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“WHO ARE THESE PEOPLE –AND WHY AREN’T THEY USING MY
LIBRARY?”
A session for the 2009 OLA Conference
Rupen SeoniVP, Practice LeaderEnvironics [email protected]
Don MillsDirector and Secretary TreasurerMississauga Library System905-615-3200 [email protected]
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Objectives of the Session
In today’s session, we will:
• Visit the issue of library non-use
• Explain geodemographic methodology and directed marketing
• Review some details from the Mississauga Library study
• Discuss the value of using geodemographics and segmentation for libraries
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We want to be relevant to the greatest number of our service area residents
Our Public Library Goal
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Reaching the Residents
We must evaluate:
• What we do well
• What we don’t do well
• What we don’t do
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The Mississauga Library System’s
local marketing project…
Using geodemography
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What is Geodemography?
Database▲ Transaction data
▲ Limited Demographics
▲ Customer City & Postal Code
Client Data Neighbourhood Data
• Enhance your customer knowledge by adding neighbourhood-level data
▲ Demographics▲ Growth Trends▲ Lifestyle Segmentation▲ Social Values▲ Purchase Behaviour▲ Media Use
MediaMediaMedia
LocationsLocationsConsumerSpending
ConsumerConsumerSpendingSpending
ValuesValuesValues
Business ProfilesBusiness ProfilesBusiness Profiles
Software &GeoFiles
Software &Software &GeoFilesGeoFiles
LifestyleLifestyleLifestyle
DemographicsDemographicsDemographics
FinancialBehaviourFinancialFinancial
BehaviourBehaviour
Health IndicatorsHealth IndicatorsHealth Indicators
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Applications
Used to improve execution of business strategies, such as:
• Customer/channel profiling acquisition & retention
• Segmentation
• Cross-selling
• Multicultural strategies
• Market and Site analysis / selection
• Strategic planning
• Media planning
• Brand & communications strategy
• Direct marketing
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Environics Analytics
• Founded in 2003; a team of experienced, consultative geodemographers
Jan Kestle, President (former president of Compusearch)
Dr. Tony Lea, Senior Vice President & Chief Methodologist (creator of geodemographic cluster systems for 30 years)
Dr. Doug Norris, Senior Vice President & Chief Demographer (former Director General, Social & Demographic Statistics at Statistics Canada)
…plus 30 others, many with 10+ years of geodemographic experience
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Some organizations we work with include…
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Example of a Geodemographic Cluster System: PRIZM
• Consumer segmentation based on neighbourhoods
• Segments created using demographics, urbanity and Social Values
• Used to understand and target lifestyles, purchase preferences, media use, and mindsets/motivators
Clusters Around TorontoSample Locations of Selected Clusters
©2007 Environics Analytics Group Ltd.
Social Group SESI Description Count
% Comp Count
% Comp % Pen Index
