* 1.3 million Canadians (5%) are heavy consumers of sports energy drinks (at least once per week).
* 43% of heavy consumers are under 24 years of age.
* They are predominantly male (71%).
* BC stands out as the region with the highest incidence of sports energy drink consumers (1.4 times more than the national average).
* Their top activities are hiking (61%), swimming (61%), home exercising (58%), and cycling (55%).
* 21% are members of a health club (1.4 times more than the national average).
* Among their top purchases during the last two years are: a car stereo (1.7 times more than the national average), console video system (1.7 times more than national average), motorcycle (1.5 times more than the national average), and a MP3 player (1.5 times more than the national average).
* Compared to national averages, heavy consumers of sports energy drinks are twice as likely to have piercings and 1.8 times more likely to have a tattoo.
* In terms of yesterday’s exposure, the top three media for Canadians who are heavy consumers of sports energy drinks are: TV (86%), radio (82%) and the Internet (64%).
* Movies (76%) and hockey when available (58%) are their top TV program types watched in an average week. However, their preference for sports stands out from the average. They watched 2.2 times more basketball, 1.9 times more NFL, 1.7 times more golf, and 1.5 times more auto racing.
Source: BBM RTS Canada Fall ’04/Spring ’04
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.
