0
Canadian Segments
2011
Release 1
v11520Copyright 2011
“The strength of a nation derives from the
integrity of the home.”
-Confucius
Canadian Mosaic
& the Home
Copyright 2011
Table of Contents
Group A Platinum Playgrounds
Group B Cross Canada Careers & Kids
Group C Cosmo Canadians
Group D Rooted ...
Did
Did you know?
Toronto is home
to the world’s tallest
building, The CN Tower
Group A: Platinum Playgrounds
Calgary, Tor...
Group B: Cross Canada Careers & Kids
Ottawa-Gatineau, Calgary, Toronto, Edmonton & Vancouver
Households 892,210
Did
Did yo...
Group C: Cosmo Canadians
Calgary, Edmonton, Toronto & Ottawa-Gatineau
Households 613,794
Family times abound in this group...
Group D: Rooted in Canada!
Maritimes, Ottawa-Gatineau, Edmonton, Calgary, Vancouver &
some Toronto
Households 1,256,635
La...
Group E: Resident Urbain
Montréal & Ottawa-Gatineau
Households 362,658
Urban Québécois centres are cultural landscapes and...
Group F: Young & Yearning
Vancouver, Toronto & Calgary
Households 925,159
Did you know?
Victoria, B.C is home to
musician
...
Group G: Fine Canadian Vintage
Edmonton some Calgary & Ottawa-Gatineau
Households 872,931
The Canadian standards for healt...
Group H: Belle Ville Cosmopolite!
Ottawa-Gatineau & Montréal
Households 448,451
Did you know?
The Rideau Canal, Ottawa
bec...
Group I: Frontier Families
P.E.I, Nova Scotia, New Brunswick, Manitoba, Saskatchewan,
Alberta, B.C & Territories
Household...
Group J: Single in the City
Edmonton, Vancouver ,Calgary, Toronto & Ottawa-Gatineau
Households 480,471
Did you know?
Vanco...
Group K: Mid-Aged Medley
Montréal, some New Brunswick
Households 670,444
Small communities in Québec and New Brunswick are...
Group L: Family Footprints
Calgary, Edmonton & Ottawa-Gatineau
Households 684,268
Did y
Did you know?
Calgary was the 1st
...
Group M: Urban & Urbane
Montréal, Ottawa-Gatineau, Toronto, Calgary, Edmonton &
Vancouver
Households 609,203
Hip and happe...
Group N: Prairie Pride & West Coast
Wisdom
Prairies & British Columbia
Households 349,621
Did y
Did you know?
The Prairies...
Did
Did you know?
Musician Shania
Twain is from
Timmins, Ontario!
Group O: East Coast Check Up
Maritimes, some British Col...
Group P: Foundation of the Nation
Manitoba, Saskatchewan, British Columbia & some Ontario
Households 584,780
Did y
Did you...
Did y
Group Q: Acadian Accents
New Brunswick & Québec
Households 393,450
Did
Did you know?
Céline Dion is from
Charlemagne...
Group R: Suite City Life
Montréal, Toronto & Vancouver
Households 691,643
Single, separated, living in a suite in the city...
Did
Did you know?
NHL head coach
“Scotty”
Bowman was born in
Montréal, Québec
Group S: Éclectiques Québécois
Montréal
Hous...
Group T: Trans-Canada Communities
Across Canada
Households 486,749
Did
Did you know?
The Trans-Canada
Highway is
7,821 km!...
Canadian Segments
Group & Type
Descriptions
Copyright 2011
Did
Did you know?
Toronto is home
to the world’s tallest
building, The CN Tower
Group A: Platinum Playgrounds
Calgary, Tor...
•Married home owners with
elementary,
high school & post secondary age
children
“‘ Platinum Playgrounds”A001 Urban Ontario...
Group B: Cross Canada Careers & Kids
Ottawa-Gatineau, Calgary, Toronto, Edmonton & Vancouver
Households 892,210
Did
Did yo...
“Cross Canada Careers & Kids”B005 Urban Ontario
Households 48,048
B007 Urban Ontario
Households 53,964
B006 Urban Ontario
...
•Household Income $90,000-
$100,000+
“Cross Canada Careers & Kids”B009 Urban Québec
Households 59,963
B010 Urban Ontario &...
“Cross Canada Careers & Kids”
B013 Urban/Rural B.C & Ontario
Households 92,023
•Married home owners without children at ho...
Group C: Cosmo Canadians
Calgary, Edmonton, Toronto & Ottawa-Gatineau
Households 613,794
Family times abound in this group...
“Cosmo Canadians”
C015 Urban Prairie & Ontario
Households 69,014
•Married home owners with toddlers and
elementary school ...
C021 Urban Maritime, Ontario & Prairie
Households 98,108
•Married single-detached & row house owners
with toddlers & eleme...
Group C: Cosmo CanadiansC022 Urban Prairie
Households 63,843
•A mix of common-law & married couples primarily
without chil...
Group D: Rooted in Canada!
Maritimes, Ottawa-Gatineau, Edmonton, Calgary, Vancouver &
some Toronto
Households 1,256,635
La...
“Rooted in Canada!”
D026 Rural Maritime & Ontario
Households 167,540
D025 Urban Prairie & Territories
Households 77,488
•M...
D030 Urban Ontario & Prairie
Households 104,705
•Married semi & single-detached home owners
with their older children livi...
“Rooted in Canada!”
D032 Urban B.C & Territories
Households 123,487
D033 Rural Maritime & Ontario
Households 69,499
•Marri...
Group E: Resident Urbain
Montréal & Ottawa-Gatineau
Households 362,658
Urban Québécois centres are cultural landscapes and...
“Resident Urbain ”E036 Urban Québec
Households 92,358
E038 Urban Québec
Households 102,099
E037 Urban Québec
Households 83...
Group F: Young & Yearning
Vancouver, Toronto & Calgary
Households 925,159
Did you know?
Victoria, B.C is home to
musician
...
“Young & Yearning”F040 Urban Ontario & B.C
Households 59, 826
F042 Urban Ontario
Households 88,106
F041 Urban Ontario
Hous...
F044 Urban Ontario
Households 77,187
F045 Urban Ontario & B.C
Households 61,111
•Married semi-detached, row home & apartme...
F048 Urban B.C
Households 111,286
F049 Urban Ontario
Households 41,489
•Married row house & apartment owners living in
mul...
Group G: Fine Canadian Vintage
Edmonton some Calgary & Ottawa-Gatineau
Households 872,931
The Canadian standards for healt...
“Fine Canadian Vintage”G052 Urban Ontario & Prairie
Households 139,129
G054 Urban Maritime & Ontario
Households 126,207
G0...
G056 Rural B.C
Households 58,476
G058 Urban Ontario
Households 91,344
G057 Rural Ontario & B.C
Households 140,055
G059 Urb...
Group H: Belle Ville Cosmopolite!
Ottawa-Gatineau & Montréal
Households 448,451
Did you know?
The Rideau Canal, Ottawa
bec...
“Belle Ville Cosmopolite”H060 Urban Québec
Households 66,486
H062 Urban Québec
Households 62,561
H061 Urban Québec
Househo...
H064 Urban Québec
Households 57,497
H065 Urban Québec
Households 66,479
•Mix of common-law, divorced & separated
renters l...
Group I: Frontier Families
P.E.I, Nova Scotia, New Brunswick, Manitoba,
Saskatchewan, Alberta, B.C & Territories
Household...
“Frontier Families”I066 Rural Ontario
Households 207,591
I067 Rural Prairie, B.C & Territories
Households 138, 247
•Marrie...
I070 Rural Prairie, B.C & Territories
Households 79,765
I071 Urban B.C & Ontario
Households 126,050
•Mix of single, separa...
Group J: Single in the City
Edmonton, Vancouver ,Calgary, Toronto & Ottawa-Gatineau
Households 480,471
Did you know?
Vanco...
“Single in the City”
J073 Urban Ontario & B.C
Households 69,286
•Single individuals living in 1 person households,
renting...
J077 Urban Prairie & Maritime
Households 91,296
•Mix of single, separated & divorced, living in 1
person rented row housin...
Group K: Mid-Aged Medley
Montréal, some New Brunswick
Households 670,444
Small communities in Québec and New Brunswick are...
K078 Rural Québec
Households 132,661
•Single, divorced & common-law individuals, living
in owned single-detached homes
Rel...
K082 Rural Québec
Households 111,696
•Mix of single, divorced & common-law individuals,
living in owned single-detached ho...
Group L: Family Footprints
Calgary, Edmonton & Ottawa-Gatineau
Households 684,268
Did y
Did you know?
The Calgary was the ...
“Family Footprints”L086 Urban Ontario
Households 88,816 L087 Urban & Rural Territories, Prairie &
Maritime
Households 26,8...
L090 Urban Maritime, Prairie & B.C
Households 94,354
L091 Urban Ontario
Households 50,256
•Separated, divorced & some sing...
Group M: Urban & Urbane
Montréal, Ottawa-Gatineau, Toronto, Calgary, Edmonton &
Vancouver
Households 609,203
Hip and happe...
“Urban & Urbane”M094 Urban Ontario & B.C
Households 90, 838
M095 Urban Québec
Households 46,383
•Primarily single individu...
“Urban & Urbane”
M098 Urban Québec
Households 65,747
M099 Urban Maritime & Québec
Households 67,619
•Single with some comm...
Group N: Prairie Pride & West Coast
Wisdom
Prairies & British Columbia
Households 349,621
Did y
Did you know?
The Prairies...
“Prairie Pride & West Coast
Wisdom”N101 Rural Prairie
Households 51,292
N103 Rural B.C
Households 120,222
•Married single-...
Did
Did you know?
Musician Shania
Twain is from
Timmins, Ontario!
Group O: East Coast Check Up
Maritimes, some British Col...
“East Coast Check Up”
O105 Rural Maritime & Ontario
Households 192,541
•Separated, widowed & some married single-
detached...
“East Coast Check Up”O109 Rural B.C
Households 117,093
•Divorced, widowed , separated & some married
single detached home ...
Group P: Foundation of the Nation
Manitoba, Saskatchewan, British Columbia, some Ontario
Households 584,780
Did y
Did you ...
“Foundation of the Nation”P113 Urban Québec & Ontario
Households 56,540
•Primarily widowed individuals, living in 1 person...
“Foundation of the Nation”P117 Urban Prairie, B.C & Ontario
Households 140,299
•Primarily widowed with some separated & di...
Did y
Group Q: Acadian Accents
New Brunswick & Québec
Households 393,450
Did
Did you know?
Céline Dion is from
Charlemagne...
“Acadian Accents”Q121 Rural Québec
Households 109,717
•Common-law couples, some with & without
children, living in owned s...
“Acadian Accents”
Copyright 2011
Household Income under $10,000- $49,999
•Common-law couples, living in owned single-
deta...
Group R: Suite City Life
Montréal, Toronto & Vancouver
Households 691,643
Single, separated, living in a suite in the city...
Q126 Urban Ontario & B.C
“Suite City Life”
R126 Urban Ontario & B.C
Households 49, 551
•Young 20-39 year old row housing &...
“Suite City Life”R130 Urban Ontario & B.C
Households 208,955
R131 Urban Ontario
Households 61,844
R132 Urban Québec
Househ...
Did
Did you know?
NHL head coach
“Scotty”
Bowman was born in
Montréal, Québec
Group S: Éclectiques Québécois
Montréal
Hous...
