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Profile of the Canadian Curler

Profile of the Canadian Curler
(Prepared by: Justine N. Lunt, BA & Luke R. Potwarka, PhD Candidate; Department of Recreation and Leisure Studies, University of Waterloo)

Estimated Size of the Canadian Curling Market in 2011:
 Based on PMB estimates, the size of the Canadian Curling market in 2011 was approximately 653,000 people or 2.21% of the entire Canadian population.

1. Demographic Profile of Canadian Curlers

Gender

  • 57.12% Male; 2.56% of all Canadian men curled.
  • 42.88% Female; 1.87% of all Canadian females curled.

Age

  • The majority (23%) of Canadian curlers were between the ages of 35-49; 2.05% of all people in this age group curled.  This was followed by the 25-34 age group (18.68%) and than the 50-64 age group (15.77%).

Ethnicity and Language

  • The majority (97.86%) of Canadian Curlers spoke English conversationally.
  • The majority (80.25%) of Canadian Curlers indicated their ethnicity as white.

Community Size

  • 20.98% of Canadian curlers lived in communities with 1-2 million people; 4.31% of all people in these communities curled.
  • 6.43% of Canadian curlers lived in communities with 500,000-999,999 people; 2.12% of all people in these communities curled.
  • 15.01% of Canadian curlers lived in communities with 100,000-499,999; 1.9% of all people in these communities curled.
  • 34.3% of Canadian curlers lived in communities with less than 100,000 people.
  • 15.62% of Canadian curlers lived in rural communities with less than 100,000 people.

Geographic Location

  • The majority of Canadian curlers (38.13%) lived in the prairies; 4.87% of all people that live in these communities curled.  In fact, people who live in these communities were 120% more likely to curl than anyone else in the Canadian population.

Education

  • 23.28% of Canadian curlers had earned up to a high school diploma.
  • 25.27% had earned university or other non-university certification and they were 21% more likely to curl.
  • 15.31% of Canadian curlers had earned a Bachelor’s Degree, and they were 17% more likely to curl than anyone else in the Canadian population.

Household Income

  • Most Canadian curlers (19.6%) had an annual household income of $75,000 to $99,999.
  • 14.09% had an annual household income of $60,000 to $74,999.
  • 13.02% had an annual household income of $100,000 to $124,999.

Employment Status

  • The majority of Canadian curlers (41.81%) were employed full-time.
  • 15.01% of Canadian curlers were fully retired.

Marital Status

  • Most Canadian curlers (53.45%) were married or living with a partner.

Computer/Internet Usage

  • Over 71% of Canadian curlers accessed the World Wide Web within a day of taking this survey.
  • This number increases to 86.06% of Canadian curlers accessing the World Wide Web in the past month.

2. Behaviouristic Characteristics of Canadian Curlers: “Community-minded Skippers”

Civic Engagement / Volunteerism

  • 52.37% of Canadian curlers reported doing volunteer work at least once within the previous two years. Canadian curlers were 67% more likely to have reported doing volunteer work at least once within the previous two years than anyone else in the Canadian population.
  • 17.92% of Canadian curlers reported that they were active in a social issue or a community project; they were also 103% more likely to do so than anyone else in the Canadian population.
  • 7.66% of Canadian curlers reported that they wrote to an editor of a paper/magazine. Canadian curlers were 88% more likely to do so than anyone else in the Canadian population.
  • 13.02% of Canadian curlers wrote to a public official within the previous two years. Canadian curers were 88% more likely to have written to a public official than anyone else in the Canadian population.
  • 5.82% of Canadian curlers worked for a political party/candidate; 5.85% of all Canadians who worked for a political party/candidate curled. Canadian curlers were 164% times more likely to have worked for a political party/candidate than anyone else in the entire Canadian population*.

Leisure and Tourism Behaviours

  • 28.02% of Canadian curlers stated their interests as fishing and gaming and they were 10% more likely to do so than anyone else in the Canadian population.
  • 38.9% of Canadian curlers strongly agreed that they “love fresh air and outdoor activities” and they were 24% more likely to strongly agree than anyone else in the Canadian population.
  • 29.4% of Canadian curlers strongly agreed that “regular exercise is an important part of my life”. Canadian curlers were 45% more likely to strongly agree than anyone else in the Canadian population.
  • 32.01% of Canadian curlers strongly agreed with the statement, “I closely follow at least 1 sport during its season”, this makes Canadian curlers 73% more likely to agree with this statement than anyone else in the Canadian population.
  • 64.93% of Canadian curlers traveled within Canada for their vacation within the past 12 months and they were 25% more likely to do so than anyone else in the Canadian population.
  • 50.23% of Canadian curlers traveled outside of Canada for their vacation within the past 12 months and they were 33% more likely to do so than anyone else in the Canadian population.

3. Psychographic Characteristics of Canadian Curlers

Health Enthusiasts

  • 27.11% of Canadian curlers consider themselves “health enthusiasts.”
  • Canadian curlers were 25% more likely to consider themselves “health enthusiasts” than anyone else in the Canadian population.

Sports Minded Jocks

  • 22.82% of Canadian curlers reported themselves to be “sports minded jocks.”
  • Canadian curlers were 115% more likely to consider themselves as “sports minded jocks” than anyone else in the Canadian population.

Luxury and Adventure

  • 33.23% of Canadian curlers considered themselves to be “luxury and adventure.”
  • Canadian curlers were 20% more likely to consider themselves as “luxury and adventure” than anyone else in the Canadian population.

Cultured and Active

  • 25.11% of Canadian curlers considered themselves to be “cultured and active”.
  • Canadian curlers were 25% more likely to consider themselves as “cultured and active” than anyone else in the Canadian population.

The Greener Greens

  • 23.12% of Canadian curlers considered themselves to be “the greener greens”.
  • Canadian curlers were 10% more likely to consider themselves “the greener greens” than anyone else in the Canadian population.
  • 34.76% of Canadian curlers strongly agreed with the statement “I recycle everything I can”.
  • 17.15% of Canadian curlers strongly agreed with the statement “I give preference to green products”.
  • They were also 14% more likely to strongly agree than anyone else in the Canadian population.

Note: * Projected relatively unstable due to small base-use with caution.

Source: PMB 2011 Spring 2-Year Readership and Product Database – Weighted by: Population

Analysis of Print Measurement Bureau data – Demographic, Behaviouristic, and Psychographic Characteristics of Canadian Curlers: Results of an Analysis of the 2011 Print Measurement Bureau Survey Data

Prepared by: Justine N. Lunt, BA & Luke R. Potwarka, PhD Candidate; Department of Recreation and Leisure Studies, University of Waterloo.

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 2011 curling season.