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1
Bloor-Yorkville Shopping Traffic Study
August 2005
Prepared for the Bloor-Yorkville BIA
By Environics Research Group
2
Table of Contents
1. Objectives…………………………………………..…….3
2. Methodology …………………………………………..…4
3. Questionnaire…………………………………………….5
4. Executive Summary……………………………………6
5. Demographics ………………………………………….12
6. Findings …………………..…...……….…………….....16
3
Objectives
The purpose of this study is to understand the shopping traffic in Bloor-Yorkville, to more effectively target those markets for advertising and promotions.
Specifically, the key objectives were to:
1. Quantify which of the shopper types are most prevalent
2. Identify where they are coming from
3. Determine their shopping patterns
4. Understand what other shopping districts they frequent
4
Methodology
The universe for this study was:• Visitors of the Bloor-Yorkville area
Methodology: • Face-to-face intercept interviews (993 interviews in total)
• Timing: Interviews were split in 2 waves (May 4 and 7, July 14 and 16 ), and were conducted on midweek days (Wednesday in May, Thursday in July) and Saturdays:
• Location: Interviews were conducted in the following locations:
• The overall sample of 993 respondents provide results accurate to +/-3.1%, 19 times out of 20.
Midweek days Saturdays Total
May 214 261 475
July 265 253 518
Total 479 514 993
Location Sample Size
Bay & Yorkville 83
Yonge & Bloor 126
Bay at Indigo 102
Roots and Rosen’s 106
The Collenade 99
Location Sample Size
Bloor & Church 112
Cumberland 113
Yorkville 85
Hazelton & Scollard 82
Yonge & Collier 85
5
Executive Summary – By Interview Locations
Yonge & Collier
n=85
Bay & Yorkville:
n=83
Yonge & Bloor
n=126
Bay at Indigo
n=102
Hazelton & Scollard
n=82
Roots & Rosen’s
n=106
The Collenade
n=99
Cumberland
n=113
Yorkville
n=85
Bloor & Church
n=112
6
Questionnaire
Questionnaire designed to capture critical information
• Postal codes (for PRIZM analysis)• Reasons for visiting• Frequency of visiting• Transportation method• Stores visited and amount spent• Other shopping districts visited• Sources of info relied upon
• Based on findings from first wave, a few additional response categories were added to three questions
7
Executive Summary
8
Shopping at Bloor-Yorkville:Visited (Top Mentions):
Coming to Bloor-Yorkville:
Over one-half (53%) of visitors frequent Bloor-Yorkville at least once a week. About 1 in 5 (19%) frequent the area at least 2 to 3 Sundays a month. Over 8 in 10 (82%) are residents of Toronto. About 5% are from out of province.
Executive Summary – Overall
11%
24%
31%
Live in Area
Work in Area
Mostly forShopping
24%
36%
36%
Used a Car
Used the TTC
Walked
11%
8%
8%
11%
11%
12%
14%
14%
None
Over the Rainbow
Starbucks
Whole Foods
Indigo
Gap
Holt Renfrew
Hudson's Bay
24%
36%
51%
Queen West
Yorkdale
Eaton Centre
18%
30%
37%
Word of Mouth
Daily Newspapers
Walk by/ WindowShop
Gender and Age Characteristics:Fully 55% of visitors are female, and visitors’ average age is 44 years old.
Among those who made a purchase (n=759) Amount ($)
Average total purchases $169
Median total purchases $92
% Visitors Making a Purchase 76%
Other Shopping Districts Frequented: Sources of Shopping Information Used:
9
Executive Summary – By Interview Locations
Yonge & CollierShop in area (26%); Walk (44%) or TTC (41%) to B-YVisit every day (18%), few times a week (18%), once a week (17%)78% made a purchase; Spent $6880% reside in Toronto51% Female; 44 years old
Bay & YorkvilleWork in area (29%); Drive (36%) or walk (34%) to B-YVisit few times a week (21%) or every day (17%)75% made a purchase; Spent $6080% reside in Toronto52% Female; 45 years old
Yonge & BloorShop in area (31%); TTC (53%) to B-YVisit once a week (22%) or every 2-4 weeks (18%)64% made a purchase; Spent $10076% reside in Toronto59% Female; 36 years old
Bay at IndigoShop (30%) and work (29%) in area; TTC (42%) or walk (37%) to B-YVisit few times a week (28%)86% made a purchase; Spent $5888% reside in Toronto55% Female; 38 years old
Hazelton & ScollardWork in area (26%); Walk to B-Y (42%)Visit few times a week (27%) or every day (24%)79% made a purchase; Spent $6882% reside in Toronto60% Female; 44 years old
Roots & Rosen’sShop in area (43%); Walk (33%), TTC (32%) or drive (32%) to B-YVisit every 2-4 weeks (24%), few times a week (21%), or once a week (20%)85% made a purchase; Spent $12080% reside in Toronto53% Male; 38 years old
The CollenadeShop in area (50%); TTC (34%) or walk (31%) to B-YVisit every 2-4 weeks (23%) or once a week (21%)79% made a purchase; Spent $10081% reside in Toronto59% Female; 38 years old
CumberlandShop in area (25%); TTC (37%) or walk (35%) to B-YVisit every 2-4 weeks (25%)68% made a purchase; Spent $7081% reside in Toronto57% Female; 39 years old
YorkvilleShop in area (41%); Drive (38%) to B-YVisit every 2-4 weeks (25%), once a week (22%), or few times a week (21%)85% made a purchase; Spent $13083% reside in Toronto58% Female; 35 years old
Bloor & ChurchWork in area (34%); Walk (51%) to B-YVisit few times a week (26%) or every day (24%)72% made a purchase; Spent $5087% reside in Toronto51% Female; 41 years old
10
Selected Stores’ Gender and Age Characteristics:
Executive Summary – Stores
Frequency of Store Visits and Purchases:
Selected Stores’ Likelihood of Purchase and Median Amount of Money Spent:
By Interview LocationTotal Bay &
YorkvilleYonge &
BloorBay at Indigo
Roots/ Rosen's
Colle-nade
Bloor & Church
Cumber-land Yorkville Hazelton/
ScollardYonge & Collier
Avg Store Visits per Visitor 1.7 1.6 1.7 1.5 1.7 1.7 1.8 1.7 1.6 1.7 1.9
Avg Purchases per Visitor 1.2 1.1 1.2 1.3 1.3 1.1 1.3 1.1 1.1 1.4 1.0
Avg $ Spent per Store Visit $77 $68 $74 $100 $82 $78 $85 $69 $76 $75 $59
% Mentioned Visits % Female Average Age (years)
Hudson’s Bay 14% 61% 44.8
Holt Renfrew 14% 59% 41.9
Gap 12% 67% 34.5
Indigo 11% 52% 46.1
Whole Foods 11% 74% 48.2
Starbucks 8% 55% 38.6
Over the Rainbow 8% 56% 35.7
% Likelihood of Purchase Median $ Amount Spent
Hudson’s Bay 57% $200
Holt Renfrew 63% $92
Gap 77% $50
Indigo 74% $50
Whole Foods 74% $50
Starbucks 79% $10
Over the Rainbow 70% $100
11
65%47%Ever Shop on
