Immigrant population
65.1%Consider culturally relevant research, multilingual media where appropriate, and creative tested with the communities being addressed.
Ontario postal region
M1W 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.
AudienceScoutM1W · ScarboroughLoading the M1W boundary…
Selected postal region
Market profile
A market of 47,070 people
Size the opportunity, understand its household composition, and identify the local patterns that make M1W different from the typical Canadian postal region.
Population47,070
Households16,735
Median income$82,000
Average age46.0
M1W market summary
What distinguishes this postal-region audience
M1W represents 47,070 residents and 16,735 households in Scarborough. Its average household contains 2.8 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: 65.1%, or 42.2 percentage points above the benchmark. Single-detached homes is 30.8%, 21.8 percentage points below the benchmark.
For campaign planning, these patterns give M1W 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 M1W
Use the available income, household, age, family, ownership, and education measures to build a repeatable audience-matching rule around M1W.
Match This AudienceDistinctive market signals
The characteristics with the largest local differences
These four characteristics show the largest available differences between M1W and the Canadian postal-region benchmark.
Single-detached homes
30.8%Emphasize space-efficient products, building services, mobility, and urban convenience where relevant.
One-person households
20.3%Give household decision-making, shared-use products, and multi-person value greater emphasis.
Average household size
2.8 peopleConsider family packs, multi-person services, household bundles, and creative that speaks to shared decisions.
Detailed comparison
How M1W 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 | M1W | Canada FSA benchmark | Difference |
|---|---|---|---|
| Median household income | $82,000 | $85,788 | 4.4% below |
| Average household size | 2.8 people | 2.4 people | 15.2% above |
| Owner households | 73.9% | 66.5% | 7.4 percentage points above |
| One-person households | 20.3% | 29.4% | 9.1 percentage points below |
| Families with children | 40.1% | 34.0% | 6.1 percentage points above |
| Bachelor's degree or higher | 32.1% | 26.5% | 5.6 percentage points above |
| Immigrant population | 65.1% | 22.9% | 42.2 percentage points above |
| Worked from home | 29.4% | 23.8% | 5.6 percentage points above |
Local market context
Community activity around the audience
AudienceScout connects 124 local facility records with M1W. Recreation is the largest represented category with 86 records, adding another signal for local media, partnership, service-area, and campaign planning.
Education30
Health care5
Culture and art3
Recreation86
Platform audience potential
Match channel planning to the local age mix
Facebook has the largest modeled audience among the displayed channels at 31,944 people. Compare that opportunity with the other estimates before setting the regional channel mix and budget.
24,599YouTube estimate · 62.1%
31,944Facebook estimate · 80.7%
19,624Instagram estimate · 49.6%
9,828TikTok estimate · 24.8%
Practical campaign implications
Turn the strongest M1W signals into campaign tests
Use these as evidence-based starting hypotheses, then validate them against campaign performance and your own customer results.
- Immigrant population: 65.1%42.2 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: 30.8%21.8 percentage points below the Canadian benchmark
Emphasize space-efficient products, building services, mobility, and urban convenience where relevant.
- One-person households: 20.3%9.1 percentage points below the Canadian benchmark
Give household decision-making, shared-use products, and multi-person value greater emphasis.
Related market context
Compare other Scarborough postal regions
These regions share the Scarborough postal community and are ordered by population similarity to M1W.
M1W audience questions
Using this postal-region profile
How large is the audience in M1W?
M1W represents 47,070 residents and 16,735 households in Scarborough. The average household size is 2.8 people.
What demographic characteristics stand out in M1W?
Immigrant population is 65.1%, 42.2 percentage points above the Canadian postal-region benchmark; Single-detached homes is 30.8%, 21.8 percentage points below the Canadian postal-region benchmark; One-person households is 20.3%, 9.1 percentage points below the Canadian postal-region benchmark.
How does M1W compare with another postal region?
M1E is one useful Scarborough postal-region comparison because its population is similar to M1W. It has 0.0% higher median income · 4.3 years younger on average.
How can I find other regions that match the M1W audience?
Use the available income, household, age, family, ownership, and education measures to build a repeatable audience-matching rule around M1W.
How can customer postal codes be analyzed in M1W?
Import postal codes to measure customer concentration in M1W, 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.