* In the past three years, 1.5 million Canadians visited Disneyworld in Florida.
* The two largest age groups visiting Disneyworld are: teens (17%) and their parents 35 to 44 (23%).
* They have above average annual household income with almost half (46%) making $75,000 or more.
* They are more likely than average (1.3 times) to have children under 12 in the household but less likely to have children under 3.
* Over half of Canadian Disneyworld visitors (55%) are drawn from Ontario.
* They also enjoy visiting:
o zoos/aquariums/animal parks (38% visiting in past year).
o art galleys/museums/science centers (37% visiting in past year).
o video arcades/indoor amusement centers (24% visiting in past year).
* They are 2.4 times more likely than the average Canadian to have spent $4,000 or more on their last vacation.
* In terms of yesterday exposure their top media choices are: TV (88%), radio (88%), Internet (64%), and daily papers (51%).
* Their favourite radio formats by weekly reach are: adult contemporary (34%), news/talk (31%), hot adult contemporary (30%), and classic rock (28%).
* Favourite TV programs by weekly viewing are: movies (68%), news/current affairs (58%), hockey (in season) (43%), and reality shows (41%).
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.
