|
|
|
A highly select group of individuals are chosen each issue to receive Good Life Connoisseur magazine. It is delivered by mail with their individual name and address. The selection is based on research conducted by the most prestigious analytical company. Using their unique consumer segmentation system, the most active and affluent consumers are identified. They fall within three psycho/demographic clusters that comprise the most affluent members of the Urban Elite. "The Top 1%".
The most affluent neighbourhood types belong to Urban Elite, the social group that ranks at the top of many demographic measures: income, home value and educational achievement. With their university degrees and positions as executives and professionals, these middle-aged and older residents tend to live in fashionable homes and condos in big-city neighbourhoods and close-in suburbs. Befitting their lofty incomes, Urban Elite members are big consumers of expensive clothes, luxury cars, financial products and travel services. They're also involved in their communities, are politically active and are philanthropic supporters of the arts.
Read full Demographic Report exclusively for Good Life Connoisseur |
 |
COSMOPOLITAN ELITE
Very affluent middle-aged and older city dwellers
Canada’s 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 Montreal’s Westmount, Toronto’s Forest Hill and Rosedale, Calgary’s 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 participating in yoga, owning a private cottage and supporting the arts. When they’re not tracking their investments on the web, the Cosmopolitan Elite are active in the community. Members take an interest in social issues and community projects, and they donate to cultural, educational and environmental groups--often as a way to give back to the community.
Representing only 0.2 percent of the nation’s households, Cosmopolitan Elite is the smallest Canadian cluster. But what it lacks in size it more than makes up for in the affluence of its residents. These highly educated professionals and executives are wise and wealthy--the average household income is $388,000--and they frequent stores that sell gourmet foods, designer clothes and the latest in consumer electronics. The cluster features some diversity: nearly a quarter of residents immigrated to Canada years ago and 18 percent are Jewish. But most of the members of Cosmopolitan Elite are Canadian-born families who take getaways to private cottages and vacation abroad--especially to cultured settings across Europe and for winter getaways to Florida. |
| Population |
82,032 (0.24% of Canada) |
| Households |
26,915 (0.2% of Canada) |
| Average Household Income |
$388,007 |
| Housing Tenure |
Homeowners |
| Education |
University |
| Occupation |
White-collar |
| Ethnic Presence |
Some |
| Sample Social Value |
Pursuit of Originality |
|
|
URBANE VILLAGERS
| Population |
472,434 (1.41% of Canada) |
| Households |
165,543 (1.24% of Canada) |
| Average Household Income |
$201,232 |
| Housing Tenure |
Homeowners |
| Education |
University |
| Occupation |
White-collar |
| Ethnic Presence |
Low |
| Sample Social Value |
Adaptability to Complexity |
|
Wealthy middle-aged urban sophisticates
Located in Canada’s largest cities, Urbane Villagers is a prosperous world of stately homes and high-end cars, charity auctions and golf club memberships. The nation’s second wealthiest cluster, it’s characterized by married couples with university degrees and university-aged children, and it includes a significant percentage of European and Asian immigrants. With their hefty salaries-- average household incomes top $201,000--Urbane Villagers members enjoy the trappings of wealth: designer clothes, vacation cottages and frequent trips abroad. But these Canadians also tend to be involved in their communities, as active and philanthropic members of cultural, political and environmental groups.
Slightly younger and less affluent than Canada’s top-ranked citizens, Urbane Villagers residents are among the top contributors to RRSPs. They are also a bit more style-conscious and less formal in their consumption patterns. They’re more likely to shop at stores like Banana Republic and Club Monaco, the men more likely to wear cologne, the women more likely to wear less expensive jewellery. Although they’re able to afford flying business and first class, they’re not above flying economy as well. They rank near the top for buying books, personal computers and Australian wine, and also are heavily involved in the arts, as both benefactors and patrons of museums, art galleries and orchestras.
|
SUBURBAN GENTRY
|
Well-off middle-aged suburban families
The Suburban Gentry segment is a magnet for Canada’s up-and-coming business class: a prosperous suburban world of dual-income couples who have university degrees and large families, typically with teens or university-aged children. Given its high percentage of managers and self-employed professionals, there’s a decided business streak to this cluster. Suburban Gentry residents rank near the top for owning laptop computers and fax machines as well as for taking business trips and reading newspaper business sections. These consumers are big spenders who like to golf, go out to eat and drive luxury SUVs. Fitness conscious, they’re much more likely than average Canadians to engage in yoga, own a home gym and declare, “Exercise is an important part of my life. ”
Suburban Gentry represents Canada’s version of suburban wealth. Residents have turned their sprawling new homes into gadgetfilled castles, complete with DVD players, cordless phones, wireless computers and video game systems. With its large families—40 percent have at least two kids--this cluster scores high for outdoor sports activities. While they golf, sail and ski, many of these households seem to prefer exercising their minds indoors, reading a lot of financial magazines, watching news and educational channels and spending a healthy amount of time online to browse books, check out vacation spots and track investments. To reward themselves for their hard work, they’re more than twice as likely as the general population to buy an expensive car. |
| Population |
463,024 (1.38% of Canada) |
| Households |
157,020 (1.18% of Canada) |
| Average Household Income |
$141,532 |
| Housing Tenure |
Homeowners |
| Education |
University |
| Occupation |
White-collar & Service Sector |
| Ethnic Presence |
Low |
| Sample Social Value |
Need for Autonomy |
|
|
Total Numbers:
|
Western Canada |
25,000 |
Ontario |
25,000 |
Total National |
|
|
DIGITAL DISTRIBUTION
Five years ago the digital edition of Good Life Connoisseur was first distributed as a paid subscriber based publication which attracted subscribers from around the world. In 2009 in keeping with the ‘culture ‘ of the internet readers were for the first time offered an opportunity to request a free subscription. Currently these number 45,000 and growing daily.
| Distribution breaks down as follows: |
| British Columbia |
50% |
| Alberta |
18% |
| Ontario |
23% |
| Other Provinces |
5% |
| US and Foreign |
4% |
We have subscribers from Kazakhstan to Kiribati, and all point in between.
|
 
|
