Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The people
- The economy
- The consumer
- Perceived cutbacks centre on leisure, food and drinks outside the home
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- Figure 1: Perceived changes in spending in 2014 compared to prior years, February 2015
- Canadian consumers are looking for balance: spending priorities are a mix of short-term treats and long-term goals
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- Figure 2: Where extra money is spent, February 2015
- Personal goals of Canadians in 2015 reflect a quest to find balance
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- Figure 3: Personal goals, February 2015
- Canadians aim to adopt a healthy lifestyle in 2015
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- Figure 4: Health and wellness goals, February 2015
- Canadians take a critical eye to online reviews though they do influence decisions
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- Figure 5: Attitudes towards online opinions, February 2015
- Canadian consumers do their research, using user review and independent review sites most
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- Figure 6: Purchase research sources, February 2015
- What we think
Canada in 2015 – The People
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- Key points
- Demographic and social trends impacting the population
- Canadian population count
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- Figure 7: Share of population of Canada, by territory/province, 2014
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- Figure 8: Population of Canada, by province, 2010-20
- Canada’s population is ageing and will continue to do so in the coming years
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- Figure 9: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Births and birth rates have slowed in recent years
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- Figure 10: Annual births and birth rate*, 1981-2011
- Figure 11: Fertility rate, by age group (per 1,000 women), 2001-11
- Immigration and Ethnic Diversity in Canada
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- Figure 12: Region of birth of immigrants, by period of immigration, Canada, 2011
- The changing family structure
- Growth of the LGBT community
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- Figure 13: Distribution and percentage change of census families, by family structure, 2001-11
- Most Canadian mothers are married or coupled, with three quarters being married to an opposite-sex partner
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- Figure 14: Parenting situation among Canadian mothers, August 2014
Canada in 2015 – The Economy
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- Key points
- Economic overview
- Overall negative impact of lower oil prices on the Canadian economy
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- Figure 15: Canada’s GDP (% change), by quarter, Q4 2008-Q4 2014
- Figure 16: Canadian interest rates, January 2005-January 2015
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- Figure 17: Household disposable income and savings rate in Canada, Q4 2008-Q1 2014
- Canada’s employment rate has been steady, but age is impacting labour force participation
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- Figure 18: Canada’s unemployment rate, by gender, January 2008-January 2015
- Figure 19: Labour participation rate, January 2007-January 2015
- Impact of interest rates, inflation and exchange rates
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- Figure 20: Exchange rate (CAD>USD/GBP), January 2008-January 2015
- Wealth distribution in Canada
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- Figure 21: Canada median net worth, by province, 2012
- Household debt in Canada
- Consumer confidence may waver with falling oil prices
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- Figure 22: Consumer Confidence Index, monthly, January 2008-January 2015
Expenditure Overview
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- Key points
- Total Canadian consumer expenditures 2014
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- Figure 23: Total Canada consumer expenditure and fan chart forecast, at current prices, 2014
- Outlook for the next five years
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- Figure 24: Total Canadian consumer expenditure and fan chart forecast, at current prices, 2009-19
Food (at-home) Consumption
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- Key points
- What we think
- Discounting tempered growth of food sales
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- Figure 25: Total Canadian consumer expenditure on food (at home), at current prices, 2009-14
- Dollar sales forecasted to grow in heavy discounting environment
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- Figure 26: Best- and worst-case forecast value sales of the food (at home) market, at current prices, 2009-19
- Most Canadians believe they are paying the same for food as in prior years
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- Figure 27: Changes in spending habits – food (at home) 2014, February 2015
Food – Dining Out
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- Key points
- What we think
- Inflation has impacted food costs, hitting groceries harder, bringing benefits to the foodservice sector
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- Figure 28: Total Canadian consumer expenditure on food – dining out, at current prices, 2009-14
- The foodservice market will continue to show positive growth in the next few years
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- Figure 29: Best- and worst-case forecast value sales of the food – dining out market, at current prices, 2009-19
- Change in spending habits
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- Figure 30: Changes in spending habits – food – dining out 2014, February 2015
Alcoholic Beverages (at home)
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- Key points
- What we think
- Growth of in-home alcoholic beverage sales driven by wine and spirits
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- Figure 31: Total Canadian consumer expenditure on alcoholic beverages (at home), at current prices, 2009-14
- The next few years will see steady, but slower growth
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- Figure 32: Best- and worst-case forecast value sales of the alcoholic beverages (at home) market, at current prices, 2009-19
- Only 10% of consumers are spending more, but opportunities for growth exist
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- Figure 33: Changes in spending habits – alcoholic beverages (at home) 2014, February 2015
Alcoholic Beverages (out of home)
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- Key points
- What we think
- Increase in sales of on-premise alcoholic beverages trailing in-home options and overall foodservice growth
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- Figure 34: Total Canadian consumer expenditure on alcoholic beverages (out of home), at current prices, 2009-14
- Sales of alcoholic drinks at foodservice forecasted to grow at a steady pace
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- Figure 35: Best- and worst-case forecast value sales of the alcoholic beverages (out of home) market, at current prices, 2009-19
