Prizm C2 Handbook 2011 1j4o6w

Marketer's Handbook 2011

PRIZMC2 Marketers Handbook Copyright ©2011 Environics Analytics This document may not be copied or reproduced without the permission of Environics Analytics Group Ltd. PRIZMC2 is a product of Environics Analytics Group Ltd. PRIZMC2 is based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM and selected PRIZMC2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission. Claritas Inc. is a Sales Agent for Environics Analytics in the United States. Sources of data shown include Environics Research, Print Measurement Bureau, BBM RTS Canada and Delvinia (all used with permission). Icon illustrations by Scott Brooks, [email protected]

DISCLAIMER: This PRIZMC2 Marketers Handbook displays indices for a selection of demographics, product and activity preferences and attitudes. Each index pertains to a particular selection of variables for a particular time period and benchmark. These indices cannot replace profiling of current data or other customized analysis. Making marketing decisions based solely on these examples can lead to errors. Please ask your Environics Analytics Group representative for advice regarding the use of these data and the PRIZM C2 Links from which they were derived. Environics Analytics Group, Inc. believes that the information in this handbook is accurate as of the publication date, but no warranty or fitness is implied. The information is provided on an as is basis. Environics Analytics Group, Inc. will not be responsible for errors or omissions. All information in this handbook is subject to change without notice.

For more information, please : Julia Vasilev Marketing Manager 55 York Street – 10th Floor Toronto, Ontario, Canada M5J 1R7 416. 969.2733 [email protected]

PRIZMC2 Marketers Handbook

Contents (By Social Group)

Putting PRIZMC2 To Work

1

U1

4

01 - Cosmopolitan Elite 02 - Urbane Villagers 08 - Money & Brains 09 - Furs & Philanthropy

S1 03 - Suburban Gentry 06 - Nouveaux Riches 11 - Pets & PCs

E1 07 - Winner's Circle 10 - Mr. & Ms. Manager 12 - God's Country

U2 04 - Young Digerati 15 - Electric Avenues 31 - Grads & Pads

S2 05 - Asian Affluence 20 - Asian Up-and-Comers 21 - South Asian Society 29 - Suburban Rows

E2 22 - Blue-Collar Comfort 23 - Fast-Track Families 30 - Exurban Crossroads 41 - White Picket Fences

U3 13 - Continental Culture 18 - Cluttered Nests 33 - New Italy 37 - Old World Style

S3 16 - Mini Van & Vin Rouge 26 - La Vie est Belle 47 - Les Québécois Sportifs 61 - Les Seniors

S4 14 - Upward Bound 19 - Rods & Wheels 24 - Nearly Empty Nests 38 - Grey Pride 43 - Simple Pleasures

R1 27 - Fields of Dreams 32 - New Homesteaders 34 - Big Sky Families

T1 25 - Tools & Trucks 39 - Ontario Originals 40 - Heartlanders 56 - Golden Ponds

5 7 9 11

14 15 17 19

22 23 25 27

30 31 33 35

38 39 41 43 45

48 49 51 53 55

58 59 61 63 65

68 69 71 73 75

78 79 81 83 85 87

90 91 93 95

98 99 101 103 105

PRIZMC2 Marketers Handbook

E3 36 - Les Traditionnelles 45 - Petites Banlieues 50 - Villes Tranquilles

U4 28 - Startups & Seniors 51 - Lunch at Tim's 53 - Mobility Blues 54 - Crafting & Curling

T2 35 - Le Québec Rustique 58 - La Vie Bucolique 65 - Bons Vivants

R2 55 - Back Country Folks 57 - Down on the Farm 63 - First Nations Families

U5 42 - Urban Spice 46 - Newcomers Rising 64 - Big City Blues

U6 17 - Les Chics 48 - Jeunes et Actifs 52 - La Cité Nomade 66 - Survivre en Ville

U7 44 - Rooms with a View 49 - Daytrippers & Nightowls 59 - Solo Scramble 60 - Single City Renters 62 - Park Bench Seniors

Appendix

108 109 111 113

116 117 119 121 123

126 127 129 131

134 135 137 139

142 143 145 147

150 151 153 155 157

160 161 163 165 167 169

172

PRIZMC2 Marketers Handbook

Contents (By Cluster)

Putting PRIZMC2 To Work

1

01 - Cosmopolitan Elite

5

02 - Urbane Villagers

7

03 - Suburban Gentry

15

04 - Young Digerati

31

05 - Asian Affluence

39

06 - Nouveaux Riches

17

07 - Winner's Circle

23

08 - Money & Brains

9

09 - Furs & Philanthropy

11

10 - Mr. & Ms. Manager

25

11 - Pets & PCs

19

12 - God's Country

27

13 - Continental Culture

59

14 - Upward Bound

79

15 - Electric Avenues

33

16 - Mini Van & Vin Rouge

69

17 - Les Chics

151

18 - Cluttered Nests

61

19 - Rods & Wheels

81

20 - Asian Up-and-Comers

41

21 - South Asian Society

43

22 - Blue-Collar Comfort

49

23 - Fast-Track Families

51

24 - Nearly Empty Nests

83

25 - Tools & Trucks

99

26 - La Vie est Belle

71

27 - Fields of Dreams

91

28 - Startups & Seniors

117

29 - Suburban Rows

45

30 - Exurban Crossroads

53

31 - Grads & Pads

35

32 - New Homesteaders

93

33 - New Italy

63

34 - Big Sky Families

95

35 - Le Québec Rustique

127

36 - Les Traditionnelles

109

37 - Old World Style

65

38 - Grey Pride

85

PRIZMC2 Marketers Handbook 39 - Ontario Originals

101

40 - Heartlanders

103

41 - White Picket Fences 42 - Urban Spice 43 - Simple Pleasures

55 143 87

44 - Rooms with a View

161

45 - Petites Banlieues

111

46 - Newcomers Rising

145

47 - Les Québécois Sportifs

73

48 - Jeunes et Actifs

153

49 - Daytrippers & Nightowls

163

50 - Villes Tranquilles

113

51 - Lunch at Tim's

119

52 - La Cité Nomade

155

53 - Mobility Blues

121

54 - Crafting & Curling

123

55 - Back Country Folks

135

56 - Golden Ponds

105

57 - Down on the Farm

137

58 - La Vie Bucolique

129

59 - Solo Scramble

165

60 - Single City Renters

167

61 - Les Seniors

75

62 - Park Bench Seniors

169

63 - First Nations Families

139

64 - Big City Blues

147

65 - Bons Vivants

131

66 - Survivre en Ville

157

Appendix

172

PRIZMC2 Marketers Handbook

PRIZMC2 Marketer's Handbook - 2011

Putting

Page 1

to Work

PRIZMC2 provides greater targeting precision by answering key marketing questions: WHO are my customers? Environics Analytics’ expert researchers have the databases and geographical information to help you find your customers and gain valuable insight into who they are, where they live, what they do and how they think. PRIZM C2 links your customer data with neighbourhood demographics, syndicated survey data and marketing research. It reveals what types of consumers are most likely to use your product or service, and it highlights which similar segments will form a target group to produce the greatest marketing efficiency and reach.

WHAT are they like? Once you have identified and defined your consumer targets, you can use PRIZMC2 to explain consumer behaviour. Reflecting the diversity of Canada’s consumer society, PRIZMC2 features 15 francophone segments and 13 multicultural segments. To make the system even more valuable for you, we partnered with key Canadian providers of media and marketing databases, resulting in over 11,000 PRIZMC2 coded variables to help you match your company’s products and services to those most receptive to them.

WHAT do they buy? PRIZMC2 provides important insight on sales potential within your markets through its ability to predict purchasing preferences across all types of industries. You can zero in on the usage patterns for any type of product, service, brand or category—from the local market to the national level. PRIZMC2 can also provide valuable insights into your competitors’ market share.

WHERE can I find them? With our segmentation system, PRIZMC2, and an extensive list of linked databases, Environics Analytics can identify potential customers, analyze their key attitudes and behaviours, locate them on the ground and help you execute campaigns to find and keep them. You can discover where your current customers or prospects live and locate more people like them--anywhere in Canada and, through a partnership with U.S.-based The Nielsen Company, anywhere in North America.

PRIZMC2 Marketer's Handbook - 2011

Page 2

HOW can I reach them? Once you understand your targets, you can use PRIZMC2 to evaluate the best ways to reach them. For media planning, you can learn which magazines and newspapers they read, and which cable or radio shows they prefer. For direct marketing, you can define selection criteria for mailing lists. From merchandising and media planning to customer profiling and site analysis, we provide you with costeffective solutions so you deliver the right message to the right customer at the right time.

We are here to help Environics Analytics is the premier marketing and analytical services company in Canada—your one-stop resource for everything you need to find and keep your customers. Well help profile your customers, identify your best prospects, provide insights into how they live and develop effective marketing campaigns to reach them. Specifically, we can help you with the following services: -Finding your customers -Providing customer insights -Targeting potential clients -Evaluating sites -Analyzing sales territories -Planning media

NOTE: How to Read the Cluster Distribution Charts Each cluster description page includes a chart similar to the one at the right. The red bar shows the percentage of Canadian households in each region across the country. The blue bar shows the percentage of that clusters households in the same region.

PRIZMC2 Marketer's Handbook - 2011

Page 3

PRIZMC2 Marketer's Handbook - 2011

Page 4

U1 - Urban Elite The most affluent Canadian households belong to Urban Elite, the social group that ranks at the top of many demographic measures: income, home value and educational achievement. With their university degrees and positions as executives and professionals, these middle-aged and older residents tend to live in fashionable homes in big-city neighbourhoods and inner suburbs. Befitting their lofty incomes, Urban Elite are big consumers of gourmet food, expensive clothes, luxury cars, investment products and travel services. Many are culture buffs who attend plays, ballets, operas and concerts all at high rates. They‟re also involved in their communities, active in politics and the financial contributors to a variety of causes.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.56 10.37 14.68 22.95 30.36 8.94 5.65 2.49

83 96 111 83 107 115 121 128

Mother Tongue English French Non-Official

71.73 4.57 22.47

127 22 103

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

26.56 20.35 17.56 18.02 14.57 9.55 9.44 10.50

123 159 153 123 90 72 69 59

Visible Minority Yes

15.19

84

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.93 62.08 11.99

80 121 74

Mode of Transport Car Public Transit

80.33 11.98

100 109

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

79.69 18.92 0.29

92 163 99

Occupation Primary Blue Collar Service Sector White Collar

1.74 13.78 34.56 46.99

39 59 88 151

Education No cert/dipl/deg High school cert Trade College Some university University degree

10.25 20.68 4.20 14.20 6.47 44.19

48 81 41 81 121 219

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.26 9.21 15.09 23.74 22.75 14.31 13.64

39 60 80 104 123 125 138

Size 1 Person 2 People 3 People 4+ People

20.66 33.93 15.87 29.53

75 101 100 129

Households

Cluster %

Index Canada

24.30 51.39 38.75

75 114 99

9.86

62

16.01 34.75 13.54 24.58 11.11

77 96 105 124 108

Cluster %

Index Canada

86.63 13.37 0.00

126 43 1

Period of Construction <1946 14.11 1946-1960 20.22 1961-1970 14.76 1971-1980 12.33 1981-1990 13.32 1991-1995 4.36 1996-2000 4.59 2001-2006 4.84 >2006 11.47

124 153 116 69 86 65 75 61 135

Type Single Semi Row Duplex Low-rise High-rise Mobile

134 75 79 81 35 80 4

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

73.79 3.57 4.47 4.29 6.37 7.37 0.05

215

PRIZMC2 Marketer's Handbook - 2011

Page 5

U1 01 - Cosmopolitan Elite Very wealthy middle-aged and older families Population

157,875 (0.46% of Canada)

Households

52,698 (0.38% of Canada)

Average Household Income

$471,712

Housing Tenure

Homeowners

Education

University

Occupation

White Collar

Ethnic Presence

Medium Discriminating Consumerism

Sample Social Value

Canada‟s wealthiest lifestyle, Cosmopolitan Elite is an urban oasis for both new-money entrepreneurs and the heirs to old-money fortunes. With household incomes five times the national average, this segment remains concentrated in a handful of established neighbourhoods— like Montreal‟s Westmount, Toronto‟s Forest Hill, Calgary‟s Mount Royal and West Vancouver. Here, super-rich, middle-aged families and older couples live in million-dollar homes, drive luxury imports and the arts, frequenting the opera, ballet, symphony and theatre. They‟re fitness-minded Canadians who belong to health clubs, work out at home and enjoy Pilates, yoga and cross-country skiing. Active in the community, they like to attend sporting events and arts festivals in addition to volunteering on community projects and donating to a variety of causes—an impulse reflected in their belief in spending money wisely. Despite increasing in size by two-thirds since 2001, Cosmopolitan Elite is still the smallest Canadian cluster and represents only 0.38 percent of the nation's households. But what it lacks in size it more than makes up for in the affluence of its residents. These universityeducated professionals and executives are wise and wealthy—the average household income is more than $470,000—and they have high rates for buying stocks, acquiring the latest in computers and shopping for gourmet foods. The cluster features some diversity: about a fifth of residents are older immigrants. But nearly half the of Cosmopolitan Elite are Canadian-born families who gain an international perspective by vacationing abroad—especially to cultured locales across Europe and winter getaways in Mexico and the Caribbean.

Where They Live Westmount (QC), Toronto (ON), Rocky View No. 44 (AB), West Vancouver (BC), Calgary (AB), Ottawa (ON), Oakville (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think The residents of Cosmopolitan Elite are educated, upscale and comfortable in their skin. They feel that they‟re in control of their lives (Control of Destiny) and take pride in making decisions based on logic and reason (Hyper-Rationality). Despite their enormous wealth, these Canadians do not want to be defined by the things they own: their overall profile indicates that they would rather use their resources to make a contribution than make a splash. of Cosmopolitan Elite see themselves as citizens not only of their local communities (strong on Community Involvement), but of the world: they have a sense of Belonging to the Global Village, no doubt bolstered by their travel experiences. Cosmopolitan Elite consider conscientiousness important to the good life: they reject the Pursuit of Happiness to the Detriment of Duty, and New Social Responsibility is among their strongest values. Just as they exercise discernment about money in life (Discriminating Consumerism), they aim to dispatch their resources thoughtfully when they die (Legacy). Cosmopolitan Elite residents appreciate marketing efforts that appeal to their open-minded, sophisticated outlook on the world.

PRIZMC2 Marketer's Handbook - 2011

Page 6

How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.67 11.29 16.85 21.48 31.18 8.26 4.58 1.67

85 105 127 78 110 107 98 86

Mother Tongue English French Non-Official

75.40 3.49 20.02

134 17 92

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

23.68 17.88 17.37 21.40 15.63 9.15 8.69 9.87

110 140 151 147 96 69 64 55

Visible Minority Yes

15.77

87

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

26.18 65.35 8.47

81 127 52

Mode of Transport Car Public Transit

82.91 10.79

103 98

Class of Worker Employed Self-Employed Unpaid

72.02 26.52 0.42

83 228 140

Occupation Primary Blue Collar Service Sector White Collar

3.78 11.44 27.93 54.22

85 49 71 174

Education No cert/dipl/deg High school cert Trade College Some university University degree

8.64 16.86 2.46 10.73 6.29 55.02

40 66 24 62 117 273

Adult Population

Households

Cluster %

Leisure

Index art galleries/museums/science centres Canada

ballets/operas/symphonies basketball 24 health club 49 73 travel to Italy

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

0.77 7.43 13.82 26.82 25.14 15.12 10.91

118 Shopping 136 personal computers 132 golf equipment 111

Size 1 Person 2 People 3 People 4+ People

15.61 30.99 15.21 38.19

93 95 Media 167 The Globe and Mail

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

18.84 58.06 34.56 7.38

Age of Children <6 6-14 15-17 18-24 25+

13.75 37.40 14.78 25.08 8.99

Dwellings Tenure Owned Rented Band Housing

Cluster %

gourmet food stores Holt Renfrew 56 The Shoe Company

business and finance magazines 58 golf programs 129 classical/fine arts radio 88 online newspapers 46 66 104 115 126 88

Index Financial Canada $500,000+ in securities and savings

stocks 91.56 8.44 0.00

133 will/estate planning 27 RRSP maximum contributions 0 donations to alumni groups

Period of Construction <1946 20.86 1946-1960 14.78 1961-1970 9.70 1971-1980 8.07 1981-1990 11.58 1991-1995 5.24 1996-2000 5.52 2001-2006 6.94 >2006 17.32

183 112 76 45 75 79 90 88 204

Type Single Semi Row Duplex Low-rise High-rise Mobile

148 86 29 34 25 66 4

Dwelling Value Index

Food/Drink fish and seafood organic vegetables meal replacement drinks/bars specialty coffees European wine

81.62 4.10 1.66 1.81 4.53 6.14 0.05

Automotive SUVs midsize cars $40,000+ on latest vehicle Acura Volvo Attitudes "I consider myself to be sophisticated" "If I see something interesting in a store, I will usually buy it on impulse" "Brand name is the best indicator of quality" "A person's career should be their first priority" "I am better informed about nutrition than the average person"

391

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

PRIZMC2 Marketer's Handbook - 2011

Page 7

U1 02 - Urbane Villagers Wealthy, middle-aged urban sophisticates Population

428,574 (1.24% of Canada)

Households

151,399 (1.10% of Canada)

Average Household Income

$240,455

Housing Tenure

Homeowners

Education

University

Occupation

White Collar

Ethnic Presence

Medium Social Learning

Sample Social Value

Located in Canada‟s largest metros, Urbane Villagers is a prosperous world of stately homes and high-end cars, charity auctions and health club hips. The nation‟s second wealthiest cluster, it‟s characterized by married couples with university degrees and university-aged children, and includes a significant percentage of European, Asian and Middle Eastern immigrants. With their hefty salaries—the average household income is more than $240,000—Urbane Villagers enjoy the trappings of wealth: vacation cottages and boats, trips abroad and tickets to professional sporting events. But these Canadians also tend to be involved in their communities as progressive and philanthropic of cultural, political and environmental groups; one of their highest-rated values is an interest in diversity. Slightly younger and less affluent than Canada's top-ranked citizens, Urbane Villagers residents are among the leading contributors to ed education and retirement plans. They like to spend their leisure time skiing, playing racquet sports and doing yoga or Pilates. These sophisticates are also a bit more style-conscious and less formal in their consumption patterns. Inclined to shop at stores like Banana Republic and Club Monaco, the men are likely to have bought expensive jewellery, watches and clothing. Although they're able to afford flying business and first class, of this group are not above flying economy as part of a vacation package to Disney World, the Caribbean, Europe or the United Kingdom. They score near the top for buying books and newspapers, cameras and Australian wine, and they're also heavily involved in the arts, as both benefactors and patrons of museums, art galleries, orchestras and the theatre.

Where They Live Mont-Royal (QC), West Vancouver (BC), Oakville (ON), Westmount (QC), Beaconsfield (QC), Toronto (ON), Calgary (AB), Aurora (ON), Wood Buffalo (AB)

Penetration Index ___ High ___ Average ___ Low

How They Think of Urbane Villagers are at ease in the world. Scoring high on Adaptability to Complexity in Life and Adaptive Navigation, these Canadians are not afraid of change: they relish it. They are open to—not threatened by—the world beyond Canada, ing high scores on Belonging to the Global Village. They also score high on the value Cultural Fusion, suggesting that they see the mixing of people from different backgrounds as enriching, not damaging. Consistent with their openness to change, Urbane Villagers residents do not feel bound by their own past or background. They place a high priority on a youthful and attractive body (scoring high on the Importance of Physical Beauty) and like to tap their Vitality to maintain their appearance. They are unenthusiastic about exploring the history of their family or ethnic group (scoring low on Search for Roots) and feel no great sense of identification with the region where they live. With money to burn, Urbane Villagers are attracted to well-designed products that reflect their interest in the Importance of Aesthetics and Pursuit of Originality. But these households are also prudent with their money, scoring above average on Saving on Principle (a value that is borne out in their high savings rates). For Urbane Villagers residents, the ability to embrace change rests on a foundation of financial security.

PRIZMC2 Marketer's Handbook - 2011

Page 8

How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.48 10.59 15.35 23.44 31.04 8.53 4.72 1.85

81 98 116 85 109 110 101 95

Mother Tongue English French Non-Official

70.97 4.45 23.28

126 22 107

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

27.31 17.83 18.44 19.45 14.62 9.69 9.89 10.08

127 139 161 133 90 73 72 56

Visible Minority Yes

18.24

101

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

26.87 62.93 10.20

83 123 63

Mode of Transport Car Public Transit

79.58 12.57

99 115

Class of Worker Employed Self-Employed Unpaid

76.65 22.00 0.34

89 189 115

Occupation Primary Blue Collar Service Sector White Collar

2.45 13.37 32.20 49.11

55 57 82 157

Education No cert/dipl/deg High school cert Trade College Some university University degree

8.96 18.58 3.49 13.35 6.64 48.98

42 73 34 77 124 243

Adult Population

Households

Cluster %

Leisure

Index theatres Canada

garden shows baseball 36 health clubs 60 84 travel to

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.14 9.21 15.81 25.33 24.08 14.03 10.40

111 Shopping 130 personal video recorders 122 iPads 105

Size 1 Person 2 People 3 People 4+ People

19.11 31.91 15.79 33.19

95 99 Media 145 sports newspaper sections

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

22.74 55.15 36.70 8.15

Age of Children <6 6-14 15-17 18-24 25+

15.40 35.11 13.94 24.88 10.67

Dwellings Tenure Owned Rented Band Housing

Cluster %

specialty clothing stores Harry Rosen 69 Best Buy

news and current affairs magazines 70 Bravo! 123 news/talk radio 94 online radio 51 74 97 108 125 104

Index Financial Canada $500,000+ in securities and savings

mutual funds 86.42 13.58 0.00

126 online stock trading 44 RESPs 1 donations to cultural groups

Period of Construction <1946 17.77 1946-1960 13.94 1961-1970 9.15 1971-1980 9.84 1981-1990 14.57 1991-1995 5.52 1996-2000 7.13 2001-2006 5.78 >2006 16.28

156 105 72 55 94 83 117 73 192

Type Single Semi Row Duplex Low-rise High-rise Mobile

133 80 82 57 39 84 9

Dwelling Value Index

Food/Drink organic meat fresh vegetables soft cheese olive oil Australian wine

73.43 3.81 4.64 3.04 7.11 7.79 0.12

Automotive sedans compact cars $30,000-$40,000 on latest vehicle BMW Honda Attitudes "I like to work on community projects" "I‟m willing to pay more for enviro-friendly products" "When shopping for clothes, I generally look for designer labels" " I enjoy being extravagant" "I am careful of what I eat in order to keep my weight under control"

275

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

PRIZMC2 Marketer's Handbook - 2011

Page 9

U1 08 - Money and Brains Upscale, educated couples and families Population

635,094 (1.84% of Canada)

Households

244,719 (1.78% of Canada)

Average Household Income

$124,930

Housing Tenure

Homeowners

Education

University

Occupation

White Collar

Ethnic Presence

Medium Community Involvement

Sample Social Value

The residents of Money & Brains seem to have it all: high incomes, advanced degrees and sophisticated tastes to match their credentials. Many of these Canadians are empty-nesters or married couples with university-aged children who live in older, fashionable homes in urban neighbourhoods. With nearly 40 percent holding university degrees, Money & Brains consumers exhibit cultured sensibilities in the marketplace. They have high rates for going to the theatre, symphony, art galleries and the ballet. At home, they read lots of books, listen to classical music radio stations and subscribe to business, news and travel magazines. A politically active cluster, residents here rank high for working on community projects, serving as volunteers and writing letters to public officials. They also a long list of philanthropic causes, exercising their well-developed social conscience with both their time and money. Money & Brains is one of the top clusters for buying financial products. These savvy Canadians invest in virtually every kind of mutual fund available. But these households are also home to a significant proportion of young adults living with their parents, and surveys reveal the popularity of a number active pastimes enjoyed by all family , from skiing and doing aerobics to patronizing nightclubs, community theatres and rock concerts. To reach Money & Brains consumers, marketers typically place ads in business and travel publications, during TV golf shows and in the programs of jazz festivals. The residents of Money & Brains like to cultivate both mind and body.

Where They Live Ottawa (ON), Oak Bay (BC), Saanich (BC), North Saanich (BC), London (ON), North Vancouver (BC), Burlington (ON), Beaconsfield (QC), Hudson (QC), Pointe-Claire (QC), Regina (SK)

Penetration Index ___ High ___ Average ___ Low

How They Think The residents of Money & Brains have cultivated comfortable and fulfilling lives centred on personal wellbeing. Strong on Effort for Health and Fulfillment Through Work, these Canadians take both their careers and their physical health seriously. They maintain an Ecological Lifestyle, trying to limit their impact on the environment, out of a deep feeling of belonging to one‟s community; they score high on New Social Responsibility and Community Involvement. When it comes to consumption, this cluster has the means to indulge but prides itself on making sound decisions: strong on Discriminating Consumerism, these Canadians will pay for quality and dismiss sub-par products and services. Though they know how to indulge, Money & Brains residents make prudent and considered choices; they reject the Pursuit of Happiness to the Detriment of Duty and will take care that impulse purchases do not overshadow more lasting priorities, including Legacy. In every sphere of life, these Canadians think hard about their choices and hate the idea of others telling them what to do (Rejection of Authority).

PRIZMC2 Marketer's Handbook - 2011

Page 10

How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.31 9.69 13.69 22.60 30.64 9.68 6.50 2.90

78 90 103 82 108 125 139 149

Mother Tongue English French Non-Official

76.55 4.16 18.23

136 20 84

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

22.65 24.21 19.49 17.03 12.96 8.83 8.72 8.76

105 189 170 117 80 66 64 49

Visible Minority Yes

12.27

68

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.03 61.49 13.48

77 120 83

Mode of Transport Car Public Transit

81.28 10.39

101 95

Class of Worker Employed Self-Employed Unpaid

83.71 15.00 0.23

97 129 78

Occupation Primary Blue Collar Service Sector White Collar

1.21 14.37 37.35 44.15

27 61 95 142

Education No cert/dipl/deg High school cert Trade College Some university University degree

11.42 22.72 5.25 15.98 5.99 38.64

54 89 52 92 112 191

Adult Population

Households

Cluster %

Leisure

Index theatres Canada

historical sites tennis 42 aerobics 60 78 travel to the U.K.

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.34 9.24 14.66 22.66 21.90 14.79 15.40

100 Shopping 118 MP3 players 129 books 156

Size 1 Person 2 People 3 People 4+ People

21.55 37.18 16.25 25.03

111 102 Media 109 The Globe and Mail

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

25.24 46.47 42.43 11.10

Age of Children <6 6-14 15-17 18-24 25+

16.54 34.02 13.11 24.46 11.86

Dwellings Tenure Owned Rented Band Housing

Cluster %

bulk food stores Eddie Bauer 78 Talbots

Food & Drink 78 NBA Basketball Playoffs 103 classical/fine arts radio 109 purchase books online 69 79 94 102 123 116

Index Financial Canada mutual funds

stocks 89.26 10.74 0.00

130 private banking package 35 travel insurance 1 donations to political groups

Period of Construction <1946 12.14 1946-1960 24.88 1961-1970 19.60 1971-1980 14.66 1981-1990 10.47 1991-1995 3.10 1996-2000 2.89 2001-2006 4.02 >2006 8.23

107 188 154 82 68 47 47 51 97

Type Single Semi Row Duplex Low-rise High-rise Mobile

144 60 86 98 28 26 1

Dwelling Value Index

Food/Drink fish and seafood skimmed milk corn chips whole coffee beans Australian wine

79.38 2.86 4.88 5.17 5.17 2.45 0.02

Automotive SUVs compact cars $30,000-$40,000 on latest vehicle Subaru BMW Attitudes "I am better informed about nutrition than the average person" "How I spend my time is more important than the money I make" "I tend to buy based on quality, not price" "It's important to buy products from sociallyresponsible/environmentally-friendly companies" "I try to avoid eating pre-packaged foods"

154

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

PRIZMC2 Marketer's Handbook - 2011

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U1 09 - Furs & Philanthropy Upscale, middle-aged and older families Population

162,972 (0.47% of Canada)

Households

58,611 (0.43% of Canada)

Average Household Income

$123,978

Housing Tenure

Homeowners

Education

University

Occupation

White Collar

Ethnic Presence

High Belonging to the Global Village

Sample Social Value

Educated, upscale and nearly half Jewish, Furs & Philanthropy consists of larger families and empty nests concentrated in a few big-city neighbourhoods like the Bathurst Street section of Toronto and Côtes-des-Neiges in Montreal. Many of these growing areas contain firstand second-generation Canadian Jews in addition to recent Russian émigrés. Residents tend to have late teens and older children, own elegant houses or condos and work as white-collar professionals and corporate executives. Maintaining active social lives, they go to the ballet, frequent art galleries, attend ski shows and exercise at health clubs. These urban sophisticates are both well-travelled—they frequently fly to Israel, Europe and Florida—and eclectic in their philanthropy. They donate to a wide range of educational, medical, cultural and religious groups, reinforcing the value they place in being of a global community. In Furs & Philanthropy, educated and well-off residents enjoy a leisure-intensive lifestyle. Middle-aged and older, they have high rates for going to the theatre, attending tennis matches, taking fitness classes and getting away to their cottages. They have a fondness for mainstream media and read a variety of magazines and newspapers, turning first to the sections covering international news, entertainment and business. Even though many cluster households have only one wage earner, their average household income of about $124,000 allows these families to invest heavily in bonds and GICs. With their high propensity for travelling, Furs & Philanthropy residents are both worldly and rooted in their communities.

Where They Live Hampstead (QC), Côte-Saint-Luc (QC), Vaughan (ON), Dollard-des-Ormeaux (QC), Toronto (ON), Markham (ON), Boisbriand (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Furs & Philanthropy residents score high on the value Introspection and Empathy, suggesting that they are interested in understanding themselves and other people deeply. They also score high on Social Learning, saying that relationships with people different from themselves are important sources of learning and personal development. While close connections and their own heritage (Search for Roots) are important to these Canadians, this is not an entirely insular segment. A sense of Belonging to the Global Village links these Canadians to communities beyond their own neighbourhoods. And a commitment to an Ecological Lifestyle, rooted in their belief in the Primacy of Environmental Protection, causes them to think globally when they buy goods and services. This is a segment of individualists who believe strongly in their own Control of Destiny and are committed to the Pursuit of Originality. But these Canadians are also social beings who like interacting with others and are preoccupied with the Legacy they will leave behind. Whatever balance they achieve between novelty and tradition, connection and independence, it seems to energize them: this cluster scores high on Vitality.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.65 11.56 14.66 24.47 26.72 7.77 5.81 3.35

103 107 110 89 94 100 125 172

Mother Tongue English French Non-Official

51.42 7.53 39.15

91 37 180

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

42.60 17.28 12.22 16.23 17.39 11.06 10.66 15.16

198 135 106 111 107 83 78 84

Visible Minority Yes

17.93

99

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

26.81 58.96 14.23

82 115 88

Mode of Transport Car Public Transit

75.97 18.11

94 165

Class of Worker Employed Self-Employed Unpaid

77.97 20.14 0.31

90 173 104

Occupation Primary Blue Collar Service Sector White Collar

0.21 14.51 35.21 46.66

5 62 90 150

Education No cert/dipl/deg High school cert Trade College Some university University degree

10.66 21.95 3.66 12.75 8.12 42.86

50 86 36 73 151 212

Adult Population

Households

Cluster %

Leisure

Index film festivals Canada

baseball jogging 52 active in social issues 69 86 travel to Florida

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.65 10.63 16.16 21.36 20.75 12.32 17.13

94 Shopping 112 books 107 handheld organizers 174

Size 1 Person 2 People 3 People 4+ People

25.49 28.26 15.11 31.14

84 95 Media 136 National Post

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

29.35 55.63 32.63 11.74

Age of Children <6 6-14 15-17 18-24 25+

18.14 33.59 12.71 23.71 11.85

Dwellings Tenure Owned Rented Band Housing

Cluster %

fruit and vegetable stores Harry Rosen 92 Cotton Ginny

Starweek 90 24 124 classical radio 84 online radio 73 87 93 99 119 116

Index Financial Canada $5,000-$10,000 on home improvements

GICs 71.77 28.23 0.00

104 bonds 92 student banking services 0 donations to educational groups

Period of Construction <1946 6.81 1946-1960 21.84 1961-1970 13.64 1971-1980 12.85 1981-1990 23.51 1991-1995 5.79 1996-2000 4.29 2001-2006 3.94 >2006 7.33

60 165 107 71 152 87 70 50 86

Type Single Semi Row Duplex Low-rise High-rise Mobile

80 115 86 115 61 302 1

Dwelling Value Index

Food/Drink lamb seasonings and spices peanuts and nuts bottled water scotch whiskey

44.36 5.49 4.87 6.11 11.12 27.97 0.02

Automotive minivans compact cars $40,000-$50,000 on latest vehicle Mercedes-Benz Nissan Attitudes "I do not like having too many things to do at one time" "I am concerned about the health and safety of my family" "I consider myself to be sophisticated" "I like to change my appearance with cosmetics" "Low-fat foods are an important part of my regular diet"

184

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

PRIZMC2 Marketer's Handbook - 2011

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PRIZMC2 Marketer's Handbook - 2011

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S1 - Suburban Elite The households in Suburban Elite represent the most upscale suburban social group, characterized by young and middle-aged families living in recently built singles, semis and row houses. One socioeconomic rung down from Urban Elite, these Canadians have both college and university educations, and hold service sector and white collar jobs. Suburban Elite also consists of a significant concentration of Quebecers from Nouveaux Riches, the nation‟s most affluent francophone cluster. As a group, these consumers tend to indulge in products and activities aimed at families: sports gear, consumer electronics, casual restaurants, amusement parks and all manner of toys, books, video games and pets. They‟re also fitness-conscious Canadians who have high rates for participating in a range of outdoor activities— from skiing and snowboarding to tennis and soccer.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

7.82 14.26 13.97 29.69 26.08 4.98 2.38 0.82

142 132 105 108 92 64 51 42

Mother Tongue English French Non-Official

60.20 10.67 27.50

107 52 127

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

28.12 7.15 9.49 15.65 19.20 15.71 16.98 15.83

131 56 83 107 118 118 124 88

Visible Minority Yes

26.07

144

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.16 65.11 9.73

77 127 60

Mode of Transport Car Public Transit

87.70 9.01

109 82

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

86.93 11.80 0.22

101 101 74

Occupation Primary Blue Collar Service Sector White Collar

2.99 21.48 37.25 36.20

67 91 95 116

Education No cert/dipl/deg High school cert Trade College Some university University degree

11.65 21.74 6.80 19.88 6.84 33.09

55 85 67 114 127 164

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.76 16.18 26.07 27.11 16.70 7.70 4.48

55 106 138 119 90 67 45

Size 1 Person 2 People 3 People 4+ People

13.85 29.15 19.86 37.13

50 87 125 162

Households

Cluster %

Index Canada

17.28 58.31 31.77

53 130 81

9.92

62

25.81 37.75 11.61 18.09 6.74

124 105 90 91 66

Cluster %

Index Canada

93.78 6.22 0.00

136 20 0

Period of Construction <1946 1.23 1946-1960 2.56 1961-1970 2.91 1971-1980 5.89 1981-1990 10.85 1991-1995 7.89 1996-2000 19.24 2001-2006 30.61 >2006 18.82

11 19 23 33 70 118 314 388 221

Type Single Semi Row Duplex Low-rise High-rise Mobile

138 153 176 35 22 5 23

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

76.04 7.32 9.98 1.86 3.96 0.46 0.31

138

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S1 03 - Suburban Gentry Wealthy, middle-aged suburban families Population

577,022 (1.67% of Canada)

Households

193,201 (1.40% of Canada)

Average Household Income

$169,942

Housing Tenure

Homeowners

Education

University

Occupation

White Collar & Service Sector

Ethnic Presence

Medium Vitality

Sample Social Value

The Suburban Gentry segment is a magnet for Canada‟s up-and-coming business class: a prosperous suburban world of dual-income couples who have university degrees and large families, typically with teens or university-aged children. Given its high percentage of managers, scientists, artists and government workers, there‟s a decidedly professional tone to this cluster. Suburban Gentry residents rank near the top for operating a small business, owning business software and taking business trips. These consumers are big spenders who belong to golf clubs, gamble at casinos, go to the theatre and attend pro football, golf and hockey matches. Fitness conscious, they‟re much more likely than average Canadians to jog, take aerobics classes, and play golf and basketball. Many take pride in their healthy lifestyle, telling researchers, “I feel guilty when I eat „junk food.‟” Suburban Gentry is home to Canada's wealthiest non-urban households. Residents, including an above-average percentage of older immigrants, have turned their sprawling new homes into gadget-filled castles, complete with HDTVs, MP3 players, personal video recorders and video game systems. With its large families—nearly 40 percent of households have at least two kids—this cluster scores high for children-centred activities like going to zoos, visiting parks and enjoying snowboarding and for buying SUVs and high-end minivans. Although they golf, sail and ski, many residents also enjoy exercising their minds indoors, reading a lot of news magazines, watching movies and spending a healthy amount of time online, where they pay their bills, read restaurant reviews and track investments. To reward themselves for their hard work, the adults in this group have high rates for going out to nightclubs, dinner theatres and rock concerts.

Where They Live North Vancouver (BC), Calgary (AB), Ottawa (ON), West Vancouver (BC), Port Coquitlam (BC), Delta (BC), Kirkland (QC), Collingwood (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Suburban Gentry residents have achieved affluence through diligent effort, but their low score on the value Fulfillment Through Work suggests that these Canadians view work as a job, not a ion. Even though this segment features above-average levels of small-business ownership, Suburban Gentry residents have low Confidence in Small Business and high Confidence in Big Business—perhaps indicating a hope that their small operations will make it big one day. These Canadians believe it is up to them to build their own futures (Control of Destiny), and their concern for the Legacy they will leave behind also spurs them to succeed. Suburban Gentry residents harbour few prejudices about characteristics like race, age and gender: they score high on Cultural Fusion, Equal Relationship with Youth and Equality of the Sexes. This cluster also has a green streak, with residents expressing a Global Ecological Awareness. Although they are careful in how they spend their money (Discriminating Consumerism), they enjoy products with distinctive design (Importance of Aesthetics).

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.36 10.73 16.41 23.03 32.58 7.81 3.77 1.31

79 99 124 84 114 101 81 67

Mother Tongue English French Non-Official

73.07 4.15 21.69

130 20 100

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

22.90 14.38 15.13 18.58 16.35 11.62 13.08 10.85

106 112 132 127 101 87 96 60

Visible Minority Yes

17.86

99

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.90 65.04 9.06

80 127 56

Mode of Transport Car Public Transit

86.07 9.25

107 84

Class of Worker Employed Self-Employed Unpaid

82.55 16.14 0.28

96 139 92

Occupation Primary Blue Collar Service Sector White Collar

3.71 15.17 36.80 41.79

83 65 94 134

Education No cert/dipl/deg High school cert Trade College Some university University degree

11.31 22.96 5.23 16.58 6.45 37.47

53 90 52 95 120 186

Adult Population

Leisure

Cluster %

Index exhibitions/carnivals/fairs Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

0.88 9.34 15.60 27.67 25.45 13.06 8.00

122 Shopping 137 home exercise equipment 114 computer software 81

Size 1 Person 2 People 3 People 4+ People

13.55 31.88 18.18 36.39

95 114 Media 159 National Post

Households

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

16.27 56.79 34.54 8.67

Age of Children <6 6-14 15-17 18-24 25+

15.15 35.06 14.71 25.88 9.21

Dwellings Tenure Owned Rented Band Housing

Cluster %

dinner theatres golf shows 28 aerobics 61 83 travel to Mexico

specialty clothing stores Club Monaco 49 seafood restaurants

news and current affairs magazines 50 sitcoms 126 sports radio 88 online map sites 54 73 97 114 130 90

Index Financial Canada mutual funds

GICs 93.84 6.16 0.00

136 travel insurance 20 stocks 0 donations to Cancer Society

Period of Construction <1946 3.86 1946-1960 7.18 1961-1970 8.23 1971-1980 15.60 1981-1990 28.15 1991-1995 12.06 1996-2000 9.29 2001-2006 5.79 >2006 9.85

34 54 65 87 182 181 152 73 116

Type Single Semi Row Duplex Low-rise High-rise Mobile

155 61 86 69 15 3 10

Dwelling Value Index

Food/Drink veggie burgers fresh fruit popcorn protein drinks vodka

85.39 2.93 4.90 3.66 2.66 0.27 0.13

Automotive full-size vans midsize utility vehicles $30,000-$40,000 on latest vehicle Subaru Ford Attitudes "I enjoy being extravagant" "If I see something interesting in a store, I will usually buy it on impulse" "I like to change my appearance with cosmetics" "More immigration to Canada should be encouraged" "I am careful of what I eat in order to keep my weight under control"

176

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

PRIZMC2 Marketer's Handbook - 2011

Page 17

S1 06 - Nouveaux Riches Wealthy, suburban Québec families Population

284,2000 (0.82% of Canada)

Households

98,361 (0.71% of Canada)

Average Household Income

$138,971

Housing Tenure

Homeowners

Education

University

Occupation

White Collar & Service Sector

Ethnic Presence

Low Need for Status Recognition

Sample Social Value

The most affluent of the francophone clusters, Nouveaux Riches is centred in the new suburbs outside Montreal, Quebec City and Gatineau, in communities like Boucherville and St-Bruno. As children of the Quiet Revolution, residents here are the first generation of self-made affluent Quebecers. With their university educations, fluency in both French and English, and professional and management jobs, these middle-aged men and women today can afford to house their large families in new suburban splendour—their stately houses adorned with home theatres and plenty of consumer electronics. Nouveaux Riches residents drive expensive imports, buy trendy clothes and enjoy going to spas, theatres, music festivals, movies and auto shows. For exercise, they like to cycle, ice skate and play racquet sports. Status-conscious, they‟ve earned their way to the top and are unashamed to spend their money on themselves and their children. The lifestyle of Nouveaux Riches residents reflects both their affluence and Quebec roots. Like other well-to-do Canadians—their average household income is nearly $139,000—they travel abroad, own a range of investments and shop at boutiques like Limité and Browns, where they satisfy style cravings whetted by reading fashion magazines at high rates. But they also exhibit social and marketplace patterns typical of French-speaking residents at all income levels: Nouveaux Riches includes a high percentage of common-law marriages as well as a fondness for caisses populaires (credit unions), European wine and any kind of television—from soaps and history programs to music and sports.

Where They Live Rosemère (QC), Lorraine (QC), Boucherville (QC), Québec (QC), Gatineau (QC), Saint-Bruno-de-Montarville (QC), Mont-Saint-Hilaire (QC), La Prairie (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Nouveaux Riches residents take pride in keeping up with the times, styles, and Joneses (or, more appropriately, the Tremblays). Strong on Enthusiasm for Technology, these Quebecers delight in innovation. If the latest technologies help them impress their friends and neighbours, all the better: this cluster scores way above average on Need for Status Recognition. Nouveaux Riches residents have roundly rejected Quebec‟s traditional Catholicism (their Religiosity is very low) but still ponder the Meaning of Life and aspire to a Spiritual Quest. Perhaps because of their keen Awareness of Mortality, these Quebecers are serious about having fun while they‟re still breathing: they score high on Pursuit of Happiness to the Detriment of Duty. This cluster also contributes to Montreal‟s reputation for stylish residents: Nouveaux Riches are strong on both Concern for Appearance and Pursuit of Originality. At the same time, the livefor-today spirit of this segment stifles any anxiety about harder times ahead: this cluster is weak on Financial Concern Regarding the Future.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.49 12.01 15.97 22.39 32.82 7.40 2.99 0.93

100 111 120 81 115 95 64 48

Mother Tongue English French Non-Official

7.21 84.10 7.69

13 409 35

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

9.05 9.84 14.82 18.57 16.96 13.58 13.13 13.09

42 77 129 127 105 102 96 73

5.84

32

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

35.15 51.76 13.08

108 101 81

Mode of Transport Car Public Transit

85.41 10.11

106 92

Class of Worker Employed Self-Employed Unpaid

85.42 13.47 0.24

99 116 79

Occupation Primary Blue Collar Service Sector White Collar

0.60 17.16 39.29 40.66

13 73 100 130

Education No cert/dipl/deg High school cert Trade College Some university University degree

9.79 18.28 7.56 18.50 8.48 37.38

46 72 75 106 158 185

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index small outdoor stages Canada

spas auto shows 22 ice hockey 69 97 travel to New York

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

0.72 10.56 18.30 30.13 23.30 11.89 5.10

133 Shopping 126 ski/snowboard equipment 103 HDTVs 52

Size 1 Person 2 People 3 People 4+ People

14.64 32.84 19.37 33.15

98 121 Media 145 national news section

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

15.30 55.66 35.04 9.31

Age of Children <6 6-14 15-17 18-24 25+

17.14 40.58 14.74 21.57 5.96

Dwellings Tenure Owned Rented Band Housing

Cluster %

big box book stores Le Garage 53 Aldo

Coup de Pouce 47 Canal D 124 news/talk radio 90 listen to an Internet-only radio station 58 82 112 114 109 58

Index Financial Canada $100,001-$250,000 in securities and savings

guaranteed investment certificates 93.76 6.24 0.00

136 group health/disability insurance 20 Amex cards 0 donations to United Way Of Canada

Period of Construction <1946 1.92 1946-1960 6.97 1961-1970 8.30 1971-1980 18.56 1981-1990 27.58 1991-1995 11.17 1996-2000 8.24 2001-2006 8.62 >2006 8.65

17 53 65 103 178 168 134 109 102

Type Single Semi Row Duplex Low-rise High-rise Mobile

152 120 52 30 29 4 12

Dwelling Value Index

Food/Drink lamb canned fruit cocktail cereal bars energy drinks Guinness beer

83.72 5.74 2.97 1.60 5.30 0.39 0.16

Automotive sport coupe/sedan compact cars $30,000-$40,000 on latest vehicle Acura Honda Attitudes "People who know me would describe me as cheerful" "To buy myself something new is one of my greatest pleasures in life" "I enjoy dressing for formal occasions" "It's important to buy products from sociallyresponsible/environmentally-friendly companies" "Low fat foods are an important part of my regular diet"

99

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

PRIZMC2 Marketer's Handbook - 2011

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S1 11 - Pets & PCs Large, upscale suburban families Population

2,048,128 (5.93% of Canada)

Households

671,627 (4.87% of Canada)

Average Household Income

$124,981

Housing Tenure

Homeowners

Education

University/College

Occupation

Mixed

Ethnic Presence

Medium Enthusiasm for Technology

Sample Social Value

Younger multi-ethnic families with pre-school children have turned Pets & PCs into the largest lifestyle type in Canada. Scattered around the nation‟s larger cities, the group contains an increasing number of immigrants from South Asia, China and the Caribbean. Few segments have a greater concentration of new housing, and many of the residents have settled into single-home and row house subdivisions. With their upscale incomes, they have crafted an active, child-centred lifestyle. They participate in a number of team sports, including baseball, basketball, hockey and soccer, shuttling kids and gear to games in minivans and SUVs. On weekends, they head to kidfriendly destinations such as zoos, theme parks and aquariums. They fill their homes with an array of computers and electronic gear, telling researchers that they enjoy buying new products “just for the sheer joy of the novelty.” With nearly one-fifth of residents having moved in the last year, Pets & PCs is one of the most mobile of Canadian lifestyles. These onthe-go households are only moderate consumers of most media and are often too busy to read a newspaper or magazine. They will sit in front of a TV to watch cartoons and reality programs, and they're increasingly turning to the Internet for a variety of activities: gaming, banking, visiting beauty sites and researching products. But when it comes to culture, you won't find Pets & PCs residents at an art gallery or a ballet performance. A big night out is going to a movie, skating rink or dinner theatre—with or without the kids.

Where They Live Calgary (AB), Vaughan (ON), Airdrie (AB), Okatoks (AB), Whitby (ON), Barrie (ON), Red Deer (AB), Guelph (ON), Newmarket (ON), Ajax (ON), Oakville (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Pets & PCs is a dynamic cluster whose residents are satisfied with their standard of living and strongly focused on their young families (Primacy of the Family). Despite the large proportion of immigrants, this cluster s its new land and the Importance of National Superiority. Yet pride in their new nation does not lead to hostility toward others: Pets & PCs are strong on Cultural Fusion. With notably low scores on Cynicism, Pets & PCs residents are generally trusting of society‟s leaders. While taking pleasure in being immersed in crowds (Attraction to Crowds), this group isn‟t particularly strong on Openness Toward Others. Residents here believe that young people should respect and obey their elders (low on Equal Relationship With Youth). And this cluster‟s belief in hierarchy extends to gender: these Canadians are weak on Equality of the Sexes and strongly reject Flexibility of Gender Identity. With low Financial Concern Regarding the Future, this group can eagerly indulge its Enthusiasm for Technology as a way to satisfy its Need for Status Recognition. But they rarely open their wallets without thinking: these discriminating households express a Utilitarian Consumerism and it to the Importance of Brand. And despite their overall satisfaction with life, Pets & PCs residents it that, between work and family commitments, they occasionally feel Time Stress and express a Need for Escape.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

9.11 15.57 13.00 32.59 23.31 3.85 1.90 0.67

166 144 98 118 82 50 41 34

Mother Tongue English French Non-Official

63.90 2.36 31.86

113 11 147

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

32.22 5.17 7.80 14.76 20.03 16.86 18.15 17.23

150 40 68 101 124 127 133 96

Visible Minority Yes

31.17

172

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

23.41 67.16 9.43

72 131 58

Mode of Transport Car Public Transit

88.46 8.79

110 80

Class of Worker Employed Self-Employed Unpaid

88.62 10.10 0.20

103 87 68

Occupation Primary Blue Collar Service Sector White Collar

3.16 24.28 37.05 33.62

71 103 95 108

Education No cert/dipl/deg High school cert Trade College Some university University degree

12.04 21.88 7.17 21.14 6.71 31.06

56 86 71 121 125 154

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.16 18.97 30.22 26.51 13.22 5.55 3.37

Size 1 Person 2 People 3 People 4+ People

13.82 27.83 20.41 37.93

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

17.86 59.13 30.49 10.37

Age of Children <6 6-14 15-17 18-24 25+

30.04 38.11 10.29 15.40 6.16

Dwellings Tenure Owned Rented Band Housing

Cluster %

Dwelling Value Index

football video games 68 health clubs 124 160 air travel within Canada 117 Shopping 71 computer software 48 HDTVs 34

taco restaurants Roots 50 The Gap

83 128 Media 166 Glow

Today's Parent 55 "Desperate Housewives" 132 multicultural radio 78 mobile entertainment apps 65 144 106 80 77 60

Food/Drink fresh prepared dinners organic fruit pizza shells toaster products domestic beer

Index Financial Canada $250,000-$500,000 in securities and savings

mutual funds 93.77 6.23 0.00

Period of Construction <1946 0.37 1946-1960 0.59 1961-1970 0.59 1971-1980 1.24 1981-1990 3.43 1991-1995 6.21 1996-2000 23.71 2001-2006 40.97 >2006 22.89 Type Single Semi Row Duplex Low-rise High-rise Mobile

Leisure

Index theme parks Canada

72.23 8.82 12.47 1.38 4.13 0.53 0.38

136 children's banking services 20 RESPs 1 donations to the Heart and Stroke Foundation 3 4 5 7 22 93 387 520 269

Automotive SUVs midsize van $40,000-$50,000 on latest vehicle Toyota Honda

Attitudes "The man should be the head of the family" "I am more of a spender than a saver" "I enjoy dressing for formal occasions" 131 "I enjoy being extravagant" 185 220 "I often reward myself by having a snack" 26 23 6 29 132

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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E1 - Exurban Elite Exurban Elite consists of the wealthiest households outside the nation‟s metropolitan sprawl, beyond the suburbs but within reasonable commutes of city jobs. The residents in this exurban group tend to be married, middle-aged couples and families who live in comfortable homes and hold white collar and service sector jobs. With their large families of teens and tweens, households here have high rates for enjoying organized sports, boating, movies, amusement parks and video games. Settled in recently built subdivisions, these Canadians are inextricably tied to their cars, frequently purchasing $30,000 SUVs and crossover vehicles for commuting to work and chauffeuring the kids. Selective in their media tastes, they like listening to modern rock and sports radio stations in addition to going online to buy toys, book vacations and track their investments.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.02 11.81 15.66 25.37 30.98 6.96 3.17 1.02

91 109 118 92 109 90 68 53

Mother Tongue English French Non-Official

76.26 3.15 19.40

135 15 89

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

21.36 15.89 17.38 19.97 16.73 10.99 9.89 9.15

99 124 151 137 103 83 72 51

Visible Minority Yes

15.54

86

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.35 65.02 9.63

78 127 59

Mode of Transport Car Public Transit

90.27 5.94

112 54

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

86.59 12.09 0.25

100 104 85

Occupation Primary Blue Collar Service Sector White Collar

2.77 23.19 38.11 33.33

62 99 97 107

Education No cert/dipl/deg High school cert Trade College Some university University degree

15.00 26.53 7.96 20.27 5.59 24.65

70 104 79 116 104 122

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

0.96 11.18 19.34 28.46 22.52 11.36 6.18

30 73 102 125 121 99 63

Size 1 Person 2 People 3 People 4+ People

13.03 30.87 18.75 37.34

47 92 118 163

Households

Cluster %

Index Canada

15.76 56.94 33.29

49 127 85

9.77

61

16.70 36.31 13.91 23.54 9.54

80 101 108 118 93

Cluster %

Index Canada

93.46 6.53 0.01

136 21 2

Period of Construction <1946 3.37 1946-1960 4.63 1961-1970 7.77 1971-1980 18.38 1981-1990 26.82 1991-1995 11.33 1996-2000 7.05 2001-2006 9.15 >2006 11.50

30 35 61 102 173 170 115 116 135

Type Single Semi Row Duplex Low-rise High-rise Mobile

158 71 71 57 9 4 38

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

86.92 3.38 4.02 3.00 1.64 0.41 0.50

132

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E1 07 - Winner's Circle Well-off, middle-aged exurban families Population

905,604 (2.62% of Canada)

Households

278,759 (2.02% of Canada)

Average Household Income

$130,828

Housing Tenure

Homeowners

Education

Mixed

Occupation

White Collar & Service Sector

Ethnic Presence

Medium Importance of Brand

Sample Social Value

The wealthiest exurban lifestyle, Winner‟s Circle is known for its sprawling families—45 percent of households have four or more people—living in bedroom communities within a driving commute of a handful of metro areas. Most residents lead flourishing lifestyles, living in newer homes and surrounded by recreational parks, ball fields, golf courses and malls filled with big-box stores. With average household incomes around $131,000, residents of Winner‟s Circle can afford HDTVs in their family rooms, sport utility vehicles in their garages and lots of consumer electronics in their kids‟ bedrooms. Although money is still an issue—these financially well-off families express concern about saving enough for the future—many tend to have ostentatious inclinations and don‟t mind spending freely to look youthful and attractive. Winner's Circle can point to more drive than education as the engine of their success. Only 27 percent have a university degree—relatively low for such an upscale cluster. But in these households concentrated around Toronto, the busy moms and dads have enough disposable income from their white-collar and service jobs to pursue a wide range of activities. They enjoy going to theme parks, boat shows, baseball games and the movies. Lots of kids mean lots of sports, and Winner's Circle households have high rates for playing soccer, baseball, basketball and football. And when they come in from the games, they like to watch sitcoms, hockey and cooking shows on TV. To broaden their horizons, parents take their families on plenty of trips outside of Canada—typically to Florida, the Caribbean and Europe.

