Product Usage Data

This data product describes consumer product usage behaviour including automobile, beverage, snack, food, health and personal care, telecommunication, restaurant visits, leisure activities, and thousands of other items.

Datasets modelled using Numeris’ RTS survey*

Household Automobile Usage Patterns
This database describes the automobile usage behavior of the population age 18 and older. Each 6-digit postal code is associated with a propensity score measuring:

Number of vehicles in the household

Annual kilometers are driven

Make of most driven vehicle

Type of often driven vehicle

Year of often driven vehicle

Purchase or lease of new or used vehicle

Involvement of purchase or lease decision

Value of vehicle purchase/leased

Plan to purchase/lease in 12-month

The price range of the planned vehicle

Type of the planned vehicle

Consideration of hybrid vehicle

Satellite radio in the vehicle

Auto club membership

Automotive aftermarket: repair and maintenance

Visit of service and parts center by banner

Visit and frequency of gas station by banner

Car rentals for personal or business use and frequency

Visit and purchase at manufacturers’ dealership or website

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement). It provides in-market automobile data and consumer usage information for manufacturers, dealerships, insurance companies, and financial institutions, service and gas stations and parts retailers. For example, Canadians tend to replace cars every 7-8 years. The number, proportion and make of old vehicles in the trade areas can help dealers perform competitive analysis and target their marketing programs, and financial institutions estimate the market potential of auto finance.
Consumer Beverage Consumption Patterns
This data product provides a propensity score of beverage consumption at the 6-digit postal code level. It includes:

Weekly consumption of beer by bottle/can/glass

Brand of most often and occasionally drinking beers

Light, medium and heavy consumers of wine and alcohol beverages

Light, medium and heavy consumers of coffee/tea

Light, medium and heavy consumers of soft drinks by selected brands

Light, medium and heavy consumers of milk/juice by type

This database is derived from the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement).

Manufacturers and retailers use this database to estimate their market potential; track trends; perform competitive analysis and tailor their communications to the targeted consumers. For example, domestic and foreign brands have very distinct customer segments in the Canadian multi-culture market place. Information in this database helps manufacturers optimize their distribution network and develop new products for the emerging market of new Canadians.
Consumer Food Consumption Patterns
This is a database of household food consumption. It describes the propensity score of household consumption on:

Over 50 food items, e.g., bread, breakfast cereal, fish, chicken, beef, butter, …

Fruit, vegetables, and juice used in food

Condiments used in food

Purchase of health food

Usage of household products, e.g., facial tissue, detergent, air fresheners, …

Spending on dry cleaning

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement) and predictive modeling for extrapolating the survey data to the propensity score at the 6-digit postal code level.

Manufacturers and retailers can use this database to estimate market potential; track trends, e.g., gluten free products; and tailor their communications to the multi-cultural consumers.
Consumer Health Care Patterns
This data product describes the propensity score of consumer usages of health care products at the 6-digit postal code level. It includes:

Usage of over-the-counter medicine, e.g., cough drops, vitamins, sleeping tablets, bandages, cold remedies

Usage of skin protectants

Actions of weight control

Vitamin usage by type

Visits of various types of therapists, e.g., acupuncturists, chiropractors, …

Usage of assistant devices, e.g., hearing aid, walker, …

Usage of various esthetic services

Usage of various dental services

Usage and spending of various cosmetic services

Spending on perfume and cologne

Usage of various personal care products, e.g., mouthwash, shaving creams, …

Usage of feminine hygiene products

Usage of shavers by type

Foundation of this data product is the Return-To-Sample survey conducted by Numeris (formerly Bureau of Broadcast and Measurement) and predictive models for extrapolating the survey data to the propensity score at the 6-digit postal code level.

Pharmacies can use this database to perform market potential, trade areas, and competitive analysis and tailor their promotion and communication to the targeted consumers. Manufacturers can also leverage the information for channel optimizations.
Consumer Snack Consumption Patterns
This data product describes the propensity score of snack consumption of the population of the age 15+ at the 6-digit postal code level. It includes light, medium and heavy users of

Hard candies, chewy candies

Cookies

Peanuts and nuts

Chocolate bars

Granola bars

Potato chips

Popcorn

Ice creams

Crackers

Rice cakes,…

Ready-to-eat breakfast like

Cold, hot cereals

Breakfast bars

Pancakes

Frozen waffles

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement) 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.

Retailers can use this database to perform market potential, trade area, and competitive analysis and tailor their promotion and communication to the targeted consumers. Manufacturers can also leverage the information for channel optimizations.
Consumer Telecommunication Usage Patterns
This data product describes the propensity score of consumer usage of telecommunication services and products, including

Current local telephone service suppliers like Bell, Primus, Rogers, Telus, VoIP, and Cable companies

Current long telephone service suppliers like Bell, Primus, Rogers, Telus, VoIP, and Cable companies

Monthly spending on long-distance calls

Ownership of mobile phones and PDAs

Wireless network suppliers like Bell or Telus Mobility, Rogers, Wind mobile …

Monthly spending on wireless

Change of service providers

Usage of wireless devices, e.g., play games, download apps, …

Annual household spending on telecommunications.

