Kareson Market Standard: The Demographic

What do we know about the business demographic in the Lower Mainland: the owners, operators, presidents, CEOs, and partners; the Vice-presidents, directors, managers, and general managers; the controllers and treasurers; the executives and professionals, the self-employed and the consultants who make Vancouver and district their home?

Statistics and surveys show that over 60% attended universities: over half of those received their bachelor’s degree and roughly half of those went on to complete a post-graduate degree (Masters or Doctorate). Over 25% of those who did not attend university have taken a college or non-degree certificate.

Not surprisingly, their incomes on average run roughly twice the BC average, and their net worth is also commensurately higher.

Three-quarters own their own home, one-fifth own rental property and almost as many own recreational property. Fifteen percent will tell you they plan to purchase recreational property within the next 36 months. Those who invest in real estate, whether for personal use or investment, will tell you the value sits at around $500,000 on average.

Although women comprise the faster growing group, men still make up the bulk of business owners and upper management. Both groups include a wide age range - from late teens to early seventies and older - but the bulk fall into the mid-range, in late thirties to early fifties.

The group overall is very active in the community, supporting both sports teams and the arts. Over sixty percent claim regular attendance at sporting events, with fully half also attending the theatre, concerts, and festivals of many kinds. Nearly one-third attend exhibitions as well.

Better than four in ten own laptop computers with most of that group connecting to the Web wirelessly, and/or via Web-capable cell phones. Nearly one-third get organized with handheld personal data devices.

You’ll find over half this group indulging in golf as regularly as possible, with nearly as many cycling for fun and exercise. Nearly half also ski, with the natural advantages of Vancouver living being well-utilized by the happy one-third who claim sailing and boating as their leisure activity of choice.

Not surprisingly, about 20% of this busy group boasts 3+ vehicle households, while over half have two vehicles.

Nearly four in ten plan to replace a vehicle in any given year.

They are not too busy to get away for regular breaks, with about a third going to the US for a vacation, while roughly 25% stay in BC and about the same number go overseas. Nearly 70% also travel regularly within Canada and the US for business, most by air. Another large group travel the Pacific Rim regularly.

Which leads us to the most important statistic of all: 100% of them receive a copy of the Kareson Market Standard every month in the mail to their business address.

With above-average household incomes and net worth, strong real estate and investment portfolios, varied leisure pursuits, and wide–ranging business interests, this is a powerful and diverse demographic you can rely on for steady business and personal purchasing activity.

Kareson Market Standard – delivering the demographic