Discover Boating Research Reveals Canadian Boating Population Has Increased
Discover Boating Canada has announced findings from new research commissioned by the recreational boating industry to learn more about boating participation across Canada. Findings also offer insight on the impact of Discover Boating on consumers’ intent to go boating and purchase a boat.
A telephone survey of 2,000 Canadian adults found an estimated 10.2 million Canadians (38% of the population) went boating in 2010. This figure represents a significant increase over the 2006 Economic Impact Study that suggested six million Canadians were participating in boating. The survey also found 5.1 million Canadians (19% of the population) currently own a boat.
"Often participation leads to boat purchases so it’s important for the industry to take the time to benchmark how many Canadians are enjoying the boating lifestyle. ” said Carl Blackwell, president of Discover Boating. “By better understanding today’s Canadian consumer, we can create an industry campaign that better resonates with the public.”
A separate online survey of 6,200 Canadian adults, who had previously requested and received the industry’s free Discover Boating Get Started in Boating DVD, found that 28% purchased a boat in the last two years. Twenty-five per cent of those surveyed purchased a boat after receiving the DVD and of that group, 54% rated the DVD’s impact on their purchase as a six out of 10 or higher.
“This new research reinforces that the Get Started in Boating DVD is doing exactly what we set out to do – deliver useful information to Canadians considering the boating lifestyle,” noted Blackwell. “Obviously there are many factors that go into a making a boat purchase. Our DVD has proven to be an influencer and a good indicator of future boat purchases.”
Discover Boating launched the Welcome to the Water campaign in June as a way to harness the enthusiasm Canadian boaters have for being on the water and to encourage them to share this passion by inviting friends and family aboard their boats. The campaign featured a new television commercial, extensive promotion on Facebook, online advertising and public relations.
Findings from the participation research will be incorporated into the NMMA Canada Statistical Abstract which will be released in January 2012. To find out more, visit DiscoverBoating.ca.
