PRIZM5 BY INCOME, URBANITY & LIFESTAGE
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PRIZM5 Qc PRIZM5 QC captures and highlights the unique characteristics of Quebec lifestyles. An extension of EA’s PRIZM5 segmentation system, PRIZM5 QC is designed to assist companies in better understanding the Quebec marketplace— and connecting with their Quebec customers and markets. DELTA5 DELTA5 is a distinct segmentation system consisting of 150 segments, allowing for a more granular analysis of Canadian lifestyles. With organizations striving to find high-value customers with the best segmentation tools, DELTA5 provides another approach to differentiate customers for profiling and modelling applications. With its 68 lifestyle types, Canada’s most comprehensive segmentation system gives you the latest insights into the behaviour and mindset of your consumers. The 68 lifestyle types include 14 Boomer segments and almost as many dominated by Millennials—each one with its own unique profile. PRIZM5 reflects Canada’s cultural diversity, with 16 francophone segments and 14 ethnic segments containing large numbers of immigrants from Asia, Europe and many other places. Together the segments help decision-makers understand what consumers are buying, doing and thinking and anticipate their marketplace behaviour. From target marketing and trade area analysis to merchandising and media planning, PRIZM5 helps marketers determine the best way to reach their customers with the right products, media and messages. PRIZM5 combines and enhances EA’s PRIZM C2 system and Generation5’s Canadian Segments (formerly MOSAIC) system. Continuing with the pioneering methodology that integrates geographic, demographic and psychographic data, PRIZM5 incorporates the latest, authoritative data from nearly a dozen demographic, marketing and media sources to help you better analyze and understand your customers and markets. The result is a segmentation system marketers can trust to deliver accurate and comprehensive information. The newest edition of ENVISION gives you unprecedented access to EA’s authoritative datasets and features a redesigned user interface, interactive dashboards and enhanced capabilities for better mapping, reporting and real-time analysis. Built on decades of experience, ENVISION5 features new workflows and tools that enable you to analyze customers and markets the way our experts do. The cloud-based platform provides you with a wealth of consumer data along with the most complete package of geo- and segment-based routines available for customer insights, site evaluation and media planning. Enhanced mapping provides you with increased functionality, interactivity and usability. A more user-friendly interface gives you quick access to your favourite tools, trade areas, customer lists and dashboards. And with the new ENVISION5, you’ll complete your analysis faster than ever before with preselected workflows for importing data, selecting the right analytical tool and even interpreting the results. Tablet and mobile compatible, ENVISION5 delivers all of its data and updates instantaneously, ensuring you are always accessing the latest information without needing to upgrade. With ENVISION5, you can quickly classify your best customers, find the most promising prospects and develop marketing campaigns at the national, regional and local levels. Drawing on Canada’s most comprehensive set of demographic, marketing and media databases, ENVISION5 delivers EA’s popular segmentation system, PRIZM5, our latest DemoStats database and links to SocialValues and other important media and marketing research. The result is a powerful online platform that’s fast, affordable and easy to use. The all-new PRIZM5 consists of 68 segments that capture current demographics, lifestyles, consumer behaviour and settlement patterns in Canada. AMONG THE KEY DEMOGRAPHIC TRENDS HIGHLIGHTED IN PRIZM5: An aging population Increased ethnic diversity More urban lifestyles A new baby boom CAFE 57 t1 11 Urban Digerati Y1 u3 Urban Young Singles Scene Younger, well-educated city