* 900,000 Canadians (3%) regularly enjoy power boating (when in season). 51% of regular power boating users are middle age adults (35-54 years old).
* Regular power boaters are more likely to be men (60%) than women (40%).
* The average personal yearly income of regular power boaters is $39,500 (1.3 times greater than the national average).
* They are highly involved in all the water sports. Regular power boaters go fishing 2 times more often than the national average; go water skiing 5 times more; canoeing 2 times more; and jet ski riding 4 times more than the national average.
* Consumer shows are also of interest to power boaters. Last year, regular power boaters attended boat shows 6.8 times more than the national average; sportsman/outdoors shows 4.6 times more; RV shows 3.8 times more; cottage shows 5 times more; and motorcycle show 3 times more than the national average.
* Power boaters are 2.2 times more likely to drive a pickup truck; 2 times more likely to drive a sports utility vehicle; and 1.4 times more likely to drive a minivan compared to the national average.
* Regular power boaters drive their vehicles 20,800 km per year on average while Canadian adults (18+) drive their vehicles an average of 16,000 km per year.
* TV (88%), radio (84%), the Internet (59%), and daily newspapers (49%) are top four media as of yesterday’s exposure for power boaters.
* The top radio formats listened to by regular power boaters (weekly reach) are: adult contemporary, classic mainstream rock (1.5 times more than the national average) news talk, and hot adult contemporary (1.4 times more than 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.
