Environics Analytics provides you with the most comprehensive set of demographic data available for Canada, including our census release, current demographics and projections for three, five and ten years into the future and daytime population data. These authoritative data help you make informed decisions on how to reach your best customers, track neighbourhood growth patterns and forecast trends.
- 2006 Adjusted Census
- Daytime Population
- Demographic Estimates and Projections
- Gaybourhoods
- Generations
DATA VINTAGE
2006VARIABLES
1,797 variablesGEOGRAPHIC LEVELS
DA, postal code (FSALDU) and all higher levels of standard census, postal and political geographyAVAILABILITY
In software products available from EA (see SOFTWARE section), including:
- Envision
- ArcGIS Business Analyst for Canada
- PCensus
- MMG3
- Allocate
In excel, access, dbf, csv and other standard data file formats. For use in over-the-counter analytical projects.
WHAT IT IS
The 2006 Adjusted Census includes all of the popular variables that analysts and marketers rely on from census profiles along with several important additional variables, including age and sex by single year of age, condo ownership, mortgages for houses versus condos and families by presence of children and age group. This database is enhanced by our modellers to fill in missing data and correct for the effects of random rounding and suppression while maintaining a close relationship to the original Statistics Canada data. The result is a comprehensive set of 1,797 demographic variables available for any geographic level—standard census and postal geographies or custom client areas.
HOW IT'S USED
The advantage of our Adjusted Census is that it provides the most detailed, up-to-date and complete demographic profiles of Canadian consumers for small and custom areas. Analysts understand the need for suppression and rounding in the official census releases but rely on the Adjusted Census to provide missing values that are modelled by experienced demographic experts—ensuring the highest quality information on which to base their business decisions. With the latest multicultural data available for language, ethnicity and immigration information, the Adjusted Census helps businesses and not-for-profits understand the lifestyles of their ethnic customers as well as the diversity within those ethnic segments.
DATA CATEGORIES
- Age and Sex
- Marital Status
- Family Structure
- Dwelling Tenure, Age and Type
- Household Size, Type and Age of Maintainer
- Educational Attainment and Field of Study
- Income
- Immigration, Mother Tongue and Visible Minority Status
- Labour Force Activity and Occupation
- Travel to Work
- Mobility
- Senior Care
WHAT IT IS
Daytime Population is our authoritative estimate of the population that’s reachable in any geographic area during daytime hours. The database, which consists of seven variables, provides a breakdown of populations at home and at work, as opposed to census data that captures only nighttime populations.
HOW IT'S USED
Daytime Population is critical for planners and marketers who need estimates of daytime demand, customer traffic and population in trade areas. It’s a valuable tool for a number of applications, such as creating merchandising strategies for retailers, installing ABM machines for banks, placing single-copy outlets for newspapers and placing outdoor advertising. In addition, the information is essential for businesses like restaurants that cater to a daytime crowd or health care firms that serve a stay-at-home population. All the Daytime Population counts are based on our Demographic Estimates and Projections for 2009 and our Business Locations database based on information from infoCanada.
DATA CATEGORIES
- Total Population
- Total Daytime Population
- Total Daytime Population at Home
- Total Daytime Population at Home Aged 0-14
- Total Daytime Population at Home Aged 15-64
- Total Daytime Population at Home Aged 65 and Over
- Total Daytime Population at Work
WHAT IT IS
Demographic Estimates and Projections (DEP) includes current-year demographic estimates and projections for three, five and ten years into the future covering over 350 key variables for 54,626 census dissemination areas and for six-digit postal codes (FSALDUs). It also provides historical estimates from five years ago based on the same methodologies to ensure accurate trend analysis. DEP is created using innovative methods that combine econometric, demographic and geographic models and employs a variety of data inputs including the latest census, current economic indicators, post censal estimates from federal and provincial governments, immigration statistics and economic data like building permits. DEP features variables on population, family structure, household size and type, diversity, labour force participation and income—including both averages and distributions.
