Single-detached homes
67.0%Home maintenance, outdoor, renovation, utilities, and property-related campaigns may deserve a larger test.
Manitoba postal region
R2K demographics and market profile
See what distinguishes this audience, how it compares with other markets, and which local characteristics can shape campaign decisions in Winnipeg.
AudienceScoutR2K · WinnipegLoading the R2K boundary…
Selected postal region
Market profile
A market of 34,345 people
Size the opportunity, understand its household composition, and identify the local patterns that make R2K different from the typical Canadian postal region.
Population34,345
Households13,735
Median income$77,000
Average age39.8
R2K market summary
What distinguishes this postal-region audience
R2K represents 34,345 residents and 13,735 households in Winnipeg. Its average household contains 2.5 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: 67.0%, or 14.4 percentage points above the benchmark. Worked from home is 15.6%, 8.2 percentage points below the benchmark.
For campaign planning, these patterns give R2K 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 Winnipeg.
Audience matching
Find more regions that resemble R2K
To find regions with a profile similar to R2K, begin with household income near $77,000 and university education near 21.4%. 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 R2K and the Canadian postal-region benchmark.
Worked from home
15.6%Commuter occasions, workplace-adjacent placements, and time-of-day planning may play a larger role.
Median household income
$77,000Lead with practical value, accessible pricing, savings, or efficiency when testing offers in this region.
Bachelor's degree or higher
21.4%Use direct, practical language that demonstrates the everyday value of the offer.
Detailed comparison
How R2K 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 | R2K | Canada FSA benchmark | Difference |
|---|---|---|---|
| Median household income | $77,000 | $85,788 | 10.2% below |
| Average household size | 2.5 people | 2.4 people | 2.9% above |
| Owner households | 66.7% | 66.5% | 0.2 percentage points above |
| One-person households | 28.2% | 29.4% | 1.2 percentage points below |
| Families with children | 36.8% | 34.0% | 2.8 percentage points above |
| Bachelor's degree or higher | 21.4% | 26.5% | 5.1 percentage points below |
| Immigrant population | 25.1% | 22.9% | 2.2 percentage points above |
| Worked from home | 15.6% | 23.8% | 8.2 percentage points below |
Local market context
Community activity around the audience
AudienceScout connects 48 local facility records with R2K. Recreation is the largest represented category with 23 records, adding another signal for local media, partnership, service-area, and campaign planning.
Education18
Health care5
Culture and art2
Recreation23
Platform audience potential
Match channel planning to the local age mix
Facebook has the largest modeled audience among the displayed channels at 22,059 people. Compare that opportunity with the other estimates before setting the regional channel mix and budget.
17,766YouTube estimate · 66.0%
22,059Facebook estimate · 82.0%
14,357Instagram estimate · 53.4%
7,425TikTok estimate · 27.6%
Practical campaign implications
Turn the strongest R2K 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: 67.0%14.4 percentage points above the Canadian benchmark
Home maintenance, outdoor, renovation, utilities, and property-related campaigns may deserve a larger test.
- Worked from home: 15.6%8.2 percentage points below the Canadian benchmark
Commuter occasions, workplace-adjacent placements, and time-of-day planning may play a larger role.
- Median household income: $77,00010.2% below the Canadian benchmark
Lead with practical value, accessible pricing, savings, or efficiency when testing offers in this region.
Related market context
Compare other Winnipeg postal regions
These regions share the Winnipeg postal community and are ordered by population similarity to R2K.
R2K audience questions
Using this postal-region profile
How large is the audience in R2K?
R2K represents 34,345 residents and 13,735 households in Winnipeg. The average household size is 2.5 people.
What demographic characteristics stand out in R2K?
Single-detached homes is 67.0%, 14.4 percentage points above the Canadian postal-region benchmark; Worked from home is 15.6%, 8.2 percentage points below the Canadian postal-region benchmark; Median household income is $77,000, 10.2% below the Canadian postal-region benchmark.
How does R2K compare with another postal region?
R2G is one useful Winnipeg postal-region comparison because its population is similar to R2K. It has 1.3% lower median income · 5.3 years older on average.
How can I find other regions that match the R2K audience?
To find regions with a profile similar to R2K, begin with household income near $77,000 and university education near 21.4%. Adjust each minimum to make the audience broader or more selective.
How can customer postal codes be analyzed in R2K?
Import postal codes to measure customer concentration in R2K, 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.