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Bloor-Yorkville Shopping Traffic Study August 2005 Prepared for the Bloor-Yorkville BIA By Environics Research Group

Bloor-Yorkville Shopping Traffic Study August 2005 Prepared for the Bloor-Yorkville BIA By Environics Research Group. Objectives…………………………………………..…….3 Methodology …………………………………………..…4 Questionnaire ……………………………………………. 5 Executive Summary …………………………………… 6 Demographics …………………………………………. 12

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Bloor-Yorkville Shopping Traffic Study August 2005 Prepared for the Bloor-Yorkville BIA By Environics Research Group

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  1. Bloor-Yorkville Shopping Traffic Study August 2005 Prepared for the Bloor-Yorkville BIA By Environics Research Group

  2. Objectives…………………………………………..…….3Objectives…………………………………………..…….3 Methodology …………………………………………..…4 Questionnaire…………………………………………….5 Executive Summary……………………………………6 Demographics ………………………………………….12 Findings …………………..…...……….…………….....16 Table of Contents

  3. Objectives • The purpose of this study is to understand the shopping traffic in Bloor-Yorkville, to more effectively target those markets for advertising and promotions. • Specifically, the key objectives were to: • Quantify which of the shopper types are most prevalent • Identify where they are coming from • Determine their shopping patterns • Understand what other shopping districts they frequent

  4. Methodology • The universe for this study was: • Visitors of the Bloor-Yorkville area • Methodology: • Face-to-face intercept interviews (993 interviews in total) • Timing: Interviews were split in 2 waves (May 4 and 7, July 14 and 16 ), and were conducted on midweek days (Wednesday in May, Thursday in July) and Saturdays: • Location: Interviews were conducted in the following locations: • The overall sample of 993 respondents provide results accurate to +/-3.1%, 19 times out of 20.

  5. Executive Summary – By Interview Locations Yonge & Collier n=85 Hazelton & Scollard n=82 Bay & Yorkville: n=83 Yorkville n=85 Bloor & Church n=112 Cumberland n=113 Yonge & Bloor n=126 The Collenade n=99 Roots & Rosen’s n=106 Bay at Indigo n=102

  6. Questionnaire • Questionnaire designed to capture critical information • Postal codes (for PRIZM analysis) • Reasons for visiting • Frequency of visiting • Transportation method • Stores visited and amount spent • Other shopping districts visited • Sources of info relied upon • Based on findings from first wave, a few additional response categories were added to three questions

  7. Executive Summary

  8. Executive Summary – Overall Gender and Age Characteristics: Fully 55% of visitors are female, and visitors’ average age is 44 years old. Coming to Bloor-Yorkville: Over one-half (53%) of visitors frequent Bloor-Yorkville at least once a week. About 1 in 5 (19%) frequent the area at least 2 to 3 Sundays a month. Over 8 in 10 (82%) are residents of Toronto. About 5% are from out of province. Shopping at Bloor-Yorkville: Visited (Top Mentions): Other Shopping Districts Frequented: Sources of Shopping Information Used:

