THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012

Research &
Strategic Insight
THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012

The Now and the Near-Future of Canadian Retailing
Research &
Strategic Insight 01
Ralph Lombreglia, In Technology
The proper artistic response to digital technology is to embrace it as a new window on
everything that’s eternally human, and to use it with passion, wisdom, fearlessness and joy.
“
”
At the risk of sounding filled with pre-millennial era over-excitement this paper will start with
an assertion that the past 10 years have borne witness to easily one of the most significant
waves of communication development our global culture has ever witnessed. It seems like only
yesterday that media and communications specialists spent many hours per week convincing
clients of the merits of, say, online survey fielding or a CRM program that exists only online.
That, as they say, was “then” (AKA: 2001) and we are all now, a scant decade later, living and
working in a world where digital technology is an inextricable and a well understood part of
our lives – regardless of generation.
To be clear, different generations have approached, and continue to approach, this rise of
digital technology from a variety of different vantage points but it is absolutely important to
understand that digital media and communication have become ubiquitously accessed and
utilized, to varying degrees, by ALL generations.
This being said, it is today’s young consumers that continue, as always, to drive new trends
that are shaping the way we share, learn, play, market and sell.
This is the prism from which we here at Conversion Research and SPC Card (Student Price
Card) approached the debut fielding of our annual Pulse of the Canadian Student Shopper; an
unprecedented deep dive into the volatile, influential and lucrative student consumer market
in Canada.
This study was fielded online in September 2011 to a fielding universe of SPC Card members
and derived a final total aggregate sample size of 2732 – weighted to most recent StatsCan
regional and demographic information where applicable.
The data this benchmark study has generated is very compelling and actionable, so let’s get
right down to it.

If we were to encapsulate the findings from this study into one easily digestible sound bite it would be that young Canadian
consumers are well on their way to defining a new, digitally-enabled, retail eco-system that we all must understand and action
against appropriately.
At the core of this new eco-system is a fundamental change in how consumers make purchase decisions. As many studies in
the past couple years have attested (particularly McKinsey’s “New Consumer Decision Journey” work*) the old school “funnel”
approach to marketing, where competitors battle it out for share of mind and share of voice to get consumer attention and
drive them into the top of a purchasing path “funnel”, is quickly being replaced with a much more cyclical and ongoing set of
“loops” that involve many more touch-points and triggers than the earlier model ever accounted for.
These new triggers and touch-points are predominantly digital in nature and highly focused on consumer interaction, ongoing
connection and, ultimately, consumer advocacy.
02Research &
Strategic Insight
And today’s Canadian student shopper is showing both great interest in, and more than passing usage of, these
soon-to-be mainstays of a new retail marketing eco-system.
A few potent examples:
57% of Canadian student shoppers in our study have downloaded at least one type of app supplied by a retailer
More than half (52%) think retailers could use more technology in store to make the experience richer
More than a third (36%) are connected to a brand via social media (higher than celebrities, athletes, magazines
and blogs)
More than a third (35%) have posted photos of clothing, shoes or accessories they want to buy via social media
*McKinsey Quarterly
“The Consumer Decision Journey”
2009
OLD CONSUMER JOURNEY MODEL ACTUAL CONSUMER JOURNEY MODEL
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
INITIAL
CONSIDERATION
SET
MOMENT OF
PURCHASE
LOYALTY LOOP
LOYALTY LOOP
Ongoing Exposure
PO
ST PURCHASE EXPERIENCE
ACTIVE EVALUATION
Information Gathering, Shopping
Towards A New Retail Marketing Eco-System

03Research &
Strategic Insight
This is having a huge impact, as we speak, on how we all shape our communications strategies. Fading quickly are the
days when a major mass media buy was the first option to simply drive awareness and get people into a consideration mindset –
there are now a variety of valid, and often much more efficient and retention-focused, approaches to consider.

