Amongst Canadians aged 18+ who drink beer at least once a week, 500,000 (4.5%) say Corona is the brand they consume most often.
* 60% of loyal Corona consumers are 18 to 44 years old.
* The region with the highest consumption rate is British Columbia at 1.6 times higher than the national beer consumer average.
* The average personal yearly income of loyal Corona consumers is $41,000, slightly higher than the beer consumers’ average income of $40,000.
* 38% of loyal Corona consumers (1.3 times more than the national beer consumer average) changed their preferred beer brand during the last two years.
* 44% of loyal Corona consumers state a preference for imported beers at a rate 2.2 times higher than the beer consumer average.
* 34% of loyal Corona consumers are members of a health club (two times greater than the national beer consumer average).
* Europe (39%), Mexico (34%) and the Caribbean (32%) are the top international destinations Corona consumers have visited. They have also visited Central and South America twice as often than the national beer consumer average.
* Loyal Corona consumers attended travel shows two times more often when compared to the national beer consumer average.
* The top three media by yesterday exposure for loyal Corona consumers are: radio (90%), TV (86%) and the Internet (66%).
* Their favourite radio formats (weekly reach) are: adult contemporary (20%), news/talk (19%) and mainstream top 40/CHR (15%, 1.5 times more than the beer consumer average).
* The top television program genres watched in an average week are: movies (70%), news/current affairs (60%) and documentaries (52%).
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.
