York Region

Corporate Communication Analysis: 2016 Update January 2017 PURPOSE

In 2015, Environics Analytics (EA) used its suite of databases to create a broad overview of the media habits of York Region (YR) residents. The objective of this exercise was to use the insights provided by EA to validate YR’s media buys and to create a targeted communication strategy.

This analysis serves as an update to the Social Values and Media habits of YR residents. Additionally, an analysis of the Social Media and Mobile behaviours of YR residents has been included.

2 Changes from 2015 - 2016

1. More strong Social Values are included: Top 10 2. Affluent Print Readers 1. Legacy emerges as a top social value 2. Heavy Internet Users are now more moderate as use of the internet becomes more mainstream 3. Young Suburban Families 1. Moving from Medium to Heavier TV viewing 2. Heavier Radio listening 3. Use online for every aspect of their life 4. Social Media: over index for many online and social media behaviours 5. Mobile is a standout that is used more than any other segment across all dayparts 4. Diverse Mixed Media Users (previously named Diverse TV Viewers) 1. Lighter TV and Radio usage vs. the previous data, yet still a strong level of TV viewership; enjoy a wide range of TV programming 2. Top Social Values include Culture Sampling (same as 2015), New: Penchant for Risk, Spiritual Quest, Need for Escape, Skepticism Toward Small Business 3. Social Media: Average users with more interest in Instagram & Flickr 5. Diverse Vaughan Families 1. Social Media: Average users of social media, more likely to subscribe to brand channel on YouTube 6. Diverse Markham Families 1. Social Media: More engaged users of social media with Instagram and Flickr standing out, subscribe to brand channel on YouTube 7. Comfortable Print Readers 1. Social Media: Less engaged users of social media but a more engaged group of Pinterest users 2. The largest group of engaged Blackberry users of all segments 8. Older TV Viewers 1. Social Media: The least engaged group of overall social media users but a strongly engaged group of Pinterest users 2. More engaged in the late night

3 Methodology

Profile

Vividata Media Profiles

Variables 1. Print Usage 2. Radio Usage Segmentation 3. Internet Usage 4. Television Usage

Personification

4 Target Group Summary

Older TV Viewers 2016: 9% of Mkt Pop 12+ Diverse Mixed Media Users (Formerly Diverse TV Viewers) 2016: 10% of Mkt Pop 12+

9% Affluent Print Readers 10% 2016: 7% of Mkt Pop 12+ 7%

11%

19% Young Suburban Families 2016: 11% of Mkt Pop 12+

Diverse Vaughan Families 24% 2016: 19% of Mkt Pop 12+ 19%

Diverse Markham Families 2016: 24% of Mkt Pop 12+

Comfortable Print Readers 2016: 19% of Mkt Pop 12+

Market: York Region CD

5 *does not round to 100% due to rounding error, market did not change in size from 2015 Target group personification

6 Affluent print readers

7 Media summary: Affluent Print Readers

Media Summary

The Affluent Print Readers are comprised of middle-aged and older families with older children living at home in neighbourhoods such as Vaughan, Aurora, Markham and Newmarket. Arts & Entertainment is the most read newspaper section with preference given to finance/business PRIZM: 01/02/03/22 and fashion & lifestyle. When these residents buy online, you are likely to Market Population 12+ : 74,372 (7%) find them making travel and computer hardware & software purchases. Geographic Distribution Media Summary

59 Vaughan 27 Mixed print readership enjoying both Average radio listeners who favour radio stations magazines and newspapers. Residents prefer playing Oldies, New Country and Modern Rock 12 to read fashion or finance sections. Aurora 5 Print Radio Newspaper Readership Index Radio Listenership Index 12 Markham 28 Light 26% 83 Light 10% 108 Medium Light 5% 128 Medium Light 26% 95 Newmarket 6 Medium 20% 113 Medium 26% 109 8 Medium Heavy 24% 95 Medium Heavy 19% 93 Heavy 25% 115 Heavy 20% 99 5 King 2 Medium television viewers who are more Average internet users who are more 3 likely to watch religious, music videos, and likely to purchase computer Whitchurch-Stouffville 4 serial drama programs hardware/software, travel and books Television Internet Richmond Hill 3 18 TV Viewership Index Internet Usage Index TG Households Light 19% 84 Light 17% 97 1 Medium Light 108 Medium Light 26% 106 East Gwillimbury 2 Market Households 20% Medium 22% 119 Medium 18% 99 Sorted by % comp TG Medium Heavy 20% 95 Medium Heavy 19% 103 Georgina 0 households 5 Heavy 19% 98 Heavy 20% 94

Index 8 Geographic Distribution - Environics Analytics 2016; Opticks Powered by Vividata 2016 Under 80 110 to 119 120 to 149 Over 150 Social Values: affluent print readers

Observations & Implications

• Affluent Print Readers feel strongly about living a meaningful life and leaving a STRONG SOCIAL VALUES legacy for their families and larger communities. They also have a strong sense of Legacy (124) duty and feel that important work and family obligations should be fulfilled before Effort Towards Health (122) turning to leisure and personal pursuits. Consider emphasizing that their North American Dream (119) engagement leaves behind a better community for their families and others to Culture Sampling (117) enjoy. Rejection of Orderliness(116) • Health is a priority for this group and they are willing to put in some extra effort into Personal Control (115) managing the food they eat as well as the types of activities they will engage in to Duty (114) keep themselves fit. When developing creative briefs for advertising consider Religiosity (114) highlighting healthy and active lifestyles to appeal to this segment. Community Involvement (113) Flexible Families (112) • These proud Canadians believe that Canada is a land of opportunity and success is Importance of Aesthetics (110) achievable to anyone if they are willing to put in the hard work required. Tapping National Pride (110) into this natural optimism by using well-known Canadian images in communication pieces may resonate with this group.

• These residents embrace and value the diversity of their community. They understand that other cultures offer us a well of resources that we can dip into to gain a new perspective. Consider highlighting diversity in ads to appeal to those WEAK SOCIAL VALUES who desire to incorporate different cultural influences into their own lives. Ecological Fatalism (83) Anomie-Aimlessness (79) • These families of York Region feel a stronger connection to their community, so they are likely more receptive to marketing messages that have a local or regional focus. Attraction to Nature (73) Affluent Print Readers also have more progressive views when it comes to families and have accepted non-traditional definitions of what it means to be a family living in Canada. Consider marketing initiatives that feature elements of inclusiveness.

• Many of these residents could be described as detached from environmental issues. They believe that economic development and financial sustainability takes priority over protection of the environment. They may not be the first ones to approach for environmental programs.

Market: York Region CD Index 9 Sources: PRIZM5, AskingCanadians SocialValues 2016 Under 80 110 to 119 120 to 149 Over 150 Media highlights: affluent print readers

Television: medium tv viewers who watch 2-4 hours/day and prefer to watch sports like the CFL or serial dramas Usage Programs

Time Spent Watching - Weekday Index Time Spent Watching - Weekend Index Top Program Types (Pst Mth) Index Top General Programs (Per Wk) Index Less than 2 Hours 45% 98 Less than 2 Hours 26% 90 Religion 8% 131 Price Is Right 11% 121 2-4 Hours 33% 106 2-6 Hours 57% 108 Music Video 14% 128 Coronation Street 7% 120 4+ Hours 22% 97 6+ Hours 17% 93 Soap/Serial Dramas 21% 117 Family Guy 12% 116 Children's Cartoons 23% 108 Murdoch Mysteries 16% 115 Home Improvement 33% 105 Young & Restless 10% 115 Nature Shows 24% Leave/House of Bryan 16%

Household TV Reception Index Hours Watched Per Week Index Top News Programs (Per Wk) Index Top Sports Programs (Pst Mth) Index Cable 26% 96 Hours Watched Per Week 17.2 101 CHCH Morning Live 7% 126 Extreme Sports 9% 129 Digital Cable 38% 102 Market Call 5% 123 CFL Reg Season 18% 126 Fibre Optic 13% 97 Global News Hour 11% 113 Skiing/Snowboarding 10% 120 Satellite Service 20% 100 TSN SportsCentre 24% 112 CFL Playoffs 20% 117 High Definition Service 26% 107 Global National 13% 108 Sportsnet Prime Time Sports 12% 116 Off The Record 6% Formula 1 10% • More than half of this group regularly watches more TV on the weekend • They prefer Soap/Serial Dramas such as Coronation Street and Murdoch Mysteries; • Most households subscribe to a commercial television service where they watch and often have Children’s Cartoons on in their homes just over 17 hours of television per week • Sports programming such as TSN SportsCentre and the CFL are also popular RADIO: average listeners who like news Print: mixed readers who like fashion and business

Magazines Read (Pst Yr) Index Time Spent Listening (Wkday) Index Time Spent Listening (Wkend) Index Canada's History 7% 128 • Affluent Print Readers tend to Less Than 1 Hour 35% 98 Less Than 1 Hour 42% 102 Style at Home 20% 124 read business & lifestyle 1 to 2 Hours 34% 107 1 to 2 Hours 30% 100 Report On Business Magazine 17% 121 More Than 2 Hours 31% 95 More Than 2 Hours 27% 97 magazines, Style at Home, Toronto Life 24% 119 CANADIAN HOUSE & HOME 24% 117 Toronto Life and House & Stations Listened to Most Often Index Program Types Listened to Most Often Index Zoomer Magazine 16% 116 Home Oldies 8% 134 News 51% 102 Air Canada enRoute 26% 115 • Additionally, these readers New Country 7% 131 Weather 12% 78 Chatelaine 29% 114 Modern Rock/Alternative Rock 5% 111 Other 29% 103 prefer the Finance/Business, Hello! Canada 26% 114 News/Talk/Information/Sports 7% 104 Fashion/Lifestyle and Food Reader's Digest 33% 109 All News 13% 96 sections of newspapers Album Rock/Classic Rock 13% Newspaper Sections Read Index • Consider ads/features in these • These listeners tend to tune in more during wkdays: consider ads during this time Fashion or Lifestyle 18% 123 sections to draw them in • This group prefers Oldies, New Country and Modern Rock at above average rates Finance or Business 24% 122 • All News will reach the greatest number of these York Region residents Food 22% 117 Arts and Entertainment 26% 115 • More than half of this group listens to News programing most often Editorials 18% 113 World News 41%

Index 10 Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order Under 80 110 to 119 120 to 149 Over 150 MEDIA HIGHLIGHTS: Affluent Print Readers

INTERNET: Average users THAT spend relatively large amounts online on books, travel, Computer Hardware/Software Usage & purchases Activities by platform

Devices Used (Pst Mth) - Owned by Self Index Top Websites Visited (Pst Mth) Index Top Activities (Pst Mth) - PC/Laptop Index Top Activities (Pst Mth) - Tablet/E-Reader Index E-Reader 5% 110 Home Improvements/Décor 17% 115 Used For Text Messaging 8% 137 Used For Text Messaging 8% 127 Desktop Computer 50% 103 Search Engines 46% 106 Accessed Newspaper Website 24% 114 Watched TV Programs 10% 125 Tablet 47% 100 Maps 48% 104 Accessed Magazine Website 14% 112 Downloaded Music 6% 119 Smartphone 62% 99 Real Estate 12% 103 Read Digital Newspapers 14% 111 Used For Internet… 27% 116 Laptop Computer 65% 98 Investments 15% 102 Maps/Map Directions 46% 109 Read Digital Books 17% 115 Cell phone (not smartphone) 6% 84 Email 84% Used For Social Networking 45% Read Digital Magazines 5% Made Online Purchase (Pst Yr) 62% Top Activities (Pst Mth) - Mobile Phone Index Time Spent on Internet (Hours in Pst Wk) Index Purchase Type Index Computer Hardware/Software Maps/Map Directions 32% 102 Internet 18.2 98 14% 118 Travel Used For Text Messaging 66% 101 Mobile Device Internet 9.7 96 18% 107 Used For Internet… 99 Books 23% 105 35% Used For Social Networking 34% 95 Where Accessed Most Often (Pst Mth) Index Cosmetics/Skin Care 7% 104 Used For E-mail 93 Home 86% 99 Movie Theatre Tickets 11% 102 40% Games 20% Work 13% 116 Home Electronics 10% • This group enjoys reading newspaper websites on their PC; digital articles may reach • Average internet users who are more likely to go online to visit Home Improvement, them Search, and Mapping sites • They are more likely to watch TV on their tablet and favour their phones for Text • Relatively heavy online spending on Computer Hardware/Software, Books, Travel Messaging and using Maps Direct Mail: 17% always look at coupon booklets Outdoor: 39% travel more than 150kms/week in town