Sundays
13%
10%
12%
12%
12%
15%
None
Whole Foods
Holt Renfrew
Indigo
Gap
Hudson's Bay
56%
18%
50%
12%
At Least Once aWeek
Every Day
29%
28%
41%
18%
48%
32%
Car
TTC
Walk
12%
28%
27%
11%
19%
36%
Live in Area
Work in Area
Mostly for Shopping
Frequency of Shopping at Bloor-Yorkville:
Coming to Bloor-Yorkville:
Executive Summary – By Month and Day
Most Visited Stores and Purchasing Trends:Top Mentions
May (n=475) July (n=518)
13%
11%
43%
10%
37%
19%
Live in Area
Work in Area
Mostly for Shopping
Midweek (n=479) Saturdays (n=514)
51%
12%
54%
19%
At Least Once a Week
Every Day
% Spent Money Mean $ Spent Median $ Spent
May 67 $204 $100
July 85 $144 $70
% Spent Money Mean $ Spent Median $ Spent
Midweek 72 $148 $60
Saturdays 81 $187 $100
25%
34%
36%
35%
37%
22%Car
TTC
Walk
55%57%Ever Shop on
Sundays
9%
12%
12%
15%
17%
None
Indigo
Whole Foods
Hudson's Bay
Holt Renfrew
12%
10%
11%
13%
15%
None
Holt Renfrew
Indigo
Hudson's Bay
Gap
8%
10%
11%
11%
12%
13%
16%
None
Over the Rainbow
Gap
Indigo
Whole Foods
Hudson's Bay
Holt Renfrew
12
Other Shopping Districts Frequented:
Coming to Bloor-Yorkville:
Executive Summary – By Reason for Visit
Live in Area (n=113) Work in Area (n=237) Shopping (n=304)
34%
32%
29%
25%
18%
2%
3%
94%
53%
Car
TTC
Walk
44%
6%
62%
22%40%
87%At Least Once a Week
Every Day
64%42%
82%Ever on Sundays
Most Visited Stores and Purchasing Trends:Top Mentions
6%
9%
11%
14%
17%
19%
None
Holt Renfrew
Starbucks
Hudson's Bay
Whole Foods
Indigo
18%
8%
8%
11%
14%
16%
8%
None
Whole Foods
Starbucks
Holt Renfrew
Indigo
Hudson's Bay
Gap
4%
11%
12%
13%
14%
18%
None
Indigo
Over the Rainbow
Hudson's Bay
Gap
Holt Renfrew
% Spent Money Mean $ Spent Median $ Spent
Live in area 82 $130 $75
Work in area 69 $131 $50
Shopping 85 $210 $115
Sources of Shopping Information Used:
27%
35%
56%
23%
33%
52%
22%
12%
45%
Queen West
Yorkdale
Eaton Centre
21%
30%
39%
19%
24%
38%
13%
27%
40%
Word of Mouth
Daily Newspapers
Walk by/ WindowShop
13
Demographics
14
Over 8 in 10 (82%) visitors in Bloor-Yorkville are residents of Toronto.
Another 13% of pedestrians are Ontarians who reside outside of Toronto. The remaining are from the rest of Canada (2%), the United States (2%), and overseas (1%).
Those intercepted at Bay at Indigo (88%) and at Bloor and Church (87%) are most likely to be Toronto residents.
There are no significant differences in visitors’ place of origin between May and July, and between midweek and Saturdays.
Q1./Q2. Visitor’s Place of Residence
Q.2 Location of Residence (n=990)
% By Interview LocationBay &
YorkvilleYonge &
BloorBay at Indigo
Roots/ Rosen's
The Collenade
Bloor & Church
Cumber-land Yorkville
Hazelton/ Scollard
Yonge & Collier
Toronto 80 76 88 80 81 87 81 83 82 80
Outside of Toronto (net) 20 24 12 20 19 13 19 17 18 20
Rest of Ontario 16 19 9 17 14 10 13 13 10 11
Rest of Canada 1 2 0 1 3 1 2 2 2 2
USA 2 1 1 2 0 3 2 1 2 5
Outside North America 1 2 2 0 2 0 2 0 4 2
% By Month and DayMay
(n=475)July
(n=518)Midweek (n=479)
Saturdays (n=514)
Toronto 82 81 83 81
Outside of Toronto (net) 18 19 17 19
Rest of Ontario 14 13 14 13
Rest of Canada 2 2 1 2
USA 1 3 1 3
Outside North America 1 2 1 1
Note: Some percentages may not add up to 100 due to rounding error.
15
Q10./Q11. Age and Gender
There were more women (55%) than men (45%) visiting Bloor-Yorkville.
The average age of visitors in Bloor-Yorkville is 39.5 years old.
% By AgeTotal
(n=993)
Less than 25 years old 14%
25 to 34 years old 32%
35 to 44 years old 21%
45 to 54 years old 16%
55 to 64 years old 11%
65 years old or more 7%
Average Age (yrs) 39.5
By Gender (n=993)
Note: Some percentages may not add up to 100 due to rounding error.
16
Q10./Q11. Age and Gender Differences Across Locations
Roots & Rosen’s is the only location that is less likely to be visited by women (47%) than men (53%)
The youngest visitors are found in Yorkville and the oldest at Bay & Yorkville
Percent Women Average
Age
17
Q10./Q11. Age and Gender Differences Across Locations
Roots & Rosen’s is the only location that is more frequented by males (53%) than females (47%).
On average, Yorkville receives younger visitors (34.5 years old) than any other location.
Bay & Yorkville (44.6 years old), Hazelton & Scollard (44.0 years old) and Yonge & Collier (44.0 years old) tend to be frequented by older visitors.
By Gender
Males (n=444) Females (n=541)
By Location Age (years)
Yorkville 34.5
Yonge & Bloor 36.4
Roots & Rosen’s 37.7
The Collenade 37.7
Bay at Indigo 38.2
Cumberland 39.3
Bloor & Church 40.7
Hazelton & Scollard 44.0
Yonge & Collier 44.0
Bay & Yorkville 44.6
Average Age Across Locations
18
Findings
19
People are most likely to come to Bloor-Yorkville to shop (31%) or to work (24%).
Q3. Reason for Coming to Bloor-Yorkville
Another 11% frequent Bloor-Yorkville because they live in the area.
Females (35%) are more likely than Males (27%) to visit Bloor-Yorkville to shop, while Males (27%) are more likely than Females (21%) to come to the area to work.
Those aged 65 or more are more likely than any other age group to be living in the area (27%). Those aged 44 or less are more likely than their older counterparts to be working in the area.
1%
7%
1%
1%
1%
2%
2%
2%
3%
4%
5%
5%
11%
24%
31%
DK/NA
Other
Work/Shop in Area
Live/Shop in area
Live/Work in Area
Library
School/Classes
Meet Family/Friends
Medical Appointment
Hair/Beauty Appt
Walking by
Lunch/Dinner
Live in Area
Work in Area
Mostly for Shopping
Q.3 Reason for Visit (n=993)
Note: Some percentages may not add up to 100 due to rounding error.
By Gender (major mentions only)
4%
4%
4%
4%
12%
21%
35%
2%
3%
5%
5%
11%
27%
27%
Medical Appt
Hair/Beauty Appt
Walking By
Lunch/Dinner
Live in Area
Work in Area
Mostly for Shopping
Males (n=444) Females (n=541)
% By Age Total< 25
(n=141)25-34
(n=313)35-44
(n=206)45-54
(n=156)55-64
(n=108)65 +
(n=66)
Mostly for Shopping 31 28 31 34 32 32 30
Work in Area 24 28 29 26 18 17 11
Live in Area 11 10 7 12 13 14 27
Lunch/Dinner 5 3 5 6 5 5 3
Walking By 5 7 5 2 6 5 2
Hair/Beauty Appt 4 2 4 3 5 6 3
Medical Appt 4 4 2 2 5 4 3
20
The Collenade (50%), Roots & Rosen’s (43%), and Yorkville (41%) are most likely to be frequented by shoppers.
