* 1.2 million Canadians (5%) spend $50+ on average each month on lottery tickets.
* 31% of those who spend $50+ on lottery tickets every month are between the ages of 45 to 54 years old (1.7 times more than the national average); 39% are 55+ years old.
* 68% of those who spend $50+ on lottery tickets are males.
* The average personal yearly income of Canadians who spend $50+ on lottery tickets per month is $43,000 (1.4 times more than the national average).
* The top lotteries/draws played at least once a month by these Canadians are: 89% Lotto 6/49, 82% Super 7 and 42% Extra/Tag/Plus/Mini.
* Canadians who spend $50+ on lottery tickets every month play 2 times more online/Internet casino games, bet money 2.4 times more often on horse races, and play 1.9 times more bingo games, when compared to the national averages.
* Canadians who spend $50+ on lottery tickets every month enjoy attending sporting events: 43% attended hockey games, 33% attended baseball games (1.4 times the national average), 26% attended football games (1.7 times the national average), and 20% attended horse races (2.3 times the national average).
* TV (86%), radio (83%), and Internet (54%) seem to be the best media to communicate with them based on yesterday’s exposure.
* Based on weekly reach, news/talk (25%), adult contemporary (15%), and classic/mainstream rock (12%) are their favourite radio formats.
* News/current affairs (73%), movies (70%) and hockey when in season (55%) are this group’s most popular television programs by weekly viewing.
Source: BBM RTS Canada Fall ’04 / Spring ’04, 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.
