Target audience: Hip hop, rap, and R&B fans in Canada

Selected insights on target audience: Hip hop, rap, and R&B fans in Canada

• Many hip hop, rap, and r&b fans have a high annual household income
• Success and career advancement are relatively important to hip hop, rap, and r&b fans
• 14% of hip hop, rap, and r&b fans are innovators or early adopters of new products
• A relatively high share of hip hop, rap, and r&b fans think that unemployment is an issue that needs to be addressed
• Hip hop, rap, and R&B fans remember seeing ads in video portals 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 hip hop, rap, and r&b fans in Canada
• Top 10 hobbies and leisure activities of hip hop, rap, and r&b fans in Canada
• Top 10 sports activities of hip hop, rap, and r&b fans in Canada
• Top 10 sports followed by hip hop, rap, and r&b fans in Canada
• Pets living with hip hop, rap, and r&b fans in Canada

• Agreement with statements in Canada
• The 10 most important issues facing Canada according to hip hop, rap, and r&b fans
• 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 hip hop, rap, and r&b fans
• Perceived personal economic situation of hip hop, rap, and r&b fans
• Agreement with statements regarding economic concerns of hip hop, rap, and r&b fans

• Type of media consumers in Canada have been using in the past 4 weeks
• Top 10 social networks used by hip hop, rap, and r&b fans
• Top 10 channels where hip hop, rap, and r&b fans in Canada remember coming across digital advertising
• Places where consumers in Canada have come across non-digital advertising in the past 4 weeks