Where They Live Pickering (ON), Mississauga (ON), Oakville (ON), Newmarket (ON), Whitby (ON), Brampton (ON), Vaughan (ON), Ajax (ON), Richmond Hill (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Although Winner‟s Circle residents have made it, they have a nagging feeling of dissatisfaction. Materially, they feel fine: they score low on Financial Concern Regarding the Future. But they find little Fulfillment Through Work and have no strong Need for Personal Achievement. For this group, the family takes precedence even over personal priorities (Primacy of the Family), and they have a strong desire to leave behind a financial, cultural or moral Legacy. But they express little Joy of Consumption, and stress the Importance of Price and Ethical Consumerism when discussing their marketplace decisions. Between work and their Time Stress, Winner‟s Circle residents sometimes get overwhelmed and feel a Need for Escape. These Canadians say they rarely reflect on the Meaning of Life—but whatever the meaning of life might be, they‟re pretty sure it‟s not philanthropy: Winner‟s Circle residents say they have enough problems of their own and have little time to help other people. With their Faith in Science, these Canadians express an Adaptability to Complexity in Life, but theirs is a somewhat parochial view of the world: they don‟t feel that they Belong to the Global Village and they have little interest in the planet itself, rejecting an Ecological Lifestyle.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.64 12.14 16.68 26.04 30.70 6.22 2.72 0.85

84 112 126 94 108 80 58 44

Mother Tongue English French Non-Official

68.48 2.20 27.82

121 11 128

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

29.63 12.03 16.75 20.15 17.99 12.48 10.94 9.67

138 94 146 138 111 94 80 54

Visible Minority Yes

23.84

132

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

26.17 65.33 8.51

80 127 52

Mode of Transport Car Public Transit

88.61 8.16

110 74

Class of Worker Employed Self-Employed Unpaid

87.46 11.02 0.26

101 95 88

Occupation Primary Blue Collar Service Sector White Collar

1.13 23.76 38.18 34.17

25 101 97 110

Education No cert/dipl/deg High school cert Trade College Some university University degree

14.76 26.47 6.23 19.64 5.88 27.03

69 104 61 113 110 134

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

0.74 10.31 20.23 30.97 22.76 10.21 4.78

Size 1 Person 2 People 3 People 4+ People

11.05 24.79 19.33 44.83

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

13.17 63.36 26.15 10.49

Age of Children <6 6-14 15-17 18-24 25+

15.26 35.83 13.42 24.33 11.16

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index rock concerts Canada

theme parks outdoor shows 23 basketball 67 107 all-inclusive resorts 136 Shopping 123 golf equipment 89 digital cameras 49

frozen food store Danier Leather 40 Banana Republic

74 121 Media 196 Financial Post Magazine

Toronto Life 41 Rogers Sportsnet 141 adult contemporary radio 67 book travel accommodation online 66 73 99 104 122 109

Index Financial Canada $5,000-$10,000 on home improvements

mutual funds 94.47 5.53 0.00

137 RESPs 18 gas station quick-pay cards 0 donations to cultural groups

Period of Construction <1946 1.28 1946-1960 2.74 1961-1970 4.26 1971-1980 12.63 1981-1990 35.64 1991-1995 18.36 1996-2000 8.50 2001-2006 5.93 >2006 10.65

11 21 34 70 230 276 139 75 125

Type Single Semi Row Duplex Low-rise High-rise Mobile

151 82 112 73 8 6 15

Dwelling Value Index

Food/Drink frozen pizza fruit punch cookie mixes energy drinks imported beer

83.54 3.92 6.39 3.88 1.48 0.51 0.20

Automotive full-sized van midsize cars $15,000-$20,000 on latest vehicle Suzuki Buick Attitudes "I go out with friends a great deal of the time" "Most new products are worth a try" "When shopping for clothes, I generally look for designer labels" "I'm willing to volunteer my time for a good cause" "I don't feel complete without a perfume/fragrance"

145

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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E1 10 - Mr. & Ms. Manager Upscale, dual-income exurban households Population

965,277 (2.80% of Canada)

Households

331,267 (2.40% of Canada)

Average Household Income

$126,868

Housing Tenure

Homeowners

Education

Mixed

Occupation

Service Sector & White Collar

Ethnic Presence

Low Need for Escape

Sample Social Value

Mr. & Ms. Manager is home to Canada‟s working couples living in the exurban sprawl beyond the nation‟s largest cities. The residents of these communities tend to be prosperous executives who like their toys: boats, campers, snowmobiles and impressive collections of sporting equipment. These families and couples enjoy outdoor activities like golf, skiing, power boating and canoeing. They don‟t mind driving their kids to the zoo, national park or a hockey game as long as they get time to take in a variety of exhibitions, from crafts and gardening to food and wine and investments. And though Mr. & Ms. Manager residents typically commute by car to nearby cities, they enjoy their exurban settings, preferring to go camping over seeing an opera, and driving a pickup truck rather than owning a sedan. Mr. & Ms. Manager has one of the highest rates for dual-income couples in Canada, and their always-on-the-go lifestyle results in a few frayed edges. While they work hard for their nearly $127,000 average household incomes, they long for a respite from their intense 9-to-5 lives and score high on the Social Value Need for Escape. Other than a fondness for the Internet, they're selective in their taste for traditional media, showing moderate interest in daily newspapers but scoring high for sports, entertainment and health magazines and most TV shows. Hardly the style mavens of wealthier neighbourhoods, Mr. & Ms. Manager residents it that they're blasé about home decorating and maintaining a pristine house. Keeping up with their jobs and teenagers takes most of their energy.

Where They Live Tecumseh (ON), St. Albert(AB), Delta (BC), LaSalle (QC), East St.Paul (MB), Beaumont (AB), Quispamsis (NB), Leduc (AB), Coldstream (BC), Strathcona County (AB)

Penetration Index ___ High ___ Average ___ Low

How They Think Mr. & Ms. Manager is a cluster of people who are financially comfortable and down-to-earth. Weak on Need for Status Recognition, these Canadians are not desperate to show others that they‟ve made it. They are also weak on Concern for Appearance, suggesting they are not overly preoccupied with how they look. Yet their strong Importance of Aesthetics shows that they appreciate distinctive design in the marketplace. With solid scores on Primacy of the Family and Equal Relationship with Youth, these Canadians would rather be home spending time with their kids than shopping for glitzy goods. Strong on Meaning of Life and Religiosity, this cluster seeks spiritual satisfaction through relatively traditional channels but is not entirely traditional in its outlook. Since many households in this segment contain two working parents, it is not surprising that Mr. & Ms. Manager residents are strong on Equality of the Sexes: at home, it‟s all hands on deck (with men doing as much tidying and taxi duty as women), and at work, both partners have a stake in Ms. Manager earning appropriate compensation. Clearly, this cluster‟s pragmatism extends beyond their clothes and spending habits to their attitudes on social issues.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.99 11.33 15.86 24.54 31.98 7.23 3.12 0.95

91 105 119 89 112 93 67 49

Mother Tongue English French Non-Official

80.97 4.52 13.52

144 22 62

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

14.91 18.07 17.53 21.50 15.97 9.18 8.48 9.27

69 141 153 147 98 69 62 52

Visible Minority Yes

10.31

57

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.71 64.56 9.73

79 126 60

Mode of Transport Car Public Transit

90.31 5.51

112 50

Class of Worker Employed Self-Employed Unpaid

87.11 11.80 0.17

101 102 56

Occupation Primary Blue Collar Service Sector White Collar

3.52 19.91 39.53 34.44

79 85 101 110

Education No cert/dipl/deg High school cert Trade College Some university University degree

14.21 26.53 8.92 19.97 5.90 24.47

67 104 88 114 110 121

Adult Population

Households

Cluster %

Leisure

Index dinner theatres Canada

zoos/aquariums/farms downhill skiing 36 savings/investment shows 75 96 travel to Western U.S.

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.15 11.51 18.13 27.81 23.57 11.66 6.17

122 Shopping 127 boats 101 video game systems 63

Size 1 Person 2 People 3 People 4+ People

13.61 33.58 18.72 34.09

100 117 Media 149 National Post Weekend

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

16.87 54.00 36.48 9.52

Age of Children <6 6-14 15-17 18-24 25+

16.41 36.84 14.87 24.05 7.83

Dwellings Tenure Owned Rented Band Housing

Cluster %

formal dine-in restaurants Tabi International 49 Moore's

Report On Business Magazine 52 "Grey's Anatomy" 120 sports radio 93 book travel online 60 79 102 115 121 76

Index Financial Canada $100,000-$250,000 in securities and savings

will/estate planning 93.43 6.56 0.01

136 private banking services 21 electronic banking services 2 donations to religious groups

Period of Construction <1946 1.91 1946-1960 4.00 1961-1970 9.37 1971-1980 25.43 1981-1990 27.38 1991-1995 9.29 1996-2000 6.36 2001-2006 6.63 >2006 9.64

17 30 74 141 177 139 104 84 113

Type Single Semi Row Duplex Low-rise High-rise Mobile

161 58 40 55 10 4 57

Dwelling Value Index

Food/Drink wieners ready-to-eat salads peanut butter liqueurs powdered fruit drinks

89.01 2.75 2.26 2.93 1.81 0.41 0.76

Automotive pickup trucks midsize cars $30,000-$40,000 on latest vehicle Pontiac Ford Attitudes "I enjoy entertaining" "I seldom make a financial move without consulting an expert" "I try to minimize the amount of time I spend on personal grooming" "I'm willing to volunteer my time for a good cause" "I am prepared to pay more for good quality wine"

120

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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E1 12 - God's Country Upscale, middle-aged exurban couples and families Population

630,583 (1.83% of Canada)

Households

217,472 (1.58% of Canada)

Average Household Income

$115,457

Housing Tenure

Homeowners

Education

Mixed

Occupation

Mixed

Ethnic Presence

Low Religiosity

Sample Social Value

A collection of upscale exurban communities, God‟s Country features middle-aged families and couples living in single-family homes built after 1985. The cluster is concentrated in the small towns orbiting southern Ontario‟s cities, and most residents commute to city jobs while taking advantage of leisure activities beyond the downtown hustle. With more than half of all households filled with children, God‟s Country scores high for participating in baseball, basketball, hockey and soccer. The adults like to play golf, go canoeing, watch auto races and attend sportsmen, cottage and motorcycle exhibitions. To get to their leisure activities, they tend to drive SUVs and midsize sedans, preferring to buy any nameplate as long as it‟s made in Canada. Individualistic and somewhat anti-establishment, these Canadians describe themselves as family-oriented, religious and wary of traditional institutions and authority figures. The residents of God's Country straddle two worlds: close enough to the city for their work but far enough away to raise their children amid the small-town comforts of large yards, decent schools and sprawling sports facilities. Many of these middle-aged adults have only completed high school or college, but they've managed to turn average educations into impressive dual incomes totaling more than $115,000 a year. And with all manner of entertainment electronics may be present at home, families here like to go online to research products, read restaurant reviews and podcasts. These households tend to subscribe to magazines covering gardening and home, travel and entertainment. Receptive to many forms of direct marketing, they prefer to get flyers inserted into newspapers over catalogues.

Where They Live Milton (ON), Guelph/Eramosa (ON), Clarington (ON), Caledon (ON), Halton Hills (ON), Whitechurch-Stouffville (ON), Middlesex Centre (ON), Bradford West-Gwillimbury (ON), New Tecumseh (ON) , Grimsby (ON), Bowen Island (BC)

Penetration Index ___ High ___ Average ___ Low

How They Think With little Need for Status Recognition, God‟s Country are content that their low-key exurban lifestyle offers its own reward. They score low for Joy of Consumption and have no interest in the latest (Pursuit of Novelty) or sleekest (Concern for Appearance) clothes and products. These Canadians don‟t need advertising to tell them what will make them happy: strong on Religiosity and Canadian Identity, while very weak on Anomie and Aimlessness, they feel connected to God, country and tried and true products (Importance of Brand). Moreover, with high scores on Hyper-Rationality, God‟s Country residents trust their own reasoned judgment about what‟s best for them. They don‟t like the idea of being swayed by the fleeting desires and emotions of the moment. God‟s Country residents experience minimal ethnocultural diversity in their small towns, and they express a streak of Ethnic Intolerance; however, their strong Openness Toward Others shows that they welcome meeting and interacting with other people, just not those of different ethnic groups.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.60 12.09 13.89 25.67 29.83 7.63 3.90 1.38

102 112 105 93 105 98 84 71

Mother Tongue English French Non-Official

80.28 2.44 16.26

142 12 75

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

19.32 22.46 18.71 17.57 14.67 9.73 9.14 7.72

90 176 163 120 90 73 67 43

Visible Minority Yes

11.58

64

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

23.61 65.31 11.08

73 127 68

Mode of Transport Car Public Transit

92.77 3.24

115 29

Class of Worker Employed Self-Employed Unpaid

84.41 14.19 0.38

98 122 128

Occupation Primary Blue Collar Service Sector White Collar

4.05 27.80 35.64 30.20

91 118 91 97

Education No cert/dipl/deg High school cert Trade College Some university University degree

16.59 26.62 9.01 21.67 4.68 21.43

78 104 89 124 87 106

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

0.94 11.80 20.04 26.22 20.64 12.37 7.99

Size 1 Person 2 People 3 People 4+ People

14.69 34.54 18.07 32.70

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

17.38 52.67 38.16 9.17

Age of Children <6 6-14 15-17 18-24 25+

19.57 36.28 13.23 21.40 9.52

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index golf Canada

boat shows auto races 30 hockey 77 106 cruises 115 Shopping 111 digital cameras 108 children's books 81

fireplace Loblaws 53 Old Navy

103 113 Media 143 The Globe and Mail

Reader's Digest 54 A&E 117 golden oldies radio 98 research products online 57 94 100 103 108 93

Index Financial Canada $100,000-$250,000 in securities and savings

Canada savings bonds 92.20 7.78 0.02

134 electronic banking services 25 travel insurance 5 donations to Cancer Society

Period of Construction <1946 8.27 1946-1960 8.01 1961-1970 9.84 1971-1980 15.02 1981-1990 14.64 1991-1995 5.44 1996-2000 6.26 2001-2006 17.11 >2006 15.43

73 60 77 83 95 82 102 217 182

Type Single Semi Row Duplex Low-rise High-rise Mobile

160 77 65 38 9 3 38

Dwelling Value Index

Food/Drink cold cuts frozen vegetables potato chips frozen main courses Canadian wine

88.08 3.66 3.68 1.98 1.60 0.29 0.51

Automotive compact CUVs midsize cars $20,000-$30,000 on latest vehicle Chevrolet Pontiac Attitudes "I am a homebody" "I do more entertaining at home now than ever before" "Most new products are worth a try" "It's important to buy products from sociallyresponsible/environmentally-friendly companies" "Low-carbohydrate diets are not really healthy"

135

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U2 - Urban Young Home to the nation‟s youngest residents, Urban Young consists of households where most maintainers are less than 44 years old. With many residents just entering the workforce, these university-educated singles and couples earn a range of incomes—high to lower-middleclass—from white collar and service sector jobs. But without family obligations, they‟re able to rent decent apartments in downtown neighbourhoods and lead a hip, progressive lifestyle. Urban Young residents typically are nightowls who frequent bars, cinemas, theatres and art galleries. They‟re big on fitness, ing health clubs, playing basketball and doing Pilates. They tend to be early adopters who like to purchase the latest books, music and electronics. And many are community activists who volunteer for social causes and political groups that reflect their typically liberal views.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

3.68 5.62 9.53 44.79 24.99 5.97 3.66 1.75

67 52 72 162 88 77 78 90

Mother Tongue English French Non-Official

64.86 5.25 28.35

115 26 130

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

29.32 11.21 11.75 14.42 14.57 11.53 14.05 22.47

136 88 102 99 90 87 103 125

Visible Minority Yes

25.02

138

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

50.77 33.17 16.06

156 65 99

Mode of Transport Car Public Transit

44.18 25.22

55 230

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

84.97 13.50 0.15

98 116 49

Occupation Primary Blue Collar Service Sector White Collar

1.51 10.94 38.33 46.70

34 47 98 150

Education No cert/dipl/deg High school cert Trade College Some university University degree

7.88 20.40 4.34 14.44 5.88 47.05

37 80 43 83 110 233

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

5.60 27.49 23.66 17.29 12.87 6.78 6.31

176 180 125 76 69 59 64

Size 1 Person 2 People 3 People 4+ People

50.31 33.17 9.21 7.31

182 99 58 32

Households

Cluster %

Index Canada

60.87 30.16 55.54

188 67 142

14.30

90

26.34 29.40 10.67 20.47 13.13

126 81 83 103 128

Cluster %

Index Canada

38.66 61.34 0.00

56 199 0

Period of Construction <1946 20.79 1946-1960 11.35 1961-1970 11.91 1971-1980 13.02 1981-1990 11.11 1991-1995 4.40 1996-2000 6.00 2001-2006 8.99 >2006 12.43

183 86 94 72 72 66 98 114 146

Type Single Semi Row Duplex Low-rise High-rise Mobile

17 64 62 80 189 491 3

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

9.18 3.04 3.50 4.21 34.32 45.51 0.04

170

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U2 04 - Young Digerati Younger, upscale urban trendsetters Population

257,561 (0.75% of Canada)

Households

130,911 (0.95% of Canada)

Average Household Income

$122,260

Housing Tenure

Homeowners & Renters

Education

University

Occupation

White Collar & Service Sector

Ethnic Presence

Medium Global Ecological Awareness

Sample Social Value

Young Digerati consists of the nation‟s tech-savvy singles and couples living in fashionable in-town neighbourhoods in a handful of big cities. Affluent, highly educated and ethnically mixed, Young Digerati communities are typically filled with tasteful, high-rise apartments and expensive condos located near fitness clubs, clothing boutiques and all types of bars—from wine to coffee to microbrew. Because many residents have yet to start families, they have the time and discretionary income to pursue active social lives, enjoying dancing, barhopping, listening to music and going to film festivals. And they like to look good while they‟re doing it, taking yoga and Pilates classes as well as shopping for the latest fashions and electronics. But they‟re not simply acquisitive materialists; many are socially conscious consumers who donate to cultural, political and environmental groups. In Young Digerati, residents have used their higher education-more than half hold university degrees—to pursue technology- and information-intensive lifestyles. With six-figure incomes, they're big purchasers of laptops and digital cameras, BlackBerries and stereo equipment. They go online daily to bank, shop, read newspapers, further their careers and check out dating services. These active residents typically have little interest in traditional television and radio, but they do stay on top of the latest trends in popular culture by subscribing to magazines that cover news, computers, fashion, food and art. And though they're frequently on the move—travelling for business and pleasure—they still find time to read books and browse through gourmet food stores at high rates.

Where They Live Westmount (QC), Toronto (ON), Vancouver (BC), Ottawa (ON), Montréal-Ouest (QC), Mont Royal (QC), Hampstead (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think The values of Young Digerati residents are as cutting-edge as their newest gadgets. These younger Canadians see themselves as Belonging to the Global Village. They strong Global Ecological Awareness, which they express through an Ecological Lifestyle. They are eager to succeed, but they don‟t want to climb an outdated corporate ladder to do so; their Adaptive Navigation suggests that they are confident in their ability to achieve success without working at a large corporation. of Young Digerati believe that people should be free to construct their lives and identities as they wish: they score high on Flexibility of Gender Identity, saying people should not be constrained by traditional gender roles. They also a Flexible Definition of Family, including common-law and same-sex partnerships, and Equality of the Sexes is ingrained in these progressive Canadians. Young Digerati residents shape and inhabit the neighbourhoods others love to visit: diverse, easy-going and lively communities where there‟s always something happening. But it can be exhausting staying two steps ahead of the pack: Young Digerati also score high on Need for Escape.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.51 7.14 8.92 37.22 27.68 7.50 4.77 2.27

82 66 67 135 97 97 102 117

Mother Tongue English French Non-Official

64.21 4.95 29.33

114 24 135

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

34.11 14.51 14.05 15.64 13.71 11.50 13.00 17.60

158 113 122 107 85 86 95 98

Visible Minority Yes

24.69

136

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

40.82 42.44 16.74

126 83 103

Mode of Transport Car Public Transit

49.74 28.43

62 259

Class of Worker Employed Self-Employed Unpaid

80.76 17.70 0.15

93 152 50

Occupation Primary Blue Collar Service Sector White Collar

0.76 9.75 34.20 52.77

17 42 87 169

Education No cert/dipl/deg High school cert Trade College Some university University degree

7.52 17.75 3.32 13.45 6.34 51.62

35 70 33 77 118 256

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.92 21.09 22.82 19.01 15.64 9.30 9.23

Size 1 Person 2 People 3 People 4+ People

43.72 34.37 11.13 10.78

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

51.43 35.25 50.97 13.79

Age of Children <6 6-14 15-17 18-24 25+

25.32 28.61 10.79 21.44 13.84

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index art galleries/museums/science centres Canada

savings/investments shows theatres/halls 92 Pilates/yoga 138 121 spent $4,000+ on last vacation 84 Shopping 84 BlackBerry smartphones 81 books 94

pubs/sports bars Banana Republic 158 research products online

103 70 Media 47 business/financial newspaper sections

computer, science and technology magazines 158 sitcoms 78 news/talk radio 130 Tweet regularly 86 121 79 84 108 135

Index Financial Canada $500,000+ in securities and savings

stocks 55.19 44.81 0.00

80 mutual funds 146 use financial planners 0 donations to environmental groups

Period of Construction <1946 25.44 1946-1960 10.86 1961-1970 7.94 1971-1980 8.12 1981-1990 11.40 1991-1995 4.51 1996-2000 7.08 2001-2006 12.33 >2006 12.32

223 82 62 45 74 68 116 156 145

Type Single Semi Row Duplex Low-rise High-rise Mobile

24 116 92 68 131 520 5

Dwelling Value Index

Food/Drink vegetarian products organic foods tea natural cheese microbrewery beer

13.36 5.54 5.23 3.61 23.82 48.16 0.07

Automotive midsize CUVs compact cars $30,000-$40,000 on latest vehicle Jeep/Eagle Volkswagen Attitudes " I am more independent than most people" "I try to keep abreast of changes in style and fashions" "I consider myself to be sophisticated" "It's important to buy products from sociallyresponsible/environmentally-friendly companies" "I am better informed about nutrition than the average person"

200

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U2 15 - Electric Avenues Young, middle-class urban singles and couples Population

255,995 (0.74% of Canada)

Households

136,415 (0.99% of Canada)

Average Household Income

$88,021

Housing Tenure

Homeowners & Renters

Education

University

Occupation

White Collar & Service Sector

Ethnic Presence

Medium Sexual Permissiveness

Sample Social Value

Electric Avenues presents a classic portrait of young singles and couples pursuing lively urban lifestyles. Concentrated in Vancouver, Toronto, Ottawa-Gatineau and Calgary, their older, crowded neighbourhoods are known as havens for university graduates who rent apartments, have mid-level jobs and enjoy active leisure lives. While residents here have only average household incomes, their spending power appears greater because so many households are childless. They spend freely on music, books, natural foods and electronics. They have high rates for going to bars, nightclubs and music festivals. Many engage in athletic activities such as jogging, baseball, canoeing and yoga/Pilates. Progressive in their outlook—they Sexual Permissiveness and the Pursuit of Originality—they like to acquire the latest in fashion, food and wine, often making their purchases online. Electric Avenues brings together a diverse mix of cultures, including many children of immigrants, in a vibrant city setting: apartmentdwelling singles and couples from Asian and European countries all united by a youthful, educated sensibility. Many prefer print media to television, reading alternative weeklies, daily newspapers and magazines that cover business, current affairs, photography and food. They like to spend their vacation time travelling abroad, whether it's to Europe, Asia or the U.S. But these young Canadians are most comfortable going online to visit magazine websites, music, search for jobs or check out blogs.

Where They Live Vancouver (BC), Ottawa (ON), Calgary (AB), Toronto (ON), Edmonton (AB), Halifax (NS), Saskatoon (SK), Victoria (BC)

Penetration Index ___ High ___ Average ___ Low

How They Think Electric Avenues is a cluster of autonomous, flexible and engaged young Canadians. Their openness to change is evident particularly in their orientation to matters of gender, sexuality and family: this cluster is among the strongest on Flexible Definition of Family, Equality of the Sexes and Sexual Permissiveness. Electric Avenues residents question rules and received wisdom. They want the freedom to make their own decisions without deferring to the wishes of a boss, parent, religious leader or other authority figure: this cluster is strong on Adaptability to Complexity in Life. There is a dash of youthful thrill-seeking here, as evident in the cluster‟s high score on Penchant for Risk-Taking. But these young Canadians find no thrill in showing others they‟re richer or better off; this cluster is weak on the Need for Status Recognition. However, they do enjoy acquiring material goods (Consumptivity), and they are okay with making their purchase decisions based on appearances rather than utility (Importance of Aesthetics). But they are hardly self-centered: They care about the planet, trying to lead an Ecological Lifestyle and scoring high for Belonging to the Global Village. In this cluster, marketers should avoid appealing to the desire to impress, focusing instead on their products‟ sustainability and their customers‟ connection to others around the world.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

3.97 6.21 9.84 43.08 25.61 5.90 3.62 1.77

72 58 74 156 90 76 77 91

Mother Tongue English French Non-Official

67.56 6.29 24.76

120 31 114

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

26.64 11.55 12.86 15.87 14.86 11.48 13.26 20.11

124 90 112 109 92 86 97 112

Visible Minority Yes

21.58

119

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

49.34 34.24 16.42

152 67 101

Mode of Transport Car Public Transit

46.56 24.08

58 220

Class of Worker Employed Self-Employed Unpaid

84.97 13.61 0.17

98 117 57

Occupation Primary Blue Collar Service Sector White Collar

1.80 11.02 38.65 45.90

40 47 99 147

Education No cert/dipl/deg High school cert Trade College Some university University degree

8.49 20.70 4.34 14.07 5.58 46.82

40 81 43 81 104 232

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

5.48 26.02 23.26 18.05 13.85 6.97 6.37

Size 1 Person 2 People 3 People 4+ People

47.18 33.75 10.40 8.66

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

57.83 31.97 52.98 15.05

Age of Children <6 6-14 15-17 18-24 25+

25.49 31.10 11.00 19.74 12.67

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index movies Canada

music festivals art galleries/museums/science centres 172 Pilates/yoga 170 123 bed and breakfasts 79 Shopping 75 computer software 61 digital cameras 65

comic books Club Monaco 171 RW & Co.

101 65 Media 38 The Globe and Mail

Report On Business Magazine 178 "Law & Order" 71 read blogs regularly 136 online job search 94 122 86 85 99 124

Index Financial Canada $10,000-$25,000 in securities and savings

stocks 42.29 57.71 0.00

61 electronic banking services 188 mutual funds 0 donations to cultural groups

Period of Construction <1946 26.93 1946-1960 13.56 1961-1970 10.15 1971-1980 9.84 1981-1990 9.94 1991-1995 4.75 1996-2000 6.56 2001-2006 7.35 >2006 10.93

236 102 80 55 64 71 107 93 129

Type Single Semi Row Duplex Low-rise High-rise Mobile

24 76 68 150 216 339 2

Dwelling Value Index

Food/Drink fish and seafood organic vegetables corn chips microbrewery beer tea

13.45 3.65 3.89 7.95 39.38 31.41 0.02

Automotive sport coupes compact cars $50,000+ on latest vehicle Honda Subaru Attitudes "It is important that women should have a career outside of the home" "I don't need most features in top-of-the-line appliances" "I try to keep abreast of changes in style and fashions" "I enjoy entertaining" "Drinking is a part of my lifestyle"

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Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U2 31 - Grads & Pads Young, lower-middle-class urban singles Population

283,851 (0.82% of Canada)

Households

176,016 (1.28% of Canada)

Average Household Income

$64,588

Housing Tenure

Renters

Education

University

Occupation

White Collar & Service Sector

Ethnic Presence

Medium Pursuit of Originality

Sample Social Value

The nation‟s most liberal lifestyle, Grads & Pads is a collection of young, ethnically diverse city dwellers living near universities. Its residents are a progressive mix of well-educated singles, students and recent grads, white-collar professionals and service workers—all living in apartments a short commute to work by public transit or walking. Their incomes aren‟t high, but these young adults just entering the workforce enjoy the freedom of spending their first paycheques solely on themselves. With three-quarters of the adults unattached, Grads & Pads residents are nightowls who frequent bars, nightclubs, restaurants, rock concerts, art galleries and ballet performances. They like to stay active by skiing, scuba diving, doing aerobics and working out at health clubs. They‟re also political activists who work for social causes, write to public officials and volunteer for political parties and politicians who their liberal views. Grads & Pads is a magnet for young and footloose men and women: more than a third have moved into their current apartments within the past year. They're also frequent travellers who are sometimes willing to spend a lot of money on adventurous trips to Europe, Latin America and Asia. Back in their increasingly expensive apartments, they enjoy news and entertainment magazines, watch current affairs and cultural programs on TV and listen to music, especially jazz and alternative rock, on the radio. Few segments exhibit higher Internet use, with residents visiting news, sports, travel and employment sites as well as social networking forums in search of a date or a mate. With a strong desire for original experiences, Grads & Pads residents score high for buying gourmet foods, vegetarian products and virtually every kind of alcoholic beverage sold in Canada.

Where They Live Vancouver (BC), Edmonton (AB), Ottawa (ON), Calgary (AB), Halifax (NS), Toronto (ON), London (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Grads & Pads is in many ways the antithesis of the stereotype of lazy, disaffected youth. Happy, thoughtful and connected, these young Canadians strong engagement with social and environmental issues (Global Ecological Awareness, Ecological Lifestyle), and liberal attitudes toward the Equality of the Sexes and a Flexible Definition of Family. Residents of Grads & Pads immerse themselves in Cultural Fusion and Social Learning—embracing and adapting elements of different cultures into their own lifestyles. As consumers, they are attracted to products that are innovative and visually appealing (Pursuit of Originality, Importance of Aesthetics), as well as those that their Effort for Health. Residents of this diverse cluster live together happily, eschewing all Ethnic Intolerance and strongly rejecting the Importance of National Superiority. With high scores on Control of Destiny, this cluster is strong on Adaptive Navigation. And while these young Canadians are weak on Religiosity, they do express a deep need to understand the Meaning of Life. You might find them reading the Bible, but only as a companion volume to The DaVinci Code.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

2.67 3.71 9.82 53.19 22.01 4.64 2.69 1.26

48 34 74 193 77 60 58 65

Mother Tongue English French Non-Official

63.02 4.59 30.69

112 22 141

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

27.37 7.37 8.29 11.83 15.24 11.59 15.88 29.80

127 58 72 81 94 87 116 166

Visible Minority Yes

28.42

157

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

60.52 24.30 15.18

186 47 94

Mode of Transport Car Public Transit

37.85 23.67

47 216

Class of Worker Employed Self-Employed Unpaid

88.37 10.00 0.13

102 86 42

Occupation Primary Blue Collar Service Sector White Collar

1.88 11.83 41.45 42.41

42 50 106 136

Education No cert/dipl/deg High school cert Trade College Some university University degree

7.67 22.43 5.22 15.62 5.74 43.32

36 88 52 90 107 215

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

7.70 33.40 24.60 15.40 10.05 4.75 4.09

Size 1 Person 2 People 3 People 4+ People

57.63 31.84 6.85 3.68

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

70.25 21.97 63.92 14.11

Age of Children <6 6-14 15-17 18-24 25+

29.64 28.14 9.90 19.81 12.51

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index movies Canada

dancing/nightclubs health clubs 242 Pilates/yoga 218 130 hiking/adventure tours 68 Shopping 54 computer software 41 audio equipment 41

health food stores Jacob 208 Zara 95 43 Media 16 National Post

Famous 216 "W Five" 49 alternative rock 164 watch YouTube videos 88 142 78 77 100 122

Index Financial Canada online banking

student banking services 23.56 76.44 0.00

34 stocks 248 debit cards 0 donations to political groups

Period of Construction <1946 12.58 1946-1960 10.01 1961-1970 16.22 1971-1980 19.13 1981-1990 11.81 1991-1995 4.05 1996-2000 4.75 2001-2006 7.78 >2006 13.68

110 76 128 106 76 61 78 99 161

Type Single Semi Row Duplex Low-rise High-rise Mobile

5 15 34 33 210 588 1

Dwelling Value Index

Food/Drink vegetarian products ice cream tortilla chips sports drinks scotch whiskey

2.76 0.71 1.91 1.75 38.20 54.48 0.02

Automotive sport coupes under $10,000 on latest vehicle own 1 vehicle Subaru Honda Attitudes "I consider myself to be a creative person" "I will welcome a cashless society" "I look for bargains in second-hand clothing stores" "I enjoy entertaining" "I like to consider homeopathic and herbal remedies"

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Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S2 - Suburban Upscale Ethnic The clusters in Suburban Upscale Ethnic are filled with mostly recent immigrants from China, India, Pakistan and the Philippines. Predominantly upper-middle-class, these younger and middle-aged families commute to white-collar and service sector jobs from an eclectic mix of suburban homes, row houses, semis and duplexes. Households in this group tend to include children of varying ages who play outdoor sports, own lots of consumer electronics and computer gear, and frequent venues like video arcades and cinemas. Despite below average rates for speaking English at home, these residents make a strong market for mainstream media: TV sitcoms, fashion magazines, national newspapers and sports radio. They are also enthusiastic shoppers who like to patronize outlet malls, gourmet food stores and online retail sites.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.81 11.71 14.70 30.88 26.34 6.04 3.30 1.21

106 108 111 112 93 78 71 62

Mother Tongue English French Non-Official

41.65 1.88 54.14

74 9 249

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

51.04 4.23 6.61 14.25 19.37 19.30 18.39 17.86

237 33 58 98 119 145 135 100

Visible Minority Yes

60.57

335

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

30.47 56.85 12.69

94 111 78

Mode of Transport Car Public Transit

78.78 16.62

98 151

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

87.43 10.27 0.28

101 88 94

Occupation Primary Blue Collar Service Sector White Collar

1.32 24.20 40.85 29.99

30 103 104 96

Education No cert/dipl/deg High school cert Trade College Some university University degree

18.69 27.02 6.71 15.39 7.44 24.74

88 106 66 88 139 123

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.41 15.73 22.89 25.93 18.22 8.85 5.98

76 103 121 114 98 77 61

Size 1 Person 2 People 3 People 4+ People

16.77 25.48 19.71 38.04

61 76 124 166

Households

Cluster %

Index Canada

21.90 54.35 27.35

67 121 70

18.30

115

19.30 33.18 11.54 21.92 14.05

93 92 89 110 137

Cluster %

Index Canada

75.31 24.68 0.02

109 80 4

Period of Construction <1946 2.48 1946-1960 6.09 1961-1970 8.69 1971-1980 19.52 1981-1990 21.90 1991-1995 10.34 1996-2000 9.80 2001-2006 10.13 >2006 11.04

22 46 68 109 141 155 160 129 130

Type Single Semi Row Duplex Low-rise High-rise Mobile

72 135 447 226 62 53 17

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

39.65 6.46 25.38 11.97 11.33 4.91 0.22

147

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S2 05 - Asian Affluence Wealthy, suburban Chinese families Population

260,796 (0.76% of Canada)

Households

77,213 (0.56% of Canada)

Average Household Income

$128,189

Housing Tenure

Homeowners

Education

University

Occupation

White Collar & Service Sector

Ethnic Presence

High Faith in Science

Sample Social Value

The most affluent of the Chinese-dominated lifestyles, Asian Affluence is home to educated, middle-aged families, one-third of whom speak Cantonese or Mandarin as their first language. Most residents came to Canada in the 1980s and 1990s, settling in a small number of prosperous neighbourhoods in Toronto and Vancouver. Characterized by large families—the group features a disproportionate number of multi-generational families—Asian Affluence is home to many teenage and twentysomething children. But thanks to healthy incomes averaging more than $128,000, Asian Affluence residents enjoy sophisticated lifestyles. They travel abroad often, frequent the ballet and opera, and enjoy going to theatres, film festivals and investment shows. In addition, these mostly university-educated consumers are savvy shoppers, whether the subject is the latest tech gadget or cutting-edge fashion. Few clusters have more wanderlust than Asian Affluence. According to surveys, residents rank near the top in a dozen travel categories— from travelling to Hong Kong and America's western states to taking cruises and staying at all-inclusive resorts. Indeed, they are almost twice as likely as the general population to travel business class. They also have a taste for fine jewellery, books and designer clothes; they like shopping at Talbots, Holt Renfrew and The Bay. And despite their relatively large families and a changing economy, these well-off residents express little concern about saving for the future.

Where They Live Markham (ON), Richmond Hill (ON), Toronto (ON), Richmond (BC), Burnaby (BC), Vancouver (BC), Brossard (QC), Coquitlam (BC)

Penetration Index ___ High ___ Average ___ Low

How They Think Money occupies a lot of space in the minds of Asian Affluence residents. Their high scores on Saving on Principle indicate that these successful Asian Canadians are focused in part on accumulating wealth as a moral rather than an economic impulse. But they also have expensive tastes as seen in their Enthusiasm for Technology and their Need for Status Recognition. With exceptionally low scores on Financial Concern Regarding the Future, these Canadians are not worried about their ability to fund areas of deep interest to them (Consumptivity): they‟re confident they can spend now, enjoy a comfortable retirement and leave their kids a financial cushion. Although strong believers in the value of other cultures (Cultural Fusion, Social Learning and Belonging to the Global Village), Asian Affluence residents are not especially concerned about their cultural roots outside Canada: they score low on Search For Roots. With their belief in their Control of Destiny and Adaptive Navigation, they feel that they can handle the challenges of daily life. And with modest scores on Spiritual Quest and Meaning of Life, these Canadians show little interest in spirituality. Why fret about existential enigmas when a deluxe vacation with the family—documented for posterity with a high-end camera—is as good as it gets?

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

3.87 9.10 15.21 27.90 30.67 7.80 4.07 1.38

70 84 115 101 108 101 87 71

Mother Tongue English French Non-Official

33.53 0.97 63.20

59 5 291

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

60.83 4.15 7.56 16.21 21.34 21.43 17.73 11.58

283 32 66 111 132 161 130 65

Visible Minority Yes

70.25

388

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

28.96 62.96 8.08

89 123 50

Mode of Transport Car Public Transit

80.45 16.17

100 147

Class of Worker Employed Self-Employed Unpaid

81.05 16.37 0.42

94 141 139

Occupation Primary Blue Collar Service Sector White Collar

0.58 16.45 37.42 41.98

13 70 95 135

Education No cert/dipl/deg High school cert Trade College Some university University degree

13.13 22.87 3.61 12.16 8.38 39.84

62 90 36 70 156 197

Adult Population

Households

Cluster %

Leisure

Index ballets/operas/symphonies Canada

theme parks gourmet cooking 26 health clubs 56 92 travel to Asia

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

0.84 8.57 17.43 27.54 25.64 12.72 7.27

121 Shopping 138 cellular phones 111 video game systems 74

Size 1 Person 2 People 3 People 4+ People

10.30 22.14 20.88 46.67

66 131 Media 204 National Post

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

13.25 62.39 26.35 11.26

Age of Children <6 6-14 15-17 18-24 25+

12.40 27.15 12.22 27.91 20.31

Dwellings Tenure Owned Rented Band Housing

Cluster %

footwear stores Longo's 37 Roots

business magazines 41 late night TV news shows 139 ethnic/multicultural radio 67 participate on online message boards 70 59 75 95 140 198

Index Financial Canada $500,000+ personal savings/investments

real estate 92.64 7.36 0.00

135 home equity lines of credit 24 gas station quick-pay cards 0 donations to educational groups

Period of Construction <1946 2.60 1946-1960 5.77 1961-1970 9.02 1971-1980 14.43 1981-1990 27.39 1991-1995 11.39 1996-2000 9.28 2001-2006 8.71 >2006 11.40

23 44 71 80 177 171 152 110 134

Type Single Semi Row Duplex Low-rise High-rise Mobile

143 71 90 119 13 45 1

Dwelling Value Index

Food/Drink fish ice cream walnuts soy beverages Australian wine

78.74 3.38 5.14 6.27 2.28 4.16 0.01

Automotive SUVs midsize cars $50,000+ on latest vehicle Toyota Acura Attitudes "A person's career should be their first priority" "My main goal is to make a great deal of money as quickly as possible" "When shopping for clothes, I generally look for designer labels" "I find that I am easily swayed by other people's views" "I prefer low-calorie or 'light' foods and drinks"

210

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

PRIZMC2 Marketer's Handbook - 2011

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S2 20 - Asian Up-and-Comers Successful, middle-aged Asian families Population

604,493 (1.75% of Canada)

Households

195,707 (1.42% of Canada)

Average Household Income

$82,835

Housing Tenure

Homeowners

Education

University/High School

Occupation

Service Sector & White Collar

Ethnic Presence

High Cultural Fusion

Sample Social Value

Divided between Vancouver and Toronto, Asian Up-and-Comers neighbourhoods are often the first stop for new immigrants from China and, to a lesser degree, the Philippines and other countries in South Asia. These middle-aged families typically are well-educated, middleclass and ethnically diverse. More than two-thirds speak a non-official language and 63 percent are foreign born. While their incomes are just average, they still pursue upscale lifestyles as reflected in their interest in community theatres, casinos and food and wine shows. Selfdescribed early adopters, Asian Up-and-Comers residents are especially fond of the latest computers and personal electronics, often going online to shop, access news sites, radio broadcasts and stay connected to relatives back home. The residents of Asian Up-and-Comers are relatively recent immigrants: more than half have come to Canada since 1990. But these large, often multigenerational families are beginning to prosper in their adopted country. Many have recently bought a single-family home, row house or duplex—with an average value over $540,000, nearly double the national average. A high percentage of adults have university degrees and white-collar jobs in business, science or sales. And these households stay abreast of the latest trends through print media, scoring high for reading newspapers as well as subscribing to magazines that cover news, current affairs, finance and computers. Although fond of travel, especially to Hong Kong and the western U.S., they're also active in their new communities, not just in patronizing local shops and restaurants, but in writing to a newspaper editor and donating money to political, alumni and social groups.

Where They Live Richmond (BC), Burnaby (BC), Vancouver (BC), Markham (ON), Coquitlam (BC), Richmond Hill (ON), Toronto (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think With little Fulfillment Through Work and a strong sense of Anomie and Aimlessness, Asian Up-and-Comers seek escape through the consumer experience. They are strong on Joy of Consumption and have a tendency to base purchase decisions on aesthetic rather than utilitarian considerations (Importance of Aesthetics). Taken together, these values suggest that Asian Up-and-Comers love to shop, but they won‟t buy just anything: they know which products and services they are looking for, and they are willing to pay extra for new and unusual goods when they find them. These Canadians like to make a bit of a splash with the things they own: they are strong on Pursuit of Novelty and Pursuit of Originality. Their delight in having the latest clothes and gadgets comes in part from their Need for Status Recognition. Still, there is more to this cluster than fun and shopping: they score low on Pursuit of Happiness to the Detriment of Duty. But they‟re not entirely comfortable in a land that‟s new for many. With their Fear of Violence and an Interest in the Mysterious, of this group have a sense that their fate is somewhat out of their hands. But they find comfort through their Attraction to Crowds—and the more diverse, the better. Asian Up-and-Comers residents feel they Belong to the Global Village and are strong on Cultural Fusion.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.85 9.48 13.90 30.80 27.91 6.88 4.46 1.73

88 88 105 112 98 89 95 89

Mother Tongue English French Non-Official

28.98 0.64 68.12

51 3 313

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

63.07 4.44 6.28 13.90 18.99 21.11 19.09 16.19

293 35 55 95 117 159 140 90

Visible Minority Yes

75.96

420

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

31.45 56.66 11.88

97 111 73

Mode of Transport Car Public Transit

73.80 21.25

92 194

Class of Worker Employed Self-Employed Unpaid

85.54 11.74 0.37

99 101 122

Occupation Primary Blue Collar Service Sector White Collar

0.71 20.29 41.91 32.95

16 86 107 106

Education No cert/dipl/deg High school cert Trade College Some university University degree

18.93 26.44 5.80 13.39 8.17 27.27

89 104 57 77 152 135

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.93 13.53 20.01 25.70 19.28 10.34 9.22

Size 1 Person 2 People 3 People 4+ People

16.86 25.36 20.35 37.43

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

22.64 55.52 28.59 15.89

Age of Children <6 6-14 15-17 18-24 25+

16.36 28.47 10.99 24.04 20.13

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index art galleries Canada

movies food and wine shows 61 jogging 88 106 travel to Asia 113 Shopping 104 personal computers 90 video cameras 93

fruit and vegetable stores Zara 61 Jacob

76 128 Media 163 National Post

National Geographic 70 "CBC Newsworld" 124 multicultural radio 73 book travel online 99 78 79 85 121 196

Index Financial Canada credit unions

term deposits 76.69 23.31 0.00

111 mutual funds 76 gas station quick-pay cards 0 donations to environmental groups

Period of Construction <1946 6.91 1946-1960 11.17 1961-1970 9.50 1971-1980 15.06 1981-1990 17.99 1991-1995 10.46 1996-2000 9.97 2001-2006 9.72 >2006 9.21

61 84 75 84 116 157 163 123 108

Type Single Semi Row Duplex Low-rise High-rise Mobile

80 100 163 401 79 66 7

Dwelling Value Index

Food/Drink fish and seafood vegetarian products boxed chocolates imported beer sparkling water

44.03 4.79 9.27 21.19 14.34 6.15 0.09

Automotive sedans compact cars under $10,000 on the latest vehicle Acura Toyota Attitudes "A person's career should be their first priority" "I try to keep abreast of changes in style and fashions" "I consider myself to be sophisticated" "Some environmental damage is an acceptable consequence of progress" "Regular exercise is an important part of my life"

190

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S2 21 - South Asian Society Younger, upper-middle-class South Asian families Population

877,869 (2.54% of Canada)

Households

240,761 (1.75% of Canada)

Average Household Income

$90,868

Housing Tenure

Homeowners

Education

Mixed

Occupation

Service Sector & Blue Collar

Ethnic Presence

High Pursuit of Originality

Sample Social Value

Canada‟s original wave of immigrants from Europe has given way to new populations arriving from Asia, Latin America and the Middle East. South Asian Society reflects this trend, consisting of younger, recent immigrants—49 percent are from South Asia—seeking economic prosperity in suburban Canada. Cluster households are characterized by mixed educations, skilled blue-collar and service jobs, upper-middle-class incomes and child-centred lifestyles. In neighbourhoods filled with mixed housing, families pursue outdoor sports like basketball, baseball and soccer, as well as going to zoos, aquariums, and auto shows. Still making their way in Canadian popular culture— 63 percent report a non-official mother tongue—these residents are over 50 percent more likely than average to go to a university with the hope of bettering their lives. More than three-quarters of South Asian Society residents are classified visible minorities, including a significant proportion of blacks, Filipinos and Latin Americans. As consumers, they have high rates for travelling to the U.K., U.S. and their native countries, buying cosmetics and owning lots of consumer electronics. Yet for all this ethnic diversity, their taste in media looks surprisingly like that of native-born English-speaking Canadians: they read The Globe and Mail, watch TV sports, listen to top-40 radio and subscribe to magazines that cover computers, entertainment, fashion and bridal showcases. While South Asian Society residents still maintain ties to their ethnic roots through multicultural radio and community newspapers, they turn to mainstream media to stay abreast of what it means to be Canadian.

Where They Live Surrey (BC), Brampton (ON), Mississauga (ON), Abbotsford (BC), Delta (BC), Markham (ON), New Westminster (BC) , Richmond (BC), Toronto (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think South Asian Society residents are doing well, but they sometimes feel overwhelmed by life in their new country. Scoring high on Anomie and Aimlessness, they sometimes say they sometimes feel disconnected from society and uncertain about their direction in life. They see themselves as Belonging to the Global Village and seek to incorporate aspects of other cultures into their lives (Cultural Fusion). And South Asian Society residents are committed to establishing a strong material foundation for the next generation. They score high for Consumptivity enthusiastically buying products that are unique (Pursuit of Originality) and that enhance appearance (Importance of Physical Beauty). Their low scores on Fulfillment Through Work indicate that they see their jobs not as creative voyages, but as paycheques that will help them give their children a better life. This cluster feels relatively little New Social Responsibility toward those who are struggling to find a foothold in the economy. Perhaps they reason that they have triumphed over the challenge of migration, so other Canadians new and old should do the same.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.90 13.46 14.79 31.39 24.37 5.55 2.68 0.86

125 125 111 114 86 72 57 44

Mother Tongue English French Non-Official

33.50 0.40 63.27

59 2 291

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

57.90 2.75 5.58 14.90 19.89 18.85 18.17 19.85

269 21 49 102 123 142 133 111

Visible Minority Yes

75.61

418

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

27.38 62.10 10.51

84 121 65

Mode of Transport Car Public Transit

83.16 13.84

103 126

Class of Worker Employed Self-Employed Unpaid

88.34 9.35 0.30

102 80 101

Occupation Primary Blue Collar Service Sector White Collar

2.15 32.92 37.98 23.34

48 140 97 75

Education No cert/dipl/deg High school cert Trade College Some university University degree

22.19 27.99 7.41 14.62 8.15 19.64

104 110 73 84 152 97

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.11 16.08 25.91 26.82 17.43 7.67 3.98

Size 1 Person 2 People 3 People 4+ People

10.85 19.31 17.99 51.85

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

15.73 59.57 25.29 15.14

Age of Children <6 6-14 15-17 18-24 25+

21.24 34.39 10.83 20.84 12.71

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index zoos/aquariums/farms Canada

gourmet cooking Pilates/yoga 66 aerobics 105 137 travel to New York 118 Shopping 94 cell phones 67 HDTVs 40

bulk food stores Jacob 39 Tip Top Tailors

58 113 Media 226 National Post

Maclean's 48 "Entertainment Tonight: Canada" 133 classical/fine arts radio 65 podcasts 95 102 95 84 105 124

Index Financial Canada discount brokers

under $1,000 in home improvements 80.37 19.63 0.00

117 credit unions 64 online banking 0 donations to religious groups

Period of Construction <1946 1.10 1946-1960 3.60 1961-1970 6.73 1971-1980 15.06 1981-1990 24.67 1991-1995 10.26 1996-2000 10.38 2001-2006 13.64 >2006 14.57

10 27 53 84 159 154 170 173 171

Type Single Semi Row Duplex Low-rise High-rise Mobile

92 155 144 387 61 19 17

Dwelling Value Index

Food/Drink lamb fruit drinks toaster products veggie burgers imported beer

50.79 7.41 8.20 20.44 11.15 1.73 0.22

Automotive sport coupes compact cars own 2 vehicles Nissan Volkswagen Attitudes "I'm willing to volunteer my time for a good cause" "If I see something interesting in a store, I will usually buy it on impulse" "I really enjoy shopping for clothes" "The man should be the head of the family" "There's too much attention today on eating only healthy foods"

146

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S2 29 - Suburban Rows Younger, thriving immigrant families Population

923,629 (2.67% of Canada)

Households

343,916 (2.49% of Canada)

Average Household Income

$80,756

Housing Tenure

Homeowners & Renters

Education

University/College/High School

Occupation

Service Sector & White Collar

Ethnic Presence

Medium Need for Escape

Sample Social Value

Scattered across the provinces, Suburban Rows is composed of younger, middle-class immigrant families living in suburban and urban row houses. Nearly a third of cluster residents are classified visible minorities: black, South Asian and a mix of Chinese and other nationalities. Despite many having university and college educations, these newcomers mostly work in service sector jobs, earn average incomes and have low-key lifestyles. They have high rates for playing basketball, soccer, jogging and swimming. And a big date is taking the kids to a zoo, aquarium, carnival or video arcade. They like to shop at mall outlets, where they can acquire the latest consumer electronics, including computers, MP3 players and smartphones. itting that they rarely go to gourmet supermarkets or fancy restaurants, the parents of these growing families say that they don‟t need a lot of money to enjoy life. As consumers, Suburban Rows residents present a mixed portrait. They're regular travellers—to Asia, Central America and the Western U.S.—but these penny-pinchers usually book on discount websites, fly economy class and stay with friends or relatives. Their typical row and semi-detached houses are moderately priced, as are their vans and hatchbacks parked out front. At home, these Canadians have selective media tastes, watching relatively little TV and reading few newspapers and magazines, but listening to a variety of radio stations; jazz and ethnic multicultural programs are especially popular. Where they excel is their Internet usage, going online to play games, read online newspapers, search for jobs and music. Clearly, the web satisfies one of their key Social Values: a Need for Escape.

