young & active - london, ontario · report english as their mother tongue 53% of households...

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



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


How much do they watch?

What are they watching?

TV ‐ Usage (%) Index

144

92

78

91

98

27

17

15

20

22

Heavy Quintile


Medium 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


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


Medium 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


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


Medium Quintile


Light Quintile

76Has in HouseholdInternet Usage ‐ Mobile Device (%) Index

151

74

121

80

109

90

13

7

10

7

10

35

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

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



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


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.


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



YOUNG & ACTIVESPORTS & LEISURE HIGHLIGHTS

young & active - london, ontario · report english as their mother tongue 53% of households...

Documents