1 2012 safe boating awareness survey consumer research results report prepared for: canadian safe...

1

2012 SAFE BOATING AWARENESS SURVEY

Consumer Research Results Report

Prepared for: Canadian Safe Boating Council

Prepared by: McCullough Associates

Date: August 7, 2012

2

Table of Contents

1. Introduction 3

• Research Objectives & Methodology

4

2. Summary of Key Findings & Implications 6

3. Detailed Findings 14

• Boating Participation

15

• Awareness of Safe Boating Messages

18

• Safe Boating Attitudes & Behaviours

29

• Wearing PFDs

36

• Cold Water

43

4. Appendix 46

Slide #

3

Introduction

4

Research Objectives

1. Measure & track awareness of safe boating messages communicated by the North American Safe Boating Awareness Week annual communication campaign

• Identify how well specific campaign messages are being communicated, in the areas of “Wearing PFDs”, “drinking & boating”, “preparedness”, “cold water” and “boating training/education”

• Identify who the campaign is reaching and opportunities to improve its reach & impact

2. Measure & track boating safety attitudes and behaviours among Canadian boaters, and how they have been affected by awareness of the NASBAW campaign messages.

5

Research Methodology

• National online survey as part of Ipsos Reid’s eNation weekly omnibus survey

• Fieldwork conducted May 30 – June 4, 2012

• n = 1,017 Canadian adults, nationally representative of the Canadian population

• Note: Due to a sampling irregularity at Ipsos, the 35-44 year-old age group is under-represented in the 2012 sample and the 45-54 year-old age group is over-represented. In total the 35-54-year-old age group is in-line with population, and other age groups and demographics are largely representative of the Canadian population. Analysis indicates this does not materially affect the interpretation of the overall 2012 results.

• Most Safe Boating Awareness Survey questions asked of n=436 subgroup of the Canadian population who participate in recreational boating activities at least occasionally

• Including pleasure powerboating/cruising/waterskiing/wakeboarding, fishing from a boat, riding a personal watercraft, canoeing, kayaking, sailing, sailboarding/windsurfing &/or boating in other unpowered craft.

• See separate Appendix for the survey questionnaire

• On a sample size of 1,017, results are accurate 19 times out of 20 to within +/-3%

• On a sample size of 436, results are accurate 19 times out of 20 to within +/-5%

• Circles and squares are used throughout this report to indicate differences that are significant at the 95% confidence level. Differences that are “approaching significance” (80% confidence level) are indicated with dotted circles and squares

• Solid arrows are used to indicate changes in 2012 vs prior wave 2010 and earlier results that are significant at the 95% level. Dotted arrows indicated changes that are “approaching significance.”

• No Safe Boating Awareness Survey research was conducted in 2011, hence no comparisons to 2011 in this report.

6

Summary –Key Findings & Implications

7

Summary of Key Findings

Boating Participation:• Almost half (43%) of Canadian adults participate in recreational boating activities.

• Fishing, pleasure powerboating and canoeing are the most popular boating activities.

• No significant change in boating participation in 2012 compared to 2010 & 2009.

Awareness of Safe Boating Messages:• 2012 aided awareness of NASBAW boating safety campaign messages is in-line

with 2006 to 2008 levels – still reaching over half of boaters (54%), but not as high as 2009 and 2010 levels.

• More boaters “highly aware” (of 5+ messages) in 2012 (16%) than in 2007 & 2008 (11%), and in-line with 2009 & 2010.

• Lower message awareness in 2012 than 2010 in most boating activity subgroups; still higher than 2006-08 levels amongst fishermen, powerboat passengers and PWC riders.

• Lower message awareness in 2012 than 2010 in Ontario and Atlantic regions, amongst male boaters, and boaters 45 - 54 years of age.

• Below prior years 2006-2008 levels in Ontario and Atlantic, and amongst boaters 45 – 54 yrs.