Q3. Reason for Coming to Bloor-Yorkville (Cont’d)
Bloor & Church (34%), Bay & Yorkville (29%), Bay at Indigo (29%), and Hazelton & Scollard (26%) tend to be visited by people who work in the area.
Those who frequent Bloor-Yorkville in May are most likely to be shopping (36%), while those in July tend to work in the area (28%).
Not surprisingly, people who visit the area in the midweek tend to work in the area (37%), while people on Saturdays are most likely to be there for the shopping (43%).
By Month
3%
4%
4%
5%
12%
28%
27%
3%
2%
5%
4%
11%
19%
36%
Medical Appt
Hair/Beauty Appt
Walking By
Lunch/Dinner
Live in Area
Work in Area
Mostly for Shopping
% By Interview Location Total
Bay & Yorkville
Yonge & Bloor
Bay at Indigo
Roots/ Rosen's
Colle-nade
Bloor & Church
Cumber-land Yorkville
Hazelton/ Scollard
Yonge & Collier
Mostly for Shopping 31 24 31 30 43 50 23 25 41 20 26
Work in Area 24 29 25 29 25 20 34 20 15 26 14
Live in Area 11 16 6 17 6 7 13 10 7 18 18
Lunch/Dinner 5 5 2 1 6 2 3 9 12 6 2
Walking By 5 2 7 4 1 4 4 12 2 2 5
Hair/Beauty Appt 4 7 2 3 5 2 1 5 5 7 2
Medical Appt 3 5 4 6 4 1 0 3 2 5 1
May (n=475) July (n=518)
2%
5%
6%
3%
13%
11%
43%
5%
2%
3%
6%
10%
37%
19%
Medical Appt
Hair/Beauty Appt
Walking By
Lunch/Dinner
Live in Area
Work in Area
Mostly for Shopping
Midweek (n=479) Saturdays (n=514)
By Day
21
Over one-half (53%) of visitors frequent Bloor-Yorkville at least once a week.
Q4. Frequency of Shopping at Bloor-Yorkville
Weather has an impact on the frequency of shopping traffic, as shoppers are more likely to frequent Bloor-Yorkville every day in July (18%) than in May (12%).
Those visiting the area in the midweek (19%) are more likely than Saturday (12%) visitors to shop at Bloor-Yorkville every day.
3%
6%
8%
12%
19%
17%
21%
15%
DK/NA
First Time
Once a Year
Once Every 2-3 Months
Once Every 2-4 Weeks
Once a Week
Few Times a Week
Every Day
Q.4 Frequency of Visits (n=993)
Note: Some percentages may not add up to 100 due to rounding error.
53%
6%
8%
10%
17%
17%
21%
18%
6%
7%
15%
21%
16%
22%
12%
First Time
Once a Year
Once Every 2-3Months
Once Every 2-4Weeks
Once a Week
Few Times a Week
Every Day
May (n=475) July (n=518)
By Month
5%
6%
14%
22%
18%
21%
12%
7%
9%
11%
15%
14%
21%
19%
First Time
Once a Year
Once Every 2-3Months
Once Every 2-4Weeks
Once a Week
Few Times a Week
Every Day
Midweek (n=479) Saturdays (n=514)
By Day
22
Visitors aged 65 or more are most likely to shop at Bloor-Yorkville on a daily basis (29%).
Q4. Frequency of Shopping at Bloor-Yorkville (Cont’d)
Pedestrians at Bloor & Church (24%), Hazelton & Scollard (24%), and Bay at Indigo (21%) are most likely to shop in the area daily.
Not surprisingly, those who live (40%) or work (22%) in the area are most likely to shop there on a daily basis than those who are there mostly for shopping (6%).
Note: Some percentages may not add up to 100 due to rounding error.4%
4%
19%
28%
20%
18%
6%
5%
9%
7%
13%
19%
21%
22%
4%
8%
12%
35%
40%
First Time
Once a Year
Once Every 2-3 Months
Once Every 2-4 Weeks
Once a Week
Few Times a Week
Every Day
By Reason for Visit
Live in Area (n=113) Work in Area (n=237) Shopping (n=304) % By Age< 25
(n=141)25-34
(n=313)35-44
(n=206)45-54
(n=156)55-64
(n=108)65 +
(n=66)
Every Day 11 12 15 17 18 29
Few Times a Week 18 19 29 14 22 26
Once a Week 17 22 12 18 11 12
Every 2-4 Weeks 20 20 17 22 18 9
Every 2-3 Months 13 12 10 13 13 17
Once a Year 6 6 11 6 11 3
First Time 9 5 4 6 7 5
% By Interview Location Total
Bay & Yorkville
Yonge & Bloor
Bay at Indigo
Roots/ Rosen's
Colle-nade
Bloor & Church
Cumber-land Yorkville
Hazelton/ Scollard
Yonge & Collier
Every Day 15 17 13 21 9 10 24 8 9 24 18
Few Times a Week 21 21 14 28 21 14 26 19 21 27 18
Once a Week 17 8 22 14 20 21 19 10 22 11 17
Every 2-4 Weeks 19 18 18 17 24 23 14 25 25 9 13
Every 2-3 Months 12 12 13 10 17 13 5 15 12 15 12
Once a Year 8 12 8 7 8 5 5 12 7 6 7
First Time 6 4 5 4 2 10 5 8 4 5 12
23
About 1 in 5 (19%) frequently shop at Bloor-Yorkville on Sundays.
Q5. Frequency of Shopping at Bloor-Yorkville on Sundays
Fully 44% indicate that they never shop in the area on Sundays.
Those who live in the area are most likely to shop there every Sunday (22%) or 2-3 Sundays a Month (28%), while those who work in the area are most likely to never shop on Sundays (58%).
Saturday visitors are more likely than their midweek counterparts to shop in the area on a Sunday (53% vs. 35%).
1%
44%
19%
17%
12%
7%
DK/NA
Never
2-3 Sundays a Year
One Sunday a Monthor Less
2-3 Sundays a Month
Every Sunday
Q.5 Frequency of Shopping on Sundays (n=993)
Note: Some percentages may not add up to 100 due to rounding error.
35%
21%
22%
14%
8%
53%
17%
13%
10%
6%
Never
2-3 Sundays a Year
One Sunday a Monthor Less
2-3 Sundays a Month
Every Sunday
Midweek (n=479) Saturdays (n=514)
By Day
19%
36%
22%
22%
14%
5%
58%
17%
11%
8%
5%
18%
12%
20%
28%
22%
Never
2-3 Sundays a year
One Sunday a Monthor Less
2-3 Sundays a Month
Every Sunday
By Reason for Visit
Live in Area (n=113) Work in Area (n=237) Shopping (n=304)
24
Bay at Indigo (35%) and Yorkville (35%) are least likely to be frequented by people who never shop in the area on Sundays.
Q5. Frequency of Shopping at Bloor-Yorkville on Sundays (Cont’d)
Bay at Indigo (14%) and Hazelton & Scollard (13%) are most likely to be frequented by those who shop in the area every Sunday.
Note: Some percentages may not add up to 100 due to rounding error.