Where They Live Port Moody (BC), Pitt Meadows (BC), Port Coquitlam (BC), Dollard-des-Ormeaux (QC), Richmond (BC), Ottawa (ON), Richmond Hill (ON), Mississauga (ON), Coquitlam (BC), Maple Ridge (BC), Burnaby (BC)

Penetration Index ___ High ___ Average ___ Low

How They Think Suburban Rows is a cluster dominated by immigrants who have been fairly successful at integrating themselves into the Canadian economy. This cluster‟s values, though, reveal some unease about its current position in society. Suburban Rows residents express a Fear of Violence in their communities—or perhaps that they perceive a generalized hostility among people they encounter day to day. They are not seeking connectedness by exploring their own cultural heritage (low on Search for Roots). Between their feelings of disconnectedness and the Time Stress engendered by work and family, they mostly would just like a break (high Need for Escape). There are some signs of resiliency in the stressful lives of Suburban Rows residents: they find time to reflect on the Meaning of Life and feel they‟re engaged in a Spiritual Quest. And as consumers, they score high on the Importance of Physical Beauty, seeking to design a distinctive image of themselves. They are not motivated by Discriminating Consumerism, but value highly the Importance of Price. Most of all, they desire to live fully, ever in Pursuit of Intensity and Emotional Experiences to fill their days with new sensations and emotions.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.95 12.24 15.00 31.28 25.98 5.46 2.92 1.17

108 113 113 113 91 70 63 60

Mother Tongue English French Non-Official

60.13 4.37 33.60

107 21 155

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

33.76 6.23 8.09 12.69 18.08 16.65 18.17 20.08

157 49 70 87 111 125 133 112

Visible Minority Yes

33.26

184

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

33.10 50.27 16.63

102 98 103

Mode of Transport Car Public Transit

77.30 16.54

96 151

Class of Worker Employed Self-Employed Unpaid

89.47 8.57 0.18

104 74 60

Occupation Primary Blue Collar Service Sector White Collar

1.17 21.14 43.57 30.73

26 90 111 98

Education No cert/dipl/deg High school cert Trade College Some university University degree

16.95 27.79 7.64 18.49 5.97 23.16

79 109 75 106 111 115

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

3.24 18.34 23.65 25.08 16.50 7.95 5.24

Size 1 Person 2 People 3 People 4+ People

22.31 30.62 20.29 26.78

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

27.74 46.54 28.73 24.74

Age of Children <6 6-14 15-17 18-24 25+

21.26 36.74 12.44 19.86 9.69

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index theme parks Canada

soccer baseball 102 swimming 120 125 travel to Mexico 110 Shopping 89 MP3 players 69 cosmetic products 53

frozen food stores The Bay 81 H&M

91 127 Media 117 The Globe and Mail

Elle Canada 85 "Grammy Awards" 104 jazz radio 74 online job search 155 102 102 96 100 95

Index Financial Canada $10,000-$25,000 in securities and savings

RESPs 67.08 32.88 0.04

97 student banking services 107 term life insurance 10 environmental charity

Period of Construction <1946 0.89 1946-1960 5.02 1961-1970 9.54 1971-1980 26.32 1981-1990 20.94 1991-1995 10.10 1996-2000 9.42 2001-2006 8.23 >2006 9.53

8 38 75 146 135 152 154 104 112

Type Single Semi Row Duplex Low-rise High-rise Mobile

37 156 899 39 65 71 25

Dwelling Value Index

Food/Drink canned fish/meat vegetarian products toaster products sports energy drinks Canadian wine

20.58 7.44 51.12 2.07 11.78 6.61 0.34

Automotive hatchbacks compact cars own 1 vehicle Ford Dodge Attitudes "There is a lot of stress in my life" "My main goal is to make a great deal of money as quickly as possible" "My personal care routine is a real chore to me" "I live a fairly hectic lifestyle" "I often reward myself by having a snack"

101

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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E2 - Exurban Midscale The Exurban Midscale group represent the nation‟s middle- to upper-middle-class families living in the satellite suburbs of older towns and cities across Canada. In these households, young to middle-aged parents have moderate educations, work at a mix of blue-collar, white-collar and service sector jobs, and live in single- and semi-detached houses built after 1970. With their communities located outside the nation‟s big cities, the cost of living is lower than average, and residents pursue active, child-centred lifestyles. These young families have high rates for playing outdoor sports, traveling by RV and camper, and frequenting zoos, aquariums and video arcades. Their garages are cluttered with pickups, power boats and snowmobiles. And with their varied media tastes, they enjoy auto races and reality shows on TV as well as rock and country on the radio.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.06 12.30 14.90 28.82 27.60 6.13 3.09 1.08

110 114 112 105 97 79 66 56

Mother Tongue English French Non-Official

81.52 2.82 14.63

145 14 67

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

14.71 15.66 14.61 17.62 17.09 11.29 10.63 13.09

68 122 127 121 105 85 78 73

Visible Minority Yes

11.15

62

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

30.07 55.63 14.30

92 109 88

Mode of Transport Car Public Transit

88.34 5.12

110 47

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

89.90 8.75 0.18

104 75 62

Occupation Primary Blue Collar Service Sector White Collar

3.97 25.35 40.89 26.87

89 108 104 86

Education No cert/dipl/deg High school cert Trade College Some university University degree

21.46 29.94 10.83 20.16 4.25 13.35

101 117 107 116 79 66

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

3.50 17.32 21.17 24.38 18.07 9.40 6.15

110 113 112 107 97 82 62

Size 1 Person 2 People 3 People 4+ People

19.65 32.81 19.06 28.48

71 98 120 124

Households

Cluster %

Index Canada

24.50 48.39 34.40

75 108 88

17.22

108

21.43 37.75 13.34 19.40 8.08

103 105 103 98 79

Cluster %

Index Canada

79.55 20.42 0.03

116 66 7

Period of Construction <1946 3.15 1946-1960 7.22 1961-1970 11.74 1971-1980 28.46 1981-1990 19.84 1991-1995 7.73 1996-2000 6.79 2001-2006 7.15 >2006 7.92

28 54 92 158 128 116 111 91 93

Type Single Semi Row Duplex Low-rise High-rise Mobile

118 209 139 97 49 6 152

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

65.21 9.99 7.92 5.13 8.98 0.59 2.02

88

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E2 22 - Blue-Collar Comfort Middle-aged, upper-middle-class blue collar families Population

605,224 (1.75% of Canada)

Households

211,462 (1.53% of Canada)

Average Household Income

$88,045

Housing Tenure

Homeowners

Education

High School/Grade 9/College

Occupation

Service Sector & Blue Collar

Ethnic Presence

Medium Adaptability to Complexity in Life

Sample Social Value

Found across southern Ontario, Blue-Collar Comfort features large families with middle-aged parents who work at skilled blue-collar and service sector jobs. These high school- and college-educated Canadians have secured well-paying positions—the average income is more than $88,000—that allow them to pursue upper-middle-class lifestyles. With their school-aged children, these households have high rates for swimming, playing baseball, going to theme parks and attending pet, RV and motorcycle shows. Around their older single, semidetached and row houses, relaxation means nothing more taxing than tuning in to TV sports, sitcoms or reality shows. Blue-Collar Comfort consumers have enough money in their jeans to travel—the cluster includes a high percentage of snowbirds—but many of these wage earners are content to go only as far as the local casual dining restaurant for a night out. Slightly less affluent than in the past, Blue-Collar Comfort residents tend to live in moderately priced housing that allows them to stretch their incomes. They have higher than average rates for owning video game consoles, MP3 players and computer equipment. Befitting their jobs in manufacturing and the trades, Blue-Collar Comfort residents gravitate to sports for relaxation—whether it's taking their boats out on lakes, buying their kids toy racing sets or watching basketball, soccer or NFL football on television. Adaptable to the uncertainties of modern life, they've managed to thrive despite the changes in society and the workplace.

Where They Live New Tecumseth (ON), Orangeville (ON), Innisfil (ON), Bradford West-Gwillimbury (ON), Clarington (ON), Grimsby (ON), Oshawa (ON), Georgina (ON), Barrie (ON), Cambridge (ON), Brampton (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Blue-Collar Comfort residents have climbed into the upper-middle-class through hard work and perseverance. While they feel little Fulfillment Through Work, their Need for Personal Achievement drives them to put in the extra hours to get ahead. And though they experience significant Time Stress, they maintain an Adaptability to Complexity in Life, feeling they can solve any situation they face. They don‟t just work hard; their Attraction to Crowds and Pursuit of Intensity and Emotional Experiences indicate enjoy immersing themselves in the collective emotions of large crowds and public events. At home, they are open-minded towards gender roles and norms, scoring high on both Flexibility of Gender Identity and Equality of the Sexes. They tend not to worry about pressing social issues (low New Social Responsibility), nor are they inclined to question those in charge (low Rejection of Authority). Instead, their relative prosperity has resulted in little Financial Concern Regarding the Future. They‟re comfortable indulging their Enthusiasm for Technology, buying entertainment systems and gadgets for amusement. These consumers like strong brands with storied histories (Importance of Brand), and their Pursuit of Novelty means they are usually early adopters.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.23 12.15 14.91 28.03 28.59 6.57 3.37 1.14

95 112 112 102 100 85 72 59

Mother Tongue English French Non-Official

78.02 1.80 19.00

138 9 87

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

21.84 16.08 17.22 17.24 17.04 10.86 10.79 10.78

101 126 150 118 105 82 79 60

Visible Minority Yes

14.49

80

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

27.50 58.96 13.53

85 115 83

Mode of Transport Car Public Transit

89.52 5.46

111 50

Class of Worker Employed Self-Employed Unpaid

89.96 8.54 0.20

104 73 65

Occupation Primary Blue Collar Service Sector White Collar

1.22 31.12 38.16 26.21

27 132 97 84

Education No cert/dipl/deg High school cert Trade College Some university University degree

21.80 31.38 8.74 20.81 3.68 13.60

102 123 86 119 69 67

Adult Population

Leisure

Cluster %

Index theme parks Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.67 14.13 21.73 26.17 19.04 10.42 6.84

115 Shopping 103 MP3 players 91 boats 69

Size 1 Person 2 People 3 People 4+ People

16.88 30.49 20.00 32.62

Households

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

19.99 52.69 30.64 16.67

Age of Children <6 6-14 15-17 18-24 25+

18.74 36.45 12.83 21.36 10.62

Dwellings Tenure Owned Rented Band Housing

Cluster %

baseball motorcycle shows 52 horse races 92 115 travel to the Caribbean

frozen food stores Mark's Work Wearhouse 61 Wal-Mart

91 125 Media 142 sports section

People 62 "Survivor" 117 golden oldies radio 78 online magazines 104 90 101 99 107 104

Index Financial Canada RESPs

Canada savings bonds 87.84 12.16 0.00

128 personal lines of credit 40 auto loans 0 student banking services

Period of Construction <1946 4.43 1946-1960 8.87 1961-1970 12.78 1971-1980 25.97 1981-1990 21.31 1991-1995 6.89 1996-2000 6.09 2001-2006 6.92 >2006 6.74

39 67 100 144 138 103 99 88 79

Type Single Semi Row Duplex Low-rise High-rise Mobile

115 354 162 74 29 9 9

Dwelling Value Index

Food/Drink cold cuts processed cheese granola bars frozen waffles protein drinks

63.56 16.89 9.22 3.89 5.33 0.85 0.12

Automotive minivans midsize cars $10,000-$15,000 on latest vehicle Chevrolet Dodge Attitudes "I am better informed about nutrition than the average person" "Most new products are worth a try" "Advertising is an important source of information to me" "I rarely give up when facing a difficult challenge" "I should really try to eat foods that are better for me"

94

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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E2 23 - Fast-Track Families Upper-middle-class exurban families Population

832,976 (2.41% of Canada)

Households

298,413 (2.16% of Canada)

Average Household Income

$95,042

Housing Tenure

Homeowners

Education

High School/College/Trade

Occupation

Mixed

Ethnic Presence

Low Reprioritizing of Work

Sample Social Value

Widely dispersed across Canada, Fast-Track Families features a mix of families and couples living in upper-middle-class exurban communities. Most of the adults are middle-aged, married homeowners who work in a variety of business and service occupations. Typically located in areas with many outdoor amenities, these households enjoy an array of activities, from fishing, hiking and camping to golf, hockey and baseball. But they are also close enough to big cities to enjoy entertainment like community theatres, pop concerts and pro sporting events. In their homes, most built since 1980, the presence of children can be seen in the popularity of radio-controlled toys, action figures, pets, computers and video game systems. But having fun is not just for the kids, as the adults consciously strive to leave their work behind by gambling at casinos and enjoying adventure sports like scuba diving and paintball. Their exurban settings colour the consuming patterns of most of Fast-Track Families. In these small towns and suburbs, pickup trucks and SUVs are must-haves for hauling athletic gear and adult toys like power boats, snowmobiles and campers. These consumers exhibit high rates for classic family-casual activities like going to zoos and aquariums, and eating at sub shops and pizza restaurants. Expressing traditional media tastes, they like to watch TV sitcoms and game shows, listen to rock and country radio stations and read sports and car magazines. When they go online, it's typically to coupons, bid at an auction site or listen to an audio podcast.

Where They Live Torbay (NL), Paradise (NL), Spruce Grove (AB), Conception Bay (NL), Petawawa (ON), Morinville (AB), Central Okanagan (BC), Langford (BC), Terrace (BC), Mount Pearl (NL), Mission (BC)

Penetration Index ___ High ___ Average ___ Low

How They Think of Fast-Track Families feel they are masters of their own destiny, with few ing any sense of Fatalism or lack of direction and meaning (low Anomie and Aimlessness). However, they do not want work to become all-encoming (Reprioritizing of Work). They are very focused, methodical individuals who rarely let their hearts rule their heads (Hyper-Rationality). Instead, they tend to be more solitary individuals (low Attraction to Crowds) who feel content and secure in their day-to-day lives (low Fear of Violence). The downside to keeping their emotions in check is that few feel much sense of Personal Creativity, nor do they show much Flexibility of Personality. On the job, they are uncomfortable with ambiguity (low Heterarchy), although they have embraced the Flexible Definition of Family, recognizing that domestic partnerships take many forms today. Proud of their country (high Canadian Identity), they reject all forms of Ethnic Intolerance. And despite their Skepticism Toward Big Business, they‟re receptive to advertising as a source of reliable information (Confidence in Advertising) and generally believe that smaller businesses produce quality goods. Still, many are oriented to Saving on Principle, socking away their money for a rainy day while experiencing little Joy of Consumption.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.08 12.44 14.97 27.51 28.93 6.24 2.88 0.96

110 115 113 100 102 80 62 49

Mother Tongue English French Non-Official

85.83 3.62 9.79

152 18 45

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

10.37 18.20 15.35 19.75 16.45 10.23 8.58 11.43

48 142 134 135 101 77 63 64

7.38

41

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

27.61 59.74 12.65

85 117 78

Mode of Transport Car Public Transit

91.13 3.82

113 35

Class of Worker Employed Self-Employed Unpaid

89.38 9.41 0.18

103 81 60

Occupation Primary Blue Collar Service Sector White Collar

4.10 22.41 41.82 29.11

92 95 107 93

Education No cert/dipl/deg High school cert Trade College Some university University degree

18.69 28.79 11.67 21.25 4.87 14.74

88 113 115 122 91 73

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.54 16.11 21.23 25.72 19.20 9.64 5.57

Size 1 Person 2 People 3 People 4+ People

16.79 33.49 19.46 30.26

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

20.65 50.35 36.11 13.54

Age of Children <6 6-14 15-17 18-24 25+

20.95 38.55 14.01 19.81 6.68

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index pop/rock concerts Canada

community theatres national/provincial parks 80 hockey 105 112 travel by RVs/campers in Canada 113 Shopping 104 personal computers 84 children's books 56

pizza restaurants Zellers 61 Roots

100 122 Media 132 classified ads

Outdoor Canada 64 "The Amazing Race" 112 mainstream rock radio 92 online radio 85 100 107 109 100 65

Index Financial Canada stocks and bonds

Canada savings bonds 86.87 13.13 0.01

126 RRSPs 43 ATM cards 1 donations to United Way Of Canada

Period of Construction <1946 2.12 1946-1960 4.78 1961-1970 9.26 1971-1980 27.32 1981-1990 21.23 1991-1995 9.73 1996-2000 8.63 2001-2006 8.44 >2006 8.49

19 36 73 152 137 146 141 107 100

Type Single Semi Row Duplex Low-rise High-rise Mobile

142 130 78 109 20 1 114

Dwelling Value Index

Food/Drink Mexican dinner kits powdered fruit drinks canned pasta frozen pizza rum

78.27 6.22 4.45 5.75 3.58 0.10 1.51

Automotive pickup trucks full-size cars own 2+ vehicles GMC Chrysler Attitudes "I prefer to work as part of a team than work alone" "I spend money more carefully than I used to" "To me, shopping is a chore rather than a pleasure" "I try to minimize the amount of time I spend on personal grooming" "Low-fat foods are an important part of my regular diet"

91

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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E2 30 - Exurban Crossroads Younger, middle-class exurban families Population

492,315 (1.43% of Canada)

Households

179,935 (1.31% of Canada)

Average Household Income

$88,209

Housing Tenure

Homeowners

Education

Mixed

Occupation

Service Sector & Blue Collar

Ethnic Presence

Low Skepticism Towards Big Business

Sample Social Value

The Exurban Crossroads cluster is distinctive in its ordinariness: younger, middle-class households with lots of children, living in small cities and satellite towns. The educational levels here range from high school to community college. And most residents have parlayed well-paying blue-collar and service sector jobs into midscale status and outdoorsy lifestyles. Exurban Crossroads households enjoy camping, boating, skiing and visiting national and provincial parks. The adults here have active social lives, with high rates for going to bars, nightclubs, rock concerts and dinner theatres. At home, these families like to make crafts, play video games and listen to music. Their conservative social values are typical of smaller cities and towns: they‟re pro-Canadian, skeptical towards big business and unconcerned about status recognition. Many of the residents of Exurban Crossroads work at jobs in sales and trades, but their relatively inexpensive housing—a mix of older detached and semi-detached houses—allows them more disposable income to buy leisure vehicles like power boats, RVs and campers. Many are still price-sensitive consumers who tend to do most of their travel in Canada and buy their clothes at bargain retailers like WalMart, Zeller's and Mark's Work Wearhouse. Exurban Crossroads folks have relatively traditional media tastes, watching basketball and football on television, listening to country music and religious programming on the radio and reading magazines like Reader's Digest, Canadian Gardening and Chatelaine. When they go online, they typically head to a utilitarian website to find a new job or used truck.

Where They Live Warman (SK), Brooks (AB), Morinville (AB), Campbell River (BC), Langford (BC), Medicine Hat (AB), Leamington (ON), Cold Lake (AB), Mission (BC), Airdrie (AB)

Penetration Index ___ High ___ Average ___ Low

How They Think Exurban Crossroads residents don‟t ask for much—just a solid, if modest, financial footing and some time with family (Primacy of the Family)—but these Canadians feel their interests are facing serious threats. This is a worried cluster. With a very high score on Financial Concern Regarding the Future, Exurban Crossroads residents are worried about their ability to provide for themselves and their families in the future. And despite the natural beauty of their surroundings, they express a Fear of Violence and Apocalyptic Anxiety. They turn to Religiosity for comfort, but their religious affiliations have yet to inspire much Community Involvement among this segment. Family is important to them, but only traditional forms (weak Flexible Definition of Family). Exurban Crossroads residents feel threatened, in part, by people different from themselves: they score high on Ethnic Intolerance and Importance of National Superiority. Despite their Skepticism Toward Big Business and Skepticism Toward Small Business, Exurban Crossroads residents express a belief in the Importance of Brand. Perhaps they feel the deck is stacked against the consumer and that time-tested, reliable brands are the only safe choice.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.15 12.02 14.81 29.58 27.15 6.10 3.13 1.07

112 111 112 107 95 79 67 55

Mother Tongue English French Non-Official

76.27 2.47 19.97

135 12 92

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

17.38 11.77 10.67 16.65 18.48 13.17 12.61 16.65

81 92 93 114 114 99 92 93

Visible Minority Yes

16.03

89

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

30.88 54.56 14.56

95 106 90

Mode of Transport Car Public Transit

86.57 7.19

108 66

Class of Worker Employed Self-Employed Unpaid

89.98 8.71 0.20

104 75 65

Occupation Primary Blue Collar Service Sector White Collar

4.99 26.06 40.83 25.03

112 111 104 80

Education No cert/dipl/deg High school cert Trade College Some university University degree

23.58 30.56 11.33 18.51 4.31 11.71

111 120 112 106 80 58

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

3.60 17.91 20.90 23.90 17.88 9.42 6.41

Size 1 Person 2 People 3 People 4+ People

19.82 32.92 18.86 28.40

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

25.80 47.30 35.01 17.69

Age of Children <6 6-14 15-17 18-24 25+

21.66 37.39 13.29 19.23 8.43

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index zoos/aquariums/farms Canada

exhibitions/fairs bingo halls 113 boating 117 111 travel by RVs

105 Shopping 96 bed/mattress 82 monitored security system 65

home electronic stores Wal-Mart 72 Mark's Work Wearhouse

98 118 Media 124 National Post

Reader's Digest 79 "TSN SportsCentre" 105 country radio 90 real estate websites 111 104 104 103 97 82

Index Financial Canada senior banking services

mutual funds 80.08 19.89 0.03

116 personal overdraft protection 65 ATM cards 7 donations to religious groups

Period of Construction <1946 3.27 1946-1960 8.01 1961-1970 11.69 1971-1980 33.60 1981-1990 19.28 1991-1995 6.63 1996-2000 5.48 2001-2006 5.30 >2006 6.74

29 60 92 187 124 100 90 67 79

Type Single Semi Row Duplex Low-rise High-rise Mobile

124 165 109 114 41 6 239

Dwelling Value Index

Food/Drink wieners frozen vegetables cold cuts processed cheese rum

68.58 7.89 6.19 6.05 7.47 0.56 3.16

Automotive SUVs full-size cars own 2 vehicles Chevrolet Dodge Attitudes "I find I am easily swayed by other people's views" " priced brands are not worth the extra money" "I try to minimize the amount of time I spend on personal grooming" "I have a keen sense of adventure" "Low carbohydrate diets are not really healthy"

84

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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E2 41 - White Picket Fences Young, middle-income exurban families Population

517,505 (1.50% of Canada)

Households

207,946 (1.51% of Canada)

Average Household Income

$78,369

Housing Tenure

Homeowners & Renters

Education

Mixed

Occupation

Service Sector & Blue Collar

Ethnic Presence

Low Ethical Consumerism

Sample Social Value

White Picket Fences is a collection of one-time farm hamlets rapidly evolving into bedroom suburbs filled with young, working-class families. Half the adults are under 44, about a quarter of households are headed by single parents and a majority of children are toddlers and pre-teens. With their high school educations and wide range of jobs, these residents tend to have busy, youthful lifestyles. The adults like to spend time outdoors playing golf, fishing, mountain biking, snowboarding and watching football games. Their children enjoy playing baseball and basketball, visiting video arcades and going to zoos and aquariums. These young families are a strong market for an array of leisure products, and they have high rates for buying PCs, video game systems, ATVs, motorcycles, campers and RESPs. But to maintain their active lifestyle, they use credit liberally, taking out auto loans, using a range of credit cards and carrying a personal line of credit. Geographically centred in growing Prairie and western communities, White Picket Fences offers residents a steadily expanding range of commercial options. Whereas they once bought products by mail order, they're now frequent shoppers at Big Box department stores, bulk food stores and electronics retailers—always mindful of a company's ethics and contributions to the good of society. In their older neighbourhoods, these families enjoy varied media, watching game shows, reality programs and the Discovery Channel on TV, and listening to classic rock and country radio stations. Increasingly, however, they spend their free time in front of computers, going online for everything from ing music and exploring vacation destinations to buying books and paying bills. When they want to get away, they'll hook up the camper for a driving tour of Canada or the Midwestern U.S.

Where They Live Thompson (MB), Fort St. John (BC), Dawson Creek (BC), Prince Rupert (BC), Williams Lake (BC), Whitehorse (YK), Langford (BC), Petawawa (ON), Grande Prairie (AB), Yellowknife (NT), Prince Albert (SK), Mission (BC), North Bay (ON), Corner Brook (NL)

Penetration Index ___ High ___ Average ___ Low

How They Think White Picket Fences residents are conservative in almost every sense of the word. In temperament, they express an Introspection and Empathy, preferring to take a self-critical approach toward their goals. When it comes to money, they express a Financial Concern Regarding the Future. And with very strong Apocalyptic Anxiety, they worry greatly about the world around them. They will loosen up in the marketing place, purchasing products in areas of interest (Consumptivity) and expressing a Need for Status Recognition. But they‟re a tough sell for large corporations (Skepticism Toward Big Business) and those promoting new and innovative products (low Pursuit of Novelty). On economic matters, White Picket Fences residents are altruistic, believing it is possible to live well without a lot of money (Reprioritizing of Money). Although their high score on Government Involvement stands out against an otherwise conservative outlook, the involvement these Canadians seek may not come in the form of wealth redistribution. Many believe that they‟re at the mercy of forces beyond their control—scoring high for Fatalism and Interest in the Mysterious—and their reaction is to live according to their own self interests (Pursuit of Happiness to the Detriment of Duty) rather than an obligation to others.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.92 12.52 14.88 31.16 24.74 5.48 3.08 1.21

126 116 112 113 87 71 66 62

Mother Tongue English French Non-Official

83.68 3.08 12.22

148 15 56

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

10.76 16.94 13.38 16.81 15.98 11.00 10.21 15.68

50 132 117 115 99 83 75 87

8.63

48

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

36.38 45.98 17.64

112 90 109

Mode of Transport Car Public Transit

84.02 4.82

104 44

Class of Worker Employed Self-Employed Unpaid

90.63 7.97 0.17

105 69 57

Occupation Primary Blue Collar Service Sector White Collar

6.13 22.44 42.78 25.74

138 96 109 83

Education No cert/dipl/deg High school cert Trade College Some university University degree

23.54 29.49 11.52 19.19 3.89 12.37

110 116 114 110 72 61

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

6.65 21.81 20.74 21.07 15.64 8.01 6.09

Size 1 Person 2 People 3 People 4+ People

26.43 34.06 17.72 21.79

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

33.48 40.74 35.52 23.74

Age of Children <6 6-14 15-17 18-24 25+

25.78 38.49 12.90 16.15 6.68

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index bingo halls Canada

fishing nightclubs 209 golf 143 110 camping trips 93 Shopping 84 stereo equipment 70 PCs 62

bulk food stores Zellers 96 Wal-Mart

102 111 Media 95 business section

Canadian Living 103 "American Idol" 91 classic hits radio 91 mobile apps 149 124 107 100 81 65

Index Financial Canada RESPs

auto loans 60.15 39.76 0.09

87 credit unions 129 investment real estate 21 donations to religious groups

Period of Construction <1946 3.23 1946-1960 8.35 1961-1970 14.28 1971-1980 28.18 1981-1990 16.84 1991-1995 6.68 1996-2000 6.00 2001-2006 7.12 >2006 9.31

28 63 112 157 109 100 98 90 110

Type Single Semi Row Duplex Low-rise High-rise Mobile

82 214 230 89 120 12 279

Dwelling Value Index

Food/Drink pasta sauce flavoured noodles crackers cookie mixes rum

45.23 10.21 13.08 4.71 21.77 1.08 3.69

Automotive pickup trucks crossover vehicles under $10,000 Dodge Ford Attitudes "I like to work on community projects" "If a woman has the same job as a man, she should receive the same pay" "If one of my usual brands is on special I will buy extra" "I am concerned about the health and safety of my family" "I like to consider homeopathic and herbal remedies"

75

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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PRIZMC2 Marketer's Handbook - 2011

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U3 - Urban Upscale Ethnic Geo-centred in Toronto and Montreal, the Urban Upscale Ethnic group consists of four middle- to upper-middle-class clusters with high concentrations of European immigrants—especially those from Italy, Portugal and Greece. Their households are a mix of middle-aged and older couples and families, with children in their late teens and twenties. Many residents share an Old World lifestyle, with just under half reporting a language other than English or French as their mother tongue. Popular leisure activities include attending operas and ballets, soccer matches and hockey games, as well as film festivals and historical sites. In their urban neighbourhoods, many residents take public transit, but internationally they exhibit high rates for travelling by train and rental car—especially in their home countries across Europe.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.17 9.75 12.45 29.15 27.50 8.00 5.75 2.22

94 90 94 106 97 103 123 114

Mother Tongue English French Non-Official

42.07 8.39 47.08

75 41 217

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

47.39 14.96 16.59 15.60 17.37 12.85 10.42 12.20

220 117 145 107 107 96 76 68

Visible Minority Yes

33.69

186

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

31.93 52.68 15.39

98 103 95

Mode of Transport Car Public Transit

65.84 27.88

82 254

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

87.04 10.59 0.20

101 91 67

Occupation Primary Blue Collar Service Sector White Collar

0.28 23.82 38.61 33.16

6 101 98 106

Education No cert/dipl/deg High school cert Trade College Some university University degree

24.18 24.78 8.12 15.74 5.80 21.38

113 97 80 90 108 106

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.89 13.12 19.06 22.47 18.13 12.36 12.97

59 86 101 99 98 108 131

Size 1 Person 2 People 3 People 4+ People

23.60 30.95 18.26 27.18

85 92 115 119

Households

Cluster %

Index Canada

28.68 47.96 33.47

88 107 86

18.57

116

17.95 30.13 10.40 21.20 20.32

86 83 81 107 198

Cluster %

Index Canada

71.60 28.40 0.00

104 92 0

Period of Construction <1946 18.11 1946-1960 28.39 1961-1970 20.33 1971-1980 12.81 1981-1990 8.29 1991-1995 1.94 1996-2000 2.03 2001-2006 2.99 >2006 5.12

159 214 160 71 53 29 33 38 60

Type Single Semi Row Duplex Low-rise High-rise Mobile

77 272 68 208 145 36 3

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

42.28 12.98 3.88 11.02 26.31 3.33 0.04

131

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U3 13 - Continental Culture Upper-middle-class, multi-ethnic urban households Population

147,999 (0.43% of Canada)

Households

60,443 (0.44% of Canada)

Average Household Income

$98,011

Housing Tenure

Homeowners

Education

University

Occupation

White Collar & Service Sector

Ethnic Presence

Medium Equality of the Sexes

Sample Social Value

Continental Culture presents a portrait of old-fashioned diversity with its many first- and second-generation European immigrants, especially from Italy, Portugal, Greece and Poland. Centred in Toronto, its households contain a mix of married and common law couples and, increasingly, young families. Living in older urban singles, semis and low-rise apartments, these relatively young residents tend to have university degrees, white-collar jobs and upscale lifestyles. They have high rates for going to the theatre, art galleries and film festivals. On weekends, they pile their young children into station wagons and visit historical sites, zoos and amusement parks. Despite their Old World roots, they hold relatively progressive views, describing themselves as early adopters, ers of equality of the sexes and fans of novelty and originality. Continental Culture is noteworthy for its wide-ranging tastes. In the marketplace, the group scores high for both theme parks and operas, doughnut shops and gourmet markets. Their $98,000 average incomes allow these city dwellers to travel frequently, shop at upscale stores like Eddie Bauer and Club Monaco, and sock away more than $250,000 in investments and savings. Their urban setting means Continental Culture residents score high for taking public transportation to work and patronizing public markets. And this traditional segment is anything but when it comes to new media, exhibiting high rates for reading blogs, watching YouTube videos and listening to podcasts. These eclectic Canadians also subscribe to a range of newspapers and magazines, including publications that cover news, nature and food.

Where They Live Toronto (parts), Montréal (parts)

Penetration Index ___ High ___ Average ___ Low

How They Think Continental Culture is a cool, open-minded cluster strongly focused on quality of life. These Canadians love the richness of their urban environment. Strong on Openness Toward Others and Cultural Fusion, Continental Culture residents enjoy diversity and are willing to grant others the same autonomy they seek for themselves (Rejection of Authority). There is a strong idealistic streak in this cluster; residents tend to pursue an Ecological Lifestyle and believe in the Equality of the Sexes and Equal Relationship with Youth. Strong on Introspection and Empathy, these Canadians make a habit of considering the feelings and perspectives of others; this translates into flexibility, accommodation and a strong sense of connectedness. This cluster expresses more confidence in government than in business and rejects the Importance of Brand. However, these Canadians do like to consume, mostly in areas of special enthusiasm (Consumptivity); any widget with a high-status label won‟t do for these tastemakers. Marketing efforts here should emphasize ethics and experiential factors and reflect residents‟ strong interest in Personal Creativity and the Importance of Aesthetics over price and status.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.97 9.85 10.82 32.53 28.73 6.33 4.01 1.77

108 91 81 118 101 82 86 91

Mother Tongue English French Non-Official

65.71 3.19 29.58

116 16 136

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

31.57 15.93 20.61 19.97 15.35 10.31 7.96 9.87

147 125 180 137 95 77 58 55

Visible Minority Yes

20.97

116

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

37.64 47.08 15.28

116 92 94

Mode of Transport Car Public Transit

48.65 37.65

60 343

Class of Worker Employed Self-Employed Unpaid

83.49 15.02 0.17

97 129 56

Occupation Primary Blue Collar Service Sector White Collar

0.22 12.46 37.33 47.06

5 53 95 151

Education No cert/dipl/deg High school cert Trade College Some university University degree

17.24 22.08 4.25 13.64 4.91 37.88

81 86 42 78 92 188

Adult Population

Leisure

Cluster %

Index film festivals Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.09 16.35 22.93 23.72 17.85 8.92 8.14

104 Shopping 96 cameras 78 comic books 83

Size 1 Person 2 People 3 People 4+ People

29.18 32.36 17.52 20.94

Households

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

36.36 46.34 36.17 17.49

Age of Children <6 6-14 15-17 18-24 25+

24.21 29.79 9.46 19.70 16.84

Dwellings Tenure Owned Rented Band Housing

Cluster %

basketball ballets/operas/symphonies 66 soccer 107 121 travel to Europe

gourmet food stores Eddie Bauer 106 Club Monaco

97 110 Media 91 The Globe and Mail

NOW 112 "The Daily Show" 103 modern/alternative rock radio 93 watch YouTube videos regularly 109 116 82 73 99 164

Index Financial Canada $250,000-$500,000 in securities and savings

stocks 70.12 29.88 0.00

102 telephone banking 97 online banking 0 donations to hospital foundations

Period of Construction <1946 63.41 1946-1960 17.24 1961-1970 5.74 1971-1980 3.26 1981-1990 3.62 1991-1995 0.74 1996-2000 1.06 2001-2006 2.00 >2006 2.93

557 130 45 18 23 11 17 25 35

Type Single Semi Row Duplex Low-rise High-rise Mobile

52 515 82 162 178 10 9

Dwelling Value Index

Food/Drink pasta sauce salsa cheese snacks soy beverages imported beer

28.50 24.59 4.64 8.55 32.49 0.97 0.12

Automotive SUVs compact cars $30,000-$40,000 on latest vehicle Volvo Mazda Attitudes "It is important that women should have a career outside of the home" "I consider myself an entrepreneur" "My confidence is greatly enhanced when I know I look my best" "I generally achieve everything I set out to do" "I like to consider homeopathic and herbal remedies"

167

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U3 18 - Cluttered Nests Upper-middle-class urban couples and multigenerational families Population

424,478 (1.23% of Canada)

Households

152,090 (1.10% of Canada)

Average Household Income

$87,806

Housing Tenure

Homeowners

Education

University/High School

Occupation

Mixed

Ethnic Presence

High Search for Roots

Sample Social Value

The name Cluttered Nests reflects this cluster‟s high concentration of multigenerational families located primarily in the older, inner suburbs of Toronto. In these communities, households typically contain the original European, Asian and Caribbean immigrants, their older children now in their late teens and twenties, and sometimes their grandchildren. Given the group‟s older-than-average population, it‟s not surprising that residents prefer watching sports to playing them. They have high rates for attending baseball, basketball and soccer games, as well as going to horse races and tennis matches. With average household incomes above $87,000 from white-collar and service jobs, these consumers are careful with their money, shopping at discount stores like Old Navy, using cents-off coupons and vacationing in nearby cottages. Conservative in their outlook, they place great importance on their family and faith to help preserve their cultural roots. Cluttered Nests is a classic transitional lifestyle type. Residents express interest in products and services targeting all lifestages, from theme parks to Pilates classes to seniors banking services. Old fashioned when it comes to media, they're more likely than average Canadians to read national and community newspapers, listen to the radio and subscribe to magazines that cover news, fashion, entertainment and food. Relatively recent converts to new media, they have high-speed cable access at above-average rates and have begun to go online to read magazines, check out restaurant reviews and research products before buying. But spending time with family is their favourite activity, and in attitudinal surveys, they state that they hope to on their traditions to their loved ones.

Where They Live Toronto (ON), Pointe-Claire (QC), Dollard-des-Ormeaux (QC), Mississauga (ON), Richmond Hill (ON), New Westminster (BC), Dorval (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Like their consumption patterns, the values of Cluttered Nests residents exhibit some internal contrasts due to age disparities. The cluster‟s high scores for Legacy and Financial Concern Regarding the Future can be attributed to its older residents, as can its strong disdain for Flexible Definition of Family. Interests like Concern for Appearance, Sexual Permissiveness and Joy of Consumption likely predominate among younger residents. But the two component groups of Cluttered Nests share some common ground: they are committed to the Primacy of the Family and their Adaptability to Complexity in Life. They also a noticeable Fear of Violence—a value that can characterize both elderly people who feel vulnerable and young people who do not feel confident when they find themselves in unfamiliar territory. Although they‟d like to preserve their cultural heritage—ing a Search for Roots—they also believe in an Openness Toward Others, Belonging to the Global Village and a New Social Responsibility to their community. At the societal level, they believe more should be done to protect the environment, scoring high for Ecological Alarmism and the desire to lead an Ecological Lifestyle. Cluttered Nests residents are open to marketing efforts that emphasize high-quality, innovative products and services and through low-key pitches; they seek things that will make life easier, their homes more pleasant and the day more entertaining.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.78 9.72 12.86 27.19 28.65 8.07 6.16 2.56

87 90 97 99 101 104 132 132

Mother Tongue English French Non-Official

53.05 2.98 41.91

94 14 193

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

46.18 15.83 15.19 14.75 16.94 14.19 11.40 11.71

215 124 132 101 104 107 84 65

Visible Minority Yes

34.15

189

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

28.84 56.26 14.90

89 110 92

Mode of Transport Car Public Transit

71.89 24.06

89 219

Class of Worker Employed Self-Employed Unpaid

87.30 10.58 0.21

101 91 71

Occupation Primary Blue Collar Service Sector White Collar

0.27 24.33 37.70 33.75

6 104 96 108

Education No cert/dipl/deg High school cert Trade College Some university University degree

20.85 26.45 8.09 17.04 6.15 21.42

98 104 80 98 115 106

Adult Population

Households

Cluster %

Leisure

Index theme parks Canada

soccer baseball 42 health clubs 68 94 travel to cottages

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.33 10.46 17.83 23.43 19.29 12.71 14.95

103 Shopping 104 jewellery 111 entertainment/gaming software 152

Size 1 Person 2 People 3 People 4+ People

20.48 31.31 18.45 29.76

93 116 Media 130 Toronto Star

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

24.85 48.93 33.79 17.28

Age of Children <6 6-14 15-17 18-24 25+

16.63 30.28 10.87 21.47 20.75

Dwellings Tenure Owned Rented Band Housing

Cluster %

coffee shops Old Navy 74 The Bay

Good Housekeeping 77 "Supernanny" 109 big band radio 86 Internet radio stations 108 80 84 84 108 202

Index Financial Canada banking services

mutual funds 86.95 13.05 0.00

126 Stocks 42 RRSPs 0 donations to hospital foundations

Period of Construction <1946 10.08 1946-1960 44.99 1961-1970 20.28 1971-1980 8.69 1981-1990 5.14 1991-1995 1.28 1996-2000 1.71 2001-2006 2.44 >2006 5.40

88 340 159 48 33 19 28 31 63

Type Single Semi Row Duplex Low-rise High-rise Mobile

132 98 51 200 39 20 2

Dwelling Value Index

Food/Drink packaged pasta blue cheese frozen pancakes infant cereal sparkling water

72.78 4.67 2.91 10.58 7.04 1.89 0.02

Automotive station wagons midsize vans own 1+ vehicles Toyota Buick Attitudes "I am more independent than most people" "I won't try a new product until it's been proven" "I don't feel complete without a perfume or fragrance" "I am concerned about the health and safety of my family" "I try to avoid eating pre-packaged foods"

131

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U3 33 - New Italy Established, multi-ethnic metro couples and families Population

285,959 (0.83% of Canada)

Households

111,508 (0.81% of Canada)

Average Household Income

$70,636

Housing Tenure

Homeowners & Renters

Education

Mixed

Occupation

Mixed

Ethnic Presence

High Confidence in Small Business

Sample Social Value

A collection of multi-ethnic neighbourhoods in Montreal and Toronto, New Italy is dominated by long-time Italian immigrants and their families. But in recent years, the cluster has changed. The number of residents who speak Italian at home has declined to 13 percent as more Persian and Arabic immigrants have moved in and more third-generation Italians now speak English. Today, the cluster‟s diverse households enjoy middle-class status from moderate educations and a mix of jobs in service and other industries. In their neighbourhoods lined with older homes, apartments and small shops, they enjoy comfortable, Old World lifestyles. Residents shop at boutiques and gourmet food stores, attend soccer and tennis matches, and drink European wine and specialty coffee. Though they‟ve lived in Canada for decades, they visit their native countries often to maintain their family and cultural ties. Although half of all its maintainers are first-generation immigrants over 55 years old, New Italy is also home to the second and third generations, sometimes living together as traditional extended families. And these young adults influence consuming patterns, especially the popularity of playing soccer, going to theme parks and doing in-line skating. Because it's customary in this cluster for young people to remain at home until they marry, many have discretionary cash to spend on jewellery, cosmetics and the latest HDTVs. But there's also a generational debate over values in New Italy, and while the young people think their career should be their first priority, their parents believe there's virtue in placing your family and cultural traditions above all else.

Where They Live Montréal (QC), Laval (QC), Vaughan (ON), Brossard (QC), Châteauguay (QC), Toronto (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think New Italy is a cluster influenced by tradition but striving for success in modern Canada. On the traditional side, the many immigrant households score low on Equality of the Sexes, believing that men are inherently superior and should be treated that way. This cluster rejects the idea that common-law and same-sex partnerships should be accorded the same respect as marriages (low Flexible Definition of Family). With so many residents hailing from other countries, of this cluster have a sense of Belonging to the Global Village and are interested in Social Learning. But while the hearts of some New Italy residents are still in the “old country,” they express a strong Need for Status Recognition in Canada; they have sacrificed a lot to get where they are, and they want others to acknowledge their success—both social and material. (With strong scores on New Social Responsibility, however, they‟re willing to help others, too.) The next generation makes its presence felt in a number of values: high scores on Pursuit of Intensity and Emotional Experiences, Pursuit of Novelty and Concern for Appearance are likely being driven by the children and grandchildren of the original New Italy residents as they make their own way. With an Awareness of Mortality, many residents in New Italy contemplate the Meaning of Life and seek solace in their Spiritual Quest.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.25 9.58 12.05 27.46 26.90 9.50 6.82 2.46

95 89 91 100 94 122 146 126

Mother Tongue English French Non-Official

22.04 21.88 53.17

39 107 245

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

47.25 20.30 21.01 13.99 14.91 10.33 7.99 11.46

219 159 183 96 92 78 59 64

Visible Minority Yes

26.66

147

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

30.84 52.82 16.34

95 103 101

Mode of Transport Car Public Transit

72.73 22.43

90 204

Class of Worker Employed Self-Employed Unpaid

87.31 9.80 0.25

101 84 84

Occupation Primary Blue Collar Service Sector White Collar

0.38 25.69 39.28 29.85

8 109 100 96

Education No cert/dipl/deg High school cert Trade College Some university University degree

25.38 23.56 10.08 16.07 6.30 18.61

119 92 99 92 117 92

Adult Population

Households

Cluster %

Leisure

Index theme parks Canada

soccer auto shows 60 in-line skating 82 92 travel to Italy

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.91 12.56 17.41 20.68 17.63 14.82 14.99

91 Shopping 95 cappuccino maker 129 fine jewellery 152

Size 1 Person 2 People 3 People 4+ People

25.36 32.42 17.68 24.54

97 111 Media 107 business and financial section

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

28.98 46.78 36.16 17.06

Age of Children <6 6-14 15-17 18-24 25+

18.01 29.72 10.27 20.93 21.07

Dwellings Tenure Owned Rented Band Housing

Cluster %

fruit and vegetable stores Zara 92 Laura

MIRROR 89 MuchMusic 104 multicultural radio 93 purchase movies online 107 86 82 80 105 205

Index Financial Canada senior banking services

term deposits 61.70 38.30 0.00

90 $2,500-$10,000 on home improvement 124 long-term care insurance 0 donations to religious charities

Period of Construction <1946 3.82 1946-1960 19.53 1961-1970 27.04 1971-1980 19.11 1981-1990 14.52 1991-1995 3.38 1996-2000 2.59 2001-2006 4.22 >2006 5.79

34 148 213 106 94 51 42 53 68

Type Single Semi Row Duplex Low-rise High-rise Mobile

60 166 43 264 216 33 2

Dwelling Value Index

Food/Drink pizza shells seasonings and spices cold cuts specialty coffees European wine

33.17 7.92 2.45 13.95 39.24 3.07 0.03

Automotive station wagons compact cars own 1-2 vehicles Mazda Honda Attitudes "A person's career should be their first priority" "I prefer to postpone a purchase than to buy on credit" "An important part of my life and activities is dressing smartly" "I find exposure to different cultures rewarding" "I monitor the ingredient lists on packaged foods"

120

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U3 37 - Old World Style Multi-ethnic, middle-aged urban families Population

338,407 (0.98% of Canada)

Households

121,453 (0.88% of Canada)

Average Household Income

$66,800

Housing Tenure

Homeowners & Renters

Education

Grade 9/High School

Occupation

Mixed

Ethnic Presence

High Financial Concern Regarding the Future

Sample Social Value

Concentrated in Toronto and Montreal, Old World Style is a portrait of diversity—a mix of ages, housing styles and, most important, ethnicities. A magnet for first-generation immigrants from Portugal, Italy, Asia and Latin America, the cluster‟s population includes owners and renters, household maintainers ranging from 35 to over 75 years old, and a housing stock that consists of both older apartments and semi-detached houses. More than half of the residents never went to college or university—including many who immigrated for work without a high school education—but their incomes and lifestyles are firmly middle class. Many spend their hardearned money going to nightclubs, theme parks, operas and health shows. But running beneath the comfortable surface of life in Old World Style is an undercurrent of financial uncertainty—a sense that things might be going too well to last. Old World Style is mostly a family cluster though not in the traditional nuclear sense: more than a fifth of households feature single-parent families, and still others include multigenerational families. With such wide-ranging ages and ethnicities, media preferences are similarly eclectic, ranging from business and finance magazines and social media to CanadianHealthandLifestyle and the Showcase Channel. The commercial districts of Old World Style have to strive to keep up with constantly changing trends and community needs, offering shops that sell both children's toys and men's shoes, video equipment and vegetarian cuisine. But there's always one business that's guaranteed to thrive in Old World Style: travel agencies. Residents here frequently visit all-inclusive resorts and fly to Europe, the Caribbean and New York City.

Where They Live Toronto(ON), Montréal (QC), Brossard (QC), Laval (QC), Mississauga (ON), Longueuil (QC), Timmins (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Old World Style residents love belonging to strong communities. They score very high on Community Involvement. They express a fervent Attraction to Crowds, suggesting that community festivals are likely the highlights of their social calendars. While they feel they Belong to the Global Village, their local neighbourhood offers a more tangible and satisfying sense of belonging. Old World Style residents are exceptionally weak on Need for Escape: they are embedded firmly where they live and work (Fulfillment Through Work), and rather than feeling constrained, they feel connected. In close-knit communities, Old World Style residents reason, people have their roles to play: these Canadians score very low on Flexibility of Gender Identity and Flexibility of Age Identity. Individuals can‟t make decisions about their identities willy-nilly; the community must help to shape them. With very high scores on Financial Concern Regarding the Future, these aging Canadians will surely rely on the of their communities in their retirement years, and few have made efforts to amass a financial legacy to leave their families after they die.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.24 9.89 12.99 31.57 26.03 7.38 5.09 1.80

95 92 98 114 91 95 109 93

Mother Tongue English French Non-Official

34.97 6.03 56.00

62 29 258

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

55.85 10.24 13.95 16.39 20.00 13.88 11.75 13.79

259 80 121 112 123 104 86 77

Visible Minority Yes

44.55

246

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

34.30 50.46 15.24

106 98 94

Mode of Transport Car Public Transit

60.75 32.48

75 296

Class of Worker Employed Self-Employed Unpaid

88.31 9.00 0.17

102 77 55

Occupation Primary Blue Collar Service Sector White Collar

0.25 27.46 39.87 28.04

6 117 102 90

Education No cert/dipl/deg High school cert Trade College Some university University degree

30.33 24.86 8.17 14.73 5.32 16.59

142 97 81 84 99 82

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.49 15.33 20.21 22.30 17.27 11.37 11.03

Size 1 Person 2 People 3 People 4+ People

23.13 28.44 18.94 29.48

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

29.39 48.45 29.48 22.07

Age of Children <6 6-14 15-17 18-24 25+

17.18 30.41 10.28 21.65 20.48

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index classical music concerts Canada

basketball games theme parks 78 aerobics 100 107 car rentals 98 Shopping 93 video cameras 99 educational toys 112

fruit and vegetable stores H&M 84 Aritzia

85 119 Media 129 financial section

Canadian Family 91 "Degrassi" 108 ethnic radio 75 post mobile photos on Facebook 138 82 84 80 109 200

Index Financial Canada $10,001-$25,000 in Securities/Savings

RRSPs 62.20 37.80 0.00

90 private disability/health insurance 123 financial planning services 0 donations to Heart & Stroke Foundation

Period of Construction <1946 18.76 1946-1960 21.27 1961-1970 21.49 1971-1980 16.92 1981-1990 8.83 1991-1995 2.03 1996-2000 2.39 2001-2006 3.06 >2006 5.26

165 161 169 94 57 30 39 39 62

Type Single Semi Row Duplex Low-rise High-rise Mobile

35 466 106 192 195 71 1

Dwelling Value Index

Food/Drink vegetarian products tea toaster products plain rice European wine

19.32 22.26 6.04 10.13 35.49 6.57 0.02

Automotive SUVs midsize cars plan to spend $10,000-$15,000 on next vehicle Mercedes-Benz Honda Attitudes "I like to buy products that offer the latest in new technologies" "A person's career should be their first priority" "I try to keep abreast of changes in style and fashions" "I enjoy entertaining at home" "I like to consider homeopathic and herbal remedies"

120

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S3 - Suburban Francophone Found in the suburban hubs and small towns of Quebec, the four Suburban Francophone clusters contain a mix of ages and incomes, occupations and family styles. The residents run the gamut—single, divorced, lone parents and common-law marriages—and their homes are similarly diverse: single and semi-detached houses as well as low-rise apartments. Despite the demographic range, however, these francophones share a similar casual lifestyle. They like to get exercise by skiing, cycling and ice skating. For a night out, many go to movies, plays, music festivals and outdoor performances. Their shopping tastes are eclectic, with consumers patronizing both boutiques and public markets. When residents finally put up their feet, they make a strong market for electronic media, especially soaps and miniseries on TV and top-40 and comedy stations on the radio.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.15 11.16 13.09 26.46 29.12 7.85 4.37 1.79

112 103 99 96 102 101 94 92

Mother Tongue English French Non-Official

5.50 87.30 6.31

10 425 29

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

6.44 9.27 12.03 18.45 20.21 13.68 11.07 15.29

30 73 105 126 125 103 81 85

5.03

28

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

38.76 43.28 17.96

119 84 111

Mode of Transport Car Public Transit

87.03 7.47

108 68

Visible Minority Yes Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

89.00 9.48 0.16

103 81 52

Occupation Primary Blue Collar Service Sector White Collar

1.07 24.25 39.66 31.98

24 103 101 103

Education No cert/dipl/deg High school cert Trade College Some university University degree

19.38 23.33 14.44 18.78 6.38 17.69

91 91 142 108 119 88

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.74 15.27 19.38 23.93 19.00 11.61 8.07

86 100 103 105 102 101 82

Size 1 Person 2 People 3 People 4+ People

25.43 34.65 17.72 22.20

92 103 111 97

Households

Cluster %

Index Canada

27.96 45.73 39.47

86 102 101

14.80

93

21.51 38.73 13.61 18.69 7.46

103 107 105 94 73

Cluster %

Index Canada

72.49 27.51 0.00

105 89 0

Period of Construction <1946 4.90 1946-1960 8.57 1961-1970 10.78 1971-1980 18.27 1981-1990 18.81 1991-1995 10.11 1996-2000 6.80 2001-2006 13.25 >2006 8.51

43 65 85 102 121 152 111 168 100

Type Single Semi Row Duplex Low-rise High-rise Mobile

103 159 51 100 138 18 21

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

56.84 7.60 2.92 5.27 25.10 1.66 0.28

68

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S3 16 - Mini Van & Vin Rouge Younger, upper-middle-class Québec families Population

514,193 (1.49% of Canada)

Households

189,213 (1.37% of Canada)

Average Household Income

$98,884

Housing Tenure

Homeowners

Education

Mixed

Occupation

Mixed

Ethnic Presence

Low Pursuit of Novelty

Sample Social Value

Mini Van & Vin Rouge represents a collection of younger and middle-aged active families and couples who live in new exurban communities beyond Quebec‟s big cities. These upper-middle-class francophone households— just under half of which are bilingual— tend to consist of well-educated, white-collar professionals with pre-school and school-aged children engaged in energetic, kid-centred lifestyles. Residents score high for outdoor activities like bicycling, ice skating, skiing, hockey and soccer; family-friendly amusement parks and outdoor stages are also a big draw. For these fun-loving parents, a night out means going to a dance club, theatre or comedy club. At home, Mini Van & Vin Rouge families watch a lot of soaps, home décor shows and hockey games, but not during public events and family gatherings. Residents here take their family traditions and cultural events seriously. Demographically, Mini Van & Vin Rouge is undergoing change. Since 2001, the segment has become younger, more single, and populated with more common-law couples and a greater number of renters. Compared to the general population, these households have above-average incomes but below-average home values-in part because of their new, inexpensive houses and townhouses in Quebec's dormitory subdivisions. And like exurbanites across the land, they still spend an inordinate amount of time in their cars. In Mini Van & Vin Rouge, they may own hatchbacks and compact cars, but status is still driving a luxury SUV.

Where They Live Mirabel (QC), Vaudreuil-Dorion (QC), Blainville (QC), Dieppe (NB), Cantley (QC), Saint-Lazare (QC), Saint-Lambert (QC), Mascouche (QC), Saint-Basile-le-Grand (QC), Saint-Zotique (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Mini Van & Vin Rouge is a cluster that is driven and ambitious, but also highly attentive to quality-of-life concerns. These middle-class Quebecers are strong on both Need for Status Recognition and Fulfillment Through Work; for them, work is a source of both money and meaning. But they‟re also spiritual at their core, reflecting frequently on the Meaning of Life and embarking on a Search for Roots to understand their origins as well as their future trajectory. They feel that their lives have purpose and direction (low on Anomie and Aimlessness), and they value intense emotional experiences and the thrill of the new (Pursuit of Intensity and Emotional Experiences, Pursuit of Novelty). These Quebecers are flexible and comfortable with change: they are strong on Sexual Permissiveness and Flexible Definition of Family. Surprisingly, given their otherwise open and flexible values, these Quebecers strong Ethnic Intolerance.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

9.30 14.51 12.32 30.96 25.39 5.04 1.91 0.57

169 134 93 112 89 65 41 29

Mother Tongue English French Non-Official

6.63 84.27 7.96

12 410 37

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

8.19 6.72 10.95 16.15 19.41 15.21 14.66 16.91

38 53 95 111 120 114 107 94

6.09

34

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

40.56 44.89 14.55

125 88 90

Mode of Transport Car Public Transit

89.50 7.33

111 67

Class of Worker Employed Self-Employed Unpaid

88.29 10.58 0.15

102 91 50

Occupation Primary Blue Collar Service Sector White Collar

0.79 24.34 38.35 34.48

18 104 98 111

Education No cert/dipl/deg High school cert Trade College Some university University degree

13.43 19.96 13.66 20.36 7.11 25.47

63 78 135 117 133 126

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.66 19.30 26.61 24.77 15.36 8.02 3.28

Size 1 Person 2 People 3 People 4+ People

18.08 33.45 20.33 28.15

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

20.50 51.41 36.86 11.73

Age of Children <6 6-14 15-17 18-24 25+

30.16 40.66 11.21 13.43 4.54

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index zoos/aquariums/farms Canada

auto races historical sites 84 basketball 126 141 New Brunswick

109 Shopping 83 video game systems 70 camping equipment 33

gas barbecues La Senza Girl 65 The Gap

100 127 Media 123 local and regional news

baby and parenting magazines 63 cartoons 114 adult contemporary radio 94 online contests 73 145 113 87 68 44

Index Financial Canada RESPs

small business loans 85.17 14.83 0.00

124 online stock trading 48 mortgage insurance 0 donations to Children's Wish Foundation

Period of Construction <1946 1.74 1946-1960 2.62 1961-1970 3.65 1971-1980 7.26 1981-1990 9.91 1991-1995 11.31 1996-2000 12.60 2001-2006 35.57 >2006 15.33

15 20 29 40 64 170 206 451 180

Type Single Semi Row Duplex Low-rise High-rise Mobile

119 202 69 57 86 12 39

Dwelling Value Index

Food/Drink veal frozen potato products Cheez Whiz Diet Pepsi microbrewery beer

65.90 9.66 3.92 3.01 15.73 1.07 0.52

Automotive coupes/hatchbacks compact cars $10,000-$15,000 on latest vehicle Nissan Mazda Attitudes "People who know me would describe me as cheerful" "If I see something interesting in a store, I will usually buy it on impulse" "I am willing to pay a little extra to save time shopping" "I do not like having too many things to do at one time" "I like to change my appearance with cosmetics"

84

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S3 26 - La Vie est Belle Upper-middle-class, suburban Québec families Population

737,122 (2.13% of Canada)

Households

267,325 (1.94% of Canada)

Average Household Income

$90,468

Housing Tenure

Homeowners

Education

Mixed

Occupation

Service Sector & White Collar

Ethnic Presence

Low Pursuit of Happiness to the Detriment of Duty

Sample Social Value

Centred in the suburbs of Quebec‟s biggest cities, La Vie est Belle is a cluster of upper-middle-class families living in single and semidetached houses. One of the newest lifestyle types, this francophone segment—over 40 percent bilingual—is characterized by middleaged, common law couples with teenagers who relish their leisure time. They‟re avid fans of outdoor sports such as cycling, skiing, soccer, hockey and in-line skating. With family-style cultural tastes, they have high rates for going to outdoor performances, pop concerts, music festivals and historical sites. Their above-average incomes and modest mortgages afford them the discretionary cash to enjoy auto shows, whale watching, soccer games and tennis matches. These working couples, who typically have jobs in business, science or health care, also enjoy meeting friends for dinner at restaurants or in their homes. La Vie est Belle is a strong market for chicken restaurants, imported wine and home delivery. Despite the preponderance of middle-aged families, the of La Vie est Belle like to try new and novel experiences. They shop at upscale boutiques, enjoy hitting the ski slopes and routinely travel to sun destinations like Florida, the Dominican Republic and Cuba. At home, they have lively media tastes, watching TV game shows, listening to adult contemporary radio, trading stocks online and reading community newspapers and magazines that cover gardening, children, health and fashion. In of their Social Values, they score high for sexual permissiveness, the pursuit of happiness and the desire to live intensely. For these residents, life is indeed beautiful.

