ANALYZING ENVIRONMENTAL PERCEPTIONS, ATTITUDES AND ACTIONS OF LONDONERS (A DEMOGRAPHIC AND SPATIAL MARKET ANALYSIS)
February 2015
Hugh HibbertSenior Client [email protected]‐969‐2851
PURPOSE
2
The City of London has asked Environics Analytics (EA) to use the information contained in
the Social Values database to help them understand the key motivators of its residents.
The goal of this exercise is to use insights provided by EA in the creation of a targeted
communication strategy.
CONTENT
3
Target Segment SummaryTarget Segment ImplicationsDarkest Green• Green Families• Urban Eco‐Singles & Couples
Moderately Green• Older Outdoor Enthusiasts• Multi‐Ethnic Green Consumers• Legacy Driven Upscale Families
Light Green• Price Conscious Families• Young & Active• Older Singles & Couples
Target Segment Map
10%
21%
8%
16%
13%
14%
7%
11%
TARGET SEGMENT OVERVIEWCITY OF LONDON
Green Families33% of segment10% of market
% of Market*
4
Older Outdoor Enthusiasts22% of segment8% of market
EA assigned all London households to one of three target segments based on demographics, environmental attitudes, and behaviours. Each segment was then further subdivided in order to target at a more granular level.
Urban Eco‐Singles & Couples67% of segment21% of market
Multi‐Ethnic Green Consumers43% of segment16% of market
Legacy Driven Upscale Families35% of segment13% of market
Price Conscious Families34% of segment11% of market
Older Singles & Couples45% of segment14% of market
Young & Active21% of segment7% of market
*market is the City of London households
CONTENT
5
Target Segment SummaryTarget Segment ImplicationsDarkest Green• Green Families• Urban Eco‐Singles & Couples
Moderately Green• Older Outdoor Enthusiasts• Multi‐Ethnic Green Consumers• Legacy Driven Upscale Families
Light Green• Price Conscious Families• Young & Active• Older Singles & Couples
Target Segment Map
IMPLICATIONS
6
Green Families33% of segment10% of marketDarkest Green
Urban Eco‐Singles & Couples67% of segment21% of marketDarkest Green
Older Outdoor Enthusiasts22% of segment8% of marketModerately Green
Multi‐Ethnic Green Consumers43% of segment16% of marketModerately Green
• Consider outreach initiatives at local high schools, universities and colleges• Position this initiative as a way to holistically adhere to a green lifestyle• Relay the savings associated with reducing green house gas (GHG) emissions• State the affect GHG will have on future generations and the environment• Reach this group by advertising in newspapers such as the London Free Press or
on news/talk radio stations• Make sure the communication to this segment is simple and clear• Flyers in newspapers or found in polybagsmay capture their attention• Consider having a presence at music concerts• Conceive a way to link this initiative to various sports either in the form of
marketing imagery or advertisement placement
• With almost 70% of this segment renting apartments, highlight how even renters can still make an impact on the environment
• Strategically placed ads on public transit may reach this group • Consider placing ads in the weekday edition of the London Free Press• Challenge this group to make a difference; reinforcing their duty not only to
their local community, but to the world• Position the campaign as an opportunity for them to take control of their
green house gas emissions• Consider distributing brochures or e‐newsletters about the initiative• Ads or outreach efforts in shopping malls may reach this audience• Ensure that online content is mobile friendly
• Highlight the savings associated with reducing GHG emissions • Consider placing radio spots on country (traditional or new) and oldies stations• Consider placing ads in community newspapers or business section of the
London Free Press• Consider ads or a feature during the early evening or late local news• Appeal to their love of the outdoors by stating how they are needed to help
preserve nature for future generations• Make sure the call to action for the campaign is easy and does not require a lot
of time or technological literacy• Residents are more likely to use any form of direct mail• Residents are more likely to enjoy outdoor activities such as fishing
• Consider outreach initiatives at local elementary schools• Consider publishing content in languages other than English• Residents live in larger households and may be interested in the savings
associated with reducing their GHG• Comment on the positive impact this initiative will have on future generations• Reach this group via the internet; ensure that online content is mobile friendly• Strategically placed ads on public transit may reach this audience• Emphasize that participation in this program will be convenient • Consider placing ads in the London Free Press• Consider holding outreach efforts or placing ads in shopping centers
IMPLICATIONS
7
Legacy Driven Upscale Families35% of segment13% of marketModerate Green
Price Conscious Families34% of segment11% of marketLight Green
Young & Active21% of segment7% of marketLight Green
Older Singles & Couples45% of segment14% of marketLight Green
• Residents live in larger households and may be interested in how to reduce their energy bill
• Despite their high household income residents are saver by nature. Highlight the potential savings associated with this initiative
• Position living a sustainable life as something they can pass to their children• Highlight how GHG’s can affect the ability to maintain a healthy lifestyle• Consider ads in newspapers such as the London Free Press • Ensure that your website is viewable on mobile devices• Resident enjoy a variety of sports. Exhibiting, sponsoring, or advertising at local
sports events may reach this audience
• Residents live in larger households and may be interested in ways to reduce their energy bill
• Consider outreach at local elementary schools• Draw residents in by appealing to their sense of being Canadian• Discuss how this initiative will benefit their family, not the community!• Consider a feature on CTV early evening news• Encourage residents to blog about their experience with the initiative• Ads on country radio or sponsoring a radio segment may reach this audience• Residents enjoy a variety of sports. Exhibiting, sponsoring, or advertising at
local sports events may reach this audience
• As renters in apartments, residents may not be interested in this initiative• Highlight how GHG can affect their ability to maintain a healthy lifestyle• Focus on how residents will personally benefit from this initiative• Draw residents in by appealing to their sense of being Canadian• Consider featuring the initiative on classic/alternative rock, urban or
news/talk radio stations• Consider getting a local influencer to blog about the initiative• Ads on web‐based e‐mail sites (i.e. Gmail or Hotmail) may reach this audience• Ads or outreach efforts in malls are more likely to reach this audience• Residents are more likely to take 1‐5 trips on the bus per week.
Advertisements inside buses and in bus shelters may capture their attention
• Older household maintainers 65+; and likely to only contain 1‐2 persons• As renters in apartments, residents may not be as interested in this initiative• Highlight that efforts to reduce GHG emissions may result in cost savings• To draw them in align the initiative with core Canadian values – looking after
the needs of others before yourself• Communication to this segment should be kept as simple as possible. Avoid
technical jargon, and make appeals to them in person• Consider placing an ads in a local paper such as the London Free Press • Consider a TV feature on the noon news or late local news• Direct mail in the form of flyers, envelopes or cataloguesmay reach them
CONTENT
8
Target Segment SummaryTarget Segment ImplicationsDarkest Green• Green Families• Urban Eco‐Singles & Couples
Moderately Green• Older Outdoor Enthusiasts• Multi‐Ethnic Green Consumers• Legacy Driven Upscale Families
Light Green• Price Conscious Families• Young & Active• Older Singles & Couples
Target Segment Map
DARKEST GREEN
9
1. Green Families2. Urban Eco‐Singles & Couples
10
GREEN FAMILIES
PRIZM: 08/14/2333% of segment10% of market*
*market is the City of London households; **compared to the City of London average
Demographic Highlights **
Green FamiliesU1 08 Money & Brains 123 167 95 114 99 101 56 149S4 14 Upward Bound 131 123 98 132 42 72 70 123E2 23 Fast‐Track Families 125 111 110 91 48 88 73 105
Ecological
Lifestyle
Activ
e Go
vernmen
t
Glob
al
Consiousne
ss
Attractio
n to
NatureCity of London PRIZM Clusters
Key Segment Variables
Prim
acy of
Environm
ental
Protectio
n
Legacy
Impo
rtance of
Price
Effort Tow
ard
Health
$118K 36%
Green Families contains affluent middle‐aged and older environmentally conscious families with university‐aged children living at home. These residents are concerned about what the future holds for the next generation, but are less likely to respond to pleas from the government or nature imagery which encourages them to be more ‘green’.
55+48% 36%
+
27%UniversityFamily w/kids Hhd SizeIncome Maint. Age
DEMOGRAPHIC HIGHLIGHTS
11Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London
48%of maintainers are 55+
62%Married or common law
36%Have an university
degree
The Green Families group is composed of families with household maintainers aged 55+. They tend to have large household sizes with teenage to older children at home. They are highly educated with over 1/3 having an university degree. It is not a surprise that their average household income is higher than the London average, with many holding white collar occupation. They live in a mix of urban to exurban neighbourhoods in London, with many driving to work. Diversity is low within this group, with visible minority present at 13% versus 16% in the City of London. 81% reported speaking English as their mother tongue.
Demographic Overview
At $118K the average household income of this segment is 37% higher than the market average
81% report English as their mother tongue
27%of households contain 4+ persons
48%of families are
couples with children;12% are lone‐parent
38% (4,974) of children at home are aged 15‐24
vs. 40% in the City of London vs. 54% in the City of London vs. 44% and 18% in the City of London vs. 25% in the City of London
vs. $86K in the City of London
vs. 78% in the City of London
vs. 35% in the City of London
vs. 20% in the City of London
Market Size43,266 (11%) population 16,728 (10%) households
Older married families with large households
3
1316
20 2127
5
18 1720 18
22
Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London
Age of Household Maintainer
+
Legacy Primacy of Environmental Protection
Ecological Lifestyle Pursuit of Originality Emotional Control
Importance of Brand Obedience to Authority Aversion to Complexity
Saving on Principle
Enthusiasm for New Technology Fear of Violence
Pursuit of Intensity Search for Roots
Joy of Consumption Pursuit of Novelty
Rejection of Authority Anomie/Aimlessness Attraction to Nature
Sexism
Strong Social Values
Weak Social Values
12Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada
Value ImplicationsThe Green Families represents a segment of the population which places a lot of importance on the state of the environmental both globally and locally. These are individuals feel that environmental disasters around can be linked to the decision we make at home. As a result while shopping they are more likely than the average London resident to consider the environmental implications of their purchase.
Members of this segment have a strong desire to leave a lasting legacy after their death. This legacy could take the form of a environmentally sustainable way of life, or the preservation of green spaces for future generations.
The Green Families are savers by nature. Whether it’s getting a deal on groceries or delaying the replacement of their water heater, it is very hard to separate these individuals from their money. Position the initiative as a way to save money by consuming less – whether it’s electricity to heat/cool your home or gasoline to get to and from activities.
Members of this segment do not mind being told what to do from an authority figure. However, avoid images or messages which encourage them to embrace nature. Despite their environmental tendencies they do not appreciate the outdoors.
GREEN FAMILIESSOCIAL VALUES
ModerateModerateHeavy Med‐HeavyInternet
• Email, searches, banking, maps, texts, social networking
• Access newspapers, music, games
13
Light
• London Free Press• Editorial, finance/business,
health, fashion, travel, sports, food sections
Newspaper Magazine Radio Television
• enRoute, Report on Business, MoneySense, People, Macleans, Chatelaine, Style at Home
• CTV Early Evening News,• Sports, CBC Newsworld,
BBC Canada, Discovery, History stations
• Album Rock/Classic Rock, Top 40/Current Hits, Modern Rock, All News, News/Talk/ Information/Sport
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Note: “Top 10” lists have been identified by sorting all category variables by Index, then by % Penetration in the Index ranges 120+, and 100‐119. Top 10 variables have a minimum % Penetration of 10%,.
The media habits of the Green Families are:• Print usage is mixed, with moderate magazine and heavy newspaper readership• Moderate radio listenership; listening to rock music, current hits, and news
stations when they do• TV viewership is light, but they watch a much broader than average variety of
shows• Internet use is moderate to heavy, and it’s used for a variety of activities including
accessing newspapers, music, and games
Direct & Outdoor preferences:• Catalogues, flyers in newspapers and
magazines, catalogues, and coupons tend to be the most popular direct mail option for this segment
• Low rates for taking trips on public transit• Visit malls 2+ times per week• Many travel long distances along roads and
highways
GREEN FAMILIESMEDIA SUMMARY
14Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they read?
• All national newspapers are read at high rates, with emphasis on the weekday and weekend editions
• More likely to read local daily newspapers such as the London Free Press
What do they read?
• Most sections of the newspaper are popular with this group
• Over 20% read the finance/business, entertainment, health, editorial and sports sections, more than the market average
Daily Newspaper ‐ Usage (%) Index
150
81
95
96
86
30
14
14
6
36
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Daily Newspaper ‐ # of Sat. Read (%) Index
84
96
97
123
142
128
54
6
4
2
33
46
0
1
2
3
4
Saturday Editions
Community Newspaper ‐ Received (%) Index
104
Daily Newspaper ‐ Read/Looked Into Pst Wk (%)
106
122
90
104
70
91
97
91
128
109
60Received [Pst Mth]
47
41
42
6
5
5
4
2
35
58
Personally Read
Yesterday
Never
Less Than 1
1 Day
2 Days
3 Days
4 Days
5 Days
Weekday Editions
Daily Newspaper ‐ Section Read (%) Index
105
131
123
118
132
120
141
128
` 122
99
126
98
93
36
20
21
19
21
21
21
15
19
11
19
8
10
General News
Health
Sports
Arts/Culture
Finance/Business
Entertainment/Movies/TV
Editorial Page(s)
Fashion/Lifestyle
Food
Classified Pages
Travel
Automotive
Real Estate/Homes
Newspaper Titles (Cumulative Audience %) Index
86
110
106
127
142
62
71
10
5
5
13
18
6
8
Metro (5 Markets) (5‐Day)
National Post (5‐Day)
National Post (6‐Day)
The Globe & Mail (5‐Day)
The Globe & Mail (6‐Day)
Toronto Star (5‐Day)
Toronto Star (7‐Day)
Index LegendBelow Average Average Above Average Well Above Average
GREEN FAMILIESNEWSPAPERS
15
• Nearly one quarter watch CTV Early Evening News which is at above average rates
• Just 9 out of 100 people watch noon news mirroring the benchmark population
• And 12 out of 100 watch late local news which is the same as the general population
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they watch?
What are they watching?
TV ‐ Usage (%) Index
83
106
98
108
103
15
20
19
24
23
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
TV ‐ Days Watched per Week (%) Index
81
81
102
101
104
5
4
8
4
73
1 Day/Wk or Less
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Top 10 TV Program Types Watched (%) Index
139
120
122
143
132
116
121
111
110
109
19
18
17
15
14
12
9
52
47
40
Golf Major Event
Baseball World Series
Mythbusters
The Good Wife
Tennis Major Event
Global News Final
Calgary Stampede
Olympics‐Winter
Olympics‐Summer
Stanley Cup‐Finals
Top 10 TV Stations Watched (%) Index
116
121
113
102
105
112
100
101
108
107
21
16
13
33
27
25
24
22
17
16
The Sports Network (TSN)
CBC Newsworld (CBCNN)
BBC Canada (BBCC)
Discovery Channel (DIS)
History Television (HIS)
HGTV (H&G)
CTV News Channel (CTVNC)
National Geographic (NATG)
Rogers Sportsnet (NET)
Bravo! (BVO)
TV ‐ News, Sports, Current Affairs (%) Index
118
95
99
24
9
12
CTV Early Evening News
Noon News
CTV Late Local News
• Light to moderate viewers overall
• News and sports programs and stations are both popular and viewed at above average rates
GREEN FAMILIESTELEVISION
Index LegendBelow Average Average Above Average Well Above Average
GREEN FAMILIESRADIO
16
• Overall, Green Families listen at average to below average rates
• This group listens to news/talk/info/sports more often than the general population
• Album rock/classic rock, top 40/current hits, modern rock, all news are most popular
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they listen?
When they do listen, what are they listening to?
• Light to moderate listeners overall
• 7 out of 10 people listen five days a week
Radio ‐ Usage (%) Index
97
98
106
113
86
18
18
22
24
17
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Radio ‐ Days Listened per Week (%) Index
301
108
64
92
98
70
108
1
3
2
5
5
2
69
Never/Wk
0‐1 Day/Wk
1 Day/Wk
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Radio Station Types Listened To (%) Index
92
91
98
86
93
101
80
84
22
21
30
9
15
12
12
11
Top 40/Current Hits
Modern Rock/Alternative Rock
Album Rock/Classic Rock
Traditional Country
New Country
Soft Music/Adult Contemporary
Urban/Rap/Hip Hop
Retro (80's)
Radio Station Types Listened To (%) Index
85
107
93
117
43
78
71
87
8
20
8
19
2
10
3
16
Classical/Fine Arts
All News
All Sports
News/Talk/Information/Sports
Multicultural
Dance
Big Band/Music of Your Life
Oldies (50's, 60's, 70's)
Listened to the Radio…. (%) Index
10671Yesterday
Index LegendBelow Average Average Above Average Well Above Average
17
• Generally internet use on any device is mixed
• Similar usage rates are observed on mobile devices
• 20% of residents report that they are heavy users of the internet which tracks the market average
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How often do they use the Internet?
Internet Usage ‐ Mobile Device (%) Index
108
87
109
118
105
106
10
8
9
11
10
41
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Non‐Users [Pst Mth]
GREEN FAMILIESINTERNET
Index LegendBelow Average Average Above Average Well Above Average
Has Internet in Household (% Pen) Index
102
Internet Usage ‐ Any Device (%) Index
101
102
113
105
74
20
20
24
23
13
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
86Yes
18
• Four out of ten people use cable service to connect to the Internet
• Wireless connection is popular as well
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How do they access the Internet?
How often do they access the Internet?
• 4 out of 5 people accessed the Internet yesterday
• Overall, this group is online at similar rates to the general population
• 1 out of 5 people spent 300 to 600 minutes (5‐10 hours) online in the past week
Internet Connection ‐ Type (%) Index
110
89
94
40
18
5
Cable service
High speed phone line
Regular phone line
Internet Connection ‐ Type (%) Index
130
146
102
112
4
5
18
34
Fiber Optic
Wireless Internet Using Stick
Laptop Built in Wireless
Wireless Modem/Router
When Accessed (%) Index
106
106
105
105
104
104
167
105
67
80
89
89
89
89
89
2
91
9
Yesterday
Past 7 Days
Past 14 Days
Past Month
Past Two Months
Past Three Months
3+ Months
Past Year
Never
Time Spent Online (% past week) Index
70
121
104
115
107
82
93
136
96
106
11
5
24
20
11
5
10
7
7
89
0 mins
1‐59 mins
60‐300 mins
301‐600 mins
601‐900 mins
901‐1200 mins
1201‐1800 mins
1801‐2400 mins
2401+ mins
1+ Hours
GREEN FAMILIESINTERNET
Index LegendBelow Average Average Above Average Well Above Average
19
• The vast majority access the Internet from home using either a desktop or laptop
• Above average numbers of people in this group spend time online while visiting cafés and restaurants
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
What type of device do they use?/Where do they access the Internet?
