Much of the data you will want to find about your market will be from government sources, like the Census of Population. The latest Census was conducted in 216. That data is slowly rolling out.
On February 8, 2017, the population and dwelling counts were released (see Census Profile link below). Age and Sex data was released in May 2017. Data releases for the following topics will be released later this year:
August 2, 2017 - Families, households and marital status, Language
September 13, 2017 - Income
October 25, 2017 - Immigration and ethnocultural diversity, Housing, Aboriginal peoples
November 29, 2017 - Education, Labour, Journey to work, Language of work, Mobility and migration
Data from any of the topics that have not yet released will be from the previous Census, in 2011.
1. The key elements of the demographics of a customer are age and sex.
2. Individual income, family income, and expenditures are critical elements.
3. Mobility, family structure, and dwellings can be important but are not as important as 1 and 2 above.
4. Any unique features that may be required for your product such as health, specific activity, recreation, or travel.
The geography of the market is based on the way in which Statistics Canada collects its statistics.
The geographic areas include:
Census Division (CD): regional district
Census metropolitan area (CMA) or a census agglomeration (CA): one or more adjacent municipalities around a major urban core
Census Subdivision (CSD): municipality
Census Tract (CT): areas in urban cores
Dissemination Area (DA): small neighbourhood dissemination blocks
For more detailed information:
Statistics Canada's Census 2006 Community Profiles
Statistics Canada's Census 2011 Census Profiles
BCStats 2011 regional district maps
Use these resources to search for demographic, socio-economic, and economic characteristics of your market.
In 2011 the mandatory long-form census was discontinued and replaced with a voluntary survey. The National Household Survey (NHS) is where some of the information previously gathered in the census may now be found. See below to find out where different types of data are disseminated:
CANSIM: (Canadian Socio-Economic Information Management System)
The Community Information Database (CID)
Central Okanagan Development Commission Economic and Community Profiles
TIP: See the Customer section of this guide for more market segmentation resources.
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