singles 21 Beau Monde f6 u5 Urban Older Midlife Quebec Families Urban, middle-income Quebec seniors 31 New World Symphony f1 u4 Urban Younger Ethnic Young Diverse Families Diverse, lower-middle-income city dwellers 41 Vieille École f6 e3 Exurban Francophone MIDLIFE QUEBEC FAMILIES Middle-aged and older Quebec exurbanites 51 Aging & Active f4 t1 Town Mix FAMILIES WITH TWEENS Older and mature, lower-middle- income town households 61 Les Seniors m3 u5 Urban Older Later Years Urban, low-income Quebec seniors u1 01 cosmopolitan elite f8 Urban Elite Prosperous Parents Wealthy, middle-aged and older city sophisticates 02 Urbane Villagers f8 Prosperous Parents Very wealthy, middle-aged and older families and couples u1 Urban Elite 12 Street Scenes u3 y2 Urban Young Starter Nests Younger, upper-middle-income singles and families 22 Aging in Suburbia s4 f5 Suburban Older Midlife Families Older, upper-middle-income suburban couples and families 32 Mini Van & Vin Rouge e3 f2 Exurban Francophone Growing Families Younger and middle-aged Quebec homeowners 42 Home Sweet Rows s3 f7 Suburban Upscale Ethnic Midlife Ethnic Families Diverse, middle-aged, middle-income suburbanites 52 Striving Startups u6 y2 Urban Downscale Starter Nests Younger, urban lower-middle- income singles and families 62 Terre à Terre r3 f6 Rural/Town Francophone Midlife Quebec Families Downscale, middle-aged and older rural households 03 Arts & Affluence u1 f5 Urban Elite Midlife Families Wealthy, established urban families and couples 13 Asian Avenues u2 f9 Urban Upscale Ethnic Older Families Successful, middle-aged and older Asian families 23 Asian New Wave u4 f7 Urban Younger Ethnic Midlife Ethnic Families Younger, well-educated Asian singles and families 33 Heartland Retirees r2 m2 Rural Downscale Country Seniors Rural, older and mature lower-middle-income couples 43 Newcomers Rising u4 f1 Urban Younger Ethnic Young Diverse Families Younger, downscale city immigrants 53 Outdoor Originals e2 f4 Exurban Middle-Aged Families with Tweens Middle-aged and older, lower- middle-income exurbanites 63 Lunch at Tim’s u6 f5 Urban Downscale Midlife Families Urban, downscale singles and families 04 Suburban Success s1 f8 Suburban Elite Prosperous Parents Wealthy, middle-aged and older homeowners 14 Diversity Heights s3 f9 Suburban Upscale Ethnic Older Families Diverse, middle-aged and older suburban families 34 Rooms with a View u4 y1 Urban Younger Ethnic Singles Scene 24 Fresh Air Families e2 f3 Exurban Middle-Aged Older Parents, Younger Kids Middle-aged, middle-income exurbanites Young, ethnic singles in urban high-rises 44 Jeunes et Actifs u7 y1 Urban Francophone Singles Scene Younger, urban downscale Quebec singles 54 Serenity Springs t1 m3 Town Mix Later Years Mature, lower-middle-income town singles and couples 64 Fête au Village r3 m2 Rural/Town Francophone Country Seniors Rural, downscale Quebec seniors 15 Heritage Hubs s3 f3 Suburban Upscale Ethnic Older Parents, Younger Kids Middle-aged, multi-ethnic suburban families 05 Asian Sophisticates u2 f9 Urban Upscale Ethnic Older Families Upscale, urban Asian families 25 South Asian Society s3 f7 Suburban Upscale Ethnic Midlife Ethnic Families Middle-aged, middle-income South Asian families 45 Jeunes d’Esprit r3 f6 Rural/Town Francophone Midlife Quebec Families Older, downscale rural couples 55 La Vie Bucolique r3 f4 Rural/Town Francophone Families with Tweens Rural, middle-aged and older couples and families 65 Young & Connected u6 y2 Urban Downscale Starter Nests Younger, low-income, multi-ethnic urban renters 35 Country Acres r1 f5 Rural Midscale Midlife Families Middle-aged and older rural couples and families 06 Kids & Careers s1 f8 Suburban Elite Prosperous Parents Large, well-off, middle-aged suburban families 16 Pets & PCs s2 f1 Suburban Younger Young Diverse Families Younger, upscale suburban families 26 Second City Retirees s4 m1 Suburban Older Nearly Retired Older and mature, middle-income homeowners 36 Exurban Homesteaders e2 f5 exurban middle-aged Midlife Families Exurban, middle-aged and middle-income homeowners 