What activities do they do online?
• Email and online searches are very popular online activities
• Social networking is popular too
• All online activities are at rates that mirror the general population or less
Device Used (%) Index
107
108
107
113
86
87
35
50
9
12
Household Desktop/Laptop
Employer Desktop/Laptop
Household Mobile Device
Employer Mobile Device
Computer (Third Party/Public)
Internet ‐ Where Accessed (%) Index
107
106
102
130
117
82
35
16
11
8
Home
Work
School/Library
Café/Restaurant
Other
PC/Laptop (%) Index
84
153
109
96
89
105
106
5
3
65
8
12
34
48
Blogging
Podcasting
E‐mail
Text Messaging
Instant Messaging
Social Networking
Searches/Search Engines
GREEN FAMILIESINTERNET
Index LegendBelow Average Average Above Average Well Above Average
Any Device (%) Index
83
110
108
104
82
99
103
89
93
82
100
6
3
68
37
20
37
50
24
14
12
21
Blogging
Podcasting
E‐mail
Text Messaging
Instant Messaging
Social Networking
Searches/Search Engines
Watched Videos
Listen to radio/podcast
Accessed Magazine Website
Accessed Newspaper Website
20Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Index: “Always”
How do they feel about direct mail?
• Catalogues, flyers in newspapers and magazines, and coupons tend to be the most popular direct mail options for this segment
• Flyers in polybags are preferred by a small number of Green Families
• Outdoor ads along roads and highways may resonate since many travel distances between 100 to 249 km
Flyers and Direct Mail ‐ Use (%)
Index
80
93
87
61
89
90
121
112
3
5
8
5
6
2
10
5
8
13
11
8
7
3
11
3
30
31
27
20
17
14
25
11
Brochures
Catalogues
Coupon Booklets
Envelopes
e‐Flyers
e‐Newsletters
Flyers in News/Mags
Flyers in Polybag
Always Often Sometimes
How often do they visit malls or take trips on public transit?
• Two thirds visited a mall last week
• One person out of 4 went to the mall two or three times in the past week
• 8 out of 10 did not take any public transit in the last week
• Ads in public transit space may not reach this audience
Any Public Transit Pst Wk (%) Index
108
94
66
47
83
10
4
3
0
1‐5
6‐10
11+
Bus/Streetcar Pst Wk (%) Index
116
87
60
31
10
9
3
1
0
1‐5
6‐10
11+
Shopping Malls Pst Wk (%) Index
101
105
99
78
105
34
32
26
5
4
0
1
2‐3
4‐5
6+
Index LegendBelow Average Average Above Average Well Above Average
Index
102
91
125
91
88
In‐Town Travel [Past Week] (%)
39
19
26
9
5
1‐49 KM
50‐99 KM
100‐249 KM
250‐500 KM
500+ KM
GREEN FAMILIESDIRECT & OUTDOOR
GREEN FAMILIESSPORTS & LEISURE HIGHLIGHTS
21
22%Exercise at a
health/fitness club
12%Attend pop
music concerts
vs. 32% in the City of London vs. 17% in the City of London vs. 10% in the City of London
34%Enjoy gardening
26%Attend live theatre
events
vs. 23% in the City of London
24% Attend museum venues
Sports & Leisure OverviewThe Green Families segment is a very active group. They enjoy many sports at well above average rates. Much of their most preferred activities are leisure sports that do not require a team. Bicycling, golfing, jogging and ice skating are very popular activities. Health and wellness is definitely on their minds, with 22% exercising at a health and fitness club. This group also enjoys going to a variety of events. You may see them at live theatre venues as 26% of residents have attended an event in the last year. Music concerts are also popular, with pop, rock, and classical being top choices.
vs. 15% in the City of London
17%Enjoy golfing
vs. 22% in the City of London
Market Size43,266 (11%) population16,728 (10%) households
Source: Environics Analytics PRIZMC2, PMB, Fall 2013Market = City of London
Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*Description % Pen Index
Live Theatre 26.4 116Museum 24.2 111Zoo/Aquariums 16.5 98Art Gal lery 15.2 111Amusement Parks 13.9 97Popular Music Concert 12.1 125Rock Music Concert 11.4 98Spas 11.4 108Class ica l Music Concert 7.7 121Pro Footba l l Event 5.0 97
Description % Pen IndexBicycle Riding 23.8 113Health/Fi tness Club 21.7 126Gol f 17.0 117Jogging 16.6 111Ice Skating 15.6 111Canoeing 13.8 116Power Boating 13.7 117Yoga/Pi lates 13.5 110Mounta in Biking 7.9 129Downhi l l Ski ing 7.8 118
*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen
22
URBAN ECO SINGLES & COUPLES
PRIZM: 53/54/49/60/6267% of segment21% of market*
Demographic Highlights **
Urban Eco Singles & Couples contains downscale urbanites who are concerned about the environment ‐ both globally and locally. As a result they consider the environmental impact of their purchase decisions. These globally minded individuals are more concerned about the immediate impact of their choices, and are less concerned about the future.
Urban Eco‐Singles & CouplesU4 53 Mobility Blues 114 65 117 61 111 95 116 129U4 54 Crafting & Curling 147 91 98 85 103 129 59 117U7 49 Daytrippers & Nightowls 118 75 100 79 104 101 75 180U7 60 Single City Renters 125 143 134 115 200 172 90 144U7 62 Park Bench Seniors 198 88 95 87 54 171 78 128
Ecological
Lifestyle
Activ
e Go
vernmen
t
Glob
al
Consiousne
ss
Attractio
n to
NatureCity of London PRIZM Clusters
Key Segment Variables
Prim
acy of
Environm
ental
Protectio
n
Legacy
Impo
rtance of
Price
Effort Tow
ard
Health
$46K 56%
<3530%17%
*market is the City of London households; **compared to the City of London average
Non‐Family Public TransitIncome Maint. Age
50%High School or less
DEMOGRAPHIC HIGHLIGHTS
23Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London
30%of maintainers are under 34
50%Have a high school diploma or less
The Urban Eco‐Singles & Couples segment is found in urban neighbourhoods in the City of London. They consist mainly of young singles and couples with 30% of household maintainers being under the age of 34. Almost ¾ of this group are renters and live in apartment buildings. Public transit is a popular way to get to work along with walking and bicycling. Their average household income is much lower than the London average. With lower education levels, they tend to have occupations in sales and services and have blue collar jobs. In terms of diversity, this group is quite diverse. 19% of the group belongs to a visible minority group, with 21% speaking a non‐official language as their mother tongue.
Demographic Overview
At $46K the average household income of this segment is 47% lower than the market average
21% report a non‐official language as
their mother tongue
79%of households contain 1‐2 persons
41% (5,982) of children at home are aged 9 or under
vs. 23% in the City of London vs. 43% in the City of London
vs. $86K in the City of London
vs.20 % in the City of London
vs. 36% in the City of London
vs. 64% in the City of London
or
Market Size65,439 (17%) population34,567 (21%) households
Young urban singles and couples with a strong ethnic presence
9
22
15 17 15
22
5
18 1720 18
22
Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London
Age of Household Maintainer
36%Single
(never married)
74%Rent; 69% live in apartments
vs. 30% in the City of London vs. 36% and 30% in the City of London
ECOLOGICAL LIFESTYLEDUTY
PRIMACY OF ENVIRONMENTAL PROTECTIONINTROSPECTION AND EMPATHY
FINANCIAL SECURITYGLOBAL CONSCIOUSNESS
NATIONAL PRIDECONSUMPTIVITY
SOCIAL LEARNINGPERSONAL CONTROL
AVERSION TO COMPLEXITY
PURSUIT OF NOVELTY
LEGACYPAROCHIALISM
ATTRACTION TO NATURE
CONCERN FOR APPEARANCECONFIDENCE IN ADVERTISING
SKEPTICISM TOWARD SMALL BUSINESSEFFORT TOWARD HEALTHATTRACTION FOR CROWDS
PURSUIT OF INTENSITY
Strong Social Values
Weak Social Values
24Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada
Value ImplicationsSimilar to the Green Families, the Urban Eco Singles & Couples represents a segment of the population which places a lot of importance on the state of the environmental both globally and locally. These are individuals feel that environmental disasters around can be linked to the decision we make at home. As a resultthey may be interested in learning about the way people in other cities reduce their carbon footprint.
Position the campaign as an opportunity for them to take ownership of their carbon footprint by setting goals they can reach.
Being Canadian is an important part of their identity, as a result try positioning the campaign as a Canadian endeavor.
Health is not a priority for this segment. As a result any recommendations toward this group should avoid stating that they are engaging as a part of a healthy lifestyle.
Member of this segment are not afraid to try new things or face new challenges. They may be receptive to ways to engage with the campaign that they can access from the comfort of their home.
URBAN ECO SINGLES & COUPLESSOCIAL VALUES
LightMixed LightInternet
URBAN ECO SINGLES & COUPLES MEDIA SUMMARY
25
MixedNewspaper Magazine Radio Television
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Note: “Top 10” lists have been identified by sorting all category variables by Index, then by % Penetration in the Index ranges 120+, and 100‐119. Top 10 variables have a minimum % Penetration of 10%,.
• Email, news, social networking, watching videos/movies/ TV programs, career searches
• London Free Press• General news, art/culture,
travel, food, entertainment
• What’s Cooking, Canadian Health & Lifestyle, Canadian Gardening, ELLE Canada, Today’s Parent, Fashion
• 15% watch CTV Early Evening News which is at low rates
• Modern rock/alternative rock, urban/rap/hip hop, retro, dance type stations
Direct & Outdoor preferences:• Coupon booklets, catalogues, brochures,
and flyers in newspapers and magazines are most popular; newspaper flyers, and eNewsletters are preferred
• Most traveled less than 100 km in‐town in the past week
• One third of this group use public transit • Nearly half visit shopping malls more than
twice per week
The media habits of the Urban Eco Singles & Couples are:• Mixed magazine users and moderate to heavy newspaper readers• Light radio listenership; listen to modern rock urban/rap/hip hop, retro, dance
type stations when they do• TV viewership is mixed; they watch a much broader than average variety of shows• Internet use is light; it’s used for a variety of activities including social networking,
watching videos, movies, TV programs, and doing career searches
Med/Heavy
How much do they read?
• Moderate to heavy newspaper readership
• May be more likely to read the London Free Press
• Weekday editions of the newspaper are more popular
What do they read?
• All sections of the newspaper are read at average rates
• General news section is most popular
26Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Daily Newspaper ‐ Usage (%) Index
93
120
81
101
102
19
21
12
6
43
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Daily Newspaper ‐ # of Sat. Read (%) Index
102
147
118
66
82
96
66
9
5
1
19
34
0
1
2
3
4
Saturday Editions
Community Newspaper ‐ Received (%) Index
86
Daily Newspaper ‐ Read/Looked Into Pst Wk (%)
91
103
97
109
93
99
87
190
99
103
49Received [Pst Mth]
41
35
45
6
7
6
4
5
27
55
Personally Read
Yesterday
Never
Less Than 1
1 Day
2 Days
3 Days
4 Days
5 Days
Weekday Editions
Daily Newspaper ‐ Section Read (%) Index
91
87
87
106
84
85
105
103
` 97
99
103
109
89
31
13
15
17
13
15
16
12
15
11
16
9
10
General News
Health
Sports
Arts/Culture
Finance/Business
Entertainment/Movies/TV
Editorial Page(s)
Fashion/Lifestyle
Food
Classified Pages
Travel
Automotive
Real Estate/Homes
Newspaper Titles (Cumulative Audience %) Index
154
101
89
138
127
95
77
18
4
4
14
16
8
9
Metro (5 Markets) (5‐Day)
National Post (5‐Day)
National Post (6‐Day)
The Globe & Mail (5‐Day)
The Globe & Mail (6‐Day)
Toronto Star (5‐Day)
Toronto Star (7‐Day)
URBAN ECO SINGLES & COUPLESNEWSPAPERS
27Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they watch?
What are they watching?
TV ‐ Usage (%) Index
132
95
87
76
111
24
18
17
17
25
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
TV ‐ Days Watched per Week (%) Index
124
85
106
73
103
8
4
8
3
72
1 Day/Wk or Less
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Top 10 TV Program Types Watched (%) Index
122
144
117
121
133
126
142
119
116
134
22
21
20
19
19
18
18
16
15
15
Law & Order:SVU
Global Morning News
Global News Hour
Global National
CityNews @6
CBC NEWS@5
Canada AM
Rogers Sportsnet:Connected
So You Think You Can Dance
CBC Morning News
Top 10 TV Stations Watched (%) Index
126
125
122
119
117
115
115
114
114
111
36
10
18
14
10
10
11
12
13
19
The Weather Network (TWN)
Showcase Action (ACTN)
Family Channel (FAM)
Treehouse TV (TRE)
MTV Canada (MTV)
TELETOON Retro (TOONR)
MuchMore Music (MM+)
Movie Time (MT)
SLICE (SLICE)
Comedy Network (COM)
TV ‐ News, Sports, Current Affairs (%) Index
75
90
73
15
9
9
CTV Early Evening News
Noon News
CTV Late Local News
URBAN ECO SINGLES & COUPLESTELEVISION
• 15% watch CTV Early Evening News which is at low rates
• Just 9 out of 100 people watch noon news which mirrors the benchmark population
• And 9 out of 100 watch late local news which is lower than the general population
• Heavy viewers with a cohort of light viewers as well
• Overall, all program types and many stations are popular and viewed at above average and high rates
URBAN ECO SINGLES & COUPLESRADIO
28Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they listen?
When they do listen, what are they listening to?
Radio ‐ Usage (%) Index
100
92
83
93
133
19
17
17
20
27
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Radio ‐ Days Listened per Week (%) Index
64
156
86
87
130
128
84
0
4
3
4
7
3
54
Never/Wk
0‐1 Day/Wk
1 Day/Wk
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Radio Station Types Listened To (%) Index
90
96
87
100
78
95
97
94
21
23
26
10
13
12
14
12
Top 40/Current Hits
Modern Rock/Alternative Rock
Album Rock/Classic Rock
Traditional Country
New Country
Soft Music/Adult Contemporary
Urban/Rap/Hip Hop
Retro (80's)
Radio Station Types Listened To (%) Index
88
83
99
77
103
95
76
87
8
16
9
13
5
12
4
16
Classical/Fine Arts
All News
All Sports
News/Talk/Information/Sports
Multicultural
Dance
Big Band/Music of Your Life
Oldies (50's, 60's, 70's)
Listened to the Radio…. (%) Index
8255Yesterday
• This group listens to all stations at average or below average rates
• Top 40/current hits, modern rock, album rock/classic rock are most popular
• Light listeners overall
• 5 out of 10 people listen five days a week
29Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How often do they use the Internet?
URBAN ECO SINGLES & COUPLESINTERNET
• Internet use on any device is a mix of users although the light users score a higher index
• 4 out of 10 people in this group did not use the Internet on their mobile device in the past month
• A small cohort (10%) are heavy mobile online users
• Activities include email, news, social networking, watching videos/movies/ TV programs, career searches
Has Internet in Household (% Pen) Index
101
Internet Usage ‐ Any Device (%) Index
102
90
97
100
114
20
18
21
21
20
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
85Has in HouseholdInternet Usage ‐ Mobile Device (%) Index
116
81
61
112
75
106
10
8
5
10
7
41
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Non‐Users [Pst Mth]
30Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How do they access the Internet?
How often do they access the Internet?
Internet Connection ‐ Type (%) Index
107
91
138
39
18
8
Cable service
High speed phone line
Regular phone line
Internet Connection ‐ Type (%) Index
69
43
94
82
2
2
16
25
Fiber Optic
Wireless Internet Using Stick
Laptop Built in Wireless
Wireless Modem/Router
When Accessed (%) Index
95
97
97
97
97
97
51
97
122
71
82
82
83
83
84
1
84
16
Yesterday
Past 7 Days
Past 14 Days
Past Month
Past Two Months
Past Three Months
3+ Months
Past Year
Never
Time Spent Online Past Week (%) Index
115
115
93
102
70
119
94
111
104
97
18
4
22
18
7
7
10
6
8
82
0 mins
1‐59 mins
60‐300 mins
301‐600 mins
601‐900 mins
901‐1200 mins
1201‐1800 mins
1801‐2400 mins
2401+ mins
1+ Hours
URBAN ECO SINGLES & COUPLESINTERNET
• Four out of ten people use cable service to connect to the Internet
• 1 in 4 use wireless which is fairly average compared to the general population
• 7 out of 10 people accessed the Internet yesterday
• Overall, this group is online at similar rates to the general population
• Nearly 1 out of 5 people spent 5‐10 hours online in the past week
31Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
What type of device do they use?/Where do they access the Internet?
What activities do they do online?
Device Used (%) Index
98
87
84
71
84
79
28
39
6
12
Household Desktop/Laptop
Employer Desktop/Laptop
Household Mobile Device
Employer Mobile Device
Computer (Third Party/Public)
Internet ‐ Where Accessed (%) Index
97
75
98
72
79
74
25
15
6
5
Home
Work
School/Library
Café/Restaurant
Other
PC/Laptop (%) Index
88
68
101
104
87
103
96
6
1
60
9
12
33
43
Blogging
Podcasting
E‐mail
Text Messaging
Instant Messaging
Social Networking
Searches/Search Engines
URBAN ECO SINGLES & COUPLESINTERNET
• More than three quarters access the Internet from home using either a desktop or laptop
• Overall they go online at lower than average rates
• Except for 2 or 3 activities, this group goes online activities at average rates
• Email and online searches are very popular online activities
• Social networking, texting, and watching videos are popular too
Any Device (%) Index
84
58
97
87
84
98
92
110
89
84
76
6
2
61
31
20
36
45
29
13
12
16
Blogging
Podcasting
E‐mail
Text Messaging
Instant Messaging
Social Networking
Searches/Search Engines
Watched Videos
Listen to radio/podcast
Accessed Magazine Website
Accessed Newspaper Website
URBAN ECO SINGLES & COUPLESDIRECT & OUTDOOR
32Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Index: “Always”
How do they feel about direct mail?