This database is derived from the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement). We identified robust consumer product usage patterns in the survey data and extrapolated them with predictive models into the propensity score for each of the 6-digit postal codes.

Telecoms and electronic retailers can use the data to identify the trends, e.g., early adopters; estimate market potential; acquire new customers; reduce attrition and cross-sell products and services. Manufacturers can also leverage information for product development and channel optimizations.

Datasets modelled using Vividata’s Survey of the Canadian Consumer**

Alcoholic Beverage Consumption Patterns
This data product provides detailed insights into alcoholic beverage consumption, covering beer, coolers, cider, mixed drinks, wine, liqueurs, cognac, rum, bourbon, whiskey, and scotch. It includes data on:

Consumption Frequency: Number of drinks consumed in the past 7 or 30 days

Preferred Formats: Bottles, cans, draught or other forms

Beverage Type & Brands: Domestic, imported, craft, microbrewery, etc.

Price Sensitivity: Discount, regular, premium

This data product is based on the Vividata Survey of the Canadian Consumer. No personal or private information was used.

Manufacturers and retailers use this database to estimate their market potential, track trends, conduct competitive analysis, and tailor their communications to target consumers. For example, domestic and foreign brands cater to distinct customer segments in Canada’s multicultural marketplace. The insights in this database help manufacturers optimize distribution networks and develop new products for the growing market of new Canadians.
Non-alcoholic Beverage Consumption Patterns
This data product provides detailed insights into non-alcoholic beverage consumption, covering coffee, tea, iced tea, fruit drinks/punches, milk, hot chocolate, soft drinks, energy/sports drinks, flavoured beverage enhancers, and bottled water. It includes data on:

Consumption Frequency: Number of drinks consumed in the past 7 or 30 days

Preferred Formats: Bottles, cans, or other forms

Beverage Type & Brands: Preferred flavour, size, etc.

Price Sensitivity: Discount, regular, premium

Manufacturers and retailers use this database to estimate their market potential, track trends, conduct competitive analysis, and tailor their communications to target consumers. For example, domestic and foreign brands cater to distinct customer segments in Canada’s multicultural marketplace. The insights in this database help manufacturers optimize distribution networks and develop new products for the growing market of new Canadians.

This data product is based on the Vividata survey on Consumer Product Usage and Behavioural Patterns. No personal or private information was used.
Consumer Snack and Candy Consumption Patterns
This set includes variables on the consumption patterns of:

Hard candy/Mints

Chewy candies

Chewing gum

Nuts/Seeds

Chocolate/Candy bars

Potato chips

Pretzels

Snack/Party mix

Corn/Tortilla chips & Cheese snacks

Popcorn

Rice cakes/Corn cakes/Potato crisps

This data product is based on the Vividata Survey of the Canadian Consumer. No personal or private information was used.

Retailers/supermarkets can use this database to perform market potential, trade area and competitive analysis and tailor their promotion and communication to the targeted consumers. Manufacturers can also leverage the information for market size and share analysis, channel optimizations.
Automotive and Driving Patterns
This data product offers a comprehensive view of household vehicle ownership and automotive behaviours. It includes details on:

Vehicle type/Country of origin

Vehicle Ownership/Purchase

Vehicle Maintenance and Services

Vehicle Purchase and Lease Information

Driving Behaviour and Insurance

Future Vehicle Purchase Intentions

Electric Vehicle Insights

This data product is ideal for automotive marketers, insurance providers, and service companies seeking to understand vehicle ownership trends, purchasing behaviours, maintenance needs, and future vehicle preferences.

This data product is based on the Vividata survey on Consumer Product Usage and Behavioural Patterns. No personal or private information was used.
Children's Products Consumption Patterns
This data product provides insights into household purchases of children’s essentials and apparel, including:

Baby and Childcare Product Usage

Children’s Clothing & Shoe Purchases

Spending on Children’s Clothing & Shoes

Retailers for Children’s Clothing & Shoes: Babies “R” Us, Carter’s OshKosh, GapKids/babyGap, Joe Fresh, Walmart, The Children’s Place, among others.

Retailers/supermarkets can use this database to perform market potential, trade area and competitive analysis and tailor their promotion and communication to the targeted consumers. Manufacturers can also leverage the information for market size and share analysis, and channel optimizations.

This data product is based on the Vividata survey on Consumer Product Usage and Behavioural Patterns. No personal or private information was used.
Cosmetics Consumption Patterns
This data product provides insights into consumer purchasing and usage behaviours for makeup, cosmetics, and related personal care products. It includes:

Purchase Behaviour

Product Usage: Usage frequency and preferences for foundation, blush, lipstick, mascara, brow/eyeliner, nail care products, etc.

