multi-ethnic green consumers - city of london, …€¦ · · 2015-04-1448 multi-ethnic green...

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



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


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


Medium 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


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


Medium 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


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


Medium Quintile


Light Quintile

87Has in HouseholdInternet Usage ‐ Mobile Device (%) Index

120

122

121

98

107

96

11

11

10

9

10

37

Heavy Quintile


Medium Quintile


Light Quintile

Non‐Users [Pst Mth]


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


• 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


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


• 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


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


14%Participate in yoga/Pilates

21%Attend

zoo/aquariums


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.


22%Exercise at a health/fitness club


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


23%Visit bingo halls


MULTI-ETHNIC GREEN CONSUMERSSPORTS & LEISURE HIGHLIGHTS

multi-ethnic green consumers - city of london, …€¦ · · 2015-04-1448 multi-ethnic green...

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