* 3.2 million (12%) Canadians drive a minivan.
* There is an equal split between men and women driving minivans.
* Minivan drivers mostly live in large households. 71% have households of 3 or more members.
* 55% of the minivan drivers – 1.4 times the national average – have children living at home.
* 64% of minivan drivers are between the ages of 25 and 54 years. 5% of minivan drivers are teens.
* The average personal yearly income of Canadians who drive a minivan is $34,000, slightly higher than the national average of $30,000.
* 63% of minivan drivers own or lease more than one vehicle per household.
* Minivan drivers drive on average 15,700 kilometers per year, somewhat higher than the national average of 13,500 kilometers per year.
* Minivan drivers are evenly spread across Canada’s regions.
* The top four media for yesterday exposure against minivan drivers are television (87%), radio (85%), daily newspaper (53%), and Internet (52%).
* Looking at radio weekly reach, the top three formats among minivan drivers are adult contemporary (21%), news/talk (19%), and classic/mainstream rock (10%).
* The top three television program genres watched in an average week by minivan drivers are movies (68%), news/current affairs (64%) and suspense/crime drama (43%).
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.
