* 4 million Canadians (15%) bought patio furniture during the last two years.
* 50% of those who bought are between 35 and 54 years old.
* Ontario has the highest incidence of patio furniture buyers in Canada (last two years) – 41% versus the 15% Canadian average. Ontario is the only region above the national average.
* 55% of patio furniture buyers live in families of three or more members; 39% live in households of two members.
* Their average personal yearly income is 1.4 times the national average.
* Consumer facts about those who bought patio furniture during the last two years are: 56% have gas barbecues (1.8 times national average), 13% have a pool (1.8 times national average), 12% have a camping trailer (1.7 times the national average), and 13% own a cottage (1.3 times national average).
* 25% of patio furniture buyers attend a craft show at least once a year (1.5 times national average), 22% go to home shows (1.7 times national average), and 13% attend garden shows (1.6 times national average).
* Their top media for yesterday’s exposure are radio (90%), TV (90%) and daily newspapers (61%).
* News/talk (21%), adult contemporary (20%) and classic/mainstream rock (12%), are the top radio formats amongst patio furniture buyers.
* Their preferred TV program types watched in an average week are: movies (72%), news/current affairs (70%), suspense/crime (49%), and documentaries (47%).
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
