National Market Sizing Study

Transcription

1 National Market Sizing Study Background & Objectives Over the past few years the Canadian Ski Council has looked at a variety of sources to understand the market size for skiing and snowboarding in Canada. The primary source has been the Print Measurement Bureau study. However, the question used in this research is not sufficiently clear and there has been substantial mistrust in the data. As a result the CSC was interested in obtaining a better understanding of participation rates, overall, by region and for key demographic segments. The specific objectives addressed by this research include: To determine market size in terms of the share and number of skiers and boarders (individually and net) To determine the number of average number of visits made this season (actual to date and estimate of future) by activity type and by region To determine share of visits made outside the province in which participants reside. To determine the share of participants who are new to SnowSports (started this season). Understand churn rates, specifically: o The share of current season SnowSports participants who have re-started this season (participated in either before, but in neither last season). o The share of last season s SnowSports participants who did not participate this season. o Why they stopped and restarted To understand ability levels and their relationship to participation. To Identify helmet usage and if it varies by demographic or behavioural characteristics. While the focus of the study is on skiing and boarding, we obtained information on participation in a variety of other snow activities; however, we did not have follow-up questions related to these other activities. Methodology A 10-minute on-line survey was conducted with 3,559 panelists across the country through Insights West. Given the desire was to determine participation rates the sample was not targeted to particular demographic or socio-economic segments. In addition, there was a desire to determine participation rates for the larger regions, as a result the study was structured to capture minimum samples (quotas) for geographic areas; as shown in the first table presented in the Top Line Summary (page 3). The decision to employ a quota sample required that the data be weighted back to reflect the Canadian population in terms of age, gender and geography. One note, while ethnic groups are present in on-line panels, they are under-represented within on-line panels in general, especially the newer immigrant populations. However, we did not weight the data in this study based on ethnicity, as the ethnic respondents in on-line panels (and therefore within the survey dataset) are generally not representative of recent immigrant populations. The survey was launched on April 14 th and was in field until April 25 th. P J Osler & Associates 1

2 Presentation of Results Results have been presented in three formats: Top Line Summary results in total, presented within the questionnaire and as such presents the results in terms of the survey flow, skip patterns and the resulting impact on sample size. Starts on page 3 of this report. Summary Highlights a review and deeper dive into the results based on key demographic, attitudinal and behavioural characteristics. Starts on page 19 of this report. Tabulations present the data based on demographic, attitudinal and behavioural characteristics. Excel files are provided in a separate document. P J Osler & Associates 2

3 Top Line Summary Canadian Ski Council National Ski/Board Market Sizing Study FINAL April 1, 2014 Adults 18+ in following regions according to S3 Target Actual Sample Size Sample Size BC Total Metro Vancouver Other AB Total Calgary Edmonton Other SK/MB Total Saskatchewan Manitoba Ontario Total 1, Greater Toronto Other Quebec Total 1, Montreal Quebec other Atlantic total NB NS PE NL GRAND TOTAL 3, INTRODUCTION Thank you for taking the time to complete this survey about recreation and sports. The survey should take about 10 minutes to complete. [INCLUDE % TRACKER TO SHOW RESPONDENTS PROGRESS] P J Osler & Associates 3

4 SECTION S: Screening (~ 1 min) Note percentages less than 0.5% are shown as an asterisk (*) S1. To begin, what is your gender? Choose one. Male 48% Female 52% S2. Which is your age? Type in a number % % % % % % % % % % [IF YOUNGER THAN 18, THANK AND TERMINATE; ELSE CONTINUE.] S3. Which of the following provinces or areas of Canada do you live in? Choose one. [IF OTHER THANK AND TERMINATE] British Columbia 13% Metro Vancouver 7% Other areas of BC 6% Alberta 11% Calgary 3% Edmonton 2% Other areas of Alberta 5% Saskatchewan 3% Manitoba 3% Ontario 38% Greater Toronto 17% Other areas of Ontario 22% Quebec 24% Montreal 11% Other areas of Quebec 12% New Brunswick 2% Nova Scotia 3% PEI * < 0.5% Newfoundland 2% P J Osler & Associates 4

5 SECTION A: Activities and Current Ski/Boarders (~5 min for current, 0.5 for rest) A1. When was the last time, if ever, that you did each of the following activities? Choose one for each row. Code 1 This winter season ( ) Code 2 Last winter season ( ) Code seasons ago Code seasons ago Code 5 5+ seasons ago Code 6 Never Downhill ski 8% 4% 5% 3% 38% 42% Snowboard 3% 3% 3% 2% 9% 80% Telemark ski 0% 1% 1% 1% 4% 94% Nordic ski, traditional 4% 3% 4% 3% 24% 61% Nordic ski, skate 3% 2% 2% 1% 8% 85% Snowblading 1% 1% 1% 1% 4% 92% Downhill ski or 9% 5% 6% 4% 37% 39% Snowboard Any Cross-Country 5% 4% 4% 4% 25% 58% Any of above 50% 6% 7% 37% 0% 0% A1. Downhill Ski or Snowboard Participation by area This Season Last Season 2-5 Seasons Ago > 5 Seasons Ago Never Metro Vancouver 16% 11% 11% 33% 29% Other areas of BC 9% 7% 6% 43% 33% Total BC 13% 9% 9% 38% 31% Calgary 10% 4% 8% 37% 40% Edmonton 13% 7% 10% 37% 34% Other areas of Alberta 11% 5% 10% 42% 34% Total AB 11% 5% 9% 39% 35% Saskatchewan/Manitoba 6% 6% 8% 39% 42% Total West 11% 7% 10% 38% 35% Greater Toronto 11% 7% 11% 36% 35% Other areas of Ontario 9% 5% 10% 40% 39% Total Ontario 9% 5% 10% 38% 37% Montreal 9% 4% 10% 33% 44% Other areas of Quebec 8% 4% 7% 35% 46% Total Quebec 9% 4% 8% 34% 45% Total Atlantic 7% 5% 11% 32% 46% Total Canada 9% 5% 10% 37% 39% [IF SKI/SNOWBOARD THIS SEASON (CODE 1 FOR EITHER OF ITEMS 1 OR 2), CONTINUE.] [IF SKI/SNOWBOARD LAST SEASON (NOT CODE 1 FOR EITHER OF ITEMS 1 OR 2 AND CODE 2 FOR EITHER OF ITEMS 1 OR 2, GO TO SECTION B] [IF SKI/SNOWBOARD 2-MORE THAN 5 SEASONS AGO (NOT CODES 1 OR 2 FOR EITHER OF ITEMS 1 OR 2 AND CODES 3-5 FOR EITHER OF ITEMS 1 OR 2), GO TO SECTION C] [IF NEVER SKI/SNOWBOARD (CODE 6 FOR BOTH OF ITEMS 1 AND 2), GO TO SECTION D] P J Osler & Associates 5

