Understanding CCT Visitor Audiences: Family Fun Segment

Happy family Tourists

We all know that understanding your audience is key to effectively market your business. With the use of postal code data we identify and analyze visitors to the region and are able to categorize them into specific segments based on common criteria.

One of our key marketing segments is called “Family Fun”, with more than 75 per cent of visitors to the Central Counties’ regions falling within that category. That’s significant and something that should be top-of-mind with businesses across the York, Durham and Headwaters regions.

With families looking for ways to stay active and enjoy the winter, we wanted to give you a bit more insight into this category so that you can use our findings to help hone your own product development and marketing outreach.

Based on our research, there are two main family types, Large Diverse Families and Middle-Aged Families. Understanding the make-up of these families; their background; education and income levels; and how they like to spend their free time and disposable income is just the tip of the iceberg when it comes to delivering products and experiences that will grow your business and keep them coming back.

We’ve taken the top ten features of these family types to help get you on the path to better understanding the families that spend their time in Central Counties. And while this is a good start, we encourage you to visit the links at the end of this article for a deeper look at where they live, as well as their social media habits. Both of which are incredibly helpful in any online or social media marketing that you have planned for the coming season.

Think about this type of visitor. What products or experiences do you have that would bring this family-focused segment to your business? How can you market to them and what are the best media channels?

Top Ten Features of CCT Family Visitor Segments

Large Diverse Families

  • Generation X and Boomer adults between 35 and 64
  • More than 40 per cent of households contain four or more people with children typically in their teens and twenties
  • Homeownership is high; mostly upscale single‐detached houses as well as semis, rows and duplexes
  • 40 per cent are immigrants and 1/4 are second‐generation Canadian, mostly from Asia and South Asia
  • Above‐average educations and incomes
  • Enjoyed activities include hockey, baseball and basketball; outdoor activities include skiing, snowboarding and camping
  • Family outings include amusement parks, zoos and aquariums
  • In-person product purchases consist of clothing, shoes, toys and sporting goods
  • Virtual purchases are mainly, movies, music, additional clothing and groceries
  • Media preferences are online, using tablets to download coupons, read newspapers and listen to podcasts

Middle-Aged Families

  • Generation X and Boomer adults between 35 and 64
  • Children are school age
  • Households are a mix of singles, couples and families
  • 3/4 of households own their residences (single‐detached and semi‐detached houses)
  • More than 60 per cent are third‐plus‐generation Canadians and 23 per cent are francophone
  • Moderate education and average incomes that provide family‐friendly lifestyles
  • Enjoyed outdoor activities involving their campers, snowmobiles and power boats
  • Family outings include amusement parks, zoos, aquariums and children’s movies
  • Purchases include children’s clothing, toys, pet products and DIY items (tools and gardening equipment)
  • Media preferences include traditional and digital media, as well as French‐language TV programs and magazines, and radio (hot adult contemporary music; today’s country; classic hits)

As you see, these are two very unique family profiles, which create a wide net of opportunities for targeted marketing, the creations of new products and experiences, or tapping into a new consumer group that you weren’t aware existed. And the best thing is that you have the data to back your decisions.

You can find out more about the these customers on our website in the following studies:

Visitors travelling 0-400km into Central Counties (RTO6);

Visitors travelling within Central Counties

Better yet, if you would like to learn more about how you can use our resources to provide information on your customers and guests, or to obtain a custom visitor report contact Tom Guerquin, Manager of Research & Development at tguerquin@centralcounties.ca

Central Counties Tourism uses Environics Analytics’ 67 Prizm profiles to analyze visitor postal code data and identify key visitor profiles to the region.