Target audience: Science & technology enthusiasts in Canada

Selected insights on target audience: Science & technology enthusiasts in Canada

• There are science & technology enthusiasts throughout all income brackets
• Learning new things has more importance to science & technology enthusiasts than to the average consumer
• 16% of science & technology enthusiasts are innovators or early adopters of new products
• A relatively high share of science & technology enthusiasts think that rising prices, inflation & cost of living are issues that need to be addressed
• Science & technology enthusiasts 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 science & technology enthusiasts in Canada
• Top 10 hobbies and leisure activities of science & technology enthusiasts in Canada
• Top 10 sports activities of science & technology enthusiasts in Canada
• Top 10 sports followed by science & technology enthusiasts in Canada
• Pets living with science & technology enthusiasts in Canada

• Agreement with statements in Canada
• The 10 most important issues facing Canada according to science & technology enthusiasts
• 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 science & technology enthusiasts
• Perceived personal economic situation of science & technology enthusiasts
• Agreement with statements regarding economic concerns of science & technology enthusiasts

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