Immigrant population
42.3%Consider culturally relevant research, multilingual media where appropriate, and creative tested with the communities being addressed.
Ontario postal region
M1M 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.
AudienceScoutM1M · ScarboroughLoading the M1M boundary…
Selected postal region
Market profile
A market of 23,258 people
Size the opportunity, understand its household composition, and identify the local patterns that make M1M different from the typical Canadian postal region.
Population23,258
Households8,640
Median income$87,000
Average age43.0
M1M market summary
What distinguishes this postal-region audience
M1M represents 23,258 residents and 8,640 households in Scarborough. Its average household contains 2.7 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: 42.3%, or 19.4 percentage points above the benchmark. Bachelor's degree or higher is 34.0%, 7.5 percentage points above the benchmark.
For campaign planning, these patterns give M1M 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 M1M
To find regions with a profile similar to M1M, begin with university education near 34.0% and families with children near 40.9%. 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 M1M and the Canadian postal-region benchmark.
Bachelor's degree or higher
34.0%Professional, technology, financial, and knowledge-led propositions can be tested with more specialized messaging.
Families with children
40.9%Test family-oriented services, household value, education, recreation, and parent-focused creative.
Worked from home
30.4%Daytime digital, local delivery, home-office, and neighbourhood-service campaigns may warrant additional testing.
Detailed comparison
How M1M 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 | M1M | Canada FSA benchmark | Difference |
|---|---|---|---|
| Median household income | $87,000 | $85,788 | 1.4% above |
| Average household size | 2.7 people | 2.4 people | 11.1% above |
| Owner households | 63.1% | 66.5% | 3.4 percentage points below |
| One-person households | 27.3% | 29.4% | 2.1 percentage points below |
| Families with children | 40.9% | 34.0% | 6.9 percentage points above |
| Bachelor's degree or higher | 34.0% | 26.5% | 7.5 percentage points above |
| Immigrant population | 42.3% | 22.9% | 19.4 percentage points above |
| Worked from home | 30.4% | 23.8% | 6.6 percentage points above |
Local market context
Community activity around the audience
AudienceScout connects 91 local facility records with M1M. Recreation is the largest represented category with 72 records, adding another signal for local media, partnership, service-area, and campaign planning.
Education13
Health care2
Culture and art4
Recreation72
Platform audience potential
Match channel planning to the local age mix
Facebook has the largest modeled audience among the displayed channels at 15,337 people. Compare that opportunity with the other estimates before setting the regional channel mix and budget.
11,954YouTube estimate · 63.1%
15,337Facebook estimate · 81.0%
9,608Instagram estimate · 50.7%
4,923TikTok estimate · 26.0%
Practical campaign implications
Turn the strongest M1M signals into campaign tests
Use these as evidence-based starting hypotheses, then validate them against campaign performance and your own customer results.
- Immigrant population: 42.3%19.4 percentage points above the Canadian benchmark
Consider culturally relevant research, multilingual media where appropriate, and creative tested with the communities being addressed.
- Bachelor's degree or higher: 34.0%7.5 percentage points above the Canadian benchmark
Professional, technology, financial, and knowledge-led propositions can be tested with more specialized messaging.
- Families with children: 40.9%6.9 percentage points above the Canadian benchmark
Test family-oriented services, household value, education, recreation, and parent-focused creative.
Related market context
Compare other Scarborough postal regions
These regions share the Scarborough postal community and are ordered by population similarity to M1M.
M1M audience questions
Using this postal-region profile
How large is the audience in M1M?
M1M represents 23,258 residents and 8,640 households in Scarborough. The average household size is 2.7 people.
What demographic characteristics stand out in M1M?
Immigrant population is 42.3%, 19.4 percentage points above the Canadian postal-region benchmark; Bachelor's degree or higher is 34.0%, 7.5 percentage points above the Canadian postal-region benchmark; Families with children is 40.9%, 6.9 percentage points above the Canadian postal-region benchmark.
How does M1M compare with another postal region?
M1N is one useful Scarborough postal-region comparison because its population is similar to M1M. It has 3.4% higher median income · 0.2 years older on average.
How can I find other regions that match the M1M audience?
To find regions with a profile similar to M1M, begin with university education near 34.0% and families with children near 40.9%. Adjust each minimum to make the audience broader or more selective.
How can customer postal codes be analyzed in M1M?
Import postal codes to measure customer concentration in M1M, 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.