8


Awareness of Safe Boating Messages (cont’d):• Lower awareness in 2012 than 2010 for “get your PCOC” safe boating message;

and slightly lower for “wear your lifejacket”; highest awareness for “don’t drink and boat”, “get your PCOC” and “wear your lifejacket” messages.

• 2012 awareness higher than earlier 2006-2008 levels for “get your PCOC” and “review your checklist” messages.

Desired Safe Boating Attitudes/Behaviours:

• Weaker PFD, cold water and boating education attitudes and behaviour in 2012; maintained position on drinking & boating and preparedness.

• Anglers and powerboat passengers in particular have poorer PFD-wearing attitudes & behaviours in 2012 compared to 2010; other boating subgroups maintained.

• Weaker overall cold water attitudes reflect weaker attitudes in most boating activity sub-groups.

• More fishermen, boat drivers, passengers and canoeists/ kayakers say they have their PCOC in 2012 than in 2010.

• No significant changes in 2012 vs 2010 for “drinking & boating” nor “preparedness” attitudes & behaviours, by boating activity.

• Still evidence of stronger safe boating attitudes and behaviours amongst those aware of SBAW messages; although not as strong impact as in 2010.

9


Wearing PFDs:• No significant changes from wave to wave, although slightly fewer boaters in

2010+2012 saying they “Always” wear a PFD, compared to 2008+2009.

• Somewhat fewer younger, B.C. and Atlantic boaters “Always” wearing PFDs in 2010+2012 than 2008+09.

• Less claimed wearing of PFDs in 2010+2012 than 2008+09 among powerboat passengers.

• More belief in 2012 that “I can put PFD on if I need to” as a top reason boaters are not always wearing their PFD.

• Also more belief in 2010+12 than 2008+09 that “it’s good enough to be a good swimmer“ as another top reason for not always wearing their PFD.

• Rough water or being out in a kayak are the conditions that most motivate boaters to wear their PFDs; followed by being out in a canoe or small sailboat.

• Positive impact on intent to wear PFDs evident for awareness of SBAW messages in both 2012 and 2010.

10


Cold Water:

• About one-third (36%) of boaters say they’ve heard messages about the risks of cold water.

• Less generation of awareness of cold water risks from boating safety organizations in 2012 than 2010 – ie. via their brochures/pamphlets and instructors.

• Also somewhat more awareness generated by radio and outdoor/ mall/ transit media; and somewhat less recognition of hearing about cold water risks via news coverage/articles.

Implications (for discussion)

1. 2012 NASBAW campaign was effective in getting its safety message out to Canadian boaters

• Reached over half of boaters (54%) with its safe boating messages

• Similar overall message reach as for the 2006, 2007 & 2008 campaigns, although not quite as high as in 2009 and 2010.

• Higher message awareness reach than 2006-2008 levels amongst anglers (who continue to be a key boating safety target group), powerboat passengers and PWC riders; and maintained vs 2006-2008 amongst powerboat drivers and and canoeists/kayakers

• Higher awareness than 2006-2008 for “get your PCOC”, “checklist preparedness” and “wear lifejacket for cold water preparedness” messages; and maintained awareness for all other messages vs 2006-2008.

• Continued to build “multiple message awareness”, with more boaters; more are “highly aware” (of 5+ messages) in 2012 than in 2006 to 2008, and in-line with 2009 and 2010.


2. The NASBAW campaign continues to make a difference

• Still solid, positive impact, with boaters aware of NASBAW messages more likely to have desired safe boating attitudes and intended behaviours, than those not aware of the campaign

• Positive impact with boaters aware of NASBAW messages more likely to intend to wear their PFDs – overall, and in risky conditions


3. What can be done to further improve campaign awareness & impact … back up to 2009-2010 levels and beyond?

• In Ontario and Atlantic Canada, where 2012 message awareness is down?

• For “don’t drink & boat” and PFD messages, for which awareness is unchanged?

• To turn around the slight erosion in intent to wear PFDs, which seems to trace most to younger boaters (18-34) and boat passengers?