KM Travelled In Town (Pst Wk) Index Public Transit Usage Index DM Usage (Freq.) Always Often Sometimes • This group opens tends to use Under 49km 27% 95 Used Transit (Pst Mnth) 31% 93 Index 50-149km 32% 99 Times Used Past Week Index Brochures 6% 17% 54% 108 catalogues at above average 150km+ 39% 106 Public Transit 2.0 81 Catalogues 8% 19% 53% 123 rates Bus/Streetcar 1.0 83 Coupon Booklets 17% 25% 36% 103 • Approximately half rely on Envelopes 16% 16% 38% 91 direct mail when planning Index is based on 'Always' usage Home Improvements and Mall Visits (Pst Wk) Index 1 34% 106 Use to Plan/Make Purchase - Frequently/Sometimes Index shopping for 2 19% 105 Home Improvement 54% 107 Appliances/Furniture 3+ 16% 91 Appliances/Furniture 49% 107 Computer Hardware 50% 106 • 34% of this group enjoys visiting the mall at least once per week; another 35% visit Wireless Products 44% 106 Entertainment/Restaurants 63% 106 more than once every week; ads near mall may reach them at average rates Home Furnishings 48% • Slightly more than average tend to drive more than 150km in town every week • Overall transit is average with nearly one third using public transit in the past month

Index Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order 11 Under 80 110 to 119 120 to 149 Over 150 Social and Mobile: Affluent Print Readers

social media: average users engaged in pinterest CURRENTLY USE Device used

Facebook Google+ LinkedIn MORNING AFTERNOON DINNER EVENING LATE NIGHT • This group tends to Activities at least a 74% (97) 56% (99) 52% (104) use mobile devices few times per week: 35% 36% 15% 29% 16% more in the 46% Read news feed (95) Twitter Instagram Flickr (105) (104) (93) (97) (91) morning and 42% 29% (90) 24% (90) 8% (87) 12% Update status (82) 31% 30% 23% 32% afternoon 12% Post photos (88) • Mobile phones tend Pinterest YouTube Wikis (104) (100) (95) (94) (98) to be used more 31% 79% (99) 48% (105) than other mobile 47% 47% 34% 42% 32% (106) devices • Consider social (93) (91) (87) (90) (88) • Affluent Print Readers tend to use social media at average rates media promotions • Facebook and YouTube capture the largest audiences, while they are most engaged in 20% 18% 18% 39% 26% and releases in the Pinterest morning or • Consider keeping social media up-to-date with the latest news (106) (106) (94) (105) (102) afternoons Interactions and Actions taken

Consume - At least a few times per week: Index Actions Taken Using SM Watch video 44% 96 mobile: average users View friends' photos 44% 95 43% Read article comments 42% 97 Smartphone iPad iOS • Many Affluent (92) Like brand on Facebook Read status updates/tweets 38% 90 81% (98) 45% (99) 32% (99) Print Readers own Listen to radio or stream music 33% 99 Android Smartphones 27% Create/Share - At least a few times per week: Index Basic Mobile Phone Other Tablet 32% (88) • Making calls and (101) Subscribe to brand email newsletter Share link (via email, sharing tools, etc.) 33% 94 29% (97) 36% (91) Blackberry texting are typical Participate in online chats 30% 87 11% (117) Update status 15% 83 actions 12% Play games with others 15% 84 • Mobile versions of (85) Follow brand on Twitter Post photos 14% 82 Top Activities - At least a few times per week Index websites are Conventional Phone calls 74% 99 preferred when 12% Text messaging 77% 98 97 reading news, so (84) Register/join an online community of • Consider promoting the York Region Calendar / Agenda / Organizer / Calculator 55% Email 67% 96 consumers who also like the brand Matters newsletter and offering an email ensure that York Web browsing / Search 61% 93 Region’s website subscription 50% 12% is optimized for (75) Subscribe to brand channel on YouTube • Encourage residents to like York Region Preferred format to read news and information on mobile phone Index mobile on Facebook Using an app 26% 88 8% • Promote York Region’s LinkedIn and Mobile version of the website 37% 101 Conventional site in the phone's browser 19% 108 (76) Follow brand on Google+ other social media sites

Opticks AskingCanadians Social 2016; Opticks Asking Canadians Mobile 2016; Index 12 Top 5 & Top 10 min 5% penetration sorted by % in descending order Under 80 110 to 119 120 to 149 Over 150 Young suburban families

13 Media Summary: Young Suburban Families

Media Summary

Found in Vaughan, Markham, Richmond Hill and Whitchurch-Stouffville, the Young Suburban Families represent educated, young, upwardly mobile couples and families with small children. These residents are less likely to spend much time with print-based media and are more easily reached with TV, Radio and in online environments where they can be found PRIZM5: 18/16 Market Population 12+ : 115,032 (11%) looking up investment information and reading news & sports. Geographic Distribution Media Summary

31 Vaughan 27 Light print readership with many residents Heavy radio listeners who strongly favour radio enjoying the Editorials, Automotive, & Real stations playing Modern/Alternative Rock, Oldies, 21 Estate, Sports and Business sections. All News and Album/Classic Rock. Markham 28 Print Radio Newspaper Readership Index 17 Radio Listenership Index Richmond Hill 18 Light 36% 116 Light 6% 62 Medium Light 2% 55 Medium Light 24% 88 Whitchurch-Stouffville 12 Medium 18% 99 Medium 23% 98 4 Medium Heavy 24% 94 Medium Heavy 21% 103 Heavy 20% 93 Heavy 26% 133 9 Newmarket 8 Heavy television viewers who more Average overall internet users who have 8 strongly favour Fashion/Beauty, Business stronger interest in websites about Aurora 5 News, Situation Comedies and Investments, Auctions, Newspapers and Television Entertainment News. Internet Phone Directories. Georgina 2 5 TV Viewership Index Internet Usage Index TG Households Light 24% 106 Light 17% 100 1 Medium Light Medium Light East Gwillimbury 2 Market Households 15% 80 25% 106 Medium 20% 110 Medium 20% 109 Sorted by % comp target Medium Heavy 19% 88 Medium Heavy 16% 86 King 0 group households 2 Heavy 23% 115 Heavy 21% 99

14 Geographic Distribution - Environics Analytics 2016; Opticks Powered by Vividata 2016 Social Values: YOUNG SUBURBAN FAMILIES

Observations & Implications

• These families understand the importance of saving on principle and financial STRONG SOCIAL VALUES planning as healthy habits. They are more likely to deny themselves personal Saving on Principle (122) luxuries as they are guided by a moral impulse for future security. At the same time, Importance of Aesthetics (120) they are also an optimistic group. They hope for the best but plan for the worst. In Ostentatious Consumption (118) turn, they are likely to be receptive to messages that embrace hope and smart Penchant for Risk (118) planning. Personal Optimism (118) • This is a group that values aesthetics and measures the attention given to the Need for Escape (118) beauty of things they see and purchase. They also have a desire to have their Civic Apathy (116) personal possessions help define how they are seen by others. This drive for status Need for Status Recognition (115) recognition often leads to ostentatious consumption patterns. Communications and Just Desserts (114) campaigns need to be elegant and well produced in order to get their attention. National Pride (112) • Members in this group feel that fortune favours the brave and that risk is often rewarded. In addition, they get an emotional high when indulging in dangerous and forbidden activities. They also feel that in the end, people get what they deserve as a result of the decisions they make and what they put into life. Marketing and communications appealing to this audience’s risky nature may find a receptive audience.

WEAK SOCIAL VALUES • With their kids, careers, and commutes in full swing, Young Suburban Families work Civic Engagement (81) hard and have a great need for escape from the stresses of daily life. Marketing Ecological Concern (79) initiatives and messages that can offer a break for these people are more likely to resonate with the decision makers in these families. Fulfillment Through Work (69) Attraction to Nature (69) • These residents are hard workers, but do not expect to be completely fulfilled by their working life. Instead, they choose to work to live. In addition, they are less convinced that strong engagement in the civic process is worth their time. Communications from York Region should focus more on the audience and play down the brand since this civic apathy could reduce this segment’s receptivity.

15 Media Highlights: Young Suburban Families

Television: Heavy tv viewers who watch more TV during weekdays; often Business News and Situation Comedies Usage Programs

Time Spent Watching - Weekday Index Time Spent Watching - Weekend Index Top Program Types (Pst Mth) Index Top General Programs (Per Wk) Index Less than 2 Hours 44% 96 Less than 2 Hours 29% 102 Fashion/Beauty 12% 149 Access Hollywood 10% 177 2-4 Hours 28% 90 2-6 Hours 50% 94 Business News 23% 141 LIVE! With Kelly & Michael 12% 149 4+ Hours 27% 121 6+ Hours 21% 113 Situation Comedies 44% 126 Steven & Chris 9% 146 Entertainment News 27% 122 Entertainment Tonight 13% 141 Nature Shows 27% 119 Property Brothers 36% 136 Sports 45% Dr. Oz 15%

Household TV Reception Index Hours Watched Per Week Index Top News Programs (Per Wk) Index Top Sports Programs (Pst Mth) Index 16 X 9 Cable 28% 102 Hours Watched Per Week 17.6 104 9% 136 Golf 26% 136 Digital Cable 37% 100 CTV Early Evening News 32% 135 Curling 19% 133 Fibre Optic 16% 123 Canada AM 18% 134 Rogers NHL Hockey/Hockey… 35% 128 Satellite Service 18% 88 48 Hours Mystery 22% 132 NASCAR 14% 128 High Definition Service 33% 131 20/20 25% 130 NHL Reg Season 53% 125 Marketplace 21% NHL Playoffs 48% • Families who are more likely to watch 4+ hours of TV during weekdays; Weekend • At 44%, Sit Coms can reach the greatest number of this segment viewing is also strong with more than one in five watching 6+ hours • News Programs are popular with this group, particularly the CTV Early Evening News • Higher tech households who value Fibre Optic and High Definition TV services • Entertainment programs are strong performers and Regular NHL Hockey Games RADIO: Heavy listeners who like Modern Rock and Oldies Print: Stronger readers of Canadian magazines

Time Spent Listening (Wkday) Index Time Spent Listening (Wkend) Index Magazines Read (Pst Yr) Index MoneySense Less Than 1 Hour 29% 81 Less Than 1 Hour 41% 99 18% 141 Canadian Business • Business magazines round out 1 to 2 Hours 32% 100 1 to 2 Hours 28% 92 15% 139 More Than 2 Hours 39% 121 More Than 2 Hours 31% 110 Report On Business Magazine 19% 134 their top three favourites – Canadian Gardening 22% 133 MoneySense, Canadian Stations Listened to Most Often Index Program Types Listened to Most Often Index Air Canada enRoute 30% 132 Business and Report on Modern Rock/Alternative Rock 7% 151 News 50% 101 Zoomer Magazine 17% 127 Business Oldies 8% 137 Weather 14% 93 CANADIAN HOUSE & HOME 26% 123 • Canadian Living and Maclean’s All News 16% 116 Other 28% Canadian Living 39% 113 Album Rock/Classic Rock 16% 114 Cottage Life 16% 111 reach many in this segment Top 40/Current Hits 15% 97 Maclean's 42% 104 • Newspaper readers in this New Country 5% Newspaper Sections Read Index group can often be found • Suburban listeners who tune in more during weekdays, possibly during commutes Editorials 23% 142 reading the Editorials, • Their preferred stations play Modern/Alternative Rock, Oldies, All News and Classic Automotive 14% 133 Automotive and Home/Real Rock Home or Real Estate 15% 127 Estate sections • Half of them often listen for the News reports; messages surrounding News Sports 23% 125 content may find a more engaged listener Finance or Business 24% 120 Arts and Entertainment 26% Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order Index 16 Under 80 110 to 119 120 to 149 Over 150 MEDIA HIGHLIGHTS: Young Suburban Families

INTERNET: average users who often go online for Investment information and for home and Sports Equipment Purchases Usage & purchases Activities by platform

