BBM Media Snapshot: Canadians who visit national or provincial parks

* 11 million (40%) Canadians visited national/provincial parks one or more times during the past year.
* There was an equal split between males and females.
* The prairie provinces (57%) and B.C. (53%) show up as the regions with more park visitors. In contrast, only 27% of Quebecois visited national or provincial parks during the last year.
* The average personal yearly income of Canadians who visited national/provincial parks is $33,000, slightly higher than the national average of $30,000.
* Park visitors drive longer distances on average (15,000 kilometers per year) than the Canadian average of 13,500 kilometers per year.
* Radio (88%), television 86% and Internet (61%) are national/provincial park visitors' top three media by yesterday exposure.
* Looking at the preferred radio formats of park visitors, the top three are news/talk (20%), adult contemporary (15%) and classic/mainstream rock.
Movies (71%) followed by news/current affairs (65%) and documentaries (47%) are their most popular television shows by weekly average viewing.
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.
By Staff 
June 2, 2005

* 11 million (40%) Canadians visited national/provincial parks one or more times during the past year.

* There was an equal split between males and females.

* The prairie provinces (57%) and B.C. (53%) show up as the regions with more park visitors. In contrast, only 27% of Quebecois visited national or provincial parks during the last year.

* The average personal yearly income of Canadians who visited national/provincial parks is $33,000, slightly higher than the national average of $30,000.

* Park visitors drive longer distances on average (15,000 kilometers per year) than the Canadian average of 13,500 kilometers per year.

* Radio (88%), television 86% and Internet (61%) are national/provincial park visitors’ top three media by yesterday exposure.

* Looking at the preferred radio formats of park visitors, the top three are news/talk (20%), adult contemporary (15%) and classic/mainstream rock.

Movies (71%) followed by news/current affairs (65%) and documentaries (47%) are their most popular television shows by weekly average viewing.

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.