OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly...
Transcript of OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly...
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OLDER SINGLES & COUPLES
Older Singles & CouplesS4 38 Grey Pride 109 112 102 71 122 136 103 101U4 51 Lunch at Tim's 58 112 101 73 64 66 74 101
City of London PRIZM Clusters
Key Segment Variables
Prim
acy of
Environm
ental
Protectio
n
Legacy
Impo
rtance of
Price
Effort Tow
ard
Health
Activ
e Go
vernmen
t
Glob
al
Consiousne
ss
Attractio
n to
Nature
Ecological
Lifestyle
PRIZM: 38/5145% of segment14% of market*
Demographic Highlights**
Older Singles & Couples are not particularly concerned about the environment, but are slightly concerned about what will be left for future generations. Given that their household income is lower than the City of London average, they may be attracted to messages which focus on the savings associated with being ‘green’.
$66K 43% 25%44%Non‐Family ApartmentIncome
76%English
65+Maint. Age
*market is the City of London households; **compared to the City of London average
DEMOGRAPHIC HIGHLIGHTS
99Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London
25%of maintainers are 65+
The Older Singles & Couples segment, much like their name describes, are older residents living in 1‐2 person households. Almost ¼ of this segment is over the age of 65. This segment tends to have children of different ages at home. They have a lower than average household income and live in rental apartments. They are less likely to have attended any post‐secondary school institutes and hold mainly sales and service jobs. Their ethnic presence tracks the market average with 21% reporting a non‐official language as their mother tongue.
Demographic Overview
At $66K the average household income of this segment is 23% lower than the market average
21% report a non‐official language as
their mother tongue
71%of households contain 1‐2 persons
20% (2,591) of children at home are aged 5 or younger
vs. 22% in the City of London vs. 43% in the City of London
vs. $86K in the City of London
vs. 20% in the City of London
vs. 18% in the City of London
vs. 64% in the City of London
Market Size51,879 (13%) population24,012 (14%) households
Downscale older singles and couples
5
2017 18 16
25
5
18 1720 18
22
Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London
Age of Household Maintainer
47%Have a high school diploma or less
or
30%Single
(never married)
48%Rent; 44% live in apartments
vs. 30% in the City of London vs. 36% and 30% in the City of London
FINANCIAL CONCERN REGARDING THE FUTUREFLEXIBLE FAMILIES
PURSUIT OF INTENSITYNATIONAL PRIDE
CONFIDENCE IN ADVERTISINGDUTY
ATTRACTION FOR CROWDS
CONSUMPTIVITY
NEED FOR STATUS RECOGNITIONADAPTABILITY TO COMPLEXITY
VITALITYENTHUSIASM FOR NEW TECHNOLOGY
TRADITIONAL FAMILY
TIME STRESSSAVING ON PRINCIPLEFINANCIAL SECURITYPURSUIT OF NOVELTY
EFFORT TOWARD HEALTH
Strong Social Values
Weak Social Values
100Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada
Value ImplicationsThe Older Singles & Couples are in a lifestage where they are more concerned about their future finances than the state of the environment. Appeals to this segment should focus on the cost benefits of reducing their carbon footprint.
Being Canadian is an important part of their identity, position the campaign as a Canadian thing to do.
Residents in this segment have a strong sense of duty and are more likely to put the needs of other ahead of their own. Position the campaign as way for them to contribute to the City of London.
The older residents in this segment are more likely to lead a sedentary lifestyle, but have a strong desire to be a part of a collective movement. Brainstorm alternative ways for them to participate taking into consideration their possible physical limitations.
Residents in this segment feel strongly that the needs of others is more important than their own. Highlight how this initiative will work toward the greater good for all London residents.
OLDER SINGLES & COUPLESSOCIAL VALUES
Direct & Outdoor preferences:• Envelopes, eFlyers, and flyers in polybags
tend to be the most preferred direct mail option for this segment
• High rates for travelling short distances in‐town
• Public transit use is not popular
• 2 out of 5 visited a mall last week
ModerateMixedLight LightInternet
OLDER SINGLES & COUPLES MEDIA SUMMARY
101
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%,.
• Games, social networking, downloading apps, maps, banking, watching videos
• Real estate, general news, and sports sections are most popular
• CAA magazine, Hockey News, Golf Canada, Starweek, Readers Digest, Canadian Living, Canadian Geographic
• Both noon news and late local news are viewed at above average rates
• Modern Rock/ Alternative Rock, Oldies, News/Talk/Information/ Sport, Dance type programs
The media habits of the Older Singles & Couples are:• Print usage is low, with mixed magazine and light newspaper readership• Light radio listenership; listen to Modern Rock/ Alternative Rock, Oldies, News/
Talk/ Information/ Sport, Dance type stations when they do tune in• TV viewership is mixed; they watch a much broader than average variety of shows• Internet use is light; it’s used for a variety of activities including games, social
networking, downloading apps, maps, banking, watching videos
How much do they read?
