Target audience: Beer drinkers in Canada

Selected insights on target audience: Beer drinkers in Canada

• Many beer drinkers have a high annual household income
• Having a good time has more importance to beer drinkers than to the average consumer
• 40% of beer drinkers are in the early majority of innovation adopter types
• A relatively high share of beer drinkers think that government debt is an issue that needs to be addressed
• Beer drinkers remember seeing ads on search engines more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Canada
• Gender of consumers in Canada
• Level of education in Canada
• Share of consumers in Canada in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Canada live
• Communities where consumers live in Canada
• Accommodation type and home ownership in Canada
• LGBTQ+ status of consumers in Canada

• Most important aspects of life for consumers in Canada
• Top 10 interests of beer drinkers in Canada
• Top 10 hobbies and leisure activities of beer drinkers in Canada
• Top 10 sports activities of beer drinkers in Canada
• Top 10 sports followed by beer drinkers in Canada
• Pets living with beer drinkers in Canada

• Agreement with statements in Canada
• The 10 most important issues facing Canada according to beer drinkers
• Political attitudes of consumers in Canada
• Innovation adopter types based on statements towards innovation by consumers in Canada
• Economic situation in Canada as percieved by beer drinkers
• Perceived personal economic situation of beer drinkers
• Agreement with statements regarding economic concerns of beer drinkers

• Type of media consumers in Canada have been using in the past 4 weeks
• Top 10 social networks used by beer drinkers
• Top 10 channels where beer drinkers in Canada remember coming across digital advertising
• Places where consumers in Canada have come across non-digital advertising in the past 4 weeks