% By Interview Location TotalBay &
YorkvilleYonge &
BloorBay at Indigo
Roots/ Rosen's
Colle-nade
Bloor & Church
Cumber-land Yorkville
Hazelton/ Scollard
Yonge & Collier
Every Sunday 7 7 4 14 8 3 5 4 7 13 6
2-3 Sundays a Month 12 15 9 20 10 15 9 4 13 13 19
One Sunday a Month or Less 17 16 14 16 19 16 26 20 18 16 13
2-3 Sundays a Year 19 17 27 20 20 19 10 16 27 14 18
Never 44 45 44 30 43 47 46 58 35 43 44
25
Walking (36%) and public transportation (26%) are the most popular methods of getting to Bloor-Yorkville.
Q6. Getting to Bloor-Yorkville
About 1 in 4 (24%) drive to the area. Few cycle (2%) or take a taxi (2%).
People during the midweek are most likely to get there by TTC (46%), while those on Saturdays are most inclined to walk to Bloor-Yorkville (41%).
There are no significant differences in method of travel between May and July.
1%
2%
2%
24%
36%
36%
Other
Taxi
Cycle
Car
TTC
Walk
Q.6 Method of Travel to Bloor-Yorkville (n=992)
Note: Some percentages may not add up to 100 due to rounding error.
1%
2%
29%
28%
41%
2%
1%
18%
46%
32%
Taxi
Cycle
Car
TTC
Walk
Midweek (n=479) Saturdays (n=514)
By Day
2%
2%
25%
34%
36%
2%
2%
22%
35%
37%
Taxi
Cycle
Car
TTC
Walk
May (n=475) July (n=518)
By Month
26
Those at Bloor & Church are most likely to have walked to the area (51%), while those at Yonge & Bloor have most likely taken the TTC (53%).
Q6. Getting to Bloor-Yorkville (Cont’d)
Those at Yorkville (38%), Bay & Yorkville (36%), Hazelton & Scollard (33%) and Roots & Rosen’s (32%) are most likely to use their car.
Nearly all (94%) who live in the area walk to Bloor-Yorkville, while those who work in the area are most inclined to use the TTC (53%). Those who shop in the area are split between driving (34%), using the TTC (32%), or walking (29%) to the area.
Those aged 65 or more (61%) are most likely to walk, while those aged less than 35 years old are most inclined to use the TTC.
Note: Some percentages may not add up to 100 due to rounding error.
4%
1%
34%
32%
29%
1%
3%
25%
53%
18%
2%
2%
3%
94%
Taxi
Cycle
Car
TTC
Walk
By Reason for Visit
Live in Area (n=113) Work in Area (n=237) Shopping (n=304)
% By Age Total< 25
(n=141)25-34
(n=313)35-44
(n=206)45-54
(n=156)55-64
(n=108)65 +
(n=66)
Walk 36 31 31 36 39 40 61
TTC 36 50 41 32 28 29 24
Car 24 14 24 29 27 25 12
Cycle 2 1 3 1 3 2 0
Taxi 2 3 2 1 1 4 2
% By Interview Location Total
Bay & Yorkville
Yonge & Bloor
Bay at Indigo
Roots/ Rosen's
Colle-nade
Bloor & Church
Cumber-land Yorkville
Hazelton/ Scollard
Yonge & Collier
Walk 36 34 31 37 33 31 51 35 28 42 44
TTC 36 28 53 42 32 34 33 37 29 23 41
Car 24 36 13 17 32 23 14 24 38 33 14
Cycle 2 0 2 2 1 5 2 1 2 0 1
Taxi 2 1 1 2 2 4 1 2 2 2 0
27
Most visitors to the Bloor-Yorkville area visit one or two stores. A total of 1,673 store visits were made among 417 unique stores. 1,198 resulted in purchases totaling $128,531
Q7. Stores Visited at Bloor-Yorkville
Note: Some percentages may not add up to 100 due to rounding error.
27%
31%
38%
4%
14%
21%
47%
17%
27%
24%
42%
6%
Three+
Two
One
None
By Reason for Visit
Live in Area (n=113) Work in Area (n=237) Shopping (n=304)
% By Age Total< 25
(n=141)25-34
(n=313)35-44
(n=206)45-54
(n=156)55-64
(n=108)65 +
(n=66)
None 10 11 11 7 9 9 11
One 43 48 43 44 42 36 41
Two 26 21 29 25 26 24 23
Three 14 15 11 16 15 18 18
Four 5 5 4 5 6 7 8
Five 2 0 2 3 3 6 0
By Interview Location Total
Total Number of Store Visits 1673
Mean Store Visits per Visitor 1.7
Number of Unique Stores Visited 417
Total Number of Purchases Made 1198
Mean Purchases per Visitor 1.2
Mean Amount Spent per Store Visit $77
Total Amount of Money Spent $128,531
28
Number of stores visited varies by location
Q7. Stores Visited at Bloor-Yorkville
Those at Bay & Indigo are most likely to visit just one (56%)
Those at Yonge & Collier (32%) and Yonge & Bloor (27%) are more likely to visit three or more stores
Those at Cumberland (14%) are least likely to visit any
Note: Some percentages may not add up to 100 due to rounding error.
% By Interview Location Total
Bay & Yorkville
Yonge & Bloor
Bay at Indigo
Roots/ Rosen's
Colle-nade
Bloor & Church
Cumber-land Yorkville
Hazelton/ Scollard
Yonge & Collier
None 10 13 13 8 6 8 5 14 7 12 8
One 43 41 40 56 47 39 43 41 46 38 38
Two 26 27 19 17 30 35 26 23 33 28 22
Three 14 14 20 15 8 8 21 12 9 15 20
Four 5 4 4 5 8 6 3 7 4 5 7
Five 2 2 3 0 1 3 3 3 1 2 5
29
Hudson’s Bay (14%) and Holt Renfrew (14%) are the most visited stores in Bloor-Yorkville.
Q7. Stores Visited at Bloor-Yorkville
The Gap (12%), Indigo (11%), and Whole Foods (11%) are also among the most visited stores in the area. Another 11% have not gone to any store.
Holt Renfrew (17%) and Hudson’s Bay (15%) are the two most visited stores in May. The Gap (15%) receives the most traffic in July, while Hudson’s Bay (13%) remains the second most visited store.
11%
3%
3%
3%
3%
3%
4%
4%
4%
5%
5%
7%
7%
8%
8%
11%
11%
12%
14%
14%
None
Shoppers Drugmart
Harry Rosen
Nike Store
Williams Sonoma
Pottery Barn
HMV
Banana Republic
Canadian Tire
Chapters
Pusateri's
H & M
Roots
Over the Rainbow
Starbucks
Whole Foods
Indigo
Gap
Holt Renfrew
Hudson's Bay
Q.7a Stores Visited (major mentions only) (n=993)
By Month
Note: Results are greater than 100 due to multiple answers given
9%
6%
7%
8%
8%
9%
9%
12%
15%
17%
12%
None
Roots
Chapters
Starbucks
Over theRainbow
H & M
Gap
Indigo
Whole Foods
Hudson's Bay
Holt Renfrew
May (n=475) July (n=518)
12%
5%
5%
5%
7%
8%
8%
9%
10%
11%
13%
15%
None
BananaRepublic
H & M
Pusateri's
Roots
Over theRainbow
Starbucks
Whole Foods
Holt Renfrew
Indigo
Hudson's Bay
Gap
Top 10 visited stores Top 10 visited stores
30
8%
5%
7%
7%
8%
10%
11%
11%
12%
13%
16%
None
Pusateri's
H & M
Roots
Starbucks
Over theRainbow
Gap
Indigo
Whole Foods
Hudson's Bay
Holt Renfrew
13%
6%
6%
7%
7%
9%
10%
12%
12%
12%
15%
None
Pusateri's
Over theRainbow
H & M
Roots
Starbucks
Whole Foods
Holt Renfrew
Indigo
Gap
Hudson's Bay
Shoppers (18%) and Saturday visitors (16%) are most inclined to shop at Holt Renfrew.
