Analysis of Print Measurement Bureau data – Demographic, Behaviouristic, and Psychographic Characteristics of Canadian Curlers: Results of an Analysis of the 2008 Print Measurement Bureau Survey Data (Prepared by: Amber Gebhardt MA Candidate & 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 18 years or older who curled at least once per month (up to 4 times or more per month) during the 2008 curling season.

Estimated Size of the Canadian Curling Market in 2008:
Based on PMB estimates, the size of the Canadian Curling market in 2008 was approximately 729,000 people or 2.82% of the entire Canadian population.

Demographic Profile of Canadian Curlers: “Middle Class Prairie Dwellers”

Gender

- 58% Male; 3.33% of all Canadian men curled.
- 42% Female; 2.33% of all Canadian females curled.

Age
The majority (37%) of Canadian curlers were between the ages of 35-49; 3.55% of all people in this age group curled.  This was followed closely by the 50-64 age group (22%).

Ethnicity and Language
- The majority (91.12%) of Canadian Curlers spoke English conversationally.
- The majority (87.28%) of Canadian curlers indicated their ethnicity as white.

Community Size
- 20.4% of Canadian curlers lived in communities with 500,000 to 1,000,000 people; 3.47% of all people in these communities curled.

- 22.5% of Canadian curlers lived in communities with 1,000,000 or more people; 1.8% of all people in these communities curled.

- 16.87% of Canadian curlers lived in communities with 1,000-10,000; 6.55% of all people in these communities curled. People in these communities were 132 times more likely to curl.

- 11.39% of Canadian curlers lived in rural communities with less than 1000 people; 2.64% of people who live in these communities curled.

Geographic Location
The majority of Canadian curlers (10.43%) lived in prairie small towns communities; 10.43% of all people that live in these communities curled.  In fact, people who live in these communities were 480 times more likely to curl than anyone else in the Canadian population*.

Education
93% of Canadian curlers had earned at least a high school diploma and 27% had earned a Bachelors degree or post bachelors degree.

Household Income
Most Canadian curlers (17.1%) had an annual household income of $75,000 to $99,000.
-  16% had an annual household income of 150,000 or more.
-  14% had an annual household income of $100,000 to $125,000.

Employment Status
The majority of Canadian curlers (67%) were employed full-time.

Marital Status
Most Canadian curlers (69%) were married or living with a partner.

Computer/Internet Usage
Over 78% of Canadian curlers accessed the World Wide Web in the past month.

Behaviouristic Characteristics of Canadian Curlers: “Civically Engaged Skippers”

Civic Engagement / Volunteerism
- 51% of Canadian curlers reported doing volunteer work at least once within the previous two years. Canadian curlers were 80 times more likely to have reported doing volunteer work at least once within the previous two years than anyone else in the Canadian population.

- 12.48% of Canadian curlers reported that they volunteered in a community project “very often” throughout the year; 5.48% of all Canadians who reported volunteering in a community project “very often” curled. Canadian curlers were 94 times more likely to have reported volunteering in a community project “very often” than anyone else in the Canadian population.

- 18.79% of Canadian curlers reported that they volunteered in a community project “quite often” throughout the year; 4.59% of all Canadians who reported volunteering in a community project “very often” curled. Canadian curlers were 94 times more likely to have reported volunteering in a community project “quite often” than anyone else in the Canadian population.

- 50.89% of Canadian Curlers did volunteer work in the last year.  Canadian Curlers were 80 times more likely to volunteer than anyone else in the Canadian population.

- 20.58% of Canadian curlers reported being active in a social issue/community project. Canadian curlers were 115 times more likely to have reported being active in a social issue/community project than anyone else in the Canadian population.

- 15.64% of Canadian curlers wrote to a public official within the previous two years. Canadian curers were 122 times more likely to have written to a public official with the previous two years than anyone else in the Canadian population.

- 3.7% of Canadian curlers worked for a political party/candidate; 4.01% of all Canadians who worked for a political party/candidate curled. Canadian curlers were 42 times more likely to have worked for a political party/candidate than anyone else in the entire Canadian population*.

Leisure and Tourism Behaviours (*percentages based on 2008 PMB data):

- 57.89% of Canadian curlers went golfing at least once per month during the golf season. Canadian curlers were 271 times more likely to have gone golfing than anyone else in the Canadian population.

- 49.93% of Canadian curlers did gardening-related activities at their homes. Canadian curlers were 43 times more likely to engage in gardening-related activities than anyone else in the Canadian population.

