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How Geography Impacts Shopping Patterns, Habits And E-Commerce Across Canada

A Research Study highlighting the differences between Urban and Rural Canadians as they relate to their shopping habits and preferences for purchasing various products and services.

The study was conducted by Totum Research in February 2023 and was administered by a panel plus limited phone recruit with online completion study of 2,492 Canadians.

Measured Communities and Results

Urban (10K+ population)
Rural (<10K population)
Rural was further divided into (<5K and 5K - 9.9K)

To View Topline Results:

View PDF Version of Presentation

Store Visits by Type/In-Person/Online

Participants were asked to provide insights into how frequently they visit certain store types, both in-person and online, over 1-month, 3-month and annual time periods

Annual Shopping Patterns
Fact Sheets by Store Types

Car Dealerships

Telecommunication Stores

Quarterly Shopping Patterns
Fact Sheets by Store Types

Clothing Store/Shoe Store/Boutique

Home Electronics Store

Furniture/Home Decor Store

Automotive

Sporting Goods/Leisure/Hunting Store

Agriculture Supply Store

Monthly Shopping Patterns
Fact Sheets by Store Types

Supermarket

Local Grocer

Drug Store/Pharmacy

Bank/Financial Institution

Home Improvement/Hardware Store

Indoor Shopping Mall

Big Box Shopping Mall or Power Centre

View PDF

Sources Used to Purchase

From What sources are respondents purchasing products and services.

Clothing or Footware

Grocery Products

Agricultural Products and Services

Cars or Trucks

Financial Products and Services

Hardware/Home Improvement Products

Home Electronics

Healthcare Products and Services

Recreational Products and Services

Media Consumption Habits

Incidence and frequency of various types of online activities

Newspapers

Watching Content Online

Listening to Content Online

Interacting Online

Traditional Media

E-Edition Engagement