10/17/2003
TORONTO - BBM Canada today released its RTS survey, "the largest media-consumer study ever offered to Canadian advertisers and their agencies," says its press release.
The RTS study surveys over 55,000 respondents with a detailed 80-page questionnaire. The goal of the survey is to provide advertisers with a resource for targeting major media buys. The RTS Canada data is one of the most comprehensive national studies of media and product usage ever offered in this country.
Survey highlights include:
* 550,000 Canadians tried Internet dating in the past year
* 17% of these online daters (93,500 of them) are married
* 34% of Canadian teens have a cell phone
* 1.2 million Canadians quit smoking in the past year
* 8% of Canadians spent money on funeral services in the past three years
* 19% of Canadians are members of an airline frequent flyer club
* 68% of Canadians have Internet access at home and of these people, half have high speed access
* Just over half (56%) of Canadian adults have an RRSP and the average yearly contribution is $3,500
* 86% of Canadian adults have a credit card
* 400,000 Canadian baby boomers (35 to 54) either had a parent move into a retirement/nursing home in the past year or expect this to happen next year
* Almost half (42%) of Canadians take at least one vitamin or herbal supplement daily
* 49% of Canadian drivers drive a vehicle that was bought new, 40% drive a vehicle bought used, the other 10% drive a leased vehicle
* A large majority (77%) of Canadians agree there is too much effort going into finding ways to sell things rather than actually making them better
"The question on the top of most advertisers minds is who is interested in what I'm selling? The RTS Survey is designed to answer exactly that question," says Craig Dorning, marketing manager, BBM Canada. "The bi-annual study gives advertisers the edge they need to make the right buying and selling decisions. For example, in this last survey we asked very detailed information about on-line dating and we were more than surprised with the results."
RTS Canada provides consumer purchase behaviour data for a wide variety of goods and services categories integrated with media usage and lifestyle information. In addition to national and regional snapshots, BBM RTS also offers previously unseen detail at the local level in Victoria, Vancouver, Edmonton, Calgary, London, Kitchener, Hamilton, Toronto, Montreal, Quebec City, and Halifax.
RTS Canada represents one of BBM's largest service expansions in decades.
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