12
98 OLDER SINGLES & COUPLES Older Singles & Couples S4 38 Grey Pride 109 112 102 71 122 136 103 101 U4 51 Lunch at Tim's 58 112 101 73 64 66 74 101 City of London PRIZM Clusters Key Segment Variables Primacy of Environmental Protection Legacy Importance of Price Effort Toward Health Active Government Global Consiousness Attraction to Nature Ecological Lifestyle PRIZM: 38/51 45% of segment 14% 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% NonFamily Apartment Income 76% English 65+ Maint. Age *market is the City of London households; **compared to the City of London average

OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

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Page 1: OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

98

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

Page 2: OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

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

Page 3: OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

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

Page 4: OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

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

Page 5: OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

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

Page 6: OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

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

Page 7: OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

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

Page 8: OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

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

Page 9: OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

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

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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

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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

Page 12: OLDER SINGLES & COUPLES - London, Ontario Singles...Older Singles & Couples are not particularly concerned about the environment, but are ... 13 13 12 8 5 9 Holmes on Homes ... (BVO)

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