GREEN FAMILIES - London, Ontario · *market is the City of London households; compared to the City of London average Demographic Highlights Green Families U1 08 Money & Brains

10

GREEN FAMILIES

PRIZM: 08/14/2333% of segment10% of market*

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

Demographic Highlights **

Green FamiliesU1 08 Money & Brains 123 167 95 114 99 101 56 149S4 14 Upward Bound 131 123 98 132 42 72 70 123E2 23 Fast‐Track Families 125 111 110 91 48 88 73 105

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

$118K 36%

Green Families contains affluent middle‐aged and older environmentally conscious families with university‐aged children living at home. These residents are concerned about what the future holds for the next generation, but are less likely to respond to pleas from the government or nature imagery which encourages them to be more ‘green’.

55+48% 36%

+

27%UniversityFamily w/kids Hhd SizeIncome Maint. Age

DEMOGRAPHIC HIGHLIGHTS

11Source: Environics Analytics PRIZMC2; 2014 DemoStats vs LondonMarket = City of London

48%of maintainers are 55+

62%Married or common law

36%Have an university

degree

The Green Families group is composed of families with household maintainers aged 55+. They tend to have large household sizes with teenage to older children at home. They are highly educated with over 1/3 having an university degree. It is not a surprise that their average household income is higher than the London average, with many holding white collar occupation. They live in a mix of urban to exurban neighbourhoods in London, with many driving to work. Diversity is low within this group, with visible minority present at 13% versus 16% in the City of London. 81% reported speaking English as their mother tongue.

Demographic Overview

At $118K the average household income of this segment is 37% higher than the market average

81% report English as their mother tongue

27%of households contain 4+ persons

48%of families are

couples with children;12% are lone‐parent

38% (4,974) of children at home are aged 15‐24

vs. 40% in the City of London vs. 54% in the City of London vs. 44% and 18% in the City of London vs. 25% in the City of London

vs. $86K in the City of London

vs. 78% in the City of London



Market Size43,266 (11%) population 16,728 (10%) households

Older married families with large households

3

1316

20 2127

5

18 1720 18

22

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

Age of Household Maintainer

+

Legacy Primacy of Environmental Protection

Ecological Lifestyle Pursuit of Originality Emotional Control

Importance of Brand Obedience to Authority Aversion to Complexity

Saving on Principle

Enthusiasm for New Technology Fear of Violence

Pursuit of Intensity Search for Roots

Joy of Consumption Pursuit of Novelty

Rejection of Authority Anomie/Aimlessness Attraction to Nature

Sexism

Strong Social Values

Weak Social Values

12Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_SocialValues_2013 vs Canada

Value ImplicationsThe Green Families represents a segment of the population which places a lot of importance on the state of the environmental both globally and locally. These are individuals feel that environmental disasters around can be linked to the decision we make at home. As a result while shopping they are more likely than the average London resident to consider the environmental implications of their purchase.

Members of this segment have a strong desire to leave a lasting legacy after their death. This legacy could take the form of a environmentally sustainable way of life, or the preservation of green spaces for future generations.

The Green Families are savers by nature. Whether it’s getting a deal on groceries or delaying the replacement of their water heater, it is very hard to separate these individuals from their money. Position the initiative as a way to save money by consuming less – whether it’s electricity to heat/cool your home or gasoline to get to and from activities.

Members of this segment do not mind being told what to do from an authority figure. However, avoid images or messages which encourage them to embrace nature. Despite their environmental tendencies they do not appreciate the outdoors.

GREEN FAMILIESSOCIAL VALUES

ModerateModerateHeavy Med‐HeavyInternet

• Email, searches, banking, maps, texts, social networking

• Access newspapers, music, games

13

Light

• London Free Press• Editorial, finance/business,

health, fashion, travel, sports, food sections

Newspaper Magazine Radio Television

• enRoute, Report on Business, MoneySense, People, Macleans, Chatelaine, Style at Home

• CTV Early Evening News,• Sports, CBC Newsworld,

BBC Canada, Discovery, History stations

• Album Rock/Classic Rock, Top 40/Current Hits, Modern Rock, All News, News/Talk/ Information/Sport

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%,.

The media habits of the Green Families are:• Print usage is mixed, with moderate magazine and heavy newspaper readership• Moderate radio listenership; listening to rock music, current hits, and news

stations when they do• TV viewership is light, but they watch a much broader than average variety of

shows• Internet use is moderate to heavy, and it’s used for a variety of activities including

accessing newspapers, music, and games

Direct & Outdoor preferences:• Catalogues, flyers in newspapers and

magazines, catalogues, and coupons tend to be the most popular direct mail option for this segment

• Low rates for taking trips on public transit• Visit malls 2+ times per week• Many travel long distances along roads and

highways

GREEN FAMILIESMEDIA SUMMARY

14Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013

How much do they read?