2011 canadian segments user guide v11520
2011 canadian segments user guide v11520
2011 canadian segments user guide v11520
2011 canadian segments user guide v11520
2011 canadian segments user guide v11520
2011 canadian segments user guide v11520
2011 canadian segments user guide v11520
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Transcript of "2011 canadian segments user guide v11520"

  1. 1. Canadian Segments 2011 Release 1 v11520Copyright 2011
  2. 2. “The strength of a nation derives from the integrity of the home.” -Confucius Canadian Mosaic & the Home Copyright 2011
  3. 3. Table of Contents Group A Platinum Playgrounds Group B Cross Canada Careers & Kids Group C Cosmo Canadians Group D Rooted in Canada! Group E Resident Urbain Group F Young & Yearning Group G Fine Canadian Vintage Group H Belle Ville Cosmopolite! Group I Frontier Families Group J Single in the City Group K Mid-Aged Medley Group L Family Footprints Group M Urban & Urbane Group N Prairie Pride & West Coast Wisdom Group O East Coast Check Up Group P Foundation of the Nation Group Q Acadian Accents! Group R Suite City Life Group S Éclectiques Québécois Group T Trans-Canada Communities Group & Type Descriptions Copyright 2011
  4. 4. Did Did you know? Toronto is home to the world’s tallest building, The CN Tower Group A: Platinum Playgrounds Calgary, Toronto, Edmonton & Vancouver Household 248,783 Urban gentry defines this set of married, 45-59 year olds with school aged children living in single detached homes in established cosmopolitan locations. With good educations in law, life sciences, technology and business, they are employed as gold collar senior management or professionals in finance, health, and arts and culture professions. Earning incomes over three times the national average, careers are established and they seek to enhance their lifestyles. They will not hesitate to refine their homes with furnishings and professional cleaning or landscaping services. Focused on maintaining personal health and wellness, regular visits to physicians and dentists are key, as well as keeping memberships to health clubs and professional associations. Purchasing the latest fashions to maintain their stylish persona, whisking off for a vacation to enhance their global vision or escaping to their vacation property are all important aspects of their social being. They absorb the aesthetic pleasures of live shows and cultural performances, read a large selection of publications to keep informed and contribute substantially to their portfolios - especially children’s education and retirement plans! Of European descent, with Jewish and Christian roots, they do not hesitate to share their wealth, contributing to charitable organizations. Did Did you know? Michael J. Fox was born in Edmonton, Alberta Copyright 2011
  5. 5. Group B: Cross Canada Careers & Kids Ottawa-Gatineau, Calgary, Toronto, Edmonton & Vancouver Households 892,210 Did Did you know? Ottawa is Canada’s National Capital, selected by Queen Victoria in 1857 Kids, career, home, leisure time and planning for retirement – these are the important things in life for this cluster of active, predominantly well educated, married baby boomers 45-59 years old with children from elementary school to post-secondary education ages. Find business and finance executives, judges, public administrators or technical and health professionals in these neighbourhoods, earning incomes over two times higher than the national average. Owning a detached home for their 4-5 person households, they spend on furniture, clothing, and household and vehicle maintenance. Leisure time is important as they are high users of recreation equipment and services, entertain friends at home, take package travel tours and send the children to camp. Health and wellness are also important, evident in their high use of health clubs, health care practitioner services, and private health insurance plans. They are investing in their future with RSP and RESP plans and have a keen interest in maintaining a good lifestyle as they age. This group tends to have a Christian and Jewish based value system, indicative of their Northern European or Jewish heritage and are generous in their donations to charities and organizations in need. Did Did you know? Musician Justin Bieber is from Stratford, Ontario Copyright 2011
  6. 6. Group C: Cosmo Canadians Calgary, Edmonton, Toronto & Ottawa-Gatineau Households 613,794 Family times abound in this group of 30-39 year olds with babies and young children living in 4 to 5 person households. They make their homes in row-type houses and have a mortgage to match! With a mix of college and university educations in behavioural sciences, engineering and business administration fields, they are developing careers as managers, educators, professionals or technical experts. Being young in their careers, they look forward to opportunities for advancement and enhancing their portfolios. Incomes range from $70,000 to above $100,000 but with expenses of managing a home, career and family, they have significant expenditures on child care, clothing, health care and vehicle maintenance. Home is the hub of activity so furnishing for comfort and style, equipping the house with entertainment systems and recreation equipment is well above average. Saving for children’s education and their own retirement is important; however, they indulge in experiences – taking family vacations, attending live sporting events and participating in an array of leisure activities. This group has predominantly Northern and Eastern European backgrounds and their cultural attitudes are likely based on a Christian based value system. Did Did you know? Napanee, Ontario is home to musician Avril Lavigne Did Did you know? Edmonton is home to musician k.d. lang Copyright 2011
  7. 7. Group D: Rooted in Canada! Maritimes, Ottawa-Gatineau, Edmonton, Calgary, Vancouver & some Toronto Households 1,256,635 Large households in single detached houses in a mix of Canadian urban and smaller rural communities create the living spaces of these married couples 40-54 years of age and their teen aged children. Pets are likely part of this picture, too! Earning incomes from $70,000 to over $100,000, likely from college educations infused with many years of work experience, they are employed as nurses, contractors in primary production or are engaged in finance and insurance businesses. Home is their palace and they spend time and money on maintenance, utilities, tending gardens and fixing their vehicles. They work hard and play hard, indulging in recreational sports, activities and likely have a gym membership or belong to a professional or community association. Ensuring their lifestyle is secure for the future, they are contributing to pension plans and children’s educations. Their Northern European heritage is synonymous with Christian values and they don’t forget to give to international charities and organizations. This cluster of Canadians is rooted to their communities and look forward to reaping the fruits of their efforts well into their senior years. Did Did you know? Drumheller, AB is The Dinosaur Capital of the World Copyright 2011 Did Did you know? Basketball player Steve Nash grew up in Vancouver!
  8. 8. Group E: Resident Urbain Montréal & Ottawa-Gatineau Households 362,658 Urban Québécois centres are cultural landscapes and habitats for these 35-44 year old single and common-law folks with young children under 14. Living in semi-detached homes with 3-5 persons, this group has an above average income of $60,000-$100,000 achieved from occupations in health sciences, senior management and administration or as skilled technicians, social workers and protective services employees. They have some post-secondary education but careers are focused on managing time and household finances to support their young families. They are designers of comfort and care, spending on child care, food, clothing, vehicles and cell phones. Communication tools are key to organizing their families and French is the language of choice. Strong Québécois heritage and predominantly Roman Catholic values influence their family and healthy active lifestyle and they make an effort to give back to society as well, donating to charitable causes. Find these city dwellers cycling, visiting a cultural site or setting up a home entertainment system to entertain family and friends. Did Did you know? In Montréal people that speak English are referred to as Anglophones Did Did you know? Musician Alanis Morissette is from Ottawa, Ontario Copyright 2011
  9. 9. Group F: Young & Yearning Vancouver, Toronto & Calgary Households 925,159 Did you know? Victoria, B.C is home to musician Nelly Furtado Married couples and singles under 40 with children constitute this youthful group who make their homes in fairly new semi-detached or row-type homes and apartment duplexes in Canadian cities in BC and Ontario. With some university or college level education, they are employed in clerical, technical, business and finance jobs or are skilled trade’s people earning incomes of $90,000 - $100,000. As these folks may live in large multiple family households, their expenditures are above average for clothing, furniture, child care, recreation goods and children’s education. They are likely to equip their homes with entertainment equipment, yet not quite ready to engage in health or retirement plans. Catching a movie with friends or attending a cultural event with the family is part of their social lives. Urban excitement meets ethnic diversity in this cluster, where a mix of South Asian, Central American, West Indian, and Middle Eastern heritage create unique lifestyles and tastes. With Buddhist, Sikh and Christian values, hard work, community support and family are key to prosperity and wellness. Did Did you know? Comedian Russell Peters is from Toronto, Ontario Copyright 2011
  10. 10. Group G: Fine Canadian Vintage Edmonton some Calgary & Ottawa-Gatineau Households 872,931 The Canadian standards for healthy aging are illustrated in this group of seniors living on their own in detached homes in urban centres of the Prairies and Ontario. Privileged to have mostly university educations, their hard work in finance, nursing and years of life experiences has enabled them an annual household income of over $80,000, likely from many years of saving and planning. Personal health is important and they spend on health plans, medication and supplies to maintain their active lifestyles. As they are likely in transition to retirement, they indulge in leisure activities. Attending live shows, visiting museums, reading newspapers or renting a recreation vehicle to tour around the countryside or local lake are activities they embrace. With Northern European backgrounds, this fine group of history-makers make lifestyle choices based on Protestant values and traditional beliefs. Giving back to society is important for them and they donate to charitable causes and religious organizations . Did Did you know? Actor Dan Aykroyd is from Ottawa, Ontario Did Did you know? Edmonton is home to West Edmonton Mall. The largest shopping centre in North America Copyright 2011
  11. 11. Group H: Belle Ville Cosmopolite! Ottawa-Gatineau & Montréal Households 448,451 Did you know? The Rideau Canal, Ottawa becomes the largest skating rink in the world during winter This collection of 55-79 year olds inhabits urban centres of Québec . Being older, in common law relationships without children at home, or possibly experiencing a life change such as divorce, they live in one or two person households and own their apartment or semi-detached home. Incomes range from $50,000 to over $90,000 and with some university certification or trades qualifications, they are employed in technical trades or clerical work in health, education and social services. Expenditures are average for most sectors, spending normal amounts on health care, transportation, furnishings, utilities, food and recreation. From the bustling streets of Montréal to the quaint neighbourhoods of Ottawa and other la belle province cities, these predominantly Roman Catholic followers lend form and life fashion to the inimitable Québécois culture. Did Did you know? Musician Leonard Cohen is from Montréal Copyright 2011
  12. 12. Group I: Frontier Families P.E.I, Nova Scotia, New Brunswick, Manitoba, Saskatchewan, Alberta, B.C & Territories Households 923,308 Atlantic Canada; Home of the 8 mile Confederation Bridge Did Did you know? Stompin’ Tom Connors is from Saint John, N.B Copyright 2011 With 2 – 4 person households, these mix of married and separated 40 – 65 year olds, with school aged children at home, earn $60,000 – $90,000 per year. They live in rural areas across Canada and own their single detached home or movable dwelling. Occupations and educations vary, but with high school and trades certificates, they find work as technical, or child care workers or as trades’ people in agriculture, forestry or fisheries. They likely drive to work and spending habits for food, utilities, recreation, furniture and clothing are all slightly below average, including spending on health care. Hard working and resourceful, they likely have Western and Northern European heritage and may follow some spiritual faith such as Lutheran, United Church or Christian Reformed. This group also represents some of the rural Christian based communities such as Mennonites, further illustrating their propensity for hard work and resourcefulness. Community spirit is key to this group, providing the foundation for these strong enclaves across Canada.
  13. 13. Group J: Single in the City Edmonton, Vancouver ,Calgary, Toronto & Ottawa-Gatineau Households 480,471 Did you know? Vancouver is home to the annual Cherry Blossom Festival Selections of cities across the nation are home to these 20 -29 year old well educated singles that rent and live independently in a high rise apartment. With graduate degrees in physical science, math, visual arts and culture, they are launching into the work force, working in service and sales or arts and culture sectors. As they are starting in entry level positions, incomes are below average at $30,000 - $60,000 and expenditures are reflective of this, with lower than average spending on clothing, furnishings, education, communication equipment and reading materials. They are high users of public transportation, bikes and walking as their urban environments offer close proximity to services and amenities. There is high ethnic diversity, many of Northern and Eastern European, Japanese and Mexican descent with a number of non-permanent residents, which adds a unique vibrancy to these communities. Although downtown single city life is satisfying, these city bred singles are highly mobile. Being the architects of their careers, they aspire to create families and craft a meaningful lifestyle. Did Did you know? Nickelback is from Hanna, Alberta Copyright 2011
  14. 14. Group K: Mid-Aged Medley Montréal, some New Brunswick Households 670,444 Small communities in Québec and New Brunswick are home to this mix of married, common law and divorced folks aged 40 – 64 years, some living with school aged children in 3-4 person households. They own their single detached or moveable dwelling house. Their educations in business, management, personal protection and agriculture offer employment opportunities as machinists, mechanics or secretaries or as labourers in agriculture where they earn $40,000 – $70,000. From the breathtaking rural landscapes to the charming village atmospheres of these small Québec and New Brunswick communities, this group of predominantly French speaking people spend lower than average amounts on clothing, transportation, home entertainment, health care and reading materials. Traditional values influence their rural French Canadian lifestyles where they embrace the outdoors and community life. Copyright 2011 Montréal is the 2nd largest city in Canada! Did Did you know? Actress Sandra Oh is from Ottawa!