Where They Live Saint-Constant (QC), Otterburn Park (QC), Chambly (QC), L'Ancienne-Lorette (QC), Sainte-Julie, Boisbriand (QC), Sainte-Catherine (QC), Clarence-Rockland (ON), Saint-Eustache (QC), Repentigny (QC), Terrebonne (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think For La Vie est Belle, God is no longer relevant (low Religiosity) and the planet is spinning out of control (high Ecological Alarmism). Although the thought of imminent ecological catastrophe concerns them, these Quebecers feel there is little they can do to change the course of events; they score high on Aversion to Complexity in Life and perhaps as a result make little effort for an Ecological Lifestyle. Instead of fretting or marching in the street, however, these Quebecers are trying to get the most out of life in an uncertain world. Their Pursuit of Novelty leads them to vacation in far-flung places. These Quebecers are interested in the Pursuit of Intensity and Emotional Experiences, they love to shop (Joy of Consumption), they insist on looking good (Concern for Appearance) and they crave the attention and iration of others (Need for Status Recognition). Despite these concerns, La Vie est Belle residents retain some existential preoccupations: they reflect often on the Meaning of Life and are more likely than average to be engaged in a personal Spiritual Quest. And when it comes to traditional family values, cluster residents score exceptionally low on Equality of the Sexes but high on Sexual Permissiveness.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.40 11.19 14.87 24.81 31.89 7.71 3.22 0.90

98 104 112 90 112 99 69 46

Mother Tongue English French Non-Official

5.52 87.43 6.18

10 426 28

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

6.11 10.38 14.25 22.47 23.55 14.50 7.41 7.44

28 81 124 154 145 109 54 41

5.11

28

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

37.47 48.45 14.08

115 94 87

Mode of Transport Car Public Transit

87.56 8.18

109 75

Class of Worker Employed Self-Employed Unpaid

89.37 9.32 0.18

103 80 60

Occupation Primary Blue Collar Service Sector White Collar

1.13 23.87 39.90 32.07

25 102 102 103

Education No cert/dipl/deg High school cert Trade College Some university University degree

17.00 24.92 14.09 20.01 6.62 17.35

80 98 139 115 123 86

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.42 12.98 19.12 27.66 21.92 11.67 5.22

Size 1 Person 2 People 3 People 4+ People

16.52 34.49 20.34 28.65

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

17.98 51.43 36.43 12.15

Age of Children <6 6-14 15-17 18-24 25+

17.07 38.71 14.76 21.76 7.71

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index theatres/halls Canada

downhill skiing pop music concerts 45 cycling 85 101 travel to Dominican Republic 122 Shopping 118 MP3 players 102 ski equipment 53

clothing stores La Vie en Rose 60 Simon's

103 128 Media 125 computer/high tech section

7 Jours 55 auto racing 114 adult contemporary radio 93 online contests 76 82 107 114 109 75

Index Financial Canada up to $100,000 in securities and savings

term deposits 89.71 10.29 0.00

130 auto loans 33 debit cards 0 donations to hospital foundations

Period of Construction <1946 1.99 1946-1960 6.29 1961-1970 12.72 1971-1980 27.23 1981-1990 25.97 1991-1995 10.83 1996-2000 5.09 2001-2006 4.64 >2006 5.24

17 47 100 151 168 163 83 59 62

Type Single Semi Row Duplex Low-rise High-rise Mobile

140 193 36 65 43 1 18

Dwelling Value Index

Food/Drink frozen pizza sherbet/frozen yogurt granola bars decaffeinated coffee Labatt beer

77.06 9.19 2.02 3.45 7.78 0.07 0.24

Automotive station wagons compact cars $20,000-$30,000 on latest vehicle Toyota Hyundai Attitudes "It is important that women should have a career outside of the home" "I consider myself to be a risk-averse investor" "I prefer to buy clothes that are classic and timeless in style"" "I do more entertaining at home now than ever before" "I feel in control of my life"

66

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S3 47 - Les Québécois Sportifs Lower-middle-class, middle-aged Québec suburbanites Population

243,397 (0.70% of Canada)

Households

109,985 (0.80% of Canada)

Average Household Income

$62,965

Housing Tenure

Homeowners & Renters

Education

Grade 9/High School/Trade

Occupation

Service Sector & White Collar

Ethnic Presence

Low Pursuit of Intensity and Emotional Experiences

Sample Social Value

Les Québécois Sportifs is a collection of lower-middle-income francophone households of varied ages and backgrounds. Concentrated in suburban hubs like Laval, Lévis and Gatineau, they contain a mix of young and old, single and divorced, and single parents and commonlaw couples with children. These residents typically were born in Quebec, work at service sector jobs and live in modestly priced apartments, duplexes and single-family homes. ionate about outdoor sports, many like to spend their leisure time pursuing activities such as ice skating, snowmobiling, cycling and skiing. They‟re also a strong market for attending auto and RV shows as well as buying camping and snowboarding equipment. With nearly half of all residents still single, their attitudes are understandably liberal, scoring high for Sexual Permissiveness, Openness Toward Others and a desire to live intensely. Despite this cluster's lower-middle-class status, the of Les Québécois Sportifs remain aspirational consumers. They have high rates for buying brand name clothes at trendy chains and specialty clothing stores, and they also score high for drinking expensive wine, buying fine jewellery and dres for formal occasions. For casual entertainment, they like to go to movies and watch TV at home, especially soaps, documentaries and variety specials. But their media tastes are otherwise mixed, with residents—40 percent of whom are bilingual—subscribing to a wide range of newspapers and magazines but reporting only light to moderate Internet use. In the search for affordable luxuries, many residents shop with coupons.

Where They Live Deux Montagnes (QC), Sainte-Catherine (QC), L'Ancienne-Lorette (QC), Sainte-Thérèse (QC), Boisbriand (QC), Candiac (QC), Levis (QC), Saint-Eustache (QC), Terrebonne (QC), La Prairie (QC), Saint-Constant (QC), Repentigny (QC), Boucherville (QC), Châteauguay (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Les Québécois Sportifs is a cluster whose values reveal a desire for an individualistic, pleasure-centred life. The prime directive in this segment is the Pursuit of Happiness to the Detriment of Duty. Delighting in the Pursuit of Intensity and Emotional Experiences, these Quebecers are strong on Sexual Permissiveness and see no reason why family obligations (weak on Primacy of the Family) should interfere with their choices. Les Québécois Sportifs residents tend not to be open-minded when it comes to ethnocultural minority groups: they score low on Cultural Fusion and high on Ethnic Intolerance. And they care little about promoting Equality of the Sexes. Les Québécois Sportifs residents are looking to enrich their somewhat leisure-oriented lives through Spiritual Quests and reflections on the Meaning of Life. Nevertheless, looking good in the eyes of others trumps all: this cluster scores very high on Need for Status Recognition and Concern for Appearance. Les Québécois Sportifs residents like to impress others with their au courant purchases, often made online, fuelled by their Enthusiasm for Technology and Pursuit of Novelty.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.82 9.26 12.87 27.47 29.92 9.14 4.90 1.61

88 86 97 100 105 118 105 83

Mother Tongue English French Non-Official

5.38 89.04 4.82

10 433 22

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

4.89 10.30 12.88 21.83 24.10 15.83 7.53 7.52

23 81 112 149 149 119 55 42

4.14

23

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

42.40 36.88 20.72

130 72 128

Mode of Transport Car Public Transit

83.73 9.17

104 84

Class of Worker Employed Self-Employed Unpaid

89.73 8.39 0.13

104 72 44

Occupation Primary Blue Collar Service Sector White Collar

0.86 23.15 42.33 30.28

19 99 108 97

Education No cert/dipl/deg High school cert Trade College Some university University degree

23.04 25.32 15.91 17.06 5.54 13.13

108 99 157 98 103 65

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.08 16.53 17.17 22.05 18.96 12.50 8.72

Size 1 Person 2 People 3 People 4+ People

32.12 36.88 16.24 14.76

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

35.77 35.57 41.92 22.51

Age of Children <6 6-14 15-17 18-24 25+

18.82 36.72 14.44 20.21 9.81

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index ski shows Canada

ice skating cycling 128 historical sites 108 91 camping/trailer park 97 Shopping 102 ski/snowboard equipment 109 campers 88

frozen food stores L'Aubainerie 116 Reitmans 110 102 Media 64 sports section

Star Système 110 "Les Olivier" 79 modern/alternative rock radio 107 online contests 141 90 102 112 102 96

Index Financial Canada $2,500-$5,000 annual contribution to RRSP

auto loans 55.66 44.34 0.00

81 term deposits 144 mortgage insurance 0 donations to United Way Of Canada

Period of Construction <1946 6.87 1946-1960 13.39 1961-1970 15.08 1971-1980 18.15 1981-1990 20.77 1991-1995 10.38 1996-2000 3.93 2001-2006 4.22 >2006 7.22

60 101 119 101 134 156 64 53 85

Type Single Semi Row Duplex Low-rise High-rise Mobile

66 128 68 136 248 4 13

Dwelling Value Index

Food/Drink sausage fruit cocktail potato chips espresso European wine

36.64 6.11 3.84 7.21 45.21 0.38 0.18

Automotive station wagons compact cars $15,000-$20,000 on latest vehicle Hyundai Mazda Attitudes "Drinking is a part of my lifestyle" "If I see something interesting in a store, I will usually buy it on impulse" "An important part of my life and activities is dressing smartly" "I consider myself to be a spiritual person" "I try to avoid eating foods that contain trans fats"

59

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S3 61 - Les Seniors Mature and low-income Québec suburbanites Population

315,020 (0.91% of Canada)

Households

155,061 (1.12% of Canada)

Average Household Income

$49,571

Housing Tenure

Homeowners & Renters

Education

Grade 9/High School/Trade

Occupation

Mixed

Ethnic Presence

Low Utilitarian Consumerism

Sample Social Value

One of the oldest Canadian clusters, Les Seniors is composed of once-thriving industrial towns that have steadily declined in prosperity— places like Drummondville, Joliette and Granby. Today, the cluster is home to mostly downscale retirees living alongside a few younger maintainers who work at low-paying blue-collar and service jobs. Inside their aging duplexes and apartments, the retirees lead sedentary lives, watching TV, listening to the radio and taking in an occasional sportsman show. By contrast, the younger maintainers have high rates for more energetic leisure activities, like playing football, going cross-country skiing and attending a film festival or comedy club. Together, these residents—32 percent of whom are bilingual—make Les Seniors a strong market for lottery tickets and a potent base of for gun control and privatizing health care. With their thin wallets, Les Seniors residents try to spend their money wisely and only on products deemed essential. Surveys show that these consumers are much more likely to drink instant coffee than a gourmet blend. They're also big fans of traditional media, particularly TV networks that feature soaps and game shows, and magazines that cover gardening, home décor and food. Lately, a hopeful sign—the arrival of younger families and children—has begun to appear in the downscale neighbourhoods of this cluster. While the older residents do little exercise beyond walking to drugstores to pick up their prescription medications, some of the younger newcomers are bringing athletic activities like in-line skating and cycling to the streets and parks of Les Seniors—much to everyone's satisfaction. The most recent values surveys show that residents in these communities have a deep regional identity.

Where They Live Hawkesbury (QC), Joliette (QC), Drummondville (QC), Saint-Hyacinthe (QC), Granby (QC), Saint-Jérôme (QC), Victoriaville (QC), Thetford Mines (QC), Rimouski (QC), Trois Rivières (QC), Saguenay (QC), Sherbrooke (QC), Shawinigan (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Les Seniors is a proud cluster that identifies strongly with Quebec. Its confidence in government is not a warm, fuzzy feeling about Ottawa, but an allegiance with Quebec City that is bound up in this cluster‟s Regional Identity. For some Les Seniors residents, the flip side of pride in Quebec is suspicion of those from elsewhere: this cluster has a strong streak of Ethnic Intolerance. Scoring high on Fulfillment Through Work, the of this cluster who are still working find a source of meaning in showing up every day and doing a good job. Les Seniors residents also ponder other sources of meaning: with an Awareness of Mortality, they pursue a personal Spiritual Quest to find deeper appreciation of life. But this is not exactly a sensitive, New Age cluster. Strong on Acceptance of Violence and Civil Disobedience, these small-town folks say that when life‟s stresses become overwhelming, letting loose with a little violence is no big deal—especially in a hockey rink. When it comes to shopping, this cluster is game: residents are strong on Joy of Consumption and like to shop for clothes that will satisfy their Concern for Appearance. But modest means and Financial Concern Regarding the Future often keep this cluster‟s wallets closed. With their Utilitarian Consumerism, they tend to evaluate products in of their usefulness rather than their aesthetic attributes.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

3.81 7.09 10.35 22.20 28.09 11.78 10.68 6.00

69 66 78 81 99 152 229 309

Mother Tongue English French Non-Official

3.56 90.86 4.96

6 442 23

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

5.47 11.14 6.71 8.16 7.96 5.33 17.10 43.59

25 87 58 56 49 40 125 243

3.70

20

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

36.37 34.48 29.14

112 67 180

Mode of Transport Car Public Transit

82.87 3.57

103 33

Class of Worker Employed Self-Employed Unpaid

88.54 8.85 0.11

102 76 37

Occupation Primary Blue Collar Service Sector White Collar

1.61 26.33 38.85 28.39

36 112 99 91

Education No cert/dipl/deg High school cert Trade College Some university University degree

31.16 23.08 15.27 14.82 5.35 10.32

146 90 151 85 100 51

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.14 13.39 12.60 17.82 18.43 15.24 18.38

Size 1 Person 2 People 3 People 4+ People

45.00 34.83 11.08 9.09

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

48.73 28.22 50.67 21.10

Age of Children <6 6-14 15-17 18-24 25+

18.76 35.71 14.63 18.97 11.94

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index film festivals Canada

woodworking small outdoor stages 130 cycling 88 67 travel agencies 78 Shopping 99 televisions 133 luggage 186

drugstores Sears catalogue 163 Simon's 104 69 Media 40 editorials

Bel Âge Magazine 150 "Le Grand Rire Bleue" 63 country radio 130 online chat groups 132 90 99 113 95 116

Index Financial Canada $5,000-$10,000 in securities and savings

term deposits 39.26 60.73 0.00

57 auto loans 197 group health insurance 0 donations to international relief

Period of Construction <1946 12.36 1946-1960 16.35 1961-1970 13.08 1971-1980 16.33 1981-1990 15.91 1991-1995 7.23 1996-2000 4.72 2001-2006 7.26 >2006 6.76

109 123 103 91 103 108 77 92 80

Type Single Semi Row Duplex Low-rise High-rise Mobile

46 71 46 185 286 65 12

Dwelling Value Index

Food/Drink chicken orange juice cookie mixes instant coffee Labatt brand beers

25.26 3.38 2.62 9.81 52.13 6.01 0.16

Automotive compact utility vehicles sedans $10,000-$15,000 on latest vehicle Mazda Subaru Attitudes "More and more, I feel that I am being left behind by technology" "I won't try a new product until it's been proven" "An important part of my life and activities is dressing smartly" "My home always has that lived-in look" "I prefer low-calorie or 'light' foods and drinks"

51

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S4 - Suburban Midscale Suburban Midscale households are concentrated in the middle- and upper-middle-class suburbs of Canada‟s towns, small cities and second-tier metros. Home to a mix of middle-aged and older couples, singles and families, this group has parlayed service sector and white-collar jobs into middle-class incomes. In their detached homes and apartment buildings, they pursue low-stress leisure lifestyles. Residents like to listen to their stereos, watch TV, make crafts and garden. When they go out, they have high rates for frequenting community theatres, drive-through restaurants, home shows and casinos. In their communities outside the nation‟s big cities, they‟re close enough to the country to enjoy boating, ice skating and camping. But this is a group known for its aging characteristics—with mature residents, older homes and used crossover vehicles.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.35 9.22 12.37 23.72 29.44 9.87 7.38 3.65

79 85 93 86 103 127 158 188

Mother Tongue English French Non-Official

81.22 3.65 14.24

144 18 66

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

16.33 27.75 16.54 14.97 12.05 8.58 9.23 10.88

76 217 144 102 74 64 68 61

9.00

50

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.73 55.00 19.26

79 107 119

Mode of Transport Car Public Transit

85.81 5.92

107 54

Visible Minority Yes Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

87.24 11.31 0.24

101 97 80

Occupation Primary Blue Collar Service Sector White Collar

2.90 21.57 39.78 32.61

65 92 101 105

Education No cert/dipl/deg High school cert Trade College Some university University degree

19.69 27.63 9.88 19.63 4.90 18.27

92 108 97 113 91 91

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.46 12.03 15.18 20.61 19.14 14.17 16.42

77 79 80 91 103 123 166

Size 1 Person 2 People 3 People 4+ People

30.07 37.18 14.25 18.50

109 111 89 81

Households

Cluster %

Index Canada

34.32 39.44 46.19

106 88 118

14.37

90

18.53 35.46 13.77 21.35 10.88

89 98 107 107 106

Cluster %

Index Canada

75.14 24.85 0.01

109 81 3

Period of Construction <1946 8.27 1946-1960 15.55 1961-1970 16.64 1971-1980 19.90 1981-1990 15.18 1991-1995 6.32 1996-2000 4.72 2001-2006 5.64 >2006 7.79

73 117 131 111 98 95 77 72 92

Type Single Semi Row Duplex Low-rise High-rise Mobile

111 79 89 76 75 119 75

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

61.29 3.76 5.05 4.01 13.65 10.99 0.99

96

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S4 14 - Upward Bound Upper-middle-class, middle-aged suburban families Population

534,838 (1.55% of Canada)

Households

200,077 (1.45% of Canada)

Average Household Income

$103,353

Housing Tenure

Homeowners

Education

Mixed

Occupation

Service Sector & White Collar

Ethnic Presence

Medium Control of Destiny

Sample Social Value

Upper-middle-class homeowners with school-aged children—that‟s the brief on Upward Bound, an enviable lifestyle of large families and couples across Canada. With almost equal numbers of university and high school graduates, this cluster is home to white-collar and service workers in business, management and sales. These child-filled households like to spend their leisure time getting exercise; jogging, skiing, aerobics and playing baseball are all popular. The middle-aged adults enjoy going out to community theatres, casinos, sporting events and rock concerts. Their homes, most built between 1960 and 1990, are less decorator showcases than messy teenage hangouts filled with computers and high-tech electronics. Nevertheless, these parents would rather spend a quiet evening at home than go out to a party. In Upward Bound, residents like to control as much of their life as possible—even if it just means controlling their TV remotes. Upward Bound is mostly known as a place of older neighbourhoods sprinkled with bungalows and back-splits, SUVs and sedans. The residents' media tastes lean towards electronic media—classic rock and country radio stations, as well as reality shows and sitcoms on television. Away from home, Upward Bound families like to go to home shows, casual dining restaurants, and Canadian parks for hiking and camping. In their child-centred world, it's no surprise that these consumers are likely to frequent zoos, play video games and have high rates for surfing the Internet to watch shows and music.

Where They Live Coquitlam (BC), North Vancouver (BC), Richmond (BC), Saanich (BC), White Rock (BC), Yellowknife (NT), Maple Ridge (BC), Canmore (AB), St. John's (NL), Brandon (MB)

Penetration Index ___ High ___ Average ___ Low

How They Think Upward Bound is a cluster living in the moment—and enjoying that moment immensely. Its are committed to the idea that they can make important changes in their lives, embracing the value Control of Destiny. Undoubtedly this confidence in facing life‟s challenges s for much of this cluster‟s upward mobility. But these Canadians don‟t much care to impress others; they have little Need for Status Recognition. Instead, Upward Bound residents like moving through life in Pursuit of Originality and new forms of experience (including risk-taking, for which they acknowledge a fondness). They‟re strong on Community Involvement, feeling a kinship with people from other backgrounds in society (New Social Responsibility) and scoring high for a Global Ecological Awareness. And many are progressive on social issues (high for Equality of the Sexes and Flexibility of Gender Identity). Low on Fatalism, Upward Bound residents manage to feel a sense of purpose even though they embrace few rules and prefer to blaze their own trail. And that sense of individualism extends to the marketplace, where they‟re selective in their product purchases (Consumptivity), reflecting their Confidence in Small Business and the Importance of Brand in influencing their buying decisions.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.11 10.51 14.65 27.97 29.35 7.03 3.88 1.50

93 97 110 101 103 91 83 77

Mother Tongue English French Non-Official

74.54 2.60 21.73

132 13 100

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

22.46 12.49 12.08 16.55 15.59 13.42 15.15 14.72

104 98 105 113 96 101 111 82

Visible Minority Yes

19.04

105

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

30.12 56.19 13.68

93 110 84

Mode of Transport Car Public Transit

83.26 9.86

103 90

Class of Worker Employed Self-Employed Unpaid

87.34 11.41 0.24

101 98 79

Occupation Primary Blue Collar Service Sector White Collar

2.74 18.94 40.84 34.83

62 81 104 112

Education No cert/dipl/deg High school cert Trade College Some university University degree

14.95 27.36 8.82 18.36 6.03 24.47

70 107 87 105 112 121

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.70 14.79 19.14 24.78 19.92 10.51 8.15

Size 1 Person 2 People 3 People 4+ People

21.17 33.48 18.29 27.06

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

26.62 48.37 37.14 14.49

Age of Children <6 6-14 15-17 18-24 25+

18.55 34.52 13.63 22.93 10.37

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index home shows Canada

skiing casinos 85 aerobics 97 101 travel to western U.S. 109 Shopping 107 high-efficiency light bulbs 91 personal computers 83

home exercise equipment The Bay 77 Costco

100 115 Media 118 Style at Home

Maclean's 82 "Global National News" 108 news/talk radio 95 book travel online 91 89 96 106 115 101

Index Financial Canada $500,000+ in securities and savings

investment real estate 80.27 19.71 0.01

117 will/estate planning 64 GICs 3 donations to religious groups

Period of Construction <1946 4.45 1946-1960 11.49 1961-1970 13.88 1971-1980 23.14 1981-1990 20.23 1991-1995 6.28 1996-2000 4.49 2001-2006 7.08 >2006 8.96

39 87 109 129 131 94 73 90 105

Type Single Semi Row Duplex Low-rise High-rise Mobile

119 115 133 178 58 9 26

Dwelling Value Index

Food/Drink beef oatmeal specialty rice whole coffee beans rum

65.66 5.48 7.54 9.42 10.56 0.79 0.34

Automotive SUVs midsize pickup $20,000-$30,000 on latest vehicle Hyundai Chrysler Attitudes "To me, shopping is a chore rather than a pleasure" "I am more of a spender than a saver" "I try to minimize the amount of time I spend on personal grooming" "I think that young people should be taught to question authority" "Regular exercise is an important part of my life"

133

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S4 19 - Rods & Wheels Older, upper-middle-class couples and families Population

590,370 (1.71% of Canada)

Households

227,457 (1.65% of Canada)

Average Household Income

$89,908

Housing Tenure

Homeowners

Education

High School/College

Occupation

Mixed

Ethnic Presence

Low Canadian Identity

Sample Social Value

There‟s a proud, self-reliant streak in Rods & Wheels, a cluster of older, upper-middle-class households that are increasingly emptynesting. Concentrated in the small towns of Ontario, most residents live in older homes with average values. They‟ve parlayed their varied educations into a mix of occupations and comfortable, outdoorsy lifestyles. Many spend their free time canoeing, power boating, fishing, hunting, gardening, swimming and playing golf, and they enjoy going to exhibitions that feature RVs, boats, food, travel, crafts and gardens. Rods & Wheels residents may not be into the latest fashion or the newest technology, but they understand engines, filling their garages with snowmobiles, ATVs, vans and pickup trucks—often made by domestic manufacturers. As their cluster name implies, residents are big fans of both water and motor sports. Thanks to their upper-middle-class incomes, the couples in Rods & Wheels have the financial wherewithal to live in upscale comfort. They shop at stores like Sears and have high rates for going to community theatres, baseball games and golf events. While relaxing at home they like to watch television, enjoying contest shows, sitcoms, crime dramas and all kinds of sports. And personal finance appears to be one of their favourite indoor hobbies. In fact, Rods & Wheels residents are a twice as likely as the general population to have $100,000$200,000 in securities and savings.

Where They Live Smith-Ennismore-Lakefield (ON), South Frontenac (ON), Elizabeth-Kitle (ON), Thames Centre (ON), Georgian Bluffs (ON), Pelham (ON), South Stormont (ON), Ramara (ON), Cobourg (ON), Okanagan-Similkameen E (BC), Quinte West (ON), Brant (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Rods & Wheels residents‟ values of Saving on Principle and Risk Aversion have served them well, allowing them to sustain upper-middleclass lifestyles despite modest levels of education. By saving and shopping carefully (Discriminating Consumerism), these Canadians are able to express their Primacy of Environmental Protection in order to live an Ecological Lifestyle. Rods & Wheels residents know what their priorities are: Religiosity, enjoying the outdoors (Attraction to Nature) and spending time with family (Primacy of the Family). These resilient Canadians keep plugging away, adding to their retirement savings and hoping that their Legacy to their kids and grandkids will include not only their solid values but also a financial boost. This cluster is busy: residents feel considerable Time Stress and an extreme Need for Escape. But when they retire, Rods & Wheels residents won‟t escape to a far-flung destination; with their love of family and their high scores on Canadian Identity, these residents will probably stay right where they are and enjoy the outdoorsy, family-oriented leisure that they always have. They‟ll just devote more time to it.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.27 10.01 13.12 21.17 32.72 10.57 5.97 2.17

78 93 99 77 115 136 128 111

Mother Tongue English French Non-Official

87.75 2.60 9.03

156 13 42

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

12.65 37.30 22.43 15.60 10.11 4.94 4.98 4.64

59 292 195 107 62 37 37 26

3.20

18

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

22.30 63.88 13.82

69 125 85

Mode of Transport Car Public Transit

93.52 1.32

116 12

Class of Worker Employed Self-Employed Unpaid

84.74 13.85 0.36

98 119 121

Occupation Primary Blue Collar Service Sector White Collar

3.05 26.34 37.27 30.53

69 112 95 98

Education No cert/dipl/deg High school cert Trade College Some university University degree

18.93 27.85 9.88 22.85 3.70 16.80

89 109 97 131 69 83

Visible Minority Yes Adult Population

Leisure

Cluster %

Index cross country skiing Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.02 9.50 14.98 23.17 22.62 15.88 12.83

102 Shopping 122 camping equipment 138 video equipment 130

Size 1 Person 2 People 3 People 4+ People

19.07 40.55 15.92 24.46

121 100 Media 107 real estate listings

Households

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

21.81 44.32 46.26 9.42

Age of Children <6 6-14 15-17 18-24 25+

17.00 36.29 14.45 22.46 9.80

Dwellings Tenure Owned Rented Band Housing

Cluster %

auto races garden shows 32 swimming 62 79 economy hotels

casual dining restaurants Pennington's 69 Sears

Canadian House and Home 67 sitcoms 99 classic hits radio 118 online auctions 59 82 100 112 113 96

Index Financial Canada $100,000-$250,000 in securities and savings

common or preferred stock 91.81 8.18 0.02

133 will/estate planning 27 ed retirement income funds 4 donations to Heart & Stroke Foundation

Period of Construction <1946 11.16 1946-1960 13.57 1961-1970 14.74 1971-1980 18.83 1981-1990 14.46 1991-1995 6.59 1996-2000 6.00 2001-2006 7.69 >2006 6.97

98 102 116 105 93 99 98 98 82

Type Single Semi Row Duplex Low-rise High-rise Mobile

165 41 31 28 14 3 38

Dwelling Value Index

Food/Drink frozen main courses frozen vegetables ice cream rice cakes iced tea

91.18 1.95 1.78 1.46 2.50 0.31 0.51

Automotive minivans midsize cars own 2 vehicles Dodge Pontiac Attitudes "I am a homebody" "I prefer to postpone a purchase than buy on credit" "To me, shopping is a chore rather than a pleasure" "I am in favour of capital punishment " "Most of the time, I'm trying to lose weight"

102

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S4 24 - Nearly Empty Nests Older suburban couples and families Population

512,478 (1.48% of Canada)

Households

207,407 (1.50% of Canada)

Average Household Income

$90,849

Housing Tenure

Homeowners

Education

High School/College/University

Occupation

Service Sector & White Collar

Ethnic Presence

Low Social Learning

Sample Social Value

Nearly Empty Nests is a haven for married couples over 55 years old whose older children either still live at home or have already flown the coop. Concentrated in several dozen towns, small cities and second-tier metros of English Canada, these residents on the cusp of retirement have achieved midscale incomes from years of working at white-collar and service sector jobs. With discretionary income from their emptying households, they engage in a wide range of leisure pursuits. They have high rates for going to casinos, dinner theatres and film festivals, and many are fond of attending expos for gardening, crafts, boats and pets. For exercise, they enjoy golf, baseball, curling, gardening and aerobics. They have enough money to travel across Europe, but they make sure their investments are sufficiently funded for the future. Many are price-sensitive consumers with a fondness for bulk food stores, loyalty programs and coupons. The residents of Nearly Empty Nests have only average educations but they exhibit an undeniable intellectual curiosity. They like to go to college and university campuses, attend investment shows, read news magazines and subscribe to daily and national newspapers. They can afford to own investment real estate and buy an expensive new car—sedans and midsize vehicles are popular—but they are hardly extravagant when it comes to their homes and entertainment. These residents have relatively few expensive electronics, cook most of their meals at home and consider it a treat to go to a seafood house or casual dining restaurant.

Where They Live Lantzville (BC), Metchoson (BC), West St. Paul (MB), Kentville (NS), Sidney (BC), Riverview (NB), Central Saanich (BC), Swift Current (SK), Pembroke (ON), Sault Ste. Marie (ON) , Brockville (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think The of Nearly Empty Nests tend to be traditionalists who find Fulfillment Through Work. These older residents feel strongly about Canadian Identity, but their national pride does not carry racial baggage for these folks. Many are comfortable with ethno-cultural mixing, and the cluster scores high for values such as Cultural Fusion, Social Learning and Openness Toward Others. They also believe in the Importance of Physical Beauty and try to keep fit by eating well and getting plenty of exercise. Yet many are starting to reflect more on the Legacy they will leave behind for their heirs. Perhaps feeling more vulnerable as they age, residents of Nearly Empty Nests also are sensitive to crime and aggression in society, scoring high on Fear of Violence. But they tend to feel that they‟re still in Control of Destiny and happily in Pursuit of Intensity and Emotional Experiences. As they adjust to newly childless lives, they feel an Adaptability to Complexity in Life and are willing to take on the changes thanks to their Penchant for Risk-Taking.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.31 9.30 12.77 22.86 30.14 10.25 7.32 3.04

78 86 96 83 106 132 157 157

Mother Tongue English French Non-Official

82.37 3.64 13.18

146 18 61

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

13.93 31.48 19.47 16.16 11.39 7.34 6.26 7.91

65 246 170 111 70 55 46 44

6.98

39

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

24.20 59.96 15.85

74 117 98

Mode of Transport Car Public Transit

87.74 5.76

109 53

Class of Worker Employed Self-Employed Unpaid

87.50 11.19 0.20

101 96 65

Occupation Primary Blue Collar Service Sector White Collar

2.58 19.97 39.93 34.48

58 85 102 111

Education No cert/dipl/deg High school cert Trade College Some university University degree

18.58 28.15 9.99 19.11 5.22 18.95

87 110 99 110 97 94

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index casinos Canada

golf dinner theatres 53 fitness walking 71 79 travel to western U.S.

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.69 10.90 14.87 21.45 20.08 15.19 15.81

94 Shopping 108 home theatre systems 132 jewellery 160

Size 1 Person 2 People 3 People 4+ People

22.96 40.24 16.03 20.78

120 101 Media 91 National Post

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

27.36 40.64 46.25 13.11

Age of Children <6 6-14 15-17 18-24 25+

17.74 35.09 13.97 21.45 11.75

Dwellings Tenure Owned Rented Band Housing

Cluster %

paperback books The Gap 83 Eddie Bauer

Maclean's 84 "NCIS" 90 news/talk radio 118 podcasts 82 85 97 108 108 115

Index Financial Canada senior banking services

GICs 89.22 10.78 0.00

130 stocks/bonds 35 travel insurance 1 donations to Cancer Society

Period of Construction <1946 6.16 1946-1960 25.66 1961-1970 24.86 1971-1980 16.80 1981-1990 9.11 1991-1995 3.88 1996-2000 3.24 2001-2006 4.40 >2006 5.88

54 194 195 93 59 58 53 56 69

Type Single Semi Row Duplex Low-rise High-rise Mobile

150 81 55 75 30 6 28

Dwelling Value Index

Food/Drink turkey frozen vegetables corn chips condensed soup rye

82.60 3.85 3.11 3.96 5.44 0.54 0.37

Automotive sedans midsize cars $10,000-$15,000 on latest vehicle Chevrolet Buick Attitudes "Most new products are worth a try" "I have taken steps to ensure I have sufficient income for retirement" "Once I find a brand I like, I stick with it" "I feel in control of my life" "I often buy snacks just with myself in mind"

89

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S4 38 - Grey Pride Lower-middle-class, suburban apartment-dwelling seniors Population

639,981 (1.85% of Canada)

Households

332,005 (2.41% of Canada)

Average Household Income

$68,036

Housing Tenure

Homeowners & Renters

Education

Mixed

Occupation

Service Sector & White Collar

Ethnic Presence

Medium Global Ecological Awareness

Sample Social Value

One of the oldest lifestyle types in Canada, Grey Pride is filled with over-60 singles, couples, widows and widowers living in urban- and suburban-fringe apartments. Getting by on comfortable fixed incomes, these residents maintain a relaxed lifestyle, cooking and doing crafts at home, and socializing with friends at the community theatre, ballet, racetrack or art gallery. The chief entertainment for many is television—many own home theatre systems—and residents are big fans of talk shows, news, hockey matches and figure skating. Concerned about their advancing years—one in four are over 75—this cluster‟s residents score high for buying prescription drugs, having a will and protecting the environment for future generations. Frequent donors to alumni and political groups, they worry that humankind is heading toward major upheavals and they look to these organizations for leadership in a changing world. Widely scattered around smaller cities throughout Canada, Grey Pride residents have average educations and typically live in condos and apartment complexes built in the 1970s and 1980s. Those who are still working have white-collar and service jobs. Those who have retired, however, are by no means confined to their rocking chairs. Grey Pride residents travel often, taking cruises, bus tours and rental cars on trips to the U.K., Alaska and the southern U.S. They also make a strong market for a variety of exhibitions, including those devoted to boats, RVs, travel and health. Although Grey Pride residents tend to be fans of traditional media—they like to read The Globe and Mail and the National Post—they're increasingly enthusiastic about the Internet. These households score high for reading online newspapers, listening to online radio stations and making online donations.

Where They Live Parksville (BC), White Rock (BC), West Vancouver (BC), Pointe-Claire (QC). Penticton (BC), Burlington (ON), New Westminster (BC), Cobourg (ON), Waterloo (ON), Kelowna (BC), Guelph (OB), Oakville (ON), Woodstcok (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Having gained perspective since entering retirement, Grey Pride residents want to interact with their world as they contemplate their Legacy. These Canadians, who are proud not only of their age but also their Canadian Identity, like exploring the diversity around them (Cultural Fusion) and learning from people different from themselves (Social Learning). They think Ethnic Intolerance at any age is unacceptable. They are also concerned about their generation‟s ecological legacy, ing high Global Ecological Awareness and pursuing Ethical Consumerism whenever possible. While they may be adventurous socially, they are cautious in their financial outlook; they score above average on Financial Concern Regarding the Future and probably fret about whether their retirement savings will hold out. However, they believe that poverty and inequality are inevitable in society (Social Darwinism), and with only a modest sense of New Social Responsibility, few make meaningful efforts to help those in need. of Grey Pride have a low Need for Status Recognition, caring little for the approval of others. However, they do enjoy shopping (Joy of Consumption) and look for pleasing styles and designs (Importance of Aesthetics) when they make their purchases.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

3.39 6.69 9.43 23.95 26.17 11.20 11.77 7.39

62 62 71 87 92 144 252 380

Mother Tongue English French Non-Official

73.63 3.40 21.78

131 17 100

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

25.63 29.12 14.59 12.57 11.37 8.48 9.96 13.91

119 228 127 86 70 64 73 78

Visible Minority Yes

14.09

78

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.49 45.45 29.06

78 89 179

Mode of Transport Car Public Transit

77.06 11.58

96 106

Class of Worker Employed Self-Employed Unpaid

87.76 10.48 0.19

102 90 63

Occupation Primary Blue Collar Service Sector White Collar

1.39 20.95 39.80 34.60

31 89 102 111

Education No cert/dipl/deg High school cert Trade College Some university University degree

20.12 27.13 8.61 18.06 5.40 20.68

94 106 85 104 101 102

Adult Population

Households

Cluster %

Leisure

Index ballets/operas/symphonies Canada

community theatres horse races 93 fitness walking 80 71 bed and breakfasts

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.96 12.21 13.41 16.00 16.06 14.28 25.08

70 Shopping 87 blenders 124 vacuum cleaners 254

Size 1 Person 2 People 3 People 4+ People

47.03 34.61 9.39 8.97

103 59 Media 39 The Globe and Mail

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

51.35 28.22 54.50 17.28

Age of Children <6 6-14 15-17 18-24 25+

19.19 32.09 12.37 21.43 14.91

Dwellings Tenure Owned Rented Band Housing

Cluster %

gourmet food stores Guardian/IDA 170 Fairweather

Chatelaine 158 W Network 63 classical radio 140 online auctions 108 92 89 96 108 145

Index Financial Canada $25,000-$100,000 in securities and savings

will/estate planning 53.61 46.38 0.00

78 mutual funds 151 travel insurance 1 donations to alumni groups

Period of Construction <1946 6.07 1946-1960 10.72 1961-1970 15.01 1971-1980 20.49 1981-1990 18.93 1991-1995 7.82 1996-2000 5.13 2001-2006 5.37 >2006 10.47

53 81 118 114 122 117 84 68 123

Type Single Semi Row Duplex Low-rise High-rise Mobile

37 53 132 40 140 443 49

Dwelling Value Index

Food/Drink fresh pasta salsa rolled oats milk Canadian wine

20.52 2.54 7.47 2.11 25.48 41.01 0.66

Automotive sedans midsize cars up to $15,000 spent on recent vehicle Chrysler Chevrolet Attitudes "No-name products are as good as nationally d brands" "I am more of a spender than a saver" "I like to work on community projects" "I want to get to the very top in my career" "I am better informed about nutrition than the average person"

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Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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S4 43 - Simple Pleasures Mature, lower-middle class suburban homeowners Population

758,542 (2.20% of Canada)

Households

325,130 (2.36% of Canada)

Average Household Income

$70,372

Housing Tenure

Homeowners

Education

Mixed

Occupation

Service Sector & White Collar

Ethnic Presence

Low Fatalism

Sample Social Value

With nearly a third of household maintainers over 65 years old, Simple Pleasures is a quietly aging cluster, a collection of middle-class couples and families living in small towns across English Canada. Many residents are high school-educated empty-nesters, and those still working tend to be employed in service sector jobs. But these communities still have a number of Baby Boom residents—more than half of the households have kids—and Simple Pleasures is known for its family-centred lifestyle. Households enjoy outdoor leisure activities like fishing, gardening, birdwatching and golf. On weekends, they‟ll go to a casino, park, or show on any number of topics: skiing, RVs and health are favourites. Given its small-town setting and aging adults, Simple Pleasures fosters traditional values. Stressing the importance of religion and family values, residents believe society is governed by forces beyond an individual‟s control. Simple Pleasures residents are media fans who like to buy by mail order, enjoy reading weekend newspapers and have begun embracing social media and the Internet. When they turn on their radios, they typically tune in to country music, classic rock or religious programming. Simple Pleasures households are also a prime TV audience, watching lots of game, home improvement and personal makeover shows, as well as networks like Country Music Television and the History Channel. These households can afford to travel, and they visit a number of countries at high rates, including cities in the American Southwest and Europe, in addition to Canada. But they also are happy as homebodies, and enjoy baking, making crafts and watching DVDs. In a rapidly changing world, they move at an unhurried pace in their older homes, sedans bought used and comfortable clothes bought in discount stores like Wal-Mart and Zellers.

Where They Live Temiskaming Shores (ON), Kent (BC), Stratford (PE), Truro (NS), Corner Brook (NL), Comox (BC), New Glasgow (NS), Mirimachi (NB), Kenora (ON), Port Alberni (BC), Sidney (BC), Powell River (BC), Sooke (BC), Fort Saskatchewan (AB)

Penetration Index ___ High ___ Average ___ Low

How They Think Simple Pleasures residents are conservative, involved of communities concentrated in small, homogeneous towns and cities. They feel a strong sense of Regional Identity as well as patriotism (Canadian Identity), but this identification does not extend any further: Simple Pleasures residents say they do not feel a sense of Belonging to the Global Village. The small communities in which they live provide a refuge from what they see as the social ills afflicting society in general and big cities in particular. Weak on Flexible Definition of Family and Sexual Permissiveness, these Canadians are alarmed by the erosion of the nuclear family-based social and moral world in which they were raised. Strong on Religiosity, Simple Pleasures residents find meaning and order through traditional channels. Many feel powerless to influence the direction of their lives (high Fatalism). Their Technological Anxiety hints further at their sense of being out of step with progressive society. And as consumers, their low Need for Status Recognition means that they focus on getting the best value from their purchases while avoiding things they don‟t really need (Utilitarian Consumerism).

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.72 9.79 12.38 23.09 29.23 9.94 7.26 3.58

86 91 93 84 103 128 156 184

Mother Tongue English French Non-Official

86.31 5.46 7.51

153 27 35

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

8.84 36.25 18.89 15.71 10.37 5.86 5.36 7.58

41 283 165 108 64 44 39 42

3.57

20

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

26.63 52.34 21.03

82 102 130

Mode of Transport Car Public Transit

86.58 2.41

108 22

Class of Worker Employed Self-Employed Unpaid

88.70 9.79 0.21

103 84 70

Occupation Primary Blue Collar Service Sector White Collar

4.25 21.27 40.92 29.79

96 91 104 95

Education No cert/dipl/deg High school cert Trade College Some university University degree

24.09 27.74 11.66 19.67 4.39 12.44

113 109 115 113 82 62

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

3.30 12.65 14.88 20.41 18.76 14.45 15.56

Size 1 Person 2 People 3 People 4+ People

30.48 37.76 14.43 17.34

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

34.87 36.77 46.09 17.14

Age of Children <6 6-14 15-17 18-24 25+

20.07 37.78 13.98 18.91 9.26

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index provincial parks Canada

golf health and living shows 104 gardening 83 79 travel to British Columbia 90 Shopping 101 DVD players 126 power boats 158

daily newspaper inserts Pennington's 110 Shoppers Drug Mart 113 90 Media 76 National Post

Canadian Home Workshop 107 "Law & Order: SVU" 82 radio contests 118 online news 107 96 105 108 95 90

Index Financial Canada $100,000-$200,00 in securities and savings

personal loans 73.30 26.67 0.02

107 phone banking 87 group health/disability insurance 6 donations to Heart &; Stroke Foundation

Period of Construction <1946 12.18 1946-1960 17.91 1961-1970 16.08 1971-1980 20.02 1981-1990 12.63 1991-1995 6.19 1996-2000 4.49 2001-2006 4.40 >2006 6.10

107 135 126 111 82 93 73 56 72

Type Single Semi Row Duplex Low-rise High-rise Mobile

119 108 80 84 91 8 187

Dwelling Value Index

Food/Drink bacon powdered fruit drinks salsa canned pasta coolers

65.74 5.15 4.55 4.43 16.51 0.74 2.48

Automotive crossover utility vehicles 3+ automobiles $15,000-$20,000 on latest vehicle Chevrolet Jeep/Eagle Attitudes "I've taken steps to ensure I have sufficient income for retirement" "I buy products bulk/large sizes to avoid overpackaging" "I love to spend time looking at household decorating ideas" "I am in favour of capital punishment" "I love fresh air and outdoor activities"

70

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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R1 - Rural Midscale The households in this group offer a portrait of middle-class prosperity in the country. Found in small towns and remote farming communities, Rural Midscale is composed of white, middle-aged couples, many with children, who live on large farms or in moderately priced houses and mobile homes. One-fifth of the populace works in agriculture, forestry or fishing, and their lower living costs permit comfortable country lifestyles. Residents have high rates for going fishing, hunting, boating and camping. They have the disposable income to buy RVs, snowmobiles and ATVs. A big date is going to a bingo hall, community theatre or auto race. But these Canadians are better known for their old-fashioned domestic crafts, and rank high for gardening, sewing and making their own beer.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.60 12.23 13.98 22.23 31.66 8.78 4.22 1.30

102 113 105 81 111 113 90 67

Mother Tongue English French Non-Official

85.02 2.00 12.26

151 10 56

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

9.26 29.76 16.92 15.74 12.49 7.05 7.88 10.16

43 233 147 108 77 53 58 57

2.05

11

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.35 61.44 13.21

78 120 81

Mode of Transport Car Public Transit

92.66 0.61

115 6

Visible Minority Yes Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

74.68 23.41 1.22

86 201 409

Occupation Primary Blue Collar Service Sector White Collar

22.01 24.82 29.35 21.35

495 106 75 68

Education No cert/dipl/deg High school cert Trade College Some university University degree

27.81 27.83 12.15 18.11 3.80 10.31

130 109 120 104 71 51

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.17 11.41 16.75 24.43 22.36 14.00 8.87

68 75 89 107 121 122 90

Size 1 Person 2 People 3 People 4+ People

19.97 39.03 14.88 26.12

72 117 93 114

Households

Cluster %

Index Canada

24.24 45.29 45.49

75 101 116

9.22

58

20.23 39.32 14.79 18.73 6.94

97 109 115 94 68

Cluster %

Index Canada

86.99 12.89 0.12

126 42 28

Period of Construction <1946 17.32 1946-1960 10.07 1961-1970 10.11 1971-1980 19.71 1981-1990 14.82 1991-1995 7.25 1996-2000 6.81 2001-2006 6.79 >2006 7.12

152 76 79 110 96 109 111 86 84

Type Single Semi Row Duplex Low-rise High-rise Mobile

159 29 13 18 8 1 548

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

87.88 1.37 0.72 0.96 1.46 0.06 7.25

91

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R1 27 - Fields of Dreams Midscale farmers and blue collar workers Population

461,705 (1.34% of Canada)

Households

164,093 (1.19% of Canada)

Average Household Income

$84,169

Housing Tenure

Homeowners

Education

Grade 9/High School/College

Occupation

Mixed

Ethnic Presence

Low Control of Privacy

Sample Social Value

Concentrated in rural Southwestern Ontario, Fields of Dreams represents the nation‟s most affluent farm type, a collection of familyowned dairy and soybean farms, orchards and vineyards. These mostly middle-aged couples and families work at a mix of jobs, and spend their leisure time gardening, fishing, attending auto races and frequenting all kinds of shows and exhibitions. With their moderately priced older houses and solid incomes, Fields of Dreams residents have the discretionary cash to buy power boats, campers, minivans and pickup trucks. Yet they‟re also price-sensitive shoppers who have high rates for going to discount stores and shopping online. It‟s difficult to find a retail rewards program that they don‟t , but these privacy-conscious consumers are still careful not to reveal too much personal information to companies. With one in six adults involved in farming, Fields of Dreams has nearly four times as many agricultural workers as the Canadian average—and that fact encourages a down-home sensibility. Residents score high for listening to country music, watching home improvement shows, reading Canadian Gardening and Better Homes & Gardens, and going to carnivals and farmers‟ markets. But this is also a cluster with a disproportionate number of teenaged children, and Fields of Dreams is a strong family market for everything from baseball and skateboarding to bicycles and ATVs. In a cluster where even young children help on the farm, residents feel connected to the land for both work and play.

Where They Live Southwold (ON), Wainfleet (ON), Norfolk County (ON), Thames Centre (ON), St. Clair (ON), Lincoln (ON), Niagara-on-the Lake (ON), Middlesex Centre (ON), Brant (ON), Chatham-Kent (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Fields of Dreams consists of rural individualists who pride themselves on old-fashioned values they see as pure common sense. Fields of Dreams residents feel rooted—not limited—by their country settings, and with a powerful Attraction to Nature, they love having opportunities for outdoor work and recreation just beyond their door. They have little interest in the Pursuit of Originality, and they certainly don‟t think of themselves as Belonging to the Global Village; indeed, with their high scores on Anomie and Aimlessness, they even feel a little cut off from society. While they feel safe in their small communities, scoring low on Fear of Violence, they‟re less secure when they think of the state of the world, scoring high on Cynicism, Technological Anxiety and Control of Privacy. For Fields of Dreams residents, shopping is not a leisure activity: they score low on Joy of Consumption. Discriminating Consumerism is beyond question and utility matters more than appearance. With high scores on Hyper-Rationality, this cluster believes that there are few problems a level head and a stiff upper lip can‟t solve.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.20 12.28 14.85 22.25 31.30 8.53 4.22 1.37

95 114 112 81 110 110 90 70

Mother Tongue English French Non-Official

85.91 1.60 11.82

152 8 54

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

10.57 33.67 16.81 14.62 13.27 6.46 7.14 8.03

49 263 146 100 82 49 52 45

2.11

12

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

24.77 63.43 11.80

76 124 73

Mode of Transport Car Public Transit

94.19 0.40

117 4

Class of Worker Employed Self-Employed Unpaid

77.49 20.72 1.14

90 178 381

Occupation Primary Blue Collar Service Sector White Collar

17.33 30.55 29.09 20.58

390 130 74 66

Education No cert/dipl/deg High school cert Trade College Some university University degree

26.75 28.84 11.22 20.26 3.03 9.90

125 113 111 116 56 49

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index camping Canada

billiards/pool auto shows 51 baseball 72 91 travel to cottages

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.62 11.05 17.21 25.28 22.25 13.54 9.05

111 Shopping 120 digital camera 118 ATVs 92

Size 1 Person 2 People 3 People 4+ People

17.33 37.31 15.30 30.06

111 96 Media 131 The Globe and Mail Weekend

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

20.64 49.73 42.09 8.18

Age of Children <6 6-14 15-17 18-24 25+

18.72 38.11 14.15 21.29 7.72

Dwellings Tenure Owned Rented Band Housing

Cluster %

drive-thru restaurants grocery stores 63 Sears catalogue

Ontario OUT OF DOORS 64 "Hockey Night in Canada" 111 mainstream rock radio 108 online contests 51 90 106 110 107 75

Index Financial Canada personal lines of credit

Canada savings bonds 87.68 12.31 0.00

127 mutual funds 40 financial planners 1 donations to religious charities

Period of Construction <1946 30.59 1946-1960 10.34 1961-1970 9.72 1971-1980 15.46 1981-1990 12.05 1991-1995 5.96 1996-2000 5.22 2001-2006 5.26 >2006 5.39

269 78 76 86 78 89 85 67 63

Type Single Semi Row Duplex Low-rise High-rise Mobile

170 27 7 16 7 1 136

Dwelling Value Index

Food/Drink microwave popcorn fruit punch ready-to-serve dips iced tea value priced domestic beer

94.03 1.31 0.37 0.86 1.27 0.05 1.80

Automotive pickup trucks mid-size cars own 3+ vehicles GMC Dodge Attitudes "I am more independent than most people" "I tend to up my favourite brand if something else is on sale" "I feel most comfortable in my jeans" "I generally achieve everything I set out to do" "I try to avoid eating foods that contain trans fats"

99

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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R1 32 - New Homesteaders Rural, midscale couples and families Population

472,339 (1.37% of Canada)

Households

193,581 (1.40% of Canada)

Average Household Income

$75,951

Housing Tenure

Homeowners

Education

Mixed

Occupation

Mixed

Ethnic Presence

Low Primacy of Family

Sample Social Value

New Homesteaders is a rural refuge for middle-aged couples and families seeking the comforts of small-town living. Predominantly white and middle-class, these households have settled in rustic towns and townships filled with single-family houses and mobile homes. With decent-paying jobs in a variety of industries, the group‟s dual-income couples maintain casual, outdoorsy lifestyles—their driveways filled with campers and power boats, their garages cluttered with snowmobiles and ATVs. They‟re the kind of consumers who own a lot of pets and sporting equipment. And they don‟t let distances stop them from enjoying kid-friendly activities: they have high rates for going to national and state parks, video arcades, carnivals and theme parks. They it that they‟re somewhat conservative in their thinking, observing that they‟re risk-averse in financial matters and protective of their children. The residents of New Homesteaders are loyal to traditional media. They listen to country music and golden oldies on the radio, read Canadian Geographic and Ladies' Home Journal magazines and like to watch daytime talk shows and nature programs on TV. These fiscally conservative households still enjoy buying products by coupons and newspaper inserts, though they're increasingly turning to websites to buy clothing, electronics and movies. But media patterns in this group are somewhat depressed because so many families spend much of their leisure time outside, going fishing, hunting, gardening, boating, snowmobiling and curling. Wary of large crowds, they would rather go off into the woods or onto a lake than almost anywhere else.

