2011 canadian segments user guide v11520

Canadian Segments
2011
Release 1
v11520Copyright 2011

“The strength of a nation derives from the
integrity of the home.”
-Confucius
Canadian Mosaic
& the Home
Copyright 2011

Table of Contents
Group A Platinum Playgrounds
Group B Cross Canada Careers & Kids
Group C Cosmo Canadians
Group D Rooted in Canada!
Group E Resident Urbain
Group F Young & Yearning
Group G Fine Canadian Vintage
Group H Belle Ville Cosmopolite!
Group I Frontier Families
Group J Single in the City
Group K Mid-Aged Medley
Group L Family Footprints
Group M Urban & Urbane
Group N Prairie Pride & West Coast Wisdom
Group O East Coast Check Up
Group P Foundation of the Nation
Group Q Acadian Accents!
Group R Suite City Life
Group S Éclectiques Québécois
Group T Trans-Canada Communities
Group & Type Descriptions
Copyright 2011

Did
Did you know?
Toronto is home
to the world’s tallest
building, The CN Tower
Group A: Platinum Playgrounds
Calgary, Toronto, Edmonton & Vancouver
Household 248,783
Urban gentry defines this set of married, 45-59 year olds with school aged
children living in single detached homes in established cosmopolitan
locations. With good educations in law, life sciences, technology and
business, they are employed as gold collar senior management or
professionals in finance, health, and arts and culture professions.
Earning incomes over three times the national average, careers are
established and they seek to enhance their lifestyles. They will not hesitate
to refine their homes with furnishings and professional cleaning or
landscaping services. Focused on maintaining personal health and wellness,
regular visits to physicians and dentists are key, as well as keeping
memberships to health clubs and professional associations. Purchasing the
latest fashions to maintain their stylish persona, whisking off for a vacation
to enhance their global vision or escaping to their vacation property are all
important aspects of their social being. They absorb the aesthetic pleasures
of live shows and cultural performances, read a large selection of publications
to keep informed and contribute substantially to their portfolios - especially
children’s education and retirement plans! Of European descent,
with Jewish and Christian roots, they do not hesitate to share their
wealth, contributing to charitable organizations.
Did
Did you know?
Michael J. Fox
was born in
Edmonton, Alberta
Copyright 2011

Group B: Cross Canada Careers & Kids
Ottawa-Gatineau, Calgary, Toronto, Edmonton & Vancouver
Households 892,210
Did
Did you know?
Ottawa is Canada’s
National Capital, selected
by Queen Victoria
in 1857
Kids, career, home, leisure time and planning for retirement – these
are the important things in life for this cluster of active, predominantly
well educated, married baby boomers 45-59 years old with children
from elementary school to post-secondary education ages. Find
business and finance executives, judges, public administrators or
technical and health professionals in these neighbourhoods, earning
incomes over two times higher than the national average. Owning a
detached home for their 4-5 person households, they spend on
furniture, clothing, and household and vehicle maintenance. Leisure
time is important as they are high users of recreation equipment and
services, entertain friends at home, take package travel tours and
send the children to camp. Health and wellness are also important,
evident in their high use of health clubs, health care practitioner
services, and private health insurance plans. They are investing in
their future with RSP and RESP plans and have a keen interest in
maintaining a good lifestyle as they age. This group tends to have a
Christian and Jewish based value system, indicative of their Northern
European or Jewish heritage and are generous in their donations to
charities and organizations in need.
Did
Did you know?
Musician
Justin Bieber
is from
Stratford, Ontario
Copyright 2011

Group C: Cosmo Canadians
Calgary, Edmonton, Toronto & Ottawa-Gatineau
Households 613,794
Family times abound in this group of 30-39 year olds with babies and
young children living in 4 to 5 person households. They make their
homes in row-type houses and have a mortgage to match! With a mix
of college and university educations in behavioural sciences,
engineering and business administration fields, they are developing
careers as managers, educators, professionals or technical experts.
Being young in their careers, they look forward to opportunities for
advancement and enhancing their portfolios. Incomes range from
$70,000 to above $100,000 but with expenses of managing a home,
career and family, they have significant expenditures on child care,
clothing, health care and vehicle maintenance. Home is the hub of
activity so furnishing for comfort and style, equipping the house with
entertainment systems and recreation equipment is well above
average. Saving for children’s education and their own retirement is
important; however, they indulge in experiences – taking family
vacations, attending live sporting events and participating in an array
of leisure activities. This group has predominantly Northern and
Eastern European backgrounds and their cultural attitudes are
likely based on a Christian based value system.
Did
Did you know?
Napanee, Ontario is
home to musician
Avril Lavigne
Did
Did you know?
Edmonton is home
to musician k.d. lang
Copyright 2011

Group D: Rooted in Canada!
Maritimes, Ottawa-Gatineau, Edmonton, Calgary, Vancouver &
some Toronto
Households 1,256,635
Large households in single detached houses in a mix of Canadian urban
and smaller rural communities create the living spaces of these married
couples 40-54 years of age and their teen aged children. Pets are likely
part of this picture, too! Earning incomes from $70,000 to over
$100,000, likely from college educations infused with many years of
work experience, they are employed as nurses, contractors in primary
production or are engaged in finance and insurance businesses. Home
is their palace and they spend time and money on maintenance,
utilities, tending gardens and fixing their vehicles. They work hard and
play hard, indulging in recreational sports, activities and likely have a
gym membership or belong to a professional or community
association. Ensuring their lifestyle is secure for the future, they are
contributing to pension plans and children’s educations. Their Northern
European heritage is synonymous with Christian values and they don’t
forget to give to international charities and organizations. This cluster of
Canadians is rooted to their communities and look forward to reaping
the fruits of their efforts well into their senior years. Did
Did you know?
Drumheller, AB is
The Dinosaur Capital
of the World
Copyright 2011
Did
Did you know?
Basketball player
Steve Nash grew up
in Vancouver!

Group E: Resident Urbain
Montréal & Ottawa-Gatineau
Households 362,658
Urban Québécois centres are cultural landscapes and habitats for
these 35-44 year old single and common-law folks with young children
under 14. Living in semi-detached homes with 3-5 persons, this group
has an above average income of $60,000-$100,000 achieved from
occupations in health sciences, senior management and administration
or as skilled technicians, social workers and protective services
employees. They have some post-secondary education but careers
are focused on managing time and household finances to support
their young families. They are designers of comfort and care,
spending on child care, food, clothing, vehicles and cell phones.
Communication tools are key to organizing their families and
French is the language of choice. Strong Québécois heritage and
predominantly Roman Catholic values influence their family and
healthy active lifestyle and they make an effort to give back to society
as well, donating to charitable causes. Find these city dwellers cycling,
visiting a cultural site or setting up a home entertainment system to
entertain family and friends.
Did
Did you know?
In Montréal people
that speak English are
referred to as
Anglophones
Did
Did you know?
Musician Alanis
Morissette is from
Ottawa, Ontario
Copyright 2011

Group F: Young & Yearning
Vancouver, Toronto & Calgary
Households 925,159
Did you know?
Victoria, B.C is home to
musician
Nelly Furtado
Married couples and singles under 40 with children constitute this
youthful group who make their homes in fairly new semi-detached or
row-type homes and apartment duplexes in Canadian cities in BC and
Ontario. With some university or college level education, they are
employed in clerical, technical, business and finance jobs or are
skilled trade’s people earning incomes of $90,000 - $100,000. As these
folks may live in large multiple family households, their expenditures
are above average for clothing, furniture, child care, recreation goods
and children’s education. They are likely to equip their homes with
entertainment equipment, yet not quite ready to engage in health
or retirement plans. Catching a movie with friends or attending a
cultural event with the family is part of their social lives. Urban
excitement meets ethnic diversity in this cluster, where a mix of
South Asian, Central American, West Indian, and Middle Eastern
heritage create unique lifestyles and tastes. With Buddhist, Sikh and
Christian values, hard work, community support and family are key
to prosperity and wellness.
Did
Did you know?
Comedian Russell
Peters is from
Toronto, Ontario
Copyright 2011

Group G: Fine Canadian Vintage
Edmonton some Calgary & Ottawa-Gatineau
Households 872,931
The Canadian standards for healthy aging are illustrated in this group
of seniors living on their own in detached homes in urban centres of
the Prairies and Ontario. Privileged to have mostly university
educations, their hard work in finance, nursing and years of life
experiences has enabled them an annual household income of over
$80,000, likely from many years of saving and planning. Personal
health is important and they spend on health plans, medication and
supplies to maintain their active lifestyles. As they are likely in
transition to retirement, they indulge in leisure activities. Attending
live shows, visiting museums, reading newspapers or renting a
recreation vehicle to tour around the countryside or local lake are
activities they embrace. With Northern European backgrounds, this
fine group of history-makers make lifestyle choices based on
Protestant values and traditional beliefs. Giving back to society is
important for them and they donate to charitable causes and religious
organizations .
Did
Did you know?
Actor Dan Aykroyd
is from Ottawa,
Ontario
Did
Did you know?
Edmonton is home to
West Edmonton Mall.
The largest shopping
centre in
North America
Copyright 2011

