1 bloor-yorkville shopping traffic study august 2005 prepared for the bloor-yorkville bia by...

1

Bloor-Yorkville Shopping Traffic Study

August 2005

Prepared for the Bloor-Yorkville BIA

By Environics Research Group

2

Table of Contents

1. Objectives…………………………………………..…….3

2. Methodology …………………………………………..…4

3. Questionnaire…………………………………………….5

4. Executive Summary……………………………………6

5. Demographics ………………………………………….12

6. Findings …………………..…...……….…………….....16

3

Objectives

The purpose of this study is to understand the shopping traffic in Bloor-Yorkville, to more effectively target those markets for advertising and promotions.

Specifically, the key objectives were to:

1. Quantify which of the shopper types are most prevalent

2. Identify where they are coming from

3. Determine their shopping patterns

4. Understand what other shopping districts they frequent

4

Methodology

The universe for this study was:• Visitors of the Bloor-Yorkville area

Methodology: • Face-to-face intercept interviews (993 interviews in total)

• Timing: Interviews were split in 2 waves (May 4 and 7, July 14 and 16 ), and were conducted on midweek days (Wednesday in May, Thursday in July) and Saturdays:

• Location: Interviews were conducted in the following locations:

• The overall sample of 993 respondents provide results accurate to +/-3.1%, 19 times out of 20.

Midweek days Saturdays Total

May 214 261 475

July 265 253 518

Total 479 514 993

Location Sample Size

Bay & Yorkville 83

Yonge & Bloor 126

Bay at Indigo 102

Roots and Rosen’s 106

The Collenade 99

Location Sample Size

Bloor & Church 112

Cumberland 113

Yorkville 85

Hazelton & Scollard 82

Yonge & Collier 85

5

Executive Summary – By Interview Locations

Yonge & Collier

n=85

Bay & Yorkville:

n=83

Yonge & Bloor

n=126

Bay at Indigo

n=102

Hazelton & Scollard

n=82

Roots & Rosen’s

n=106

The Collenade

n=99

Cumberland

n=113

Yorkville

n=85

Bloor & Church

n=112

6

Questionnaire

Questionnaire designed to capture critical information

• Postal codes (for PRIZM analysis)• Reasons for visiting• Frequency of visiting• Transportation method• Stores visited and amount spent• Other shopping districts visited• Sources of info relied upon

• Based on findings from first wave, a few additional response categories were added to three questions

7

Executive Summary

8

Shopping at Bloor-Yorkville:Visited (Top Mentions):

Coming to Bloor-Yorkville:

Over one-half (53%) of visitors frequent Bloor-Yorkville at least once a week. About 1 in 5 (19%) frequent the area at least 2 to 3 Sundays a month. Over 8 in 10 (82%) are residents of Toronto. About 5% are from out of province.

Executive Summary – Overall

11%

24%

31%

Live in Area

Work in Area

Mostly forShopping

24%

36%

36%

Used a Car

Used the TTC

Walked

11%

8%

8%

11%

11%

12%

14%

14%

None

Over the Rainbow

Starbucks

Whole Foods

Indigo

Gap

Holt Renfrew

Hudson's Bay

24%

36%

51%

Queen West

Yorkdale

Eaton Centre

18%

30%

37%

Word of Mouth

Daily Newspapers

Walk by/ WindowShop

Gender and Age Characteristics:Fully 55% of visitors are female, and visitors’ average age is 44 years old.

Among those who made a purchase (n=759) Amount ($)

Average total purchases $169

Median total purchases $92

% Visitors Making a Purchase 76%

Other Shopping Districts Frequented: Sources of Shopping Information Used:

9

Executive Summary – By Interview Locations

Yonge & CollierShop in area (26%); Walk (44%) or TTC (41%) to B-YVisit every day (18%), few times a week (18%), once a week (17%)78% made a purchase; Spent $6880% reside in Toronto51% Female; 44 years old

Bay & YorkvilleWork in area (29%); Drive (36%) or walk (34%) to B-YVisit few times a week (21%) or every day (17%)75% made a purchase; Spent $6080% reside in Toronto52% Female; 45 years old

Yonge & BloorShop in area (31%); TTC (53%) to B-YVisit once a week (22%) or every 2-4 weeks (18%)64% made a purchase; Spent $10076% reside in Toronto59% Female; 36 years old

Bay at IndigoShop (30%) and work (29%) in area; TTC (42%) or walk (37%) to B-YVisit few times a week (28%)86% made a purchase; Spent $5888% reside in Toronto55% Female; 38 years old

Hazelton & ScollardWork in area (26%); Walk to B-Y (42%)Visit few times a week (27%) or every day (24%)79% made a purchase; Spent $6882% reside in Toronto60% Female; 44 years old

Roots & Rosen’sShop in area (43%); Walk (33%), TTC (32%) or drive (32%) to B-YVisit every 2-4 weeks (24%), few times a week (21%), or once a week (20%)85% made a purchase; Spent $12080% reside in Toronto53% Male; 38 years old

The CollenadeShop in area (50%); TTC (34%) or walk (31%) to B-YVisit every 2-4 weeks (23%) or once a week (21%)79% made a purchase; Spent $10081% reside in Toronto59% Female; 38 years old

CumberlandShop in area (25%); TTC (37%) or walk (35%) to B-YVisit every 2-4 weeks (25%)68% made a purchase; Spent $7081% reside in Toronto57% Female; 39 years old

YorkvilleShop in area (41%); Drive (38%) to B-YVisit every 2-4 weeks (25%), once a week (22%), or few times a week (21%)85% made a purchase; Spent $13083% reside in Toronto58% Female; 35 years old

Bloor & ChurchWork in area (34%); Walk (51%) to B-YVisit few times a week (26%) or every day (24%)72% made a purchase; Spent $5087% reside in Toronto51% Female; 41 years old

10

Selected Stores’ Gender and Age Characteristics:

Executive Summary – Stores

Frequency of Store Visits and Purchases:

Selected Stores’ Likelihood of Purchase and Median Amount of Money Spent:

By Interview LocationTotal Bay &

YorkvilleYonge &

BloorBay at Indigo

Roots/ Rosen's

Colle-nade

Bloor & Church

Cumber-land Yorkville Hazelton/

ScollardYonge & Collier

Avg Store Visits per Visitor 1.7 1.6 1.7 1.5 1.7 1.7 1.8 1.7 1.6 1.7 1.9

Avg Purchases per Visitor 1.2 1.1 1.2 1.3 1.3 1.1 1.3 1.1 1.1 1.4 1.0

Avg $ Spent per Store Visit $77 $68 $74 $100 $82 $78 $85 $69 $76 $75 $59

% Mentioned Visits % Female Average Age (years)