Flyers and Direct Mail ‐ Use (%)
Index
123
95
88
93
92
114
83
90
4
5
8
8
6
3
7
4
7
11
13
6
8
5
15
4
31
33
30
22
17
9
22
8
Brochures
Catalogues
Coupon Booklets
Envelopes
e‐Flyers
e‐Newsletters
Flyers in News/Mags
Flyers in Polybag
Always Often Sometimes
How often do they visit malls or take trips on public transit?
Any Public Transit Pst Wk (%) Index
85
139
146
177
66
14
9
10
0
1‐5
6‐10
11+
Bus/Streetcar Pst Wk (%) Index
92
135
180
210
8
14
10
7
0
1‐5
6‐10
11+
Shopping Malls Pst Wk (%) Index
87
81
128
121
138
29
24
34
8
5
0
1
2‐3
4‐5
6+
• Coupon booklets, catalogues, brochures, and flyers in newspapers and magazines are most popular
• Brochures and eNewsletters are preferred
• A small group drive long distances in‐town, but most travel less than 100 km in the past week
• More likely to go visit the mall 2+ times per week. Ads placed in malls may reach this segment.
• 7 out of ten people visited a mall last week
• Although two thirds did not take public transit, the others use public transit at high rates
Index
108
89
62
108
137
In‐Town Travel [Past Week] (%)
41
19
13
10
8
1‐49 KM
50‐99 KM
100‐249 KM
250‐500 KM
500+ KM
Description % Pen IndexNightclubs/Bars 20.6 93Museum 19.6 90Bingo Hal l [pst 3 mths] 19.2 99Live Theatre 19.1 84Zoo/Aquariums 14.5 87Pro Hockey Event 12.9 89Art Gal lery 12.8 93Popular Music Concerts 7.9 81Class ica l Music Concerts 7.5 117Pro Footba l l Event 5.6 108
Description % Pen IndexWalking/Hiking 49.0 108Exercise At Home 25.5 85Bicycle Riding 17.2 82Jogging 11.5 77Gol f 11.5 79Aerobics 10.7 105Yoga/Pi lates 10.4 85Soccer 6.3 79Basebal l/Softba l l 5.6 110Basketbal l 5.3 88
URBAN ECO SINGLES & COUPLESSPORTS & LEISURE HIGHLIGHTS
33
26%Exercise at home
7%Attend classical music concerts
vs. 45% in the City of London vs. 30% in the City of London vs. 6% in the City of London
49%Participate in fitness
walking
21%Go to
nightclubs/bars
vs. 22% in the City of London
20% Attend museum venues
Sports & Leisure OverviewUrban Eco Singles & Couples are not active compared the other residents in the City of London. They show above average rates for walking/hiking, doing aerobics, and playing baseball. Many activities may be restricted because of their urban location and low household income . They also attend events at low rates compared to London. They only attend classical music concerts at rates higher than the City of London average, while all other events are lower. Although they attend at lower than the average rates, nightclubs/bars, museums and bingo halls are the most popular.
vs. 5% in the City of London
6%Enjoy playing baseball
vs. 22% in the City of London
Market Size65,439 (18%) population34,567 (21%) households
Source: Environics Analytics PRIZMC2, PMB, Fall 2013Market = City of London
Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*
*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen
CONTENT
34
Target Segment SummaryTarget Segment ImplicationsDarkest Green• Green Families• Urban Eco‐Singles & Couples
Moderately Green• Older Outdoor Enthusiasts• Multi‐Ethnic Green Consumers• Legacy Driven Upscale Families
Light Green• Price Conscious Families• Young & Active• Older Singles & Couples
Target Segment Map
MODERATELY GREEN
35
1. Older Outdoor Enthusiasts2. Multi‐Ethnic Green Consumers3. Legacy Driven Upscale Families
36
OLDER OUTDOOR ENTHUSIASTS
PRIZM: 27/19/24/3922% of segment8% of market*
Demographic Highlights **
Older Outdoor Enthusiasts are concerned about the environment but no more than the average London resident. These mature couples and families enjoy being outdoors and their love of nature is something they would like to pass on to future generations. However, they are less likely to respond to pleas from the government to be more green.
Older Outdoor EnthusiastsR1 27 Fields of Dreams 115 162 84 96 56 53 161 101S4 19 Rods & Wheels 97 167 94 101 32 107 139 108T1 39 Ontario Originals 101 102 102 90 70 69 126 92S4 24 Nearly Empty Nests 99 154 91 94 36 82 97 89
Ecological
Lifestyle
Activ
e Go
vernmen
t
Glob
al
Consiousne
ss
Attractio
n to
NatureCity of London PRIZM Clusters
Key Segment Variables
Prim
acy of
Environm
ental
Protectio
n
Legacy
Impo
rtance of
Price
Effort Tow
ard
Health
$81K 30%
65+32% 50%90%
Family w/o kids DriversIncome Maint. Age High School or less
*market is the City of London households; **compared to the City of London average
DEMOGRAPHIC HIGHLIGHTS
37Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London
32%of maintainers over 65
58%Married or common law
33%Have an
apprenticeship or college diploma
Like their name suggests, Older Outdoor Enthusiasts are composed of older household maintainers with nearly 1/3 being over 65 in age. They are home owners that live in non‐city neighbourhoods within the City of London. Because of their location they tend to drive to work as opposed to using transit or walking. Their household income is slightly lower than the London average and they hold blue collar occupations. This group does not have a high ethnic presence, with only 8% of this group belonging to visible minorities and 13% reporting a non‐official language as their mother tongue.
Demographic Overview
At $81K the average household income of this segment is 6% lower than the market average
85% report English as their mother
tongue
56%of households contain 2‐3 persons
42%of families are
couples with children;15% are lone‐parent
31% (2,772) of children at home are aged 20 or older
vs. 22% in the City of London vs. 54% in the City of London vs. 44% and 18% in the City of London vs. 28% in the City of London
vs. $86K in the City of London
vs. 78% in the City of London
vs. 26% in the City of London
vs. 49% in the City of London
Market Size32,938 (8%) population13,677 (8%) households
Older, non city families with older children
49
15
21 19
32
5
18 1720 18
22
Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London
Age of Household Maintainer
LEGACYATTRACTION TO NATURE
RELIGIOSITYTRADITIONAL FAMILY
EMOTIONAL CONTROLPAROCHIALISMTIME STRESS
UTILITARIAN CONSUMERISM
BUYING ON IMPULSE
CONCERN FOR APPEARANCECONFIDENCE IN BIG BUSINESS
PURSUIT OF INTENSITYENTHUSIASM FOR NEW TECHNOLOGY
CONFIDENCE IN ADVERTISINGPURSUIT OF ORIGINALITY
NEED FOR STATUS RECOGNITIONATTRACTION FOR CROWDS
JOY OF CONSUMPTION
ACTIVE GOVERNMENT
Strong Social Values
Weak Social Values
38Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada
Value ImplicationsThe Older Outdoor Enthusiasts enjoy being outdoors and their love of nature is something they would like to pass on to future generations. Position the campaign as a way for them to ensure that there will be green space for future generations.
Residents in this segment feel that there is not enough time in the day to accomplish all of their goals. Position the campaign as a pain free and convenient.
Residents in this segment feel that technology causes more harm than good. As such, play down the technological elements of the campaign and focus on the benefits to future generations. Residents in this segment may be less likely to be engaged online.
Focus on the benefits that this campaign will have on the City of London specifically. Unlike the Green Families & Eco Urban Singles and Couples the Older Outdoor Enthusiasts are primarily concerned with the region in which they live.
Play down any association that this organization has with the government or government agencies. Focus on the partners from the private sector.
OLDER OUTDOOR ENTHUSIASTSSOCIAL VALUES
Direct & Outdoor preferences:• This group loves direct mail – we see high
rates for always or often looking into coupon booklets, catalogues, brochures, and flyers in newspapers and magazines
• High rates for travelling medium distances in‐town, and taking more trips on public transit per week
• Visiting the mall is not popular
HeavyModerateLight LightInternet
OLDER OUTDOOR ENTHUSIASTSMEDIA SUMMARY
39
HeavyNewspaper Magazine Radio Television
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Note: “Top 10” lists have been identified by sorting all category variables by Index, then by % Penetration in the Index ranges 120+, and 100‐119. Top 10 variables have a minimum % Penetration of 10%,.
• Email, searches, weather, banking, maps, texts, instant messaging
• Access newspapers
• Community newspapers• Automotive, classified,
finance/business, real estate, health sections
• Canadian Geographic, Food & Drink, CAA Magazine, Outdoor Canada, what’s cooking, Canadian Gardening
• Nearly one quarter watch CTV Early Evening News which is at above average rates
• New Country, Oldies, Dance, Traditional Country, Classical type programs
The media habits of the Older Outdoor Enthusiasts are:• Print usage is low, with moderate magazine and light newspaper readership• Heavy radio listenership; listen to New Country, Oldies, Dance, Traditional
Country, Classical type programs type stations when they do• TV viewership is heavy; nearly one quarter watch CTV Early Evening News which is
at above average rates• Internet use is light; it’s used for a variety of activities including accessing
newspapers
How much do they read?
• Older Outdoor Enthusiasts are light readers overall
• Those who do read the paper prefer the community newspaper
• All national newspapers are read at low rates (with the exception of the Toronto Star)
What do they read?
• We see a preference for automotive, classifieds, finance, real estate, and health sections
40Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Daily Newspaper ‐ Usage (%) Index
85
61
136
109
110
17
10
20
6
46
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Daily Newspaper ‐ # of Sat. Read (%) Index
100
77
68
133
109
100
64
5
3
3
26
36
0
1
2
3
4
Saturday Editions
Community Newspaper ‐ Received (%) Index
113
Daily Newspaper ‐ Read/Looked Into Pst Wk (%)
103
81
119
78
128
91
54
39
79
83
65Received [Pst Mth]
46
27
56
4
9
5
2
1
22
44
Personally Read
Yesterday
Never
Less Than 1
1 Day
2 Days
3 Days
4 Days
5 Days
Weekday Editions
Daily Newspaper ‐ Section Read (%) Index
105
112
89
83
124
85
104
61
` 88
131
80
148
122
36
17
15
14
20
15
16
7
14
14
12
12
13
General News
Health
Sports
Arts/Culture
Finance/Business
Entertainment/Movies/TV
Editorial Page(s)
Fashion/Lifestyle
Food
Classified Pages
Travel
Automotive
Real Estate/Homes
Newspaper Titles (Cumulative Audience %) Index
14
61
63
58
56
91
127
2
3
3
6
7
8
15
Metro (5 Markets) (5‐Day)
National Post (5‐Day)
National Post (6‐Day)
The Globe & Mail (5‐Day)
The Globe & Mail (6‐Day)
Toronto Star (5‐Day)
Toronto Star (7‐Day)
OLDER OUTDOOR ENTHUSIASTSNEWSPAPERS
41Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they watch?
What are they watching?
TV ‐ Usage (%) Index
135
129
93
87
66
25
24
18
19
15
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
TV ‐ Days Watched per Week (%) Index
71
95
75
51
111
4
5
6
2
78
1 Day/Wk or Less
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Top 10 TV Program Types Watched (%) Index
115
143
134
120
144
123
118
127
134
120
27
25
24
24
24
23
21
21
20
20
Dragons' Den‐ Wkly Shows
Grey's Anatomy
The Fifth Estate
CTV Early Evening News
W5
NCIS
Ellen Degeneres
The Nature Of Things
Baseball World Series
The Mentalist
Top 10 TV Stations Watched (%) Index
117
130
133
115
121
122
143
138
116
110
38
33
29
25
20
16
12
11
10
31
Discovery Channel (DIS)
History Television (HIS)
HGTV (H&G)
National Geographic (NATG)
Comedy Network (COM)
Teletoon (TOON)
TVOntario(TVO)
Country Music Television (CMT)
Outdoor Life Network (OLN)
The Weather Network (TWN)
TV ‐ News, Sports, Current Affairs (%) Index
120
86
123
24
8
14
CTV Early Evening News
Noon News
CTV Late Local News
OLDER OUTDOOR ENTHUSIASTSTELEVISION
• Nearly one quarter watch CTV Early Evening News which is at above average rates
• Just 8 out of 100 people watch noon news which mirrors the benchmark population
• And 14 out of 100 watch late local news which is above average compared to the general population
• Heavy viewers overall
• Science, history home improvement comedy type programs are both popular and viewed at above average and high rates
OLDER OUTDOOR ENTHUSIASTSRADIO
42Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they listen?
What are they listening to?
Radio ‐ Usage (%) Index
126
89
108
97
82
23
17
23
21
16
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Radio ‐ Days Listened per Week (%) Index
65
42
191
113
60
109
104
0
1
7
6
3
3
67
Never/Wk
0‐1 Day/Wk
1 Day/Wk
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Radio Station Types Listened To (%) Index
100
107
109
130
163
83
82
101
24
25
33
13
27
10
12
13
Top 40/Current Hits
Modern Rock/Alternative Rock
Album Rock/Classic Rock
Traditional Country
New Country
Soft Music/Adult Contemporary
Urban/Rap/Hip Hop
Retro (80's)
Radio Station Types Listened To (%) Index
111
92
82
85
90
140
121
115
10
18
7
14
4
17
6
22
Classical/Fine Arts
All News
All Sports
News/Talk/Information/Sports
Multicultural
Dance
Big Band/Music of Your Life
Oldies (50's, 60's, 70's)
Listened to the Radio…. (%) Index
10670Yesterday
• This group listens to New Country, Oldies, Dance, Traditional Country, Classical/ Fine Arts type programs more often than the general population
• Album rock/classic rock, top 40/current hits, modern rock, all news are most popular
• Older Outdoor Enthusiasts are heavy radian listeners overall
• 7 out of 10 people listened yesterday
43Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How often do they use the Internet?
OLDER OUTDOOR ENTHUSIASTSINTERNET
• Overall, Older Outdoor Enthusiastsinternet usage is lighter than average internet user
• Activities include email, searches, weather, banking, maps, texts, instant messaging
• Accessing newspaper sites is also popular
Has Internet in Household (% Pen) Index
98
Internet Usage ‐ Any Device (%) Index
67
90
88
114
145
13
18
19
24
26
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
83Has in HouseholdInternet Usage ‐ Mobile Device (%) Index
59
58
64
82
108
113
5
5
5
8
10
44
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Non‐Users [Pst Mth]
44Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How do they access the Internet?
How often do they access the Internet?
Internet Connection ‐ Type (%) Index
85
114
95
31
23
5
Cable service
High speed phone line
Regular phone line
Internet Connection ‐ Type (%) Index
74
140
85
99
2
5
15
30
Fiber Optic
Wireless Internet Using Stick
Laptop Built in Wireless
Wireless Modem/Router
When Accessed (%) Index
88
92
92
92
93
93
207
94
140
66
77
78
79
79
80
2
82
18
Yesterday
Past 7 Days
Past 14 Days
Past Month
Past Two Months
Past Three Months
3+ Months
Past Year
Never
Time Spent Online (%) Index
141
152
109
88
98
63
82
48
80
92
23
6
25
15
10
4
8
2
6
77
0 mins
1‐59 mins
60‐300 mins
301‐600 mins
601‐900 mins
901‐1200 mins
1201‐1800 mins
1801‐2400 mins
2401+ mins
1+ Hours
OLDER OUTDOOR ENTHUSIASTSINTERNET
• This group prefers to connect to the internet by high speed phone line
• Wireless connection is popular as well
• Overall, this group is online at similar rates to the general population
• 66% of people accessed the Internet yesterday which is slightly lower than average
• Higher than average numbers spend less than an hour online in the past week
• 18% have never accessed the internet
45Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
What type of device do they use?/Where do they access the Internet?
When they are online, what activities do they do?
Device Used (%) Index
91
84
77
79
79
74
27
36
6
11
Household Desktop/Laptop
Employer Desktop/Laptop
Household Mobile Device
Employer Mobile Device
Computer (Third Party/Public)
Internet ‐ Where Accessed (%) Index
93
90
94
81
83
71
29
14
7
6
Home
Work
School/Library
Café/Restaurant
Other
PC/Laptop (%) Index
78
192
90
72
89
89
94
5
3
53
6
12
29
43
Used For Blogging
Used For Podcasting
Used For E‐mail
Used For Text Messaging
Used For Instant Messaging
Used For Social Networking
Used For Searches/Search Engines
OLDER OUTDOOR ENTHUSIASTSINTERNET
• The majority access the Internet from home using either a desktop or laptop
• Lower than average rates use mobile devices
• All online activities are at rates that are either average or below average when compared to the general population
• Email and online searches are very popular online activities on any device
• Social networking and texting are popular too
• More likely to listen to produce podcasts
Any Device (%) Index
79
171
95
90
101
90
95
74
106
79
104
6
5
60
32
24
33
46
20
16
12
22
Blogging
Podcasting
E‐mail
Text Messaging
Instant Messaging
Social Networking
Searches/Search Engines
Watched Videos
Listen to radio/podcast
Accessed Magazine Website
Accessed Newspaper Website
OLDER OUTDOOR ENTHUSIASTSDIRECT & OUTDOOR
46Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Index: “Always”
How do they feel about direct mail?
Flyers and Direct Mail ‐ Use (%)
Index
210
159
184
140
113
179
116
141
7
8
17
12
7
5
10
6
5
12
12
10
5
3
11
3
30
35
27
16
17
12
26
10
Brochures
Catalogues
Coupon Booklets
Envelopes
e‐Flyers
e‐Newsletters
Flyers in News/Mags
Flyers in Polybag
Always Often Sometimes
How often do they visit malls or take trips on public transit in the past week?
