Earlier this year, the Vancouver Area Newspaper Network commissioned Toronto market research firm Starch Research Services, to conduct an extensive media and market research survey in the Vancouver area.
Over 7,000 respondents in the Lower Mainland participated. The following statistics have been culled from that report. All figures printed below apply to the Vancouver city market.
Figures are also available for Vancouver East; Vancouver West; North and West Vancouver; Burnaby; New Westminster; Richmond; Coquitlam; Surrey/ North Delta; South Delta; Maple Ridge; Abbotsford; Mission; Langley and Chilliwack.
Percentage of residents that:
Own their home: 33.6
Rent their home: 60.2
Live in a single family home: 42
Live in a row or town house: 27.9
Live in a high-rise condominium: .8
Percentage of households that speak the following languages most often:
English 90.8
French 3.2
Hindi 1.2
Chinese 3.8
Other 3.6
Percentage of household heads that have attained the following levels of education:
Public or grade school or less: 2.0
Some high school or technical school: 11.7
Completed high school and/
or technical school: 25.8
Some college or university: 17.7
Completed college or university: 17.0
Post graduate studies: 10.0
Percentage of household heads in the following occupations:
Homemaker: 12.1
Professional/technical: 15.7
Upper management/executive: 3.0
Middle management: 5.4
Sales/marketing: 3.4
Clerical or service: 12.9
Tradesman/laborer: 10.2
Retired: 6.8
Student: 2.7
Self-employed/business owner: 10.5
Percentage of households with income in the following categories:
$10,001 to $15,000: 1.8
$15,001 to $20,000: 5.8
$20,001 to $25,000: 6.4
$25,001 to $35,000: 12.4
$35,001 to $50,000: 14.2
$50,001 to $75,000: 15.3
$75,001 to $100,000: 6.8
Over $100,000: 5.4
Average income (000s) 49.1
Percentage of household heads who have personally participated in the following activities in the past 12 months:
Skating, hockey: 14.3
Swimming, water sports: 41.4
Snow skiing: 13.9
Tennis: 17.2
Golf: 18.0
Hiking: 21.7
Fishing: 15.7
Camping: 27.7
Cycling: 26.7
Jogging: 18.7
Regular exercise program: 28.3
Power boating: 5.6
Percentage of household heads who have spent $50 or more on the following activities in the past 12 months:
Music (instruments, lessons): 10.2
Collecting paintings, prints: 7.0
Photography equipment, supplies: 19.7
Coin/stamp collecting: 2.1
Books: 32.3
Adult education courses: 13.9
Theatre tickets: 23.4
Sports card collecting: 6.1
Average number of times household heads did the following activities in the past 30 days:
Gone to dinner at a restaurant: 3.3
Picked up or ordered take out food: 1.7
Gone to a fast food restaurant: 2.4
Rented a video: 1.9
Attended theatre/ballet: .3
Attended a live concert: .3
Gone to a pub/night club to see
entertainment: .7
Gone to a bar: 1.1
