Cross-Media Update: SCC | Study of the Canadian Consumer Spring 2024


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This Cross-Media Update is available in both English and French and is free for Vividata members.

Ce rapport multimédia est disponible en français et en anglais et est gratuit pour les membres Vividata.

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See the latest trends and insights in media – from TV and Video, Magazines, Newspapers, Social, and more – all updated with the latest data from our newly-released SCC | Study of the Canadian Consumer. Plus, get important information about the SCC, what’s new for Spring 2024, and more, all available now in our free-for-member Cross-Media Update.

What's included in the latest Update: 

TV and Video 
Live and streamed TV habits across Canada
Change in live and streamed TV habits by generation from Spring 2021 to Spring 2024
NEW | Change in time spent watching linear TV from last year
Viewership of top streaming platforms by device
NEW | Top paid and free streaming services watched in English and French Canada 
NEW | Top TV channels watched watched in English and French Canada  

Internet and Social Media
Average time spent online and on social media across Canada
Reasons for using social media by generation
NEW | Use of social media as a news source
NEW | Ad awareness in digital media by generation  

Magazine readership across Canada
Top magazine content Canadians consume
Magazine readership by device 

• Newspaper readership across Canada
Digital newspaper readership by device
Print or Digital readership by week-part and generation 

Radio and Audio 
NEW | Weekly reach and time of radio/audio
Conventional and streamed radio/audio habits across Canada
Change in conventional and streamed radio/audio habits by generation from Spring 2021 to Spring 2024
Top devices Canadians are using to tune into radio and audio content. 

Out-Of-Home Media 
• Static and digital OOH ad awareness
Top placements of static and digital OOH ads by generation
OOH ad effectiveness.
Opinions on advertising influence, QR codes and more.   

• What's new in the SCC Spring 2024 database
• Details on media quintiles and terciles for Spring 2024 

and more!  

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Additional information

English Version

English Version

Version Français

Version Français