  15. 15. Group L: Family Footprints Calgary, Edmonton & Ottawa-Gatineau Households 684,268 Did y Did you know? Calgary was the 1st Canadian city to host the Winter Olympics (1988) Young single parents 20-34 years old with high school educations constitute this group of hard working blue collar, sales, service and clerical workers. Incomes are below average at $40,000 - $70,000 as they have experienced some unemployment while building a career. Remaining resources are quickly absorbed into child care expenses and the numerous requirements for nurturing a family. Due to lower income and their situation, spending on furnishings, clothing, recreation, health care and transit are below average. However, these challenges do not deter them from creating a fulfilling lifestyle or enhancing their row-type homes. Northern European heritages mixed with immigrants from Central America, Africa and Eastern Europe creates a mosaic of tastes in these cosmopolitan clusters of Alberta, Ontario and New Brunswick. They aspire to care for their homes, build a foundation for their families and improve their lifestyles. Did Did you know? Edmonton is home to hockey star Mark Messier Copyright 2011
  16. 16. Group M: Urban & Urbane Montréal, Ottawa-Gatineau, Toronto, Calgary, Edmonton & Vancouver Households 609,203 Hip and happening describe these 20 – 34 years old single and common-law people living in charming older apartments in the city. University and graduate degrees in visual and cultural arts, communications, life sciences and technology are the catalysts for launching their careers in health, finance and technical occupations. Being in metropolitan areas, they are high users of transit and commuting. Although incomes are well below average at $10,000 – $30,000, they do not have children yet so household expenditures are low and they can spend time and money on themselves, taking in a restaurant meal or simple luxuries such as using dry cleaning services. Immigration is high in this group, bringing global cultures from Latin America, Africa, South Asia and the Middle East to their urban habitats, further refining their budding international and refined tastes. They are moving up, moving on and motivated! Did y Did you know? In Vancouver, B.C you can sail, snowboard & golf all in one day Did Did you know? Kingston, Ontario is home to The Tragically Hip! Copyright 2011
  17. 17. Group N: Prairie Pride & West Coast Wisdom Prairies & British Columbia Households 349,621 Did y Did you know? The Prairies are home to Neil Young & The Guess Who Pioneers of the west describe these over 65 year olds who are widowed or married living in detached homes or movable dwellings in small communities scattered throughout the Prairies and B.C. With limited opportunity for grand educations, these folks toiled in trades and agricultural occupations or worked in administration type jobs, possibly within health and recreation sectors. Raising their families, building communities and educating their children was the primary focus. Incomes are around $40,000, generally gained from pensions and hence, they concentrate on personal pleasures rather than appearance. They do not spend copiously on home furnishings but desire to maintain their health and lifestyles, spending above average on hospital care, medications and physician visits. Their Northern European heritage and Christian values such as Lutheran and Ukrainian orthodox beliefs, guide their attitude of believing in hard work, supporting the family and building strong communities. These folks are ready to embrace the good life they have spent years building. Did Did you know? Actress Pamela Anderson is from Ladysmith B.C Copyright 2011
  18. 18. Did Did you know? Musician Shania Twain is from Timmins, Ontario! Group O: East Coast Check Up Maritimes, some British Columbia & Ontario Households 790,871 Did y Did you know? There are more pubs per sq. foot on George Street, St. John’s than anywhere else in Canada! Copyright 2011 The flavour of the Canadian Maritimes is embellished with the presence of these predominantly older 65 years and up folks who live in a condominium, single attached or movable dwelling in small communities throughout the east coast. There are some married people but also a significant mix of separated and widowed individuals, so many live independently. Due to their age, educational opportunities were not available to them when they were young; hence they have been employed as child care or support workers, as labourers in primary industries or heavy equipment operators but may now be retired. Reflective of this are incomes of $10,000 – $40,000, some extracted from government transfer payments. Expenditures are quite low as these folks have already accumulated most of their tangible needs; however, they enjoy their homes, the outdoors and seek to enhance their health with above average spending on medical care and supplies. Deeply rooted in Protestant values, these folks embrace a traditional east coast lifestyle.
  19. 19. Group P: Foundation of the Nation Manitoba, Saskatchewan, British Columbia & some Ontario Households 584,780 Did y Did you know? Churchill, Manitoba is the “Polar Bear Capital of the World” Did Did you know? Musician Diana Krall is from Nanaimo B.C Copyright 2011 West coast and prairie cities are the home to this group of older people who rent an apartment or condominium and live alone. They are over 65 and likely collecting some type of retirement or government pension with incomes coming in below $40,000. As they have already accumulated most material goods, their spending is low, especially on computer technology, however, they are interested in keeping healthy, spending on medical supplies, prescribed medicines and pharmaceuticals and they contribute to public health plans. Reading newspapers keeps them informed and entertained but they may take a chance on a lottery ticket just for fun! They are generous and give to charities in Canada and, as they live in urban communities, they walk or take a short taxi ride to amenities. With Russian, Korean, Iranian and Northern European heritages, they likely are followers of Lutheran, Anglican, Ukrainian Catholic or Jewish religions, hence their traditional values and affiliation to their communities.
  20. 20. Did y Group Q: Acadian Accents New Brunswick & Québec Households 393,450 Did Did you know? Céline Dion is from Charlemagne, Quebéc Did you know? Canada’s oldest independent brewery, Moosehead Brewery is located in Saint John, New Brunswick Copyright 2011 This group of married, common law, divorced or widowed 60-69 year olds make up this sector of one and two person households. Living in an older single attached house they own in an archipelago of smaller, likely francophone communities spread throughout Québec and New Brunswick, they are committed to their lifestyles and are unlikely to move. These folks are bilingual but likely chose French as the main language of communication. Unique to this group is their tenacious Acadian spirit! They have high school level education or trades apprenticeships and have persevered through periods of unemployment; but when employed, they work in clerical positions and as cooks, or as mechanics and trades people in natural resources sectors. As such, incomes are below $50,000. Due to their age and place in life, they may be in transition to retirement and spend on health care. Committed to their families and communities, they live Roman Catholic values and take time to enjoy recreational outdoor activities.
  21. 21. Group R: Suite City Life Montréal, Toronto & Vancouver Households 691,643 Single, separated, living in a suite in the city! These 25-34 year olds make their homes in an apartment, have good educations, some with graduate degrees, and are launching into their careers and family lives. Many have small children and babies and with a high instance of lone parent families, their resources are stretched. However, diverse ethnic flavours abound! Recent immigrants of Central and South American, Eastern European, African, Asian and Middle Eastern decent offer a mix of Buddhist, Hindu, Muslim, Orthodox and Christian values with the family unit being very important and supportive. This group has a significant portion of non-permanent residents and are very mobile, seeking to improve their lifestyles. They tend to have lower expenditures due to their low incomes which range from $10,000 - $40,000 and have experienced some unemployment. They use public transit to go to work, take the children to health care appointments and visit their community of friends! Did Did you know? Former Prime Minister of Canada, Pierre Trudeau is from Montréal, Québec Did y Did you know? Toronto is Canada’s largest city Copyright 2011
  22. 22. Did Did you know? NHL head coach “Scotty” Bowman was born in Montréal, Québec Group S: Éclectiques Québécois Montréal Households 926,668 A world of eclectic neighbourhoods is illustrated in this group of young people 25 – 29 years old and an older gentry of 70 – 85 year old folks. Some have children at home and educations are generally trades apprenticeships or high school level, hence their occupations as secretaries, assistants in health care, cooks, sales and service workers and labourers in processing or manufacturing. Incomes are well below $40,000 and there are significant government transfers due to high unemployment and retirement pensions. Expenditures tend to be low, however, living in urban centres, they embrace all Montréal and Québec cities have to offer. They make their homes in a rented apartment, duplex, or older single attached house and are high users of public transit. The addition of Aboriginal, Haitian and African heritage augments the strong French Canadian tradition, creating a truly distinguished urban Québécois lifestyle. Did y Did you know? Montréal is 100 feet above sea level and built next to a dormant volcano Copyright 2011
  23. 23. Group T: Trans-Canada Communities Across Canada Households 486,749 Did Did you know? The Trans-Canada Highway is 7,821 km! Did y Did you know? The baseball glove, electric light bulb, television, telephone & zipper were invented in Canada Copyright 2011 Young parents raising young children are the theme of this group who generally rent an apartment or community type of housing. Incomes are quite low, ranging below $40,000, likely due to low employment, limited educations and a predominance of single parent families. They find employment as cashiers, cooks, child and home support workers or as trades’ helpers in primary industries. Although, their economic situation may deter significant spending, they are resourceful and are busy accumulating life experiences! Living in larger households of six or more people, they share resources. Unique to this group of young Canadians is the presence of First Nations, Métis and Inuit people where Pentecostal and Aboriginal spirituality provide them strong cultural bonds and an allegiance to their communities.
