* 5 million Canadians (18%) download music occasionally/frequently.
* 52% are 25 years old or younger (2.6 times the national average), 13% are over 45 years old.
* 60% of people who download MP3s are male.
* 59% are single (2 times the national average).
* 39% are students (2.5 times the national average).
* 77% live on household of 3 or more members (1.3 times the national average).
* 28% spent more than 10 hours on the Internet during the past 7 days (almost 2 times the national average).
* Compared to the national averages, people who download MP3s:
o Participate on chat groups 2.3 times more.
o Watch TV via stream video 2 times more.
o Listen to the radio via stream audio 1.7 more.
o Access radio station’s websites 1.6 times more.
* They go to rock concerts, computer shows, sky shows, and sex shows almost 2 times more the national average.
* 21% recently bought a MP3 player (twice the national average).
* Their top media choices by yesterday exposure are: TV (86%, Internet (82%) and radio (80%).
* Their favourite radio formats by weekly reach are: mainstream top 40/CHR (16%, 1.8 times the national average), news/talk 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.
