Use the Variables Tab (4th tab) to select the demographic and expenditure details you wish to view for the geographic areas of interest selected in Step 1.
Choose from the four broad categories of variables described below.
This folder includes the very basic demographic variables: total household population, total population, and total households. These variables will be necessary to calculate the average for each variable per household population, population, or household.
This folder includes more detailed demographic variables, including age, income, family type, etc.
This folder provides variables on a wide variety of expenditure categories, and can be quite detailed. For example, you may report on expenditures related men’s athletic footwear, dinners purchased at table-food restaurants, veterinarian services, or cellular services.
Expenditure on Restaurant Dinners within Kitchener- Cambridge- Waterloo
You may add as many variables as you like to your output.
EAG Canada data is also packaged into segmented consumer groups on which you can report. Each postal code in Canada is assigned a single segment group to represent it.
Rather than selecting a variety of individual demographic variables, you could choose one or more population segments which match your target consumer. The resulting statistic displays the number of households (not people) categorized as the selected segment group or type.
You can review the descriptions of each segment group (and sub-group / type) using the book PRIZM5 found at the Information & Research Desk in the Library or the PRIZM5 Segment Snapshots for brief descriptions.