Bloor-Yorkville Shopping Traffic Study

1
Bloor-Yorkville Shopping Traffic Study August
2005 Prepared for the Bloor-Yorkville BIA By
Environics Research Group
2
Table of Contents
3
Objectives
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

Midweek days Saturdays Total
May 214 261 475
July 265 253 518
Total 479 514 993
Location Sample Size
Bay Yorkville 83
Yonge Bloor 126
Bay at Indigo 102
Roots and Rosens 106
The Collenade 99
Location Sample Size
Bloor Church 112
Cumberland 113
Yorkville 85
Hazelton Scollard 82
Yonge Collier 85
5
Executive Summary By Interview Locations
Yonge Collier n85
Hazelton Scollard n82
Bay Yorkville n83
Yorkville n85
Bloor Church n112
Cumberland n113
Yonge Bloor n126
The Collenade n99
Roots Rosens n106
Bay at Indigo n102
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
Executive Summary
8
Executive Summary Overall
Gender and Age Characteristics Fully 55 of
visitors are female, and visitors average age is
44 years old.
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.
Shopping at Bloor-Yorkville Visited (Top
Mentions)
Visitors Making a Purchase 76
Among those who made a purchase (n759) Amount ()
Average total purchases 169
Median total purchases 92
Other Shopping Districts Frequented
Sources of Shopping Information Used
9
Executive Summary By Interview Locations
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
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
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
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
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
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
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
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
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
10
Executive Summary Stores
Frequency of Store Visits and Purchases
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 1.7 1.6 1.7 1.5 1.7 1.7 1.8 1.7 1.6 1.7 1.9
Avg Purchases per Visitor 1.2 1.1 1.2 1.3 1.3 1.1 1.3 1.1 1.1 1.4 1.0
Avg Spent per Store Visit 77 68 74 100 82 78 85 69 76 75 59
Selected Stores Gender and Age Characteristics
Mentioned Visits Female Average Age (years)
Hudsons Bay 14 61 44.8
Holt Renfrew 14 59 41.9
Gap 12 67 34.5
Indigo 11 52 46.1
Whole Foods 11 74 48.2
Starbucks 8 55 38.6
Over the Rainbow 8 56 35.7
Selected Stores Likelihood of Purchase and
Median Amount of Money Spent
Likelihood of Purchase Median Amount Spent
Hudsons Bay 57 200
Holt Renfrew 63 92
Gap 77 50
Indigo 74 50
Whole Foods 74 50
Starbucks 79 10
Over the Rainbow 70 100
11
Executive Summary By Month and Day
Coming to Bloor-Yorkville
Frequency of Shopping at Bloor-Yorkville
Most Visited Stores and Purchasing Trends Top
Mentions
Spent Money Mean Spent Median Spent
May 67 204 100
July 85 144 70
Spent Money Mean Spent Median Spent
Midweek 72 148 60
Saturdays 81 187 100
12
Executive Summary By Reason for Visit
Coming to Bloor-Yorkville
Most Visited Stores and Purchasing Trends Top
Mentions
Spent Money Mean Spent Median Spent
Live in area 82 130 75
Work in area 69 131 50
Shopping 85 210 115
Other Shopping Districts Frequented
Sources of Shopping Information Used
13
Demographics
14
Q1./Q2. Visitors Place of Residence
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.

Q.2 Location of Residence (n990)
By Month and Day May (n475) July (n518) Midweek (n479) Saturdays (n514)
Toronto 82 81 83 81
Outside of Toronto (net) 18 19 17 19
Rest of Ontario 14 13 14 13
Rest of Canada 2 2 1 2
USA 1 3 1 3
Outside North America 1 2 1 1
By Interview Location Bay Yorkville Yonge Bloor Bay at Indigo Roots/ Rosen's The Collenade Bloor Church Cumber-land Yorkville Hazelton/ Scollard Yonge Collier
Toronto 80 76 88 80 81 87 81 83 82 80
Outside of Toronto (net) 20 24 12 20 19 13 19 17 18 20
Rest of Ontario 16 19 9 17 14 10 13 13 10 11
Rest of Canada 1 2 0 1 3 1 2 2 2 2
USA 2 1 1 2 0 3 2 1 2 5
Outside North America 1 2 2 0 2 0 2 0 4 2
Note Some percentages may not add up to 100 due
to rounding error.
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 Gender (n993)
By Age Total (n993)
Less than 25 years old 14
25 to 34 years old 32
35 to 44 years old 21
45 to 54 years old 16
55 to 64 years old 11
65 years old or more 7
Average Age (yrs) 39.5
Note Some percentages may not add up to 100 due
to rounding error.
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
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
Average Age Across Locations
By Location Age (years)
Yorkville 34.5
Yonge Bloor 36.4
Roots Rosens 37.7
The Collenade 37.7
Bay at Indigo 38.2
Cumberland 39.3
Bloor Church 40.7
Hazelton Scollard 44.0
Yonge Collier 44.0
Bay Yorkville 44.6
18
Findings
19
Q3. Reason for Coming to Bloor-Yorkville
People are most likely to come to Bloor-Yorkville
to shop (31) or to work (24).