- Opportunity to target consumers who are spending more on alcohol when dining out
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- Figure 36: Changes in spending habits – alcoholic beverages (out of home) 2014, February 2015
Non-alcoholic Beverages (at home)
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- Key points
- What we think
- Slow but steady growth for beverages at home
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- Figure 37: Total Canadian consumer expenditure on non-alcoholic beverages (at home), at current prices, 2009-14
- Modest growth to continue
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- Figure 38: Best- and worst-case forecast value sales of the non-alcoholic beverages (at home) market, at current prices, 2009-19
- Few Canadians indicate they are spending more on beverages
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- Figure 39: Changes in spending habits – non-alcoholic beverages (at home) 2014, February 2015
Beauty and Personal Care
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- Key points
- What we think
- Canada’s beauty and personal care market saw slow but steady growth in recent years
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- Figure 40: Total Canadian consumer expenditure on beauty and personal care, at current prices, 2009-14
- The forecast for the sector is of continued slow but steady growth
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- Figure 41: Best- and worst-case forecast value sales of the beauty and personal care market, at current prices, 2009-19
- A larger share of Canadians spending less than more on beauty and personal care
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- Figure 42: Changes in spending habits – beauty and personal care 2014, February 2015
OTC Healthcare Remedies
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- Key points
- What we think
- The sector has been growing at a moderate pace since 2009
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- Figure 43: Total Canadian consumer expenditure on OTC healthcare remedies, at current prices, 2009-14
- Medications, vitamins and supplements will contribute to slow growth
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- Figure 44: Best- and worst-case forecast value sales of the OTC healthcare remedies market, at current prices, 2009-19
- The majority of consumers spending the same on healthcare products
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- Figure 45: Changes in spending habits – OTC healthcare remedies 2014, February 2015
Household Care
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- Key points
- What we think
- Middle-class purchasing power contributes to sector growth
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- Figure 46: Total Canadian consumer expenditure on household care, at current prices, 2009-14
- Slow growth predicted for the next five years
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- Figure 47: Best- and worst-case forecast value sales of the household care market, at current prices, 2009-19
- Change in spending habits
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- Figure 48: Changes in spending habits – household care 2014, February 2015
Clothing, Footwear and Accessories
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- Key points
- What we think
- Canadians’ spending on clothing and accessories has been on the rise
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- Figure 49: Total Canadian consumer expenditure on clothing, footwear and accessories, at current prices, 2009-14
- Canadians will continue to spend on clothing and accessories
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- Figure 50: Best- and worst-case forecast value sales of the clothing, footwear and accessories market, at current prices, 2009-19
- Change in spending habits
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- Figure 51: Changes in spending habits – clothing, footwear and accessories 2014, February 2015
Technology and Communications
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- Key points
- What we think
- Strong growth seen in 2014 after plateau
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- Figure 52: Total Canadian consumer expenditure on technology and communications, at current prices, 2009-14
- Growth of the sector is predicted to continue
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- Figure 53: Best- and worst-case forecast value sales of the technology and communications market, at current prices, 2009-19
- Change in spending habits
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- Figure 54: Changes in spending habits – technology and communications 2014, February 2015
Vacations and Tourism
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- Key points
- What we think
- Domestic tourism the main driver of growth
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- Figure 55: Total Canadian consumer expenditure on vacations and tourism, at current prices, 2009-14
- Lower Canadian dollar may fuel an increase in domestic travel
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- Figure 56: Best- and worst-case forecast value sales of the vacations and tourism market, at current prices, 2009-19
- Change in vacation and tourism spending habits
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- Figure 57: Changes in spending habits – vacations and tourism 2014, February 2015
Leisure and Entertainment
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- Key points
- What we think
- Lack of disposable income a notable barrier to participation
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- Figure 58: Total Canadian consumer expenditure on leisure and entertainment, at current prices, 2009-14
- Negligible growth expected for entertainment and leisure market
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- Figure 59: Best- and worst-case forecast value sales of the leisure and entertainment market, at current prices, 2009-19
- Change in leisure and entertainment spending habits
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- Figure 60: Changes in spending habits – leisure and entertainment 2014, February 2015
Home and Garden
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- Key points
- What we think
- The sector has seen steady increases in expenditure
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- Figure 61: Total Canadian consumer expenditure on home and garden, at current prices, 2009-14
- Growth continues to slow in the next few years
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- Figure 62: Best- and worst-case forecast value sales of the home and garden market, at current prices, 2009-19
- Change in spending habits
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- Figure 63: Changes in spending habits – home and garden 2014, February 2015
Transportation
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- Key points
- What we think
- Expenditures on this sector have seen healthy growth
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- Figure 64: Total Canadian consumer expenditure on transportation, at current prices, 2009-14
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- Figure 65: Best- and worst-case forecast value sales of the transportation market, at current prices, 2009-19
- Change in spending habits
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- Figure 66: Changes in spending habits – transportation 2014, February 2015