46 VILLEs Tranquilles r3 f3 Rural/Town Francophone Older Parents, Younger Kids Middle-aged, rural Quebec couples and families 56 Single City Jazz u6 y1 Urban Downscale Singles Scene Younger, downscale city singles in apartments 66 Sunset Towers u5 m3 Urban Older Later Years Low-income seniors in urban apartments First Nation Families f2 Town Mix Growing Families 07 Nouveaux Riches s1 f6 Suburban Elite Midlife Quebec Families Well-off, suburban Quebec families and couples 17 Exurban Wonderland e1 f2 Exurban Elite Growing Families Middle-aged, upscale exurban families 27 Diverse City u2 f9 Urban Upscale Ethnic Older Families Multi-ethnic, middle-income city dwellers 37 Trucks & Trades s2 f2 Suburban Younger Growing Families Younger and middle-aged, upper-middle-income families 47 Traditional town living t1 f4 Town Mix Families with Tweens Middle-aged and older middle-income homeowners Younger, lower-middle-income aboriginal families 67 Survivre en Ville u7 y1 Urban Francophone Singles Scene Younger, low-income Quebec urban renters 08 Boomerang City u1 f9 Urban Elite Older Families Upscale, multi-generational urban households 18 Management Material s2 f1 Suburban Younger Young Diverse Families Younger, upper-middle-income suburbanites 28 Metro Multiculturals u2 m1 Urban Upscale Ethnic Nearly Retired Diverse, middle-aged and older households 38 Grads & Pads u3 y1 Urban Young Singles Scene Young, single urban renters 48 Variété Suburbaine s5 f3 Suburban Francophone Older Parents, Younger Kids Lower-middle-income Quebec suburbanites 58 Rustic Roads r2 m2 Rural Downscale Country Seniors Rural, downscale older couples 68 Low-Rise Renters u6 y2 Urban Downscale Starter Nests Young, low-income city singles and families 09 Satellite Burbs E1 f8 Exurban Elite Prosperous Parents Older, upscale exurban couples and families 19 Grey Pride u5 m3 Urban Older Later Years Middle-income seniors in urban apartments 29 Silver Linings u5 m3 Urban Older Later Years Urban seniors in high-rise apartments 39 Our Time s4 m1 Suburban Older Nearly Retired Older and mature, lower- middle-income suburbanites 49 Enclaves Multiethniques u7 y2 Urban Francophone Starter Nests Diverse, low-income, younger city dwellers 59 Locataires en Banlieues y2 s5 Suburban Francophone Starter Nests Younger, downscale suburban renters 10 EMPTYING NESTS s1 m1 Suburban Elite Nearly Retired Older, upper-middle-income suburban couples 20 South Asian Achievers s3 f1 Suburban Upscale Ethnic Young Diverse Families Suburban, upper-middle-income South Asian families 30 La Vie est belle e3 f6 Exurban Francophone Midlife Quebec Families Middle-aged, middle-income Quebec families and couples 40 Wide Open Spaces r1 f3 Rural Midscale Older Parents, Younger Kids Middle-aged, middle-income farmers and blue-collar workers 50 Suburban Scramble s2 y2 Suburban Younger Starter Nests Young, lower-middle-income suburbanites 60 Bons Vivants s5 m3 Suburban Francophone Later Years Older, downscale suburban singles and couples Copyright ©2015 Environics Analytics PRIZM is a trademark of The Nielsen Company (U.S.) and is used with permission. Sources of data shown include Environics Analytics, Environics Research Group, Statistics Canada, NADbank/PMB, Numeris and AskingCanadians™ (all used with permission). Icon illustrations by Scott Brooks. environicsanalytics.ca/PRIZM5 FOR MORE DETAILS ABOUT THE 68 LIFESTYLES AND TO LOOK UP YOUR PRIZM5 SEGMENT, VISIT: URBAN SUBURBAN EXURBAN TOWN RURAL HOUSEHOLD INCOME PRIZM5 BY INCOME, URBANITY & LIFESTAGE YOUNGER YEARS FAMILY LIFE MATURE YEARS LIFESTAGE 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 28 29 27 30 31 32 35 36 37 40 33 39 34 38 41 42 43 45 46 47 48 44 49 50 51 53 55 57 52 59 54 58 60 61 64 66 62 63 67 68 56 65
Transcript of PRIZM5 BY INCOME, URBANITY & LIFESTAGE
PRIZM5 Qc PRIZM5 QC captures and highlights the unique characteristics of Quebec lifestyles. An extension of EA’s PRIZM5 segmentation system, PRIZM5 QC is designed to assist companies in better understanding the Quebec marketplace—and connecting with their Quebec customers and markets.
