PRICE CONSCIOUS FAMILIES - London, Ontario · PRICE CONSCIOUS FAMILIES INTERNET • Price Conscious...
Transcript of PRICE CONSCIOUS FAMILIES - London, Ontario · PRICE CONSCIOUS FAMILIES INTERNET • Price Conscious...
74
PRICE CONSCIOUS FAMILIES
PRIZM: 22/12/41/07/3034% of segment11% of market*
Demographic Highlights **
This segment contains middle‐aged families with tweens & teens who always consider cost when making a decision. They are less concerned about the environment, but are concerned about what they will leave for future generations. Highlighting the savings associated with a ‘greener’ lifestyle ‐ which they can then spend on their kids ‐may resonate with them.
Price Conscious FamiliesE2 22 Blue‐Collar Comfort 87 127 111 93 75 95 109 104E1 12 God's Country 88 100 110 95 33 86 112 76E2 41 White Picket Fences 94 96 106 77 81 84 81 91E1 07 Winner's Circle 84 159 110 111 135 81 60 88E2 30 Exurban Crossroads 106 139 98 69 76 95 65 69
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
$101K 42% 65%72%Family w/kids Single DetachedIncome
33%Hhd Size
35‐64Maint. Age
*market is the City of London households; **compared to the City of London average
+
DEMOGRAPHIC HIGHLIGHTS
75Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London
46%of maintainers are between 45‐64
60%Married or common law
45%Have a high school diploma or less
Price Conscious Families consist of families that live in exurban neighbourhoods in the City of London. They live in large households on the outskirts of the city which comfortably fits their large families. They have a mix of education levels and hold a range of both blue collar and white collar occupations. Their household income is 17% higher than the London average. They are homeowners that live in semi‐detached and single‐detached homes. Their ethnic presence is quite high with 25% being immigrants and 23% reporting a non‐official language as their mother tongue.
Demographic Overview
At $101K the average household income of this segment is 17% higher than the market average
23% report a non‐official language as
their mother tongue
33%of households contain 4+ persons
53%of families are
couples with children;15% are lone‐parent
36% (6,528) of children at home are aged 15‐24
vs. 38% in the City of London vs. 54% in the City of London vs. 44% and 18% 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. 35% in the City of London
vs. 20% in the City of London
Market Size50,729 (13%) population18,072 (11%) households
Exurban middle‐aged couples with large families
3
1519
2521
17
5
18 1720 18
22
Under 25 25‐34 35‐44 45‐54 55‐64 65+TG City of London
Age of Household Maintainer
+
LEGACYDISCRIMINATING CONSUMERISM
NATIONAL PRIDENEED FOR ESCAPE
PERSONAL CONTROLPRIMACY OF THE FAMILY
SAVING ON PRINCIPLE
GLOBAL CONSCIOUSNESSECOLOGICAL LIFESTYLE
ATTRACTION TO NATURE
PURSUIT OF INTENSITYACTIVE GOVERNMENT
PURSUIT OF NOVELTY
COMMUNITY INVOLVEMENT
CONFIDENCE IN SMALL BUSINESSREJECTION OF AUTHORITY
JOY OF CONSUMPTION
Strong Social Values
Weak Social Values
76Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada
Value ImplicationsSimilar to the Legacy Driven Upscale Families, the Price Conscious 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.
Being Canadian is a big part of the identity of the Price Conscious Families. As a result leverage core Canadian values such as equality and self efficacy to engage them.
Highlight that being environmentally conscious is a way for these families to take control of their green house gas emissions which may also double as a cost‐savings technique.
Residents in this segment are less likely to be drawn to the initiative to fulfill a desire to engage with their community. It’s family first for this segment so messages should focus on the benefit this initiative will have on their loved ones.
When speaking to residents in this segment play down the initiative’s association with government agencies.
The Price Conscious Families are not averse to being told what to do and often seek direction from authority figures.
PRICE CONSCIOUS FAMILIESSOCIAL VALUES
Direct & Outdoor preferences:• Direct mail use is average or below average• Coupon booklets, catalogues, and flyers in
newspapers and magazines tend to be the most popular direct mail option for this segment
• Outdoor and highway ads may resonate with this segment; more likely to travel longer distances in‐town
ModerateMed/HeavyLight ModerateInternet
77
ModerateNewspaper 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%,.
• Download music, maps, instant messaging, social networking, home improvements, auctions
• Watched movies
• Local dailies• General news, sports,
entertainment, travel, finance/ business, food, health, fashion sections
• What’s Cooking, CAA Magazine, Food & Drink, The Hockey News, Starweek, Canadian Family, Our Canada
• 22% watch CTV Early Evening News which is at above average rates
• Album Rock/Classic Rock, Top 40/Current Hits, All News, New Country, Oldies, Retro, Dance, All Sports
The media habits of the Price Conscious Families are:• Print usage is low, with moderate to heavy magazine and light newspaper
readership• Moderate radio listenership; listen to Album Rock/Classic Rock, Top 40/Current
Hits, All News, New Country, Oldies, Retro, Dance, All Sports type stations when they do tune in
• TV viewership is moderate; they watch a much broader than average variety of shows
• Internet use is moderate; it’s used for a variety of activities including music, maps, instant messaging, social networking, home improvements, auctions
PRICE CONSCIOUS FAMILIESMEDIA SUMMARY
How much do they read?
