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1 Bloor-Yorkville Shopping Traffic Study August 2005 Prepared for the Bloor-Yorkville BIA By Environics Research Group.

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Presentation on theme: "1 Bloor-Yorkville Shopping Traffic Study August 2005 Prepared for the Bloor-Yorkville BIA By Environics Research Group."— Presentation transcript:

1 1 Bloor-Yorkville Shopping Traffic Study August 2005 Prepared for the Bloor-Yorkville BIA By Environics Research Group

2 2 Table of Contents 1.Objectives…………………………………………..…….3 2.Methodology …………………………………………..…4 3.Questionnaire…………………………………………….5 4.Executive Summary……………………………………6 5.Demographics ………………………………………….12 6.Findings …………………..…...……….……………

3 3 Objectives The purpose of this study is to understand the shopping traffic in Bloor-Yorkville, to more effectively target those markets for advertising and promotions. Specifically, the key objectives were to: 1.Quantify which of the shopper types are most prevalent 2.Identify where they are coming from 3.Determine their shopping patterns 4.Understand what other shopping districts they frequent

4 4 Methodology The universe for this study was: Visitors of the Bloor-Yorkville area Methodology: Face-to-face intercept interviews (993 interviews in total) Timing: Interviews were split in 2 waves (May 4 and 7, July 14 and 16 ), and were conducted on midweek days (Wednesday in May, Thursday in July) and Saturdays: Location: Interviews were conducted in the following locations: The overall sample of 993 respondents provide results accurate to +/-3.1%, 19 times out of 20. Midweek daysSaturdaysTotal May July Total LocationSample Size Bay & Yorkville83 Yonge & Bloor126 Bay at Indigo102 Roots and Rosens106 The Collenade99 LocationSample Size Bloor & Church112 Cumberland113 Yorkville85 Hazelton & Scollard82 Yonge & Collier85

5 5 Executive Summary – By Interview Locations Yonge & Collier n=85 Bay & Yorkville: n=83 Yonge & Bloor n=126 Bay at Indigo n=102 Hazelton & Scollard n=82 Roots & Rosens n=106 The Collenade n=99 Cumberland n=113 Yorkville n=85 Bloor & Church n=112

6 6 Questionnaire Questionnaire designed to capture critical information Postal codes (for PRIZM analysis) Reasons for visiting Frequency of visiting Transportation method Stores visited and amount spent Other shopping districts visited Sources of info relied upon Based on findings from first wave, a few additional response categories were added to three questions

7 7 Executive Summary

8 8 Shopping at Bloor-Yorkville: Visited (Top Mentions): Coming to Bloor-Yorkville: Over one-half (53%) of visitors frequent Bloor-Yorkville at least once a week. About 1 in 5 (19%) frequent the area at least 2 to 3 Sundays a month. Over 8 in 10 (82%) are residents of Toronto. About 5% are from out of province. Executive Summary – Overall Gender and Age Characteristics: Fully 55% of visitors are female, and visitors average age is 44 years old. Among those who made a purchase (n=759) Amount ($) Average total purchases$169 Median total purchases $92 % Visitors Making a Purchase76% Other Shopping Districts Frequented:Sources of Shopping Information Used:

9 9 Executive Summary – By Interview Locations Yonge & Collier Shop in area (26%); Walk (44%) or TTC (41%) to B-Y Visit every day (18%), few times a week (18%), once a week (17%) 78% made a purchase; Spent $68 80% reside in Toronto 51% Female; 44 years old Bay & Yorkville Work in area (29%); Drive (36%) or walk (34%) to B-Y Visit few times a week (21%) or every day (17%) 75% made a purchase; Spent $60 80% reside in Toronto 52% Female; 45 years old Yonge & Bloor Shop in area (31%); TTC (53%) to B-Y Visit once a week (22%) or every 2-4 weeks (18%) 64% made a purchase; Spent $100 76% reside in Toronto 59% Female; 36 years old Bay at Indigo Shop (30%) and work (29%) in area; TTC (42%) or walk (37%) to B-Y Visit few times a week (28%) 86% made a purchase; Spent $58 88% reside in Toronto 55% Female; 38 years old Hazelton & Scollard Work in area (26%); Walk to B-Y (42%) Visit few times a week (27%) or every day (24%) 79% made a purchase; Spent $68 82% reside in Toronto 60% Female; 44 years old Roots & Rosens Shop in area (43%); Walk (33%), TTC (32%) or drive (32%) to B-Y Visit every 2-4 weeks (24%), few times a week (21%), or once a week (20%) 85% made a purchase; Spent $120 80% reside in Toronto 53% Male; 38 years old The Collenade Shop in area (50%); TTC (34%) or walk (31%) to B-Y Visit every 2-4 weeks (23%) or once a week (21%) 79% made a purchase; Spent $100 81% reside in Toronto 59% Female; 38 years old Cumberland Shop in area (25%); TTC (37%) or walk (35%) to B-Y Visit every 2-4 weeks (25%) 68% made a purchase; Spent $70 81% reside in Toronto 57% Female; 39 years old Yorkville Shop in area (41%); Drive (38%) to B-Y Visit every 2-4 weeks (25%), once a week (22%), or few times a week (21%) 85% made a purchase; Spent $130 83% reside in Toronto 58% Female; 35 years old Bloor & Church Work in area (34%); Walk (51%) to B-Y Visit few times a week (26%) or every day (24%) 72% made a purchase; Spent $50 87% reside in Toronto 51% Female; 41 years old