  9. Executive Summary – By Interview Locations Hazelton & Scollard Work in area (26%); Walk to B-Y (42%) Visit few times a week (27%) or every day (24%) 79% made a purchase; Spent $68 82% reside in Toronto 60% Female; 44 years old Bay & Yorkville Work in area (29%); Drive (36%) or walk (34%) to B-Y Visit few times a week (21%) or every day (17%) 75% made a purchase; Spent $60 80% reside in Toronto 52% Female; 45 years old Yonge & Collier Shop in area (26%); Walk (44%) or TTC (41%) to B-Y Visit every day (18%), few times a week (18%), once a week (17%) 78% made a purchase; Spent $68 80% reside in Toronto 51% Female; 44 years old Yorkville Shop in area (41%); Drive (38%) to B-Y Visit every 2-4 weeks (25%), once a week (22%), or few times a week (21%) 85% made a purchase; Spent $130 83% reside in Toronto 58% Female; 35 years old Bloor & Church Work in area (34%); Walk (51%) to B-Y Visit few times a week (26%) or every day (24%) 72% made a purchase; Spent $50 87% reside in Toronto 51% Female; 41 years old Cumberland Shop in area (25%); TTC (37%) or walk (35%) to B-Y Visit every 2-4 weeks (25%) 68% made a purchase; Spent $70 81% reside in Toronto 57% Female; 39 years old Yonge & Bloor Shop in area (31%); TTC (53%) to B-Y Visit once a week (22%) or every 2-4 weeks (18%) 64% made a purchase; Spent $100 76% reside in Toronto 59% Female; 36 years old The Collenade Shop in area (50%); TTC (34%) or walk (31%) to B-Y Visit every 2-4 weeks (23%) or once a week (21%) 79% made a purchase; Spent $100 81% reside in Toronto 59% Female; 38 years old Roots & Rosen’s Shop in area (43%); Walk (33%), TTC (32%) or drive (32%) to B-Y Visit every 2-4 weeks (24%), few times a week (21%), or once a week (20%) 85% made a purchase; Spent $120 80% reside in Toronto 53% Male; 38 years old Bay at Indigo Shop (30%) and work (29%) in area; TTC (42%) or walk (37%) to B-Y Visit few times a week (28%) 86% made a purchase; Spent $58 88% reside in Toronto 55% Female; 38 years old

  10. Executive Summary – Stores Frequency of Store Visits and Purchases: Selected Stores’ Gender and Age Characteristics: Selected Stores’ Likelihood of Purchase and Median Amount of Money Spent:

  11. May (n=475) July (n=518) Midweek (n=479) Saturdays (n=514) Executive Summary – By Month and Day Coming to Bloor-Yorkville: Frequency of Shopping at Bloor-Yorkville: Most Visited Stores and Purchasing Trends: Top Mentions

  12. Live in Area (n=113) Work in Area (n=237) Shopping (n=304) Executive Summary – By Reason for Visit Coming to Bloor-Yorkville: Most Visited Stores and Purchasing Trends: Top Mentions Other Shopping Districts Frequented: Sources of Shopping Information Used:

  13. Demographics

  14. Q1./Q2. Visitor’s Place of Residence Over 8 in 10 (82%) visitors in Bloor-Yorkville are residents of Toronto. • Another 13% of pedestrians are Ontarians who reside outside of Toronto. The remaining are from the rest of Canada (2%), the United States (2%), and overseas (1%). • Those intercepted at Bay at Indigo (88%) and at Bloor and Church (87%) are most likely to be Toronto residents. • There are no significant differences in visitors’ place of origin between May and July, and between midweek and Saturdays. Q.2 Location of Residence (n=990) Note: Some percentages may not add up to 100 due to rounding error.

  15. Q10./Q11. Age and Gender • There were more women (55%) than men (45%) visiting Bloor-Yorkville. • The average age of visitors in Bloor-Yorkville is 39.5 years old. By Gender (n=993) Note: Some percentages may not add up to 100 due to rounding error.

  16. Q10./Q11. Age and Gender Differences Across Locations • Roots & Rosen’s is the only location that is less likely to be visited by women (47%) than men (53%) • The youngest visitors are found in Yorkville and the oldest at Bay & Yorkville Percent Women Average Age

  17. Males (n=444) Females (n=541) Q10./Q11. Age and Gender Differences Across Locations • Roots & Rosen’s is the only location that is more frequented by males (53%) than females (47%). • On average, Yorkville receives younger visitors (34.5 years old) than any other location. • Bay & Yorkville (44.6 years old), Hazelton & Scollard (44.0 years old) and Yonge & Collier (44.0 years old) tend to be frequented by older visitors. By Gender Average Age Across Locations

  18. Findings

  19. Males (n=444) Females (n=541) Q3. Reason for Coming to Bloor-Yorkville People are most likely to come to Bloor-Yorkville to shop (31%) or to work (24%). • Another 11% frequent Bloor-Yorkville because they live in the area. • Females (35%) are more likely than Males (27%) to visit Bloor-Yorkville to shop, while Males (27%) are more likely than Females (21%) to come to the area to work. • Those aged 65 or more are more likely than any other age group to be living in the area (27%). Those aged 44 or less are more likely than their older counterparts to be working in the area. By Gender (major mentions only) Q.3 Reason for Visit (n=993) Note: Some percentages may not add up to 100 due to rounding error.

