final - june 24 - bc ministry of tech - prizm analysis of ... · families w/out kids 50% vs.41% in...

British Columbia Ministry of Technology Innovation & Citizens’ ServicesPRIZM Analysis of British Columbia

Hugh HibbertSenior Client [email protected]‐969‐2851

March 31st 2015

• Purpose

• Methodology

• British Columbia Target Segments– Affluent Families

– Comfortable Exurban Families

– Suburban Mature

– Young Suburbia

– Urban Aspirations

– Urban Scramble

• Target Segment Maps– British Columbia

– Vancouver

– Kelowna

– Burnaby

• Appendix– Data Sources

Content

ConfidentialSource: Environics Analytics 2015 2

The British Columbia Ministry of Technology Innovation and Citizens’ Services (MTIC) has asked Environics Analytics (EA) to help them classify the British Columbia population into targetable segments based on their demographics and lifestage. The goal of this exercise is to use the insights provided by EA to understand more about the British Columbia population in order to create a targeted communication strategy.

Purpose


Methodology

ConfidentialSource: Environics Analytics 2015

Segmentation Thumbnail SketchProfile

DemoStats 2014

4

Market = British Columbia

Target Segments

16%

19%

16%10%

17%

12%

10%

% of BC Citizens

EA segmented the British Columbia population into seven segments based on their demographics, attitudes and behaviours

Affluent Families

Exurban Comfortable Families

Town & Country Folks

Suburban Mature

Young Suburbia

Urban Aspirations

Urban Scramble

The subsequent slides provide a thumbnail sketch of the target segments listed above


Confidential - Copyright Environics Analytics 2014

Affluent Families

Market Size (% of Mkt)

Citizens: 687K (16%)Population: 782K (17%)Households: 273K (14%)Service Card (% of Mkt)Count: 249K (15%)% Penetration: 32%Index: 92

PRIZM Clusters: 01/02/03/05/08/20

Demographic Highlights

Ministry of Technology Innovation and Citizens’ Services

+

Household Size

52% vs.37% in BC

Household Type

3+ persons Families w/kids

53% vs.45% in BC

Age of Children

Aged 20+

34% vs.26% in BC

Dwelling Tenure

Homeowners

79% vs.71% in BC

Housing Type

54% vs.47% in BC

Single‐Detached

Education

34% vs.24% in BC

Univ. Degree

Commuting Mother Tongue

47% vs.27% in BC

Non‐Official

With an average household income of $124,584 the Affluent Families represent some of British Columbia’s most prestigious neighbourhoods. Residents tend to live in big‐city neighbourhoods and the inner suburbs of markets such as Vancouver, Richmond and Burnaby. Ethnically diverse 47% of residents report a non‐official language as their mother tongue. With their university degrees and white collar occupations, the Affluent Families are more likely to be found living in fashionable homes with their adult children.

Social Values

Mobile Usage

Confidence in AdvertisingResidents view ads as a reliable source of information.

Adaptability to ComplexityUnderstand that change and complexity are a part of life. They don’t require overtly simple solutions.

Rejection of AuthorityMessages that ‘tell’ them what to do are less likely to resonate with Affluent Families.

National PrideBeing Canadian is not a strong part of their identity. Avoid messages which position your service as overtly Canadian

Importance of PricePrice is not important to these residents, and mentioning it may turn them off

Personal ControlResidents do not have a strong desire to control all aspects of their lives, and may welcome direction from the Ministry

Strong Weak

I am interested in receiving service messages that appeal to me based on my demographics (115)

Device Ownership/Operating System

My phone has made my life significantly easier or more efficient(107)

Attitudes

I tend to be the first to own new technologies (122)

Mobile Usage (% Pen) Index

149

143

136

123

119

116

115

114

113

113

7

6

8

10

12

24

37

29

7

39

Video Calls

D/L Apps

GPS/Maps

Listen to Music

Subscriptions/Al…

Instant Msg

Phone Calls

Web Search

Picture Msg

Email

Apple29% (108)

Tablet, incl. iPad69% (125)

Android29% (113)

Blackberry11% (98)

Smartphone73% (107)