• 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.

By Gender (major mentions only)
Q.3 Reason for Visit (n993)
By Age Total lt 25 (n141) 25-34 (n313) 35-44 (n206) 45-54 (n156) 55-64 (n108) 65 (n66)
Mostly for Shopping 31 28 31 34 32 32 30
Work in Area 24 28 29 26 18 17 11
Live in Area 11 10 7 12 13 14 27
Lunch/Dinner 5 3 5 6 5 5 3
Walking By 5 7 5 2 6 5 2
Hair/Beauty Appt 4 2 4 3 5 6 3
Medical Appt 4 4 2 2 5 4 3
Note Some percentages may not add up to 100 due
to rounding error.
20
Q3. Reason for Coming to Bloor-Yorkville (Contd)
The Collenade (50), Roots Rosens (43), and
Yorkville (41) are most likely to be frequented
by shoppers.

• 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 Day
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
Mostly for Shopping 31 24 31 30 43 50 23 25 41 20 26
Work in Area 24 29 25 29 25 20 34 20 15 26 14
Live in Area 11 16 6 17 6 7 13 10 7 18 18
Lunch/Dinner 5 5 2 1 6 2 3 9 12 6 2
Walking By 5 2 7 4 1 4 4 12 2 2 5
Hair/Beauty Appt 4 7 2 3 5 2 1 5 5 7 2
Medical Appt 3 5 4 6 4 1 0 3 2 5 1
21
Q4. Frequency of Shopping at Bloor-Yorkville
Over one-half (53) of visitors frequent
Bloor-Yorkville at least once a week.

• 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 (n993)
53
By Month
By Day
Note Some percentages may not add up to 100 due
to rounding error.
22
Q4. Frequency of Shopping at Bloor-Yorkville
(Contd)
Visitors aged 65 or more are most likely to shop
at Bloor-Yorkville on a daily basis (29).

• 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).

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
Every Day 15 17 13 21 9 10 24 8 9 24 18
Few Times a Week 21 21 14 28 21 14 26 19 21 27 18
Once a Week 17 8 22 14 20 21 19 10 22 11 17
Every 2-4 Weeks 19 18 18 17 24 23 14 25 25 9 13
Every 2-3 Months 12 12 13 10 17 13 5 15 12 15 12
Once a Year 8 12 8 7 8 5 5 12 7 6 7
First Time 6 4 5 4 2 10 5 8 4 5 12
By Reason for Visit
By Age lt 25 (n141) 25-34 (n313) 35-44 (n206) 45-54 (n156) 55-64 (n108) 65 (n66)
Every Day 11 12 15 17 18 29
Few Times a Week 18 19 29 14 22 26
Once a Week 17 22 12 18 11 12
Every 2-4 Weeks 20 20 17 22 18 9
Every 2-3 Months 13 12 10 13 13 17
Once a Year 6 6 11 6 11 3
First Time 9 5 4 6 7 5
Note Some percentages may not add up to 100 due
to rounding error.
23
Q5. Frequency of Shopping at Bloor-Yorkville on
Sundays
About 1 in 5 (19) frequently shop 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 (n993)
19
By Day
By Reason for Visit
Note Some percentages may not add up to 100 due
to rounding error.
24
Q5. Frequency of Shopping at Bloor-Yorkville on
Sundays (Contd)
Bay at Indigo (35) and Yorkville (35) are least
likely to be frequented by people who never shop
in the area on Sundays.