• Is the lower sourcing of cold water message awareness from news coverage/articles reflective of less uptake on that particular message via PR? Or less uptake overall?

• Did boating organizations provide less support for NASBAW messages in their brochures/materials and courses than in previous years? Or is less sourcing of cold water message awareness from that source reflective of less uptake on the cold water messages in particular

• Is it time for a significant creative refreshment in terms of how we express CSBC safe boating messages to boaters, to increase how much we get noticed and have impact?

• Even if #’s of impressions and message frequency are up, how well are they registering?

14

Detailed Findings

15

Boating Participation

16

Almost half (43%) of Canadian adults participate in recreational boating activities

2. Which of the following activities do you participate in, at least occasionally?

• Fishing, pleasure powerboating and canoeing are the most popular boating activities

2012 - % of Canadian adults participating in boating activities at least occasionally (n=1017)

In other non-power craft

Sailing

Kayaking

Canoeing

Paddling (net)

Non-power boating (net)

Ride PWC

Passenger only

Drive Powerboat

Pleasure powerboating

Fishing (from boat, cause, craft)

Powerboating (net)

Total boaters (net)

3

34

25

20

4

29

3

24

19

16

9

7

12

Total Boaters (net)

Powerboating (net)

• Fishing (from boat, canoe,

craft)

• Pleasure powerboating

• Drive powerboat

Passenger only (all types of craft)

Ride PWC

Non-powerboating (net)

• Paddling (net)

• Canoeing

• Kayaking

• Sailing

In other non-power craft

43

17

No change in boating participation in 2012 compared to 2010 & 2009; still almost half of Canadian adults involved in boating

2. Which of the following activities do you participate in, at least occasionally?

• No change in 2012 participation for any of the boating subgroups, after post-recession dip in 2009

• Over 6 years since 2006, small decline in net total non-powerboating participation (24% vs 29%) and increase in kayaking (9% vs 6%). Other boating activities unchanged.

% of Canadian adults participating in boating activities

2006 2007 2008 2009 2010 20120

10

20

30

40

50

45

4948

44 4443

35

3938

34 34 34

29 2930

25

27

24

26

2827

2322

25

23

25 25

23 23

2020 20

23

1920

1919

17

19

16 16 16

6

89

89 9

4

65 5

3 3

65

45

4 4

All Boaters Powerboating (net) Non-powerboating (net) Fishing Pleasure powerboating

Padding (net) Canoeing Kayaking PWC Sailing

18

Awareness of Safe Boating Messages

19

2006

2007

2008

2009

2010

2012 aided awareness of NASBAW boating safety campaign messages is in-line with 2006 to 2008 levels – still reaching over half of boaters (54%) but not as high as 2009 and 2010 levels

1. Which of the following boating safety messages have you seen or heard during the last few weeks? (eg. on TV, radio, in newspapers, magazines, on-line, etc.)

% of boating activity participants who are Aware of boating safety messages

2006

2007

2008

2009

2010

20062007200820092010

Non-powerboating (net) (n=237)

Powerboating (net) (n=351)

Total Aware - % saw or heard 1+ messages (of 9)

Highly Aware - % saw or heard 5+ messages (of 9)

13

13

11

11

15

15

12

12

12

13

10

13

60

56

52

51

62

59

53

53

60

56

56

51

6214

6516

6212

2012

2010

2009

2008

2007

2006

Total Boating (net) (n=436)

2012

2010

2009

2008

2007

2006

2012

2010

2009

2008

2007

2006

5416

18 58

4814

• More boaters “highly aware” (of 5+ messages) in 2012 (16%) than in 2007 & 2008 (11%), and in-line with 2009 & 2010.

