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THE OAKVILLE BEAVERFriday, March 26, 1999 3 O a k v illia n s : W e 'r e w e ll o f f a n d w e lik e h i- t e c h g a d g e ts What is the profile of a typical Oakville resident? Well, according to a compre­ hensive consumer study commis­ sioned by Metroland, Printing, Publishing & Distributing, the par­ ent company of the Oakville Beaver, we're married, highly-edu­ cated, well-paid, and we like to spend our extra cash on gadgets -- especially hi-tech gadgets. The study was conducted by Kubas Consultants, a leading authority on retail marketing and communications in North America, and is based on 7,500 surveys returned from across the communi­ ties served by Metroland. Besides providing a readership study for all of Metroland, Kubas provided individual studies on the community served by each Metroland newspaper. As a result, the Kubas study provides an interesting profile of our community. As far as education goes, 34% of us are university graduates, 42% are post secondary graduates and 24% are high school graduates. Sixty-five per cent of us work either full or part-time and 38% are MOPEs (Manager, Owners, Professionals, Executives), 17% are while collar workers and 10% are blue collar workers. We're well paid. Fourty-nine percent have a household income of more than $75,000, another 27% have household incomes between $40,000 to $74,999 and 14% have household incomes under $40,000. And based on a previous Kubas study, we're better paid. Two years ago, the Metroland Kubas study indicated 40% of Oakville resi­ dents had household incomes over $75,000, 29% were between $40,000 and $74,999, while 20% were under $40,000. More of us are married or living with a significant other, 78% com­ pared to 69% two years ago, but we're not necessarily having more children. This time around, 50% of the respondents were married with children and 30% were couples with no children. Two years ago, 57% of the respondents were mar­ ried with children while 24% were childless couples. More of us own homes (84%) compared to two years ago (76%). But most of all, we love our gadgets, especially high tech gad­ gets. And we can't seem to get enough of them. Two years ago, the Kubas study reported 49% of Oakville house­ holds had a personal computer, 34% had a computer modem, and 19% were connected to the Internet. Today, the study indicates 70% of Oakville households have a per­ sonal computer, 57% have a com­ puter modem and 50% are connect­ ed to the Internet. Want some more examples. Two years ago, 47% of Oakville residents owned a cellular phone. Today, 62% own a cellular phone. This might explain why answering machines actually dropped slightly from 75% two years ago to 71% today. Ownership of fax machines is also up from 21% two years ago to 31% today. While ownership of colour tele­ visions, stereo systems, CD players and VCR's has remained stable over the past two years, the number of people owning a 35 mm. camera has jumped from 68% to 85%. The number of people owning video cameras has also increased from 31% to 44%. Two years ago, less than 2% of respondents owned a satellite dish while 3% indicated an interest to purchase one. Today 6% of respon­ dents own a dish, but another 10% indicated an intention to buy one. New on this year's gadget list are digital cameras (5% ownership and 10% intend to buy) and DVD players (5% ownership and 6% intend to buy). While we seem to be spending more money on gadgets, we're also investing more of our hard-earned money. (See 'More' page 5) Readers like local news (Continued from page 1) the sixth, bi-annual research study commissioned by Metroland. "The goal of the survey is to help the Oakville Beaver better serve its readers and clients," said Ian Oliver, publisher of the Oakville Beaver, as well as its sister papers The Burlington Post, Milton Canadian Champion, Flamborough Post, Forever Young and City Parent. :If we know what our readers and clients expect from the Beaver, we'll be able to anticipate and meet their needs." According to the study, which was conducted in November and December of last year, local news was the topic in which readers showed the most interest at 95%. Other topics which continue to capture the attention of our readers are: regional news (86%), medicine and health (85%), entertainment (83%), local shopping (83%), restau­ rants (82%), outdoor recreation (82%), local business news (82%), home improvements (81%), schools and education (80%), environmental news (79%), and food tips and recipes (78%). As for shopping, 69% of the read­ ers rely on the Oakville Beaver for information on their favourite stores, while another 80% rely on flyers and circulars, most of which are delivered by this newspaper. Most people (59%) prefer to have their flyers delivered in the Oakville Beaver. Kubas Consultants, is recognized as one of the leading authorities on retail marketing and communications in North America. Its president, Len Kubas, speaks regularly at conferences and seminars and is widely quoted about how changes in consumer demographics and behaviour impact the market­ place. L o o k in n e x t F r id a y % O a k v i l le B e a v e r fo r a n o th e r g r e a t d e a l ! " BRONTE Thank you O akville fo r you r business ove r the past 10 years. We look fo rw a rd to serving you fo r the next 10 years! Have a B.L.T. on us! 2420 Lakeshore Road W., (Just E. of Bronte Rd.) 0 9 4 9PUWCKORY SMOKEP PACK PACON | Valid at B R O N T E location only. 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