Map showing Canadian smokers



Planners, marketers and executives use DaytimePop to gain a deeper understanding of the daytime demand, customer traffic and population within their trade areas and target markets. This database is our authoritative and comprehensive estimate of the population that’s present in any geographic area during daytime hours. It provides a breakdown of populations at home and at work, as opposed to census data that captures an area’s nighttime population. The DaytimePop counts are based on DemoStats and Businesses databases, as well as other reliable sources.

As a result of the COVID-19 pandemic, we have observed some change in social and demographic trends which are reflected in the 2021 vintage of DaytimePop. Most notable, is the change in the population working from home instead of their usual place of work.

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Create a comprehensive picture of your customers according to their shared demographic, lifestyle and behavioural traits. Discover where they live and understand their preferences to create more effective marketing strategies. In addition to custom segmentation services, we offer four off-the-shelf segmentation systems, including PRIZM, Canada’s leading consumer segmentation system.


Develop engaging media and marketing strategies by understanding the behaviours, preferences and attitudes of your target market. We partner with leading data and survey providers to produce 12 databases that offer insights on a range of topics, from media and shopping habits to attitudes on charitable giving and the environment. All of our behavioural data can be linked to PRIZM segments and are available at the postal code level.

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