• All national newspapers are read at high rates, with emphasis on the weekday and weekend editions

• More likely to read local daily newspapers such as the London Free Press

What do they read?

• Most sections of the newspaper are popular with this group

• Over 20% read the finance/business, entertainment, health, editorial and sports sections, more than the market average

Daily Newspaper ‐ Usage (%) Index

150

81

95

96

86

30

14

14

6

36

Heavy Quintile

Med‐Heavy Quintile

Medium Quintile

Med‐Light Quintile

Light Quintile

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

84

96

97

123

142

128

54

6

4

2

33

46

0

1

2

3

4

Saturday Editions

Community Newspaper ‐ Received (%) Index

104

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

106

122

90

104

70

91

97

91

128

109

60Received [Pst Mth]

47

41

42

6

5

5

4

2

35

58

Personally Read

Yesterday

Never

Less Than 1

1 Day

2 Days

3 Days

4 Days

5 Days

Weekday Editions

Daily Newspaper ‐ Section Read (%) Index

105

131

123

118

132

120

141

128

` 122

99

126

98

93

36

20

21

19

21

21

21

15

19

11

19

8

10

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

86

110

106

127

142

62

71

10

5

5

13

18

6

8

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)

Index LegendBelow Average Average Above Average Well Above Average

GREEN FAMILIESNEWSPAPERS

15

• Nearly one quarter watch CTV Early Evening News which is at above average rates

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

• And 12 out of 100 watch late local news which is the same as the general population


How much do they watch?

What are they watching?

TV ‐ Usage (%) Index

83

106

98

108

103

15

20

19

24

23

Heavy Quintile


Medium Quintile


Light Quintile

TV ‐ Days Watched per Week (%) Index

81

81

102

101

104

5

4

8

4

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

139

120

122

143

132

116

121

111

110

109

19

18

17

15

14

12

9

52

47

40

Golf Major Event

Baseball World Series

Mythbusters

The Good Wife

Tennis Major Event

Global News Final

Calgary Stampede

Olympics‐Winter

Olympics‐Summer

Stanley Cup‐Finals

Top 10 TV Stations Watched (%) Index

116

121

113

102

105

112

100

101

108

107

21

16

13

33

27

25

24

22

17

16

The Sports Network (TSN)

CBC Newsworld (CBCNN)

BBC Canada (BBCC)

Discovery Channel (DIS)

History Television (HIS)

HGTV (H&G)

CTV News Channel (CTVNC)

National Geographic (NATG)

Rogers Sportsnet (NET)

Bravo! (BVO)

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

118

95

99

24

9

12

CTV Early Evening News

Noon News

CTV Late Local News

• Light to moderate viewers overall

• News and sports programs and stations are both popular and viewed at above average rates

GREEN FAMILIESTELEVISION


GREEN FAMILIESRADIO

16

• Overall, Green Families listen at average to below average rates

• This group listens to news/talk/info/sports more often than the general population

• Album rock/classic rock, top 40/current hits, modern rock, all news are most popular


How much do they listen?

When they do listen, what are they listening to?

• Light to moderate listeners overall

• 7 out of 10 people listen five days a week

Radio ‐ Usage (%) Index

97

98

106

113

86

18

18

22

24

17

Heavy Quintile


Medium Quintile


Light Quintile

Radio ‐ Days Listened per Week (%) Index

301

108

64

92

98

70

108

1

3

2

5

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

92

91

98

86

93

101

80

84

22

21

30

9

15

12

12

11

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

85

107

93

117

43

78

71

87

8

20

8

19

2

10

3

16

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

10671Yesterday


17

• Generally internet use on any device is mixed

• Similar usage rates are observed on mobile devices

• 20% of residents report that they are heavy users of the internet which tracks the market average


How often do they use the Internet?

Internet Usage ‐ Mobile Device (%) Index

108

87

109

118

105

106

10

8

9

11

10

41

Heavy Quintile


Medium Quintile


Light Quintile

Non‐Users [Pst Mth]

GREEN FAMILIESINTERNET


Has Internet in Household (% Pen) Index

102

Internet Usage ‐ Any Device (%) Index

101

102

113

105

74

20

20

24

23

13

Heavy Quintile


Medium Quintile


Light Quintile

86Yes

18

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

• Wireless connection is popular as well


How do they access the Internet?

How often do they access the Internet?