• Overall, Price Conscious Families are light newspaper readers; community newspapers are popular
• Less likely than average to read a Saturday edition of the newspaper
What do they read?
• The sports section is preferred and all other sections of the newspaper are read at average rates
78Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Daily Newspaper ‐ Usage (%) Index
82
92
113
88
109
17
16
17
5
46
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Daily Newspaper ‐ # of Sat. Read (%) Index
108
82
107
49
87
86
69
5
4
1
20
31
0
1
2
3
4
Saturday Editions
Community Newspaper ‐ Received (%) Index
106
Daily Newspaper ‐ Read/Looked Into Pst Wk (%)
102
79
106
102
123
108
113
53
84
95
60Received [Pst Mth]
46
27
50
6
9
6
5
1
23
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
97
92
115
87
90
94
86
99
` 90
78
95
108
104
34
14
19
14
14
17
13
12
14
8
14
9
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
77
92
87
73
81
172
168
9
4
4
8
10
15
19
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)
PRICE CONSCIOUS FAMILIESNEWSPAPERS
79Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they watch?
What are they watching?
TV ‐ Usage (%) Index
101
92
116
110
82
19
17
22
24
18
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
TV ‐ Days Watched per Week (%) Index
88
90
107
96
104
5
4
8
3
73
1 Day/Wk or Less
2 Days/Wk
3 Days/Wk
4 Days/Wk
5 Days/Wk
Top 10 TV Program Types Watched (%) Index
127
128
127
143
132
128
154
126
117
117
31
21
19
16
14
13
10
10
50
36
Superbowl
Soccer Major Events
Modern Family
Breakfast Television
Tennis Major Event
Juno Awards
CityNews Tonight
Citytv New Year's Eve Bash
Olympics‐Summer
CBC Hockey Night In Canada
Top 10 TV Stations Watched (%) Index
190
125
120
104
110
103
106
106
105
112
24
9
10
34
32
26
23
23
23
20
CP24 (CP24)
OMNI (OMNI)
MTV Canada (MTV)
Discovery Channel (DIS)
The Weather Network (TWN)
History Television (HIS)
National Geographic (NATG)
HGTV (H&G)
Food Network Canada (FN)
The Sports Network (TSN)
TV ‐ News, Sports, Current Affairs (%) Index
110
88
98
22
9
11
CTV Early Evening News
Noon News
CTV Late Local News
PRICE CONSCIOUS FAMILIESTELEVISION
• 22% watch CTV Early Evening News which is slightly above average
• 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
• Moderate TV viewers overall
• News and sports programs and stations are both popular and viewed at above average rates
PRICE CONSCIOUS FAMILIESRADIO
80Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How much do they listen?
What are they listening to?
Radio ‐ Usage (%) Index
108
113
103
103
73
20
21
22
22
15
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Radio ‐ Days Listened per Week (%) Index
58
60
73
84
86
91
111
0
2
3
4
4
2
71
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
102
88
106
97
116
94
97
111
24
21
32
10
19
11
15
14
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
91
109
110
95
89
112
93
100
9
21
10
16
4
14
4
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
11174Yesterday
• Overall, Price Conscious Families listen at average to above average rates
• This group listens to new country, dance, retro, and all sports stations at rates slightly above the market average
• Album Rock/Classic Rock, Top 40/Current Hits, Modern Rock, and All News are most popular
• Moderate radio listeners overall
• 7 out of 10 people listen five days a week which is slightly above average
• Radio may be the best way to capture this audience
81Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How often do they use the Internet?
PRICE CONSCIOUS FAMILIESINTERNET
• Price Conscious Families are moderate Internet users on any device
• Mobile devices are not as popular
• Activities include downloading music, maps, instant messaging, social networking, home improvements, auction, watching movies
Has Internet in Household (% Pen) Index
102
Internet Usage ‐ Any Device (%) Index
97
94
104
104
100
19
18
22
22
18
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
86Has in HouseholdInternet Usage ‐ Mobile Device (%) Index
94
104
117
100
89
98
8
10
10
9
8
38
Heavy Quintile
Med‐Heavy Quintile
Medium Quintile
Med‐Light Quintile
Light Quintile
Non‐Users [Pst Mth]
82Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
How do they access the Internet?
How often do they access the Internet?