U1 01 Cosmopolitan Elite 2 015 0.70 4 009 0.64 50.26 109U1 02 Urbane Villagers 9 495 3.28 21 880 3.48 43.40 94U1 08 Money & Brains 4 542 1.57 11 070 1.76 41.03 89S1 03 Suburban Gentry 1 124 0.39 2 672 0.43 42.07 91S1 11 Pets & PCs 52 478 18.12 113 021 18.00 46.43 101E1 07 Winner's Circle 52 833 18.25 115 339 18.37 45.81 99E1 12 God's Country 630 0.22 1 470 0.23 42.86 93S2 04 Asian Affluence 3 946 1.36 8 857 1.41 44.55 97S2 20 South Asian Society 39 513 13.65 77 851 12.40 50.75 110S2 22 Asian Up-and-Comers 130 0.04 373 0.06 34.85 76S2 24 Suburban Rows 31 295 10.81 66 301 10.56 47.20 102U2 17 Cluttered Nests 7 566 2.61 19 652 3.13 38.50 83U2 40 New Italy 3 865 1.33 12 396 1.97 31.18 68U2 41 Old World Style 5 466 1.89 13 646 2.17 40.06 87U3 05 Young Digerati 920 0.32 1 189 0.19 77.38 168E2 18 Blue-Collar Comfort 12 422 4.29 25 495 4.06 48.72 106S3 35 Grey Pride 5 296 1.83 15 432 2.46 34.32 74U4 27 Startups & Seniors 2 717 0.94 7 135 1.14 38.08 83U4 46 Lunch at Tim's 145 0.05 374 0.06 38.77 84U5 33 Newcomers Rising 47 510 16.41 101 606 16.18 46.76 101U5 65 Big City Blues 1 447 0.50 2 926 0.47 49.45 107U7 55 Single City Renters 1 245 0.43 3 010 0.48 41.36 90U7 61 Park Bench Seniors 2 034 0.70 2 187 0.35 93.00 202UN 67 Unclassified 930 0.32 0 0.00 0.00 100
Total 289 564 100.00 627 891 100.00 46.12 100
Mississauga Library - MembersCompared to Mississauga Population
Population PenetrationMembersCluster
Ranked by Social Group
0 20 40 60 80 100 120 140 160 180 200Index
Non user membership rate*
40.3% 37.5% 30.8%
Highest membership rate*
54.2% 51.6% 51.1%
(*of clusters >1% of Mississauga population)
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Non User ClustersDemographics
• Empty-nesters & older families• Below-average incomes• Mixed houses and apartments• Below-average presence of
immigrants; Southern European where present
VariableLow
Usage Mississauga Index VariableLow
Usage Mississauga Index
Total Households (2008) 33 625 242 536Total Population (2008) 88 453 735 708 Less than grade 9 11.05% 7.01% 157
Grades 9 to 13 28.91% 25.79% 112Under 25 years 0.96% 1.51% 63 Trades certificate or diploma 10.29% 8.76% 11725 to 34 years 9.35% 14.88% 62 College 22.80% 24.19% 9435 to 44 years 17.26% 25.36% 68 University 26.95% 34.25% 7845 to 54 years 22.45% 26.62% 84 Age 15-24 attending school 68.30% 69.36% 9855 to 64 years 20.26% 17.21% 11765 to 74 years 16.09% 8.66% 185 In the labour force (15+) 65.97% 71.66% 9275 years or over 13.64% 5.76% 236 Employed 63.55% 68.72% 92Median Age 55.0 48.1 114 Unemployed 2.98% 3.84% 77
Not in the labour force 33.47% 27.43% 1221 person 22.88% 16.22% 141 White Collar 31.01% 29.95% 1032 persons 31.78% 24.55% 129 Service Sector 37.32% 38.94% 953 persons 17.42% 19.69% 88 Blue Collar 30.83% 29.86% 1034+ persons 27.93% 39.53% 70 Self-employed 11.75% 10.25% 114
Female Participation 60.72% 67.01% 90Family 78.63% 87.21% 90 Couples With Children 38.47% 51.56% 74 In Different CSD of Residence 42.12% 40.75% 103 Couples Without Children 29.40% 22.92% 128 At Home 6.01% 5.60% 107 Lone-parent 10.77% 12.73% 84 No fixed workplace address 8.67% 7.57% 1141 Family Households 71.66% 76.33% 93Multiple-Family Households 3.23% 5.14% 62 Car, Truck, Van 82.45% 82.52% 99Non-Family Households 25.12% 18.53% 135 Public transit 13.76% 14.30% 96
Walked 2.74% 2.35% 116Single (never married) 29.43% 30.65% 96 Bicycle 0.44% 0.25% 178Married (not separated) 53.82% 56.56% 95Widowed 7.24% 4.60% 157 Average Household Income $86 589 $96 957 89Divorced 6.61% 5.35% 123Separated (legally married) 2.90% 2.84% 102
English only 89.85% 88.87% 101Under 6 years of age 15.71% 19.15% 82 French only 0.02% 0.08% 316-14 years 30.49% 33.76% 90 English and French 7.67% 7.88% 9715-17 years 11.12% 11.74% 94 Neither English nor French 2.46% 3.18% 7718-24 years 23.68% 21.82% 10825 years and over 19.01% 13.54% 140 Non-immigrant population 56.81% 49.04% 115