  20. May (n=475) July (n=518) Midweek (n=479) Saturdays (n=514) Q3. Reason for Coming to Bloor-Yorkville (Cont’d) The Collenade (50%), Roots & Rosen’s (43%), and Yorkville (41%) are most likely to be frequented by shoppers. • Bloor & Church (34%), Bay & Yorkville (29%), Bay at Indigo (29%), and Hazelton & Scollard (26%) tend to be visited by people who work in the area. • Those who frequent Bloor-Yorkville in May are most likely to be shopping (36%), while those in July tend to work in the area (28%). • Not surprisingly, people who visit the area in the midweek tend to work in the area (37%), while people on Saturdays are most likely to be there for the shopping (43%). By Month By Day

  21. May (n=475) July (n=518) Midweek (n=479) Saturdays (n=514) Q4. Frequency of Shopping at Bloor-Yorkville Over one-half (53%) of visitors frequent Bloor-Yorkville at least once a week. • Weather has an impact on the frequency of shopping traffic, as shoppers are more likely to frequent Bloor-Yorkville every day in July (18%) than in May (12%). • Those visiting the area in the midweek (19%) are more likely than Saturday (12%) visitors to shop at Bloor-Yorkville every day. Q.4 Frequency of Visits (n=993) 53% By Month By Day Note: Some percentages may not add up to 100 due to rounding error.

  22. Live in Area (n=113) Work in Area (n=237) Shopping (n=304) Q4. Frequency of Shopping at Bloor-Yorkville (Cont’d) Visitors aged 65 or more are most likely to shop at Bloor-Yorkville on a daily basis (29%). • Pedestrians at Bloor & Church (24%), Hazelton & Scollard (24%), and Bay at Indigo (21%) are most likely to shop in the area daily. • Not surprisingly, those who live (40%) or work (22%) in the area are most likely to shop there on a daily basis than those who are there mostly for shopping (6%). By Reason for Visit Note: Some percentages may not add up to 100 due to rounding error.

  23. Midweek (n=479) Saturdays (n=514) Live in Area (n=113) Work in Area (n=237) Shopping (n=304) Q5. Frequency of Shopping at Bloor-Yorkville on Sundays About 1 in 5 (19%) frequently shop at Bloor-Yorkville on Sundays. • Fully 44% indicate that they never shop in the area on Sundays. • Those who live in the area are most likely to shop there every Sunday (22%) or 2-3 Sundays a Month (28%), while those who work in the area are most likely to never shop on Sundays (58%). • Saturday visitors are more likely than their midweek counterparts to shop in the area on a Sunday (53% vs. 35%). Q.5 Frequency of Shopping on Sundays (n=993) 19% By Day By Reason for Visit Note: Some percentages may not add up to 100 due to rounding error.

  24. Q5. Frequency of Shopping at Bloor-Yorkville on Sundays (Cont’d) Bay at Indigo (35%) and Yorkville (35%) are least likely to be frequented by people who never shop in the area on Sundays. • Bay at Indigo (14%) and Hazelton & Scollard (13%) are most likely to be frequented by those who shop in the area every Sunday. Note: Some percentages may not add up to 100 due to rounding error.

  25. May (n=475) July (n=518) Midweek (n=479) Saturdays (n=514) Q6. Getting to Bloor-Yorkville Walking (36%) and public transportation (26%) are the most popular methods of getting to Bloor-Yorkville. • About 1 in 4 (24%) drive to the area. Few cycle (2%) or take a taxi (2%). • People during the midweek are most likely to get there by TTC (46%), while those on Saturdays are most inclined to walk to Bloor-Yorkville (41%). • There are no significant differences in method of travel between May and July. Q.6 Method of Travel to Bloor-Yorkville (n=992) By Day By Month Note: Some percentages may not add up to 100 due to rounding error.

