Segments

Urban Elite

This is Canada’s Elite group. People in this category can be found in expensive urban areas and are the wealthiest individuals in Canada. The people are likely to live in single detached properties and to be home owners. They spend their money on luxury goods and services such as expensive vacations.

More than half of the population holds an university degree. Many hold well-paying jobs in management, finance and science. More than half of the households have children. Households are mostly composed of middle-aged parents and older couples with school aged children between the ages of 10 to 25.

Urban Uptown

People in this category can be found in urban areas. The people are likely to live in condos, semidetached homes, apartments or single detached properties. There is a mix of homeowners and renters. Their income level is above average. More than 40% holds anuniversity degree or attended university.

About 45% of the households have children. Households are mostly composed of middle-aged parents and older couples. A third of the children at home are over the age of 20.

Affluent Suburban Tweens

People in this category can be found in suburban areas. The people are likely to live in single detached properties or low rise apartments and to be home owners. Their income level is above average and therefore lead flourishing lifestyles. The majority of the group is university or college educated. Households are mostly composed of middle-aged parents and older couples with school aged children between the ages of 10 to 24. More than 40 percent include four or more people. Affluent immigrants can also be found in this group.

Affluent exurban Full Nest

People in this category can be found in exurban areas. The people are likely to live in spacious single detached properties and to be home owners. These households live beyond the large cities. About a third of this group contain successful immigrants. Households are mostly composed of middle-aged parents with school aged children between the ages of 5 to 20 years old. Their income level is above average. Most children are between 5 and 20 years old.

They spend their money on outdoor activities such as camping, boating, fishing and luxury in their spacious homes.

Affluent Suburban Younger Kids

The age profile of this subgroup shows a higher proportion of young people in suburban areas. The age of the primary household maintainer is in most cases under 45. The people are likely to live in single-detached, semi-detached and row house properties and to be home owners. Their income level is above average. Most of the children are younger than 15 years.

Individuals are more likely to have higher-level qualifications than the national average. Many hold well-paying jobs in management, information technology and science. However, this group also holds a small proportion of households with which lack in education. These people hold well-paying jobs in primary industries such as oil and gas extraction, logging and mining.

With a majority still raising children they spend their money on family and child activities such as sports, zoos and amusement parks. Electronic gear spending is also high in this group.

 Hard working cultural diversity

People in this category can be found in suburban areas. In this category, ethnic groups (including ethic Baby boomers and Generation X) are over represented. Therefore cultural diversity is high. Due to dual income their household income level is above average. Housing in this group is mixed with owned single-detached, semi-detached and row properties.

This group is furthermore characterized by mixed educations and jobs. More than half of the households have children. Households are mostly composed of middle-aged parents with school aged children between the ages of 5 to 25.

Urban cultural diversity

People in this category can be found in urban and suburban areas. In this category, ethnic groups are over represented. Therefore cultural diversity is high. About 25% of the households have an income above average. 75% percent of the households have an average household income.

Households are mostly composed of middle-aged parents and older couples with older children (10+).

Modest Freedom

People in this category can be found in exurban and suburban areas. Income is mixed with households incomes representing the national average and slightly above and slightly below national average. The people are likely to live in single detached properties and to be home owners. Cultural diversity is low.

Households are a mix of middle-aged households and families with children of broad spectrum of ages.

Young and Ambitious

People in this category can be found in urban areas. In this category, young well educated singles are overrepresented. Their income level is slightly above the national average. More than 45% holds an university degree or attended university.

The people are likely to live in apartments, condo’s and duplex properties. There is a mix of homeowners and renters. Since most of the population have yet to start families, their disposable income is high.

They are more likely to follow trends and buy new products, a group that likes to be viewed as trendsetters. They spend most of their money to pursue active social lives such as going to bars, concerts and festivals.

Modest senior citizens in the suburbs

People in this category can be found in suburban areas. Typically people who are retired or close to retirement. The income of this group equals the country’s average income. The people are likely to live in single detached properties and apartments. With time on their hands to relax, they enjoy dining at a fine restaurant or spending their days gardening.

Modest country life

People in this category can be found in rural areas. The income of this group equals the country’s average income. This group is Canada’s most affluent rural group. The people are likely to live in single detached properties and to be home owners.

Households are mostly composed of older and mature couples. As in other rural communities, people spend their leisure outdoors, like fishing and gardening. Those in employment are more likely to be employed in agriculture and the gas and oil related industries.

Budget country life

People in this category can be found in rural areas. The income of this group is around or just below the country’s national average. In this category Baby Boomers are overrepresented. The people are likely to live in single detached properties and to be home owners.

This group differentiates themselves from the Modest country life group as they are older, have a lower income and more people who are retired.

Have nots

This is, together with Seniors on budget, Canada’s least affluent category. The age profile of this subgroup shows a higher proportion of young single people, single-parent households and families. The people in these households are more likely to live in rented accommodation than the national average. Despite the low income single detached properties are quite common in the suburban areas.

There is a higher proportion of unemployment and low education levels in the group. Those in employment are more likely to work in the low skill service jobs and use private transit to commute to work.

Seniors on budget

This is, together with the Have Nots, Canada’s least affluent category. The age profile of this subgroup shows a higher proportion of seniors. The people in this category are typically people who are retired or very close to retirement. This group has a large number of widows.

Most people live in rental apartments in urban areas. People like to spend their time and money on knitting and collecting coins.

Modest urban senior citizens

People in this category can be found in urban areas. Income is mixed with households incomes representing the national average. The people are likely to live in low or high rise apartments or single detached properties. There is a mix of homeowners and renters.

The age profile of this subgroup shows the highest proportion of seniors. This group also has the largest number of widows. With average incomes this group can afford active lifestyles like for example opera, concerts and travelling abroad.

The Next Generation

People in this category can be found in urban areas. In this category, ethnic groups are overrepresented. Therefore cultural diversity is high. Most people in this category are single and full-time students. Most of the people in this group earn downscale salaries.

Nests Starting Searchers

People in this category can be found in urban and suburban areas. The age profile of this subgroup shows a higher proportion of young people with an average or slightly below average household income. This group is characterized by many singles and young divorced people who are on the lookout for new partners. This group is furthermore characterized by mixed educations and jobs. There is amix of homeowners and renters.

Young Urban Renters

People in this category can be found in urban areas. The age profile of this subgroup shows a higher proportion of young people with a below average household income. This group is characterized by many singles. The people are likely to live in low rise rental apartments.

Town Living

People in this category can be found in town areas. Living in small towns this segment enjoys outdoor activities. They live an old-fashioned way of life and are below average in their use of technology.

EQ Works – Consumer Styles

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