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