ANALYZING ENVIRONMENTAL PERCEPTIONS, ATTITUDES AND … · 2015-04-13 · ANALYZING ENVIRONMENTAL PERCEPTIONS, ATTITUDES AND ACTIONS OF LONDONERS (A DEMOGRAPHIC AND SPATIAL MARKET

ANALYZING ENVIRONMENTAL PERCEPTIONS, ATTITUDES AND ACTIONS OF LONDONERS (A DEMOGRAPHIC AND SPATIAL MARKET ANALYSIS)

February 2015

Hugh HibbertSenior Client [email protected]‐969‐2851

PURPOSE

2

The City of London has asked Environics Analytics (EA) to use the information contained in

the Social Values database to help them understand the key motivators of its residents.

The goal of this exercise is to use insights provided by EA in the creation of a targeted

communication strategy.

CONTENT

3

Target Segment SummaryTarget Segment ImplicationsDarkest Green• Green Families• Urban Eco‐Singles & Couples

Moderately Green• Older Outdoor Enthusiasts• Multi‐Ethnic Green Consumers• Legacy Driven Upscale Families

Light Green• Price Conscious Families• Young & Active• Older Singles & Couples

Target Segment Map

10%

21%

8%

16%

13%

14%

7%

11%

TARGET SEGMENT OVERVIEWCITY OF LONDON

Green Families33% of segment10% of market

% of Market*

4

Older Outdoor Enthusiasts22% of segment8% of market

EA assigned all London households to one of three target segments based on demographics, environmental attitudes, and behaviours. Each segment was then further subdivided in order to target at a more granular level.

Urban Eco‐Singles & Couples67% of segment21% of market

Multi‐Ethnic Green Consumers43% of segment16% of market

Legacy Driven Upscale Families35% of segment13% of market

Price Conscious Families34% of segment11% of market

Older Singles & Couples45% of segment14% of market

Young & Active21% of segment7% of market

*market is the City of London households

CONTENT

5




Target Segment Map

IMPLICATIONS

6

Green Families33% of segment10% of marketDarkest Green

Urban Eco‐Singles & Couples67% of segment21% of marketDarkest Green

Older Outdoor Enthusiasts22% of segment8% of marketModerately Green

Multi‐Ethnic Green Consumers43% of segment16% of marketModerately Green

• Consider outreach initiatives at local high schools, universities and colleges• Position this initiative as a way to holistically adhere to a green lifestyle• Relay the savings associated with reducing green house gas (GHG) emissions• State the affect GHG will have on future generations and the environment• Reach this group by advertising in newspapers such as the London Free Press or

on news/talk radio stations• Make sure the communication to this segment is simple and clear• Flyers in newspapers or found in polybagsmay capture their attention• Consider having a presence at music concerts• Conceive a way to link this initiative to various sports either in the form of

marketing imagery or advertisement placement

• With almost 70% of this segment renting apartments, highlight how even renters can still make an impact on the environment

• Strategically placed ads on public transit may reach this group • Consider placing ads in the weekday edition of the London Free Press• Challenge this group to make a difference; reinforcing their duty not only to

their local community, but to the world• Position the campaign as an opportunity for them to take control of their

green house gas emissions• Consider distributing brochures or e‐newsletters about the initiative• Ads or outreach efforts in shopping malls may reach this audience• Ensure that online content is mobile friendly

• Highlight the savings associated with reducing GHG emissions • Consider placing radio spots on country (traditional or new) and oldies stations• Consider placing ads in community newspapers or business section of the

London Free Press• Consider ads or a feature during the early evening or late local news• Appeal to their love of the outdoors by stating how they are needed to help

preserve nature for future generations• Make sure the call to action for the campaign is easy and does not require a lot

of time or technological literacy• Residents are more likely to use any form of direct mail• Residents are more likely to enjoy outdoor activities such as fishing

• Consider outreach initiatives at local elementary schools• Consider publishing content in languages other than English• Residents live in larger households and may be interested in the savings

associated with reducing their GHG• Comment on the positive impact this initiative will have on future generations• Reach this group via the internet; ensure that online content is mobile friendly• Strategically placed ads on public transit may reach this audience• Emphasize that participation in this program will be convenient • Consider placing ads in the London Free Press• Consider holding outreach efforts or placing ads in shopping centers

IMPLICATIONS

7

Legacy Driven Upscale Families35% of segment13% of marketModerate Green

Price Conscious Families34% of segment11% of marketLight Green

Young & Active21% of segment7% of marketLight Green

Older Singles & Couples45% of segment14% of marketLight Green

• Residents live in larger households and may be interested in how to reduce their energy bill

• Despite their high household income residents are saver by nature. Highlight the potential savings associated with this initiative

• Position living a sustainable life as something they can pass to their children• Highlight how GHG’s can affect the ability to maintain a healthy lifestyle• Consider ads in newspapers such as the London Free Press • Ensure that your website is viewable on mobile devices• Resident enjoy a variety of sports. Exhibiting, sponsoring, or advertising at local

sports events may reach this audience

• Residents live in larger households and may be interested in ways to reduce their energy bill

• Consider outreach at local elementary schools• Draw residents in by appealing to their sense of being Canadian• Discuss how this initiative will benefit their family, not the community!• Consider a feature on CTV early evening news• Encourage residents to blog about their experience with the initiative• Ads on country radio or sponsoring a radio segment may reach this audience• Residents enjoy a variety of sports. Exhibiting, sponsoring, or advertising at

local sports events may reach this audience

• As renters in apartments, residents may not be interested in this initiative• Highlight how GHG can affect their ability to maintain a healthy lifestyle• Focus on how residents will personally benefit from this initiative• Draw residents in by appealing to their sense of being Canadian• Consider featuring the initiative on classic/alternative rock, urban or

news/talk radio stations• Consider getting a local influencer to blog about the initiative• Ads on web‐based e‐mail sites (i.e. Gmail or Hotmail) may reach this audience• Ads or outreach efforts in malls are more likely to reach this audience• Residents are more likely to take 1‐5 trips on the bus per week.

Advertisements inside buses and in bus shelters may capture their attention

• Older household maintainers 65+; and likely to only contain 1‐2 persons• As renters in apartments, residents may not be as interested in this initiative• Highlight that efforts to reduce GHG emissions may result in cost savings• To draw them in align the initiative with core Canadian values – looking after

the needs of others before yourself• Communication to this segment should be kept as simple as possible. Avoid

technical jargon, and make appeals to them in person• Consider placing an ads in a local paper such as the London Free Press • Consider a TV feature on the noon news or late local news• Direct mail in the form of flyers, envelopes or cataloguesmay reach them

CONTENT

8




Target Segment Map

DARKEST GREEN

9

1. Green Families2. Urban Eco‐Singles & Couples

10

GREEN FAMILIES

PRIZM: 08/14/2333% of segment10% of market*

*market is the City of London households; **compared to the City of London average

Demographic Highlights **

Green FamiliesU1 08 Money & Brains 123 167 95 114 99 101 56 149S4 14 Upward Bound 131 123 98 132 42 72 70 123E2 23 Fast‐Track Families 125 111 110 91 48 88 73 105

Ecological

Lifestyle

Activ

e Go

vernmen

t

Glob

al

Consiousne

ss

Attractio

n to

NatureCity of London PRIZM Clusters

Key Segment Variables

Prim

acy of

Environm

ental

Protectio

n

Legacy

Impo

rtance of

Price

Effort Tow

ard

Health

$118K 36%

Green Families contains affluent middle‐aged and older environmentally conscious families with university‐aged children living at home. These residents are concerned about what the future holds for the next generation, but are less likely to respond to pleas from the government or nature imagery which encourages them to be more ‘green’.

55+48% 36%

+

27%UniversityFamily w/kids Hhd SizeIncome Maint. Age

DEMOGRAPHIC HIGHLIGHTS

11Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London

48%of maintainers are 55+

62%Married or common law

36%Have an university

degree

The Green Families group is composed of families with household maintainers aged 55+. They tend to have large household sizes with teenage to older children at home. They are highly educated with over 1/3 having an university degree. It is not a surprise that their average household income is higher than the London average, with many holding white collar occupation. They live in a mix of urban to exurban neighbourhoods in London, with many driving to work. Diversity is low within this group, with visible minority present at 13% versus 16% in the City of London. 81% reported speaking English as their mother tongue.

Demographic Overview

At $118K the average household income of this segment is 37% higher than the market average

81% report English as their mother tongue

27%of households contain 4+ persons

48%of families are

couples with children;12% are lone‐parent

38% (4,974) of children at home are aged 15‐24

vs. 40% in the City of London vs. 54% in the City of London vs. 44% and 18% in the City of London vs. 25% in the City of London

vs. $86K in the City of London

vs. 78% in the City of London



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)


The Globe & Mail (5‐Day)


Toronto Star (5‐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


How much do they watch?

What are they watching?

TV ‐ Usage (%) Index

83

106

98

108

103

15

20

19

24

23

Heavy Quintile


Medium 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


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


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


Medium 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)


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


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


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


Medium Quintile


Light Quintile

Non‐Users [Pst Mth]

GREEN FAMILIESINTERNET


Has Internet in Household (% Pen) Index

102

Internet Usage ‐ Any Device (%) Index

101

102

113

105

74

20

20

24

23

13

Heavy Quintile


Medium Quintile


Light Quintile

86Yes

18

• Four out of ten people use cable service to connect to the Internet

• Wireless connection is popular as well


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


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



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


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



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


Watched Videos

Listen to radio/podcast

Accessed Magazine Website

Accessed Newspaper Website


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

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


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.


17%Enjoy golfing


Market Size43,266 (11%) population16,728 (10%) households

Source: Environics Analytics PRIZMC2, PMB, Fall 2013Market = City of London

Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*Description % Pen Index

Live Theatre 26.4 116Museum 24.2 111Zoo/Aquariums 16.5 98Art Gal lery 15.2 111Amusement Parks 13.9 97Popular Music Concert 12.1 125Rock Music Concert 11.4 98Spas 11.4 108Class ica l Music Concert 7.7 121Pro Footba l l Event 5.0 97

Description % Pen IndexBicycle Riding 23.8 113Health/Fi tness Club 21.7 126Gol f 17.0 117Jogging 16.6 111Ice Skating 15.6 111Canoeing 13.8 116Power Boating 13.7 117Yoga/Pi lates 13.5 110Mounta in Biking 7.9 129Downhi l l Ski ing 7.8 118

*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen

22

URBAN ECO SINGLES & COUPLES

PRIZM: 53/54/49/60/6267% of segment21% of market*


Urban Eco Singles & Couples contains downscale urbanites who are concerned about the environment ‐ both globally and locally. As a result they consider the environmental impact of their purchase decisions. These globally minded individuals are more concerned about the immediate impact of their choices, and are less concerned about the future.