- 37.31% of Canadian curlers exercised/worked out in their home. Canadian curlers were 31 times more likely to have engaged in fitness-related behaviours in their home than anyone else in the Canadian population.

- 39.09% of Canadian curlers went fishing at least once per month during the season. Canadian curlers were 150 times more likely to have gone fishing than anyone else in the Canadian population.

- 34.02% of Canadian curlers went bowling at least once per month. Approximately 9% of all people who bowled also curled. Canadian curlers were 219 times more likely to have gone bowling than anyone else in the Canadian population.

- 30.45% of Canadian curlers went jogging at least once per month. Canadian curlers were 170 times more likely to have gone jogging than anyone else in the Canadian population.

- 28.67% of Canadian curlers did woodworking in their homes. Canadian curlers were 102 times more likely to have worked with wood than anyone else in the Canadian population.

- 15.91% of Canadian curlers went cross country skiing at least once per month during the season. Canadian curlers were 244 times more likely to have gone cross country skiing than anyone else in the Canadian population.

- 30.59% of Canadian curlers went cross country skiing at least once per month during the season. Canadian curlers were 286 times more likely to have gone cross country skiing than anyone else in the Canadian population.

- 17.42% of Canadian curlers went hunting at least once per month during the season. Canadian curlers were 268 times more likely to have gone hunting than anyone else in the Canadian population.

- 12.89% of Canadian curlers played squash at least once per month. Canadian curlers were 589 times more likely to have played squash than anyone else in the Canadian population.

- 51.85% of Canadian curlers went boating, canoeing or windsurfing at least once per month during the boating/windsurfing season. Almost 8% of all people who used a boat or windsurf curled. Canadian curlers were 161 times more likely to have went boating, canoeing, or windsurfing than anyone else in the Canadian population.

- 10.15% of Canadian curlers went sailing at least once per month during the season. Canadian curlers were 346 times more likely to have gone sailing than anyone else in the Canadian population.

- 46.50% of Canadian curlers went camping at least once per month during the camping season. Canadian curlers were 99 times more likely to have gone camping than anyone else in the Canadian population.

- 28.94% of Canadian curlers played softball/baseball at least once per month during the season. Canadian curlers were 499 times more likely to have gone played softball/baseball than anyone else in the Canadian population.

- 20.16% of Canadian curlers played volleyball at least once per month during the season. Canadian curlers were 386 times more likely to have gone cross country skiing than anyone else in the Canadian population.

- 50.34% of Canadian curlers own camping equipment. Canadian curlers were 81 times more likely to own camping equipment than anyone else in the Canadian population.

- 58.57% of Canadian curlers own golf equipment. Canadian curlers were 200 times more likely to own golf equipment than anyone else in the Canadian population.

- 49.38% of Canadian curlers own exercise equipment. Canadian curlers are 110 times more likely to own exercise equipment than anyone else in the Canadian population

- 41.02% of Canadian curlers own fishing equipment. Canadian curlers were 104 times more likely to own fishing equipment than anyone else in the Canadian population.

- 19.62% of Canadian curlers own downhill ski equipment. Canadian curlers were 117 times more likely to own downhill ski equipment than anyone else in the Canadian population.

- 16.19% of Canadian curlers own cross country ski equipment. Canadian curlers were 97 times more likely to own cross country ski equipment than anyone else in the Canadian population.

- 16.46% of Canadian curlers own hunting equipment. Canadian curlers are 183 times more likely to own hunting equipment than anyone else in the Canadian population.

- 47.07% of Canadian curlers took a personal trip in Canada within the previous 12 months. Canadian curlers were 33 times more likely to have taken a trip in Canada within the last 12 months than anyone else in the Canadian population.

Psychographic Characteristics of Canadian Curlers: “Beer Drinkin’ Health Enthusiasts!”

“Health Enthusiasts”
- 48.83% of Canadian curlers consider themselves “health enthusiasts.” Canadian curlers were 77 times more likely to consider themselves “health enthusiasts” than anyone else in the Canadian population.  Most Canadian curlers believe regular exercise is an important part of their life!

“Sports Minded Jocks”
- 12.89% of Canadian curlers reported themselves to be “sports minded jocks.” Canadian curlers were 27 times more likely to consider themselves as “sports minded jocks” than anyone else in the Canadian population.

“Luxury and Adventure”
- 40.33% of Canadian curlers considered themselves to be “Luxury and Adventure.” Canadian curlers were 45 times more likely to consider themselves as “Luxury and Adventure” than anyone else in the Canadian population.

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