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M e t r o l a n d i s o n t h e m o v e ! By Fienke T. Jonkman O A K V IL L E B EAVER STAFF Mbtroland Printing, Publishing & Dis­tributing just keeps on growing! According to the 1999 Readership Study conducted by Kubas Consul­tants, readership of the Metroland chain of community papers is up 23 per cent from last year. Almost three million people read a Metroland paper last week. As a matter of fact, Metroland has the highest readership as a group of papers in Canada--higher than all the national papers put together! Metroland commissioned Kubas Consul­ tants, the most credible marketing and con­ sulting firm in Canada, to conduct an exten­ sive consumer study in each of the Metroland markets, including Oakville. Respondents were randomly selected from all residents in Oakville. The survey high­ lights the receipt and readership of The Oakville Beaver (a division of Metroland), as well as other newspapers, the use of other media, retail shopping preferences, purchase intentions, financial services, leisure activities and many other topics. Nearly 1,000 pages of statistical tables resulted from the Oakville study alone. These numbers are set up in a way that they can be formulated to determine an enormous number of consumer trends, including very specific and distinct information about individual busi­ nesses or products. For example, the report can deduce the number of Wal-Mart shoppers who intend to buy home improvement prod­ ucts and also read the last issue of The Oakville Beaver. One interesting section of this survey shows future buying intentions of Oakville residents for the next 12-month period. This feature--which presents information in a "did-you-know?" format--is categorized by industry such as entertainment equipment, computers, household equipment, home improvement products, etc. Did you know that Oakvillians intend on spending over $80 million on indoor home improvement prod­ ucts? That over $14 million will be spent on decks this year? These numbers reflect only people with the intention of buying these prod­ ucts in the next year. We all know that we don't plan all of our purchases a year in advance. The 1999 Readership Study is an important tool for The Oakville Beaver to provide mar­ keting assistance to its clients. Many busi­ nesses could not commission such an exten­ sive report, but now valuable market informa­ tion is accessible to them. Here are some more results: • New home sales within this region are at a 10 year high (28 per cent of people surveyed expect to move within the next two years). • The Greater Toronto Area represents 20 per cent of total national retail sales. A stagger­ ing amount when compared to the size of this region. • This region has the highest concentration of power malls in the country, and they are doing very well. • Education and healthcare satisfaction ratings are lower than in previous surveys. • This region is abundant in computer and Internet use. We've become a real high tech haven of sorts. • The Oakville Beaver is the primary local source for community and shopping infor­ mation, including flyers. Nearly 90 per cent of residents go through our papers weekly. Oakville residents w ill purchase over 6628 household appliances this year representing sales potential o f $4,851,000. Sears was the #1 store shopped at, by 50% o f Oakville residents for household items. Landscaping is the number one home improvement that Oakville residents intend to do this year. 83% o f Oakville residents shopped a t a Garden Centre in the last year. UPPER OAKVILLE SHOPPING CENTRE Upper Middle Rd. 7) O AKTO W N / PLAZA Kerr S t & 844-0202 Speers Rd. SERVICE HOURS: Mon. -Fti. 7am-9pm Sat 7:30an>6pm, Sun. 10am-5pm O ptions CARDHOLDER REWARD PROGRAM ONE CARD M ANY REWARDS. The more you use the card, the more you save! & 8th Une 849-8473 V I S A SERVICE HOURS: Mon. -Fti. 7:30am-9pm Sat 7:30am-6pm, Sun. 10am-5pm