Hudson’s Bay 14% 61% 44.8

Holt Renfrew 14% 59% 41.9

Gap 12% 67% 34.5

Indigo 11% 52% 46.1

Whole Foods 11% 74% 48.2

Starbucks 8% 55% 38.6

Over the Rainbow 8% 56% 35.7

% Likelihood of Purchase Median $ Amount Spent

Hudson’s Bay 57% $200

Holt Renfrew 63% $92

Gap 77% $50

Indigo 74% $50

Whole Foods 74% $50

Starbucks 79% $10

Over the Rainbow 70% $100

11

65%47%Ever Shop on

Sundays

13%

10%

12%

12%

12%

15%

None

Whole Foods

Holt Renfrew

Indigo

Gap

Hudson's Bay

56%

18%

50%

12%

At Least Once aWeek

Every Day

29%

28%

41%

18%

48%

32%

Car

TTC

Walk

12%

28%

27%

11%

19%

36%

Live in Area

Work in Area

Mostly for Shopping

Frequency of Shopping at Bloor-Yorkville:


Executive Summary – By Month and Day

Most Visited Stores and Purchasing Trends:Top Mentions

May (n=475) July (n=518)

13%

11%

43%

10%

37%

19%

Live in Area

Work in Area

Mostly for Shopping

Midweek (n=479) Saturdays (n=514)

51%

12%

54%

19%

At Least Once a Week

Every Day

% Spent Money Mean $ Spent Median $ Spent

May 67 $204 $100

July 85 $144 $70


Midweek 72 $148 $60

Saturdays 81 $187 $100

25%

34%

36%

35%

37%

22%Car

TTC

Walk

55%57%Ever Shop on

Sundays

9%

12%

12%

15%

17%

None

Indigo

Whole Foods

Hudson's Bay

Holt Renfrew

12%

10%

11%

13%

15%

None

Holt Renfrew

Indigo

Hudson's Bay

Gap

8%

10%

11%

11%

12%

13%

16%

None

Over the Rainbow

Gap

Indigo

Whole Foods

Hudson's Bay

Holt Renfrew

12

Other Shopping Districts Frequented:


Executive Summary – By Reason for Visit

Live in Area (n=113) Work in Area (n=237) Shopping (n=304)

34%

32%

29%

25%

18%

2%

3%

94%

53%

Car

TTC

Walk

44%

6%

62%

22%40%

87%At Least Once a Week

Every Day

64%42%

82%Ever on Sundays

Most Visited Stores and Purchasing Trends:Top Mentions

6%

9%

11%

14%

17%

19%

None

Holt Renfrew

Starbucks

Hudson's Bay

Whole Foods

Indigo

18%

8%

8%

11%

14%

16%

8%

None

Whole Foods

Starbucks

Holt Renfrew

Indigo

Hudson's Bay

Gap

4%

11%

12%

13%

14%

18%

None

Indigo

Over the Rainbow

Hudson's Bay

Gap

Holt Renfrew


Live in area 82 $130 $75

Work in area 69 $131 $50

Shopping 85 $210 $115

Sources of Shopping Information Used:

27%

35%

56%

23%

33%

52%

22%

12%

45%

Queen West

Yorkdale

Eaton Centre

21%

30%

39%

19%

24%

38%

13%

27%

40%

Word of Mouth

Daily Newspapers

Walk by/ WindowShop

13

Demographics

14

Over 8 in 10 (82%) visitors in Bloor-Yorkville are residents of Toronto.

Another 13% of pedestrians are Ontarians who reside outside of Toronto. The remaining are from the rest of Canada (2%), the United States (2%), and overseas (1%).

Those intercepted at Bay at Indigo (88%) and at Bloor and Church (87%) are most likely to be Toronto residents.

There are no significant differences in visitors’ place of origin between May and July, and between midweek and Saturdays.

Q1./Q2. Visitor’s Place of Residence

Q.2 Location of Residence (n=990)

% By Interview LocationBay &

YorkvilleYonge &

BloorBay at Indigo

Roots/ Rosen's

The Collenade

Bloor & Church

Cumber-land Yorkville

Hazelton/ Scollard

Yonge & Collier

Toronto 80 76 88 80 81 87 81 83 82 80

Outside of Toronto (net) 20 24 12 20 19 13 19 17 18 20

Rest of Ontario 16 19 9 17 14 10 13 13 10 11

Rest of Canada 1 2 0 1 3 1 2 2 2 2

USA 2 1 1 2 0 3 2 1 2 5

Outside North America 1 2 2 0 2 0 2 0 4 2

% By Month and DayMay

(n=475)July

(n=518)Midweek (n=479)

Saturdays (n=514)

Toronto 82 81 83 81

Outside of Toronto (net) 18 19 17 19

Rest of Ontario 14 13 14 13

Rest of Canada 2 2 1 2

USA 1 3 1 3

Outside North America 1 2 1 1

Note: Some percentages may not add up to 100 due to rounding error.

15

Q10./Q11. Age and Gender

There were more women (55%) than men (45%) visiting Bloor-Yorkville.

The average age of visitors in Bloor-Yorkville is 39.5 years old.

% By AgeTotal

(n=993)

Less than 25 years old 14%

25 to 34 years old 32%




65 years old or more 7%

Average Age (yrs) 39.5

By Gender (n=993)


16

Q10./Q11. Age and Gender Differences Across Locations

Roots & Rosen’s is the only location that is less likely to be visited by women (47%) than men (53%)

The youngest visitors are found in Yorkville and the oldest at Bay & Yorkville

Percent Women Average

Age

17

Q10./Q11. Age and Gender Differences Across Locations

Roots & Rosen’s is the only location that is more frequented by males (53%) than females (47%).

On average, Yorkville receives younger visitors (34.5 years old) than any other location.

Bay & Yorkville (44.6 years old), Hazelton & Scollard (44.0 years old) and Yonge & Collier (44.0 years old) tend to be frequented by older visitors.

By Gender

Males (n=444) Females (n=541)

By Location Age (years)

Yorkville 34.5

Yonge & Bloor 36.4

Roots & Rosen’s 37.7

The Collenade 37.7

Bay at Indigo 38.2

Cumberland 39.3

Bloor & Church 40.7

Hazelton & Scollard 44.0

Yonge & Collier 44.0

Bay & Yorkville 44.6

Average Age Across Locations

18

Findings

19

People are most likely to come to Bloor-Yorkville to shop (31%) or to work (24%).

Q3. Reason for Coming to Bloor-Yorkville

Another 11% frequent Bloor-Yorkville because they live in the area.

Females (35%) are more likely than Males (27%) to visit Bloor-Yorkville to shop, while Males (27%) are more likely than Females (21%) to come to the area to work.

Those aged 65 or more are more likely than any other age group to be living in the area (27%). Those aged 44 or less are more likely than their older counterparts to be working in the area.

1%

7%

1%

1%

1%

2%

2%

2%

3%

4%

5%

5%

11%

24%

31%

DK/NA

Other

Work/Shop in Area

Live/Shop in area

Live/Work in Area

Library

School/Classes

Meet Family/Friends

Medical Appointment

Hair/Beauty Appt

Walking by

Lunch/Dinner

Live in Area

Work in Area

Mostly for Shopping

Q.3 Reason for Visit (n=993)


By Gender (major mentions only)

4%

4%

4%

4%

12%

21%

35%

2%

3%

5%

5%

11%

27%

27%

Medical Appt

Hair/Beauty Appt

Walking By

Lunch/Dinner

Live in Area

Work in Area

Mostly for Shopping


% By Age Total< 25

(n=141)25-34

(n=313)35-44

(n=206)45-54

(n=156)55-64

(n=108)65 +

(n=66)

Mostly for Shopping 31 28 31 34 32 32 30

Work in Area 24 28 29 26 18 17 11

Live in Area 11 10 7 12 13 14 27

Lunch/Dinner 5 3 5 6 5 5 3

Walking By 5 7 5 2 6 5 2

Hair/Beauty Appt 4 2 4 3 5 6 3

Medical Appt 4 4 2 2 5 4 3

20

The Collenade (50%), Roots & Rosen’s (43%), and Yorkville (41%) are most likely to be frequented by shoppers.

