The people of Peel
An overview of the people who live in Peel.
We've identified 6 target segments based on Peel's residents' key characteristics.
This breakdown shows the target segments in relation to one another, followed by a profile of a person who exemplifies each segment.
Percentage of Peel’s total 468,670 households
1. Extravagant middle-aged families
- 138,515 total households (29.6%)
- 567,986 total population (37.2%)
2. Younger traditional families
- 125,333 total households (26.7%)
- 361,337 total population (23.6%)
3. Affluent households
- 77,898 total households (16.6%)
- 269,076 total population (17.6%)
4. Established emptying nest
- 65,554 total households (14.0%)
- 190,620 total population (12.5%)
5. Progressive singles and couples
- 37,375 total households (8.0%)
- 86,400 total population (5.7%)
6. Low tech matures
- 23,995 total households (5.1%)
- 53,464 total population (3.5%)
Baljeet Ahluwalla
43 years old, born in India.
About me
- I'm a married mother of 2. I live with my 46-year-old spouse, my teenaged son and daughter, and my in laws. My heritage is South Asian, and I speak mostly Punjabi at home. My family and I moved to Canada less than 5 years ago.
- I am a Senior Sales Representative, having graduated from York University with a BBA in 1999.
- I bought a detached home in Brampton in 2010.
My beliefs and behaviours rating
1 = least likely, 5 = most likely
Getting my attention
I'm more likely to pay attention to messaging that:
- Appeals to my strong religious beliefs and feelings.
- Reflects my belief that the father in the family is the master in his house.
- Acknowledges the value I place on orderliness and items or actions I feel will impress others.
I'm less likely to pay attention to messaging that:
- Appeals to my strong religious beliefs and feelings.
- Reflects my belief that the father in the family is the master in his house.
- Acknowledges the value I place on orderliness and items or actions I feel will impress others.
Favoured social media channels
My attitudes towards media
- I often use social media. I'm usually on Facebook, Instagram, or YouTube. I'm on Snapchat, LinkedIn, and Twitter only once in a while.
- I spend much more time than most using the internet. I use the web to look at reviews, research products and services, and do online banking. I notice out-of-home ads on billboards, bus exteriors, and in malls. I also occasionally use email offers.
- I listen to podcasts more than the radio, and I don't watch a lot of cable TV. I'm more likely to stream TV shows and movies.
My media usage
Light
Medium
Heavy
Extravagant middle-aged families snapshot 29.6% of Peel households
Relationship status
61% are married or common law
Housing type
88% own their residence
- 90% live in houses
- 10% in apartments
Family status
74% have children at home
- More likely to have children between the ages of 10-19
- More likely a 5-person or multi-family household
Average income and education
$109K
- 17% of households earn less than $50,000
- 31% University Degree
- 29% High School Diploma
- 17% College Certificate
Commuting
76% drive to work
14% take public transit
Ethnicity
South Asian: 56%
Caucasian: 14%
Black: 12%
Filipino: 3%
Top languages spoken at home are English, Punjabi, Urdu, and Gujarat
Vanessa Brown
32 years old, born in Jamaica.
About me
- I'm a divorced mother of one. I live with my 3-year-old son. I emigrated from Jamaica to Canada at the age of 22. I speak English at home.
- I'm an Occupational Therapist, having graduated from The University of Western Ontario with an MSc in 2014.
- I live in a rented apartment in Brampton North.
My beliefs and behaviours rating
1 = least likely, 5 = most likely
Getting my attention
I'm more likely to pay attention to messaging that:
- Makes me feel it's okay to "just go with the flow." I don't have, or want to have, any goals to aspire to.
- Makes me feel good about shopping and buying. I love the feeling I get when I buy something just because I want it, not because I need it.
- Gives me an emotional reaction. I don't live in a "cool and controlled" way. I don't feel the need to hide my feelings.
I'm less likely to pay attention to messaging that:
- Infers that I'm in control of my future. I believe forces beyond my control direct my future, not me.
- Is connected to being in nature. I don't need to be outside to recharge.
Favoured social media channels
My attitudes towards media
- I use social media more than most. I'm mainly on LinkedIn, but I also use Facebook, Instagram, Twitter, and YouTube.
- I spend more time on the internet than others. I use the web mostly to search and buy products and services, stream free videos, and read reviews and health content. I don't like to get direct mail, either in the mail or at my door.
- I read printed newspapers often. I also spend an above-average time watching TV, especially news, comic book shows, and cooking programs.