6 A2. How many days have you skied or snowboarded so far this season (winter )? Type in a number. # Days Total A West Ontario Quebec N= % 17% 11% 18% 2 15% 18% 10% 14% 3 9% 14% 8% 7% 4 8% 9% 5% 9% 5 8% 6% 11% 7% % 12% 15% 2% % 10% 25% (h for 10 visits) 18% % 13% 14% 17% Mean Median A3. How many days, in total, do you expect to ski or snowboard by the end of this season? Type in a number. # Days Total A West Ontario Quebec N= % 14% 11% 15% 2 13% 13% 9% 17% 3 9% 13% 7% 6% 4 7% 9% 6% 7% 5 7% 6% 10% 6% % 15% 15% 10% % 14% 24% 19% % 15% 17% 19% Mean Median A4. Of the days you will be skiing/boarding this season will be at an area outside your province? Type in a number. # Days Total A West Ontario Quebec N= % 68% 46% 85% 1 6% 6% 9% 4% 2 7% 10% 8% 2% 3 5% 3% 9% 1% 4 3% 2% 5% 0% 5 4% 1% 7% 1% 6-9 3% 3% 3% 1% % 3% 7% 2% 16+ 3% 2% 5% 1% Mean (w/out zero) Median (w/out zero) Sample sizes are small. However, there is consistency in regional patterns with other research conducted by the CSC. P J Osler & Associates 6

7 A5. How many years ago did you first start to downhill ski or snowboard? If you have tried both, please think of the activity you tried first. Type in a number. Total A West Ontario Quebec Less than 1 year 7% 8% 6% 9% 1-4 years 9% 11% 10% 5% 5-9 years 15% 16% 16% 10% years 25% 24% 26% 18% 20+ years 44% 41% 42% 58% Mean Median A6. Was there ever a time when you stopped skiing / snowboarding, that is, did not participate in skiing or snowboarding for one or more seasons? Choose one. Yes 66% No difference by gender No 34% [IF YES, CONTINUE WITH A7. IF NO, GO TO A9] A7. Why did you stop participating? Choose as many as apply. Among those who said YES in A6 (n=217) Too expensive 41% I had no one to ski/snowboard with 26% Comment Did not own my own equipment/needed new equipment 25% h Ski areas are too difficult to get to 24% Poor weather/snow conditions 21% Male h Took up too much time 20% i Lost interest in skiing/snowboarding 19% Male h My children were too young to ski/snowboard 19% h Injury/health reasons 17% 55+ h Family interested in other activities 16% 55+ h I was busy doing other outdoor activities in the winter 8% Male h Safety concerns 3% None of these reasons 4% A8. How many years/seasons did you stop participating for? Think of the length of time that you didn t participate in either skiing or snowboarding. Type in a number. Among those who said YES in A6 (n=217) Comment 1 14% Age related, 2 23% 3 12% 4 8% 5 12% % >10 14% Mean 5.79 Median 4.00 younger years less time than older age groups P J Osler & Associates 7

8 A9. Did you go skiing / snowboarding more this season or last? Choose one. More this season 47% About the same both seasons 33% More last season 19% Don t know 1% [IF MORE LAST SEASON ASK:] N=63 A10. Why did you ski/snowboard fewer days this season? Choose as many as apply. A11. Which of these reasons is most important? Choose one Reasons A10 A11 All Reasons Most Important No time 54% 31% Poor weather/snow conditions 33% 15% Too expensive 27% 18% I have no one to ski/snowboard with 17% 12% Injury/health reasons 14% 10% I am busy doing other outdoor activities in the winter 5% 3% Ski areas are too difficult to get to 5% 0% Do not own my own equipment 4% 4% Family is interested in other activities 3% 0% I am no longer interested in skiing/snowboarding 2% 2% My children are too young to ski/snowboard 2% 0% Safety concerns 0% 0% None of these are reasons 5% 5% [IF ONLY ONE REASON OR NONE CHOSEN in A10, GO TO A12] A12. Did you have a season pass or card product for a ski area this season? Choose one. Total A Comment Yes 29% i in AB (excluding Calgary, Ontario, MB/SK and Atlantic) No 71% [ASK A13 ONLY IF NO IN A12] N=233 A13. For any of your ski / snowboard visits this season, did you purchase your lift ticket before you arrived at the ski area? Choose one. Total A Comment Yes 41% No 59% i <$75k [ALL WHO ANSWERED THIS SECTION NOW GO TO SECTION E] P J Osler & Associates 8

9 SECTION B: Last Season Ski/Boarders (~2 min among last season, 0 among rest) [ONLY THOSE WHO SKI OR SNOWBOARD LAST SEASON (CODE 2 FOR ITEMS 1 OR 2 A1) ARE ASKED THIS SECTION] N=188 B1. How many days did you ski or snowboard last season (winter )? Type in a number. # Days Total B Comment 1 19% h for 1-3 visits 2 23% 3 17% 4 9% 65+ h for 4-9 visits 5 9% 6-9 7% % 16+ 5% Mean 4.66 Fewer visits for those skiing LY Median 3.00 B2. Why have you not downhill skied or snowboarded this season? Choose as many as apply. B3. Which of these is the most important reason? Choose one. Reasons B1 B2 All Mentions Most Important No time 55% 31% Too expensive 37% 16% Poor weather/snow conditions 19% 12% I have no one to ski/snowboard with 18% 3% Do not own my own equipment 16% 4% Injury/health reasons 16% 14% My children are too young to ski/snowboard 12% 6% Family is interested in other activities 10% 4% Ski areas are too difficult to get to 8% 1% I am no longer interested in skiing/snowboarding 5% * Safety concerns 5% 2% I am busy doing other outdoor activities in the winter 5% 3% I plan to ski/snowboard before the end of this season 1% 0% None of these are reasons 5% 5% [IF ONLY ONE REASON OR NONE CHOSEN in B2, GO TO B4] B4. How likely are you to start skiing / snowboarding again in the future? Choose one. Comment Very likely 59% Likelihood increases with Somewhat likely 35% household income Not very likely 5% Not at all likely 2% P J Osler & Associates 9

