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Demographic Segment * Population
The percentage of urban residents was increased from 54% in 1941 to 81% in 2011. The most popular cities are Toronto, Vancouver and Montreal. Montreal and Vancouver accounted for 35% of Canada’s population. Since more and more Canadians move from rural areas to urban areas, department store retailers can reach more customers if they open their stores in urban areas. * Age Structure
Canada is facing population aging. In 2014, the median age of male Canadians was 40.4 years old and the median age of female Canadians was 42.9 years old. Moreover, it is reported by the latest population projections, the proportion of Canadian aged 65 years old and older will increase to 20.1% of Canada’s population in July, 2024. According to Sotheby’s International Realty, the average household income of baby boomers is from $300,000 to $500,000. After a lifetime hard work, they want to enjoy upper class lifestyles. Thus, baby boomers have the ability and motivation to purchase high-end brands. * Geographic Distribution
In 2013, 86.2% of Canadians lived in Ontario, Quebec, British Columbia, and Alberta. In 2015, there were 13,792,100 Canadians who lived in Ontario. Quebec had the second largest population size in 2015 at 8,263,600. British Columbia had the population size at 4,683,100 in 2015 and Albert had the population size at 4,196,500 in 2015. People live in Ontario, Quebec, British Columbia, Alberta play a large part of the Canada’s entire population, so people in these three can contribute to a large portion of department stores’ revenue. * Income Distribution
According to David Hodges and Mark Brown, family with two or more members, with an income range of $61,929 to $88,074 per year and unattached individuals with an income range of $23,357 to $36,859 per year, are in middle class. Moreover, Canadians in the middle

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