Single-detached homes
87.5%Home maintenance, outdoor, renovation, utilities, and property-related campaigns may deserve a larger test.
New Brunswick postal region
E2S 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.
AudienceScoutE2S · Saint JohnLoading the E2S boundary…
Selected postal region
Market profile
A market of 6,970 people
Size the opportunity, understand its household composition, and identify the local patterns that make E2S different from the typical Canadian postal region.
Population6,970
Households2,730
Median income$90,000
Average age41.5
E2S market summary
What distinguishes this postal-region audience
E2S represents 6,970 residents and 2,730 households in Saint John. Its average household contains 2.6 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: 87.5%, or 34.9 percentage points above the benchmark. Owner households is 93.1%, 26.6 percentage points above the benchmark.
For campaign planning, these patterns give E2S 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 E2S
To find regions with a profile similar to E2S, begin with home ownership near 93.1% and university education near 10.3%. 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 E2S and the Canadian postal-region benchmark.
Owner households
93.1%Prioritize home, property, renovation, financial, and longer-term service propositions where relevant.
Immigrant population
1.6%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
10.3%Use direct, practical language that demonstrates the everyday value of the offer.
Detailed comparison
How E2S 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 | E2S | Canada FSA benchmark | Difference |
|---|---|---|---|
| Median household income | $90,000 | $85,788 | 4.9% above |
| Average household size | 2.6 people | 2.4 people | 7.0% above |
| Owner households | 93.1% | 66.5% | 26.6 percentage points above |
| One-person households | 19.2% | 29.4% | 10.2 percentage points below |
| Families with children | 38.6% | 34.0% | 4.6 percentage points above |
| Bachelor's degree or higher | 10.3% | 26.5% | 16.2 percentage points below |
| Immigrant population | 1.6% | 22.9% | 21.3 percentage points below |
| Worked from home | 14.6% | 23.8% | 9.2 percentage points below |
Local market context
Community activity around the audience
AudienceScout connects 16 local facility records with E2S. Recreation is the largest represented category with 16 records, adding another signal for local media, partnership, service-area, and campaign planning.
Education0
Health care0
Culture and art0
Recreation16
Platform audience potential
Match channel planning to the local age mix
Facebook has the largest modeled audience among the displayed channels at 4,543 people. Compare that opportunity with the other estimates before setting the regional channel mix and budget.
3,538YouTube estimate · 63.1%
4,543Facebook estimate · 81.1%
2,816Instagram estimate · 50.3%
1,393TikTok estimate · 24.9%
Practical campaign implications
Turn the strongest E2S 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: 87.5%34.9 percentage points above the Canadian benchmark
Home maintenance, outdoor, renovation, utilities, and property-related campaigns may deserve a larger test.
- Owner households: 93.1%26.6 percentage points above the Canadian benchmark
Prioritize home, property, renovation, financial, and longer-term service propositions where relevant.
- Immigrant population: 1.6%21.3 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.
Related market context
Compare other Saint John postal regions
These regions share the Saint John postal community and are ordered by population similarity to E2S.
E2S audience questions
Using this postal-region profile
How large is the audience in E2S?
E2S represents 6,970 residents and 2,730 households in Saint John. The average household size is 2.6 people.
What demographic characteristics stand out in E2S?
Single-detached homes is 87.5%, 34.9 percentage points above the Canadian postal-region benchmark; Owner households is 93.1%, 26.6 percentage points above the Canadian postal-region benchmark; Immigrant population is 1.6%, 21.3 percentage points below the Canadian postal-region benchmark.
How does E2S compare with another postal region?
E2L is one useful Saint John postal-region comparison because its population is similar to E2S. It has 50.2% lower median income · 0.3 years older on average.
How can I find other regions that match the E2S audience?
To find regions with a profile similar to E2S, begin with home ownership near 93.1% and university education near 10.3%. Adjust each minimum to make the audience broader or more selective.
How can customer postal codes be analyzed in E2S?
Import postal codes to measure customer concentration in E2S, 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.