Urban Eco‐Singles & CouplesU4 53 Mobility Blues 114 65 117 61 111 95 116 129U4 54 Crafting & Curling 147 91 98 85 103 129 59 117U7 49 Daytrippers & Nightowls 118 75 100 79 104 101 75 180U7 60 Single City Renters 125 143 134 115 200 172 90 144U7 62 Park Bench Seniors 198 88 95 87 54 171 78 128

Ecological

Lifestyle

Activ

e Go

vernmen

t

Glob

al

Consiousne

ss

Attractio

n to



Prim

acy of

Environm

ental

Protectio

n

Legacy

Impo

rtance of

Price

Effort Tow

ard

Health

$46K 56%

<3530%17%


Non‐Family Public TransitIncome Maint. Age

50%High School or less



30%of maintainers are under 34

50%Have a high school diploma or less

The Urban Eco‐Singles & Couples segment is found in urban neighbourhoods in the City of London. They consist mainly of young singles and couples with 30% of household maintainers being under the age of 34. Almost ¾ of this group are renters and live in apartment buildings. Public transit is a popular way to get to work along with walking and bicycling. Their average household income is much lower than the London average. With lower education levels, they tend to have occupations in sales and services and have blue collar jobs. In terms of diversity, this group is quite diverse. 19% of the group belongs to a visible minority group, with 21% speaking a non‐official language as their mother tongue.


At $46K the average household income of this segment is 47% lower than the market average

21% report a non‐official language as

their mother tongue

79%of households contain 1‐2 persons

41% (5,982) of children at home are aged 9 or under

vs. 23% in the City of London vs. 43% in the City of London


vs.20 % in the City of London



or


Young urban singles and couples with a strong ethnic presence

9

22

15 17 15

22

5

18 1720 18

22



36%Single

(never married)

74%Rent; 69% live in apartments

vs. 30% in the City of London vs. 36% and 30% in the City of London

ECOLOGICAL LIFESTYLEDUTY

PRIMACY OF ENVIRONMENTAL PROTECTIONINTROSPECTION AND EMPATHY

FINANCIAL SECURITYGLOBAL CONSCIOUSNESS

NATIONAL PRIDECONSUMPTIVITY

SOCIAL LEARNINGPERSONAL CONTROL

AVERSION TO COMPLEXITY

PURSUIT OF NOVELTY

LEGACYPAROCHIALISM

ATTRACTION TO NATURE

CONCERN FOR APPEARANCECONFIDENCE IN ADVERTISING

SKEPTICISM TOWARD SMALL BUSINESSEFFORT TOWARD HEALTHATTRACTION FOR CROWDS

PURSUIT OF INTENSITY


Weak Social Values


Value ImplicationsSimilar to the Green Families, the Urban Eco Singles & Couples represents a segment of the population which places a lot of importance on the state of the environmental both globally and locally. These are individuals feel that environmental disasters around can be linked to the decision we make at home. As a resultthey may be interested in learning about the way people in other cities reduce their carbon footprint.

Position the campaign as an opportunity for them to take ownership of their carbon footprint by setting goals they can reach.

Being Canadian is an important part of their identity, as a result try positioning the campaign as a Canadian endeavor.

Health is not a priority for this segment. As a result any recommendations toward this group should avoid stating that they are engaging as a part of a healthy lifestyle.

Member of this segment are not afraid to try new things or face new challenges. They may be receptive to ways to engage with the campaign that they can access from the comfort of their home.

URBAN ECO SINGLES & COUPLESSOCIAL VALUES

LightMixed LightInternet

URBAN ECO SINGLES & COUPLES MEDIA SUMMARY

25

MixedNewspaper Magazine Radio Television



• Email, news, social networking, watching videos/movies/ TV programs, career searches

• London Free Press• General news, art/culture,

travel, food, entertainment

• What’s Cooking, Canadian Health & Lifestyle, Canadian Gardening, ELLE Canada, Today’s Parent, Fashion

• 15% watch CTV Early Evening News which is at low rates

• Modern rock/alternative rock, urban/rap/hip hop, retro, dance type stations

Direct & Outdoor preferences:• Coupon booklets, catalogues, brochures,

and flyers in newspapers and magazines are most popular; newspaper flyers, and eNewsletters are preferred

• Most traveled less than 100 km in‐town in the past week

• One third of this group use public transit • Nearly half visit shopping malls more than

twice per week

The media habits of the Urban Eco Singles & Couples are:• Mixed magazine users and moderate to heavy newspaper readers• Light radio listenership; listen to modern rock urban/rap/hip hop, retro, dance

type stations when they do• TV viewership is mixed; they watch a much broader than average variety of shows• Internet use is light; it’s used for a variety of activities including social networking,

watching videos, movies, TV programs, and doing career searches

Med/Heavy


• Moderate to heavy newspaper readership

• May be more likely to read the London Free Press

• Weekday editions of the newspaper are more popular

What do they read?

• All sections of the newspaper are read at average rates

• General news section is most popular



93

120

81

101

102

19

21

12

6

43

Heavy Quintile


Medium Quintile


Light Quintile


102

147

118

66

82

96

66

9

5

1

19

34

0

1

2

3

4

Saturday Editions


86


91

103

97

109

93

99

87

190

99

103


41

35

45

6

7

6

4

5

27

55

Personally Read

Yesterday

Never

Less Than 1

1 Day

2 Days

3 Days

4 Days

5 Days

Weekday Editions


91

87

87

106

84

85

105

103

` 97

99

103

109

89

31

13

15

17

13

15

16

12

15

11

16

9

10

General News

Health

Sports

Arts/Culture

Finance/Business


Editorial Page(s)

Fashion/Lifestyle

Food

Classified Pages

Travel

Automotive

Real Estate/Homes


154

101

89

138

127

95

77

18

4

4

14

16

8

9








URBAN ECO SINGLES & COUPLESNEWSPAPERS





132

95

87

76

111

24

18

17

17

25

Heavy Quintile


Medium Quintile


Light Quintile


124

85

106

73

103

8

4

8

3

72

1 Day/Wk or Less

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk


122

144

117

121

133

126

142

119

116

134

22

21

20

19

19

18

18

16

15

15

Law & Order:SVU

Global Morning News

Global News Hour

Global National

CityNews @6

CBC NEWS@5

Canada AM

Rogers Sportsnet:Connected

So You Think You Can Dance

CBC Morning News


126

125

122

119

117

115

115

114

114

111

36

10

18

14

10

10

11

12

13

19

The Weather Network (TWN)

Showcase Action (ACTN)

Family Channel (FAM)

Treehouse TV (TRE)

MTV Canada (MTV)

TELETOON Retro (TOONR)

MuchMore Music (MM+)

Movie Time (MT)

SLICE (SLICE)

Comedy Network (COM)


75

90

73

15

9

9


Noon News

CTV Late Local News

URBAN ECO SINGLES & COUPLESTELEVISION

• 15% watch CTV Early Evening News which is at low rates

• Just 9 out of 100 people watch noon news which mirrors the benchmark population

• And 9 out of 100 watch late local news which is lower than the general population

• Heavy viewers with a cohort of light viewers as well

• Overall, all program types and many stations are popular and viewed at above average and high rates

URBAN ECO SINGLES & COUPLESRADIO





100

92

83

93

133

19

17

17

20

27

Heavy Quintile


Medium Quintile


Light Quintile


64

156

86

87

130

128

84

0

4

3

4

7

3

54

Never/Wk

0‐1 Day/Wk

1 Day/Wk

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk


90

96

87

100

78

95

97

94

21

23

26

10

13

12

14

12

Top 40/Current Hits



Traditional Country

New Country


Urban/Rap/Hip Hop

Retro (80's)


88

83

99

77

103

95

76

87

8

16

9

13

5

12

4

16

Classical/Fine Arts

All News

All Sports


Multicultural

Dance


Oldies (50's, 60's, 70's)


8255Yesterday

• This group listens to all stations at average or below average rates

• Top 40/current hits, modern rock, album rock/classic rock are most popular

• Light listeners overall




URBAN ECO SINGLES & COUPLESINTERNET

• Internet use on any device is a mix of users although the light users score a higher index

• 4 out of 10 people in this group did not use the Internet on their mobile device in the past month

• A small cohort (10%) are heavy mobile online users

• Activities include email, news, social networking, watching videos/movies/ TV programs, career searches


101


102

90

97

100

114

20

18

21

21

20

Heavy Quintile


Medium Quintile


Light Quintile

85Has in HouseholdInternet Usage ‐ Mobile Device (%) Index

116

81

61

112

75

106

10

8

5

10

7

41

Heavy Quintile


Medium Quintile


Light Quintile






107

91

138

39

18

8

Cable service


Regular phone line


69

43

94

82

2

2

16

25

Fiber Optic





95

97

97

97

97

97

51

97

122

71

82

82

83

83

84

1

84

16

Yesterday

Past 7 Days

Past 14 Days

Past Month

Past Two Months

Past Three Months

3+ Months

Past Year

Never

Time Spent Online Past Week (%) Index

115

115

93

102

70

119

94

111

104

97

18

4

22

18

7

7

10

6

8

82

0 mins

1‐59 mins

60‐300 mins

301‐600 mins

601‐900 mins

901‐1200 mins

1201‐1800 mins

1801‐2400 mins

2401+ mins

1+ Hours



• 1 in 4 use wireless which is fairly average compared to the general population



• Nearly 1 out of 5 people spent 5‐10 hours online in the past week





98

87

84

71

84

79

28

39

6

12







97

75

98

72

79

74

25

15

6

5

Home

Work

School/Library

Café/Restaurant

Other

PC/Laptop (%) Index

88

68

101

104

87

103

96

6

1

60

9

12

33

43

Blogging

Podcasting

E‐mail

Text Messaging

Instant Messaging

Social Networking



• More than three quarters access the Internet from home using either a desktop or laptop

• Overall they go online at lower than average rates

• Except for 2 or 3 activities, this group goes online activities at average rates


• Social networking, texting, and watching videos are popular too


84

58

97

87

84

98

92

110

89

84

76

6

2

61

31

20

36

45

29

13

12

16

Blogging

Podcasting

E‐mail

Text Messaging

Instant Messaging

Social Networking


Watched Videos




URBAN ECO SINGLES & COUPLESDIRECT & OUTDOOR


Index: “Always”



Index

123

95

88

93

92

114

83

90

4

5

8

8

6

3

7

4

7

11

13

6

8

5

15

4

31

33

30

22

17

9

22

8

Brochures

Catalogues

Coupon Booklets

Envelopes

e‐Flyers

e‐Newsletters

Flyers in News/Mags

Flyers in Polybag




85

139

146

177

66

14

9

10

0

1‐5

6‐10

11+


92

135

180

210

8

14

10

7

0

1‐5

6‐10

11+


87

81

128

121

138

29

24

34

8

5

0

1

2‐3

4‐5

6+

• Coupon booklets, catalogues, brochures, and flyers in newspapers and magazines are most popular

• Brochures and eNewsletters are preferred

• A small group drive long distances in‐town, but most travel less than 100 km in the past week

• More likely to go visit the mall 2+ times per week. Ads placed in malls may reach this segment.