Confidential

Commute by Car

72% vs.77% in BC

<80 80-110 110-120 120-150 150+Index Legend

Source: Environics Analytics 2015 6


Comfortable Exurban Families



PRIZM Clusters: 10/07/12/23/41/30/22



Household Size

29% vs.22% in BC

Household Type


50% vs.45% in BC

Age of Children

Aged 0‐9

37% vs.36% in BC

Dwelling Tenure

Homeowners

83% vs.71% in BC

Housing Type

68% vs.47% in BC

Single‐Detached

Education

19% vs.17% in BC

College Diploma

Commuting

88% vs.77% in BC

Mother Tongue

83% vs.70% in BC

English

The Exurban Comfortable Families consists of the wealthiest households outside of BC’s metropolitan sprawl in markets such as Surrey, Kelowna and Langley. The residents in this segment tend to be married, middle‐aged couples and families who live in comfortable homes and hold a mix of blue and white collar occupationswhich contribute to a household income of $101K. Residents in this segment are more likely to be born in British Columbia and speak English at home.

Social Values

Mobile Usage

Obedience to AuthorityResidents tend to do as they are told and not question those in positions of authority.

Personal ControlThe Service Card application process should be easy and flexible enough to allow residents to fit it in their schedule.

Primacy of the FamilyIt’s family first for these residents, who may be interested in getting health cards for their children.

Active GovernmentThe presence of government in aspects of their lives is not necessarily seen as welcoming or reassuring.

PatriarchyTraditional views which depict the father as the head of the household do not resonate with this segment.

Skepticism Towards AdvertisingResidents are more likely to view advertising as a trustworthy and reliable source of information.

Strong Weak

I am not interested in more than a few of the capabilities of my phone (106)


Technology intimidates me (110)

Attitudes

I would prefer to do most online activities using my phone instead of a conventional computer (92)


106

104

100

99

95

95

94

90

88

83

50

16

34

25

19

10

30

6

7

5

Text Msg

Facebook

Email

Web Search

Instant Msg

Play Games

Phone Calls

Banking

Listen to Music

Picture Msg

Apple28% (104)


Android23% (90)

Blackberry11% (99)

Smartphone66% (97)

+

Commute by Car


<80 80-110 110-120 120-150 150+Index Legend

7


Town & Country Folks



PRIZM Clusters: 32/25/40/34/56/57/55/27



Household Size

44% vs.35% in BC

Household Type

2 persons Families w/out kids

52% vs.41% in BC

Occupation

Blue Collar

18% vs.13% in BC

Dwelling Tenure

Homeowners

87% vs.71% in BC

Housing Type

78% vs.47% in BC

Single‐Detached

Education

15% vs.10% in BC

Trades Certificate

Commuting

90% vs.77% in BC

Mother Tongue

88% vs.70% in BC

English

The Town & Country Folks represent neighbourhoods filled with a mix of mature couples, families and retirees, living in low density towns and remote farming communities outside Kelowna, Abbotsford and Langley. Residents in this segment are more likely to hold occupations in primary industries such as agriculture, forestry and fishing. Households in this segment are small ‐ largely due to the low presence of children – resulting in their average household income of $77K potentially going a long way to support their country lifestyle.

Social Values

Mobile Usage

Strong Weak




Attitudes

Technology intimidates me (112)


86

82

80

76

76

70

66

59

58

41

6

26

8

12

24

16

12

6

Text Msg

Banking

Phone Calls

Play Games

Facebook

Email

Web Search

Instant Msg

Subscriptions/Al…

Apple24% (90)


Android21% (84)

Blackberry9% (80)

Smartphone59% (87)

Commute by Car

Attraction to NatureResidents enjoy spending time outdoors where they go to recharge their batteries. Nature imagery may resonate with them.

Aversion to ComplexityTo capture this audience keep things simple. New or complex instructions or application processes may turn residents off.

Utilitarian ConsumerismResidents may be attracted to messages which speak to the practicality of the Service Card.

Active GovernmentThe presence of government in aspects of their lives is not necessarily seen as welcoming or reassuring.

Need for Status RecognitionThere is no place ostentatious consumption among the Town & Country Folks. They take a pragmatic approach to life.

Time StressThese laid back residents don’t feel like they are racing against the clock. They don’t feel rushed.