10 10 Selected Stores Gender and Age Characteristics: Executive Summary – Stores Frequency of Store Visits and Purchases: Selected Stores Likelihood of Purchase and Median Amount of Money Spent: By Interview Location Total Bay & Yorkville Yonge & Bloor Bay at Indigo Roots/ Rosen's Colle- nade Bloor & Church Cumber- land Yorkville Hazelton/ Scollard Yonge & Collier Avg Store Visits per Visitor Avg Purchases per Visitor Avg $ Spent per Store Visit$77$68$74$100$82$78$85$69$76$75$59 % Mentioned Visits% FemaleAverage Age (years) Hudsons Bay14%61%44.8 Holt Renfrew14%59%41.9 Gap12%67%34.5 Indigo11%52%46.1 Whole Foods11%74%48.2 Starbucks8%55%38.6 Over the Rainbow8%56%35.7 % Likelihood of PurchaseMedian $ Amount Spent Hudsons Bay57%$200 Holt Renfrew63%$92 Gap77%$50 Indigo74%$50 Whole Foods74%$50 Starbucks79%$10 Over the Rainbow70%$100

11 11 Frequency of Shopping at Bloor-Yorkville: Coming to Bloor-Yorkville: Executive Summary – By Month and Day Most Visited Stores and Purchasing Trends: Top Mentions May (n=475) July (n=518) Midweek (n=479) Saturdays (n=514) % Spent MoneyMean $ SpentMedian $ Spent May67$204$100 July85$144$70 % Spent MoneyMean $ SpentMedian $ Spent Midweek72$148$60 Saturdays81$187$100

12 12 Other Shopping Districts Frequented: Coming to Bloor-Yorkville: Executive Summary – By Reason for Visit Live in Area (n=113) Work in Area (n=237) Shopping (n=304) Most Visited Stores and Purchasing Trends: Top Mentions % Spent MoneyMean $ SpentMedian $ Spent Live in area82$130$75 Work in area69$131$50 Shopping85$210$115 Sources of Shopping Information Used:

13 13 Demographics

14 14 Over 8 in 10 (82%) visitors in Bloor-Yorkville are residents of Toronto. Another 13% of pedestrians are Ontarians who reside outside of Toronto. The remaining are from the rest of Canada (2%), the United States (2%), and overseas (1%). Those intercepted at Bay at Indigo (88%) and at Bloor and Church (87%) are most likely to be Toronto residents. There are no significant differences in visitors place of origin between May and July, and between midweek and Saturdays. Q1./Q2. Visitors Place of Residence Q.2 Location of Residence (n=990) % By Interview Location Bay & Yorkville Yonge & Bloor Bay at Indigo Roots/ Rosen's The Collenade Bloor & Church Cumber- landYorkville Hazelton/ Scollard Yonge & Collier Toronto Outside of Toronto (net) Rest of Ontario Rest of Canada USA Outside North America % By Month and Day May (n=475) July (n=518) Midweek (n=479) Saturdays (n=514) Toronto Outside of Toronto (net) Rest of Ontario Rest of Canada2212 USA1313 Outside North America1211 Note: Some percentages may not add up to 100 due to rounding error.

15 15 Q10./Q11. Age and Gender There were more women (55%) than men (45%) visiting Bloor-Yorkville. The average age of visitors in Bloor-Yorkville is 39.5 years old. % By Age Total (n=993) Less than 25 years old14% 25 to 34 years old32% 35 to 44 years old21% 45 to 54 years old16% 55 to 64 years old11% 65 years old or more7% Average Age (yrs)39.5 By Gender (n=993) Note: Some percentages may not add up to 100 due to rounding error.

16 16 Q10./Q11. Age and Gender Differences Across Locations Roots & Rosens is the only location that is less likely to be visited by women (47%) than men (53%) The youngest visitors are found in Yorkville and the oldest at Bay & Yorkville Percent Women Average Age

17 17 Q10./Q11. Age and Gender Differences Across Locations Roots & Rosens is the only location that is more frequented by males (53%) than females (47%). On average, Yorkville receives younger visitors (34.5 years old) than any other location. Bay & Yorkville (44.6 years old), Hazelton & Scollard (44.0 years old) and Yonge & Collier (44.0 years old) tend to be frequented by older visitors. By Gender Males (n=444) Females (n=541) By LocationAge (years) Yorkville34.5 Yonge & Bloor36.4 Roots & Rosens37.7 The Collenade37.7 Bay at Indigo38.2 Cumberland39.3 Bloor & Church40.7 Hazelton & Scollard44.0 Yonge & Collier44.0 Bay & Yorkville44.6 Average Age Across Locations

