* 7.48 million Canadians (28%) spend $40 or more on long distance calling per month.
* Of those spending $40+ per month on long distance calls, 57% are female and 43% are males.
* The top three age groups among those spending $40+ on long distance calls are 45 to 54 (21%), 35 to 44 (20%) and 65+ at (17%).
* 34% of people living in the Prairie region spend $40+ on long distance calling. This is the highest compared to the national average of 28%. B.C., Ontario and Atlantic regions are average with 31%, 30% and 27% respectively. Quebec is the lowest with only 18% of the population spending $40+ on long distance calling per month.
* 26% of the people who spent $40+ on long distance calling also bought pre-paid calling cards in the past year.
* 41% of people who spend $40+ per month on long distance calls also spend $30+ a month on their cellular telephone.
* 12% of people who spent $40+ on long distance calling changed their supplier in the past 12 months.
* The top three media (yesterday exposure) for people who spend $40+ on long distance calling are: television (87%), radio (85%) and daily newspaper at (57%).
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.
