Who are Canada’s sun seekers and what else do they prefer: BBM Media Snapshot

It just naturally follows that the adult Canadians who seek sunny climes for their vacation are 80% more likely than their compatriots to consume rum once a week or more. But what else should you know about their preferences and behaviour?

Some 3.7 million Canadians (13%) have taken a vacation of at least 4 days in Hawaii, Mexico or on a Caribbean island in the past 3 years. Here’s the skinny on some of their other habits.

* These vacationers have an average annual household income of $82,000, compared with a $65,000 average for other Canadians.

* They are 3 times more likely than average Canadians to stay at an all-inclusive resort when on vacation in the past 3 years.

* They are twice as likely to have eaten at a high-quality, formal, dine-in restaurant at least once in the past month than average Canadians.

* These vacationers are 70% more likely to participate in adventure sports (sky diving, scuba diving, etc.) than average Canadians.

* Residents of British Columbia are twice as likely as average Canadians to have vacationed in one of the top sun spots (Hawaii, Mexico or on a Caribbean island) in the past 3 years.

* The top 3 media by yesterday exposure for overseas vacationers are TV (87%), radio (84%), and Internet (71%).

* Looking at weekly radio reach, the top three formats for this group are News/Talk (37%), Adult Contemporary (30%) and Hot Adult Contemporary (23%).

* The top three television program types watched in an average week by overseas vacationers are Movies (62%), News/Current Affairs (60%) and Suspense/Crime dramas (44%).

Source: BBM RTS Canada, Fall ’06, Individuals 12+. The preceding information is from BBM RTS, a syndicated consumer-media survey of over 64,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Craig Dorning of BBM Analytics: cdorning@bbmanalytics.ca.