Audience directory
Every way to define a Canadian audience
Eight dimension families, each split into dozens of segments. Combine any of them with a place and an industry.
Combine segments in the playbook builder, for example women 25–44 + Mandarin + household income $100K+ + Markham. Multi-dimension audiences are modelled from Census microdata and labelled Modelled.
01 · 25 segments
Demographics
Gender, age bands, marital status, household and family structure.
Men+Women+Children 0–4Children 5–14Teens 15–17Gen Z 18–24Adults 25–34Adults 35–44Adults 45–54Adults 55–64Seniors 65+Seniors 80+Women 25–44Men 18–34Married or common-lawNever marriedOne-person householdsCouples without childrenCouples with childrenLone-parent familiesFamilies with kids 0–5Families with kids 0–14Multigenerational householdsEmpty nesters 55+Transgender and non-binary
02 · 35 segments
Socio-economic
Income, education, occupation, industry of work, housing tenure and type, commute.
Household income < $40KHousehold income $40–80KHousehold income $80–125KHousehold income $100K+Household income $150K+Household income $200K+Low income (LIM-AT)University degreeCollege or trades certificateNo certificateSTEM field of studyManagement occupationsBusiness & finance occupationsNatural & applied sciencesHealth occupationsEducation law social & governmentArts culture recreation sportSales & serviceTrades transport equipment operatorsNatural resources & agricultureManufacturing & utilitiesSelf-employedHomeownersRentersRenters aged 25–34Condominium dwellersSingle-detached housesApartments 5+ storeysHomes built before 1980Spending 30%+ on shelterPublic transit commutersCar commutersWalk or cycle to workWork from homeCommute 60+ minutes
03 · 55 segments
Language
Mother tongue, language spoken at home, knowledge of official languages.
English mother tongueFrench mother tongueFrancophones outside QuebecEnglish speakers in QuebecEnglish–French bilingualNeither English nor FrenchMandarinCantonese (Yue)HakkaMin Nan (Hokkien/Taiwanese)PunjabiHindiUrduGujaratiBengaliTamilMalayalamTeluguMarathiNepaliSinhalaTagalog (Filipino)VietnameseKoreanJapaneseArabicPersian (Farsi)DariPashtoTurkishKurdishHebrewSomaliAmharicTigrinyaSwahiliYorubaIgboHaitian CreoleSpanishPortugueseItalianGermanPolishRussianUkrainianRomanianGreekSerbian / Croatian / BosnianHungarianDutchCree languagesOjibwayInuktitutNon-official language at home
04 · 40 segments
Culture & faith
Ethnic or cultural origin, visible minority group, religion, Indigenous identity.
South AsianChineseBlackFilipinoArabLatin AmericanSoutheast AsianWest AsianKoreanJapaneseIndian originPakistani originSri Lankan / Tamil originIranian originVietnamese originJamaican originHaitian originNigerian originItalian originPortuguese originUkrainian originPolish originGreek originLebanese originSomali originMexican originColombian originChristianCatholicChristian OrthodoxMuslimHinduSikhBuddhistJewishNo religion / secularFirst NationsMétisInuitLGBTQ2+ (2026 Census)
05 · 34 segments
Immigration
Immigrant status, period of arrival, generation, place of birth, temporary residents.
Immigrants (all)Born in CanadaNewcomers (arrived in last 5 years)Arrived 5–10 years agoArrived 10+ years agoFirst generationSecond generationThird generation or moreNon-permanent residentsInternational studentsTemporary foreign workersEconomic-class immigrantsFamily-sponsored immigrantsRefugeesBorn in IndiaBorn in ChinaBorn in Hong KongBorn in TaiwanBorn in the PhilippinesBorn in PakistanBorn in IranBorn in Sri LankaBorn in VietnamBorn in South KoreaBorn in SyriaBorn in NigeriaBorn in JamaicaBorn in MexicoBorn in BrazilBorn in the United StatesBorn in the United KingdomBorn in FranceBorn in UkraineNew permanent residents (last 12 months)
06 · 10 segments
Life events
Moments that trigger buying: moving, marrying, having a baby, buying a first home, retiring, arriving.
07 · 12 segments
Behaviour & values
Media and online habits, shopping channels, values. Survey-based, modelled to place.
08 · 16 segments
B2B buyers
Business size, industry and decision-maker role, from business counts and Census occupations.
Businesses with 1–4 employeesBusinesses with 5–19 employeesBusinesses with 20–99 employeesBusinesses with 100+ employeesSolo businesses (no employees)Business owners and senior managersIT decision-makersOffice and admin managersHealthcare practicesConstruction firmsRestaurants and barsRetail businessesProfessional services firmsManufacturersTransport and logistics firmsReal estate firms