<80 80-110 110-120 120-150 150+Index Legend

8


Suburban Mature


Citizens: 426 (10%)Population: 463K (10%)Households: 212K (11%)Service Card (% of Mkt)Count: 177K (11%)% Penetration: 38%Index: 110

PRIZM Clusters: 19/24/38/43



Household Size Household Type

Families w/out kids

50% vs.41% in BC

Occupation Dwelling Tenure

Homeowners

76% vs.71% in BC

Housing Type

23% vs.20% in BC

Low‐Rise Apartments

Education

13% vs.10% in BC

Trades Certificate

Commuting

82% vs.77% in BC

Mother Tongue

83% vs.70% in BC

English

The Suburban Mature households are concentrated in the middle class suburbs of British Columbia’s towns, small cities and second‐tier metros such as Kelowna, Nanaimo, and Saanich. Home to a mix of older couples, singles and families, this group has parlayed service sector and white‐collar jobs into a middle‐class household incomes of $75K. In their detached homes and apartment buildings, they pursue low‐stress leisure lifestyles which may help to explain their high rates for walking.

Social Values

Mobile Usage

Attraction to NatureResident enjoy an outdoorsy lifestyle. Nature imagery may appeal to them.

LegacyResidents are concerned with what they will leave to future generations. The opportunity to pass life on by becoming an organ donor may resonate with them.

Financial Concern Regarding the FutureResidents are unsure of the financial future. As a result there may be some price sensitivity within this group.

Confidence in AdvertisingAdvertisements are less likely to resonate with residents as they don’t see ads as sources of reliable information.

Enthusiasm for New TechnologySolutions and options which require a degree of technological literacy will not get far with these residents.

Need for EscapeThese residents are living the life they want. Showcase how the Service Card will allow them to continue to do the things they love.

Strong Weak

My phone is a practical device, but I'm not interested in using it for entertainment (111)



Attitudes


Apple24% (90)


Android22% (88)

Blackberry11% (98)

Smartphone61% (90)

Commute by Car


99

94

88

86

85

82

80

78

77

77

7

45

30

28

13

9

5

20

16

8

Banking

Text Msg

Email

Phone Calls

Facebook

Subscriptions/Al…

Picture Msg

Web Search

Instant Msg

Play Games

Sale & Service

15% vs.16% in BC74% vs.63% in BC

1‐2 persons

or


<80 80-110 110-120 120-150 150+Index Legend

9


Young Suburbia



PRIZM Clusters: 11/21/29/14



Household Size

36% vs.22% in BC

Household Type


58% vs.45% in BC

Age of Children

Under 9

36% vs.36% in BC

Dwelling Tenure

Homeowners

77% vs.71% in BC

Housing Type

19% vs.8% in BC

Row Houses

Education

46% vs.44% in BC

High School or Less

Commuting

82% vs.77% in BC

Mother Tongue

42% vs.27% in BC

Non‐Official

Young Suburbia is filled with recent immigrants from China, India, and the Philippines living in markets such as Surrey and Abbotsfordwith an average household income of $98K. These younger to middle‐aged families commute to their mostly blue collar jobs from an eclectic mix of suburban homes, row houses, and duplexes. Their large dwellings – often containing 4+ persons ‐ are filled with children of varying ages, and English is less likely to be spoken in the home. Campaigns in other languages may reach this audience.

Social Values

Mobile Usage

Time StressSolutions that are not large time commitments are preferred. Provide them with a platform to obtain the card quickly.

Aversion to Complexity Residents prefer solutions which are simple. They are time stressed and complex solutions may turn them off.

Importance of PriceIf there is going to be a premium for the dual card, residents may be reluctant to pay unless you can justify the cost.

Rejection of AuthorityYoung Suburbia are not rebels and do not expect to be consulted in an institutions decision making process.

Confidence in AdvertisingAdvertisements are less likely to resonate with residents as they don’t see ads as sources of reliable information.

Attraction to NatureYoung Suburbia does not feel pulled towards an outdoor life. They are suburbanites who want to be close to the city.

Strong Weak



Technology helps me increase flexibility between work and home (111)

Attitudes

I prefer to do most online activities using my phone instead of a conventional computer (121)

Apple28% (104)


Android28% (110)

Blackberry13% (122)

Smartphone74% (110)

Commute by Car


165

147

139

139

134

132

131

128

120

120

7

7

9

8

27

11

14

9

30

12

D/L Apps

Video Calls

Picture Msg

GPS/Maps

Instant Msg

Listen to Music

Subscriptions/Al…

Banking

Web Search

Play Games

+


<80 80-110 110-120 120-150 150+Index Legend

10


Urban Aspirations



PRIZM Clusters: 04/31/44/42/49/15/64/28



Household Size

78% vs.63% in BC

Household Type

1‐2 persons Non‐Family

53% vs.34% in BC

Age of Children

Under 5

22% vs.18% in BC

Dwelling Tenure

Renters

56% vs.29% in BC

Housing Type

78% vs.29% in BC

Apartments

Education

38% vs.24% in BC

University Degree

Commuting

27% vs.13% in BC

Mother Tongue

34% vs.27% in BC

Non‐Official

Urban Aspirations contains urbanites aged 44 and under living in apartment buildings in markets such as Vancouver, Burnaby and Victoria. Residents are more likely to have a university degree and hold white‐collar occupations. The average household income of this ethnically diverse segment is only $70K, but that may translate to more disposable income given their much smaller households. These urban dwellers are more likely to take public transit which may be the best way to reach them.

