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Demographic Profile of Downtown Oakville Visitors
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Demographics Overview
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Median Age: The median maintainer age is 47, slightly lower than the benchmark, indicating a mature visitor base.
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Household Size: A diverse range of household sizes, with a significant portion of 2-person households (28.3%).
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Marital and Family Status: A high percentage of visitors are married or in common-law relationships (58.3%), and a substantial number have children at home (51.8%).
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Income and Housing: The average household income is $147,258, with a majority owning their homes (64.8%). A significant segment of housing is relatively new, with 17.6% being 3-7 years old.
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Education and Employment: High levels of university education (43.6%) and labor force participation (70.5%), indicating a well-educated and economically active visitor profile.
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Expenditures
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Visitors show a considerable expenditure on shelter, transportation, and food, with average annual expenditures reflecting a well-off demographic willing to spend on quality living, recreation, and health care.
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Behavioural Patterns
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Media Consumption: High internet usage (94.2% of visitors) with an average daily use of 353 minutes. Radio also play significant roles in media consumption.
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Leisure Activities: A keen interest in sports and leisure activities, both as spectators and participants, with specific interests in billiards/pool, bowling, golfing, and fitness-related activities.
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Social Values
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The strongest values among visitors include a desire for ostentatious consumption, the need for status recognition, and a pursuit of novelty. In contrast, weaker values are associated with an attraction to nature, fulfillment through work, and an aversion to complexity.
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Insights
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Demographics: Downtown Oakville appeals to a mature, educated, and financially secure demographic, likely attracted by the area's high-quality amenities, cultural offerings, and recreational activities.
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Spending Habits: High disposable incomes lead to significant spending on housing, transport, and food, suggesting that businesses in these sectors could find a responsive market.
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Media and Leisure: The high engagement with internet and traditional media presents opportunities for targeted advertising and marketing campaigns, especially those leveraging digital platforms.
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Social Values: The strong social values around consumption, status, and novelty suggest that luxury, unique, and high-status products and services could resonate well with this audience.
Top 3 Audience Segments
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The PRIZM® profile of visitors to Downtown Oakville in 2023 highlights three distinct lifestyle segments that play a significant role in the visitor demographic:
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First-Class Families
This segment represents families that prioritize quality in every aspect of their lives, from housing and education to leisure activities. The presence of First-Class Families as a significant portion of the visitor base suggests that Downtown Oakville offers amenities, services, and experiences that cater to high standards and family-oriented activities. These families are likely drawn to the area for its upscale shopping, family-friendly events, and quality recreational facilities. PROFILE
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Wealthy & Wise
This segment comprises affluent individuals who are experienced and discerning consumers. They are attracted to Downtown Oakville for its sophisticated offerings, including high-end retail, fine dining, and premium services. The Wealthy & Wise visitors are likely interested in the unique, quality experiences that Downtown Oakville provides, from art galleries and cultural events to luxury accommodations and waterfront activities. PROFILE
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Multiculture-ish
As the largest visitor segment, Multiculture-ish reflects a vibrant and diverse cultural landscape in Downtown Oakville. This group is characterized by its diversity, with individuals from various ethnic backgrounds coming together, enriching the area with a mix of cultural experiences. Their presence underscores Downtown Oakville's appeal as a welcoming and inclusive destination, offering a variety of culinary, cultural, and community events that celebrate multiculturalism. PROFILE
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In summary, audience demographics paints a picture of an audience that is mature, affluent, and engaged in a variety of media and leisure activities. Marketing strategies that appeal to their desire for quality, status, and novelty, and leverage their high internet engagement, are likely to be effective.
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For further information and a full profile of each segment summary contact the Downtown Oakville BIA.