legacy driven upscale families - london, …...60 legacy driven upscale families prizm:...

60

LEGACY DRIVEN UPSCALE FAMILIES

PRIZM: 28/01/10/03/0235% of segment13% of market*

Demographic Highlights **

These upscale households contain highly educated, large families, living in older single‐detached homes. Residents prioritize their health, and are deeply concerned about the legacy which they will pass on to future generations. Messages which speak to the immediate health benefits of reducing greenhouse gas emissions may resonate with this segment.

Legacy Driven Eco‐ConsumersU4 28 Startups & Seniors 75 133 107 121 88 106 87 125U1 01 Cosmopolitan Elite 61 132 82 144 167 63 104 50E1 10 Mr. & Ms. Manager 96 129 97 123 51 102 82 113S1 03 Suburban Gentry 104 110 90 103 89 102 61 66U1 02 Urbane Villagers 48 65 103 111 98 97 52 155

Ecological

Lifestyle

Activ

e Go

vernmen

t

Glob

al

Consiousne

ss

Attractio

n to

NatureCity of London PRIZM Clusters

Key Segment Variables

Prim

acy of

Environm

ental

Protectio

n

Legacy

Impo

rtance of

Price

Effort Tow

ard

Health

*market is the City of London households; **compared to the City of London average

$142K 75% 25% 34%79%UniversitySingle Detached DriversIncome

+Hhd Size

DEMOGRAPHIC HIGHLIGHTS

61Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London

37%of maintainers are between 55‐74

60%Married or common law

39%Have an university

education

Legacy Driven Upscale Families consist of upscale families with household incomes that are 65% higher than the market average. They are highly educated with 40% having an university education (degree and certificate). They hold upper management positions in various industries. These middle‐aged families live in large households and tend to have older children at home. They do not have a high ethnic presence, with only 12% visible minorities in the segment and 16% reporting a non‐official language as their mother tongue.

Demographic Overview

At $142K the average household income of this segment is 65% higher than the market average

82% report English as their mother

tongue

25%of households contain 4+ persons

47%of families are

couples with children;12% are lone‐parent

30% (4,736) of children at home are aged 20 or older

vs. 30% in the City of London vs. 54% in the City of London vs. 44% and 18% in the City of London vs. 28% in the City of London

vs. $86K in the City of London

vs. 78% in the City of London



Market Size53,887 (14%) population21,683 (13%) households

Affluent middle‐aged families

4

13 15

22 22 24

5

18 1720 18

22

Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London

Age of Household Maintainer

+

Importance of Aesthetics Personal Control

Pursuit of Novelty Social Learning

Discriminating Consumerism Effort Toward Health

Legacy Confidence in Advertising Confidence in Big Business

Saving on Principle

BRAND APATHYINTEREST IN THE UNEXPLAINED

PRIMACY OF ENVIRONMENTAL PROTECTIONAVERSION TO COMPLEXITY

SPIRITUAL QUEST

ACTIVE GOVERNMENT

UTILITARIAN CONSUMERISM

ATTRACTION TO NATURE

BUYING ON IMPULSE

Strong Social Values

Weak Social Values

62Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada

Value ImplicationsThe Legacy Driven Upscale Families are motivated by their desire to leave a lasting legacy for future generations. Leverage this knowledge by focusing your messages to this group around how they can maintain healthy, financially sustainable lifestyle for future generations.

Residents in this segment would welcome the opportunity to track their progress and compare best practices with their peers. Promoting any forums or message boards associated with this campaign may resonate with this segment.

The campaigns’ association with big businesses such as banks or utility companies will go a long way with this segment in terms of establishing credibility.

The Legacy Driven Upscale Families place a great deal of importance on maintaining their health and a healthy lifestyle. Explaining how a reduction in green house gas emissions will directly affect their health may resonate with them.

When speaking to residents in this segment play down the initiatives associated with government agencies, as well as, the impact that this project will have on the environment.

LEGACY DRIVEN UPSCALE FAMILIESSOCIAL VALUES

Direct & Outdoor preferences:• This segment does not favour the direct

mail option as much as some of the other segments; catalogues, coupon booklets, flyers in newspapers and magazines tend to be the most popular direct mail choices

• The majority of members travel in‐town up to 100 km

• Two thirds made at least one visit to the shopping mall in the past week

Light/MedMed/HeavyHeavy ModerateInternet

LEGACY DRIVEN UPSCALE FAMILIESMEDIA SUMMARY

63

Light/MedNewspaper Magazine Radio Television

Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013

Note: “Top 10” lists have been identified by sorting all category variables by Index, then by % Penetration in the Index ranges 120+, and 100‐119. Top 10 variables have a minimum % Penetration of 10%,.