Q3. Reason for Coming to Bloor-Yorkville (Cont’d)

Bloor & Church (34%), Bay & Yorkville (29%), Bay at Indigo (29%), and Hazelton & Scollard (26%) tend to be visited by people who work in the area.

Those who frequent Bloor-Yorkville in May are most likely to be shopping (36%), while those in July tend to work in the area (28%).

Not surprisingly, people who visit the area in the midweek tend to work in the area (37%), while people on Saturdays are most likely to be there for the shopping (43%).

By Month

3%

4%

4%

5%

12%

28%

27%

3%

2%

5%

4%

11%

19%

36%

Medical Appt

Hair/Beauty Appt

Walking By

Lunch/Dinner

Live in Area

Work in Area

Mostly for Shopping

% By Interview Location Total

Bay & Yorkville

Yonge & Bloor

Bay at Indigo

Roots/ Rosen's

Colle-nade

Bloor & Church


Hazelton/ Scollard

Yonge & Collier

Mostly for Shopping 31 24 31 30 43 50 23 25 41 20 26

Work in Area 24 29 25 29 25 20 34 20 15 26 14

Live in Area 11 16 6 17 6 7 13 10 7 18 18

Lunch/Dinner 5 5 2 1 6 2 3 9 12 6 2

Walking By 5 2 7 4 1 4 4 12 2 2 5

Hair/Beauty Appt 4 7 2 3 5 2 1 5 5 7 2

Medical Appt 3 5 4 6 4 1 0 3 2 5 1

May (n=475) July (n=518)

2%

5%

6%

3%

13%

11%

43%

5%

2%

3%

6%

10%

37%

19%

Medical Appt

Hair/Beauty Appt

Walking By

Lunch/Dinner

Live in Area

Work in Area

Mostly for Shopping


By Day

21

Over one-half (53%) of visitors frequent Bloor-Yorkville at least once a week.

Q4. Frequency of Shopping at Bloor-Yorkville

Weather has an impact on the frequency of shopping traffic, as shoppers are more likely to frequent Bloor-Yorkville every day in July (18%) than in May (12%).

Those visiting the area in the midweek (19%) are more likely than Saturday (12%) visitors to shop at Bloor-Yorkville every day.

3%

6%

8%

12%

19%

17%

21%

15%

DK/NA

First Time

Once a Year

Once Every 2-3 Months

Once Every 2-4 Weeks

Once a Week

Few Times a Week

Every Day

Q.4 Frequency of Visits (n=993)


53%

6%

8%

10%

17%

17%

21%

18%

6%

7%

15%

21%

16%

22%

12%

First Time

Once a Year

Once Every 2-3Months

Once Every 2-4Weeks

Once a Week

Few Times a Week

Every Day

May (n=475) July (n=518)

By Month

5%

6%

14%

22%

18%

21%

12%

7%

9%

11%

15%

14%

21%

19%

First Time

Once a Year

Once Every 2-3Months

Once Every 2-4Weeks

Once a Week

Few Times a Week

Every Day


By Day

22

Visitors aged 65 or more are most likely to shop at Bloor-Yorkville on a daily basis (29%).

Q4. Frequency of Shopping at Bloor-Yorkville (Cont’d)

Pedestrians at Bloor & Church (24%), Hazelton & Scollard (24%), and Bay at Indigo (21%) are most likely to shop in the area daily.

Not surprisingly, those who live (40%) or work (22%) in the area are most likely to shop there on a daily basis than those who are there mostly for shopping (6%).

Note: Some percentages may not add up to 100 due to rounding error.4%

4%

19%

28%

20%

18%

6%

5%

9%

7%

13%

19%

21%

22%

4%

8%

12%

35%

40%

First Time

Once a Year

Once Every 2-3 Months

Once Every 2-4 Weeks

Once a Week

Few Times a Week

Every Day

By Reason for Visit

Live in Area (n=113) Work in Area (n=237) Shopping (n=304) % By Age< 25

(n=141)25-34

(n=313)35-44

(n=206)45-54

(n=156)55-64

(n=108)65 +

(n=66)

Every Day 11 12 15 17 18 29

Few Times a Week 18 19 29 14 22 26

Once a Week 17 22 12 18 11 12

Every 2-4 Weeks 20 20 17 22 18 9

Every 2-3 Months 13 12 10 13 13 17

Once a Year 6 6 11 6 11 3

First Time 9 5 4 6 7 5


Bay & Yorkville

Yonge & Bloor

Bay at Indigo

Roots/ Rosen's

Colle-nade

Bloor & Church


Hazelton/ Scollard

Yonge & Collier

Every Day 15 17 13 21 9 10 24 8 9 24 18

Few Times a Week 21 21 14 28 21 14 26 19 21 27 18

Once a Week 17 8 22 14 20 21 19 10 22 11 17

Every 2-4 Weeks 19 18 18 17 24 23 14 25 25 9 13

Every 2-3 Months 12 12 13 10 17 13 5 15 12 15 12

Once a Year 8 12 8 7 8 5 5 12 7 6 7

First Time 6 4 5 4 2 10 5 8 4 5 12

23

About 1 in 5 (19%) frequently shop at Bloor-Yorkville on Sundays.

Q5. Frequency of Shopping at Bloor-Yorkville on Sundays

Fully 44% indicate that they never shop in the area on Sundays.

Those who live in the area are most likely to shop there every Sunday (22%) or 2-3 Sundays a Month (28%), while those who work in the area are most likely to never shop on Sundays (58%).

Saturday visitors are more likely than their midweek counterparts to shop in the area on a Sunday (53% vs. 35%).

1%

44%

19%

17%

12%

7%

DK/NA

Never

2-3 Sundays a Year

One Sunday a Monthor Less

2-3 Sundays a Month

Every Sunday

Q.5 Frequency of Shopping on Sundays (n=993)


35%

21%

22%

14%

8%

53%

17%

13%

10%

6%

Never

2-3 Sundays a Year


2-3 Sundays a Month

Every Sunday


By Day

19%

36%

22%

22%

14%

5%

58%

17%

11%

8%

5%

18%

12%

20%

28%

22%

Never

2-3 Sundays a year


2-3 Sundays a Month

Every Sunday

By Reason for Visit


24

Bay at Indigo (35%) and Yorkville (35%) are least likely to be frequented by people who never shop in the area on Sundays.

Q5. Frequency of Shopping at Bloor-Yorkville on Sundays (Cont’d)

Bay at Indigo (14%) and Hazelton & Scollard (13%) are most likely to be frequented by those who shop in the area every Sunday.


