SPOTLIGHT Reports

The PRIZM Profile reports outline the PRIZM segment composition of your trade area. This report helps answer the questions:

• Which PRIZM segments are in my trade area?
• What social groups do the segments in my area belong to?
• What lifestage do the high-index segments in my trade area belong to?

SG: Each segment is assigned to one Social Group (SG) based on the urban-rural context, home language (English, French and non-official), affluence, family status, age of maintainer and ethnicity. The SGs are: Urban (U), Urban Fringe (F), Suburban (S), Town (T), or Rural (R).

LG: The Lifestage Groups (LG) categorize household composition according to the presence of singles, couples and families. The LGs are Young (Y), Family (F), and Mature (M).

Code: Refers to the segment’s Socioeconomic Status Indicator (SESI): A composite ranking score based on factors such as average household income, discretionary income, educational attainment levels, dwelling value, average net worth, and household size.

Name: The name of the PRIZM segment.

Count: The number of people or households in the segment who exhibit that behaviour.

%: (Count / Total Count * 100) The proportion of the population or households in each segment that exhibits that behaviour in the trade area.

Base Count: (Base Count / Base Total Count * 100) The number of people or households in the benchmark who exhibit that behaviour.

Base %: The percentage of the population or households in the benchmark that exhibit that behaviour.

% Pen: (Count / Base Count * 100) Of all people or households who exhibit that behaviour in the benchmark, % Pen is the proportion found in the trade area.

Index: (% / Base % * 100) Measures if the households or population in the segment are more or less likely to exhibit a behaviour compared to the benchmark. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.

For the trade area of the province of Ontario, the PRIZM segment 01—The A-List accounts for 49,724 households in the province. This makes up 0.88% of the total households in Ontario. In the benchmark of Canada, there are a total of 89,762 are part of The A-List segment. An index of 148 means you are 48% more likely to have a segment 01– The A-List in Ontario compared to the benchmark of Canada.

The standard tabular reports found in SPOTLIGHT provide counts and percentages (where applicable) for data variables. Most are divided into a Summary section with one or more additional sections of detailed data. The Summary page typically provides totals for things like population or total households, while the detailed sections provide more specific variables and breakdowns. This document uses the DemoStats—Highlights report as an example, but all are similar.

Count: The number of households or the population in the trade area who exhibit that behaviour or attribute.

%: (Count/Total Count * 100) The percentage of households or population in the trade area that exhibit that behaviour. Note: For Average Household Income variables, the value in the % column is a dollar amount.

Base Count: The number of households or populations in the benchmark who exhibit that behaviour or attribute.

Base %: (Base Count/Base Total Count * 100 ) The percentage of households in the benchmark that exhibit that behaviour. Note: For Average Household Income variables, the value in the Base % column is a dollar amount.

% Pen: (Count/Base Count * 100) Of all households who exhibit that behaviour in the base area, % Pen is the proportion that are found in the trade area.

Index: (% / Base % * 100) Measures if the households or population in the segment are more or less likely to exhibit a behaviour when compared to the benchmark. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.

In this analysis, we will look at the trade area of Durham, ON (Regional Municipality). In this trade area, there are 54,288 households with a household maintainer age of 55 to 64. This count makes up 22.13% of the total households in Durham, ON. Of all households in Canada with a maintainer age of 55 to 64, 1.83% are found in Durham; this is the penetration rate. Compared to the benchmark of Canada, household maintainers are 13% more likely (Index = 113) to be in this age range. The average household income for this trade area is $125,436.76, which is 12% higher than the average for all of Canada (Index = 112).

The trend tabular reports found in SPOTLIGHT provide counts and percentages (where applicable) for data variables over multiple years. Trend reports will also indicate a growth rate. Most are divided into a Summary section with one or more additional sections of detailed data. The Summary page typically provides totals for things like population or total households, while the detailed sections provide more specific variables and breakdowns.

In this example, the age cohort of maintainers 75 or older is expected to increase by over 16,000 (38,535 - 22,480) households from 2016-2032. This group will make up an estimated 13.34% of the total households in Durham Region, ON by 2032 compared to 9.51% in 2016.

In addition, the number of total households is expected to increase an estimated 5.55% over 3 years, 9.26% over 5 years and 17.75% over 10 years.

Looking at the population/household/income trends page, the trade area of Durham Region, ON is estimated to have had a population increase of approximately 100,000 (734,963-634,381) from 2012-2022. Additionally, the average household income has increased by over $27,000 ($125,436.76-$98,295.80) over those 10 years.

What is the difference between 'Constant' and 'Current' average household income variables?