My media usage
Light
Heavy
Younger traditional families snapshot 26.7% of Peel households
Relationship status
55% are married or common law
- 33% are single
Housing type
56% own their residence
- 41% live in houses
- 59 in apartments
Family status
55% have children at home
- More likely to have children between the ages of 0-9
- More likely a 1- to 3-person household
Average income and education
$76K
- 37% of households earn less than $50,000
- 30% University Degree
- 29% High School Diploma
- 18% College Certificate
Commuting
66% drive to work
22% take public transit
Ethnicity
South Asian: 53%
Caucasian: 26%
Black: 13%
Arab: 6%
Top languages spoken at home are English, Punjabi, Urdu, and Arabic
Li Jun Yeung
54 years old, born in Canada.
About me
- I live with my 52-year-old spouse and 26-year-old son. My parents moved here from China in the 60's, and I still speak mostly Mandarin at home.
- I'm a Director of Operations and Finance, having graduated from Queen's University with a BA (Econ) in 1989.
- We bought our detached home in the Erindale area of Mississauga in 1995.
My beliefs and behaviours rating
1 = least likely, 5 = most likely
Getting my attention
I'm more likely to pay attention to messaging that:
- Appeals to my desire to leave a legacy.
- Triggers my concern about appearances. I'm very image-driven. Looking attractive is important to me.
I'm less likely to pay attention to messaging that:
- Is connected to nature. Being in nature doesn't overly matter to me.
- Is associated with small business. I doubt that most small businesses are fair and ethical.
- Emphasizes cost. I like to make up my own mind about what's a deal and what isn't
Favoured social media channels
My attitudes towards media
- I have ad-blocking software on my computer, even though I don't use the web often.
- Compared to other Peel residents, I don't use social media that much. Staying super–connected isn't a priority for me, but I've used Twitter more than the other residents of Peel over the last month.
- I don't watch a lot of TV or read the newspaper. If I do notice advertising, it's a billboard when I'm driving. I generally don't like direct mail advertising
My media usage
Light
Medium
Affluent households snapshot 16.6% of Peel households
Relationship status
61% are married or common law
Housing type
92% own their residence
- 94% live in houses
- 6% in apartments
Family status
65% have children at home
- Average 1 child per family
- Child more likely to be 25 years or older
- More likely a 4-person household
Average income and education
$157K
- 14% of households earn less than $50,000
- 37% University Degree
- 26% High School Diploma
- 19% College Certificate
Commuting
84% drive to work
13% take public transit
Ethnicity
Caucasian: 50%
South Asian: 23%
Chinese: 8%
Black: 5%
Top languages spoken at home are English, Mandarin, Urdu, and Panjabi
Natalia Robinson
67 years old, born in Canada.
About me
- I'm a retired mother of 2. I live with my 68-year-old spouse, who is also retired. My grandparents moved here from England, and I speak English at home.
- I was a municipal accounting clerk, having graduated from Fanshawe College with a Certificate in Bookkeeping in 1975.
- We originally bought a detached home in Caledon East in 1980. We downsized in 2009 and now live in a 2-bedroom bungalow in Bolton. Both of our children have left home.
My beliefs and behaviours rating
1 = least likely, 5 = most likely
Getting my attention
I'm more likely to pay attention to messaging that:
- Is about people getting what they deserve. I have a very strong work ethic. I feel children should be taught to work hard to get ahead.
- Promotes society working together and helping the less fortunate. I strongly feel I’m responsible for helping the disadvantaged.
I'm less likely to pay attention to messaging that:
- Is related to nature. I don’t need to be outdoors to recharge.
- Promotes gender equality. If both partners are working, I feel the husband should earn more.
- Encourages me to research before buying something. I impulse-buy a lot.
Favoured social media channels
My attitudes towards media
- Keeping in touch isn't important to me, so I don't use social media a lot. If I'm using social media, chances are I'm on Facebook or Pinterest. I'm not on the web all that often.
- I don't watch a lot of TV, but I always notice ads on street furniture, billboards, and transit shelters. I also like to receive direct mail.
- Technology makes me a bit anxious, so I don't make many payments online.
My media usage
Light
Medium
Heavy
Established empty nesters snapshot 14% of Peel households
Relationship status
47% are married or common law
Housing type
86% own their residence
- 80% live in houses
- 20% in apartments
Family status
53% have children at home
- More likely to be older children
- 34% are couples without children at home
- More likely a 2-person household
Average income and education
$106K
- 22% of households earn less than $50,000
- 27% University Degree
- 29% High School Diploma
- 21% College Certificate
Commuting
74% drive to work
15% take public transit
Ethnicity
Caucasian 58%
South Asian: 16%
Black: 7%
Chinese: 5%
Top languages spoken at home are English, Polish, and Punjabi
Amado Santos
25 years old, born in Canada.