DELTA5DELTA5 is a distinct segmentation system consisting of 150 segments, allowing for a more granular analysis of Canadian lifestyles. With organizations striving to find high-value customers with the best segmentation tools, DELTA5 provides another approach to differentiate customers for profiling and modelling applications.
With its 68 lifestyle types, Canada’s most comprehensive segmentation system gives you the latest insights into the behaviour and mindset of your consumers.
The 68 lifestyle types include 14 Boomer segments and almost as many dominated by Millennials—each one with its own unique profile. PRIZM5 reflects Canada’s cultural diversity, with 16 francophone segments and 14 ethnic segments containing large numbers of immigrants from Asia, Europe and many other places. Together the segments help decision-makers understand what consumers are buying, doing and thinking and anticipate their marketplace behaviour. From target marketing and trade area analysis to merchandising and media planning, PRIZM5 helps marketers determine the best way to reach their customers with the right products, media and messages.
PRIZM5 combines and enhances EA’s PRIZM C2 system and Generation5’s Canadian Segments (formerly MOSAIC) system. Continuing with the pioneering methodology that integrates geographic, demographic and psychographic data, PRIZM5 incorporates the latest, authoritative data from nearly a dozen demographic, marketing and media sources to help you better analyze and understand your customers and markets. The result is a segmentation system marketers can trust to deliver accurate and comprehensive information.
The newest edition of ENVISION gives you unprecedented access to EA’s authoritative datasets and features a redesigned user interface, interactive dashboards and enhanced capabilities for better mapping, reporting and real-time analysis.
Built on decades of experience, ENVISION5 features new workflows and tools that enable you to analyze customers and markets the way our experts do. The cloud-based platform provides you with a wealth of consumer data along with the most complete package of geo- and segment-based routines available for customer insights, site evaluation and media planning. Enhanced mapping provides you with increased functionality, interactivity and usability. A more user-friendly interface gives you quick access to your favourite tools, trade areas, customer lists and dashboards. And with the new ENVISION5, you’ll complete your analysis faster than ever before with preselected workflows for importing data, selecting the right analytical tool and even interpreting the results. Tablet and mobile compatible, ENVISION5 delivers all of its data and updates instantaneously, ensuring you are always accessing the latest information without needing to upgrade.
With ENVISION5, you can quickly classify your best customers, find the most promising prospects and develop marketing campaigns at the national, regional and local levels. Drawing on Canada’s most comprehensive set of demographic, marketing and media databases, ENVISION5 delivers EA’s popular segmentation system, PRIZM5, our latest DemoStats database and links to SocialValues and other important media and marketing research. The result is a powerful online platform that’s fast, affordable and easy to use.
The all-new PRIZM5 consists of 68 segments that capture current demographics, lifestyles, consumer behaviour and settlement patterns in Canada.