Devices Used (Pst Mth) - Owned by Self Index Top Websites Visited (Pst Mth) Index Top Activities (Pst Mth) - PC/Laptop Index Top Activities (Pst Mth) - Tablet/E-Reader Index Tablet 53% 113 Investments 22% 151 Read Digital Books 9% 134 Read Digital Books 19% 131 Desktop Computer 49% 102 Auction 11% 136 Banking 65% 112 Downloaded Videos 5% 129 Laptop Computer 67% 102 Newspapers 31% 133 Used For E-mail 76% 104 Used For E-mail 34% 128 Cell phone (not smartphone) 7% 101 Telephone Directories 23% 125 Read Digital Newspapers 13% 104 Used For Internet Searches 27% 117 Smartphone 61% 97 Sports 29% 125 Used For Internet Searches 62% 103 Used For Social Networking 24% 113 E-Reader 3% 59 Online Classifieds 21% Games 26% Accessed Newspaper Website 10% Made Online Purchase (Pst Yr) 68% Top Activities (Pst Mth) - Mobile Phone Index Time Spent on Internet (Hours in Pst Wk) Index Purchase Type Index Home Furnishings Clip Mobile Coupon 10% 141 Internet 18.2 98 8% 170 Sports Equipment Used For Instant Messaging 35% 102 Mobile Device Internet 9.8 97 7% 162 Downloaded Ringtones 102 Cosmetics/Skin Care 10% 139 8% Used For Text Messaging 64% 99 Where Accessed Most Often (Pst Mth) Index Movie Theatre Tickets 15% 135 Accessed Newspaper Website 99 Home 89% 102 Travel 22% 132 9% Games 20% Work 10% 90 Books 28% • PCs/Laptops are preferred for Reading Digital Books, Banking and E-mail • Tech savvy internet users who spend about 18 hours per week online at home • Suburban Families use their tablets for Books, Videos, E-mails and general Searches • They often go online to keep tabs on Investments, Auctions and for Sports Info. • Mobile Phones are used for Texting and often for Mobile Coupons • Many enjoy shopping online for Home Furnishings, Sports Equipment and Cosmetics • Active online shoppers who may be interested in YR digital purchasing options Direct Mail: Coupon books and Catalogues preferred Outdoor: Longer Trips - often travel 150km+ every week

DM Usage (Freq.) KM Travelled In Town (Pst Wk) Index Public Transit Usage Index Always Often Sometimes Under 49km 25% 89 Used Transit (Pst Mnth) 25% 75 Index • While often more associated 50-149km Brochures 4%14% 56% 75 30% 93 Times Used Past Week Index 150km+ Public Transit Catalogues 6% 21% 52% 106 with the internet, this younger 44% 118 1.5 61 Bus/Streetcar Coupon Booklets 17% 24% 36% 104 group still enjoys the printed 0.6 53 Envelopes 17% 12% 38% 96 touchpoints of Coupon Index is based on 'Always' usage Booklets and Catalogues Mall Visits (Pst Wk) Index 1 28% 85 Use to Plan/Make Purchase - Frequently/Sometimes Index • Direct Mail is still widely used 2 20% 109 Health/Personal Care Items 63% 105 – often for Health/Personal 3+ 19% 110 Home Improvement 51% 102 Care Items, Home Entertainment/Restaurants 60% 100 Improvements and for • Personal transportation is an important tool for Young Suburban Families Appliances/Furniture 45% 99 Groceries 71% 98 Entertainment/Restaurant • Transit usage is less for this group compared to the rest of York Region Home Entertainment Items 50% options • Younger families can often be found at the Mall with nearly one in five making at least 3 trips in the last week. Outdoor advertising is likely to reach them

Index Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order 17 Under 80 110 to 119 120 to 149 Over 150 Social and Mobile: Young Suburban Families

social media: More engaged users of Social Media who love their phones CURRENTLY USE Device used

Facebook Google+ LinkedIn MORNING AFTERNOON DINNER EVENING LATE NIGHT • This group favours Activities at least a 79% (103) 56% (99) 55% (108) their smartphones few times per week: 35% 37% 30% 15% 15% • Mobile phones 50% Read news feed (103) Twitter Instagram Flickr (106) (106) (95) (101) (89) reach the most 37% (116) 28% (106) 10% (107) 19% Update status (128) 27% 30% 23% 44% 24% users at any time of 16% Post photos (120) the day who are Pinterest YouTube Wikis (90) (97) (98) (97) (89) more engaged with 28% (97) 82% (103) 47% (103) their devices 58% 57% 47% 55% 42% • York Region’s communication (116) (110) (119) (117) (117) • This younger group is much more involved with mobile social media use planning should • YouTube, Facebook, Google+, LinkedIn, Twitter and Instagram reach the most users 17% 15% 20% 39% 27% tailor mobile • Twitter has a strongly engaged user base with more than one third using it strategies to reach (92) (87) (105) (105) (107) these families Interactions and Actions taken

Consume - At least a few times per week Index Actions Taken Using SM Rate or review products 20% 134 mobile: Avid Smartphone users - use advanced features Read status updates/tweets 47% 110 51% Watch video 50% 108 Smartphone iPad iOS • These users own (109) Like brand on Facebook Read blogs 23% 106 89% (107) 52% (115) 36% (113) Smartphones at Read article comments 45% 104 Android the highest rate of 27% Create/Share - At least a few times per week Index Basic Mobile Phone Other Tablet 38% (107) any segment, with (101) Subscribe to brand email newsletter Publish blog, Tumblr, online journal 10% 138 24% (82) 41% (103) Blackberry slightly more Comment on articles or blogs 17% 124 (94) Update status 21% 117 9% Android users 17% Participate in online forums 17% 113 • iPad and Tablet Subscribe to brand channel on YouTube (109) Post videos 8% 110 Top Activities - At least a few times per week Index usage is also more Checking in somewhere 13% 148 than other 16% • This segment has a natural ease with Purchasing products 17% 139 134 segments (110) Register/join an online community of Voting, Polling, Taking surveys 21% social media tools Downloading coupons 19% 133 • consumers who also like the brand Consider mobile- • They often use it to rate or review Receiving Subscriptions/Alerts 23% 131 friendly 18% 17% products and keep up to date with others communications (119) Follow brand on Twitter Preferred format to read news and information on mobile phone Index in their social media networks and surveys for • They are more likely to publish online, Using an app 36% 123 12% Mobile version of the website 37% 101 York Region make comments and regularly update Conventional site in the phone's browser 16% 94 (117) Follow brand on Google+ their status

Opticks AskingCanadians Social 2016; Opticks Asking Canadians Mobile 2016; Index 18 Top 5 & Top 10 min 5% penetration sorted by index in descending order Under 80 110 to 119 120 to 149 Over 150 Diverse Mixed Media Users

(Formerly Diverse TV Viewers)

19 Media Summary: Diverse mixed media users

Media Summary

Found in markets such as Vaughan and Richmond Hill, Diverse Mixed Media Users are older, diverse, couples and families who enjoy Print and all other forms of media. These residents favour Adult Animated Series, Science Fiction/Fantasy Dramas and Reality TV. While these residents are lighter listeners of radio, many of them still tune into News/Talk/ PRIZM5: 28/27/31/25 Market Population 12+ : 101,889 (10%) Information/ Sports. Geographic Distribution Media Summary

49 Vaughan 27 Mixed print readership with residents Light radio listeners who enjoy radio stations preferring the Fashion or Lifestyle sections as playing News/Talk/Information/Sports. Album 27 well as Puzzles & Games, World News and Rock/Classic Rock and Top 40 will also reach this Richmond Hill 18 Print Health. Radio segment. Newspaper Readership Index 21 Radio Listenership Index Markham 28 Light 26% 82 Light 13% 141 Medium Light 4% 111 Medium Light 25% 94 King 1 Medium 18% 100 Medium 25% 106 2 Medium Heavy 29% 112 Medium Heavy 20% 99 Heavy 24% 110 Heavy 16% 82 1 Newmarket 8 Medium Light television viewers who are Average internet users who have visited 1 drawn to Adult Animated Series, Science websites in the last month for Aurora 5 Fiction/Fantasy Dramas and Children’s Automotive, Magazine content and Television Cartoons. Internet Games. Whitchurch-Stouffville 0 4 TV Viewership Index Internet Usage Index TG Households Light 21% 97 Light 18% 102 0 Medium Light Medium Light East Gwillimbury 2 Market Households 22% 118 23% 97 Medium 17% 92 Medium 18% 101 Sorted by % comp target Medium Heavy 22% 104 Medium Heavy 19% 101 Georgina 0 group households 5 Heavy 18% 90 Heavy 21% 99

20 Geographic Distribution - Environics Analytics 2016; Opticks Powered by Vividata 2016 Social Values: Diverse Mixed Media Users

Observations & Implications

• These viewers value the diversity and multiculturalism of their community and STRONG SOCIAL VALUES believe that other cultures have a great deal to teach us. In turn, they are more Culture Sampling (133) open to incorporating new cultural influences into their own lives. Embrace this Penchant for Risk (119) openness toward other cultures and highlight diversity in communication pieces Spiritual Quest (119) from York Region. Need for Escape (119) • Skepticism Toward Small Business (118) This segment understands the need to take risks in order to get what they want out of life. Appealing to their brave and risky behaviour in marketing materials may Propriety (118) cause this audience to be more responsive. Importance of Brand (118) Pursuit of Novelty (116) • This group is more skeptical toward small business and believes they are likely to be Multiculturalism (116) treated more fairly from larger institutions. They are also more likely to trust to Vitality (116) bigger brands and institutions. Consider using higher profile media brands and their popular programs to enhance their sense of trust when planning media buys.

• These residents consider themselves to have more vitality than others. They are a lively and energetic group and believe they have more vigor and initiative than most other people. They also actively pursue novelty and are more open to new experiences than most people, making them the perfect segment to consider for very new messages and communications. WEAK SOCIAL VALUES Search for Roots (88) • Members of this group value the proper formal nuances in relationships and behave Parochialism (85) in a way that conveys respect to oneself and others. Marketing materials that take a more formal tone should be well received by this segment. Cultural Assimilation (76) Attraction to Nature (66) • Many people in this cohort are less attracted to nature and do not consciously think of the outdoors as a place to recharge their batteries. Considering this, they may be less responsive to campaigns centred around nature and the natural environment.

21 Media Highlights: Diverse Mixed Media Users

Television: tv viewers who watch more TV on weekends and like Adult Animated Series, science Fiction, & morning news Usage Programs

Time Spent Watching - Weekday Index Time Spent Watching - Weekend Index Top Program Types (Pst Mth) Index Top General Programs (Per Wk) Index Less than 2 Hours 48% 105 Less than 2 Hours 28% 98 Adult Animated Series 15% 120 Bitten 5% 164 2-4 Hours 31% 100 2-6 Hours 56% 105 Science Fiction/Fantasy… 28% 116 Sleepy Hollow 7% 150 4+ Hours 20% 90 6+ Hours 16% 87 Children's Cartoons 25% 115 The Following 7% 148 Stand-Up Comedy 22% 110 X Company 8% 144 Reality TV 32% 109 Orphan Black 7% 144 Talk Shows 26% Wonderful World Of Disney 5%

Household TV Reception Index Hours Watched Per Week Index Top News Programs (Per Wk) Index Top Sports Programs (Pst Mth) Index Global Morning Show Cable 28% 103 Hours Watched Per Week 16.5 97 9% 181 Lacrosse 5% 154 Digital Cable 34% 92 Off The Record 8% 143 MMA 10% 146 Fibre Optic 13% 100 CBC Morning News 14% 143 Extreme Sports 9% 130 Satellite Service 19% 94 CBC News Today 10% 139 Pro Wrestling 7% 127 High Definition Service 22% 90 CHCH Morning Live 8% 139 Boxing 10% 125 Global News Hour 12% Cricket 5% • These viewers tune in more so on the weekend, where 56% of them tune in for 2-6 • Adult Animated Series are popular as well as morning news programs hours • Top General Programs include Bitten, Sleepy Hollow and the Following • This group tends to watch just under 17 hours of TV every week • In Sports, Lacrosse, MMA and Extreme sports have an engaged fan base RADIO: Lighter listeners Print: Enjoy Toronto Life and Cineplex Magazine

Time Spent Listening (Wkday) Index Time Spent Listening (Wkend) Index Magazines Read (Pst Yr) Index Alive Less Than 1 Hour 38% 105 Less Than 1 Hour 43% 104 6% 149 The Hockey News Magazine 1 to 2 Hours 34% 106 1 to 2 Hours 30% 99 11% 136 More Than 2 Hours 28% 88 More Than 2 Hours 27% 95 Sportsnet Magazine 14% 130 • Toronto Life, Sportsnet Toronto Life 25% 125 Magazine and The Hockey Stations Listened to Most Often Index Program Types Listened to Most Often Index Canada's History 7% 122 News reach a significant Other 12% 133 News 48% 96 LOULOU (Eng) 7% 120 portion of this segment News/Talk/Information/Sports 7% 113 Weather 15% 98 Our Canada 8% 119 New Country 6% 103 Other 31% Cineplex Magazine 39% 118 • Consider leveraging their love Urban/ Hip Hop/ Rap 7% 98 Canadian Geographic 26% 118 of hockey in communications Album Rock/Classic Rock 13% 93 Glow 8% 117 • Cineplex Magazine reaches the Oldies 5% Newspaper Sections Read Index • These listeners tune in slightly more during weekdays than average most out of any individual title Fashion or Lifestyle 17% 112 • • These households listen to News/Talk/Information/Sports and New Country Their preferred sections of the Puzzles and Games 20% 109 newspaper include Fashion or • News programming will reach nearly half of this group World News 39% 108 Comics 16% 107 Lifestyle, Puzzles & Games and Health 21% 105 World News Finance or Business 21% Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order Index 22 Under 80 110 to 119 120 to 149 Over 150 MEDIA HIGHLIGHTS: Diverse Mixed Media Users

