​data

Product-Category-Demographic

Environics Analytics provides you with comprehensive set of demographic data, including two versions of the Canadian Census: Statistics Canada’s official release and our CensusPlus, which reconciles the effects of random rounding and suppression by the government. These authoritative data help you make informed decisions on how to reach your best customers, track neighbourhood growth patterns and forecast trends with census projections.


CensusPlus

Our 2011 CensusPlus dataset includes more than a thousand popular variables. Due to changes in methodology, Statistics Canada did not officially release dissemination area (DA) data from the 2011 National Household Survey (NHS), which replaced the long-form census. CensusPlus offers enhanced data for the most important NHS themes for all DAs in Canada, fills in missing values and eliminates random rounding in both NHS and Census data. The result is a comprehensive set of demographic variables available for standard census geographies and FSAs, or custom client trade areas.


how it's used

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Marketers can use CensusPlus’ demographic data to analyze custom trade areas to help locate attractive target markets for more effective direct mail campaigns.


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Retailers can enhance their customer databases with demographic profiles to better understand their best customers. CensusPlus’ multicultural data can also help users analyze their culturally diverse customers so users can make more informed decisions on how to meet their needs.


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Creating target sets by grouping together demographically similar customer segments can help marketers develop meaningful messaging that is more likely to resonate with current and prospective customers.

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DemoStats

The DemoStats database consists of current-year estimates for 756 variables and demographic projections for 468 of them for three, five and ten years into the future. DemoStats variables are available at the six-digit postal code level (FSALDUs) for current-year estimates and at the dissemination area (DAs) level for future-year projections. It also provides historical estimates from five years ago based on the same methodologies to ensure accurate trend analysis. DemoStats is created using innovative methods that combine econometric, demographic and geographic models. And it employs a variety of data sources, including the latest Census and National Household Survey (NHS), current economic indicators, post-Censal estimates from federal and provincial governments, immigration statistics and economic data such as building permits. DemoStats features variables on population, family structure, household size and type, ethnic diversity, labour force participation and income—including both averages and distributions.


how it's used

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The areas in which you do business change over time. A demographic trend analysis using DemoStats can show you how population, income and visible minority presence is expected to evolve in your trade areas over a ten-year span – the better to help you plan accordingly.


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DemoStats helps businesses better understand their customers—their demographics, lifestyle and lifestage. You may discover that the customers at one of your stores are very different from customers at another. These differences may have an impact on how you merchandise your stores and communicate with your customers.


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Marketers can use DemoStats to help create target groups of consumers by analyzing their best customers and then grouping them together in demographically similar customer segments. These target groups will help marketers and advertisers develop meaningful messaging and effective marketing campaigns tailored to the most receptive audience.


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DaytimePop

DaytimePop is Environics Analytics’ authoritative estimate of the population that’s reachable in any geographic area during daytime hours. The database, which consists of nine variables, provides a breakdown of populations at home and at work, as opposed to Census data that captures only an area’s nighttime population. DaytimePop is critical for strategic planners, marketers and executives to understand the daytime demand, customer traffic and population in trade areas. All the DaytimePop counts are based on EA’s DemoStats and Businesses databases as well as other reliable sources.


how it's used

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Restaurants use DaytimePop to determine potential daytime demand for each of their locations, helping them make more informed staffing and menu planning decisions

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Banks use DaytimePop to analyze their customers to determine which of their branches have high at work or high at-home populations during regular business hours. This information helps bank marketers and branch managers introduce more targeted services and identify branches that would benefit from more ATMs

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Health care providers servicing stay-at-home seniors use DaytimePop and EA’s PRIZM5 segmentation system to locate areas with a high concentration of those aged 65 and over who are at home during regular working hours. PRIZM5 data helps providers communicate with those seniors more effectively


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CrimeStats

CrimeStats provides 32 variables related to the rates and risk of crime in 2012, 2016 and 2021, based on CAP Index’s CRIMECAST® database. The dataset uses statistics, demographics and computer modelling to determine the likelihood of crime for any location in Canada, the U.S. and the U.K. CRIMECAST® was developed by correlating a broad array of demographic variables—such as housing, economic and education data (but not race, religion and gender information)—with historical crime data, survey information and other known indicators of crime. To create CrimeStats, EA analysts used CRIMECAST® data at the dissemination area level and modelled them to all higher levels of standard census geographies. The result is an index-based dataset that provides a crime risk score between 0 and 2000 with an average of 100.


how it's used

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Real estate developers can analyze proposed site locations using CrimeStats to rank and compare locations based on rates of different types of crime. The insights can guide the selection process for new sites and minimize crime risk, which could negatively affect real estate values


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AccultuRates

For organizations seeking to connect more effectively with cultural groups, AccultuRates helps determine the acculturation levels within Canada’s two largest visible minority groups: Chinese and South Asian populations. Because all visible minority Chinese and South Asian households are not the same, it is important for marketers to identify language preferences, the degree of affinity with Canada versus their homeland and drivers of purchase decisions in order to understand the diversity within the diversity. AccultuRates classifies the Chinese and South Asian populations into six segments of acculturation based on demographic data such as age, language spoken at home and period of immigration. Every dissemination area (DA) with a significant percentage of the Chinese or South Asian population has been assigned an AccultuRates segment. Of Canada’s visible minority Chinese, AccultuRates classifies 98 percent of the population in 37 percent of all DAs, representing 4.1 percent of the nation’s total population. For the South Asian population, the system classifies 36 percent of all DAs, representing 99 percent of all visible minority South Asians—5.2 percent of the total Canadian population. In addition, the segments of both groups have been characterized with select variables so users can gain a detailed understanding of their purchase behaviour, lifestyle activities and media preferences.


how it's used

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Because every Canadian neighbourhood with a significant Chinese or South Asian presence has received an AccultuRates classification, users can better understand the level of acculturation for specific communities in a trade area and how it affects their lifestyles, spending patterns and language use

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Whether you are marketing to all consumers of a cultural group, only those households who have recently arrived in Canada or those who have been here for years, AccultuRates can help shape your marketing campaigns to reach these important segments effectively with the right message, language and offer.

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With AccultuRates segments linked to PRIZM5, users can develop insights into the lifestyles, purchase patterns, media preferences and social values of their Chinese and South Asian customers.

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