  24. 24. Canadian Segments Group & Type Descriptions Copyright 2011
  25. 25. Did Did you know? Toronto is home to the world’s tallest building, The CN Tower Group A: Platinum Playgrounds Calgary, Toronto, Edmonton & Vancouver Household 248,783 Urban gentry defines this set of married, 45-59 year olds with school aged children living in single detached homes in established cosmopolitan locations. With good educations in law, life sciences, technology and business, they are employed as gold collar senior management or professionals in finance, health, and arts and culture professions. Earning incomes over three times the national average, careers are established and they seek to enhance their lifestyles. They will not hesitate to refine their homes with furnishings and professional cleaning or landscaping services. Focused on maintaining personal health and wellness, regular visits to physicians and dentists are key, as well as keeping memberships to health clubs and professional associations. Purchasing the latest fashions to maintain their stylish persona, whisking off for a vacation to enhance their global vision or escaping to their vacation property are all important aspects of their social being. They absorb the aesthetic pleasures of live shows and cultural performances, read a large selection of publications to keep informed and contribute substantially to their portfolios - especially children’s education and retirement plans! Of European descent, with Jewish and Christian roots, they do not hesitate to share their wealth, contributing to charitable organizations. Did Did you know? Michael J. Fox was born in Edmonton, Alberta Copyright 2011
  26. 26. •Married home owners with elementary, high school & post secondary age children “‘ Platinum Playgrounds”A001 Urban Ontario & Prairie Households 13,439 A003 Urban Ontario, Prairie & some B.C Households 87,286 A002 Urban Ontario & Prairie Households 45,236 B004 Urban Ontario A004 Urban Ontario Households 102,822 •Married home owners with elementary, high school & post secondary age children •Living in single detached homes with 4-5 individuals Religion: Anglican, Jewish & Presbyterian Dominant Ethnicities: American, Polish & British Isles Ethnic Highlights: Jewish, Iranian & Russian •Married home owners with toddlers, elementary, high school & post secondary age children •Living in single detached homes with 4-5 individuals Religion: Lutheran, Church of Jesus Christ of Latter-day Saints, Christian & Missionary Alliance Dominant Ethnicities: German, Italian & Dutch Ethnic Highlights: Danish, Austrian & Norwegian •Married home owners with elementary, high school & post secondary age children •Living in single detached homes with 4-6 individuals Religion: Jewish, Anglican& Orthodox Dominant Ethnicities: Polish, Italian & Scottish Ethnic Highlights: Jewish, Russian & Czech •Married home owners with elementary, high school, post secondary age & older children •Living in single detached homes with 4-5 individuals Religion: Jewish & Orthodox Dominant Ethnicities: Polish, Italian & Chinese Ethnic Highlights: Jewish, Egyptian & Iranian Household Income over $100,000 Household Income over $100,000 Household Income over $100,000 Household Income over $100,000 Copyright 2011
  27. 27. Group B: Cross Canada Careers & Kids Ottawa-Gatineau, Calgary, Toronto, Edmonton & Vancouver Households 892,210 Did Did you know? Ottawa is Canada’s National Capital, selected by Queen Victoria in 1857 Kids, career, home, leisure time and planning for retirement – these are the important things in life for this cluster of active, predominantly well educated, married baby boomers 45-59 years old with children from elementary school to post-secondary education ages. Find business and finance executives, judges, public administrators or technical and health professionals in these neighbourhoods, earning incomes over two times higher than the national average. Owning a detached home for their 4-5 person households, they spend on furniture, clothing, and household and vehicle maintenance. Leisure time is important as they are high users of recreation equipment and services, entertain friends at home, take package travel tours and send the children to camp. Health and wellness are also important, evident in their high use of health clubs, health care practitioner services, and private health insurance plans. They are investing in their future with RSP and RESP plans and have a keen interest in maintaining a good lifestyle as they age. This group tends to have a Christian and Jewish based value system, indicative of their Northern European or Jewish heritage and are generous in their donations to charities and organizations in need. Did Did you know? Musician Justin Bieber is from Stratford, Ontario Copyright 2011
  28. 28. “Cross Canada Careers & Kids”B005 Urban Ontario Households 48,048 B007 Urban Ontario Households 53,964 B006 Urban Ontario Households 77,251 B008 Urban Ontario & B.C Households 99,296 • Older divorced or widowed singles living in rented dwellings with no children at home Religion: Jewish, Muslim & Orthodox Dominant Ethnicities: Polish, Chinese & Irish Ethnic Highlights: Jewish, Egyptian & Iranian •Married couples with elementary, high school & post secondary age children •Living in owned single detached homes Religion: Jewish, Hindu & Orthodox Dominant Ethnicities: Chinese & Polish Ethnic Highlights: Jewish, Egyptian & Italian •Married home owning couples •Living in semi- detached dwellings with a mix of young and older children Religion: Jewish, Orthodox & Anglican Dominant Ethnicities: Irish, Scottish & English Ethnic Highlights: Jewish, Czech & British Isles •Older married couples living in single detached owned homes, with post secondary age & older children at home Religion: Jewish, Anglican & Orthodox Dominant Ethnicities: Polish, Chinese & Italian Ethnic Highlights: Jewish, Iranian & Korean Household Income over $100,000 Household Income over $100,000 Household Income over $100,000 Household Income over $100,000 Copyright 2011
  29. 29. •Household Income $90,000- $100,000+ “Cross Canada Careers & Kids”B009 Urban Québec Households 59,963 B010 Urban Ontario & Prairie Households 132,923 •Common- law couples with children ranging from toddlers to high school age •Living in owned single detached homes Religion: Roman Catholic Dominant Ethnicities: Canadian & Italian Ethnic Highlights: Québécois, Egyptian, French & Lebanese •Married single detached home owners •Children are elementary school to high school age with some toddlers Religion: Roman Catholic, Ukrainian Catholic, Lutheran Christian & Missionary Alliance & United Church Dominant Ethnicities: Polish, Ukrainian & Scottish Ethnic Highlights: Italian, Slovak, Croatian & British Isles Household Income $90,000- $100,000+ Household Income $90,000- $100,000+ B011 Urban Ontario & B.C Households 175, 830 B012 Urban Ontario & Prairie Households 54,830 •Married single- detached home owners •Living with their post secondary age children and some elementary and high school age children Religion: Christian Reformed Church, United Church & Anglican Dominant Ethnicities: English, Irish & Scottish Ethnic Highlights: Finnish, Slovak & Croatian •Married couples with toddlers •Living in owned semi-detached and row homes Religion: Christian Reformed Church, Lutheran, Christian & Missionary Alliance & United Church Dominant Ethnicities: Polish, Ukrainian & Chinese Ethnic Highlights: Yugoslav, Egyptian & Slovak Household Income $80,000-$100,000+ Household Income $80,000-$100,000+ Copyright 2011
  30. 30. “Cross Canada Careers & Kids” B013 Urban/Rural B.C & Ontario Households 92,023 •Married home owners without children at home, living in single- detached homes Religion: Anglican, United Church & Presbyterian Dominant Ethnicities: English, Scottish & Irish Ethnic Highlights: Welsh, Icelandic & Czech B014 Urban Ontario Households 96,082 •A mix of 30- 39 year old home owners & renters living in semi-detached homes & apartments without children Religion: Jewish , Anglican & Orthodox Dominant Ethnicities: Polish, Irish & Scottish Ethnic Highlights: Jewish, Greek & Japanese Household Income $90,000-$100,000+ Household Income over $100,000 Copyright 2011
  31. 31. Group C: Cosmo Canadians Calgary, Edmonton, Toronto & Ottawa-Gatineau Households 613,794 Family times abound in this group of 30-39 year olds with babies and young children living in 4 to 5 person households. They make their homes in row-type houses and have a mortgage to match! With a mix of college and university educations in behavioural sciences, engineering and business administration fields, they are developing careers as managers, educators, professionals or technical experts. Being young in their careers, they look forward to opportunities for advancement and enhancing their portfolios. Incomes range from $70,000 to above $100,000 but with expenses of managing a home, career and family, they have significant expenditures on child care, clothing, health care and vehicle maintenance. Home is the hub of activity so furnishing for comfort and style, equipping the house with entertainment systems and recreation equipment is well above average. Saving for children’s education and their own retirement is important; however, they indulge in experiences – taking family vacations, attending live sporting events and participating in an array of leisure activities. This group has predominantly Northern and Eastern European backgrounds and their cultural attitudes are likely based on a Christian based value system. Did Did you know? Napanee, Ontario is home to musician Avril Lavigne Did Did you know? Edmonton is home to musician k.d. lang Copyright 2011
  32. 32. “Cosmo Canadians” C015 Urban Prairie & Ontario Households 69,014 •Married home owners with toddlers and elementary school age children, living in row housing & some single-detached homes Religion: Evangelical Missionary Church, Lutheran, Christian & Missionary Alliance Dominant Ethnicities: Italian, Chinese & Ukrainian Ethnic Highlights: Croatian, Egyptian & Korean C016 Urban Prairie & Territories Households 75,867 •Married single-detached home owners with toddlers, elementary & high school age children Religion: United Church, Lutheran, Christian & Missionary Alliance Dominant Ethnicities: German, Scottish & English Ethnic Highlights: Norwegian, Ukrainian & Swedish C018 Rural Prairie & Territories Households 45, 021 •A mix of renting singles & common-law couples with some young children Religion: Salvation Army, Pentecostal, Aboriginal Spirituality & Anglican Dominant Ethnicities: Ukrainian, German & Irish Ethnic Highlights: Inuit, Métis & North American Indian Household Income $80,000-$100,000+ Household Income $80,000-$100,000+ Household Income $80,000-$100,000+ Household Income $80,000-$100,000+ Copyright 2011 C017 Urban Ontario Households 66, 000 •Married home owners with young children, living in semi-detached , row housing & some single-detached homes Religion: Jewish, Hindu & Orthodox Dominant Ethnicities: Chinese & Polish Ethnic Highlights: Jewish, Egyptian & Italian Household Income $80,000-$100,000+
  33. 33. C021 Urban Maritime, Ontario & Prairie Households 98,108 •Married single-detached & row house owners with toddlers & elementary school age children Religion: United Church, Anglican, Baptist & Lutheran Dominant Ethnicities: German, Scottish & English Ethnic Highlights: British Isles, Yugoslav & Dutch “Cosmo Canadians” C020 Urban Prairie Households 80,745 •Married couples with toddlers & some elementary age children •Living in owned row housing or single & semi- detached homes Religion: Lutheran, Buddhist & Ukrainian Catholic Dominant Ethnicities: Chinese, Ukrainian & Polish Ethnic Highlights: Vietnamese, Filipino & Lebanese C019 Urban Ontario Households 50,879 •Married home owners with toddlers and some elementary & high school age children living in semi-detached and row housing Religion: Serbian Orthodox, Pentecostal , Ukrainian Orthodox & Presbyterian Dominant Ethnicities: Italian, Polish & Chinese Ethnic Highlights: Trinidadian/ Tobagonian, Jamaican & Guyanese Household Income $70,000-$100,000+ Household Income $70,000-$100,000+ Household Income $70,000-$100,000+ Copyright 2011
  34. 34. Group C: Cosmo CanadiansC022 Urban Prairie Households 63,843 •A mix of common-law & married couples primarily without children & some with toddlers •Living in owned semi-detached & row housing Religion: Church of Jesus Christ of Latter-day Saints, Lutheran & Christian Dominant Ethnicities: German, Ukrainian & Dutch Ethnic Highlights: Norwegian, Danish & Swedish C023 Urban Ontario Households 64,317 •Married single- detached, semi-detached & row housing owners •Living with toddlers & elementary age children in 4-5 person households Religion: Christian Reformed Church, Presbyterian, Baptist, Anglican & United Church Dominant Ethnicities: Italian, Dutch & Polish Ethnic Highlights: Serbian, Portuguese & Yugoslav Household Income $60,000-$100,000 Household Income $60,000-$100,000+ Copyright 2011
  35. 35. Group D: Rooted in Canada! Maritimes, Ottawa-Gatineau, Edmonton, Calgary, Vancouver & some Toronto Households 1,256,635 Large households in single detached houses in a mix of Canadian urban and smaller rural communities create the living spaces of these married couples 40-54 years of age and their teen aged children. Pets are likely part of this picture, too! Earning incomes from $70,000 to over $100,000, likely from college educations infused with many years of work experience, they are employed as nurses, contractors in primary production or are engaged in finance and insurance businesses. Home is their palace and they spend time and money on maintenance, utilities, tending gardens and fixing their vehicles. They work hard and play hard, indulging in recreational sports, activities and likely have a gym membership or belong to a professional or community association. Ensuring their lifestyle is secure for the future, they are contributing to pension plans and children’s educations. Their Northern European heritage is synonymous with Christian values and they don’t forget to give to international charities and organizations. This cluster of Canadians is rooted to their communities and look forward to reaping the fruits of their efforts well into their senior years. Did Did you know? Drumheller, AB is The Dinosaur Capital of the World Copyright 2011 Did Did you know? Basketball player Steve Nash grew up in Vancouver!