• Sports, telephone directories, investments, radio, clothing/footwear, downloaded apps

• Accessed magazines, newspapers

• London Free Press• General news,

entertainment, arts/ culture, editorial, health

• Macleans, Canadian House & Home, enRoute, Hello! Canada, Style at Home, Report on Business, MoneySense

• One out of 5 people watch CTV Early Evening News which is at average rates

• Album Rock/Classic Rock, Top 40/Current Hits, All News, Modern Rock, Oldies, and News/Talk/ Information/ Sports

The media habits of the Legacy Driven Upscale Families are:• Print usage is high, with moderate to heavy magazine and heavy newspaper

readership• Light to moderate radio listenership; listen to Album Rock/Classic Rock, Top 40/

Current Hits, All News, Modern Rock, Oldies, and News/ Talk/ Information/ Sports type stations when they do tune in

• TV viewership is light to moderate; they watch a much broader than average variety of shows

• Internet use is moderate; it’s used for a variety of activities like sports research, telephone directories, investments, and accessing magazines, newspapers

How much do they read?

• Overall, Legacy Driven Upscale Families read all national newspapers at above average rates, with emphasis on the weekend editions

What do they read?

• Many sections of the newspaper are popular with this group – entertainment, fashion, editorial, and general news

• May be more likely to read the London Free Press

64Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013

Daily Newspaper ‐ Usage (%) Index

134

93

84

100

92

27

16

12

6

39

Heavy Quintile

Med‐Heavy Quintile

Medium Quintile

Med‐Light Quintile

Light Quintile

Daily Newspaper ‐ # of Sat. Read (%) Index

89

94

110

145

127

120

57

6

4

3

30

43

0

1

2

3

4

Saturday Editions

Community Newspaper ‐ Received (%) Index

100

Daily Newspaper ‐ Read/Looked Into Pst Wk (%)

105

111

91

109

94

85

101

139

115

108

58Received [Pst Mth]

47

38

43

6

7

5

5

4

31

57

Personally Read

Yesterday

Never

Less Than 1

1 Day

2 Days

3 Days

4 Days

5 Days

Weekday Editions

Daily Newspaper ‐ Section Read (%) Index

112

110

103

111

109

119

114

116

` 105

89

108

92

101

39

17

17

18

17

21

17

14

16

10

16

7

11

General News

Health

Sports

Arts/Culture

Finance/Business

Entertainment/Movies/TV

Editorial Page(s)

Fashion/Lifestyle

Food

Classified Pages

Travel

Automotive

Real Estate/Homes

Newspaper Titles (Cumulative Audience %) Index

95

136

133

117

120

56

60

11

6

7

12

15

5

7

Metro (5 Markets) (5‐Day)

National Post (5‐Day)

National Post (6‐Day)

The Globe & Mail (5‐Day)

The Globe & Mail (6‐Day)

Toronto Star (5‐Day)

Toronto Star (7‐Day)

LEGACY DRIVEN UPSCALE FAMILIESNEWSPAPERS


How much do they watch?

What are they watching?

TV ‐ Usage (%) Index

75

99

99

112

111

14

19

19

25

24

Heavy Quintile


Medium Quintile


Light Quintile

TV ‐ Days Watched per Week (%) Index

128

113

110

133

95

8

5

8

5

66

1 Day/Wk or Less

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk

Top 10 TV Program Types Watched (%) Index

118

134

121

119

116

115

116

132

110

110

43

31

20

16

15

12

12

10

47

33

Stanley Cup‐Finals

Grey Cup

Soccer Major Events

Golden Globe Awards

Survivor

The Good Wife

Tennis Major Event

Calgary Stampede

Olympics‐Summer

Academy Awards

Top 10 TV Stations Watched (%) Index

112

105

104

104

104

103

102

99

98

96

12

19

25

23

17

15

29

22

21

31

Space (SPC)

The Sports Network (TSN)

CTV News Channel (CTVNC)

HGTV (H&G)

Rogers Sportsnet (NET)

Bravo! (BVO)

The Weather Network (TWN)

National Geographic (NATG)

Food Network Canada (FN)

Discovery Channel (DIS)

TV ‐ News, Sports, Current Affairs (%) Index

103

92

97

21

9

11

CTV Early Evening News

Noon News

CTV Late Local News

LEGACY DRIVEN UPSCALE FAMILIESTELEVISION

• One in 5 watch CTV Early Evening News which is at average rates

• Just 9 out of 100 people watch noon news which mirrors the benchmark population

• And 11 out of 100 watch late local news which is the same as the general population

• Light to moderate viewers overall

• Science, news and sports stations are both popular and viewed at above average rates

LEGACY DRIVEN UPSCALE FAMILIESRADIO


How much do they listen?

