Table 2.
Demographic characteristics of the rewards program (census-level data at the forward sorting area level).
| Demographic variables | Movies | Airline | Grocery | Gas |
| Age (years), mean (SD) | 33 (0.06) | 40 (0.21) | 41 (0.16) | 42 (0.30) |
| Male, n (%) | 14503 (35.40) | 1797 (39.98) | 1742 (21.66) | 1130 (44.68) |
| Household incomea (US $), mean (SD) | 52,975 (76.36) | 53,600 (262.72) | 52,822 (161.36) | 50,616 (250.36) |
| Bachelor’s degree or higher, mean % (SD) | 21 (0.00) | 25 (0.00) | 18 (0.00) | 17 (0.00) |
| Active transport for commute, mean % (SD) | 9 (0.00) | 11 (0.00) | 8 (0.00) | 8 (0.00) |
| Public transit for commute, mean % (SD) | 13 (0.00) | 14 (0.00) | 9 (0.00) | 9 (0.00) |
| Motor vehicle for commute, mean % (SD) | 77 (0.00) | 73 (0.00) | 82 (0.00) | 82 (0.00) |
| Immigrant population, mean % (SD) | 33 (0.00) | 35 (0.00) | 26 (0.00) | 27 (0.00) |
| Aboriginal population, mean % (SD) | 3 (0.00) | 3 (0.00) | 5 (0.00) | 5 (0.00) |
aCan $ currency converted at US $1.3.