Product Usage Data

This data product describes consumer product usage behaviour including automobile, beverage, snack, food, health and personal care, telecommunication, restaurant visits, leisure activities, and thousands of other items.

Household Automobile Usage Patterns
*This marketing research information is the result of Manifold’s models using the Numeris RTS Canada survey. It is not intended to duplicate Numeris data.

This database describes the automobile usage behavior of the population age 18 and older. Each 6-digit postal code is associated with a propensity score measuring:

Number of vehicles in the household

Annual kilometers are driven

Make of most driven vehicle

Type of often driven vehicle

Year of often driven vehicle

Purchase or lease of new or used vehicle

Involvement of purchase or lease decision

Value of vehicle purchase/leased

Plan to purchase/lease in 12-month

The price range of the planned vehicle

Type of the planned vehicle

Consideration of hybrid vehicle

Satellite radio in the vehicle

Auto club membership

Automotive aftermarket: repair and maintenance

Visit of service and parts center by banner

Visit and frequency of gas station by banner

Car rentals for personal or business use and frequency

Visit and purchase at manufacturers’ dealership or website

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement). It provides in-market automobile data and consumer usage information for manufacturers, dealerships, insurance companies, and financial institutions, service and gas stations and parts retailers. For example, Canadians tend to replace cars every 7-8 years. The number, proportion and make of old vehicles in the trade areas can help dealers perform competitive analysis and target their marketing programs, and financial institutions estimate the market potential of auto finance.
Consumer Beverage Consumption Patterns
*This marketing research information is the result of Manifold’s models using the Numeris RTS Canada survey, it is not intended to duplicate Numeris data.

This data product provides a propensity score of beverage consumption at the 6-digit postal code level. It includes:

Weekly consumption of beer by bottle/can/glass

Brand of most often and occasionally drinking beers

Light, medium and heavy consumers of wine and alcohol beverages

Light, medium and heavy consumers of coffee/tea

Light, medium and heavy consumers of soft drinks by selected brands

Light, medium and heavy consumers of milk/juice by type

This database is derived from the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement).

Manufacturers and retailers use this database to estimate their market potential; track trends; perform competitive analysis and tailor their communications to the targeted consumers. For example, domestic and foreign brands have very distinct customer segments in the Canadian multi-culture market place. Information in this database helps manufacturers optimize their distribution network and develop new products for the emerging market of new Canadians.
Consumer Food Consumption Patterns
*This marketing research information is the result of Manifold’s models using the Numeris RTS Canada survey, it is not intended to duplicate Numeris data.

This is a database of household food consumption. It describes the propensity score of household consumption on:

Over 50 food items, e.g., bread, breakfast cereal, fish, chicken, beef, butter, …

Fruit, vegetables, and juice used in food

Condiments used in food

Purchase of health food

Usage of household products, e.g., facial tissue, detergent, air fresheners, …

Spending on dry cleaning

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement) and predictive modeling for extrapolating the survey data to the propensity score at the 6-digit postal code level.

Manufacturers and retailers can use this database to estimate market potential; track trends, e.g., gluten free products; and tailor their communications to the multi-cultural consumers.
Consumer Health Care Patterns
*This marketing research information is the result of Manifold’s models using the Numeris RTS Canada survey, it is not intended to duplicate Numeris data.

This data product describes the propensity score of consumer usages of health care products at the 6-digit postal code level. It includes:

Usage of over-the-counter medicine, e.g., cough drops, vitamins, sleeping tablets, bandages, cold remedies

Usage of skin protectants

Actions of weight control

Vitamin usage by type

Visits of various types of therapists, e.g., acupuncturists, chiropractors, …

Usage of assistant devices, e.g., hearing aid, walker, …

Usage of various esthetic services

Usage of various dental services

Usage and spending of various cosmetic services

Spending on perfume and cologne

Usage of various personal care products, e.g., mouthwash, shaving creams, …

Usage of feminine hygiene products

Usage of shavers by type

Foundation of this data product is the Return-To-Sample survey conducted by Numeris (formerly Bureau of Broadcast and Measurement) and predictive models for extrapolating the survey data to the propensity score at the 6-digit postal code level.

Pharmacies can use this database to perform market potential, trade areas, and competitive analysis and tailor their promotion and communication to the targeted consumers. Manufacturers can also leverage the information for channel optimizations.
Consumer Snack Consumption Patterns
*This marketing research information is the result of Manifold’s models using the Numeris RTS Canada survey, it is not intended to duplicate Numeris data.

This data product describes the propensity score of snack consumption of the population of the age 15+ at the 6-digit postal code level. It includes light, medium and heavy users of

Hard candies, chewy candies

Cookies

Peanuts and nuts

Chocolate bars

Granola bars

Potato chips

Popcorn

Ice creams

Crackers

Rice cakes,…

Ready-to-eat breakfast like

Cold, hot cereals

Breakfast bars

Pancakes

Frozen waffles

This data product is based on the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement) and Manifold’s predictive modeling techniques. We identified robust consumer product usage patterns in the survey data and extrapolated them into the propensity score for each of the 6-digit postal codes.

Retailers can use this database to perform market potential, trade area, and competitive analysis and tailor their promotion and communication to the targeted consumers. Manufacturers can also leverage the information for channel optimizations.
Consumer Telecommunication Usage Patterns
*This marketing research information is the result of Manifold’s models using the Numeris RTS Canada survey, it is not intended to duplicate Numeris data.

This data product describes the propensity score of consumer usage of telecommunication services and products, including

Current local telephone service suppliers like Bell, Primus, Rogers, Telus, VoIP, and Cable companies

Current long telephone service suppliers like Bell, Primus, Rogers, Telus, VoIP, and Cable companies

Monthly spending on long-distance calls

Ownership of mobile phones and PDAs

Wireless network suppliers like Bell or Telus Mobility, Rogers, Wind mobile …

Monthly spending on wireless

Change of service providers

Usage of wireless devices, e.g., play games, download apps, …

Annual household spending on telecommunications.

This database is derived from the Return-To-Sample survey by Numeris (formerly Bureau of Broadcast and Measurement). We identified robust consumer product usage patterns in the survey data and extrapolated them with predictive models into the propensity score for each of the 6-digit postal codes.

Telecoms and electronic retailers can use the data to identify the trends, e.g., early adopters; estimate market potential; acquire new customers; reduce attrition and cross-sell products and services. Manufacturers can also leverage information for product development and channel optimizations.

Most Recent Update

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2024

Available Geographic Levels

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6-digit postal code, FSA, DA, CT, CSD, CD, and custom geography

Update Frequency

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Annual

Methodology

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We developed these data products using the Return-To-Sample Survey from Numeris (formerly the Bureau of Broadcast and Measurement, BBM RTS). This survey is now conducted 24 hours a day, 365 days a year. In the past, it was conducted twice a year and the sample size was over 63,000 in each wave before 2015, and 43,000 in each wave since 2015. For over 20 years Numeris RTS survey data has been used widely by Canadian media operators, agencies and advertisers. We have licensed the survey data for over 17 years. In total we have over 1,500,000 responders in the source database and they are stratified by geography and demography. They represent Canadian consumers across the country. Combining the Numeris RTS survey with our demographic, household spending data and CanaCode lifestyle clusters, we built thousands of predictive models to extrapolate the survey data to all the 6-digit postal codes covering all of Canada.

Validation is performed with in- and out-of-phase survey data to ensure accuracy of the predictions.