A profile of Canadians who frequently read advertising flyers inserted into the local weekly paper
* 18% of Canadians frequently read the flyers that come with their local weekly paper.
* They tend to be in the older demographics, with 56% aged 45 or older and 17% in the 65+ segment.
* They are more likely to be female (60%) than male (40%).
* 37% have a yearly household income of $60,000 or more.
* B.C. has the highest incidence of frequent readers in Canada at 28% versus the 18% Canadian average. Ontario is also higher than average with 21%. The Prairie region has average readership (18%) while Atlantic Canada is below average (12%). Quebec has the lowest proportion of all (11%).
* Their top five retail spending categories – in which they have spent $150 or more in the past year – are women’s clothing (57%), men’s clothing (48%), auto service (47%), children’s clothing (35%), and furniture (27%).
* In terms of yesterday exposure, the top four media for Canadians who frequently read weekly newspaper flyers are: TV (90%), radio (87%), daily papers (59%) and the Internet (49%).
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