  26. Live in Area (n=113) Work in Area (n=237) Shopping (n=304) Q6. Getting to Bloor-Yorkville (Cont’d) Those at Bloor & Church are most likely to have walked to the area (51%), while those at Yonge & Bloor have most likely taken the TTC (53%). • Those at Yorkville (38%), Bay & Yorkville (36%), Hazelton & Scollard (33%) and Roots & Rosen’s (32%) are most likely to use their car. • Nearly all (94%) who live in the area walk to Bloor-Yorkville, while those who work in the area are most inclined to use the TTC (53%). Those who shop in the area are split between driving (34%), using the TTC (32%), or walking (29%) to the area. • Those aged 65 or more (61%) are most likely to walk, while those aged less than 35 years old are most inclined to use the TTC. By Reason for Visit Note: Some percentages may not add up to 100 due to rounding error.

  27. Live in Area (n=113) Work in Area (n=237) Shopping (n=304) Q7. Stores Visited at Bloor-Yorkville Most visitors to the Bloor-Yorkville area visit one or two stores. A total of 1,673 store visits were made among 417 unique stores. 1,198 resulted in purchases totaling $128,531 By Reason for Visit Note: Some percentages may not add up to 100 due to rounding error.

  28. Q7. Stores Visited at Bloor-Yorkville Number of stores visited varies by location • Those at Bay & Indigo are most likely to visit just one (56%) • Those at Yonge & Collier (32%) and Yonge & Bloor (27%) are more likely to visit three or more stores • Those at Cumberland (14%) are least likely to visit any Note: Some percentages may not add up to 100 due to rounding error.

  29. May (n=475) July (n=518) Q7. Stores Visited at Bloor-Yorkville Hudson’s Bay (14%) and Holt Renfrew (14%) are the most visited stores in Bloor-Yorkville. • The Gap (12%), Indigo (11%), and Whole Foods (11%) are also among the most visited stores in the area. Another 11% have not gone to any store. • Holt Renfrew (17%) and Hudson’s Bay (15%) are the two most visited stores in May. The Gap (15%) receives the most traffic in July, while Hudson’s Bay (13%) remains the second most visited store. By Month Q.7a Stores Visited (major mentions only) (n=993) Top 10 visited stores Top 10 visited stores Note: Results are greater than 100 due to multiple answers given

  30. Midweek (n=479) Saturdays (n=514) Q7. a) Stores Visited at Bloor-Yorkville (Cont’d) Shoppers (18%) and Saturday visitors (16%) are most inclined to shop at Holt Renfrew. • Among all stores, Thursday visitors are most likely to shop at the Bay (15%). Another 13% do not shop at all. • Those who live in the area are most likely to visit Indigo (19%) and Whole Foods (17%). • Those who work around Bloor-Yorkville are most likely to not shop at any store (18%). Those who have shopped tend to go to the Gap (16%), the Bay (14%), or to Indigo (11%). By Day Top 10 visited stores Top 10 visited stores By Reason for Visit Note: Results are greater than 100 due to multiple answers given

  31. Males (n=444) Females (n=541) Q7. a) Stores Visited at Bloor-Yorkville (Cont’d) On average, younger visitors shop at the Gap (34.5 years old) and H & M (34.8 years old), older shoppers visit Whole Foods (48.2 years old) and Indigo (46.1 years old). • Both Holt Renfrew and Hudson’s Bay are the most frequented stores across gender (both 13% among Males, and both 15% among Females). • Whole Foods is more likely to be visited by Females (14%) than Males (6%). By Gender Average Age for Top 10 Most Visited Stores Top 10 visited stores Top 10 visited stores Note: Results are greater than 100 due to multiple answers given

