Factoid In 2004/2005, net international migration accounted for two-thirds of Canada’s population growth as compared to 38% in the U.S.
Figure 2.3 (below) provides the age distribution of the Canadian population for 2006. It represents the six largest age cohorts. Additional analysis of the six age cohorts and what they are likely to spend both online and offline will provide additional insights about the consumer and future revenue prospects.
Figure 2.3: 2006 Canadian Population by Age Cohorts
Source: Statistics Canada 2006 Census
Coupled with the age and gender distribution analysis, annual household expenditure of the respective categories would also provide additional information on consumer spending patterns. This information can be found using the following link: www12.statcan.ca/census-recensement/2006/as-sa/97-551/figures/c7-eng.cfm1
Secondary sources such as Statistics Canada provide general, but invaluable informa- tion about the Canadian consumer. Yet, if you wish to seek specific information about particular consumer attitudes, behavior and/or needs, there is also the option of con- ducting primary research with firms that specialize in e-commerce and multi-channel retailing. (Data Sources are available at the end of this chapter.)
Another manner in which you can view the Canadian population would be by looking at some of the similarities and differences based on their attitudes and behaviors.
Note: In some instances, there is a cost associated with the data from Statistics Canada.
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