• 7 out of ten people visited a mall last week

• Although two thirds did not take public transit, the others use public transit at high rates

Index

108

89

62

108

137


41

19

13

10

8

1‐49 KM

50‐99 KM

100‐249 KM

250‐500 KM

500+ KM

Description % Pen IndexNightclubs/Bars 20.6 93Museum 19.6 90Bingo Hal l [pst 3 mths] 19.2 99Live Theatre 19.1 84Zoo/Aquariums 14.5 87Pro Hockey Event 12.9 89Art Gal lery 12.8 93Popular Music Concerts 7.9 81Class ica l Music Concerts 7.5 117Pro Footba l l Event 5.6 108

Description % Pen IndexWalking/Hiking 49.0 108Exercise At Home 25.5 85Bicycle Riding 17.2 82Jogging 11.5 77Gol f 11.5 79Aerobics 10.7 105Yoga/Pi lates 10.4 85Soccer 6.3 79Basebal l/Softba l l 5.6 110Basketbal l 5.3 88

URBAN ECO SINGLES & COUPLESSPORTS & LEISURE HIGHLIGHTS

33

26%Exercise at home

7%Attend classical music concerts


49%Participate in fitness

walking

21%Go to

nightclubs/bars


20% Attend museum venues

Sports & Leisure OverviewUrban Eco Singles & Couples are not active compared the other residents in the City of London. They show above average rates for walking/hiking, doing aerobics, and playing baseball. Many activities may be restricted because of their urban location and low household income . They also attend events at low rates compared to London. They only attend classical music concerts at rates higher than the City of London average, while all other events are lower. Although they attend at lower than the average rates, nightclubs/bars, museums and bingo halls are the most popular.


6%Enjoy playing baseball




Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*


CONTENT

34




Target Segment Map

MODERATELY GREEN

35

1. Older Outdoor Enthusiasts2. Multi‐Ethnic Green Consumers3. Legacy Driven Upscale Families

36

OLDER OUTDOOR ENTHUSIASTS

PRIZM: 27/19/24/3922% of segment8% of market*


Older Outdoor Enthusiasts are concerned about the environment but no more than the average London resident. These mature couples and families enjoy being outdoors and their love of nature is something they would like to pass on to future generations. However, they are less likely to respond to pleas from the government to be more green.

Older Outdoor EnthusiastsR1 27 Fields of Dreams 115 162 84 96 56 53 161 101S4 19 Rods & Wheels 97 167 94 101 32 107 139 108T1 39 Ontario Originals 101 102 102 90 70 69 126 92S4 24 Nearly Empty Nests 99 154 91 94 36 82 97 89

Ecological

Lifestyle

Activ

e Go

vernmen

t

Glob

al

Consiousne

ss

Attractio

n to



Prim

acy of

Environm

ental

Protectio

n

Legacy

Impo

rtance of

Price

Effort Tow

ard

Health

$81K 30%

65+32% 50%90%

Family w/o kids DriversIncome Maint. Age High School or less




32%of maintainers over 65


33%Have an

apprenticeship or college diploma

Like their name suggests, Older Outdoor Enthusiasts are composed of older household maintainers with nearly 1/3 being over 65 in age. They are home owners that live in non‐city neighbourhoods within the City of London. Because of their location they tend to drive to work as opposed to using transit or walking. Their household income is slightly lower than the London average and they hold blue collar occupations. This group does not have a high ethnic presence, with only 8% of this group belonging to visible minorities and 13% reporting a non‐official language as their mother tongue.



85% report English as their mother

tongue


42%of families are


31% (2,772) of children at home are aged 20 or older







Older, non city families with older children

49

15

21 19

32

5

18 1720 18

22



LEGACYATTRACTION TO NATURE

RELIGIOSITYTRADITIONAL FAMILY

EMOTIONAL CONTROLPAROCHIALISMTIME STRESS

UTILITARIAN CONSUMERISM

BUYING ON IMPULSE

CONCERN FOR APPEARANCECONFIDENCE IN BIG BUSINESS

PURSUIT OF INTENSITYENTHUSIASM FOR NEW TECHNOLOGY

CONFIDENCE IN ADVERTISINGPURSUIT OF ORIGINALITY

NEED FOR STATUS RECOGNITIONATTRACTION FOR CROWDS

JOY OF CONSUMPTION

ACTIVE GOVERNMENT


Weak Social Values


Value ImplicationsThe Older Outdoor Enthusiasts enjoy being outdoors and their love of nature is something they would like to pass on to future generations. Position the campaign as a way for them to ensure that there will be green space for future generations.

Residents in this segment feel that there is not enough time in the day to accomplish all of their goals. Position the campaign as a pain free and convenient.

Residents in this segment feel that technology causes more harm than good. As such, play down the technological elements of the campaign and focus on the benefits to future generations. Residents in this segment may be less likely to be engaged online.

Focus on the benefits that this campaign will have on the City of London specifically. Unlike the Green Families & Eco Urban Singles and Couples the Older Outdoor Enthusiasts are primarily concerned with the region in which they live.

Play down any association that this organization has with the government or government agencies. Focus on the partners from the private sector.

OLDER OUTDOOR ENTHUSIASTSSOCIAL VALUES

Direct & Outdoor preferences:• This group loves direct mail – we see high

rates for always or often looking into coupon booklets, catalogues, brochures, and flyers in newspapers and magazines

• High rates for travelling medium distances in‐town, and taking more trips on public transit per week

• Visiting the mall is not popular

HeavyModerateLight LightInternet

OLDER OUTDOOR ENTHUSIASTSMEDIA SUMMARY

39

HeavyNewspaper Magazine Radio Television



• Email, searches, weather, banking, maps, texts, instant messaging

• Access newspapers

• Community newspapers• Automotive, classified,

finance/business, real estate, health sections

• Canadian Geographic, Food & Drink, CAA Magazine, Outdoor Canada, what’s cooking, Canadian Gardening


• New Country, Oldies, Dance, Traditional Country, Classical type programs

The media habits of the Older Outdoor Enthusiasts are:• Print usage is low, with moderate magazine and light newspaper readership• Heavy radio listenership; listen to New Country, Oldies, Dance, Traditional

Country, Classical type programs type stations when they do• TV viewership is heavy; nearly one quarter watch CTV Early Evening News which is

at above average rates• Internet use is light; it’s used for a variety of activities including accessing

newspapers


• Older Outdoor Enthusiasts are light readers overall

• Those who do read the paper prefer the community newspaper

• All national newspapers are read at low rates (with the exception of the Toronto Star)

What do they read?

• We see a preference for automotive, classifieds, finance, real estate, and health sections



85

61

136

109

110

17

10

20

6

46

Heavy Quintile


Medium Quintile


Light Quintile


100

77

68

133

109

100

64

5

3

3

26

36

0

1

2

3

4

Saturday Editions


113


103

81

119

78

128

91

54

39

79

83


46

27

56

4

9

5

2

1

22

44

Personally Read

Yesterday

Never

Less Than 1

1 Day

2 Days

3 Days

4 Days

5 Days

Weekday Editions


105

112

89

83

124

85

104

61

` 88

131

80

148

122

36

17

15

14

20

15

16

7

14

14

12

12

13

General News

Health

Sports

Arts/Culture

Finance/Business


Editorial Page(s)

Fashion/Lifestyle

Food

Classified Pages

Travel

Automotive

Real Estate/Homes


14

61

63

58

56

91

127

2

3

3

6

7

8

15








OLDER OUTDOOR ENTHUSIASTSNEWSPAPERS





135

129

93

87

66

25

24

18

19

15

Heavy Quintile


Medium Quintile


Light Quintile


71

95

75

51

111

4

5

6

2

78

1 Day/Wk or Less

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk


115

143

134

120

144

123

118

127

134

120

27

25

24

24

24

23

21

21

20

20

Dragons' Den‐ Wkly Shows

Grey's Anatomy

The Fifth Estate


W5

NCIS

Ellen Degeneres

The Nature Of Things

Baseball World Series

The Mentalist


117

130

133

115

121

122

143

138

116

110

38

33

29

25

20

16

12

11

10

31



HGTV (H&G)


Comedy Network (COM)

Teletoon (TOON)

TVOntario(TVO)

Country Music Television (CMT)

Outdoor Life Network (OLN)



120

86

123

24

8

14


Noon News

CTV Late Local News

OLDER OUTDOOR ENTHUSIASTSTELEVISION



• And 14 out of 100 watch late local news which is above average compared to the general population

• Heavy viewers overall

• Science, history home improvement comedy type programs are both popular and viewed at above average and high rates

OLDER OUTDOOR ENTHUSIASTSRADIO



What are they listening to?


126

89

108

97

82

23

17

23

21

16

Heavy Quintile


Medium Quintile


Light Quintile


65

42

191

113

60

109

104

0

1

7

6

3

3

67

Never/Wk

0‐1 Day/Wk

1 Day/Wk

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk


100

107

109

130

163

83

82

101

24

25

33

13

27

10

12

13

Top 40/Current Hits



Traditional Country

New Country


Urban/Rap/Hip Hop

Retro (80's)


111

92

82

85

90

140

121

115

10

18

7

14

4

17

6

22

Classical/Fine Arts

All News

All Sports


Multicultural

Dance


Oldies (50's, 60's, 70's)


10670Yesterday

• This group listens to New Country, Oldies, Dance, Traditional Country, Classical/ Fine Arts type programs more often than the general population

• Album rock/classic rock, top 40/current hits, modern rock, all news are most popular

• Older Outdoor Enthusiasts are heavy radian listeners overall

• 7 out of 10 people listened yesterday



OLDER OUTDOOR ENTHUSIASTSINTERNET

• Overall, Older Outdoor Enthusiastsinternet usage is lighter than average internet user

• Activities include email, searches, weather, banking, maps, texts, instant messaging

• Accessing newspaper sites is also popular


98


67

90

88

114

145

13

18

19

24

26

Heavy Quintile


Medium Quintile


Light Quintile


59

58

64

82

108

113

5

5

5

8

10

44

Heavy Quintile


Medium Quintile


Light Quintile






85

114

95

31

23

5

Cable service


Regular phone line


74

140

85

99

2

5

15

30

Fiber Optic





88

92

92

92

93

93

207

94

140

66

77

78

79

79

80

2

82

18

Yesterday

Past 7 Days

Past 14 Days

Past Month

Past Two Months

Past Three Months

3+ Months

Past Year

Never

Time Spent Online (%) Index

141

152

109

88

98

63

82

48

80

92

23

6

25

15

10

4

8

2

6

77

0 mins

1‐59 mins

60‐300 mins

301‐600 mins

601‐900 mins

901‐1200 mins

1201‐1800 mins

1801‐2400 mins

2401+ mins

1+ Hours


• This group prefers to connect to the internet by high speed phone line



• 66% of people accessed the Internet yesterday which is slightly lower than average

• Higher than average numbers spend less than an hour online in the past week

• 18% have never accessed the internet



When they are online, what activities do they do?


