o 1.6 million (29%) of those who intend to buy/lease a vehicle next year are considering a hybrid as a potential option.
o Males are slightly more interested in hybrids (55%).
o 46% of potential buyers of hybrids are under 34 years old.
o Ontario and Quebec are the regions with the highest incidences of buyers interested in hybrid vehicles.
o 27% have a professional/university degree (slightly above the national average).
o 68% have 2 or more cars in their household.
o 47% drive sedans.
o 56% intend to buy/lease a sedan within the next 12 months (1.7 times the national average).
o 62% drive less than 20,000 kilometers per year.
o 33% spend more than 15 minutes commuting to work every day.
o The top three media for yesterday exposure for potential hybrid buyers are: TV 86%, radio 85% and Internet 59%.
o The most popular radio formats (weekly reach) among potential hybrid purchasers are: news/talk (22%), adult contemporary (11%) and hot adult contemporary (10%).
Source: BBM RTS Canada Fall ’04 / Spring ’05, 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.