Social Values

Mobile Usage

Active GovernmentResidents believe that the government works in their best interests, and tend to trust government institutions.

Enthusiasm for TechnologyThese forward things individuals believe that technology can help improve their lives. They embrace modern technology.

Rejection of AuthorityMessages which ‘tell’ them what to do are less likely to resonate with this segment.

Aversion to ComplexityResidents view complex or difficult situations as opportunities for growth rather than obstacles.

LegacyMembers of this segment are not thinking about the future, and what they will leave for future generations.

Confidence in AdvertisingThese residents do not view advertisements as a reliable source of information.

Strong Weak



Other people often come to me for advice about new technologies (113)

Attitudes

My phone touches every part of my life (119)

Apple30% (113)


Android26% (103)

Blackberry12% (111)

Smartphone72% (106)

Public Transit


160

130

128

120

119

118

118

116

116

109

9

14

6

8

18

41

9

24

29

8

GPS/Maps

Subscriptions/Al…

Video Calls

Picture Msg

Facebook

Email

Listen to Music

Instant Msg

Web Search

Banking

or


<80 80-110 110-120 120-150 150+Index Legend

11


Urban Scramble



PRIZM Clusters: 62/51/60/59/53/54/63



Household Size

45% vs.28% in BC

Household Type

Lone‐parent

25% vs.14% in BC

Age of Children

Under 5

22% vs.18% in BC

Dwelling Tenure

Renters

53% vs.29% in BC

Housing Type

55% vs.29% in BC

Apartments

Education

61% vs.54% in BC

Trades/High school or less

Commuting

17% vs.9% in BC

Mother Tongue

77% vs.70% in BC

English

Urban Scramble is home to a mix of young and old singles, living in older city apartments. Found in markets such as Victoria, Surrey and Kelowna, the households in this segment contain a disproportionate amount of single‐parent families which may explain their average household income of $50K. 49% of residents only have a high school diploma or less and 20% work in sales & service. To reach this audience consider outdoor ads which will reach them as they walk or cycle to work.

Social Values

Mobile Usage

Utilitarian ConsumerismThese pragmatic individuals are attracted to useful products. Try highlighting the practical benefits of the Service Card

National Pride Being Canadian is a big part of the identity of these residents. Ads which include elements of Canadiana may resonate

Active GovernmentResidents believe that the government works in their best interests, and tend to trust government institutions

Rejection of AuthorityThese residents look to authority figures for guidance and direction

LegacyMembers of this segment are not thinking about what they will leave for future generations

Community InvolvementMembers of this segment do not have a strong interest or involvement in the activities within their local community or region.

Strong Weak




Attitudes


Apple23% (87)


Android27% (107)

Blackberry9% (85)

Smartphone65% (96)

Walk/Bike


108

107

103

102

97

94

94

92

87

86

11

16

7

48

5

6

7

23

28

9

Play Games

Facebook

Banking

Text Msg

GPS/Maps

Picture Msg

Listen to Music

Web Search

Phone Calls

Subscriptions/Al…

1 person


<80 80-110 110-120 120-150 150+Index Legend

12


British Columbia


Urban Aspirations

Urban Scramble

13


Vancouver


Urban Aspirations

Urban Scramble

14


Kelowna


Urban Aspirations

Urban Aspirations

Urban Scramble

15


Burnaby


Urban Aspirations

Urban Aspirations

Urban Scramble

16


Appendix


Environics Analytics used the following data in the analysis:

• 2014 Demostats

• Social Values

• AskingCanadians Mobile

In addition to this, EA profiled service card data from the MTIC which included three types of cards*:

• Non‐Photo Card

• Standalone Photo card

• Combined Driver’s License and BC Services Card

• N= 1,647,987

Data Sources

*EA was unable to conduct the analysis by card type


final - june 24 - bc ministry of tech - prizm analysis of ... · families w/out kids 50% vs.41% in...

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