Targeting
Crafting
Psychographics
Strategy: Reach an audience with the time and interest for craft products.
100%of the audience is interested in arts and takes time off to recharge.
They're creatives with an active imagination.
Age, geography, income targeting is applied on selected channels according to their media usage.
Retrivied from Vividata Study of the Canadian Consumer Spring 2023
Persona
Target Audience Definition
Geographics
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Lives in Ontario
Shopping Habits
Demographics
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Ages 35-49
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$75,000- $99,999 HH Income
This segmentation of consumer shops across both online and in-person retail channels. They actively shop online a few times per week. Their most common purchases overall are cosmetics, electronics, and appliances. Around 36% will actually take action to visit a website after viewing an advertisement. Just over half the audience (55%) visits in-person shopping centres between 1-3 times per month.
Media Usage
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For the time spent online daily, over half spend 1-4 hours online. 4-6 daily hours are habits of 34% of this population. As for social media, 43% use it to search for inspiration and ideas. Watching entertaining or fun content is almost as popular amongst them.
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Their top online activities are browsing social media, online shopping, and text messaging.
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Their top print/digital media consumption is FOOD & DRINK, followed by CAA Magazine Ontario, and Toronto Star SUN. The majority watch between 0-2 hours of TV per day, as well as between 0-2 hours for radio/audio.
The top online categories they browse online are weather, maps, food, and entertainment.
Their top websites visited for entertainment, news, and weather are CBC.ca, IMDb, and Cineplex.
Benefits Sought
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Rather than going out for a fun night on the town, the majority of this audience, specifically 78% seeks a quiet night inside. Additionally, 53% really enjoys the shopping experience.
Psychographics
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When work is intense or stressful, this population has the ability to take time off to recharge. In addition to maintaining this work-life balance, they are particularly interested in the arts. Additionally, 61% of them identify with having an active imagination. Closely aligned with this, 59% consider themselves to be a creative person.