• Bay at Indigo (14) and Hazelton Scollard (13)
  are most likely to be frequented by those who
  shop in the area every Sunday.

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
Every Sunday 7 7 4 14 8 3 5 4 7 13 6
2-3 Sundays a Month 12 15 9 20 10 15 9 4 13 13 19
One Sunday a Month or Less 17 16 14 16 19 16 26 20 18 16 13
2-3 Sundays a Year 19 17 27 20 20 19 10 16 27 14 18
Never 44 45 44 30 43 47 46 58 35 43 44
Note Some percentages may not add up to 100 due
to rounding error.
25
Q6. Getting to Bloor-Yorkville
Walking (36) and public transportation (26) are
the most popular methods of 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 (n992)
By Day
By Month
Note Some percentages may not add up to 100 due
to rounding error.
26
Q6. Getting to Bloor-Yorkville (Contd)
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).

• 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.

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
Walk 36 34 31 37 33 31 51 35 28 42 44
TTC 36 28 53 42 32 34 33 37 29 23 41
Car 24 36 13 17 32 23 14 24 38 33 14
Cycle 2 0 2 2 1 5 2 1 2 0 1
Taxi 2 1 1 2 2 4 1 2 2 2 0
By Reason for Visit
By Age Total lt 25 (n141) 25-34 (n313) 35-44 (n206) 45-54 (n156) 55-64 (n108) 65 (n66)
Walk 36 31 31 36 39 40 61
TTC 36 50 41 32 28 29 24
Car 24 14 24 29 27 25 12
Cycle 2 1 3 1 3 2 0
Taxi 2 3 2 1 1 4 2
Note Some percentages may not add up to 100 due
to rounding error.
27
Q7. Stores Visited at Bloor-Yorkville
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
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
By Reason for Visit
By Age Total lt 25 (n141) 25-34 (n313) 35-44 (n206) 45-54 (n156) 55-64 (n108) 65 (n66)
None 10 11 11 7 9 9 11
One 43 48 43 44 42 36 41
Two 26 21 29 25 26 24 23
Three 14 15 11 16 15 18 18
Four 5 5 4 5 6 7 8
Five 2 0 2 3 3 6 0
Note Some percentages may not add up to 100 due
to rounding error.
28
Q7. Stores Visited at Bloor-Yorkville
Number of stores visited varies by location

• 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

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
None 10 13 13 8 6 8 5 14 7 12 8
One 43 41 40 56 47 39 43 41 46 38 38
Two 26 27 19 17 30 35 26 23 33 28 22
Three 14 14 20 15 8 8 21 12 9 15 20
Four 5 4 4 5 8 6 3 7 4 5 7
Five 2 2 3 0 1 3 3 3 1 2 5
Note Some percentages may not add up to 100 due
to rounding error.
29
Q7. Stores Visited at Bloor-Yorkville
Hudsons Bay (14) and Holt Renfrew (14) are the
most visited stores in 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.

By Month
Q.7a Stores Visited (major mentions only) (n993)
Top 10 visited stores
Top 10 visited stores
Note Results are greater than 100 due to
multiple answers given
30
Q7. a) Stores Visited at Bloor-Yorkville (Contd)
Shoppers (18) and Saturday visitors (16) are
most inclined to shop at Holt Renfrew.

• 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).

By Day
Top 10 visited stores
Top 10 visited stores
By Reason for Visit
Rank Live in Area (n113) Work in Area (n237) For Shopping (n304)
1 Indigo (19) Gap (16) Holt Renfrew (18)
2 Whole Foods (17) Hudsons Bay (14) Gap (14)
3 Hudsons Bay (14) Indigo (11) Hudsons Bay (13)
4 Starbucks (11) Holt Renfrew (8) Over the Rainbow (12)
5 Holt Renfrew (9) Starbucks (8) Indigo (11)
6 Roots (9) Whole Foods (8) Whole Foods (10)
7 Pusateris (8) Roots (7) Starbucks (8)
8 Canadian Tire (5) HMV (8) H M (7)
9 Chapters (5) Banana Republic (5) Roots (7)
10 Flos Diner (5) Canadian Tire (5) Chapters (7)
None Visited 6 18 4
Note Results are greater than 100 due to
multiple answers given
31
Q7. a) Stores Visited at Bloor-Yorkville (Contd)
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).