18 18 Findings

19 19 People are most likely to come to Bloor-Yorkville to shop (31%) or to work (24%). Q3. Reason for Coming to Bloor-Yorkville Another 11% frequent Bloor-Yorkville because they live in the area. Females (35%) are more likely than Males (27%) to visit Bloor-Yorkville to shop, while Males (27%) are more likely than Females (21%) to come to the area to work. Those aged 65 or more are more likely than any other age group to be living in the area (27%). Those aged 44 or less are more likely than their older counterparts to be working in the area. Q.3 Reason for Visit (n=993) Note: Some percentages may not add up to 100 due to rounding error. By Gender (major mentions only) Males (n=444) Females (n=541) % By Age Total < 25 (n=141) (n=313) (n=206) (n=156) (n=108) 65 + (n=66) Mostly for Shopping Work in Area Live in Area Lunch/Dinner Walking By Hair/Beauty Appt Medical Appt

20 20 The Collenade (50%), Roots & Rosens (43%), and Yorkville (41%) are most likely to be frequented by shoppers. Q3. Reason for Coming to Bloor-Yorkville (Contd) Bloor & Church (34%), Bay & Yorkville (29%), Bay at Indigo (29%), and Hazelton & Scollard (26%) tend to be visited by people who work in the area. Those who frequent Bloor-Yorkville in May are most likely to be shopping (36%), while those in July tend to work in the area (28%). Not surprisingly, people who visit the area in the midweek tend to work in the area (37%), while people on Saturdays are most likely to be there for the shopping (43%). By Month % By Interview Location Total Bay & Yorkville Yonge & Bloor Bay at Indigo Roots/ Rosen's Colle- nade Bloor & Church Cumber- landYorkville Hazelton/ Scollard Yonge & Collier Mostly for Shopping Work in Area Live in Area Lunch/Dinner Walking By Hair/Beauty Appt Medical Appt May (n=475) July (n=518) Midweek (n=479) Saturdays (n=514) By Day

21 21 Over one-half (53%) of visitors frequent Bloor-Yorkville at least once a week. Q4. Frequency of Shopping at Bloor-Yorkville Weather has an impact on the frequency of shopping traffic, as shoppers are more likely to frequent Bloor-Yorkville every day in July (18%) than in May (12%). Those visiting the area in the midweek (19%) are more likely than Saturday (12%) visitors to shop at Bloor-Yorkville every day. Q.4 Frequency of Visits (n=993) Note: Some percentages may not add up to 100 due to rounding error. 53% May (n=475) July (n=518) By Month Midweek (n=479) Saturdays (n=514) By Day

22 22 Visitors aged 65 or more are most likely to shop at Bloor-Yorkville on a daily basis (29%). Q4. Frequency of Shopping at Bloor-Yorkville (Contd) Pedestrians at Bloor & Church (24%), Hazelton & Scollard (24%), and Bay at Indigo (21%) are most likely to shop in the area daily. Not surprisingly, those who live (40%) or work (22%) in the area are most likely to shop there on a daily basis than those who are there mostly for shopping (6%). Note: Some percentages may not add up to 100 due to rounding error. By Reason for Visit Live in Area (n=113) Work in Area (n=237) Shopping (n=304) % By Age < 25 (n=141) (n=313) (n=206) (n=156) (n=108) 65 + (n=66) Every Day Few Times a Week Once a Week Every 2-4 Weeks Every 2-3 Months Once a Year First Time % By Interview Location Total Bay & Yorkville Yonge & Bloor Bay at Indigo Roots/ Rosen's Colle- nade Bloor & Church Cumber- landYorkville Hazelton/ Scollard Yonge & Collier Every Day Few Times a Week Once a Week Every 2-4 Weeks Every 2-3 Months Once a Year First Time

23 23 About 1 in 5 (19%) frequently shop at Bloor-Yorkville on Sundays. Q5. Frequency of Shopping at Bloor-Yorkville on Sundays Fully 44% indicate that they never shop in the area on Sundays. Those who live in the area are most likely to shop there every Sunday (22%) or 2-3 Sundays a Month (28%), while those who work in the area are most likely to never shop on Sundays (58%). Saturday visitors are more likely than their midweek counterparts to shop in the area on a Sunday (53% vs. 35%). Q.5 Frequency of Shopping on Sundays (n=993) Note: Some percentages may not add up to 100 due to rounding error. Midweek (n=479) Saturdays (n=514) By Day 19% By Reason for Visit Live in Area (n=113) Work in Area (n=237) Shopping (n=304)

24 24 Bay at Indigo (35%) and Yorkville (35%) are least likely to be frequented by people who never shop in the area on Sundays. Q5. Frequency of Shopping at Bloor-Yorkville on Sundays (Contd) Bay at Indigo (14%) and Hazelton & Scollard (13%) are most likely to be frequented by those who shop in the area every Sunday. Note: Some percentages may not add up to 100 due to rounding error. % By Interview Location Total Bay & Yorkville Yonge & Bloor Bay at Indigo Roots/ Rosen's Colle- nade Bloor & Church Cumber- landYorkville Hazelton/ Scollard Yonge & Collier Every Sunday Sundays a Month One Sunday a Month or Less Sundays a Year Never