Group H: Belle Ville Cosmopolite!
Ottawa-Gatineau & Montréal
Households 448,451
Did you know?
The Rideau Canal, Ottawa
becomes the largest skating
rink in the world
during winter
This collection of 55-79 year olds inhabits urban centres of Québec .
Being older, in common law relationships without children at home,
or possibly experiencing a life change such as divorce, they live in one
or two person households and own their apartment or semi-detached
home. Incomes range from $50,000 to over $90,000 and with some
university certification or trades qualifications, they are employed in
technical trades or clerical work in health, education and social
services. Expenditures are average for most sectors, spending normal
amounts on health care, transportation, furnishings, utilities, food and
recreation. From the bustling streets of Montréal to the quaint
neighbourhoods of Ottawa and other la belle province cities, these
predominantly Roman Catholic followers lend form and life fashion to
the inimitable Québécois culture.
Did
Did you know?
Musician Leonard
Cohen is from
Montréal
Copyright 2011

Group I: Frontier Families
P.E.I, Nova Scotia, New Brunswick, Manitoba, Saskatchewan,
Alberta, B.C & Territories
Households 923,308
Atlantic Canada;
Home of the 8 mile
Confederation Bridge
Did
Did you know?
Stompin’ Tom
Connors is from
Saint John, N.B
Copyright 2011
With 2 – 4 person households, these mix of married and separated
40 – 65 year olds, with school aged children at home, earn $60,000 –
$90,000 per year. They live in rural areas across Canada and own
their single detached home or movable dwelling. Occupations and
educations vary, but with high school and trades certificates, they find
work as technical, or child care workers or as trades’ people in
agriculture, forestry or fisheries. They likely drive to work and
spending habits for food, utilities, recreation, furniture and clothing
are all slightly below average, including spending on health care.
Hard working and resourceful, they likely have Western and Northern
European heritage and may follow some spiritual faith such as
Lutheran, United Church or Christian Reformed. This group also
represents some of the rural Christian based communities such as
Mennonites, further illustrating their propensity for hard work and
resourcefulness. Community spirit is key to this group, providing the
foundation for these strong enclaves across Canada.

Group J: Single in the City
Edmonton, Vancouver ,Calgary, Toronto & Ottawa-Gatineau
Households 480,471
Did you know?
Vancouver is home to
the annual
Cherry Blossom Festival
Selections of cities across the nation are home to these 20 -29 year
old well educated singles that rent and live independently in a high
rise apartment. With graduate degrees in physical science, math,
visual arts and culture, they are launching into the work force,
working in service and sales or arts and culture sectors. As they are
starting in entry level positions, incomes are below average at
$30,000 - $60,000 and expenditures are reflective of this, with lower
than average spending on clothing, furnishings, education,
communication equipment and reading materials. They are high
users of public transportation, bikes and walking as their urban
environments offer close proximity to services and amenities.
There is high ethnic diversity, many of Northern and Eastern
European, Japanese and Mexican descent with a number of
non-permanent residents, which adds a unique vibrancy to these
communities. Although downtown single city life is satisfying,
these city bred singles are highly mobile. Being the architects of their
careers, they aspire to create families and craft a meaningful lifestyle.
Did
Did you know?
Nickelback is from
Hanna, Alberta
Copyright 2011

Group K: Mid-Aged Medley
Montréal, some New Brunswick
Households 670,444
Small communities in Québec and New Brunswick are home to this
mix of married, common law and divorced folks aged 40 – 64 years,
some living with school aged children in 3-4 person households.
They own their single detached or moveable dwelling house. Their
educations in business, management, personal protection and
agriculture offer employment opportunities as machinists, mechanics
or secretaries or as labourers in agriculture where they earn $40,000 –
$70,000. From the breathtaking rural landscapes to the charming
village atmospheres of these small Québec and New Brunswick
communities, this group of predominantly French speaking people
spend lower than average amounts on clothing, transportation, home
entertainment, health care and reading materials. Traditional values
influence their rural French Canadian lifestyles where they embrace
the outdoors and community life.
Copyright 2011
Montréal is the
2nd largest city in
Canada!
Did
Did you know?
Actress Sandra Oh
is from Ottawa!

Group L: Family Footprints
Calgary, Edmonton & Ottawa-Gatineau
Households 684,268
Did y
Did you know?
Calgary was the 1st
Canadian city to host the
Winter Olympics (1988)
Young single parents 20-34 years old with high school educations
constitute this group of hard working blue collar, sales, service and
clerical workers. Incomes are below average at $40,000 - $70,000
as they have experienced some unemployment while building a
career. Remaining resources are quickly absorbed into child care
expenses and the numerous requirements for nurturing a family.
Due to lower income and their situation, spending on furnishings,
clothing, recreation, health care and transit are below average.
However, these challenges do not deter them from creating a fulfilling
lifestyle or enhancing their row-type homes. Northern European
heritages mixed with immigrants from Central America, Africa and
Eastern Europe creates a mosaic of tastes in these cosmopolitan
clusters of Alberta, Ontario and New Brunswick. They aspire to care
for their homes, build a foundation for their families and improve
their lifestyles.
Did
Did you know?
Edmonton is home
to hockey star
Mark Messier
Copyright 2011

Group M: Urban & Urbane
Montréal, Ottawa-Gatineau, Toronto, Calgary, Edmonton &
Vancouver
Households 609,203
Hip and happening describe these 20 – 34 years old single and
common-law people living in charming older apartments in the city.
University and graduate degrees in visual and cultural arts,
communications, life sciences and technology are the catalysts for
launching their careers in health, finance and technical occupations.
Being in metropolitan areas, they are high users of transit and
commuting. Although incomes are well below average at $10,000 –
$30,000, they do not have children yet so household expenditures are
low and they can spend time and money on themselves, taking in a
restaurant meal or simple luxuries such as using dry cleaning services.
Immigration is high in this group, bringing global cultures from Latin
America, Africa, South Asia and the Middle East to their urban habitats,
further refining their budding international and refined tastes.
They are moving up, moving on and motivated!
Did y
Did you know?
In Vancouver, B.C you can
sail, snowboard & golf
all in one day
Did
Did you know?
Kingston, Ontario
is home to
The Tragically Hip!
Copyright 2011

Group N: Prairie Pride & West Coast
Wisdom
Prairies & British Columbia
Households 349,621
Did y
Did you know?
The Prairies are home to
Neil Young
&
The Guess Who
Pioneers of the west describe these over 65 year olds who are
widowed or married living in detached homes or movable dwellings in
small communities scattered throughout the Prairies and B.C. With
limited opportunity for grand educations, these folks toiled in trades
and agricultural occupations or worked in administration type jobs,
possibly within health and recreation sectors. Raising their families,
building communities and educating their children was the primary
focus. Incomes are around $40,000, generally gained from pensions
and hence, they concentrate on personal pleasures rather than
appearance. They do not spend copiously on home furnishings but
desire to maintain their health and lifestyles, spending above average
on hospital care, medications and physician visits. Their Northern
European heritage and Christian values such as Lutheran and Ukrainian
orthodox beliefs, guide their attitude of believing in hard work,
supporting the family and building strong communities.
These folks are ready to embrace the good life they have spent years
building.
Did
Did you know?
Actress Pamela
Anderson is from
Ladysmith B.C
Copyright 2011

Did
Did you know?
Musician Shania
Twain is from
Timmins, Ontario!
Group O: East Coast Check Up
Maritimes, some British Columbia & Ontario
Households 790,871
Did y
Did you know?
There are more pubs per
sq. foot on George Street,
St. John’s than anywhere
else in Canada!
Copyright 2011
The flavour of the Canadian Maritimes is embellished with the
presence of these predominantly older 65 years and up folks who live
in a condominium, single attached or movable dwelling in small
communities throughout the east coast. There are some married
people but also a significant mix of separated and widowed
individuals, so many live independently. Due to their age, educational
opportunities were not available to them when they were young;
hence they have been employed as child care or support workers, as
labourers in primary industries or heavy equipment operators but
may now be retired. Reflective of this are incomes of $10,000 –
$40,000, some extracted from government transfer payments.
Expenditures are quite low as these folks have already accumulated
most of their tangible needs; however, they enjoy their homes, the
outdoors and seek to enhance their health with above average
spending on medical care and supplies. Deeply rooted in Protestant
values, these folks embrace a traditional east coast lifestyle.

