Delvinia unveils a Digital Mosaic of Canadian consumers

Toronto-based digital design and research company Delvinia has built a new market segmentation system that categorizes Canadians based on their adoption and use of digital technologies.

Are you a member of a ‘Dot Conservative Family’ or a ‘Loaded and Overloaded Family?’ Neither? Then perhaps you’re a ‘Multicultural Cyber Social’ or ‘Ethnic Tech Enthusiast.’

Toronto-based interactive design company Delvinia Interactive is touting a new market segmentation system that categorizes Canadian consumers according to their adoption and use of digital technologies.

The tool was built using two years of data obtained from Delvinia’s proprietary online research panel, Asking Canadians, and the predictive modelling technology of its partner company, Generation 5.

Delvinia asked the approximately 130,000 people that make up the online panel a series of technology-related questions, and married the results to predictive data generated by Generation 5.

The Digital Mosaic paints a portrait of Canadian consumers by postal code, and includes information such as demographics, household income and spending. It also features information relating to their ownership and use of devices like PVRs, PDAs and laptops, as well as online habits such as shopping, research and social networking.

Julianne Smola, director of insight for Delvinia, told MiC the tool can help marketers determine everything from their creative approach to the appropriate marketing channel for both new and prospective customers.

For example, Delvinia client Manulife determined that its customer base was comprised largely of so-called ‘Dot Conservative Families,’ defined as primarily established households with children with average technology usage and technology investment, but a household income 25% higher than the national average.

The insight helped Manulife redesign its CoverMe Canada site to be straightforward and easy to use, incorporating new functionality gradually so as not to discourage consumers with a perceived ‘digital overload.’

‘Without information like this, marketers may try to encourage an entire customer base to do something that not all of them are going to do,’ says Smole. ‘It helps [marketers] communicate to these customers the way they want to be communicated to.’