91

84

77

79

79

74

27

36

6

11







93

90

94

81

83

71

29

14

7

6

Home

Work

School/Library

Café/Restaurant

Other

PC/Laptop (%) Index

78

192

90

72

89

89

94

5

3

53

6

12

29

43

Used For Blogging

Used For Podcasting

Used For E‐mail

Used For Text Messaging

Used For Instant Messaging

Used For Social Networking

Used For Searches/Search Engines


• The majority access the Internet from home using either a desktop or laptop

• Lower than average rates use mobile devices

• All online activities are at rates that are either average or below average when compared to the general population

• Email and online searches are very popular online activities on any device

• Social networking and texting are popular too

• More likely to listen to produce podcasts


79

171

95

90

101

90

95

74

106

79

104

6

5

60

32

24

33

46

20

16

12

22

Blogging

Podcasting

E‐mail

Text Messaging

Instant Messaging

Social Networking


Watched Videos




OLDER OUTDOOR ENTHUSIASTSDIRECT & OUTDOOR


Index: “Always”



Index

210

159

184

140

113

179

116

141

7

8

17

12

7

5

10

6

5

12

12

10

5

3

11

3

30

35

27

16

17

12

26

10

Brochures

Catalogues

Coupon Booklets

Envelopes

e‐Flyers

e‐Newsletters

Flyers in News/Mags

Flyers in Polybag


How often do they visit malls or take trips on public transit in the past week?


122

40

7

9

95

4

0

1

0

1‐5

6‐10

11+


41

40

8

15

3

4

0

1

0

1‐5

6‐10

11+


130

95

88

63

27

43

28

23

4

1

0

1

2‐3

4‐5

6+

• All forms of direct mail appeal to this group

• Coupon booklets, catalogues, envelopes brochures, flyers in newspapers and magazines are most popular

• Above average to high rates for travelling medium distances in‐town

• 4 in 10 have not visited the mall in the past week

• Ad in malls are less likely to reach this segment

• 95% did not take any public transit

Index

95

110

100

132

71


37

23

21

13

4

1‐49 KM

50‐99 KM

100‐249 KM

250‐500 KM

500+ KM

Description % Pen IndexBingo Hal l [pst 3 mths] 20.9 108Live Theatre 19.7 86Nightclubs/Bars 18.5 84Pro Hockey Event 14.0 97Amusement Parks 12.5 87Rock Music Concert 12.1 104Pro Basebal l Event 6.2 107Class ica l Music Concert 6.1 95Country Music Concert 5.6 110Pro Footba l l Event 5.4 105

OLDER OUTDOOR ENTHUSIASTSSPORTS & LEISURE HIGHLIGHTS

47

14%Enjoy canoeing

21%Visit bingo halls


14%Attend pro hockey

games


6% Attended a country music concert

Sports & Leisure OverviewMember of this segment enjoy activities that allow them to be outside. They like outdoor sports such as fishing, gardening, and canoeing, and participate at above average rates. Walking is also popular with 46% participating in the last year. Older Outdoor Enthusiasts attend many different events at average rates. An evening out may include attending live theatre events, grabbing a drink with friends or going to watch a hockey game. The bingo hall is also popular among this group, with 20% having been in the past three months.


17%Enjoy fishing





Walking/Hiking 45.8 101Exercise At Home 29.2 98Swimming 21.6 97Bicycle Riding 20.1 95Jogging 14.3 96Canoeing 14.3 120Gol f 11.8 82Power Boating 11.6 99Bowl ing 9.6 96Ice Hockey 6.9 104



37%Enjoy gardening

48

MULTI-ETHNIC GREEN CONSUMERS



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


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




43%of maintainers are under 44


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.


At $94K the average household income of this segment is 9% above than the market average


their mother tongue


49%of families are


41% (10,099) of children at home are aged 9 or younger







Young urban and suburban families with a strong ethnic presence

3

19 21 2217 19

5

18 1720 18

22



+

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


Weak Social Values


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



• 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


• 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



75

115

115

132

96

15

20

17

8

40

Heavy Quintile


Medium Quintile


Light Quintile


107

102

105

113

77

87

69

6

4

2

18

31

0

1

2

3

4

Saturday Editions


99


99

92

99

121

87

149

110

83

89

100


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


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


Editorial Page(s)

Fashion/Lifestyle

Food

Classified Pages

Travel

Automotive

Real Estate/Homes


159

126

151

91

84

113

109

19

5

8

9

10

10

13








MULTI-ETHNIC GREEN CONSUMERSNEWSPAPERS



When they do watch, what are they watching?


83

85

99

127

101

15

16

19

28

22

Heavy Quintile


Medium Quintile


Light Quintile


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


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


119

118

158

121

118

135

103

111

100

110

28

25

20

12

10

9

34

17

14

13


Food Network Canada (FN)

CP24 (CP24)

YTV (YTV)

The Score (SCR)

OMNI (OMNI)


Family Channel (FAM)

Showcase (SHO)

MuchMusic (MM)


104

108

101

21

11

12


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



• 13% of residents watch television 2 days a week or less

MULTI-ETHNIC GREEN CONSUMERSRADIO





88

104

93

92

123

16

20

20

20

25

Heavy Quintile


Medium Quintile


Light Quintile


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


119

109

103

98

92

120

118

115

28

26

31

10

15

15

18

15

Top 40/Current Hits



Traditional Country

New Country


Urban/Rap/Hip Hop

Retro (80's)


121

115

115

100

134

106

123

95

11

22

10

16

6

13

6

18

Classical/Fine Arts

All News

All Sports


Multicultural

Dance


Oldies (50's, 60's, 70's)


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


• 6 out of 10 people listen five days per week



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


103


114

122

98

91

74

22

24

21

19

13

Heavy Quintile


Medium Quintile


Light Quintile


120

122

121

98

107

96

11

11

10

9

10

37

Heavy Quintile


Medium Quintile


Light Quintile






117

95

103

42

19

6

Cable service


Regular phone line


106

127

102

106

3

5

18

32

Fiber Optic





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



• 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





105

115

114

114

115

86

37

53

9

17







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






• 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


• Texting and social networking are popular too

• More likely to access newspaper and magazines online


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


Watched Videos




Index

92

103

115

105

78


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”



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




90

117

164

138

69

12

10

8

0

1‐5

6‐10

11+


131

133

144

99

11

14

8

3

0

1‐5

6‐10

11+


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





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



23%Visit bingo halls


MULTI-ETHNIC GREEN CONSUMERSSPORTS & LEISURE HIGHLIGHTS

60

LEGACY DRIVEN UPSCALE FAMILIES



These upscale households contain highly educated, large families, living in older single‐detached homes. Residents prioritize their health, and are deeply concerned about the legacy which they will pass on to future generations. Messages which speak to the immediate health benefits of reducing greenhouse gas emissions may resonate with this segment.

Legacy Driven Eco‐ConsumersU4 28 Startups & Seniors 75 133 107 121 88 106 87 125U1 01 Cosmopolitan Elite 61 132 82 144 167 63 104 50E1 10 Mr. & Ms. Manager 96 129 97 123 51 102 82 113S1 03 Suburban Gentry 104 110 90 103 89 102 61 66U1 02 Urbane Villagers 48 65 103 111 98 97 52 155

Ecological

Lifestyle

Activ

e Go

vernmen

t

Glob

al

Consiousne

ss

Attractio

n to



Prim

acy of

Environm

ental

Protectio

n

Legacy

Impo

rtance of

Price

Effort Tow

ard

Health


$142K 75% 25% 34%79%UniversitySingle Detached DriversIncome

+Hhd Size



37%of maintainers are between 55‐74



education

Legacy Driven Upscale Families consist of upscale families with household incomes that are 65% higher than the market average. They are highly educated with 40% having an university education (degree and certificate). They hold upper management positions in various industries. These middle‐aged families live in large households and tend to have older children at home. They do not have a high ethnic presence, with only 12% visible minorities in the segment and 16% reporting a non‐official language as their mother tongue.



82% report English as their mother

tongue


47%of families are


30% (4,736) of children at home are aged 20 or older







Affluent middle‐aged families

4

13 15

22 22 24

5

18 1720 18

22



+

Importance of Aesthetics Personal Control

Pursuit of Novelty Social Learning

Discriminating Consumerism Effort Toward Health

Legacy Confidence in Advertising Confidence in Big Business

Saving on Principle

BRAND APATHYINTEREST IN THE UNEXPLAINED

PRIMACY OF ENVIRONMENTAL PROTECTIONAVERSION TO COMPLEXITY

SPIRITUAL QUEST

ACTIVE GOVERNMENT

UTILITARIAN CONSUMERISM


BUYING ON IMPULSE


Weak Social Values


Value ImplicationsThe Legacy Driven Upscale Families are motivated by their desire to leave a lasting legacy for future generations. Leverage this knowledge by focusing your messages to this group around how they can maintain healthy, financially sustainable lifestyle for future generations.

Residents in this segment would welcome the opportunity to track their progress and compare best practices with their peers. Promoting any forums or message boards associated with this campaign may resonate with this segment.

The campaigns’ association with big businesses such as banks or utility companies will go a long way with this segment in terms of establishing credibility.

The Legacy Driven Upscale Families place a great deal of importance on maintaining their health and a healthy lifestyle. Explaining how a reduction in green house gas emissions will directly affect their health may resonate with them.

When speaking to residents in this segment play down the initiatives associated with government agencies, as well as, the impact that this project will have on the environment.