10 [ASK IF NOT AT ALL LIKELY] B5. Why are you not at all likely to take up skiing or snowboarding again? Type in your answer below and be as specific as possible. [OPEN END] Only 3 responses (Not at all Likely) 2 mentioned cost, 1 mentioned health/injury [ASK IF NOT VERY LIKELY OR SOMEWHAT LIKELY] N=74 B6. What, if anything, would increase your likelihood of skiing or snowboarding in the future? Type in your answer below and be as specific as possible. [OPEN END] % Respondents Reasons (B6) NET: Cost 31% If it was cheaper/ more affordable 24% Having more money/ increase in income 6% Cheaper passes/ tickets 3% Cheaper/ free equipment 2% Being less busy/ having more free time 13% Having friends/ family/ people/ someone to go with 13% Closer/ more convenient locations 8% Warmer/ better weather/ liking snow 7% Better health/ no health problems 6% Having my own/new equipment 4% If it was fun/ more interesting 3% If it was safer/ less dangerous 3% My kids getting older 3% Accessibility/ more accessible/ easier access 2% To be better at it/ learning to do it 2% To be less afraid/ getting over fear 2% Being less crowded/ not too many people on hills 1% Lessons (all mentions) 1% Other/ miscellaneous 11% None/ nothing 4% Don't know/ not sure 4% [ASK IF VERY LIKELY IN B4] N=111 B7. When do you think you will start skiing / snowboarding again? Choose one. Among those very likely to restart sport in future [n=105] Next season (2014/15) 89% 2 seasons from now 8% 3+ seasons from now 2% Not sure 1% [ALL WHO ANSWERED THIS SECTION GO TO SECTION E] P J Osler & Associates 10

11 SECTION C: Longer Ago Ski/Boarders (~2 min among longer ago, 0 among others) [ONLY THOSE WHO SKI OR SNOWBOARD LONGER AGO THAN LAST SEASON (NOT CODES 1 OR 2 FOR EITHER OF ITEMS 1 OR 2 AND CODES 3-5 FOR EITHER OF ITEMS 1 OR 2 IN A1) ARE ASKED THIS SECTION] N=1,648 C1. You indicated that it has been at least 2 seasons since you downhill skied or snowboarded. Why have you not skied or snowboarded more recently? Choose as many as apply. C2. Which of these is the most important reason? Choose one. Reasons C1 C2 All Reasons Most Important Too expensive/can t afford it 38% 20% I am no longer interested in skiing/snowboarding 32% 18% I do not live close enough to a ski area 24% 8% My health prevents me from skiing/snowboarding 20% 15% My family is interested in other activities 17% 6% I don t like being outside in the cold 16% 6% I have no one to ski/snowboard with 16% 6% I find skiing/snowboarding dangerous and/or scary 14% 7% I am busy doing other outdoor activities in the winter 10% 5% (please specify which activities) [OPEN END] My children are too young to ski/snowboard 7% 4% None of these are reasons 4% 4% Other outdoor activities done in the winter Lapsed skiers and boarders are still participating in other snow sports (Nordic skiing/snowshoeing) [IF ONLY ONE REASON OR NONE CHOSEN IN C1, GO TO C3] P J Osler & Associates 11

12 C3. How likely are you to start skiing / snowboarding again in the future? Choose one. >2 seasons since participated (C3) Participated Last season, not this season (B7) Comments Very likely 7% 59% Inverse relationship Somewhat likely 27% 35% longer out less likely Not very likely 32% 5% to return Not at all likely 34% 2% [ASK IF NOT AT ALL LIKELY AND 59 OR YOUNGER IN AGE] N=306 C4. Why are you unlikely to take up skiing or snowboarding again? Type in your answer below and be as specific as possible. [OPEN END] Don't like it/ not interested 28% Health condition/ bad knees/back/ illness 20% Risk/afraid of getting injured/ dangerous 9% NET: Cost 9% Cost/ too expensive (unspecified/ general) 9% Gear/equipment too expensive 0% Ski passes too expensive 0% Don't like winter/ cold/ winter sports 9% Enjoys/ prefers other activities/sports 8% Age/ getting too old 7% NET: Health/Injury 6% Got injured/ injury I have 6% Got injured while skiing * Scary/ afraid of heights/speed/ afraid to fall 5% Too hard/ not very good at it 5% Lost interest in it/ don't like it anymore 4% Don't live near mountains/ hills/ too much travel 3% Lack of time/ too busy 3% Too hard on body 1% Have no one to go with 1% Other/ miscellaneous 3% Don't know/ not sure 1% [ASK IF NOT VERY LIKELY OR SOMEWHAT LIKELY AND 59 OR YOUNGER IN AGE] N=848 C5. What would increase your likelihood of skiing or snowboarding in the future? Type in your answer below and be as specific as possible. [OPEN END] NET: Cost 38% If it was cheaper/ more affordable 19% Cheaper passes/ tickets 10% Having more money/ increase in income 8% Cheaper/ free equipment 6% Having friends/ family/ people/ someone to go with 26% Closer/ more convenient locations 12% P J Osler & Associates 12