Any Public Transit Pst Wk (%) Index
122
40
7
9
95
4
0
1
0
1‐5
6‐10
11+
Bus/Streetcar Pst Wk (%) Index
41
40
8
15
3
4
0
1
0
1‐5
6‐10
11+
Shopping Malls Pst Wk (%) Index
130
95
88
63
27
43
28
23
4
1
0
1
2‐3
4‐5
6+
• All forms of direct mail appeal to this group
• Coupon booklets, catalogues, envelopes brochures, flyers in newspapers and magazines are most popular
• Above average to high rates for travelling medium distances in‐town
• 4 in 10 have not visited the mall in the past week
• Ad in malls are less likely to reach this segment
• 95% did not take any public transit
Index
95
110
100
132
71
In‐Town Travel [Past Week] (%)
37
23
21
13
4
1‐49 KM
50‐99 KM
100‐249 KM
250‐500 KM
500+ KM
Description % Pen IndexBingo Hal l [pst 3 mths] 20.9 108Live Theatre 19.7 86Nightclubs/Bars 18.5 84Pro Hockey Event 14.0 97Amusement Parks 12.5 87Rock Music Concert 12.1 104Pro Basebal l Event 6.2 107Class ica l Music Concert 6.1 95Country Music Concert 5.6 110Pro Footba l l Event 5.4 105
OLDER OUTDOOR ENTHUSIASTSSPORTS & LEISURE HIGHLIGHTS
47
14%Enjoy canoeing
21%Visit bingo halls
vs. 12% in the City of London vs. 19% in the City of London
14%Attend pro hockey
games
vs. 14% in the City of London
6% Attended a country music concert
Sports & Leisure OverviewMember of this segment enjoy activities that allow them to be outside. They like outdoor sports such as fishing, gardening, and canoeing, and participate at above average rates. Walking is also popular with 46% participating in the last year. Older Outdoor Enthusiasts attend many different events at average rates. An evening out may include attending live theatre events, grabbing a drink with friends or going to watch a hockey game. The bingo hall is also popular among this group, with 20% having been in the past three months.
vs. 12% in the City of London
17%Enjoy fishing
vs. 5% in the City of London
Market Size32,938 (8%) population13,677 (8%) households
Source: Environics Analytics PRIZMC2, PMB, Fall 2013Market = City of London
Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*Description % Pen Index
Walking/Hiking 45.8 101Exercise At Home 29.2 98Swimming 21.6 97Bicycle Riding 20.1 95Jogging 14.3 96Canoeing 14.3 120Gol f 11.8 82Power Boating 11.6 99Bowl ing 9.6 96Ice Hockey 6.9 104
*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen
vs. 32% in the City of London
37%Enjoy gardening
48
MULTI-ETHNIC GREEN CONSUMERS
PRIZM: 11/29/4643% of segment16% of market*
Demographic Highlights **
The Multi‐Ethnic Green Consumers are health conscious, large suburban multi‐ethnic families, which take price and the environment into consideration when making a purchase. Residents in this segment are more likely to be drawn toward messages which focus on the savings and health benefits associated with reducing their carbon footprint.
Multi‐Ethnic Green ConsumersU5 46 Newcomers Rising 68 110 123 95 153 128 82 117S1 11 Pets & PCs 75 106 122 111 93 94 71 103S2 29 Suburban Rows 104 161 119 114 80 101 68 120
City of London PRIZM Clusters
Key Segment Variables
Prim
acy of
Environm
ental
Protectio
n
Legacy
Impo
rtance of
Price
Effort Tow
ard
Health
Activ
e Go
vernmen
t
Glob
al
Consiousne
ss
Attractio
n to
Nature
Ecological
Lifestyle
$94K 37% 29% 27%24%UniversityFamily w/kids Non‐official LanguageIncome
+Hhd Size
*market is the City of London households; **compared to the City of London average
DEMOGRAPHIC HIGHLIGHTS
49Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London
43%of maintainers are under 44
59%Married or common law
27%Have a university
degree
The Multi‐Ethnic Green Consumers group consists of young families with children aged 9 years or younger. They live in both urban and suburban neighbourhoods in the City of London. They are very diverse with a strong ethnic presence. 22% of the group are visible minorities and 24% report a non‐official language as their mother tongue. This group are home owners with large families at home. These ethnic consumers are highly educated with over ¼ having an university degree. They hold jobs in many different industries, with the majority holding white collar occupations. Commuting by car is preferred method to get to work.
Demographic Overview
At $94K the average household income of this segment is 9% above than the market average
24% report a non‐official language as
their mother tongue
29%of households contain 4+ persons
49%of families are
couples with children;19% are lone‐parent
41% (10,099) of children at home are aged 9 or younger
vs. 40% in the City of London vs. 54% in the City of London vs. 44% and 18% in the City of London vs. 25% in the City of London
vs. $86K in the City of London
vs. 20% in the City of London
vs. 36% in the City of London
vs. 20% in the City of London
Market Size72,454 (19%) population26,756 (16%) households
Young urban and suburban families with a strong ethnic presence
3
19 21 2217 19
5
18 1720 18
22
Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London
Age of Household Maintainer
+
Religiosity National Pride
Need for Escape Importance of Price
Time Stress Legacy
Saving on Principle Need for Status Recognition
Vitality Ecological Lifestyle
ADAPTABILITY TO COMPLEXITY
SOCIAL RESPONSIBILITYPURSUIT OF INTENSITYJOY OF CONSUMPTION
PRIMACY OF ENVIRONMENTAL PROTECTIONREJECTION OF AUTHORITYATTRACTION TO NATURE
FULFILMENT THROUGH WORK
Strong Social Values
Weak Social Values
50Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada
Value ImplicationsResidents in this segment feel that there is not enough time in the day to accomplish all of their goals. Position the campaign as a pain free and easy to use. They may be deterred if the campaign requires too much of their time.
Residents in this segment are price conscious and reluctant to part with their hard earned dollars. As a result messages which speak directly to the cost saving implications associated with the campaign my resonate with residents.
Being Canadian is an important part of the identify of Multi‐Ethnic Green Consumers. As a result positioning your campaign or initiative as a Canadian thing to do, or evoke Canadian imagery.
The ability to track and decrease your household’s greenhouse gas footprint with financial implications may resonate with members of this segment as they want to be respected by their peers and seen as environmentally conscious.
Images or themes focused on nature or the outdoors will not resonate with these urban residents.
MULTI-ETHNIC GREEN CONSUMERSSOCIAL VALUES
Direct & Outdoor preferences:• Coupon booklets, catalogues, flyers in
newspapers and magazines, and brochures tend to be the most popular direct mail option for this segment
• Above average and high rates for taking more trips on public transit per week
• One person out of 4 went to the mall two or three times
LightMixedModerate HeavyInternet
MULTI-ETHNIC GREEN CONSUMERS MEDIA SUMMARY
51
Light/MedNewspaper Magazine Radio Television
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Note: “Top 10” lists have been identified by sorting all category variables by Index, then by % Penetration in the Index ranges 120+, and 100‐119. Top 10 variables have a minimum % Penetration of 10%,.
• Watch videos/movies/ TV programs, email, searches, download apps, instant messaging
• Accessed magazines
• London Free Press• General news, food,
entertainment, finance/ business, arts/ culture, sports, health sections
• Cineplex, enRoute, ELLE Canada, Today’s Parent, Fashion, Flare, Tribute, Parents Canada
• One out of 5 people watch CTV Early Evening News which is at average rates
• Top 40/Current Hits, All News, Urban/Rap/ Hip Hop, Retro, Soft Music, Classical/Fine Arts, All Sports type programs
The media habits of the Multi‐Ethnic Green Consumers are:• Print usage is average, with mixed magazine and moderate newspaper readership• Light radio listenership; Top 40/Current Hits, All News, Urban/Rap/ Hip Hop,
Retro, Soft Music, Classical/Fine Arts, All Sports type stations when they do listen• TV viewership is light to moderate; they watch a much broader than average
variety of shows• Internet use is heavy; it’s used for a variety of activities including watching videos/
movies/ TV programs, email, searches, download apps, instant messaging and accessing magazines
How much do they read?
• Overall, members of this group are moderate readers of newspapers
• National newspapers are read at mixed rates, with emphasis on the weekday editions
What do they read?
• Residents are more likely to read commuter, as well as weekday editions of the London Free Press
• Fashion/lifestyle section of the newspaper rates higher with this group than the average
52Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Daily Newspaper ‐ Usage (%) Index
75
115
115
132
96
15
20
17
8
40
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Daily Newspaper ‐ # of Sat. Read (%) Index
107
102
105
113
77
87
69
6
4
2
18
31
0
1
2
3
4
Saturday Editions
Community Newspaper ‐ Received (%) Index
99
Daily Newspaper ‐ Read/Looked Into Pst Wk (%)
99
92
99
121
87
149
110
83
89
100
57Received [Pst Mth]
44
31
47
7
6
9
5
2
24
53
Personally Read
Yesterday
Never
Less Than 1
1 Day
2 Days
3 Days
4 Days
5 Days
Weekday Editions
Daily Newspaper ‐ Section Read (%) Index
98
100
92
100
103
109
75
114
` 106
97
92
86
92
34
15
16
16
16
19
11
14
17
10
14
7
10
General News
Health
Sports
Arts/Culture
Finance/Business
Entertainment/Movies/TV
Editorial Page(s)
Fashion/Lifestyle
Food
Classified Pages
Travel
Automotive
Real Estate/Homes
Newspaper Titles (Cumulative Audience %) Index
159
126
151
91
84
113
109
19
5
8
9
10
10
13
Metro (5 Markets) (5‐Day)
National Post (5‐Day)
National Post (6‐Day)
The Globe & Mail (5‐Day)
The Globe & Mail (6‐Day)
Toronto Star (5‐Day)
Toronto Star (7‐Day)
MULTI-ETHNIC GREEN CONSUMERSNEWSPAPERS
53Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they watch?
When they do watch, what are they watching?
TV ‐ Usage (%) Index
83
85
99
127
101
15
16
19
28
22
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
TV ‐ Days Watched per Week (%) Index
120
124
81
134
95
7
6
6
5
67
1 Day/Wk or Less
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Top 10 TV Program Types Watched (%) Index
122
131
127
123
130
147
121
129
135
136
20
19
19
18
15
15
14
13
13
11
Soccer Major Events
Modern Family
Bones
Amazing Race
Entertainment Tonight
Global News Final
MuchMusic Video Awards
The Good Wife
Entertainment Tonight: Canada
Rookie Blue
Top 10 TV Stations Watched (%) Index
119
118
158
121
118
135
103
111
100
110
28
25
20
12
10
9
34
17
14
13
CTV News Channel (CTVNC)
Food Network Canada (FN)
CP24 (CP24)
YTV (YTV)
The Score (SCR)
OMNI (OMNI)
Discovery Channel (DIS)
Family Channel (FAM)
Showcase (SHO)
MuchMusic (MM)
TV ‐ News, Sports, Current Affairs (%) Index
104
108
101
21
11
12
CTV Early Evening News
Noon News
CTV Late Local News
MULTI-ETHNIC GREEN CONSUMERSTELEVISION
• Sports programs and news stations are popular and viewed at above average rates
• More likely than average to watch CP24
• Consider featuring the campaigns on this station
• And 12 out of 100 watch late local news which is the same as the general population
• Light to moderate viewers overall
• 13% of residents watch television 2 days a week or less
MULTI-ETHNIC GREEN CONSUMERSRADIO
54Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they listen?
When they do listen, what are they listening to?
Radio ‐ Usage (%) Index
88
104
93
92
123
16
20
20
20
25
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Radio ‐ Days Listened per Week (%) Index
38
84
108
98
114
123
92
0
2
4
5
6
3
59
Never/Wk
0‐1 Day/Wk
1 Day/Wk
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Radio Station Types Listened To (%) Index
119
109
103
98
92
120
118
115
28
26
31
10
15
15
18
15
Top 40/Current Hits
Modern Rock/Alternative Rock
Album Rock/Classic Rock
Traditional Country
New Country
Soft Music/Adult Contemporary
Urban/Rap/Hip Hop
Retro (80's)
Radio Station Types Listened To (%) Index
121
115
115
100
134
106
123
95
11
22
10
16
6
13
6
18
Classical/Fine Arts
All News
All Sports
News/Talk/Information/Sports
Multicultural
Dance
Big Band/Music of Your Life
Oldies (50's, 60's, 70's)
Listened to the Radio…. (%) Index
9765Yesterday
• Overall, Multi‐Ethnic Green Consumers listen to all stations at average to above average rates
• Most popular are Album Rock/Classic Rock, Top 40/Current Hits, and Modern Rock
• Multicultural and Big Band rate highly, but in small counts
• Light to moderate listeners overall
• 6 out of 10 people listen five days per week
55Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How often do they use the Internet?
MULTI-ETHNIC GREEN CONSUMERSINTERNET
• Internet usage on any device is moderate to heavy
• Online activities include watching videos, movies and TV programs, email, searches, download apps, instant messaging
• Accessing magazines websites is also popular
• The internet appears to be the best way to reach this audience
Has Internet in Household (% Pen) Index
103
Internet Usage ‐ Any Device (%) Index
114
122
98
91
74
22
24
21
19
13
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
87Has in HouseholdInternet Usage ‐ Mobile Device (%) Index
120
122
121
98
107
96
11
11
10
9
10
37
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Non‐Users [Pst Mth]
56Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How do they access the Internet?
How often do they access the Internet?
Internet Connection ‐ Type (%) Index
117
95
103
42
19
6
Cable service
High speed phone line
Regular phone line
Internet Connection ‐ Type (%) Index
106
127
102
106
3
5
18
32
Fiber Optic
Wireless Internet Using Stick
Laptop Built in Wireless
Wireless Modem/Router
When Accessed (%) Index
107
105
105
105
104
104
109
104
72
81
88
89
89
89
89
1
91
9
Yesterday
Past 7 Days
Past 14 Days
Past Month
Past Two Months
Past Three Months
3+ Months
Past Year
Never
Time Spent Online Pst Wk (%) Index
73
75
96
93
122
138
100
120
119
105
12
3
22
16
13
8
10
6
9
88
0 mins
1‐59 mins
60‐300 mins
301‐600 mins
601‐900 mins
901‐1200 mins
1201‐1800 mins
1801‐2400 mins
2401+ mins
1+ Hours
MULTI-ETHNIC GREEN CONSUMERSINTERNET
• Four out of ten people use cable to connect to the Internet
• Wireless connection is popular as well
• 4 out of 5 people accessed the Internet yesterday
• Overall, this group is online at rates which are slightly higher than the general population
• 1 out of 4 people spent more than 1200+ minutes (20 hours) online in the past week
57Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
What type of device do they use?/Where do they access the Internet?
What activities do they do online?
Device Used (%) Index
105
115
114
114
115
86
37
53
9
17
Household Desktop/Laptop
Employer Desktop/Laptop
Household Mobile Device
Employer Mobile Device
Computer (Third Party/Public)
Internet ‐ Where Accessed (%) Index
104
124
112
119
128
79
41
17
10
9
Home
Work
School/Library
Café/Restaurant
Other
PC/Laptop (%) Index
115
103
106
103
106
99
103
7
2
63
9
14
32
47
Used For Blogging
Used For Podcasting
Used For E‐mail
Used For Text Messaging
Used For Instant Messaging
Used For Social Networking
Used For Searches/Search Engines
MULTI-ETHNIC GREEN CONSUMERSINTERNET
• Although the vast majority access the internet from home using either a desktop or laptop, this group goes online everywhere: at work, in the library, cafes and restaurants and other places at above average rates
• Most online activities are done at rates higher than the general population
• Email and online searches are very popular online activities
• Texting and social networking are popular too
• More likely to access newspaper and magazines online
Any Device (%) Index
115
132
108
111
112
104
108
117
116
129
111
9
4
68
40
27
38
53
31
17
19
24
Blogging
Podcasting
E‐mail
Text Messaging
Instant Messaging
Social Networking
Searches/Search Engines
Watched Videos
Listen to radio/podcast
Accessed Magazine Website
Accessed Newspaper Website
Index
92
103
115
105
78
In‐Town Travel [Past Week] (%)
35
22
24
10
4
1‐49 KM
50‐99 KM
100‐249 KM
250‐500 KM
500+ KM
MULTI-ETHNIC GREEN CONSUMERSDIRECT & OUTDOOR
58Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Index: “Always”
How do they feel about direct mail?
Flyers and Direct Mail ‐ Use (%)
Index
85
80
95
109
99
115
100
87
3
4
9
10
6
3
8
4
5
10
11
7
9
6
15
4
38
39
35
22
22
20
24
14
Brochures
Catalogues
Coupon Booklets
Envelopes
e‐Flyers
e‐Newsletters
Flyers in News/Mags
Flyers in Polybag
Always Often Sometimes
How often do they visit malls or take trips on public transit?
Any Public Transit Pst Wk (%) Index
90
117
164
138
69
12
10
8
0
1‐5
6‐10
11+
Bus/Streetcar Pst Wk (%) Index
131
133
144
99
11
14
8
3
0
1‐5
6‐10
11+
Shopping Malls Pst Wk (%) Index
80
116
104
96
132
27
35
27
7
5
0
1
2‐3
4‐5
6+
• This segment has a preference for eNewsletters
• Coupon booklets, catalogues, flyers in newspapers and magazines, and brochures tend to be the most popular direct mail option for this segment
• All other forms of direct mail use is used at average rates compared to other people in London
• Three quarters this segment visited a mall last week
• One person out of 4 went to the mall two or three times
• More likely than the average residents to take public transit
• Some members of this group show an above average propensity to travel between 100‐249 km per week
Description % Pen IndexNightclubs/Bars 23.5 106Bingo Hal l [pst 3 mths] 22.6 117Zoo/Aquariums 20.6 123Pro Hockey Event 16.3 113Amusement Parks 15.4 108Art Gal lery 15.3 111Spas 13.5 128Rock Music Concert 12.7 109Pro Basebal l Event 6.2 108Bal let 5.1 128
59
37%Exercise at home
vs. 12% in the City of London
14%Participate in yoga/Pilates
21%Attend
zoo/aquariums
vs. 17% in the City of London
14% Go to spas
Sports & Leisure OverviewMulti‐Ethnic Green Consumers enjoy a range of different sporting activities. Racket sports are played at a higher than average rate for this group. Individual activities and team sports are equally as appealing. They like individual activities such as exercising (either at home or at the gym), swimming, yoga, and aerobics. Team sports that are popular include soccer, basketball, and ice hockey. They tend to enjoy events that are low key and relaxing. Popular events include going to the zoo, visiting the art gallery, indulging themselves at a spa, or watching a ballet.
vs. 17% in the City of London
22%Exercise at a health/fitness club
vs. 11% in the City of London
Market Size72,454 (19%) population26,756 (16%) households
Source: Environics Analytics PRIZMC2, PMB, Fall 2013Market = City of London
Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*Description % Pen Index
Exerci se At Home 37.1 124Swimming 25.0 112Heal th/Fi tness Club 21.7 126Yoga/Pi lates 14.5 118Aerobics 12.2 119Soccer 10.2 128Basketba l l 7.5 125Badminton 7.4 139Ice Hockey 7.2 109Tennis 6.4 128
*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen
vs. 30% in the City of London
23%Visit bingo halls
vs. 19% in the City of London
MULTI-ETHNIC GREEN CONSUMERSSPORTS & LEISURE HIGHLIGHTS
60
LEGACY DRIVEN UPSCALE FAMILIES
PRIZM: 28/01/10/03/0235% of segment13% of market*
Demographic Highlights **
These upscale households contain highly educated, large families, living in older single‐detached homes. Residents prioritize their health, and are deeply concerned about the legacy which they will pass on to future generations. Messages which speak to the immediate health benefits of reducing greenhouse gas emissions may resonate with this segment.
