* 4.8 million Canadians (17%) have at least one credit card with loyalty rewards.
* The average personal yearly income of Canadians with credit cards with loyalty rewards is $50,000 (1.6 times the national average).
* 21% of these card holders completed their university studies (1.6 times the national average).
* 40% are middle management professionals and 22% are upper management professionals.
* 51% of reward credit card holders have Visa; 46% have a Master Card; and 20% have an American Express.
* Canadians with credit cards with loyalty rewards are 1.9 times more likely to be members of Aeroplan and 2.1 times more likely to be members of other airline reward programs, compared to the national averages.
* When compared to the national averages, the top categories in which they spent $150+ last year are: china/tableware (twice the national average), online shopping (1.8 times more), flowers for someone else (1.8 times more), and office supplies (1.7 times more).
* TV (89%), radio (88%) and Internet (65%) are their top three media choices by yesterday exposure.
* Looking at radio weekly reach, their favourite formats are: 25% news/talk (1.3 times more than the national average), 15% adult contemporary, and 11% classic/mainstream rock.
* News/current affairs (68%), movies (67%) and suspense/drama (48%) are the top television program types they watched in an average week.
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.