Where They Live Comox-Strathcona (BC), Comox-Strathcona (BC), East Kootenay (BC), Cariboo (BC), North Okanagan (BC), Nanaimo (BC), Powell River (BC), Maugerville (NB)

Penetration Index ___ High ___ Average ___ Low

How They Think As their name suggests, New Homesteaders residents are drawn to the wild edges of human settlement: Attraction to Nature is among this cluster‟s strongest values. In their rural settings, of New Homesteaders delight in opportunities for both individualism (Rejection of Authority) and small-town connections (Community Involvement). These Canadians are happy to live traditional lives close to nature where they can feel at ease (above average on Risk Aversion). New Homesteaders residents think a lot about the kind of Legacy they will leave behind: they see themselves as a link in a continuous family chain, which they take very seriously (Primacy of the Family). Openminded, they score high on Flexible Definition of Family, Equality of the Sexes and Flexibility of Gender Identity. When these practical folks go shopping, it‟s not for fun (very low on Joy of Consumption), and they like to get information before making any purchase (Discriminating Consumerism). Still, these Canadians aren‟t only concerned about price in the marketplace; they look for pleasing design and decoration when making the beauty of products part of their buying decisions, scoring high for the Importance of Aesthetics.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.89 10.32 12.26 22.32 33.75 10.06 4.83 1.56

89 96 92 81 119 130 104 80

Mother Tongue English French Non-Official

90.06 2.37 6.99

160 12 32

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

9.51 32.35 21.28 17.08 10.78 5.83 4.96 7.73

44 253 185 117 66 44 36 43

2.46

14

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

26.19 56.85 16.97

81 111 105

Mode of Transport Car Public Transit

91.63 0.96

114 9

Class of Worker Employed Self-Employed Unpaid

81.52 17.01 0.49

94 146 164

Occupation Primary Blue Collar Service Sector White Collar

9.35 24.72 37.35 25.76

210 105 95 83

Education No cert/dipl/deg High school cert Trade College Some university University degree

23.07 27.65 13.51 18.28 4.52 12.97

108 108 133 105 84 64

Visible Minority Yes Adult Population

Leisure

Cluster %

Index music festivals Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.29 11.14 15.97 23.20 23.01 14.83 9.56

102 Shopping 124 video cameras 129 ATVs 97

Size 1 Person 2 People 3 People 4+ People

23.94 40.97 15.06 20.03

122 94 Media 87 The Globe and Mail

Households

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

28.30 39.12 48.85 12.03

Age of Children <6 6-14 15-17 18-24 25+

20.45 38.97 14.93 18.05 7.60

Dwellings Tenure Owned Rented Band Housing

Cluster %

pet shows fishing/hunting 72 swimming 73 85 camping

pizza restaurants Wal-Mart 87 Sears catalogue

Canadian Geographic 87 "Extreme Makeover: Home Edition" 87 hot adult contemporary 125 professional sports sites 75 98 108 116 91 74

Index Financial Canada bonds

auto loans 85.43 14.43 0.14

124 investment real estate 47 telephone banking 32 $100-$500 made to donations in the past year

Period of Construction <1946 8.42 1946-1960 7.76 1961-1970 9.77 1971-1980 23.58 1981-1990 16.86 1991-1995 9.33 1996-2000 7.74 2001-2006 8.36 >2006 8.19

74 59 77 131 109 140 126 106 96

Type Single Semi Row Duplex Low-rise High-rise Mobile

147 42 25 30 13 1 847

Dwelling Value Index

Food/Drink bacon peanut butter rolled oats baking chips vodka

80.90 1.99 1.41 1.59 2.44 0.11 11.21

Automotive SUVs midsize cars own 3+ vehicles GMC Ford Attitudes "It's important to continue to learn new things throughout my life" "When I make a purchase, I often spend more than I thought I would" "I try to minimize the amount of time I spend on personal grooming" "A person's career should be their first priority" "I often buy snacks just with myself in mind"

94

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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R1 34 - Big Sky Families Middle-aged, midscale Prairie farmers Population

527,783 (1.53% of Canada)

Households

180,275 (1.31% of Canada)

Average Household Income

$87,679

Housing Tenure

Homeowners

Education

Grade 9/High School/Trade

Occupation

Primary & Blue Collar

Ethnic Presence

Low Control of Privacy

Sample Social Value

Scattered across the Prairies and a handful of other rural areas, Big Sky Families has the highest concentration of farmers in Canada. More than a third of these middle-aged couples and families work in agriculture, with most living on small homesteads and leading rustic middle-class lifestyles. They spend most of their leisure time outside, hunting, fishing, snowmobiling and ice skating. These families travel infrequently and, when they do, they stay close to home, stopping at campgrounds or visiting the homes of friends or relatives. And like other rural consumers, they have high indices for owning pickup trucks, recreational vehicles, snowmobiles and ATVs. Conservative in politics and religion, they‟re strong ers of family values and oppose government and businesses amassing information about people‟s private lives. Most of Big Sky Families are third-generation Canadians, and the segment boasts an above-average number of aboriginal people. As a group, these households tend to be traditional in their consuming patterns, with high rates for gardening, engaging in hobby crafts and buying clothes through the Sears catalogue. In their homes, they make their own cakes, pies, pudding and beer. In stores, they use lots of coupons and respond to direct mail pitches. Their taste in media also leans toward the old stalwarts: gardening magazines, country music radio stations and TV talk shows. But with average Internet usage rates, they're hardly out of touch, going online to pay bills, games and check out health-related sites.

Where They Live Lethbridge County (AB), Portage La Prairie (MB), Cypress County (AB), Nobleford (AB), Newell County No. 4 (AB), Grande Prairie County No. 1 (AB), Leamington (AB)

Penetration Index ___ High ___ Average ___ Low

How They Think Big Sky Families is a deeply traditional cluster: in these small, homogeneous communities, Regional Identity is an indispensable part of life. Very strong Religiosity underpins most other values espoused by these old-fashioned Canadians, including a deep resistance to a Flexible Definition of Family. While Big Sky Families residents feel attached to their immediate communities, they also have an oldfashioned patriotism (Canadian Identity) and even a connection to other countries that share their Attraction to Nature (Global Ecological Awareness). of Big Sky Families are weak on autonomy-related values (such as Rejection of Authority) and they reject the Pursuit of Happiness to the Detriment of Duty. They have a Need for Personal Achievement and possess the energy to help them achieve their goals (Vitality). While some might prize the freedom to make personal choices for the sake of their own happiness, residents of this cluster see doing one‟s duty—to family, God and community—as the prime directive of a good life. Not surprisingly, in the consumer marketplace these conservative Canadians don‟t care much for new bells and whistles: Importance of Price, Saving on Principle and Discriminating Consumerism all rule the shopping cart.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.58 13.89 14.77 22.13 30.11 7.85 3.66 1.01

120 129 111 80 106 101 78 52

Mother Tongue English French Non-Official

79.53 2.01 17.56

141 10 81

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

7.83 22.12 12.21 15.62 13.45 9.11 12.03 15.46

36 173 106 107 83 68 88 86

1.61

9

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.06 64.01 10.92

77 125 67

Mode of Transport Car Public Transit

92.13 0.43

114 4

Class of Worker Employed Self-Employed Unpaid

66.42 31.18 1.91

77 268 639

Occupation Primary Blue Collar Service Sector White Collar

36.75 19.75 22.95 18.37

826 84 59 59

Education No cert/dipl/deg High school cert Trade College Some university University degree

33.57 27.02 11.67 15.87 3.82 8.04

157 106 115 91 71 40

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index dinner theatres Canada

curling fishing/hunting 80 gardening 79 91 travel to cottages

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.54 12.03 17.17 24.99 21.76 13.53 7.98

110 Shopping 117 bread making machine 118 home exercise equipment 81

Size 1 Person 2 People 3 People 4+ People

18.12 38.52 14.29 29.07

115 90 Media 127 classified ads

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

23.16 47.31 45.31 7.38

Age of Children <6 6-14 15-17 18-24 25+

21.50 40.76 15.29 16.79 5.66

Dwellings Tenure Owned Rented Band Housing

Cluster %

department stores Eddie Bauer 66 Reitmans

Canadian Home Workshop 71 "Family Guy" 105 country radio 116 auto websites 46 103 113 119 84 55

Index Financial Canada investment real estate

mutual funds 88.04 11.75 0.21

128 home equity loans 38 auto loans 48 donations to Diabetes Association

Period of Construction <1946 14.80 1946-1960 12.31 1961-1970 10.83 1971-1980 19.44 1981-1990 15.15 1991-1995 6.19 1996-2000 7.24 2001-2006 6.49 >2006 7.56

130 93 85 108 98 93 118 82 89

Type Single Semi Row Duplex Low-rise High-rise Mobile

163 16 6 7 3 0 601

Dwelling Value Index

Food/Drink packaged pasta frozen vegetables peanut butter rolled oats rye

89.77 0.75 0.31 0.37 0.59 0.02 7.96

Automotive pickup trucks midsize cars $10,000-$15,000 on latest vehicle GMC Chrysler Attitudes "I have a keen sense of adventure" " priced brands are not worth the extra money" "I try to minimize the amount of time I spend on personal grooming" "People who know me would describe me as cheerful" " I like to cook"

79

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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T1 - Town Midscale Town Midscale represents four clusters located in low-density towns and filled with a mix of mature couples, families and retirees living in unpretentious houses and mobile homes. With their mixed educations, these older residents work in service sector and blue-collar jobs and pursue outdoor lifestyles. They have high rates for owning power boats, campers and snowmobiles. They like to spend their leisure time engaging in activities such as fishing, hunting, golfing and curling. With a self-reliant streak, the of Town Midscale tend to do their own car maintenance and home improvement projects. They‟re also active in their towns, serving as volunteers for community projects and political parties. At night, they like to wind down by watching sports and game shows, listening to country radio and reading gardening and recreation magazines.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.88 10.46 12.29 22.18 30.75 10.32 6.43 2.69

89 97 93 80 108 133 138 138

Mother Tongue English French Non-Official

86.38 4.01 8.93

153 20 41

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

9.87 36.05 19.41 15.52 10.33 5.43 6.12 7.15

46 282 169 106 64 41 45 40

3.16

17

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

23.99 58.35 17.66

74 114 109

Mode of Transport Car Public Transit

90.13 1.22

112 11

Visible Minority Yes Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

84.56 13.94 0.39

98 120 129

Occupation Primary Blue Collar Service Sector White Collar

8.31 26.98 36.46 25.10

187 115 93 80

Education No cert/dipl/deg High school cert Trade College Some university University degree

25.80 28.08 12.50 19.02 3.91 10.67

121 110 123 109 73 53

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.36 11.21 15.32 21.47 20.35 15.21 14.09

74 73 81 94 110 132 143

Size 1 Person 2 People 3 People 4+ People

25.63 39.77 14.20 20.41

93 119 89 89

Households

Cluster %

Index Canada

29.63 39.71 48.65

91 88 125

11.64

73

20.39 38.37 14.30 18.75 8.19

98 106 111 94 80

Cluster %

Index Canada

84.66 15.26 0.08

123 50 20

Period of Construction <1946 13.37 1946-1960 14.69 1961-1970 12.01 1971-1980 19.18 1981-1990 14.04 1991-1995 7.13 1996-2000 6.23 2001-2006 6.48 >2006 6.88

117 111 94 107 91 107 102 82 81

Type Single Semi Row Duplex Low-rise High-rise Mobile

149 57 44 31 30 4 369

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

82.04 2.73 2.48 1.66 5.45 0.35 4.89

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T1 25 - Tools & Trucks Upper-middle-class town families and couples Population

847,361 (2.45% of Canada)

Households

316,057 (2.29% of Canada)

Average Household Income

$97,488

Housing Tenure

Homeowners

Education

Mixed

Occupation

Mixed

Ethnic Presence

Low Attraction to Nature

Sample Social Value

With some of the highest rates for blue-collar jobs in trades, transportation and mining, the residents of Tools & Trucks lead casual lifestyles. These middle-aged couples and families live in midscale houses and mobile homes in small towns and rural communities across English Canada. When quitting time rolls around, they like to relax at home with their DVD players and HDTVs. They‟re big fans of TV news, home decor shows, crime dramas and sitcoms. Their idea of a big night out is going to a family dining restaurant, browsing antiques stores or going shopping at The Brick. Fond of nature, many also spend free time outdoors, going camping, power boating, snowmobiling and playing hockey. When they travel, they typically hit the road in SUVs, trucks hauling campers and recreational vehicles to explore the national and provincial parks across Canada and the U.S. Tools & Trucks residents have only modest educational achievement levels—just 16 percent have gone to a university—and there's a traditional working-class atmosphere to this most affluent town cluster. The men like to hunt, fish, work on their homes and drink beer. While the women work outside the home at high rates, they also enjoy domestic diversions like gardening and baking. These are fiscally conservative Canadians who worry about threats to their livelihood and who tend to buy savings bonds, travel insurance and overdraft protection. Price-conscious, they have high rates for responding to mail order promotions, Internet ads and flyers tucked into daily and community newspapers.

Where They Live Coaldale (AB), Simonds (NB), Neebing (ON), Calmar (AB), Witless Bay (NL), Tide Head (NB), Alberni-Clayoquot D (BC), Bassano (AB), Bruderheim (AB), Irricana (AB), Legal (AB)

Penetration Index ___ High ___ Average ___ Low

How They Think Despite their very strong Attraction to Nature and love of the outdoors, Tools & Trucks residents could not be described as tree huggers. These Canadians are weak on Ecological Alarmism and say they aren‟t too concerned about threats to the environment (low Primacy of Environmental Protection). They are old-fashioned outdoors people, not new-age granolas. With a skeptical attitude toward government and little Openness Toward Others, Tools & Trucks residents like to be left alone. They feel no attraction to the Pursuit of Novelty that preoccupies others (especially city dwellers): if yesterday‟s gear works, keep it. And if there‟s a clearance sale on last year‟s truck model, their Hyper-Rationality tells them the choice is obvious. Their strong score on Importance of Brand shows they have learned which brands to trust and which are inferior in quality. These Canadians look out for themselves and expect others to do the same—a belief reflected in their weak score on New Social Responsibility. On the international front, they want other countries to see Canada as strong, powerful and even a little intimidating (high Importance of National Superiority).

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.54 11.84 13.83 24.89 31.41 7.65 3.65 1.19

101 110 104 90 110 99 78 61

Mother Tongue English French Non-Official

86.17 4.69 8.45

153 23 39

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

8.49 27.76 18.76 19.40 12.16 6.59 6.75 8.56

39 217 163 133 75 49 49 48

3.76

21

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.63 61.15 13.22

79 119 82

Mode of Transport Car Public Transit

92.77 1.01

115 9

Class of Worker Employed Self-Employed Unpaid

84.51 14.23 0.41

98 122 136

Occupation Primary Blue Collar Service Sector White Collar

10.34 27.86 35.18 23.91

233 119 90 77

Education No cert/dipl/deg High school cert Trade College Some university University degree

22.50 28.12 13.30 20.00 4.07 12.00

105 110 131 115 76 59

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index country music concerts Canada

hockey auto races 73 fishing/hunting 86 99 camping

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.32 13.18 18.79 25.50 20.98 11.86 7.37

112 Shopping 113 video equipment 103 snowmobiles 75

Size 1 Person 2 People 3 People 4+ People

18.89 37.71 16.69 26.70

113 105 Media 117 real estate listings

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

23.25 46.76 43.14 10.09

Age of Children <6 6-14 15-17 18-24 25+

20.28 39.17 14.48 19.29 6.77

Dwellings Tenure Owned Rented Band Housing

Cluster %

bulk food stores department stores 68 Mark's Work Wearhouse

Harrowsmith Country Life 72 "Extreme Makeover: Home Edition" 104 community radio 110 Craigslist 63 97 108 112 97 66

Index Financial Canada RRSPs

stocks 88.02 11.93 0.05

128 will/estate planning 39 personal loans 12 donations to Kidney Foundation

Period of Construction <1946 8.53 1946-1960 9.71 1961-1970 10.78 1971-1980 22.87 1981-1990 14.92 1991-1995 7.92 1996-2000 7.64 2001-2006 8.85 >2006 8.78

75 73 85 127 96 119 125 112 103

Type Single Semi Row Duplex Low-rise High-rise Mobile

155 52 31 32 15 1 414

Dwelling Value Index

Food/Drink pasta sauce processed cheese wieners prepared infant formula coolers

85.55 2.48 1.76 1.69 2.72 0.07 5.49

Automotive pickup trucks midsize cars bought used vehicles Chevrolet Pontiac Attitudes "The man should be the head of the family" "I look for bargains in second-hand clothing stores" "I would rather spend a quiet evening at home than go out to a party" "Today, too much emphasis on conservation and the environment" "I seldom experiment with different alcoholic brands"

92

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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T1 39 - Ontario Originals Older, lower-middle-class couples and families Population

469,468 (1.36% of Canada)

Households

1892,018 (1.39 of Canada)

Average Household Income

$69,691

Housing Tenure

Homeowners

Education

Grade 9/High School/College

Occupation

Blue Collar & Service Sector

Ethnic Presence

Low Canadian Identity

Sample Social Value

Concentrated in Canada‟s most populous province, Ontario Originals is a collection of older couples and families aging gracefully in small towns and mid-sized cities. Many of these empty-nesting households come from humble origins, and more than half never went beyond high school. But well-paying jobs and pensions in blue-collar and service professions provide them with comfortable lifestyles, and they spend their leisure time boating, swimming, gardening and going to casinos, horse races and baseball games. They have the disposable income to fill their backyards with a pool, hot tub and patio furniture. With their conservative views, these older Canadians tend to watch shows like “Dr. Phil,” listen to country and oldies radio stations, and express patriotic sentiments. The aging of Ontario Originals find ways to cope with an uncertain future. To preserve their finances—the average income is about $70,000 a year—they travel infrequently, sticking to RV trips or short flights to eastern Canadian or U.S. destinations. These money-conscious consumers use coupons, eat at drive-ins rather than fancy restaurants and patronize discount retailers like Wal-Mart and Zeller's. Since many have remained in place, aging in their pre-1960 homes, they also devote a lot of time to home improvement projects. But Ontario Originals residents also like to protect the lifestyle of their communities and are involved in public activities and working for political parties. Their roots run too deep for them to ignore changes in their local landscape.

Where They Live Tay (ON), Port Colborne (ON), Fort Erie (ON), Thorold (ON), Georgina (ON), Norfolk County (ON), Welland (ON), Quinte West (ON), Innisfil (ON), Woodstock (ON), Niagara Falls (ON), St. Thomas (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Ontario Originals are strong on Canadian Identity and Primacy of the Family. These Canadians gladly participate in traditional family and social networks but don‟t see themselves as part of a wider global community. Although they don‟t spend much time seeking new friends on Facebook, when it comes to those close to them, this cluster is interested in fostering deep connections: they score high on Openness Toward Others. They‟re similarly concerned about the Primacy of Environmental Protection and typically shop with a strong belief in Ethical Consumerism. Maintaining low scores for Joy of Consumption and Need for Status Recognition, Ontario Originals tend to be very cautious when spending their money, shopping carefully for the best deals (high Discriminating Consumerism and Importance of Price). This frugality may be accentuated by their transition into retirement, as residents express Financial Concern Regarding the Future. With an Awareness of Mortality, these Canadians worry about the Legacy—financial and otherwise—that they‟ll on to the next generation.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.58 10.20 12.67 23.25 30.06 9.52 6.80 2.92

83 94 95 84 106 123 146 150

Mother Tongue English French Non-Official

87.53 1.96 9.90

155 10 46

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

12.57 40.37 20.02 13.33 10.32 5.46 5.28 5.22

58 316 174 91 64 41 39 29

3.85

21

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

24.46 57.35 18.19

75 112 112

Mode of Transport Car Public Transit

90.07 2.06

112 19

Class of Worker Employed Self-Employed Unpaid

88.58 9.86 0.25

103 85 85

Occupation Primary Blue Collar Service Sector White Collar

2.61 30.92 37.67 25.37

59 132 96 81

Education No cert/dipl/deg High school cert Trade College Some university University degree

26.17 30.53 10.54 20.79 2.68 9.29

123 120 104 119 50 46

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index country music concerts Canada

casinos auto races 59 swimming 75 85 cruises

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.87 11.49 16.12 22.07 19.27 13.87 15.30

97 Shopping 104 fine jewellery 121 patio furniture 155

Size 1 Person 2 People 3 People 4+ People

25.61 37.87 15.63 20.90

113 98 Media 91 National Post Weekend

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

28.86 41.34 44.26 14.40

Age of Children <6 6-14 15-17 18-24 25+

18.77 36.28 13.60 20.78 10.58

Dwellings Tenure Owned Rented Band Housing

Cluster %

department stores Old Navy 93 Cotton Ginny

Ontario OUT OF DOORS 89 "Dr. Phil" 92 golden oldies radio 113 real estate websites 90 90 100 105 105 103

Index Financial Canada personal line of credit

senior banking services 84.87 15.13 0.00

123 bonds 49 personal overdraft protection 0 donations to Cancer Society

Period of Construction <1946 20.87 1946-1960 27.66 1961-1970 14.58 1971-1980 12.45 1981-1990 9.00 1991-1995 3.94 1996-2000 3.33 2001-2006 3.63 >2006 4.54

183 209 115 69 58 59 54 46 53

Type Single Semi Row Duplex Low-rise High-rise Mobile

152 68 40 48 35 9 19

Dwelling Value Index

Food/Drink frozen main courses canned pasta popcorn bottled water light beer

83.99 3.25 2.26 2.55 6.35 0.86 0.25

Automotive minivans large conventional cars bought used sedans Ford Buick Attitudes "Material possessions are not really that important to me" "I tend to up my favourite brand if something else is on sale" "I like to change my appearance with cosmetics" "I feel in control of my life" "There's too much attention today on eating only healthy foods"

73

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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T1 40 - Heartlanders Older and mature, working-class town couples Population

353,216 (1.02% of Canada)

Households

163,426 (1.19% of Canada)

Average Household Income

$68,583

Housing Tenure

Homeowners

Education

Grade 9/High School/Trades

Occupation

Service Sector & Blue Collar

Ethnic Presence

Low Importance of National Superiority

Sample Social Value

Widely scattered in towns across Canada, Heartlanders consists of working-class couples and retirees living in unpretentious houses and mobile homes. The aging householders—two-thirds of maintainers are over 55 years old—tend to have high school and trade school diplomas, and hold blue-collar, service sector or agricultural jobs, if they haven‟t already retired. Their rustic lifestyle—residents enjoy camping, gardening and boating—has changed little in a century, except for the addition of multiple motorized vehicles. Their properties are often cluttered with pickups, power boats, RVs and snowmobiles. The retirees like to gather at farmers‟ markets and pub restaurants to hash out the latest news, and their opinions are typically right-of-centre: they‟re staunch ers of the national government and against premarital sex. While Heartlanders residents may seem to be living off the pop-culture grid, their TVs keep them connected to their favourite programs, including movies, soap operas, newscasts and wrestling matches. They're also a strong market for radio—listening to variety, country music and adult contemporary stations—and for subscribing to home, gardening, art and sports magazines. With few commercial centres nearby, Heartlanders residents often do their own home remodelling, and rely on mail order shopping. But they tend to like it that way, itting that they're not fans of the hectic pace of city life and are happy to do their entertaining at home.

Where They Live Qualicum Beach (BC), Parksville (BC), Peachland (BC), Elliott Lake (ON), Kelowna (BC), Penticton (BC), Namaimo (BC), Vernon (BC), Kamloops (BC), Chilliwack (BC), Medicine Hat (AB), Belleville (ON) , Moncton (NB)

Penetration Index ___ High ___ Average ___ Low

How They Think The values of the Heartlanders cluster reflect a truly rural sensibility. Strong on Attraction to Nature and Community Involvement, these Canadians love the wide open spaces where they live and the tight-knit communities that form on their sparsely populated landscape. And beyond their Ecological Lifestyle, they like living well: They express a Joy of Consumption, appreciating the chance to buy products that look good (Importance of Aesthetics) and make them look great (Importance of Physical Beauty). They are weak on Equal Relationship with Youth, believing that young people should respect their elders. And Heartlanders residents are wary of the diversity they hear about in the big city: they are above average on Ethnic Intolerance and reject any Flexible Definition of Family. Not surprisingly, they are strong on Religiosity, with their faith communities likely driving much of their civic involvement. However, this does not mean they examine the Meaning of Life or feel they are on a Spiritual Quest. Instead, they have a strong Awareness of Mortality and are interested in a Search for Roots that would tell them more about their ancestors. With significant Financial Concern Regarding the Future, they are very worried about outliving their savings.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

3.16 7.23 9.19 16.32 33.25 17.06 10.31 3.49

57 67 69 59 117 220 221 179

Mother Tongue English French Non-Official

85.65 4.79 8.96

152 23 41

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

13.53 43.29 23.12 14.95 7.67 3.30 3.59 4.09

63 339 201 102 47 25 26 23

2.24

12

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

19.14 60.91 19.94

59 119 123

Mode of Transport Car Public Transit

90.43 1.52

112 14

Class of Worker Employed Self-Employed Unpaid

79.99 18.26 0.49

93 157 163

Occupation Primary Blue Collar Service Sector White Collar

6.01 24.70 38.59 27.29

135 105 98 87

Education No cert/dipl/deg High school cert Trade College Some university University degree

23.25 27.40 13.44 18.71 4.94 12.27

109 107 133 107 92 61

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index small outdoor stages Canada

gardening ice skating 50 fitness walking 44 53 spent $3,000+ on last vacation

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.59 6.75 10.08 17.00 22.57 22.53 19.48

75 Shopping 122 boating equipment 196 juicers 197

Size 1 Person 2 People 3 People 4+ People

28.07 49.11 10.41 12.41

147 65 Media 54 health section

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

31.92 26.33 64.02 9.65

Age of Children <6 6-14 15-17 18-24 25+

18.16 38.37 14.62 18.37 10.48

Dwellings Tenure Owned Rented Band Housing

Cluster %

farmer's markets Northern Reflections 102 Sears catalogue

Cottage Life 98 "CBC News: The National" 59 country radio 164 fashion/beauty related sites 60 87 106 113 92 102

Index Financial Canada investment real estate

mutual funds 88.36 11.48 0.16

128 Canada savings bonds 37 personal lines of credit 37 donations to Alzheimer Society

Period of Construction <1946 7.11 1946-1960 7.27 1961-1970 8.62 1971-1980 19.24 1981-1990 18.97 1991-1995 12.16 1996-2000 9.21 2001-2006 8.55 >2006 8.88

62 55 68 107 122 182 150 108 104

Type Single Semi Row Duplex Low-rise High-rise Mobile

138 55 57 20 28 4 851

Dwelling Value Index

Food/Drink bacon frozen vegetables processed cheese oatmeal whiskey

76.05 2.61 3.25 1.05 5.12 0.33 11.27

Automotive SUVs midsize cars $20,000-$40,000 on latest vehicle Dodge Ford Attitudes "There is a lot of stress in my life" "I prefer to postpone a purchase than to buy on credit" "I look for bargains in second-hand clothing stores" "I enjoy being extravagant" "I am careful of what I eat in order to keep my weight under control"

93

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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T1 56 - Golden Ponds Downscale small-town seniors Population

485,053 (1.40% of Canada)

Households

210,357 (1.53% of Canada)

Average Household Income

$61,564

Housing Tenure

Homeowners

Education

Grade 9/High School/Trade

Occupation

Mixed

Ethnic Presence

Low Risk Aversion

Sample Social Value

Golden Ponds is mostly a rural retirement lifestyle, dominated by downscale families and couples over 65 years old. Found in small bucolic towns around the country, these high school-educated seniors enjoy down-home lifestyles in their older homes, getting by on about $61,000 a year. In their traditional households, the men fish and hunt, the women garden and bake, and everyone enjoys watching game shows and CFL games. But some of the younger adults in the cluster, who tend to work at farming and blue-collar jobs, also pursue more athletic activities like yoga, skateboarding, snowmobiling and playing baseball. Living in far-flung communities means they have few commercial options and they often must travel distances to shop at discount stores like Wal-Mart, Giant Tiger and Cotton Ginny. At the local grocer, they stock up on powdered drinks, processed cheese and baking ingredients—anything they can‟t grow in a garden or raise in a pen. In Golden Ponds, television remains the most popular form of entertainment, and these viewers love their talk shows, game shows and family networks like the Discovery Channel, Outdoor Life Network, the Weather Network and Country Music Television. They're moderate radio fans who will tune in to stations that offer country music, contests and weather reports. "Golden oldies" could also describe their automotive choices, with their driveways most likely lined with used trucks and SUVs. Even though they may not have much cash to spare, they enjoy attending craft, garden and RV shows, always in search of an affordable deal or conservative investment.

Where They Live Yorkton (SK), Camrose (AB), Kentville (NS), Bay Roberts (NL), Truro (NS), Medicine Hat (AB), Kawartha Lakes (ON), Cape Breton (NS), Chatham-Kent (ON), Minnedosa (MB), Assiniboia (SK), Keremeos (BC)

Penetration Index ___ High ___ Average ___ Low

How They Think Golden Ponds represents an old-fashioned rural lifestyle, with traditional heartland values rooted in Hyper-Rationality and a strong desire to their communities. Given their strong Financial Concern Regarding the Future, Golden Ponds residents want their savings, however modest, to ultimately benefit their children (Legacy). Feeling very little Fulfillment Through Work, these Canadians are very Risk Averse, unwilling or unable to undertake new ventures that would give them a greater sense of control in their lives. In of their Utilitarian Consumerism, Golden Ponds residents want to be practical and sensible with their money, and few express a Need for Status Recognition or the Pursuit of Originality. In this cluster, shopping is a chore, and residents derive very little Joy of Consumption. These Canadians say they spend little time contemplating the Meaning of Life; nor are they interested in a personal Spiritual Quest. With their high scores on Fatalism, they likely reason that when life on earth is over, que sera sera.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.29 10.67 11.48 20.67 28.43 10.84 8.12 4.51

96 99 86 75 100 140 174 232

Mother Tongue English French Non-Official

86.15 4.25 8.83

153 21 41

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

6.99 35.20 14.29 12.14 10.24 5.95 10.04 12.14

32 275 124 83 63 45 74 68

2.10

12

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

24.48 52.52 23.00

75 102 142

Mode of Transport Car Public Transit

84.05 0.49

104 4

Class of Worker Employed Self-Employed Unpaid

83.32 14.92 0.42

96 128 142

Occupation Primary Blue Collar Service Sector White Collar

11.94 22.26 36.36 25.79

268 95 93 83

Education No cert/dipl/deg High school cert Trade College Some university University degree

33.33 26.08 12.32 15.76 4.06 8.44

156 102 122 90 76 42

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

3.47 11.45 13.44 18.32 18.65 15.77 18.90

Size 1 Person 2 People 3 People 4+ People

33.86 37.32 12.10 16.72

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

38.13 36.16 50.50 13.34

Age of Children <6 6-14 15-17 18-24 25+

23.82 39.05 14.53 15.40 7.20

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index craft shows Canada

gardening curling 109 dinner theatres 75 71 travel by car within Canada 81 Shopping 101 snowmobiles 137 video cameras 192

drug stores Cotton Ginny 122 Stitches

111 76 Media 73 automotive section

Good Times 117 "The View" 80 country radio 129 online chat groups 84 114 108 113 77 70

Index Financial Canada $20,000-$50,000 in securities and savings

term deposits 76.53 23.31 0.16

111 department store cards 76 private banking 37 donations to Kidney Foundation

Period of Construction <1946 18.67 1946-1960 16.12 1961-1970 14.13 1971-1980 19.72 1981-1990 13.49 1991-1995 4.93 1996-2000 4.45 2001-2006 3.90 >2006 4.59

164 122 111 110 87 74 73 50 54

Type Single Semi Row Duplex Low-rise High-rise Mobile

144 58 55 24 49 3 246

Dwelling Value Index

Food/Drink wieners baking ingredients ice cream iced tea rye

79.65 2.75 3.15 1.27 9.00 0.32 3.26

Automotive SUVs full-size cars bought used pickup trucks Dodge Chevrolet Attitudes "The man should be the head of the family" "I am more of a spender than a saver" "I look for bargains in second-hand clothing stores" "Some environmental damage is an acceptable consequence of progress" "I love to cook"

46

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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E3 - Exurban Francophone Centred in the small towns of Quebec, the households in the Exurban Francophone group contain a mix of middle-aged couples and common-law parents living with school-age children. These adults have blue-collar and service sector jobs, lower-middle- to middle-class incomes, and family-centred lifestyles. Residents enjoy outdoor activities like skiing, cycling, in-line skating and snowmobiling. Inside their modest houses and low-rise apartments, they enjoy watching TV—soaps and figure skating programs are popular—working out on home exercise equipment and reading nature and business magazines. Many are fans of expositions and have high rates for attending those featuring travel, investments and pets. Although their incomes are average, residents still like to splurge on designer clothes and jewellery bought at fashion boutiques.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.50 10.31 12.84 24.92 31.62 9.02 4.33 1.47

100 95 97 90 111 116 93 76

Mother Tongue English French Non-Official

3.94 92.77 2.69

7 452 12

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

3.52 10.62 11.08 14.53 13.59 8.67 18.38 23.14

16 83 96 99 84 65 135 129

2.08

11

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

38.87 44.25 16.88

120 86 104

Mode of Transport Car Public Transit

90.03 3.44

112 31

Visible Minority Yes Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

87.61 10.69 0.26

101 92 88

Occupation Primary Blue Collar Service Sector White Collar

3.88 28.93 37.10 26.81

87 123 95 86

Education No cert/dipl/deg High school cert Trade College Some university University degree

25.08 23.75 17.74 16.93 5.05 11.45

118 93 175 97 94 57

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.50 14.29 17.18 24.11 21.02 13.21 7.70

79 93 91 106 113 115 78

Size 1 Person 2 People 3 People 4+ People

23.91 37.35 17.83 20.91

86 111 112 91

Households

Cluster %

Index Canada

26.48 43.66 42.54

82 97 109

13.80

86

19.50 38.22 14.22 19.67 8.40

94 106 110 99 82

Cluster %

Index Canada

78.82 21.18 0.01

115 69 2

Period of Construction <1946 8.90 1946-1960 10.73 1961-1970 12.51 1971-1980 24.07 1981-1990 18.20 1991-1995 8.28 1996-2000 5.11 2001-2006 6.20 >2006 6.01

78 81 98 134 117 124 83 79 71

Type Single Semi Row Duplex Low-rise High-rise Mobile

127 125 39 103 74 2 162

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

69.95 5.98 2.24 5.43 13.51 0.23 2.15

53

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E3 36 - Les Traditionnelles Midscale, Québec town families and couples Population

778,216 (2.25% of Canada)

Households

313,683 (2.28% of Canada)

Average Household Income

$74,416

Housing Tenure

Homeowners

Education

Mixed

Occupation

Service Sector & White Collar

Ethnic Presence

Low Spiritual Quest

Sample Social Value

The communities that make up Les Traditionnelles are found mostly in middle-class towns across Quebec. Residents are a mix of couples and common-law parents who work at white-collar jobs in science and government as well as service jobs in sales and health care. With most household maintainers between the ages of 45 and 64, Les Traditionnelles lifestyles are more sedentary than athletic. Many residents spend their free time going to action movies, chicken restaurants and an array of shows: cottage, craft and motorcycles to name a few. Although more than a third are bilingual, they spend a lot of time reading French-language magazines and watching TV soaps, contest shows and serials. And despite average incomes, they enjoy going shopping, albeit at moderately priced stores such as Sears and Reitmans. This is a group where women maintain that they don‟t feel fully dressed if they‟re not wearing perfume. Unlike many small-town communities that are home to conventional families, Les Traditionnelles contains a mix of family types: married couples, single parents and common-law couples who may have chosen to spend their money on practical goods rather than lavish weddings. These middle-class households have otherwise traditional town lifestyles: many residents own older single-family or semidetached homes, drive aging station wagons and have older children in their teens and twenties still living at home. Indeed, even their attitudes are old-school. They tend to be spiritual, financially risk-averse and favour classic clothes rather than the latest styles.

Where They Live Saguenay (QC), Rimouski (QC), Châteauguay (QC), Edmunston (NB), Salberry-de-Valleyfield (QC), Varennes (QC), Baie Comeau (QC), Mascouche (QC), L'Assomption (QC), Clarence-Rockland (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think While harbouring strong Risk Aversion and a distaste for Cultural Fusion, Les Traditionnelles residents may seem somewhat conservative by Quebec standards. But relative to Canadians at large, this segment is socially liberal, hedonistic and autonomous. They score weak on Religiosity and strong on Spiritual Quest. They believe in Sexual Permissiveness and the Pursuit of Happiness to the Detriment of Duty. They a strong Need for Status Recognition, though they hope to achieve this status not through strict propriety or a well-kept lawn; they seek a degree of pleasure, fulfillment and satisfaction. For these Quebecers, being happy is the ultimate status symbol. With low Saving on Principle, few make much effort to put money away. And though they sometimes reflect on the Meaning of Life, Les Traditionnelles residents don‟t fret about what will happen after they die; few are concerned about the Legacy they will leave to their heirs. Like many Quebec segments, this cluster scores high on Cynicism, saying that it doesn‟t matter what business or government leaders say—they should not be trusted.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.88 9.83 13.45 24.21 32.04 9.37 4.69 1.55

89 91 101 88 113 121 100 80

Mother Tongue English French Non-Official

4.43 90.61 4.25

8 441 20

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

5.01 8.01 9.24 11.98 11.82 8.55 23.54 26.87

23 63 80 82 73 64 172 150

3.48

19

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

37.47 45.39 17.14

115 89 106

Mode of Transport Car Public Transit

87.74 5.77

109 53

Class of Worker Employed Self-Employed Unpaid

89.51 8.98 0.14

104 77 48

Occupation Primary Blue Collar Service Sector White Collar

1.54 24.29 39.71 31.29

35 103 101 100

Education No cert/dipl/deg High school cert Trade College Some university University degree

21.09 24.58 15.30 18.41 6.04 14.58

99 96 151 106 113 72

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index theatres Canada

movies whale watching 69 cycling 87 88 camping

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.19 13.31 16.66 24.79 21.37 13.62 8.06

109 Shopping 115 video game systems 119 ATVs 82

Size 1 Person 2 People 3 People 4+ People

23.53 37.64 18.03 20.80

112 113 Media 91 health/fitness section

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

26.11 43.69 41.65 14.66

Age of Children <6 6-14 15-17 18-24 25+

16.54 38.52 14.81 21.68 8.45

Dwellings Tenure Owned Rented Band Housing

Cluster %

chicken restaurants Reitmans 85 Simon's

Star Système 80 "Top modèles" 97 sports talk radio 107 rate products online 92 79 107 115 109 82

Index Financial Canada $5,000-$10,000 in securities and savings

term deposits 78.31 21.69 0.00

114 debit cards 70 private life insurance 0 auto loans

Period of Construction <1946 4.33 1946-1960 11.69 1961-1970 14.84 1971-1980 25.72 1981-1990 19.73 1991-1995 8.50 1996-2000 4.66 2001-2006 5.19 >2006 5.33

38 88 117 143 127 128 76 66 63

Type Single Semi Row Duplex Low-rise High-rise Mobile

115 171 59 111 97 4 63

Dwelling Value Index

Food/Drink fish and seafood frozen french fried potatoes snack cakes cream cheese port

63.41 8.17 3.36 5.85 17.59 0.41 0.83

Automotive station wagons compact cars $20,000-$40,000 on latest vehicle Mazda Honda Attitudes "I consider myself to be a spiritual person " "I seldom make a financial move without consulting an expert" "I really enjoy shopping for clothes" "When I buy products, I am looking for convenience, not price " "I have conservative tastes in food"

57

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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E3 45 - Petites Banlieues Working-class, Québec town couples and families Population

282,799 (0.82% of Canada)

Households

111,794 (0.81% of Canada)

Average Household Income

$67,806

Housing Tenure

Homeowners

Education

Trade/High School/Grade 9

Occupation

Service Sector & Blue Collar

Ethnic Presence

Low Fulfillment Through Work

Sample Social Value

One of the newly emerging lifestyles, Petites Banlieues consists of residents in working-class towns and suburbs throughout Quebec. The highest concentration of households are filled with young, common-law couples with school-aged children who live in inexpensive houses and low-rise apartments. The adults tend to have modest educations and lower-middle incomes, but they get great satisfaction from their blue-collar and service jobs. And because of their low mortgages—the average dwelling value is half the national average—they have the cash to lead active, family-centred lifestyles. They‟re fans of outdoor sports like skiing, in-line skating and cycling. For a night out, they enjoy going to casinos, comedy clubs and performances on outdoor stages. But many residents are money conscious and prefer to entertain at home, buying televisions, computers, home delivery food and discount domestic beer. What Petites Banlieues residents may lack in money, they more than make up in their ion for varied media. These happy homebodies have high rates for watching soaps, hockey personal makeover shows and news programs. They tune in to comedy and top-40 radio stations at more than twice the national average. With 30 percent of residents bilingual, they're particularly fond of French-language magazines covering science, music, travel, and food and beverages. And they report only moderate Internet activity, although the youth in this group show elevated online usage, especially for activities like gaming, dating and ing music.

Where They Live Les Coteaux (QC), Contrecoeur (QC), Saint-Amable (QC), Pointe-Calumet (QC), Sainte-Anne-des-Plaines (QC), Lavaltrie (QC), L'Epiphanie (QC), Baie Comeau (QC), Sainte-Marthe-Sur-le-Lac (QC), Otterburn Park (QC), Mirabel (QC), Beauharnois (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Petites Banlieues residents have a strong Aversion to Complexity in Life. They Government Involvement to address society‟s problems, perhaps in part so they themselves won‟t have to worry about the causes and solutions. And they little ion for Community Involvement, saying they feel somewhat disengaged from society. Still, they are not angry or alienated; they score low on Anomie and Aimlessness and, with little expressed Need for Escape, their retreat to the sofa is not a case of running away from a world they fear. These Quebecers find Fulfillment Through Work, seeing their jobs as an important source of meaning and satisfaction—not just a paycheque. Petites Banlieues residents get a thrill when they approach the cash : they score high on Joy of Consumption, saying that it‟s not just the items they buy but the experience of shopping that delights them. With their strong Need for Status Recognition, shopping must also yield showpieces to be ired.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.99 11.94 13.19 28.18 28.62 7.13 3.05 0.91

127 110 99 102 101 92 65 47

Mother Tongue English French Non-Official

2.96 94.70 1.77

5 461 8

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

2.24 13.69 16.60 21.96 23.49 10.77 3.65 9.84

10 107 145 150 145 81 27 55

1.51

8

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

42.82 40.66 16.52

132 79 102

Mode of Transport Car Public Transit

91.40 2.65

114 24

Class of Worker Employed Self-Employed Unpaid

88.94 9.43 0.18

103 81 59

Occupation Primary Blue Collar Service Sector White Collar

2.75 31.86 38.25 23.74

62 136 98 76

Education No cert/dipl/deg High school cert Trade College Some university University degree

26.16 24.09 20.31 16.79 4.05 8.61

123 94 200 96 75 43

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

3.85 18.40 20.48 23.58 18.07 10.52 5.11

Size 1 Person 2 People 3 People 4+ People

23.00 35.42 19.20 22.39

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

25.40 45.69 38.94 15.37

Age of Children <6 6-14 15-17 18-24 25+

26.20 38.61 13.32 15.68 6.19

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index comedy clubs Canada

snowmobiling whale watching 121 racquet sports 120 108 travel to Cuba 104 Shopping 97 bicycles 92 motorcycles 52

fruit and vegetable stores Le Garage 83 Addition-Elle

106 120 Media 98 auto section

Primeurs 78 Canal D 102 mainstream top-40 radio 100 home furnishings sites 96 126 107 103 79 60

Index Financial Canada $50,000-$100,000 in securities and savings

term deposits 74.77 25.23 0.00

109 auto loans 82 private health/disability insurance 1 donations to Children's Wish Foundation

Period of Construction <1946 4.96 1946-1960 7.35 1961-1970 9.83 1971-1980 21.77 1981-1990 19.94 1991-1995 12.21 1996-2000 6.72 2001-2006 8.85 >2006 8.37

44 56 77 121 129 183 110 112 99

Type Single Semi Row Duplex Low-rise High-rise Mobile

110 149 53 101 94 1 485

Dwelling Value Index

Food/Drink ham yogurt cold cuts instant coffee Australian wine

60.48 7.11 3.01 5.36 17.09 0.05 6.43

Automotive minivans compact cars $10,000-$15,000 on latest vehicle Hyundai Suzuki Attitudes "I lead a fairly busy social life" "When I buy products, I am looking for convenience, not price" "I feel most comfortable in my jeans" "There is a lot of stress in my life" "We usually have a sit down meal every evening"

52

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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E3 50 - Villes Tranquilles Middle-aged francophone families and couples Population

803,973 (2.33% of Canada)

Households

325,898 (2.36% of Canada)

Average Household Income

$63,794

Housing Tenure

Homeowners

Education

Trade/High School/Grade 9

Occupation

Blue Collar & Service Sector

Ethnic Presence

Low Aversion to Complexity in Life

Sample Social Value

A working-class francophone cluster, Villes Tranquilles can be found in the manufacturing towns of Quebec‟s heartland. The middle-aged residents in this group tend to work in blue-collar and service industries, live in small houses and pursue down-to-earth lifestyles that revolve around their families. They take advantage of their rural settings for outdoorsy leisure activities: skiing, snowboarding, ice skating and power boating. Even with their lower-middle-class incomes, they can afford adult toys like ATVs and snowmobiles, and they enjoy going to a variety of shows, including sportsmen, craft, pet and RV exhibitions. Around the house, residents like to read magazines, maintain their cars and watch a variety of TV sports. As consumers, they describe themselves as materialists who shop at discount retailers and mail order outlets. However, with their modest household incomes, shopping expeditions happen far less often than they‟d like. Without a doubt, Villes Tranquilles is a conservative, even parochial, cluster. Residents it that they're financially risk averse, dislike life's complexities, own plenty of private life insurance and travel out of town infrequently—safety being an overriding concern that limits their travel. With 95 percent speaking French at home, they seem content in their small-town world, looking to TV contest shows and talk shows for entertainment and the land outside for recreation. itted fans of home cooking, residents describe themselves as homebodies—a quality that helps explain why their homes typically look neat and well cared for.

Where They Live Saint-Maurice (QC), Saint-Isidore (QC), Sainte-Brigitte-de-Laval (QC), Saint-Lambert-de-Lauzon (QC), Stoneham-et-Tewkesbury (QC), Saint-Antonin (QC), Saint-Boniface (QC), Château-Richer (QC), Bécancour (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Villes Tranquilles residents value the tranquillité and familiarité of the small working-class towns where they live. This cluster, with its little interest in Cultural Fusion and Social Learning, is deeply rooted in local community (Community Involvement) and is among the weakest on Belonging to the Global Village. The darker side of this stay-at-home contentment is a streak of Ethnic Intolerance evident in the Villes Tranquilles values profile. Their preference for tradition is seen in the home, as they score among the lowest on Equality of the Sexes and Flexibility of Gender Identity. Living close to the great outdoors, residents express strong Attraction to Nature. This is one of the rare predominantly blue-collar clusters that scores high on Fulfillment Through Work, as their occupations provide a source of both pride and identity. But they‟re not overly concerned about saving for the future: These Canadians have only modest interest in Saving on Principle and score high on Joy of Consumption, preferring brands with strong histories (Importance of Brand) rather than uniqueness (low for Pursuit of Originality). Reflecting their Need for Status Recognition, of Villes Tranquilles believe that it is best to first look good (Concern for Appearance), particularly in a large group of people (Attraction to Crowds), and not worry about the cost. Not surprisingly, they score high for Pursuit of Happiness to the Detriment of Duty.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.58 10.20 12.13 24.46 32.26 9.34 4.44 1.59

101 94 91 89 113 120 95 82

Mother Tongue English French Non-Official

3.80 94.19 1.51

7 459 7

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

2.52 14.79 12.97 17.22 13.97 8.27 12.84 19.94

12 116 113 118 86 62 94 111

0.92

5

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

38.90 44.36 16.74

120 87 103

Mode of Transport Car Public Transit

91.94 1.25

114 11

Class of Worker Employed Self-Employed Unpaid

85.24 12.86 0.42

99 111 139

Occupation Primary Blue Collar Service Sector White Collar

6.65 32.56 34.07 23.40

149 139 87 75

Education No cert/dipl/deg High school cert Trade College Some university University degree

28.62 22.83 19.25 15.53 4.42 9.35

134 89 190 89 82 46

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index motorcycle shows Canada

snowmobiling auto races 73 cycling 90 88 camping

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.34 13.82 16.55 23.64 21.69 13.74 8.23

104 Shopping 117 video cameras 120 snowmobiles/ATVs 83

Size 1 Person 2 People 3 People 4+ People

24.59 37.72 17.17 20.51

113 108 Media 90 auto section

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

27.20 42.92 44.68 12.40

Age of Children <6 6-14 15-17 18-24 25+

19.94 37.76 13.95 19.15 9.20

Dwellings Tenure Owned Rented Band Housing

Cluster %

department stores Globo 89 Wal-Mart

Le Lundi 84 Réseau des Sports (RDS) 95 mainstream top 40 radio 114 purchase games/toys online 78 96 105 108 96 90

Index Financial Canada $20,000-$50,000 in securities and savings

flat fee banking package 80.69 19.29 0.02

117 RSP loans 63 auto loans 4 private life insurance

Period of Construction <1946 14.64 1946-1960 10.96 1961-1970 11.20 1971-1980 23.28 1981-1990 16.12 1991-1995 6.71 1996-2000 4.99 2001-2006 6.26 >2006 5.84

129 83 88 129 104 101 81 79 69

Type Single Semi Row Duplex Low-rise High-rise Mobile

144 73 16 95 46 1 147

Dwelling Value Index

Food/Drink canned salmon pizza shells snack cakes whole coffee beans Australian wine

79.49 3.47 0.90 5.05 8.35 0.11 1.94

Automotive station wagons compact cars own 3+ vehicles Honda Nissan Attitudes "When I buy products, I am looking for convenience, not price" "My main goal is to make a great deal of money as quickly as possible" "There is too much sex being used to sell products these days" "I lead a fairly busy social life" "I prefer low-fat or 'light' foods and drinks"

49

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U4 - Urban Mix The households in Urban Mix are characterized by a diverse, bi-modal populace. This social group consists of residents both young and old, middle-class and downscale, homeowners and apartment renters. Most of the residents are singles or couples who live in older city areas, and their lifestyle reflects an urban sensibility. They score high for going to bars, restaurants and bingo halls, but low for engaging in outdoor sports, visiting historical sites and attending outdoor stages. The younger residents like to play video games, go to job fairs and eat at taco restaurants; of older households enjoy making crafts, going to casinos and reading antiques magazines. This group is a strong market for television, and their favourite shows range from wrestling and reality shows to golf and sitcoms. But everyone tunes in to baseball and football games.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.17 10.29 13.13 28.73 27.96 7.37 5.07 2.28

94 95 99 104 98 95 109 117

Mother Tongue English French Non-Official

81.52 3.14 14.33

145 15 66

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

14.78 21.64 14.72 15.26 15.43 9.81 9.21 13.92

69 169 128 104 95 74 67 78

Visible Minority Yes

10.02

55

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

34.31 44.77 20.92

106 87 129

Mode of Transport Car Public Transit

80.12 8.07

100 74

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

89.87 8.28 0.16

104 71 53

Occupation Primary Blue Collar Service Sector White Collar

2.08 25.96 41.10 27.14

47 111 105 87

Education No cert/dipl/deg High school cert Trade College Some university University degree

26.18 29.53 9.79 17.74 3.59 13.18

123 116 97 102 67 65

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.67 16.88 18.54 21.73 16.82 10.46 10.90

147 110 98 96 91 91 111

Size 1 Person 2 People 3 People 4+ People

33.13 34.36 15.54 16.96

120 103 97 74

Households

Cluster %

Index Canada

39.23 38.01 38.56

121 85 99

23.43

147

21.88 35.67 12.75 18.53 11.17

105 99 99 93 109

Cluster %

Index Canada

63.45 36.54 0.01

92 119 2

Period of Construction <1946 27.51 1946-1960 26.24 1961-1970 12.84 1971-1980 12.06 1981-1990 8.06 1991-1995 3.11 1996-2000 2.30 2001-2006 2.76 >2006 5.13

241 198 101 67 52 47 38 35 60

Type Single Semi Row Duplex Low-rise High-rise Mobile

102 112 92 159 112 36 53

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

56.14 5.35 5.26 8.40 20.40 3.33 0.70

71

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U4 28 - Startups & Seniors Midscale mix of young and mature singles and couples Population

520,522 (1.51% of Canada)

Households

234,250 (1.70% of Canada)

Average Household Income

$80,646

Housing Tenure

Homeowners & Renters

Education

University/College/High School

Occupation

Service Sector & White Collar

Ethnic Presence

Low Reprioritizing of Money

Sample Social Value

Startups & Seniors is a prime example of two lifestyles thriving side by side: a mix of very young and old households, singles and widowers, newly married couples and empty-nesting retirees. Found in older city and suburban neighbourhoods filled with duplexes and low-rise apartments, this bi-modal population has a split marketplace personality. Startups & Seniors households have high rates for going to bars, rock concerts and job fairs as well as enjoying gardening, retirement magazines and crafts projects. But residents share relatively high educational levels—46 percent have gone to college or a university—which result in average incomes, a fondness for the arts and a healthy skepticism towards leaders of government or culture. They show little interest in keeping up with fashion trends and wish society would reduce its preoccupation with money. Unlike other lifestyles with high proportions of young people, Startups & Seniors scores relatively low for many aerobic sports, perhaps because a large portion of its population is elderly. However, cluster residents do enjoy being spectators at baseball, football, basketball and horse racing events. And they're particularly fond of attending a number of shows and exhibitions—whether for boats, cottages or gardening. The generation gap notwithstanding, Startups & Seniors residents enjoy a variety of media. They read national newspapers, subscribe to news and sports magazines and go online to visit sports and newspaper sites. However, this is probably the only lifestyle in Canada where residents have high rates for listening to both alternative rock and golden oldies radio stations.

Where They Live Saanich (BC), Victoria (BC), St. John's (NL), Dorval (QC), Esquimalt (BC), Guelph (ON), Newmarket (ON), Aurora (ON), Halton Hills (ON), Fredericton (NB), St. Catharines (ON), Charlottetown (PE), Lethbridge (AB)

Penetration Index ___ High ___ Average ___ Low

How They Think The values of Startups & Seniors residents are as conflicted as their activities and purchases. This cluster reflects some of the open, exploratory values often associated with younger people: Cultural Fusion, Social Learning and Global Ecological Awareness—all common among progressive young segments. At the same time, Startups & Seniors is strong on Saving on Principle and Control of Privacy—concerns that tend to predominate among older segments. And whether because of the demands of young families or the transition to retirement, many Startups & Seniors residents are reprioritizing both money and work. However, with a strong sense of Adaptive Navigation and a preference for flexible work environments (Heterarchy), Startups & Seniors are comfortable navigating the challenges of the workplace. Whether at work or in other aspects of their lives, they seek to express their Personal Creativity and Flexibility of Personality. Strong on the Rejection of Authority, they are quick to challenge outdated norms and believe that social ills should be addressed to improve society (New Social Responsibility).

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.64 9.06 12.55 30.50 28.42 7.29 5.12 2.43

84 84 95 111 100 94 110 125

Mother Tongue English French Non-Official

80.67 3.16 15.23

143 15 70

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

17.45 22.17 17.35 16.09 14.44 8.82 8.69 12.43

81 173 151 110 89 66 64 69

Visible Minority Yes

10.71

59

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

34.90 46.16 18.94

107 90 117

Mode of Transport Car Public Transit

76.37 10.87

95 99

Class of Worker Employed Self-Employed Unpaid

88.11 10.65 0.15

102 92 50

Occupation Primary Blue Collar Service Sector White Collar

1.82 20.03 40.14 34.86

41 85 102 112

Education No cert/dipl/deg High school cert Trade College Some university University degree

17.57 27.68 7.95 17.63 4.65 24.51

82 108 78 101 87 121

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.37 17.45 18.87 21.69 16.79 10.01 10.83

Size 1 Person 2 People 3 People 4+ People

34.13 35.10 14.87 15.90

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

41.02 38.56 41.94 19.49

Age of Children <6 6-14 15-17 18-24 25+

21.49 33.74 12.23 20.52 12.02

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index movies Canada

theatre festivals craft shows 137 football 114 100 travel to Dominican Republic 95 Shopping 91 patio furniture 87 books 110

home improvement stores Old Navy 123 RW & Co. 105 93 Media 69 Toronto Star

The Hockey News Magazine 126 "Medium" 86 classic hits radio 107 travel sites 122 103 93 95 103 117

Index Financial Canada home equity line of credit

GICs 64.02 35.96 0.02

93 telephone banking 117 group life insurance 4 senior banking services

Period of Construction <1946 24.01 1946-1960 26.86 1961-1970 12.63 1971-1980 11.56 1981-1990 8.00 1991-1995 3.32 1996-2000 3.08 2001-2006 4.04 >2006 6.50

211 203 99 64 52 50 50 51 76

Type Single Semi Row Duplex Low-rise High-rise Mobile

92 106 92 215 122 51 14

Dwelling Value Index

Food/Drink vegetarian products organic foods lattés gin Alexander Keith's Pale Ale

50.90 5.06 5.25 11.36 22.18 4.74 0.19

Automotive SUVs midsize cars over $40,000 on latest vehicle Toyota Chevrolet Attitudes "I feel very lonely" "If you want quality generally have to buy branded products" "I try to keep abreast of changes in style and fashions" "I am concerned about the health and safety of my family" "I monitor the ingredient lists of packaged foods"

103

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U4 51 - Lunch at Tim's Lower-middle-class, mature and young in industrial communities Population

551,798 (1.60% of Canada)

Households

242,114 (1.76% of Canada)

Average Household Income

$59,597

Housing Tenure

Homeowners & Renters

Education

Grade 9/High School/College

Occupation

Service Sector & Blue Collar

Ethnic Presence

Low Importance of National Superiority

Sample Social Value

Located in industrial cities and towns across southern Ontario, Lunch at Tim‟s consists of a mix of mature and young, blue-collar and service workers living in older homes and apartments. They‟re the kind of tight-knit communities where residents enjoy socializing at local eateries like Tim Horton‟s—as well as ice cream parlours, coffee shops, drive-throughs and take-out restaurants. Predominantly white and working-class, these Canadians have crafted rustic lifestyles filled with gardening, baseball and auto racing. They‟ll occasionally splurge on a visit to a casino, nightclub or RV show. But these folks are more concerned about hanging on to their paycheques than gambling them away at a slot machine or video lottery. In fact, Lunch at Tim‟s residents are receptive to coupon booklets and also go to dollar stores and bulk food stores at above-average rates. Lunch at Tim's has a split personality: heads of households are either younger-middle-aged or above 65. The combined effect results in the popularity of both video game stations and bingo halls, but a weak market for infant toys, golf clubs and investment shows. There's not a lot of disposable income for travel abroad, and relatively few exhibit heavy Internet access or subscribe to newspapers. Instead, these Canadians kick back at home with a beer and a hockey game on TV. Among the Lunch at Tim's set, Canadian-built cars, beer and hockey rule.