LEGACY DRIVEN UPSCALE FAMILIESSOCIAL VALUES

Direct & Outdoor preferences:• This segment does not favour the direct

mail option as much as some of the other segments; catalogues, coupon booklets, flyers in newspapers and magazines tend to be the most popular direct mail choices

• The majority of members travel in‐town up to 100 km

• Two thirds made at least one visit to the shopping mall in the past week

Light/MedMed/HeavyHeavy ModerateInternet

LEGACY DRIVEN UPSCALE FAMILIESMEDIA SUMMARY

63




• Sports, telephone directories, investments, radio, clothing/footwear, downloaded apps

• Accessed magazines, newspapers

• London Free Press• General news,

entertainment, arts/ culture, editorial, health

• Macleans, Canadian House & Home, enRoute, Hello! Canada, Style at Home, Report on Business, MoneySense

• One out of 5 people watch CTV Early Evening News which is at average rates

• Album Rock/Classic Rock, Top 40/Current Hits, All News, Modern Rock, Oldies, and News/Talk/ Information/ Sports

The media habits of the Legacy Driven Upscale Families are:• Print usage is high, with moderate to heavy magazine and heavy newspaper

readership• Light to moderate radio listenership; listen to Album Rock/Classic Rock, Top 40/

Current Hits, All News, Modern Rock, Oldies, and News/ Talk/ Information/ Sports type stations when they do tune in

• TV viewership is light to moderate; they watch a much broader than average variety of shows

• Internet use is moderate; it’s used for a variety of activities like sports research, telephone directories, investments, and accessing magazines, newspapers


• Overall, Legacy Driven Upscale Families read all national newspapers at above average rates, with emphasis on the weekend editions

What do they read?

• Many sections of the newspaper are popular with this group – entertainment, fashion, editorial, and general news

• May be more likely to read the London Free Press



134

93

84

100

92

27

16

12

6

39

Heavy Quintile


Medium Quintile


Light Quintile


89

94

110

145

127

120

57

6

4

3

30

43

0

1

2

3

4

Saturday Editions


100


105

111

91

109

94

85

101

139

115

108


47

38

43

6

7

5

5

4

31

57

Personally Read

Yesterday

Never

Less Than 1

1 Day

2 Days

3 Days

4 Days

5 Days

Weekday Editions


112

110

103

111

109

119

114

116

` 105

89

108

92

101

39

17

17

18

17

21

17

14

16

10

16

7

11

General News

Health

Sports

Arts/Culture

Finance/Business


Editorial Page(s)

Fashion/Lifestyle

Food

Classified Pages

Travel

Automotive

Real Estate/Homes


95

136

133

117

120

56

60

11

6

7

12

15

5

7








LEGACY DRIVEN UPSCALE FAMILIESNEWSPAPERS





75

99

99

112

111

14

19

19

25

24

Heavy Quintile


Medium Quintile


Light Quintile


128

113

110

133

95

8

5

8

5

66

1 Day/Wk or Less

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk


118

134

121

119

116

115

116

132

110

110

43

31

20

16

15

12

12

10

47

33

Stanley Cup‐Finals

Grey Cup

Soccer Major Events

Golden Globe Awards

Survivor

The Good Wife

Tennis Major Event

Calgary Stampede

Olympics‐Summer

Academy Awards


112

105

104

104

104

103

102

99

98

96

12

19

25

23

17

15

29

22

21

31

Space (SPC)



HGTV (H&G)

Rogers Sportsnet (NET)

Bravo! (BVO)






103

92

97

21

9

11


Noon News

CTV Late Local News

LEGACY DRIVEN UPSCALE FAMILIESTELEVISION

• One in 5 watch CTV Early Evening News which is at average rates




• Science, news and sports stations are both popular and viewed at above average rates

LEGACY DRIVEN UPSCALE FAMILIESRADIO





83

106

115

106

88

15

20

24

23

17

Heavy Quintile


Medium Quintile


Light Quintile


251

152

79

126

90

82

107

1

4

3

6

5

2

69

Never/Wk

0‐1 Day/Wk

1 Day/Wk

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk


105

89

102

114

89

104

97

103

25

21

31

12

15

13

15

13

Top 40/Current Hits



Traditional Country

New Country


Urban/Rap/Hip Hop

Retro (80's)


109

114

105

108

108

82

107

101

10

22

9

18

5

10

5

19

Classical/Fine Arts

All News

All Sports


Multicultural

Dance


Oldies (50's, 60's, 70's)


10872Yesterday

• Overall, Legacy Driven Upscale Families listen to all station types at average rates

• Residents are more likely to listen to traditional country and all news stations

• Sponsoring news segments or placing ads on these stations may reach this segment

• Album Rock/Classic Rock, Top 40/Current Hits, All News, Modern Rock, Oldies, and News/Talk/ Information/Sports stations are popular





LEGACY DRIVEN UPSCALE FAMILIESINTERNET

• Members of the Legacy Driven Upscale Families segment are moderate users of the Internet on any device

• Fewer members use their mobile to go online

• Activities include looking up sports information, telephone directories, investments, radio, clothing/footwear, downloaded apps

• Accessed magazines and newspaper websites online


103


100

110

106

99

83

20

22

23

21

15

Heavy Quintile


Medium Quintile


Light Quintile


78

94

137

109

151

92

7

9

12

10

14

36

Heavy Quintile


Medium Quintile


Light Quintile






101

114

72

37

23

4

Cable service


Regular phone line


128

114

105

101

4

4

18

31

Fiber Optic





104

104

104

103

104

103

53

103

81

78

87

88

88

89

89

1

90

10

Yesterday

Past 7 Days

Past 14 Days

Past Month

Past Two Months

Past Three Months

3+ Months

Past Year

Never


80

80

106

105

120

99

101

118

83

104

13

3

25

18

13

6

10

6

6

87

0 mins

1‐59 mins

60‐300 mins

301‐600 mins

601‐900 mins

901‐1200 mins

1201‐1800 mins

1801‐2400 mins

2401+ mins

1+ Hours




• While fibre optic and wireless using a stick connections rates above average, counts are very small

• 78% of people in this segment accessed the Internet yesterday


• Approximately 1 out of 3 people spent between 5 and 15 hours online in the past week





104

115

113

157

128

84

37

53

13

18







104

119

93

96

114

79

39

14

8

8

Home

Work

School/Library

Café/Restaurant

Other

PC/Laptop (%) Index

115

74

106

103

96

101

108

7

1

63

9

13

33

49

Used For Blogging

Used For Podcasting

Used For E‐mail







• Above average numbers of people in this group spend time online while at work

• Internet ads between 8am and 5pm may reach this audience

• Most online activities are at rates that either mirror the general population or are at above average rates

• As with all segments, email and online searches are very popular online activities


• They are more likely to visit magazine and newspaper websites


115

74

108

108

99

102

108

106

105

116

116

9

2

68

38

24

38

52

28

16

17

25

Blogging

Podcasting

E‐mail

Text Messaging

Instant Messaging

Social Networking


Watched Videos




LEGACY DRIVEN UPSCALE FAMILIESDIRECT & OUTDOOR


Index: “Always”



Index

79

90

82

81

87

98

91

76

3

5

8

7

5

2

8

3

6

9

10

7

8

4

12

4

35

40

33

20

21

17

29

14

Brochures

Catalogues

Coupon Booklets

Envelopes

e‐Flyers

e‐Newsletters

Flyers in News/Mags

Flyers in Polybag




99

111

93

103

77

11

6

6

0

1‐5

6‐10

11+


111

94

100

111

9

10

6

4

0

1‐5

6‐10

11+


92

103

103

103

102

31

31

27

7

3

0

1

2‐3

4‐5

6+

• Overall direct mail use is at below average or average rates

• Catalogues, coupon booklets, flyers in newspapers and magazines tend to be the most popular direct mail option for this segment.

• Many members of this segment travel in‐town up to 100 km

• Members of this segment visit the mall in at average rates

• 1 out of 4 people visit the mall two or three times per week

• Over 75% of residents do not take public transit

• Most of the people in his group travel up to 100 km per week

Index

90

112

108

101

106


35

23

22

10

6

1‐49 KM

50‐99 KM

100‐249 KM

250‐500 KM

500+ KM

Description % Pen IndexMuseum 26.6 122Zoo/Aquariums 20.6 123Pro Hockey Event 18.9 131Amusement Parks 16.7 117Art Gal lery 16.5 120Rock Music Concert 13.8 118Popular Music Concert 13.1 135Class ica l Music Concert 7.4 117Pro Footba l l Event 6.7 129Bal let 5.4 137

LEGACY DRIVEN UPSCALE FAMILIESSPORTS & LEISURE HIGHLIGHTS

71

11%Enjoy downhill

skiing

21%Attend

zoo/aquariums


19%Participate in ice

skating

19%Attend pro hockey

games


27% Attended museum venues

Sports & Leisure OverviewThe Legacy Driven Upscale Families like to stay active. They enjoy winter activities such as ice skating, downhill skiing, ice hockey, and snowboarding. Golf and tennis are also popular sports that keep them busy. Because of their high income, spending money on an evening out is not an issue. They attend a variety of events at well above average rates. The most popular events include going to the museum, visiting the zoo, or watching hockey games. Music concerts are also popular, with many going to rock, pop and classical concerts.


18%Enjoy playing golf





Ice Skating 18.6 133Gol f 18.0 124Downhi l l Ski ing 11.5 173Soccer 9.4 117Ice Hockey 8.2 123Tennis 8.0 160Mounta in Biking 7.5 122Vol leybal l 6.8 130Cross ‐Country Ski ing 5.4 131Snowboarding 5.4 130


CONTENT

72




Target Segment Map

LIGHT GREEN

73

1. Price Conscious Families2. Young & Active3. Older Singles & Couples

74

PRICE CONSCIOUS FAMILIES



This segment contains middle‐aged families with tweens & teens who always consider cost when making a decision. They are less concerned about the environment, but are concerned about what they will leave for future generations. Highlighting the savings associated with a ‘greener’ lifestyle ‐ which they can then spend on their kids ‐may resonate with them.