25 25 Walking (36%) and public transportation (26%) are the most popular methods of getting to Bloor-Yorkville. Q6. Getting to Bloor-Yorkville About 1 in 4 (24%) drive to the area. Few cycle (2%) or take a taxi (2%). People during the midweek are most likely to get there by TTC (46%), while those on Saturdays are most inclined to walk to Bloor-Yorkville (41%). There are no significant differences in method of travel between May and July. Q.6 Method of Travel to Bloor-Yorkville (n=992) Note: Some percentages may not add up to 100 due to rounding error. Midweek (n=479) Saturdays (n=514) By Day May (n=475) July (n=518) By Month

26 26 Those at Bloor & Church are most likely to have walked to the area (51%), while those at Yonge & Bloor have most likely taken the TTC (53%). Q6. Getting to Bloor-Yorkville (Contd) Those at Yorkville (38%), Bay & Yorkville (36%), Hazelton & Scollard (33%) and Roots & Rosens (32%) are most likely to use their car. Nearly all (94%) who live in the area walk to Bloor-Yorkville, while those who work in the area are most inclined to use the TTC (53%). Those who shop in the area are split between driving (34%), using the TTC (32%), or walking (29%) to the area. Those aged 65 or more (61%) are most likely to walk, while those aged less than 35 years old are most inclined to use the TTC. Note: Some percentages may not add up to 100 due to rounding error. By Reason for Visit Live in Area (n=113) Work in Area (n=237) Shopping (n=304) % By Age Total < 25 (n=141) (n=313) (n=206) (n=156) (n=108) 65 + (n=66) Walk TTC Car Cycle Taxi % By Interview Location Total Bay & Yorkville Yonge & Bloor Bay at Indigo Roots/ Rosen's Colle- nade Bloor & Church Cumber- landYorkville Hazelton/ Scollard Yonge & Collier Walk TTC Car Cycle Taxi

27 27 Most visitors to the Bloor-Yorkville area visit one or two stores. A total of 1,673 store visits were made among 417 unique stores. 1,198 resulted in purchases totaling $128,531 Q7. Stores Visited at Bloor-Yorkville Note: Some percentages may not add up to 100 due to rounding error. By Reason for Visit Live in Area (n=113) Work in Area (n=237) Shopping (n=304) % By Age Total < 25 (n=141) (n=313) (n=206) (n=156) (n=108) 65 + (n=66) None One Two Three Four Five By Interview Location Total Total Number of Store Visits 1673 Mean Store Visits per Visitor 1.7 Number of Unique Stores Visited 417 Total Number of Purchases Made 1198 Mean Purchases per Visitor 1.2 Mean Amount Spent per Store Visit $77 Total Amount of Money Spent $128,531

28 28 Number of stores visited varies by location Q7. Stores Visited at Bloor-Yorkville Those at Bay & Indigo are most likely to visit just one (56%) Those at Yonge & Collier (32%) and Yonge & Bloor (27%) are more likely to visit three or more stores Those at Cumberland (14%) are least likely to visit any Note: Some percentages may not add up to 100 due to rounding error. % By Interview Location Total Bay & Yorkville Yonge & Bloor Bay at Indigo Roots/ Rosen's Colle- nade Bloor & Church Cumber- landYorkville Hazelton/ Scollard Yonge & Collier None One Two Three Four Five

29 29 Hudsons Bay (14%) and Holt Renfrew (14%) are the most visited stores in Bloor-Yorkville. Q7. Stores Visited at Bloor-Yorkville The Gap (12%), Indigo (11%), and Whole Foods (11%) are also among the most visited stores in the area. Another 11% have not gone to any store. Holt Renfrew (17%) and Hudsons Bay (15%) are the two most visited stores in May. The Gap (15%) receives the most traffic in July, while Hudsons Bay (13%) remains the second most visited store. Q.7a Stores Visited (major mentions only) (n=993) By Month Note: Results are greater than 100 due to multiple answers given May (n=475) July (n=518) Top 10 visited stores

30 30 Shoppers (18%) and Saturday visitors (16%) are most inclined to shop at Holt Renfrew. Q7. a) Stores Visited at Bloor-Yorkville (Contd) Among all stores, Thursday visitors are most likely to shop at the Bay (15%). Another 13% do not shop at all. Those who live in the area are most likely to visit Indigo (19%) and Whole Foods (17%). Those who work around Bloor-Yorkville are most likely to not shop at any store (18%). Those who have shopped tend to go to the Gap (16%), the Bay (14%), or to Indigo (11%). Note: Results are greater than 100 due to multiple answers given Top 10 visited stores Midweek (n=479) Saturdays (n=514) By Day Rank Live in Area (n=113) Work in Area (n=237) For Shopping (n=304) 1Indigo (19%)Gap (16%)Holt Renfrew (18%) 2Whole Foods (17%)Hudsons Bay (14%)Gap (14%) 3Hudsons Bay (14%)Indigo (11%)Hudsons Bay (13%) 4Starbucks (11%)Holt Renfrew (8%)Over the Rainbow (12%) 5Holt Renfrew (9%)Starbucks (8%)Indigo (11%) 6Roots (9%)Whole Foods (8%)Whole Foods (10%) 7Pusateris (8%)Roots (7%)Starbucks (8%) 8Canadian Tire (5%)HMV (8%)H & M (7%) 9Chapters (5%)Banana Republic (5%)Roots (7%) 10 Flos Diner (5%)Canadian Tire (5%)Chapters (7%) None Visited 6%18%4% By Reason for Visit