Where They Live Fort Erie (ON), Midland (ON), Kitimat (BC), Ingersol (BC), Port Colborne (ON), Collingwood (ON), Woodstock (ON), Cobourg (ON), Strathroy-Cardoc (ON), Orillia (ON), Brockville (ON), Peterborough (ON), St. Thomas (ON), Port Hope (ON), St. Catharines (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Lunch at Tim‟s is a cluster that is trying to slow down but not finding much satisfaction in the effort. With their Financial Concern Regarding the Future, they are strong on Reprioritizing of Money, suggesting that they would like to diminish the stress in their lives even if it means taking a financial hit. But they also recognize the difficulty of reining in their budgets, given their Joy of Consumption and Need for Status Recognition. They‟re also conflicted over health issues, believing in the Importance of Physical Beauty while exhibiting relatively little interest in making an Effort for Health. Nor are they engaged in any kind of Spiritual Quest, spending little time contemplating the Meaning of Life. In fact, in their neighbourhoods, these Canadians express a Need for Escape from the pressures of the day-to-day, but they seem unsure what form that escape should take. Perhaps a getaway to the racetrack to indulge their Penchant for Risk-Taking would be fun—but only if they could overcome their guilt from gambling away hard-earned money. They are strong on both Canadian Identity and Importance of National Superiority, wanting Canada to play a strong role in the world. However, their nationalism results in strong Ethnic Intolerance and suspicion of others who are not like themselves.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.06 10.55 13.05 26.37 28.69 8.09 5.65 2.54

92 98 98 96 101 104 121 131

Mother Tongue English French Non-Official

85.79 2.66 10.75

152 13 49

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

12.02 28.38 17.80 15.39 14.07 8.31 6.59 9.47

56 222 155 105 87 62 48 53

5.66

31

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

30.91 47.22 21.86

95 92 135

Mode of Transport Car Public Transit

83.86 3.93

104 36

Class of Worker Employed Self-Employed Unpaid

90.26 7.88 0.18

104 68 61

Occupation Primary Blue Collar Service Sector White Collar

2.28 30.66 40.47 23.07

51 131 103 74

Education No cert/dipl/deg High school cert Trade College Some university University degree

29.83 30.60 10.02 18.73 2.72 8.10

140 120 99 107 51 40

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.03 15.11 17.60 21.62 17.32 11.79 12.52

Size 1 Person 2 People 3 People 4+ People

32.45 34.59 15.54 17.42

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

37.24 38.92 39.19 21.89

Age of Children <6 6-14 15-17 18-24 25+

21.67 36.58 13.17 18.32 10.27

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index coffee shops Canada

country music concerts horse races 127 gardening 99 93 RV shows 95 Shopping 93 video game systems 103 power boats 127

action figures Zellers 117 Old Navy

103 97 Media 76 local daily newspaper

Outdoor Canada 115 "Hockey Night in Canada" 87 mainstream rock radio 100 money-off coupons 137 104 101 102 92 100

Index Financial Canada labour funds

debit cards 66.71 33.29 0.00

97 personal overdraft protection 108 mortgage insurance 0 donations to environmental groups

Period of Construction <1946 32.46 1946-1960 25.30 1961-1970 11.99 1971-1980 10.59 1981-1990 7.57 1991-1995 3.08 1996-2000 2.16 2001-2006 2.39 >2006 4.47

285 191 94 59 49 46 35 30 53

Type Single Semi Row Duplex Low-rise High-rise Mobile

113 113 79 117 102 19 43

Dwelling Value Index

Food/Drink frozen pizza bacon processed cheese fries value-priced domestic beer

62.61 5.38 4.50 6.18 18.54 1.73 0.57

Automotive minivans full-size cars up to $10,000 on latest vehicle Ford Chrysler Attitudes "Family life and having children are most important to me" "No-name products are as good as nationally d brands" "To spend, to buy myself something new, is for me one of the greatest pleasures in life" "I would rather spend an evening at home than almost anything else" "Canadian beer is the best in the world"

63

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U4 53 - Mobility Blues Young, mobile downscale citydwellers Population

550,694 (1.59% of Canada)

Households

240,747 (1.75% of Canada)

Average Household Income

$57,396

Housing Tenure

Homeowners & Renters

Education

Grade 9/High School

Occupation

Service Sector & Blue Collar

Ethnic Presence

Low Anomie and Aimlessness

Sample Social Value

Located throughout English Canada in cities as well as small towns, Mobility Blues presents a working-class portrait: a population of young singles, families and single parents who are often on the move, to the point of sometimes feeling aimless. Residents here not only tend to move often, they also have a high rate of employment in transportation, in addition to manufacturing and sales. No one‟s particularly well off in Mobility Blues, but residents live decently on their $57,000 annual incomes. They like to go to the movies, attend music festivals, gamble at casinos and take the occasional trip within Canada, often staying in their campers or at a hotel. At home, they enjoy cooking, sewing and listening to the radio—country, mainstream rock and classic hits are favourite genres. With many working at tiring industrial jobs, they it that they‟re happy just to relax at home at night. The residents of Mobility Blues may be modest consumers but they score high as TV fans. Surveys show that they're eclectic in their TV preferences—enjoying sitcoms and reality shows. But they're not hardcore couch potatoes: these young Canadians also like mobility when it comes to athletics and have high rates for playing hockey, jogging, swimming and skiing. However, some of their biggest thrills come as spectators of racing sports, and they enjoy attending motorcycle shows, air exhibitions and horse races. Even their kids get into the spirit, playing with racing sets and riding toys.

Where They Live Cornwall (ON), Brantford (ON), Niagara Falls (ON), Oshawa (ON), Kitchener (ON), Owen Sound (ON), Belleville (ON), Orillia (ON), Welland (ON), Woodstock (ON), Brandon (MB), Mission (BC), Cambridge (ON), Windsor (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Mobility Blues residents typically feel worn down by their financial constraints and overwhelmed by the pace of change (Technological Anxiety). They serious Financial Concern Regarding the Future, and they feel their lives are increasingly directionless and disconnected from the mainstream (Anomie and Aimlessness). Their low scores on Community Involvement and New Social Responsibility attest further to this disconnectedness. These struggling Canadians feel little Control of Destiny, and they have the sense that they are at the mercy of an often unfair world. No wonder they feel a Need for Escape. These Canadians are proud of their Canadian Identity and regard the notion of Belonging to the Global Village as a foreign concept. As consumers, Mobility Blues residents feel little Joy of Consumption and are not engaged in the Pursuit of Novelty. Nor do they care much for buying products based on aesthetic rather than utilitarian considerations (low on Importance of Aesthetics), focusing instead on pragmatic and value-oriented shopping criteria. Fortunately for these hard-pressed Canadians, their Need for Status Recognition is less than many of their compatriots.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.72 11.10 13.63 29.70 26.73 6.77 4.42 1.93

104 103 103 108 94 87 95 99

Mother Tongue English French Non-Official

77.37 3.08 18.27

137 15 84

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

17.23 15.44 10.54 14.13 16.59 12.44 11.73 19.13

80 121 92 97 102 93 86 107

Visible Minority Yes

14.71

81

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

36.67 41.15 22.18

113 80 137

Mode of Transport Car Public Transit

79.13 9.52

98 87

Class of Worker Employed Self-Employed Unpaid

90.28 7.35 0.17

104 63 57

Occupation Primary Blue Collar Service Sector White Collar

2.05 27.89 42.28 23.60

46 119 108 76

Education No cert/dipl/deg High school cert Trade College Some university University degree

29.01 30.05 10.27 17.36 3.41 9.90

136 118 101 99 64 49

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

5.76 18.08 19.40 21.74 16.28 9.68 9.07

Size 1 Person 2 People 3 People 4+ People

33.98 32.88 15.78 17.36

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

40.61 37.67 35.31 27.02

Age of Children <6 6-14 15-17 18-24 25+

23.61 36.36 12.47 17.22 10.34

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index rock concerts Canada

casinos racing events 181 swimming 118 103 under $500 on a Canadian vacation 96 Shopping 88 video game systems 84 campers/trailers 92

public markets Stitches 123 Old Navy 98 99 Media 76 National Post

Canadian Home Workshop 125 "CSI: NY" 84 classic hits radio 90 purchase movies online 169 113 101 97 87 101

Index Financial Canada $10,000-$15,000 in securities and savings

auto loans 52.46 47.54 0.00

76 children's banking services 155 personal overdraft protection 0 donations to Heart & Stroke Foundation

Period of Construction <1946 24.22 1946-1960 20.00 1961-1970 13.88 1971-1980 16.37 1981-1990 10.92 1991-1995 3.78 1996-2000 2.41 2001-2006 2.61 >2006 5.81

213 151 109 91 70 57 39 33 68

Type Single Semi Row Duplex Low-rise High-rise Mobile

76 135 147 160 151 59 111

Dwelling Value Index

Food/Drink Mexican dinner kits iced tea rice cakes toaster products rye

41.73 6.46 8.33 8.47 27.53 5.48 1.47

Automotive large vans domestic vehicles $20,000-$25,000 on latest vehicle Pontiac Buick Attitudes "A person's career should be their first priority" "I am more of a spender than a saver" "I look for bargains in second-hand clothing stores" "I like to buy products that offer the latest in new technologies" "Low alcohol beer is not a man's drink"

66

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U4 54 - Crafting & Curling Young and mature, blue collar and service workers Population

337,744 (0.98% of Canada)

Households

147,025 (1.07% of Canada)

Average Household Income

$63,024

Housing Tenure

Homeowners

Education

Grade 9/High School

Occupation

Service Sector & Blue Collar

Ethnic Presence

Low Technological Anxiety

Sample Social Value

Crafting & Curling, a wide-ranging cluster of blue-collar and service sector workers in small cities and large towns, tends to stand out only in its below-averageness. The cluster ranks below average for income, education, immigration, car ownership and new housing. And the lifestyles of its residents—a mix of older singles, lone parents, couples and families, including 9 percent aboriginal people—are similarly economical. Crafting & Curling residents have high rates for eating at taco restaurants, shopping at bulk food stores and taking camping vacations. At home, they spend their leisure time making crafts, exercising, reading newspapers, listening to country and mainstream rock, and watching sports on TV like football, golf and curling. Their only vice appears to be gambling; they‟re big fans of casinos and bingo halls. In these downscale communities, Crafting & Curling residents apparently hope for a big win to improve their prospects. Like many working-class clusters, the young residents of Crafting & Curling score relatively high for outdoor activities such as skiing, playing football and hiking. But the older residents also tell market researchers that they prefer more sedentary activities. They exhibit high rates for fishing and hunting, as well as going to RV and garden shows. Then again, in Crafting & Curling communities, there's often little nearby culture or professional sports to lure consumers from their homes. In this cluster, residents get their entertainment from TV networks like Spike, MuchMusic, Discovery Channel and A&E. Not many long to be the first on their block to own the latest smartphone or MP3 player.

Where They Live Moose Jaw (SK), Cape Breton (NS), Thunder Bay (ON), Yorkton (SK), Sault Ste. Marie (ON), Timmins (ON), Winnipeg (MB), Windsor (ON), Sarnia (ON), Prince Albert (SK), Regina (SK), Lethbridge (AB)

Penetration Index ___ High ___ Average ___ Low

How They Think Crafting & Curling is a place of traditional values: residents are strong on the Primacy of the Family but weak on Equal Relationship with Youth, preferring the traditional nuclear family form that seems increasingly rare to them in Canada. Many are worried about their inability to keep up with the rapid pace of technological change, scoring high for Technological Anxiety and Control of Privacy. Few express any Need for Status Recognition, and they score low for Concern for Appearance and Pursuit of Novelty in the marketplace. Feeling disconnected from their communities around them (Anomie and Aimlessness), these Canadians score high on Fear of Violence, feeling unsafe in their local neighbourhoods. Despite their strong Financial Concern for the Future—they tend to focus on the Importance of Price when shopping—they nonetheless believe in helping out others in society, scoring high on New Social Responsibility. They are concerned about the environment (Primacy of Environmental Protection) and strive to maintain an Ecological Lifestyle.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.25 10.45 13.30 28.30 28.08 7.30 5.12 2.19

96 97 100 103 99 94 110 113

Mother Tongue English French Non-Official

82.54 4.01 12.39

146 20 57

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

11.20 23.50 13.52 15.91 17.20 8.39 8.95 12.54

52 184 118 109 106 63 66 70

8.46

47

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

35.13 44.40 20.47

108 87 126

Mode of Transport Car Public Transit

81.97 7.70

102 70

Class of Worker Employed Self-Employed Unpaid

91.48 6.55 0.13

106 56 42

Occupation Primary Blue Collar Service Sector White Collar

2.22 25.15 41.85 26.57

50 107 107 85

Education No cert/dipl/deg High school cert Trade College Some university University degree

29.15 29.84 11.49 16.91 3.64 8.97

137 117 113 97 68 44

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.39 16.91 18.18 21.98 16.91 10.27 11.36

Size 1 Person 2 People 3 People 4+ People

31.30 35.22 16.22 17.26

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

37.40 36.23 37.54 26.23

Age of Children <6 6-14 15-17 18-24 25+

19.98 35.75 13.21 18.28 12.79

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index casinos Canada

crafts power boating/jet skiing 138 football 111 96 RV/camper travel 97 Shopping 91 snowmobiles/ATVs 89 mail-order shopping 115

bulk food stores Pennington's 113 Wal-Mart 105 102 Media 75 classified ads

Reader's Digest 115 curling on TV 81 country radio 96 purchase clothing online 164 96 99 102 92 125

Index Financial Canada $100,000-$250,000 in securities and savings

debit quick-pay cards 75.15 24.84 0.01

109 senior banking services 81 telephone banking 3 donations to religious groups

Period of Construction <1946 30.30 1946-1960 37.04 1961-1970 12.85 1971-1980 8.22 1981-1990 4.30 1991-1995 1.73 1996-2000 1.10 2001-2006 1.54 >2006 2.92

266 280 101 46 28 26 18 20 34

Type Single Semi Row Duplex Low-rise High-rise Mobile

140 83 26 136 49 2 36

Dwelling Value Index

Food/Drink canned ham frozen vegetables cookie mixes oatmeal soft drinks

77.40 3.95 1.49 7.20 8.97 0.21 0.48

Automotive sedans 1 vehicle in household bought used vehicle Chevrolet Honda Attitudes "Working makes me feel like I am in control of my life" "If I see something interesting in a store, I will usually buy it on impulse" "I try to minimize the amount of time I spend on personal grooming" "A brand name is the best indicator of quality" "Low-alcohol beer is not a man's drink"

47

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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T2 - Town/Rural Francophone Centred in the remote villages and towns of Quebec, New Brunswick and Ontario, Town/Rural Francophone is a mixed group of middleaged to older working-class singles, couples and families living in inexpensive homes and low-rise apartments. Many work in blue-collar, service sector and primary industries, earning below-average incomes. They spend a lot of their leisure time in outdoor pursuits: hunting, fishing, boating and skiing. For transportation, they drive station wagons and hatchbacks, and travel over the countryside in snowmobiles and ATVs. As shoppers, they patronize both designer boutiques and discount retailers, and a big night out is a trip to a nightclub, bowling alley or music festival. But many are content to relax at home, where they enjoy media ranging from TV news and sports to radio comedy and online chat groups.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.90 9.38 11.69 22.68 33.29 10.58 5.53 1.95

89 87 88 82 117 136 118 100

Mother Tongue English French Non-Official

5.24 92.64 1.54

9 451 7

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

2.18 19.89 16.94 20.60 16.40 10.19 7.62 8.36

10 156 148 141 101 77 56 47

0.78

4

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

38.06 43.72 18.22

117 85 112

Mode of Transport Car Public Transit

89.72 1.20

111 11

Visible Minority Yes Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

84.57 13.12 0.47

98 113 157

Occupation Primary Blue Collar Service Sector White Collar

10.07 30.43 33.33 22.37

226 130 85 72

Education No cert/dipl/deg High school cert Trade College Some university University degree

33.13 22.16 18.29 13.88 4.33 8.21

155 87 180 80 81 41

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.65 12.16 14.66 22.48 22.43 15.27 10.34

83 79 78 99 121 133 105

Size 1 Person 2 People 3 People 4+ People

29.10 38.10 15.34 17.46

105 114 96 76

Households

Cluster %

Index Canada

31.89 39.22 46.81

98 87 120

13.97

87

19.14 36.54 14.20 19.59 10.53

92 101 110 99 103

Cluster %

Index Canada

74.96 25.00 0.04

109 81 9

Period of Construction <1946 20.60 1946-1960 16.20 1961-1970 11.45 1971-1980 19.62 1981-1990 13.93 1991-1995 5.31 1996-2000 4.08 2001-2006 4.47 >2006 4.34

181 122 90 109 90 80 67 57 51

Type Single Semi Row Duplex Low-rise High-rise Mobile

135 58 15 128 73 1 92

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

74.28 2.75 0.82 6.74 13.32 0.12 1.21

45

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T2 35 - Le Québec Rustique Midscale, rural Québec couples and families Population

294,848 (0.85% of Canada)

Households

120,218 (0.87% of Canada)

Average Household Income

$74,121

Housing Tenure

Homeowners

Education

Grade 9/High School/Trade

Occupation

Mixed

Ethnic Presence

Low Need for Status Recognition

Sample Social Value

With its rural roots, Le Québec Rustique clings to an old-fashioned, unhurried way of life. Concentrated in small towns like Saguenay, StVictor and Bonaventure, this cluster features middle-class couples and families—41 percent of whom are bilingual—who have high rates for holding fishing, farming and construction jobs. Many spend their leisure time out of doors, skiing, boating, fishing and snowmobiling. And despite their isolated communities, they still enjoy a number of entertainment options, such as comedy clubs, auto races, figure skating and sportsmen shows. Although they usually skip the electronics stores, cluster shoppers like to dress smartly and patronize trendy and inexpensive retailers like L‟Aubainerie. Believing that the pursuit of happiness trumps any obligation to others, these households are less concerned about their health and more interested in enjoying the full bounty of foods and wine. Notwithstanding their sleepy hometowns, the of Le Québec Rustique display a decided fondness for consumption and materialism. In part, this phenomenon reflects the fact that money goes far in this cluster: because residents live in older homes worth nearly half the national average, a fair amount of their annual household incomes can be converted to disposable cash. This disparity allows Le Québec Rustique citizens to own boats and comfortable midsize cars, and to vacation in Quebec City and New Brunswick, and attend music festivals and outdoor stages. This group's desire to be held in esteem and respected by others makes them an unexpectedly strong market for both new cars and magazines covering home décor and gardening.

Where They Live Beaumont (QC), Memramcook (NB), Gore (QC), La Pêche (QC), Beresford (NB), Val-Des-Monts (QC), Pontiac (QC), Saint-Denis-deBrompton (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Scoring low on Adaptability to Complexity in Life, Le Québec Rustique residents appreciate small-town life for its slow pace and simplicity, not necessarily for the sense of community it affords. These Quebecers are weak on Community Involvement and Social Learning, although their interest in Regional Identity is strong. They show little interest in Global Ecological Awareness (despite their reliance on nature for both work and leisure) or Equality of the Sexes, and they are strong on Ethnic Intolerance. These Quebecers believe in old-fashioned status hierarchies and they want to be at the top: many express a strong Need for Status Recognition. If their status is not respected as much as they would like, Le Québec Rustique residents say they‟re willing to settle the matter with their fists. Exhibiting high scores on Acceptance of Violence, these complexity-averse Quebecers say that, when life becomes too frustrating, it‟s acceptable to let off a little steam through physical violence. This segment‟s traditionalism is rooted less in Religiosity (on which they score low) than on a belief that society is governed by forces beyond their control (Fatalism).

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.41 9.92 11.44 23.33 34.26 10.12 4.23 1.28

98 92 86 85 120 130 91 66

Mother Tongue English French Non-Official

8.26 89.16 1.87

15 434 9

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

3.41 19.54 20.10 20.55 14.99 10.07 7.06 7.70

16 153 175 141 92 76 52 43

1.05

6

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

36.40 47.22 16.38

112 92 101

Mode of Transport Car Public Transit

93.52 1.52

116 14

Class of Worker Employed Self-Employed Unpaid

84.61 13.73 0.33

98 118 112

Occupation Primary Blue Collar Service Sector White Collar

5.67 26.00 35.69 30.06

128 111 91 96

Education No cert/dipl/deg High school cert Trade College Some university University degree

23.34 21.90 16.79 17.21 5.84 14.92

109 86 166 99 109 74

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index small outdoor stages Canada

skiing auto races 55 figure skating 78 87 comedy clubs

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.74 11.88 16.35 23.89 23.62 14.89 7.63

105 Shopping 127 patio furniture 130 camping equipment 77

Size 1 Person 2 People 3 People 4+ People

23.42 39.94 16.26 20.38

119 102 Media 89 Elle Québec

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

26.01 41.81 48.58 9.61

Age of Children <6 6-14 15-17 18-24 25+

20.90 37.27 13.63 19.58 8.63

Dwellings Tenure Owned Rented Band Housing

Cluster %

big box/warehouse stores Marie Claire 85 L'Aubainerie

Châtelaine 80 "Ma maison Rona" 93 comedy radio 124 online dating 60 100 103 106 98 84

Index Financial Canada RSP loans

bonds 87.03 12.95 0.02

126 mortgage insurance 42 debit cards 4 pre-authorized bill payment

Period of Construction <1946 12.94 1946-1960 8.79 1961-1970 10.17 1971-1980 22.03 1981-1990 17.09 1991-1995 7.94 1996-2000 6.23 2001-2006 7.82 >2006 6.99

114 66 80 122 110 119 102 99 82

Type Single Semi Row Duplex Low-rise High-rise Mobile

159 56 11 57 22 0 109

Dwelling Value Index

Food/Drink natural cheese pizza crusts cheese snacks ready-to-eat dips Australian wine

87.73 2.69 0.60 3.02 4.02 0.03 1.44

Automotive coupes/hatchbacks compact cars $20,000-$50,000 on latest vehicle Honda Ford Attitudes "People say that I am decisive and make decisions easily" "I consider myself to be a risk-averse investor" "I lead a fairly busy social life" "More immigration to Canada should be encouraged" "I like to have a wide variety of snacks"

62

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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T2 58 - La Vie Bucolique Older, downscale rural francophones Population

712,956 (2.06% of Canada)

Households

296,063 (2.15% of Canada)

Average Household Income

$54,462

Housing Tenure

Homeowners

Education

Grade 9/High School/Trade

Occupation

Mixed

Ethnic Presence

Low Regional Identity

Sample Social Value

The nation‟s poorest rural francophone communities make up La Vie Bucolique, a cluster of remote villages and towns in Quebec and New Brunswick. The households—a mix of singles, couples and divorcés—live in older homes worth about a third of the national average. Most adults work at blue-collar and farming jobs and pursue outdoor activities in their leisure time. Residents have high rates for going hunting, boating and riding over the countryside in ATVs and snowmobiles. While they‟ll occasionally drive to cities to attend theatre festivals, tennis matches and RV shows, La Vie Bucolique residents have learned to survive in their small towns as do-ityourselfers: they bake their own cookies, sew their own clothes and do their own car maintenance. Wary of change, these Canadians think diversity is a foreign concept and more closely identify with their region than the country as a whole; only 27 percent speak English. In La Vie Bucolique, mainstream media are important sources of entertainment. The households here enjoy a variety of TV programs, especially serials like "Tout le Monde en Parle" and "La poule aux oeufs d'or." On the radio, top-40 music is a mainstay along with golden oldies, adult contemporary music and news programs. Many magazines cover their coffee tables, including alternative weeklies, hobby magazines and publications that cover business, fashion and nature and ecology, as well as home décor. Many residents are cool towards the Internet, itting that they have little interest in acquiring the latest electronic gadgets. But their very remoteness makes them a ripe market for rs: these consumers get a lot of pleasure watching commercials and getting local catalogues and coupons—especially for DIY products.

Where They Live Rouyn-Noranda (QC), Amos (QC), Saint-Nazaire (QC), Saint-Fulgence (QC), Saint-Lucien (QC), Saint-Simon (QC), Drummondville (QC), Compton (QC) Ragueneau (QC), Alma (QC), Stoke (QC), Saint-Narcisse-de-Rimouski (QC), Addington (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think La Vie Bucolique is a deeply outer-directed cluster. Despite their modest means, residents are heavily focused on impressing others through both their material possessions and their self-presentation. La Vie Bucolique residents are strong on Concern for Appearance and Need for Status Recognition. This cluster also thrills to the Joy of Consumption and the Pursuit of Novelty; part of the residents‟ delight in making a new purchase derives from the anticipation of showing it off to others. Strong on Aversion to Complexity in Life, these Quebecers seem to have found a clear and definable goal in seeking the iration of others. The pursuit of inner-directed achievements, such as fulfillment and spiritual satisfaction, is trickier; with their high score on Fatalism, La Vie Bucolique residents don‟t feel they have much control over their lives. This cluster is weak on Introspection and Empathy and New Social Responsibility—they believe strongly in the Pursuit of Happiness to the Detriment of Duty—but tradition and concern for appearances do spur them to Community Involvement. They maintain great confidence in business, government institutions and community leaders, perhaps trusting those “at the top” to solve the big problems while they hit the mall.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.94 9.65 11.92 22.22 33.86 10.57 5.14 1.70

90 89 90 81 119 136 110 87

Mother Tongue English French Non-Official

4.61 93.37 1.51

8 455 7

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

1.97 19.74 14.68 20.05 17.54 10.03 8.70 9.26

9 154 128 137 108 75 64 52

0.61

3

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

38.12 45.44 16.44

117 89 101

Mode of Transport Car Public Transit

90.93 0.82

113 8

Class of Worker Employed Self-Employed Unpaid

82.74 14.76 0.67

96 127 222

Occupation Primary Blue Collar Service Sector White Collar

14.99 32.31 30.26 18.50

337 138 77 59

Education No cert/dipl/deg High school cert Trade College Some university University degree

36.35 21.65 19.07 12.80 3.91 6.22

170 85 188 73 73 31

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index theatre festivals Canada

snowmobiling RV shows 69 hockey 75 77 package tours

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.20 11.49 14.58 23.09 23.42 15.60 9.61

102 Shopping 126 video cameras 136 home exercise equipment 97

Size 1 Person 2 People 3 People 4+ People

26.29 38.42 15.97 19.32

115 100 Media 84 food section

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

28.96 41.19 46.40 12.41

Age of Children <6 6-14 15-17 18-24 25+

18.39 36.61 14.48 19.71 10.81

Dwellings Tenure Owned Rented Band Housing

Cluster %

ice cream parlours L‟Équipeur 95 Jean Coutu

7 Jours 89 "Caméra café" 92 adult contemporary radio 119 dial-up Internet access 78 88 101 112 99 105

Index Financial Canada $25,000-$50,000 in securities and savings

personal loans 83.46 16.49 0.04

121 online stock trading 54 private health/disability insurance 10 donations to Children's Wish Foundation

Period of Construction <1946 23.69 1946-1960 13.42 1961-1970 9.64 1971-1980 21.31 1981-1990 14.48 1991-1995 5.33 1996-2000 4.24 2001-2006 4.14 >2006 3.75

208 101 76 118 93 80 69 52 44

Type Single Semi Row Duplex Low-rise High-rise Mobile

157 46 10 57 28 1 116

Dwelling Value Index

Food/Drink veal pizza shells cold cuts snack cakes light beer

86.81 2.19 0.54 3.04 5.14 0.07 1.53

Automotive station wagons compact cars under $10,000 on latest vehicle Ford Kia Attitudes "Family life and having children are most important to me" "I consider myself to be a risk-averse investor" "I really enjoy shopping for clothes" "I consider myself to be a spiritual person" "I prefer low-calorie or 'light' foods and drinks"

38

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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T2 65 - Bons Vivants Small-town francophone singles and couples Population

326,107 (0.94% of Canada)

Households

156,691 (1.14% of Canada)

Average Household Income

$48,134

Housing Tenure

Homeowners & Renters

Education

Grade 9/High School/Trade

Occupation

Service Sector & Blue Collar

Ethnic Presence

Low Joy of Consumption

Sample Social Value

Found in small working-class towns across Quebec, Bons Vivants consists of mostly older singles, couples and lone-parent households who earn modest paycheques from sales, construction and manufacturing jobs. Most haven‟t gone to college or university, and they‟re about evenly divided between owners and renters of low-rise apartments and duplexes. But their childless status makes for a busy social life. of Bons Vivants are big fans of power boating, cycling, ice skating and playing tennis. They like to go out to cultural events such as music festivals, film festivals and dinner theatres. And they‟ve filled their homes with televisions and stereo systems. Unlike many small-town folk who tend to have parochial attitudes and home-centred lives, these Quebecers are outgoing and fun-loving. They tell researchers, “I lead a fairly busy social life.” Although this cluster dropped 17 rungs on the socioeconomic ladder—the average household income is now about $48,000—Bons Vivants consumers are hardly frugal. They like to attend food and motorcycle shows, shop at lower-priced, trendy clothing stores and travel to Caribbean destinations. Some 28 percent of residents are bilingual, and the segment makes a strong market for TV game shows and home improvement shows as well as top-40 and sports talk shows on the radio. Many use the Internet as a buying channel for toys, games and clothing. And while they may not be able to afford a luxury car, they will buy economy coupes and station wagons built by Kia, GMC and Mazda. Their taste for glamorous accessories also extends to their appearance: these consumers wear perfume, jewellery and brand-name clothes all at high rates.

Where They Live Saint-Joseph-de-Sorel (QC), La Tuque (QC), Lachute (QC), Cowansville (QC), Thetford Mines (QC), Sorel-Tracy (QC), Matane (QC), Shawinigan (QC), Dolbeau-Mistassini (QC), Edmunston (NB), Rivière-du-Loup (QC), Magog (QC), Alma (QC), Saguenay (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Having seen their economic prospects dim over the past five years, Bons Vivants residents are taking the vicissitudes of life in stride. With a sense of Fatalism, few feel as though they have the ability to control the direction of their lives. They are strong on Risk Aversion and feel little Adaptability to Complexity in Life. Their Awareness of Mortality has led these older Canadians on a Spiritual Quests, hoping to find meaning in their lives. However, when not consumed by such deep thoughts, they indulge their desires through the Pursuit of Happiness to the Detriment of Duty and Sexual Permissiveness. While many of Bons Vivants prefer flexible work environments (Heterarchy) and accept a Flexible Definition of Family, they are much less open to the Equality of the Sexes and Flexibility of Gender Identity, preferring different and separate roles for men and women. The deteriorating state of the environment concerns them greatly (Ecological Alarmism), and they try to lead an Ecological Lifestyle. But they have Confidence in Big Business and believe in the efficacy of Government Involvement to fix social issues and help those in need (above average for New Social Responsibility). Bon Vivants express great Joy of Consumption, but with their Financial Concern Regarding the Future, they err on the side of Discriminating Consumerism.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.33 8.30 11.41 23.12 31.15 11.04 7.55 3.10

79 77 86 84 109 142 162 160

Mother Tongue English French Non-Official

3.86 94.23 1.31

7 459 6

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

1.50 21.01 17.34 22.31 15.82 10.93 5.56 7.03

7 164 151 153 98 82 41 39

0.91

5

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

39.39 36.98 23.64

121 72 146

Mode of Transport Car Public Transit

83.28 1.64

103 15

Class of Worker Employed Self-Employed Unpaid

88.75 8.73 0.15

103 75 51

Occupation Primary Blue Collar Service Sector White Collar

3.05 30.48 38.10 23.66

69 130 97 76

Education No cert/dipl/deg High school cert Trade College Some university University degree

34.86 23.52 17.94 13.25 3.89 6.53

163 92 177 76 72 32

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.21 13.63 13.52 20.24 19.66 14.95 13.80

Size 1 Person 2 People 3 People 4+ People

38.76 36.08 13.46 11.71

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

41.93 32.08 46.05 21.87

Age of Children <6 6-14 15-17 18-24 25+

19.27 35.59 14.08 19.27 11.79

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index pop music concerts Canada

pubs bingo halls 132 cycling 89 72 travel to US

89 Shopping 106 car alarms 130 stereo equipment 140

department stores Marie Claire 140 Dynamite 108 84 Media 51 classified ads

Sélection du Reader's Digest 129 Le Canal Nouvelles 71 top-40 radio 118 online auctions 137 92 99 109 97 115

Index Financial Canada caisse populaires

children‟s banking services 49.65 50.31 0.04

72 personal loans 164 private health/disability insurance 10 donations to United Way of Canada

Period of Construction <1946 20.65 1946-1960 27.13 1961-1970 15.85 1971-1980 14.59 1981-1990 10.46 1991-1995 3.23 1996-2000 2.12 2001-2006 2.54 >2006 3.43

181 205 125 81 67 49 35 32 40

Type Single Semi Row Duplex Low-rise High-rise Mobile

73 81 27 314 197 3 33

Dwelling Value Index

Food/Drink beef sausage rippled potato chips white bread European wine

40.31 3.86 1.53 16.60 35.92 0.26 0.44

Automotive sedans station wagons $10,000-$15,000 on latest vehicle Kia GMC Attitudes "I lead a fairly busy social life" "When I make a purchase, I often spend more than I thought I would" "I try to keep abreast of changes in style and fashions" "I enjoy entertaining at home" "I prefer low-fat or 'light' foods and drinks"

41

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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R2 - Rural Downscale The Rural Downscale households reflect the nation‟s agrarian heartland, a collection of farming and fishing villages centred in the Prairie and Maritime provinces. The downscale couples and families in this group tend to work at blue-collar, farming and service sector jobs, and live in modest homes and band housing. With a low cost of living and a self-sufficient streak, these families have high rates for fishing, hunting, woodworking and doing home improvement projects. They still grow their own vegetables and buy their clothes from mail-order catalogues. They‟ll splurge on an occasional trip to a basketball game, boat show or bingo hall. But in their remote communities, there‟s not much in the way of entertainment other than what‟s found on TV, and residents here are a strong market for reality, game and talk shows.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.48 13.04 14.15 22.39 29.33 8.76 4.40 1.45

118 121 107 81 103 113 94 75

Mother Tongue English French Non-Official

79.98 2.85 16.20

142 14 75

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

3.35 28.75 16.92 18.01 12.98 7.67 6.21 9.46

16 225 147 123 80 58 46 53

1.10

6

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

34.37 51.69 13.94

106 101 86

Mode of Transport Car Public Transit

85.57 0.74

106 7

Visible Minority Yes Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

81.69 14.79 0.75

95 127 252

Occupation Primary Blue Collar Service Sector White Collar

17.85 23.23 32.38 22.07

401 99 83 71

Education No cert/dipl/deg High school cert Trade College Some university University degree

38.89 23.15 12.28 14.93 3.49 7.26

182 91 121 86 65 36

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

2.76 11.70 16.69 22.44 21.82 14.64 9.95

87 77 88 99 118 127 101

Size 1 Person 2 People 3 People 4+ People

21.92 35.80 16.13 26.15

79 107 101 114

Households

Cluster %

Index Canada

25.70 41.21 40.65

79 92 104

18.14

113

21.26 38.79 14.05 16.84 9.06

102 107 109 85 88

Cluster %

Index Canada

75.92 14.26 9.82

110 46 2312

Period of Construction <1946 14.75 1946-1960 10.28 1961-1970 10.49 1971-1980 19.90 1981-1990 18.70 1991-1995 8.14 1996-2000 6.98 2001-2006 6.12 >2006 4.64

129 78 83 111 121 122 114 78 55

Type Single Semi Row Duplex Low-rise High-rise Mobile

161 41 26 19 10 1 319

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

89.06 1.96 1.47 1.01 1.86 0.08 4.23

46

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R2 55 - Back Country Folks Older, downscale couples and families in remote areas Population

687,850 (1.99% of Canada)

Households

278,536 (2.02% of Canada)

Average Household Income

$59,406

Housing Tenure

Homeowners

Education

Grade 9/High School/Trade

Occupation

Blue Collar & Service Sector

Ethnic Presence

Low Legacy

Sample Social Value

You can‟t get much further out than Back Country Folks, a collection of remote towns and villages concentrated in the Atlantic provinces. Residents tend to be blue-collar, downscale, over 45 years old and living in older, modest-sized homes. Typically, life in this cluster is a throwback to Canada‟s agrarian era, when fishing and farming dominated the national economy. Back Country Folks residents are rugged individualists who enjoy hunting, snowmobiling, boating and cross-country skiing. Around the house, they‟re into gardening, cooking, crafts and television—especially home improvement shows, game shows, infomercials and country music programs. Somewhat parochial in their world view, these folks love their rustic communities, rarely travel outside Canada and declare that they would rather spend an evening at home than anywhere else. Back Country Folks offers a portrait of traditional Canadian life. Cluster couples and families still like to fish and hunt, grow their own vegetables, sleep under the stars and on their moral and spiritual values to their children. Even their media habits look to the past, with relatively high rates for listening to old-fashioned country and religious programming. Status in this corner of the countryside is upgrading your pickup truck with chrome wheels and a hard tonneau cover. But forget about the online world. This is one of the few clusters where nearly thirty percent of residents have never accessed the Internet.

Where They Live Grand Bank (NL), Deer Lake (NL), Channel-Port aux Basques (NL), Carbonear (NL), Bonavista (NL), Richmond Subd C (NS), Niverville (MB), Belledune (NB), Wicklow (NB), Upham (NB), St. Lawrence (NL), Newcastle (NB), Saint Martin (NB)

Penetration Index ___ High ___ Average ___ Low

How They Think Among the rural residents of Back Country Folks, life revolves around their families and the small towns where they live: they are strong on Primacy of the Family and Community Involvement. They also score high on Search for Roots and Legacy, suggesting that they are intrigued by blood ties and how these ties connect them to the past, present and future. With a strong Canadian Identity, Regional Identity and Attraction to Nature, their mindset is rooted in the land. Given the modest means of Back Country Folks residents, it is not surprising that they are strong on Utilitarian Consumerism. But these Canadians do not settle for the bare necessities. Strong on Pursuit of Novelty and Pursuit of Originality, they like to buy the latest clothes and goods—belongings that will help them stand out among their small-town crowd. This cluster also scores high on Introspection and Empathy, reflecting a willingness to understand how society is changing— unusual for an older, rural group. With their high Confidence in Advertising, they are likely to be lured by marketers‟ messages. Moreover, Back Country Folks residents are extremely strong on Ethical Consumerism, suggesting that they carry their salt-of-the-earth values with them to the cash .

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.36 10.09 12.05 21.54 33.95 10.70 5.42 1.88

79 93 91 78 119 138 116 97

Mother Tongue English French Non-Official

92.54 3.78 3.33

164 18 15

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

3.87 33.03 18.02 18.12 11.83 6.69 4.05 8.27

18 258 157 124 73 50 30 46

1.32

7

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

26.32 58.33 15.35

81 114 95

Mode of Transport Car Public Transit

92.03 0.71

114 6

Class of Worker Employed Self-Employed Unpaid

87.24 10.50 0.31

101 90 105

Occupation Primary Blue Collar Service Sector White Collar

9.20 28.01 36.24 22.38

207 119 92 72

Education No cert/dipl/deg High school cert Trade College Some university University degree

32.98 24.82 13.53 17.26 3.34 8.07

155 97 133 99 62 40

Visible Minority Yes Adult Population

Households

Cluster %

Leisure

Index fishing/hunting Canada

community theatres canoeing/kayaking 56 boat shows 62 81 travel to cottages

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.79 9.47 15.31 22.69 23.32 16.15 11.27

100 Shopping 126 boats 141 weather-proof clothing 114

Size 1 Person 2 People 3 People 4+ People

22.37 39.96 17.36 20.31

119 109 Media 89 classified ads

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

24.95 39.86 46.71 13.43

Age of Children <6 6-14 15-17 18-24 25+

17.72 36.78 14.73 19.97 10.80

Dwellings Tenure Owned Rented Band Housing

Cluster %

drive-thru restaurants Sears catalogue 81 Mark's Work Wearhouse

Canadian Gardening 77 "Rick Mercer Report" 89 religious radio 120 dial-up Internet 84 85 102 114 100 105

Index Financial Canada $100,000-$250,000 in securities and savings

personal overdraft protection 87.64 12.30 0.06

127 personal loans 40 mortgage insurance 15 donations to hospital foundations

Period of Construction <1946 17.83 1946-1960 11.69 1961-1970 11.11 1971-1980 21.45 1981-1990 17.03 1991-1995 6.87 1996-2000 5.17 2001-2006 4.75 >2006 4.12

157 88 87 119 110 103 84 60 48

Type Single Semi Row Duplex Low-rise High-rise Mobile

163 32 13 27 13 0 290

Dwelling Value Index

Food/Drink turkey canned pasta baking chips instant coffee rum

89.81 1.53 0.71 1.45 2.32 0.02 3.84

Automotive pickup trucks compact cars $15,000-$20,000 on latest vehicle Ford GMC Attitudes "I love fresh air and outdoor activities" "I try to do as much car maintenance work myself as possible" "To me, shopping is a chore rather than a pleasure" "I am a homebody" "I rarely jog or play an active sport"

46

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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R2 57 - Down on the Farm Older and mature farm couples and families Population

408,302 (1.18% of Canada)

Households

164,003 (1.19% of Canada)

Average Household Income

$61,194

Housing Tenure

Homeowners

Education

Grade 9/High School

Occupation

Primary & Blue Collar

Ethnic Presence

Low Attraction to Nature

Sample Social Value

Down on the Farm earned its name because more than a third of its residents hold agricultural jobs—eight times the national average. Found in small towns in the Prairies, British Columbia and Atlantic Canada, this cluster consists of empty-nesting couples and families with teenaged children leading traditional rural lifestyles. Many households spend their leisure time outdoors, fishing, camping and snowmobiling. Inside their older farmhouses and mobile homes, families like to make crafts, bake from scratch, and watch TV networks that offer news, home improvement and personal makeover shows. Hardly homebodies, these households have high rates for travelling throughout western Canada as well as attending a variety of craft, auto and food and wine shows. But most are content to lead simple lives and it that they‟re most comfortable wearing jeans and shopping at second-hand stores, buying practical and affordable goods. The residents of Down on the Farm may not have a lot of money—the average household income is about $61,000—but they have enough to fill their yards with plenty of recreational vehicles like snowmobiles, power boats and ATVs. They're less likely to have indoor toys, with low rates for buying high definition TVs, personal computers and home exercise equipment. A relatively weak market for mainstream media, residents here read a few community newspapers and selected magazines, confining their preferences to gardening and decorating publications like Canadian Gardening, Homemakers and Canadian House & Home. And despite having a high percentage of teenagers, these households spend relatively little time surfing the Web. They're more likely to be outside on a boat or snowmobile, or simply running around with their dogs. In Down on the Farm, residents tend to prefer fresh air to the virtual world.

Where They Live Quesnel (BC), Kentville (NS), New Glasgow (NS), Yorkton (SK), Truro (NS), Pembina (MB), Cardwell (NB), Mervin No 499 (SK), Powell River D (BC), Okanagan-Smilkameen B (BC), Porcupine No 395 (SK), Clark's Harbour (NS)

Penetration Index ___ High ___ Average ___ Low

How They Think Down on the Farm is a cluster living the simple life, and residents want to keep it that way. Scoring high on Community Involvement and Religiosity, these Canadians are content to foster old-fashioned community connections centring on church and home. Although they are only average on Canadian Identity, they feel a strong sense of the Importance of National Superiority and harbour exclusionary values through their Ethnic Intolerance. Strongly opposed to Flexibility of Gender Identity, Flexible Definition of Family and Sexual Permissiveness, these rural Canadians feel out of step with—and dismayed by—many of the changes they perceive in wider society. And when it comes to the digital world, Down on the Farm residents worry about their ability to keep up (Technological Anxiety). A certain amount of Fatalism colours their view of the world. As consumers, these Canadians are pragmatic (Utilitarian Consumerism). They score low on the Pursuit of Novelty and Pursuit of Originality—and with no need to acquire the latest and most unusual products—these downscale Canadians focus instead on the Importance of Price.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.97 10.75 12.35 19.37 34.02 10.92 5.75 1.87

90 99 93 70 119 141 123 96

Mother Tongue English French Non-Official

88.23 2.93 8.17

156 14 38

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

4.83 27.07 16.51 17.40 13.84 8.51 7.68 8.98

22 212 144 119 85 64 56 50

1.26

7

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

25.21 60.36 14.43

78 118 89

Mode of Transport Car Public Transit

89.79 0.59

112 5

Class of Worker Employed Self-Employed Unpaid

69.24 28.03 1.81

80 241 605

Occupation Primary Blue Collar Service Sector White Collar

36.71 20.34 22.53 17.64

825 87 57 57

Education No cert/dipl/deg High school cert Trade College Some university University degree

36.67 26.65 11.68 14.09 4.08 6.82

172 104 115 81 76 34

Visible Minority Yes Adult Population

Leisure

Cluster %

Index country music concerts Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.80 8.44 13.88 22.33 23.98 17.00 12.56

98 Shopping 129 power boats 148 VCR/DVD/PVR/DVR 127

Size 1 Person 2 People 3 People 4+ People

24.21 41.21 14.35 20.23

123 90 Media 88 community newspapers

Households

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

27.93 38.65 51.00 10.35

Age of Children <6 6-14 15-17 18-24 25+

17.79 39.07 16.23 17.60 9.31

Dwellings Tenure Owned Rented Band Housing

Cluster %

camping collecting coins 57 baseball games 55 73 motels

no-name products Sears catalogue 88 Mark's Work Wearhouse

Cottage Life 86 "Extreme Makeover: Home Edition" 86 weather radio programs 131 purchase books online 65 85 108 126 89 91

Index Financial Canada $1,000-$5,000 in securities and savings

senior banking services 89.31 10.53 0.16

130 $1,000-$5,000 in home improvements 34 $1-$50 in donations annually 38 donations to Cancer Society

Period of Construction <1946 19.93 1946-1960 13.76 1961-1970 12.45 1971-1980 20.21 1981-1990 15.29 1991-1995 5.17 1996-2000 4.90 2001-2006 3.98 >2006 4.30

175 104 98 112 99 78 80 51 51

Type Single Semi Row Duplex Low-rise High-rise Mobile

168 16 9 7 4 0 353

Dwelling Value Index

Food/Drink beef peanut butter processed cheese baking chips cola

92.47 0.77 0.51 0.38 0.80 0.02 4.67

Automotive pickup trucks midsize cars $10,000-$15,000 on latest vehicle Chevrolet Ford Attitudes "I am in favour of capital punishment" "How I spend my time is more important than the money I make" "I feel most comfortable in my jeans" "I like to work on community projects" "Low carbohydrate diets are not really healthy"

45

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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R2 63 - First Nations Families Young and low-income aboriginal families Population

443,929 (1.29% of Canada)

Households

124,313 (0.90% of Canada)

Average Household Income

$57,381

Housing Tenure

Band Housing

Education

Grade 9

Occupation

Mixed

Ethnic Presence

Low Primacy of the Family

Sample Social Value

Over 90 percent of residents in First Nations Families are of aboriginal origin, and they tend to be young, modestly educated and downscale. In their widely dispersed communities located throughout the countryside, some 44 percent live in band housing. While these demographics combine to create a less-than-lavish rustic lifestyle, many are active in community groups striving to improve their situation. of First Nations Families pursue outdoor activities like boating, hiking and skiing. Many own snowmobiles, ATVs and power boats. Their social life revolves around home-based activities but they enjoy the occasional night out at a casino, nightclub or burger t. Residents jealously guard their bucolic treasures and express strong for protecting the environment. But in these economically depressed areas, residents worry about preserving the land and water to sustain their families with both food and tourism dollars. The households in First Nations Families tend to contain sprawling families: most have more than two children and half the population are under 24 years old. But with high unemployment and a third of the households containing single parents, the children are being raised in challenging conditions. Because their communities offer few commercial or entertainment options, many spend their leisure time at home. This cluster is strong for watching TV sports and infomercials and listening to ethnic, country and mainstream rock radio stations. Their dinner tables offer a wide range of food products—from turkey and instant hot cereal to energy drinks and soy beverages. Fortunately for these residents, they state that taking care of their home and family gives them a great deal of pleasure.

Where They Live Eskasoni 3 (NS), Peguis 1B (MB), Mistissini (QC), Rankin Inlet (NU), Fort Alexander 3 (MB), Sandy Lake 88 (ON), Arviat (NU), Nelson House 170 (MB), Seekaskootch 119 (SK), Aashat (QC), Pukatawagan 198 (MB), Indian Brook 14 (NS), Nain (NL)

Penetration Index ___ High ___ Average ___ Low

How They Think First Nations Families residents‟ values show signs of stress, but also signs of strong community engagement. On the stressful side, these residents powerful Financial Concern Regarding the Future, which leads them to prize the Importance of Price above all when they go shopping. With money so tight, Risk Aversion comes naturally for these folks. And First Nations Families residents express considerable Time Stress as they grasp for control in their lives. Perhaps it is the sense that there are too many demands in a day—and not enough hours—that gives rise to this cluster‟s Aversion to Complexity in Life and weak Enthusiasm for Technology. Despite these stresses, First Nations Families residents score very low on Anomie and Aimlessness, reporting that they feel connected to a wider community and that their lives have meaning and direction. Since some of these beliefs seem to derive from their Religiosity and devotion to family, it makes sense that these residents strongly reject the Pursuit of Happiness to the Detriment of Duty. By putting duty ahead of other interests, First Nations Families residents feel a measure of Control of Destiny. In addition to concern for their local communities, of First Nation Families score high on Regional Identity and Canadian Identity, feeling a strong sense of connection and pride on many levels.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

11.14 19.70 19.04 26.50 17.85 3.78 1.58 0.40

202 182 143 96 63 49 34 21

Mother Tongue English French Non-Official

53.18 1.35 43.30

94 7 199

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

1.20 14.31 13.11 19.54 15.45 9.44 11.39 16.76

6 112 114 134 95 71 83 93

0.61

3

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

60.09 29.23 10.68

185 57 66

Mode of Transport Car Public Transit

67.64 0.96

84 9

Class of Worker Employed Self-Employed Unpaid

87.94 4.19 0.15

102 36 49

Occupation Primary Blue Collar Service Sector White Collar

8.29 15.57 39.12 28.92

186 66 100 93

Education No cert/dipl/deg High school cert Trade College Some university University degree

52.62 16.12 10.55 11.40 3.11 6.21

247 63 104 65 58 31

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

6.19 21.02 23.48 22.02 15.59 8.13 3.57

Size 1 Person 2 People 3 People 4+ People

17.90 19.34 15.69 47.07

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

24.45 46.81 16.91 36.29

Age of Children <6 6-14 15-17 18-24 25+

26.89 40.67 12.09 13.19 7.15

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index movies Canada

pop music concerts gardening 195 cross-country skiing 137 124 travel to Arizona 97 Shopping 84 digital cameras 71 snowmobiles 36

taco restaurants Old Navy 65 Wal-Mart

58 98 Media 205 new homes section

Canadian Living 75 boxing 104 specialty radio 43 online magazines 227 129 113 94 66 70

Index Financial Canada income funds

GICs 31.99 23.57 44.45

46 group life insurance 77 credit unions 10458 donations to environmental groups

Period of Construction <1946 1.02 1946-1960 2.51 1961-1970 6.53 1971-1980 16.01 1981-1990 26.95 1991-1995 14.91 1996-2000 13.77 2001-2006 12.04 >2006 6.26

9 19 51 89 174 224 225 153 74

Type Single Semi Row Duplex Low-rise High-rise Mobile

150 94 78 16 12 3 340

Dwelling Value Index

Food/Drink turkey instant hot cereals waffles frozen pizza energy drinks

82.89 4.51 4.45 0.85 2.21 0.30 4.51

Automotive pickup trucks midsize cars bought used pickup trucks Pontiac Chevrolet Attitudes "I am more of a spender than a saver" "I am concerned about the quality of our drinking water" "I love to spend time looking at household decorating ideas" I would rather spend a quiet evening at home than go out to a party" "There's too much attention today on eating only healthy foods"

49

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U5 - Urban Downscale Ethnic The Urban Downscale Ethnic group consists of households found in gateway communities for new immigrants. More than half the residents are visible minorities who have migrated from Asia and the Caribbean, and many are young singles, the divorced and the single parents of young families who arrived in Canada since 1990. Settling in high- and low-rise apartments, these newcomers may have university degrees but only service sector jobs and downscale lifestyles. Still, they have active social lives, enjoying urban amenities like art galleries, bars and film festivals. Many are fitness buffs who enjoy soccer, Pilates and other aerobic exercise. And they‟re frequent shoppers at public markets and fruit and vegetable stores. In their apartments, they relax by going online or reading varied magazines that cover health, computers and fashion.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.64 11.43 12.83 33.96 24.23 5.60 3.74 1.57

121 106 97 123 85 72 80 81

Mother Tongue English French Non-Official

33.76 5.26 58.07

60 26 267

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

58.65 4.59 5.68 9.60 14.92 15.51 17.93 31.77

272 36 49 66 92 116 131 177

Visible Minority Yes

60.44

334

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

36.77 45.75 17.48

113 89 108

Mode of Transport Car Public Transit

53.28 37.39

66 341

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

86.94 8.98 0.19

101 77 65

Occupation Primary Blue Collar Service Sector White Collar

0.33 23.63 41.06 29.85

8 101 105 96

Education No cert/dipl/deg High school cert Trade College Some university University degree

21.00 25.15 6.92 14.61 6.73 25.60

98 98 68 84 125 127

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.09 19.38 23.27 22.16 14.48 8.31 8.31

129 127 123 97 78 72 84

Size 1 Person 2 People 3 People 4+ People

32.90 28.49 17.37 21.24

119 85 109 93

Households

Cluster %

Index Canada

40.11 43.16 29.61

124 96 76

27.23

170

24.79 33.55 10.09 18.46 13.10

119 93 78 93 128

Cluster %

Index Canada

32.03 67.97 0.00

47 221 0

Period of Construction <1946 10.88 1946-1960 15.41 1961-1970 19.21 1971-1980 20.09 1981-1990 13.91 1991-1995 5.06 1996-2000 2.98 2001-2006 4.32 >2006 8.14

96 116 151 112 90 76 49 55 96

Type Single Semi Row Duplex Low-rise High-rise Mobile

9 58 82 85 149 603 3

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

4.82 2.75 4.68 4.51 27.15 55.86 0.04

105

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U5 42 - Urban Spice Young, multi-ethnic downscale singles Population

330,610 (0.96% of Canada)

Households

146,104 (1.06% of Canada)

Average Household Income

$58,392

Housing Tenure

Homeowners & Renters

Education

University/High School/Grade 9

Occupation

Service Sector & White Collar

Ethnic Presence

High Ecological Lifestyle

Sample Social Value

A cluster of gateway communities, Urban Spice is the first stop for a number of blacks, Arabs and immigrants from Asia, Europe and Latin America. With nearly half of the singles and families foreign born, this cluster draws educated, first-generation Canadians seeking middle-class status in communities throughout Montreal, Toronto and Vancouver. Many of the newcomers live in older apartments—half of all dwellings were built before 1960—along streets lined with mom-and-pop shops, fast-food restaurants and fruit and vegetable stands. The residents gather at bars, billiards halls, ball fields and music clubs. They enjoy going out at night to film festivals, ballets, operas and art gallery openings. And they take an active interest in the community, ranking as one of the highest among all clusters for having worked on a social issue. With a relatively high education profile—just over a quarter hold university degrees—the residents of Urban Spice have varied media tastes. They watch a lot of TV shows featuring music videos, game shows and sports, and they read many magazines at above-average rates, including both entertainment and locally based titles like FASHION and MIRROR. Virtually every cuisine has an audience in this cultural stew, be it health foods, ethnic cuisine or junk food. Although their incomes are relatively modest, these young strivers still like to be early adopters of fashion, patronizing stores such as Club Monaco and Banana Republic. Nearly as many residents in Urban Spice take public transportation as drive a car to work, but owning a European luxury car is a coveted symbol of status.

