and telecoms use this data product to find their new customers.

* This marketing research information is the result of Manifold’s models using the Numeris RTS Canada survey, it is not intended to duplicate Numeris data.

** This marketing research incorporates information from the Vividata Survey of the Canadian Consumer. It is not intended to duplicate Vividata data.

Most Recent Update

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2025

Available Geographic Levels

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6-digit postal code, FSA, DA, CT, CSD, CD, and custom geography

Update Frequency

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Annual

Methodology

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This data product is based on the Return-To-Sample survey by Numeris, publications of Statistics Canada and CRTC, and Manifold’s predictive modeling techniques. We identified robust consumer media usage patterns in the survey data and built hundreds of predictive models to extrapolate them into the propensity score for each of the 800,000 6-digit postal codes in Canada.

Validation is performed with in- and out-of-phase survey data to ensure the accuracy of the predictions.