Immigrant population
3.0%Use the wider demographic and household profile to determine whether localized or broad-market creative is the stronger starting point.
New Brunswick postal region
E2M 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.
AudienceScoutE2M · Saint JohnLoading the E2M boundary…
Selected postal region
Market profile
A market of 18,836 people
Size the opportunity, understand its household composition, and identify the local patterns that make E2M different from the typical Canadian postal region.
Population18,836
Households8,255
Median income$73,500
Average age44.3
E2M market summary
What distinguishes this postal-region audience
E2M represents 18,836 residents and 8,255 households in Saint John. Its average household contains 2.3 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 immigrant population: 3.0%, or 19.9 percentage points below the benchmark. Bachelor's degree or higher is 17.9%, 8.6 percentage points below the benchmark.
For campaign planning, these patterns give E2M 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 E2M
To find regions with a profile similar to E2M, begin with university education near 17.9% and household income near $73,500. 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 E2M and the Canadian postal-region benchmark.
Bachelor's degree or higher
17.9%Use direct, practical language that demonstrates the everyday value of the offer.
Worked from home
15.7%Commuter occasions, workplace-adjacent placements, and time-of-day planning may play a larger role.
Median household income
$73,500Lead with practical value, accessible pricing, savings, or efficiency when testing offers in this region.
Detailed comparison
How E2M 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 | E2M | Canada FSA benchmark | Difference |
|---|---|---|---|
| Median household income | $73,500 | $85,788 | 14.3% below |
| Average household size | 2.3 people | 2.4 people | 5.3% below |
| Owner households | 70.9% | 66.5% | 4.4 percentage points above |
| One-person households | 30.7% | 29.4% | 1.3 percentage points above |
| Families with children | 31.8% | 34.0% | 2.2 percentage points below |
| Bachelor's degree or higher | 17.9% | 26.5% | 8.6 percentage points below |
| Immigrant population | 3.0% | 22.9% | 19.9 percentage points below |
| Worked from home | 15.7% | 23.8% | 8.1 percentage points below |
Local market context
Community activity around the audience
AudienceScout connects 958 local facility records with E2M. Recreation is the largest represented category with 945 records, adding another signal for local media, partnership, service-area, and campaign planning.
Education7
Health care3
Culture and art3
Recreation945
Platform audience potential
Match channel planning to the local age mix
Facebook has the largest modeled audience among the displayed channels at 12,412 people. Compare that opportunity with the other estimates before setting the regional channel mix and budget.
9,521YouTube estimate · 61.9%
12,412Facebook estimate · 80.6%
7,544Instagram estimate · 49.0%
3,689TikTok estimate · 24.0%
Practical campaign implications
Turn the strongest E2M signals into campaign tests
Use these as evidence-based starting hypotheses, then validate them against campaign performance and your own customer results.
- Immigrant population: 3.0%19.9 percentage points below the Canadian benchmark
Use the wider demographic and household profile to determine whether localized or broad-market creative is the stronger starting point.
- Bachelor's degree or higher: 17.9%8.6 percentage points below the Canadian benchmark
Use direct, practical language that demonstrates the everyday value of the offer.
- Worked from home: 15.7%8.1 percentage points below the Canadian benchmark
Commuter occasions, workplace-adjacent placements, and time-of-day planning may play a larger role.
Related market context
Compare other Saint John postal regions
These regions share the Saint John postal community and are ordered by population similarity to E2M.
E2M audience questions
Using this postal-region profile
How large is the audience in E2M?
E2M represents 18,836 residents and 8,255 households in Saint John. The average household size is 2.3 people.
What demographic characteristics stand out in E2M?
Immigrant population is 3.0%, 19.9 percentage points below the Canadian postal-region benchmark; Bachelor's degree or higher is 17.9%, 8.6 percentage points below the Canadian postal-region benchmark; Worked from home is 15.7%, 8.1 percentage points below the Canadian postal-region benchmark.
How does E2M compare with another postal region?
E2K is one useful Saint John postal-region comparison because its population is similar to E2M. It has 21.1% lower median income · 1.5 years younger on average.
How can I find other regions that match the E2M audience?
To find regions with a profile similar to E2M, begin with university education near 17.9% and household income near $73,500. Adjust each minimum to make the audience broader or more selective.
How can customer postal codes be analyzed in E2M?
Import postal codes to measure customer concentration in E2M, 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.