  36. 36. “Rooted in Canada!” D026 Rural Maritime & Ontario Households 167,540 D025 Urban Prairie & Territories Households 77,488 •Married single- detached home owners with high school & post secondary age children Religion: Ukrainian Catholic, Lutheran, Christian & Missionary Alliance & Ukrainian Orthodox Dominant Ethnicities: German & Polish Ethnic Highlights: Icelandic, Ukrainian & Norwegian •Married single-detached home owners with elementary, high school & post secondary age children Religion: Christian Reformed Church, Presbyterian & United Church Dominant Ethnicities: English, Irish & Scottish Ethnic Highlights: English, Irish & Scottish D027 Urban Ontario & Prairie Households 119,880 •Married couples with elementary, high school & post secondary age children •Living in owned single & semi- detached homes Religion: Serbian Orthodox, Brethren in Christ , Presbyterian, Lutheran& Christian Reformed Church Dominant Ethnicities: Polish, Ukrainian & Italian Ethnic Highlights: Portuguese, Croatian & Serbian D024 Rural Prairie & B.C Households 67,714 •Married single-detached home owners •Living with & without children Religion: Aboriginal Spiritual, Christian & Missionary Alliance, Lutheran, United Church & Mennonite Dominant Ethnicities: German, English & Scottish Ethnic Highlights: Norwegian, Danish & Swedish Household Income $80,000-$100,000+ Household Income $70,000-$100,000+ Household Income $70,000-$100,000+ Household Income $70,000-$100,000+ Copyright 2011
  37. 37. D030 Urban Ontario & Prairie Households 104,705 •Married semi & single-detached home owners with their older children living at home Religion: Serbian Orthodox, Lutheran, Presbyterian, United Church & Anglican Dominant Ethnicities: Ukrainian, Polish & Italian Ethnic Highlights: Croatian, Slovak & Serbian “Rooted in Canada!”D028 Rural Ontario Households 148, 385 D029 Urban Ontario Households 66,762 •Married couples with & without children •Living in owned single-detached homes with 4-6 individuals Religion: Christian Reformed Church, Mennonite, United Church, Anglican & Presbyterian Dominant Ethnicities: English & Scottish Ethnic Highlights: Dutch, Yugoslav & Finnish •Separated semi-detached & row home owners with post secondary age children Religion: Muslim, Buddhist, Jewish & Hindu Dominant Ethnicities: Chinese, Polish & East Indian Ethnic Highlights: Egyptian, Trinidadian/Tobagonian & West Indian D031 Urban Ontario, B.C & Maritime Households 77,350 •Married couples with & without children at home •Living in owned single-detached homes Religion: United Church, Anglican & Baptist Dominant Ethnicities: Dutch, English &Scottish Ethnic Highlights: Croatian, Slovak & Finnish Household Income $80,000-$100,000+ Household Income $70,000-$100,000+ Household Income $70,000-$100,000+ Household Income $70,000-$100,000+ Copyright 2011
  38. 38. “Rooted in Canada!” D032 Urban B.C & Territories Households 123,487 D033 Rural Maritime & Ontario Households 69,499 •Married couples with & without children at home •Living in relatively new owned row homes, apartments & some single- detached homes Religion: Christian, Lutheran, United Church , Baptist& Anglican Dominant Ethnicities: Dutch, English & Scottish Ethnic Highlights: Norwegian, Swedish & Danish •Single-detached home owners with elementary & high school age children Religion: Roman Catholic Dominant Ethnicities: French, Canadian & North American Indian Ethnic Highlights: Acadian, Québécois & Métis D034 Urban Prairie, B.C & Territories Households 133,101 D035 Urban Maritimes Households 100,724 •Married couples, some separated with toddlers, elementary, high school & post secondary age children •Living in owned single & semi-detached homes. Religion: Christian & Missionary Alliance, United Church & Lutheran Dominant Ethnicities: German, Dutch & Polish Ethnic Highlights: Norwegian, Icelandic & Ukrainian •Married semi-detached & apartment owners with high school & post secondary age children Religion: Salvation Army, Baptist , United Church & Anglican Dominant Ethnicities: English & Scottish Ethnic Highlights: Acadian, Inuit & Irish Household Income $70,000-$99,999 Household Income $70,000-$100,000+ Household Income $60,000-$99,999 Household Income $60,000-$99,999 Copyright 2011
  39. 39. Group E: Resident Urbain Montréal & Ottawa-Gatineau Households 362,658 Urban Québécois centres are cultural landscapes and habitats for these 35-44 year old single and common-law folks with young children under 14. Living in semi-detached homes with 3-5 persons, this group has an above average income of $60,000-$100,000 achieved from occupations in health sciences, senior management and administration or as skilled technicians, social workers and protective services employees. They have some post-secondary education but careers are focused on managing time and household finances to support their young families. They are designers of comfort and care, spending on child care, food, clothing, vehicles and cell phones. Communication tools are key to organizing their families and French is the language of choice. Strong Québécois heritage and predominantly Roman Catholic values influence their family and healthy active lifestyle and they make an effort to give back to society as well, donating to charitable causes. Find these city dwellers cycling, visiting a cultural site or setting up a home entertainment system to entertain family and friends. Did Did you know? In Montréal people that speak English are referred to as Anglophones Did Did you know? Musician Alanis Morissette is from Ottawa, Ontario Copyright 2011
  40. 40. “Resident Urbain ”E036 Urban Québec Households 92,358 E038 Urban Québec Households 102,099 E037 Urban Québec Households 83,778 E039 Urban Québec Households 84,423 •Mix of common-law & singles living in owned single & semi-detached homes with elementary, high school & post secondary age children Religion: Roman Catholic Dominant Ethnicities: Canadian Ethnic Highlights: Haitian, Québécois & French •Mix of singles & common- law couples with toddlers, elementary & some high school age children •Living in owned single & semi-detached homes Religion: Roman Catholic Dominant Ethnicities: French Ethnic Highlights: Québécois, Haitian & Canadian •Mix of singles & common- law couples with elementary, high school & post secondary age children •Living in owned semi & single- detached homes Religion: Roman Catholic Dominant Ethnicities: French Ethnic Highlights: Québécois, Canadian & Haitian •Common-Law & singles living in owned semi- detached homes, with children, toddlers & elementary age Religion: Roman Catholic Dominant Ethnicities: French Ethnic Highlights: Québécois, Haitian & Canadian Household Income $70,000-$100,000 + Household Income $70,000-$100,000 + Household Income $70,000-$100,000 + Household Income $70,000-$99,999 Copyright 2011
  41. 41. Group F: Young & Yearning Vancouver, Toronto & Calgary Households 925,159 Did you know? Victoria, B.C is home to musician Nelly Furtado Married couples and singles under 40 with children constitute this youthful group who make their homes in fairly new semi-detached or row-type homes and apartment duplexes in Canadian cities in BC and Ontario. With some university or college level education, they are employed in clerical, technical, business and finance jobs or are skilled trade’s people earning incomes of $90,000 - $100,000. As these folks may live in large multiple family households, their expenditures are above average for clothing, furniture, child care, recreation goods and children’s education. They are likely to equip their homes with entertainment equipment, yet not quite ready to engage in health or retirement plans. Catching a movie with friends or attending a cultural event with the family is part of their social lives. Urban excitement meets ethnic diversity in this cluster, where a mix of South Asian, Central American, West Indian, and Middle Eastern heritage create unique lifestyles and tastes. With Buddhist, Sikh and Christian values, hard work, community support and family are key to prosperity and wellness. Did Did you know? Comedian Russell Peters is from Toronto, Ontario Copyright 2011
  42. 42. “Young & Yearning”F040 Urban Ontario & B.C Households 59, 826 F042 Urban Ontario Households 88,106 F041 Urban Ontario Households 79,445 F043 Urban Ontario Households 57,563 •Married home owners , living in single-detached, row homes & apartments with primarily post secondary & some high school & elementary age children Religion: Buddhist, Orthodox , Sikh, Muslim, Christian & Hindu Dominant Ethnicities: East Indian Ethnic Highlights: Chinese, Iranian & Korean •Married apartment & single detached home owners with elementary, high school & post secondary age children Religion: Sikh, Hindu, Christian, Buddhist & Muslim Dominant Ethnicities: Chinese & Italian Ethnic Highlights: East Indian, Punjabi & South Asian •Married semi-detached & row home owners with children ranging from toddlers to post secondary age Religion: Sikh, Hindu, Muslim & Buddhist Dominant Ethnicities: Chinese, Italian & East Indian Ethnic Highlights: South Asian, Punjabi & Pakistani •Married single & semi- detached home owners with post secondary age children Religion: Orthodox, Hindu, Sikh & Roman Catholic Dominant Ethnicities: East Indian Ethnic Highlights: Italian, Portuguese & Vietnamese Household Income over $100,000 Household Income $80,000-$100,000 + Household Income $70,000-$100,000 + Household Income $90,000-$100,000 + Copyright 2011
  43. 43. F044 Urban Ontario Households 77,187 F045 Urban Ontario & B.C Households 61,111 •Married semi-detached, row home & apartment owners living in multiple-family households •Children ranging from toddlers to post secondary age Religion: Hindu, Christian, Muslim, Sikh & Adventist Dominant Ethnicities: East Indian & Chinese Ethnic Highlights: Guyanese, Sri Lankan & Jamaican •Married semi-detached & apartment owners living in multiple-family households •Children ranging in age from toddlers to post Secondary Religion: Sikh, Hindu, Muslim & Adventist Dominant Ethnicities: East Indian & Punjabi Ethnic Highlights: Punjabi, East Indian & South Asian F046 Urban Ontario & B.C Households 129,547 F047 Urban B.C Households 72,989 •Semi-detached & apartment owners living with post secondary age & older children Religion: Greek Orthodox, Muslim, Christian, Sikh, Hindu & Buddhist Dominant Ethnicities: Chinese, Italian & East Indian Ethnic Highlights: Greek, Filipino & Sri Lankan •Married apartment owners with toddlers, elementary, high school, post secondary & older children at home Religion: Sikh, Hindu, Muslim, Christian & Buddhist Dominant Ethnicities: Chinese Ethnic Highlights: Punjabi, East Indian & South Asian Household Income $60,000-$100,000 + Household Income $70,000-$100,000 + Household Income $90,000-$100,000 + Household Income $80,000-$99,999 “Young & Yearning” Copyright 2011
  44. 44. F048 Urban B.C Households 111,286 F049 Urban Ontario Households 41,489 •Married row house & apartment owners living in multi- family households with post secondary & older children Religion: Buddhist, Christian, Hindu & Sikh Dominant Ethnicities: East Indian Ethnic Highlights: Chinese, Vietnamese & Filipino •Single & separated owners & renters of semi- detached homes & apartments with post secondary and older children living at home Religion: Buddhist, Orthodox & Adventist Dominant Ethnicities: Italian & Chinese Ethnic Highlights: Portuguese, Vietnamese & West Indian F050 Urban Prairie & B.C Households 75,702 F051 Urban Ontario Households 70,908 •Semi-detached, row homes & apartment renters with post secondary & older children living at home in multiple-family households Religion: Buddhist, Christian, Muslim, Hindu & Sikh Dominant Ethnicities: Chinese, East Indian & Polish Ethnic Highlights: Filipino, Vietnamese & Sri Lankan •Separated & single semi-detached & apartment renters with post secondary & older children living at home multiple-family households Religion: Buddhist, Hindu, Christian, Sikh & Muslim Dominant Ethnicities: Chinese, Italian & East Indian Ethnic Highlights: Salvadoran, Vietnamese & Portuguese Household Income $70,000-$79,999 & 100,000+ Household Income Ranging Household Income $40,000-$59,999 Household Income $40,000-$49,999 “Young & Yearning” Copyright 2011
  45. 45. Group G: Fine Canadian Vintage Edmonton some Calgary & Ottawa-Gatineau Households 872,931 The Canadian standards for healthy aging are illustrated in this group of seniors living on their own in detached homes in urban centres of the Prairies and Ontario. Privileged to have mostly university educations, their hard work in finance, nursing and years of life experiences has enabled them an annual household income of over $80,000, likely from many years of saving and planning. Personal health is important and they spend on health plans, medication and supplies to maintain their active lifestyles. As they are likely in transition to retirement, they indulge in leisure activities. Attending live shows, visiting museums, reading newspapers or renting a recreation vehicle to tour around the countryside or local lake are activities they embrace. With Northern European backgrounds, this fine group of history-makers make lifestyle choices based on Protestant values and traditional beliefs. Giving back to society is important for them and they donate to charitable causes and religious organizations . Did Did you know? Actor Dan Aykroyd Is from Ottawa, Ontario Did Did you know? Edmonton is home to West Edmonton Mall. The largest shopping centre in North America Copyright 2011