Personal Finance
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- Key points
- What we think
- Personal finance expenditure forecast to grow steadily
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- Figure 67: Total Canadian consumer expenditure on financial services, at current prices, 2009-14
- Continued growth expected for the personal financial services industry over the next few years
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- Figure 68: Total Canadian consumer expenditure and fan chart forecast of personal financial services, at current prices, 2009-19
- Healthy ownership rates of savings, investments, insurance and lending products ensure a strong customer base for personal financial services products
- Canadians somewhat pessimistic about their personal finances
Housing
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- Key points
- What we think
- Housing costs have been on the rise
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- Figure 69: Total Canadian consumer expenditures on housing, at current prices, 2009-14
- Shelter costs and affordability
- Costs expected to outpace inflation through 2018
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- Figure 70: Canadian consumer expenditure and fan chart forecast of housing, at current prices, 2009-19
- Population and growth
- Recent economic shifts should have a positive impact
The Consumer – Changes in Spending in 2014
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- Key points
- Perceived cutbacks centre on leisure, food and drinks outside the home
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- Figure 71: Perceived changes in spending in 2014 compared to prior years, February 2015
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- Figure 72: Difference between perceived spend (more – less) in 2014 compared to prior years, February 2015
- The impact of over-45s
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- Figure 73: Select difference between perceived spend (more – less) in 2014 compared to prior years, by age, February 2015
- Acknowledgement of continued spend on non-essentials
- Young adults, parents, Chinese Canadians and LGBTs most likely to perceive increase in spending in 2014
- Under-35s more likely to perceive greater spend across most categories
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- Figure 74: Perceived changes in spending in 2014 compared to prior years, by age, February 2015
- Parents note increase on home-centred and tech items
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- Figure 75: Perceived changes in spending in 2014 compared to prior years, by children in the household, February 2015
- Chinese Canadians cite greater spend on eating out and technology
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- Figure 76: Perceived changes in spending in 2014 compared to prior years: Chinese Canadians vs overall population, February 2015
- LGBT community spent more on beauty, healthcare and clothing
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- Figure 77: Perceived changes in spending in 2014 compared to prior years: LGBT vs overall population, February 2015
The Consumer – Where Extra Money is Spent
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- Key points
- Canadian consumers are looking for balance: spending priorities a mix of short-term treats and long-term goals
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- Figure 78: Where spend extra money, February 2015
- Demographics impact on where consumers choose to focus discretionary spending
- Variations by gender and age
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- Figure 79: Where spend extra money, by age, February 2015
- Investing, eating out and lengthy vacations are tops for Chinese Canadians
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- Figure 80: Where spend extra money: Chinese Canadians vs overall population, February 2015
- LGBT prioritize entertainment
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- Figure 81: Where spend extra money: LGBT vs overall population, February 2015
The Consumer – Personal Goals in 2015
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- Key points
- Personal goals of Canadians in 2015 reflect a quest to find balance
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- Figure 82: Personal goals, February 2015
- Some variations in personal goals by demographics
The Consumer – Health and Wellness Goals in 2015
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- Key points
- Finding balance: Canadians aim to adopt a healthy lifestyle in 2015
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- Figure 83: Health and wellness goals, February 2015
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- Figure 84: Repertoire of health and wellness goals, February 2015
- Women are aiming high on health and wellness goals
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- Figure 85: Select health and wellness goals, by gender, February 2015
- Health and wellness may be a lower priority for Quebecers
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- Figure 86: Select health and wellness goals: Quebec vs overall population, February 2015
- Active lifestyle of Chinese Canadians leads to an increased focus on sleep and vitamins
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- Figure 87: Select health and wellness goals: Chinese Canadians vs overall population, February 2015
- Mediation/yoga and alcohol reduction are priorities for LGBTs
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- Figure 88: Select health and wellness goals: LGBT vs overall population, February 2015
The Consumer – Attitudes towards Online Opinions
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- Key points
- Canadians take a critical eye to online reviews though they do influence decisions
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- Figure 89: Attitudes towards online opinions, February 2015
- There is strength in numbers
- Word-of-mouth recommendations carry more weight over online reviews for some and spur on further research for others
- Value placed on online reviews stems from the way they perceive the nature of online reviews
- Variations by demographics
The Consumer – Impact of Online Opinions on Purchases
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- Key points
- Canadian consumers do their research, using user review and independent review sites most
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- Figure 90: Purchase research sources, February 2015
- Variations by demographics
- Bigger purchases lead to more research
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- Figure 91: Opinions sought, by category, February 2015
- Likelihood to seek out opinions for smaller purchases is spurred by interest in categories
- Men more likely to seek online opinions for smaller, daily purchases
- The influence of age is seen across parents, immigrants and LGBT
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- Figure 92: Opinions sought, by category, by age, February 2015
- The active consumerism of Chinese Canadians leads to over-indexing across all categories
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- Figure 93: Opinions sought, by category: Chinese Canadians vs overall population, February 2015
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