• Overall, Older Singles & Couples are light readers of national newspapers
• Average rates for reading daily newspaper such as the London Free Press
What do they read?
• Most sections of the newspaper are read at average rates with the exception of real estate which is read at above average rates
• 59% read the community newspaper
102Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Daily Newspaper ‐ Usage (%) Index
98
103
91
70
107
20
18
13
4
45
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Daily Newspaper ‐ # of Sat. Read (%) Index
103
68
74
88
105
94
66
4
3
2
25
34
0
1
2
3
4
Saturday Editions
Community Newspaper ‐ Received (%) Index
102
Daily Newspaper ‐ Read/Looked Into Pst Wk (%)
101
111
106
62
109
54
110
54
108
95
59Received [Pst Mth]
45
38
50
3
8
3
5
1
30
50
Personally Read
Yesterday
Never
Less Than 1
1 Day
2 Days
3 Days
4 Days
5 Days
Weekday Editions
Daily Newspaper ‐ Section Read (%) Index
99
89
99
100
80
95
94
74
` 101
101
106
93
117
34
14
17
16
13
17
14
9
16
11
16
8
13
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
48
60
55
72
75
127
128
6
3
3
7
9
11
15
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)
OLDER SINGLES & COUPLES NEWSPAPERS
103Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they watch?
When they do watch, what are they watching?
TV ‐ Usage (%) Index
81
114
119
77
111
15
21
22
17
24
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
TV ‐ Days Watched per Week (%) Index
72
100
111
101
97
4
5
8
4
68
1 Day/Wk or Less
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Top 10 TV Program Types Watched (%) Index
122
125
123
131
124
155
121
138
126
125
19
19
17
15
13
13
12
8
5
9
Holmes on Homes
CTV National News
Love It Or List It
CTV Late Local News
American Dad
Access Hollywood
Noon News
Come Dine with Me
Gemini Awards
Live with Regis & Kelly
Top 10 TV Stations Watched (%) Index
140
122
126
121
130
112
116
113
117
114
11
17
17
13
11
28
25
17
14
13
TVOntario(TVO)
Showcase (SHO)
Teletoon (TOON)
Animal Planet (ANIM)
TELETOON Retro (TOONR)
History Television (HIS)
HGTV (H&G)
Bravo! (BVO)
MuchMusic (MM)
BBC Canada (BBCC)
TV ‐ News, Sports, Current Affairs (%) Index
90
121
131
18
12
15
CTV Early Evening News
Noon News
CTV Late Local News
• 18% watch CTV Early Evening News which is slightly below the market average
• 12 out of 100 people watch noon news which is more than the general population
• And 15 out of 100 watch late local news which is above average when compared to the general population
• Mixed viewers
• Current events, news, lifestyle and science type programs and stations are both popular and viewed at above average and high rates
OLDER SINGLES & COUPLES TELEVISION
104Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they listen?
What are they listening to?
Radio ‐ Usage (%) Index
107
101
109
96
88
20
19
23
21
17
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Radio ‐ Days Listened per Week (%) Index
5
72
92
92
89
79
108
0
2
3
5
5
2
70
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
92
106
93
80
93
93
105
92
22
25
29
8
16
11
16
12
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
86
84
74
112
107
104
108
112
8
16
6
18
5
13
5
21
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
10369Yesterday
• Overall, Older Singles & Couples listen to all stations at average rates
• This group listens to oldies, news/ talk/ info/ sports slightly more often than the general population
• Album rock/classic rock, top 40/current hits, and modern rock, are the most popular
• Moderate listeners overall
• 7 out of 10 people listen five days a week
OLDER SINGLES & COUPLES RADIO
105Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How often do they use the Internet?
• 78% of residents have access to the internet in their homes
• Older Singles & Couples are generally light Internet users
• However they exhibit above average rates for using the internet on mobile devices which include eReaders, tablets and ipads
Has Internet in Household (% Pen) Index
93
Internet Usage ‐ Any Device (%) Index
93
79
97
108
125
18
15
21
23
22
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
78Has in HouseholdInternet Usage ‐ Mobile Device (%) Index
81
145
75
83
66
99
7
13
6
8
6
38
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Non‐Users [Pst Mth]
OLDER SINGLES & COUPLES RADIO
106Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How do they access the Internet?
How often do they access the Internet?