Born in province of residence 48.78% 42.43% 114 Born outside province of residence 8.02% 6.61% 121
Owned 79.56% 75.70% 105 Immigrant population 42.71% 50.15% 85Rented 20.44% 24.30% 84Band housing 0.00% 0.00% 0 Before 1961 20.69% 7.60% 272
1961-1970 21.74% 11.79% 184Houses 64.61% 66.59% 97 1971-1980 18.31% 17.73% 103 Single-detached house 47.78% 40.92% 116 1981-1990 17.78% 22.93% 77 Semi-detached house 10.06% 11.70% 86 1991-1995 11.04% 18.92% 58 Row house 6.77% 13.97% 48 1996-2001 10.44% 21.04% 49Apartments 31.77% 30.11% 105 Low-Rise (<5 Floors) 10.22% 6.77% 150 1st (Immigrants) 46.40% 56.34% 82 High-Rise (5+ Floors) 21.55% 23.33% 92 2nd (Cdn-born Children of Immigrant) 25.18% 20.98% 120Detached Duplex 3.44% 3.18% 108 3rd+ (Cdn-born Children of Cdn-born Par 28.42% 22.68% 125Movable dwelling 0.08% 0.06% 132
Visible Minority: Chinese (2008) 3.02% 6.26% 48Before 1946 3.90% 1.30% 311 Visible Minority: South Asian (2008) 4.24% 15.18% 271946-1960 19.30% 6.10% 314 Visible Minority: Black (2008) 2.62% 6.27% 411961-1970 23.40% 11.40% 206 Visible Minority: Latin American (2008) 0.77% 1.56% 491971-1980 26.90% 21.00% 127 Mother Tongue: Italian (2008) 5.26% 2.85% 1841981-1985 9.10% 10.60% 85 Mother Tongue: Portuguese (2008) 5.32% 3.12% 1701986-1990 5.20% 12.50% 41 Mother Tongue: Greek (2008) 0.79% 0.52% 1511991-1995 1.60% 9.70% 16 Aboriginal (2001) 0.49% 0.34% 1411996-2000 4.70% 10.80% 43 Religion: Christian (2001) 81.40% 69.79% 1162001-2006 1.80% 10.00% 18 Religion: Muslim (2001) 2.74% 6.92% 39After 2006 4.10% 6.50% 63 Religion: Jewish (2001) 0.18% 0.31% 57
Religion: Buddhist (2001) 1.34% 1.92% 69Moved in past year 8.77% 13.89% 63 Religion: Hindu (2001) 1.63% 4.83% 33
Religion: Sikh (2001) 0.66% 3.86% 17Average Dwelling Value $246 008 $227 618 108 Religion: No religion (2001) 10.97% 11.90% 92
Selected Ethno-Cultural (2008 & 2001)
Marital Status (2008)
Age of Children at Home (2008)
Dwelling CharacteristicsHousing Tenure (2008)
Knowledge of Official Language (2001)
Immigration Status (2008)
Period of Immigration (2001)
Generation (2001)
Language, Immigration & Ethno-Cultural
Mobility (2001)
Dwelling Value (2001)
Household Characteristics Education & Employment
Age of Household Maintainer (2008)
Household Type (2008)
Housing Type (2008)
Age of Housing (2008)
Place of Work (2001)
Household Income (2008)
Commuting (2008)
Demographic ReportTarget Group: Low Usage vs Mississauga CSD
Education (2008)
Labour Force (2001)
Size of Household (2008)
Non User
Non User
Non User
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Non User ClustersSocial Values
• Emotion, Intuition & Connection• Looking for emotional experiences; trust their intuition• Seek to connect with others; connected to the world at
large
• Conflicted about work• Enjoy their careers, but want to spend time on other
things
• Low need for control and creativity• Paternalistic towards children
0076 Personal Creativity (P) 20.47 17.07 830036 Equal Relationship with Youth (P) 19.23 15.65 810067 Need for Autonomy (P) 9.13 7.29 800002 Adaptability to Complexity in Life (P) 6.21 4.37 70
Total Market% Pen % Pen Index
0045 Flexibility of Personality (P) 15.99 20.41 1280080 Pursuit of Intensity and Emotional Experiences (P) 20.57 24.97 1210059 Intuition (P) 7.33 8.83 1200023 Connectivity (P) 14.06 16.93 1200047 Fulfillment Through Work (P) 19.72 23.30 1180089 Reprioritizing of Work (P) 22.09 26.06 1180093 Search for Roots (P) 17.57 20.59 1170014 Belonging to the Global Village (P) 29.21 33.79 116
Compared to Ontario
Var No.
