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Figure 2.1: Diversity Redefining Canadian Cities

1,800,000

40%

37%

37%

Total Visible Minority Population

1,600,000

1,400,000

1,200,000

1,000,000

800,000

600,000

400,000

200,000

14%

18%

15%

35%

30%

25%

20%

15%

10%

5%

Visible Minority Population as a Percentage of Total Population

0

0%

Toronto Source: Statistics Canada

Vancouver

Montréal

Calgary

Edmonton

Over the past decade, a significantly higher proportion of Canada’s population growth has come from immigration when compared to the U.S., thus accounting for the chang- ing population mentioned earlier.

Unlike the U.S., where the majority of immigration has been from Hispanic-speaking countries, the Canadian sources have been noticeably more diverse, with the Asian sub-continent being the largest contributor to the population’s growth. This growth has implications primarily in the area of merchandising, (see Figure 2.2).

Figure 2.2: Top Ten Places of Birth for Immigrants (1991 to 2001 vs. 2001 to 2006) 16%

14% 12% 10% 8% 6% 4% 2% 0%

11%

14%

9%

12%

7% 7%

7%

1%

3%

2%

3%

5%

3%

1%

3%

4%

1991–2001 2001–2006

3%

3%

2%

1%

China

India

Phillipines

Hong Kong

Sri Lanka

Pakistan

Taiwan

U.S.

Iran

Poland

Source: Statistics Canada

Other aspects of the Canadian consumer that should also be considered include gender, age distribution and household incomes, as well as expenditures in the retail category.

Visa e-commerce cross-border handbook for U.S. retailers

Copyright 2010 Visa. All rights reserved.

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