* 5 million Canadians (19%) started or completed deck or fencing improvements (by themselves) during the last two years.
* 62% of those who started/completed deck/fencing improvements are between 25 and 54 years old; 12% are teens.
* The average personal yearly income of Canadians who started or completed deck or fencing activities is $32,800, slightly higher than the national average of $30,000.
* 75% own their own home and 77% have no interest in moving anywhere else.
* More than half of those who started/completed deck/fencing improvements by themselves also had some other home projects. 68% had landscaping or yard improvements (1.8 times the national average); 64% interior painting/wall paper, and 50% did exterior painting (1.8 times the national average).
* Their home improvement spending during the last two years was approximately $5,200 – 1.4 times higher than the national average.
* Their favoured three media for yesterday exposure are: TV (89%), radio (87%) and Internet (58%).
* Looking at radio weekly reach, their three favourite formats are: news/talk (17%), adult contemporary (16%) and classic/mainstream rock (12%).
* Their top television program types watched in an average week are: movies (71%), news/current affairs (59%), and suspense/crime dramas, hockey (when available) and home improvements, all evenly ranked in the third place at 42%.
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.