31 31 On average, younger visitors shop at the Gap (34.5 years old) and H & M (34.8 years old), older shoppers visit Whole Foods (48.2 years old) and Indigo (46.1 years old). Q7. a) Stores Visited at Bloor-Yorkville (Contd) Both Holt Renfrew and Hudsons Bay are the most frequented stores across gender (both 13% among Males, and both 15% among Females). Whole Foods is more likely to be visited by Females (14%) than Males (6%). Note: Results are greater than 100 due to multiple answers given Top 10 visited stores Average Age for Top 10 Most Visited Stores By Gender Males (n=444) Females (n=541) StoreAge (years) Gap34.5 H & M34.8 Over the Rainbow35.7 Starbucks38.6 Roots39.1 Pusateris40.7 Chapters41.1 Holt Renfrew41.9 Hudsons Bay44.8 Indigo46.1 Whole Foods48.2

32 32 Over 3 in 4 (76%) spend money during their visit at Bloor-Yorkville. Q7. b) Amount of Money Spent at Bloor-Yorkville About 15% spend $20 or less, and another 15% spend an amount between $21 to $50. About 5% spent more than $500 in total. Among those who have made a purchase, the average amount of money spent is $169. The median amount spent is $92. Visitors at Bay at Indigo (86%), Roots & Rosens (85%), and Yorkville (85%) are most likely to spend money, while those at Yonge & Bloor are least likely to buy something (64%). Among those who made a purchase, those at Yorkville ($130) and Roots & Rosens ($120) tend to spend the most. Those at Bloor & Church ($50) tend to spend the least. Q.7b Amount of Money Spent (n=993) * Among those who made a purchase By Location % Spent Money Mean $ Spent * Median $ Spent * Total76$169$92 Bay & Yorkville75$105$60 Yonge & Bloor64$238$100 Bay at Indigo86$135$58 Roots & Rosens85$183$120 The Collenade79$233$100 Bloor & Church72$133$50 Cumberland68$135$70 Yorkville85$198$130 Hazelton/Scollard79$197$75 Yonge & Collier78$124$68 What is the difference between the mean and the median? Mean Commonly known as the average, the mean is computed by summing the observed values and dividing the total by the number of values observed. Median The median is calculated by placing all the values in order (ascending or descending). The value that falls in the middle is the median. The medians advantage over the mean is that it is not influenced by extreme values, such as a purchase in the thousands of dollars.

33 33 Saturday visitors (81%) are more inclined than their midweek counterparts (72%) to spend, and to spend more ($100 vs. $60). Those who work in the area are least likely to spend (69%), and spend the least ($50). Those who visit Bloor-Yorkville to shop tend to spend the most ($115). Those who visit Bloor-Yorkville every day are most likely to make purchases (87%), but they tend to be small ($60). Those who visit the area occasionally (once every 2-4 weeks to a few times a week) tend to spend the most on their visit ($100-$103). Those who rarely visit (62%), or those who visit for the first time (53%) are least likely to spend money. July visitors (85%) are more likely than those in May (67%) to open their wallets, but their purchases ($70) tend to be less than their May counterparts ($100). Q7. b) Amount of Money Spent at Bloor-Yorkville (Contd) By Month, Day, Reason for Visit, and Frequency of Visit% Spent MoneyMean $ Spent *Median $ Spent * May67$204$100 July85$144$70 Midweek72$148$60 Saturdays81$187$100 Live in area82$130$75 Work in area69$131$50 Shopping85$210$115 Every day87$137$60 Few Times a Week83$158$100 Once a Week79$160$100 Once Every 2-4 Weeks80$213$103 Once Every 2-3 Months72$189$80 Once a Year62$179$65 First Time53$142$78 * Among those who made a purchase

34 34 Those at Yonge & Collier, on average, visit the highest number of stores (1.9), while those at Bay at Indigo spend on average the highest amount of money when visiting a store($100). Those Yonge and Collier spend on average the least amount of money in a store ($59). Q7. b) Amount of Money Spent at Bloor-Yorkville (Contd) By Interview Location Total Bay & Yorkville Yonge & Bloor Bay at Indigo Roots/ Rosen's Colle- nade Bloor & Church Cumber- land Yorkville Hazelton/ Scollard Yonge & Collier Total Number of Store Visits Mean Store Visits per Visitor Number of Unique Stores Visited Total Number of Purchases Made Mean Purchases per Visitor Total Amount of Money Spent $128,531$8,962$15,814$15,629$14,552$13,398$17,166$12,941$10,143$10,218$9,708 Mean Amount Spent per Store Visit $77$68$74$100$82$78$85$69$76$75$59

35 35 Eaton Centre (51%), Yorkdale (36%), and Queen Street West (24%) are the most popular shopping districts among Bloor-Yorkville visitors. Q8. Visiting Other Shopping Districts Preferences in shopping districts appear seasonal, as those who frequented Bloor-Yorkville in May are more likely than their July counterparts to prefer the Annex (33% vs. 7%) and Danforth (30% vs. 8%). Those who were in Bloor-Yorkville in July, meanwhile, are more inclined than their May counterparts to shop at Eaton Centre (55% vs. 47%), Yorkdale (34% vs. 27%), and Queen Street West (37% vs. 8%). Q.8 Other Shopping Districts Visited (n=993) May (n=475) July (n=518) By Month (Selected Districts) Note: Results are greater than 100 due to multiple answers given * Kensington Market, St Lawrence Market, and Sherway Gardens were added as a listed option during the July wave.