Feminine Care & Health Products

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

This dataset is useful for market segmentation, consumer profiling, and trend analysis, allowing brands and retailers to identify purchasing patterns, preferred product types, and brand/store affinities.
Personal Care and Health Patterns
This data set includes detailed information on the usage and preferences of various health and wellness products:

Cough drops

Cough Syrup

Sore Throat Remedies

Cold Remedies

Nasal Sprays

Natural-Based Cough and Cold Remedies

Eye Drops

Eyewear

Laser Eye Surgery

Pain Relievers

Smoking Products

Allergy & Sinus Remedies

Laxatives

Foot Grooming and Odour Products

Control Diet

Medical Conditions

Cosmetic Treatments

Multivitamins

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

This data provides valuable insights into consumer preferences and usage patterns for health-related products, enabling brands to refine their marketing strategies and product offerings. Pharmacies and retailers can leverage the database to conduct market potential, trade area, and competitive analyses, allowing them to customize promotions and communications for targeted consumers. Manufacturers can use this information to optimize distribution channels, while economic developers can utilize the data for strategic planning and fostering investor relationships.
Grocery Consumption Patterns
This data product provides a detailed breakdown of food shopping habits, grocery store preferences, and food delivery service usage among consumers. This data set contains variables on consumption of a variety of grocery products such as:

Bread

Baking ingredients

Eggs

Milk/ Cream

Ice cream/Ice milk/Sherbet & Frozen yogurt

Yogurt

Baking chips

Breakfast sandwiches (frozen)/ Instant breakfast/Breakfast shakes

Instant hot cereals

Granola/Cereal bars

Salsa

Processed cheese/ Natural cheese/ Cream cheese

Soup

Plain rice/ Flavoured & Seasoned rice

Frozen vegetables

Frozen pizza

Bottled/Seasoning sauces

Salad/Cooking oil

Mayonnaise/Mayonnaise type salad dressing

Organic foods

Tea/ Coffee

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

This data product helps retailers, food manufacturers, and marketers understand consumer grocery shopping behaviours, brand loyalty, and opportunities for targeting specific shopper segments.
Household Goods and Pet Care Patterns
This data product provides insights into household consumption of various household and pet care products, including toilet paper, facial tissues, paper towels, plastic storage bags, dishwashing and laundry detergents, household cleaners, disinfectants, and pet food.

Toilet paper usage

Facial Tissues & Paper Towels

Cleaning Products

Laundry Products

Air Fresheners & Deodorizers

Pet Ownership & Pet Care

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

The dataset enables detailed segmentation of households based on their product consumption habits, offering valuable insights for manufacturers, retailers, and marketers.
Video Gaming Habits
This dataset categorizes video gaming habits, devices used, and purchasing behaviour related to home electronics and entertainment products:

Gaming Activity

Gaming Devices: Computers, mobile phones, tablets, gaming consoles, handheld devices, etc.

Game Types: Action/adventure, sports, RPGs, shooters, strategy, puzzles, racing, among others.

Spending on Home Electronics

Retailers: Best Buy, Costco, Canadian Tire, Walmart, and other electronics retailers

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

Retailers can use this database to perform market potential, trade area and competitive analysis and tailor their promotion and communication to the targeted consumers. Manufacturers can also leverage the information for market size and share analysis, and channel optimizations.

* 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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We developed some of these data products using the Return-To-Sample Survey from Numeris (formerly the Bureau of Broadcast and Measurement, BBM RTS). This survey is now conducted 24 hours a day, 365 days a year. In the past, it was conducted twice a year and the sample size was over 63,000 in each wave before 2015, and 43,000 in each wave since 2015. For over 20 years Numeris RTS survey data has been used widely by Canadian media operators, agencies and advertisers. We have licensed the survey data for over 20 years. In total we have over 1,700,000 responders in the source database and they are stratified by geography and demography. They represent Canadian consumers across the country. Combining the Numeris RTS survey with our demographic, household spending data and CanaCode lifestyle clusters, we built thousands of predictive models to extrapolate the survey data to all the 6-digit postal codes covering all of Canada.

We developed some of these data products using the Survey of the Canadian Consumer from Vividata (formerly the Print Measurement Bureau and the Newspaper Audience Databank). This survey is now conducted 24 hours a day, 365 days a year. The survey covers 40+ urban centres and small communities across Canada. There are 40,000 to 50,000 respondents in each wave. For over 20 years Vividata SCC survey data has been used widely by Canadian media operators, agencies and advertisers. We have licensed the survey data for over 7 years. In total we have over 300,000 responders in the source database and they are stratified by geography and demography. They represent Canadian consumers across the country. Combining the Vividata SCC survey with our demographic, household spending data and CanaCode lifestyle clusters, we built thousands of predictive models to extrapolate the survey data to all the 6-digit postal codes covering all of Canada.

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