SEGMENTS

DEMOGRAPHICS/PROFILE

DESCRIPTION

The InfoCanada Consumer Database is distinguished among competitors because of its depth of coverage and high quality.

The InfoCanada Consumer Database is compiled from over 160 Canadian telephone directories containing over 10 million listings. In order to ensure the most comprehensive coverage, each phone book is researched every year for changes in coverage and new sources are constantly being added. The resulting White Page Database contains approximately 10.9 million households and 11.1 million individuals.

Using a proprietary process, the InfoCanada Consumer Database is compiled quickly and accurately. On average, a book is compiled and included in the Database within eight to twelve weeks of receipt while achieving an accuracy of 99.5% at the record level. This accuracy level is achieved by first scanning and then manually re-keying every record. In addition, the work of every keying associate undergoes a quality check to ensure a minimum 99% record-level accuracy.

Being publicly sourced, the records in the InfoCanada Consumer Database appear the same as they do in the source from which they were compiled and include all available data elements. In addition, using proprietary data models, the InfoCanada Consumer Database identifies gender and ethnicity at an individual record level. No privately sourced information is added to any of the records, thus eliminating privacy concerns raised by the 2001 enactment of national privacy legislation and making the Database perfectly suited for marketing, as well as reference applications and Internet search engines. Some of the data elements available include:

• Full Name of First and Second Person
• Title and Professional Suffix
• Full Address
• Phone Number
• Dissemination Area(DA) Code
• Census Demographics (Selection Purposes Only)
• No Solicitation Flag Indicating Usage Restrictions
• Coverage Canadian Census Demographics

The InfoCanada Consumer Database also appends data sourced from demographic models based upon the Canadian Census. This national survey is conducted by the Government of Canada every five years. Census results are tabulated at the Dissemination Area(DA) level by Statistics Canada. A DA represents approximately between 125 and 375 households. Our demographic overlays are obtained by linking census-based demographics to the postal code level. Consequently, demographic elements are not specific to the individual.

The following summarizes the demographic overlays contained within the database.

• Income: The average household income of the DA expressed as a dollar amount.
• Age: There are 2 methods of selecting age ranges. One method is under/over a certain age. Another is an age range spanning a fixed number of years. Only one type of method can be selected for each count.
• Market Value: The average value of an owned dwelling within the DA expressed as a dollar amount.
• % Ownership: Percentage of households that are owned within the DA.
• % Children: Percentage of households with children.
• % Married: Percentage of households with married couples.
• SFDU’s vs. Multi-Unit: SFDU (Single Family Dwelling Unit) records are of those with a unique address. Multi-Unit records are of those with a repeated address.
• Other demographic selections available: children per family, population density, education, and dominant type of dwelling

It is imperative to understand that the demographic elements are not specific to the individual. It is also important to note that a number of Postal Codes could lie within a DA.

Canadian has Mosaics™ compiled each year Each Mosaic contains 20 segments:

Mature & Prosperous - Affluent Families - Solid Citizens - Comfortable Nests - Suburban Contentment - Culturally Diverse - Emerging - Young Homebodies - Francophone Families - Small towns - Country Homes - Golden Seniors - Quebec Community - Atlantic Roots - Urban Commuters - Struggling Parents - Metropolitan Lifestyles - Young Canadians - Social in the City…please inquire for additional segments

Environics + Analytics Prizm This is a new consumer segmentations system that classifies all Canadians into one of 66 lifestyle types. The system marks the first time that a Canadian segmentation model has linked geo-demographics to psychographics, incorporating "Social Values" Social values from Environics™ Research

Urban Elite - Suburban Elite - Suburban Upscale Ethnic - Urban-Young - Exurban - Midscale - Exurban Francophone - Suburban Francophone - Rural Downscale - Town Midscale - Urban Mix - Town Rural - Urban Downscale Ethnic - Suburban Francophone - Rural Downscale - Urban Francophone - Urban Downscale…please inquire for additional segments

SOURCE

• See below in Description
• Compiled lists

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