Legacy Driven Eco‐ConsumersU4 28 Startups & Seniors 75 133 107 121 88 106 87 125U1 01 Cosmopolitan Elite 61 132 82 144 167 63 104 50E1 10 Mr. & Ms. Manager 96 129 97 123 51 102 82 113S1 03 Suburban Gentry 104 110 90 103 89 102 61 66U1 02 Urbane Villagers 48 65 103 111 98 97 52 155
Ecological
Lifestyle
Activ
e Go
vernmen
t
Glob
al
Consiousne
ss
Attractio
n to
NatureCity of London PRIZM Clusters
Key Segment Variables
Prim
acy of
Environm
ental
Protectio
n
Legacy
Impo
rtance of
Price
Effort Tow
ard
Health
*market is the City of London households; **compared to the City of London average
$142K 75% 25% 34%79%UniversitySingle Detached DriversIncome
+Hhd Size
DEMOGRAPHIC HIGHLIGHTS
61Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London
37%of maintainers are between 55‐74
60%Married or common law
39%Have an university
education
Legacy Driven Upscale Families consist of upscale families with household incomes that are 65% higher than the market average. They are highly educated with 40% having an university education (degree and certificate). They hold upper management positions in various industries. These middle‐aged families live in large households and tend to have older children at home. They do not have a high ethnic presence, with only 12% visible minorities in the segment and 16% reporting a non‐official language as their mother tongue.
Demographic Overview
At $142K the average household income of this segment is 65% higher than the market average
82% report English as their mother
tongue
25%of households contain 4+ persons
47%of families are
couples with children;12% are lone‐parent
30% (4,736) of children at home are aged 20 or older
vs. 30% in the City of London vs. 54% in the City of London vs. 44% and 18% in the City of London vs. 28% in the City of London
vs. $86K in the City of London
vs. 78% in the City of London
vs. 26% in the City of London
vs. 20% in the City of London
Market Size53,887 (14%) population21,683 (13%) households
Affluent middle‐aged families
4
13 15
22 22 24
5
18 1720 18
22
Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London
Age of Household Maintainer
+
Importance of Aesthetics Personal Control
Pursuit of Novelty Social Learning
Discriminating Consumerism Effort Toward Health
Legacy Confidence in Advertising Confidence in Big Business
Saving on Principle
BRAND APATHYINTEREST IN THE UNEXPLAINED
PRIMACY OF ENVIRONMENTAL PROTECTIONAVERSION TO COMPLEXITY
SPIRITUAL QUEST
ACTIVE GOVERNMENT
UTILITARIAN CONSUMERISM
ATTRACTION TO NATURE
BUYING ON IMPULSE
Strong Social Values
Weak Social Values
62Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada
Value ImplicationsThe Legacy Driven Upscale Families are motivated by their desire to leave a lasting legacy for future generations. Leverage this knowledge by focusing your messages to this group around how they can maintain healthy, financially sustainable lifestyle for future generations.
Residents in this segment would welcome the opportunity to track their progress and compare best practices with their peers. Promoting any forums or message boards associated with this campaign may resonate with this segment.
The campaigns’ association with big businesses such as banks or utility companies will go a long way with this segment in terms of establishing credibility.
The Legacy Driven Upscale Families place a great deal of importance on maintaining their health and a healthy lifestyle. Explaining how a reduction in green house gas emissions will directly affect their health may resonate with them.
When speaking to residents in this segment play down the initiatives associated with government agencies, as well as, the impact that this project will have on the environment.
LEGACY DRIVEN UPSCALE FAMILIESSOCIAL VALUES
Direct & Outdoor preferences:• This segment does not favour the direct
mail option as much as some of the other segments; catalogues, coupon booklets, flyers in newspapers and magazines tend to be the most popular direct mail choices
• The majority of members travel in‐town up to 100 km
• Two thirds made at least one visit to the shopping mall in the past week
Light/MedMed/HeavyHeavy ModerateInternet
LEGACY DRIVEN UPSCALE FAMILIESMEDIA SUMMARY
63
Light/MedNewspaper Magazine Radio Television
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Note: “Top 10” lists have been identified by sorting all category variables by Index, then by % Penetration in the Index ranges 120+, and 100‐119. Top 10 variables have a minimum % Penetration of 10%,.
• Sports, telephone directories, investments, radio, clothing/footwear, downloaded apps
• Accessed magazines, newspapers
• London Free Press• General news,
entertainment, arts/ culture, editorial, health
• Macleans, Canadian House & Home, enRoute, Hello! Canada, Style at Home, Report on Business, MoneySense
• One out of 5 people watch CTV Early Evening News which is at average rates
• Album Rock/Classic Rock, Top 40/Current Hits, All News, Modern Rock, Oldies, and News/Talk/ Information/ Sports
The media habits of the Legacy Driven Upscale Families are:• Print usage is high, with moderate to heavy magazine and heavy newspaper
readership• Light to moderate radio listenership; listen to Album Rock/Classic Rock, Top 40/
Current Hits, All News, Modern Rock, Oldies, and News/ Talk/ Information/ Sports type stations when they do tune in
• TV viewership is light to moderate; they watch a much broader than average variety of shows
• Internet use is moderate; it’s used for a variety of activities like sports research, telephone directories, investments, and accessing magazines, newspapers
How much do they read?
• Overall, Legacy Driven Upscale Families read all national newspapers at above average rates, with emphasis on the weekend editions
What do they read?
• Many sections of the newspaper are popular with this group – entertainment, fashion, editorial, and general news
• May be more likely to read the London Free Press
64Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Daily Newspaper ‐ Usage (%) Index
134
93
84
100
92
27
16
12
6
39
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Daily Newspaper ‐ # of Sat. Read (%) Index
89
94
110
145
127
120
57
6
4
3
30
43
0
1
2
3
4
Saturday Editions
Community Newspaper ‐ Received (%) Index
100
Daily Newspaper ‐ Read/Looked Into Pst Wk (%)
105
111
91
109
94
85
101
139
115
108
58Received [Pst Mth]
47
38
43
6
7
5
5
4
31
57
Personally Read
Yesterday
Never
Less Than 1
1 Day
2 Days
3 Days
4 Days
5 Days
Weekday Editions
Daily Newspaper ‐ Section Read (%) Index
112
110
103
111
109
119
114
116
` 105
89
108
92
101
39
17
17
18
17
21
17
14
16
10
16
7
11
General News
Health
Sports
Arts/Culture
Finance/Business
Entertainment/Movies/TV
Editorial Page(s)
Fashion/Lifestyle
Food
Classified Pages
Travel
Automotive
Real Estate/Homes
Newspaper Titles (Cumulative Audience %) Index
95
136
133
117
120
56
60
11
6
7
12
15
5
7
Metro (5 Markets) (5‐Day)
National Post (5‐Day)
National Post (6‐Day)
The Globe & Mail (5‐Day)
The Globe & Mail (6‐Day)
Toronto Star (5‐Day)
Toronto Star (7‐Day)
LEGACY DRIVEN UPSCALE FAMILIESNEWSPAPERS
65Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they watch?
What are they watching?
TV ‐ Usage (%) Index
75
99
99
112
111
14
19
19
25
24
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
TV ‐ Days Watched per Week (%) Index
128
113
110
133
95
8
5
8
5
66
1 Day/Wk or Less
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Top 10 TV Program Types Watched (%) Index
118
134
121
119
116
115
116
132
110
110
43
31
20
16
15
12
12
10
47
33
Stanley Cup‐Finals
Grey Cup
Soccer Major Events
Golden Globe Awards
Survivor
The Good Wife
Tennis Major Event
Calgary Stampede
Olympics‐Summer
Academy Awards
Top 10 TV Stations Watched (%) Index
112
105
104
104
104
103
102
99
98
96
12
19
25
23
17
15
29
22
21
31
Space (SPC)
The Sports Network (TSN)
CTV News Channel (CTVNC)
HGTV (H&G)
Rogers Sportsnet (NET)
Bravo! (BVO)
The Weather Network (TWN)
National Geographic (NATG)
Food Network Canada (FN)
Discovery Channel (DIS)
TV ‐ News, Sports, Current Affairs (%) Index
103
92
97
21
9
11
CTV Early Evening News
Noon News
CTV Late Local News
LEGACY DRIVEN UPSCALE FAMILIESTELEVISION
• One in 5 watch CTV Early Evening News which is at average rates
• Just 9 out of 100 people watch noon news which mirrors the benchmark population
• And 11 out of 100 watch late local news which is the same as the general population
• Light to moderate viewers overall
• Science, news and sports stations are both popular and viewed at above average rates
LEGACY DRIVEN UPSCALE FAMILIESRADIO
66Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they listen?
What are they listening to?
Radio ‐ Usage (%) Index
83
106
115
106
88
15
20
24
23
17
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Radio ‐ Days Listened per Week (%) Index
251
152
79
126
90
82
107
1
4
3
6
5
2
69
Never/Wk
0‐1 Day/Wk
1 Day/Wk
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Radio Station Types Listened To (%) Index
105
89
102
114
89
104
97
103
25
21
31
12
15
13
15
13
Top 40/Current Hits
Modern Rock/Alternative Rock
Album Rock/Classic Rock
Traditional Country
New Country
Soft Music/Adult Contemporary
Urban/Rap/Hip Hop
Retro (80's)
Radio Station Types Listened To (%) Index
109
114
105
108
108
82
107
101
10
22
9
18
5
10
5
19
Classical/Fine Arts
All News
All Sports
News/Talk/Information/Sports
Multicultural
Dance
Big Band/Music of Your Life
Oldies (50's, 60's, 70's)
Listened to the Radio…. (%) Index
10872Yesterday
• Overall, Legacy Driven Upscale Families listen to all station types at average rates
• Residents are more likely to listen to traditional country and all news stations
• Sponsoring news segments or placing ads on these stations may reach this segment
• Album Rock/Classic Rock, Top 40/Current Hits, All News, Modern Rock, Oldies, and News/Talk/ Information/Sports stations are popular
• Light to moderate listeners overall
• 7 out of 10 people listen five days a week
67Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How often do they use the Internet?
LEGACY DRIVEN UPSCALE FAMILIESINTERNET
• Members of the Legacy Driven Upscale Families segment are moderate users of the Internet on any device
• Fewer members use their mobile to go online
• Activities include looking up sports information, telephone directories, investments, radio, clothing/footwear, downloaded apps
• Accessed magazines and newspaper websites online
Has Internet in Household (% Pen) Index
103
Internet Usage ‐ Any Device (%) Index
100
110
106
99
83
20
22
23
21
15
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
87Has in HouseholdInternet Usage ‐ Mobile Device (%) Index
78
94
137
109
151
92
7
9
12
10
14
36
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Non‐Users [Pst Mth]
68Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How do they access the Internet?
How often do they access the Internet?
Internet Connection ‐ Type (%) Index
101
114
72
37
23
4
Cable service
High speed phone line
Regular phone line
Internet Connection ‐ Type (%) Index
128
114
105
101
4
4
18
31
Fiber Optic
Wireless Internet Using Stick
Laptop Built in Wireless
Wireless Modem/Router
When Accessed (%) Index
104
104
104
103
104
103
53
103
81
78
87
88
88
89
89
1
90
10
Yesterday
Past 7 Days
Past 14 Days
Past Month
Past Two Months
Past Three Months
3+ Months
Past Year
Never
Time Spent Online (%) Index
80
80
106
105
120
99
101
118
83
104
13
3
25
18
13
6
10
6
6
87
0 mins
1‐59 mins
60‐300 mins
301‐600 mins
601‐900 mins
901‐1200 mins
1201‐1800 mins
1801‐2400 mins
2401+ mins
1+ Hours
LEGACY DRIVEN UPSCALE FAMILIESINTERNET
• Four out of ten people use cable service to connect to the Internet
• Wireless connection is popular as well
• While fibre optic and wireless using a stick connections rates above average, counts are very small
• 78% of people in this segment accessed the Internet yesterday
• Overall, this group is online at similar rates to the general population
• Approximately 1 out of 3 people spent between 5 and 15 hours online in the past week
69Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
What type of device do they use?/Where do they access the Internet?
When they are online, what activities do they do?
Device Used (%) Index
104
115
113
157
128
84
37
53
13
18
Household Desktop/Laptop
Employer Desktop/Laptop
Household Mobile Device
Employer Mobile Device
Computer (Third Party/Public)
Internet ‐ Where Accessed (%) Index
104
119
93
96
114
79
39
14
8
8
Home
Work
School/Library
Café/Restaurant
Other
PC/Laptop (%) Index
115
74
106
103
96
101
108
7
1
63
9
13
33
49
Used For Blogging
Used For Podcasting
Used For E‐mail
Used For Text Messaging
Used For Instant Messaging
Used For Social Networking
Used For Searches/Search Engines
LEGACY DRIVEN UPSCALE FAMILIESINTERNET
• The vast majority access the Internet from home using either a desktop or laptop
• Above average numbers of people in this group spend time online while at work
• Internet ads between 8am and 5pm may reach this audience
• Most online activities are at rates that either mirror the general population or are at above average rates
• As with all segments, email and online searches are very popular online activities
• Social networking and texting are popular too
• They are more likely to visit magazine and newspaper websites
Any Device (%) Index
115
74
108
108
99
102
108
106
105
116
116
9
2
68
38
24
38
52
28
16
17
25
Blogging
Podcasting
E‐mail
Text Messaging
Instant Messaging
Social Networking
Searches/Search Engines
Watched Videos
Listen to radio/podcast
Accessed Magazine Website
Accessed Newspaper Website
LEGACY DRIVEN UPSCALE FAMILIESDIRECT & OUTDOOR
70Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Index: “Always”
How do they feel about direct mail?
Flyers and Direct Mail ‐ Use (%)
Index
79
90
82
81
87
98
91
76
3
5
8
7
5
2
8
3
6
9
10
7
8
4
12
4
35
40
33
20
21
17
29
14
Brochures
Catalogues
Coupon Booklets
Envelopes
e‐Flyers
e‐Newsletters
Flyers in News/Mags
Flyers in Polybag
Always Often Sometimes
How often do they visit malls or take trips on public transit?
Any Public Transit Pst Wk (%) Index
99
111
93
103
77
11
6
6
0
1‐5
6‐10
11+
Bus/Streetcar Pst Wk (%) Index
111
94
100
111
9
10
6
4
0
1‐5
6‐10
11+
Shopping Malls Pst Wk (%) Index
92
103
103
103
102
31
31
27
7
3
0
1
2‐3
4‐5
6+
• Overall direct mail use is at below average or average rates
• Catalogues, coupon booklets, flyers in newspapers and magazines tend to be the most popular direct mail option for this segment.
• Many members of this segment travel in‐town up to 100 km
• Members of this segment visit the mall in at average rates
• 1 out of 4 people visit the mall two or three times per week
• Over 75% of residents do not take public transit
• Most of the people in his group travel up to 100 km per week
Index
90
112
108
101
106
In‐Town Travel [Past Week] (%)
35
23
22
10
6
1‐49 KM
50‐99 KM
100‐249 KM
250‐500 KM
500+ KM
Description % Pen IndexMuseum 26.6 122Zoo/Aquariums 20.6 123Pro Hockey Event 18.9 131Amusement Parks 16.7 117Art Gal lery 16.5 120Rock Music Concert 13.8 118Popular Music Concert 13.1 135Class ica l Music Concert 7.4 117Pro Footba l l Event 6.7 129Bal let 5.4 137
LEGACY DRIVEN UPSCALE FAMILIESSPORTS & LEISURE HIGHLIGHTS
71
11%Enjoy downhill
skiing
21%Attend
zoo/aquariums
vs. 14% in the City of London vs. 7% in the City of London vs. 17% in the City of London
19%Participate in ice
skating
19%Attend pro hockey
games
vs. 14% in the City of London
27% Attended museum venues
Sports & Leisure OverviewThe Legacy Driven Upscale Families like to stay active. They enjoy winter activities such as ice skating, downhill skiing, ice hockey, and snowboarding. Golf and tennis are also popular sports that keep them busy. Because of their high income, spending money on an evening out is not an issue. They attend a variety of events at well above average rates. The most popular events include going to the museum, visiting the zoo, or watching hockey games. Music concerts are also popular, with many going to rock, pop and classical concerts.
vs. 15% in the City of London
18%Enjoy playing golf
vs. 22% in the City of London
Market Size53,887 (14%) population21,683 (13%) households
Source: Environics Analytics PRIZMC2, PMB, Fall 2013Market = City of London
Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*Description % Pen Index
Ice Skating 18.6 133Gol f 18.0 124Downhi l l Ski ing 11.5 173Soccer 9.4 117Ice Hockey 8.2 123Tennis 8.0 160Mounta in Biking 7.5 122Vol leybal l 6.8 130Cross ‐Country Ski ing 5.4 131Snowboarding 5.4 130
*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen
CONTENT
72
Target Segment SummaryTarget Segment ImplicationsDarkest Green• Green Families• Urban Eco‐Singles & Couples
Moderately Green• Older Outdoor Enthusiasts• Multi‐Ethnic Green Consumers• Legacy Driven Upscale Families
Light Green• Price Conscious Families• Young & Active• Older Singles & Couples
Target Segment Map
LIGHT GREEN
73
1. Price Conscious Families2. Young & Active3. Older Singles & Couples
74
PRICE CONSCIOUS FAMILIES
PRIZM: 22/12/41/07/3034% of segment11% of market*
Demographic Highlights **
This segment contains middle‐aged families with tweens & teens who always consider cost when making a decision. They are less concerned about the environment, but are concerned about what they will leave for future generations. Highlighting the savings associated with a ‘greener’ lifestyle ‐ which they can then spend on their kids ‐may resonate with them.