13 Being less busy/ having more free time 9% Better health/ no health problems 6% Lessons (all mentions) 3% Warmer/ better weather/ liking snow 2% My kids getting older 2% NET: Health/Injury 2% Being more fit/ get back in shape 1% Healing of injury 1% If it was safer/ less dangerous 1% Better/ easier transportation/ more transport options 1% Having my own/new equipment 1% Accessibility/ more accessible/ easier access 1% To be better at it/ learning to do it 1% To be less afraid/ getting over fear 1% Free try/ winning a trip/ free passes 1% Being less crowded/ not too many people on hills 1% If it was fun/ more interesting 1% Having a car 1% To be younger 1% Would have to stop another sport 0% Other/ miscellaneous 4% None/ nothing 5% Don't know/ not sure 3% [ASK IF VERY LIKELY] N=110 C6. When do you think you will start skiing / snowboarding again? Choose one. > 2 seasons since participated (Section C) Participated Last season, not this season (Section B) Comments Next season (2014/15) 57% 89% More recent 2 seasons from now 24% 8% 3+ seasons from now 5% 2% Not sure 14% 1% [ALL WHO ANSWERED THIS SECTION NOW GO TO SECTION E] participants more likely to return to the sport sooner P J Osler & Associates 13

14 SECTION D: Non- Ski/Boarders (~2 min among never tried; 0 among all others) [SECTION TO BE ASKED ONLY OF THOSE WHO HAVE NEVER SKIED/SNOWBOARDED (NEVER FOR BOTH OF ITEMS 1 AND 2 IN A1)] N=1,393 D1. Why have you never downhill skied or snowboarded? Choose as many as apply. D2. Which of these is the most important reason? Choose one. Those never skied/snowboarded [n=1390] Reasons D1 D2 All Mentions Most Important I am just not interested in it 44% 29% Too expensive / can t afford it 29% $150k+ i 13% I find skiing/snowboarding dangerous 25% Women h 13% and/or scary I don t like being outside in the cold 21% Women h 7% I do not live close enough to a ski area 17% 5% My health prevents me from 15% 45+ h 11% skiing/snowboarding Not part of my culture/background 14% 4% Never thought about trying it 13% h 5% My family is interested in other activities 12% 4% I have no one to ski/snowboard with 11% h 3% I am busy doing other outdoor activities in 5% 2% the winter [OPEN END] None of these are reasons 6% 6% Other outdoor activities done in the winter Walking and skating are more prevalent for those who have never skied/boarded than those who are lapsed skiers/boarders. Snowshoeing seems strong for both. [IF ONLY ONE REASON OR NONE CHOSEN, GO TO D3] P J Osler & Associates 14

15 D3. How likely are you to start skiing / snowboarding in the future? Choose one. Never Skied/ Boarded (D3) >2 seasons since participated (C3) Participated Last season, not this season (B7) Very likely 1% 7% 59% Somewhat likely 9% 27% 35% Not very likely 23% 32% 5% Not at all likely 67% 34% 2% [ASK IF NOT AT ALL LIKELY AND 49 OR YOUNGER IN AGE] N=189 D4. Why are you unlikely to take up skiing or snowboarding? Type in your answer below and be as specific as possible. [OPEN END] Reasons Don't like it/ not interested 39% Health condition/ bad knees/back/ illness 16% NET: Cost 15% Cost/ too expensive (unspecified/ general) 13% Gear/equipment too expensive 2% Don't like winter/ cold/ winter sports 13% Risk/afraid of getting injured/ dangerous 9% Scary/ afraid of heights/speed/ afraid to fall 8% Don't live near mountains/ hills/ too much travel 3% Age/ getting too old 3% Too hard/ not very good at it 2% Enjoys/ prefers other activities/sports 1% Lack of time/ too busy 1% Lost interest in it/ don't like it anymore 1% NET: Health/Injury * Got injured/ injury I have * Other/ miscellaneous 1% None/ nothing 0% Don't know/ not sure 4% [ASK IF NOT VERY LIKELY OR SOMEWHAT LIKELY AND 49 OR YOUNGER IN AGE] D5. What would increase your likelihood of skiing or snowboarding in the future? Type in your answer below and be as specific as possible. [OPEN END] Reasons Having friends/ family/ people/ someone to go with 30% NET: Cost 27% If it was cheaper/ more affordable 15% Cheaper/ free equipment 6% Having more money/ increase in income 5% Cheaper passes/ tickets 5% Lessons (all mentions) 7% Closer/ more convenient locations 7% P J Osler & Associates 15

16 Being less busy/ having more free time 6% To be less afraid/ getting over fear 3% To be better at it/ learning to do it 3% If it was safer/ less dangerous 3% Free try/ winning a trip/ free passes 2% NET: Health/Injury 2% Being more fit/ get back in shape 2% Healing of injury * Warmer/ better weather/ liking snow 2% Better health/ no health problems 1% My kids getting older 1% Having a car 1% Having my own/new equipment 1% If it was fun/ more interesting 1% Would have to stop another sport 1% Better/ easier transportation/ more transport options * Accessibility/ more accessible/ easier access * Other/ miscellaneous 7% None/ nothing 11% Don't know/ not sure 6% [ASK IF VERY LIKELY] n=14 D5. When are you likely to start skiing / snowboarding? Choose one. Never Skied/ Boarded (D6) > 2 seasons since participated (C6) Participated Last season, not this season (B7) Next season (2014/15) 27% 56% 90% 2 seasons from now 43% 24% 8% 3+ seasons from now 15% 6% 1% Not sure 15% 14% 1% [ALL WHO ANSWERED THIS SECTION, GO TO SECTION Z] SECTION E: Ski/Board Behaviour (~2 min among ski/boarders, 0 minutes among never tried) [THIS SECTION ASKED ONLY OF THOSE WHO HAVE SKIED/BOARDED AT ANY TIME IN A1] N=2,166 E1. You indicated that you have both skied and snowboarded in the past, which of these activities do currently prefer? Choose one. Among those who do both [n=601] Comment Downhill skiing 51% h Older, esp Snowboarding 31% h Younger, esp. <35 Like both equally 19% P J Osler & Associates 16