INTERNET: Average users Who often go online to watch Videos and movies and read the News Usage & purchases Activities by platform

Devices Used (Pst Mth) - Owned by Self Index Top Websites Visited (Pst Mth) Index Top Activities (Pst Mth) - PC/Laptop Index Top Activities (Pst Mth) - Tablet/E-Reader Index E-Reader 6% 129 Automotive 16% 117 Used For Blogging 6% 178 Watched Videos 14% 124 Cell phone (not smartphone) 8% 103 Magazines 12% 111 Read Digital Books 9% 138 Watched Movie 9% 124 Smartphone 65% 102 Games 35% 110 Accessed Magazine Website 16% 129 Read Digital Magazines 5% 121 Laptop Computer 67% 101 Radio 13% 106 Downloaded Applications 13% 129 Downloaded Applications 10% 121 Tablet 45% 95 News 50% 106 Downloaded Videos 20% 126 Accessed Magazine Website 7% 120 Desktop Computer 44% 92 Sports 24% Used For Instant Messaging 13% Read Digital Newspapers 7% Made Online Purchase (Pst Yr) 59% Top Activities (Pst Mth) - Mobile Phone Index Time Spent on Internet (Hours in Pst Wk) Index Purchase Type Index Video Games Read Digital Magazines 6% 142 Internet 18.5 100 8% 120 Sports Equipment Downloaded Videos 11% 139 Mobile Device Internet 10.3 102 5% 114 Accessed Magazine Website 138 Computer Hardware/Software 14% 111 8% Watched Movie 7% 133 Where Accessed Most Often (Pst Mth) Index Movie Theatre Tickets 12% 110 Read Digital Newspapers 132 Home 85% 98 Home Electronics 11% 108 9% Watched TV Programs 9% Work 12% 111 Toys/Games 10% • One in five often use their PC/Laptop for Videos or to access Magazine Websites; • Average internet users who spend almost 19hrs/wk online, primarily at home consider ads/features in digital magazines • They are more likely to visit websites for Automotive, Magazines and Games • On their tablets, these Diverse Viewers strongly favour Watching Videos & Movies • Popular online purchases - Video Games, Sports Equipment & Computer products • Similarly, on their phones, Downloading Videos is also a popular activity Direct Mail: Brochures & Envelopes are used Outdoor: More Transit usage and shorter trips by car

DM Usage (Freq.) KM Travelled In Town (Pst Wk) Index Public Transit Usage Index Always Often Sometimes Under 49km 32% 113 Used Transit (Pst Mnth) 41% 124 Index • This group is more often likely 50-149km Brochures 6% 18% 50% 120 35% 106 Times Used Past Week Index 150km+ Public Transit Catalogues 7% 19% 53% 110 read brochures and open 32% 86 3.6 144 Bus/Streetcar Coupon Booklets 17% 27% 36% 99 envelopes 1.8 149 Envelopes 20% 17% 34% 114 • 53% of them will use it to help Index is based on 'Always' usage them decide what Home Mall Visits (Pst Wk) Index 1 36% 112 Use to Plan/Make Purchase - Frequently/Sometimes Index Entertainment Items they 2 19% 101 Investment/Banking Services 26% 115 might be planning to buy 3+ 20% 112 Sports Equipment 35% 111 Home Furnishings 48% 105 • This group is more likely to make shorter trips, often travelling less than 49km/wk Home Entertainment Items 53% 104 Wireless Products 43% 103 • Transit usage is strong with 41% using public transit in the past month; transit ads Clothing/Accessories 58% may connect with this group • They are keen shoppers with one in five visiting a mall 3+ times in the past week

Index Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order 23 Under 80 110 to 119 120 to 149 Over 150 Social and Mobile: Diverse Mixed Media Users

social media: Average overall users with slightly stronger interest using Instagram & Flikr CURRENTLY USE Device used

Facebook Google+ LinkedIn MORNING AFTERNOON DINNER EVENING LATE NIGHT • This group has a Activities at least a 75% (98) 56% (99) 51% (101) few times per week: 32% 34% 16% 30% 19% slightly stronger group of PC users in 48% Read news feed (99) Twitter Instagram Flickr (98) (97) (101) (101) (108) the late night hours 32% (100) 28% (108) 10% (106) 15% Update status (103) • Mobile phones 30% 32% 24% 46% 28% 14% Post photos (106) have the greatest Pinterest YouTube Wikis (102) (105) (101) (102) (105) number of users in 28% (95) 79% (100) 46% (100) the afternoons 49% 51% 39% 46% 36% • The most Tablet use occurs during • This group tends to use social media at typical rates for York Region (98) (97) (99) (98) (101) the evening hours • Facebook is widely used and Google+, LinkedIn; Slightly stronger interest can be found 18% 17% 17% 36% 25% with Instagram and Flikr users • Be sure to keep social media touchpoints up-to-date for this segment (107) (107) (102) (106) (97) Interactions and Actions taken

Consume - At least a few times per week Index Actions Taken Using SM Read blogs 23% 104 mobile: mobile users with more Android users Listen to radio or stream music 34% 104 45% Rate or review products 15% 101 Smartphone iPad iOS • This group of (97) Like brand on Facebook Read article comments 43% 100 80% (97) 43% (95) 30% (95) smartphone users Watch video 45% 98 Android has more people 27% Create/Share - At least a few times per week Index Basic Mobile Phone Other Tablet 37% (101) using Android (98) Subscribe to brand email newsletter Post videos 8% 106 30% (101) 36% (98) Blackberry phones Participate in online forums 16% 103 (92) Share link (via email, sharing tools, etc.) 35% 101 9% • 35% of them like 16% Play games with others 17% 100 to read the (103) Subscribe to brand channel on YouTube Participate in online chats 34% 99 Top Activities - At least a few times per week Index Mobile version of Banking online 29% 103 websites to read 14% Video phone calls (e.g. Skype, Facetime) 18% 103 103 news and (97) Register/join an online community of • 45% of users in this segment have liked a Listening to music/audio content 37% Facebook mobile 40% 102 consumers who also like the brand brand on Facebook information on Clock / Alarm 55% 102 their phones; • A slightly more engaged group of users 14% 14% • York Region’s (100) Follow brand on Twitter posts videos on a weekly basis Preferred format to read news and information on mobile phone Index digital properties • This group of users may be more Conventional site in the phone's browser 17% 100 11% receptive to York Region video content Using an app 28% 97 should be Mobile version of the website 35% 96 (107) Follow brand on Google+ shared via Facebook optimized for mobile use Opticks AskingCanadians Social 2016; Opticks Asking Canadians Mobile 2016; Index 24 Top 5 & Top 10 min 5% penetration sorted by index in descending order Under 80 110 to 119 120 to 149 Over 150 Diverse Vaughan families

25 Media summary: Diverse Vaughan Families

Media Summary

Found primarily in Vaughan, the Diverse Vaughan Families are average media consumers in York Region. Online, they can be found shopping for sports equipment, books and movie theatre tickets. On TV, adult animated series, home improvement and sports are preferred. For radio, you’ll find more listening to Urban formats, Top 40 and Classic Rock. PRIZM5: 14/15/42/20 Market Population 12+ : 191,995 (19%) Geographic Distribution Media Summary

51 Vaughan 27 Average print readership enjoying both Average radio listeners who favour radio stations magazines and newspapers. Residents prefer playing Urban, Top 40/Current Hits, News and 18 to read Sports, Arts & Entertainment and Food Classic Rock. Richmond Hill 18 Print sections. Radio 15 Newspaper Readership Index Radio Listenership Index Markham 28 Light 32% 101 Light 9% 93 Medium Light 3% 81 Medium Light 26% 95 Newmarket 10 Medium 17% 96 Medium 22% 94 8 Medium Heavy 25% 99 Medium Heavy 22% 108 Heavy 23% Heavy 21% 108 5 107 Aurora 5 Average television viewers who are more Lighter internet users who are more likely 1 likely to watch home improvement, to purchase Sports Equipment, Books and Whitchurch-Stouffville 4 sports, and news programming. Movie Theatre Tickets. Television Internet East Gwillimbury 0 TV Viewership Index Internet Usage Index 2 Light 19% 84 Light 20% 113 TG Households Medium Light 19% 100 Medium Light 24% 99 0 King 2 Market Households Medium 19% 103 Medium 20% 109 Medium Heavy 23% 109 Medium Heavy 17% 90 Sorted by % comp target 0 Heavy 21% 104 Heavy 19% 92 Georgina 5 group households

26 Geographic Distribution - Environics Analytics 2016; Opticks Powered by Vividata 2016 Social Values: diverse Vaughan families

Observations & Implications

• These families understand that risks are often rewarded and they crave recognition STRONG SOCIAL VALUES and respect from others through the display of objects that symbolize wealth and Ostentatious Consumption (132) success. Their love of television home shows helps keep them up to date on the Need for Status Recognition (125) types of affluence they are aspiring to replicate. Advertising as Stimulus (123) Confidence in Big Business (120) • This group enjoys advertising for its aesthetic properties across a wide variety of Consumption Evangelism (120) media including magazines, television and outdoor. They also want to be viewed as a brand evangelist among their peers when it comes to adopting new products and Importance of Brand (119) services. Overall, they are a passionate group that will go to extra lengths to Status Via Home (119) influence others. Aesthetically pleasing communications that appeal to their sense Personal Optimism (118) of influence over their family and peers should find a friendly ear. Provide easily Penchant for Risk (117) shareable information for them to share with their friends and family. Financial Security (116) • Diverse Vaughan Families have more trust and confidence in big business and feel that what is good for business will also serve the interest of the greater community. Consider partnering with respected, larger local businesses to bolster elements of credibility to city-sponsored initiatives or position York Region as a big business.

• An important attribute of this segment that marketers can easily tap into is their generally upbeat and optimistic attitude. This carries over to their financial life WEAK SOCIAL VALUES where they feel a strong sense of optimism and that they are personally in control Rejection of Orderliness (85) of their financial future. While they might be noted to take risks, they are very much Civic Engagement (84) calculated risks. Fulfillment Through Work (75) • Many people in this segment are less attracted to nature. Instead, their natural Attraction to Nature (65) habitat is more likely to be indoors. They also do not feel that being actively engaged in local politics is a good use of their time and will result in good things for their families. In turn, they may be less responsive to campaigns centred around such subjects.

27 Media Highlights: Diverse Vaughan Families

Television: Average tv viewers who watch 2-6 hours/day on weekends and prefer hockey and home shows Usage Programs

Time Spent Watching - Weekday Index Time Spent Watching - Weekend Index Top Program Types (Pst Mth) Index Top General Programs (Per Wk) Index Less than 2 Hours 44% 95 Less than 2 Hours 25% 88 Adult Animated Series 13% 111 Daily Planet 10% 132 2-4 Hours 33% 104 2-6 Hours 55% 105 Variety/Specials 16% 109 TMZ 13% 128 4+ Hours 24% 105 6+ Hours 20% 106 Talk Shows 27% 109 Vikings 12% 123 Home Improvement 34% 108 Gold Rush 6% 118 Stand-Up Comedy 22% 108 Big Brother / Big Brother… 8% 117 Science Fiction/Fantasy… 25% Grimm 7%

Household TV Reception Index Hours Watched Per Week Index Top News Programs (Per Wk) Index Top Sports Programs (Pst Mth) Index Question Period 6% Cable 27% 99 Hours Watched Per Week 17.7 104 138 IndyCar 7% 118 CBC Supper Hour News Digital Cable 36% 99 10% 118 NASCAR 13% 114 Fibre Optic 15% 118 Breakfast Television 24% 112 Rogers NHL Hockey/Hockey… 31% 111 Satellite Service 19% 92 CityNews @ 6 16% 111 Major League Soccer 14% 110 High Definition Service 26% 106 CityNews Tonight 11% 110 TSN Hockey 21% 109 Canada AM 15% NBA Playoffs 18% • This group watches TV most heavily on the weekends where 55% of them are • These families are fans of Adult Animated series and avid viewers of Home viewing 2-6 hours. These households tend to watch nearly 18 hours of television Improvement Shows and Talk Shows per week • Hockey will easily reach them and auto racing is also popular RADIO: Average listeners who enjoy Top 40 & Urban music Print: Average readers who like sports & Ent.