36 36 Shoppers of Bloor-Yorkville lead the way in visiting other shopping districts such as Eaton Centre (56%), Yorkdale (35%), and Queen Street West (27%). Q8. Visiting Other Shopping Districts (Contd) Those who live in Bloor-Yorkville are most likely to shop at St Lawrence Market (13%), and least likely to shop at Yorkdale (12%). Those aged less than 35 years old are most inclined to shop at Eaton Centre, Yorkdale, and Queen Street West. Meanwhile, those aged 45 or over are more likely than their younger counterparts to shop at the Annex. Note: Results are greater than 100 due to multiple answers given By Reason for Visit (Selected Districts) Live in Area (n=113) Work in Area (n=237) Shopping (n=304) % By Age (Selected Districts) Total < 25 (n=141) (n=313) (n=206) (n=156) (n=108) 65 + (n=66) Eaton Centre Yorkdale Queen West Annex Danforth Yonge & Eglinton Bloor West Kensington Market * St Lawrence Market * * Kensington Market, St Lawrence Market, and Sherway Gardens were added as a listed option during the July wave.

37 37 Window shopping (37%) is the most common way for those frequenting Bloor-Yorkville to get their shopping and sales information. Q9. Sources for Shopping and Sales Information Daily newspapers (30%) and word of mouth (18%) are also popular ways of finding out sales and shopping information. Those who frequent Bloor-Yorkville in May are more likely than their July counterparts to use daily newspapers (34% vs. 25%). When listed as an answer, July visitors are more inclined than April visitors to use word of mouth (23% vs. 12%). Q.9 Sources of Information (n=993) May (n=475) July (n=518) By Month Note: Results are greater than 100 due to multiple answers given * Walk by/Window Shop and Word of Mouth were added as listed options during the July wave.

38 38 Gender and age groups differ on how they collect shopping information. Q9. Sources for Shopping and Sales Information (Contd) Women are more likely than men to window shop (41% vs. 33%) and read magazines (19% vs. 8%) to collect shopping information. Men, meanwhile, appear more likely to use the Internet (15% vs. 10%) and television (10% vs. 5%) to get their information. Those aged less than 35 years old are most likely to use word of mouth, magazines, and the Internet to gather information. Those aged 55 or more are most inclined to daily newspapers and flyers to get their shopping and sales information. % By Age Total < 25 (n=141) (n=313) (n=206) (n=156) (n=108) 65 + (n=66) Walk by/ Window Shop Daily Newspapers Word of Mouth * Magazines Internet Television Flyers Radio Free Daily Newspapers Community Newspapers By Gender Males (n=444) Females (n=541) Note: Results are greater than 100 due to multiple answers given * Word of Mouth was added as a listed option during the July wave.

39 39 Those who live in the area rely slightly less than others on word of mouth (13%) and slightly more on flyers (9%). Q9. Sources for Shopping and Sales Information (Contd) Those who visit Bloor-Yorkville at least a few times a week are more likely to get their information by window shopping Note: Results are greater than 100 due to multiple answers given * Word of Mouth was added as a listed option during the July wave. By Reason for Visit Live in Area (n=113) Work in Area (n=237) Shopping (n=304) % By Frequency of Visit Total Every Day (n=150) Few Times a Week (n=209) Once a Week (n=165) Every 2-4 Weeks (n=186) Every 2-3 Months (n=121) Once a Year (n=74) First Time (n=57) Walk by/ Window Shop Daily Newspapers Word of Mouth * Magazines Internet Television Flyers Radio Free Daily Newspapers Community Newspapers

40 40 The Toronto Star (37%) and the Globe and Mail (29%) are the most widely used daily newspapers among those who use newspapers to get their shopping information. Q9. Specific Sources for Shopping and Sales Information Those aged 55 or more who read the daily newspapers to get their information or more likely than their younger counterparts to read the Globe and Mail (37%). Among those who get their information from magazines, Toronto Life (16%) is most widely used. Among those who use the Internet to get their shopping information, Google (16%) is the most popular website, followed by Toronto.com (11%), Yahoo! (7%), and over s (7%). Q.9 Specific Daily Newspapers (n=288) Q.9 Specific Magazines (n=135), Top Mentions Only Q.9 Specific Internet Sites (n=116), Top Mentions Only % Use Daily Newspapers, By Age < 35 (n=57) (n=136) 55 + (n=94) Toronto Star Globe and Mail National Post5109 Toronto Sun786

