Profile of the Canadian Curler

Profile of the Canadian Curler

(Prepared by: Luke R. Potwarka, Ph.D., Austin W. Wilson, Ph.D., & Simon J. Barrick, MA Candidate; Department of Recreation and Leisure Studies, University of Waterloo)

Estimated Size of the Canadian Curling Market in 2014:
 Based on PMB estimates, the size of the Canadian Curling market in 2014 was approximately 710,000 people or 2.3% of the entire Canadian population.

Frequency of Curling Participation in 2014:

  • “Light” Curlers: 300,000 people curled one or two times in 2014.
  • “Medium” Curlers: 126,000 people curled three to nine times in 2014.
  • “Heavy” Curlers: 284,000 people curled ten or more times in 2014.

1. Demographic Profile of Canadian Curlers

Gender

  • 64.30% Male; 3.0% of all Canadian men curled.
  • 35.70% Female; 1.6% of all Canadian females curled.

Age

  • The majority (18.1%) of Canadian curlers where between the ages of 12-17; 5.3% of all people in this age group curled. This was followed by the 50-64 age group (17.8%) and the 65 plus age group (17.4%). The remaining age groups were the 18-24 group (16.2%), followed by the 35-49 age group (17.7%, and the 25-34 age group (14.7%).

Ethnicity and Language

  • The majority (79.2%) of Canadian Curlers spoke English most often at home.
  • The majority (86.68%) of Canadian Curlers indicated their ethnicity as white.

Community Size

  • 42. 1% of Canadian curlers lived in communities with less than 100,000 people. 3.4% of all people in these communities curled.
  • 35.8% of Canadian curlers lived in communities with 100,000-200,000 people; 2.4% of all people in these communities curled.
  • 22.1% of Canadian curlers lived in Montréal/Toronto/Vancouver; 1.4% of all people in these communities curled.

Geographic Location

  • The majority of Canadian curlers (42.7%) lived in the Prairies; 5.6% of all people that live in these communities curled.
  • The next largest percentage of Canadian curlers (28.8%) lived in Ontario; 1.7% of all people that live in these communities curled.

Education

  • 21.5% of Canadian curlers had earned up to a high school diploma.
  • 18.4% had earned university or other non-university certification.
  • 13.7% of Canadian curlers had earned a Bachelor’s Degree.

Household Income

  • Most Canadian curlers (32.3%) had an annual household income of $100,000 or more.
  • 21.4% had an annual household income of $50,000 to $74,999.
  • 17.4% had an annual household income of $75,000 to $99,999.

Employment Status*

  • The majority of Canadian curlers (46.39%) were employed full-time.
  • 15.01% of Canadian curlers were fully retired.

House-Hold Structure

  • Most Canadian curlers (49.8%) were couples with children at home.
  • 23.2% of Canadian Curlers were couples with no children at home
  • 16.1% of Canadian Curlers were Empty Nesters.

2. Behaviouristic Characteristics of Canadian Curlers

Civic Engagement / Volunteerism

  • 47.51% of Canadian curlers reported doing volunteer work at least once within the previous two years.
  • 15.25% of Canadian curlers wrote to a public official within the previous two years.
  • 14.61% of Canadian curlers reported that they were active in a social issue or a community project;
  • 10.43% of Canadian curlers reported that they wrote to an editor of a paper/magazine.
  • 10.11% of Canadian curlers worked for a political party/candidate.

Leisure and Tourism Behaviours

  • 62.12% of Canadian curlers traveled within Canada for their vacation within the past 12 months.
  • 57.46% of Canadian curlers strongly agreed that “regular exercise is an important part of my life”.
  • 48.08% of Canadian curlers traveled outside of Canada for their vacation within the past 12 months.
  • 47.51% of Canadian curlers strongly agreed with the statement, “I closely follow at least 1 sport during its season”.
  • 23.92% of Canadian curlers stated their interests as fishing and gaming.
  • 13.16% of Canadian curlers stated their interests as golfing.

3. Psychographic Characteristics of Canadian Curlers

Health Enthusiasts

  • 23.06% of Canadian curlers consider themselves “health enthusiasts.”
  • Canadian curlers were 5% more likely to consider themselves “health enthusiasts” than anyone else in the Canadian population.

Sports Minded Jocks

  • 17.17% of Canadian curlers reported themselves to be “sports minded jocks.”
  • Canadian curlers were 72% more likely to consider themselves as “sports minded jocks” than anyone else in the Canadian population.

Luxury and Adventure

  • 30.50% of Canadian curlers considered themselves to be “luxury and adventure.”
  • Canadian curlers were 16% more likely to consider themselves as “luxury and adventure” than anyone else in the Canadian population.

Cultured and Active

  • 26.81% of Canadian curlers considered themselves to be “cultured and active”.
  • Canadian curlers were 36% more likely to consider themselves as “cultured and active” than anyone else in the Canadian population.

Source: PMB 2014 Fall 2-Year Readership and Product Database– Weighted by: Population

* Source: PMB 2013 Spring 2-Year Readership and Product Database– Weighted by: Population

Description of Print Measurement Bureau Survey Data: “PMB Print Measurement Bureau (PMB) is Canada’s leading syndicated study for single-source data on print readership, non-print media exposure, product usage and lifestyles. Its reputation is based on over 30 years of accurate, in-depth measurement of Canadian consumer behaviour. PMB is a non-profit organization, representing the interests of Canadian publishers, advertising agencies, advertisers and other companies. The first national PMB study was conducted in 1973. Since then, it has grown to the point where it now uses an annual sample of 24,000 to measure the readership of over 110 publications and consumer usage of over 2,500 products and brands.”

Operational Definition of Canadian Curlers for this Analysis: The percentages presented in the subsequent analysis represent all those individuals 12 years or older who curled at least once per year (up to 10 times or more per year) during the 2013 curling season.