  46. 46. “Fine Canadian Vintage”G052 Urban Ontario & Prairie Households 139,129 G054 Urban Maritime & Ontario Households 126,207 G053 Urban Ontario, Prairies & Territories Households 122,731 G055 Urban Ontario & B.C Households 93,101 •Married single-detached home owners with post secondary & older children, or no children at home Religion: Ukrainian Orthodox, Serbian Orthodox & Ukrainian Catholic, United Church, Anglican, Lutheran & Presbyterian Dominant Ethnicities: Italian, Polish & Ukrainian Ethnic Highlights: Serbian, Slovak & Croatian •Separated & divorced single-detached & apartment Owners Religion: Christian Reformed Church, United Church, Lutheran & Anglican Dominant Ethnicities: Scottish, German & English Ethnic Highlights: Icelandic, Austrian & Welsh •Older individuals, mix of married & widowed single-detached & row home owners Religion: United Church, Anglican, Baptist & Presbyterian Dominant Ethnicities: Scottish, English & Irish Ethnic Highlights: Scottish, English & Irish •Primarily widowed, apartment owners, living in 1 person households Religion: Presbyterian, Anglican & United Church Dominant Ethnicities: English, Scottish & Irish Ethnic Highlights: Korean, Japanese & Serbian Household Income $80,000-$100,000+ Household Income $70,000-$99,999 Household Income $90,000-$99,999 Household Income $50,000-$79,999 Copyright 2011
  47. 47. G056 Rural B.C Households 58,476 G058 Urban Ontario Households 91,344 G057 Rural Ontario & B.C Households 140,055 G059 Urban Prairie Households 101,888 •Mix of married & widowed individuals •Living in owned single-detached & row housing Religion: Anglican, Presbyterian & United Church Dominant Ethnicities: English, Scottish & German Ethnic Highlights: Swiss, Swedish & Danish •Married couples living without children in their owned single-detached homes Religion: Anglican, Presbyterian & United Church Dominant Ethnicities: Scottish & Irish Ethnic Highlights: Finnish, English & Welsh •Primarily widowed & some married individuals with some older children living in their owned single– detached home Religion: Serbian Orthodox, Presbyterian & Ukrainian Catholic Dominant Ethnicities: Polish, Ukrainian & English Ethnic Highlights: Slovak, Serbian & Croatian •Primarily widowed with some married individuals •Living in owned single-detached homes without children Religion: Ukrainian Catholic, Ukrainian Orthodox, Lutheran & United Church Dominant Ethnicities: German & Dutch Ethnic Highlights: Icelandic, Ukrainian & Swedish Household Income $70,000-$79,999 Household Income $60,000-$99,999 Household Income $60,000-$99,999 Household Income $60,000-$89,999 “Fine Canadian Vintage” Copyright 2011
  48. 48. Group H: Belle Ville Cosmopolite! Ottawa-Gatineau & Montréal Households 448,451 Did you know? The Rideau Canal, Ottawa becomes the largest skating rink in the world during winter This collection of 55-79 year olds inhabits urban centres of Québec . Being older, in common law relationships without children at home, or possibly experiencing a life change such as divorce, they live in one or two person households and own their apartment or semi-detached home. Incomes range from $50,000 to over $90,000 and with some university certification or trades qualifications, they are employed in technical trades or clerical work in health, education and social services. Expenditures are average for most sectors, spending normal amounts on health care, transportation, furnishings, utilities, food and recreation. From the bustling streets of Montréal to the quaint neighbourhoods of Ottawa and other la belle province cities, these predominantly Roman Catholic followers lend form and life fashion to the inimitable Québécois culture. Did Did you know? Musician Leonard Cohen is from Montréal Copyright 2011
  49. 49. “Belle Ville Cosmopolite”H060 Urban Québec Households 66,486 H062 Urban Québec Households 62,561 H061 Urban Québec Households 82,869 H063 Rural Québec Households 112,559 •Mix of common-law & divorced individuals •Living in owned semi-detached homes Religion: Roman Catholic Dominant Ethnicities: Canadian Ethnic Highlights: Québécois, French & Belgian •Mix of singles, divorced & common-law individuals with some high school age children •Living in owned single & semi-detached homes Religion: Roman Catholic Dominant Ethnicities: French Ethnic Highlights: Québécois, Haitian & Canadian •Mix of common-law & divorced individuals with some older children at home •Living in semi-detached homes & apartments Religion: Roman Catholic Dominant Ethnicities: French, Canadian & Italian Ethnic Highlights: Haitian, Lebanese & Québécois •Common-law & divorced couples living in 2 person households without children •Occupying owned single-detached homes & apartments Religion: Roman Catholic Dominant Ethnicities: Canadian Ethnic Highlights: Québécois, Acadian & French Household Income $80,000-$100,000+ Household Income $60,000-$99,999 Household Income $70,000-$79,999 Household Income $50,000-$79,999 Copyright 2011
  50. 50. H064 Urban Québec Households 57,497 H065 Urban Québec Households 66,479 •Mix of common-law, divorced & separated renters living in 1 person households Religion: Roman Catholic Dominant Ethnicities: Canadian Ethnic Highlights: Québécois, French & Haitian •Mix of single, divorced & common-law individuals renting semi-detached, row homes & apartments Religion: Roman Catholic Dominant Ethnicities: French Ethnic Highlights: Québécois, Canadian & Haitian Household Income $40,000-$49,999 Household Income $30,000-$69,999 “Belle Ville Cosmopolite” Copyright 2011
  51. 51. Group I: Frontier Families P.E.I, Nova Scotia, New Brunswick, Manitoba, Saskatchewan, Alberta, B.C & Territories Households 923,308 Atlantic Canada; Home of the 8 mile Confederation Bridge Did Did you know? Stompin’ Tom Connors is from Saint John, N.B Copyright 2011 With 2 – 4 person households, these mix of married and separated 40 – 65 year olds, with school aged children at home, earn $60,000 – $90,000 per year. They live in rural areas across Canada and own their single detached home or movable dwelling. Occupations and educations vary, but with high school and trades certificates, they find work as technical, or child care workers or as trades’ people in agriculture, forestry or fisheries. They likely drive to work and spending habits for food, utilities, recreation, furniture and clothing are all slightly below average, including spending on health care. Hard working and resourceful, they likely have Western and Northern European heritage and may follow some spiritual faith such as Lutheran, United Church or Christian Reformed. This group also represents some of the rural Christian based communities such as Mennonites, further illustrating their propensity for hard work and resourcefulness. Community spirit is key to this group, providing the foundation for these strong enclaves across Canada.
  52. 52. “Frontier Families”I066 Rural Ontario Households 207,591 I067 Rural Prairie, B.C & Territories Households 138, 247 •Married & separated individuals living in owned single-detached homes with their •Elementary & high school age children Religion: Christian Reformed Church, Brethren in Christ, United Church, Anglican & Presbyterian Dominant Ethnicities: Scottish & Irish Ethnic Highlights: Dutch, Finnish & English •Separated individuals with some common-law couples •Living in owned dwellings Religion: Lutheran, Christian, United Church & Church of Jesus Christ of Latter-day Saints Dominant Ethnicities: German, Scottish & English Ethnic Highlights: Norwegian, Swedish & Métis I068 Rural Prairie Households 129,737 I069 Rural Ontario Households 120, 181 •Married single-detached home owners with elementary & high school age children Religion: Hutterite, Church of Jesus Christ and Latter-day Saints, United Church, Christian & Lutheran Dominant Ethnicities: German, English & Scottish Ethnic Highlights: Norwegian, Swedish & Métis •Married couples living in owned single-detached homes with their elementary, high school & post secondary age children Religion: Christian Reformed Church, Mennonite, United Church, Baptist, Lutheran & Presbyterian Dominant Ethnicities: German, English & Irish Ethnic Highlights: Dutch, Belgian & Swiss Household Income $70,000-$99,999 Household Income $80,000-$99,999 Household Income $60,000-$99,999 Household Income $60,000-$89,999 Copyright 2011
  53. 53. I070 Rural Prairie, B.C & Territories Households 79,765 I071 Urban B.C & Ontario Households 126,050 •Mix of single, separated & common-law individuals •Combination of renting & owning single-detached homes Religion: Aboriginal Spirituality, Church of Jesus Christ and Latter-day Saints & Christian, Anglican & Lutheran Dominant Ethnicities: Ukrainian & German Ethnic Highlights: Inuit, Métis & North American Indian •Separated & divorced individuals •Renting or owning semi-detached, row housing & apartments Religion: Anglican, Baptist, Lutheran & Presbyterian Dominant Ethnicities: Scottish & Irish Ethnic Highlights: Finnish, Dutch & English I072 Rural Maritime Households 121, 737 •Married couples without children at home •Living in owned single-detached homes Religion: Baptist, Salvation Army , Presbyterian, United Church, Anglican & Pentecostal Dominant Ethnicities: English Ethnic Highlights: Acadian, Scottish & Irish Household Income $20,000-$29,999 & $60,000-$69,999 Household Income $40,000-$59,999 Household Income $30,000-$49,999 “Frontier Families” Copyright 2011
  54. 54. Group J: Single in the City Edmonton, Vancouver ,Calgary, Toronto & Ottawa-Gatineau Households 480,471 Did you know? Vancouver is home to the annual Cherry Blossom Festival Selections of cities across the nation are home to these 20 -29 year old well educated singles that rent and live independently in a high rise apartment. With graduate degrees in physical science, math, visual arts and culture, they are launching into the work force, working in service and sales or arts and culture sectors. As they are starting in entry level positions, incomes are below average at $30,000 - $60,000 and expenditures are reflective of this, with lower than average spending on clothing, furnishings, education, communication equipment and reading materials. They are high users of public transportation, bikes and walking as their urban environments offer close proximity to services and amenities. There is high ethnic diversity, many of Northern and Eastern European, Japanese and Mexican descent with a number of non-permanent residents, which adds a unique vibrancy to these communities. Although downtown single city life is satisfying, these city bred singles are highly mobile. Being the architects of their careers, they aspire to create families and craft a meaningful lifestyle. Did Did you know? Nickelback is from Hanna, Alberta Copyright 2011
  55. 55. “Single in the City” J073 Urban Ontario & B.C Households 69,286 •Single individuals living in 1 person households, renting semi-detached homes & apartments Religion: Jewish , Greek Orthodox & Buddhist Dominant Ethnicities: Irish, Chinese & Polish Ethnic Highlights: Jewish, Greek & Japanese J074 Urban Ontario & B.C Households 109,432 •Separated & divorced individuals renting row homes & apartments Religion: Muslim, Buddhist, Serbian Orthodox & Hindu Dominant Ethnicities: Chinese, East Indian & Polish Ethnic Highlights: Korean, Serbian & IranianJ075 Urban Prairie, Territories, B.C & Maritime Households 99,139 •Mix of single & divorced individuals, living in 1 person rented apartments Religion: Church of Jesus Christ of Latter-Day Saints, Christian & Lutheran Dominant Ethnicities: English, Scottish & Irish Ethnic Highlights: Norwegian, Japanese & Swedish Household Income under $10,000 Household Income $50,000-$79,999 Household Income $30,000-$39,999 Copyright 2011
  56. 56. J077 Urban Prairie & Maritime Households 91,296 •Mix of single, separated & divorced, living in 1 person rented row housing & apartments Religion: Church of Jesus Christ of Latter- day Saints & Aboriginal Spirituality Dominant Ethnicities: German, Ukrainian & North American Indian Ethnic Highlights: Norwegian, Métis & Swedish Household Income under $49,999 “Single in the City” J076 Urban B.C, Prairie & Ontario Households 111,318 •Separated & divorced individuals, living in 1 person rented row housing & apartments Religion: Serbian Orthodox , Christian , Anglican & Lutheran Dominant Ethnicities: Scottish, Irish & German Ethnic Highlights: Serbian, Yugoslav & Welsh Household Income $20,000-$49,999 Copyright 2011
  57. 57. Group K: Mid-Aged Medley Montréal, some New Brunswick Households 670,444 Small communities in Québec and New Brunswick are home to this mix of married, common law and divorced folks aged 40 – 64 years, some living with school aged children in 3-4 person households. They own their single detached or moveable dwelling house. Their educations in business, management, personal protection and agriculture offer employment opportunities as machinists, mechanics or secretaries or as labourers in agriculture where they earn $40,000 – $70,000. From the breathtaking rural landscapes to the charming village atmospheres of these small Québec and New Brunswick communities, this group of predominantly French speaking people spend lower than average amounts on clothing, transportation, home entertainment, health care and reading materials. Traditional values influence their rural French Canadian lifestyles where they embrace the outdoors and community life. Copyright 2011 Montréal is the 2nd largest city in Canada! Did Did you know? Actress Sandra Oh is from Ottawa!
