The number of Canadian adults shopping online has declined, according to new research released by media and consumer research firm Vividata.

The firm released its latest Study of the Canadian Consumer this week, a cross-media product, attitudinal and brand research study on consumer trends conducted between October 2022 and September 2023. Vividata estimates that 8.6 million Canadians are shopping online, down from a total of 10.4 million that was recorded in Vividata’s 2020 COVID-19 consumer study. This is despite an overall population growth in Canada during that period.

The research further recorded that 67% of consumers believe experiencing a product physically, by feeling or touching it, is important before buying it. But the research still finds that most Canadians (60%) prefer researching a product online before they make a purchase.

Vividata’s research finds that the top categories for in-store Canadian shopping are groceries, clothing and apparel, and cosmetics/personal care, while the top categories for shopping online are clothing and apparel, travel and books.

The study goes on to share good news about the Canadian auto industry, estimating that nearly six million Canadian adults are looking to buy a car in the next year, a sharp rise from the total of 2.4 million that intended to buy a new car according to Vividata’s 2020 study.

Among those intending to buy a car, 51% plan to acquire a gasoline vehicle, but the demand for hybrid (25%) and electric (22%) vehicles have risen 16% and 100% respectively since 2020. The three most important features of interest to prospective buyers, Vividata says, are navigation systems, remote smartphone connectivity and wireless charging, while safety is their top concern.

Vividata’s research also found signs of a healthy market for the cosmetics industry, with spending remaining strong during difficult economic times in Canada. The firm’s research estimates $309 million was spent on make-up/cosmetics in an average month, up from $191 million in winter 2019.

The firm also finds that more men are purchasing make-up/cosmetics, that make-up/cosmetics buyers are most trusting of recommendations from family and friends first, and beauty influencers second – especially those influencers that are 25 years old or younger. Make-up/cosmetics purchasers also reportedly spend up to two more hours online per week via a mobile device. The most important product features to make-up/cosmetics purchasers are products being cruelty-free, hypoallergenic and fragrance-free.