Low UsageAttribute
Attribute Ranking – Social Value TrendsTarget Group: Mississauga Libraries – Low Usage
Non User
Non User
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Non User Clusters - Activities
• Ideas?
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BBM Sports & Leisure Rankings
This group does the following at above average rates:• Attend small outdoor stages/parks• Attend music festivals• Visit historical sites• Go cross country skiing• Attend community theatres• Buy hospital lottery tickets• Attend professional figure skating events
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3 Branches – Different ClienteleCumulative Count as % of Total Customers
0%
10%
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Distance (km)
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Points represent the percentage of all customers located within the upper limit of the corresponding distance band.
Cumulative Count as % of Total Customers
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Distance (km)
Cum
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Points represent the percentage of all customers located within the upper limit of the corresponding distance band.
Cumulative Count as % of Total Customers
0%
10%
20%
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90%
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0
0 - 0
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Distance (km)
Cum
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Cou
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Points represent the percentage of all customers located within the upper limit of the corresponding distance band.
56.1% 15.1% 5.4%
73.4% 13.6% 4.7%
19.7% 16.4% 16.0%
Cooksville
Courtney-park
Central
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3 Branches – Different Social Values
• Courtneypark area is more tech-savvy, but less open to connecting with others
• Cooksville values are consistent with recent immigrants finding their way in a new society
Variable Central (4km)Cooksville
(2km)Courtneypark
(3.5km)Enthusiasm for Technology 109 103 127Time Management Technology 100 101 121Adaptability to Complexity in Life 109 128 94Advertising as Stimulus 115 126 89Fear of Violence 107 131 88Search for Roots 104 130 86Connectivity 96 79 95New Social Responsibility 102 80 108
Index vs. Ontario
Selected Social ValuesMississauga Public Library Branches
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3 Branches – Different Leisure Activities
Variable
% Penetration Index % Penetration Index % Penetration IndexZoos/Aquariums/Animal Parks 23.90 99 23.12 96 28.66 119Sporting Events 17.71 94 13.89 74 26.06 138Pet Shows 2.56 102 2.99 120 2.34 93Ski Shows 0.99 94 0.92 88 1.39 133Attend Tennis Matches 5.50 103 6.13 114 4.38 82Pilates/Yoga 17.70 99 16.00 89 21.55 120
Central (4km) Cooksville (2km) Courtneypark (3.5km)
Compared to City of Mississauga
Selected Sports & Leisure (BBM RTS)Mississauga Public Library Branches
Average indices for all activities Attendance at Pet
shows and tennis matches are above average and sporting events are below average
Attendance at zoos, sporting events, ski shows, and pilates/yoga are above average and attending tennis matches are below average
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Actual vs. Potential Analysis
• The PRIZM profile of library members sets an “expected” rate of membership for each cluster
• Areas of the city can be evaluated against that benchmark or expectation to determine where membership exceeding or falling short of expectations
Blue areas are attracting membership at below-average rates
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In Summary
The project helped:
• Round out knowledge of non-users
• Understand the catchment areas of branches
• Identify areas for potential to improve usage
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Questions?
Contact information:[email protected]
Also, Rupen Seoni will be at:SimplyMap’s booth (T-14)
