Demographics

Demographic Analysis is Critical to Your Success

The resources listed in this section will help you identify population characteristics, and help you develop your customer profile. This research will also help you identify geographic areas where the largest number of your potential customers live. This can be very useful when determining a location for your business, and also when formulating your marketing strategy. Don't forget that trade associations and trade journals collect information about customers and can be great information sources for this area of your research.

Community Information Database (CID) - Government of Canada’s Rural Secretariat

The Community Information Database (CID) is a free internet-based resource that provides access to socio-economic and demographic data for all communities across Canada. Sample data includes: population, education, income, employment, families, and much more. The CID also includes an interactive map for displaying and accessing data. Learn more in the FAQs and the Community Information Database (CID) Tutorials

Canadian Household Spending - Statistics Canada
Statistics Canada is the national statistical office. The agency ensures Canadians have the key information on Canada's economy, society and environment that they require to function effectively as citizens and decision makers.

This table provides statistical information about household expenditures by Canadians broken down into a variety of categories. You can refine the table by region. You can view the full list of data tables here. 

Census Profile - Statistics Canada

Provides Canadian community profiles from the latest Census of Canada. These profiles are very useful for comparing statistics on different municipalities or regional districts. Includes details on family characteristics, primary language, mobility, educational attainment, marital status, labour force activity, earnings, and mode of transportation to work.

Market Research Handbook - Statistics Canada
A comprehensive source of socio-economic statistics. Data includes profiles of key industries, including the small business sector, as well as of consumers in all the provinces and in 45 major cities across Canada. Also includes information on international trade data, households, families, and selected economic indicators. The Market Research Handbook was published annually until 2008 but is now discontinued. A copy of the 2008 version in PDF format is available on their website.

Socio-Economic Profiles - BC Stats

The socio-economic profiles consist of charts and tables for the various regional districts, health areas, college regions and school districts. Each region contains a map, demographic profile, economic hardship, labour market structure, education concerns, crime, health problems, children at risk, and youth at risk. The profiles are presented in a format that allows comparison to other regions in the province and to BC overall.

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

Canadian Advertising Rates and Data (CARD)
Advertising rates and related data on significant Canadian and international media. Use this resource to obtain statistics on the subscriber population for a particular publication that serves your target market. May be available online through your local academic or public library. Very little information is available for free but you can find more information about CARDonline here. UBC 

Alliance for Audited Media

Use this website to find the total circulation of publications by various Canadian Advertising CARD categories.

PCensus

Provides access to detailed Canadian demographic information including population, income, and spending levels by province, city, or postal code. PCensus can also generate custom reports using Census data. Contact Vancouver Public Library or your local research library to obtain access.

FP Markets - Canadian Demographics

This publication updates key census variables at the municipal level to the current year. It also includes psychographic data as well as economic and retail trade estimates. In addition to census data, FP Markets also includes data for PSYTE categories or "clusters" of characteristics (age, income, ethnic origin, neighbourhoods, dwelling types, buying preferences and other data derived from the census and consumer surveys).The Canadian version of PSYTE classifies Canadians according to 65 clusters of characteristics. This is the version used in FP Markets. If the cluster descriptions fit your target market, you may find the PSYTE data in FP Markets a useful supplement to other data in your report. Follow this link for more information on PSYTE® Canada Advantage Cluster Descriptions.