Price Conscious FamiliesE2 22 Blue‐Collar Comfort 87 127 111 93 75 95 109 104E1 12 God's Country 88 100 110 95 33 86 112 76E2 41 White Picket Fences 94 96 106 77 81 84 81 91E1 07 Winner's Circle 84 159 110 111 135 81 60 88E2 30 Exurban Crossroads 106 139 98 69 76 95 65 69
Ecological
Lifestyle
Activ
e Go
vernmen
t
Glob
al
Consiousne
ss
Attractio
n to
NatureCity of London PRIZM Clusters
Key Segment Variables
Prim
acy of
Environm
ental
Protectio
n
Legacy
Impo
rtance of
Price
Effort Tow
ard
Health
$101K 42% 65%72%Family w/kids Single DetachedIncome
33%Hhd Size
35‐64Maint. Age
*market is the City of London households; **compared to the City of London average
+
DEMOGRAPHIC HIGHLIGHTS
75Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London
46%of maintainers are between 45‐64
60%Married or common law
45%Have a high school diploma or less
Price Conscious Families consist of families that live in exurban neighbourhoods in the City of London. They live in large households on the outskirts of the city which comfortably fits their large families. They have a mix of education levels and hold a range of both blue collar and white collar occupations. Their household income is 17% higher than the London average. They are homeowners that live in semi‐detached and single‐detached homes. Their ethnic presence is quite high with 25% being immigrants and 23% reporting a non‐official language as their mother tongue.
Demographic Overview
At $101K the average household income of this segment is 17% higher than the market average
23% report a non‐official language as
their mother tongue
33%of households contain 4+ persons
53%of families are
couples with children;15% are lone‐parent
36% (6,528) of children at home are aged 15‐24
vs. 38% in the City of London vs. 54% in the City of London vs. 44% and 18% in the City of London vs. 43% in the City of London
vs. $86K in the City of London
vs. 20% in the City of London
vs. 35% in the City of London
vs. 20% in the City of London
Market Size50,729 (13%) population18,072 (11%) households
Exurban middle‐aged couples with large families
3
1519
2521
17
5
18 1720 18
22
Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London
Age of Household Maintainer
+
LEGACYDISCRIMINATING CONSUMERISM
NATIONAL PRIDENEED FOR ESCAPE
PERSONAL CONTROLPRIMACY OF THE FAMILY
SAVING ON PRINCIPLE
GLOBAL CONSCIOUSNESSECOLOGICAL LIFESTYLE
ATTRACTION TO NATURE
PURSUIT OF INTENSITYACTIVE GOVERNMENT
PURSUIT OF NOVELTY
COMMUNITY INVOLVEMENT
CONFIDENCE IN SMALL BUSINESSREJECTION OF AUTHORITY
JOY OF CONSUMPTION
Strong Social Values
Weak Social Values
76Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada
Value ImplicationsSimilar to the Legacy Driven Upscale Families, the Price Conscious Families are motivated by their desire to leave a lasting legacy for future generations. Leverage this knowledge by focusing your messages to this group around how they can maintain healthy, financially sustainable lifestyle for future generations.
Being Canadian is a big part of the identity of the Price Conscious Families. As a result leverage core Canadian values such as equality and self efficacy to engage them.
Highlight that being environmentally conscious is a way for these families to take control of their green house gas emissions which may also double as a cost‐savings technique.
Residents in this segment are less likely to be drawn to the initiative to fulfill a desire to engage with their community. It’s family first for this segment so messages should focus on the benefit this initiative will have on their loved ones.
When speaking to residents in this segment play down the initiative’s association with government agencies.
The Price Conscious Families are not averse to being told what to do and often seek direction from authority figures.
PRICE CONSCIOUS FAMILIESSOCIAL VALUES
Direct & Outdoor preferences:• Direct mail use is average or below average• Coupon booklets, catalogues, and flyers in
newspapers and magazines tend to be the most popular direct mail option for this segment
• Outdoor and highway ads may resonate with this segment; more likely to travel longer distances in‐town
ModerateMed/HeavyLight ModerateInternet
77
ModerateNewspaper Magazine Radio Television
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Note: “Top 10” lists have been identified by sorting all category variables by Index, then by % Penetration in the Index ranges 120+, and 100‐119. Top 10 variables have a minimum % Penetration of 10%,.
• Download music, maps, instant messaging, social networking, home improvements, auctions
• Watched movies
• Local dailies• General news, sports,
entertainment, travel, finance/ business, food, health, fashion sections
• What’s Cooking, CAA Magazine, Food & Drink, The Hockey News, Starweek, Canadian Family, Our Canada
• 22% watch CTV Early Evening News which is at above average rates
• Album Rock/Classic Rock, Top 40/Current Hits, All News, New Country, Oldies, Retro, Dance, All Sports
The media habits of the Price Conscious Families are:• Print usage is low, with moderate to heavy magazine and light newspaper
readership• Moderate radio listenership; listen to Album Rock/Classic Rock, Top 40/Current
Hits, All News, New Country, Oldies, Retro, Dance, All Sports type stations when they do tune in
• TV viewership is moderate; they watch a much broader than average variety of shows
• Internet use is moderate; it’s used for a variety of activities including music, maps, instant messaging, social networking, home improvements, auctions
PRICE CONSCIOUS FAMILIESMEDIA SUMMARY
How much do they read?
• Overall, Price Conscious Families are light newspaper readers; community newspapers are popular
• Less likely than average to read a Saturday edition of the newspaper
What do they read?
• The sports section is preferred and all other sections of the newspaper are read at average rates
78Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Daily Newspaper ‐ Usage (%) Index
82
92
113
88
109
17
16
17
5
46
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Daily Newspaper ‐ # of Sat. Read (%) Index
108
82
107
49
87
86
69
5
4
1
20
31
0
1
2
3
4
Saturday Editions
Community Newspaper ‐ Received (%) Index
106
Daily Newspaper ‐ Read/Looked Into Pst Wk (%)
102
79
106
102
123
108
113
53
84
95
60Received [Pst Mth]
46
27
50
6
9
6
5
1
23
50
Personally Read
Yesterday
Never
Less Than 1
1 Day
2 Days
3 Days
4 Days
5 Days
Weekday Editions
Daily Newspaper ‐ Section Read (%) Index
97
92
115
87
90
94
86
99
` 90
78
95
108
104
34
14
19
14
14
17
13
12
14
8
14
9
11
General News
Health
Sports
Arts/Culture
Finance/Business
Entertainment/Movies/TV
Editorial Page(s)
Fashion/Lifestyle
Food
Classified Pages
Travel
Automotive
Real Estate/Homes
Newspaper Titles (Cumulative Audience %) Index
77
92
87
73
81
172
168
9
4
4
8
10
15
19
Metro (5 Markets) (5‐Day)
National Post (5‐Day)
National Post (6‐Day)
The Globe & Mail (5‐Day)
The Globe & Mail (6‐Day)
Toronto Star (5‐Day)
Toronto Star (7‐Day)
PRICE CONSCIOUS FAMILIESNEWSPAPERS
79Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they watch?
What are they watching?
TV ‐ Usage (%) Index
101
92
116
110
82
19
17
22
24
18
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
TV ‐ Days Watched per Week (%) Index
88
90
107
96
104
5
4
8
3
73
1 Day/Wk or Less
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Top 10 TV Program Types Watched (%) Index
127
128
127
143
132
128
154
126
117
117
31
21
19
16
14
13
10
10
50
36
Superbowl
Soccer Major Events
Modern Family
Breakfast Television
Tennis Major Event
Juno Awards
CityNews Tonight
Citytv New Year's Eve Bash
Olympics‐Summer
CBC Hockey Night In Canada
Top 10 TV Stations Watched (%) Index
190
125
120
104
110
103
106
106
105
112
24
9
10
34
32
26
23
23
23
20
CP24 (CP24)
OMNI (OMNI)
MTV Canada (MTV)
Discovery Channel (DIS)
The Weather Network (TWN)
History Television (HIS)
National Geographic (NATG)
HGTV (H&G)
Food Network Canada (FN)
The Sports Network (TSN)
TV ‐ News, Sports, Current Affairs (%) Index
110
88
98
22
9
11
CTV Early Evening News
Noon News
CTV Late Local News
PRICE CONSCIOUS FAMILIESTELEVISION
• 22% watch CTV Early Evening News which is slightly above average
• Just 9 out of 100 people watch noon news which mirrors the benchmark population
• And 11 out of 100 watch late local news which is the same as the general population
• Moderate TV viewers overall
• News and sports programs and stations are both popular and viewed at above average rates
PRICE CONSCIOUS FAMILIESRADIO
80Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they listen?
What are they listening to?
Radio ‐ Usage (%) Index
108
113
103
103
73
20
21
22
22
15
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Radio ‐ Days Listened per Week (%) Index
58
60
73
84
86
91
111
0
2
3
4
4
2
71
Never/Wk
0‐1 Day/Wk
1 Day/Wk
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Radio Station Types Listened To (%) Index
102
88
106
97
116
94
97
111
24
21
32
10
19
11
15
14
Top 40/Current Hits
Modern Rock/Alternative Rock
Album Rock/Classic Rock
Traditional Country
New Country
Soft Music/Adult Contemporary
Urban/Rap/Hip Hop
Retro (80's)
Radio Station Types Listened To (%) Index
91
109
110
95
89
112
93
100
9
21
10
16
4
14
4
19
Classical/Fine Arts
All News
All Sports
News/Talk/Information/Sports
Multicultural
Dance
Big Band/Music of Your Life
Oldies (50's, 60's, 70's)
Listened to the Radio…. (%) Index
11174Yesterday
• Overall, Price Conscious Families listen at average to above average rates
• This group listens to new country, dance, retro, and all sports stations at rates slightly above the market average
• Album Rock/Classic Rock, Top 40/Current Hits, Modern Rock, and All News are most popular
• Moderate radio listeners overall
• 7 out of 10 people listen five days a week which is slightly above average
• Radio may be the best way to capture this audience
81Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How often do they use the Internet?
PRICE CONSCIOUS FAMILIESINTERNET
• Price Conscious Families are moderate Internet users on any device
• Mobile devices are not as popular
• Activities include downloading music, maps, instant messaging, social networking, home improvements, auction, watching movies
Has Internet in Household (% Pen) Index
102
Internet Usage ‐ Any Device (%) Index
97
94
104
104
100
19
18
22
22
18
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
86Has in HouseholdInternet Usage ‐ Mobile Device (%) Index
94
104
117
100
89
98
8
10
10
9
8
38
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Non‐Users [Pst Mth]
82Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How do they access the Internet?
How often do they access the Internet?
Internet Connection ‐ Type (%) Index
83
123
77
30
25
4
Cable service
High speed phone line
Regular phone line
Internet Connection ‐ Type (%) Index
117
99
95
112
4
4
16
34
Fiber Optic
Wireless Internet Using Stick
Laptop Built in Wireless
Wireless Modem/Router
When Accessed (%) Index
103
99
100
101
101
101
107
101
93
77
83
85
86
87
87
1
88
12
Yesterday
Past 7 Days
Past 14 Days
Past Month
Past Two Months
Past Three Months
3+ Months
Past Year
Never
Time Spent Online (%) Index
103
115
97
108
99
90
98
92
93
99
17
4
22
19
10
6
10
5
7
83
0 mins
1‐59 mins
60‐300 mins
301‐600 mins
601‐900 mins
901‐1200 mins
1201‐1800 mins
1801‐2400 mins
2401+ mins
1+ Hours
PRICE CONSCIOUS FAMILIESINTERNET
• One out of four people use a high speed phone line to connect to the Internet
• Wireless connection is popular as is fibre optic connection but in very small counts
• Close to 4 out of 5 people accessed the Internet yesterday
• Overall, this group is online at similar rates to the general population
• Nearly 1 out of 5 people spent 5‐10 hours online in the past week
83Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
What type of device do they use?/Where do they access the Internet?
What activities do they do online?
Device Used (%) Index
101
98
102
89
102
82
31
48
7
15
Household Desktop/Laptop
Employer Desktop/Laptop
Household Mobile Device
Employer Mobile Device
Computer (Third Party/Public)
Internet ‐ Where Accessed (%) Index
102
104
102
90
95
78
34
16
8
7
Home
Work
School/Library
Café/Restaurant
Other
PC/Laptop (%) Index
119
146
99
109
118
109
96
8
2
59
9
16
35
44
Used For Blogging
Used For Podcasting
Used For E‐mail
Used For Text Messaging
Used For Instant Messaging
Used For Social Networking
Used For Searches/Search Engines
PRICE CONSCIOUS FAMILIESINTERNET
• The vast majority access the Internet from home using either a desktop or laptop
• Some people in this group spend time online while at work
• All online activities are done at rates that either mirror the general population or are above average
• Email and online searches are very popular online activities
• Social networking, instant messaging and texting are popular too
Any Device (%) Index
113
127
100
104
116
108
96
98
91
112
107
8
4
63
37
28
40
47
26
14
17
23
Blogging
Podcasting
E‐mail
Text Messaging
Instant Messaging
Social Networking
Searches/Search Engines
Watched Videos
Listen to radio/podcast
Accessed Magazine Website
Accessed Newspaper Website
84Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Index: “Always”
How do they feel about direct mail?
Flyers and Direct Mail ‐ Use (%)
Index
66
64
84
80
85
75
105
86
2
3
8
7
5
2
9
4
6
13
13
9
9
5
15
7
35
36
34
22
20
17
25
15
Brochures
Catalogues
Coupon Booklets
Envelopes
e‐Flyers
e‐Newsletters
Flyers in News/Mags
Flyers in Polybag
Always Often Sometimes
How often do they visit malls or take trips on public transit?
Any Public Transit Pst Wk (%) Index
110
60
83
55
85
6
5
3
0
1‐5
6‐10
11+
Bus/Streetcar Pst Wk (%) Index
97
57
59
49
8
6
3
2
0
1‐5
6‐10
11+
Shopping Malls Pst Wk (%) Index
109
91
97
108
97
36
27
25
7
3
0
1
2‐3
4‐5
6+
• Overall, direct mail use is average or below average
• Coupon booklets, catalogues, and flyers in newspapers and magazines tend to be the most popular direct mail option for this segment
• Outdoor and highway ads may resonate with this segment; longer in‐town travel distances are above average
• Just under two thirds visited a mall in the past week
• Residents are less likely to take public
• Ads in transit spaces are less likely to reach this audience
• A very small cohort travel over 500 km, but the majority of people in this group travel up to 100km per week
Index
100
98
110
97
141
In‐Town Travel [Past Week] (%)
38
20
23
9
8
1‐49 KM
50‐99 KM
100‐249 KM
250‐500 KM
500+ KM
PRICE CONSCIOUS FAMILIESDIRECT & OUTDOOR
85
15%Enjoy power boating
9%Attend pro
baseball games
vs. 12% in the City of London vs. 6% in the City of London
25%Attend live theatre
events
22% Attended museum venues
Sports & Leisure OverviewPrice Conscious Families enjoy staying active. They participate in many sports at well above average rates. Ice skating and baseball are particularly popular in this segment. More extreme type of sports may give them a thrill as they enjoy activities such as power boating, downhill skiing and mountain biking. Because of their tendency to save money, they attend events that are worth their money. Events such as amusement parks which last the whole day are great in value, as they are fun for the entire family. They also attend baseball games and music concerts at high rates.
vs. 15% in the City of London
17%Participate in jogging
Market Size50,729 (13%) population18,072 (11%) households
Source: Environics Analytics PRIZMC2, PMB, Fall 2013Market = City of London
Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*Description % Pen Index
Ice Skating 19.0 135Jogging 17.5 117Power Boating 15.0 128Bowl ing 12.5 126Aerobics 11.9 116Downhi l l Ski ing 8.5 128Ice Hockey 8.4 126Mounta in Biking 7.9 129Basebal l /Softba l l 6.9 136Tennis 5.8 116
*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen
Description % Pen IndexLive Theatre 25.0 109Museum 21.9 100Bingo Hal l [pst 3 mths] 19.8 102Amusement Parks 18.4 129Zoo/Aquariums 16.5 98Pro Hockey Event 14.6 101Spas 10.9 103Popular Music Concert 9.6 98Pro Basebal l Event 9.3 162Country Music Concert 8.1 158
vs. 14% in the City of London
19%Participate in ice
skating
vs. 23% in the City of London
vs. 22% in the City of London
PRICE CONSCIOUS FAMILIESSPORTS & LEISURE HIGHLIGHTS
86
YOUNG & ACTIVE
PRIZM: 15/31/5921% of segment7% of market*
Demographic Highlights **
The Young & Active segment contains young, upwardly mobile, urban singles and couples who are less concerned about the environment. These individuals take pride in maintaining a healthy lifestyle so messages which speak to the impact the environment has on your personal health – from the food you eat, to the air you breathe ‐may capture their attention.
Young & ActiveU2 15 Electric Avenues 86 94 90 101 141 121 42 125U2 31 Grads & Pads 45 79 96 126 78 81 48 74U7 59 Solo Scramble 94 105 92 123 94 95 106 108
Ecological
Lifestyle
Activ
e Go
vernmen
t
Glob
al
Consiousne
ss
Attractio
n to
NatureCity of London PRIZM Clusters
Key Segment Variables
Prim
acy of
Environm
ental
Protectio
n
Legacy
Impo
rtance of
Price
Effort Tow
ard
Health
$62K 64% 43%69%Non‐Family ApartmentIncome
28%University
<35Maint. Age
*market is the City of London households; **compared to the City of London average
DEMOGRAPHIC HIGHLIGHTS
87Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London
43%of maintainers are 34 or younger
46%Single
(never married)
28%Have an university
degree
The Young & Active group is composed primarily of young singles and couples living in urban neighbourhoods in London. They are well educated and hold both white collar and sales and service jobs. They are just starting off in their careers, which explains their lower than average household income. A large proportion are single and rent their homes. They tend to commute to work by walking or using public transit. Their ethnic presence is low with only 14% being immigrants and only 13% reporting a non‐official language as their mother tongue.