  58. 58. K078 Rural Québec Households 132,661 •Single, divorced & common-law individuals, living in owned single-detached homes Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & French “Mid-Aged Medley” K079 Urban Québec Households 107, 588 •Single, divorced & common-law individuals, living in owned semi & single- detached homes with their elementary, high school & post secondary age children Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & FrenchK080 Rural Québec Households 81,824 •Single & common-law individuals, living in owned single-detached homes & apartments Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & Acadian K081 Urban & Rural Maritime Households 55,082 •Separated & common-law individuals, living in owned single-detached homes Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Acadian, Canadian & French Household Income $60,000-$99,999 Household Income $50,000-$89,999 Household Income $40,000-$59,999 Household Income $40,000-$59,999 Copyright 2011
  59. 59. K082 Rural Québec Households 111,696 •Mix of single, divorced & common-law individuals, living in owned single-detached homes without children Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & French K083 Rural Québec Households 59,318 •Single & common-law individuals, living in owned singled-detached homes Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & French K084 Rural Québec Households 61,442 •Single & common-law individuals, living in owned single-detached homes with some high school age children Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Canadian & Swiss K085 Urban Québec Households 60,833 •Mix of single, divorced & common-law individuals, living in rented semi-detached homes & apartments Religion: Roman Catholic Dominant Ethnicities: Canadian & French Ethnic Highlights: Québécois, Haitian & Canadian Household Income $40,000-$69,999 Household Income $30,000-$69,999 Household Income $20,000-$69,999 Household Income $20,000-$59,999 Copyright 2011 “Mid-Aged Medley”
  60. 60. Group L: Family Footprints Calgary, Edmonton & Ottawa-Gatineau Households 684,268 Did y Did you know? The Calgary was the 1st Canadian city to host the Winter Olympics (1988) Young single parents 20-34 years old with high school educations constitute this group of hard working blue collar, sales, service and clerical workers. Incomes are below average at $40,000 - $70,000 as they have experienced some unemployment while building a career. Remaining resources are quickly absorbed into child care expenses and the numerous requirements for nurturing a family. Due to lower income and their situation, spending on furnishings, clothing, recreation, health care and transit are below average. However, these challenges do not deter them from creating a fulfilling lifestyle or enhancing their row-type homes. Northern European heritages mixed with immigrants from Central America, Africa and Eastern Europe creates a mosaic of tastes in these cosmopolitan clusters of Alberta, Ontario and New Brunswick. They aspire to care for their homes, build a foundation for their families and improve their lifestyles. Did Did you know? Edmonton is home to hockey star Mark Messier Copyright 2011
  61. 61. “Family Footprints”L086 Urban Ontario Households 88,816 L087 Urban & Rural Territories, Prairie & Maritime Households 26,820 •Primarily separated individuals living in owned semi-detached & row housing Religion: Pentecostal, Adventist, Anglican & Salvation Army Dominant Ethnicities: Dutch, English & Scottish Ethnic Highlights: Salvadoran, Trinidadian/ Tobagonian & Yugoslav •Single & common-law individuals living in rented semi-detached, row housing & apartments with their toddlers Religion: Pentecostal, Baptist, Anglican & United Church Dominant Ethnicities: German, Scottish & Irish Ethnic Highlights: Métis, Norwegian & North American Indian L088 Urban Prairie, Ontario, B.C & Territories Households 109,351 L089 Urban Ontario Households 132, 709 •Separated or divorced individuals living in 3 person households, occupying owned semi & detached-homes Religion: Orthodox, Muslim & Christian Dominant Ethnicities: Polish, East Indian & Scottish Ethnic Highlights: Salvadoran, Trinidadian/ Tobagonian & Arab •Separated or divorced individuals living in owned single-detached homes & apartments Religion: United Church, Baptist, Anglican & Presbyterian Dominant Ethnicities: Dutch, English & Scottish Ethnic Highlights: Finnish, Yugoslav & Slovak Household Income $60,000-$99,999 Household Income $40,000-$59,999 Household Income $60,000-$69,999 Household Income $30,000-$49,999 Copyright 2011
  62. 62. L090 Urban Maritime, Prairie & B.C Households 94,354 L091 Urban Ontario Households 50,256 •Separated, divorced & some singles with toddlers & elementary age children, living in rented semi-detached & row housing Religion: Pentecostal, Christian, Church of Jesus Christ of Latter-day Saints Dominant Ethnicities: Scottish, Dutch & English Ethnic Highlights: Salvadoran, Métis & North American Indian •Single & separated individuals with toddlers, elementary & high school age children, living in rented row housing & some semi- detached homes Religion: Muslim, Christian, Buddhist, Pentecostal & Jewish Dominant Ethnicities: North American Indian, Polish & East Indian Ethnic Highlights: Salvadoran, Arab & Black L092 Urban Maritime & Ontario Households 88,636 L093 Urban Prairie Households 93,326 •Separated & divorced individuals, living in older rented apartments Religion: Baptist , Anglican & Pentecostal Dominant Ethnicities: English & Irish Ethnic Highlights: Acadian, Black & Scottish •Mix of single, separated & divorced individuals, living in rented single-detached homes & apartment duplexes Religion: Lutheran, Christian, Ukrainian Catholic & Aboriginal Spirituality Dominant Ethnicities: North American Indian, German & Polish Ethnic Highlights: Métis, Icelandic & Ukrainian Household Income $20,000-$69,999 Household Income $10,000-$49,999 Household Income $10,000-$49,999 Household Income $10,000-$49,999 “Family Footprints” Copyright 2011
  63. 63. Group M: Urban & Urbane Montréal, Ottawa-Gatineau, Toronto, Calgary, Edmonton & Vancouver Households 609,203 Hip and happening describe these 20 – 34 years old single and common-law people living in charming older apartments in the city. University and graduate degrees in visual and cultural arts, communications, life sciences and technology are the catalysts for launching their careers in health, finance and technical occupations. Being in metropolitan areas, they are high users of transit and commuting. Although incomes are well below average at $10,000 – $30,000, they do not have children yet so household expenditures are low and they can spend time and money on themselves, taking in a restaurant meal or simple luxuries such as using dry cleaning services. Immigration is high in this group, bringing global cultures from Latin America, Africa, South Asia and the Middle East to their urban habitats, further refining their budding international and refined tastes. They are moving up, moving on and motivated! Did y Did you know? In Vancouver, B.C you can sail, snowboard & golf all in one day Did Did you know? Kingston, Ontario is home to The Tragically Hip! Copyright 2011
  64. 64. “Urban & Urbane”M094 Urban Ontario & B.C Households 90, 838 M095 Urban Québec Households 46,383 •Primarily single individuals living in rented apartments as 1 person households Religion: Jewish, Muslim, Orthodox & Buddhist Dominant Ethnicities: Chinese, Polish & East Indian Ethnic Highlights: Jewish, Iranian, Japanese & Korean •Mix of single, common-law & divorced individuals living in rented apartments Religion: Roman Catholic Dominant Ethnicities: French, Canadian & Italian Ethnic Highlights: Québécois, Mexican & Belgian M096 Urban B.C & Ontario Households 106,743 M097 Urban Prairie & B.C Households 112,256 •Single individuals living in 1 person households, renting apartments Religion: Orthodox, Muslim, Christian & Jewish Dominant Ethnicities: Chinese, East Indian & Polish Ethnic Highlights: Jewish, Iranian, Korean & Japanese •Singles & some divorced or common-law, living in rented apartments without children Religion: Serbian Orthodox, Buddhist, Christian & Jewish Dominant Ethnicities: Ukrainian, Scottish & Irish Ethnic Highlights: Japanese, Jewish, British Isles & Serbian Household Income under $10,000 & over $100,000 Household Income under $10,000 Household Income under $10,000 Household Income under $10,000 & $30,000- $49,999 Copyright 2011
  65. 65. “Urban & Urbane” M098 Urban Québec Households 65,747 M099 Urban Maritime & Québec Households 67,619 •Single with some common-law individuals, living in older rented apartments Religion: Roman Catholic Dominant Ethnicities: French & Canadian Ethnic Highlights: Québécois, Haitian & Mexican •Single apartment renters, living in 1 person households Religion: Muslim, Buddhist, Orthodox & Hindu Dominant Ethnicities: Chinese & East Indian Ethnic Highlights: Arab, Egyptian & Korean M100 Urban Prairie & B.C Households 119,617 •Single, separated & divorced individuals living in rented apartments Religion: Aboriginal Spirituality, Christian, Orthodox & Buddhist Dominant Ethnicities: Ukrainian, North American Indian, German Ethnic Highlights: African, Japanese & Serbian Household Income under $39,999 Household Income under $29,999 Household Income under $39,999 Copyright 2011
  66. 66. Group N: Prairie Pride & West Coast Wisdom Prairies & British Columbia Households 349,621 Did y Did you know? The Prairies are home to Neil Young & The Guess Who Pioneers of the west describe these over 65 year olds who are widowed or married living in detached homes or movable dwellings in small communities scattered throughout the Prairies and B.C. With limited opportunity for grand educations, these folks toiled in trades and agricultural occupations or worked in administration type jobs, possibly within health and recreation sectors. Raising their families, building communities and educating their children was the primary focus. Incomes are around $40,000, generally gained from pensions and hence, they concentrate on personal pleasures rather than appearance. They do not spend copiously on home furnishings but desire to maintain their health and lifestyles, spending above average on hospital care, medications and physician visits. Their Northern European heritage and Christian values such as Lutheran and Ukrainian orthodox beliefs, guide their attitude of believing in hard work, supporting the family and building strong communities. These folks are ready to embrace the good life they have spent years building. Did Did you know? Actress Pamela Anderson is from Ladysmith B.C Copyright 2011
  67. 67. “Prairie Pride & West Coast Wisdom”N101 Rural Prairie Households 51,292 N103 Rural B.C Households 120,222 •Married single-detached home owners with elementary & high school age children Religion: Mennonite, Hutterite, United Church, Ukrainian Catholic & Lutheran Dominant Ethnicities: Ukrainian & Dutch Ethnic Highlights: Norwegian, Swedish & German N102 Rural Prairie Households 31,067 •Married single-detached home owners with toddlers, elementary & high school age children Religion: Mennonite, Lutheran, Hutterite & Christian Dominant Ethnicities: German, Dutch & Ukrainian Ethnic Highlights: Mexican, Russian & Swiss •Separated & divorced living in owned single–detached homes without children Religion: Christian, Aboriginal Spirituality Jehovah’s Witnesses & Lutheran Dominant Ethnicities: North American Indian, German & English Ethnic Highlights: Swedish, Norwegian & Danish N104 Rural Prairie Households 147,040 •Older widowed & some married individuals, living in owned single-detached homes Religion: Lutheran, United Church, Mennonite, Hutterite & Ukrainian Catholic Dominant Ethnicities: Polish, German & English Ethnic Highlights: Icelandic, Ukrainian & Norwegian Household Income $30,000- $39,999 Household Income $40,000- $59,999 Household Income $10,000- $39,999 Household Income $10,000- $39,999 Copyright 2011
  68. 68. Did Did you know? Musician Shania Twain is from Timmins, Ontario! Group O: East Coast Check Up Maritimes, some British Columbia, & Ontario Households 790,871 Did y Did you know? There are more pubs per sq. foot on George Street, St. John’s than anywhere else in Canada! Copyright 2011 The flavour of the Canadian Maritimes is embellished with the presence of these predominantly older 65 years and up folks who live in a condominium, single attached or movable dwelling in small communities throughout the east coast. There are some married people but also a significant mix of separated and widowed individuals, so many live independently. Due to their age, educational opportunities were not available to them when they were young; hence they have been employed as child care or support workers, as labourers in primary industries or heavy equipment operators but may now be retired. Reflective of this are incomes of $10,000 – $40,000, some extracted from government transfer payments. Expenditures are quite low as these folks have already accumulated most of their tangible needs; however, they enjoy their homes, the outdoors and seek to enhance their health with above average spending on medical care and supplies. Deeply rooted in Protestant values, these folks embrace a traditional east coast lifestyle.