Group P: Foundation of the Nation
Manitoba, Saskatchewan, British Columbia & some Ontario
Households 584,780
Did y
Did you know?
Churchill, Manitoba is the
“Polar Bear Capital
of the World”
Did
Did you know?
Musician Diana
Krall is from
Nanaimo B.C
Copyright 2011
West coast and prairie cities are the home to this group of older
people who rent an apartment or condominium and live alone. They
are over 65 and likely collecting some type of retirement or
government pension with incomes coming in below $40,000. As they
have already accumulated most material goods, their spending is
low, especially on computer technology, however, they are interested
in keeping healthy, spending on medical supplies, prescribed
medicines and pharmaceuticals and they contribute to public health
plans. Reading newspapers keeps them informed and entertained
but they may take a chance on a lottery ticket just for fun! They are
generous and give to charities in Canada and, as they live in urban
communities, they walk or take a short taxi ride to amenities. With
Russian, Korean, Iranian and Northern European heritages, they likely
are followers of Lutheran, Anglican, Ukrainian Catholic or Jewish
religions, hence their traditional values and affiliation to their
communities.

Did y
Group Q: Acadian Accents
New Brunswick & Québec
Households 393,450
Did
Did you know?
Céline Dion is from
Charlemagne,
Quebéc
Did you know?
Canada’s oldest
independent brewery,
Moosehead Brewery is
located in Saint John,
New Brunswick
Copyright 2011
This group of married, common law, divorced or widowed 60-69 year
olds make up this sector of one and two person households. Living in
an older single attached house they own in an archipelago of smaller,
likely francophone communities spread throughout Québec and
New Brunswick, they are committed to their lifestyles and are
unlikely to move. These folks are bilingual but likely chose French as
the main language of communication. Unique to this group is their
tenacious Acadian spirit! They have high school level education or
trades apprenticeships and have persevered through periods of
unemployment; but when employed, they work in clerical positions
and as cooks, or as mechanics and trades people in natural resources
sectors. As such, incomes are below $50,000. Due to their age and
place in life, they may be in transition to retirement and spend on
health care. Committed to their families and communities, they live
Roman Catholic values and take time to enjoy recreational outdoor
activities.

Group R: Suite City Life
Montréal, Toronto & Vancouver
Households 691,643
Single, separated, living in a suite in the city! These 25-34 year olds
make their homes in an apartment, have good educations, some with
graduate degrees, and are launching into their careers and family lives.
Many have small children and babies and with a high instance of lone
parent families, their resources are stretched. However, diverse
ethnic flavours abound! Recent immigrants of Central and South
American, Eastern European, African, Asian and Middle Eastern
decent offer a mix of Buddhist, Hindu, Muslim, Orthodox and
Christian values with the family unit being very important and
supportive. This group has a significant portion of non-permanent
residents and are very mobile, seeking to improve their lifestyles.
They tend to have lower expenditures due to their low incomes which
range from $10,000 - $40,000 and have experienced some
unemployment. They use public transit to go to work, take the
children to health care appointments and visit their community of
friends!
Did
Did you know?
Former Prime Minister
of Canada, Pierre Trudeau
is from
Montréal, Québec
Did y
Did you know?
Toronto is Canada’s
largest city
Copyright 2011

Did
Did you know?
NHL head coach
“Scotty”
Bowman was born in
Montréal, Québec
Group S: Éclectiques Québécois
Montréal
Households 926,668
A world of eclectic neighbourhoods is illustrated in this group of young
people 25 – 29 years old and an older gentry of 70 – 85 year old folks.
Some have children at home and educations are generally trades
apprenticeships or high school level, hence their occupations as
secretaries, assistants in health care, cooks, sales and service workers
and labourers in processing or manufacturing. Incomes are well
below $40,000 and there are significant government transfers due to
high unemployment and retirement pensions. Expenditures tend to
be low, however, living in urban centres, they embrace all Montréal
and Québec cities have to offer. They make their homes in a rented
apartment, duplex, or older single attached house and are high users
of public transit. The addition of Aboriginal, Haitian and African
heritage augments the strong French Canadian tradition, creating a
truly distinguished urban Québécois lifestyle.
Did y
Did you know?
Montréal is 100 feet
above sea level and
built next to a
dormant volcano
Copyright 2011

Group T: Trans-Canada Communities
Across Canada
Households 486,749
Did
Did you know?
The Trans-Canada
Highway is
7,821 km!
Did y
Did you know?
The baseball glove,
electric light bulb,
television, telephone &
zipper were
invented in Canada
Copyright 2011
Young parents raising young children are the theme of this group who
generally rent an apartment or community type of housing. Incomes
are quite low, ranging below $40,000, likely due to low employment,
limited educations and a predominance of single parent families.
They find employment as cashiers, cooks, child and home support
workers or as trades’ helpers in primary industries. Although, their
economic situation may deter significant spending, they are
resourceful and are busy accumulating life experiences! Living in
larger households of six or more people, they share resources.
Unique to this group of young Canadians is the presence of First
Nations, Métis and Inuit people where Pentecostal and Aboriginal
spirituality provide them strong cultural bonds and an allegiance to
their communities.

Canadian Segments
Group & Type
Descriptions
Copyright 2011

•Married home owners with
elementary,
high school & post secondary age
children
“‘ Platinum Playgrounds”A001 Urban Ontario & Prairie
Households 13,439
A003 Urban Ontario, Prairie & some B.C
Households 87,286
A002 Urban Ontario & Prairie
Households 45,236
B004 Urban Ontario
A004 Urban Ontario
Households 102,822
•Married home owners with elementary, high
school & post secondary age children
•Living in single detached homes with 4-5
individuals
Religion: Anglican, Jewish & Presbyterian
Dominant Ethnicities: American, Polish & British
Isles
Ethnic Highlights: Jewish, Iranian & Russian
•Married home owners with toddlers, elementary,
high school & post secondary age children
•Living in single detached homes with 4-5 individuals
Religion: Lutheran, Church of Jesus Christ
of Latter-day Saints, Christian & Missionary Alliance
Dominant Ethnicities: German, Italian & Dutch
Ethnic Highlights: Danish, Austrian & Norwegian
•Married home owners with elementary,
•Living in single detached homes with 4-6 individuals
Religion: Jewish, Anglican& Orthodox
Dominant Ethnicities: Polish, Italian & Scottish
Ethnic Highlights: Jewish, Russian & Czech
•Married home owners with elementary,
high school, post secondary age & older children
•Living in single detached homes with 4-5
individuals
Religion: Jewish & Orthodox
Dominant Ethnicities: Polish, Italian & Chinese
Ethnic Highlights: Jewish, Egyptian & Iranian
Household Income over $100,000
Copyright 2011

“Cross Canada Careers & Kids”B005 Urban Ontario
Households 48,048
B007 Urban Ontario
Households 53,964
B006 Urban Ontario
Households 77,251
B008 Urban Ontario & B.C
Households 99,296
• Older divorced or widowed singles living in rented
dwellings with no children at home
Religion: Jewish, Muslim & Orthodox
Dominant Ethnicities: Polish, Chinese & Irish
Ethnic Highlights: Jewish, Egyptian & Iranian
•Married couples with elementary, high school &
post secondary age children
•Living in owned single detached homes
Religion: Jewish, Hindu & Orthodox
Dominant Ethnicities: Chinese & Polish
Ethnic Highlights: Jewish, Egyptian & Italian
•Married home owning couples
•Living in semi- detached dwellings with a mix
of young and older children
Religion: Jewish, Orthodox & Anglican
Dominant Ethnicities: Irish, Scottish & English
Ethnic Highlights: Jewish, Czech & British Isles
•Older married couples living in single detached
owned homes, with post secondary age & older
children at home
Religion: Jewish, Anglican & Orthodox
Dominant Ethnicities: Polish, Chinese & Italian
Ethnic Highlights: Jewish, Iranian & Korean
Copyright 2011

•Household Income $90,000-
$100,000+
“Cross Canada Careers & Kids”B009 Urban Québec
Households 59,963
B010 Urban Ontario & Prairie
Households 132,923
•Common- law couples with children ranging
from toddlers to high school age
•Living in owned single detached homes
Religion: Roman Catholic
Dominant Ethnicities: Canadian & Italian
Ethnic Highlights: Québécois, Egyptian, French &
Lebanese
•Married single detached home owners
•Children are elementary school to high school age
with some toddlers
Religion: Roman Catholic, Ukrainian Catholic, Lutheran
Christian & Missionary Alliance & United Church
Dominant Ethnicities: Polish, Ukrainian & Scottish
Ethnic Highlights: Italian, Slovak, Croatian & British Isles
Household Income $90,000- $100,000+
Household Income $90,000- $100,000+
B011 Urban Ontario & B.C
Households 175, 830
B012 Urban Ontario & Prairie
Households 54,830
•Married single- detached home owners
•Living with their post secondary age children and
some elementary and high school age children
Religion: Christian Reformed Church, United Church
& Anglican
Dominant Ethnicities: English, Irish & Scottish
Ethnic Highlights: Finnish, Slovak & Croatian
•Married couples with toddlers
•Living in owned semi-detached and row homes
Religion: Christian Reformed Church, Lutheran,
Christian & Missionary Alliance & United Church
Dominant Ethnicities: Polish, Ukrainian & Chinese
Ethnic Highlights: Yugoslav, Egyptian & Slovak
Household Income $80,000-$100,000+
Copyright 2011

