Typical, middle, urban Canadians who prefer to invest and renovate (2.7X average) their home. Average income: $83,900; house value $346,300, and household size 2.85. They are slightly above average in education, working in administration, management, natural and applied sciences. They have 25% above average of British, Dutch, Italian, Polish heritages and more likely live in Edmonton and Calgary. Besides home renovation, they read about business, mystery, sports and gardening. Except Golf (24% more) they engage in sports like average Canadian.
Purchasing Big Ticket Items: More likely than Canadian average to purchase camping trailer and fireplace.
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Double earners working hard for their first homes (avg. value $354,400), they have income of $78,500. household size 2.92, young 25-44, they have children aged under 6. 19% higher than average in university education, they are white collar workers in major Canadian cities, in large companies, and are twice average likely to be Chinese, Greek, Italian or Portuguese. Besides paying off their mortgage, they spend on their childrenĄ¯s education, some mutual fund and stock, and some travel. They read about home improvement, business, best sellers and sports. Their participation rate in skiing and golf is 20% higher than the average.
Purchasing Big Ticket Items: More likely than Canadian average to purchase pool, ski/snowboard equipment, video game system - handheld (Eg. Gameboy), car alarm/security system, portable MP3 player/digital music player (Eg. iPod).
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Household size 2.54, income $71,200, they live in older homes with value of $319,100. With disposable income and time, they travel, cook, garden, golf, and dote on their grand children. They spend more on healthcare, dental plans, recreation, reading, donations, and supporting persons living in Canada. More golfing and walking, less skiing. They are found in order of importance in Alberta, B.C., Manitoba, Nova Scotia, Ontario, New Brunswick and Newfoundland.
Purchasing Big Ticket Items: More likely than the Canadian average to purchase fireplace. Less likely to purchase sail boat, pool, snowmobile, electronic organizer/PDA, ski/snowboard equipment, digital radio (receives CD quality DAB broadcast), video game system - console (Eg. Sony Playstation) and handheld (Eg. Gameboy).
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