  69. 69. “East Coast Check Up” O105 Rural Maritime & Ontario Households 192,541 •Separated, widowed & some married single- detached older home owners living without children Religion: Anglican, Presbyterian, Baptist & United Church Dominant Ethnicities: Irish, German & Canadian Ethnic Highlights: Scottish, Dutch & English 0106 Rural Maritime & Ontario Households 71,792 •Separated & widowed individuals living in owned single-detached homes Religion: Roman Catholic Dominant Ethnicities: North American Indian, Canadian & Irish Ethnic Highlights: Acadian, Métis & French O107 Rural Maritime Households 60,754 •Married & some widowed individuals, living in owned single-detached homes Religion: Salvation Army, United Church, Pentecostal & Anglican Dominant Ethnicities: Irish, North American Indian & Scottish Ethnic Highlights: Inuit, English & Canadian O108 Urban Maritime & Ontario Households 129,720 •Widowed, separated & divorced older apartment renters, living in 1 person households Religion: Presbyterian, Anglican, Baptist, Lutheran & United Church Dominant Ethnicities: Irish, German & Dutch Ethnic Highlights: Finnish, Scottish & English Household Income $20,000- $39,999 Household Income $10,000- $29,999 Household Income $10,000- $59,999 Household Income $10,000- $39,999 Copyright 2011
  70. 70. “East Coast Check Up”O109 Rural B.C Households 117,093 •Divorced, widowed , separated & some married single detached home owners, living in 2 person households Religion: United Church, Anglican, Lutheran, Christian & Jehovah’s Witnesses Dominant Ethnicities: English, German & Dutch Ethnic Highlights: Danish, Swedish & Icelandic 0110 Rural Maritime Households 85,149 •Married & widowed single- detached older home owners Religion: Pentecostal, Salvation Army, United Church, Anglican & Baptist Dominant Ethnicities: Canadian, Irish & Dutch Ethnic Highlights: Acadian, Scottish & English O111 Rural Maritime Households 63,332 •Married & widowed individuals, living in owned single-detached homes Religion: Salvation Army, Pentecostal, Baptist & Anglican Dominant Ethnicities: Irish & North American Indian Ethnic Highlights: Inuit, English & Canadian O112 Urban Maritime Households 70,490 •Separated & widowed, living in older rented semi-detached homes Religion: Salvation Army, Baptist & Anglican Dominant Ethnicities: English, Canadian & French Ethnic Highlights: Scottish, Acadian & Irish Household Income $10,000- $49,999 Household Income $10,000- $49,999 Household Income $10,000- $49,999 Household Income under $39,999 Copyright 2011
  71. 71. Group P: Foundation of the Nation Manitoba, Saskatchewan, British Columbia, some Ontario Households 584,780 Did y Did you know? Churchill, Manitoba is the “Polar Bear Capital of the World” Did Did you know? Musician Diana Krall is from Nanaimo B.C Copyright 2011 West coast and prairie cities are the home to this group of older people who rent an apartment or condominium and live alone. They are over 65 and likely collecting some type of retirement or government pension with incomes coming in below $40,000. As they have already accumulated most material goods, their spending is low, especially on computer technology, however, they are interested in keeping healthy, spending on medical supplies, prescribed medicines and pharmaceuticals and they contribute to public health plans. Reading newspapers keeps them informed and entertained but they may take a chance on a lottery ticket just for fun! They are generous and give to charities in Canada and, as they live in urban communities, they walk or take a short taxi ride to amenities. With Russian, Korean, Iranian and Northern European heritages, they likely are followers of Lutheran, Anglican, Ukrainian Catholic or Jewish religions, hence their traditional values and affiliation to their communities.
  72. 72. “Foundation of the Nation”P113 Urban Québec & Ontario Households 56,540 •Primarily widowed individuals, living in 1 person rental apartments Religion: Jewish, Buddhist, Muslim & Orthodox Dominant Ethnicities: Polish & Chinese Ethnic Highlights: Jewish, Iranian & Russian P114 Urban Ontario & B.C Households 79,033 •Widowed individuals living in owned apartments, as 1 or 2 person households Religion: Presbyterian, United Church, Anglican, Lutheran & Mennonite Dominant Ethnicities: English, Scottish & Dutch Ethnic Highlights: Japanese, Welsh & Austrian P115 Urban Prairie, B.C, Ontario & Maritime Households 63,922 •Primarily widowed with some separated & divorced individuals, renting apartments, living in 1 person households Religion: Ukrainian Catholic, Ukrainian Orthodox, United Church, Baptist, Presbyterian & Lutheran Dominant Ethnicities: Ukrainian, English & German Ethnic Highlights: Icelandic, Finnish & Norwegian P116 Urban Québec Households 46,042 •Primarily widowed with some divorced individuals, renting apartments, living in 1 person households Religion: Roman Catholic Dominant Ethnicities: Québécois. French & Canadian Ethnic Highlights: Québécois. French & Canadian Household Income under $29,999 Household Income $20,000- $59,999 Household Income $10,000- $39,999 Household Income $10,000- $39,999 Copyright 2011
  73. 73. “Foundation of the Nation”P117 Urban Prairie, B.C & Ontario Households 140,299 •Primarily widowed with some separated & divorced individuals, living in rented apartments Religion: Lutheran, Presbyterian, Serbian Orthodox & Anglican Dominant Ethnicities: English, Scottish & Irish Ethnic Highlights: Serbian, Japanese & Korean P118 Urban Prairie, B.C & Ontario Households 92,020 •Primarily widowed with some separated & single apartment renters, living in 1 person households Religion: Ukrainian Catholic, Lutheran, Ukrainian Orthodox, United Church & Anglican Dominant Ethnicities: German, English & Scottish Ethnic Highlights: Finnish, Ukrainian & Icelandic P119 Urban Prairie Households 43,574 •Widowed individuals living in 1 person households, as renters of apartments Religion: Ukrainian Orthodox, Mennonite, Lutheran, United Church & Ukrainian Orthodox Dominant Ethnicities: Dutch, Ukrainian, & English Ethnic Highlights: Japanese, Korean & Québécois P120 Urban Ontario Households 63,350 •Primarily widowed with some divorced & separated individuals, living in rented apartments Religion: Presbyterian, United Church, Serbian Orthodox & Salvation Army Dominant Ethnicities: Ukrainian, English & Scottish Ethnic Highlights: Finnish, Serbian & Yugoslav Household Income under $39,999 Household Income $10,000- $39,999 Household Income $10,000- $39,999 Household Income under $29,999 Copyright 2011
  74. 74. Did y Group Q: Acadian Accents New Brunswick & Québec Households 393,450 Did Did you know? Céline Dion is from Charlemagne, Quebéc Did you know? Canada’s oldest independent brewery, Moosehead Brewery is located in Saint John, New Brunswick Copyright 2011 This group of married, common law, divorced or widowed 60-69 year olds make up this sector of one and two person households. Living in an older single attached house they own in an archipelago of smaller, likely francophone communities spread throughout Québec and New Brunswick, they are committed to their lifestyles and are unlikely to move. These folks are bilingual but likely chose French as the main language of communication. Unique to this group is their tenacious Acadian spirit! They have high school level education or trades apprenticeships and have persevered through periods of unemployment; but when employed, they work in clerical positions and as cooks, or as mechanics and trades people in natural resources sectors. As such, incomes are below $50,000. Due to their age and place in life, they may be in transition to retirement and spend on health care. Committed to their families and communities, they live Roman Catholic values and take time to enjoy recreational outdoor activities.
  75. 75. “Acadian Accents”Q121 Rural Québec Households 109,717 •Common-law couples, some with & without children, living in owned single-detached homes Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & Acadian Ethnic Highlights: Québécois, Canadian & Acadian Q122 Urban Québec Households 58,796 Q123 Urban Québec Households 65,317 •Mix of common-law & divorced single-detached home owners Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & French Ethnic Highlights: Québécois, Canadian & French •Mix of common-law, widowed & divorced renters of apartments Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & French Ethnic Highlights: Québécois, Canadian & French Household Income $20,000- $49,999 Household Income $10,000- $49,999 Household Income under $49,999 Copyright 2011
  76. 76. “Acadian Accents” Copyright 2011 Household Income under $10,000- $49,999 •Common-law couples, living in owned single- detached homes Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & Acadian Ethnic Highlights: Québécois, Canadian & Acadian Q124 Urban Québec Households 85,644 Q125 Rural Québec & Maritime Households 73,976 •Common-law & some widowed individuals, living in owned single-detached homes, with some older children living at home Religion: Roman Catholic Dominant Ethnicities: Québécois, Canadian & Acadian Ethnic Highlights: Québécois, Canadian & Acadian Household Income $10,000- $49,999
  77. 77. Group R: Suite City Life Montréal, Toronto & Vancouver Households 691,643 Single, separated, living in a suite in the city! These 25-34 year olds make their homes in an apartment, have good educations, some with graduate degrees, and are launching into their careers and family lives. Many have small children and babies and with a high instance of lone parent families, their resources are stretched. However, diverse ethnic flavours abound! Recent immigrants of Central and South American, Eastern European, African, Asian and Middle Eastern decent offer a mix of Buddhist, Hindu, Muslim, Orthodox and Christian values with the family unit being very important and supportive. This group has a significant portion of non-permanent residents and are very mobile, seeking to improve their lifestyles. They tend to have lower expenditures due to their low incomes which range from $10,000 - $40,000 and have experienced some unemployment. They use public transit to go to work, take the children to health care appointments and visit their community of friends! Did Did you know? Former Prime Minister of Canada, Pierre Trudeau is from Montréal, Québec Did y Did you know? Toronto is Canada’s largest city Copyright 2011
  78. 78. Q126 Urban Ontario & B.C “Suite City Life” R126 Urban Ontario & B.C Households 49, 551 •Young 20-39 year old row housing & apartments renters Religion: Jewish, Christian, Muslim & Buddhist Dominant Ethnicities: East Indian Ethnic Highlights: Korean, Iranian & Chinese Household Income under $10,000 R127 Urban Québec Households 24,416 •Older 65-74 year olds, living in rented semi-detached homes & apartments, some with older children at home Religion: Greek Orthodox, Hindu, Sikh, Orthodox, Jewish, Christian & Muslim Dominant Ethnicities: Italian & East Indian Ethnic Highlights: Greek, Lebanese & Haitian Household Income under $39,999 R128 Urban B.C Households 67,786 •Mix of young 25- 39 years old & older 75-85 individuals, renting row-housing & apartments Religion: Christian, Buddhist, Hindu & Muslim Dominant Ethnicities: East Indian Ethnic Highlights: Chinese, Korean & Iranian Household Income under $29,999 R129 Urban Ontario Households 113,649 •Primarily separated individuals, living in rented apartments as multi-family households Religion: Hindu, Christian, Buddhist, Sikh, Muslim & Adventist Dominant Ethnicities: East Indian & Chinese Ethnic Highlights: Sri Lankan, Pakistani & South Asian Household Income under $49,999 Copyright 2011
  79. 79. “Suite City Life”R130 Urban Ontario & B.C Households 208,955 R131 Urban Ontario Households 61,844 R132 Urban Québec Households 51, 367 R133 Urban Québec Households 114,075 •Primarily separated 25-34 year old individuals living in rented apartments Religion: Serbian Orthodox, Christian, Buddhist, Muslim & Hindu Dominant Ethnicities: Chinese, East Indian & Polish Ethnic Highlights: Serbian, Filipino & Iranian •Single & separated individuals living in rented row housing & apartments, with toddlers & elementary age children Religion: Adventist, Muslim , Christian, Hindu & Buddhist Dominant Ethnicities: East Indian Ethnic Highlights: Jamaican, Black & Guyanese •Single & separated 20 -34 year old apartment renters, some with toddlers Religion: Muslim, Buddhist, Orthodox & Hindu Dominant Ethnicities: Chinese Ethnic Highlights: Lebanese, Arab & Egyptian •Mix of single, separated & divorced 20-34 year old renters of apartments Religion: Muslim, Buddhist, Hindu, Orthodox & Adventist Dominant Ethnicities: Italian Ethnic Highlights: Haitian, Salvadoran & Arab Household Income under $49,999 Household Income under $39,999 Household Income under $39,999 Household Income under $39,999 Copyright 2011
  80. 80. Did Did you know? NHL head coach “Scotty” Bowman was born in Montréal, Québec Group S: Éclectiques Québécois Montréal Households 926,668 A world of eclectic neighbourhoods is illustrated in this group of young people 25 – 29 years old and an older gentry of 70 – 85 year old folks. Some have children at home and educations are generally trades apprenticeships or high school level, hence their occupations as secretaries, assistants in health care, cooks, sales and service workers and labourers in processing or manufacturing. Incomes are well below $40,000 and there are significant government transfers due to high unemployment and retirement pensions. Expenditures tend to be low, however, living in urban centres, they embrace all Montréal and Québec cities have to offer. They make their homes in a rented apartment, duplex, or older single attached house and are high users of public transit. The addition of Aboriginal, Haitian and African heritage augments the strong French Canadian tradition, creating a truly distinguished urban Québécois lifestyle. Did y Did you know? Montréal is 100 feet above sea level Copyright 2011
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