BBM Snapshot: Herbal tea drinkers by the numbers
How's this for a stereotype buster: The 4.8 million Canadians who dote on herbal tea are 1.6 times more likely to be widowed than the rest of us, but they're also 1.8 times more likely to buy motorcycles.
A whopping 4.8 million of Canadians quaff herbal tea every day. What other cuppas are they into?
• This group is 1.6 times more likely to be widowed than average Canadians;
• Herbal tea fans also like motorbikes, and are 1.8 times more likely than average Canadians to have purchased a motorcycle in the past 2 years;
• When herbal tea drinkers drink coffee, they still like to avoid caffeine, and are 2.2 times more likely than average Canadians to drink decaffeinated coffee every day;
• These Canadians also try to avoid nicotine, and are 1.9 times more likely than average Canadians to have used a smoking cessation patch or gum in the past 30 days;
• They are 1.7 times more likely than average Canadians to have spent $500 or more on women’s shoes in the past year;
• Herbal tea drinkers are twice as likely as average Canadians to shop once or more each month at natural food stores;
• They are twice as likely as average Canadians to be planning on moving to a townhouse or row house in the next two years;
• The top 3 media by yesterday exposure for Canadians who drink herbal tea daily are TV (87%), Radio (83%) and Internet (61%);
• News/Talk (38%), Adult Contemporary (29%) and Hot Adult Contemporary (18%) are the top three formats by weekly radio reach for these Canadians;
• And the top three television program types watched in an average week by herbal tea lovers are Movies (56%), News/Current affairs (56%) and Suspense/Dramas (41%).
The preceding information is from BBM RTS Canada Fall ’07, Individuals 12+, part of BBM RTS, 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.