AMONG THE KEY DEMOGRAPHIC TRENDS HIGHLIGHTED IN PRIZM5:An aging populationIncreased ethnic diversityMore urban lifestylesA new baby boom
C A F E
57
t1
11 Urban Digerati
Y1u3 Urban Young
Singles Scene
Younger, well-educated city singles
21 Beau Monde
f6u5 Urban Older
Midlife Quebec
Families
Urban, middle-income Quebec seniors
31 New World Symphony
f1u4 Urban Younger Ethnic
Young Diverse
Families
Diverse, lower-middle-income city dwellers
41 Vieille École
f6e3 Exurban Francophone
MIDLIFE QUEBEC
FAMILIES
Middle-aged and older Quebec exurbanites
51 Aging & Active
f4t1 Town Mix
FAMILIES WITH
TWEENS
Older and mature, lower-middle-income town households
61 Les Seniors
m3u5 Urban Older
Later Years
Urban, low-income Quebec seniors
u1
01 cosmopolitanelite
f8Urban Elite
Prosperous Parents
Wealthy, middle-aged and older city sophisticates
02 Urbane Villagers
f8Prosperous Parents
Very wealthy, middle-aged and older families and couples
u1 Urban Elite
12 Street Scenes
u3 y2Urban Young
Starter Nests
Younger, upper-middle-income singles and families
22 Aging in Suburbia
s4 f5Suburban Older
Midlife Families
Older, upper-middle-income suburban couples and families
32 Mini Van & Vin Rouge
e3 f2ExurbanFrancophone
Growing Families
Younger and middle-aged Quebec homeowners
42 Home Sweet Rows
s3 f7Suburban Upscale Ethnic
Midlife Ethnic
Families
Diverse, middle-aged, middle-income suburbanites
52 Striving Startups
u6 y2Urban Downscale
Starter Nests
Younger, urban lower-middle-income singles and families
62 Terre à Terre
r3 f6Rural/Town Francophone
Midlife Quebec
Families
Downscale, middle-aged and older rural households
03 Arts & Affluence
u1 f5Urban Elite
Midlife Families
Wealthy, established urban families and couples
13 Asian Avenues
u2 f9Urban Upscale Ethnic
Older Families
Successful, middle-aged and older Asian families
23 Asian NewWave
u4 f7Urban Younger Ethnic
Midlife Ethnic
Families
Younger, well-educated Asian singles and families
33 Heartland Retirees
r2 m2Rural Downscale
Country Seniors
Rural, older and mature lower-middle-income couples
43 Newcomers Rising
u4 f1Urban Younger Ethnic
Young Diverse
Families
Younger, downscale city immigrants
53 Outdoor Originals
e2 f4Exurban Middle-Aged
Families with Tweens
Middle-aged and older, lower-middle-income exurbanites
63 Lunch at Tim’s
u6 f5UrbanDownscale
Midlife Families
Urban, downscale singles and families
04 Suburban Success
s1 f8Suburban Elite
Prosperous Parents
Wealthy, middle-aged and older homeowners
14 Diversity Heights
s3 f9Suburban Upscale Ethnic
Older Families
Diverse, middle-aged and older suburban families
34 Rooms with a View
u4 y1Urban Younger Ethnic
Singles Scene
24 Fresh Air Families
e2 f3Exurban Middle-Aged
Older Parents,
Younger Kids
Middle-aged, middle-income exurbanites
Young, ethnic singles in urban high-rises
44 Jeunes et Actifs
u7 y1Urban Francophone
SinglesScene
Younger, urban downscale Quebec singles
54 SerenitySprings
t1 m3Town Mix
Later Years
Mature, lower-middle-income town singles and couples
64 Fête au Village
r3 m2Rural/Town Francophone
Country Seniors
Rural, downscale Quebec seniors
15 Heritage Hubs
s3 f3Suburban Upscale Ethnic
Older Parents,
Younger Kids
Middle-aged, multi-ethnicsuburban families
05 Asian Sophisticates
u2 f9Urban Upscale Ethnic
Older Families
Upscale, urban Asian families
25 South Asian Society
s3 f7Suburban Upscale Ethnic
Midlife Ethnic
Families
Middle-aged, middle-income South Asian families
45 Jeunes d’Esprit
r3 f6Rural/Town Francophone
Midlife Quebec
Families
Older, downscale rural couples
55 La Vie Bucolique
r3 f4Rural/Town Francophone
Families with Tweens
Rural, middle-aged and older couples and families
65 Young & Connected
u6 y2Urban Downscale
Starter Nests
Younger, low-income, multi-ethnic urban renters
35 CountryAcres
r1 f5Rural Midscale
Midlife Families
Middle-aged and older rural couples and families
06 Kids & Careers
s1 f8Suburban Elite
Prosperous Parents
