PRICE CONSCIOUS FAMILIES - London, Ontario · PRICE CONSCIOUS FAMILIES INTERNET • Price Conscious Families are moderate Internet users on any device • Mobile devices are not as

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



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


How much do they watch?

What are they watching?

TV ‐ Usage (%) Index

101

92

116

110

82

19

17

22

24

18

Heavy Quintile


Medium 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


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


Medium 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


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


Medium Quintile


Light Quintile

86Has in HouseholdInternet Usage ‐ Mobile Device (%) Index

94

104

117

100

89

98

8

10

10

9

8

38

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

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


• 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


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


• 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


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.


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


19%Participate in ice

skating



PRICE CONSCIOUS FAMILIESSPORTS & LEISURE HIGHLIGHTS

PRICE CONSCIOUS FAMILIES - London, Ontario · PRICE CONSCIOUS FAMILIES INTERNET • Price Conscious Families are moderate Internet users on any device • Mobile devices are not as

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