BBM Snapshot: Cross-Country Skiers
These winter enthusiasts are twice as likely as average Canadians to have ordered a vegetarian meal when dining out in the past week.
Approximately 3.7 million (13%) of Canadians participate in cross-country skiing, either regularly or occasionally. Here’s what else they’re into.
• Cross-country skiers are 40% more likely than average Canadians to reside in Quebec;
• When skiing in Quebec, this group is 2.4 times more likely than average Quebec residents to purchase wine at a dépanneur or corner store;
• Cross-country skiers are 2.4 times more likely to be found at a curling rink than average Canadians;
• While these skiers like to make the most out of Canadian winters, they are 2.5 times more likely to have visited Jamaica and 2.2 times more likely to have visited Cape Breton Island in the past three years than average Canadians;
• Cross-country skiers are 2.6 times more likely to have bought a boat in the past two years than average Canadians;
• And they are 2.6 times more likely than average Canadians to have gone whale-watching;
• This group of Canadians is twice as likely as average Canadian to have ordered a vegetarian meal when dining out in the past week;
• They are 2.6 times more likely to have attended a health and living show in the past year than average Canadians;
• The top 3 media by yesterday exposure for Canadians who participate in cross-country skiing regularly or occasionally are Radio (88%), TV (84%) and Internet (66%);
• News (40%), Adult Contemporary (32%) and Hot Adult Contemporary (18%) are the top three formats by weekly radio reach for these skiing enthusiasts;
• And the top three television program types watched in an average week by this group are Movies (61%), News/Current affairs (55%) and Documentaries (42%).
The preceding information is from BBM RTS Canada Fall ’07 (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 at firstname.lastname@example.org.