HOW IT'S USED
Statistics Canada conducts a comprehensive national census every five years to provide an in-depth portrait of Canada. But for many marketers, some of the census demographic and economic data are too dated to be useful when they are released. In addition, census data has a known undercount. DEP addresses these gaps by providing demographic data for the current year and authoritative projections for a decade into the future—a 10-year timeline that permits in-depth trend analysis of consumers and markets. Our models, developed and tested over many years, also correct for the undercount at the DA level based on the known error levels for larger geographic areas that Statistics Canada releases after the census. DEP’s demographic information helps you make informed decisions when evaluating catchment or trade areas, selecting sites, targeting new markets and analyzing population trends. DEP is up-to-date and provides estimates and projections of variables not included in the census, including household income distributions in $10,000 increments, reported in constant and inflation-adjusted dollars, for all dissemination areas. Such detailed data have proven valuable to banks, utilities and retailers, which depend on the latest demographic analysis to better serve their dynamic customer base. With DEP, you gain access to the most current demographic trends to monitor changes in market share, migration and income—neighbourhood by neighbourhood.
DATA CATEGORIES
- Age and Sex
- Martial Status
- Family Structure
- Dwelling Tenure, Age and Type
- Household Size, Type and Age of Maintainer
- Income
- Education Attainment
- Immigration, Mother Tongue and Visible Minority Status
- Labour Force Activity and Occupation
- Method of Travel to Work
- Senior Care and Sex
- Child Care and Sex
WHAT IT IS
Gaybourhoods provides neighbourhood-level data on the propensity of residents to be gay and details the spending potential of the gay population for key categories. Derived from a variety of sources, Gaybourhoods is currently available for the first wave of major metros, including Toronto, Ottawa, Calgary and Vancouver.
HOW IT'S USED
Gaybourhoods helps companies and not-for-profits better understand the marketplace behaviour of the gay community. It allows clients to estimate the size and spending power of the gay market at the neighbourhood level—determining, for instance, household expenditures devoted to going to movie theatres for a particular trade area. Gaybourhoods quantifies spending patterns and category expenditures in a particular market, calculating the potential for specific products, services and activities compared to the total market. And when used in conjunction with our PRIZM C2 segmentation system and other demographic data, it illuminates the diversity within the gay market, providing insights into their lifestyles, media patterns and psychographic values. Whether you’re selling home furnishings or promoting a political candidate, Gaybourhoods helps you connect with the gay community.
DATA VARIABLES
- Gay Expenditures On:
- Clothing and Fashion
- Home Decor
- Health and Wellness Services
- Electronics
- Home Renovation
- Office Equipment
- Gardening and Landscaping
- Fitness
- Pets and Pet Supplies
WHAT IT IS
Generations classifies consumers (by both population and households) into one of seven age-based groups: Big Band Era, Rock ‘n’ Rollers, Disco Years, Sesame Street Kids, Nintendo Nation, My Pods and Born Digital. In addition to providing basic demographics for each era, Generations offers comprehensive data on their members’ leisure activities, marketplace behaviour and psychographic values—all reflecting the defining events that shaped their generation.
HOW IT'S USED
Generations can be used for a variety of applications—consumer profiling, trade area analysis, list append, creative development, flyer targeting and media planning—on its own or combined with PRIZM C2. The system helps marketers determine which products and services are most likely to appeal to specific age groups, what creative strategies would capture their attention and where target age groups can be found on the ground. Direct marketers can use Generations to create age-based target groups from customer databases. Retailers can apply Generations to third-party marketing lists and identify prospective customers for products and services designed with specific age groups in mind. Generational identity can explain why one group looks to printed advertising while another relies on Internet research when making purchasing decisions. Whether you’re launching a new line of clothing, championing a green initiative or selecting the right location for a new store, Generations will help you connect with every generation that’s critical to your success.
THE GENERATIONS