Internet Connection ‐ Type (%) Index
83
123
77
30
25
4
Cable service
High speed phone line
Regular phone line
Internet Connection ‐ Type (%) Index
117
99
95
112
4
4
16
34
Fiber Optic
Wireless Internet Using Stick
Laptop Built in Wireless
Wireless Modem/Router
When Accessed (%) Index
103
99
100
101
101
101
107
101
93
77
83
85
86
87
87
1
88
12
Yesterday
Past 7 Days
Past 14 Days
Past Month
Past Two Months
Past Three Months
3+ Months
Past Year
Never
Time Spent Online (%) Index
103
115
97
108
99
90
98
92
93
99
17
4
22
19
10
6
10
5
7
83
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
PRICE CONSCIOUS FAMILIESINTERNET
• One out of four people use a high speed phone line to connect to the Internet
• Wireless connection is popular as is fibre optic connection but in very small counts
• Close to 4 out of 5 people accessed the Internet yesterday
• Overall, this group is online at similar rates to the general population
• Nearly 1 out of 5 people spent 5‐10 hours online in the past week
83Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
What type of device do they use?/Where do they access the Internet?
What activities do they do online?
Device Used (%) Index
101
98
102
89
102
82
31
48
7
15
Household Desktop/Laptop
Employer Desktop/Laptop
Household Mobile Device
Employer Mobile Device
Computer (Third Party/Public)
Internet ‐ Where Accessed (%) Index
102
104
102
90
95
78
34
16
8
7
Home
Work
School/Library
Café/Restaurant
Other
PC/Laptop (%) Index
119
146
99
109
118
109
96
8
2
59
9
16
35
44
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
PRICE CONSCIOUS FAMILIESINTERNET
• The vast majority access the Internet from home using either a desktop or laptop
• Some people in this group spend time online while at work
• All online activities are done at rates that either mirror the general population or are above average
• Email and online searches are very popular online activities
• Social networking, instant messaging and texting are popular too
Any Device (%) Index
113
127
100
104
116
108
96
98
91
112
107
8
4
63
37
28
40
47
26
14
17
23
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
84Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013
Index: “Always”
How do they feel about direct mail?
Flyers and Direct Mail ‐ Use (%)
Index
66
64
84
80
85
75
105
86
2
3
8
7
5
2
9
4
6
13
13
9
9
5
15
7
35
36
34
22
20
17
25
15
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
110
60
83
55
85
6
5
3
0
1‐5
6‐10
11+
Bus/Streetcar Pst Wk (%) Index
97
57
59
49
8
6
3
2
0
1‐5
6‐10
11+
Shopping Malls Pst Wk (%) Index
109
91
97
108
97
36
27
25
7
3
0
1
2‐3
4‐5
6+
• Overall, direct mail use is average or below average
• Coupon booklets, catalogues, and flyers in newspapers and magazines tend to be the most popular direct mail option for this segment
• Outdoor and highway ads may resonate with this segment; longer in‐town travel distances are above average
• Just under two thirds visited a mall in the past week
• Residents are less likely to take public
• Ads in transit spaces are less likely to reach this audience
• A very small cohort travel over 500 km, but the majority of people in this group travel up to 100km per week
Index
100
98
110
97
141
In‐Town Travel [Past Week] (%)
38
20
23
9
8
1‐49 KM
50‐99 KM
100‐249 KM
250‐500 KM
500+ KM
PRICE CONSCIOUS FAMILIESDIRECT & OUTDOOR
85
15%Enjoy power boating
9%Attend pro
baseball games
vs. 12% in the City of London vs. 6% in the City of London
25%Attend live theatre
events
22% Attended museum venues
Sports & Leisure OverviewPrice Conscious Families enjoy staying active. They participate in many sports at well above average rates. Ice skating and baseball are particularly popular in this segment. More extreme type of sports may give them a thrill as they enjoy activities such as power boating, downhill skiing and mountain biking. Because of their tendency to save money, they attend events that are worth their money. Events such as amusement parks which last the whole day are great in value, as they are fun for the entire family. They also attend baseball games and music concerts at high rates.
vs. 15% in the City of London
17%Participate in jogging
Market Size50,729 (13%) population18,072 (11%) 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 19.0 135Jogging 17.5 117Power Boating 15.0 128Bowl ing 12.5 126Aerobics 11.9 116Downhi l l Ski ing 8.5 128Ice Hockey 8.4 126Mounta in Biking 7.9 129Basebal l /Softba l l 6.9 136Tennis 5.8 116
*Sports and Events sorted by descending %pen, based on top ten indices of variables over 5% pen
Description % Pen IndexLive Theatre 25.0 109Museum 21.9 100Bingo Hal l [pst 3 mths] 19.8 102Amusement Parks 18.4 129Zoo/Aquariums 16.5 98Pro Hockey Event 14.6 101Spas 10.9 103Popular Music Concert 9.6 98Pro Basebal l Event 9.3 162Country Music Concert 8.1 158
vs. 14% in the City of London
19%Participate in ice
skating
vs. 23% in the City of London
vs. 22% in the City of London
PRICE CONSCIOUS FAMILIESSPORTS & LEISURE HIGHLIGHTS