Regardless of where you stand on the “we’re too connected to
our phones” debate, the rise of “the third screen” continues
apace with no abatement in sight. In a recent Youthography
study, 60% of young North Americans agreed with the
statement, “It doesn’t matter whether I watch it on TV, at the
movie theatre, on my computer or on my mobile phone – it just
matters that I like the content.” (‘Ping’ Fall Issue, 2009)
A young consumer’s workhorse is not their laptop – it is their
cell phone.
More specifically, their Smartphone.
Over half (56%) of Canadian student shoppers in our study
indicated they own or use a Smartphone, with age obviously
playing a factor as these students move from high school to
post-secondary pursuits when it comes to bona fide ownership.
And these same student shoppers are using their Smartphones
for a whole lot more than updating Facebook while on the go
(which they are doing with increasing regularity).
Over a third (34%), use some form of geolocation tool
“regularly” (Facebook Places dominates here with Google+
coming in a distant second) and, importantly, retail stores
provide their second most popular check-in.
What’s probably the most compelling call to action in this
study for the retailing industry are Canadian student shopper
attitudes to in-store technology, invariably fed to and feeding
off of, their Smartphones.
A majority of our respondents expressed interest in store locator apps, product finder apps and customer service solutions
apps; a very strong call for the type of content they are expecting their favourite retailers to provide.
Further, actual download statistics show that this is something many student shoppers are already taking more than a
passing interest in. For instance, over a quarter (27%), indicated already having downloaded some type of store locator app.
04
Smartphone Penetration
MALE FEMALE 14-17 18-24
0
10
20
30
40
USE
37% 36%
28% 29%
24%
31%
25%
17%
OWN
Mobile Phones – Their Workhorse, Your Connector & Converter
Research &
Strategic Insight
OWN OR USE A
SMARTPHONE
HAVE DOWNLOADED
AT LEAST ONE TYPE
OF APP SUPPLIED
BY A RETAILER
USE GOOGLE+
GEOTAGGING
REGULARLY
USE FACEBOOK
PLACES
REGULARY
USE FOURSQUARE
USE SOME FORM
OF GEOLOCATION
TOOL REGULARLY
1IN5 CHECK IN AT
RETAIL STORES,
SECOND ONLY TO
RESTAURANTS

“...Make the experience faster (i.e.
paying for a purchase on my phone).” 42%
“...Make the experience cooler
(i.e. sending videos to my phone
when I enter a store).”
28%
Mobile Apps For Retail
INTEREST (top 2 box)HAVE DOWNLOADED
0 10 20 30 40 50 60 70
IN-STORE
PRODUCT FINDER
20%
53%
CUSTOMER SERVICE
SOLUTIONS
23%
50%
QUICK PURCHASE
9%
40%
FASHION CHOICES 9%
28%
STORE LOCATOR 27%
61%
I think retailers could use more technology in-store to:
“...Make the experience richer
(i.e. giving me more information, detail
and perspective on products/items).”
52%
“...I would be creeped out by being
greeted using technology (i.e. text
messages welcoming me to a store).”
53%
05Research &
Strategic Insight
Digging deeper we see a greater picture of this new
eco-system emerge with a sizeable (and we would opine
steadily growing) percentage of our respondents thinking
“retailers could use a variety of different technologies in-store
to help consumers find out about deals without talking to a
sales assistant” (40%) and “make the experience faster”(42%).
Most telling is the fact that more than half (52%) of student
shoppers we surveyed are looking to retailers to provide them
with a “richer” in-store experience through the use of more
product information, detail and perspective.
Their already well-enshrined pre-shopping behaviour,
performed both consciously and unconsciously, and
predominantly online (hello Google, Facebook and Twitter
chatter, shopping blogs, consumer review sites etc.) is
becoming an expectation as their workhorses morph from
laptop to Smartphone.
And now this “zero moment of decision”, as Google’s Think
Insight group calls it, is in your store, asking to be marketed
to; the opportunities are truly great.
Still, it’s important to note that half of our studied
student shoppers (53%) are on the fence when it comes
to mobile-based in-store shopping experience
enhancement saying they would be “creeped out” by
being greeted at a store by technology.
One can’t help, however, but see this one lone statistic
amongst all our other data as a skeptical voice that is
soon to be converted, by in large, as in-store
technology becomes as commonplace in the near-future
as debit functionality at the cash register or food courts
in the malls.
Besides, they always have the opportunity to decline
involvement. Most won’t.
“...Help me find out about deals
in-store using technology so I don’t
have to talk to a sales assistant.”
40%
Still...