Where They Live Toronto (ON), Montréal (QC), Vancouver (BC), Côte-Saint-Luc (QC), Mont Royal (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Urban Spice is a diverse cluster, but its values are remarkably coherent in their flexible, postmodern flavour and their idealistic outlook. Strong on Equal Relationship with Youth, Flexible Definition of Family, Equality of the Sexes and Flexibility of Gender Identity, they enjoy the diverse social forms around them. With great Personal Creativity and Flexibility of Personality, they experiment in all aspects of their lives and interactions with others (Social Learning), particularly those from different ethnic groups (Cultural Fusion). With strong Skepticism Toward Big and Small Business, they believe that Government Involvement is required to solve social ills. Active locally (Community Involvement), they strive to make a difference through acts of charity (New Social Responsibility). When shopping they have selective areas of personal interest (Consumptivity) and base their product purchase decisions on aesthetic (Importance of Aesthetics) rather than utilitarian considerations. And they‟re especially concerned with Ethical Consumerism, as seen in their outspoken effort to lead a green, Ecological Lifestyle.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.55 9.30 11.29 35.43 26.46 6.16 4.10 1.72

101 86 85 128 93 79 88 88

Mother Tongue English French Non-Official

43.87 6.39 46.86

78 31 216

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

46.76 7.06 8.90 14.42 17.65 14.75 13.76 23.45

217 55 78 99 109 111 101 131

Visible Minority Yes

44.01

243

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

42.99 38.97 18.05

132 76 111

Mode of Transport Car Public Transit

43.24 42.32

54 386

Class of Worker Employed Self-Employed Unpaid

84.40 12.26 0.24

98 105 80

Occupation Primary Blue Collar Service Sector White Collar

0.40 17.68 42.34 34.71

9 75 108 111

Education No cert/dipl/deg High school cert Trade College Some university University degree

20.99 24.03 6.46 15.14 6.50 26.88

98 94 64 87 121 133

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.13 19.91 22.56 21.59 15.14 8.42 8.24

Size 1 Person 2 People 3 People 4+ People

38.65 29.16 14.96 17.23

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

47.11 40.64 33.88 25.49

Age of Children <6 6-14 15-17 18-24 25+

23.23 32.16 9.76 18.71 16.14

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index film festivals Canada

ballets/operas/symphonies soccer 130 jogging 130 119 travel to Central/South America 95 Shopping 82 handheld organizers 73 hardback books 84

fruit and vegetable stores Banana Republic 140 Roots 87 94 Media 75 National Post

Food and Drink 145 "The Daily Show" 90 adult contemporary radio 87 online dating 159 111 89 76 94 157

Index Financial Canada vacation in private cottages

stocks 36.62 63.38 0.00

53 ATM/banking machines 206 private banking services 0 donations to political groups

Period of Construction <1946 29.94 1946-1960 21.51 1961-1970 13.51 1971-1980 10.62 1981-1990 9.37 1991-1995 3.98 1996-2000 2.79 2001-2006 3.17 >2006 5.11

263 162 106 59 60 60 46 40 60

Type Single Semi Row Duplex Low-rise High-rise Mobile

15 152 73 176 292 189 2

Dwelling Value Index

Food/Drink lamb organic foods almonds sparkling fruit juice microbrewery beer

8.43 7.28 4.14 9.33 53.11 17.47 0.02

Automotive sport coupes full-size vans leased cars Toyota Kia Attitudes "A person's career should be their first priority" "Brands that are of better quality than brands that don't" "I won't try a new product until it's been proven" "I have more self-confidence than most people my age "I pay very close attention to the nutritional content of food I eat"

136

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U5 46 - Newcomers Rising Young, downscale city immigrants Population

925,283 (2.68% of Canada)

Households

368,268 (2.67% of Canada)

Average Household Income

$56,123

Housing Tenure

Renters

Education

University/High School

Occupation

Mixed

Ethnic Presence

High Time Stress

Sample Social Value

Concentrated in Ontario‟s older city neighbourhoods, Newcomers Rising is a gateway cluster for young and recent immigrants. Nearly two-thirds of the residents are foreign-born, hailing from an array of nations in South Asia, Latin America and the Middle East. Most of these immigrants—a mix of singles, families and lone-parent households—arrived after 1990 and now live in high-rise apartments, though nearly a quarter moved within the past year. And despite the high rate of university educations, these young workers earn only downscale incomes from entry-level jobs. Still they will spend money on trips to the movies, taco restaurants and consumer electronics, and they place a great deal of importance on their appearance. But like many recent immigrants, Newcomers Rising residents are facing economic hard times, and the cluster‟s socioeconomic ranking has fallen from 33 to 46 since 2001. Newcomers Rising is a diverse world of singles and families, whites and blacks, kids of all ages and immigrants from the Middle East, India and the Philippines. Although more than 40 percent speak a non-official language at home, they share many mainstream media habits typical of all young Canadians. They turn on the TV to watch CBC Newsworld, Food TV and MuchMusic, listen to jazz and adult standards on the radio and read parenting and health magazines. Increasingly, they're turning to new media to read blogs, send tweets and connect with people through social media and conduct job searches. While they may not be able to afford costly products, they still describe themselves as early adopters who are always on the lookout for new—and affordable—fashion and electronics.

Where They Live Toronto (ON), Mississauga (ON), Brampton (ON), Burnaby (BC), Richmond Hill (ON), New Westminster (BC), Hamilton (ON), Ottawa (ON). Largely Toronto.

Penetration Index ___ High ___ Average ___ Low

How They Think Newcomers Rising residents are working themselves silly—their Time Stress is off the charts—and they feel an overwhelming Need for Escape. They occasionally resort to Civil Disobedience and watch or participate in violent acts to blow off steam (Acceptance of Violence). Still, there is a sense of optimism in this cluster. A solid score on Adaptive Navigation indicates that they feel well equipped to make their way in a complex and changing world. Although many have strong community ties (Community Involvement), they see themselves as Belonging to the Global Village while wanting Canada to play a strong role over other nations (Importance of National Superiority). These young people believe that progress is possible; their Faith in Science suggests they think human ingenuity can solve the problems that confront people and the planet. And Newcomers Rising residents Saving on Principle, in part for the sake of the Legacy they will leave their children. In of current consumption, however, they will spend money on looking great: they score high on Importance of Physical Beauty and Concern for Appearance. While they thrill to the Joy of Consumption, they are ultimately utilitarian and care little for brands.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

6.83 11.97 13.16 33.94 23.70 5.31 3.56 1.54

124 111 99 123 83 68 76 79

Mother Tongue English French Non-Official

34.11 1.18 61.89

60 6 285

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

63.64 3.62 4.49 8.04 13.63 15.29 19.62 35.31

296 28 39 55 84 115 144 197

Visible Minority Yes

67.44

373

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

32.89 50.38 16.72

101 98 103

Mode of Transport Car Public Transit

58.78 34.48

73 314

Class of Worker Employed Self-Employed Unpaid

88.39 7.97 0.18

102 69 61

Occupation Primary Blue Collar Service Sector White Collar

0.29 25.94 40.47 28.88

7 110 103 93

Education No cert/dipl/deg High school cert Trade College Some university University degree

19.00 25.97 6.32 14.65 7.07 27.00

89 102 62 84 132 134

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

3.89 19.02 24.06 22.66 14.11 7.91 8.35

Size 1 Person 2 People 3 People 4+ People

29.27 28.76 18.90 23.07

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

36.20 44.52 28.99 26.48

Age of Children <6 6-14 15-17 18-24 25+

25.21 33.64 10.18 18.68 12.29

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index art galleries/museums/science centres Canada

zoos/aquariums aerobics 122 basketball games 124 127 train travel within Canada 100 Shopping 76 watches 69 paperback books 85

bulk food stores Fairweather 106 Stitches

86 119 Media 101 The Globe and Mail

FASHION Magazine 112 cooking instructional shows 99 multicultural radio 74 communicate with people through social media 166 121 93 79 94 120

Index Financial Canada under $5,000 in securities and savings

RRSPs 33.74 66.26 0.00

49 group health/disability insurance 215 electronic banking services 0 donations to religious charities

Period of Construction <1946 2.34 1946-1960 9.45 1961-1970 20.53 1971-1980 25.94 1981-1990 17.15 1991-1995 6.31 1996-2000 3.48 2001-2006 5.17 >2006 9.63

21 71 161 144 111 95 57 66 113

Type Single Semi Row Duplex Low-rise High-rise Mobile

7 29 91 16 35 885 2

Dwelling Value Index

Food/Drink vegetarian products pizza shells chocolate dry soup scotch whiskey

4.10 1.39 5.18 0.83 6.38 82.00 0.03

Automotive sedans no cars owned $10,000-$15,000 on latest vehicle Chrysler Honda Attitudes "It is important that women have a career outside of the home" "My main goal is to make a great deal of money as quickly as possible" "When shopping for clothes, I generally look for designer labels" "I'm very concerned about effects of pollution on planet" "There's too much attention today on eating only healthy foods"

91

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U5 64 - Big City Blues Young and low-income recent immigrants Population

246,735 (0.71% of Canada)

Households

104,879 (0.76% of Canada)

Average Household Income

$41,530

Housing Tenure

Renters

Education

Mixed

Occupation

Mixed

Ethnic Presence

High Adaptability to Complexity in Life

Sample Social Value

A group of urban gateway communities, Big City Blues is home to a wide mix of ethnicities and races—Italian and Haitian, Chinese and Pakistani, Moroccan and Algerian, black and Latino—who‟ve made their way to inner-city neighbourhoods mostly in Toronto and Montreal. But despite facing enormous challenges—low incomes, modest educations and uncertain employment—these singles and single-parent families are confident that they can cope with life‟s complexities. In Big City Blues, residents typically live in older, low-rise and high-rise apartments, surrounded by mom-and-pop shops, drug stores, and fruit and vegetable shops. Finances are tight, but residents are willing to spend money on their children, taking the kids to cinemas, soccer games and enjoying an evening at a favourite bar or nightclub. Even with household incomes under $41,000, this cluster is a strong market for videos, plush toys and dolls. With nearly 40 percent of residents speaking a non-official language at home, the new arrivals to Big City Blues are still making their way in Canadian society. But they are being helped along by their high exposure to popular media. They rank near the top for watching TV mini-series, infomercials and cartoons, that is, when they're not listening to multicultural and urban radio or reading food and beverage and fashion magazines. And when shopping for clothes, Big City Blues residents head to the mall and affordable stores like L'Aubainerie, and H & M. These residents appear to be striving to improve their lot in many ways. Surveys show they have above-average rates for going to job fairs, checking out job postings online and visiting historic sites.

Where They Live Montréal (QC), Brossard (QC), Vancouver (BC), Longueuil (QC), Toronto (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Despite very modest means, Big City Blues residents exhibit considerable optimism, openness and flexibility in their values. They say they are comfortable with the change and complexity of contemporary life, and that they try to see opportunity rather than threat in all the churn (Adaptability to Complexity). They are tolerant of social difference and feel above-average Vitality and Openness Toward Others. Perhaps a personal Spiritual Quest keeps them centred amid the challenges of life on a very tight budget. Some frustration is evident around the edges of this values profile: high scores on Civil Disobedience and Acceptance of Violence suggest that these Canadians are frustrated and sometimes feel ready to explode. With high scores on Sexual Permissiveness and Attraction to Crowds, this cluster is in constant pursuit of hedonistic delight. And despite their financial constraints, residents have weak scores on Saving on Principle and Financial Concern Regarding the Future, suggesting that they may simply be living and consuming for today without thinking much about tomorrow. For them, the Importance of Physical Beauty and Need for Status Recognition are important motivators.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

7.39 12.25 13.69 32.06 23.26 5.93 3.92 1.49

134 113 103 116 82 77 84 77

Mother Tongue English French Non-Official

19.03 19.14 58.58

34 93 270

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

55.62 5.87 7.06 10.62 17.36 17.39 15.50 26.20

258 46 61 73 107 131 114 146

Visible Minority Yes

55.84

309

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

42.62 37.84 19.55

131 74 121

Mode of Transport Car Public Transit

45.53 42.14

57 384

Class of Worker Employed Self-Employed Unpaid

85.26 7.66 0.16

99 66 54

Occupation Primary Blue Collar Service Sector White Collar

0.41 23.85 41.38 25.86

9 102 106 83

Education No cert/dipl/deg High school cert Trade College Some university University degree

28.65 23.61 9.87 13.69 5.71 18.47

134 92 97 78 106 92

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.73 19.90 21.50 21.20 14.86 9.56 8.25

Size 1 Person 2 People 3 People 4+ People

37.62 26.58 15.39 20.40

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

44.09 40.98 26.40 32.62

Age of Children <6 6-14 15-17 18-24 25+

24.96 34.74 10.12 17.42 12.76

Dwellings Tenure Owned Rented Band Housing

Leisure

Index jazz concerts Canada

online dating services billiards 149 in-line skating 130 114 theme park vacations 93 Shopping 80 home exercise equipment 83 children's clothing stores 84

baby foods Moore's 136 H&M

79 97 Media 89 lifestyle section

FASHION Magazine 136 Teletoon 91 multicultural radio 68 online TV 204 120 96 78 88 124

Cluster %

Index Financial Canada minimum payment of credit card balance

19.66 80.34 0.00

29 electronic banking services 261 private life insurance 0 donations to Children's Wish Foundation

personal loans

Period of Construction <1946 14.33 1946-1960 27.83 1961-1970 22.49 1971-1980 12.74 1981-1990 8.86 1991-1995 2.20 1996-2000 1.46 2001-2006 2.92 >2006 7.17

126 210 177 71 57 33 24 37 84

Type Single Semi Row Duplex Low-rise High-rise Mobile

4 25 65 202 351 190 6

Dwelling Value Index

Food/Drink veal plain rice instant dry soup infant cereal imported beer

2.31 1.20 3.68 10.70 63.91 17.58 0.08

Automotive coupe/hatchbacks used trucks $15,000-$20,000 on latest vehicle Hondas Mazda Attitudes "Too much emphasis is placed on conservation and the environment" "How I spend my time is more important than the money I make" "I like to change my appearance with cosmetics" "I consider myself a risk-averse investor" "I am very concerned about the nutritional content of food products I buy"

102

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U6 - Urban Francophone The Urban Francophone group consists mainly of young, downscale singles along with some upper-middle-class older singles and couples. But nearly all live in Quebec cities, most in older, low-rise apartments and walk-ups. The average income for these service sector and white-collar workers is low, and there‟s a high rate of mobility, reflecting the ever-present need to find better work and cheaper housing. But these mostly young residents manage to stretch their dollars to go to movies, plays, music festivals, and tennis and soccer matches. They shop at dollar stores and public markets along with boutiques and jewellery stores. And they engage in lots of aerobic activities, such as in-line skating, skiing and cycling. Eclectic in their media tastes, they enjoy TV soaps, fashion magazines, radio comedy and online dating sites.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.70 7.95 11.09 30.86 27.41 8.82 6.38 2.78

85 74 84 112 96 114 137 143

Mother Tongue English French Non-Official

5.86 74.61 17.88

10 363 82

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

18.65 7.85 8.44 12.47 16.16 12.91 13.75 28.41

87 61 74 85 100 97 101 158

Visible Minority Yes

14.16

78

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

48.11 29.19 22.71

148 57 140

Mode of Transport Car Public Transit

60.19 26.47

75 241

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

88.18 8.77 0.13

102 75 44

Occupation Primary Blue Collar Service Sector White Collar

0.51 19.10 41.34 34.12

12 81 105 109

Education No cert/dipl/deg High school cert Trade College Some university University degree

22.38 22.41 11.91 15.39 6.53 21.38

105 88 117 88 122 106

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

5.15 18.99 17.27 19.13 16.48 11.32 11.65

162 124 91 84 89 99 118

Size 1 Person 2 People 3 People 4+ People

44.76 33.02 12.00 10.22

162 99 75 45

Households

Cluster %

Index Canada

51.02 31.37 44.68

157 70 114

23.95

150

22.75 34.21 12.26 18.24 12.55

109 95 95 92 122

Cluster %

Index Canada

32.26 67.74 0.00

47 220 0

Period of Construction <1946 18.95 1946-1960 22.48 1961-1970 17.01 1971-1980 13.97 1981-1990 13.06 1991-1995 3.58 1996-2000 2.22 2001-2006 3.34 >2006 5.38

166 170 134 78 84 54 36 42 63

Type Single Semi Row Duplex Low-rise High-rise Mobile

17 52 42 224 346 107 5

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

9.63 2.50 2.40 11.85 63.05 9.92 0.06

82

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U6 17 - Les Chics Sophisticated, urban Québec couples and singles Population

151,500 (0.44% of Canada)

Households

63,483 (0.46% of Canada)

Average Household Income

$92,294

Housing Tenure

Homeowners

Education

University/College

Occupation

White Collar & Service Sector

Ethnic Presence

Low Joy of Consumption

Sample Social Value

Among francophones, Les Chics residents are the “beautiful people.” Living in fashionable city neighbourhoods like Outremont, Mount Royal, Roxboro and Anjou, these older, often bilingual singles and couples own comfortable houses and luxury condos. Slightly more upscale than in 2001, the segment‟s residents can afford active lifestyles, with high rates for attending theatres, outdoor stages and music festivals. Their favourite leisure activities include going to movies, historical sites and professional tennis matches. And they try to make time for working out, typically playing racquet sports, cycling or cross-country skiing. They have high rates for buying expensive perfume, fashion and jewellery: Les Chics residents greatly enjoy acquiring all kinds of consumer goods—especially a product that‟s new on the market. With their disproportionately high number of university degrees, Les Chics residents tend to have healthy household incomes of $92,000—about a third higher than the Quebec average. But the cluster includes a number of older women and widows who are retired, as well as residents who labour in modest-paying professions in art, culture, education, government and social science. At home, these older Canadians enjoy a variety of traditional media. They like to watch documentaries, soaps and figure skating on television, listen to comedy and classical music stations on the radio, and read local dailies, alternative weeklies and magazines that cover business and finance, nature and ecology, and senior citizen's concerns. Les Chics residents spend more time indoors than out, preferably discussing the latest news over a glass of imported wine or fine port.

Where They Live Laval (QC), Saint-Lambert (QC), Longueuil (QC), Brossard (QC), Montréal (QC), Québec (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think The values of Les Chics residents are highly flexible and postmodern, which makes sense based on their level of education, urban setting and location in Quebec, arguably North America‟s most postmodern region. Having rejected Quebec‟s traditional Roman Catholicism— Les Chics are very weak on Religiosity—these liberated residents are strong on Flexible Definition of Family, Sexual Permissiveness and the Pursuit of Happiness to the Detriment of Duty. Although secular, they often reflect on the Meaning of Life and are engaged in a personal Spiritual Quest. Body is as important as mind and spirit for these sensual Quebecers: they say they make a strong Effort for Health. Marketing aimed at Les Chics residents must appeal to their sophistication, style and sense of joie de vivre. They are strong on Joy of Consumption and Need for Status Recognition, and weak on Ethical Consumerism and Importance of Brand: shopping should be fun and visually delightful, not a strategic quest for the best deal or the right label. Also, while these Quebecers are generally unflustered, their Ecological Alarmism stands out as a source of anxiety.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.27 8.64 11.90 22.49 31.32 11.35 7.33 2.70

78 80 90 82 110 146 157 139

Mother Tongue English French Non-Official

8.80 69.56 19.78

16 339 91

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

19.97 13.87 14.42 15.79 18.84 12.71 10.77 13.61

93 108 126 108 116 95 79 76

Visible Minority Yes

13.59

75

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

35.38 45.92 18.70

109 90 115

Mode of Transport Car Public Transit

73.12 20.82

91 190

Class of Worker Employed Self-Employed Unpaid

86.59 11.85 0.18

100 102 61

Occupation Primary Blue Collar Service Sector White Collar

0.42 17.77 38.61 40.06

9 76 98 128

Education No cert/dipl/deg High school cert Trade College Some university University degree

12.81 21.58 8.66 16.77 9.69 30.49

60 84 85 96 180 151

Adult Population

Households

Cluster %

Leisure

Index foreign movies Canada

tennis lottery tickets 45 racquet sports 65 77 travel to

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

1.44 10.00 14.48 22.27 21.79 16.19 13.81

98 Shopping 118 audio equipment 141 perfume 140

Size 1 Person 2 People 3 People 4+ People

28.50 37.72 15.27 18.52

113 96 Media 81 L'actualité

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

31.17 40.68 46.16 13.16

Age of Children <6 6-14 15-17 18-24 25+

16.92 33.29 13.45 22.82 13.53

Dwellings Tenure Owned Rented Band Housing

Cluster %

fruit and vegetable stores Simon's 103 L'Aubainerie

Sélection du Reader's Digest 96 "Le 17 heures" 90 classical music radio 118 online investments 82 81 92 104 115 132

Index Financial Canada term deposits

company pensions 78.22 21.78 0.00

114 private life insurance 71 banking services package 0 donations to alumni groups

Period of Construction <1946 4.60 1946-1960 16.83 1961-1970 22.01 1971-1980 15.68 1981-1990 20.38 1991-1995 5.80 1996-2000 3.50 2001-2006 4.70 >2006 6.49

40 127 173 87 132 87 57 60 76

Type Single Semi Row Duplex Low-rise High-rise Mobile

75 184 134 89 125 159 2

Dwelling Value Index

Food/Drink ham yogurt chocolate European wine port/sherry

41.23 8.80 7.59 4.68 22.83 14.74 0.03

Automotive sedans compact cars $20,000-$30,000 on latest vehicle Hyundai Kia Attitudes "I lead a fairly busy social life" "I seldom make a financial move without consulting an expert" "I enjoy dressing for formal occasions" "People should be ive of same sex relationships" "I enjoy keeping fit"

89

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U6 48 - Jeunes et Actifs Young and urban Québec singles and couples Population

688,842 (1.99% of Canada)

Households

361,757 (2.62% of Canada)

Average Household Income

$54,312

Housing Tenure

Renters

Education

University/College

Occupation

Service Sector & White Collar

Ethnic Presence

Medium Fulfillment Through Work

Sample Social Value

Young, downscale and transient, the residents of Jeunes et Actifs are singles or couples just starting out in life. Just over half are bilingual. And though they tend to have university and college educations, most can only afford rentals in older low-rise apartments in central Montreal and Quebec City neighbourhoods. But they will stretch their $53,000-a-year household incomes to pursue trendy lifestyles rich in fitness and the arts. By day, Jeunes et Actifs residents have a high rate for exercising through in-line skating, bicycling, cross-country skiing and tennis. At night, they head to movie houses, music festivals and small outdoor stages. With so many residents still unmarried, this is a solid market for dating services as well as liberal mores. The young residents here believe in Sexual Permissiveness, the Flexibility of Gender Identity and Equal Relationship with Youth. Residents in Jeunes et Actifs appear to be educated beyond their socioeconomic status, tending to seek fulfillment through public interest jobs at non-profits, in social work and as health care workers. They like to read alternative weeklies like Voir to discover the latest band or the hippest new restaurant. Without children, they have the disposable income to splurge on entertainment and travel; this group scores high for going to spas and cottages, and taking package tours to Cuba. These Canadians devote substantial time to traditional media, with high rates for reading newspapers and moderate to heavy rates for watching television and listening to the radio, especially top-40 music, comedy programs and news/talk stations. And these mobile Canadians are always surfing websites to catch up on current events, socialize with friends and uncover the best video content to .

Where They Live Montréal (QC), Mont Royal (QC), Québec (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Jeunes et Actifs is one hip young cluster. Strong on Sexual Permissiveness and Pursuit of Intensity and Emotional Experiences, these hedonistic young Quebecers are engaging in lives of sensory pleasure—and they‟re not letting moderate budgets cramp their style. These residents score high on both Need for Status Recognition and Pursuit of Novelty, always looking for something new and innovative to set them apart from others. This cluster is also searching for meaning and purpose in life: score high on both Fulfillment Through Work and Personal Creativity. Although many pursue a Spiritual Quest, traditional Religiosity holds little interest. Cluster residents tend to be weak on the Primacy of the Family, and are open-minded about alternative family forms (Flexible Definition of Family) and gender roles (Flexibility of Gender Identity). Deeply anxious about the state of the environment (Ecological Alarmism), they believe in the Primacy of Environmental Protection, the notion that protecting the environment should come before saving jobs. With their weak scores on Community Involvement, Jeunes et Actifs residents are happy spending time with friends and don‟t want to be tied down by more traditional modes of social involvement, preferring the Pursuit of Happiness to the Detriment of Duty.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.82 7.54 10.27 35.59 26.61 7.36 5.39 2.42

88 70 77 129 93 95 115 124

Mother Tongue English French Non-Official

6.41 69.36 22.39

11 338 103

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

24.56 6.59 7.35 12.15 15.87 12.95 14.01 31.08

114 52 64 83 98 97 103 173

Visible Minority Yes

18.17

100

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

54.22 25.25 20.53

167 49 127

Mode of Transport Car Public Transit

44.63 38.02

55 347

Class of Worker Employed Self-Employed Unpaid

86.82 9.92 0.12

100 85 41

Occupation Primary Blue Collar Service Sector White Collar

0.32 15.76 40.07 38.83

7 67 102 124

Education No cert/dipl/deg High school cert Trade College Some university University degree

18.95 19.83 9.28 15.72 7.06 29.16

89 78 92 90 131 144

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

5.16 22.00 19.70 19.29 14.99 9.12 9.73

Size 1 Person 2 People 3 People 4+ People

47.57 31.67 11.45 9.32

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

55.60 31.86 44.74 23.40

Age of Children <6 6-14 15-17 18-24 25+

25.17 33.86 11.30 17.19 12.47

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index film festivals Canada

cross-country skiing historical sites 162 tennis 144 104 travel to Cuba 85 Shopping 81 DVDs 79 hardback books 99

public markets L'Équipeur 172 Laura 95 72 Media 41 Voir

Châtelaine 171 "Les Simpson" 71 news/talk radio 115 online magazines 146 121 94 88 86 122

Index Financial Canada $25,000-$50,000 in securities and savings

term deposits 27.32 72.68 0.00

40 student banking packages 236 RSP loans 0 donations to political groups

Period of Construction <1946 31.77 1946-1960 25.93 1961-1970 13.70 1971-1980 8.51 1981-1990 8.21 1991-1995 2.23 1996-2000 1.94 2001-2006 3.11 >2006 4.60

279 196 108 47 53 34 32 39 54

Type Single Semi Row Duplex Low-rise High-rise Mobile

4 31 29 243 397 95 3

Dwelling Value Index

Food/Drink veal natural cheese yogurt soy beverages microbrewery beer

2.18 1.50 1.62 12.83 72.22 8.79 0.04

Automotive coupes/hatchbacks own 1 vehicle up to $10,000 on latest vehicle Mazda Toyota Attitudes "I go out with friends a great deal of the time" "'New and improved' on packages is just an advertising gimmick" "I don't feel complete without a perfume or fragrance" "An important part of my life and activities is dressing smartly" "I prefer low-calorie or 'light' foods and drinks"

99

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U6 52 - La Cité Nomade Downscale, young and mature Québec singles Population

601,222 (1.74% of Canada)

Households

301,004 (2.18% of Canada)

Average Household Income

$53,479

Housing Tenure

Homeowners & Renters

Education

Mixed

Occupation

Service Sector & White Collar

Ethnic Presence

Low Pursuit of Intensity and Emotional Experiences

Sample Social Value

Life can be an economic struggle in La Cité Nomade, a cluster of downscale apartment dwellers in the older cities of Quebec. Most of the residents—a mix of mature and young singles, couples, divorcés, widows and single-parent families—have modest educations and work at low-level jobs in sales or business. Yet they manage to have active social lives by taking advantage of their cities‟ abundant and cheap entertainment: small outdoor stages, public historical programs and jazz festivals that offer discount tickets. That tactic also allows them to preserve extra cash for the occasional splurge at a comedy club, chicken restaurant or cheap and trendy boutique. Despite their tight budgets—residents have high rates for using discount flyers and shopping at public markets—they still describe themselves as enthusiastic consumers who want to be among the first to like to discover new household decorating ideas. One of the few clusters to rise ten socioeconomic rungs since 2001, La Cité Nomade experienced an influx of older, urban households. The number of maintainers over 65 doubled to 28 percent while those under 35 remained the same at about 20 percent. This wide-ranging age profile makes for some incongruous behaviour patterns, such as high rates for both bingo and in-line skating, senior citizen's magazines and children's publications. But these Quebecers, 45 percent of whom are bilingual, share a fondness for television, particularly soaps, personal makeover shows, variety programs and figure skating. Their financial challenges typically don't leave them with enough spare cash to buy adult toys like motorcycles or consumer electronics. But they are confident in their rising fortunes and for now are content to live emotionally and spiritually rich lives.

Where They Live Longueuil (QC), Laval (QC), Saint-Lambert (QC), Québec (QC), Montréal-Est (QC), Gatineau (QC), Montréal (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think La Cité Nomade residents seek equal parts pleasure, status and fulfillment. Strong on Joy of Consumption and Pursuit of Novelty, they get a kick out of buying something new; they only wish their personal finances allowed them to display their familiarity with the newest styles more often. Despite their modest means, these Quebecers are mostly preoccupied with looking good (Concern for Appearance) and the ions of the moment (Pursuit of Intensity and Emotional Experiences), so they don‟t worry much about the years to come, scoring low on Saving on Principle. Many find the idea of Discriminating Consumerism a bore: shopping should be about fun and self-expression, they say, not price comparisons and consumer reports. The mobile young people here are open to finding meaning from diverse sources— from their job (Fulfillment Through Work) to their faith (Spiritual Quest). In any case, they believe that the search for meaning is deeply personal and that social, familial and religious prescriptions should not interfere with them: they prize the Pursuit of Happiness to the Detriment of Duty. When they fall into bed at night after their action-packed days, La Cité Nomade residents contemplate the Meaning of Life more than average Canadians.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.60 8.15 11.12 27.57 27.86 9.79 7.54 3.37

84 75 84 100 98 126 161 173

Mother Tongue English French Non-Official

6.35 73.59 18.24

11 358 84

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

17.96 8.58 9.08 13.17 16.97 13.80 13.65 24.76

83 67 79 90 105 104 100 138

Visible Minority Yes

14.33

79

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

42.77 32.03 25.20

132 62 155

Mode of Transport Car Public Transit

67.63 23.19

84 211

Class of Worker Employed Self-Employed Unpaid

89.36 7.81 0.15

103 67 49

Occupation Primary Blue Collar Service Sector White Collar

0.34 22.23 42.46 30.14

8 95 108 97

Education No cert/dipl/deg High school cert Trade College Some university University degree

24.50 24.88 13.52 14.96 6.37 15.77

115 97 133 86 119 78

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

4.27 16.05 15.77 18.96 17.31 13.01 14.62

Size 1 Person 2 People 3 People 4+ People

42.99 33.69 12.37 10.94

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

47.89 30.93 44.41 24.66

Age of Children <6 6-14 15-17 18-24 25+

20.60 34.16 12.67 19.00 13.57

Dwellings Tenure Owned Rented Band Housing

Cluster %

Dwelling Value Index

science fiction movies motorcycles 134 cross-country skiing 105 84 historical sites 83 Shopping 93 digital cameras 113 plush toys 148

jean stores Addition-Elle 156 H&M

101 78 Media 48 alternative weekly publications

Star Système 148 "La porte des étoiles" 69 classical radio 114 light Internet use 154 99 95 98 96 132

Food/Drink frozen main courses fruit punch natural cheese snack cakes American wine

Index Financial Canada $10,000-$20,000 in securities and savings

RSP loans 35.01 64.99 0.00

Period of Construction <1946 8.15 1946-1960 20.77 1961-1970 20.66 1971-1980 17.88 1981-1990 16.13 1991-1995 4.07 1996-2000 2.35 2001-2006 3.86 >2006 6.13 Type Single Semi Row Duplex Low-rise High-rise Mobile

Leisure

Index pop music concerts Canada

11.51 2.60 2.59 13.17 56.42 13.24 0.05

51 term deposits 211 caisse populaire 0 ATM/banking machines 72 157 162 99 104 61 38 49 72 21 54 46 249 310 143 4

Automotive coupes/hatchbacks compact cars $20,000-$25,000 on latest vehicle Hyundai Mazda Attitudes "If I see something interesting in a store, I will usually buy it on impulse" "I don't feel complete without a perfume or fragrance" "Universal day care should be a government priority" "I prefer low-fat or 'light' foods and drinks"

74

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U6 66 - Survivre en Ville Young and old low-income Québec urban renters Population

338,268 (0.98% of Canada)

Households

181,122 (1.31% of Canada)

Average Household Income

$41,236

Housing Tenure

Renters

Education

Grade 9/High School/Trade

Occupation

Service Sector & White Collar

Ethnic Presence

Low Spiritual Quest

Sample Social Value

The poorest lifestyle type in Canada, Survivre en Ville consists of economically struggling urban neighbourhoods that are home to young singles, couples and single-parent families. The households are characterized by relatively high unemployment, low educational levels and modest paycheques. Many of these residents—nearly one-third of whom are bilingual—hold sales or service jobs, commuting to work by foot or older used cars from their homes in older duplexes and low-rise apartments. Nevertheless, these Canadians have a zest for life. They score high for going to nightclubs, bowling alleys, billiard halls and film festivals. And they enjoy a number of individual sports, such as skiing, cycling and in-line skating. These mostly young consumers like discovering new products and fashions, as well as snapping up brand-name bargains and toys for their kids. Surveys show they‟re always looking for ways to improve their lives. Demographic data reveal a wide age range among residents in Survivre en Ville: from students in need of cheap housing to elderly widows down on their luck. This mixed populace makes for some scrambled marketplace patterns. For instance, the cluster scores high for magazines that cover computers and sports as well as antiques and senior issues. Many residents enjoy going to exhibitions, with preferred topics ranging from bridal shows and job fairs to golf and cottage events. The of Survivre en Ville cross paths at area chicken restaurants, mall boutiques, liquor stores and fruit and vegetable stands. And given the cluster's position on the bottom rung of the socioeconomic ladder, residents also share an understandable social value: the search for a richer life, spiritually if not materially.

Where They Live Sherbrooke (QC), Sainte-Thérèse (QC), Granby (QC), Trois Rivières (QC), Joliette (QC), Saint-Jean-sur-Richelieu (QC), Rouyn-Noranda (QC), Val D'Or (QC), Rimouski (QC), Drummondville (QC), Victoriaville (QC), Gatineau (QC)

Penetration Index ___ High ___ Average ___ Low

How They Think Survivre en Ville is a cluster that‟s down but not out. Though under pressure to make ends meet, residents of Survivre en Ville are looking for meaning as well as a financial leg up. They score high on Search for Roots and Spiritual Quest, but their search for meaning does not involve formal Religiosity or Community Involvement. They derive Fulfillment Through Work in flexible work environments (Heterarchy), and do not feel significant amounts of Time Stress or the Need for Escape. When life gets difficult, their Pursuit of Happiness to the Detriment of Duty allows them to recharge. They also derive tremendous Joy of Consumption, enjoying new products and styles (Pursuit of Novelty). However, facing considerable financial issues and hoping to make money less important (Reprioritizing of Money), they tend to limit their purchase of products to those in areas of particular interest (Consumptivity). They trust small business to produce quality products and services, but many are wary of advertising messages (low Confidence in Advertising) that might tempt them to spend more than they can afford. With their desire to simplify their lives, of Survivre en Ville score high for Aversion to Complexity in Life.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.82 8.11 12.37 30.84 26.50 8.92 5.90 2.53

88 75 93 112 93 115 126 130

Mother Tongue English French Non-Official

2.53 89.46 7.17

4 436 33

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

7.18 5.60 5.49 6.97 10.77 8.60 16.43 46.13

33 44 48 48 66 65 120 257

5.88

33

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

50.78 24.70 24.51

156 48 151

Mode of Transport Car Public Transit

75.41 9.12

94 83

Class of Worker Employed Self-Employed Unpaid

89.95 6.37 0.10

104 55 35

Occupation Primary Blue Collar Service Sector White Collar

1.29 21.82 43.51 27.58

29 93 111 88

Education No cert/dipl/deg High school cert Trade College Some university University degree

29.95 23.68 15.87 14.87 4.30 11.33

140 93 157 85 80 56

Visible Minority Yes Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

7.91 21.00 15.87 18.01 16.23 11.20 9.77

Size 1 Person 2 People 3 People 4+ People

47.80 32.97 11.33 7.90

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

54.04 26.33 44.33 29.34

Age of Children <6 6-14 15-17 18-24 25+

25.52 35.51 12.65 16.19 10.13

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index film festivals Canada

billiards cycling 249 dancing/nightclubs 137 84 auto races 79 Shopping 88 MP3 players 98 fruit and vegetable stands 99

video game systems Jacob 173 Le Garage 98 71 Media 34 L'actualité

La Semaine 166 "Juste pour rire" 59 sports radio 113 Internet radio stations 184 122 98 98 81 99

Index Financial Canada $1,000-$5,000 in securities and savings

ATM cards 21.45 78.55 0.00

31 personal loans 255 term deposits 0 $1-$50 donations to charity

Period of Construction <1946 16.33 1946-1960 20.42 1961-1970 15.82 1971-1980 17.78 1981-1990 15.06 1991-1995 4.67 1996-2000 2.14 2001-2006 2.46 >2006 5.32

143 154 124 99 97 70 35 31 63

Type Single Semi Row Duplex Low-rise High-rise Mobile

19 44 32 193 384 53 10

Dwelling Value Index

Food/Drink ham packaged pasta potato chips natural cheese tequila

10.31 2.10 1.80 10.21 69.87 4.95 0.13

Automotive coupes/hatchbacks compact cars under $10,000 on latest vehicle Chrysler Toyota Attitudes "I am in favour of capital punishment" "I am more of a spender than a saver" "To buy myself something new is one of my greatest pleasures in life" "Working makes me feel I am in control of my life" "There's too much attention today on eating only healthy foods"

48

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U7 - Urban Downscale The least affluent social group, Urban Downscale is a collection of households that are home to mostly young singles living in inexpensive city apartments. Scattered in urban neighbourhoods across the country, the households in these segments include a disproportionate number of recent immigrants, students and single-parent families. As a group, their lifestyle reflects activities of the young and restless: they go to bars, dance clubs, music festivals and comedy clubs. They also like to work out at health clubs, doing Pilates and yoga. With their entry-level service sector and white-collar jobs, there‟s not a lot of money for new cars, fine jewellery, boats or exotic travel. But these Canadians enjoy surfing the virtual world and regularly visit sites to buy books and movies, read online newspapers and magazines, and search for jobs and dates.

Who They Are Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.85 8.42 11.85 33.59 24.75 7.25 5.90 3.39

88 78 89 122 87 93 126 174

Mother Tongue English French Non-Official

66.20 5.14 27.01

117 25 124

Population

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

25.95 11.91 8.09 10.67 13.92 12.02 14.53 28.86

121 93 70 73 86 90 106 161

Visible Minority Yes

22.73

126

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

41.79 33.30 24.90

129 65 154

Mode of Transport Car Public Transit

61.89 20.22

77 184

Adult Population

Adult Population

Cluster %

Index Canada

Class of Worker Employed Self-Employed Unpaid

89.44 7.92 0.15

104 68 51

Occupation Primary Blue Collar Service Sector White Collar

1.86 19.24 44.46 30.26

42 82 113 97

Education No cert/dipl/deg High school cert Trade College Some university University degree

22.42 27.34 8.61 16.45 5.05 20.13

105 107 85 94 94 100

Cluster %

Index Canada

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

6.74 20.91 18.63 18.01 14.09 9.50 12.12

212 137 99 79 76 83 123

Size 1 Person 2 People 3 People 4+ People

48.24 30.67 11.33 9.76

174 92 71 43

Households

Cluster %

Index Canada

56.23 30.88 42.39

173 69 109

26.73

167

25.96 34.50 11.72 16.82 11.01

125 96 91 85 107

Cluster %

Index Canada

28.32 71.64 0.04

41 233 9

Period of Construction <1946 12.22 1946-1960 14.35 1961-1970 18.26 1971-1980 21.71 1981-1990 13.99 1991-1995 4.83 1996-2000 3.12 2001-2006 3.34 >2006 8.18

107 108 144 121 90 72 51 42 96

Type Single Semi Row Duplex Low-rise High-rise Mobile

27 61 112 76 224 328 26

Households Family Status Non-Family Couples w/ kids Couples, no kids Lone parent Age of Children <6 6-14 15-17 18-24 25+ Dwellings Tenure Owned Rented Band Housing

Dwelling Value Index

14.92 2.90 6.35 4.01 40.77 30.39 0.35

78

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U7 44 - Rooms with a View Young, ethnic singles in urban high-rises Population

232,087 (0.67% of Canada)

Households

130,190 (0.94% of Canada)

Average Household Income

$52,406

Housing Tenure

Renters

Education

University

Occupation

White Collar & Service Sector

Ethnic Presence

High Attraction to Crowds

Sample Social Value

Young, single immigrants are at the heart of Rooms with a View, a cluster of multi-ethnic urban apartment-dwellers concentrated in Toronto and Montreal. Many households are found near university campuses and contain recent graduates and students still taking classes. With few children in its mix of new immigrants from Asia, South Asia, Latin America and the Middle East, Rooms with a View has the air of an immigrant launching pad. These unattached Canadians use dating services, frequent bars and pop/rock concerts, and stay fit doing Pilates and yoga. Many are well educated and have a cultured streak, going to film festivals, ballets, operas and symphonies all at high rates. And with few family financial obligations—not to mention investments—residents can buy lots of books, brand-name clothes and consumer electronics. As they tell researchers, “I am more of a spender than a saver.” For the residents of Rooms with a View, life is not unlike dormitory living—but with a modest income. Many still take classes, have entry-level white-collar jobs, work out and have weekend date nights. With few car owners, residents of Rooms with a View find themselves taking public transit and renting cars, and they have high rates for traveling abroad—Central and South America, Italy and Asia are popular—and taking bus trips within Canada. Back in their apartments, they spend a lot of time online, reading and posting blogs, watching streaming video and ing music. And, while some recent immigrants are the children of wealth who came to Canada to study, many of these transient residents are still saving to buy a house; typically they still rent a modest apartment in an older high-rise building.

Where They Live Westmount (QC), Toronto (ON), Montréal (QC), Vancouver (BC)

Penetration Index ___ High ___ Average ___ Low

How They Think Rooms with a View is a cluster living a fun, fashionable, youthful lifestyle on a budget. With their Pursuit of Intensity and Emotional Experiences, these young Canadians are looking for excitement and at least a little hedonistic indulgence every day. They delight in buying something special for themselves (Consumptivity), and with their Enthusiasm for Technology, they enjoy imagining the possibilities their technological purchases will unleash—both socially and in of their own Personal Creativity, on which they score high. Although they are somewhat self-absorbed with looking good (Importance of Physical Beauty) and chasing after glitzy-looking products (Importance of Aesthetics), these young Canadians have a thoughtful side. of Rooms with a View are likely to find value in relationships with friends above all; these young singles score low on Primacy of the Family yet high on New Social Responsibility and Social Learning. They also love the thrill of being in a large audience at a concert or sporting event, expressing a strong Attraction to Crowds. In this cluster, residents see themselves as Belonging to the Global Village and savour Cultural Fusion.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.43 6.83 9.87 42.85 23.68 5.97 4.25 2.11

81 63 74 155 83 77 91 109

Mother Tongue English French Non-Official

35.72 8.93 52.37

63 43 241

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

53.08 5.09 6.12 9.33 13.58 14.08 16.76 35.04

247 40 53 64 84 106 123 195

Visible Minority Yes

45.34

251

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

50.19 32.04 17.77

154 62 110

Mode of Transport Car Public Transit

29.00 45.89

36 418

Class of Worker Employed Self-Employed Unpaid

85.54 10.34 0.17

99 89 57

Occupation Primary Blue Collar Service Sector White Collar

0.34 12.74 39.62 42.24

8 54 101 135

Education No cert/dipl/deg High school cert Trade College Some university University degree

11.48 21.23 4.91 14.36 7.28 40.74

54 83 48 82 136 202

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

5.57 25.47 23.57 17.83 12.27 7.56 7.75

Size 1 Person 2 People 3 People 4+ People

54.12 28.06 10.00 7.82

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

62.76 34.36 44.82 20.82

Age of Children <6 6-14 15-17 18-24 25+

26.77 31.88 9.67 18.80 12.89

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index movies Canada

basketball games bars/nightclubs 175 Pilates/yoga 166 125 bus travel within Canada 78 Shopping 66 paperback books 66 vegetarian products 79

convenience stores MEXX 196 Club Monaco

84 63 Media 34 The Globe and Mail

NOW 193 "Desperate Housewives" 76 classical/fine arts radio 115 update Facebook daily 130 128 88 75 95 126

Index Financial Canada $10,000-$25,000 in securities and savings

student banking services 12.84 87.16 0.00

19 common stock 283 ATM cards 0 online banking

Period of Construction <1946 9.16 1946-1960 15.20 1961-1970 25.33 1971-1980 19.79 1981-1990 12.63 1991-1995 2.90 1996-2000 2.00 2001-2006 4.43 >2006 8.56

80 115 199 110 81 44 33 56 101

Type Single Semi Row Duplex Low-rise High-rise Mobile

1 6 25 16 110 829 1

Dwelling Value Index

Food/Drink fresh fish and seafood organic foods flavoured tortilla chips vegetarian products imported beer

0.39 0.29 1.43 0.84 19.96 76.81 0.01

Automotive coupes/hatchbacks compact cars own no vehicles Mazda Nissan Attitudes "I want to get to the very top in my career" "A person's career should be their first priority" "When shopping for clothes, I generally look for designer labels" "I enjoy entertaining" "I probably should drink less alcohol"

119

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U7 49 - Daytrippers & Nightowls Young, mobile urban singles and couples Population

564,493 (1.63% of Canada)

Households

276,451 (2.01% of Canada)

Average Household Income

$58,295

Housing Tenure

Renters

Education

University/High School

Occupation

Service Sector & White Collar

Ethnic Presence

Medium Openness Toward Others

Sample Social Value

With 40 percent of residents under the age of 30, Daytrippers & Nightowls caters to young, footloose lifestyles. Mostly found in low-rent city apartments, these young, unattached Canadians like to spend their leisure time going to nightclubs, cinemas, community theatres and music festivals. Many are body-conscious individuals who like to exercise outdoors, hiking, biking and jogging. In Daytrippers & Nightowls, the dating-and-mating dance continues in full swing—nightclubs, art galleries, food and wine shows and farmer‟s markets are all popular—and residents are sexually tolerant and open to diversity. Many state that they enjoy meeting people from different cultures, which is appropriate given that nearly a third of their neighbours are immigrants. Their household incomes may be modest, but Daytrippers & Nightowls residents are well educated and pegged for advancement at their white-collar and service sector jobs. Many are active in their community, volunteering for good causes. And they're less preoccupied with designer clothes and fancy cars than their trendier yuppie peers. These laid-back singles will shop for clothes at the Gap and Banana Republic, and those who do own cars tend to buy them for under $10,000. Selective in their media preferences—they're big on sports and talk shows on both radio and TV—they spend a lot of time on the Internet, voraciously surfing to multiple sites for news, jobs, music and games. When they want to get away, these ever-practical and well-connected consumers typically stay with friends or relatives.

Where They Live New Westminster (BC), Burnaby (BC), Coquitlam (BC), Windsor (ON), Richmond (BC), St. John's (NL), Victoria (BC), Saint John (NB), Halifax (NS), Edmonton (AB), Ottawa (ON), Kingston (ON), Surrey (BC), Calgary (AB)

Penetration Index ___ High ___ Average ___ Low

How They Think Daytrippers & Nightowls residents are young Canadians embarking on their professional lives and, although they‟re having some fun, the pressures of work are getting to them. They score high on Fear of Violence and Need for Escape; to make matters worse, they‟re not realizing much Fulfillment Through Work despite their Need for Personal Achievement. As they find their financial footing, they are doing their best to stick to Discriminating Consumerism. For now, they say they have enough to worry about keeping themselves afloat without trying to help anyone in other countries (low on Belonging to the Global Village). Their reluctance to help others might derive from their feeling of being somewhat aimless and cut off from society (Anomie and Aimlessness). For a young segment, Daytrippers & Nightowls s a surprising craving for security and stability. They score low on Pursuit of Novelty and Concern for Appearance, and they report a high sense of Cynicism and Fatalism. With so much uncertainty in life, Daytrippers & Nightowls residents shy away from big businesses (Skepticism Toward Big Business) whose motives and ethics they distrust. Expressing a Rejection of Authority, these Canadians remain open to astrology, occult religions and an Interest in the Mysterious.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.27 9.18 12.69 36.62 25.22 5.77 3.65 1.60

96 85 96 133 89 74 78 82

Mother Tongue English French Non-Official

59.17 4.54 34.37

105 22 158

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

32.22 6.73 6.10 9.45 13.80 13.24 17.79 32.88

150 53 53 65 85 99 130 183

Visible Minority Yes

31.35

173

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

42.58 37.02 20.40

131 72 126

Mode of Transport Car Public Transit

64.88 22.44

81 205

Class of Worker Employed Self-Employed Unpaid

89.72 7.99 0.19

104 69 63

Occupation Primary Blue Collar Service Sector White Collar

1.45 20.18 44.38 30.26

33 86 113 97

Education No cert/dipl/deg High school cert Trade College Some university University degree

18.42 27.90 8.10 16.71 5.69 23.19

86 109 80 96 106 115

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

6.80 22.65 21.68 20.24 14.18 7.36 7.08

Size 1 Person 2 People 3 People 4+ People

41.24 32.80 13.89 12.07

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

50.31 35.49 38.66 25.85

Age of Children <6 6-14 15-17 18-24 25+

25.83 33.89 11.61 17.61 11.06

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index jazz concerts Canada

bingo halls health clubs 214 jogging 148 115 bus travel within Canada 89 Shopping 76 handheld organizers 64 pocket-size CD players 72

farmer's markets Cotton Ginny 149 Club Monaco 98 87 Media 53 classified ads

Flare 155 "The Daily Show" 79 sports radio 99 publish blogs regularly 162 124 94 90 89 108

Index Financial Canada under $10,000 in securities and savings

electronic banking services 35.79 64.17 0.05

52 debit quick-pay cards 209 online banking 11 donations to environmental groups

Period of Construction <1946 8.19 1946-1960 13.08 1961-1970 16.51 1971-1980 21.85 1981-1990 15.68 1991-1995 6.81 1996-2000 5.01 2001-2006 4.65 >2006 8.22

72 99 130 121 101 102 82 59 97

Type Single Semi Row Duplex Low-rise High-rise Mobile

23 64 151 94 288 190 12

Dwelling Value Index

Food/Drink turkey organic fruit peanut butter cookies pita bread gin

12.96 3.07 8.61 4.95 52.46 17.59 0.16

Automotive coupes/hatchbacks sport coupes bought used vehicle Suzuki Dodge Attitudes "It's important to learn new things throughout my life" "When I buy products, I am looking for convenience, not price" "I tend to up my favourite brand if something else is on sale" "I lead a fairly busy social life" "There's too much attention today on eating only healthy foods"

96

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U7 59 - Solo Scramble Young and mature, low-income citydwellers Population

793,964 (2.30% of Canada)

Households

387,106 (2.81% of Canada)

Average Household Income

$51,646

Housing Tenure

Homeowners & Renters

Education

Grade 9/High School

Occupation

Service Sector

Ethnic Presence

Low Financial Concern Regarding the Future

Sample Social Value

Scattered across English Canada‟s cities and large towns, Solo Scramble is often the first home-on-their-own for young singles, couples and single parents working at entry-level service jobs. In these low-income neighbourhoods filled with row houses and low-rise apartments, visitors find the streets jam-packed with active, young adults as well as a few long-time, elderly maintainers. Residents have high rates for going to bars, nightclubs, bingo halls and rock concerts. The concentration of pre-school children is apparent in residents‟ shopping carts, typically filled with toys, video game systems, inexpensive canned pasta, powdered soft drinks and plenty of baby food. With its relatively high concentration of Canadians of aboriginal origin—about 11 percent of the populace—residents score high for cultural fusion, seeking out cross-cultural activities like dance performances, music festivals and community theatre productions. The households in Solo Scramble show above-average rates for consuming most media and are particularly fond of television. They watch a range of programming: mini-series, game shows, talk shows and baseball. With many walking or driving to work, this is a strong market for music, and the most popular radio stations play country, mainstream rock and classic hits. And despite the low educations and incomes, many Solo Scramble households stay connected to the world through magazines that cover music, fashion, decorating and health. They'd rather save their household entertainment budget for the Internet, going online for dating, ing video content, gaming and buying jewellery. Although they can't afford to travel much outside of Canada, they do pay for online access in order to escape into the virtual world.