Q7. a) Stores Visited at Bloor-Yorkville (Cont’d)
Among all stores, Thursday visitors are most likely to shop at the Bay (15%). Another 13% do not shop at all.
Those who live in the area are most likely to visit Indigo (19%) and Whole Foods (17%).
Those who work around Bloor-Yorkville are most likely to not shop at any store (18%). Those who have shopped tend to go to the Gap (16%), the Bay (14%), or to Indigo (11%).
Note: Results are greater than 100 due to multiple answers given
Top 10 visited stores Top 10 visited stores
Midweek (n=479) Saturdays (n=514)
By Day
RankLive in Area
(n=113)Work in Area
(n=237)For Shopping
(n=304)
1 Indigo (19%) Gap (16%) Holt Renfrew (18%)
2 Whole Foods (17%) Hudson’s Bay (14%) Gap (14%)
3 Hudson’s Bay (14%) Indigo (11%) Hudson’s Bay (13%)
4 Starbucks (11%) Holt Renfrew (8%) Over the Rainbow (12%)
5 Holt Renfrew (9%) Starbucks (8%) Indigo (11%)
6 Roots (9%) Whole Foods (8%) Whole Foods (10%)
7 Pusateri’s (8%) Roots (7%) Starbucks (8%)
8 Canadian Tire (5%) HMV (8%) H & M (7%)
9 Chapters (5%) Banana Republic (5%) Roots (7%)
10 Flo’s Diner (5%) Canadian Tire (5%) Chapters (7%)
None Visited
6% 18% 4%
By Reason for Visit
31
On average, younger visitors shop at the Gap (34.5 years old) and H & M (34.8 years old), older shoppers visit Whole Foods (48.2 years old) and Indigo (46.1 years old).
9%
5%
5%
7%
8%
8%
11%
14%
14%
15%
15%
None
Pusateri's
Roots
H & M
Over theRainbow
Starbucks
Indigo
Gap
Whole Foods
Holt Renfrew
Hudson's Bay
Q7. a) Stores Visited at Bloor-Yorkville (Cont’d)
Both Holt Renfrew and Hudson’s Bay are the most frequented stores across gender (both 13% among Males, and both 15% among Females).
Whole Foods is more likely to be visited by Females (14%) than Males (6%).
Note: Results are greater than 100 due to multiple answers given
Top 10 visited stores Top 10 visited stores Average Age for Top 10 Most Visited Stores
By Gender
12%
6%
6%
6%
8%
8%
9%
13%
13%
13%
9%
None
Chapters
H & M
Whole Foods
Over theRainbow
Starbucks
Gap
Roots
Indigo
Hudson's Bay
Holt Renfrew
Males (n=444) Females (n=541)
Store Age (years)
Gap 34.5
H & M 34.8
Over the Rainbow 35.7
Starbucks 38.6
Roots 39.1
Pusateri’s 40.7
Chapters 41.1
Holt Renfrew 41.9
Hudson’s Bay 44.8
Indigo 46.1
Whole Foods 48.2
32
Over 3 in 4 (76%) spend money during their visit at Bloor-Yorkville.
Q7. b) Amount of Money Spent at Bloor-Yorkville
About 15% spend $20 or less, and another 15% spend an amount between $21 to $50. About 5% spent more than $500 in total.
Among those who have made a purchase, the average amount of money spent is $169. The median amount spent is $92.
Visitors at Bay at Indigo (86%), Roots & Rosen’s (85%), and Yorkville (85%) are most likely to spend money, while those at Yonge & Bloor are least likely to buy something (64%). Among those who made a purchase, those at Yorkville ($130) and Roots & Rosen’s ($120) tend to spend the most. Those at Bloor & Church ($50) tend to spend the least.
24%
15% 15% 16%14%
11%
5%
Didn't spend any Spent $20 orLess
$21 to $50 $51 to $100 $101 to $200 $201 to $500 Spent over $500
Q.7b Amount of Money Spent (n=993)
* Among those who made a purchase
By Location% Spent Money
Mean $ Spent *
Median $ Spent *
Total 76 $169 $92
Bay & Yorkville 75 $105 $60
Yonge & Bloor 64 $238 $100
Bay at Indigo 86 $135 $58
Roots & Rosen’s 85 $183 $120
The Collenade 79 $233 $100
Bloor & Church 72 $133 $50
Cumberland 68 $135 $70
Yorkville 85 $198 $130
Hazelton/Scollard 79 $197 $75
Yonge & Collier 78 $124 $68
What is the difference between the mean and the median?
Mean Commonly known as the average, the mean is computed by summing the observed values and dividing the total by the number of values observed.
Median
The median is calculated by placing all the values in order (ascending or descending). The value that falls in the middle is the median. The median’s advantage over the mean is that it is not influenced by extreme values, such as a purchase in the thousands of dollars.
33
Saturday visitors (81%) are more inclined than their midweek counterparts (72%) to spend, and to spend more ($100 vs. $60).
Those who work in the area are least likely to spend (69%), and spend the least ($50). Those who visit Bloor-Yorkville to shop tend to spend the most ($115).
Those who visit Bloor-Yorkville every day are most likely to make purchases (87%), but they tend to be small ($60). Those who visit the area occasionally (once every 2-4 weeks to a few times a week) tend to spend the most on their visit ($100-$103). Those who rarely visit (62%), or those who visit for the first time (53%) are least likely to spend money.
July visitors (85%) are more likely than those in May (67%) to open their wallets, but their purchases ($70) tend to be less than their May counterparts ($100).
Q7. b) Amount of Money Spent at Bloor-Yorkville (Cont’d)
By Month, Day, Reason for Visit, and Frequency of Visit % Spent Money Mean $ Spent * Median $ Spent *
May 67 $204 $100
July 85 $144 $70
Midweek 72 $148 $60
Saturdays 81 $187 $100
Live in area 82 $130 $75
Work in area 69 $131 $50
Shopping 85 $210 $115
Every day 87 $137 $60
Few Times a Week 83 $158 $100
Once a Week 79 $160 $100
Once Every 2-4 Weeks 80 $213 $103
Once Every 2-3 Months 72 $189 $80
Once a Year 62 $179 $65
First Time 53 $142 $78
* Among those who made a purchase
34
Those at Yonge & Collier, on average, visit the highest number of stores (1.9), while those at Bay at Indigo spend on average the highest amount of money when visiting a store($100).
Those Yonge and Collier spend on average the least amount of money in a store ($59).