What are they listening to?

Radio ‐ Usage (%) Index

83

106

115

106

88

15

20

24

23

17

Heavy Quintile


Medium Quintile


Light Quintile

Radio ‐ Days Listened per Week (%) Index

251

152

79

126

90

82

107

1

4

3

6

5

2

69

Never/Wk

0‐1 Day/Wk

1 Day/Wk

2 Days/Wk

3 Days/Wk

4 Days/Wk

5 Days/Wk

Radio Station Types Listened To (%) Index

105

89

102

114

89

104

97

103

25

21

31

12

15

13

15

13

Top 40/Current Hits

Modern Rock/Alternative Rock

Album Rock/Classic Rock

Traditional Country

New Country

Soft Music/Adult Contemporary

Urban/Rap/Hip Hop

Retro (80's)

Radio Station Types Listened To (%) Index

109

114

105

108

108

82

107

101

10

22

9

18

5

10

5

19

Classical/Fine Arts

All News

All Sports

News/Talk/Information/Sports

Multicultural

Dance

Big Band/Music of Your Life

Oldies (50's, 60's, 70's)

Listened to the Radio…. (%) Index

10872Yesterday

• Overall, Legacy Driven Upscale Families listen to all station types at average rates

• Residents are more likely to listen to traditional country and all news stations

• Sponsoring news segments or placing ads on these stations may reach this segment

• Album Rock/Classic Rock, Top 40/Current Hits, All News, Modern Rock, Oldies, and News/Talk/ Information/Sports stations are popular

• Light to moderate listeners overall

• 7 out of 10 people listen five days a week


How often do they use the Internet?

LEGACY DRIVEN UPSCALE FAMILIESINTERNET

• Members of the Legacy Driven Upscale Families segment are moderate users of the Internet on any device

• Fewer members use their mobile to go online

• Activities include looking up sports information, telephone directories, investments, radio, clothing/footwear, downloaded apps

• Accessed magazines and newspaper websites online

Has Internet in Household (% Pen) Index

103

Internet Usage ‐ Any Device (%) Index

100

110

106

99

83

20

22

23

21

15

Heavy Quintile


Medium Quintile


Light Quintile

87Has in HouseholdInternet Usage ‐ Mobile Device (%) Index

78

94

137

109

151

92

7

9

12

10

14

36

Heavy Quintile


Medium Quintile


Light Quintile

Non‐Users [Pst Mth]


How do they access the Internet?

How often do they access the Internet?

Internet Connection ‐ Type (%) Index

101

114

72

37

23

4

Cable service

High speed phone line

Regular phone line

Internet Connection ‐ Type (%) Index

128

114

105

101

4

4

18

31

Fiber Optic

Wireless Internet Using Stick

Laptop Built in Wireless

Wireless Modem/Router

When Accessed (%) Index

104

104

104

103

104

103

53

103

81

78

87

88

88

89

89

1

90

10

Yesterday

Past 7 Days

Past 14 Days

Past Month

Past Two Months

Past Three Months

3+ Months

Past Year

Never

Time Spent Online (%) Index

80

80

106

105

120

99

101

118

83

104

13

3

25

18

13

6

10

6

6

87

0 mins

1‐59 mins

60‐300 mins

301‐600 mins

601‐900 mins

901‐1200 mins

1201‐1800 mins

1801‐2400 mins

2401+ mins

1+ Hours


• Four out of ten people use cable service to connect to the Internet

• Wireless connection is popular as well

• While fibre optic and wireless using a stick connections rates above average, counts are very small

• 78% of people in this segment accessed the Internet yesterday

• Overall, this group is online at similar rates to the general population

• Approximately 1 out of 3 people spent between 5 and 15 hours online in the past week


What type of device do they use?/Where do they access the Internet?

When they are online, what activities do they do?

