Night owls are three times more likely than average Canadians to own a TiVO or PVR, but they’re also 2.8 times more likely to watch TV infomercials in an average week. Here is some other information about them:
• 2.5 million Canadians (8%) shopped at a grocery or food store in the past week between the hours of 9pm and 5am.
• These late-night shoppers are 60% more likely than average Canadians to be between the ages of 18 and 24.
• They are twice as likely as average Canadians to have attended a concert at a nightclub or bar more than once a month in the past year.
• These night owls are 2.4 times more likely to have made a late-night purchase at a take-out/drive-through restaurant than average Canadians.
• When they eat out, these Canadians are twice as likely as average Canadians to order a vegetarian meal.
• Logically enough, these consumers are 2.2 times more likely to watch TV between the hours of 2am and 6am on weekdays than average Canadians.
• They are 2.7 times more likely than average Canadians to have used an online or Internet dating site in the past year.
• TV (87%), radio (84%) and Internet (69%) are the top 3 media by yesterday exposure for Canadians who shop at grocery or food stores between 9pm and 5am.
• The top 3 formats by weekly radio reach for this group are: News/Talk (32%), Adult Contemporary (27%) and Hot Adult Contemporary (23%).
• These night owls watched the following top 3 television program types in an average week: Movies (63%), News/Current affairs (57%) and Suspense/Dramas (43%).
Source: BBM RTS Canada, Spring 2007, Individuals 12+. The preceding information is from BBM RTS, a syndicated consumer-media survey of over 65,000 Canadians, conducted twice a year by BBM Analytics. For more information, contact Andrew Currie at acurrie@bbmanalytics.ca.