% By Interview Location TotalBay &

YorkvilleYonge &

BloorBay at Indigo

Roots/ Rosen's

Colle-nade

Bloor & Church


Hazelton/ Scollard

Yonge & Collier

Every Sunday 7 7 4 14 8 3 5 4 7 13 6

2-3 Sundays a Month 12 15 9 20 10 15 9 4 13 13 19

One Sunday a Month or Less 17 16 14 16 19 16 26 20 18 16 13

2-3 Sundays a Year 19 17 27 20 20 19 10 16 27 14 18

Never 44 45 44 30 43 47 46 58 35 43 44

25

Walking (36%) and public transportation (26%) are the most popular methods of getting to Bloor-Yorkville.

Q6. Getting to Bloor-Yorkville

About 1 in 4 (24%) drive to the area. Few cycle (2%) or take a taxi (2%).

People during the midweek are most likely to get there by TTC (46%), while those on Saturdays are most inclined to walk to Bloor-Yorkville (41%).

There are no significant differences in method of travel between May and July.

1%

2%

2%

24%

36%

36%

Other

Taxi

Cycle

Car

TTC

Walk

Q.6 Method of Travel to Bloor-Yorkville (n=992)


1%

2%

29%

28%

41%

2%

1%

18%

46%

32%

Taxi

Cycle

Car

TTC

Walk


By Day

2%

2%

25%

34%

36%

2%

2%

22%

35%

37%

Taxi

Cycle

Car

TTC

Walk

May (n=475) July (n=518)

By Month

26

Those at Bloor & Church are most likely to have walked to the area (51%), while those at Yonge & Bloor have most likely taken the TTC (53%).

Q6. Getting to Bloor-Yorkville (Cont’d)

Those at Yorkville (38%), Bay & Yorkville (36%), Hazelton & Scollard (33%) and Roots & Rosen’s (32%) are most likely to use their car.

Nearly all (94%) who live in the area walk to Bloor-Yorkville, while those who work in the area are most inclined to use the TTC (53%). Those who shop in the area are split between driving (34%), using the TTC (32%), or walking (29%) to the area.

Those aged 65 or more (61%) are most likely to walk, while those aged less than 35 years old are most inclined to use the TTC.


4%

1%

34%

32%

29%

1%

3%

25%

53%

18%

2%

2%

3%

94%

Taxi

Cycle

Car

TTC

Walk

By Reason for Visit


% By Age Total< 25

(n=141)25-34

(n=313)35-44

(n=206)45-54

(n=156)55-64

(n=108)65 +

(n=66)

Walk 36 31 31 36 39 40 61

TTC 36 50 41 32 28 29 24

Car 24 14 24 29 27 25 12

Cycle 2 1 3 1 3 2 0

Taxi 2 3 2 1 1 4 2


Bay & Yorkville

Yonge & Bloor

Bay at Indigo

Roots/ Rosen's

Colle-nade

Bloor & Church


Hazelton/ Scollard

Yonge & Collier

Walk 36 34 31 37 33 31 51 35 28 42 44

TTC 36 28 53 42 32 34 33 37 29 23 41

Car 24 36 13 17 32 23 14 24 38 33 14

Cycle 2 0 2 2 1 5 2 1 2 0 1

Taxi 2 1 1 2 2 4 1 2 2 2 0

27

Most visitors to the Bloor-Yorkville area visit one or two stores. A total of 1,673 store visits were made among 417 unique stores. 1,198 resulted in purchases totaling $128,531

Q7. Stores Visited at Bloor-Yorkville


27%

31%

38%

4%

14%

21%

47%

17%

27%

24%

42%

6%

Three+

Two

One

None

By Reason for Visit


% By Age Total< 25

(n=141)25-34

(n=313)35-44

(n=206)45-54

(n=156)55-64

(n=108)65 +

(n=66)

None 10 11 11 7 9 9 11

One 43 48 43 44 42 36 41

Two 26 21 29 25 26 24 23

Three 14 15 11 16 15 18 18

Four 5 5 4 5 6 7 8

Five 2 0 2 3 3 6 0

By Interview Location Total

Total Number of Store Visits 1673

Mean Store Visits per Visitor 1.7

Number of Unique Stores Visited 417

Total Number of Purchases Made 1198

Mean Purchases per Visitor 1.2

Mean Amount Spent per Store Visit $77

Total Amount of Money Spent $128,531

28

Number of stores visited varies by location


Those at Bay & Indigo are most likely to visit just one (56%)

Those at Yonge & Collier (32%) and Yonge & Bloor (27%) are more likely to visit three or more stores

Those at Cumberland (14%) are least likely to visit any



Bay & Yorkville

Yonge & Bloor

Bay at Indigo

Roots/ Rosen's

Colle-nade

Bloor & Church


Hazelton/ Scollard

Yonge & Collier

None 10 13 13 8 6 8 5 14 7 12 8

One 43 41 40 56 47 39 43 41 46 38 38

Two 26 27 19 17 30 35 26 23 33 28 22

Three 14 14 20 15 8 8 21 12 9 15 20

Four 5 4 4 5 8 6 3 7 4 5 7

Five 2 2 3 0 1 3 3 3 1 2 5

29

Hudson’s Bay (14%) and Holt Renfrew (14%) are the most visited stores in Bloor-Yorkville.


The Gap (12%), Indigo (11%), and Whole Foods (11%) are also among the most visited stores in the area. Another 11% have not gone to any store.

Holt Renfrew (17%) and Hudson’s Bay (15%) are the two most visited stores in May. The Gap (15%) receives the most traffic in July, while Hudson’s Bay (13%) remains the second most visited store.

11%

3%

3%

3%

3%

3%

4%

4%

4%

5%

5%

7%

7%

8%

8%

11%

11%

12%

14%

14%

None

Shoppers Drugmart

Harry Rosen

Nike Store

Williams Sonoma

Pottery Barn

HMV

Banana Republic

Canadian Tire

Chapters

Pusateri's

H & M

Roots

Over the Rainbow

Starbucks

Whole Foods

Indigo

Gap

Holt Renfrew

Hudson's Bay

Q.7a Stores Visited (major mentions only) (n=993)

By Month

Note: Results are greater than 100 due to multiple answers given

9%

6%

7%

8%

8%

9%

9%

12%

15%

17%

12%

None

Roots

Chapters

Starbucks

Over theRainbow

H & M

Gap

Indigo

Whole Foods

Hudson's Bay

Holt Renfrew

May (n=475) July (n=518)

12%

5%

5%

5%

7%

8%

8%

9%

10%

11%

13%

15%

None

BananaRepublic

H & M

Pusateri's

Roots

Over theRainbow

Starbucks

Whole Foods

Holt Renfrew

Indigo

Hudson's Bay

Gap

Top 10 visited stores Top 10 visited stores

30

8%

5%

7%

7%

8%

10%

11%

11%

12%

13%

16%

None

Pusateri's

H & M

Roots

Starbucks

Over theRainbow

Gap

Indigo

Whole Foods

Hudson's Bay

Holt Renfrew

13%

6%

6%

7%

7%

9%

10%

12%

12%

12%

15%

None

Pusateri's

Over theRainbow

H & M

Roots

Starbucks

Whole Foods

Holt Renfrew

Indigo

Gap

Hudson's Bay

Shoppers (18%) and Saturday visitors (16%) are most inclined to shop at Holt Renfrew.