“Cross Canada Careers & Kids”
B013 Urban/Rural B.C & Ontario
Households 92,023
•Married home owners without children at home,
living in single- detached homes
Religion: Anglican, United Church & Presbyterian
Dominant Ethnicities: English, Scottish & Irish
Ethnic Highlights: Welsh, Icelandic & Czech
B014 Urban Ontario
Households 96,082
•A mix of 30- 39 year old home owners & renters
living in semi-detached homes & apartments
without children
Religion: Jewish , Anglican & Orthodox
Dominant Ethnicities: Polish, Irish & Scottish
Ethnic Highlights: Jewish, Greek & Japanese
Copyright 2011

“Cosmo Canadians”
C015 Urban Prairie & Ontario
Households 69,014
•Married home owners with toddlers and
elementary school age children, living in row housing
& some single-detached homes
Religion: Evangelical Missionary Church, Lutheran,
Christian & Missionary Alliance
Dominant Ethnicities: Italian, Chinese & Ukrainian
Ethnic Highlights: Croatian, Egyptian & Korean
C016 Urban Prairie & Territories
Households 75,867
•Married single-detached home owners with
toddlers, elementary & high school age children
Religion: United Church, Lutheran, Christian &
Missionary Alliance
Dominant Ethnicities: German, Scottish & English
Ethnic Highlights: Norwegian, Ukrainian & Swedish
C018 Rural Prairie & Territories
Households 45, 021
•A mix of renting singles & common-law couples
with some young children
Religion: Salvation Army, Pentecostal, Aboriginal
Spirituality & Anglican
Dominant Ethnicities: Ukrainian, German & Irish
Ethnic Highlights: Inuit, Métis & North American
Indian
Copyright 2011
C017 Urban Ontario
Households 66, 000
•Married home owners with young children, living in
semi-detached , row housing & some single-detached
homes
Religion: Jewish, Hindu & Orthodox
Dominant Ethnicities: Chinese & Polish
Ethnic Highlights: Jewish, Egyptian & Italian

C021 Urban Maritime, Ontario & Prairie
Households 98,108
•Married single-detached & row house owners
with toddlers & elementary school age children
Religion: United Church, Anglican, Baptist & Lutheran
Ethnic Highlights: British Isles, Yugoslav & Dutch
“Cosmo Canadians”
C020 Urban Prairie
Households 80,745
•Married couples with toddlers & some elementary
age children
•Living in owned row housing or single & semi-
detached homes
Religion: Lutheran, Buddhist & Ukrainian Catholic
Dominant Ethnicities: Chinese, Ukrainian & Polish
Ethnic Highlights: Vietnamese, Filipino & Lebanese
C019 Urban Ontario
Households 50,879
•Married home owners with toddlers and some
elementary & high school age children living in
semi-detached and row housing
Religion: Serbian Orthodox, Pentecostal ,
Ukrainian Orthodox & Presbyterian
Dominant Ethnicities: Italian, Polish & Chinese
Ethnic Highlights: Trinidadian/ Tobagonian,
Jamaican & Guyanese
Copyright 2011

Group C: Cosmo CanadiansC022 Urban Prairie
Households 63,843
•A mix of common-law & married couples primarily
without children & some with toddlers
•Living in owned semi-detached & row housing
Religion: Church of Jesus Christ of Latter-day Saints,
Lutheran & Christian
Dominant Ethnicities: German, Ukrainian & Dutch
Ethnic Highlights: Norwegian, Danish & Swedish
C023 Urban Ontario
Households 64,317
•Married single- detached, semi-detached &
row housing owners
•Living with toddlers & elementary age children
in 4-5 person households
Religion: Christian Reformed Church, Presbyterian,
Baptist, Anglican & United Church
Dominant Ethnicities: Italian, Dutch & Polish
Ethnic Highlights: Serbian, Portuguese & Yugoslav
Household Income $60,000-$100,000
Copyright 2011

“Rooted in Canada!”
D026 Rural Maritime & Ontario
Households 167,540
D025 Urban Prairie & Territories
Households 77,488
•Married single- detached home owners with high
school & post secondary age children
Religion: Ukrainian Catholic, Lutheran, Christian &
Missionary Alliance & Ukrainian Orthodox
Dominant Ethnicities: German & Polish
Ethnic Highlights: Icelandic, Ukrainian & Norwegian
elementary, high school & post secondary age
children
Religion: Christian Reformed Church, Presbyterian
& United Church
Dominant Ethnicities: English, Irish & Scottish
Ethnic Highlights: English, Irish & Scottish
D027 Urban Ontario & Prairie
Households 119,880
•Married couples with elementary, high school &
•Living in owned single & semi- detached homes
Religion: Serbian Orthodox, Brethren in Christ ,
Presbyterian, Lutheran& Christian Reformed Church
Dominant Ethnicities: Polish, Ukrainian & Italian
Ethnic Highlights: Portuguese, Croatian & Serbian
D024 Rural Prairie & B.C
Households 67,714
•Married single-detached home owners
•Living with & without children
Religion: Aboriginal Spiritual, Christian & Missionary
Alliance, Lutheran, United Church & Mennonite
Dominant Ethnicities: German, English & Scottish
Ethnic Highlights: Norwegian, Danish & Swedish
Copyright 2011

D030 Urban Ontario & Prairie
Households 104,705
•Married semi & single-detached home owners
with their older children living at home
Religion: Serbian Orthodox, Lutheran, Presbyterian,
United Church & Anglican
Dominant Ethnicities: Ukrainian, Polish & Italian
Ethnic Highlights: Croatian, Slovak & Serbian
“Rooted in Canada!”D028 Rural Ontario
Households 148, 385
D029 Urban Ontario
Households 66,762
•Married couples with & without children
•Living in owned single-detached homes
with 4-6 individuals
Religion: Christian Reformed Church, Mennonite,
United Church, Anglican & Presbyterian
Dominant Ethnicities: English & Scottish
Ethnic Highlights: Dutch, Yugoslav & Finnish
•Separated semi-detached & row home owners with
Religion: Muslim, Buddhist, Jewish & Hindu
Dominant Ethnicities: Chinese, Polish & East Indian
Ethnic Highlights: Egyptian, Trinidadian/Tobagonian
& West Indian
D031 Urban Ontario, B.C & Maritime
Households 77,350
•Married couples with & without children at home
Religion: United Church, Anglican & Baptist
Dominant Ethnicities: Dutch, English &Scottish
Ethnic Highlights: Croatian, Slovak & Finnish
Copyright 2011

“Rooted in Canada!”
D032 Urban B.C & Territories
Households 123,487
D033 Rural Maritime & Ontario
Households 69,499
•Married couples with & without children at home
•Living in relatively new owned row homes,
apartments & some single- detached homes
Religion: Christian, Lutheran, United Church ,
Baptist& Anglican
Dominant Ethnicities: Dutch, English & Scottish
Ethnic Highlights: Norwegian, Swedish & Danish
•Single-detached home owners with elementary &
high school age children
Dominant Ethnicities: French, Canadian & North
American Indian
Ethnic Highlights: Acadian, Québécois & Métis
D034 Urban Prairie, B.C & Territories
Households 133,101
D035 Urban Maritimes
Households 100,724
•Married couples, some separated with toddlers,
elementary, high school & post secondary age children
•Living in owned single & semi-detached homes.
Religion: Christian & Missionary Alliance, United
Church & Lutheran
Dominant Ethnicities: German, Dutch & Polish
Ethnic Highlights: Norwegian, Icelandic & Ukrainian
•Married semi-detached & apartment owners
with high school & post secondary age children
Religion: Salvation Army, Baptist , United Church
& Anglican
Dominant Ethnicities: English & Scottish
Ethnic Highlights: Acadian, Inuit & Irish
Copyright 2011

“Resident Urbain ”E036 Urban Québec
Households 92,358
E038 Urban Québec
Households 102,099
E037 Urban Québec
Households 83,778
E039 Urban Québec
Households 84,423
•Mix of common-law & singles living in owned
single & semi-detached homes with elementary,
Dominant Ethnicities: Canadian
Ethnic Highlights: Haitian, Québécois & French
•Mix of singles & common- law couples with toddlers,
elementary & some high school age children
•Living in owned single & semi-detached homes
Dominant Ethnicities: French
Ethnic Highlights: Québécois, Haitian & Canadian
•Mix of singles & common- law couples with
elementary, high school & post secondary
age children
•Living in owned semi & single- detached homes
Ethnic Highlights: Québécois, Canadian & Haitian
•Common-Law & singles living in owned semi-
detached homes, with children, toddlers &
elementary age
Household Income $70,000-$100,000 +
Copyright 2011

