* 994,000 Canadians (4%) regularly practice inline skating.
* 71% of regular inline skaters are below 34 years of age; 19% are between 35 and 44 years old.
* Those who regularly practice inline skating are mostly single people, an incidence that is two times higher than the national average.
* Quebec has the highest incidence of regular inline skaters (1.6 times the national average). It is the only region above the national average.
* 75% of regular inline skaters attend live pro sports events. Compared to the national averages, they attend three times more tennis matches, two times more golf events, and 1.9 times more basketball games.
* Besides inline skating, 76% practice ice-skating (2.3 times national average), 64% play billiard/pool (1.8 times the national average), and 62% go bowling (1.5 times the national average).
* At least four of every five regular inline skaters used skin protection/tanning products last year: 64% used sunscreen with an SPF higher than 15; 48% used sunscreen with SPF 15 or less (1.7 times the national average); and 28% used suntan oil (1.5 times the national average).
* Radio (88%), TV (82%), and Internet (65%) seem to be the best media to communicate with inline skaters (for yesterday exposure),
* Based on weekly reach, mainstream Top 40/CHR (21%), news/talk (14%) and classic/mainstream rock are their favoured radio formats.
* Their favourite TV shows watched in an average week are: movies (77%), hockey (when available) (55%), news/current affairs (54%), and in the hotly-contested fourth place – situation comedies, reality shows, cartoons and contest shows, all with 40%.
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
