Chiropractic-consuming Canadians: BBM Media Snapshot

Hmm . . . Seems Canucks who patronize chiropractors are actually twice as likely as average Canadians to belong to a golf club and be regular curlers.

Some 3.6 million (13%) of Canadians have visited a chiropractor in the past 6 months. Here’s what else they’ve been up to:

• Chiropractic medicine patients are 40% more likely to live in the Prairies and 45% less likely to live in Atlantic Canada than average Canadians.

• They are 4 times more likely than average Canadians to have also visited a homeopath or naturopath in the past 6 months.

• Canadians who have visited a chiropractor are 2.6 times more likely to own orthopedic supports and/or braces as average Canadians.

• Chiropractors’ patients are 2.5 times more likely to have used a smoking cessation patch or gum in the past 30 days than average Canadians.

• TV (88%), Radio (82%), and Internet (63%) are the top 3 media by yesterday exposure for Canadians who have visited a chiropractor.

• The top 3 formats by weekly radio reach for this group are: News/Talk (34%), Adult Contemporary (28%) and Country (17%).

• Movies (59%), News/Current affairs (57%), and Suspense/crime dramas (44%) are the top 3 television program types watched in an average week by chiropractic medicine patients.

Source: BBM RTS Canada, Spring 2007, Individuals 12+. The preceding information is from BBM RTS, a syndicated consumer-media survey of over 64,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Andrew Currie of BBM Analytics: