A Comparison of U.S. and Canadian Consumers

Abstract

This paper uses data from the PMB database in Canada, the Simmons SMM database in the United States, the 3SC Monitor of the Environics Research Group, and geodemographic analyses undertaken by Compusearch Micromarketing Data and Systems to suggest that intermarket (and indeed intramarket) comparisons between Canada and the United States are multifaceted and multitiered. The paper proposes that, while there are many similarities in product-usage patterns between the two countries, there are also many differences which national and international marketers could recognize in order to optimize the chances for product success.