Price Conscious FamiliesE2 22 Blue‐Collar Comfort 87 127 111 93 75 95 109 104E1 12 God's Country 88 100 110 95 33 86 112 76E2 41 White Picket Fences 94 96 106 77 81 84 81 91E1 07 Winner's Circle 84 159 110 111 135 81 60 88E2 30 Exurban Crossroads 106 139 98 69 76 95 65 69

Ecological

Lifestyle

Activ

e Go

vernmen

t

Glob

al

Consiousne

ss

Attractio

n to



Prim

acy of

Environm

ental

Protectio

n

Legacy

Impo

rtance of

Price

Effort Tow

ard

Health

$101K 42% 65%72%Family w/kids Single DetachedIncome

33%Hhd Size

35‐64Maint. Age


+



46%of maintainers are between 45‐64



Price Conscious Families consist of families that live in exurban neighbourhoods in the City of London. They live in large households on the outskirts of the city which comfortably fits their large families. They have a mix of education levels and hold a range of both blue collar and white collar occupations. Their household income is 17% higher than the London average. They are homeowners that live in semi‐detached and single‐detached homes. Their ethnic presence is quite high with 25% being immigrants and 23% reporting a non‐official language as their mother tongue.




their mother tongue


53%of families are


36% (6,528) of children at home are aged 15‐24







Exurban middle‐aged couples with large families

3

1519

2521

17

5

18 1720 18

22



+

LEGACYDISCRIMINATING CONSUMERISM

NATIONAL PRIDENEED FOR ESCAPE

PERSONAL CONTROLPRIMACY OF THE FAMILY

SAVING ON PRINCIPLE

GLOBAL CONSCIOUSNESSECOLOGICAL LIFESTYLE


PURSUIT OF INTENSITYACTIVE GOVERNMENT

PURSUIT OF NOVELTY

COMMUNITY INVOLVEMENT

CONFIDENCE IN SMALL BUSINESSREJECTION OF AUTHORITY

JOY OF CONSUMPTION


Weak Social Values


Value ImplicationsSimilar to the Legacy Driven Upscale Families, the Price Conscious Families are motivated by their desire to leave a lasting legacy for future generations. Leverage this knowledge by focusing your messages to this group around how they can maintain healthy, financially sustainable lifestyle for future generations.

Being Canadian is a big part of the identity of the Price Conscious Families. As a result leverage core Canadian values such as equality and self efficacy to engage them.

Highlight that being environmentally conscious is a way for these families to take control of their green house gas emissions which may also double as a cost‐savings technique.

Residents in this segment are less likely to be drawn to the initiative to fulfill a desire to engage with their community. It’s family first for this segment so messages should focus on the benefit this initiative will have on their loved ones.

When speaking to residents in this segment play down the initiative’s association with government agencies.

The Price Conscious Families are not averse to being told what to do and often seek direction from authority figures.

PRICE CONSCIOUS FAMILIESSOCIAL VALUES

Direct & Outdoor preferences:• Direct mail use is average or below average• Coupon booklets, catalogues, and flyers in

newspapers and magazines tend to be the most popular direct mail option for this segment

• Outdoor and highway ads may resonate with this segment; more likely to travel longer distances in‐town

ModerateMed/HeavyLight ModerateInternet

77

ModerateNewspaper Magazine Radio Television



• Download music, maps, instant messaging, social networking, home improvements, auctions

• Watched movies

• Local dailies• General news, sports,

entertainment, travel, finance/ business, food, health, fashion sections

• What’s Cooking, CAA Magazine, Food & Drink, The Hockey News, Starweek, Canadian Family, Our Canada

• 22% watch CTV Early Evening News which is at above average rates

• Album Rock/Classic Rock, Top 40/Current Hits, All News, New Country, Oldies, Retro, Dance, All Sports

The media habits of the Price Conscious Families are:• Print usage is low, with moderate to heavy magazine and light newspaper

readership• Moderate radio listenership; listen to Album Rock/Classic Rock, Top 40/Current

Hits, All News, New Country, Oldies, Retro, Dance, All Sports type stations when they do tune in

• TV viewership is moderate; they watch a much broader than average variety of shows

• Internet use is moderate; it’s used for a variety of activities including music, maps, instant messaging, social networking, home improvements, auctions

PRICE CONSCIOUS FAMILIESMEDIA SUMMARY


• Overall, Price Conscious Families are light newspaper readers; community newspapers are popular

• Less likely than average to read a Saturday edition of the newspaper

What do they read?

• The sports section is preferred and all other sections of the newspaper are read at average rates



82

92

113

88

109

17

16

17

5

46

Heavy Quintile


Medium Quintile


Light Quintile


108

82

107

49

87

86

69

5

4

1

20

31

0

1

2

3

4

Saturday Editions


106


102

79

106

102

123

108

113

53

84

95


46

27

50

6

9

6

5

1

23

50

Personally Read

Yesterday

Never

Less Than 1

1 Day

2 Days

3 Days

4 Days

5 Days

Weekday Editions


97

92

115

87

90

94

86

99

` 90

78

95

108

104

34

14

19

14

14

17

13

12

14

8

14

9

11

General News

Health

Sports

Arts/Culture

Finance/Business


Editorial Page(s)

Fashion/Lifestyle

Food

Classified Pages

Travel

Automotive

Real Estate/Homes


77

92

87

73

81

172

168

9

4

4

8

10

15

19








PRICE CONSCIOUS FAMILIESNEWSPAPERS





101

92

116

110

82

19

17

22

24

18

Heavy Quintile


Medium Quintile


Light Quintile


88

90

107

96

104

5

4

8

3

73

1 Day/Wk or Less

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk


127

128

127

143

132

128

154

126

117

117

31

21

19

16

14

13

10

10

50

36

Superbowl

Soccer Major Events

Modern Family

Breakfast Television

Tennis Major Event

Juno Awards

CityNews Tonight

Citytv New Year's Eve Bash

Olympics‐Summer

CBC Hockey Night In Canada


190

125

120

104

110

103

106

106

105

112

24

9

10

34

32

26

23

23

23

20

CP24 (CP24)

OMNI (OMNI)

MTV Canada (MTV)





HGTV (H&G)




110

88

98

22

9

11


Noon News

CTV Late Local News

PRICE CONSCIOUS FAMILIESTELEVISION

• 22% watch CTV Early Evening News which is slightly above average



• Moderate TV viewers overall

• News and sports programs and stations are both popular and viewed at above average rates

PRICE CONSCIOUS FAMILIESRADIO





108

113

103

103

73

20

21

22

22

15

Heavy Quintile


Medium Quintile


Light Quintile


58

60

73

84

86

91

111

0

2

3

4

4

2

71

Never/Wk

0‐1 Day/Wk

1 Day/Wk

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk


102

88

106

97

116

94

97

111

24

21

32

10

19

11

15

14

Top 40/Current Hits



Traditional Country

New Country


Urban/Rap/Hip Hop

Retro (80's)


91

109

110

95

89

112

93

100

9

21

10

16

4

14

4

19

Classical/Fine Arts

All News

All Sports


Multicultural

Dance


Oldies (50's, 60's, 70's)


11174Yesterday

• Overall, Price Conscious Families listen at average to above average rates

• This group listens to new country, dance, retro, and all sports stations at rates slightly above the market average

• Album Rock/Classic Rock, Top 40/Current Hits, Modern Rock, and All News are most popular

• Moderate radio listeners overall

• 7 out of 10 people listen five days a week which is slightly above average

• Radio may be the best way to capture this audience



PRICE CONSCIOUS FAMILIESINTERNET

• Price Conscious Families are moderate Internet users on any device

• Mobile devices are not as popular

• Activities include downloading music, maps, instant messaging, social networking, home improvements, auction, watching movies


102


97

94

104

104

100

19

18

22

22

18

Heavy Quintile


Medium Quintile


Light Quintile


94

104

117

100

89

98

8

10

10

9

8

38

Heavy Quintile


Medium Quintile


Light Quintile






83

123

77

30

25

4

Cable service


Regular phone line


117

99

95

112

4

4

16

34

Fiber Optic





103

99

100

101

101

101

107

101

93

77

83

85

86

87

87

1

88

12

Yesterday

Past 7 Days

Past 14 Days

Past Month

Past Two Months

Past Three Months

3+ Months

Past Year

Never


103

115

97

108

99

90

98

92

93

99

17

4

22

19

10

6

10

5

7

83

0 mins

1‐59 mins

60‐300 mins

301‐600 mins

601‐900 mins

901‐1200 mins

1201‐1800 mins

1801‐2400 mins

2401+ mins

1+ Hours


• One out of four people use a high speed phone line to connect to the Internet

• Wireless connection is popular as is fibre optic connection but in very small counts

• Close to 4 out of 5 people accessed the Internet yesterday


• Nearly 1 out of 5 people spent 5‐10 hours online in the past week





101

98

102

89

102

82

31

48

7

15







102

104

102

90

95

78

34

16

8

7

Home

Work

School/Library

Café/Restaurant

Other

PC/Laptop (%) Index

119

146

99

109

118

109

96

8

2

59

9

16

35

44

Used For Blogging

Used For Podcasting

Used For E‐mail







• Some people in this group spend time online while at work

• All online activities are done at rates that either mirror the general population or are above average


• Social networking, instant messaging and texting are popular too


113

127

100

104

116

108

96

98

91

112

107

8

4

63

37

28

40

47

26

14

17

23

Blogging

Podcasting

E‐mail

Text Messaging

Instant Messaging

Social Networking


Watched Videos





Index: “Always”



Index

66

64

84

80

85

75

105

86

2

3

8

7

5

2

9

4

6

13

13

9

9

5

15

7

35

36

34

22

20

17

25

15

Brochures

Catalogues

Coupon Booklets

Envelopes

e‐Flyers

e‐Newsletters

Flyers in News/Mags

Flyers in Polybag




110

60

83

55

85

6

5

3

0

1‐5

6‐10

11+


97

57

59

49

8

6

3

2

0

1‐5

6‐10

11+


109

91

97

108

97

36

27

25

7

3

0

1

2‐3

4‐5

6+

• Overall, direct mail use is average or below average

• Coupon booklets, catalogues, and flyers in newspapers and magazines tend to be the most popular direct mail option for this segment

• Outdoor and highway ads may resonate with this segment; longer in‐town travel distances are above average

• Just under two thirds visited a mall in the past week

• Residents are less likely to take public

• Ads in transit spaces are less likely to reach this audience

• A very small cohort travel over 500 km, but the majority of people in this group travel up to 100km per week

Index

100

98

110

97

141


38

20

23

9

8

1‐49 KM

50‐99 KM

100‐249 KM

250‐500 KM

500+ KM

PRICE CONSCIOUS FAMILIESDIRECT & OUTDOOR

85

15%Enjoy power boating

9%Attend pro

baseball games



events


Sports & Leisure OverviewPrice Conscious Families enjoy staying active. They participate in many sports at well above average rates. Ice skating and baseball are particularly popular in this segment. More extreme type of sports may give them a thrill as they enjoy activities such as power boating, downhill skiing and mountain biking. Because of their tendency to save money, they attend events that are worth their money. Events such as amusement parks which last the whole day are great in value, as they are fun for the entire family. They also attend baseball games and music concerts at high rates.