• 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).

By Gender
Average Age for Top 10 Most Visited Stores
Top 10 visited stores
Top 10 visited stores
Store Age (years)
Gap 34.5
H M 34.8
Over the Rainbow 35.7
Starbucks 38.6
Roots 39.1
Pusateris 40.7
Chapters 41.1
Holt Renfrew 41.9
Hudsons Bay 44.8
Indigo 46.1
Whole Foods 48.2
Note Results are greater than 100 due to
multiple answers given
32
Q7. b) Amount of Money Spent at Bloor-Yorkville
Over 3 in 4 (76) spend money during their visit
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 (n993)
By Location Spent Money Mean Spent Median Spent
Total 76 169 92
Bay Yorkville 75 105 60
Yonge Bloor 64 238 100
Bay at Indigo 86 135 58
Roots Rosens 85 183 120
The Collenade 79 233 100
Bloor Church 72 133 50
Cumberland 68 135 70
Yorkville 85 198 130
Hazelton/Scollard 79 197 75
Yonge Collier 78 124 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.
Among those who made a purchase
33
Q7. b) Amount of Money Spent at Bloor-Yorkville
(Contd)
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).

• 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.

By Month, Day, Reason for Visit, and Frequency of Visit Spent Money Mean Spent Median Spent
May 67 204 100
July 85 144 70
Midweek 72 148 60
Saturdays 81 187 100
Live in area 82 130 75
Work in area 69 131 50
Shopping 85 210 115
Every day 87 137 60
Few Times a Week 83 158 100
Once a Week 79 160 100
Once Every 2-4 Weeks 80 213 103
Once Every 2-3 Months 72 189 80
Once a Year 62 179 65
First Time 53 142 78
Among those who made a purchase
34
Q7. b) Amount of Money Spent at Bloor-Yorkville
(Contd)
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).

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 1673 131 213 156 178 171 201 187 134 137 165
Mean Store Visits per Visitor 1.7 1.6 1.7 1.5 1.7 1.7 1.8 1.7 1.6 1.7 1.9
Number of Unique Stores Visited 417 86 98 85 90 77 102 95 75 79 73
Total Number of Purchases Made 1198 94 146 137 138 112 151 128 93 118 81
Mean Purchases per Visitor 1.2 1.1 1.2 1.3 1.3 1.1 1.3 1.1 1.1 1.4 1.0
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
Q8. Visiting Other Shopping Districts
Eaton Centre (51), Yorkdale (36), and Queen
Street West (24) are the most popular shopping
districts among Bloor-Yorkville visitors.

• 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).

By Month (Selected Districts)
Q.8 Other Shopping Districts Visited (n993)
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
Q8. Visiting Other Shopping Districts (Contd)
Shoppers of Bloor-Yorkville lead the way in
visiting other shopping districts such as Eaton
Centre (56), Yorkdale (35), and Queen Street
West (27).

• 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.

By Reason for Visit (Selected Districts)
By Age (Selected Districts) Total lt 25 (n141) 25-34 (n313) 35-44 (n206) 45-54 (n156) 55-64 (n108) 65 (n66)
Eaton Centre 51 67 56 47 45 34 42
Yorkdale 36 34 39 26 24 22 22
Queen West 24 26 33 19 21 12 6
Annex 19 15 17 17 23 28 27
Danforth 18 17 23 15 19 14 11
Yonge Eglinton 16 13 18 18 16 15 9
Bloor West 11 7 12 11 8 15 14
Kensington Market 9 9 13 5 9 10 3
St Lawrence Market 6 1 6 4 9 11 9
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.
37
Q9. Sources for Shopping and Sales Information
Window shopping (37) is the most common way for
those frequenting Bloor-Yorkville to get their
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).

By Month
Q.9 Sources of Information (n993)
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
Q9. Sources for Shopping and Sales Information
(Contd)
Gender and age groups differ on how they collect
shopping information.