Q7. b) Amount of Money Spent at Bloor-Yorkville (Cont’d)
By Interview LocationTotal Bay &
YorkvilleYonge &
BloorBay at Indigo
Roots/ Rosen's
Colle-nade
Bloor & Church
Cumber-land Yorkville Hazelton/
ScollardYonge & Collier
Total Number of Store Visits 1673 131 213 156 178 171 201 187 134 137 165
Mean Store Visits per Visitor 1.7 1.6 1.7 1.5 1.7 1.7 1.8 1.7 1.6 1.7 1.9
Number of Unique Stores Visited 417 86 98 85 90 77 102 95 75 79 73
Total Number of Purchases Made 1198 94 146 137 138 112 151 128 93 118 81
Mean Purchases per Visitor 1.2 1.1 1.2 1.3 1.3 1.1 1.3 1.1 1.1 1.4 1.0
Total Amount of Money Spent $128,531 $8,962 $15,814 $15,629 $14,552 $13,398 $17,166 $12,941 $10,143 $10,218 $9,708
Mean Amount Spent per Store Visit $77 $68 $74 $100 $82 $78 $85 $69 $76 $75 $59
35
10%
15%
10%
16%
8%
7%
37%
34%
55%
2%
3%
12%
16%
30%
33%
8%
47%
27%
St Lawrence Market *
Kensington Market *
Bloor West
Yonge & Eglinton
Danforth
Annex
Queen West
Yorkdale
Eaton Centre
Eaton Centre (51%), Yorkdale (36%), and Queen Street West (24%) are the most popular shopping districts among Bloor-Yorkville visitors.
Q8. Visiting Other Shopping Districts
Preferences in shopping districts appear seasonal, as those who frequented Bloor-Yorkville in May are more likely than their July counterparts to prefer the Annex (33% vs. 7%) and Danforth (30% vs. 8%).
Those who were in Bloor-Yorkville in July, meanwhile, are more inclined than their May counterparts to shop at Eaton Centre (55% vs. 47%), Yorkdale (34% vs. 27%), and Queen Street West (37% vs. 8%).
13%
5%
6%
6%
9%
11%
16%
18%
19%
24%
36%
51%
Other
Sherway Gardens *
The Beach
St Lawrence Market *
Kensington Market *
Bloor West
Yonge & Eglinton
Danforth
Annex
Queen West
Yorkdale
Eaton Centre
Q.8 Other Shopping Districts Visited (n=993)
May (n=475) July (n=518)
By Month (Selected Districts)
Note: Results are greater than 100 due to multiple answers given
* Kensington Market, St Lawrence Market, and Sherway Gardens were added as a listed option during the July wave.
36
Shoppers of Bloor-Yorkville lead the way in visiting other shopping districts such as Eaton Centre (56%), Yorkdale (35%), and Queen Street West (27%).
Q8. Visiting Other Shopping Districts (Cont’d)
Those who live in Bloor-Yorkville are most likely to shop at St Lawrence Market (13%), and least likely to shop at Yorkdale (12%).
Those aged less than 35 years old are most inclined to shop at Eaton Centre, Yorkdale, and Queen Street West. Meanwhile, those aged 45 or over are more likely than their younger counterparts to shop at the Annex.
Note: Results are greater than 100 due to multiple answers given
4%
5%
10%
18%
22%
20%
27%
35%
56%
6%
12%
12%
16%
12%
18%
23%
52%
13%
11%
16%
12%
21%
20%
22%
12%
45%
33%
St Lawrence Market *
Kensington Market *
Bloor West
Yonge & Eglinton
Danforth
Annex
Queen West
Yorkdale
Eaton Centre
By Reason for Visit (Selected Districts)
Live in Area (n=113) Work in Area (n=237) Shopping (n=304)
% By Age(Selected Districts) Total
< 25 (n=141)
25-34 (n=313)
35-44 (n=206)
45-54 (n=156)
55-64 (n=108)
65 + (n=66)
Eaton Centre 51 67 56 47 45 34 42
Yorkdale 36 34 39 26 24 22 22
Queen West 24 26 33 19 21 12 6
Annex 19 15 17 17 23 28 27
Danforth 18 17 23 15 19 14 11
Yonge & Eglinton 16 13 18 18 16 15 9
Bloor West 11 7 12 11 8 15 14
Kensington Market * 9 9 13 5 9 10 3
St Lawrence Market * 6 1 6 4 9 11 9
* Kensington Market, St Lawrence Market, and Sherway Gardens were added as a listed option during the July wave.
37
Window shopping (37%) is the most common way for those frequenting Bloor-Yorkville to get their shopping and sales information.
3%
5%
5%
5%
7%
13%
12%
23%
25%
38%
4%
2%
5%
6%
8%
10%
16%
34%
37%
12%
CommunityNewspapers
Free DailyNewspapers
Radio
Flyers
Television
Internet
Magazines
Word of Mouth *
Daily Newspapers
Walk by/ WindowShop
Q9. Sources for Shopping and Sales Information
Daily newspapers (30%) and word of mouth (18%) are also popular ways of finding out sales and shopping information.
Those who frequent Bloor-Yorkville in May are more likely than their July counterparts to use daily newspapers (34% vs. 25%). When listed as an answer, July visitors are more inclined than April visitors to use word of mouth (23% vs. 12%).
3%
4%
4%
5%
5%
8%
12%
14%
18%
30%
37%
Other
CommunityNewspapers
Free DailyNewspapers
Radio
Flyers
Television
Internet
Magazines
Word of Mouth *
Daily Newspapers
Walk by/ WindowShop
Q.9 Sources of Information (n=993) May (n=475) July (n=518)
By Month
Note: Results are greater than 100 due to multiple answers given
* Walk by/Window Shop and Word of Mouth were added as listed options during the July wave.
38
Gender and age groups differ on how they collect shopping information.
Q9. Sources for Shopping and Sales Information (Cont’d)
Women are more likely than men to window shop (41% vs. 33%) and read magazines (19% vs. 8%) to collect shopping information. Men, meanwhile, appear more likely to use the Internet (15% vs. 10%) and television (10% vs. 5%) to get their information.
Those aged less than 35 years old are most likely to use word of mouth, magazines, and the Internet to gather information. Those aged 55 or more are most inclined to daily newspapers and flyers to get their shopping and sales information.
% By Age Total< 25
(n=141)25-34
(n=313)35-44
(n=206)45-54
(n=156)55-64
(n=108)65 +
(n=66)
Walk by/ Window Shop 37 37 41 40 37 31 25
Daily Newspapers 30 9 15 34 44 51 64
Word of Mouth * 18 29 23 14 11 8 13
Magazines 14 21 20 7 11 12 5
Internet 12 13 20 10 7 6 2
Television 8 7 10 7 7 2 8
Flyers 5 3 3 5 7 9 16
Radio 5 1 6 7 7 6 0
Free Daily Newspapers 4 5 5 3 1 4 2
Community Newspapers 4 1 3 4 7 6 2
By Gender
5%
5%
4%
7%
5%
10%
19%
19%
27%
41%
3%
3%
6%
4%
10%
15%
8%
32%
33%
17%
CommunityNewspapers
Free DailyNewspapers
Radio
Flyers
Television
Internet
Magazines
Word of Mouth *
Daily Newspapers
Walk by/ WindowShop
Males (n=444) Females (n=541)
Note: Results are greater than 100 due to multiple answers given
* Word of Mouth was added as a listed option during the July wave.
39
Those who live in the area rely slightly less than others on word of mouth (13%) and slightly more on flyers (9%).
Q9. Sources for Shopping and Sales Information (Cont’d)
Those who visit Bloor-Yorkville at least a few times a week are more likely to get their information by window shopping
Note: Results are greater than 100 due to multiple answers given
* Word of Mouth was added as a listed option during the July wave.