17 E2. And, which of these activities did you first try? Choose one. Among those who do both [n=601] Comment Downhill skiing 85% h women Snowboarding 9% Both about the same time 6% E3 What is your participation / ability level in your preferred activity between skiing and snowboarding? Choose one. Total Comment No longer participate 34% h women; older (increases with age); h for lower incomes (<$75k) Beginner (prefer green marked runs) 21% h women Intermediate (prefer green and blue marked runs) 30% h men ability levels increase with income Advanced (prefer blue and some 12% black diamond marked runs) Expert (prefer black and double black diamond marked trails) 3% E4. Have you taken a downhill ski or snowboard lesson in the last 3 years? Yes Comment Downhill Skiing only 4% Snowboarding only 2% Both 3% Either 9% h among younger respondents, esp. <25 Neither 91% [ASK IF YES TO EITHER IN E4] N=190 E5. What type of lessons have you taken? Choose all that apply. Comment Learn to ski 61% Learn to snowboard 43% h <35 Seasonal lesson program (i.e., once a week through the season) 12% Other specialty lessons (i.e., moguls, terrain park and pipe) 8% Multi-day ski/snowboard camp (i.e., consecutive days) 5% Race program 7% Other 3% E6. Do you wear a helmet when downhill skiing/snowboarding? Choose one. Comment Yes 41% h younger, esp. <25 No 59% h older, esp. 55+ P J Osler & Associates 17

18 SECTION Z: Demographics (~1 min) Z1. Which best describes the household in which you live? Choose one. Single, never had children 20% Couple, never had children 15% Family where any child under 18 years is living at home 25% Family where only adult children (18 years or older) are living at home 11% Empty Nester, children no longer live with you 29% Z3. People in Canada come from a wide variety of different backgrounds. Which of the following ethnic or cultural groups do you and did your ancestors belong to? Choose as many as apply. Central/Western European (UK, Irish, Spanish, French, 62% German, Italian, Greek, etc.) Eastern European (Russian, Polish, Croatian, Serbian, etc.) 10% First Nations/Aboriginal/Metis/Inuit 3% Chinese 3% South Asian (Indian, Pakistani, Bangladeshi, Sri Lankan, etc.) 2% African (African-American, African-Canadian, West Indian, 2% Caribbean, etc.) East or South-East Asian (Japanese, Korean, Vietnamese, 1% Filipino, etc.) Middle Eastern (Lebanese, Iranian, Armenian, etc.) 1% Latin American (Mexican, Central American, South 1% American, etc.) Other 19% Prefer not to answer [EXCLUSIVE] 6% Z4. What are the first three digits of your postal code? Type in three digits. I ve left this out as I do not think you need it we have the geography up front Z5. Which of the following best reflects your household income before taxes? Choose one. Less than $25,000 8% $25,000 - $49,999 18% $50,000 - $74,999 18% $75,000 - $99,999 16% $100,000 - $149,999 14% $150,000 $199,999 5% $200,000 $249,999 2% $250,000 or more 1% Prefer not to answer 19% P J Osler & Associates 18

19 Summary Highlights Note red has been used to indicate significantly higher results and blue significantly lower. In some instances it is necessary to review the comments to understand the differences. Summary of Participation Rates & Incidence Total Participation This Season Either Downhill Activity Skiing Snowboarding Comments Regions National 9% 8% 3% West 11% 8% 4% British Columbia 13% 9% 4% Vancouver is higher than o Metro Vancouver 16% 11% 7% many (blue), but not all mainly function of higher Alberta 11% 8% 5% participation in o Calgary 13% 12% 5% snowboarding o Edmonton 13% 9% 6% Manitoba/ Saskatchewan 6% 5% 3% Ontario 9% 8% 4% GTA 11% 9% 5% Quebecers are more likely Quebec 9% 8% 2% to ski than board Montreal 9% 9% 2% Atlantic 7% 6% 1% Gender Male 12% 10% 4% Female 7% 6% 3% Age % 18% 11% Participation (overall and % 12% 8% by activity) declines with age % 10% 3% % 8% 2% % 3% * 65+ 2% 2% * Household Income <$25k 5% 4% 4% Participation generally $25k - <$50k 5% 4% 2% $50k - <$75k 9% 7% 3% $75k - < $100k 12% 10% 4% $100k - <$150k 14% 11% 5% $150k+ 14% 11% 4% Family Composition Single/Couple 11% 8% 5% increases with income. Exception boarding lowest and highest incomes outside the pattern (lowest higher and highest lower) Family, any Child <18 14% 13% 4% Much more likely to ski Family, all children 18+ 9% 6% 3% Empty Nester 3% 3% * Highly unlikely to board Ethnicity Total Europe 9% 8% 3% West/Central Europe 9% 8% 3% Asia/South Asia 18% 13% 10% See Caution note below Total Not Europe 10% 8% 4% P J Osler & Associates 19

20 Participation This Season or Last Season Total Either Downhill Snowboarding Activity Skiing Comments Regions National 15% 13% 9% West 18% 8% 4% As above, though British Columbia 22% 15% 10% o Metro Vancouver 26% 17% 14% Alberta 16% 12% 9% o Calgary 18% 16% 11% o Edmonton 20% 15% 9% Manitoba/ Saskatchewan 12% 11% 6% Ontario 14% 12% 6% GTA 18% 15% 9% Quebec 13% 11% 3% Montreal 13% 12% 4% Atlantic 12% 10% 4% Gender Vancouver even higher relative to other areas in some instances Male 18% 15% 7% Males more likely to Female 11% 9% 5% participate Age % 25% 21% Participation (overall and % 18% 15% by activity) declines with age % 17% 5% % 11% 3% % 5% * 65+ 3% 3% * Household Income <$25k 8% 6% 6% Participation generally $25k - <$50k 8% 7% 3% $50k - <$75k 14% 12% 6% $75k - < $100k 18% 15% 8% $100k - <$150k 21% 17% 8% $150k+ 25% 23% 6% Family Composition Single/Couple 17% 12% 8% increases with income. Exception boarding lowest and highest incomes outside the pattern (lowest higher and highest lower) Family, any Child <18 23% 20% 8% Much more likely to ski Family, all children % 10% 7% Empty Nester 5% 5% 1% Highly unlikely to board Ethnicity Total Europe 14% 12% 5% West/Central Europe 14% 12% 5% Asia/South Asia 28% 19% 20% See caution note below Total Not Europe 15% 12% 8% Overall Caution on Ethnicity Immigrant populations, especially non-english speakers are generally under represented in most national research, (phone or panels). Those that are on panels tend to be highly acclimatized to Canada (likely 2 nd /3 rd generation and younger). Therefore these results suggest that participation can be strong among the Asian and South Asian population that have acclimatized to Canada. P J Osler & Associates 20