06
Who or What They Connect With Using Social Media
FRIENDS
MUSICIANS/
BANDS
BRANDS
CELEBRITIES
ATHLETES
MAGAZINES
BLOGS
NEWSPAPERS
INDUSTRY
PROFESSIONALS
POLITICIANS/
POLITICALPARTIES
0
20
40
60
80
100 94% 94%
96% 96%
39%
43%
34% 34%
27%
36% 36%
26% 26%
38% 38%
46%
35%
10%
21% 21%
19%
17% 19%
17%
13% 13%14% 14%
12% 12%
10% 8%
5% 5% 6% 6%7%
10%9%
15%
Research &
Strategic Insight
One of the first stats that jumped out to our team upon opening
up the freshly cleaned and organized data was that, aside from
the obvious ubiquity of friends, student shopper connection to
brands via social media was only second to musical artists and
higher than celebrities or athletes.
This speaks volumes.
Today’s modern shopper has granted brands special access to
enter their own personal space alongside the stars and friends
they also let in and communicate with frequently; both a great
privilege and a great opportunity.
RECOMMEND ADS ON SOCIAL
MEDIA, LIKE FACEBOOK OR
TWITTER, TO GET THEIR ATTENTION
(ASSUMING TOP SPOT OVER
TELEVISION FOR FIRST TIME)62%
ADS
27%
TO COMMUNICATE
10 OR MORE HOURS
PER TYPICAL WEEK
INTERNET
THINK IT’S IMPORTANT TO
BE ABLE TO CONNECT WITH
BRANDS OR COMPANIES
THEY LIKE ONLINE VIA
FACEBOOK, TWITTER ETC.27%
SOCIAL
MEDIA
Social Media – A Key Retention, Referral & Recommendation Engine
20% USE GOOGLE+ AT
LEAST ONCE A WEEK
GOOGLE+
USE FACEBOOK AT
LEAST ONCE A WEEK
FACEBOOK
91% 30% USE TWITTER AT LEAST
ONCE A WEEK
TWITTER

SALES &
DISCOUNTS
55%
67%
64%
58%
What Kind of Information Do You Enjoy Getting From Brands You’re Connected To?
0 10 20 30 40 50 60 70
RANDOM FUNNY
CONTENT
13%
14%
19%
18%
COOL UNUSUAL
CONTENT
19%
17%
12%
13%
POPULAR
PRODUCT INFO
28%
22%
20%
30%
TRENDS
18%
18%
27%
27%
07Research &
Strategic Insight
This also means, however, that the onus is now on smart brands to seize this opportunity and publish out to
these channels as frequently, and with as much individual relevance, as desired by your shopping quarry.
The actual media vehicle may be much cheaper or free – but time, money and effort now needs to be focused
on things like defining and refining your editorial brand, creating, curating and aggregating content, developing
useful shopping apps, monitoring interactions and developing trigger mechanisms and algorithms that can pulse
back catered messages to win back or enhance shopper engagement – to name but a few of the various new
tools at a modern retailer’s disposal.
No wonder well-respected direct marketers, when paired with the most modern of digital proficiencies, are
becoming the modern marcom industry’s new soothsayers and leaders of choice.
VIP PERKS
32%
43%
40%
36%
NEW
PRODUCT INFO
40%
44%
45%
39%

08
Referral Behaviour Online –Which of the Following Have You Shared Via Social Media?
0 5 10 15 20 25 30 35 40
PHOTOS OF CLOTHING, SHOES OR
ACCESSORIES I WANT TO BUY
PHOTOS OF CLOTHING, SHOES OR
ACCESSORIES I JUST BOUGHT
PHOTO / VIDEO OF ENTIRE SHOPPING TRIP
PHOTOS OF FOOD I'M EATING
A COMPLIMENT ABOUT SERVICES OR
PRODUCTS ON STATUS UPDATE
37%
33%
39%
32%
32%
31%
34%
29%
30%
36%
33%
33%
29%
27%
31%
29%
A COMPLIMENT ABOUT SERVICES OR PRODUCTS
DIRECTLY ON COMPANY WALL OR BY TAGGING 9%
9%
11%
11%
9%
5%
7%
8%
PHOTOS OF COOL STORE DISPLAYS 26%
22%
26%
22%
M A L E
FEMALE
14-17
18-24
Research &
Strategic Insight
Word of mouth marketing has been the manna for brands,
retailers and advertisers alike since the very beginning of trade.
Our time is no exception. What has changed dramatically,
however, over the past 6 years in particular (traced back to
Facebook’s movement into high schools in 2006) is the velocity
that word of mouth now travels at.
Also changing dramatically are the various ways word of mouth
can be delivered. A ‘Like’ on Facebook (91% of all student
shoppers have an account), a “follow” on Twitter (30% have
an account) or a “+1” on Google+ (20% have an account) are
some of the most common and simple examples of modern
day referrals.
However, many of the student shoppers we studied take things to
a whole other level – and in good numbers that demand attention.
Take, for instance, that one third of student shoppers have used
social media of one kind or another to post photos of clothing,
shoes or accessories they want to buy (35%) or have just bought
(32%). This is priceless advocacy; as these new consumer
advocates name your stores, identify your brands and extol the
virtues of shopping for and owning the items they are so fond of.
Still in the same general range, we see a quarter to a third
of student shoppers we surveyed indicating they’ve given
props about great customer service and shared photos of
cool store displays through social media. A little further out in
the outlier range a full 7% of all students we spoke with (9%
for males and 5% for females) have shared full videos of their
shopping excursion (dubbed “haul videos”) with their
like-minded social media peeps.
With Millennial consumers placing new emphasis on being
their own peer group’s source for information on a given
topic, category, cause, brand or destination it’s incredibly
important today to nurture and identify these advocates and
“advocates-in-waiting” and then publish for, and interact
with, them differently than a more mainstream or less
engaged consumer.
In the middle term this addressable community of advocates
will become your most important retention, recommendation
and referral engine and, really, should soon become a bona
fide asset on your books.
Who are your “advocates” and how are you engaging them?