Time Spent Listening (Wkday) Index Time Spent Listening (Wkend) Index Magazines Read (Pst Yr) Index Less Than 1 Hour 34% 94 Less Than 1 Hour 39% 94 Sportsnet Magazine 13% 114 1 to 2 Hours 32% 99 1 to 2 Hours 33% 108 Cineplex Magazine 37% 112 More Than 2 Hours 35% 107 More Than 2 Hours 28% 100 The Hockey News Magazine 9% 108 People 47% 107 • These families are fans of Best Health 8% 106 Stations Listened to Most Often Index Program Types Listened to Most Often Index Sportsnet Magazine and Style at Home 16% 104 Urban/ Hip Hop/ Rap 10% 129 News 52% 105 Flare 12% 103 Cineplex and many read People Album Rock/Classic Rock 14% 102 Weather 13% 86 Today's Parent 18% 103 • In newspapers, these readers News/Talk/Information/Sports 6% 100 Other 28% Canada's History 6% 102 Top 40/Current Hits 16% 99 prefer Sports, Arts & ELLE CANADA 16% 102 Modern Rock/Alternative Rock 4% 97 Entertainment, Food and Dance 2% Newspaper Sections Read Index Health • This group listens to Urban/ Hip Hop/Rap at above average rates Sports 22% 116 • Top 40/Current Hits, Album Rock/Classic Rock will reach the greatest number of Arts and Entertainment 24% 109 this group in York Region Food 20% 109 • Just over half of this segment listens to News programming Health 22% 109 Fashion or Lifestyle 16% 106 Index Under 80 110 to 119 120 to 149 Over 150 Finance or Business 21% 28 Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order MEDIA HIGHLIGHTS: diverse Vaughan families

INTERNET: Average home-based users who visit Beauty/Fashion, Auction and sports websites Usage & purchases Activities by platform

Devices Used (Pst Mth) - Owned by Self Index Top Websites Visited (Pst Mth) Index Top Activities (Pst Mth) - PC/Laptop Index Top Activities (Pst Mth) - Tablet/E-Reader Index E-Reader 6% 138 Beauty/Fashion 13% 119 Downloaded Applications 13% 131 Accessed Magazine Website 8% 124 Tablet 49% 105 Auction 9% 115 Downloaded Music 24% 113 Watched Movie 9% 123 Smartphone 66% 104 Sports 26% 114 Watched TV Programs 25% 104 Used For Instant Messaging 10% 119 Laptop Computer 68% 103 TV 20% 113 Internet Searches 61% 102 Games 17% 117 Cell phone (not smartphone) 7% 101 Automotive 15% 109 Read Digital Newspapers 13% 102 Watched Videos 13% 114 Desktop Computer 44% 91 Radio 13% Watched Movie 27% Used For Social Networking 24% Made Online Purchase (Pst Yr) 61% Top Activities (Pst Mth) - Mobile Phone Index Time Spent on Internet (Hours in Pst Wk) Index Purchase Type Index Sports Equipment Read Digital Books 8% 129 Internet 17.8 96 5% 127 Home Furnishings Watched TV Programs 9% 124 Mobile Device Internet 9.8 97 5% 109 Downloaded Videos 124 Video Games 7% 104 10% Downloaded Music 18% 119 Where Accessed Most Often (Pst Mth) Index Movie Theatre Tickets 11% 102 Watched Movie 118 Home 85% 98 Books 22% 100 6% Accessed Magazine Website Work 12% 105 Travel 17% 7% • Average internet users who spend nearly 18 hrs/wk online, primarily at home • This group most often uses their PC for general Internet Searches and TV content • They are more likely to visit websites for TV content and Fashion/Beauty • They use their phones for Music and often to Read Digital Books, while Tablets are • The greatest number of residents like to buy Books, Movie Tickets and Video Games used for Magazine Websites, Movies and Games Direct Mail: Most favour Envelopes Outdoor: 36% travel an average of 50-149 kms every wK.

DM Usage (Freq.) KM Travelled In Town (Pst Wk) Index Public Transit Usage Index Always Often Sometimes Under 49km 26% 91 Used Transit (Pst Mnth) 32% 96 Index • This group tends to use 50-149km Brochures 5% 15% 53% 100 36% 109 Times Used Past Week Index 150km+ Public Transit Catalogues 6% 17% 55% 105 Coupon Booklets and 35% 96 2.2 87 Bus/Streetcar Coupon Booklets 17% 29% 33% 104 Catalogues at slightly above 1.0 82 Envelopes 18% 13% 37% 99 average rates Index is based on 'Always' usage • 60% of them turn to Direct Mall Visits (Pst Wk) Index 1 30% 94 Use to Plan/Make Purchase - Frequently/Sometimes Index Mail for Entertainment/ 2 19% 102 Sports Equipment 32% 102 Restaurant Information 3+ 21% 118 Entertainment/Restaurants 60% 101 Wireless Products 42% 101 • 36% travel between 50-149km per week and another 35% travelling more than Clothing/Accessories 56% 99 Investment/Banking Services 22% 99 150km every week Health/Personal Care Items 60% • Transit usage is average with nearly one third using public transit in the past month • They are avid shoppers with one in five visiting a mall 3+ times in the past week

Index Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order 29 Under 80 110 to 119 120 to 149 Over 150 Social and Mobile: Diverse Vaughan families

social media: average users with a more engaged group on Instagram CURRENTLY USE Device used

Facebook Google+ LinkedIn MORNING AFTERNOON DINNER EVENING LATE NIGHT • This group tends to Activities at least a 77% (102) 56% (100) 52% (103) use mobile devices few times per week: 32% 34% 15% 29% 15% more in the 50% Read news feed (101) Twitter Instagram Flickr (98) (97) (93) (97) (90) morning and 35% (107) 29% (110) 10% (103) 16% Update status (106) afternoon 29% 31% 25% 46% 27% 14% Post photos (106) • Mobile phones are Pinterest YouTube Wikis (97) (101) (106) (101) (101) also in use during 30% (102) 82% (103) 47% (103) the evening and 54% 54% 42% 50% 39% late at night • Consider social (107) (104) (106) (107) (109) • Diverse Vaughan Families tend to use social media just slightly above average rates media promotions • Facebook is widely used and Google+, Instagram is popular 18% 17% 20% 38% 26% in the evening • Consider keeping social media touchpoints up-to-date with the latest news when users are (97) (95) (104) (101) (102) more receptive Interactions and Actions taken

Consume - At least a few times per week Index Actions Taken Using SM Watch video 48% 104 mobile: average users who enjoy Linkedin View friends' photos 46% 100 48% Read status updates/tweets 45% 106 Smartphone iPad iOS • Diverse Vaughan (103) Like brand on Facebook Read article comments 45% 105 85% (103) 47% (103) 33% (103) Families tend to Listen to radio or stream music 33% 100 Android own Smartphones 27% Create/Share - At least a few times per week Index Basic Mobile Phone Other Tablet 36% (100) • The look at (104) (102) Subscribe to brand email newsletter Share link (via email, sharing tools, etc.) 35% 101 28% (94) 41% Blackberry LinkedIn and Participate in online chats 35% 102 11% (117) Update status 19% 107 Download apps 18% Post photos 18% 104 and coupons (114) Subscribe to brand channel on YouTube Play games with others 17% 100 Top Activities - At least a few times per week Index • Mobile versions of LinkedIn mobile 18% 118 websites are 15% Downloading apps 23% 115 115 preferred when (107) Register/join an online community of • 18% are more engaged users of YouTube Downloading coupons 16% Purchasing products 14% 114 consumers who also like the brand • Encourage residents to like York Region reading news, so Twitter mobile 20% 114 ensure that York on Facebook 20% 15% Region’s website (108) Follow brand on Twitter • Promote York Region on Social Media to Preferred format to read news and information on mobile phone Index is optimized for reach digital savvy users Using an app 31% 105 11% Mobile version of the website 37% 103 mobile Conventional site in the phone's browser 17% 97 (109) Follow brand on Google+

Opticks AskingCanadians Social 2016; Opticks Asking Canadians Mobile 2016; Index 30 Top 5 & Top 10 min 5% penetration sorted by % in descending order Under 80 110 to 119 120 to 149 Over 150 Diverse markham families

31 Media Summary: Diverse markham Families

Media Summary

Found primarily in Markham and also in Richmond Hill, Diverse Markham Families enjoy print media and show a stronger preference for the internet. They use radio at lighter levels of listenership but when they do listen, they are more likely to tune into Urban music and Top 40 stations. Online, they are more likely to be found online shopping for Clothing/ PRIZM5: 05/13/23/43 Market Population 12+ : 242,676 (24%) Footwear, as well as Toys & Video Games. Geographic Distribution Media Summary

70 Markham 28 Medium Heavy print readership, enjoying both Medium Light radio listeners who favour radio magazines and newspapers. Residents prefer stations playing Urban, Top 40/Current Hits, All 26 parenting and beauty magazines and enjoy the News and News/Talk/Information/Sports. Richmond Hill 18 Print Auto, Home & Travel newspaper sections. Radio 4 Newspaper Readership Index Radio Listenership Index Vaughan 27 Light 31% 99 Light 9% 93 Medium Light 4% 102 Medium Light 33% 122 Whitchurch-Stouffville 0 Medium 15% 84 Medium 24% 102 4 Medium Heavy 30% 116 Medium Heavy 19% 94 Heavy 21% Heavy 15% 78 0 96 Aurora 5 Light television viewers who are more Heavy internet users who can be found 0 likely to watch Teen Dramas, online shopping for Video Games, Toys, Newmarket 8 Fashion/Beauty, Family Dramas, and Clothing/Footwear. Television Entertainment News, and Movies Internet King 0 TV Viewership Index Internet Usage Index 2 Light 30% 137 Light 14% 82 TG Households Medium Light 99 Medium Light 88 0 18% 21% East Gwillimbury 2 Market Households Medium 16% 87 Medium 17% 94 Medium Heavy 20% 93 Medium Heavy 20% 109 Sorted by % comp target 0 Heavy 16% 79 Heavy 26% 125 Georgina 5 group households

32 Geographic Distribution - Environics Analytics 2016; Opticks Powered by Vividata 2016 Social Values: DIVERSE MARKHAM FAMILIES

Observations & Implications

• Multiculturalism lays at the heart of these residents’ values and they are naturally STRONG SOCIAL VALUES open to the diverse cultures and people that make up their community. Campaigns Multiculturalism (145) focused on celebrating cultures and diversity should find a receptive audience with Traditional Family (138) this group. Consider providing them with opportunities to interact and learn about Ostentatious Consumption (133) others with different cultures to draw them in. Advertising as Stimulus (132) • Pursuit of Novelty (132) These families are attracted to lavish displays of affluence that clearly convey their success and social status. They want recognition and to show off their more refined Ecological Fatalism (131) level of status to their friends and larger community through the display of objects Need for Status Recognition (131) that symbolize wealth and success. Messages that position them as the ones who Anomie-Aimlessness (128) can make an impact may resonate well with them. Enthusiasm for Technology (127) Skepticism Toward Small Business (126) • This group enjoys advertising across a wide variety of platforms and uses it as a key source of information to spark interest in what are the newest and most desirable products to own. They also have a keen sense of enthusiasm for technology and are fascinated by the possibilities that technology can offer. Ensure that online information is easily accessible for this group and easy to share with their family and friends.

• Diverse Markham Families do not have the same trust and confidence in small WEAK SOCIAL VALUES business and feel it is the larger companies and institutions that have their best Flexible Families (78) interests in mind. Consider partnerships with larger businesses to boost levels of Fulfillment Through Work (75) trust and credibility. Cultural Assimilation (69) • Many in this segment do not seek a high level of fulfillment from their working life. In Attraction to Nature (46) addition, they often feel a sense of aimlessness and sense of isolation and being cut off from society. Initiatives that reach out to this group and give them ways to reconnect with others in their community would be well received by this segment.

• These families are less attracted to nature and less inclined to consider environmental issues as important. Programs that highlight parks and elements of the natural world may find a less receptive audience with this group.