21 Market Size Number of Participants The above participation rates have been used to calculate market size using Statistics Canada population data from the 2011 Census. Growth factors have not been applied to the base census data. Either Activity Participation This Season Downhill Skiing Regions National 2,458,889 2,033, ,648 3,864,824 3,156,936 1,568,046 West 872, , ,770 1,439,814 1,040, ,827 o British Columbia 447, , , , , ,310 o Metro Vancouver 295, , , , , ,037 o Alberta 316, , , , , ,606 o Calgary 125, ,073 50, , , ,446 o Edmonton 117,802 83,854 52, , ,927 85,128 o MB/SK 108,566 93,688 53, , , ,911 Ontario 915, , ,960 1,389,999 1,197, ,605 o GTA 476, , , , , ,188 Quebec 540, , , , , ,247 o Montreal 282, ,762 62, , , ,323 Atlantic 124, ,104 10, , ,665 83,601 Gender Male 1,505,074 1,250, ,588 2,334,221 1,894, ,381 Female 953, , ,067 1,530,651 1,262, ,685 Age , , ,251 1,016, , , , , ,828 1,112, , , , , , , , , , ,741 95, , , , , ,210 7, , ,918 20, , ,303 10, , ,086 14,430 Number of days Skied/Snowboarded this season Frequency of participating increases with age of participant. Those with a household income of $150k+ participate most often (51% 10+ times v. 28% and 30% for <$75K and $75 <$150k) While Asian/South Asian respondents indicate high participation (per above table) they do not participate as frequently compared to the other groups suggesting while they have a high likelihood of trial they are not necessarily staying with it. Snowboarding Participation This Season or Last Season Either Downhill Snowboarding Activity Skiing # Days Total A Total European West/Cen. European Asian/ S. Asian Non- European N= % 38% 27% 12% 31% 31% 43% 33% % 29% 20% 18% 24% 24% 27% 26% 6-9 9% 11% 14% 10% 13% 13% 12% 12% % 21% 38% 54% 32% 32% 17% 28% Mean Median P J Osler & Associates 21

22 Days skied/boarded out of province As presented in the top-line report, most do not visit ski areas/resorts outside their province. Quebec and BC respondents are the least likely to go out of province, Ontario respondents the most. Given the even higher share of Other Ontario going out of province it is suspected that respondents from Ottawa who visit Quebec areas are part of what drives Ontario s numbers up. There are minimal demographic differences (age, gender, family composition and income) in out of province visitation. Ethnicity seems to exhibit some differences European respondents are more likely than non-european to have visited out-of-province areas (39% v. 28% respectively). # Days Total A BC AB ON QC N= % 85% 58% 46% 85% % 14% 20% 17% 6% % 0% 13% 20% 2% 6-9 3% 0% 7% 3% 1% 10+ 7% 2% 3% 12% 4% Mean (w/out zero) Median (w/out zero) Age Based Differences Age is presented at two levels of detail in the tabulations: More Detailed Less Detailed Where samples are large the more detailed level (narrower age range) was used and where samples were smaller the less detailed, broader age ranges were used (i.e., when looking at a subset of participants). Additionally, if patterns were weak at the detailed level a review of the broader age ranges was taken to identify if there were broad based patterns. Participation & Participants Among those who participate, and do both sports, older respondents are more likely to prefer skiing, younger respondents snowboarding. Almost all tried skiing first, though among those who tried snowboarding first, it was the year olds who were more likely to have done so. Among those currently participating, ability levels were seen to increase with age of the respondent. Likelihood of taking a lesson in the last three years declined with age. Helmet use, 41% overall, also declines with age. Recency of participation in skiing/boarding reduces with age (i.e., more recent over index with younger ages; older age higher for more than 5 seasons ago and never). While the size of the participant group differs (larger for ski); the patterns by age are similar for both activities. Frequency of participation is higher for older age cohorts. This pattern also holds for those who participated less recently (last season) P J Osler & Associates 22

23 Time and money are the most often mentioned (and most important) reasons those who participated last year did not do so this year. In terms of total mention, time was more likely to be cited by younger participants (<35), and expense by those (92%) While the younger cohort is less likely to have stopped for a period of time, those that did were more likely than other age cohorts to indicate they did so because they did no own equipment/needed new equipment. The eldest cohort is not surprisingly the most likely to mention injury/health as reasons for stopping. No difference in pass purchasing and ticket purchasing based on age Non-Participants When looking at those who have not participated for 2+ seasons, the most often mentioned reasons are expense and a lack of interest in the sport (refer to table below). However, the reasons for a lack of recent participation do differ based on age of the respondent. As seen before expense associated with participating is more likely to be mentioned by younger respondents, as is having no one to ski/board with. Older respondents are more likely to mention a lack of interest or an injury/health. In terms of the most important reason, the patterns generally hold. Reasons for not participating, among those who did not participate this season or last season Reason Total Comment Too expensive/can t afford it 38% 49% 41% 24% I am no longer interested in skiing/snowboarding 32% 23% 29% 44% 65+ esp. high I do not live close enough to a ski area 24% 30% 24% 18% esp. high My health prevents me from skiing/snowboarding 20% 8% 16% 34% My family is interested in other activities 17% 20% 22% 11% I have no one to ski/snowboard with 16% 26% 15% 9% esp. high I don t like being outside in the cold 16% 19% 15% 15% I find skiing/snowboarding dangerous and/or scary 14% 17% 14% 11% I am busy doing other outdoor activities in the winter 10% 10% 10% 9% My children are too young to ski/snowboard 7% 16% 8% None of these are reasons 4% 4% 3% 7% Likelihood to re-engage in the sport is higher among younger respondents. Reasons for being unlikely to re-engage were varied and had little correlation to age. While year olds were more likely to have indicated a lack of interest and less likely to mention health/injury as reasons not to engage; it is money, generally a reduction in the cost, which is given as a means of increasing their likelihood to re-engage; especially for year olds. For the year olds it is location (closer/more convenient locations) that would assist in re-engagement. Given that consumers generally give reduced rates as a way of getting them to (re)try something I am not confident that doing so would necessarily work. However, it is true that the age segments that mentioned this most are the most squeezed economically, so it is possible a reduction in the cost of participating could be an incentive to bring them back. Among those who have not participated, lack of interest is the main reason, and a reason that increases in likelihood of being mentioned as age increases (as did health reasons). In contrast, and as we have seen before, expense is highest amongst the younger cohorts. Never thought of trying it, and no one to do it with, were also highly mentioned reasons among the youngest and younger cohorts respectively. Consistent with re-engagement, likelihood to start skiing/boarding is highest among younger respondents and decreases with age P J Osler & Associates 23