Q7. a) Stores Visited at Bloor-Yorkville (Cont’d)

Among all stores, Thursday visitors are most likely to shop at the Bay (15%). Another 13% do not shop at all.

Those who live in the area are most likely to visit Indigo (19%) and Whole Foods (17%).

Those who work around Bloor-Yorkville are most likely to not shop at any store (18%). Those who have shopped tend to go to the Gap (16%), the Bay (14%), or to Indigo (11%).


Top 10 visited stores Top 10 visited stores


By Day

RankLive in Area

(n=113)Work in Area

(n=237)For Shopping

(n=304)

1 Indigo (19%) Gap (16%) Holt Renfrew (18%)

2 Whole Foods (17%) Hudson’s Bay (14%) Gap (14%)

3 Hudson’s Bay (14%) Indigo (11%) Hudson’s Bay (13%)

4 Starbucks (11%) Holt Renfrew (8%) Over the Rainbow (12%)

5 Holt Renfrew (9%) Starbucks (8%) Indigo (11%)

6 Roots (9%) Whole Foods (8%) Whole Foods (10%)

7 Pusateri’s (8%) Roots (7%) Starbucks (8%)

8 Canadian Tire (5%) HMV (8%) H & M (7%)

9 Chapters (5%) Banana Republic (5%) Roots (7%)

10 Flo’s Diner (5%) Canadian Tire (5%) Chapters (7%)

None Visited

6% 18% 4%

By Reason for Visit

31

On average, younger visitors shop at the Gap (34.5 years old) and H & M (34.8 years old), older shoppers visit Whole Foods (48.2 years old) and Indigo (46.1 years old).

9%

5%

5%

7%

8%

8%

11%

14%

14%

15%

15%

None

Pusateri's

Roots

H & M

Over theRainbow

Starbucks

Indigo

Gap

Whole Foods

Holt Renfrew

Hudson's Bay

Q7. a) Stores Visited at Bloor-Yorkville (Cont’d)

Both Holt Renfrew and Hudson’s Bay are the most frequented stores across gender (both 13% among Males, and both 15% among Females).

Whole Foods is more likely to be visited by Females (14%) than Males (6%).


Top 10 visited stores Top 10 visited stores Average Age for Top 10 Most Visited Stores

By Gender

12%

6%

6%

6%

8%

8%

9%

13%

13%

13%

9%

None

Chapters

H & M

Whole Foods

Over theRainbow

Starbucks

Gap

Roots

Indigo

Hudson's Bay

Holt Renfrew


Store Age (years)

Gap 34.5

H & M 34.8

Over the Rainbow 35.7

Starbucks 38.6

Roots 39.1

Pusateri’s 40.7

Chapters 41.1

Holt Renfrew 41.9

Hudson’s Bay 44.8

Indigo 46.1

Whole Foods 48.2

32

Over 3 in 4 (76%) spend money during their visit at Bloor-Yorkville.

Q7. b) Amount of Money Spent at Bloor-Yorkville

About 15% spend $20 or less, and another 15% spend an amount between $21 to $50. About 5% spent more than $500 in total.

Among those who have made a purchase, the average amount of money spent is $169. The median amount spent is $92.

Visitors at Bay at Indigo (86%), Roots & Rosen’s (85%), and Yorkville (85%) are most likely to spend money, while those at Yonge & Bloor are least likely to buy something (64%). Among those who made a purchase, those at Yorkville ($130) and Roots & Rosen’s ($120) tend to spend the most. Those at Bloor & Church ($50) tend to spend the least.

24%

15% 15% 16%14%

11%

5%

Didn't spend any Spent $20 orLess

$21 to $50 $51 to $100 $101 to $200 $201 to $500 Spent over $500

Q.7b Amount of Money Spent (n=993)

* Among those who made a purchase

By Location% Spent Money

Mean $ Spent *

Median $ Spent *

Total 76 $169 $92

Bay & Yorkville 75 $105 $60

Yonge & Bloor 64 $238 $100

Bay at Indigo 86 $135 $58

Roots & Rosen’s 85 $183 $120

The Collenade 79 $233 $100

Bloor & Church 72 $133 $50

Cumberland 68 $135 $70

Yorkville 85 $198 $130

Hazelton/Scollard 79 $197 $75

Yonge & Collier 78 $124 $68

What is the difference between the mean and the median?

Mean Commonly known as the average, the mean is computed by summing the observed values and dividing the total by the number of values observed.

Median

The median is calculated by placing all the values in order (ascending or descending). The value that falls in the middle is the median. The median’s advantage over the mean is that it is not influenced by extreme values, such as a purchase in the thousands of dollars.

33

Saturday visitors (81%) are more inclined than their midweek counterparts (72%) to spend, and to spend more ($100 vs. $60).

Those who work in the area are least likely to spend (69%), and spend the least ($50). Those who visit Bloor-Yorkville to shop tend to spend the most ($115).

Those who visit Bloor-Yorkville every day are most likely to make purchases (87%), but they tend to be small ($60). Those who visit the area occasionally (once every 2-4 weeks to a few times a week) tend to spend the most on their visit ($100-$103). Those who rarely visit (62%), or those who visit for the first time (53%) are least likely to spend money.

July visitors (85%) are more likely than those in May (67%) to open their wallets, but their purchases ($70) tend to be less than their May counterparts ($100).

Q7. b) Amount of Money Spent at Bloor-Yorkville (Cont’d)

By Month, Day, Reason for Visit, and Frequency of Visit % Spent Money Mean $ Spent * Median $ Spent *

May 67 $204 $100

July 85 $144 $70

Midweek 72 $148 $60

Saturdays 81 $187 $100

Live in area 82 $130 $75

Work in area 69 $131 $50

Shopping 85 $210 $115

Every day 87 $137 $60

Few Times a Week 83 $158 $100

Once a Week 79 $160 $100

Once Every 2-4 Weeks 80 $213 $103

Once Every 2-3 Months 72 $189 $80

Once a Year 62 $179 $65

First Time 53 $142 $78

* Among those who made a purchase

34

Those at Yonge & Collier, on average, visit the highest number of stores (1.9), while those at Bay at Indigo spend on average the highest amount of money when visiting a store($100).

Those Yonge and Collier spend on average the least amount of money in a store ($59).