Where They Live Victoria (BC), Saint John (NB), Duncan (BC), Pembroke (ON) , North Battleford (SK), Courtenay (BC), Prince Albert (SK), Charlottetown (PE), Moncton (NB), Nanaimo (BC), Vernon (BC), Kamloops (BC), Bathurst (NB), Brockville (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Residents of Solo Scramble not only live alone, they also have a loner streak when it comes to their place in society. They feel significant Financial Concern Regarding the Future and considerable Time Stress. They seek momentary distractions—like the occasional a trip to a store when they can indulge their Joy of Consumption. With a Fear of Violence, they often feel threatened in their neighbourhoods. Nevertheless, their strong Canadian Identity and Regional Identity make them feel connected to their neighbourhood and country, and unlike some other struggling clusters, they embrace Cultural Fusion and the opportunity to learn from other cultural groups. Modest means force Solo Scramble residents to emphasize the Importance of Price and consider the Reprioritizing of Money. Despite their own financial anxieties, these Canadians say they feel a certain responsibility to help those less fortunate than themselves (New Social Responsibility). And with solid scores on Need for Personal Achievement, they long to transcend their current struggles and accomplish great things.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

5.56 9.86 13.30 31.53 25.57 6.93 4.83 2.42

101 91 100 114 90 89 104 125

Mother Tongue English French Non-Official

80.55 4.72 13.54

143 23 62

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

12.24 19.03 12.62 14.51 14.72 9.44 9.37 20.30

57 149 110 99 91 71 69 113

Visible Minority Yes

10.13

56

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

42.91 32.75 24.34

132 64 150

Mode of Transport Car Public Transit

70.44 10.62

88 97

Class of Worker Employed Self-Employed Unpaid

90.17 7.40 0.16

104 64 53

Occupation Primary Blue Collar Service Sector White Collar

2.86 20.41 45.84 26.73

64 87 117 86

Education No cert/dipl/deg High school cert Trade College Some university University degree

27.28 28.77 10.24 16.99 4.01 12.71

128 113 101 97 75 63

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

7.87 20.76 18.14 19.21 14.85 9.32 9.84

Size 1 Person 2 People 3 People 4+ People

42.73 32.55 12.84 11.88

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

50.88 29.82 39.54 30.64

Age of Children <6 6-14 15-17 18-24 25+

26.02 36.11 12.52 15.43 9.92

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index bars/nightclubs Canada

community theatres rock concerts 247 CFL football 136 96 movies 85 Shopping 80 action figures 81 video game systems 100

7-Eleven Zellers 155 Eddie Bauer

97 81 Media 52 The Globe and Mail

Woman's Day 157 "Family Guy" 66 mainstream rock radio 101 purchase movies online 192 125 100 97 78 97

Index Financial Canada $0 in securities and savings

personal overdraft protection 36.93 63.01 0.06

54 telephone banking 205 senior banking services 14 donations to Salvation Army

Period of Construction <1946 20.04 1946-1960 17.84 1961-1970 16.11 1971-1980 19.10 1981-1990 11.48 1991-1995 4.06 1996-2000 2.67 2001-2006 2.44 >2006 6.28

176 135 127 106 74 61 44 31 74

Type Single Semi Row Duplex Low-rise High-rise Mobile

52 106 133 121 251 60 52

Dwelling Value Index

Food/Drink cold cuts canned pasta salsa condensed soup vodka

28.44 5.08 7.58 6.40 45.71 5.60 0.69

Automotive minivans full-size cars one vehicle owned or leased Volkswagen Kia Attitudes "Today, too much emphasis is placed on conservation and the environment" "Once I find a brand I like, I stick with it" "I look for bargains in second-hand clothing stores" "I live a fairly hectic lifestyle" "I often reward myself by having a snack"

62

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U7 60 - Single City Renters Young, apartment-dwelling urban singles and couples Population

258,208 (0.75% of Canada)

Households

139,211 (1.01% of Canada)

Average Household Income

$46,234

Housing Tenure

Renters

Education

Mixed

Occupation

Service Sector & White Collar

Ethnic Presence

Medium Time Stress

Sample Social Value

Life can be stressful in Single City Renters, a transient world of mostly poor, young singles, common-law couples and single parents. In their crowded neighbourhoods found in mid-sized cities, more than a third of household maintainers are under 35 years old and 86 percent rent apartments in low- and high-rise buildings. Because money is tight—the average household income is just over $45,000—they entertain themselves by engaging in low-cost sports like billiards, bowling, basketball and fitness walking. For a big date, they‟ll head for a nightclub, motorcycle show or music festival. While those excursions may be infrequent, the residents in Single City Renters don‟t complain: these Canadians tell researchers that they have little control of events affecting their lives. Instead, they cope by shopping at bulk food stores, skipping costly plays and exhibitions, and doing volunteer work in an effort to improve their community. Young and mobile, one-third of Single City Renters residents have moved into their neighbourhoods in the past year. But their mixed levels of education belie their modest incomes; nearly 40 percent have gone to college or university but still earn low incomes from entrylevel jobs in sales and service. In their apartments, they like to wind down watching TV sitcoms, crime dramas, cartoons and nature shows. And they'll tune in an alternative rock station while preparing dinner. But mostly these young, tech-savvy consumers find their entertainment online. In Single City Renters, residents have high rates for logging on to music, read online magazines, search for jobs and buy products—preferably at auction sites where they can snag a deal.

Where They Live London (ON), Edmonton (AB), Winnipeg (MB), Halifax (NS), Kitchener (ON), Ottawa (ON), Kingston (ON), Saint John (NB), Windsor (ON), St. Thomas (ON), Hamilton (ON), Peterborough (ON), St. Catharines (ON), Regina (SK)

Penetration Index ___ High ___ Average ___ Low

How They Think In their values as in their mobile, apartment-dwelling lifestyles, of Single City Renters are somewhat rootless. They care little for the Importance of National Superiority, are not interested in the Search for Roots and feel little sense of Community Involvement. Scoring high on Cynicism and Anomie and Aimlessness indicates that Single City Renters residents feel somewhat at loose ends, unsure of their goals and without direction in their lives. They express a sense of Fatalism, convinced that poverty and other social ills are inevitable. Feeling considerable Time Stress, these young Canadians look for fun with large groups, ing an Attraction to Crowds. They also tend to have liberal social mores, scoring high for Sexual Permissiveness and Flexible Definition of Family. Sometimes, though, Single City Renters residents feel that the daily grind and their modest means are a drag: they express a Need for Escape and say they believe in the Reprioritizing of Work so they can live simpler, more satisfying lives on a budget. In the meantime, their Financial Concern Regarding the Future is overwhelming, precluding any Consumptivity and Pursuit of Novelty.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

4.73 8.05 12.79 38.58 23.43 5.99 4.27 2.17

86 75 96 140 82 77 91 112

Mother Tongue English French Non-Official

64.79 3.93 29.92

115 19 138

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

27.74 9.10 5.94 8.48 14.11 11.23 15.13 36.02

129 71 52 58 87 84 111 201

Visible Minority Yes

28.16

156

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

48.04 28.84 23.13

148 56 143

Mode of Transport Car Public Transit

57.85 22.51

72 205

Class of Worker Employed Self-Employed Unpaid

91.37 5.87 0.09

106 50 31

Occupation Primary Blue Collar Service Sector White Collar

1.66 20.40 45.89 27.90

37 87 117 89

Education No cert/dipl/deg High school cert Trade College Some university University degree

21.11 29.43 8.02 16.75 4.69 19.99

99 115 79 96 87 99

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

9.10 25.72 19.58 17.36 12.87 7.51 7.87

Size 1 Person 2 People 3 People 4+ People

50.26 30.98 10.86 7.91

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

60.25 28.21 42.45 29.33

Age of Children <6 6-14 15-17 18-24 25+

28.88 33.87 10.99 16.75 9.52

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index pop concerts Canada

billiards music festivals 286 jogging 168 104 travel to Cuba 76 Shopping 69 handheld organizers 65 infant toys 80

restaurant delivery Winners 182 Roots

92 68 Media 35 The Globe and Mail

Eye Weekly 186 "Degrassi" 63 alternative rock radio 109 use social media to connect with family 184 138 94 85 84 93

Index Financial Canada dividend funds

debit cards 9.78 90.18 0.05

14 ATM cards 293 group health/disability insurance 11 donations to Easter Seals

Period of Construction <1946 7.38 1946-1960 11.41 1961-1970 21.37 1971-1980 25.76 1981-1990 15.33 1991-1995 3.78 1996-2000 1.60 2001-2006 2.42 >2006 10.94

65 86 168 143 99 57 26 31 129

Type Single Semi Row Duplex Low-rise High-rise Mobile

7 20 118 25 217 513 10

Dwelling Value Index

Food/Drink luncheon meat vegetarian products tortilla chips specialty coffees coolers

3.81 0.97 6.68 1.31 39.43 47.52 0.13

Automotive sport coupes used cars own no vehicles Buick Volkswagen Attitudes "Working makes me feel I am in control of my life" "I seldom make a financial move without consulting an expert" "I look for bargains in second-hand clothing stores" "I give preference to 'green' products" "Drinking is a part of my lifestyle"

72

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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U7 62 - Park Bench Seniors Low-income seniors in urban high-rises Population

331,971 (0.96% of Canada)

Households

196,004 (1.42% of Canada)

Average Household Income

$46,812

Housing Tenure

Renters

Education

Grade 9/High School

Occupation

Service Sector & White Collar

Ethnic Presence

Medium Need for Escape

Sample Social Value

With nearly half of its maintainers over 65 years old, Park Bench Seniors is Canada‟s oldest lifestyle. These low-income retirees tend to live in older, seniors-oriented high- and low-rise apartment buildings in cities across Canada. More than half are retired and typically get by on modest pensions. Because most folks here never made it beyond high school and spent their working lives at modest white-collar and service sector jobs, their lifestyles today are unpretentious. Residents like to spend their time reading, making crafts and taking walks in nearby parks. In addition, they like to escape the confines of their apartments and occasionally go to racetracks and casinos. Many the arts, regularly going to community theatres, outdoor stages and music festivals. But in this low-key leisure world, residents concede that they rarely go out to dinner, and then only to a pizza restaurant or buffet. In Park Bench Seniors, with its disproportionate number of retirees and widows, lower-income residents have ratcheted down their lifestyles. As consumers, they're known as bargain-hunters who shop with coupons and browse discount stores like Sears, Price Chopper and Zellers. They'll occasionally take a trip—driving to a bed and breakfast or taking a cruise—but these seniors make do with mostly modest forms of entertainment. They're content to stay home and watch a TV drama, listen to a golden oldies radio station or read a magazine that covers health, sports, travel or nature. When they splurge, it is most likely on jewellery for themselves or toys for a grandchild.

Where They Live White Rock (BC), Victoria (BC), Côte-Saint-Luc (QC), Sarnia (ON), New Westminster (BC), Winnipeg (MB) Thunder Bay (ON), Saskatoon (SK), Regina (SK), North Bay (ON), Maple Ridge (BC), Kelowna (BC), Greater Sudbury (ON), Kingston (ON), St. Catharines (ON)

Penetration Index ___ High ___ Average ___ Low

How They Think Park Bench Seniors is the oldest cluster in Canada, but its residents stay active by keeping up with the many changes unfolding around them. With Awareness of Mortality and a strong sense of Religiosity, these older Canadians believe in God, old-fashioned family values and community models. Park Bench Seniors residents take pride in walking the straight and narrow: strong on Hyper-Rationality, they say they refuse to be governed by their emotions and always act rationally. They express a Fear of Violence and an Ethnic Intolerance in their neighbourhoods; not surprisingly, they express a strong Need for Escape. But despite their Financial Concern Regarding the Future, they keep the Importance of Aesthetics in mind when they go shopping. And age isn‟t holding them back when it comes to their appearance: Park Bench Seniors residents like to stay active, making a strong Effort for Health and maintaining a serious Concern for Appearance. They score high on both Canadian Identity and Importance of National Superiority, reflecting a very strong sense of national pride.

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How They Live

Who They Are Population

Cluster %

Index Canada

Age 0-4 5-14 15-24 25-44 45-64 65-74 75-84 85+

2.81 5.08 7.64 23.04 23.77 12.37 14.70 10.59

51 47 58 84 83 160 315 545

Mother Tongue English French Non-Official

66.60 5.48 26.35

118 27 121

Immigration Immigrant Arrived < 1961 1961-1970 1971-1980 1981-1990 1991-1995 1996-2000 2001-2006

27.59 26.39 11.51 12.40 13.57 10.14 10.01 15.97

128 206 100 85 84 76 73 89

Visible Minority Yes

17.48

97

Cluster %

Index Canada

Marital Status Single Married Wid/Div/Sep

27.84 32.79 39.37

86 64 243

Mode of Transport Car Public Transit

63.67 17.35

79 158

Class of Worker Employed Self-Employed Unpaid

88.15 9.31 0.09

102 80 31

Occupation Primary Blue Collar Service Sector White Collar

1.24 18.21 43.32 32.69

28 78 110 105

Education No cert/dipl/deg High school cert Trade College Some university University degree

26.89 25.77 8.83 16.05 5.07 17.39

126 101 87 92 94 86

Adult Population

Households

Cluster %

Maintainer Age <25 25-34 35-44 45-54 55-64 65-74 75+

3.52 12.30 11.30 13.11 14.52 15.58 29.66

Size 1 Person 2 People 3 People 4+ People

63.65 25.46 5.94 4.94

Family Status Non-Family Couples w/ kids Couples, no kids Lone parent

67.97 23.62 57.32 19.06

Age of Children <6 6-14 15-17 18-24 25+

21.78 32.58 11.39 18.64 15.62

Dwellings Tenure Owned Rented Band Housing

Cluster %

Leisure

Index watching TV Canada

reading magazines community theatres 111 garden shows 80 60 movies 58 Shopping 78 stereo equipment 136 paperback books 301

frozen food stores Price Chopper 230 Winners 76 37 Media 22 National Post

Maclean's 209 "Funniest Videos" 53 classical radio 147 entertainment websites 119 104 90 88 94 152

Index Financial Canada $25,000-$50,000 in securities and savings

bonds 24.25 75.75 0.00

35 private disability/health insurance 246 senior banking services 0 donations to Diabetes Association

Period of Construction <1946 7.93 1946-1960 10.77 1961-1970 18.08 1971-1980 25.08 1981-1990 16.53 1991-1995 5.57 1996-2000 3.20 2001-2006 3.17 >2006 9.67

70 81 142 139 107 84 52 40 114

Type Single Semi Row Duplex Low-rise High-rise Mobile

15 30 66 38 161 587 24

Dwelling Value Index

Food/Drink multigrain bread fish and seafood peanut butter tea Canadian wine

8.55 1.45 3.76 1.99 29.32 54.38 0.32

Automotive sedans no vehicles owned or leased bought used sedans Chevrolet Nissan Attitudes "We should have much stricter gun control laws" " priced brands are not worth the extra money" "My personal care routine is a real chore to me" "I like to work on community projects" "I am a homebody"

82

Copyright ©2011 Environics Analytics. Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM, Nielsen Claritas Services and selected PRIZM C2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission.

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Appendices

1. PRIZMC2 Overview by Social Group 2. PRIZMC2 Definitions 3. PRIZMC2 Methodology 4. PRIZMC2 Lifestage Groups

PRIZMC2 by Social Group ‐ Quick Reference SESI 01 02 08 09 03 06 11 07 10 12 04 15 31 05 20 21 29 22 23 30 41 13 18 33 37 16 26 47 61 14 19 24 38 43 27 32 34 25 39 40 56 36 45 50 28 51 53 54 35 58 65 55 57 63 42 46 64 17 48 52 66 44 49 59 60 62

Social Group U1 U1 U1 U1 S1 S1 S1 E1 E1 E1 U2 U2 U2 S2 S2 S2 S2 E2 E2 E2 E2 U3 U3 U3 U3 S3 S3 S3 S3 S4 S4 S4 S4 S4 R1 R1 R1 T1 T1 T1 T1 E3 E3 E3 U4 U4 U4 U4 T2 T2 T2 R2 R2 R2 U5 U5 U5 U6 U6 U6 U6 U7 U7 U7 U7 U7

Lifestage Group F5 F5 F5 F5 F3 F3 F1 F3 F3 F3 Y2 Y1 Y1 F5 F6 F1 F1 F2 F2 F2 F2 F1 F6 F6 F6 F2 F3 F4 M3 F3 M1 M3 M3 M1 F4 M1 F4 F4 M1 M3 M3 F4 F2 F4 YM1 YM1 Y2 YM1 F4 M2 M3 M2 M2 F2 Y2 F1 Y2 M1 Y2 YM1 YM1 Y1 Y1 YM1 Y1 M3

Cluster Name Cosmopolitan Elite Urbane Villagers Money & Brains Furs & Philanthropy Suburban Gentry Nouveaux Riches Pets & PCs Winner's Circle Mr. & Ms. Manager God's Country Young Digerati Electric Avenues Grads & Pads Asian Affluence Asian Up-and-Comers South Asian Society Suburban Rows Blue-Collar Comfort Fast-Track Families Exurban Crossroads White Picket Fences Continental Culture Cluttered Nests New Italy Old World Style Mini Van & Vin Rouge La Vie est Belle Les Québécois Sportifs Les Seniors Upward Bound Rods & Wheels Nearly Empty Nests Grey Pride Simple Pleasures Fields of Dreams New Homesteaders Big Sky Families Tools & Trucks Ontario Originals Heartlanders Golden Ponds Les Traditionnelles Petites Banlieues Villes Tranquilles Startups & Seniors Lunch at Tim's Mobility Blues Crafting & Curling Le Québec Rustique La Vie Bucolique Bons Vivants Back Country Folks Down on the Farm First Nations Families Urban Spice Newcomers Rising Big City Blues Les Chics Jeunes et Actifs La Cité Nomade Survivre en Ville Rooms with a View Daytrippers & Nightowls Solo Scramble Single City Renters Park Bench Seniors

Population

Households

Size

157,875 428,574 635,094 162,972 577,022 284,200 2,048,128 905,604 965,277 630,583 257,561 255,995 283,851 260,796 604,493 877,869 923,629 605,224 832,976 492,315 517,505 147,999 424,478 285,959 338,407 514,193 737,122 243,397 315,020 534,838 590,370 512,478 639,981 758,542 461,705 472,339 527,783 847,361 469,468 353,216 485,053 778,216 282,799 803,973 520,522 551,798 550,694 337,744 294,848 712,956 326,107 687,850 408,302 443,929 330,610 925,283 246,735 151,500 688,842 601,222 338,268 232,087 564,493 793,964 258,208 331,971

52,698 151,399 244,719 58,611 193,201 98,361 671,627 278,759 331,267 217,472 130,911 136,415 176,016 77,213 195,707 240,761 343,916 211,462 298,413 179,935 207,946 60,443 152,090 111,508 121,453 189,213 267,325 109,985 155,061 200,077 227,457 207,407 332,005 325,130 164,093 193,581 180,275 316,057 192,018 163,426 210,357 313,683 111,794 325,898 234,250 242,114 240,747 147,025 120,218 296,063 156,691 278,536 164,003 124,313 146,104 368,268 104,879 63,483 361,757 301,004 181,122 130,190 276,451 387,106 139,211 196,004

0.38 1.10 1.78 0.43 1.40 0.71 4.87 2.02 2.40 1.58 0.95 0.99 1.28 0.56 1.42 1.75 2.49 1.53 2.16 1.31 1.51 0.44 1.10 0.81 0.88 1.37 1.94 0.80 1.12 1.45 1.65 1.50 2.41 2.36 1.19 1.40 1.31 2.29 1.39 1.19 1.53 2.28 0.81 2.36 1.70 1.76 1.75 1.07 0.87 2.15 1.14 2.02 1.19 0.90 1.06 2.67 0.76 0.46 2.62 2.18 1.31 0.94 2.01 2.81 1.01 1.42

Official Ethnic Language Presence English Medium English Medium English Medium English High English Medium French Low English Medium English Medium English Low English Low English Medium English Medium English Medium Non-Official High Non-Official High Non-Official High English Medium English Medium English Low English Low English Low Non-Official Medium Non-Official High Non-Official High Non-Official High French Low French Low French Low French Low English Medium English Low English Low English Medium English Low English Low English Low English Low English Low English Low English Low English Low French Low French Low French Low English Low English Low English Low English Low French Low French Low French Low English Low English Low Non-Official Low Non-Official High Non-Official High Non-Official High French Low French Medium French Low French Low Non-Official High Non-Official Medium English Low English Medium English Medium

Average Income $471,712 $240,455 $124,930 $123,978 $169,942 $138,971 $124,981 $130,828 $126,868 $115,457 $122,260 $88,021 $64,588 $128,189 $82,835 $90,868 $80,756 $88,045 $95,042 $88,209 $78,369 $98,011 $87,806 $70,636 $66,800 $98,884 $90,468 $62,965 $49,571 $103,353 $89,908 $90,849 $68,036 $70,372 $84,169 $75,951 $87,679 $97,488 $69,691 $68,583 $61,564 $74,416 $67,806 $63,794 $80,646 $59,597 $57,396 $63,024 $74,121 $54,462 $48,134 $59,406 $61,194 $57,381 $58,392 $56,123 $41,530 $92,294 $54,312 $53,479 $41,236 $52,406 $58,295 $51,646 $46,234 $46,812

Income Class Very Wealthy Wealthy Upscale Upscale Wealthy Wealthy Upscale Wealthy Upscale Upscale Upscale Middle Lower-Middle Wealthy Middle Upper-Middle Middle Upper-Middle Upper-Middle Middle Middle Upper-Middle Upper-Middle Lower-Middle Lower-Middle Upper-Middle Upper-Middle Lower-Middle Low Upper-Middle Upper-Middle Upper-Middle Lower-Middle Lower-Middle Middle Middle Middle Upper-Middle Lower-Middle Lower-Middle Downscale Middle Lower-Middle Lower-Middle Middle Lower-Middle Downscale Lower-Middle Middle Downscale Low Downscale Downscale Low Lower-Middle Downscale Low Upper-Middle Downscale Downscale Low Downscale Downscale Low Low Low

Age of Maintainer Middle-Aged & Older Middle-Aged Older Middle-Aged & Older Middle-Aged Middle-Aged Younger Middle-Aged Middle-Aged Middle-Aged Younger Young Young Middle-Aged Middle-Aged Younger Younger Middle-Aged Middle-Aged Younger Young Younger Older Older Middle-Aged Younger Middle-Aged Mixed Mature Middle-Aged Older Older Mature Mature Middle-Aged Middle-Aged Middle-Aged Middle-Aged Older Older & Mature Mature Middle-Aged Younger Middle-Aged Young & Mature Mature & Young Young Young & Mature Middle-Aged Older Older & Mature Older Older & Mature Young Young Young Young Older & Mature Young Young & Mature Young & Old Young Young Young & Mature Young Mature

Family Status Families Families Couples/Families Families Families Families Families Families Families/Couples Families/Couples Singles/Couples Singles/Couples Singles/Couples Families Families Families Families Families Families Families Families Families/Couples Families/Couples Families/Couples Families Families Families Couples/Singles Couples/Singles Families/Couples Families/Couples Couples/Families Singles/Couples Couples/Families Families/Couples Couples/Families Families/Couples Families/Couples Families/Couples Couples Couples/Families Couples/Families Families/Couples Families/Couples Singles/Couples Mixed Singles/Families Singles/Families Couples/Families Singles/Couples Mixed Couples/Families Couples/Families Families Singles/Families Families/Singles Singles/Families Singles/Couples Singles/Couples Singles/Couples Mixed Singles/Couples Singles/Couples Mixed Mixed Singles

Job Type White Collar White Collar White Collar White Collar White Collar & Service Sector White Collar & Service Sector Mixed White Collar & Service Sector Service Sector & White Collar Mixed White Collar & Service Sector White Collar & Service Sector White Collar & Service Sector White Collar & Service Sector Service Sector & White Collar Service Sector & Blue Collar Service Sector & White Collar Service Sector & Blue Collar Mixed Service Sector & Blue Collar Service Sector & Blue Collar White Collar & Service Sector Mixed Mixed Mixed Mixed Service Sector & White Collar Service Sector & White Collar Mixed Service Sector & White Collar Mixed Service Sector & White Collar Service Sector & White Collar Service Sector & White Collar Mixed Mixed Primary & Blue Collar Mixed Blue Collar & Service Sector Service Sector & Blue Collar Mixed Service Sector & White Collar Service Sector & Blue Collar Blue Collar & Service Sector Service Sector & White Collar Service Sector & Blue Collar Service Sector & Blue Collar Service Sector & Blue Collar Mixed Mixed Service Sector & Blue Collar Blue Collar & Service Sector Primary & Blue Collar Mixed Service Sector & White Collar Mixed Mixed White Collar & Service Sector Service Sector & White Collar Service Sector & White Collar Service Sector & White Collar White Collar & Service Sector Service Sector & White Collar Service Sector Service Sector & White Collar Service Sector & White Collar

Age of Children 10-24 10-24 15+ 15+ 10-24 6-24 <15 6-24 10-24 10-24 <6, 18+ <6, 25+ <6, 25+ 18+ 18+ Mixed Mixed Mixed <18 <18 <15 <6,25+ 18+ 18+ 18+ <15 6-24 Mixed 10+ 10+ 6-24 10+ 18+ 6-18 6-24 6-18 <18 6-18 Mixed Mixed <18 10-24 <18 6-18 Mixed Mixed Mixed Mixed <20 Mixed Mixed 10+ 6-18 <15 <6, 25+ <6, 25+ <6, 25+ >18 <6, 25+ Mixed <15 <6, 25+ <6, 25+ <10 <10 <6, 25+

Dwelling Value

Own/Rent

$ 1,105,569 $ 816,373 $ 459,931 $ 547,321 $ 516,491 $ 320,290 $ 387,987 $ 427,046 $ 362,538 $ 405,532 $ 583,678 $ 493,511 $ 367,480 $ 615,635 $ 542,857 $ 412,477 $ 305,995 $ 277,477 $ 280,107 $ 246,714 $ 232,999 $ 491,408 $ 385,717 $ 365,995 $ 357,966 $ 274,122 $ 212,441 $ 188,562 $ 162,874 $ 390,786 $ 297,660 $ 273,038 $ 290,564 $ 212,995 $ 290,396 $ 280,303 $ 249,306 $ 275,444 $ 216,291 $ 280,619 $ 154,254 $ 182,546 $ 167,572 $ 158,154 $ 308,708 $ 185,667 $ 198,966 $ 156,750 $ 199,031 $ 118,872 $ 129,322 $ 148,617 $ 152,588 $ 200,021 $ 281,924 $ 406,368 $ 276,563 $ 308,747 $ 235,190 $ 318,741 $ 154,951 $ 395,439 $ 283,473 $ 195,191 $ 249,881 $ 254,874

Own Own Own Own Own Own Own Own Own Own Own & Rent Own & Rent Rent Own Own Own Own & Rent Own Own Own Own & Rent Own Own Own & Rent Own & Rent Own Own Own & Rent Own & Rent Own Own Own Own & Rent Own Own Own Own Own Own Own Own Own Own Own Own & Rent Own & Rent Own & Rent Own Own Own Own & Rent Own Own Band Housing Own & Rent Rent Rent Own Rent Own & Rent Rent Rent Rent Own & Rent Rent Rent

PRIZMC2 Definitions Socioeconomic Status Indicator (SESI) The individual cluster segment numbers are based on SESI, a composite score which reflects a number of attributes, including household income, home value (or rent paid), education and relative cost of living. The segments are ranked from 01 to 66, with 01 having the highest SESI score and 66 having the lowest. Social Groups The 66 segments are organized into 18 Social Groups based on socioeconomic status, urbanity, ethnicity and official language (English or French). Lifestage Groups The 66 segments are also categorized into 12 Lifestage Groups based on the presence of children, age of maintainer, urbanity and socioeconomic status. Thumbnail Demographics and Preferences Characteristics and activities mentioned reflect high incidence compared to the national average and apply to a significant number of households in the segment. Where more than one category applies, multiple descriptors are listed in order of importance. Notes on Demographic Data: Age refers to the age of the person who pays the rent or mortgage. The age categories range from youngest to oldest in the following order: Young (relatively significant presence of those in their 20s and 30s), Younger (30s and 40s), Middle-Aged (40s and 50s), Older (50s and 60s) and Mature (70s and older). Housing Tenure specifies whether a household owns or rents the dwelling, or whether the dwelling is Band Housing (on an Indian Reserve or Settlement). Tenure categories are Homeowners, Renters and Band Housing. Education refers to the highest level of school attended for people 15 years of age and older. Education categories are Grade 9, High School, Trade, College and University. Job Type refers to the occupation of people 15 years of age and older who were employed in the week prior to the 2006 Census. The categories are White Collar, Service Sector, Blue Collar and Primary. Ethnic Presence is based on a combination of immigration, ethnicity and language data. Official Language is based on a person’s knowledge of or ability to speak English, French, both or neither language. Notes on Preferences: Behavioural data about the clusters are from surveys that have been linked to PRIZM C2. Sources include: Print Measurement Bureau, BBM RTS Canada and various surveys from Environics Research. The data are used with permission. Environics Social Values are supplied by Environics Research, based on proprietary surveys, and are examples of widely held attitudes or mindsets among adults in the cluster.

Copyright ©2011 Environics Analytics, www.environicsanalytics.ca, 416.969.2733, 55 York Street - 10th Floor, Toronto, ON M5J 1R7 Based, in part, on computer files licensed from Statistics Canada under Licensing Agreement 6894. No confidential information was provided by Statistics Canada. PRIZM and selected PRIZMC2 nicknames are ed trademarks of The Nielsen Company (U.S.) and are used with permission. Sources of data shown include Environics Research, Print Measurement Bureau, BBM RTS Canada and Delvinia (all used with permission). Icon illustrations by Scott Brooks, [email protected]

Methodology to Create PRIZMC2 Introduction In the past, creating a geodemographic segmentation system was often described as a technologyintensive process, requiring super-computers, neural-nets and millions of iterations. But with the latest desktop computers achieving super speeds, capable of utilizing large amounts of RAM and able to store large amounts of data on hard drives, this practice is no longer necessary. Today, a successful segmentation system requires three ingredients: great data, great algorithms and highly experienced researchers. The Environics Analytics (EA) research team, whose have been previously involved in developing a half-dozen geodemographic cluster systems, used a wide range of high-quality data and a set of internationally accepted methods and algorithms to create PRIZMC2. When developing PRIZMC2, which originated in 2004 as PRIZMCE, EA‟s researchers decided early in the process to “let the data speak” in defining the lifestyle segments; the clusters were not force-fit into an external paradigm. The priority was validating and testing the segments for their ability to truly reflect the geodemographic reality of Canada. As a result, the extensive demographic changes that have occurred in Canada are clearly reflected in PRIZMC2, the second generation released in 2009. To capture these important changes in Canadian society, EA‟s research and development team extracted selected variables from the census known to be statistically significant in differentiating small areas geodemographically. When Statistics Canada introduced a new geographical area to the Census of Canada 2001 known as Dissemination Area (DAs), it created close to 53,000 DAs with an average household count of approximately 300. For nearly all DA-sized neighbourhoods with residential population, EA researchers examined over 1,800 census variables describing the age structure, dwelling types, ethnicities, family and marital status, occupations, immigration, incomes and more. The selected variables were divided into theme-based groups reflecting key preference and consumption variables in addition to their association with one another. The final PRIZMC2 system included variables representing income, age, education, household size, family and marital status, migration and immigration, dwelling type and tenure, ethnicity, visible minority status, languages spoken, and labour force data. In addition to socioeconomic and demographic variables, analysts augmented the set of key variables to include considerations of “urban-ness and rural-ness”—reflecting density and proximity to urban markets. These “variables” are a critical ingredient in the creation of high-quality clusters. Those living downtown in large urban centres are very different—not only demographically and socioeconomically but also attitudinally and behaviourally—from those living in commuter-oriented suburbia and exurbia, or in the more natural resource-based small towns and rural areas. The EA team built these urbanity variables from scratch using a new, integrated approach to density measurement that is not biased by vacant or nonresidential land and water. The system also incorporated key measures of “geographical access to urban amenities” that are important to people where they live. This final set of variables—unlike density classes—proved to be extremely powerful predictors of a wide range of key behaviours. Environics Analytics has had access to the widest possible set of Canadian behavioural and attitudinal variables that could be leveraged to inject better discriminating powers into PRIZMCE and PRIZMC2. Since most of these variables are drawn from surveys, these databases do not contain enough observations

to have adequate sample size (say over 30) for direct use when clustering all 53,000 DAs, which would require an impractical 1.59 million respondents. In order to exploit these data in clustering, the researchers used a proprietary approach to generate predicted values of the survey variables for DAs, which are superior to postal codes for supplying high-quality, survey-based data to define market segments. It is important to add that the intention in generalizing and leveraging these variables in the cluster project was not to build a behavioural cluster system. Rather, the approach was based on the firmly held belief that a cluster system based largely on socioeconomic, demographic and urbanity variables can be improved if carefully selected behavioural and attitudinal data are added to the process. That is, a cluster system resulting from this “behavioural nudging”—an extension to conventional practice—will work better (and provide greater lift in profiles) in a wider range of applications. Algorithms The objective of EA‟s research and development team was to develop the best possible Canadian cluster system that would measurably sur other solutions in almost all business and social science applications. It is well known that the more clusters there are, the better the raw performance a cluster system will achieve. But the researchers resolved to use fewer than 70 clusters because a larger number of clusters would provide diminishing returns in practice and marketers have limited ability to deal with large numbers of segments. A good “solution” had to have a set of mutually exclusive and collectively exhaustive market segments so that each DA neighbourhood in Canada would be assigned to one and only one cluster, and the system would cover all neighbourhoods. In addition, individual clusters would have the following characteristics: 1. intuitively appealing, real neighbourhood types; 2. make sense, especially demographically and sociologically; 3. make sense for marketers as targets; 4. reflect demographic changes that have taken place recently (especially the last five to ten years) in Canadian society and in neighbourhoods “on the ground”; 5. have an attitudinal and behavioural dimension that complements and s the primary geodemographically-driven structure; and 6. are not so small as to be trivial in numbers of persons or households, and not so large as to be mass markets that are really “attribute-diluted”. EA examined all 53,000 DAs across Canada that had sufficient data to permit statistical analysis. (And researchers estimated data for those few DAs with deficient or suppressed data.) The variables used in PRIZMCE included traditional variables measured at the continuous, interval and ratio levels, and the system also included categorical and dichotomous variables. Researchers used most of several hundred variables directly and then turned to survey data for testing and confirmation of the effectiveness of the final “short-listed” possible systems. Ultimately, the variables used came from diverse sources: 1. the 2001 Census of Canada; 2. EA‟s proprietary enhanced DA-level census data, including income estimates; 3. spatial databases created by EA that relate to the urban-rural continuum; 4. automotive ownership data from Environics Research surveys; 5. Social Values data from Environics Research surveys; and

6. product preference and behavioural data from large established surveys by third party partners such as the Print Measurement Bureau (PMB), BBM RTS Canada, Environics Research, NADbank, R.L. Polk Canada, Canadian Financial Monitor (CFM) and Canadian Community Health Survey (CCHS). At various stages of the system‟s development, EA‟s methodologists used a variety of techniques combining non-hierarchical and hierarchical clustering (or their conceptual equivalents). Researchers also used a proprietary new (CART-like) technique developed by Claritas (now Nielsen) for its earlier development of the U.S.-based PRIZMNE. These clustering and grouping methods were ed by additional statistical techniques: regression analysis, principal components analysis, discriminant analysis and CHAID. In general, hierarchical clustering is an inferior approach to clustering thousands of observations. Accordingly, it was used as a second stage approach and to initially identify the PRIZMCE “Social Groups” (consisting of groups of socioeconomically similar clusters). K-means clustering approaches, while widely used and often effective, do suffer from the deficiency of defining clusters that are too much influenced by “outlier” observations. When they are used, a rigorous policy of outlier removal or “down weighting” is required. K-medoid methods, also used by the EA team, tend to correct for this deficiency (using medians as opposed to means) and can make use of binary and continuous data at the same time. The development of an “optimal cluster system” is not a recognized formal Operations Research based “optimization problem” with a well-structured solution process. Rather one must use heuristics and balance multiple, sometimes conflicting, objectives. In this sense, a fair amount of art must be applied to the clear science. Accordingly, EA‟s general approach was to use different cluster approaches to develop different cluster system solutions, and then test each “qualifying system” for its ability to achieve “marketing lift” in different product preferences, purchasing behaviours, attitudes, activities and media consumption patterns. Researchers developed hundreds of different models in the process of developing the final PRIZM solution. Analysts set up a formal negative loop to learn what variables and (explicit or implicit) weights applied to them, and which methods showed an improved solution over past alternatives. “Improved” meant having all of the good attributes of the best current solutions plus added lift power. Solutions not showing “improvement” were rejected and documented in this loop so that their underlying parameters were not replicated in future “runs.” New “runs” were carefully planned and executed incorporating adjustments to previous “successful runs” in order to increase the likelihood of further “improvement”. In the end, EA had five cluster systems that appeared to be equally effective, but a set of rigorous tests on how these systems performed in real-world marketing problems—profiling real products—resulted in determining the best one that would bear the PRIZM name. EA performed extensive testing both at the end of the process and in the course of creating different segmentation solutions. Researchers looked at how well cluster systems differentiated various key socioeconomic, demographic and other “input” variables. But they also analyzed critical tests of how well a contender system differentiated or discriminated variables that were not direct inputs. These are typically behavioural and attitudinal variables. Tables, graphs and charts were produced showing more than 300 socioeconomic and demographic variables for each segment indexed against the national average. Other tables, graphs and charts were used to analyze other input variables. For example, contender cluster systems were linked via postal code to PMB‟s and BBM RTS Canada‟s annual surveys to test and confirm how well each worked. The research team also used the Social Values and other surveys from EA‟s sister firm, Environics Research, to test the PRIZM system. And a number of clients that provided “customer/client data” participated as beta test sites to evaluate possible cluster solutions on real world data. The tests of contender cluster systems made extensive use of not only conventional “profiling tables and charts” but also Lorenz curves and Gini coefficients. These were used to generate

simple measures of how well each cluster system performed (in of potential marketing lift) on any particular task or variable. Finally, researchers created and studied thousands of detailed maps that showed where in Canada (and in each city) each cluster‟s neighbourhoods are found. Sometimes cluster systems were rejected as a result of looking at maps without actually looking at formal performance statistics. The result of EA‟s very intense cluster development research project, PRIZM, is a robust 66-segmentation schema for Canada. In “letting the data speak,” the result is a blend of segments that feature: 1. strong regional patterns including some quite different and distinctive clusters for Quebec and the rest of francophone Canada; 2. the range of urbanization along the urban-rural continuum, including suburban, exurban and town segments; 3. all income levels, from the elite to midscale to downscale; 4. youth, middle-aged and mature populations; 5. numerous ethnic segments, especially those consisting of Asian, South Asian, Italian, Portuguese and Aboriginal populations; and 6. occupation classifications in many categories, with prominent consideration of white-collar, bluecollar and service sector jobs as well as agricultural/farming occupations. SESI Ranking With the final segmentation system decided, the issue of how to number and rank the clusters came under scrutiny. A proprietary score was developed to characterize each segment using a Socioeconomic Status Indicator (SESI). This SESI score reflects a variety of factors such as income, education, value of private dwellings and price of rentals as well as the cost of living. As a result, a blue-collar, high school-educated segment whose residents earn above average incomes may rank lower on the SESI ladder than an educated, up-and-coming youth segment whose residents have just average household incomes. In addition, this comprehensive ranking provides an improved representation of segment opportunity and potential economic success. The 66 clusters have been ranked from 1 to 66 on the SESI scale, from the most affluent to least affluent segment. Because this ranking reflects more than income alone, most of the clusters have an SESI score that is different from their average household income ranking. Social Groups The 66 PRIZMCE segments were combined into a set of 18 Social Groups taking into consideration the urban-rural context, mother tongue (English, French, and non-official), SESI ranking, family status, age of maintainer and ethnicity. Each cluster became a member of one and only one Social Group. The Social Groups reflect various groupings, patterns and trends. A critical issue concerned dealing with the urbanrural dimension, which is neither linear nor one-dimensional. Each segment was assigned to one of five settlement types for the purpose of forming the Social Groups: Urban, Suburban, Exurban, Town and Rural. In general, urban segments are found in large- and medium-sized cities. Suburban clusters tend to consist of communities located on the outskirts of cities and can often be found as the main section of smaller cities and larger towns. Exurban areas are most commonly found surrounding the suburbs of the eight largest cities in Canada. It included new subdivisions, low-density environments and towns within the outer commuter zones of cities. Town neighbourhoods are found in smaller towns across the country, except those towns that are in the exurban regions. Rural neighbourhoods reflect areas that are smaller than towns and include very small towns, villages, hamlets and rural farms and isolated areas.

The final set of clusters had many francophone-based segments, a variety of ethnic segments and many clusters that represented important combinations of age, life stage and family status—from young singles living on their own up to widowed seniors in apartments. These were essential inputs into the creation of the Social Groups. In PRIZMCE, there were four French social groups, three ethnic groups, a suburban family group, an urban youth group and many more. SESI was not the main factor in creating the Social Groups, but the ranking of Social Groups is based on average income (not SESI ranking). Groups have a letter and number combination. The letters U, S, E, T or R, represent Urban, Suburban, Exurban, Town or Rural, while the numbers indicate income, with 1 being the highest average income for the Groups and 7 being the lowest. With the PRIZM system, marketers, social scientists and the public can now compare the lifestyle and behaviour patterns of midscale suburban families to midscale rural families, downscale urbanites to downscale town couples and elite exurban families to elite urban families. The unique attributes that make Canada what it is are evident throughout PRIZM. Creating PRIZMC2: The Second Generation The creation of PRIZMC2—the update to Environics Analytics‟ groundbreaking PRIZMCE segmentation system—involved more than a year of planning and development. Before we could unveil a second generation, analysts faced a number of questions, chief among them concerning how much Canada has changed since the 2001 Census which became the basis for PRIZMCE. Have new segments appeared that reflect demographic changes? Have old ones disappeared? Are there any new regional changes that played out in the locations of the clusters? And finally, have we had any from customers regarding the existing system that could affect the design of the update? All these issues needed to be analyzed and understood prior to developing an update of the PRIZMCE cluster system. With the release of Census data—beginning with population and dwelling counts in March 2007 and ending with income, earnings, housing and shelter costs in July 2008—EA analysts began sifting through the data to look for change. But any early shifts that we observed were occurring at the national level, and we needed to analyze what was happening at the neighbourhood, or DA, level. Our approach called for creating an entirely new cluster system based on 2006 data—census, enhanced income, density and settlement context, Social Values, location data and other proprietary databases— following the same methodology used to create PRIZMCE. EA analysts examined the demographics and mapped the resulting clusters to see if any new segments had emerged. This examination process found little change at the high level: the basic structure of Canadian society had not shifted. The development team reported the emergence of no new clusters of a size that were meaningful or useful for target marketing. This finding encouraged us to keep most, if not all, of the existing PRIZMCE clusters and “walk them forward” from 2001 census geography to 2006 census geography. To do so, we took the PRIZMCE cluster assignments of every 2001 DA and placed them on the 2006 geography using a series of complex spatial rules based on population, household and aerial apportionment. We then created PRIZMCE cluster centroids, the statistics reflecting multi-dimensional segment profiles—the basic building blocks of clusters—udated 2006 census data, Social Values research and other critical data to the clustering process. With the new cluster centroids and the 2006 DA-level data, we calculated the multi-dimensional distance to each of the PRIZMCE clusters. The process effectively „moved over‟ PRIZMCE from the 2001 DA roster to the 2006 DA roster which served as the base of the new PRIZMC2 segmentation system. But was this new cluster assignment an accurate one? Did any neighbourhood‟s characteristics change enough to warrant a different cluster assignment?

Our objective was to retain existing PRIZMCE cluster assignments except in cases where solid empirical evidence indicated a neighbourhood had changed significantly. We wrote routines to look at data compiled for each DA, calculating the cluster‟s distances to other segments to confirm any significant change. For those where the “walked forward” cluster was not the best fit, we changed the assignment. While we applied this routine to DAs that had no or small boundary changes between 2001 and 2006, DAs that had undergone considerable boundary change received the best new cluster assignment based on the multi-dimensional distance calculation. One major change concerned the francophone clusters. Companies interested in the francophone market in Canada expressed an interest in having more clusters available in an updated system, and also having better differentiation along urbanity lines in urban markets. Accordingly, we undertook a separate analysis to identify a core set of francophone DAs, resulting in 42 francophone segments. For the national PRIZMC2 system, these 42 segments were then aggregated to 15 francophone clusters. The development team then compared these 15 new francophone segments to the 15 PRIZMCE francophone segments to identify whether the cluster demographics and behaviours were similar enough to retain their original cluster names. As a result of this process, two new clusters emerged—26 La Vie est Belle and 45 Petites Banlieues—and two old clusters disappeared—57 Les Pensionnés and old 64 La Diversité Ethnique. The other major change concerned the update to each cluster‟s SESI score. This score affects the cluster rank and order from 1 to 66. And in the updating process, many clusters saw their rank and number change—some higher and some lower on the socioeconomic ladder. Further refinements affected each cluster‟s classification in their Social and Lifestage Groups. And several clusters moved within the groups as a result of becoming slightly more suburban, older, diverse or family focused. The end result is PRIZMC2, reflecting the 2006 Census, Social Values from Environics Research and EA‟s 2011 Demographic Estimates and Projections (DEP) database. There are still 66 clusters but, when comparing the previous CE to the new C2 system in 2009, we discovered that approximately 17 percent of Canadian households changed clusters. About half of these were located in Quebec and the other half in the rest of Canada. And all reflect real change that occurred on the ground where the DA experienced significant shifts in their demographics and behaviours. And between 2009 and 2010—as well as 2010 and 2011—EA researchers detected only slight changes in the overall segmentation system, with a small percentage of households changing clusters. Our 2011 PRIZMC2 segmentation system reflects the true complexity of Canada today. Ultimately, what differentiates the methods and resulting solutions of various cluster systems is the expertise of the creators, whose knowledge of geography, sociology and demographics must complement their knowledge of statistical and applied mathematical methods. What makes a segmentation solution work is the understanding of how demography and geography unite and how to make the resulting segments understandable by those who use them. This is where science meets art, and this is what Environics Analytics has achieved in creating PRIZMCE and PRIZMC2.

PRIZMC2 Lifestage Groups The 66 PRIZMC2 segments are categorized into 12 Lifestage Groups based on the presence of children, age of maintainer, urbanity and socioeconomic status. Eleven of these groups are defined according to three lifestages—Younger Years, Family Life and Mature Years—while one group, Young & Old, contains segments filled with residents of wide-ranging ages that span the lifestage categories. Lifestage Groups provide a fuller portrait of the demographics, preferences and lifestyle of each segment. And they help businesses and not-for-profits select target clusters when the age of the household maintainer or the presence of children is important in defining customers or markets.

Younger Years Y1: Singles Scene

15 Electric Avenues

31 Grads & Pads

44 Rooms with a View

49 Daytrippers & Nightowls

60 Single City Renters

The youngest lifestage group, Singles Scene consists of five segments filled with singles and couples under 45 years old. Many are recent university graduates living in older apartments and working in relatively low-paying service sector and white-collar jobs. Ethnically and culturally diverse, this group is nearly a third foreign-born, with many residents coming from China and the Caribbean, and about 34 percent reporting a mother tongue other than English or French. A highly mobile group, these citydwellers enjoy the urban action and exhibit high rates for going to bars, restaurants, casinos and fitness clubs. They also the arts and have high rates for going to ballets, operas, art galleries and film festivals. Price-conscious shoppers, they prefer to buy products online or at outlet malls or natural foods stores. At home, they like to play video games, tune in classical radio and surf the Internet for news, jobs and product reviews. Y2: Starter Nests

04 Young Digerati

42 Urban Spice

48 Jeunes et Actifs

53 Mobility Blues

64 Big City Blues

The five segments in the Starter Nest group are characterized by younger singles and couples who have started to marry and have children. With their mixed educations—one-quarter have completed high school, one-third have attended a university—they have relatively downscale incomes from service sector and white-collar jobs. About 30 percent are immigrants and a slightly lower percentage are francophones. As a group, most rent apartments, typically in low-rise buildings, where they walk, bike or take public transit to work. For leisure, these young households enjoy going out to movies, outdoor stages, nightclubs and city parks. They also enjoy sports like tennis, cycling and cross-country skiing. With their growing families, they have high rates for patronizing drug stores, fine food stores and boutiques. And their active lifestyles make them fans of a variety of media: newspapers, alternative weeklies, talk radio and online news sites.

Family Life F1: Young Metro Diversity

11 Pets & PCs

13 Continental Culture

21 South Asian Society

29 Suburban Rows

46 Newcomers Rising

Young, ethnically diverse families with relatively young children make up the five segments in Young Metro Diversity. They tend to own their homes or row houses, or rent high-rise apartments, in ethnically diverse neighbourhoods: Some 43 percent of the residents are immigrants, typically from South Asia, China or the Caribbean. About half the adults have university or college educations, and they earn above-average incomes from a mixed employment base. With family-centred lifestyles, they enjoy playing basketball, soccer and baseball as well as attending theme parks, aquariums, zoos and movies. These tech-friendly households have high rates for owning computers, handheld organizers, cell phones and MP3 players. And while they don’t have a lot of money for vacations abroad, they do enjoy virtual travel, going online to play games, read magazine sites and listen to streaming jazz, alternative rock and top-40 music. F2: Fledgling Families

16 Mini Van & Vin Rouge

22 Blue-Collar Comfort

23 Fast-Track Families

41 White Picket Fences

45 Petites Banlieues

63 First Nations Families

30 Exurban Crossroads

Fledgling Families consists of seven clusters of younger-than-average families with high concentrations of children under the age of 14. Most households own homes built after 1970 and valued at below-average levels. The adults are more likely than the general population to have completed high school, trade school and college, qualifying them for a mix of service sector, white- and bluecollar jobs. With their midscale incomes, these young families pursue active and outdoorsy lifestyles. A high percentage like to hike, fish, hunt, snowboard and play soccer. Many own RVs, campers and boats. The parents in this group like to take their kids to zoos, aquariums, bowling alleys and drive-through restaurants, though they head out on their own to casinos and nightclubs. Not surprisingly, the of Fledgling Families tend to drive large vans, sport utility vehicles and pickup trucks outfitted to handle their rugged activities.

F3: Middle-Aged Achievers

03 Suburban Gentry

06 Nouveaux Riches

07 Winner's Circle

12 God's Country

14 Upward Bound

26 La Vie est Belle

10 Mr. & Ms. Manager

Home to Baby Boomer families, Middle-Aged Achievers is characterized by affluent couples in their forties and fifties with schooland college-aged children. More than ninety percent of households own their home, typically a spacious house worth 25 percent more than the national average. And a majority of the adults have university or college educations, earning six-figure incomes from whitecollar and service sector positions. Befitting their deep pockets, the of this group lead comfortable lifestyles. They enjoy going to the theatre, cottage shows and hockey games. They like to stay fit by skiing, jogging and tennis. They can afford to fill their homes with plenty of consumer electronics such as home theatre systems, digital cameras and MP3 systems. And with their large families, they make a strong market for TV sports and reality shows, top-40 radio stations, business and recreation magazines, and social networking sites. F4: Family Traditions

25 Tools & Trucks

27 Fields of Dreams

34 Big Sky Families

36 Les Traditionnelles

47 Les Québécois Sportifs

50 Villes Tranquilles

35 Le Québec Rustique

The seven segments in Family Traditions contain middle-aged couples and families with school-aged children. The adults have parylayed moderate educations into well-paying blue-collar and service sector jobs. Most households own their homes, though their single-detached houses are hardly luxurious and are valued at 30 percent below average. These mostly midscale, third-generation Canadians enjoy mainstream lifestyles and spend their leisure time going to auto races, boat shows, comedy clubs and bingo halls. They like to get exercise by cross-country skiing, cycling and ice skating. And these middle-class families care more about convenience than price in the marketplace, with high rates for going to independent fine food stores and boutiques. Traditional in their media tastes, they’re big fans of talk shows, soaps and contest shows on TV and top-40, golden oldies and adult contemporary stations on the radio.

F5: Prosperous Parents

01 Cosmopolitan Elite

02 Urbane Villagers

05 Asian Affluence

08 Money & Brains

09 Furs & Philanthropy

The Prosperous Parents group consists mainly of older married couples with teens and adult-age children. Concentrated in and around larger cities, the wealthy of these five segments live in older single-family homes valued at more than twice the national average. Nearly half attended a university and now work at highly paid white-collar positions. Long-established immigrants from China, Italy and Greece give these neighbourhoods a solid ethnic presence and a strong cultural bent. Residents enjoy attending the ballet, opera, theatre and the symphony. They also buy tickets to professional sporting events, including basketball, baseball and tennis. Their fitness routines—skiing, scuba diving and doing Pilates at the gym—are also geared for upscale practitioners. As consumers, they tend to patronize high-end food stores, clothing boutiques and book stores. And to their lifestyle, they invest heavily in stocks, bonds and mutual funds. F6: Maturing Diversity

18 Cluttered Nests

20 Asian Up-andComers

33 New Italy

37 Old World Style

Maturing Diversity is a collection of middle-aged and older couples and families who settled in Canada over the last forty years. Half are foreign born, typically from China, Italy, Portugal or South Asia, and more than 55 percent report a non-official mother tongue. Now living in metro communities, these immigrants have achieved middle-class status through hard work and perseverance. While a quarter have attended a university, nearly the same percentage reports less than a ninth grade education. Most work at service sector or white-collar jobs, own older homes and pursue laid-back lifestyles. They have high rates for going to baseball and basketball games, film festival and auto shows, classical music concerts and bingo halls. They like to travel abroad, by both bus and cruise ship, and book their trips online. Back home, they enjoy reading newspapers, watching TV fashion programs and infomercials, and listening to sports and multicultural radio.

Mature Years M1: Emptying Nests

17 Les Chics

19 Rods & Wheels

32 New Homesteaders

39 Ontario Originals

43 Simple Pleasures

The five clusters in Emptying Nests are a mix of older couples and mature families whose children have begun to leave the nest. With their educations ranging from high school to college, they follow the national averages in of job types and household incomes. Most are third-generation Canadians—immigrants make up only 11 percent of this group—who’ve lived in their older homes for many years. And their lifestyles are easy-going. They have the time to pursue activities like playing golf, gardening, woodworking and making crafts. They enjoy going out to community theatres, casinos, horse races and country music concerts. Many are snowbirds who like to vacation in the southern U.S., Dominican Republic and the Caribbean. And they tend to be fans of mainstream media with above-average rates for listening to radio (country, golden oldies), watching TV (sitcoms, hockey games) and reading magazines (hobby, nature titles).

M2: Country Seniors

55 Back Country Folks

57 Down on the Farm

58 La Vie Bucolique

The three segments in Country Seniors feature empty-nesting couples and retirees living in predominantly exurban communities. About 60 percent of adults never went beyond high school and most adults work in blue-collar, service or primary industries. And many are third-generation Canadians; 56 percent speak only English, 29 percent speak French and 15 percent are bilingual. With incomes a quarter below the national average, these households tend to own older, single-family homes and pursue traditional country lifestyles. Around the house, they like to garden, listen to music and do woodworking. For a big date, they go to music festivals, golf events and baseball games. Living in rural areas, they enjoy outdoor activities such as fishing, hunting, and snowmobiling. But they also like to relax at home, watching TV game shows and home décor programs or listening to country and adult contemporary radio stations. M3: Later Years

24 Nearly Empty Nests

38 Grey Pride

40 Heartlanders

61 Les Seniors

62 Park Bench Seniors

65 Bons Vivants

56 Golden Ponds

The oldest lifestage group, Later Years consists of seven segments where more than a third of all residents are over 59 years old and most of the children have moved out. With nearly half of adults no longer in the labour force, incomes in this group are relatively low. And for those who do work, they tend to hold modest jobs in the service sector and a variety of industries. In their established neighbourhoods, these residents tend to be third-generation Canadians who pursue laid-back leisure activities in a mix of older homes and apartments. They exhibit solid rates for fishing, curling and golfing. They enjoy going out to dinner theatres and casinos, auto races and country music concerts. While some residents like to travel by RV and camper across Canada, most stick close to home, where they garden, make crafts and shop at farmer’s markets and dollar stores. No fans of the Internet, they prefer traditional media, like TV home improvement shows and country radio.

Young & Old YM1: Young & Old

28 Startups & Seniors

51 Lunch at Tim's

52 La Cité Nomade

54 Crafting & Curling

59 Solo Scramble

66 Survivre en Ville

The six segments in Young & Old offer a varied profile: include both young and old, English- and French-speaking, homeowners and renters and a disproportionate number of singles, divorcés and widows. With most having only completed high school, those still in the labour force tend to work at modestly paying jobs in the service sector. But because more than 40 percent are childless, they have enough disposable cash to enjoy themselves. Younger residents like bowling, dance clubs and football games, while the older ones prefer fitness walking, bingo, city gardens and craft exhibitions. But there is common ground: Both young and old drive compact basic sedans, attend music festivals and like to watch DVDs. And while both groups score high for traditional media, their tastes diverge here as well. Young & Old is the only lifestage with high readership rates for both motorcycle and senior magazines.