PWHL fans, social media usage, Chinese Canadian consumers and more! New Vividata reports for SFU researchers

If you're searching for survey-based data on Canadians' media use, leisure habits, and product consumption, it's hard to beat our Vivintel database. The organisation behind Vivintel — Vividata — has been collecting and publishing extremely detailed data via large-scale studies of Canadians for decades. 

The problem, however, with "extremely detailed data" is that extracting and interpreting exactly what you need from the Vivintel database can be tedious and at times frustrating. If you only require some high-level information about Canadian consumers, especially in an infographic format, then you might want to start by browsing some of the reports published by the same organisation. 

I reported on our first batch of 21 Vividata reports last fall. We've now we've added 4 more online titles to our collection:

Next-Gen Fandom: The PWHL Fan in Canada 
"[E]xplores the key demographic, behavioral and psychographic features that make the PWHL [Professional Women's Hockey League] audience unique, as well as key differences between the PWHL and NHL fans. Digging deeper into the fandom of specific PWHL teams and players allows for the exploration of themes like values, resonance, and brand-affinity."

Going Social: The Social Media Consumer in Canada
Uncover details on the use of social media by Canadians: Which platforms do they use (TikTok, X, etc.)? How much time do they spend on those sites? What do they use social media for? How much do they notice and take action on the ads they see?

Digital Consumer Update: SCC/Digital : Spring 2024 
Learn about the online shopping, audio & video streaming, and social media behaviour of Canadians.

Chinese Market Study
Offers data from 2019 on 1.2 Million adults of Chinese origin, aged 18+, in the Toronto CMA and Vancouver CMA, covering topics such as use of all forms of media (internet, tv, radio, magazines, social media...), attendance at cultural events, attitudes & opinions about shopping, advertising, and other consumer topics, and much more.

To access all of our Vividata reports, check their special portal within our Digital Collections here at the SFU Library.

As always, just let me know if you have any questions!

— Mark
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Mark Bodnar
Business & Economics Librarian
mbodnar@sfu.ca

P.S.: These reports are available to current SFU students, faculty, and staff only and must not be shared beyond SFU.