“Young & Yearning”F040 Urban Ontario & B.C
Households 59, 826
F042 Urban Ontario
Households 88,106
F041 Urban Ontario
Households 79,445
F043 Urban Ontario
Households 57,563
•Married home owners , living in single-detached,
row homes & apartments with primarily post
secondary & some high school & elementary
age children
Religion: Buddhist, Orthodox , Sikh, Muslim,
Christian & Hindu
Dominant Ethnicities: East Indian
Ethnic Highlights: Chinese, Iranian & Korean
•Married apartment & single detached home owners
with elementary, high school & post secondary age
children
Religion: Sikh, Hindu, Christian, Buddhist & Muslim
Dominant Ethnicities: Chinese & Italian
Ethnic Highlights: East Indian, Punjabi & South Asian
•Married semi-detached & row home owners
with children ranging from toddlers to post
secondary age
Religion: Sikh, Hindu, Muslim & Buddhist
Dominant Ethnicities: Chinese, Italian & East
Indian
Ethnic Highlights: South Asian, Punjabi & Pakistani
•Married single & semi- detached home owners
with post secondary age children
Religion: Orthodox, Hindu, Sikh & Roman Catholic
Ethnic Highlights: Italian, Portuguese & Vietnamese
Copyright 2011

F044 Urban Ontario
Households 77,187
F045 Urban Ontario & B.C
Households 61,111
•Married semi-detached, row home & apartment
owners living in multiple-family households
•Children ranging from toddlers to post
secondary age
Religion: Hindu, Christian, Muslim, Sikh &
Adventist
Dominant Ethnicities: East Indian & Chinese
Ethnic Highlights: Guyanese, Sri Lankan &
Jamaican
•Married semi-detached & apartment owners
living in multiple-family households
•Children ranging in age from toddlers to post
Secondary
Religion: Sikh, Hindu, Muslim & Adventist
Dominant Ethnicities: East Indian & Punjabi
Ethnic Highlights: Punjabi, East Indian & South Asian
F046 Urban Ontario & B.C
Households 129,547
F047 Urban B.C
Households 72,989
•Semi-detached & apartment owners living with
post secondary age & older children
Religion: Greek Orthodox, Muslim, Christian, Sikh,
Hindu & Buddhist
Dominant Ethnicities: Chinese, Italian & East
Indian
Ethnic Highlights: Greek, Filipino & Sri Lankan
•Married apartment owners with toddlers,
elementary, high school, post secondary & older
children at home
Religion: Sikh, Hindu, Muslim, Christian & Buddhist
Dominant Ethnicities: Chinese
Ethnic Highlights: Punjabi, East Indian & South
Asian
“Young & Yearning”
Copyright 2011

F048 Urban B.C
Households 111,286
F049 Urban Ontario
Households 41,489
•Married row house & apartment owners living in
multi- family households with post secondary &
older children
Religion: Buddhist, Christian, Hindu & Sikh
Ethnic Highlights: Chinese, Vietnamese & Filipino
•Single & separated owners & renters of semi-
detached homes & apartments with post secondary
and older children living at home
Religion: Buddhist, Orthodox & Adventist
Dominant Ethnicities: Italian & Chinese
Ethnic Highlights: Portuguese, Vietnamese & West
Indian
F050 Urban Prairie & B.C
Households 75,702
F051 Urban Ontario
Households 70,908
•Semi-detached, row homes & apartment renters
with post secondary & older children living at
home in multiple-family households
Religion: Buddhist, Christian, Muslim, Hindu & Sikh
Dominant Ethnicities: Chinese, East Indian & Polish
Ethnic Highlights: Filipino, Vietnamese & Sri Lankan
•Separated & single semi-detached & apartment
renters with post secondary & older children living
at home multiple-family households
Religion: Buddhist, Hindu, Christian, Sikh & Muslim
Dominant Ethnicities: Chinese, Italian & East Indian
Ethnic Highlights: Salvadoran, Vietnamese
& Portuguese
Household Income $70,000-$79,999 & 100,000+
Household Income Ranging
“Young & Yearning”
Copyright 2011

Group G: Fine Canadian Vintage
Edmonton some Calgary & Ottawa-Gatineau
Households 872,931
The Canadian standards for healthy aging are illustrated in this group
of seniors living on their own in detached homes in urban centres of
the Prairies and Ontario. Privileged to have mostly university
educations, their hard work in finance, nursing and years of life
experiences has enabled them an annual household income of over
$80,000, likely from many years of saving and planning. Personal
health is important and they spend on health plans, medication and
supplies to maintain their active lifestyles. As they are likely in
transition to retirement, they indulge in leisure activities. Attending
live shows, visiting museums, reading newspapers or renting a
recreation vehicle to tour around the countryside or local lake are
activities they embrace. With Northern European backgrounds, this
fine group of history-makers make lifestyle choices based on
Protestant values and traditional beliefs. Giving back to society is
important for them and they donate to charitable causes and religious
organizations .
Did
Did you know?
Actor Dan Aykroyd
Is from Ottawa,
Ontario
Did
Did you know?
Edmonton is home to
West Edmonton Mall.
The largest shopping
centre in
North America
Copyright 2011

“Fine Canadian Vintage”G052 Urban Ontario & Prairie
Households 139,129
G054 Urban Maritime & Ontario
Households 126,207
G053 Urban Ontario, Prairies & Territories
Households 122,731
G055 Urban Ontario & B.C
Households 93,101
•Married single-detached home owners with post
secondary & older children, or no children at home
Religion: Ukrainian Orthodox, Serbian Orthodox &
Ukrainian Catholic, United Church, Anglican,
Lutheran & Presbyterian
Dominant Ethnicities: Italian, Polish & Ukrainian
Ethnic Highlights: Serbian, Slovak & Croatian
•Separated & divorced single-detached & apartment
Owners
Religion: Christian Reformed Church, United Church,
Lutheran & Anglican
Dominant Ethnicities: Scottish, German & English
Ethnic Highlights: Icelandic, Austrian & Welsh
•Older individuals, mix of married & widowed
single-detached & row home owners
Religion: United Church, Anglican, Baptist &
Presbyterian
Dominant Ethnicities: Scottish, English & Irish
Ethnic Highlights: Scottish, English & Irish
•Primarily widowed, apartment owners,
living in 1 person households
Religion: Presbyterian, Anglican & United Church
Ethnic Highlights: Korean, Japanese & Serbian
Copyright 2011

G056 Rural B.C
Households 58,476
G058 Urban Ontario
Households 91,344
G057 Rural Ontario & B.C
Households 140,055
G059 Urban Prairie
Households 101,888
•Mix of married & widowed individuals
•Living in owned single-detached & row housing
Religion: Anglican, Presbyterian & United Church
Dominant Ethnicities: English, Scottish & German
Ethnic Highlights: Swiss, Swedish & Danish
•Married couples living without children in their
owned single-detached homes
Religion: Anglican, Presbyterian & United Church
Dominant Ethnicities: Scottish & Irish
Ethnic Highlights: Finnish, English & Welsh
•Primarily widowed & some married individuals
with some older children living in their owned
single– detached home
Religion: Serbian Orthodox, Presbyterian
& Ukrainian Catholic
Dominant Ethnicities: Polish, Ukrainian & English
Ethnic Highlights: Slovak, Serbian & Croatian
•Primarily widowed with some married individuals
•Living in owned single-detached homes without
children
Religion: Ukrainian Catholic, Ukrainian Orthodox,
Lutheran & United Church
Dominant Ethnicities: German & Dutch
Ethnic Highlights: Icelandic, Ukrainian & Swedish
“Fine Canadian Vintage”
Copyright 2011

“Belle Ville Cosmopolite”H060 Urban Québec
Households 66,486
H062 Urban Québec
Households 62,561
H061 Urban Québec
Households 82,869
H063 Rural Québec
Households 112,559
•Mix of common-law & divorced individuals
•Living in owned semi-detached homes
Ethnic Highlights: Québécois, French & Belgian
•Mix of singles, divorced & common-law individuals
with some high school age children
•Living in owned single & semi-detached homes
•Mix of common-law & divorced individuals with
some older children at home
•Living in semi-detached homes & apartments
Dominant Ethnicities: French, Canadian & Italian
Ethnic Highlights: Haitian, Lebanese & Québécois
•Common-law & divorced couples living
in 2 person households without children
•Occupying owned single-detached homes &
apartments
Ethnic Highlights: Québécois, Acadian & French
Copyright 2011