• 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 Gender
By Age Total lt 25 (n141) 25-34 (n313) 35-44 (n206) 45-54 (n156) 55-64 (n108) 65 (n66)
Walk by/ Window Shop 37 37 41 40 37 31 25
Daily Newspapers 30 9 15 34 44 51 64
Word of Mouth 18 29 23 14 11 8 13
Magazines 14 21 20 7 11 12 5
Internet 12 13 20 10 7 6 2
Television 8 7 10 7 7 2 8
Flyers 5 3 3 5 7 9 16
Radio 5 1 6 7 7 6 0
Free Daily Newspapers 4 5 5 3 1 4 2
Community Newspapers 4 1 3 4 7 6 2
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
Q9. Sources for Shopping and Sales Information
(Contd)
Those who live in the area rely slightly less
than others on word of mouth (13) and slightly
more on flyers (9).

• Those who visit Bloor-Yorkville at least a few
  times a week are more likely to get their
  information by window shopping

By Reason for Visit
By Frequency of Visit Total Every Day (n150) Few Times a Week (n209) Once a Week (n165) Every 2-4 Weeks (n186) Every 2-3 Months (n121) Once a Year (n74) First Time (n57)
Walk by/ Window Shop 37 45 44 37 36 29 34 30
Daily Newspapers 30 27 28 25 31 37 34 26
Word of Mouth 18 20 17 15 18 22 19 19
Magazines 14 10 14 18 19 13 7 9
Internet 12 13 10 13 10 6 15 19
Television 8 5 4 11 10 7 11 7
Flyers 5 7 6 7 2 9 3 4
Radio 5 2 5 5 4 8 7 7
Free Daily Newspapers 4 3 4 9 2 2 1 2
Community Newspapers 4 3 3 3 3 5 7 4
Note Results are greater than 100 due to
multiple answers given
Word of Mouth was added as a listed option
during the July wave.
40
Q9. Specific Sources for Shopping and Sales
Information
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.

• 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 emails (7).

Q.9 Specific Daily Newspapers (n288)
Use Daily Newspapers, By Age lt 35 (n57) 35-54 (n136) 55 (n94)
Toronto Star 32 40 35
Globe and Mail 23 25 37
National Post 5 10 9
Toronto Sun 7 8 6
Q.9 Specific Magazines (n135), Top Mentions Only
Q.9 Specific Internet Sites (n116), Top Mentions
Only
41
Results by PRIZM Target
42
PRIZM Targets
PRIZM CE Geo-Demographics Birds of a feather who
flock together

• 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
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 .
Ethnic Presence Some (Jewish)
Wealthy 333,144
43
PRIZM Targets
Location of interviews varies by segment

• 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 (n993)
By Age Total Rich Estab. Young, Cultured Ethnic Oppor-tunity Other
Bay Yorkville 8 7 9 11 5 8
Yonge Bloor 13 4 12 17 12 18
Bay _at_ Indigo 10 6 13 10 11 9
Roots/Rosens 11 9 11 9 17 10
The Collenade 10 9 10 10 9 11
Bloor Church 11 10 14 9 11 9
Cumberland 11 16 8 13 13 11
Yorkville 9 15 6 9 9 7
Hazelton/Scollard 8 14 8 6 5 7
Yonge Collier 9 9 9 8 8 9
Note Some percentages may not add up to 100 due
to rounding error.
44
PRIZM Targets
Four Core Bloor-Yorkville Segments

• Rich Established

• 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

• 19 of Bloor-Yorkville visitors
• 5 of Toronto Households
• Older families and couples
• Highly educated professionals with
• HHI 190,000

• 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)

• Young, Cultured Trendy

• 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

• 39 of Bloor-Yorkville visitors
• 12 of Toronto Households
• Young (1/3 lt35 yrs), live alone
• Highly educated professionals with
• HHI 59,000 affluent for age

• 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
PRIZM Targets
Four Core Bloor-Yorkville Segments

• Young, Cultured Trendy

• 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

• 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.

• 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)

• Opportunity

• 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.

• 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.