4%
1%
3%
5%
6%
13%
16%
21%
30%
39%
3%
7%
7%
4%
9%
14%
11%
24%
38%
3%
5%
3%
9%
11%
11%
15%
13%
27%
40%
19%
CommunityNewspapers
Free DailyNewspapers
Radio
Flyers
Television
Internet
Magazines
Word of Mouth *
Daily Newspapers
Walk by/ WindowShop
By Reason for Visit
Live in Area (n=113) Work in Area (n=237) Shopping (n=304)
% By Frequency of Visit Total
Every Day
(n=150)
Few Times a Week (n=209)
Once a Week
(n=165)
Every 2-4 Weeks (n=186)
Every 2-3 Months (n=121)
Once a Year
(n=74)
First Time
(n=57)
Walk by/ Window Shop 37 45 44 37 36 29 34 30
Daily Newspapers 30 27 28 25 31 37 34 26
Word of Mouth * 18 20 17 15 18 22 19 19
Magazines 14 10 14 18 19 13 7 9
Internet 12 13 10 13 10 6 15 19
Television 8 5 4 11 10 7 11 7
Flyers 5 7 6 7 2 9 3 4
Radio 5 2 5 5 4 8 7 7
Free Daily Newspapers 4 3 4 9 2 2 1 2
Community Newspapers 4 3 3 3 3 5 7 4
40
The Toronto Star (37%) and the Globe and Mail (29%) are the most widely used daily newspapers among those who use newspapers to get their shopping information.
Q9. Specific Sources for Shopping and Sales Information
Those aged 55 or more who read the daily newspapers to get their information or more likely than their younger counterparts to read the Globe and Mail (37%).
Among those who get their information from magazines, Toronto Life (16%) is most widely used.
Among those who use the Internet to get their shopping information, Google (16%) is the most popular website, followed by Toronto.com (11%), Yahoo! (7%), and over emails (7%).
7%
8%
29%
37%
Toronto Sun
National Post
Globe and Mail
Toronto Star
Q.9 Specific Daily Newspapers (n=288)
5%
7%
7%
7%
16%
GQ
In Style
Elle
Flare
Toronto Life
Q.9 Specific Magazines (n=135), Top Mentions Only
7%
7%
11%
16%
Over Emails
Yahoo!
Toronto.com
Q.9 Specific Internet Sites (n=116), Top Mentions Only
% Use Daily Newspapers, By Age
< 35 (n=57)
35-54 (n=136)
55 + (n=94)
Toronto Star 32 40 35
Globe and Mail 23 25 37
National Post 5 10 9
Toronto Sun 7 8 6
41
Results by PRIZM Target
42
PRIZM CE Geo-Demographics: Birds of a feather who flock together
PRIZM Targets
UV401
UV7
UV407
UV400
UV427
UV404
UV403
UV27
UV2A
UV409
UV427
Yonge
Gardin
er
Don
Valley
F. G. G
ardiner
_
Clusters Around the GTASample Locations of Selected Clusters
● Identifies which of 66 PRIZM CE cluster types are most prevelant in Bloor-Yorkville.
● Aggregates these into a manageable number of target groups
● By looking at the demographics, social values, key media, leisure and behavioural characteristics of the segments allows you to:
● i) understand them more deeply than can be obtained in a simple survey, and● ii) target them for direct marketing since it is linked to geography
01 Cosmopolitan Elite Very affluent middle and older city dwellers
Ethnic Presence: Some (Jewish)Wealthy $333,144
Canada’s wealthiest lifestyle, Cosmopolitan Elite is an urban oasis for both new-money entrepreneurs and the heirs to old-money fortunes. Concentrated in a handful of established neighbourhoods – like Montreal’s Westmount, Toronto’s Forest Hill and Rosedale, Calgary’s Mount Royal and West Vancouver – it is home to super-rich, middle-aged families and older couples who live in elegant homes, drive luxury imports and send their kids to private schools. No cluster has a higher index for having exercise equipment at home, owning a private cottage, tracking investments on the Web and supporting the arts. Active in the community, Cosmopolitan Elite members tend to write to newspaper editors, work for political candidates and donate to cultural, educational and environmental groups – often as a way to give back to the community .
43
Location of interviews varies by segment
PRIZM Targets
Rich & Established are more likely to be found at Cumberland, Yorkville and Hazelton/Scollard.
Young, Cultured & Trendy are more likely to be found at Bloor & Church
The Ethnic Target is more likely to be found at Yonge & Bloor
The Opportunity segment is more likely to be found at Root’s/Rosen’s
Location (n=993)
Note: Some percentages may not add up to 100 due to rounding error.
% By Age TotalRich & Estab.
Young, Cultured Ethnic
Oppor-tunity Other
Bay & Yorkville 8 7 9 11 5 8
Yonge & Bloor 13 4 12 17 12 18
Bay @ Indigo 10 6 13 10 11 9
Root’s/Rosen’s 11 9 11 9 17 10
The Collenade 10 9 10 10 9 11
Bloor & Church 11 10 14 9 11 9
Cumberland 11 16 8 13 13 11
Yorkville 9 15 6 9 9 7
Hazelton/Scollard 8 14 8 6 5 7
Yonge & Collier 9 9 9 8 8 9
44
Four Core Bloor-Yorkville Segments
PRIZM Targets
Rich & Established:● 19% of Bloor-Yorkville visitors● 5% of Toronto Households● Older families and couples● Highly educated professionals with
HHI $190,000
● Control-seeking, achievement oriented● Seek to have status confirmed through consumption● Want unique, distinctive, tasteful offerings● Deep ties to local community, concerned with social
responsibility● Active lifestyles with golf, skiing, travel, arts & culture
Young, Cultured & Trendy:● 39% of Bloor-Yorkville visitors● 12% of Toronto Households● Young (1/3 <35 yrs), live alone● Highly educated professionals with
HHI $59,000 – affluent for age
● Very liberal, post-modern values, open to diversity● Open to modern definitions of family, culture, gender roles● Adaptable, risk taking, able to achieve goals ● Strong social/environmental consciousness● Avid early-adopters, especially of technology● Very active lifestyles, particularly culture, entertainment and
active sports
Survey Highlights:● Shop at Cumberland, Hazelton Lanes, Yorkville-Scollard● More likely to live in the area (22%) and visit daily (23%) or weekly (27%)● Visit more stores (1.9 per trip), highest incidence of purchase (82%)
and dollar spending ($100 median)
Survey Highlights:● Shop at Bloor & Church and Bay & Indigo● Slightly more likely to live in the area (18%) and visit daily (23%) or weekly (24%)● Average shopping patterns (1.7 stores per trip), 79% incidence of purchase,
$79 median spending
45
Four Core Bloor-Yorkville Segments
PRIZM Targets
Young, Cultured & Trendy:● 21% of Bloor-Yorkville visitors● 34% of Toronto Households● Young-middle-aged households● Mixed family types in houses, apartments● 43% visible minority● Some high, some low education
HHI $52,000 – below national avg.
● Strong desire to preserve cultural roots and traditions● Live intuitively, looking for emotional connections● Scrambling to get established and ahead ● Utilitarian consumers – downplay aesthetics and technology● Family-focused lifestyles and entertainment, not sports
Opportunity:● 7% of Bloor-Yorkville visitors● 15% of Toronto Households● Upscale couples and large families● Middle-aged with older kids at home● Highly educated (31% university grads)● HHI $97,000 – above national avg.
● Seeking to differentiate selves from others● Strong sense of self-reliance and control● Highly engaged consumers, who seek to express their
affluence and taste through unique products● Desire to network and learn from other social groups● Leisure activities includes travel, fine dining, shopping.
