* Two million Canadians (8%) snowmobile regularly or sometimes.
* Canadians 12 to 24 years old are one and a half times more likely to snowmobile.
* Males (58%) are slightly more likely to snowmobile.
* Atlantic Canada and the Prairie Provinces (both with 10%) have the highest incidence of snowmobiling but Ontario and Quebec are close behind (both with 8%).
* Sports and activities related with speed seem to be preferred by this group. Snowmobilers participate in jet skiing, water skiing, and power boating two to three times more than the national average.
* When analyzing magazine titles read, snowmobilers are 1.7 times more likely to read Playboy, 1.6 times more likely to read Seventeen and 1.6 times more likely to read Maxim, compared to the national averages.
* 15% own a family cottage (one and half times more than the national average).
* The top media by yesterday exposure are: TV (87%), radio (85%), and Internet (64%).
* Snowmobilers are 1.7 times more likely to prefer AOR/mainstream rock and 1.4 more likely to prefer mainstream Top 40/CHR, when comparing their favourite radio formats to the national averages.
Source: BBM RTS Canada Fall ’04 / Spring ’05
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.