About me
- I'm single, and I live with a roommate. My great-grand parents moved to Canada from the Philippines, and I speak Tagalog at home.
- I'm a Business Analyst in manufacturing operations, having graduated from McMaster University with a BComm in 2019.
- I live in a rented condominium in the Cooksville area of Mississauga.
My beliefs and behaviours rating
1 = least likely, 5 = most likely
Getting my attention
I'm more likely to pay attention to messaging that:
- Appeals to my liberal attitudes.
- Reflects the protection of the environment. I think environmental destruction is unacceptable. We shouldn't sacrifice the environment just so people can keep their jobs. I compost my food waste, and I feel others should do the same.
- Acknowledges my belief that we shouldn't instinctively follow society's rules. We should question authority rather than just blindly obey it.
I'm less likely to pay attention to messaging that:
- Is connected to being in nature. I don't need to be outside to recharge.
- Encourages “family first.” I don't believe in making personal sacrifices to provide for my family
Favoured social media channels
My attitudes towards media
- I use social media more than most other people. I'm mainly on Twitter, but I also use Facebook, Instagram, LinkedIn, and YouTube.
- I spend more time than most using the internet. I use the web mostly to search, stream music, and browse restaurant reviews. I don't like to get direct mail, either in the mail or at my door.
- I listen to podcasts more than the radio. When I'm outdoors, I notice ads on billboards, transit shelters, and platforms.
My media usage
Light
Heavy
Progressive singles and couples8% of Peel households
Relationship status
50% are married or common law
- 34% are single
Housing type
59% own their residence
- 46% live in houses
- 54% in apartments
Family status
47% have children at home
- More likely to have children between the ages of 0-9
- More likely a 1 or 2-person household
Average income and education
$77K
- 35% of households earn less than $50,000
- 31% University Degree
- 28% High School Diploma
- 21% College Certificate
Commuting
68% drive to work
21% take public transit
Ethnicity
Caucasian 38%
South Asian: 21%
Black: 14%
Chinese: 6%
Top languages spoken at home are English, Arabic, Urdu, and Mandarin
Lino Vitale
65 years old, born in Argentina.
About me
- I'm a divorced father of one. I live with my 66 year-old common law partner, and I visit my Canadian-born son and grandchildren on weekends.
- I'm a self-employed delivery driver. I graduated from high school with a Secondary School Graduation Diploma in 1973.
- I live in a rented apartment in Caledon Village.
My beliefs and behaviours rating
1 = least likely, 5 = most likely
Getting my attention
I'm more likely to pay attention to messaging that:
- Recognizes authority. I believe there are rules in society, and everyone should follow them.
- Acknowledges me in some way. I like to display my good taste and manners, and I like to feel respected by others.
- Is related to nature.
I'm less likely to pay attention to messaging that:
- Overprizes technology. I'm not interested in technological advances.
- Encourages me to put value on “fancy” things. I buy practical products. I have little emotional or sensory attachment to items that add ease to my everyday such as my fridge and phone.
Favoured social media channels
My attitudes towards media
- I only occasionally use social media. When I do, I’m usually sharing links with family and friends. I very rarely click on social media ads.
- I spend less time than most on the internet. When I’m online I use the internet to email, pay bills, and to search for telephone numbers. I prefer not to shop online, and I try to buy local.
- I spend above-average time watching TV. I mostly read printed newspapers and listen to the radio to stay current.
- I notice ads on bus platforms and billboards. I also use flyers inserted in newspapers.
My media usage
Light
Heavy
Low-tech matures5.1% of Peel households
Relationship status
19% are married or common law
- 19% divorced, separated, or widowed
Housing type
54% own their residence
- 47% live in houses
- 53% in apartments
Family status
39% have children at home
- More likely to have children 25 years or older at home
- More likely a 1 or 2-person household
Average income and education
$90K
- 37% of households earn less than $50,000
- 23% University Degree
- 30% High School Diploma
- 22% College Certificate
Commuting
76% drive to work
13% take public transit
Ethnicity
Caucasian 68%
South Asian: 13%
Black: 7%
Filipino: 2%
Top languages spoken at home are English, Punjabi, Polish, and Spanish
