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These are the movers, shakers and famous of Canada. Average household incomes are comfortably in the six figures, but incomes in the seven figures are common. Patrons of the arts, front row season ticket holders to major sports teams, and extensive travel are part of their lifestyles.

Everyone loves a deal, and these deal seekers have the highest concentration of Joe Fresh and Marshall's shoppers. A mixed group of mainly European and Asian backgrounds, this group generally lives in the outskirts and suburbs of Toronto.

This group lives in and around urban centres like Toronto and Montreal in rented duplexes, row houses and semi-detached houses, where they raise their children (often alone). For this group, live events are better, so you'll find them at baseball, film festivals, live theatre, soccer and basketball venues.

With a population of 40% visible minorities, this group is a diverse crowd. Despite having little left over at the end of the month, having the latest tech device, keeping up on fashion, and the occasional dinner out are part of their lifestyle.

La belle vie! These Francophone Canadians enjoy life across Quebec's cities, both large and small (85%). They enjoy fine dining restaurants, and both imported and craft wines and beers. Of all groups, they spend the most on tobacco and alcohol.

It's hockey night in Canada: these fans from primarily smaller Canadian cities like Calgary, Edmonton and Ottawa work mid-level white collar management and administrative jobs. In true "working for the weekend" style, this group likes to get away, and they book pre-packaged vacations at all-inclusive resorts in the sun.

The people in this group are educated with college degrees and trades certifications, which provide jobs generating above average incomes. These large, common-law couple families live in mid- to large-sized suburban homes, and represent a large segment of Quebec's population.

This group hails mostly from the East Coast (54%), Ontario (20.2%), and Manitoba & Saskatchewan (18.8%). They work blue collar jobs in manufacturing and farming. They mainly come from Northern European backgrounds, or identify as Aboriginal (16.6%) or North American Indian (14%). When not working, they fish and snowmobile in the winter, and they prefer to stay home with friends and family over going out.