* 2.2 million Canadians (8%) travelled to Europe during the last two years.
* Canadians over 60 years of age have the highest incidence (1.4 times more than the national average) of European travel.
* Females (56%) travelled slightly more than males (44%) during the last two years.
* The average personal yearly income if those travelling to Europe is $40,200. The Canadian average is $31,000.
* The U.K. was visited by 41% of travellers, France by 30%, and Italy by 18%. 26% went to other countries.
* The average cost of their last vacations was $3,100 (two times more than the national average).
* 37% (2.3 times more than the national average) are members of Aeroplan; 17% (2.1 times more than the national average) are members of other airline frequent flyer program.
* In terms of yesterday exposure, the top three media for Canadians who travelled to Europe during the last two years are: radio (85%), TV (84%) and Internet (63%).
* Their favourite radio formats are: news/talk (1.6 times the national average), adult contemporary and classical/fine arts (2.5 times more than the national average).
* The top Internet activities for these travellers is to access current news (1.2 times national average), read online newspapers (1.4 times the national average), and purchase products or services (1.3 times the national average).
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.