41 41 Results by PRIZM Target

42 42 PRIZM CE Geo-Demographics: Birds of a feather who flock together PRIZM Targets Identifies which of 66 PRIZM CE cluster types are most prevelant in Bloor-Yorkville. Aggregates these into a manageable number of target groups By looking at the demographics, social values, key media, leisure and behavioural characteristics of the segments allows you to: i) understand them more deeply than can be obtained in a simple survey, and ii) target them for direct marketing since it is linked to geography 01 Cosmopolitan Elite Very affluent middle and older city dwellers Ethnic Presence: Some (Jewish) Wealthy $333,144 Canadas wealthiest lifestyle, Cosmopolitan Elite is an urban oasis for both new-money entrepreneurs and the heirs to old-money fortunes. Concentrated in a handful of established neighbourhoods – like Montreals Westmount, Torontos Forest Hill and Rosedale, Calgarys Mount Royal and West Vancouver – it is home to super-rich, middle-aged families and older couples who live in elegant homes, drive luxury imports and send their kids to private schools. No cluster has a higher index for having exercise equipment at home, owning a private cottage, tracking investments on the Web and supporting the arts. Active in the community, Cosmopolitan Elite members tend to write to newspaper editors, work for political candidates and donate to cultural, educational and environmental groups – often as a way to give back to the community.

43 43 Location of interviews varies by segment PRIZM Targets Rich & Established are more likely to be found at Cumberland, Yorkville and Hazelton/Scollard. Young, Cultured & Trendy are more likely to be found at Bloor & Church The Ethnic Target is more likely to be found at Yonge & Bloor The Opportunity segment is more likely to be found at Roots/Rosens Location (n=993) Note: Some percentages may not add up to 100 due to rounding error. % By Age Total Rich & Estab. Young, CulturedEthnic Oppor -tunityOther Bay & Yorkville Yonge & Bloor Indigo Roots/Rosens The Collenade Bloor & Church Cumberland Yorkville Hazelton/Scollard Yonge & Collier999889

44 44 Four Core Bloor-Yorkville Segments PRIZM Targets Rich & Established: 19% of Bloor-Yorkville visitors 5% of Toronto Households Older families and couples Highly educated professionals with HHI $190,000 Control-seeking, achievement oriented Seek to have status confirmed through consumption Want unique, distinctive, tasteful offerings Deep ties to local community, concerned with social responsibility Active lifestyles with golf, skiing, travel, arts & culture Young, Cultured & Trendy: 39% of Bloor-Yorkville visitors 12% of Toronto Households Young (1/3 <35 yrs), live alone Highly educated professionals with HHI $59,000 – affluent for age Very liberal, post-modern values, open to diversity Open to modern definitions of family, culture, gender roles Adaptable, risk taking, able to achieve goals Strong social/environmental consciousness Avid early-adopters, especially of technology Very active lifestyles, particularly culture, entertainment and active sports Survey Highlights: Shop at Cumberland, Hazelton Lanes, Yorkville-Scollard More likely to live in the area (22%) and visit daily (23%) or weekly (27%) Visit more stores (1.9 per trip), highest incidence of purchase (82%) and dollar spending ($100 median) Survey Highlights: Shop at Bloor & Church and Bay & Indigo Slightly more likely to live in the area (18%) and visit daily (23%) or weekly (24%) Average shopping patterns (1.7 stores per trip), 79% incidence of purchase, $79 median spending

45 45 Four Core Bloor-Yorkville Segments PRIZM Targets Young, Cultured & Trendy: 21% of Bloor-Yorkville visitors 34% of Toronto Households Young-middle-aged households Mixed family types in houses, apartments 43% visible minority Some high, some low education HHI $52,000 – below national avg. Strong desire to preserve cultural roots and traditions Live intuitively, looking for emotional connections Scrambling to get established and ahead Utilitarian consumers – downplay aesthetics and technology Family-focused lifestyles and entertainment, not sports Opportunity: 7% of Bloor-Yorkville visitors 15% of Toronto Households Upscale couples and large families Middle-aged with older kids at home Highly educated (31% university grads) HHI $97,000 – above national avg. Seeking to differentiate selves from others Strong sense of self-reliance and control Highly engaged consumers, who seek to express their affluence and taste through unique products Desire to network and learn from other social groups Leisure activities includes travel, fine dining, shopping. Survey Highlights: Visit Yonge & Bloor, Cumberland More likely to work in the area (38%) and visit once a week (25% Fewer store visits (1.5 per trip), lower incidence of purchase (71%) and lower dollar spending ($70 median) Survey Highlights: Visit Roots & Rosens More likely to visit for shopping in the area (36%) Visit least frequently (24% every 2-3 months, 19% once a year) Fewer store visits (1.5 per trip), lowest incidence of purchase (68%) and lower dollar spending ($77 median)