17%Participate in jogging




Ice Skating 19.0 135Jogging 17.5 117Power Boating 15.0 128Bowl ing 12.5 126Aerobics 11.9 116Downhi l l Ski ing 8.5 128Ice Hockey 8.4 126Mounta in Biking 7.9 129Basebal l /Softba l l 6.9 136Tennis 5.8 116


Description % Pen IndexLive Theatre 25.0 109Museum 21.9 100Bingo Hal l [pst 3 mths] 19.8 102Amusement Parks 18.4 129Zoo/Aquariums 16.5 98Pro Hockey Event 14.6 101Spas 10.9 103Popular Music Concert 9.6 98Pro Basebal l Event 9.3 162Country Music Concert 8.1 158


19%Participate in ice

skating



PRICE CONSCIOUS FAMILIESSPORTS & LEISURE HIGHLIGHTS

86

YOUNG & ACTIVE



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



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




43%of maintainers are 34 or younger

46%Single

(never married)


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.



84% report English as their mother tongue

53%of households contain 1 person


22% (708) of children at home are aged 5 or younger







Young educated urban singles and couples

10

33

16 15 13 13

5

18 1720 18

22



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


PRIMACY OF ENVIRONMENTAL PROTECTIONCOMMUNITY INVOLVEMENT

AVERSION TO COMPLEXITY


Weak Social Values


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



• 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


• 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



83

121

98

89

102

17

21

14

5

43

Heavy Quintile


Medium Quintile


Light Quintile


104

128

104

98

81

92

67

8

4

2

19

33

0

1

2

3

4

Saturday Editions


97


92

91

97

96

122

109

133

109

92

103


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


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


Editorial Page(s)

Fashion/Lifestyle

Food

Classified Pages

Travel

Automotive

Real Estate/Homes


100

75

72

111

107

41

34

12

3

4

12

13

4

4








YOUNG & ACTIVETELEVISION





144

92

78

91

98

27

17

15

20

22

Heavy Quintile


Medium Quintile


Light Quintile


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


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


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)


90

133

85

18

13

10


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





114

85

86

113

103

21

16

18

24

21

Heavy Quintile


Medium Quintile


Light Quintile


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


90

130

121

108

119

97

124

89

21

30

37

11

20

12

19

11

Top 40/Current Hits



Traditional Country

New Country


Urban/Rap/Hip Hop

Retro (80's)


116

80

126

120

101

86

104

129

11

15

11

20

5

11

5

24

Classical/Fine Arts

All News

All Sports


Multicultural

Dance


Oldies (50's, 60's, 70's)


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



• 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


91


127

114

90

69

103

25

22

19

15

18

Heavy Quintile


Medium Quintile


Light Quintile


151

74

121

80

109

90

13

7

10

7

10

35

Heavy Quintile


Medium Quintile


Light Quintile







82

98

133

30

20

7

Cable service


Regular phone line


150

63

104

102

5

2

18

31

Fiber Optic





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


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




• Nearly one third spent more than 20 hours online in the past week






95

89

109

107

106

77

29

51

9

15







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





• 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



• They like to access magazine and newspaper sites at above average rates


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


Watched Videos





Index: “Always”



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




88

180

104

118

68

19

7

7

0

1‐5

6‐10

11+


131

194

107

108

11

20

6

4

0

1‐5

6‐10

11+


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


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


22%Participate in swimming

26%Go to

nightclubs/bars


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




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




YOUNG & ACTIVESPORTS & LEISURE HIGHLIGHTS

98

OLDER SINGLES & COUPLES

Older Singles & CouplesS4 38 Grey Pride 109 112 102 71 122 136 103 101U4 51 Lunch at Tim's 58 112 101 73 64 66 74 101



Prim

acy of

Environm

ental

Protectio

n

Legacy

Impo

rtance of

Price

Effort Tow

ard

Health

Activ

e Go

vernmen

t

Glob

al

Consiousne

ss

Attractio

n to

Nature

Ecological

Lifestyle

PRIZM: 38/5145% of segment14% of market*

Demographic Highlights**

Older Singles & Couples are not particularly concerned about the environment, but are slightly concerned about what will be left for future generations. Given that their household income is lower than the City of London average, they may be attracted to messages which focus on the savings associated with being ‘green’.

$66K 43% 25%44%Non‐Family ApartmentIncome

76%English

65+Maint. Age




25%of maintainers are 65+

The Older Singles & Couples segment, much like their name describes, are older residents living in 1‐2 person households. Almost ¼ of this segment is over the age of 65. This segment tends to have children of different ages at home. They have a lower than average household income and live in rental apartments. They are less likely to have attended any post‐secondary school institutes and hold mainly sales and service jobs. Their ethnic presence tracks the market average with 21% reporting a non‐official language as their mother tongue.




their mother tongue


20% (2,591) of children at home are aged 5 or younger







Downscale older singles and couples

5

2017 18 16

25

5

18 1720 18

22




or

30%Single

(never married)


vs. 30% in the City of London vs. 36% and 30% in the City of London

FINANCIAL CONCERN REGARDING THE FUTUREFLEXIBLE FAMILIES

PURSUIT OF INTENSITYNATIONAL PRIDE

CONFIDENCE IN ADVERTISINGDUTY

ATTRACTION FOR CROWDS

CONSUMPTIVITY

NEED FOR STATUS RECOGNITIONADAPTABILITY TO COMPLEXITY

VITALITYENTHUSIASM FOR NEW TECHNOLOGY

TRADITIONAL FAMILY

TIME STRESSSAVING ON PRINCIPLEFINANCIAL SECURITYPURSUIT OF NOVELTY

EFFORT TOWARD HEALTH


Weak Social Values


Value ImplicationsThe Older Singles & Couples are in a lifestage where they are more concerned about their future finances than the state of the environment. Appeals to this segment should focus on the cost benefits of reducing their carbon footprint.

Being Canadian is an important part of their identity, position the campaign as a Canadian thing to do.

Residents in this segment have a strong sense of duty and are more likely to put the needs of other ahead of their own. Position the campaign as way for them to contribute to the City of London.

The older residents in this segment are more likely to lead a sedentary lifestyle, but have a strong desire to be a part of a collective movement. Brainstorm alternative ways for them to participate taking into consideration their possible physical limitations.

Residents in this segment feel strongly that the needs of others is more important than their own. Highlight how this initiative will work toward the greater good for all London residents.

OLDER SINGLES & COUPLESSOCIAL VALUES

Direct & Outdoor preferences:• Envelopes, eFlyers, and flyers in polybags

tend to be the most preferred direct mail option for this segment

• High rates for travelling short distances in‐town

• Public transit use is not popular

• 2 out of 5 visited a mall last week

ModerateMixedLight LightInternet

OLDER SINGLES & COUPLES MEDIA SUMMARY

101




• Games, social networking, downloading apps, maps, banking, watching videos

• Real estate, general news, and sports sections are most popular

• CAA magazine, Hockey News, Golf Canada, Starweek, Readers Digest, Canadian Living, Canadian Geographic

• Both noon news and late local news are viewed at above average rates

• Modern Rock/ Alternative Rock, Oldies, News/Talk/Information/ Sport, Dance type programs

The media habits of the Older Singles & Couples are:• Print usage is low, with mixed magazine and light newspaper readership• Light radio listenership; listen to Modern Rock/ Alternative Rock, Oldies, News/

Talk/ Information/ Sport, Dance type stations when they do tune in• TV viewership is mixed; they watch a much broader than average variety of shows• Internet use is light; it’s used for a variety of activities including games, social

networking, downloading apps, maps, banking, watching videos


• Overall, Older Singles & Couples are light readers of national newspapers

• Average rates for reading daily newspaper such as the London Free Press

What do they read?

• Most sections of the newspaper are read at average rates with the exception of real estate which is read at above average rates

• 59% read the community newspaper



98

103

91

70

107

20

18

13

4

45

Heavy Quintile


Medium Quintile


Light Quintile


103

68

74

88

105

94

66

4

3

2

25

34

0

1

2

3

4

Saturday Editions


102


101

111

106

62

109

54

110

54

108

95


45

38

50

3

8

3

5

1

30

50

Personally Read

Yesterday

Never

Less Than 1

1 Day

2 Days

3 Days

4 Days

5 Days

Weekday Editions


99

89

99

100

80

95

94

74

` 101

101

106

93

117

34

14

17

16

13

17

14

9

16

11

16

8

13

General News

Health

Sports

Arts/Culture

Finance/Business


Editorial Page(s)

Fashion/Lifestyle

Food

Classified Pages

Travel

Automotive

Real Estate/Homes


48

60

55

72

75

127

128

6

3

3

7

9

11

15








OLDER SINGLES & COUPLES NEWSPAPERS



When they do watch, what are they watching?


81

114

119

77

111

15

21

22

17

24

Heavy Quintile


Medium Quintile


Light Quintile


72

100

111

101

97

4

5

8

4

68

1 Day/Wk or Less

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk


122

125

123

131

124

155

121

138

126

125

19

19

17

15

13

13

12

8

5

9

Holmes on Homes

CTV National News

Love It Or List It

CTV Late Local News

American Dad

Access Hollywood

Noon News

Come Dine with Me

Gemini Awards

Live with Regis & Kelly


140

122

126

121

130

112

116

113

117

114

11

17

17

13

11

28

25

17

14

13

TVOntario(TVO)

Showcase (SHO)

Teletoon (TOON)

Animal Planet (ANIM)

TELETOON Retro (TOONR)


HGTV (H&G)

Bravo! (BVO)

MuchMusic (MM)

BBC Canada (BBCC)


90

121

131

18

12

15


Noon News

CTV Late Local News

• 18% watch CTV Early Evening News which is slightly below the market average

• 12 out of 100 people watch noon news which is more than the general population

• And 15 out of 100 watch late local news which is above average when compared to the general population

• Mixed viewers

• Current events, news, lifestyle and science type programs and stations are both popular and viewed at above average and high rates

OLDER SINGLES & COUPLES TELEVISION





107

101

109

96

88

20

19

23

21

17

Heavy Quintile


Medium Quintile


Light Quintile


5

72

92

92

89

79

108

0

2

3

5

5

2

70

Never/Wk

0‐1 Day/Wk

1 Day/Wk

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk


92

106

93

80

93

93

105

92

22

25

29

8

16

11

16

12

Top 40/Current Hits



Traditional Country

New Country


Urban/Rap/Hip Hop

Retro (80's)


86

84

74

112

107

104

108

112

8

16

6

18

5

13

5

21

Classical/Fine Arts

All News

All Sports


Multicultural

Dance


Oldies (50's, 60's, 70's)