  32. Q7. b) Amount of Money Spent at Bloor-Yorkville Over 3 in 4 (76%) spend money during their visit at Bloor-Yorkville. • About 15% spend $20 or less, and another 15% spend an amount between $21 to $50. About 5% spent more than $500 in total. • Among those who have made a purchase, the average amount of money spent is $169. The median amount spent is $92. • Visitors at Bay at Indigo (86%), Roots & Rosen’s (85%), and Yorkville (85%) are most likely to spend money, while those at Yonge & Bloor are least likely to buy something (64%). Among those who made a purchase, those at Yorkville ($130) and Roots & Rosen’s ($120) tend to spend the most. Those at Bloor & Church ($50) tend to spend the least. Q.7b Amount of Money Spent (n=993) * Among those who made a purchase

  33. Q7. b) Amount of Money Spent at Bloor-Yorkville (Cont’d) July visitors (85%) are more likely than those in May (67%) to open their wallets, but their purchases ($70) tend to be less than their May counterparts ($100). • Saturday visitors (81%) are more inclined than their midweek counterparts (72%) to spend, and to spend more ($100 vs. $60). • Those who work in the area are least likely to spend (69%), and spend the least ($50). Those who visit Bloor-Yorkville to shop tend to spend the most ($115). • Those who visit Bloor-Yorkville every day are most likely to make purchases (87%), but they tend to be small ($60). Those who visit the area occasionally (once every 2-4 weeks to a few times a week) tend to spend the most on their visit ($100-$103). Those who rarely visit (62%), or those who visit for the first time (53%) are least likely to spend money. * Among those who made a purchase

  34. Q7. b) Amount of Money Spent at Bloor-Yorkville (Cont’d) Those at Yonge & Collier, on average, visit the highest number of stores (1.9), while those at Bay at Indigo spend on average the highest amount of money when visiting a store($100). • Those Yonge and Collier spend on average the least amount of money in a store ($59).

  35. May (n=475) July (n=518) Q8. Visiting Other Shopping Districts Eaton Centre (51%), Yorkdale (36%), and Queen Street West (24%) are the most popular shopping districts among Bloor-Yorkville visitors. • Preferences in shopping districts appear seasonal, as those who frequented Bloor-Yorkville in May are more likely than their July counterparts to prefer the Annex (33% vs. 7%) and Danforth (30% vs. 8%). • Those who were in Bloor-Yorkville in July, meanwhile, are more inclined than their May counterparts to shop at Eaton Centre (55% vs. 47%), Yorkdale (34% vs. 27%), and Queen Street West (37% vs. 8%). By Month (Selected Districts) Q.8 Other Shopping Districts Visited (n=993) Note: Results are greater than 100 due to multiple answers given * Kensington Market, St Lawrence Market, and Sherway Gardens were added as a listed option during the July wave.

  36. Live in Area (n=113) Work in Area (n=237) Shopping (n=304) Q8. Visiting Other Shopping Districts (Cont’d) Shoppers of Bloor-Yorkville lead the way in visiting other shopping districts such as Eaton Centre (56%), Yorkdale (35%), and Queen Street West (27%). • Those who live in Bloor-Yorkville are most likely to shop at St Lawrence Market (13%), and least likely to shop at Yorkdale (12%). • Those aged less than 35 years old are most inclined to shop at Eaton Centre, Yorkdale, and Queen Street West. Meanwhile, those aged 45 or over are more likely than their younger counterparts to shop at the Annex. By Reason for Visit (Selected Districts) Note: Results are greater than 100 due to multiple answers given * Kensington Market, St Lawrence Market, and Sherway Gardens were added as a listed option during the July wave.

  37. May (n=475) July (n=518) Q9. Sources for Shopping and Sales Information Window shopping (37%) is the most common way for those frequenting Bloor-Yorkville to get their shopping and sales information. • Daily newspapers (30%) and word of mouth (18%) are also popular ways of finding out sales and shopping information. • Those who frequent Bloor-Yorkville in May are more likely than their July counterparts to use daily newspapers (34% vs. 25%). When listed as an answer, July visitors are more inclined than April visitors to use word of mouth (23% vs. 12%). By Month Q.9 Sources of Information (n=993) Note: Results are greater than 100 due to multiple answers given * Walk by/Window Shop and Word of Mouth were added as listed options during the July wave.

