BBM Snapshot: Married women with children by the numbers
For starters, they're 2.2 times more likely than average Canadians to have used contraceptives in the last 30 days.
There are 2.4 million female Canadians who are married or living common-law and have children under 12 years of age. Here’s how they measure up as consumers:
• They are 2.5 times more likely than other Canadians to either own a minivan or to be planning to buy one.
• They are 80% more likely to have completed undergraduate studies at university.
• When it comes to magazines, these women are 60% more likely to read fashion magazines.
• They are also 2.3 times more likely to have had laser hair removal and twice as likely to use anti-aging cream.
• Married moms are 90% more likely to wear both glasses and contact lenses.
• These women are 70% more likely than average Canadians to have purchased a tent trailer or motor home in the past two years.
• They are 2.2 times more likely as a group to have used contraceptives in the last 30 days.
• TV (86%), Radio (85%) and Internet (70%) are the top 3 media by yesterday exposure.
• The top three formats by weekly radio reach for this group are: Adult Contemporary (34%), Hot Adult Contemporary (28%) and News/Talk (27%).
• Movies (52%), News/Current affairs (50%) and Soap/Serial dramas (45%) are the top three television program types watched in an average week by married Canadian moms.
Source: BBM RTS Canada, Fall 2007 (Individuals 12+), a syndicated consumer-media survey of over 65,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Andrew Currie of BBM Analytics: firstname.lastname@example.org.