* 8.8 million Canadians (32%) ice skate sometimes or regularly.
* 13% are regular skaters.
* 26% of ice skaters are over 44 years old. Canadians 12 to 17 years old are 1.6 times more likely to ice skate.
* Ice skating is equally popular across Canada except in BC which has below average incidence.
* Those who ice skate also inline skate and play hockey (almost 2 times the national average).
* 9% of ice skaters purchased ski/snowboard equipment within the past 2 years (1.5 times the national average).
* Compared to the national averages ice skaters are 1.6 times more likely to go shopping at ‘Play it Again Sports’ and 1.5 times more likely to shop at Sports Experts.
* By yesterday exposure, TV (87%), radio (85%) and Internet (68%) are the best media to communicate with ice skaters.
* Based on weekly reach, news talk (17%), adult contemporary (13%) and mainstream Top40/CHR (13%, 1.4 times the national average), are their favoured radio formats.
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.
