BBM Snapshot: Everything you wanted to know about nature and eco mag buffs

In the no-brainer department, the 5.9 million Canadians who like to 'read green' are 30% more likely than average Canadians not to have an automobile.

Among the unique attributes of Canadians with an interest in flora and fauna magazines is the fact that they’re 50% more likely than their fellow citizens to have a bird as a pet. And for those not tasked with placing bird feed ads, here are some other interesting proclivities of the 5.9 million (20%) Canadians who habitually read ‘green’ magazines.

▪ They’re 30% more likely not to have a vehicle in their household.

▪ When they do drive a car, they’re 40% less likely to drive a Cadillac than average Canadians, and 40% more likely to drive a Volvo.

▪ They’re avid newspaper readers, spending 40% more time reading local newspapers each week than other Canadians.

▪ They’re twice as likely to have visited an antique shop one or more times in the past month.

▪ They’re also twice as likely to have pet insurance.

▪ They’re 2.3 times more likely to have visited Australia or New Zealand in the past three years.

▪ They’re twice as likely to have purchased pre-paid funeral services for themselves or someone else in the past two years.

▪ Their top three media are TV (88%), Radio (85%) and Internet (63%) (yesterday’s exposure).

▪ News/Talk (41%), Adult Contemporary (28%) and Hot Adult Contemporary (19%) are the top three formats by weekly radio reach for Canadians in this group.

▪ And the top three television program types watched in an average week by nature and ecology magazine readers are news/current affairs (63%), movies (60%) and documentaries (46%).

The preceding information is from BBM RTS (BBM RTS Canada Spring ’08, Individuals 12+), a syndicated consumer-media survey of over 64,000 Canadians, conducted twice a year by BBM Analytics. For more information contact Nini Larsen at