24 Ethnicity Based Differences Given the sample sizes we are unable to provide a detailed breakout based on ethnicity. The following are what we can provide: Total European includes UK o West/Central European a subset that excludes eastern European Non-European o Asian/South Asian subset of Non-European Note, respondents are able to select more than one ethnic background, as a result the groupings are not mutually exclusive, i.e., someone may have both an Asian/South Asian European background We did note a few demographic differences between respondents with a European background and those with an Asian/South Asian background. We note these below as some of these differences could be causing difference in responses for some questions. Respondents with a European background are much older than those with an Asian/South Asian background (33% Europeans under 40 v. 65% Asian/South Asian) While also related to age, we note that Asian/South Asians are more likely than Europeans to be single (30% v. 290%) or from families where at least one child under 18 is living at home (34% v. 24%) and less likely to be part of an empty nester household (5% v. 29%). Those with a European background tend to have higher incomes than those from a non- European background, but not necessarily higher than Asians/South Asians. We also note that Non-Europeans, but not Asians/South Asians seem to be more likely than Europeans not to indicate their income. Respondents with an Asian/South Asian background have a higher incidence of residing in Toronto (38%), Vancouver (23%) and Calgary (7%) than the other groups analyzed. Participation Participants with an Asian/South Asian background are more likely than others to prefer boarding as well as have tried both activities. Total European Non-European Asian / South Asian Prefer to Ski 82% 84% 76% 56% Prefer to Board 13% 11% 16% 33% No Preference 5% 4% 8% 11% Total that do Both 28% 27% 30% 49% While most who do both first tried skiing, Asian/South Asian participants had a higher incidence of trying boarding first (19% v. 9% among Europeans). Asians/South Asians are more likely to wear helmets than Europeans (60% v. 40% respectively). Ability levels, among those who still participate in skiing or boarding, are generally lower for Asian/South Asians (38% beginners v. 29% European, and 14% Advanced/Expert v. 25% for Europeans. Asians/South Asians are also more likely to have taken lessons, especially a Learn to Ski lesson Learn to Snowboard lessons show no difference by ethnicity. Note, all these patterns, except the lesson types are seen with younger respondents P J Osler & Associates 24

25 Among those who had skied/boarded this season: While Asian/South Asian respondents indicate high participation but do not participate as frequently as Europeans and non-europeans in general. Suggesting a high likelihood of trial but a lower commitment to the sport. Additionally, the high share of those who had participated in the prior season and not this season suggests there may be a high degree of churn with this segment. The most mentioned reasons for stopping the sport were expense and not owning their own equipment/needing new equipment. The later reason was mentioned significantly more be Asians/South Asians than Europeans. Among those who skied/boarded less this year compared to last year, the top reasons were similar among Non-Europeans and Europeans. However, Non-Europeans were more likely to state they did not have someone to do the activity with (36% v. 8%). Furthermore, among Asians/South Asians who had stopped skiing/riding, the top reason was not having someone to ski/ride with (38% v. 17% for Europeans). Expense while a key reasons was no more of a reason than for those from other background. Being a scary and dangerous sport was also more likely to be mentioned by Asians/South Asians than Europeans. Asians/South Asians were more likely to have bought a ticket before arriving at the resort (67% v. 48% overall and 37% for those with a European background). Those with a European background have been skiing or riding longer (mean of 21.4 v for Non-Europeans and 9.0 for Asians/South Asians; median of 20.0 v and 5.0 respectively) Among those who had skied/boarded in the past but not this season: Among those who participated last year, but not this year, the likelihood of returning to the sport is stronger among Europeans than those with a non-european background (65% v. 45% very likely, respectively). This trend reverses somewhat for those who have been out of the sport for 2+ season 55% of Asians/South Asians indicated they were somewhat or very likely to start up again v. 34% of Europeans. Among those who had never skied or snowboarded: There was little difference in the top reasons given for not participating by ethnic background, however there were some differences among the lesser mentioned reasons; specifically Europeans were more likely to mention health reasons (16%) than non-europeans (12%), and Asians/South Asians were more likely to have mentioned never thought of trying it (22%) than others (13%) Overall, Non-Europeans, and Asians/South Asians in particular, indicate a higher likelihood of starting to ski/board in the future 31% Asians/South Asians state highly/somewhat likely to start v. 9% for Europeans (of whom 70% state highly unlikely compared to 28% of Asians/South Asians). These differences in likelihood to start the sport are likely a function of age respondents with a European background are much older than those with an Asian/South Asian background (33% Europeans under 40 v. 65% Asian/South Asian) P J Osler & Associates 25

