* 3 million Canadians (11%) used salon-tanning services last year.
* 78% of salon-tanning services are between 18 to 54 years old, although there is the highest incidence of usage amongst 18 to 24 year-olds (1.8 times the national average).
* One-third of salon-tanning visitors are male.
* 36% of those who visited a tanning salon last year are single (1.3 times the national average); engaged people visit them 2.3 times more than the national average.
* Their top entertainment activities are mostly social: bar/restaurants (64%), parks/city gardens (60%), movies at theatres (56%), concerts/night clubs (44%, 1.7 times national average), and dancing/night clubs (38%, 1.9 times the national average).
* Among the top clothing stores visited last year are: La Senza (45%, 2.2 times the national average), Winners (37%), Gap (34%, 1.6 times the national average), Marks Works Wearhouse (29%), and Le Chateau (27%, 2.6 times the national average).
* Last year’s tanning salon visitors are 2.3 times more likely to use diet pills and 1.9 times more likely to drink weight control mixes compared to the national averages.
* Radio (88%), TV (88%), and Internet (59%) are their top media (yesterday exposure).
* Based on weekly reach, adult contemporary (19%), mainstream Top 40/CHR (14%) and classic/mainstream rock, are their favoured radio formats.
* Beside movies (73%) and news (53%), reality shows (45%) and contest shows (42%) are their most popular TV programs by weekly average viewing.
* The top magazine types of tanning salon visitors (readership in the past month) are: fashion (51%, 1.6 times the national average), entertainment and music (49%), and woman’s (46%)
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.