09
New Eco-System = New Priorities
Research &
Strategic Insight
So what are we to make of all this? It can seem confusing, and all the new types and names of vendors are surely adding to this,
but it’s important to remember that the basics of good marketing still apply – they’re just being digitized and velocitized to suit
the technology and linked proclivity of our times.
THE STILL IMPORTANT BASICS THEIR MIRRORED NEW PRIORITIES
Make your customers
feel “super special” and
understood.
Articulate a consistent and
easily understood brand
message.
Become an approachable
and trusted resource that
tells a good story.
Be easy to find and easy to
understand.
Get to know your customers
in all their diverse and
changing glory.
Create experiential events
and interesting, talk-worthy
promotions.
Develop, consistently nurture and grow an addressable
community of customers – segmented and published to
(mobile, social media, traditional media, website etc.) differently.
Study, ascertain and evolve what your editorial brand is.
(Who’s your audience? What type of content are they
interested in? How do they want their content?)
Implement an insight-driven publishing schedule that is
focused on engagement and thought leadership.
Feed Google with an integrated brand-focused SEO and SEM
strategy that drives discoverability.
Market as you research and research as you market. Today’s
CRM tools double perfectly as ongoing research tools.
Focus less on traditional mass media and more on developing
a measurable and eminently scalable online community through
all types of outreach.

10Research &
Strategic Insight
The current morphing state of our mass mediascape is a tapestry of tried and true traditional media and, increasingly, new
world digital media. It’s absolutely telling that social media and television are neck and neck when it comes down to Canadian
student shopper recommendation to get their attention – the new one-two punch.
Also telling is the dominant place that in-store advertising takes compared to some old stand-bys of retail marketing including radio,
billboards, magazines and flyers. Rich digital media (consumed before, during and after a shopping excursion) will slowly start to
supplant these old mainstays bit by bit, relegating many to relative obscurity in the coming years.
Finally, it’s important to highlight that, while Canadian student shoppers don’t see the value of company or brand websites as
attention-getting tools, once you’ve got their attention they put retailer websites solidly in their top three most trusted sources when
it comes down to learning about new products and trends. Your retail website needs to be considered a crucial hub for all your major
new mediascape communications; your social media properties and social media publishing act as outreach while the site acts as a
constantly updated repository of brand information.
If a Company Wants to Get Your Attention, Which of
the Following Places Should They Put Their Ad?
0 10 20 30 40 50 60 70
POSTERS
RADIO
IN-STORE
COMPANY /
BRAND WEBSITE
ONLINE BANNER ADS
BILLBOARDS
MAGAZINE /
NEWSPAPER
FLYERS
(SENT TO HOME)
YOUTUBE / OTHER
VIDEO SHARING SITES
BEFORE A MOVIE
IN A THEATRE
AT AN EVENT
OR LOCATION
PUBLIC TRANSIT
TELEVISION
FACEBOOK, TWITTER /
OTHER SOCIAL MEDIA
63%
57%
59%
60%
56%
56%
55%
51%
49%
57%
50%
58%
54%
53%
48%
57%
54%
50%
45%
31%
42%
34%
42%
49%
45%
45%
41%
43%
43%
42%
34%
43%
41%
33%
36%
34%
35%
31%
39%
39%
31%
28%
25%
27%
26%
26%
31%
29%
28%
26%
23%
24%
24%
50%
64%
64%
Which THREE sources do you trust the
most when it comes to learning about
new trends and products?
Source: In Top Three Most Trusted Sources
Directly From Retailers
While Shopping
Retailer Websites
Print Magazines
Social Media
Newspapers
Talking with
friends & family 56%
44%
42%
33%
23%
22%
Getting Their Attention – An Old and New Media Mash Up