Internet Connection ‐ Type (%) Index
91
82
94
33
17
5
Cable service
High speed phone line
Regular phone line
Internet Connection ‐ Type (%) Index
59
74
110
92
2
3
19
28
Fiber Optic
Wireless Internet Using Stick
Laptop Built in Wireless
Wireless Modem/Router
When Accessed (%) Index
93
94
94
95
96
96
37
95
133
70
79
80
81
82
82
0
83
17
Yesterday
Past 7 Days
Past 14 Days
Past Month
Past Two Months
Past Three Months
3+ Months
Past Year
Never
Time Spent Online (%) Index
130
72
112
93
74
80
108
53
101
94
21
3
26
16
8
5
11
3
7
79
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
• Wireless connection is popular as well
• 7 out of 10 people accessed the Internet yesterday
• Overall, this group is online at average or below average rates when compared to the general population
• 50% of this segment spent up to 5 hours online in the past week
• 17% have never used the internet which is much higher than the market average
OLDER SINGLES & COUPLES INTERNET
107Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
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
93
91
91
68
92
75
29
43
6
13
Household Desktop/Laptop
Employer Desktop/Laptop
Household Mobile Device
Employer Mobile Device
Computer (Third Party/Public)
Internet ‐ Where Accessed (%) Index
93
84
99
105
70
71
28
15
9
5
Home
Work
School/Library
Café/Restaurant
Other
PC/Laptop (%) Index
65
40
87
89
111
91
100
4
1
52
7
15
29
45
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
• 3 out of 4 people access the Internet from home using either a desktop or laptop
• Email and online searches are the most popular online activities
• This group uses their devices for IM at above average rates
• Social networking and texting are popular too
• Most online activities are at average or below average rates when compared to the general population
Any Device (%) Index
76
49
84
90
106
93
99
88
93
76
86
6
1
53
32
26
34
48
24
14
11
19
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
OLDER SINGLES & COUPLES INTERNET
108Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Index: “Always”
How do they feel about direct mail?
Flyers and Direct Mail ‐ Use (%)
Index
99
146
109
141
135
67
111
148
3
8
10
12
8
2
9
6
5
11
12
8
10
7
16
5
37
36
33
20
23
17
20
13
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
108
66
66
87
84
7
4
5
0
1‐5
6‐10
11+
Bus/Streetcar Pst Wk (%) Index
74
70
69
106
6
7
4
4
0
1‐5
6‐10
11+
Shopping Malls Pst Wk (%) Index
116
115
71
110
21
39
35
18
8
1
0
1
2‐3
4‐5
6+
• Most forms of direct mail use is average or above average
• Catalogues, coupon booklets, brochures, flyers in newspapers, magazines are most popular
• Envelopes, eFlyers, catalogues and flyers in polybags tend to be the most preferred direct mail option for this segment
• 2 out of 5 have visited a mall in the last week
• A small number (8%) visited 4 or 5 times
• 8 out of 10 did not take public transit in the past week
• The majority of people in his group travel less than 100 km in‐town per week
Index
101
111
103
90
71
In‐Town Travel [Past Week] (%)
39
23
21
9
4
1‐49 KM
50‐99 KM
100‐249 KM
250‐500 KM
500+ KM
OLDER SINGLES & COUPLES DIRECT & OUTDOOR
Description % Pen IndexNightclubs/Bars 25.2 114Live Theatre 23.2 101Museum 21.3 97Zoo/Aquariums 15.7 94Amusement Parks 15.4 108Art Gal lery 13.3 97Pro Hockey Event 12.3 85Rock Music Concert 11.2 96Spas 9.7 92Popular Music Concert 9.3 96
109
8%Enjoy playing volleyball
25%Go to
nightclubs/bars
vs. 45% in the City of London vs. 5% in the City of London
47%Participate in fitness
walking
23%Attend live theatre
events
21% Attended museum venues
Sports & Leisure OverviewThis segment enjoys a range of activities at above average rates. With many of these residents being out of the work force they have more time to enjoy leisure activities. Some of their hobbies include walking and playing golf. They are also more likely to participate in canoeing, bowling, and playing volleyball. Generally members of this segment attend events at average rates. ¼ of this group enjoy going to the bar for a night out. You may also see this group at live theatre events and at the museum.
15%Enjoy canoeing
Market Size51,879 (13%) population24,012 (14%) 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
Walking/Hiking 46.8 103Gol f 15.2 105Canoeing 14.8 124Power Boating 12.6 107Yoga/Pi lates 12.2 99Bowl ing 12.0 120Vol leybal l 8.2 155Mounta in Biking 6.8 111Basketba l l 6.7 111Badminton 6.0 111
*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen
vs. 22% in the City of London
vs. 23% in the City of Londonvs. 22% in the City of London
vs. 12% in the City of London
OLDER SINGLES & COUPLES SPORTS & LEISURE HIGHLIGHTS