* 25% of Canadians shopped at Canadian Tire for home improvement items seven or more times last year.
* 17% shopped at Home Depot for home improvement items seven or more times last year.
* Canadian Tire and Home Depot shoppers share some demographics:
* Around 65% of the shoppers are 25-54 years old.
* Males are more frequent shoppers (56%).
* Income and spending habits differ between the two stores’ shoppers. Although both of them are above Canadian averages, Home Depot shoppers’ averages are higher:
* Canadian Tire shoppers have an average personal yearly income of $35,400 ($30,000 national average) and spent on average $5,000 ($4,000 national average) on home improvements during the last two years.
* Home Depot shoppers have an average personal yearly income of $38,700 and spent on average $6,000 on home improvements during the last two years.
* 62% of Home Depot frequent shoppers are also frequent shoppers at Canadian Tire; 42% of Canadian Tire frequent shoppers are similarly frequent shoppers at Home Depot.
* Canadian Tire’s and Home Depot’s heavy shoppers share similar media habits.
* The top three media for yesterday exposure are: television and radio followed in third place by newspapers or Internet
* The favourite radio formats (weekly reach) of heavy Canadian Tire and Home Depot shoppers are: news/talk, adult contemporary and classic/mainstream rock.
* Their top television program types watched in an average week are: movies and news/current affairs. Third place is heavily contested by hockey (when in season), home improvement shows and suspense/crime dramas.
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.
