LibGuides: BUAD 200 Digital Marketing: Consumer

Target Consumer

Who are you selling to?

How old are they?
Are they male or female?
How much do they earn?
What do they do for work and leisure?
What is their level of education?
What are their technological preferences?
What are their spending habits?

Individual income, family income, and expenditures are critical elements. Mobility, family structure, and dwellings can be important, and any unique features that may be required for your product such as health, specific activity, recreation, or travel.

Census 2021
Income by total income, sex and age
Using the Add/Remove data tab, alter geographic/age/sex variables
Canadian Survey of Consumer Expectations
The Canadian Survey of Consumer Expectations (CSCE) is a quarterly survey aimed at measuring household views of inflation, the labour market and household finances, as well as topical issues of interest to the Bank of Canada. The data can be sorted by age, geography, income and education.

The Survey of Household Spending (SHS) from Statistics Canada collects detailed information about household spending in Canada.

TIP: Use the Add/Remove data tab to change data such as location, age, date, and household expenditure in the tables.

Survey of Household Spending
Link to all the data tables: Find out the average expenditure by household on things like childcare, food, taxes, gambling and much, much more.
More about this database...less...
CANSIM Tables 203-0021 to 203-0031 show current SHS results; look at the table titles to determine which one will provide the information you require.
Household spending, Canada, regions and provinces
Use the Add/Remove tab to select a province in step 1, and in step 3 select from a list of detailed expenditures.
Household spending, by size of area of residence
While you will not be able to find specific cities, you can limit your results to a certain size of 'populations centre' using the Add/Remove tab, so you can find out what the average household in a population centre of 30,000 to 99,999 spends on taxis, for example.
Household spending by household income quintile
Use the Add/Remove tab to find out how much Canadians in the lowest or highest income quintile spend on restaurant meals, for example.
Household spending by age of reference person
Reference person refers to household member that is mainly responsible for the financial maintenance (for example, pays the mortgage, property taxes or electricity).

Consumers Outside of Canada

American Time Use Survey
The American Time Use Survey (ATUS) measures the amount of time people spend doing various activities, such as paid work, childcare, volunteering, and socializing.
US Consumer Expenditure Surveys
The Consumer Expenditure Surveys (CE) program provides data on expenditures, income, and demographic characteristics of consumers in the United States.
Deloitte ConsumerSignals
UK Consumer trends
Household final consumption expenditure (HHFCE) for the UK, as a measure of economic growth. Includes all spending on goods and services by members of UK households.
EU Key Consumer Data
EU Census