Immigrant population
58.7%Consider culturally relevant research, multilingual media where appropriate, and creative tested with the communities being addressed.
Ontario postal region
M1B demographics and market profile
See what distinguishes this audience, how it compares with other markets, and which local characteristics can shape campaign decisions in Scarborough.
AudienceScoutM1B · ScarboroughLoading the M1B boundary…
Selected postal region
Market profile
A market of 65,555 people
Size the opportunity, understand its household composition, and identify the local patterns that make M1B different from the typical Canadian postal region.
Population65,555
Households20,565
Median income$91,000
Average age40.8
M1B market summary
What distinguishes this postal-region audience
M1B represents 65,555 residents and 20,565 households in Scarborough. Its average household contains 3.2 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 immigrant population: 58.7%, or 35.8 percentage points above the benchmark. Single-detached homes is 30.4%, 22.2 percentage points below the benchmark.
For campaign planning, these patterns give M1B 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 Scarborough.
Audience matching
Find more regions that resemble M1B
Use the available income, household, age, family, ownership, and education measures to build a repeatable audience-matching rule around M1B.
Match This AudienceDistinctive market signals
The characteristics with the largest local differences
These four characteristics show the largest available differences between M1B and the Canadian postal-region benchmark.
Single-detached homes
30.4%Emphasize space-efficient products, building services, mobility, and urban convenience where relevant.
Average household size
3.2 peopleConsider family packs, multi-person services, household bundles, and creative that speaks to shared decisions.
One-person households
17.2%Give household decision-making, shared-use products, and multi-person value greater emphasis.
Detailed comparison
How M1B 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 | M1B | Canada FSA benchmark | Difference |
|---|---|---|---|
| Median household income | $91,000 | $85,788 | 6.1% above |
| Average household size | 3.2 people | 2.4 people | 31.7% above |
| Owner households | 72.0% | 66.5% | 5.5 percentage points above |
| One-person households | 17.2% | 29.4% | 12.2 percentage points below |
| Families with children | 45.5% | 34.0% | 11.5 percentage points above |
| Bachelor's degree or higher | 25.6% | 26.5% | 0.9 percentage points below |
| Immigrant population | 58.7% | 22.9% | 35.8 percentage points above |
| Worked from home | 22.2% | 23.8% | 1.6 percentage points below |
Local market context
Community activity around the audience
AudienceScout connects 284 local facility records with M1B. Recreation is the largest represented category with 241 records, adding another signal for local media, partnership, service-area, and campaign planning.
Education36
Health care2
Culture and art5
Recreation241
Platform audience potential
Match channel planning to the local age mix
Facebook has the largest modeled audience among the displayed channels at 43,036 people. Compare that opportunity with the other estimates before setting the regional channel mix and budget.
34,401YouTube estimate · 65.3%
43,036Facebook estimate · 81.7%
27,966Instagram estimate · 53.1%
14,794TikTok estimate · 28.1%
Practical campaign implications
Turn the strongest M1B signals into campaign tests
Use these as evidence-based starting hypotheses, then validate them against campaign performance and your own customer results.
- Immigrant population: 58.7%35.8 percentage points above the Canadian benchmark
Consider culturally relevant research, multilingual media where appropriate, and creative tested with the communities being addressed.
- Single-detached homes: 30.4%22.2 percentage points below the Canadian benchmark
Emphasize space-efficient products, building services, mobility, and urban convenience where relevant.
- Average household size: 3.2 people31.7% above the Canadian benchmark
Consider family packs, multi-person services, household bundles, and creative that speaks to shared decisions.
Related market context
Compare other Scarborough postal regions
These regions share the Scarborough postal community and are ordered by population similarity to M1B.
M1B audience questions
Using this postal-region profile
How large is the audience in M1B?
M1B represents 65,555 residents and 20,565 households in Scarborough. The average household size is 3.2 people.
What demographic characteristics stand out in M1B?
Immigrant population is 58.7%, 35.8 percentage points above the Canadian postal-region benchmark; Single-detached homes is 30.4%, 22.2 percentage points below the Canadian postal-region benchmark; Average household size is 3.2 people, 31.7% above the Canadian postal-region benchmark.
How does M1B compare with another postal region?
M1V is one useful Scarborough postal-region comparison because its population is similar to M1B. It has 9.9% lower median income · 3.9 years older on average.
How can I find other regions that match the M1B audience?
Use the available income, household, age, family, ownership, and education measures to build a repeatable audience-matching rule around M1B.
How can customer postal codes be analyzed in M1B?
Import postal codes to measure customer concentration in M1B, 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.