Q7. b) Amount of Money Spent at Bloor-Yorkville (Cont’d)

By Interview LocationTotal Bay &

YorkvilleYonge &

BloorBay at Indigo

Roots/ Rosen's

Colle-nade

Bloor & Church

Cumber-land Yorkville Hazelton/

ScollardYonge & Collier

Total Number of Store Visits 1673 131 213 156 178 171 201 187 134 137 165

Mean Store Visits per Visitor 1.7 1.6 1.7 1.5 1.7 1.7 1.8 1.7 1.6 1.7 1.9

Number of Unique Stores Visited 417 86 98 85 90 77 102 95 75 79 73

Total Number of Purchases Made 1198 94 146 137 138 112 151 128 93 118 81

Mean Purchases per Visitor 1.2 1.1 1.2 1.3 1.3 1.1 1.3 1.1 1.1 1.4 1.0

Total Amount of Money Spent $128,531 $8,962 $15,814 $15,629 $14,552 $13,398 $17,166 $12,941 $10,143 $10,218 $9,708

Mean Amount Spent per Store Visit $77 $68 $74 $100 $82 $78 $85 $69 $76 $75 $59

35

10%

15%

10%

16%

8%

7%

37%

34%

55%

2%

3%

12%

16%

30%

33%

8%

47%

27%

St Lawrence Market *

Kensington Market *

Bloor West

Yonge & Eglinton

Danforth

Annex

Queen West

Yorkdale

Eaton Centre

Eaton Centre (51%), Yorkdale (36%), and Queen Street West (24%) are the most popular shopping districts among Bloor-Yorkville visitors.

Q8. Visiting Other Shopping Districts

Preferences in shopping districts appear seasonal, as those who frequented Bloor-Yorkville in May are more likely than their July counterparts to prefer the Annex (33% vs. 7%) and Danforth (30% vs. 8%).

Those who were in Bloor-Yorkville in July, meanwhile, are more inclined than their May counterparts to shop at Eaton Centre (55% vs. 47%), Yorkdale (34% vs. 27%), and Queen Street West (37% vs. 8%).

13%

5%

6%

6%

9%

11%

16%

18%

19%

24%

36%

51%

Other

Sherway Gardens *

The Beach


Kensington Market *

Bloor West

Yonge & Eglinton

Danforth

Annex

Queen West

Yorkdale

Eaton Centre

Q.8 Other Shopping Districts Visited (n=993)

May (n=475) July (n=518)

By Month (Selected Districts)


* Kensington Market, St Lawrence Market, and Sherway Gardens were added as a listed option during the July wave.

36

Shoppers of Bloor-Yorkville lead the way in visiting other shopping districts such as Eaton Centre (56%), Yorkdale (35%), and Queen Street West (27%).

Q8. Visiting Other Shopping Districts (Cont’d)

Those who live in Bloor-Yorkville are most likely to shop at St Lawrence Market (13%), and least likely to shop at Yorkdale (12%).

Those aged less than 35 years old are most inclined to shop at Eaton Centre, Yorkdale, and Queen Street West. Meanwhile, those aged 45 or over are more likely than their younger counterparts to shop at the Annex.


4%

5%

10%

18%

22%

20%

27%

35%

56%

6%

12%

12%

16%

12%

18%

23%

52%

13%

11%

16%

12%

21%

20%

22%

12%

45%

33%


Kensington Market *

Bloor West

Yonge & Eglinton

Danforth

Annex

Queen West

Yorkdale

Eaton Centre

By Reason for Visit (Selected Districts)


% By Age(Selected Districts) Total

< 25 (n=141)

25-34 (n=313)

35-44 (n=206)

45-54 (n=156)

55-64 (n=108)

65 + (n=66)

Eaton Centre 51 67 56 47 45 34 42

Yorkdale 36 34 39 26 24 22 22

Queen West 24 26 33 19 21 12 6

Annex 19 15 17 17 23 28 27

Danforth 18 17 23 15 19 14 11

Yonge & Eglinton 16 13 18 18 16 15 9

Bloor West 11 7 12 11 8 15 14

Kensington Market * 9 9 13 5 9 10 3

St Lawrence Market * 6 1 6 4 9 11 9

* Kensington Market, St Lawrence Market, and Sherway Gardens were added as a listed option during the July wave.

37

Window shopping (37%) is the most common way for those frequenting Bloor-Yorkville to get their shopping and sales information.

3%

5%

5%

5%

7%

13%

12%

23%

25%

38%

4%

2%

5%

6%

8%

10%

16%

34%

37%

12%

CommunityNewspapers

Free DailyNewspapers

Radio

Flyers

Television

Internet

Magazines

Word of Mouth *

Daily Newspapers

Walk by/ WindowShop

Q9. Sources for Shopping and Sales Information

Daily newspapers (30%) and word of mouth (18%) are also popular ways of finding out sales and shopping information.

Those who frequent Bloor-Yorkville in May are more likely than their July counterparts to use daily newspapers (34% vs. 25%). When listed as an answer, July visitors are more inclined than April visitors to use word of mouth (23% vs. 12%).

3%

4%

4%

5%

5%

8%

12%

14%

18%

30%

37%

Other

CommunityNewspapers


Radio

Flyers

Television

Internet

Magazines

Word of Mouth *

Daily Newspapers

Walk by/ WindowShop

Q.9 Sources of Information (n=993) May (n=475) July (n=518)

By Month


* Walk by/Window Shop and Word of Mouth were added as listed options during the July wave.

38

Gender and age groups differ on how they collect shopping information.

Q9. Sources for Shopping and Sales Information (Cont’d)

Women are more likely than men to window shop (41% vs. 33%) and read magazines (19% vs. 8%) to collect shopping information. Men, meanwhile, appear more likely to use the Internet (15% vs. 10%) and television (10% vs. 5%) to get their information.

Those aged less than 35 years old are most likely to use word of mouth, magazines, and the Internet to gather information. Those aged 55 or more are most inclined to daily newspapers and flyers to get their shopping and sales information.

% By Age Total< 25

(n=141)25-34

(n=313)35-44

(n=206)45-54

(n=156)55-64

(n=108)65 +

(n=66)

Walk by/ Window Shop 37 37 41 40 37 31 25

Daily Newspapers 30 9 15 34 44 51 64

Word of Mouth * 18 29 23 14 11 8 13

Magazines 14 21 20 7 11 12 5

Internet 12 13 20 10 7 6 2

Television 8 7 10 7 7 2 8

Flyers 5 3 3 5 7 9 16

Radio 5 1 6 7 7 6 0

Free Daily Newspapers 4 5 5 3 1 4 2

Community Newspapers 4 1 3 4 7 6 2

By Gender

5%

5%

4%

7%

5%

10%

19%

19%

27%

41%

3%

3%

6%

4%

10%

15%

8%

32%

33%

17%

CommunityNewspapers


Radio

Flyers

Television

Internet

Magazines

Word of Mouth *

Daily Newspapers

Walk by/ WindowShop



* Word of Mouth was added as a listed option during the July wave.

39

Those who live in the area rely slightly less than others on word of mouth (13%) and slightly more on flyers (9%).

Q9. Sources for Shopping and Sales Information (Cont’d)

Those who visit Bloor-Yorkville at least a few times a week are more likely to get their information by window shopping


* Word of Mouth was added as a listed option during the July wave.

