Where Canada Media Kits WHERE Toronto Media Kit 2018 | Page 3

TORONTO
WHERE TORONTO
READER
Average age: 48
Average household income: $106,952
That’s 33% higher than the national
average.
54% are white collar
That’s 44% more likely than the
average Canadian adult.
82% have a college education or higher
A number that is 15% higher than
the national average.
Where Toronto
COMMUNITY
Where readers are affluent and ready to spend
Where readers spend an average of $1,223 during their stay, while the
average traveller in Canada spendsmonly $962—that’s 27% more! In
2015, the GTA welcomed 14 million overnight visitors who spent $7.4
billion in the city. And in 2017, the Toronto market received a record
high of 15.6 million visitors.
Active visitors
Visitors to Toronto are actively
engaged in the city and all it has
to offer. Of total visitors, the
following percentages visited
Toronto destinations:
35% BARS
81%
56% ATTRACTIONS
Compared to the average
Canadian traveller,
Where readers are:
16% more likely to shop
during their trip.
56% more likely to dine at a
high-quality restaurant.
82% more likely to attend
cultural events.
59% more likely to go
sightseeing.
MEDIA KIT 2018
77% of Where readers visited
an attraction they saw advertised
in Where.
62% SHOPS
71% of Where readers have
shopped at a store they saw
advertised in Where.
23% MUSEUMS/
GALLERIES
92% RESTAURANTS
81% of Where readers dined at
a restaurant they saw advertised
in Where.
of Where readers agree that
“Where ads provide useful
and relevant information.”
Overnight visitors
Places of origin:
Canada U.S.A. Overseas
million million million
9.8 2.48 1.75
Sources:
Tourism Toronto 2015 Toronto Visitor Market Report
Where 2013 Reader Survey
Vividata Q2 2016/2016 Publishers’ Estimate