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                            PRIZMCE provides greater targeting precision by answering key marketing questions:
	WHO are my customers?
	WHAT are they like?
	WHAT do they buy?
	WHERE can I find them?
	HOW can I reach them?
We are here to help
NOTE: How to Read the Cluster Distribution Charts
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Document Text Contents
Page 1

Marketer’s Handbook 2008

Page 2

©2008 Environics Analytics Group Ltd.

This document may not be copied or reproduced without the permission of Environics Analytics Group Ltd.

PRIZMCE is a product of Environics Analytics Group Ltd.


PRIZMCE is based, in part, on Computer File(s) licensed from Statistics Canada. (c) Copyright, HER MAJESTY
THE QUEEN IN RIGHT OF CANADA, as represented by the Minister of Industry, Statistics Canada 2004.
Environics Analytics Group is an Authorized User of selected Statistics Canada Computer File(s) and Distributor of
derived Information Products under Licensing Agreement 6894. No confidential information about an individual,
family, household, organisation or business has been obtained from Statistics Canada.

Sources of data also include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with
permission).

Icon illustrations by Scott Brooks, [email protected]

PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with permission. Selected PRIZMCE
nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE nicknames are trademarks
of Environics Analytics Group Ltd.

Claritas Inc. is a Sales Agent for Environics Analytics in the United States.



DISCLAIMER:

This PRIZMCE Marketer’s Handbook displays indices for a selection of demographics, product and activity
preferences and attitudes. Each index pertains to a particular selection of variables for a particular time period and
benchmark. These indices cannot replace profiling of current data or other customized analysis. Making marketing
decisions based solely on these examples can lead to errors. Please ask your Environics Analytics Group
representative for advice regarding the use of these data and the PRIZMCELinks from which they were derived.

Environics Analytics Group, Inc. believes that the information in this handbook is accurate as of the publication
date, but no warranty or fitness is implied. The information is provided on an “as is” basis. Environics Analytics
Group, Inc. will not be responsible for errors or omissions. All information in this handbook is subject to change
without notice.



For more information, please contact:

Emma Flood
Marketing Coordinator
365 Bloor Street East, Suite 300
Toronto, Ontario, Canada
M4W 3L4

416- 969-2733
[email protected]

Page 98

PRIZMCE Marketer’s Handbook - 2008 Page 94

© 2008 Environics Analytics Group Ltd. PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with
permission. Selected PRIZMCE nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE
nicknames are trademarks of Environics Analytics Group Ltd. PRIZMCE is based, in part, on computer files licensed from
Statistics Canada under Licensing Agreement 6894. No confidential information has been obtained from Statistics Canada.
Sources of data shown include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with permission).

Page 99

PRIZMCE Marketer’s Handbook - 2008 Page 95



T1 - Town Midscale


Town Midscale represents four clusters of low-density towns found across Canada, filled with middle-class to downscale couples
and retirees living in unpretentious houses and mobile homes. These older residents lead relatively sedentary lifestyles, engaging
in reading, watching TV and making crafts. But they’ll occasionally pursue traditional outdoor pursuits such as hunting, boating
and snowmobiling. With a self-reliant streak, the members of Town Midscale have high rates for doing their own car
maintenance and home improvement projects. At night, they like to wind down by watching sports on television, reading shelter
and outdoors magazines, and listening to country and religious radio stations.




WHO THEY ARE

Population
Cluster

%
Index

Canada
Adult

Population
Cluster

%
Index

Canada


Households
Cluster

%
Index

Canada

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

Mother
Tongue
English
French
Non-official

Immigration
Immigrant

Arrived < 1961
1961-1970
1971-1980
1981-1990
1991-1995
> 1996

Visible
Minority
Yes


4.70

11.17
12.69
23.43
29.82
9.56
6.22
2.40




87.12
4.14
7.99


9.04


41.73
19.75
16.20
10.78
5.65
5.89




1.79


90
96
94
84

107
132
132
133




148
19
45


45


254
144
94
56
35
33




13


Class of
Worker
Employed
Self-employed
Unpaid

Occupation
Primary
Blue-collar
Service sector
White-collar

Education
< Grade 9
Grade 9-13
Trade
College
Some university
University

degree


84.56
14.87
0.57

9.35
29.56
37.12
23.96

10.04
39.79
15.37
21.49
5.14


8.17


97

124
142

198
117
94
79

99
128
130
94
73


48


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

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

26.08
30.12
35.42
8.38



20.07
38.60
14.47
18.67
8.20

88
93

130
77



97
107
112
94
80

Dwellings
Cluster

%
Index

Canada

Tenure
Own
Rent
Band

Period of
Construction
< 1946
1946-1960
1961-1970
1971-1980
1981-1990
1991-1995
1996-2000
2001-2006
> 2006

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

Dwelling
Value Index

84.73
15.14
0.13



14.37
14.74
12.17
20.12
14.44
7.27
6.91
6.38
3.61

82.46
2.64
2.37
1.61
5.15
0.45
4.91



123
49
29



118
106
91

107
90

105
85

100
88

149
55
42
30
28
5

373

75

Households
Cluster

%
Index

Canada

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

Size
1 person
2 people
3 people
4+ people



2.74
11.49
17.00
21.42
18.94
14.78
13.63

24.22
39.59
14.47
21.72



75
74
85
95

108
133
138

91
118
91
91

Adult
Population

Cluster
%

Index
Canada

Marital Status
Single
Married
Wid/Div/Sep

Mode of
Transport
Car
Public transport


26.08
55.76
18.16




56.83
0.68


75

116
106




104
10

Page 195

PRIZMCE Marketer’s Handbook - 2008 Page 187



APPENDIX G:


Links

BBM RTS CANADA and PMB Categories

Alcohol & Tobacco

Apparel & Jewellery

Automotive Products

Automotive Services

Business

Cable & Network TV Media Usage

Electronics

Financial, Banking and Insurance

Food & Beverage

Gas Credit Cards & Chains

Grocery Chains & Coupons

Hardware & Appliance

Health & OTC Drug

Home Furnishings

Home Improvements

Life Events & Psychographics

Magazines & Newspapers

Personal Services

Print Media Usage

Radio Media Usage

Restaurants

Retailers & Shopping

Sports & Leisure

Telecommunications

Television Viewership

Travel

Page 196

PRIZMCE Marketer’s Handbook - 2008 Page 188

© 2008 Environics Analytics Group Ltd. PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with
permission. Selected PRIZMCE nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE
nicknames are trademarks of Environics Analytics Group Ltd PRIZMCE is based, in part, on computer files licensed from
Statistics Canada under Licensing Agreement 6894. No confidential information has been obtained from Statistics Canada.
Sources of data shown include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with permission).

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