4%

1%

3%

5%

6%

13%

16%

21%

30%

39%

3%

7%

7%

4%

9%

14%

11%

24%

38%

3%

5%

3%

9%

11%

11%

15%

13%

27%

40%

19%

CommunityNewspapers


Radio

Flyers

Television

Internet

Magazines

Word of Mouth *

Daily Newspapers

Walk by/ WindowShop

By Reason for Visit


% By Frequency of Visit Total

Every Day

(n=150)

Few Times a Week (n=209)

Once a Week

(n=165)

Every 2-4 Weeks (n=186)

Every 2-3 Months (n=121)

Once a Year

(n=74)

First Time

(n=57)

Walk by/ Window Shop 37 45 44 37 36 29 34 30

Daily Newspapers 30 27 28 25 31 37 34 26

Word of Mouth * 18 20 17 15 18 22 19 19

Magazines 14 10 14 18 19 13 7 9

Internet 12 13 10 13 10 6 15 19

Television 8 5 4 11 10 7 11 7

Flyers 5 7 6 7 2 9 3 4

Radio 5 2 5 5 4 8 7 7

Free Daily Newspapers 4 3 4 9 2 2 1 2

Community Newspapers 4 3 3 3 3 5 7 4

40

The Toronto Star (37%) and the Globe and Mail (29%) are the most widely used daily newspapers among those who use newspapers to get their shopping information.

Q9. Specific Sources for Shopping and Sales Information

Those aged 55 or more who read the daily newspapers to get their information or more likely than their younger counterparts to read the Globe and Mail (37%).

Among those who get their information from magazines, Toronto Life (16%) is most widely used.

Among those who use the Internet to get their shopping information, Google (16%) is the most popular website, followed by Toronto.com (11%), Yahoo! (7%), and over emails (7%).

7%

8%

29%

37%

Toronto Sun

National Post

Globe and Mail

Toronto Star

Q.9 Specific Daily Newspapers (n=288)

5%

7%

7%

7%

16%

GQ

In Style

Elle

Flare

Toronto Life

Q.9 Specific Magazines (n=135), Top Mentions Only

7%

7%

11%

16%

Over Emails

Yahoo!

Toronto.com

Google

Q.9 Specific Internet Sites (n=116), Top Mentions Only

% Use Daily Newspapers, By Age

< 35 (n=57)

35-54 (n=136)

55 + (n=94)

Toronto Star 32 40 35

Globe and Mail 23 25 37

National Post 5 10 9

Toronto Sun 7 8 6

41

Results by PRIZM Target

42

PRIZM CE Geo-Demographics: Birds of a feather who flock together

PRIZM Targets

UV401

UV7

UV407

UV400

UV427

UV404

UV403

UV27

UV2A

UV409

UV427

Yonge

Gardin

er

Don

Valley

F. G. G

ardiner

_

Clusters Around the GTASample Locations of Selected Clusters

● Identifies which of 66 PRIZM CE cluster types are most prevelant in Bloor-Yorkville.

● Aggregates these into a manageable number of target groups

● By looking at the demographics, social values, key media, leisure and behavioural characteristics of the segments allows you to:

● i) understand them more deeply than can be obtained in a simple survey, and● ii) target them for direct marketing since it is linked to geography

01 Cosmopolitan Elite Very affluent middle and older city dwellers

Ethnic Presence: Some (Jewish)Wealthy $333,144

Canada’s wealthiest lifestyle, Cosmopolitan Elite is an urban oasis for both new-money entrepreneurs and the heirs to old-money fortunes. Concentrated in a handful of established neighbourhoods – like Montreal’s Westmount, Toronto’s Forest Hill and Rosedale, Calgary’s Mount Royal and West Vancouver – it is home to super-rich, middle-aged families and older couples who live in elegant homes, drive luxury imports and send their kids to private schools. No cluster has a higher index for having exercise equipment at home, owning a private cottage, tracking investments on the Web and supporting the arts. Active in the community, Cosmopolitan Elite members tend to write to newspaper editors, work for political candidates and donate to cultural, educational and environmental groups – often as a way to give back to the community .

43

Location of interviews varies by segment

PRIZM Targets

Rich & Established are more likely to be found at Cumberland, Yorkville and Hazelton/Scollard.

Young, Cultured & Trendy are more likely to be found at Bloor & Church

The Ethnic Target is more likely to be found at Yonge & Bloor

The Opportunity segment is more likely to be found at Root’s/Rosen’s

Location (n=993)


% By Age TotalRich & Estab.

Young, Cultured Ethnic

Oppor-tunity Other

Bay & Yorkville 8 7 9 11 5 8

Yonge & Bloor 13 4 12 17 12 18

Bay @ Indigo 10 6 13 10 11 9

Root’s/Rosen’s 11 9 11 9 17 10

The Collenade 10 9 10 10 9 11

Bloor & Church 11 10 14 9 11 9

Cumberland 11 16 8 13 13 11

Yorkville 9 15 6 9 9 7

Hazelton/Scollard 8 14 8 6 5 7

Yonge & Collier 9 9 9 8 8 9

44

Four Core Bloor-Yorkville Segments

PRIZM Targets

Rich & Established:● 19% of Bloor-Yorkville visitors● 5% of Toronto Households● Older families and couples● Highly educated professionals with

HHI $190,000

● Control-seeking, achievement oriented● Seek to have status confirmed through consumption● Want unique, distinctive, tasteful offerings● Deep ties to local community, concerned with social

responsibility● Active lifestyles with golf, skiing, travel, arts & culture

Young, Cultured & Trendy:● 39% of Bloor-Yorkville visitors● 12% of Toronto Households● Young (1/3 <35 yrs), live alone● Highly educated professionals with

HHI $59,000 – affluent for age

● Very liberal, post-modern values, open to diversity● Open to modern definitions of family, culture, gender roles● Adaptable, risk taking, able to achieve goals ● Strong social/environmental consciousness● Avid early-adopters, especially of technology● Very active lifestyles, particularly culture, entertainment and

active sports

Survey Highlights:● Shop at Cumberland, Hazelton Lanes, Yorkville-Scollard● More likely to live in the area (22%) and visit daily (23%) or weekly (27%)● Visit more stores (1.9 per trip), highest incidence of purchase (82%)

and dollar spending ($100 median)

Survey Highlights:● Shop at Bloor & Church and Bay & Indigo● Slightly more likely to live in the area (18%) and visit daily (23%) or weekly (24%)● Average shopping patterns (1.7 stores per trip), 79% incidence of purchase,

$79 median spending

45

Four Core Bloor-Yorkville Segments

PRIZM Targets

Young, Cultured & Trendy:● 21% of Bloor-Yorkville visitors● 34% of Toronto Households● Young-middle-aged households● Mixed family types in houses, apartments● 43% visible minority● Some high, some low education

HHI $52,000 – below national avg.

● Strong desire to preserve cultural roots and traditions● Live intuitively, looking for emotional connections● Scrambling to get established and ahead ● Utilitarian consumers – downplay aesthetics and technology● Family-focused lifestyles and entertainment, not sports

Opportunity:● 7% of Bloor-Yorkville visitors● 15% of Toronto Households● Upscale couples and large families● Middle-aged with older kids at home● Highly educated (31% university grads)● HHI $97,000 – above national avg.

● Seeking to differentiate selves from others● Strong sense of self-reliance and control● Highly engaged consumers, who seek to express their

affluence and taste through unique products● Desire to network and learn from other social groups● Leisure activities includes travel, fine dining, shopping.