Demographic Overview
At $62K the average household income of this segment is 28% lower than the market average
84% report English as their mother tongue
53%of households contain 1 person
72%Rent; 69% live in apartments
22% (708) of children at home are aged 5 or younger
vs. 23% in the City of London vs. 30% in the City of London vs. 36% and 30% in the City of London vs. 25% in the City of London
vs. $86K in the City of London
vs. 78% in the City of London
vs. 18% in the City of London
vs. 30% in the City of London
Market Size19,860 (5%) population11,433 (7%) households
Young educated urban singles and couples
10
33
16 15 13 13
5
18 1720 18
22
Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London
Age of Household Maintainer
NATIONAL PRIDESOCIAL LEARNING
ENTHUSIASM FOR NEW TECHNOLOGYEFFORT TOWARD HEALTH
PURSUIT OF NOVELTY
CONFIDENCE IN SMALL BUSINESSPENCHANT FOR RISK
CONFIDENCE IN ADVERTISINGNEED FOR STATUS RECOGNITION
PAROCHIALISMBUYING ON IMPULSE
PERSONAL EXPRESSIONETHICAL CONSUMERISM
REJECTION OF AUTHORITYTECHNOLOGY ANXIETY
ATTRACTION TO NATURE
PRIMACY OF ENVIRONMENTAL PROTECTIONCOMMUNITY INVOLVEMENT
AVERSION TO COMPLEXITY
Strong Social Values
Weak Social Values
88Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada
Value ImplicationsThe Young & Active segment is more interested in maintaining a healthy an active lifestyle than reducing their carbon footprint. Appeals made to this group should focus on the health benefits of reducing green house gas emissions.
Residents in this segment relish the opportunity to learn from people who are different from them. A forum or message board will provide them with the opportunity to exchange ideas with other people participating in the campaign.
Being Canadian is an important part of their identity. Position participating in this campaign as a Canadian thing to do.
The Young & Active segment embraces complexity in life and is more likely to embrace new technology. These residents may represent an opportunity to promote a mobile application, new relevant technology, or to push to your website for further information.
Images or themes focused on nature or the outdoors will not resonate with these urban residents.
These urban singles and couples have little interest in their community and are more concerned with how they will personally benefit from this campaign.
YOUNG & ACTIVESOCIAL VALUES
Direct & Outdoor preferences:• Most forms of direct mail use is average or
below average• Coupon booklets, catalogues, flyers in
newspapers or magazines, and brochures tend to be the most popular direct mail option for this segment.
• Half of this group reports travelling up to 50 km in‐town
MixedLightMixed HeavyInternet
89
HeavyNewspaper Magazine Radio Television
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Note: “Top 10” lists have been identified by sorting all category variables by Index, then by % Penetration in the Index ranges 120+, and 100‐119. Top 10 variables have a minimum % Penetration of 10%,.
• Classifieds, radio, downloaded videos, banking, blogged, auction, texting, social networking
• Accessed magazines, newspapers
• London Free Press• Classified, general news,
sports, editorial, finance/ business
• enRoute, Tribute, Report on Business, LOULOU, Canadian Business, People, Macleans, Readers Digest
• 18% watch CTV Early Evening News which is at slightly below average rates
• Noon news is preferred
• Album Rock/Classic Rock, Modern Rock, Oldies, New Country, News/ Talk/ Sports/ Information, Urban/Rap
The media habits of the Young & Active segment are:• Print usage is low, with light magazine and mixed newspaper readership• Light radio listenership; listen to Album Rock/Classic Rock, Modern Rock, Oldies,
New Country, News/ Talk/ Sports/ Information, Urban/Rap type stations when they do
• TV viewership is heavy; they watch a much broader than average variety of shows• Internet use is heavy; it’s used for a variety of activities including researching
classifieds, radio, downloading videos, banking, blogging, auction websites, texting, social networking and accessing magazines, newspapers
YOUNG & ACTIVEMEDIA SUMMARY
How much do they read?
• Overall, the Young & Active segment are mixed readers – more than 4 in 10 consider themselves light readers and yet there are 21% who declare they are moderate to heavy readers
What do they read?
• Except for the classified section, all newspaper sections are read at below average rates
• More likely to read a local daily newspaper such as the London Free Press
YOUNG & ACTIVENEWSPAPERS
90Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Daily Newspaper ‐ Usage (%) Index
83
121
98
89
102
17
21
14
5
43
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Daily Newspaper ‐ # of Sat. Read (%) Index
104
128
104
98
81
92
67
8
4
2
19
33
0
1
2
3
4
Saturday Editions
Community Newspaper ‐ Received (%) Index
97
Daily Newspaper ‐ Read/Looked Into Pst Wk (%)
92
91
97
96
122
109
133
109
92
103
56Received [Pst Mth]
42
31
45
5
9
7
6
3
25
55
Personally Read
Yesterday
Never
Less Than 1
1 Day
2 Days
3 Days
4 Days
5 Days
Weekday Editions
Daily Newspaper ‐ Section Read (%) Index
97
77
95
76
82
76
87
72
` 72
140
69
61
87
34
12
16
12
13
13
13
9
11
15
11
5
9
General News
Health
Sports
Arts/Culture
Finance/Business
Entertainment/Movies/TV
Editorial Page(s)
Fashion/Lifestyle
Food
Classified Pages
Travel
Automotive
Real Estate/Homes
Newspaper Titles (Cumulative Audience %) Index
100
75
72
111
107
41
34
12
3
4
12
13
4
4
Metro (5 Markets) (5‐Day)
National Post (5‐Day)
National Post (6‐Day)
The Globe & Mail (5‐Day)
The Globe & Mail (6‐Day)
Toronto Star (5‐Day)
Toronto Star (7‐Day)
YOUNG & ACTIVETELEVISION
91Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they watch?
What are they watching?
TV ‐ Usage (%) Index
144
92
78
91
98
27
17
15
20
22
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
TV ‐ Days Watched per Week (%) Index
68
106
112
73
96
4
5
8
3
67
1 Day/Wk or Less
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Top 10 TV Program Types Watched (%) Index
138
139
138
131
133
130
132
133
131
177
26
25
20
19
18
17
13
13
13
12
Family Guy
Simpsons
Canada's Worst Driver
Wipeout
Mythbusters
Survivor
Global News Final
Noon News
Big Brother
South Park
Top 10 TV Stations Watched (%) Index
195
179
173
156
132
145
139
147
147
137
14
14
20
19
18
15
13
12
11
10
Aboriginal Peoples TV Network (APTN)
Country Music Television (CMT)
SLICE (SLICE)
Treehouse TV (TRE)
Showcase (SHO)
Space (SPC)
MuchMore Music (MM+)
Outdoor Life Network (OLN)
Showcase Action (ACTN)
Mystery (MYST)
TV ‐ News, Sports, Current Affairs (%) Index
90
133
85
18
13
10
CTV Early Evening News
Noon News
CTV Late Local News
• Nearly one fifth watch CTV Early Evening News which is at average rates
• 13 out of 100 people watch noon news ‐ this is higher than the general population
• And 1 out of 10 watch late local news which is 15% lower than the general population
• Heavy viewers overall
• Lifestyle and entertainment, comedy, and children’s programs and stations are all popular and viewed at high rates
YOUNG & ACTIVERADIO
92Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they listen?
What are they listening to?
Radio ‐ Usage (%) Index
114
85
86
113
103
21
16
18
24
21
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Radio ‐ Days Listened per Week (%) Index
0
83
189
129
118
105
91
0
2
7
6
6
3
58
Never/Wk
0‐1 Day/Wk
1 Day/Wk
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Radio Station Types Listened To (%) Index
90
130
121
108
119
97
124
89
21
30
37
11
20
12
19
11
Top 40/Current Hits
Modern Rock/Alternative Rock
Album Rock/Classic Rock
Traditional Country
New Country
Soft Music/Adult Contemporary
Urban/Rap/Hip Hop
Retro (80's)
Radio Station Types Listened To (%) Index
116
80
126
120
101
86
104
129
11
15
11
20
5
11
5
24
Classical/Fine Arts
All News
All Sports
News/Talk/Information/Sports
Multicultural
Dance
Big Band/Music of Your Life
Oldies (50's, 60's, 70's)
Listened to the Radio…. (%) Index
9262Yesterday
• Overall, the Young & Active listen at average to above average rates
• This group listens to Album Rock/ Classic Rock, Modern Rock/ Alternative Rock, Oldies, News/Talk/Info/Sports more often than the general population
• Mixed listeners overall
• 58% of members of the Young & Active segment listen five days a week
YOUNG & ACTIVEINTERNET
93Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How often do they use the Internet?
• Internet use is heavy. Users browse the web on their mobile devices and desktops/lap tops are rates above the market average
• Activities include reading classifieds, radio, downloaded videos, banking, blogged, auction, texting, social networking
• More likely to access magazine and newspaper websites
Has Internet in Household (% Pen) Index
91
Internet Usage ‐ Any Device (%) Index
127
114
90
69
103
25
22
19
15
18
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
76Has in HouseholdInternet Usage ‐ Mobile Device (%) Index
151
74
121
80
109
90
13
7
10
7
10
35
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Non‐Users [Pst Mth]
YOUNG & ACTIVEINTERNET
94Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How do they access the Internet?
How often do they access the Internet?
Internet Connection ‐ Type (%) Index
82
98
133
30
20
7
Cable service
High speed phone line
Regular phone line
Internet Connection ‐ Type (%) Index
150
63
104
102
5
2
18
31
Fiber Optic
Wireless Internet Using Stick
Laptop Built in Wireless
Wireless Modem/Router
When Accessed (%) Index
100
99
98
98
98
98
180
99
109
75
83
83
84
84
84
2
86
14
Yesterday
Past 7 Days
Past 14 Days
Past Month
Past Two Months
Past Three Months
3+ Months
Past Year
Never
Time Spent Online (%) Index
108
92
70
89
125
90
145
95
124
99
17
3
16
15
13
6
15
5
9
83
0 mins
1‐59 mins
60‐300 mins
301‐600 mins
601‐900 mins
901‐1200 mins
1201‐1800 mins
1801‐2400 mins
2401+ mins
1+ Hours
• Although more people use cable, a small number prefer to connect to the Internet by regular phone line or fibre optic
• Wireless connection is popular as well
• 3 out of 4 people accessed the Internet yesterday
• Overall, this group is online at similar rates to the general population
• Nearly one third spent more than 20 hours online in the past week
YOUNG & ACTIVEINTERNET
95Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
What type of device do they use?/Where do they access the Internet?
What activities do they do online?
Device Used (%) Index
95
89
109
107
106
77
29
51
9
15
Household Desktop/Laptop
Employer Desktop/Laptop
Household Mobile Device
Employer Mobile Device
Computer (Third Party/Public)
Internet ‐ Where Accessed (%) Index
94
88
91
117
116
71
29
14
10
8
Home
Work
School/Library
Café/Restaurant
Other
PC/Laptop (%) Index
161
45
95
130
102
100
88
10
1
56
11
14
32
40
Used For Blogging
Used For Podcasting
Used For E‐mail
Used For Text Messaging
Used For Instant Messaging
Used For Social Networking
Used For Searches/Search Engines
• The majority access the Internet from home using either a desktop or laptop
• Above average numbers of people in this group spend time online while visiting cafés and restaurants
• Many online activities are at above average rates
• Young & Active blog more than any other segment
• Email and online searches are very popular online activities
• Social networking and texting are popular too
• They like to access magazine and newspaper sites at above average rates
Any Device (%) Index
160
124
96
107
99
103
90
97
112
117
112
12
3
61
38
24
38
44
26
17
17
24
Blogging
Podcasting
E‐mail
Text Messaging
Instant Messaging
Social Networking
Searches/Search Engines
Watched Videos
Listen to radio/podcast
Accessed Magazine Website
Accessed Newspaper Website
96Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Index: “Always”
How do they feel about direct mail?
Flyers and Direct Mail ‐ Use (%)
Index
77
100
106
104
109
47
71
61
3
5
10
9
7
1
6
3
5
8
11
9
5
2
11
3
29
32
25
18
13
10
22
9
Brochures
Catalogues
Coupon Booklets
Envelopes
e‐Flyers
e‐Newsletters
Flyers in News/Mags
Flyers in Polybag
Always Often Sometimes
How often do they visit malls or take trips on public transit?
Any Public Transit Pst Wk (%) Index
88
180
104
118
68
19
7
7
0
1‐5
6‐10
11+
Bus/Streetcar Pst Wk (%) Index
131
194
107
108
11
20
6
4
0
1‐5
6‐10
11+
Shopping Malls Pst Wk (%) Index
116
80
92
101
181
38
24
24
7
6
0
1
2‐3
4‐5
6+
• Most forms of direct mail use is average or below average
• Coupon booklets, catalogues, flyers in newspapers or magazines, and brochures tend to be the most popular direct mail option for this segment.
• Residents are less likely to travel longer distances in‐town
• 38% visited a mall last week
• A small count visited the mall more than 6 times
• Public transit ads may resonate with this group who like to take public transit more than any other segment
Index
129
74
63
53
83
In‐Town Travel [Past Week] (%)
50
15
13
5
5
1‐49 KM
50‐99 KM
100‐249 KM
250‐500 KM
500+ KM
YOUNG & ACTIVEDIRECT & OUTDOOR
Description % Pen IndexNightclubs/Bars 26.4 119Museum 23.8 109Bingo Hal l [pst 3 mths] 20.5 106Rock Music Concert 13.8 118Art Gal lery 12.2 89Popular Music Concert 8.9 92Class ica l Music Concert 7.1 111Pro Footbal l Event 6.5 126Auto Racing 6.0 209Bal let 5.9 148
97
14%Participate in yoga/Pilates
14%Attend rock
music concerts
vs. 22% in the City of London vs. 12% in the City of London vs. 12% in the City of London
22%Participate in swimming
26%Go to
nightclubs/bars
24% Attended museum venues
Sports & Leisure OverviewMember of this segment enjoy most sports as much as the average London resident, however they are more likely to participate in yoga/Pilates, canoeing and motorcycling. Other popular activities include swimming, jogging and aerobics. This young group enjoys an evening out by going to nightclubs or bars. You may see this group going to see the latest rock bands at different venues. Although they attend at low rates, ballet and auto racing events may appeal to this group much more than the average London resident.
vs. 12% in the City of London
14%Enjoy canoeing
Market Size19,860 (5%) population11,433 (7%) households
Source: Environics Analytics PRIZMC2, PMB, Fall 2013Market = City of London
Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*Description % Pen Index
Swimming 22.4 101Jogging 16.3 109Yoga/Pi lates 14.4 117Canoeing 14.0 117Aerobics 11.7 114Bowl ing 9.4 94Mounta in Biking 6.2 101Basketba l l 6.2 102Motorcycl ing 5.5 159Tennis 5.2 103
*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen
vs. 22% in the City of London
vs. 22% in the City of London
YOUNG & ACTIVESPORTS & LEISURE HIGHLIGHTS
98
OLDER SINGLES & COUPLES
Older Singles & CouplesS4 38 Grey Pride 109 112 102 71 122 136 103 101U4 51 Lunch at Tim's 58 112 101 73 64 66 74 101
City of London PRIZM Clusters
Key Segment Variables
Prim
acy of
Environm
ental
Protectio
n
Legacy
Impo
rtance of
Price
Effort Tow
ard
Health
Activ
e Go
vernmen
t
Glob
al
Consiousne
ss
Attractio
n to
Nature
Ecological
Lifestyle
PRIZM: 38/5145% of segment14% of market*
Demographic Highlights**
Older Singles & Couples are not particularly concerned about the environment, but are slightly concerned about what will be left for future generations. Given that their household income is lower than the City of London average, they may be attracted to messages which focus on the savings associated with being ‘green’.
$66K 43% 25%44%Non‐Family ApartmentIncome
76%English
65+Maint. Age
*market is the City of London households; **compared to the City of London average
DEMOGRAPHIC HIGHLIGHTS
99Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London
25%of maintainers are 65+
The Older Singles & Couples segment, much like their name describes, are older residents living in 1‐2 person households. Almost ¼ of this segment is over the age of 65. This segment tends to have children of different ages at home. They have a lower than average household income and live in rental apartments. They are less likely to have attended any post‐secondary school institutes and hold mainly sales and service jobs. Their ethnic presence tracks the market average with 21% reporting a non‐official language as their mother tongue.
Demographic Overview
At $66K the average household income of this segment is 23% lower than the market average
21% report a non‐official language as
their mother tongue
71%of households contain 1‐2 persons
20% (2,591) of children at home are aged 5 or younger
vs. 22% in the City of London vs. 43% in the City of London
vs. $86K in the City of London
vs. 20% in the City of London
vs. 18% in the City of London
vs. 64% in the City of London
Market Size51,879 (13%) population24,012 (14%) households
Downscale older singles and couples
5
2017 18 16
25
5
18 1720 18
22
Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London
Age of Household Maintainer
47%Have a high school diploma or less
or
30%Single
(never married)
48%Rent; 44% live in apartments
vs. 30% in the City of London vs. 36% and 30% in the City of London
FINANCIAL CONCERN REGARDING THE FUTUREFLEXIBLE FAMILIES
PURSUIT OF INTENSITYNATIONAL PRIDE
CONFIDENCE IN ADVERTISINGDUTY
ATTRACTION FOR CROWDS
CONSUMPTIVITY
NEED FOR STATUS RECOGNITIONADAPTABILITY TO COMPLEXITY
VITALITYENTHUSIASM FOR NEW TECHNOLOGY
TRADITIONAL FAMILY
TIME STRESSSAVING ON PRINCIPLEFINANCIAL SECURITYPURSUIT OF NOVELTY
EFFORT TOWARD HEALTH
Strong Social Values
Weak Social Values
100Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada
Value ImplicationsThe Older Singles & Couples are in a lifestage where they are more concerned about their future finances than the state of the environment. Appeals to this segment should focus on the cost benefits of reducing their carbon footprint.
Being Canadian is an important part of their identity, position the campaign as a Canadian thing to do.
Residents in this segment have a strong sense of duty and are more likely to put the needs of other ahead of their own. Position the campaign as way for them to contribute to the City of London.