Large, well-off, middle-aged suburban families
16 Pets & PCs
s2 f1Suburban Younger
Young Diverse
Families
Younger, upscale suburban families
26 Second City Retirees
s4 m1Suburban Older
Nearly Retired
Older and mature, middle-income homeowners
36 Exurban Homesteaders
e2 f5exurbanmiddle-aged
Midlife Families
Exurban, middle-aged and middle-income homeowners
46 VILLEsTranquilles
r3 f3Rural/Town Francophone
Older Parents,
Younger Kids
Middle-aged, ruralQuebec couples and families
56 Single City Jazz
u6 y1Urban Downscale
Singles Scene
Younger, downscale city singles in apartments
66 SunsetTowers
u5 m3Urban Older
Later Years
Low-income seniors in urban apartments
First Nation Families
f2Town Mix
Growing Families
07 Nouveaux Riches
s1 f6Suburban Elite
Midlife Quebec
Families
Well-off, suburban Quebec families and couples
17 Exurban Wonderland
e1 f2Exurban Elite
Growing Families
Middle-aged, upscale exurban families
27 Diverse City
u2 f9Urban Upscale Ethnic
Older Families
Multi-ethnic, middle-income city dwellers
37 Trucks & Trades
s2 f2Suburban Younger
Growing Families
Younger and middle-aged, upper-middle-income families
47 Traditionaltown living
t1 f4Town Mix
Families with Tweens
Middle-aged and older middle-income homeowners
Younger, lower-middle-income aboriginal families
67 Survivre en Ville
u7 y1Urban Francophone
Singles Scene
Younger, low-income Quebec urban renters
08 Boomerang City
u1 f9Urban Elite
Older Families
Upscale, multi-generational urban households
18 Management Material
s2 f1Suburban Younger
Young Diverse
Families
Younger, upper-middle-income suburbanites
28 Metro Multiculturals
u2 m1Urban Upscale Ethnic
Nearly Retired
Diverse, middle-aged and older households
38 Grads & Pads
u3 y1Urban Young
Singles Scene
Young, single urban renters
48 Variété Suburbaine
s5 f3Suburban Francophone
Older Parents,
Younger Kids
Lower-middle-income Quebec suburbanites
58 Rustic Roads
r2 m2Rural Downscale
Country Seniors
Rural, downscale older couples
68 Low-Rise Renters
u6 y2Urban Downscale
Starter Nests
Young, low-income city singles and families
09 Satellite Burbs
E1 f8Exurban Elite
Prosperous Parents
Older, upscale exurban couples and families
19 Grey Pride
u5 m3Urban Older
Later Years
Middle-income seniors in urban apartments
29 Silver Linings
u5 m3Urban Older
Later Years
Urban seniors in high-rise apartments
39 Our Time
s4 m1Suburban Older
Nearly Retired
Older and mature, lower-middle-income suburbanites
49 Enclaves Multiethniques
u7 y2Urban Francophone
Starter Nests
Diverse, low-income, younger city dwellers
59 Locataires en Banlieues
y2s5 Suburban Francophone
Starter Nests
Younger, downscale suburban renters
10 EMPTYING NESTS
s1 m1Suburban Elite
Nearly Retired
Older, upper-middle-income suburban couples
20 South Asian Achievers
s3 f1Suburban Upscale Ethnic
Young Diverse
Families
Suburban, upper-middle-income South Asian families
30 La Vie estbelle
e3 f6Exurban Francophone
Midlife Quebec
Families
Middle-aged, middle-income Quebec families and couples
40 Wide Open Spaces
r1 f3Rural Midscale
Older Parents,
Younger Kids
Middle-aged, middle-income farmers and blue-collar workers
50 Suburban Scramble
s2 y2Suburban Younger
Starter Nests
Young, lower-middle-income suburbanites
60 Bons Vivants
s5 m3Suburban Francophone
Later Years
Older, downscale suburban singles and couples
Copyright ©2015 Environics Analytics
PRIZM is a trademark of The Nielsen Company (U.S.) and is used with permission. Sources of data shown include Environics Analytics, Environics Research Group, Statistics Canada, NADbank/PMB, Numeris and AskingCanadians™ (all used with permission). Icon illustrations by Scott Brooks.
environicsanalytics.ca/PRIZM5
FOR MORE DETAILS ABOUT THE
68 LIFESTYLES AND TO LOOK UP
YOUR PRIZM5 SEGMENT, VISIT:
URBAN SUBURBAN EXURBAN TOWN RURAL
HOUS
EHOL
D IN
COME
PRIZM5 BY INCOME, URBANITY & LIFESTAGE
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