26 Household Income Based Differences Household income is presented at two levels of detail in the tabulations: More Detailed Less Detailed <$25k <$75k $25 <$50k $50 <$75k $75k $150k $75 <$100k $100 <$150k $150k+ $150k+ The more detailed approach with narrower income bands was used when sample sizes were larger; when smaller (i.e., when looking at a subset of participants), or when patterns are not as strong, the broader income bands were used. Of note is that the overall sample for incomes is generally lower than other demographic characteristics as a significant share of respondents (19%) chose not to indicate their income. While substantial, the share of respondents that did not indicate their income is consistent with other research. The following demographic differences were noted between respondents of different income levels. Incomes levels were higher for male respondents than female Incomes were lowest for singles and empty nesters Incomes increased with age up to the cohort when they started to flatten and then were low again for those 65+ Given that income is often correlated to other demographic characteristics, these differences are not necessarily unexpected. As a result, income based differences when consistent with differences previously stated have not been mentioned. Participation & Participants Participation in skiing/boarding, especially skiing, increases with income. Frequency of participating increases with income: 51% of those with incomes $150k+ skied/boarded 10+ times v. 28% and 30% for those with incomes <$75k or $75 - <$150k There were no significant differences in skiing or boarding outside of the province on the basis of income While higher income household were more likely to state they have been participating longer and have stopped for a period of time, this is likely a function of age (which is highly correlated to income). There were no differences in the use of season passes on the basis of income. The highest income households were more likely than the lowest income households, to have purchased their ticket before getting to the ski area. Among those who participated last season but not this season, it looks as though those with the highest and lowest incomes participated more often than the mid-income group (median days 3.0 v. 2.0 for the mid-income grouping and 21% and 25% 10+ times v. 8% for the mid-income grouping) Among those who have not participated for 2 or more seasons, those with low incomes were more likely to give reasons related to health than those with high incomes (this is the opposite of the age pattern mentioned before). Family reasons were more likely to be given with those having incomes of $75k+ Among those who have not participated in the sports, those with the highest incomes are more likely than others to state that skiing/boarding is dangerous/scary. As expected lower incomes households state expense. P J Osler & Associates 26

27 Participation Based Differences Recency Recency of Participation Tabulations are based on recency structured in terms of this season (current), last season (lapsed), and 2 or more seasons ago (longer-term lapsed). Participation & Participants Those who participated this season are active in winter sports. Not only have they skied and/or boarded, they are also more likely to have participated in cross-country skiing (Nordic traditional and ski-skate) this season. Current participants have higher ability levels than lapsed participants especially longterm lapsed. Current participants are more likely to have taken a lesson in the last 3 years than lapsed Likelihood of wearing helmets declines with recency of participation: 68% among current participants, 57% among lapsed participants, and 45% among longer-term lapsed participants. Participation Based Differences Frequency Tabulations compare frequency of participating this season, based on expectations for the whole season rather than to-date (i.e., question A3, not A2) using the following groupings: 1-3 visits, 4-9 and 10+. The reason for using end of season numbers rather than season to date is that we would not have had sufficient sample for three groupings. We note that, samples are relatively small, especially for 4-9 visits; had we worked with the season to date counts the 4-9 visits group would have been even smaller). We did note some demographic differences based on frequency of visits this season, specifically: year olds are less likely to have participated 10+ times so far this season. Those 55+ are more likely to have participated 10+ times. Atlantic provinces higher for 1-3 times, BC for 1-9 times, and ON for 4+ times. Frequent participants (10+) are more likely than infrequent (1-3) to have incomes >$150k. Participation & Participants As previously stated, those who participated this season are active in winter sports. In fact, those who skied/boarded 4-9 or 10+times were more likely to have participated in cross-country skiing (Nordic traditional and ski-skate) this season than those who participated 1-3 times (9% v. 24% v 31% respectively). In fact, those who participated 10+ times were also more likely to have bladed this season. It may be that these other winter activities are done on trip when they are also skiing or boarding. Those who ski/board more frequently are more likely to ski/board out of province: of those with 1-3 visits only 18% had 1+ days out of province, vs. 35% for those skiing/boarding 4-9 days and 52% for those skiing/boarding 10+ days. Put another way, those who skied/boarded out of province ski/board more frequently (mean 6.76 v ). Additionally, those who ski/board out of province expect to ski/board more at the end of the season (after the survey) mean values rose by 23% to 13.44, for those who ski out of province versus 11% (to 7.52) for those who do not go out of province. This suggests that out of province skiing/boarding, especially that done at late in the season, is possibly a function of eastern skiers/boarders, especially from Ontario, going west. P J Osler & Associates 27

28 No significant difference in how long ago started to ski/board based on frequency of visits. However, those who only participated 1-3 times this season were much more likely to have stopped skiing and boarding for a period of time (77% v. 59% and 60% for those who participated 4-9 times and 10+ times respectively). Those who participated 10+ times participated more this season than last season, whereas those who participated less than 10 times participated more last season. There is a positive correlation between number of times participated and use of a season pass/card: 6% of those who skied/boarded 1-3 times used a pass, v. 33% of those with 4-9 visits and 52% of those with 10+ visits. And among those who did not use a pass/card, those with 10+ visits were more likely to have purchased tickets in advance (61% v. 33% and 39% respectively, for those making 1-3 and 4-9 visits). Among those who have skied and boarded, those with 10+ visits are more likely than others to indicate they do not have a preferred activity, whereas those with fewer visits are more likely to prefer skiing. Those who participated the least (1-3 times) were more likely to be beginners. Those who participated the most (10+ times) were more likely to have taken a lesson in the last 3 years. Frequent skiers/boarders (10+ times) are also more likely to wear a helmet: 85% v. 51% for 1-3 times and 68% for 4-9 times. Helmet Usage Based Differences Tabulations compare those who wear a helmet against those who do not. We did note some demographic differences based on frequency of visits this season, specifically: Younger participants are more likely to wear a helmet than older participants, especially v. those 65+ and empty nesters. There are geographic differences: Quebec residents are less likely to wear a helmet than residents of BC, AB, ON, and the Atlantic provinces. Those of Asian/South Asian heritage more likely to use a helmet. No significant difference based on incomes. Participation & Participants Those who wear helmets tend to participate more frequently (39% 10+ visits v. 14% among those who do not, and mean visits season to date of 9.81 v for those not wearing a helmet). 28% of non-helmet users participated only once v. 12% of users. Even among lapsed skiers/boarders, there was a higher frequency of participation last season among those who wore helmet than those who did not (mean visits of 5.35 v. 3.75). Helmet users are more likely to ski/board out of province. Among those who stopped for a period of time, non-users were more likely than users to state they stopped due to expense and lack of time. However, there is no difference in the length of time they stopped participating based on helmet use. Helmet users were more likely to have used a season pass/card (36% v. 13%). There is a higher likelihood of past participants who wore a helmet to restart skiing/boarding than those who did not wear one (50% total likely v. 34% for those not wearing a helmet). Those who use helmet s are more likely than non-users to have a preference for snowboarding, to have taken lessons, especially a specialty lesson or seasonal program. P J Osler & Associates 28