Community Market
Research
Overview
The goal of this data is to help local business members identify new product and service ideas, enhance the reach of their marketing, and ultimately continue to grow their businesses in Corso Italia.
Demographics
There is an overall population of 15,887 and 6,122 households.
The neighbourhood has a high proportion of those aged 25 to 44. The average age is 42.
Within the community, 30% have university degrees and 69% of the community participates in the labour force.
The top occupations in the community are – sales and service (16%), trades (12%), government and social services (10%), business and finance (9%), and management (7%).
Public transit represents the main transportation choice of those travelling to work, with 24% using public transit and 21% travelling by car.
The average household income is $108,783, with 62% of residents owning their home and the remaining 38% renting.
The community is diverse, with 30% of residents belonging to a visible minority group and 45% being born outside of Canada.
The top visible minorities are Latin American (9%), Black (6%), Chinese (3%), South Asian (3%) and Filipino (3%).
The top language spoken at home is English (61%), followed by Portuguese (12%), Italian (6%), Spanish (4%) and Mandarin (1%).
Media Behaviours and Marketing Recommendations
69% of residents use Facebook daily, typically focused on reading the news feed and viewing videos.
62% of residents use WhatsApp to send and receive messages.
49% of residents use Instagram daily to view photos and videos and send direct messages. Compared to the rest of Toronto, residents are more likely to use Instagram.
35% of residents use Twitter (X) daily, focused on reading tweets and watching videos. Compared to the rest of Toronto, residents are more likely to use Twitter.
Social media penetration to residents makes both Facebook and Instagram good avenues for targeted advertising using the local postal codes M6E and M6H.
Residents are likely to follow local stores and brands on social media to learn about products and services, as well as to get coupons, and discounts, and enter contests.
In the community, 34% of residents find out about opportunities through flyers delivered to their door.
This is high compared to other parts of Toronto and represents a good way to engage residents.
Internet usage is high in the community, with residents spending an average of 325 minutes online daily. The top activities of residents include – scanning QR codes (13%), responding to classified ads (10%) and reading news (23%).
Geo-targeting advertising on search engines such as Google to the M6E and M6H postal codes represents an opportunity to engage residents.
Given interest in scanning QR codes and local interest in entering online contests, pairing the two to engage residents and collect contact information presents a strong way to build a local audience.
Residents spend 1 hour weekly reading newspapers on automotive, technology and travel content. This is high compared to the rest of Toronto.
Local businesses promoting these products could leverage local community newspapers to reach this audience.
Household Expenditures
The average annual food expenditure in the neighbourhood is $11,813, with $3,578 spent on restaurants.
One area that residents spend more on than other parts of Toronto is fish and seafood, with each resident spending an average of $297 annually.
The expenditure on restaurants is lower than the average for all of Toronto.
Areas where residents spend more per household on average annually than the rest of Toronto include computer supplies ($242), downloaded media ($147), and gaming systems ($70). Over half of residents, 52%, play video games.
Residents spend almost $1.5M per year on computer hardware and another $1.5M on computer supplies and equipment. They spend another $420K each year on gaming systems.
Residents spend $13.5M a year on personal care items. The biggest expenditures are non-prescribed medications at $5.4M and prescribed medications at $5.3M. Both beauty and pet supplies receive $3.5M per year from residents.
Annually, residents spend $20M on apparel.
Women’s apparel represents the largest proportion of these expenditures - $5M on clothing, $1.6M on footwear and $1.3M on jewelry. Men’s apparel represents $3.4M in clothing and $600K in footwear.
Children’s clothing represents around $1.1M a year.
On average, residents spend more on sports and athletic equipment per household than the rest of Toronto at $363 annually. The top individual sports include – inline skating (10.2%), downhill skiing (22.1%), skateboarding (6.2%), and billiards (30.5%). The top team sports include football (14.8%), curling (9.4%), baseball (20.3%) and basketball (22.3%).
When it comes to attending sports events, the top professional sports attractions are hockey (.8.5%), soccer (5.6%) and baseball (5.1%).
Residents spend almost $8M per year on indoor and outdoor furniture and another $3M on home appliances and electronics. In total, residents spend $21.8M per year on household furnishings.
Annual residents spend $28.3M on home improvements. Just over $11M is spent on remodelling rooms, while $2.5M is spent on basement finishing.
Market Research Video Series
This video provides an overview of how to use market research about visitors to Toronto's Corso Italia to get them to visit and spend at your business.
This video provides an overview of how to target your marketing to visitors from across Toronto and get them to your business in Corso Italia.
This video provides an overview of how to target your marketing to local residents and get them to visit your business.
This video provides an overview of how to use postal codes to target your marketing to specific potential customers.