  38. Males (n=444) Females (n=541) Q9. Sources for Shopping and Sales Information (Cont’d) Gender and age groups differ on how they collect shopping information. • Women are more likely than men to window shop (41% vs. 33%) and read magazines (19% vs. 8%) to collect shopping information. Men, meanwhile, appear more likely to use the Internet (15% vs. 10%) and television (10% vs. 5%) to get their information. • Those aged less than 35 years old are most likely to use word of mouth, magazines, and the Internet to gather information. Those aged 55 or more are most inclined to daily newspapers and flyers to get their shopping and sales information. By Gender Note: Results are greater than 100 due to multiple answers given * Word of Mouth was added as a listed option during the July wave.

  39. Live in Area (n=113) Work in Area (n=237) Shopping (n=304) Q9. Sources for Shopping and Sales Information (Cont’d) Those who live in the area rely slightly less than others on word of mouth (13%) and slightly more on flyers (9%). • Those who visit Bloor-Yorkville at least a few times a week are more likely to get their information by window shopping By Reason for Visit Note: Results are greater than 100 due to multiple answers given * Word of Mouth was added as a listed option during the July wave.

  40. Q9. Specific Sources for Shopping and Sales Information The Toronto Star (37%) and the Globe and Mail (29%) are the most widely used daily newspapers among those who use newspapers to get their shopping information. • Those aged 55 or more who read the daily newspapers to get their information or more likely than their younger counterparts to read the Globe and Mail (37%). • Among those who get their information from magazines, Toronto Life (16%) is most widely used. • Among those who use the Internet to get their shopping information, Google (16%) is the most popular website, followed by Toronto.com (11%), Yahoo! (7%), and over emails (7%). Q.9 Specific Daily Newspapers (n=288) Q.9 Specific Magazines (n=135), Top Mentions Only Q.9 Specific Internet Sites (n=116), Top Mentions Only

  41. Results by PRIZM Target

  42. PRIZM Targets PRIZM CE Geo-Demographics: Birds of a feather who flock together • Identifies which of 66 PRIZM CE cluster types are most prevelant in Bloor-Yorkville. • Aggregates these into a manageable number of target groups • By looking at the demographics, social values, key media, leisure and behavioural characteristics of the segments allows you to: • i) understand them more deeply than can be obtained in a simple survey, and • ii) target them for direct marketing since it is linked to geography 01 Cosmopolitan Elite Very affluent middle and older city dwellers Canada’s wealthiest lifestyle, Cosmopolitan Elite is an urban oasis for both new-money entrepreneurs and the heirs to old-money fortunes. Concentrated in a handful of established neighbourhoods – like Montreal’s Westmount, Toronto’s Forest Hill and Rosedale, Calgary’s Mount Royal and West Vancouver – it is home to super-rich, middle-aged families and older couples who live in elegant homes, drive luxury imports and send their kids to private schools. No cluster has a higher index for having exercise equipment at home, owning a private cottage, tracking investments on the Web and supporting the arts. Active in the community, Cosmopolitan Elite members tend to write to newspaper editors, work for political candidates and donate to cultural, educational and environmental groups – often as a way to give back to the community. Ethnic Presence: Some (Jewish) Wealthy $333,144

  43. PRIZM Targets Location of interviews varies by segment • Rich & Established are more likely to be found at Cumberland, Yorkville and Hazelton/Scollard. • Young, Cultured & Trendy are more likely to be found at Bloor & Church • The Ethnic Target is more likely to be found at Yonge & Bloor • The Opportunity segment is more likely to be found at Root’s/Rosen’s Location (n=993) Note: Some percentages may not add up to 100 due to rounding error.