10369Yesterday

• Overall, Older Singles & Couples listen to all stations at average rates

• This group listens to oldies, news/ talk/ info/ sports slightly more often than the general population

• Album rock/classic rock, top 40/current hits, and modern rock, are the most popular

• Moderate listeners overall


OLDER SINGLES & COUPLES RADIO



• 78% of residents have access to the internet in their homes

• Older Singles & Couples are generally light Internet users

• However they exhibit above average rates for using the internet on mobile devices which include eReaders, tablets and ipads


93


93

79

97

108

125

18

15

21

23

22

Heavy Quintile


Medium Quintile


Light Quintile


81

145

75

83

66

99

7

13

6

8

6

38

Heavy Quintile


Medium Quintile


Light Quintile


OLDER SINGLES & COUPLES RADIO





91

82

94

33

17

5

Cable service


Regular phone line


59

74

110

92

2

3

19

28

Fiber Optic





93

94

94

95

96

96

37

95

133

70

79

80

81

82

82

0

83

17

Yesterday

Past 7 Days

Past 14 Days

Past Month

Past Two Months

Past Three Months

3+ Months

Past Year

Never


130

72

112

93

74

80

108

53

101

94

21

3

26

16

8

5

11

3

7

79

0 mins

1‐59 mins

60‐300 mins

301‐600 mins

601‐900 mins

901‐1200 mins

1201‐1800 mins

1801‐2400 mins

2401+ mins

1+ Hours



• Overall, this group is online at average or below average rates when compared to the general population

• 50% of this segment spent up to 5 hours online in the past week

• 17% have never used the internet which is much higher than the market average

OLDER SINGLES & COUPLES INTERNET





93

91

91

68

92

75

29

43

6

13







93

84

99

105

70

71

28

15

9

5

Home

Work

School/Library

Café/Restaurant

Other

PC/Laptop (%) Index

65

40

87

89

111

91

100

4

1

52

7

15

29

45

Used For Blogging

Used For Podcasting

Used For E‐mail





• 3 out of 4 people access the Internet from home using either a desktop or laptop

• Email and online searches are the most popular online activities

• This group uses their devices for IM at above average rates


• Most online activities are at average or below average rates when compared to the general population


76

49

84

90

106

93

99

88

93

76

86

6

1

53

32

26

34

48

24

14

11

19

Blogging

Podcasting

E‐mail

Text Messaging

Instant Messaging

Social Networking


Watched Videos




OLDER SINGLES & COUPLES INTERNET


Index: “Always”



Index

99

146

109

141

135

67

111

148

3

8

10

12

8

2

9

6

5

11

12

8

10

7

16

5

37

36

33

20

23

17

20

13

Brochures

Catalogues

Coupon Booklets

Envelopes

e‐Flyers

e‐Newsletters

Flyers in News/Mags

Flyers in Polybag




108

66

66

87

84

7

4

5

0

1‐5

6‐10

11+


74

70

69

106

6

7

4

4

0

1‐5

6‐10

11+


116

115

71

110

21

39

35

18

8

1

0

1

2‐3

4‐5

6+

• Most forms of direct mail use is average or above average

• Catalogues, coupon booklets, brochures, flyers in newspapers, magazines are most popular

• Envelopes, eFlyers, catalogues and flyers in polybags tend to be the most preferred direct mail option for this segment

• 2 out of 5 have visited a mall in the last week

• A small number (8%) visited 4 or 5 times

• 8 out of 10 did not take public transit in the past week

• The majority of people in his group travel less than 100 km in‐town per week

Index

101

111

103

90

71


39

23

21

9

4

1‐49 KM

50‐99 KM

100‐249 KM

250‐500 KM

500+ KM

OLDER SINGLES & COUPLES DIRECT & OUTDOOR

Description % Pen IndexNightclubs/Bars 25.2 114Live Theatre 23.2 101Museum 21.3 97Zoo/Aquariums 15.7 94Amusement Parks 15.4 108Art Gal lery 13.3 97Pro Hockey Event 12.3 85Rock Music Concert 11.2 96Spas 9.7 92Popular Music Concert 9.3 96

109

8%Enjoy playing volleyball

25%Go to

nightclubs/bars


47%Participate in fitness

walking


events


Sports & Leisure OverviewThis segment enjoys a range of activities at above average rates. With many of these residents being out of the work force they have more time to enjoy leisure activities. Some of their hobbies include walking and playing golf. They are also more likely to participate in canoeing, bowling, and playing volleyball. Generally members of this segment attend events at average rates. ¼ of this group enjoy going to the bar for a night out. You may also see this group at live theatre events and at the museum.

15%Enjoy canoeing




Walking/Hiking 46.8 103Gol f 15.2 105Canoeing 14.8 124Power Boating 12.6 107Yoga/Pi lates 12.2 99Bowl ing 12.0 120Vol leybal l 8.2 155Mounta in Biking 6.8 111Basketba l l 6.7 111Badminton 6.0 111



vs. 23% in the City of Londonvs. 22% in the City of London


OLDER SINGLES & COUPLES SPORTS & LEISURE HIGHLIGHTS

CONTENT

110




Target Segment Map

111

Insert TG Map

112

Insert TG Map

APPENDIX

113

METHODOLOGY

114

Segmentation

Personification

Profile

Social Values

What motivates London residents?• Proxy variables• PRIZM profiles

Target segments

Target segment summary

Next steps

KEY QUESTIONS

115

PROXY VARIABLES

116

Through consultation with the City of London, the following themes were identified as key motivators of environmentalism.

Health Environmental Concern

LegacyCost Savings

PROXY VARIABLES

117

EA mapped the potential motivators of behaviour to the Social Values PRIZMLinkedsurvey to locate these residents in the City of London.

Assumption Proxy Variable Definition

Cost Savings: Residents may be motivated to participate in the campaign due to potential cost savings associated with a decrease in greenhouse gas footprint.

Importance of Price Giving great weight to price as a purchasing criterion. Consumers strong on this construct always take price into account when considering a purchase even when the product or service is a particularly desired one.

Legacy: Residents may be motivated to participate in the campaign due to the impact the environment may have on future generations.

Legacy Desire to leave behind a legacy after death, either to one’s descendants or to society at large. This legacy could be of a financial, cultural, moral or spiritual nature. People strong on this construct tend to plan their bequests well in advance.

Health: Residents may be motivated to be more environmental due to the impact the environment will have on their personal health.

Effort for Health The commitment to focus on diet and exercise in order to feel better and have a healthy, wholesome lifestyle. A willingness to transform one’s lifestyle through exercise and radical changes to diet.

Environmental Concern: Residents may be motivated to participate in the campaign because they are concerned about the environment.

Primacy for Environmental Protection

A tendency to believe that today’s environmental problems are a result of industrial and personal disregard for the environment. People strong on this value feel that the path towards environmental destruction is unacceptable and reject the notion that job protection or economic advancement should be allowed at the expense of environmental protection.

Environmental Concern: Residents may be motivated to participate in the campaign because they currently take the environment into consideration when making purchases.

Ecological Lifestyle Giving a high priority to integrating environmental concerns with purchasing criteria. This can have positive consequences, as when consumers are willing to pay more for an environmentally friendly product, or negative consequences, as when consumers refuse to buy a product whose manufacturer has an unsatisfactory environmental record.

Environmental Concern: Residents may be motivated to be participate in the campaign because they enjoy outdooractivities and nature.

Attraction to Nature How close people want to be to nature, whether to recharge their spiritual batteries or to enjoy a simpler, healthier or more authentic way of life.

118

KEY VALUES AT A GLANCE

U1 01 Cosmopolitan Elite 61 132 82 144 167 63 104 50U1 02 Urbane Villagers 48 65 103 111 98 97 52 155U1 08 Money & Brains 123 167 95 114 99 101 56 149S1 03 Suburban Gentry 104 110 90 103 89 102 61 66S1 11 Pets & PCs 75 106 122 111 93 94 71 103E1 07 Winner's Circle 84 159 110 111 135 81 60 88E1 10 Mr. & Ms. Manager 96 129 97 123 51 102 82 113E1 12 God's Country 88 100 110 95 33 86 112 76U2 15 Electric Avenues 86 94 90 101 141 121 42 125U2 31 Grads & Pads 45 79 96 126 78 81 48 74S2 29 Suburban Rows 104 161 119 114 80 101 68 120E2 22 Blue‐Collar Comfort 87 127 111 93 75 95 109 104E2 23 Fast‐Track Families 125 111 110 91 48 88 73 105E2 30 Exurban Crossroads 106 139 98 69 76 95 65 69E2 41 White Picket Fences 94 96 106 77 81 84 81 91S4 14 Upward Bound 131 123 98 132 42 72 70 123S4 19 Rods & Wheels 97 167 94 101 32 107 139 108S4 24 Nearly Empty Nests 99 154 91 94 36 82 97 89S4 38 Grey Pride 109 112 102 71 122 136 103 101R1 27 Fields of Dreams 115 162 84 96 56 53 161 101T1 39 Ontario Originals 101 102 102 90 70 69 126 92U4 28 Startups & Seniors 75 133 107 121 88 106 87 125U4 51 Lunch at Tim's 58 112 101 73 64 66 74 101U4 53 Mobility Blues 114 65 117 61 111 95 116 129U4 54 Crafting & Curling 147 91 98 85 103 129 59 117U5 46 Newcomers Rising 68 110 123 95 153 128 82 117U7 49 Daytrippers & Nightowl 118 75 100 79 104 101 75 180U7 59 Solo Scramble 94 105 92 123 94 95 106 108U7 60 Single City Renters 125 143 134 115 200 172 90 144U7 62 Park Bench Seniors 198 88 95 87 54 171 78 128

Ecological Life

style



Activ

e Go

vernmen

t

Glob

al Con

siousne

ss

Prim

acy of

Environm

ental Protection

Attractio

n to Nature

Legacy

Impo

rtance of P

rice

Effort Tow

ard He

alth

• The PRIZM profile (left) exhibits the power of segmentation as it is apparent that different communities hold different values.

• Legacy is a value which resonates with a large number of neighbourhoods in the City of London.

• Consider using this theme in the communication to London residents.

Under 80 110 to 119 120 to 149 Over 150

Index

Documents

ANALYZING ENVIRONMENTAL PERCEPTIONS, ATTITUDES AND … · 2015-04-13 · ANALYZING ENVIRONMENTAL PERCEPTIONS, ATTITUDES AND ACTIONS OF LONDONERS (A DEMOGRAPHIC AND SPATIAL MARKET