33 Media Highlights: Diverse markham Families

Television: Lighter tv viewers who watch less than 2 hours/day Usage Programs

Time Spent Watching - Weekday Index Time Spent Watching - Weekend Index Top Program Types (Pst Mth) Index Top General Programs (Per Wk) Index Less than 2 Hours 52% 114 Less than 2 Hours 36% 124 Teen Dramas 7% 121 The Social 9% 139 2-4 Hours 30% 95 2-6 Hours 49% 93 Fashion/Beauty 9% 111 Canada's Smartest Person 5% 132 4+ Hours 18% 79 6+ Hours 15% 82 Family Dramas 33% 108 Orphan Black 7% 131 Entertainment News 23% 105 Pretty Little Liars 6% 129 Movies 70% 103 Keeping Up With The… 10% 127 News/Current Affairs 56% Come Dine With Me 7%

Household TV Reception Index Hours Watched Per Week Index Top News Programs (Per Wk) Index Top Sports Programs (Pst Mth) Index Global News Final Cable 28% 101 Hours Watched Per Week 15.2 89 8% 124 MMA 9% 128 Digital Cable 41% 110 The Exchange with Amanda… 6% 121 Cricket 5% 119 Fibre Optic 12% 90 Global News Hour 12% 119 Boxing 10% 116 Satellite Service 19% 93 Market Call 5% 118 NBA Reg Season 20% 114 High Definition Service 21% 84 Doc Zone 14% 118 Figure Skating 15% 112 CityNews @ 6 17% Poker 8% • This group watches less TV on both weekdays and weekends. • These viewers are movie buffs who are also partial to Teen Dramas, Fashion & Beauty • These households watch just over 15 hours of television per week programs and Family Dramas • Basketball will easily reach them, while MMA, cricket and boxing are also popular RADIO: medium Light listeners who like Urban, Hit music Print: Medium Heavy readers who like news & Tor. Life

Time Spent Listening (Wkday) Index Time Spent Listening (Wkend) Index Magazines Read (Pst Yr) Index ParentsCanada Less Than 1 Hour 42% 116 Less Than 1 Hour 43% 103 12% 142 Glow 1 to 2 Hours 31% 98 1 to 2 Hours 30% 99 9% 127 More Than 2 Hours 27% 84 More Than 2 Hours 27% 96 ELLE CANADA 19% 125 MoneySense 15% 123 • These families are fans of Stations Listened to Most Often Index Program Types Listened to Most Often Index LOULOU (Eng) 6% 119 parenting magazines, Toronto Urban/ Hip Hop/ Rap 11% 142 News 49% 99 Flare 14% 118 Life and ELLE CANADA All News 15% 114 Weather 19% 128 Canadian Business 13% 117 Top 40/Current Hits 18% 113 Other 26% Toronto Life 24% 117 • In newspapers, these readers News/Talk/Information/Sports 7% 112 Good Times 5% 112 prefer the Automotive, Home New Country 6% 103 Today's Parent 19% 111 or Real Estate, and Travel Other 9% Newspaper Sections Read Index sections • This group listens to Urban/ Hip Hop/Rap at above average rates Automotive 14% 127 • Top 40/Current Hits and All News will reach the greatest number of these listeners Home or Real Estate 14% 120 in York Region Travel 20% 119 • Just under half of this segment listens to News programing most often and nearly Puzzles and Games 21% 113 one in five have a stronger preference for Weather programs Local News 47% 108 World News 39% Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order Index 34 Under 80 110 to 119 120 to 149 Over 150 MEDIA HIGHLIGHTS: diverse Markham families

INTERNET: Heavier internet users who enjoy Digital Newspapers and magazines and shop online for Clothing/Footwear Usage & purchases Activities by platform

Devices Used (Pst Mth) - Owned by Self Index Top Websites Visited (Pst Mth) Index Top Activities (Pst Mth) - PC/Laptop Index Top Activities (Pst Mth) - Tablet/E-Reader Index Smartphone 69% 109 Telephone Directories 21% 114 Used For Instant Messaging 13% 118 Accessed Newspaper Website 10% 118 Desktop Computer 52% 107 Weather 59% 111 Downloaded Videos 19% 117 Downloaded Applications 9% 107 Laptop Computer 70% 106 Games 35% 111 Clip Mobile Coupon 7% 116 Downloaded Videos 4% 105 Tablet 47% 101 Magazines 12% 110 Watched Videos 34% 113 Maps/Map Directions 14% 102 Cell phone (not smartphone) 7% 92 Investments 16% 109 Watched Movie 30% 112 Accessed Magazine Website 6% 98 E-Reader 3% 70 Career/Job Search 20% Games 30% Watched Movie 7% Made Online Purchase (Pst Yr) 58% Top Activities (Pst Mth) - Mobile Phone Index Time Spent on Internet (Hours in Pst Wk) Index Purchase Type Index Video Games Read Digital Magazines 7% 160 Internet 20.3 109 8% 124 Toys/Games Read Digital Newspapers 10% 152 Mobile Device Internet 10.6 105 11% 118 Accessed Magazine Website 127 Clothing/Footwear 27% 117 7% Accessed Newspaper Website 11% 123 Where Accessed Most Often (Pst Mth) Index Cosmetics/Skin Care 7% 109 Banking 123 Home 88% 102 Sports Equipment 4% 97 30% Downloaded Applications 22% Work 10% 88 Travel 16% • PCs are preferred for Watching Videos and Movies by the most people • Heavier internet users who spend 20 hrs/wk online, most often at home • They strongly favour reading Newspapers on their phones and Tablets and access • They are more likely go online to visit Weather websites and play Games Digital magazines websites on their phones; digital ads and articles many engage • This group also shops online for Clothing/Footwear, Toy/Games and Video Games them Direct Mail: One in Five will always open envelopes Outdoor: This group makes shorter trips & uses transit

DM Usage (Freq.) KM Travelled In Town (Pst Wk) Index Public Transit Usage Index Always Often Sometimes Under 49km 33% 118 Used Transit (Pst Mnth) 46% 140 Index • This group is receptive to DM 50-149km Brochures 5% 15% 48% 86 30% 92 Times Used Past Week Index 150km+ Public Transit Catalogues 4% 20% 51% 62 envelopes and less to 34% 93 4.1 164 Bus/Streetcar Coupon Booklets 15% 27% 36% 88 catalogues 1.9 157 Envelopes 20% 15% 38% 110 • 60% of them turn to direct Index is based on 'Always' usage mail pieces for Health & Mall Visits (Pst Wk) Index 1 32% 99 Use to Plan/Make Purchase - Frequently/Sometimes Index Personal Care Items and half 2 19% 102 Investment/Banking Services 23% 103 of them use it as a resource 3+ 20% 113 Home Entertainment Items 51% 100 for Clothing/Accessories and Health/Personal Care Items 60% 99 Home Entertainment • One-third of this group drives less than 49km/wk Clothing/Accessories 56% 98 Wireless Products 41% 98 purchases • Transit usage is stronger with nearly half using public transit in the past month Computer Hardware 46% • They like to shop - with one in five visiting a mall three or more times in the past week; ads near malls could engage them

Index Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order 35 Under 80 110 to 119 120 to 149 Over 150 Social and Mobile: Diverse Markham families

social media: More engaged users overall with a stronger interest in Photography-based social media CURRENTLY USE Device used

Facebook Google+ LinkedIn MORNING AFTERNOON DINNER EVENING LATE NIGHT • This group has an Activities at least a 77% (101) 58% (102) 53% (104) engaged group of few times per week: 31% 35% 17% 30% 19% PC users in the late 48% Read news feed (99) Twitter Instagram Flickr (93) (99) (107) (103) (113) night hours 34% (107) 28% (106) 12% (123) 15% Update status (103) • Mobile phones 29% 32% 25% 48% 29% 14% Post photos (106) used all day and Pinterest YouTube Wikis (99) (104) (104) (107) (108) reach the greatest 24% (84) 81% (101) 45% (98) number of people 52% 57% 43% 50% 38% in the afternoons • Tablet users have a • Diverse Markham Families tend to use social media just slightly above average rates (104) (109) (109) (106) (105) stronger group of • Facebook is widely used and Google+, while Flickr is popular 19% 19% 21% 38% 26% users at dinner time • Be sure to keep social media touchpoints up-to-date for this tech-savvy segment (102) (108) (110) (103) (103) Interactions and Actions taken

Consume - At least a few times per week Index Actions Taken Using SM Rate or review products 19% 125 mobile: Stronger mobile users who prefer Android Read blogs 26% 119 45% Listen to radio or stream music 37% 110 Smartphone iPad iOS • Diverse Markham (97) Like brand on Facebook Watch video 49% 106 85% (102) 48% (106) 34% (105) Families tend to View friends' photos 49% 106 Android own Smartphones 27% Create/Share - At least a few times per week Index Basic Mobile Phone Other Tablet 40% (110) and skew more (98) Subscribe to brand email newsletter Publish blog, Tumblr, online journal 11% 150 32% (109) 44% (110) Blackberry strongly towards Post videos 11% 143 (72) Participate in online forums 20% 134 7% Android users 19% Play games with others 22% 123 • They are also (123) Subscribe to brand channel on YouTube Comment on articles or blogs 17% 123 Top Activities - At least a few times per week Index stronger users of Checking in somewhere 13% 147 news apps and 16% Reading e-books 17% 146 142 mobile versions of (109) Register/join an online community of • This group is more engaged followers of Video phone calls (e.g. Skype, Facetime) 24% LinkedIn mobile 19% 127 consumers who also like the brand their favourite brands online websites, so Purchasing products 15% 126 ensure that York • Encourage residents to like York Region 22% 15% Region’s digital (111) Follow brand on Twitter on Facebook and to sign up for email Preferred format to read news and information on mobile phone Index properties are newsletters Using an app 32% 110 13% • Consider sharing York Region videos via Conventional site in the phone's browser 17% 99 optimized for Mobile version of the website 35% 98 (121) Follow brand on Google+ Twitter to reach this connected segment mobile use

Opticks AskingCanadians Social 2016; Opticks Asking Canadians Mobile 2016; Index 36 Top 5 & Top 10 min 5% penetration sorted by index in descending order Under 80 110 to 119 120 to 149 Over 150 Comfortable print readers

37 Media Summary: Comfortable Print Readers

Media Summary

Found in markets such as Newmarket, Whitchurch-Stouffville, King, Aurora, and East Gwillimbury, the Comfortable Print Readers are middle- aged less diverse families who enjoy a variety of newspapers and magazines. It should be noted that the greatest number of readers enjoy the News sections of their favourite papers including World, Provincial, PRIZM5: 04/08/06/09/17 Market Population 12+ : 190,772 (19%) and National News. Geographic Distribution Media Summary

20 Markham 28 Medium print readers, enjoying both Average radio listeners who favour radio stations magazines and newspapers. Residents prefer playing Oldies, New Country and Top 40/Current 17 Arts & Entertainment, Food, and World News Hits. Richmond Hill 18 Print sections. Radio 16 Newspaper Readership Index Radio Listenership Index Vaughan 27 Light 29% 92 Light 10% 102 Medium Light 5% 131 Medium Light 25% 93 Newmarket 13 Medium 19% 108 Medium 25% 105 8 Medium Heavy 25% 96 Medium Heavy 19% 93 Heavy 23% Heavy 22% 109 10 104 Whitchurch-Stouffville 4 Average television viewers who are more Light internet users who can be found 9 likely to watch Soap/Serial Dramas, online making purchases for Computer King 2 Science Fiction/Fantasy Dramas and Hardware/Software, Books and Clothing. Television Children’s Cartoons. Internet Aurora 8 TV Viewership Index Internet Usage Index 5 Light 18% 82 Light 19% 110 TG Households Medium Light Medium Light 6 20% 108 25% 104 East Gwillimbury 2 Market Households Medium 19% 106 Medium 18% 97 Medium Heavy 22% 105 Medium Heavy 19% 102 Sorted by % comp target 1 Heavy 20% 102 Heavy 19% 89 Georgina 5 group households

38 Geographic Distribution - Environics Analytics 2016; Opticks Powered by Vividata 2016 Social Values: COMFORTABLE PRINT READERS

Observations & Implications

• Leaving a legacy is a priority for this group who want to leave behind a positive STRONG SOCIAL VALUES financial, cultural, moral or spiritual influence. Consider emphasizing that their Legacy (124) community involvement will leave behind a better community for their families and Personal Control (121) others to enjoy. Also consider aligning communications with their sense of personal Rejection of Orderliness (118) control and provide them with the means to take action themselves. North American Dream (117) • Need for Escape (115) This group also embraces a certain amount of rejection of orderliness and favour a more relaxed approach to life. They also believe in the North American Dream and National Pride (114) think that at any point in life you can have a new beginning. In turn, consider Effort Towards Health (113) appealing to this segment’s overall sense of openness for new ideas and messages. Importance of Brand (113) Duty (112) • These readers often feel the need for escape to ease the pressures of modern life. Social Intimacy (111) The also have a strong sense of national pride and firmly believe that Canada has a strong position in the world. Communication pieces that leverage Canadian images should be well received.

