* 3.8 million Canadians (14%) frequently use camping as accommodation when on vacation.
* The majority of these campers are under 44 years old.
* The Prairies and B.C. stand out as the regions with the highest incidence of frequent campers at almost 1.4 times the national average.
* Their interest for outdoor activities compared to the Canadian average:
* When in season, their top activities are hiking (86%, 1.8 times more than national average), swimming (68%), cycling (59%) and fishing (54%, 1.5 times more than the national average).
* They canoe 1.9 times more and participate 1.8 times more in adventure sports (scuba diving, water rafting, etc.) than the national average.
* During the past two years, camping accommodation users bought 2.4 times more camping equipment, 1.7 times more hunting/fishing equipment, 3.2 times more camping trailers, and 1.6 times more ATVs (all terrain vehicle) compared to the national averages
* TV (86%), radio (86%) and Internet (59%) are the top media vehicles to communicate with them (as of yesterday’s exposure).
* Their preferred radio formats are adult contemporary, news talk, classic/mainstream rock and mainstream top 40.
Source: BBM RTS Canada Fall ’04 / Spring ’04, individuals 12+
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.
