Single-detached homes
26.2%Emphasize space-efficient products, building services, mobility, and urban convenience where relevant.
New Brunswick postal region
E2K demographics and market profile
See what distinguishes this audience, how it compares with other markets, and which local characteristics can shape campaign decisions in Saint John.
AudienceScoutE2K · Saint JohnLoading the E2K boundary…
Selected postal region
Market profile
A market of 18,798 people
Size the opportunity, understand its household composition, and identify the local patterns that make E2K different from the typical Canadian postal region.
Population18,798
Households8,300
Median income$58,000
Average age42.8
E2K market summary
What distinguishes this postal-region audience
E2K represents 18,798 residents and 8,300 households in Saint John. Its average household contains 2.2 people, creating a local market that can be evaluated by both total reach and household composition.
The clearest difference from the Canadian postal-region benchmark is detached housing: 26.2%, or 26.4 percentage points below the benchmark. Owner households is 43.6%, 22.9 percentage points below the benchmark.
For campaign planning, these patterns give E2K a clear audience profile. They provide concrete criteria for deciding whether the region fits an offer, which audience characteristics should shape creative, and how it should be compared with other parts of Saint John.
Audience matching
Find more regions that resemble E2K
To find regions with a profile similar to E2K, begin with home ownership near 43.6% and household income near $58,000. Adjust each minimum to make the audience broader or more selective.
Match This AudienceDistinctive market signals
The characteristics with the largest local differences
These four characteristics show the largest available differences between E2K and the Canadian postal-region benchmark.
Owner households
43.6%Test renter-relevant services, flexibility, mobility, convenience, and lower-commitment propositions.
Median household income
$58,000Lead with practical value, accessible pricing, savings, or efficiency when testing offers in this region.
One-person households
37.1%Test convenience, individual subscriptions, smaller formats, and messages centred on personal choice.
Detailed comparison
How E2K compares with the Canadian benchmark
Use the difference column to identify which measures are most useful for creative, offer, channel, and geographic targeting decisions.
| Measure | E2K | Canada FSA benchmark | Difference |
|---|---|---|---|
| Median household income | $58,000 | $85,788 | 32.4% below |
| Average household size | 2.2 people | 2.4 people | 9.5% below |
| Owner households | 43.6% | 66.5% | 22.9 percentage points below |
| One-person households | 37.1% | 29.4% | 7.8 percentage points above |
| Families with children | 30.1% | 34.0% | 3.9 percentage points below |
| Bachelor's degree or higher | 26.0% | 26.5% | 0.5 percentage points below |
| Immigrant population | 16.2% | 22.9% | 6.7 percentage points below |
| Worked from home | 20.9% | 23.8% | 2.9 percentage points below |
Local market context
Community activity around the audience
AudienceScout connects 1,694 local facility records with E2K. Recreation is the largest represented category with 1,680 records, adding another signal for local media, partnership, service-area, and campaign planning.
Education7
Health care4
Culture and art3
Recreation1,680
Platform audience potential
Match channel planning to the local age mix
Facebook has the largest modeled audience among the displayed channels at 12,246 people. Compare that opportunity with the other estimates before setting the regional channel mix and budget.
9,617YouTube estimate · 63.8%
12,246Facebook estimate · 81.2%
7,733Instagram estimate · 51.3%
3,959TikTok estimate · 26.3%
Practical campaign implications
Turn the strongest E2K signals into campaign tests
Use these as evidence-based starting hypotheses, then validate them against campaign performance and your own customer results.
- Single-detached homes: 26.2%26.4 percentage points below the Canadian benchmark
Emphasize space-efficient products, building services, mobility, and urban convenience where relevant.
- Owner households: 43.6%22.9 percentage points below the Canadian benchmark
Test renter-relevant services, flexibility, mobility, convenience, and lower-commitment propositions.
- Median household income: $58,00032.4% below the Canadian benchmark
Lead with practical value, accessible pricing, savings, or efficiency when testing offers in this region.
Related market context
Compare other Saint John postal regions
These regions share the Saint John postal community and are ordered by population similarity to E2K.
E2K audience questions
Using this postal-region profile
How large is the audience in E2K?
E2K represents 18,798 residents and 8,300 households in Saint John. The average household size is 2.2 people.
What demographic characteristics stand out in E2K?
Single-detached homes is 26.2%, 26.4 percentage points below the Canadian postal-region benchmark; Owner households is 43.6%, 22.9 percentage points below the Canadian postal-region benchmark; Median household income is $58,000, 32.4% below the Canadian postal-region benchmark.
How does E2K compare with another postal region?
E2M is one useful Saint John postal-region comparison because its population is similar to E2K. It has 26.7% higher median income · 1.5 years older on average.
How can I find other regions that match the E2K audience?
To find regions with a profile similar to E2K, begin with home ownership near 43.6% and household income near $58,000. Adjust each minimum to make the audience broader or more selective.
How can customer postal codes be analyzed in E2K?
Import postal codes to measure customer concentration in E2K, compare the count with the region's population and households, and use its strongest demographic characteristics to decide whether similar regions belong in the campaign.