Environics Analytics Announces Release Of New Population, Spending And Business Data
Environics Analytics, the marketing services company, has released a series of four new data products to provide marketers with current estimates and future projections about the Canadian population and their household spending habits as well as profiles of business activity. The new data, which are available in multiple formats and for all levels of geography, are designed to help companies make informed decisions for their research, planning, site selection and marketing strategies. The projections span the years 2005 through 2015.
The new data release reflects Environics Analytics’ commitment to disseminating annual demographic updates based on the 2001 census. An EA research team, consisting of veteran statisticians and modellers led by Tony Lea, Ph.D., collaborated with Tom McCormack and other economists at the Centre for Spatial Economics to produce the current and future estimated demographics. The data are now available as reports, maps in GIS formats and in EA’s flagship segmentation system PRIZMCE.
“Producing estimates for small neighbourhoods requires a special mix of demographic and economic expertise,” says Jan Kestle, president of Environics Analytics. “I’m confident that the new data represent the best available projections of small-area demographics anywhere in Canada.”
The newly released data now available from Environics Analytics are as follows:
1) Demographic Estimates and Projections 2005 (DEP) – This data set enhances statistics from the 2001 Census of Canada by updating the demographics to 2005 and projecting the data to 2008, 2010 and 2015. DEP provides clients with census dissemination area level estimates on a wide range of variables, among them: population and household counts, age, sex and marital status, dwelling type and family status, mother tongue, labour force participation, average household income, immigration status, educational attainment and income distribution.
In producing DEP, EA adjusted for any undercount or overcount variations reported by Statistics Canada to ensure statistically reliable estimates. EA also collaborated with the Centre for Spatial Economics to factor in demographic and macroeconomic growth trends at the census subdivision level.
2) Household Expenditure Potential 2005 (HEP) – These data are based on Statistics Canada's 2003 Survey of Household Spending and EA 2005 DEP and PRIZMCE. Statistics Canada asked detailed questions of more than 24,000 private households across all provinces and territories about their spending patterns. Environics Analytics then contracted Statistics Canada to aggregate and classify all the responses into the 66 PRIZMCE clusters and used the resulting data to create average potential household expenditure figures for nearly 240 categories—everything from mortgage payments, household furnishings and utilities to movies, computer software, footwear and games of chance.
The results of this rigorous methodology allow users to estimate spending behaviour of Canadians at any geographic level—from the entire nation to a local trade area. With HEP, clients can analyze potential expenditures by both total dollars and average dollars.
3) Business Profiles 2005– A joint product of infoCanada and Environics Analytics, this new database provides clients with Standard Industrial Classification (SIC) Code summaries of businesses and their employee counts in each census dissemination area based on EA’s geographic processing. infoCanada’s data are compiled from a wide range of reliable sources, including telephone directories, annual reports, press releases, city and industry directories, news items and new business listings. The categories range from Eating and Drinking Places to Insurance Carriers and Motion Picture Employees. Clients can access the Business Profiles through database reports, rankings and maps—all available for postal, census and user-defined geographic areas.
4) Daytime Populations 2005 – This database provides measures of the total number of people at work and at home for each dissemination area based on a combination of Environics Analytics’ Demographic Estimates and Projections 2005 and infoCanada's detailed Business Profiles. This data file is critical for planners and marketers who need estimates of daytime demand and population in trade areas or standard geographies, as opposed to census data that captures only nighttime populations. And, of course, it’s valuable for businesses that rely on daytime customer traffic.
All the newly released data, along with PRIZMCE, EA’s lifestyle segmentation system, and EA’s 2001 Adjusted Census are available in many formats including PCensus, Access, Excel and popular GIS mapping software formats.