• 4 out of 5 people accessed the Internet yesterday

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

• 1 out of 5 people spent 300 to 600 minutes (5‐10 hours) online in the past week

Internet Connection ‐ Type (%) Index

110

89

94

40

18

5

Cable service

High speed phone line

Regular phone line

Internet Connection ‐ Type (%) Index

130

146

102

112

4

5

18

34

Fiber Optic

Wireless Internet Using Stick

Laptop Built in Wireless

Wireless Modem/Router

When Accessed (%) Index

106

106

105

105

104

104

167

105

67

80

89

89

89

89

89

2

91

9

Yesterday

Past 7 Days

Past 14 Days

Past Month

Past Two Months

Past Three Months

3+ Months

Past Year

Never

Time Spent Online (% past week) Index

70

121

104

115

107

82

93

136

96

106

11

5

24

20

11

5

10

7

7

89

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



19

• 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 visiting cafés and restaurants


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

What activities do they do online?

• Email and online searches are very popular online activities

• Social networking is popular too

• All online activities are at rates that mirror the general population or less

Device Used (%) Index

107

108

107

113

86

87

35

50

9

12

Household Desktop/Laptop

Employer Desktop/Laptop

Household Mobile Device

Employer Mobile Device

Computer (Third Party/Public)

Internet ‐ Where Accessed (%) Index

107

106

102

130

117

82

35

16

11

8

Home

Work

School/Library

Café/Restaurant

Other

PC/Laptop (%) Index

84

153

109

96

89

105

106

5

3

65

8

12

34

48

Blogging

Podcasting

E‐mail

Text Messaging

Instant Messaging

Social Networking

Searches/Search Engines



Any Device (%) Index

83

110

108

104

82

99

103

89

93

82

100

6

3

68

37

20

37

50

24

14

12

21

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

20Source: Environics Analytics PRIZMC2; PRIZMC2Link2014_PMB_Fall2013

Index: “Always”

How do they feel about direct mail?

• Catalogues, flyers in newspapers and magazines, and coupons tend to be the most popular direct mail options for this segment

• Flyers in polybags are preferred by a small number of Green Families

• Outdoor ads along roads and highways may resonate since many travel distances between 100 to 249 km

Flyers and Direct Mail ‐ Use (%)

Index

80

93

87

61

89

90

121

112

3

5

8

5

6

2

10

5

8

13

11

8

7

3

11

3

30

31

27

20

17

14

25

11

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?

• Two thirds visited a mall last week

• One person out of 4 went to the mall two or three times in the past week

• 8 out of 10 did not take any public transit in the last week

• Ads in public transit space may not reach this audience

Any Public Transit Pst Wk (%) Index

108

94

66

47

83

10

4

3

0

1‐5

6‐10

11+

Bus/Streetcar Pst Wk (%) Index

116

87

60

31

10

9

3

1

0

1‐5

6‐10

11+

Shopping Malls Pst Wk (%) Index

101

105

99

78

105

34

32

26

5

4

0

1

2‐3

4‐5

6+


Index

102

91

125

91

88

In‐Town Travel [Past Week] (%)

39

19

26

9

5

1‐49 KM

50‐99 KM

100‐249 KM

250‐500 KM

500+ KM

GREEN FAMILIESDIRECT & OUTDOOR

GREEN FAMILIESSPORTS & LEISURE HIGHLIGHTS

21

22%Exercise at a

health/fitness club

12%Attend pop

music concerts

vs. 32% in the City of London vs. 17% in the City of London vs. 10% in the City of London

34%Enjoy gardening

26%Attend live theatre

events


24% Attend museum venues

Sports & Leisure OverviewThe Green Families segment is a very active group. They enjoy many sports at well above average rates. Much of their most preferred activities are leisure sports that do not require a team. Bicycling, golfing, jogging and ice skating are very popular activities. Health and wellness is definitely on their minds, with 22% exercising at a health and fitness club. This group also enjoys going to a variety of events. You may see them at live theatre venues as 26% of residents have attended an event in the last year. Music concerts are also popular, with pop, rock, and classical being top choices.


17%Enjoy golfing


Market Size43,266 (11%) population16,728 (10%) 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

Live Theatre 26.4 116Museum 24.2 111Zoo/Aquariums 16.5 98Art Gal lery 15.2 111Amusement Parks 13.9 97Popular Music Concert 12.1 125Rock Music Concert 11.4 98Spas 11.4 108Class ica l Music Concert 7.7 121Pro Footba l l Event 5.0 97

Description % Pen IndexBicycle Riding 23.8 113Health/Fi tness Club 21.7 126Gol f 17.0 117Jogging 16.6 111Ice Skating 15.6 111Canoeing 13.8 116Power Boating 13.7 117Yoga/Pi lates 13.5 110Mounta in Biking 7.9 129Downhi l l Ski ing 7.8 118

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

Documents

GREEN FAMILIES - London, Ontario · *market is the City of London households; **compared to the City of London average Demographic Highlights ** Green Families U1 08 Money & Brains

GREEN FAMILIES - London, Ontario · *market is the City of London households; compared to the City of London average Demographic Highlights Green Families U1 08 Money & Brains