H064 Urban Québec
Households 57,497
H065 Urban Québec
Households 66,479
•Mix of common-law, divorced & separated
renters living in 1 person households
Ethnic Highlights: Québécois, French & Haitian
•Mix of single, divorced & common-law individuals
renting semi-detached, row homes & apartments
Ethnic Highlights: Québécois, Canadian & Haitian
“Belle Ville Cosmopolite”
Copyright 2011

Group I: Frontier Families
P.E.I, Nova Scotia, New Brunswick, Manitoba,
Saskatchewan, Alberta, B.C & Territories
Households 923,308
Atlantic Canada;
Home of the 8 mile
Confederation Bridge
Did
Did you know?
Stompin’ Tom
Connors is from
Saint John, N.B
Copyright 2011
With 2 – 4 person households, these mix of married and separated
40 – 65 year olds, with school aged children at home, earn $60,000 –
$90,000 per year. They live in rural areas across Canada and own
their single detached home or movable dwelling. Occupations and
educations vary, but with high school and trades certificates, they find
work as technical, or child care workers or as trades’ people in
agriculture, forestry or fisheries. They likely drive to work and
spending habits for food, utilities, recreation, furniture and clothing
are all slightly below average, including spending on health care.
Hard working and resourceful, they likely have Western and Northern
European heritage and may follow some spiritual faith such as
Lutheran, United Church or Christian Reformed. This group also
represents some of the rural Christian based communities such as
Mennonites, further illustrating their propensity for hard work and
resourcefulness. Community spirit is key to this group,
providing the foundation for these strong enclaves across Canada.

“Frontier Families”I066 Rural Ontario
Households 207,591
I067 Rural Prairie, B.C & Territories
Households 138, 247
•Married & separated individuals living in
owned single-detached homes with their
•Elementary & high school age children
Religion: Christian Reformed Church, Brethren
in Christ, United Church, Anglican & Presbyterian
Ethnic Highlights: Dutch, Finnish & English
•Separated individuals with some common-law
couples
•Living in owned dwellings
Religion: Lutheran, Christian, United Church &
Church of Jesus Christ of Latter-day Saints
Ethnic Highlights: Norwegian, Swedish & Métis
I068 Rural Prairie
Households 129,737
I069 Rural Ontario
Households 120, 181
elementary & high school age children
Religion: Hutterite, Church of Jesus Christ and
Latter-day Saints, United Church, Christian &
Lutheran
Ethnic Highlights: Norwegian, Swedish & Métis
•Married couples living in owned single-detached
homes with their elementary, high school & post
secondary age children
Religion: Christian Reformed Church, Mennonite,
United Church, Baptist, Lutheran & Presbyterian
Dominant Ethnicities: German, English & Irish
Ethnic Highlights: Dutch, Belgian & Swiss
Copyright 2011

I070 Rural Prairie, B.C & Territories
Households 79,765
I071 Urban B.C & Ontario
Households 126,050
•Mix of single, separated & common-law individuals
•Combination of renting & owning single-detached
homes
Religion: Aboriginal Spirituality, Church of Jesus Christ
and Latter-day Saints & Christian, Anglican & Lutheran
Dominant Ethnicities: Ukrainian & German
Ethnic Highlights: Inuit, Métis & North American
Indian
•Separated & divorced individuals
•Renting or owning semi-detached, row housing
& apartments
Religion: Anglican, Baptist, Lutheran & Presbyterian
Ethnic Highlights: Finnish, Dutch & English
I072 Rural Maritime
Households 121, 737
•Married couples without children at home
Religion: Baptist, Salvation Army , Presbyterian,
United Church, Anglican & Pentecostal
Dominant Ethnicities: English
Ethnic Highlights: Acadian, Scottish & Irish
Household Income $20,000-$29,999 &
$60,000-$69,999
“Frontier Families”
Copyright 2011

“Single in the City”
J073 Urban Ontario & B.C
Households 69,286
•Single individuals living in 1 person households,
renting semi-detached homes & apartments
Religion: Jewish , Greek Orthodox & Buddhist
Dominant Ethnicities: Irish, Chinese & Polish
Ethnic Highlights: Jewish, Greek & Japanese
J074 Urban Ontario & B.C
Households 109,432
•Separated & divorced individuals renting row
homes & apartments
Religion: Muslim, Buddhist, Serbian Orthodox &
Hindu
Dominant Ethnicities: Chinese, East Indian &
Polish
Ethnic Highlights: Korean, Serbian & IranianJ075 Urban Prairie, Territories, B.C & Maritime
Households 99,139
•Mix of single & divorced individuals, living in 1
person rented apartments
Religion: Church of Jesus Christ of Latter-Day Saints,
Christian & Lutheran
Ethnic Highlights: Norwegian, Japanese & Swedish
Household Income under $10,000
Copyright 2011

J077 Urban Prairie & Maritime
Households 91,296
•Mix of single, separated & divorced, living in 1
person rented row housing & apartments
Religion: Church of Jesus Christ of Latter-
day Saints & Aboriginal Spirituality
Dominant Ethnicities: German, Ukrainian &
North American Indian
Ethnic Highlights: Norwegian, Métis & Swedish
“Single in the City”
J076 Urban B.C, Prairie & Ontario
Households 111,318
•Separated & divorced individuals, living in 1 person
rented row housing & apartments
Religion: Serbian Orthodox , Christian , Anglican &
Lutheran
Dominant Ethnicities: Scottish, Irish & German
Ethnic Highlights: Serbian, Yugoslav & Welsh
Copyright 2011

K078 Rural Québec
Households 132,661
•Single, divorced & common-law individuals, living
in owned single-detached homes
Dominant Ethnicities: Canadian & French
Ethnic Highlights: Québécois, Canadian &
French
“Mid-Aged Medley”
K079 Urban Québec
Households 107, 588
•Single, divorced & common-law individuals, living
in owned semi & single- detached homes with
their elementary, high school & post secondary
age children
FrenchK080 Rural Québec
Households 81,824
•Single & common-law individuals, living in
owned single-detached homes & apartments
Ethnic Highlights: Québécois, Canadian
& Acadian
K081 Urban & Rural Maritime
Households 55,082
•Separated & common-law individuals,
living in owned single-detached homes
Ethnic Highlights: Acadian, Canadian & French
Copyright 2011

K082 Rural Québec
Households 111,696
•Mix of single, divorced & common-law individuals,
living in owned single-detached homes without
children
Ethnic Highlights: Québécois, Canadian & French
K083 Rural Québec
Households 59,318
owned singled-detached homes
K084 Rural Québec
Households 61,442
owned single-detached homes with some high
school age children
Ethnic Highlights: Québécois, Canadian & Swiss
K085 Urban Québec
Households 60,833
•Mix of single, divorced & common-law individuals,
living in rented semi-detached homes & apartments
Copyright 2011
“Mid-Aged Medley”

Group L: Family Footprints
Calgary, Edmonton & Ottawa-Gatineau
Households 684,268
Did y
Did you know?
The Calgary was the 1st
Canadian city to host the
Winter Olympics (1988)
Young single parents 20-34 years old with high school educations
constitute this group of hard working blue collar, sales, service and
clerical workers. Incomes are below average at $40,000 - $70,000
as they have experienced some unemployment while building a
career. Remaining resources are quickly absorbed into child care
expenses and the numerous requirements for nurturing a family.
Due to lower income and their situation, spending on furnishings,
clothing, recreation, health care and transit are below average.
However, these challenges do not deter them from creating a fulfilling
lifestyle or enhancing their row-type homes. Northern European
heritages mixed with immigrants from Central America, Africa and
Eastern Europe creates a mosaic of tastes in these cosmopolitan
clusters of Alberta, Ontario and New Brunswick. They aspire to care
for their homes, build a foundation for their families and improve
their lifestyles.
Did
Did you know?
Edmonton is home
to hockey star
Mark Messier
Copyright 2011

“Family Footprints”L086 Urban Ontario
Households 88,816 L087 Urban & Rural Territories, Prairie &
Maritime
Households 26,820
•Primarily separated individuals living in owned
semi-detached & row housing
Religion: Pentecostal, Adventist, Anglican &
Salvation Army
Ethnic Highlights: Salvadoran, Trinidadian/
Tobagonian & Yugoslav
•Single & common-law individuals living in
rented semi-detached, row housing & apartments
with their toddlers
Religion: Pentecostal, Baptist, Anglican & United
Church
Dominant Ethnicities: German, Scottish & Irish
Ethnic Highlights: Métis, Norwegian & North
American Indian
L088 Urban Prairie, Ontario, B.C & Territories
Households 109,351
L089 Urban Ontario
Households 132, 709
•Separated or divorced individuals living in 3 person
households, occupying owned semi &
detached-homes
Religion: Orthodox, Muslim & Christian
Dominant Ethnicities: Polish, East Indian &
Scottish
Ethnic Highlights: Salvadoran, Trinidadian/
Tobagonian & Arab
•Separated or divorced individuals living in owned
single-detached homes & apartments
Religion: United Church, Baptist, Anglican &
Presbyterian
Ethnic Highlights: Finnish, Yugoslav & Slovak
Copyright 2011