Survey Highlights:● Visit Yonge & Bloor, Cumberland ● More likely to work in the area (38%) and visit once a week (25%● Fewer store visits (1.5 per trip), lower incidence of purchase (71%)

and lower dollar spending ($70 median)

Survey Highlights:● Visit Roots & Rosen’s● More likely to visit for shopping in the area (36%) ● Visit least frequently (24% every 2-3 months, 19% once a year)● Fewer store visits (1.5 per trip), lowest incidence of purchase (68%)

and lower dollar spending ($77 median)

46

PRIZM Targets

47

PRIZM Targets

48

Location of interviews varies by segment

PRIZM Targets

Rich & Established are more likely to be found at Cumberland, Yorkville and Hazelton/Scollard.

Young, Cultured & Trendy are more likely to be found at Bloor & Church

The Ethnic Target is more likely to be found at Yonge & Bloor

The Opportunity segment is more likely to be found at Root’s/Rosen’s

Location (n=993)




Oppor-tunity Other

Bay & Yorkville 8 7 9 11 5 8

Yonge & Bloor 13 4 12 17 12 18

Bay @ Indigo 10 6 13 10 11 9

Root’s/Rosen’s 11 9 11 9 17 10

The Collenade 10 9 10 10 9 11

Bloor & Church 11 10 14 9 11 9

Cumberland 11 16 8 13 13 11

Yorkville 9 15 6 9 9 7

Hazelton/Scollard 8 14 8 6 5 7

Yonge & Collier 9 9 9 8 8 9

49

PRIZM Targets

Rich & Established and Young, Cultured and Trendy are more likely to live in the area and visit frequently. The Ethnic target works in the area visiting with slightly higher than average frequency, while the Opportunity segment comes more often for shopping and comes much less frequently than average..

Q.3 Reason for Visit (n=993)




Oppor-tunity Other

Mostly for Shopping 31 24 33 27 36 34

Work in Area 24 19 18 38 24 26

Live in Area 11 22 18 2 1 3

Lunch/Dinner 5 3 1 3 3 3

Walking By 5 4 5 4 5 4

Hair/Beauty Appt 4 6 4 4 0 3

Medical Appt 4 3 4 6 2 3



Oppor-tunity Other

Everyday 11 23 23 11 4 5

Few times/week 18 27 24 20 21 15

Once a week 17 18 15 25 13 14

Every 2-4 weeks 20 21 20 19 15 19

Every 2-3 months 13 5 12 12 24 17

Once a year 6 4 4 7 19 14

First time 9 1 3 5 4 17

Q.4 Frequency of Visit (n=993)

Reasons and frequency of visiting vary widely by segment

50

Sunday shopping is low for most, transit patterns reflect where they live

PRIZM Targets

Rich & Established and Young, Cultured and Trendy are the most likely to shop on Sundays regularly.

Most Opportunity segment members never come on Sunday.

Q.5 Frequency of visiting on Sundays (n=993)




Oppor-tunity Other

Every Sunday 7 12 11 4 1 1

Frequently (2-3 times/mo.) 12 18 18 6 5 6

Occasionally (once/ mo./less) 17 18 18 21 17 13

Rarely (2-3 times/yr) 19 15 21 23 17 17

Never 44 36 33 46 59 63



Oppor-tunity Other

Walk 36 53 57 10 13 20

Subway/TTC 34 18 26 60 39 39

Car 23 26 14 24 38 32

Other 6 3 4 6 9 10

Q.6 How did you get here today (n=993)

51

The Rich & Established segment over-indexes on shopping patterns, but the volume is in the Young, Cultured and Trendy

PRIZM Targets

Q.7 Spending patterns (n=993)




Oppor-tunity Other

Mean stores visited 1.7 1.9 1.7 1.5 1.5 1.7

Incidence of purchase 76 82 79 71 68 75

Median purchase amt $92 $100 $75 $60 $77 $100

Total stores visited 1673 332 605 276 109 351

Total spending $128,531 $29,209 $41,522 $18,071 $8,113 $31,616

Share of B-Y shoppers 100 17 35 19 8 21

Share of B-Y spending 100 23 32 14 6 25

52

Competing shopping districts visited and info sources reflects proximity

PRIZM Targets

Q.8 Other Shopping Districts Visited (n=993)




Oppor-tunity Other

Eaton Centre 49 42 51 49 55 51

Yorkdale 30 27 23 38 29 35

Queen West 22 28 26 19 17 17

Annex 19 17 20 22 18 16

Danforth 18 18 22 12 18 15

Yonge & Eglinton 15 23 15 16 8 12

Bloor West 11 9 13 11 9 9



Oppor-tunity Other

Walk by/Window 37 42 40 35 25 33

Newspapers 28 31 28 26 28 27

Word of Mouth 17 14 16 19 29 16

Magazines 12 15 11 11 13 11

Internet 11 6 12 15 11 12

Television 7 6 6 11 5 7

Radio 5 5 3 5 7 5

Q.9 Primary Information Sources (n=993)

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Implications

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The findings from the survey suggest several key findings:

Implications

Visitors to the Bloor-Yorkville area live much closer than perhaps initially thought. Over a third live or work in the area, representing daily shopping traffic. Most others live within a short distance of Bloor-Yorkville.

Communications need to be locally-focused, but maintain the image of Bloor-Yorkville being a trendy, sophisticated, global destination of choice.

Bloor-Yorkville consists of many different markets, each catering to different needs and audiences. Most are upscale, but within this there are younger vs. older audiences, those who come to shop vs. work/live, etc.

BIA-wide communications need to ensure that they reflect the diverse interests of all groups. Bloor-Yorkville is a place to live, a place to shop and a place to work a self-contained community that is not just a place or

geography, but an experience or state of mind

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The findings from the survey suggest several key findings:

Implications

Bloor-Yorkville visitors are worth marketing to – three-quarters said they visited stores and made purchases just shy of $100 (median). Over 400 individual stores had purchases made at them.

However, most visit just one or two stores per trip, so raising the number of stores visited and/or the spending per store will generate tremendous payoffs.

Bloor-Yorkville visitors get their information from many “soft” sources like word-of-mouth referrals and simply walking by.

Beautification plans, street festivals, charitable events, etc. all encourage people to come and discover Bloor-Yorkville and tell their friends

The Star, The Globe & Mail, and Toronto Life are the main print opportunities. A mix of radio (680News, CHUM, etc.) and television (CITY, Global) represent broadcast opportunities. Toronto.com was mentioned frequently

Bloor-Yorkville visitors know they have other options – many shop in other districts and can easily get to them from their central locations.

Remind them that Bloor-Yorkville is the place to be. Everything they could want is available in this neighbourhood

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Bloor-Yorkville BIA Study

Questions? Contact:

David MacDonaldGroup Vice President, Consumer Research

Environics Research Group Inc.33 Bloor Street East, Suite 900Toronto, Ontario, M4W 3H1

Tel: 416.969.2814Fax: 416.920.3299E: [email protected]

1 bloor-yorkville shopping traffic study august 2005 prepared for the bloor-yorkville bia by...

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