The older residents in this segment are more likely to lead a sedentary lifestyle, but have a strong desire to be a part of a collective movement. Brainstorm alternative ways for them to participate taking into consideration their possible physical limitations.
Residents in this segment feel strongly that the needs of others is more important than their own. Highlight how this initiative will work toward the greater good for all London residents.
OLDER SINGLES & COUPLESSOCIAL VALUES
Direct & Outdoor preferences:• Envelopes, eFlyers, and flyers in polybags
tend to be the most preferred direct mail option for this segment
• High rates for travelling short distances in‐town
• Public transit use is not popular
• 2 out of 5 visited a mall last week
ModerateMixedLight LightInternet
OLDER SINGLES & COUPLES MEDIA SUMMARY
101
Light/MedNewspaper Magazine Radio Television
Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Note: “Top 10” lists have been identified by sorting all category variables by Index, then by % Penetration in the Index ranges 120+, and 100‐119. Top 10 variables have a minimum % Penetration of 10%,.
• Games, social networking, downloading apps, maps, banking, watching videos
• Real estate, general news, and sports sections are most popular
• CAA magazine, Hockey News, Golf Canada, Starweek, Readers Digest, Canadian Living, Canadian Geographic
• Both noon news and late local news are viewed at above average rates
• Modern Rock/ Alternative Rock, Oldies, News/Talk/Information/ Sport, Dance type programs
The media habits of the Older Singles & Couples are:• Print usage is low, with mixed magazine and light newspaper readership• Light radio listenership; listen to Modern Rock/ Alternative Rock, Oldies, News/
Talk/ Information/ Sport, Dance type stations when they do tune in• TV viewership is mixed; they watch a much broader than average variety of shows• Internet use is light; it’s used for a variety of activities including games, social
networking, downloading apps, maps, banking, watching videos
How much do they read?
• Overall, Older Singles & Couples are light readers of national newspapers
• Average rates for reading daily newspaper such as the London Free Press
What do they read?
• Most sections of the newspaper are read at average rates with the exception of real estate which is read at above average rates
• 59% read the community newspaper
102Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Daily Newspaper ‐ Usage (%) Index
98
103
91
70
107
20
18
13
4
45
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Daily Newspaper ‐ # of Sat. Read (%) Index
103
68
74
88
105
94
66
4
3
2
25
34
0
1
2
3
4
Saturday Editions
Community Newspaper ‐ Received (%) Index
102
Daily Newspaper ‐ Read/Looked Into Pst Wk (%)
101
111
106
62
109
54
110
54
108
95
59Received [Pst Mth]
45
38
50
3
8
3
5
1
30
50
Personally Read
Yesterday
Never
Less Than 1
1 Day
2 Days
3 Days
4 Days
5 Days
Weekday Editions
Daily Newspaper ‐ Section Read (%) Index
99
89
99
100
80
95
94
74
` 101
101
106
93
117
34
14
17
16
13
17
14
9
16
11
16
8
13
General News
Health
Sports
Arts/Culture
Finance/Business
Entertainment/Movies/TV
Editorial Page(s)
Fashion/Lifestyle
Food
Classified Pages
Travel
Automotive
Real Estate/Homes
Newspaper Titles (Cumulative Audience %) Index
48
60
55
72
75
127
128
6
3
3
7
9
11
15
Metro (5 Markets) (5‐Day)
National Post (5‐Day)
National Post (6‐Day)
The Globe & Mail (5‐Day)
The Globe & Mail (6‐Day)
Toronto Star (5‐Day)
Toronto Star (7‐Day)
OLDER SINGLES & COUPLES NEWSPAPERS
103Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they watch?
When they do watch, what are they watching?
TV ‐ Usage (%) Index
81
114
119
77
111
15
21
22
17
24
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
TV ‐ Days Watched per Week (%) Index
72
100
111
101
97
4
5
8
4
68
1 Day/Wk or Less
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Top 10 TV Program Types Watched (%) Index
122
125
123
131
124
155
121
138
126
125
19
19
17
15
13
13
12
8
5
9
Holmes on Homes
CTV National News
Love It Or List It
CTV Late Local News
American Dad
Access Hollywood
Noon News
Come Dine with Me
Gemini Awards
Live with Regis & Kelly
Top 10 TV Stations Watched (%) Index
140
122
126
121
130
112
116
113
117
114
11
17
17
13
11
28
25
17
14
13
TVOntario(TVO)
Showcase (SHO)
Teletoon (TOON)
Animal Planet (ANIM)
TELETOON Retro (TOONR)
History Television (HIS)
HGTV (H&G)
Bravo! (BVO)
MuchMusic (MM)
BBC Canada (BBCC)
TV ‐ News, Sports, Current Affairs (%) Index
90
121
131
18
12
15
CTV Early Evening News
Noon News
CTV Late Local News
• 18% watch CTV Early Evening News which is slightly below the market average
• 12 out of 100 people watch noon news which is more than the general population
• And 15 out of 100 watch late local news which is above average when compared to the general population
• Mixed viewers
• Current events, news, lifestyle and science type programs and stations are both popular and viewed at above average and high rates
OLDER SINGLES & COUPLES TELEVISION
104Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they listen?
What are they listening to?
Radio ‐ Usage (%) Index
107
101
109
96
88
20
19
23
21
17
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Radio ‐ Days Listened per Week (%) Index
5
72
92
92
89
79
108
0
2
3
5
5
2
70
Never/Wk
0‐1 Day/Wk
1 Day/Wk
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Radio Station Types Listened To (%) Index
92
106
93
80
93
93
105
92
22
25
29
8
16
11
16
12
Top 40/Current Hits
Modern Rock/Alternative Rock
Album Rock/Classic Rock
Traditional Country
New Country
Soft Music/Adult Contemporary
Urban/Rap/Hip Hop
Retro (80's)
Radio Station Types Listened To (%) Index
86
84
74
112
107
104
108
112
8
16
6
18
5
13
5
21
Classical/Fine Arts
All News
All Sports
News/Talk/Information/Sports
Multicultural
Dance
Big Band/Music of Your Life
Oldies (50's, 60's, 70's)
Listened to the Radio…. (%) Index
10369Yesterday
• Overall, Older Singles & Couples listen to all stations at average rates
• This group listens to oldies, news/ talk/ info/ sports slightly more often than the general population
• Album rock/classic rock, top 40/current hits, and modern rock, are the most popular
• Moderate listeners overall
• 7 out of 10 people listen five days a week
OLDER SINGLES & COUPLES RADIO
105Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How often do they use the Internet?
• 78% of residents have access to the internet in their homes
• Older Singles & Couples are generally light Internet users
• However they exhibit above average rates for using the internet on mobile devices which include eReaders, tablets and ipads
Has Internet in Household (% Pen) Index
93
Internet Usage ‐ Any Device (%) Index
93
79
97
108
125
18
15
21
23
22
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
78Has in HouseholdInternet Usage ‐ Mobile Device (%) Index
81
145
75
83
66
99
7
13
6
8
6
38
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Non‐Users [Pst Mth]
OLDER SINGLES & COUPLES RADIO
106Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How do they access the Internet?
How often do they access the Internet?
Internet Connection ‐ Type (%) Index
91
82
94
33
17
5
Cable service
High speed phone line
Regular phone line
Internet Connection ‐ Type (%) Index
59
74
110
92
2
3
19
28
Fiber Optic
Wireless Internet Using Stick
Laptop Built in Wireless
Wireless Modem/Router
When Accessed (%) Index
93
94
94
95
96
96
37
95
133
70
79
80
81
82
82
0
83
17
Yesterday
Past 7 Days
Past 14 Days
Past Month
Past Two Months
Past Three Months
3+ Months
Past Year
Never
Time Spent Online (%) Index
130
72
112
93
74
80
108
53
101
94
21
3
26
16
8
5
11
3
7
79
0 mins
1‐59 mins
60‐300 mins
301‐600 mins
601‐900 mins
901‐1200 mins
1201‐1800 mins
1801‐2400 mins
2401+ mins
1+ Hours
• Wireless connection is popular as well
• 7 out of 10 people accessed the Internet yesterday
• Overall, this group is online at average or below average rates when compared to the general population
• 50% of this segment spent up to 5 hours online in the past week
• 17% have never used the internet which is much higher than the market average
OLDER SINGLES & COUPLES INTERNET
107Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
What type of device do they use?/Where do they access the Internet?
When they are online, what activities do they do?
Device Used (%) Index
93
91
91
68
92
75
29
43
6
13
Household Desktop/Laptop
Employer Desktop/Laptop
Household Mobile Device
Employer Mobile Device
Computer (Third Party/Public)
Internet ‐ Where Accessed (%) Index
93
84
99
105
70
71
28
15
9
5
Home
Work
School/Library
Café/Restaurant
Other
PC/Laptop (%) Index
65
40
87
89
111
91
100
4
1
52
7
15
29
45
Used For Blogging
Used For Podcasting
Used For E‐mail
Used For Text Messaging
Used For Instant Messaging
Used For Social Networking
Used For Searches/Search Engines
• 3 out of 4 people access the Internet from home using either a desktop or laptop
• Email and online searches are the most popular online activities
• This group uses their devices for IM at above average rates
• Social networking and texting are popular too
• Most online activities are at average or below average rates when compared to the general population
Any Device (%) Index
76
49
84
90
106
93
99
88
93
76
86
6
1
53
32
26
34
48
24
14
11
19
Blogging
Podcasting
E‐mail
Text Messaging
Instant Messaging
Social Networking
Searches/Search Engines
Watched Videos
Listen to radio/podcast
Accessed Magazine Website
Accessed Newspaper Website
OLDER SINGLES & COUPLES INTERNET
108Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Index: “Always”
How do they feel about direct mail?
Flyers and Direct Mail ‐ Use (%)
Index
99
146
109
141
135
67
111
148
3
8
10
12
8
2
9
6
5
11
12
8
10
7
16
5
37
36
33
20
23
17
20
13
Brochures
Catalogues
Coupon Booklets
Envelopes
e‐Flyers
e‐Newsletters
Flyers in News/Mags
Flyers in Polybag
Always Often Sometimes
How often do they visit malls or take trips on public transit?
Any Public Transit Pst Wk (%) Index
108
66
66
87
84
7
4
5
0
1‐5
6‐10
11+
Bus/Streetcar Pst Wk (%) Index
74
70
69
106
6
7
4
4
0
1‐5
6‐10
11+
Shopping Malls Pst Wk (%) Index
116
115
71
110
21
39
35
18
8
1
0
1
2‐3
4‐5
6+
• Most forms of direct mail use is average or above average
• Catalogues, coupon booklets, brochures, flyers in newspapers, magazines are most popular
• Envelopes, eFlyers, catalogues and flyers in polybags tend to be the most preferred direct mail option for this segment
• 2 out of 5 have visited a mall in the last week
• A small number (8%) visited 4 or 5 times
• 8 out of 10 did not take public transit in the past week
• The majority of people in his group travel less than 100 km in‐town per week
Index
101
111
103
90
71
In‐Town Travel [Past Week] (%)
39
23
21
9
4
1‐49 KM
50‐99 KM
100‐249 KM
250‐500 KM
500+ KM
OLDER SINGLES & COUPLES DIRECT & OUTDOOR
Description % Pen IndexNightclubs/Bars 25.2 114Live Theatre 23.2 101Museum 21.3 97Zoo/Aquariums 15.7 94Amusement Parks 15.4 108Art Gal lery 13.3 97Pro Hockey Event 12.3 85Rock Music Concert 11.2 96Spas 9.7 92Popular Music Concert 9.3 96
109
8%Enjoy playing volleyball
25%Go to
nightclubs/bars
vs. 45% in the City of London vs. 5% in the City of London
47%Participate in fitness
walking
23%Attend live theatre
events
21% Attended museum venues
Sports & Leisure OverviewThis segment enjoys a range of activities at above average rates. With many of these residents being out of the work force they have more time to enjoy leisure activities. Some of their hobbies include walking and playing golf. They are also more likely to participate in canoeing, bowling, and playing volleyball. Generally members of this segment attend events at average rates. ¼ of this group enjoy going to the bar for a night out. You may also see this group at live theatre events and at the museum.
15%Enjoy canoeing
Market Size51,879 (13%) population24,012 (14%) households
Source: Environics Analytics PRIZMC2, PMB, Fall 2013Market = City of London
Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*Description % Pen Index
Walking/Hiking 46.8 103Gol f 15.2 105Canoeing 14.8 124Power Boating 12.6 107Yoga/Pi lates 12.2 99Bowl ing 12.0 120Vol leybal l 8.2 155Mounta in Biking 6.8 111Basketba l l 6.7 111Badminton 6.0 111
*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen
vs. 22% in the City of London
vs. 23% in the City of Londonvs. 22% in the City of London
vs. 12% in the City of London
OLDER SINGLES & COUPLES SPORTS & LEISURE HIGHLIGHTS
CONTENT
110
Target Segment SummaryTarget Segment ImplicationsDarkest Green• Green Families• Urban Eco‐Singles & Couples
Moderately Green• Older Outdoor Enthusiasts• Multi‐Ethnic Green Consumers• Legacy Driven Upscale Families
Light Green• Price Conscious Families• Young & Active• Older Singles & Couples
Target Segment Map
111
Insert TG Map
112
Insert TG Map
APPENDIX
113
METHODOLOGY
114
Segmentation
Personification
Profile
Social Values
What motivates London residents?• Proxy variables• PRIZM profiles
Target segments
Target segment summary
Next steps
KEY QUESTIONS
115
PROXY VARIABLES
116
Through consultation with the City of London, the following themes were identified as key motivators of environmentalism.
Health Environmental Concern
LegacyCost Savings
PROXY VARIABLES
117
EA mapped the potential motivators of behaviour to the Social Values PRIZMLinkedsurvey to locate these residents in the City of London.
Assumption Proxy Variable Definition
Cost Savings: Residents may be motivated to participate in the campaign due to potential cost savings associated with a decrease in greenhouse gas footprint.
Importance of Price Giving great weight to price as a purchasing criterion. Consumers strong on this construct always take price into account when considering a purchase even when the product or service is a particularly desired one.
Legacy: Residents may be motivated to participate in the campaign due to the impact the environment may have on future generations.
Legacy Desire to leave behind a legacy after death, either to one’s descendants or to society at large. This legacy could be of a financial, cultural, moral or spiritual nature. People strong on this construct tend to plan their bequests well in advance.
Health: Residents may be motivated to be more environmental due to the impact the environment will have on their personal health.
Effort for Health The commitment to focus on diet and exercise in order to feel better and have a healthy, wholesome lifestyle. A willingness to transform one’s lifestyle through exercise and radical changes to diet.
Environmental Concern: Residents may be motivated to participate in the campaign because they are concerned about the environment.
Primacy for Environmental Protection
A tendency to believe that today’s environmental problems are a result of industrial and personal disregard for the environment. People strong on this value feel that the path towards environmental destruction is unacceptable and reject the notion that job protection or economic advancement should be allowed at the expense of environmental protection.
Environmental Concern: Residents may be motivated to participate in the campaign because they currently take the environment into consideration when making purchases.
Ecological Lifestyle Giving a high priority to integrating environmental concerns with purchasing criteria. This can have positive consequences, as when consumers are willing to pay more for an environmentally friendly product, or negative consequences, as when consumers refuse to buy a product whose manufacturer has an unsatisfactory environmental record.
Environmental Concern: Residents may be motivated to be participate in the campaign because they enjoy outdooractivities and nature.
Attraction to Nature How close people want to be to nature, whether to recharge their spiritual batteries or to enjoy a simpler, healthier or more authentic way of life.
118
KEY VALUES AT A GLANCE
U1 01 Cosmopolitan Elite 61 132 82 144 167 63 104 50U1 02 Urbane Villagers 48 65 103 111 98 97 52 155U1 08 Money & Brains 123 167 95 114 99 101 56 149S1 03 Suburban Gentry 104 110 90 103 89 102 61 66S1 11 Pets & PCs 75 106 122 111 93 94 71 103E1 07 Winner's Circle 84 159 110 111 135 81 60 88E1 10 Mr. & Ms. Manager 96 129 97 123 51 102 82 113E1 12 God's Country 88 100 110 95 33 86 112 76U2 15 Electric Avenues 86 94 90 101 141 121 42 125U2 31 Grads & Pads 45 79 96 126 78 81 48 74S2 29 Suburban Rows 104 161 119 114 80 101 68 120E2 22 Blue‐Collar Comfort 87 127 111 93 75 95 109 104E2 23 Fast‐Track Families 125 111 110 91 48 88 73 105E2 30 Exurban Crossroads 106 139 98 69 76 95 65 69E2 41 White Picket Fences 94 96 106 77 81 84 81 91S4 14 Upward Bound 131 123 98 132 42 72 70 123S4 19 Rods & Wheels 97 167 94 101 32 107 139 108S4 24 Nearly Empty Nests 99 154 91 94 36 82 97 89S4 38 Grey Pride 109 112 102 71 122 136 103 101R1 27 Fields of Dreams 115 162 84 96 56 53 161 101T1 39 Ontario Originals 101 102 102 90 70 69 126 92U4 28 Startups & Seniors 75 133 107 121 88 106 87 125U4 51 Lunch at Tim's 58 112 101 73 64 66 74 101U4 53 Mobility Blues 114 65 117 61 111 95 116 129U4 54 Crafting & Curling 147 91 98 85 103 129 59 117U5 46 Newcomers Rising 68 110 123 95 153 128 82 117U7 49 Daytrippers & Nightowl 118 75 100 79 104 101 75 180U7 59 Solo Scramble 94 105 92 123 94 95 106 108U7 60 Single City Renters 125 143 134 115 200 172 90 144U7 62 Park Bench Seniors 198 88 95 87 54 171 78 128
Ecological Life
style
City of London PRIZM Clusters
Key Segment Variables
Activ
e Go
vernmen
t
Glob
al Con
siousne
ss
Prim
acy of
Environm
ental Protection
Attractio
n to Nature
Legacy
Impo
rtance of P
rice
Effort Tow
ard He
alth
• The PRIZM profile (left) exhibits the power of segmentation as it is apparent that different communities hold different values.
• Legacy is a value which resonates with a large number of neighbourhoods in the City of London.
• Consider using this theme in the communication to London residents.
Under 80 110 to 119 120 to 149 Over 150
Index