Single-detached homes
97.0%Home maintenance, outdoor, renovation, utilities, and property-related campaigns may deserve a larger test.
New Brunswick postal region
E5S demographics and market profile
See what distinguishes this audience, how it compares with other markets, and which local characteristics can shape campaign decisions in Kingston.
AudienceScoutE5S · KingstonLoading the E5S boundary…
Selected postal region
Market profile
A market of 1,887 people
Size the opportunity, understand its household composition, and identify the local patterns that make E5S different from the typical Canadian postal region.
Population1,887
Households835
Median income$77,000
Average age47.4
E5S market summary
What distinguishes this postal-region audience
E5S represents 1,887 residents and 835 households in Kingston. 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 detached housing: 97.0%, or 44.4 percentage points above the benchmark. Owner households is 97.6%, 31.1 percentage points above the benchmark.
For campaign planning, these patterns give E5S 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 Kingston.
Audience matching
Find more regions that resemble E5S
To find regions with a profile similar to E5S, begin with home ownership near 97.6% and university education near 18.2%. 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 E5S and the Canadian postal-region benchmark.
Owner households
97.6%Prioritize home, property, renovation, financial, and longer-term service propositions where relevant.
Immigrant population
2.3%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
18.2%Use direct, practical language that demonstrates the everyday value of the offer.
Detailed comparison
How E5S 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 | E5S | Canada FSA benchmark | Difference |
|---|---|---|---|
| Median household income | $77,000 | $85,788 | 10.2% below |
| Average household size | 2.3 people | 2.4 people | 5.3% below |
| Owner households | 97.6% | 66.5% | 31.1 percentage points above |
| One-person households | 26.9% | 29.4% | 2.5 percentage points below |
| Families with children | 26.9% | 34.0% | 7.1 percentage points below |
| Bachelor's degree or higher | 18.2% | 26.5% | 8.3 percentage points below |
| Immigrant population | 2.3% | 22.9% | 20.6 percentage points below |
| Worked from home | 18.5% | 23.8% | 5.3 percentage points below |
Local market context
Community activity around the audience
Use the demographic and business profile alongside your own local knowledge to understand the services, destinations, and campaign opportunities connected to E5S.
Education0
Health care0
Culture and art0
Recreation0
Platform audience potential
Match channel planning to the local age mix
Facebook has the largest modeled audience among the displayed channels at 1,275 people. Compare that opportunity with the other estimates before setting the regional channel mix and budget.
952YouTube estimate · 59.7%
1,275Facebook estimate · 80.0%
743Instagram estimate · 46.6%
347TikTok estimate · 21.7%
Practical campaign implications
Turn the strongest E5S 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: 97.0%44.4 percentage points above the Canadian benchmark
Home maintenance, outdoor, renovation, utilities, and property-related campaigns may deserve a larger test.
- Owner households: 97.6%31.1 percentage points above the Canadian benchmark
Prioritize home, property, renovation, financial, and longer-term service propositions where relevant.
- Immigrant population: 2.3%20.6 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 Kingston postal regions
These regions share the Kingston postal community and are ordered by population similarity to E5S.
E5S audience questions
Using this postal-region profile
How large is the audience in E5S?
E5S represents 1,887 residents and 835 households in Kingston. The average household size is 2.3 people.
What demographic characteristics stand out in E5S?
Single-detached homes is 97.0%, 44.4 percentage points above the Canadian postal-region benchmark; Owner households is 97.6%, 31.1 percentage points above the Canadian postal-region benchmark; Immigrant population is 2.3%, 20.6 percentage points below the Canadian postal-region benchmark.
How does E5S compare with another postal region?
K7L is one useful Kingston postal-region comparison because its population is similar to E5S. It has 5.8% lower median income · 4.1 years younger on average.
How can I find other regions that match the E5S audience?
To find regions with a profile similar to E5S, begin with home ownership near 97.6% and university education near 18.2%. Adjust each minimum to make the audience broader or more selective.
How can customer postal codes be analyzed in E5S?
Import postal codes to measure customer concentration in E5S, 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.