Online Shopping by Category in the Past Month
18%
26%
23%
11%
13%
9%
6%
2%
CLOTHING TECHNOLOGY MUSIC, BOOKS,
ENTERTAINMENT
ACCESSORIES SHOES SPORTING GOODS EVENTS, CONCERTS GROOMING / BEAUTY
0
5
10
15
20
25
30
23%
22%
25%
14% 14%
4%
9%
5%
15%
14%
15%
11%
10%
6%
5%
4%
20%
10%
18%
14%
11%
2%
9%
7%
11Research &
Strategic Insight
At first glance, a couple provocative statistics linked to online shopping behaviour amongst students appear to be making a
great case for the eventual rise and potential dominance of online shopping:
1. Fully 55% of surveyed student shoppers in our study indicated they would make at least one online purchase this
coming holiday season.
2. Confounded by a lack of credit card access and, thus, no small amount of wrangling to get parental permission, just
under 1 in 6 student shoppers between the ages of 14 and 17 still manage to make clothing, technology, music, books
and entertainment purchases online in a typical month.
However, as interesting and important as these statistics are to take note of, the online behaviour statistics identified in this
study, when analyzed in aggregate, show a defined lethargy amongst Canadian student shoppers for this retail channel.
It’s developing, but at a slow rate and with still comparatively low penetration across the board when compared to traditional
in-store shopping. Percentages increase, naturally, as high school students graduate into post-secondary education, but still
only peak at the 20%-25% range for clothing, technology, music, books and entertainment.
Online Retailing – A Still Developing Phenomenon Amongst Students

“I love shopping online at stores like
Etsy or Modcloth because the items
are so unique”
18%
“I wish I could do more online shopping” 30%
“Online shopping is far more convenient
than actually going into a store” 24%
12Research &
Strategic Insight
As an augmentative option to traditional retail, online retailing
surely has its place and will continue to grow. Meanwhile, for
many a smaller boutique company, online has definitely become
a true major, often singular, business-driver. But, on a mainstream
level, online shopping is not a big student shopper story this
year– the increasing interest in, and demand for, richer,
digitally-driven, shopping experiences is.
And as for that question related to online shopping for the
holidays, yes, at least one online purchase is expected by over
half of our studied student population but this means that 45% of
student shoppers expect to make no online purchases during the
upcoming giving time. Compared to a lone 1% (true outliers) that
expect to make no purchases in-store, this shows that online
shopping has nowhere the penetration nor volume that bricks
and mortar still does – these students are just demanding and
expecting more from the brands they love in the lead up to, and
during, their live shopping experiences.
I can get name brands for less 32%
It's more convenient because I
can shop at whatever time I want 26%
There are items that can only
be purchased online 42%
There is a deal online 59%
The user reviews online help
me make the right choice 23%
There's a better selection 28%
I can compare prices better 41%
Online stores have more
unique items 19%
It's more convenient than
travelling to the store 29%
What Drives You to Make a Purchase Online?