L090 Urban Maritime, Prairie & B.C
Households 94,354
L091 Urban Ontario
Households 50,256
•Separated, divorced & some singles
with toddlers & elementary age children,
living in rented semi-detached & row housing
Religion: Pentecostal, Christian, Church of Jesus
Christ of Latter-day Saints
Dominant Ethnicities: Scottish, Dutch & English
Ethnic Highlights: Salvadoran, Métis & North
American Indian
•Single & separated individuals with toddlers,
elementary & high school age children, living in
rented row housing & some semi- detached homes
Religion: Muslim, Christian, Buddhist, Pentecostal &
Jewish
Dominant Ethnicities: North American Indian, Polish
& East Indian
Ethnic Highlights: Salvadoran, Arab & Black
L092 Urban Maritime & Ontario
Households 88,636
L093 Urban Prairie
Households 93,326
•Separated & divorced individuals, living in
older rented apartments
Religion: Baptist , Anglican & Pentecostal
Dominant Ethnicities: English & Irish
Ethnic Highlights: Acadian, Black & Scottish
•Mix of single, separated & divorced individuals,
living in rented single-detached homes & apartment
duplexes
Religion: Lutheran, Christian, Ukrainian Catholic &
Aboriginal Spirituality
Dominant Ethnicities: North American Indian,
German & Polish
Ethnic Highlights: Métis, Icelandic & Ukrainian
“Family Footprints”
Copyright 2011

“Urban & Urbane”M094 Urban Ontario & B.C
Households 90, 838
M095 Urban Québec
Households 46,383
•Primarily single individuals living in rented
apartments as 1 person households
Religion: Jewish, Muslim, Orthodox & Buddhist
Dominant Ethnicities: Chinese, Polish & East
Indian
Ethnic Highlights: Jewish, Iranian, Japanese
& Korean
•Mix of single, common-law & divorced individuals
living in rented apartments
Dominant Ethnicities: French, Canadian & Italian
Ethnic Highlights: Québécois, Mexican & Belgian
M096 Urban B.C & Ontario
Households 106,743
M097 Urban Prairie & B.C
Households 112,256
•Single individuals living in 1 person households,
renting apartments
Religion: Orthodox, Muslim, Christian & Jewish
Polish
Ethnic Highlights: Jewish, Iranian, Korean &
Japanese
•Singles & some divorced or common-law, living in
rented apartments without children
Religion: Serbian Orthodox, Buddhist, Christian & Jewish
Dominant Ethnicities: Ukrainian, Scottish & Irish
Ethnic Highlights: Japanese, Jewish, British Isles &
Serbian
Household Income under $10,000 & over
$100,000
Household Income under $10,000 & $30,000- $49,999
Copyright 2011

“Urban & Urbane”
M098 Urban Québec
Households 65,747
M099 Urban Maritime & Québec
Households 67,619
•Single with some common-law individuals, living
in older rented apartments
Dominant Ethnicities: French & Canadian
Ethnic Highlights: Québécois, Haitian & Mexican
•Single apartment renters, living in 1 person
households
Religion: Muslim, Buddhist, Orthodox & Hindu
Dominant Ethnicities: Chinese & East Indian
Ethnic Highlights: Arab, Egyptian & Korean
M100 Urban Prairie & B.C
Households 119,617
•Single, separated & divorced individuals living in
rented apartments
Religion: Aboriginal Spirituality, Christian, Orthodox
& Buddhist
Dominant Ethnicities: Ukrainian, North American
Indian, German
Ethnic Highlights: African, Japanese & Serbian
Copyright 2011

Group N: Prairie Pride & West Coast
Wisdom
Prairies & British Columbia
Households 349,621
Did y
Did you know?
The Prairies are home to
Neil Young
&
The Guess Who
Pioneers of the west describe these over 65 year olds who are
widowed or married living in detached homes or movable dwellings in
small communities scattered throughout the Prairies and B.C. With
limited opportunity for grand educations, these folks toiled in trades
and agricultural occupations or worked in administration type jobs,
possibly within health and recreation sectors. Raising their families,
building communities and educating their children was the primary
focus. Incomes are around $40,000, generally gained from pensions
and hence, they concentrate on personal pleasures rather than
appearance. They do not spend copiously on home furnishings but
desire to maintain their health and lifestyles, spending above average
on hospital care, medications and physician visits. Their Northern
European heritage and Christian values such as Lutheran
and Ukrainian orthodox beliefs, guide their attitude of believing in
hard work, supporting the family and building strong communities.
These folks are ready to embrace the good life they have spent years
building.
Did
Did you know?
Actress Pamela
Anderson is from
Ladysmith B.C
Copyright 2011

“Prairie Pride & West Coast
Wisdom”N101 Rural Prairie
Households 51,292
N103 Rural B.C
Households 120,222
elementary & high school age children
Religion: Mennonite, Hutterite, United Church,
Ukrainian Catholic & Lutheran
Dominant Ethnicities: Ukrainian & Dutch
Ethnic Highlights: Norwegian, Swedish & German
N102 Rural Prairie
Households 31,067
•Married single-detached home owners
with toddlers, elementary & high school
age children
Religion: Mennonite, Lutheran, Hutterite & Christian
Dominant Ethnicities: German, Dutch & Ukrainian
Ethnic Highlights: Mexican, Russian & Swiss
•Separated & divorced living in owned
single–detached homes without children
Religion: Christian, Aboriginal Spirituality
Jehovah’s Witnesses & Lutheran
German & English
Ethnic Highlights: Swedish, Norwegian & Danish
N104 Rural Prairie
Households 147,040
•Older widowed & some married individuals,
living in owned single-detached homes
Religion: Lutheran, United Church, Mennonite,
Hutterite & Ukrainian Catholic
Dominant Ethnicities: Polish, German & English
Ethnic Highlights: Icelandic, Ukrainian & Norwegian
Household Income $30,000- $39,999
Copyright 2011

Did
Did you know?
Musician Shania
Twain is from
Timmins, Ontario!
Group O: East Coast Check Up
Maritimes, some British Columbia, & Ontario
Households 790,871
Did y
Did you know?
There are more pubs per
sq. foot on George Street,
St. John’s than anywhere
else in Canada!
Copyright 2011
The flavour of the Canadian Maritimes is embellished with the
presence of these predominantly older 65 years and up folks who live
in a condominium, single attached or movable dwelling in small
communities throughout the east coast. There are some married
people but also a significant mix of separated and widowed
individuals, so many live independently. Due to their age, educational
opportunities were not available to them when they were young;
hence they have been employed as child care or support workers, as
labourers in primary industries or heavy equipment operators but
may now be retired. Reflective of this are incomes of $10,000 –
$40,000, some extracted from government transfer payments.
Expenditures are quite low as these folks have already accumulated
most of their tangible needs; however, they enjoy their homes, the
outdoors and seek to enhance their health with above average
spending on medical care and supplies. Deeply rooted in Protestant
values, these folks embrace a traditional east coast lifestyle.

“East Coast Check Up”
O105 Rural Maritime & Ontario
Households 192,541
•Separated, widowed & some married single-
detached older home owners living without
children
Religion: Anglican, Presbyterian, Baptist &
United Church
Dominant Ethnicities: Irish, German & Canadian
Ethnic Highlights: Scottish, Dutch & English
0106 Rural Maritime & Ontario
Households 71,792
•Separated & widowed individuals living in owned
single-detached homes
Canadian & Irish
Ethnic Highlights: Acadian, Métis & French
O107 Rural Maritime
Households 60,754
•Married & some widowed individuals, living in
Religion: Salvation Army, United Church,
Pentecostal & Anglican
Dominant Ethnicities: Irish, North American
Indian & Scottish
Ethnic Highlights: Inuit, English & Canadian
O108 Urban Maritime & Ontario
Households 129,720
•Widowed, separated & divorced
older apartment renters, living in 1 person
households
Religion: Presbyterian, Anglican, Baptist, Lutheran
& United Church
Dominant Ethnicities: Irish, German & Dutch
Ethnic Highlights: Finnish, Scottish & English
Copyright 2011

“East Coast Check Up”O109 Rural B.C
Households 117,093
•Divorced, widowed , separated & some married
single detached home owners, living in 2 person
households
Religion: United Church, Anglican, Lutheran,
Christian & Jehovah’s Witnesses
Dominant Ethnicities: English, German & Dutch
Ethnic Highlights: Danish, Swedish & Icelandic
0110 Rural Maritime
Households 85,149
•Married & widowed single- detached older
home owners
Religion: Pentecostal, Salvation Army, United Church,
Anglican & Baptist
Dominant Ethnicities: Canadian, Irish & Dutch
Ethnic Highlights: Acadian, Scottish & English
O111 Rural Maritime
Households 63,332
•Married & widowed individuals, living in
Religion: Salvation Army, Pentecostal, Baptist
& Anglican
Dominant Ethnicities: Irish & North American
Indian
Ethnic Highlights: Inuit, English & Canadian
O112 Urban Maritime
Households 70,490
•Separated & widowed, living in older rented
semi-detached homes
Religion: Salvation Army, Baptist & Anglican
Dominant Ethnicities: English, Canadian & French
Ethnic Highlights: Scottish, Acadian & Irish
Copyright 2011