• 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
PRIZM Targets
47
PRIZM Targets
48
PRIZM Targets
Location of interviews varies by segment

• 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 (n993)
By Age Total Rich Estab. Young, Cultured Ethnic Oppor-tunity Other
Bay Yorkville 8 7 9 11 5 8
Yonge Bloor 13 4 12 17 12 18
Bay _at_ Indigo 10 6 13 10 11 9
Roots/Rosens 11 9 11 9 17 10
The Collenade 10 9 10 10 9 11
Bloor Church 11 10 14 9 11 9
Cumberland 11 16 8 13 13 11
Yorkville 9 15 6 9 9 7
Hazelton/Scollard 8 14 8 6 5 7
Yonge Collier 9 9 9 8 8 9
Note Some percentages may not add up to 100 due
to rounding error.
49
PRIZM Targets
Reasons and frequency of visiting vary widely by
segment

• 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 (n993)
By Age Total Rich Estab. Young, Cultured Ethnic Oppor-tunity Other
Mostly for Shopping 31 24 33 27 36 34
Work in Area 24 19 18 38 24 26
Live in Area 11 22 18 2 1 3
Lunch/Dinner 5 3 1 3 3 3
Walking By 5 4 5 4 5 4
Hair/Beauty Appt 4 6 4 4 0 3
Medical Appt 4 3 4 6 2 3
Q.4 Frequency of Visit (n993)
By Age Total Rich Estab. Young, Cultured Ethnic Oppor-tunity Other
Everyday 11 23 23 11 4 5
Few times/week 18 27 24 20 21 15
Once a week 17 18 15 25 13 14
Every 2-4 weeks 20 21 20 19 15 19
Every 2-3 months 13 5 12 12 24 17
Once a year 6 4 4 7 19 14
First time 9 1 3 5 4 17
Note Some percentages may not add up to 100 due
to rounding error.
50
PRIZM Targets
Sunday shopping is low for most, transit patterns
reflect where they live

• 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 (n993)
By Age Total Rich Estab. Young, Cultured Ethnic Oppor-tunity Other
Every Sunday 7 12 11 4 1 1
Frequently (2-3 times/mo.) 12 18 18 6 5 6
Occasionally (once/ mo./less) 17 18 18 21 17 13
Rarely (2-3 times/yr) 19 15 21 23 17 17
Never 44 36 33 46 59 63
Q.6 How did you get here today (n993)
By Age Total Rich Estab. Young, Cultured Ethnic Oppor-tunity Other
Walk 36 53 57 10 13 20
Subway/TTC 34 18 26 60 39 39
Car 23 26 14 24 38 32
Other 6 3 4 6 9 10
Note Some percentages may not add up to 100 due
to rounding error.
51
PRIZM Targets
The Rich Established segment over-indexes on
shopping patterns, but the volume is in the
Young, Cultured and Trendy
Q.7 Spending patterns (n993)
By Age Total Rich Estab. Young, Cultured Ethnic Oppor-tunity Other
Mean stores visited 1.7 1.9 1.7 1.5 1.5 1.7
Incidence of purchase 76 82 79 71 68 75
Median purchase amt 92 100 75 60 77 100
Total stores visited 1673 332 605 276 109 351
Total spending 128,531 29,209 41,522 18,071 8,113 31,616
Share of B-Y shoppers 100 17 35 19 8 21
Share of B-Y spending 100 23 32 14 6 25
Note Some percentages may not add up to 100 due
to rounding error.
52
PRIZM Targets
Competing shopping districts visited and info
sources reflects proximity
Q.8 Other Shopping Districts Visited (n993)
By Age Total Rich Estab. Young, Cultured Ethnic Oppor-tunity Other
Eaton Centre 49 42 51 49 55 51
Yorkdale 30 27 23 38 29 35
Queen West 22 28 26 19 17 17
Annex 19 17 20 22 18 16
Danforth 18 18 22 12 18 15
Yonge Eglinton 15 23 15 16 8 12
Bloor West 11 9 13 11 9 9
Q.9 Primary Information Sources (n993)
By Age Total Rich Estab. Young, Cultured Ethnic Oppor-tunity Other
Walk by/Window 37 42 40 35 25 33
Newspapers 28 31 28 26 28 27
Word of Mouth 17 14 16 19 29 16
Magazines 12 15 11 11 13 11
Internet 11 6 12 15 11 12
Television 7 6 6 11 5 7
Radio 5 5 3 5 7 5
Note Some percentages may not add up to 100 due
to rounding error.
53
Implications
54
Implications
The findings from the survey suggest several key
findings

• 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
Implications
The findings from the survey suggest several key
findings

• 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 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

• 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

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
416.969.2814 Fax [phone] E
david.macdonald_at_environics.ca