46 46 PRIZM Targets

47 47 PRIZM Targets

48 48 Location of interviews varies by segment PRIZM Targets Rich & Established are more likely to be found at Cumberland, Yorkville and Hazelton/Scollard. Young, Cultured & Trendy are more likely to be found at Bloor & Church The Ethnic Target is more likely to be found at Yonge & Bloor The Opportunity segment is more likely to be found at Roots/Rosens Location (n=993) Note: Some percentages may not add up to 100 due to rounding error. % By Age Total Rich & Estab. Young, CulturedEthnic Oppor- tunityOther Bay & Yorkville Yonge & Bloor Indigo Roots/Rosens The Collenade Bloor & Church Cumberland Yorkville Hazelton/Scollard Yonge & Collier999889

49 49 PRIZM Targets Rich & Established and Young, Cultured and Trendy are more likely to live in the area and visit frequently. The Ethnic target works in the area visiting with slightly higher than average frequency, while the Opportunity segment comes more often for shopping and comes much less frequently than average.. Q.3 Reason for Visit (n=993) Note: Some percentages may not add up to 100 due to rounding error. % By Age Total Rich & Estab. Young, CulturedEthnic Oppor -tunityOther Mostly for Shopping Work in Area Live in Area Lunch/Dinner Walking By Hair/Beauty Appt Medical Appt % By Age Total Rich & Estab. Young, CulturedEthnic Oppor -tunityOther Everyday Few times/week Once a week Every 2-4 weeks Every 2-3 months Once a year First time Q.4 Frequency of Visit (n=993) Reasons and frequency of visiting vary widely by segment

50 50 Sunday shopping is low for most, transit patterns reflect where they live PRIZM Targets Rich & Established and Young, Cultured and Trendy are the most likely to shop on Sundays regularly. Most Opportunity segment members never come on Sunday. Q.5 Frequency of visiting on Sundays (n=993) Note: Some percentages may not add up to 100 due to rounding error. % By Age Total Rich & Estab. Young, CulturedEthnic Oppor -tunityOther Every Sunday Frequently (2-3 times/mo.) Occasionally (once/ mo./less) Rarely (2-3 times/yr) Never % By Age Total Rich & Estab. Young, CulturedEthnic Oppor -tunityOther Walk Subway/TTC Car Other Q.6 How did you get here today (n=993)

51 51 The Rich & Established segment over-indexes on shopping patterns, but the volume is in the Young, Cultured and Trendy PRIZM Targets Q.7 Spending patterns (n=993) Note: Some percentages may not add up to 100 due to rounding error. % By Age Total Rich & Estab. Young, Culture dEthnic Oppor- tunityOther Mean stores visited Incidence of purchase Median purchase amt$92$100$75$60$77$100 Total stores visited Total spending$128,531$29,209$41,522$18,071$8,113$31,616 Share of B-Y shoppers Share of B-Y spending

52 52 Competing shopping districts visited and info sources reflects proximity PRIZM Targets Q.8 Other Shopping Districts Visited (n=993) Note: Some percentages may not add up to 100 due to rounding error. % By Age Total Rich & Estab. Young, CulturedEthnic Oppor -tunityOther Eaton Centre Yorkdale Queen West Annex Danforth Yonge & Eglinton Bloor West % By Age Total Rich & Estab. Young, CulturedEthnic Oppor -tunityOther Walk by/Window Newspapers Word of Mouth Magazines Internet Television Radio Q.9 Primary Information Sources (n=993)

53 53 Implications

54 54 The findings from the survey suggest several key findings: Implications Visitors to the Bloor-Yorkville area live much closer than perhaps initially thought. Over a third live or work in the area, representing daily shopping traffic. Most others live within a short distance of Bloor-Yorkville. Communications need to be locally-focused, but maintain the image of Bloor-Yorkville being a trendy, sophisticated, global destination of choice. Bloor-Yorkville consists of many different markets, each catering to different needs and audiences. Most are upscale, but within this there are younger vs. older audiences, those who come to shop vs. work/live, etc. BIA-wide communications need to ensure that they reflect the diverse interests of all groups. Bloor-Yorkville is a place to live, a place to shop and a place to work a self-contained community that is not just a place or geography, but an experience or state of mind

55 55 The findings from the survey suggest several key findings: Implications Bloor-Yorkville visitors are worth marketing to – three-quarters said they visited stores and made purchases just shy of $100 (median). Over 400 individual stores had purchases made at them. However, most visit just one or two stores per trip, so raising the number of stores visited and/or the spending per store will generate tremendous payoffs. Bloor-Yorkville visitors get their information from many soft sources like word-of- mouth referrals and simply walking by. Beautification plans, street festivals, charitable events, etc. all encourage people to come and discover Bloor-Yorkville and tell their friends The Star, The Globe & Mail, and Toronto Life are the main print opportunities. A mix of radio (680News, CHUM, etc.) and television (CITY, Global) represent broadcast opportunities. Toronto.com was mentioned frequently Bloor-Yorkville visitors know they have other options – many shop in other districts and can easily get to them from their central locations. Remind them that Bloor-Yorkville is the place to be. Everything they could want is available in this neighbourhood

56 56 Bloor-Yorkville BIA Study Questions? Contact: David MacDonald Group Vice President, Consumer Research Environics Research Group Inc. 33 Bloor Street East, Suite 900 Toronto, Ontario, M4W 3H1 Tel: Fax: E:


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