• Healthy lifestyles are important to these families as they are willing to put more effort towards health and understand that making small changes can bring them more overall wellness. This concept dovetails nicely with their sense of duty in that their own health will help them fulfill their obligations to others. This is a group who WEAK SOCIAL VALUES will add important items to a task list and get it done. Communication pieces should Fatalism (80) have a compelling action item to engage this group. Anomie-Aimlessness (78) • Members of this group are looking for more social intimacy with smaller, closely knit Sexism (77) groups of people. Consider appealing to this group through social media to make Spiritual Quest (77) them feel a more personal connection to the messages.

• This group places more weight on branding in their decision-making process. Strong branding of York Region communications may build a stronger connection with this segment.

39 Media Highlights: Comfortable Print Readers

Television: Average tv viewers who watch 2-6 hours/day on weekends and favour serial Dramas and sports Usage Programs

Time Spent Watching - Weekday Index Time Spent Watching - Weekend Index Top Program Types (Pst Mth) Index Top General Programs (Per Wk) Index Less than 2 Hours 44% 96 Less than 2 Hours 26% 90 Music Video 13% 114 Heartland 6% 129 2-4 Hours 33% 104 2-6 Hours 55% 104 Soap/Serial Dramas 19% 111 Price Is Right 10% 117 4+ Hours 23% 102 6+ Hours 19% 105 Science Fiction/Fantasy… 26% 108 NCIS: LA 16% 115 Children's Cartoons 23% 108 Top Chef 12% 115 Adult Animated Series 13% 106 Chicago Fire 14% 114 Suspense/Crime Dramas 38% Sleepy Hollow 5%

Household TV Reception Index Hours Watched Per Week Index Top News Programs (Per Wk) Index Top Sports Programs (Pst Mth) Index CHCH Morning Live Cable 26% 95 Hours Watched Per Week 17.5 103 7% 119 Skiing/Snowboarding 10% 118 Digital Cable 36% 99 CTV Naitonal News 16% 112 Sportsnet Prime Time Sports 12% 113 Fibre Optic 13% 96 TSN SportsCentre 24% 111 CFL Reg Season 16% 112 Satellite Service 22% 108 CBC Sports Weekend 8% 108 MLB Playoffs 24% 111 High Definition Service 25% 100 Off The Record 6% 107 Extreme Sports 7% 111 CTV Late Local News 13% CFL Playoffs 19% • This group watches more TV on the weekends where 74% of them are viewing 2+ • These viewers prefer Soap/Serial Dramas such as Heartland hours. • They prefer CHCH Morning Live News and Sports programs such as Skiing/ • These households watch just under 18 hours of television per week Snowboarding, The CFL and MLB Playoffs RADIO: Average listeners who often listen to Top 40 Hits Print: like world News and Readers Digest

Time Spent Listening (Wkday) Index Time Spent Listening (Wkend) Index Magazines Read (Pst Yr) Index Our Canada Less Than 1 Hour 34% 95 Less Than 1 Hour 41% 99 8% 121 Alive 1 to 2 Hours 33% 102 1 to 2 Hours 31% 101 5% 118 • Favourite magazines include Outdoor Canada 11% More Than 2 Hours 33% 103 More Than 2 Hours 28% 100 117 Our Canada, Alive and Outdoor Zoomer Magazine 15% 111 Stations Listened to Most Often Index Program Types Listened to Most Often Index Hello! Canada 25% 111 Canada Dance 3% 122 News 50% 100 Style at Home 17% 110 • The greatest number of people Oldies 7% 115 Weather 12% 83 Canada's History 6% 109 in this segment are reached New Country 6% 106 Other 31% Reader's Digest 33% 109 with titles such as Reader’s Top 40/Current Hits 16% 104 CANADIAN HOUSE & HOME 22% 108 Digest and Hello! Canada News/Talk/Information/Sports 6% 99 The Hockey News Magazine 9% 107 Other 9% • More of this group tend to read Newspaper Sections Read Index • These families prefer listening to Dance and Oldies stations Arts and Entertainment 23% 103 the World News and Provincial • Top 40/Current Hits will reach the greatest number of listeners in this segment Food 19% 103 or National News sections of • Half of this segment listens to News programing most often World News 37% 102 the newspaper Provincial or National News 36% 102 Comics 16% 101 Health 20% Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order Index 40 Under 80 110 to 119 120 to 149 Over 150 MEDIA HIGHLIGHTS: Comfortable Print Readers

INTERNET: Lighter internet users who go online for home Improvement/Décor ideas Usage & purchases Activities by platform

Devices Used (Pst Mth) - Owned by Self Index Top Websites Visited (Pst Mth) Index Top Activities (Pst Mth) - PC/Laptop Index Top Activities (Pst Mth) - Tablet/E-Reader Index E-Reader 5% 111 Home Improvements/Décor 17% 114 Used For Social Networking 44% 106 Downloaded Applications 10% 117 Desktop Computer 49% 101 Real Estate 12% 105 Maps/Map Directions 44% 104 Downloaded Music 6% 111 Cell phone (not smartphone) 7% 100 Email 83% 100 Accessed Magazine Website 13% 103 Read Digital Magazines 5% 111 Tablet 46% 98 Entertainment 46% 100 Used For E-mail 75% 102 Used For Text Messaging 7% 111 Laptop Computer 63% 96 Search Engines 43% 100 Used For Internet Searches 60% 101 Watched TV Programs 9% 110 Smartphone 60% 95 Magazines 11% Banking 58% Read Digital Books 16% Made Online Purchase (Pst Yr) 60% Top Activities (Pst Mth) - Mobile Phone Index Time Spent on Internet (Hours in Pst Wk) Index Purchase Type Index Used For Text Messaging 65% 100 Internet 17.8 96 Computer Hardware/Software 12% 100 Maps/Map Directions 31% 98 Mobile Device Internet 10.1 100 Books 22% 99 Used For Social Networking 35% 97 Home Electronics 10% 97 Watched Videos 14% 97 Where Accessed Most Often (Pst Mth) Index Travel 16% 96 Used For Internet Searches 34% 96 Home 86% 99 Clothing/Footwear 22% 94 Games 20% Work 12% 113 Movie Theatre Tickets 10% • Light internet users who use laptops to go online for Email and Entertainment • PCs are preferred for Social Networking and Email • They spend nearly 18 hours a week on the Internet • They use mobile for Text Messaging, Internet Searches and Social Networking • The greatest number of this group can be found shopping for Books and Clothing • They enjoy Downloading Apps, Music and Reading Digital Magazines on their tablets Direct Mail: Enjoy Direct Mail Brochures & Catalogues Outdoor: more time spent in the car, less transit usage

DM Usage (Freq.) KM Travelled In Town (Pst Wk) Index Public Transit Usage Index Always Often Sometimes Under 49km 26% 91 Used Transit (Pst Mnth) 27% 82 Index • This group favours Brochures 50-149km Brochures 6% 16% 54% 111 34% 103 Times Used Past Week Index 150km+ Public Transit Catalogues 7% 19% 53% 111 and Catalogues and 17% 39% 105 1.7 70 Bus/Streetcar Coupon Booklets 17% 26% 36% 103 always look at Coupon 0.9 75 Envelopes 16% 15% 39% 92 Booklets Index is based on 'Always' usage • 75% of them look at Grocery Mall Visits (Pst Wk) Index 1 34% 106 Use to Plan/Make Purchase - Frequently/Sometimes Index flyers to plan their purchases, 2 18% 97 Computer Hardware 50% 107 and 62% use it to plan their 3+ 14% 79 Home Improvement 53% 106 Entertainment and Entertainment/Restaurants 62% 104 Restaurants outings • They are drivers with 39% driving more than 150km every week Sports Equipment 33% 104 Groceries 75% 104 • They are less likely to use transit compared to the rest of York Region, so transit Wireless Products 43% ads may not be effective • A full one third of this group visit the mall once per week

Index Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order 41 Under 80 110 to 119 120 to 149 Over 150 Social and Mobile: Comfortable Print Readers

social media: Slightly Less engaged users of Social Media overall with a more enthusiastic group of pinterest users CURRENTLY USE Device used

Facebook Google+ LinkedIn MORNING AFTERNOON DINNER EVENING LATE NIGHT • Evening hours are a Activities at least a 74% (97) 55% (98) 48% (96) good time to reach few times per week: 34% 36% 16% 29% 16% those on their 48% Read news feed (98) Twitter Instagram Flickr (104) (102) (97) (98) (95) laptops 29% (89) 24% (91) 8% (82) 13% Update status (84) • Mobile phones are 31% 30% 23% 43% 26% 11% Post photos (86) used the most in Pinterest YouTube Wikis (106) (97) (95) (95) (98) the afternoons 32% (110) 79% (99) 46% (101) • Tablet users are 46% 47% 34% 42% 31% just slightly above average in the (91) (91) (86) (89) (87) • The Comfortable Print Readers segment use social media at average rates morning • YouTube, Facebook and Google+ are the most widely used 20% 18% 18% 37% 25% • Pinterest at stronger rates (104) (103) (95) (99) (98) Interactions and Actions taken

Consume - At least a few times per week Index Actions Taken Using SM Read article comments 41% 96 mobile: Android Users and Blackberry Enthusiasts View friends' photos 44% 95 44% Read status updates/tweets 40% 93 Smartphone iPad iOS • Comfortable Print (95) Like brand on Facebook Listen to radio or stream music 31% 93 80% (96) 43% (95) 31% (96) Readers own Watch video 42% 92 Android Smartphones at 27% Create/Share - At least a few times per week Index Basic Mobile Phone Other Tablet 32% (88) average rates for (98) Subscribe to brand email newsletter Share link (via email, sharing tools, etc.) 32% 90 30% (101) 37% (93) Blackberry York Region Participate in online chats 29% 84 (119) Play games with others 14% 81 12% • Mobile versions of 11% Update status 14% 79 websites are Subscribe to brand channel on YouTube (72) Post photos 14% 81 Top Activities - At least a few times per week Index preferred on Text messaging 78% 99 mobile phones, so 12% Conventional Phone calls 73% 97 93 ensure that York (85) Register/join an online community of • Reflecting their lighter internet usage, Email 65% Calendar / Agenda / Organizer / Calculator 53% 93 consumers who also like the brand this group is slightly less engaged with Region’s digital Camera use 53% 91 properties are social media 59% 12% optimized for (83) Follow brand on Twitter • Although they are a less engaged Preferred format to read news and information on mobile phone Index mobile use segment, nearly one-third still regularly Mobile version of the website 37% 101 8% share links via email or another social Conventional site in the phone's browser 18% 101 Using an app 25% 87 (75) Follow brand on Google+ media sharing tool

Opticks AskingCanadians Social 2016; Opticks Asking Canadians Mobile 2016; Index 42 Top 5 & Top 10 min 5% penetration sorted by index in descending order Under 80 110 to 119 120 to 149 Over 150 Older tv viewers

43 Media Summary: older TV Viewers

Media Summary

Primarily living in Georgina, Older TV Viewers prefer traditional media platforms such as television and radio, and increasing rates for online content. In print, they enjoy publications which speak to their love of Canada and outdoor adventure, while on television they will tune into business news, cooking shows, reality TV and suspense or crime dramas. PRIZM5: 19/26/47/24/36/63 Market Population 12+ : 85,510 (9%) On radio, they prefer Classic Rock and Oldies stations. Geographic Distribution Media Summary

49 Georgina 5 Light print readership with many residents Mixed radio listeners who enjoy radio stations enjoying Cottage Life magazine, Reader’s playing Classic Rock, Oldies, All News and Top 13 Digest, and Canadian House & Home. 40/Current Hits. East Gwillimbury 2 Print Radio Newspaper Readership Index 12 Radio Listenership Index Newmarket 8 Light 43% 138 Light 12% 128 Medium Light 3% 91 Medium Light 24% 88 Markham 7 Medium 22% 124 Medium 20% 85 28 Medium Heavy 17% 65 Medium Heavy 25% 125 Heavy 15% 69 Heavy 19% 97 6 Vaughan 27 Heavy television viewers who more Mixed internet users who have visited 5 strongly favour Business News, Cooking websites in the last month for Career/Job Richmond Hill 18 Shows, Reality TV and Suspense/Crime Search, Games and Home Improvement & Television Dramas. Internet Décor and Real Estate. Aurora 5 5 TV Viewership Index Internet Usage Index TG Households Light 17% 77 Light 18% 103 2 Medium Light Medium Light Whitchurch-Stouffville 4 Market Households 16% 86 28% 115 Medium 17% 91 Medium 16% 88 Sorted by % comp target Medium Heavy 23% 106 Medium Heavy 21% 110 King 1 group households 2 Heavy 28% 141 Heavy 17% 81

44 Geographic Distribution - Environics Analytics 2016; Opticks Powered by Vividata 2016 Social Values: OLDER TV VIEWERS

Observations & Implications

• This is a group of proud Canadians who feel that Canada is a strong country and STRONG SOCIAL VALUES enjoy Canadian magazines such as Our Canada and Cottage Life. However, they are Cultural Assimilation (127) not naturally open to the diverse cultures of Canada and instead believe that ethnic National Pride (126) groups should blend into the dominant culture. Communication pieces that Rejection of Orderliness (123) leverage strong images of Canadiana will appeal to this segment of proud Older TV Need for Escape (121) Viewers. Obedience to Authority (121) • As an older group, nature has always been a part of their lives and they share a Attraction to Nature (118) natural affinity towards it. Messages that can bring back these memories will make Work Ethic (116) York Region communications more impactful. Images that show younger and older Religiosity (112) generations happily enjoying the great outdoors will connect with these people and Legacy (112) appeal to their need for escape. Financial Concern Regarding the Future (111) • This segment embraces a less ordered approach to life and prefers a more informal and relaxed style of living. However, they have a healthy respect for authority and believe that persons and organizations of authority should be deferred to at all times. Messages from authority figures that reflect an informal tone should resonate with this group.