  44. PRIZM Targets Four Core Bloor-Yorkville Segments • Rich & Established: • Control-seeking, achievement oriented • Seek to have status confirmed through consumption • Want unique, distinctive, tasteful offerings • Deep ties to local community, concerned with social responsibility • Active lifestyles with golf, skiing, travel, arts & culture • 19% of Bloor-Yorkville visitors • 5% of Toronto Households • Older families and couples • Highly educated professionals with HHI $190,000 Survey Highlights: • Shop at Cumberland, Hazelton Lanes, Yorkville-Scollard • More likely to live in the area (22%) and visit daily (23%) or weekly (27%) • Visit more stores (1.9 per trip), highest incidence of purchase (82%) and dollar spending ($100 median) • Young, Cultured & Trendy: • Very liberal, post-modern values, open to diversity • Open to modern definitions of family, culture, gender roles • Adaptable, risk taking, able to achieve goals • Strong social/environmental consciousness • Avid early-adopters, especially of technology • Very active lifestyles, particularly culture, entertainment and active sports • 39% of Bloor-Yorkville visitors • 12% of Toronto Households • Young (1/3 <35 yrs), live alone • Highly educated professionals with HHI $59,000 – affluent for age Survey Highlights: • Shop at Bloor & Church and Bay & Indigo • Slightly more likely to live in the area (18%) and visit daily (23%) or weekly (24%) • Average shopping patterns (1.7 stores per trip), 79% incidence of purchase, $79 median spending

  45. PRIZM Targets Four Core Bloor-Yorkville Segments • Young, Cultured & Trendy: • Strong desire to preserve cultural roots and traditions • Live intuitively, looking for emotional connections • Scrambling to get established and ahead • Utilitarian consumers – downplay aesthetics and technology • Family-focused lifestyles and entertainment, not sports • 21% of Bloor-Yorkville visitors • 34% of Toronto Households • Young-middle-aged households • Mixed family types in houses, apartments • 43% visible minority • Some high, some low education HHI $52,000 – below national avg. Survey Highlights: • Visit Yonge & Bloor, Cumberland • More likely to work in the area (38%) and visit once a week (25% • Fewer store visits (1.5 per trip), lower incidence of purchase (71%) and lower dollar spending ($70 median) • Opportunity: • Seeking to differentiate selves from others • Strong sense of self-reliance and control • Highly engaged consumers, who seek to express their affluence and taste through unique products • Desire to network and learn from other social groups • Leisure activities includes travel, fine dining, shopping. • 7% of Bloor-Yorkville visitors • 15% of Toronto Households • Upscale couples and large families • Middle-aged with older kids at home • Highly educated (31% university grads) • HHI $97,000 – above national avg. Survey Highlights: • Visit Roots & Rosen’s • More likely to visit for shopping in the area (36%) • Visit least frequently (24% every 2-3 months, 19% once a year) • Fewer store visits (1.5 per trip), lowest incidence of purchase (68%) and lower dollar spending ($77 median)

  46. PRIZM Targets

  47. PRIZM Targets

  48. PRIZM Targets Location of interviews varies by segment • Rich & Established are more likely to be found at Cumberland, Yorkville and Hazelton/Scollard. • Young, Cultured & Trendy are more likely to be found at Bloor & Church • The Ethnic Target is more likely to be found at Yonge & Bloor • The Opportunity segment is more likely to be found at Root’s/Rosen’s Location (n=993) Note: Some percentages may not add up to 100 due to rounding error.

  49. PRIZM Targets Reasons and frequency of visiting vary widely by segment • Rich & Established and Young, Cultured and Trendy are more likely to live in the area and visit frequently. The Ethnic target works in the area visiting with slightly higher than average frequency, while the Opportunity segment comes more often for shopping and comes much less frequently than average.. Q.3 Reason for Visit (n=993) Q.4 Frequency of Visit (n=993) Note: Some percentages may not add up to 100 due to rounding error.

  50. PRIZM Targets Sunday shopping is low for most, transit patterns reflect where they live • Rich & Established and Young, Cultured and Trendy are the most likely to shop on Sundays regularly. • Most Opportunity segment members never come on Sunday. Q.5 Frequency of visiting on Sundays (n=993) Q.6 How did you get here today (n=993) Note: Some percentages may not add up to 100 due to rounding error.

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