green families - london, ontario · *market is the city of london households; **compared to the...
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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