Device Used (%) Index

104

115

113

157

128

84

37

53

13

18

Household Desktop/Laptop

Employer Desktop/Laptop

Household Mobile Device

Employer Mobile Device

Computer (Third Party/Public)

Internet ‐ Where Accessed (%) Index

104

119

93

96

114

79

39

14

8

8

Home

Work

School/Library

Café/Restaurant

Other

PC/Laptop (%) Index

115

74

106

103

96

101

108

7

1

63

9

13

33

49

Used For Blogging

Used For Podcasting

Used For E‐mail

Used For Text Messaging

Used For Instant Messaging

Used For Social Networking

Used For Searches/Search Engines


• The vast majority access the Internet from home using either a desktop or laptop

• Above average numbers of people in this group spend time online while at work

• Internet ads between 8am and 5pm may reach this audience

• Most online activities are at rates that either mirror the general population or are at above average rates

• As with all segments, email and online searches are very popular online activities

• Social networking and texting are popular too

• They are more likely to visit magazine and newspaper websites

Any Device (%) Index

115

74

108

108

99

102

108

106

105

116

116

9

2

68

38

24

38

52

28

16

17

25

Blogging

Podcasting

E‐mail

Text Messaging

Instant Messaging

Social Networking

Searches/Search Engines

Watched Videos

Listen to radio/podcast

Accessed Magazine Website

Accessed Newspaper Website

LEGACY DRIVEN UPSCALE FAMILIESDIRECT & OUTDOOR


Index: “Always”

How do they feel about direct mail?

Flyers and Direct Mail ‐ Use (%)

Index

79

90

82

81

87

98

91

76

3

5

8

7

5

2

8

3

6

9

10

7

8

4

12

4

35

40

33

20

21

17

29

14

Brochures

Catalogues

Coupon Booklets

Envelopes

e‐Flyers

e‐Newsletters

Flyers in News/Mags

Flyers in Polybag

Always Often Sometimes

How often do they visit malls or take trips on public transit?

Any Public Transit Pst Wk (%) Index

99

111

93

103

77

11

6

6

0

1‐5

6‐10

11+

Bus/Streetcar Pst Wk (%) Index

111

94

100

111

9

10

6

4

0

1‐5

6‐10

11+

Shopping Malls Pst Wk (%) Index

92

103

103

103

102

31

31

27

7

3

0

1

2‐3

4‐5

6+

• Overall direct mail use is at below average or average rates

• Catalogues, coupon booklets, flyers in newspapers and magazines tend to be the most popular direct mail option for this segment.

• Many members of this segment travel in‐town up to 100 km

• Members of this segment visit the mall in at average rates

• 1 out of 4 people visit the mall two or three times per week

• Over 75% of residents do not take public transit

• Most of the people in his group travel up to 100 km per week

Index

90

112

108

101

106

In‐Town Travel [Past Week] (%)

35

23

22

10

6

1‐49 KM

50‐99 KM

100‐249 KM

250‐500 KM

500+ KM

Description % Pen IndexMuseum 26.6 122Zoo/Aquariums 20.6 123Pro Hockey Event 18.9 131Amusement Parks 16.7 117Art Gal lery 16.5 120Rock Music Concert 13.8 118Popular Music Concert 13.1 135Class ica l Music Concert 7.4 117Pro Footba l l Event 6.7 129Bal let 5.4 137

LEGACY DRIVEN UPSCALE FAMILIESSPORTS & LEISURE HIGHLIGHTS

71

11%Enjoy downhill

skiing

21%Attend

zoo/aquariums

vs. 14% in the City of London vs. 7% in the City of London vs. 17% in the City of London

19%Participate in ice

skating

19%Attend pro hockey

games


27% Attended museum venues

Sports & Leisure OverviewThe Legacy Driven Upscale Families like to stay active. They enjoy winter activities such as ice skating, downhill skiing, ice hockey, and snowboarding. Golf and tennis are also popular sports that keep them busy. Because of their high income, spending money on an evening out is not an issue. They attend a variety of events at well above average rates. The most popular events include going to the museum, visiting the zoo, or watching hockey games. Music concerts are also popular, with many going to rock, pop and classical concerts.


18%Enjoy playing golf


Market Size53,887 (14%) population21,683 (13%) households

Source: Environics Analytics PRIZMC2, PMB, Fall 2013Market = City of London

Sports ‐ Participated in the Past Year* Events ‐ Attended in the Past Year*Description % Pen Index

Ice Skating 18.6 133Gol f 18.0 124Downhi l l Ski ing 11.5 173Soccer 9.4 117Ice Hockey 8.2 123Tennis 8.0 160Mounta in Biking 7.5 122Vol leybal l 6.8 130Cross ‐Country Ski ing 5.4 131Snowboarding 5.4 130

*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen

legacy driven upscale families - london, …...60 legacy driven upscale families prizm:...

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