Style is very important to me
50%
58%
56%
52%
People place too much importance on brands
63%
59%
65%
57%
The Student Shopper Mindset – A Window Into Changing Attitudes
13Research &
Strategic Insight
We close this debut white paper for The Pulse of the Canadian Shopper with a look at the current mindset and pulse
of Canadian student shopper attitudes and values.
Observing the top three most overwhelmingly agreed upon attitudinal statements is very telling; student shoppers continue to be
very money-conscious, quite thorough researchers and, importantly, are increasingly inclined to demystify brands.
Delving a bit more into the brand conundrum, we continue to see expectations and demands for brand relevancy with more of our
respondents (fully half at 50% in aggregate) placing the onus on brands to “stand for something they believe in” vs. simply
expressing loyalty to favourite brands (44%). Interestingly, the more practical take on branding as a core decision-maker registers
significantly less with only 38% of student shoppers agreeing with this statement.
How Much Do You Agree with the Following Statements? (top 2 box)
MALE
FEMALE
14-17
18-24
I should save more money
I am loyal to my favourite brands
When it comes down to two similar products- I'll always
choose a product that comes from my own country first
I like to follow trends
I save up money to buy name brand products
I tend to buy a lot of things on a whim
0 10 20 30 40 50 60 70 80
72%
I like to research things before I buy them
56%
46%
43%
59%
46%
40%
41%
48%
The recent recession has taught
me I should think about the future
46%
42%
43%
45%
I worry a lot about finances
45%
45%
41%
42%
I tend to buy a lot of gadgets
32%
28%
17%
42%
31%
37%
36%
32%
26%
28%
24%
30%
25%
24%
21%
29%
25%
24%
24%
23%
I'm very practical in the things I buy
51%
46%
47%
50%
I will purchase a brand if it
stands for something I believe in
51%
51%
50%
50%
68%
74%
66%
It's important I treat myself on a regular basis
37%
30%
32%
35%
I would choose a small or local brand over a
large well-known brand (assuming similar price)
33%
33%
28%
28%
I consider what other people think of
me when I wear/use certain brands
37%
45%
37%
46%
Brands help me make
decisions on product purchases 45%
31%
42%
35%

14Research &
Strategic Insight
One only needs to take a quick look at our results for influences on final purchase decision for further accentuation of this brand
diminishment trend; yes, brands still exert strong influence for a majority of Canadian student shoppers (54% in aggregate, and
strongly driven by males) but they rank a very distant second to simple sales (81%).
Further, brands and products that are made ethically (35%) and are environmentally friendly (25%) continue to exert respectable
influence in today’s new shopping landscape; the wise and future–thinking retailer and marketer alike could do worse than to
focus on these ongoing and relatively new elements of branding as both actual points to hammer home in consumer-focused
publishing as well as symbols of the myriad, and increasingly well-informed, prisms that feed the modern consumer mindset.
Between the new retailer marketing eco-system and changing perceptions young Canadians have of the essential building blocks
of modern consumer culture, both strongly identified in this, our debut study of student shopping attitude and behaviour, it
stands to reason that the near future of retailing is definitely going to be a much more consumer driven one.
This all speaks to a growing ambivalence and skepticism young North Americans in general have been demonstrating for the
past 5+ years when it comes down to brands; they are still considered relatively useful tools but the internet and the requisite
access and diversity of opinion it represents has morphed brand affinity from slavish adulation to something a lot more complex
and consumer-centric.
ENVIRONMENTALLY RESPONSIBLE
PRODUCT IS ON SALE
78%
79%
84%
60%
47%
55%
52%
36%
36%
26%
24%
24%
19%
14%
15%
18%
26%
35%
35%
85%
What Influences Your Final Purchasing Decision? (top 2 box)
0 20 40 60 80 100
MADE IN CANADA
PRODUCT IS MADE ETHICALLY
WELL KNOWN BRAND

Research &
Strategic Insight
Project Lead and Author
Mike Farrell
SVP, Research and Strategic Insight
Conversion Marketing & Communication
Data Lead
Caroline Wilson
Vireo Research
Design
Diana Shim
About The Study
SPC Card and Conversion are proud partners in the annual “Pulse of the Canadian Student Shopper” study.
With 1 million+ cardholders aged 12-24, SPC Card - Canada’s leading student loyalty program, enjoys robust and
privileged access to young Canadian shoppers.
Conversion Research, the full service insight practice helmed by award-winning market research expert – Mike Farrell,
provides undeniable longitudinal experience and objective discipline.
This study was fielded online in September 2011 to a fielding universe of SPC Card members and derived a national
total aggregate sample size of 2,732 Canadian students aged 14-24 – weighted to most recent StatsCan regional and
demographic information where applicable.
Full sets of detailed tables are available upon request. Customized detailed tables (i.e. cut by stores shopped or
custom demographics) are available for a very reasonable fee.
Interested in knowing more about SPC Card?
Please contact:
Nicholas Bianchi
Director, Sales & Loyalty Marketing
nicholas@spccard.ca
toll free – 877.798.4637 ext. 241
Interested in knowing more about Conversion, this project and custom research opportunities?
Please contact:
Mike Farrell
SVP, Research and Strategic Insight
Conversion Marketing & Communication
mike.farrell@driveconversion.com
416.938.0673
Please direct all media enquiries to Mike Farrell.

THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012

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THE PULSE OF THE CANADIAN STUDENT SHOPPER 2012