• Older TV Viewers believe in a strong work ethic and feel that commitment to work WEAK SOCIAL VALUES should come before play and this value is something that needs to be passed along Enthusiasm for Technology (82) to the next generation. Naturally, they are also concerned about their financial Spiritual Quest (81) future as they age and want to feel they have been responsible citizens. Marketing messages that assure them that their hard work has paid off and they have done Ostentatious Consumption (80) the right thing are the types of communications they will be more receptive to. Status via Home (80) • Members of this group do not define themselves by the objects they have acquired over the course of their lives. Instead, they live in more humble homes that function well for the lifestyle they have chosen to lead. This group also lives with less technology and is likely more easily reached with traditional forms of media such as television, radio and print.

45 Media Highlights: Older TV Viewers

Television: Heavy tv viewers who watch 4+ hours of TV every day; Business News, Cooking Shows & Dramas are favoured Usage Programs

Time Spent Watching - Weekday Index Time Spent Watching - Weekend Index Top Program Types (Pst Mth) Index Top General Programs (Per Wk) Index Less than 2 Hours 37% 81 Less than 2 Hours 25% 88 Business News 20% 124 Wonderful World Of Disney 6% 161 2-4 Hours 33% 105 2-6 Hours 52% 97 Cooking Shows 42% 117 Heartland 7% 153 4+ Hours 30% 131 6+ Hours 23% 126 Reality TV 34% 116 Orphan Black 8% 149 Suspense/Crime Dramas 42% 115 The Following 7% 144 Stand-Up Comedy 23% 113 Rookie Blue 14% 138 Sports 42% The View 6%

Household TV Reception Index Hours Watched Per Week Index Top News Programs (Per Wk) Index Top Sports Programs (Pst Mth) Index CHCH Morning Live Cable 29% 107 Hours Watched Per Week 19.2 113 7% 127 Extreme Sports 11% 170 Digital Cable 31% 85 Noon News 8% 121 Skiing/Snowboarding 15% 169 Fibre Optic 9% 67 CBC Morning News 11% 120 Pro Wrestling 7% 120 Satellite Service 29% 145 16 X 9 8% 120 NASCAR 13% 120 High Definition Service 23% 92 CTV Naitonal News 16% 114 CFL Playoffs 20% 112 CTV Late Local News 14% Figure Skating 15% • Older TV Viewers watch more TV than other segments, with 30% watching more • News Programming resonates well with this segment, with the greatest number than 4+ hours every day tuning into CTV; One in five can be reached with the CFL playoffs • Most of these households subscribe to either Satellite or Cable TV services • Top General Programs include Disney, Heartland, Orphan Black and Rookie Blue RADIO: Mixed listeners who like Classic Rock & Oldies Print: Stronger readers of Canadian magazines

Time Spent Listening (Wkday) Index Time Spent Listening (Wkend) Index Magazines Read (Pst Yr) Index Alive Less Than 1 Hour 35% 98 Less Than 1 Hour 41% 99 6% 168 Our Canada • Their favourite magazines 1 to 2 Hours 28% 89 1 to 2 Hours 29% 96 9% 142 More Than 2 Hours 37% 113 More Than 2 Hours 30% 106 Outdoor Canada 13% 140 include Our Canada, Outdoor Cottage Life 18% 123 Canada, Cottage Life and The Stations Listened to Most Often Index Program Types Listened to Most Often Index The Hockey News Magazine 9% 118 Hockey News Album Rock/Classic Rock 18% 132 News 46% 93 Reader's Digest 34% 115 • Reader’s Digest alone reaches Oldies 7% 112 Weather 19% 126 Style at Home 17% 110 one third of this segment All News 13% 98 Other 31% Canadian Living 36% 104 Top 40/Current Hits 14% 91 CANADIAN HOUSE & HOME 22% 104 • While newspapers are used News/Talk/Information/Sports 5% 83 Zoomer Magazine 13% 99 less by this group overall, the New Country 5% Newspaper Sections Read Index Local News is the section most • These older listeners tune in for more than 2 hours every weekday Puzzles and Games 15% 80 • of them look at Favourite stations include Classic Rock and Oldies, with All News and Top Comics 12% 75 40/Current Hits reaching a significant portion of this group Sports 13% 71 • They can also be described as weather watchers, so advertising that airs alongside Arts and Entertainment 16% 71 weather reports is likely to find an engaged listener. Local News 30% 69 Provincial or National News 24% Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order Index 46 Under 80 110 to 119 120 to 149 Over 150 MEDIA HIGHLIGHTS: Older TV Viewers

INTERNET: Mixed users who often go online to play games and to purchase toys/Games Usage & purchases Activities by platform

Devices Used (Pst Mth) - Owned by Self Index Top Websites Visited (Pst Mth) Index Top Activities (Pst Mth) - PC/Laptop Index Top Activities (Pst Mth) - Tablet/E-Reader Index Cell phone (not smartphone) 10% 132 Career/Job Search 22% 120 Read Digital Magazines 9% 137 Used For Instant Messaging 10% 120 Desktop Computer 51% 106 Games 37% 118 Accessed Magazine Website 13% 106 Downloaded Applications 10% 111 Laptop Computer 58% 87 Home Improvements/Décor 17% 114 Clip Mobile Coupon 6% 105 Used For Text Messaging 7% 108 E-Reader 4% 84 Real Estate 12% 103 Used For Internet Searches 62% 104 Read Digital Newspapers 6% 104 Smartphone 52% 82 Online Classifieds 18% 103 Maps/Map Directions 44% 104 Games 15% 103 Tablet 36% 77 Food/Recipes 46% Used For Instant Messaging 11% Downloaded Music 5% Made Online Purchase (Pst Yr) 52% Top Activities (Pst Mth) - Mobile Phone Index Time Spent on Internet (Hours in Pst Wk) Index Purchase Type Index Toys/Games Used For Internet Searches 33% 94 Internet 17.4 94 11% 116 Home Electronics Watched Videos 13% 91 Mobile Device Internet 10.3 102 11% 105 Used For Social Networking 88 Books 20% 90 32% Used For E-mail 37% 87 Where Accessed Most Often (Pst Mth) Index Travel 14% 83 Maps/Map Directions 86 Home 89% 102 Clothing/Footwear 18% 79 27% Used For Text Messaging Work 9% 83 Video Games 5% 54% • Mixed internet users who spend about 17 hours online at home • Reading Digital Magazines online are a preferred activity • They often go online to look at Career options, Games and Home Improvement • On Tablets, Older TV Viewers use them for Messaging and Downloading Apps • Toys & Games and Home Electronics are more popular online purchases • Mobile Phones are used less by this group but often used for Internet Searches Direct Mail: Brochures, Catalogues preferred Outdoor: drivers who often travel 150km+ every week

DM Usage (Freq.) KM Travelled In Town (Pst Wk) Index Public Transit Usage Index Always Often Sometimes Under 49km 24% 85 Used Transit (Pst Mnth) 16% 48 Index • This group strongly favours 50-149km Brochures 7% 12% 51% 129 32% 99 Times Used Past Week Index 150km+ Public Transit Catalogues 8% 19% 50% 130 Direct Mail, with Brochures, 40% 110 0.9 36 Bus/Streetcar Coupon Booklets 19% 21% 37% 114 Catalogues and Coupon 0.6 49 Envelopes 15% 14% 38% 85 Booklets among their Index is based on 'Always' usage favourites Mall Visits (Pst Wk) Index 1 35% 107 Use to Plan/Make Purchase - Frequently/Sometimes Index • They often use DM to plan 2 14% 75 Home Furnishings 48% 105 their purchases, with nearly 3+ 8% 46 Appliances/Furniture 48% 103 three quarters using it for Health/Personal Care Items 62% 103 planning trips to the Grocery • Four in ten of this group are driving more than 150km each week, so outdoor ads Groceries 73% 101 Investment/Banking Services 22% 99 store may be effective Clothing/Accessories 56% • Transit usage is much lower with only 16% having used it in the past month • They are less keen on shopping as an activity, with fewer multiple trips per week

Index Opticks Vividata 2016; Top 5 & Top 10 min 5% penetration sorted by index in descending order 47 Under 80 110 to 119 120 to 149 Over 150 Social and Mobile: Older TV Viewers

social media: Less engaged users of Social Media overall but Pinterest is a strong standout CURRENTLY USE Device used

Facebook Google+ LinkedIn MORNING AFTERNOON DINNER EVENING LATE NIGHT • The late night hours Activities at least a 76% (100) 57% (102) 40% (78) are a good time to few times per week: 34% 34% 17% 30% 19% reach those on 53% Read news feed (108) Twitter Instagram Flickr (104) (97) (109) (101) (111) their desktops 25% (77) 20% (75) 6% (63) 14% Update status (93) 43% • The greatest 30% 27% 21% 23% 12% Post photos (89) number of laptop Pinterest YouTube Wikis (101) (89) (88) (96) (87) users occurs during 36% (123) 72% (90) 39% (86) the evening 41% 44% 32% 38% 29% • While they are less engaged with their (82) (84) (81) (82) (80) • This group uses social media at lower rates compared to the rest of York Region phones, many are • Facebook, YouTube, Google+ and LinkedIn are used by the most people 18% 17% 15% 31% 21% using them in the • Pinterest has a more engaged user base with this older segment afternoons (98) (97) (80) (84) (82) Interactions and Actions taken

Consume - At least a few times per week Index Actions Taken Using SM View friends' photos 46% 99 mobile: Smartphone users who use basic features Read status updates/tweets 41% 97 50% Read article comments 39% 91 Smartphone iPad iOS • These users own (107) Like brand on Facebook Watch video 40% 86 76% (92) 36% (79) 26% (81) smartphones at Listen to radio or stream music 26% 80 Android average rates for 28% Create/Share - At least a few times per week Index Basic Mobile Phone Other Tablet 34% (95) the region, with (103) Subscribe to brand email newsletter Play games with others 16% 92 33% (111) 34% (87) Blackberry many households Share link (via email, sharing tools, etc.) 30% 86 (101) Update status 14% 81 10% still using Basic 11% Post photos 14% 81 Mobile Phones Subscribe to brand channel on YouTube (71) Comment on articles or blogs 10% 73 Top Activities - At least a few times per week Index • iPad and Tablet Text messaging 76% 97 usage is less than 13% • This group is less engaged with social Conventional Phone calls 70% 93 84 other segments (95) Register/join an online community of Clock / Alarm 45% media overall, however, they are often Camera use 49% 84 consumers who also like the brand and phones are online using Facebook and reading email Email 58% 83 primarily used for 32% 11% newsletters communication (76) Follow brand on Twitter Preferred format to read news and information on mobile phone Index • They are also regularly online using social purposes: phone media to view photos and watch videos Conventional site in the phone's browser 19% 108 Mobile version of the website 36% 100 calls and text 7% • Social media may not be the best way to Using an app 21% 71 messages (69) Follow brand on Google+ reach them; keep campaigns simple

Opticks AskingCanadians Social 2016; Opticks Asking Canadians Mobile 2016; Index 48 Top 5 & Top 10 min 5% penetration sorted by index in descending order Under 80 110 to 119 120 to 149 Over 150 Kirk Donaldson Client Advocate [email protected] 416.800.1405

Suzette Harnarine Client Advocate [email protected] 647.800.1362

Hugh Hibbert Director, Consulting Services [email protected] 416.969.2851 Thank you. Questions?