Canadian Soft Outdoor Adventure Enthusiasts - Canadian Tourism ...
Canadian Soft Outdoor Adventure Enthusiasts - Canadian Tourism ...
Canadian Soft Outdoor Adventure Enthusiasts - Canadian Tourism ...
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Daily and weekend newspapers may have better reach among <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong><br />
than does any particular type of television programming. Close to 8-in-10 of these tourists say they<br />
watch televised movies on a regular basis and approximately two-thirds claim to watch evening<br />
sitcoms and/or nature shows regularly. The early evening news, evening dramas, instructional or<br />
hobby shows and the late evening news are viewed by at least half of domestic <strong>Soft</strong> <strong>Outdoor</strong><br />
<strong>Adventure</strong> <strong>Enthusiasts</strong> on a regular basis.<br />
Table 15: <strong>Canadian</strong> <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong><br />
<strong>Enthusiasts</strong> – Television Programs Viewed Regularly<br />
SOFT OUTDOOR<br />
ENTHUSIASTS<br />
Adults 18+<br />
4.4 million<br />
Movies 77%<br />
Evening sitcoms 66%<br />
Nature shows 64%<br />
Early evening news 60%<br />
Evening drama 57%<br />
Instructional/hobby shows 54%<br />
Late evening news 51%<br />
Professional sports 50%<br />
Morning news 30%<br />
Daytime programs on weekdays 18%<br />
Source: Special TAMS Tabulations, page 17.<br />
Compared to their American counterparts, <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> in Canada are not<br />
joiners. They are much less likely to be members of an auto club, sports club or other activity-based<br />
interest groups than are <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> south of the border. Nonetheless, since<br />
most <strong>Canadian</strong>s drive to their destinations in Canada, the fact that about one-third of them are<br />
members of an auto club (e.g., CAA) may offer marketers a viable communications conduit to this<br />
market.<br />
Table 16: <strong>Canadian</strong> <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong><br />
<strong>Enthusiasts</strong> – Club/Organization Memberships<br />
SOFT OUTDOOR<br />
ENTHUSIASTS<br />
Adults 18+<br />
4.4. million<br />
Auto club 34%<br />
Sports club 31%<br />
Nature organization 9%<br />
Art gallery/museum 4%<br />
Zoo/botanical garden 3%<br />
Gardening club 2%<br />
Source: Special TAMS Tabulations, page 18.<br />
24 <strong>Canadian</strong> <strong>Soft</strong> <strong>Outdoor</strong> <strong>Adventure</strong> <strong>Enthusiasts</strong> –<br />
A Special Analysis of the Travel Activities and Motivation Survey (TAMS)
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