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November 17 , 2009

Not all digital campaigns are created equal
Delvinia offers insight into digital segments

While the past year has meant many changes for Canadians in terms of their disposable income, careers, and the housing market, digital technology and how Canadians interact with it has continued to evolve at a rapid pace.  With the increasing prevalence of real-time communication, social media, and smart phones, it seems that truly understanding how to effectively market to Canadians has become as challenging as anticipating the financial markets. 

“Better understanding the relative ‘digital sophistication’ of their customers allows marketers to create digital experiences designed specifically for them, resulting in a better user experience that successfully achieve business objectives,” said Adam Froman, president and CEO of Delvinia.

With this in mind and as pioneers in the digital space, Delvinia combined their proprietary online research panel, AskingCanadians, and the mathematical methodologies of Generation 5 to create the Delvinia Digital MOSAIC (DDM). The DDM is a segmentation of Canadian residential postal codes based on social usage of, ownership of and attitudes towards technology, combined with demographic, geographic, financial and expenditure data. Along with its other applications, the DDM allows companies to design the most appropriate digital experiences for its specific customer base.   

“The DDM is such a powerful tool because it provides much needed insight into the relative digital sophistication of Canadians,” added Froman.  “Not everyone is ready for Facebook and Twitter, but those audiences definitely do exist.  The point is, we strive to create the right digital experience for the right customer at the right time – and the MOSAIC enables us to do that better than any other tool”

For example, despite pre-conceived notions, Delvinia discovered that the Canadian Opera Company had two very different, but very digital key customer groups. The first was City Clickers – a younger, urban audience open to a deeper, community-based, interactive online experience. The other core audience, Loaded and Overloaded Families, own the latest technology but use it to save time and required direct navigation and functionality to be able to get what they want quickly and intuitively.

Similarly, when redesigning Manulife’s Cover Me site, Delvinia realized that their audience was comprised of a large percentage of Dot Conservative Families – who are average in their ownership and usage of technology – so the site needed to be straight forward and easy to use. They learned that if they were to incorporate new functionality it should be with gradual sophistication, so the customers weren’t discouraged by a perceived ‘digital overload’.

DDM Overview of the Four Largest Digital Segments in Canada


Loaded and Overloaded Families

  • Technology Investment = HIGH.
  • Technology Usage = AVERAGE.
  • Adults 45-59, predominantly married with teenage children.
  • Own expensive detached homes in urban centres primarily in Ontario, BC and Alberta.
  • University educated, with incomes 2-8 times above the national average.
  • Use technology to provide flexibility between work and home.
  • Favourite devices: PDA, laptop, TiVO/PVR, home security system.

Dot Conservative Families

  • Technology Investment = AVERAGE.
  • Technology Usage = AVERAGE.
  • Households of all sizes & age groups; mostly married couples with children at home.
  • Own homes primarily in Ontario and the Maritimes.
  • Mix of education levels and occupations, with incomes 25% above the national average.
  • Consider technology to be somewhat important to them, but find it intimidating and feel it can interfere with one’s
    personal life.
  • Favourite devices: Digital camera.

Mature Net Neutrals

  • Technology Investment = AVERAGE.
  • Technology Usage = AVERAGE.
  • Mainly adults 60+ years of age, many divorced or widowed empty-nesters.
  • Rent apartments in newer buildings in larger cities, primarily in Central and Western Canada.
  • Mix of education levels, with incomes 30% below the national average
  • Technology only somewhat important to them, and they fear it changes the world too quickly.
  • Favourite devices: TiVO/PVR, laptop

City Clickers

  • Technology Investment = HIGH.
  • Technology Usage = HIGH.
  • Adults 25-39 years of age, single and young families, many who’ve arrived in the last 6 years from China, Eastern and Northern Europe.
  • Mix of renters and owners of low rise
    apartments or condos, in large urban
    centres primarily in Ontario, BC and Alberta.
  • University educated with incomes 10%
    above the national average.
  • Agree technology provides flexibility
    between work and home, and will pay
    extra for items that will save them time.
  • Favourite devices: Electronic organizer/
    PDA, laptop, MP3/iPod.
Contact Us
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Mark Henry
Sales Manager, x 224

Peter O'Desse
Senior Account Manager, x 223

Steve Lloyd, Publisher, x 225

Amy Bostock, Editor,
x 221