Survey Highlights:● Visit Yonge & Bloor, Cumberland ● More likely to work in the area (38%) and visit once a week (25%● Fewer store visits (1.5 per trip), lower incidence of purchase (71%)
and lower dollar spending ($70 median)
Survey Highlights:● Visit Roots & Rosen’s● More likely to visit for shopping in the area (36%) ● Visit least frequently (24% every 2-3 months, 19% once a year)● Fewer store visits (1.5 per trip), lowest incidence of purchase (68%)
and lower dollar spending ($77 median)
46
PRIZM Targets
47
PRIZM Targets
48
Location of interviews varies by segment
PRIZM Targets
Rich & Established are more likely to be found at Cumberland, Yorkville and Hazelton/Scollard.
Young, Cultured & Trendy are more likely to be found at Bloor & Church
The Ethnic Target is more likely to be found at Yonge & Bloor
The Opportunity segment is more likely to be found at Root’s/Rosen’s
Location (n=993)
Note: Some percentages may not add up to 100 due to rounding error.
% By Age TotalRich & Estab.
Young, Cultured Ethnic
Oppor-tunity Other
Bay & Yorkville 8 7 9 11 5 8
Yonge & Bloor 13 4 12 17 12 18
Bay @ Indigo 10 6 13 10 11 9
Root’s/Rosen’s 11 9 11 9 17 10
The Collenade 10 9 10 10 9 11
Bloor & Church 11 10 14 9 11 9
Cumberland 11 16 8 13 13 11
Yorkville 9 15 6 9 9 7
Hazelton/Scollard 8 14 8 6 5 7
Yonge & Collier 9 9 9 8 8 9
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PRIZM Targets
Rich & Established and Young, Cultured and Trendy are more likely to live in the area and visit frequently. The Ethnic target works in the area visiting with slightly higher than average frequency, while the Opportunity segment comes more often for shopping and comes much less frequently than average..
Q.3 Reason for Visit (n=993)
Note: Some percentages may not add up to 100 due to rounding error.
% By Age TotalRich & Estab.
Young, Cultured Ethnic
Oppor-tunity Other
Mostly for Shopping 31 24 33 27 36 34
Work in Area 24 19 18 38 24 26
Live in Area 11 22 18 2 1 3
Lunch/Dinner 5 3 1 3 3 3
Walking By 5 4 5 4 5 4
Hair/Beauty Appt 4 6 4 4 0 3
Medical Appt 4 3 4 6 2 3
% By Age TotalRich & Estab.
Young, Cultured Ethnic
Oppor-tunity Other
Everyday 11 23 23 11 4 5
Few times/week 18 27 24 20 21 15
Once a week 17 18 15 25 13 14
Every 2-4 weeks 20 21 20 19 15 19
Every 2-3 months 13 5 12 12 24 17
Once a year 6 4 4 7 19 14
First time 9 1 3 5 4 17
Q.4 Frequency of Visit (n=993)
Reasons and frequency of visiting vary widely by segment
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Sunday shopping is low for most, transit patterns reflect where they live
PRIZM Targets
Rich & Established and Young, Cultured and Trendy are the most likely to shop on Sundays regularly.
Most Opportunity segment members never come on Sunday.
Q.5 Frequency of visiting on Sundays (n=993)
Note: Some percentages may not add up to 100 due to rounding error.
% By Age TotalRich & Estab.
Young, Cultured Ethnic
Oppor-tunity Other
Every Sunday 7 12 11 4 1 1
Frequently (2-3 times/mo.) 12 18 18 6 5 6
Occasionally (once/ mo./less) 17 18 18 21 17 13
Rarely (2-3 times/yr) 19 15 21 23 17 17
Never 44 36 33 46 59 63
% By Age TotalRich & Estab.
Young, Cultured Ethnic
Oppor-tunity Other
Walk 36 53 57 10 13 20
Subway/TTC 34 18 26 60 39 39
Car 23 26 14 24 38 32
Other 6 3 4 6 9 10
Q.6 How did you get here today (n=993)
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The Rich & Established segment over-indexes on shopping patterns, but the volume is in the Young, Cultured and Trendy
PRIZM Targets
Q.7 Spending patterns (n=993)
Note: Some percentages may not add up to 100 due to rounding error.
% By Age TotalRich & Estab.
Young, Cultured Ethnic
Oppor-tunity Other
Mean stores visited 1.7 1.9 1.7 1.5 1.5 1.7
Incidence of purchase 76 82 79 71 68 75
Median purchase amt $92 $100 $75 $60 $77 $100
Total stores visited 1673 332 605 276 109 351
Total spending $128,531 $29,209 $41,522 $18,071 $8,113 $31,616
Share of B-Y shoppers 100 17 35 19 8 21
Share of B-Y spending 100 23 32 14 6 25
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Competing shopping districts visited and info sources reflects proximity
PRIZM Targets
Q.8 Other Shopping Districts Visited (n=993)
Note: Some percentages may not add up to 100 due to rounding error.
% By Age TotalRich & Estab.
Young, Cultured Ethnic
Oppor-tunity Other
Eaton Centre 49 42 51 49 55 51
Yorkdale 30 27 23 38 29 35
Queen West 22 28 26 19 17 17
Annex 19 17 20 22 18 16
Danforth 18 18 22 12 18 15
Yonge & Eglinton 15 23 15 16 8 12
Bloor West 11 9 13 11 9 9
% By Age TotalRich & Estab.
Young, Cultured Ethnic
Oppor-tunity Other
Walk by/Window 37 42 40 35 25 33
Newspapers 28 31 28 26 28 27
Word of Mouth 17 14 16 19 29 16
Magazines 12 15 11 11 13 11
Internet 11 6 12 15 11 12
Television 7 6 6 11 5 7
Radio 5 5 3 5 7 5
Q.9 Primary Information Sources (n=993)
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Implications
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The findings from the survey suggest several key findings:
Implications
Visitors to the Bloor-Yorkville area live much closer than perhaps initially thought. Over a third live or work in the area, representing daily shopping traffic. Most others live within a short distance of Bloor-Yorkville.
Communications need to be locally-focused, but maintain the image of Bloor-Yorkville being a trendy, sophisticated, global destination of choice.
Bloor-Yorkville consists of many different markets, each catering to different needs and audiences. Most are upscale, but within this there are younger vs. older audiences, those who come to shop vs. work/live, etc.
BIA-wide communications need to ensure that they reflect the diverse interests of all groups. Bloor-Yorkville is a place to live, a place to shop and a place to work a self-contained community that is not just a place or
geography, but an experience or state of mind
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The findings from the survey suggest several key findings:
Implications
Bloor-Yorkville visitors are worth marketing to – three-quarters said they visited stores and made purchases just shy of $100 (median). Over 400 individual stores had purchases made at them.
However, most visit just one or two stores per trip, so raising the number of stores visited and/or the spending per store will generate tremendous payoffs.
Bloor-Yorkville visitors get their information from many “soft” sources like word-of-mouth referrals and simply walking by.
Beautification plans, street festivals, charitable events, etc. all encourage people to come and discover Bloor-Yorkville and tell their friends
The Star, The Globe & Mail, and Toronto Life are the main print opportunities. A mix of radio (680News, CHUM, etc.) and television (CITY, Global) represent broadcast opportunities. Toronto.com was mentioned frequently
Bloor-Yorkville visitors know they have other options – many shop in other districts and can easily get to them from their central locations.
Remind them that Bloor-Yorkville is the place to be. Everything they could want is available in this neighbourhood
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Bloor-Yorkville BIA Study
Questions? Contact:
David MacDonaldGroup Vice President, Consumer Research
Environics Research Group Inc.33 Bloor Street East, Suite 900Toronto, Ontario, M4W 3H1
Tel: 416.969.2814Fax: 416.920.3299E: [email protected]