LibGuides: Advertising / Marketing: Segmentation

Demographic & Geographic
Psychographic & Behaviouristic

You can segment a market by the following key demographic groups:

By generational cohort (Great Depression, WWII, Baby Boomers, Generation X, Generation Jones, Generation Y, Millennials)
By age (Children, young adults, middle aged, seniors)
By gender
By marital status
By income
By educational attainment
By religion
By country of origin/ancestry
By visible minority status
By mother tongue
By labour force participation
By occupation

Usually these demographic groups are located within a specific area, so demographic and geographic segmentation usually go hand-in-hand (e.g., comparing numbers of seniors in Toronto to seniors in Calgary).

Databases and Other Resources

City of Toronto Demographics and Data
A variety of data about the city of Toronto, including demographics, labour force, population, incomes and more.
Government of Canada Census
The Canadian census program is one of the key tools for collecting demographic information across Canada allowing you to narrow down to specific provinces, regions, dialects, household status and more.

Statista This link opens in a new window
Statista requires a bit more searching but can help connect you with demographic information across countries. Use the geography filter to help narrow it down to your chosen countries.
Details and Terms of Use

Behaviouralistic segmentation is primarily activity based. It includes hobbies, sports and fitness involvement, purchasing behaviour, entertainment, social events, dining patterns -- any behaviour that can be measured and quantified.

Sometimes psychographic and behaviouralistic/lifestyle variables are bundled together as IAO variables (Interests, Activities and Opinions). There can be overlap between the two areas.

For example, a person who has a more conservative mindset (psychographic) will tend to vote for conservative candidates (behaviouralistic/lifestyle). Basically, what you think can influence what you do.

Databases and Other Resources

Mintel Reports This link opens in a new window
Provides access to consumer data, market reports and more. Jump right to the behaviouralistic data by selecting Consumer Data from the top most menu in the database then either browse or search for your topic.
Details and Terms of Use
Vividata This link opens in a new window
(Vividata) A database of consumer demographics, media usage, lifestyle and attitudinal data, and product usage across 150+ categories, resulting from an annual national survey of readers of Canadian magazines and newspapers. Vividata is the amalgamated organization of two other media measurement bodies, NADbank and PMB.

- Click the above link to get instructions on how to log into the Vividata site.
- For help with this database, see our Vividata FAQs as well as Vividata's own Dapresy Tool Guide.
Details and Terms of Use

PRIZM5
PRIZM5 classifies all Canadians into one of 68 lifestyle types based on their demographics, marketplace preferences, and psychographic social values.

Statista This link opens in a new window
Using the Global Survey tool (found along the top menu), you'll be able to find a range of behaviouralistic and psychographic data from across the world.
Details and Terms of Use