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:
Find out demographic information about population, age and sex in your target location in Census Profiles and Focus on Geography Series.
Statistics Canada's Census 2011 Census Profiles
Statistics Canada's GeoSearch, an interactive map of Canada that displays boundaries and other features
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
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