Group P: Foundation of the Nation
Manitoba, Saskatchewan, British Columbia, some Ontario
Households 584,780
Did y
Did you know?
Churchill, Manitoba is the
“Polar Bear Capital
of the World”
Did
Did you know?
Musician Diana
Krall is from
Nanaimo B.C
Copyright 2011
West coast and prairie cities are the home to this group of older
people who rent an apartment or condominium and live alone. They
are over 65 and likely collecting some type of retirement or
government pension with incomes coming in below $40,000. As they
have already accumulated most material goods, their spending is
low, especially on computer technology, however, they are interested
in keeping healthy, spending on medical supplies, prescribed
medicines and pharmaceuticals and they contribute to public health
plans. Reading newspapers keeps them informed and entertained
but they may take a chance on a lottery ticket just for fun! They are
generous and give to charities in Canada and, as they live in urban
communities, they walk or take a short taxi ride to amenities. With
Russian, Korean, Iranian and Northern European heritages, they likely
are followers of Lutheran, Anglican, Ukrainian Catholic or Jewish
religions, hence their traditional values and affiliation to their
communities.

“Foundation of the Nation”P113 Urban Québec & Ontario
Households 56,540
•Primarily widowed individuals, living in 1 person
rental apartments
Religion: Jewish, Buddhist, Muslim & Orthodox
Dominant Ethnicities: Polish & Chinese
Ethnic Highlights: Jewish, Iranian & Russian
P114 Urban Ontario & B.C
Households 79,033
•Widowed individuals living in owned apartments,
as 1 or 2 person households
Religion: Presbyterian, United Church, Anglican,
Lutheran & Mennonite
Dominant Ethnicities: English, Scottish & Dutch
Ethnic Highlights: Japanese, Welsh & Austrian
P115 Urban Prairie, B.C, Ontario & Maritime
Households 63,922
•Primarily widowed with some separated &
divorced individuals, renting apartments, living in 1
person households
Religion: Ukrainian Catholic, Ukrainian Orthodox,
United Church, Baptist, Presbyterian & Lutheran
Dominant Ethnicities: Ukrainian, English & German
Ethnic Highlights: Icelandic, Finnish & Norwegian
P116 Urban Québec
Households 46,042
•Primarily widowed with some divorced individuals,
renting apartments, living in 1 person households
Dominant Ethnicities: Québécois. French &
Canadian
Ethnic Highlights: Québécois. French & Canadian
Household Income $10,000- $39,999 Household Income $10,000- $39,999
Copyright 2011

“Foundation of the Nation”P117 Urban Prairie, B.C & Ontario
Households 140,299
•Primarily widowed with some separated & divorced
individuals, living in rented apartments
Religion: Lutheran, Presbyterian, Serbian Orthodox
& Anglican
Ethnic Highlights: Serbian, Japanese & Korean
P118 Urban Prairie, B.C & Ontario
Households 92,020
•Primarily widowed with some separated & single
apartment renters, living in 1 person households
Religion: Ukrainian Catholic, Lutheran, Ukrainian
Orthodox, United Church & Anglican
Ethnic Highlights: Finnish, Ukrainian & Icelandic
P119 Urban Prairie
Households 43,574
•Widowed individuals living in 1 person
households, as renters of apartments
Religion: Ukrainian Orthodox, Mennonite,
Lutheran, United Church & Ukrainian Orthodox
Dominant Ethnicities: Dutch, Ukrainian, & English
Ethnic Highlights: Japanese, Korean & Québécois
P120 Urban Ontario
Households 63,350
•Primarily widowed with some divorced & separated
individuals, living in rented apartments
Religion: Presbyterian, United Church, Serbian
Orthodox & Salvation Army
Dominant Ethnicities: Ukrainian, English & Scottish
Ethnic Highlights: Finnish, Serbian & Yugoslav
Copyright 2011

“Acadian Accents”Q121 Rural Québec
Households 109,717
•Common-law couples, some with & without
children, living in owned single-detached homes
Dominant Ethnicities: Québécois, Canadian &
Acadian
Acadian
Q122 Urban Québec
Households 58,796
Q123 Urban Québec
Households 65,317
•Mix of common-law & divorced single-detached
home owners
French
•Mix of common-law, widowed & divorced
renters of apartments
French
Copyright 2011

“Acadian Accents”
Copyright 2011
Household Income under $10,000- $49,999
•Common-law couples, living in owned single-
detached homes
Dominant Ethnicities: Québécois, Canadian
& Acadian
Ethnic Highlights: Québécois, Canadian & Acadian
Q124 Urban Québec
Households 85,644
Q125 Rural Québec & Maritime
Households 73,976
•Common-law & some widowed individuals, living
in owned single-detached homes, with some older
children living at home
Acadian
Ethnic Highlights: Québécois, Canadian & Acadian

Q126 Urban Ontario & B.C
“Suite City Life”
R126 Urban Ontario & B.C
Households 49, 551
•Young 20-39 year old row housing & apartments
renters
Religion: Jewish, Christian, Muslim & Buddhist
Ethnic Highlights: Korean, Iranian & Chinese
R127 Urban Québec
Households 24,416
•Older 65-74 year olds, living in rented semi-detached
homes & apartments, some with older children
at home
Religion: Greek Orthodox, Hindu, Sikh, Orthodox,
Jewish, Christian & Muslim
Dominant Ethnicities: Italian & East Indian
Ethnic Highlights: Greek, Lebanese & Haitian
R128 Urban B.C
Households 67,786
•Mix of young 25- 39 years old & older 75-85
individuals, renting row-housing & apartments
Religion: Christian, Buddhist, Hindu & Muslim
Ethnic Highlights: Chinese, Korean & Iranian
R129 Urban Ontario
Households 113,649
•Primarily separated individuals, living in rented
apartments as multi-family households
Religion: Hindu, Christian, Buddhist, Sikh, Muslim
& Adventist
Dominant Ethnicities: East Indian & Chinese
Ethnic Highlights: Sri Lankan, Pakistani
& South Asian Household Income under $49,999
Copyright 2011

“Suite City Life”R130 Urban Ontario & B.C
Households 208,955
R131 Urban Ontario
Households 61,844
R132 Urban Québec
Households 51, 367
R133 Urban Québec
Households 114,075
•Primarily separated 25-34 year old individuals living
in rented apartments
Religion: Serbian Orthodox, Christian, Buddhist,
Muslim & Hindu
Polish
Ethnic Highlights: Serbian, Filipino & Iranian
•Single & separated individuals living in rented row
housing & apartments, with toddlers & elementary
age children
Religion: Adventist, Muslim , Christian, Hindu &
Buddhist
Ethnic Highlights: Jamaican, Black & Guyanese
•Single & separated 20 -34 year old apartment
renters, some with toddlers
Religion: Muslim, Buddhist, Orthodox & Hindu
Dominant Ethnicities: Chinese
Ethnic Highlights: Lebanese, Arab & Egyptian
•Mix of single, separated & divorced 20-34 year old
renters of apartments
Religion: Muslim, Buddhist, Hindu, Orthodox
& Adventist
Dominant Ethnicities: Italian
Ethnic Highlights: Haitian, Salvadoran & Arab
Copyright 2011

Did
Did you know?
NHL head coach
“Scotty”
Bowman was born in
Montréal, Québec
Group S: Éclectiques Québécois
Montréal
Households 926,668
A world of eclectic neighbourhoods is illustrated in this group of young
people 25 – 29 years old and an older gentry of 70 – 85 year old folks.
Some have children at home and educations are generally trades
apprenticeships or high school level, hence their occupations as
secretaries, assistants in health care, cooks, sales and service workers
and labourers in processing or manufacturing. Incomes are well
below $40,000 and there are significant government transfers due to
high unemployment and retirement pensions. Expenditures tend to
be low, however, living in urban centres, they embrace all Montréal
and Québec cities have to offer. They make their homes in a rented
apartment, duplex, or older single attached house and are high users
of public transit. The addition of Aboriginal, Haitian and African
heritage augments the strong French Canadian tradition, creating a
truly distinguished urban Québécois lifestyle.
Did y
Did you know?
Montréal is 100 feet
above sea level
Copyright 2011

2011 canadian segments user guide v11520

2011 canadian segments user guide v11520

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2011 canadian segments user guide v11520