* 4.5 million (17%) Canadians attended a home/garden show one or more times during the past year.
* Only a slight majority of home/garden show attendees are females (55%).
* The top two age groups attending home/garden shows are between the ages of 45 to 54 (23%) and 35 to 44 (20%). Hardly any young people (12 to 24 years old) attend.
* Highlights about home/garden show attendees include: 84% of them own their own house; 71% live in single detached homes; 20% plan to move during the next two years.
* 14% of home/garden shows attendees have hired gardening/landscaping services.
* The top three improvements/projects during the last two years among home/garden show attendees were: interior painting/wall paper (52%), landscaping or yard improvements (51%), and exterior painting (36%).
* 32% of home/garden show attendees spent more than $5,000 on home improvements in the past two years, 1.5 more than the Canadian average.
* The top three media for yesterday exposure for home/garden shows attendees are radio (89%), television (88%) and daily newspaper (61%).
* The top three radio formats among home/garden show attendees (weekly reach) are: news talk (23%), adult contemporary (20%) and country (9%).
* 66% of home/garden show attendees consider ‘gardening and homes’ their top type of magazines (readership in past month), followed by ‘food and beverages’ with 48%.
* Movies (71%), news/current affairs (69%) and home improvement shows (50%) are the top television program types watched in an average week by home/garden show attendees.
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.