20

Lower awareness in 2012 than 2010 in most boating activity subgroups; still higher than 2006-08 levels amongst fishermen, powerboat passengers and PWC riders


% of boating activity participants who areAware of boating safety messages (1+)

Sailing

Canoeing/kayak

Ride PWC

Passengers

Drivers of pb

Pleasure pb

FishingFishing (n=256)

Pleasure powerboating (n=196)

Drivers of powerboats (n=132)

Passengers (only) (n=299)

Ride PWC (n=35)

Canoeing & Kayaking (n=188)

Sailing (n=35)

Total Aware - % saw or heard 1+ messages

Highly Aware - % saw or heard 5+ messages

21

17

21

19

28

14

21 46

50

71

66

56

52

63

2012

2012Change vs

2006-08

=

=

=

2008

56

51

65

45

51

53

71

2009

66

59

76

52

78

58

64

2010

69

66

75

57

55

62

68

21

Lower message awareness in 2012 than 2010 in Ontario and Atlantic regions, amongst male boaters, and boaters 45 - 54 years of age


• Below prior years 2006-2008 levels in Ontario and Atlantic, and amongst boaters 45 – 54 yrs.

B.C.

Prairies

Ontario

Quebec

Atlantic

Region:

Female

Male

Gender:

55+

45-54

35-44

18-34

Age:

Total Aware - % saw or heard 1+ messages

Highly Aware - % saw or heard 5+ messages

Age:

18-34

35-44*

45-54

55+

Gender:

Male

Female

Region:

Atlantic

Quebec

Ontario

Prairies

B.C.

10

28

15

26

21

11

12

13

15

18

25 59

54

54

61

27

58

49

63

46

54

52

2012

2012Change vs

2006-08

=

=

=

=

=

=

=

2009

60

58

64

60

60

60

67

63

67

43

56

% of boating activity participants who areAware of boating safety messages

2010

59

62

64

65

66

57

55

65

70

50

59

* Very small base size for 35-44 yrs in 2012

22

Lower awareness in 2012 than 2010 for “get your PCOC” safe boating message; and slightly lower for “wear your lifejacket”

• Highest awareness for “don’t drink and boat”, “get your PCOC” and “wear your lifejacket” messages• 2012 awareness higher than earlier 2006-2008 levels for “get your PCOC” and “review your checklist” messages


% of total boaters who are Aware of boating safety messages (n = 436)

The moreblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blah

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Don’t drink alcoholic beverages while boating… it’s that simple. If you drink, don’t drive.

Everyone operating a motorized boat or water craft should get their Pleasure Craft Operator

Card.

Make the smart choice. Don’t just carry your lifejacket aboard your boat. Wear it.

Watch the weather while out boating…keep a weather eye out.

Review your checklist before you go out on the water. Be prepared.

If you wear your lifejacket before falling into cold water you’ll float and have a chance to survive.

Have the right safety equipment on board your boat… have a flare for rescue.

Be prepared for the possibility of falling into cold water by wearing your lifejacket.

The more knowledge you have, the more enjoyable boating becomes.

11

15

16

19

27

22

41

27

2012Change vs

2006-08

=

=

=

=

=

=

=

2008

39

18

25

17

11

12

10

11

9

2009

45

25

27

20

16

16

14

16

11

2012 2010

40

37

32

19

17

12

14

17

13

23

Fishermen and Boat Drivers have highest awareness of “don’t drink & boat” message

• Boat Drivers also have highest awareness of “get your PCOC” message and fishermen somewhat higher for lifejacket messages


The moreblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blah

14

Don’t drink alcoholic beverages while boating… it’s that simple. If you drink, don’t drive.

Everyone operating a motorized boat or water craft should get their Pleasure Craft Operator Card.

Make the smart choice. Don’t just carry your lifejacket aboard your boat. Wear it.

Watch the weather while out boating…keep a weather eye out.

Review your checklist before you go out on the water. Be prepared.

If you wear your lifejacket before falling into cold water you’ll float and have a chance to survive.

Have the right safety equipment on board your boat… have a flare for rescue.

Be prepared for the possibility of falling into cold water by wearing your lifejacket.

The more knowledge you have, the more enjoyable boating becomes. 11

15

16

19

27

22

41

27

% of boating activity participants Aware of each boating safety message

Fisher-men(256)

PleasurePowerbtrs

(196)

BoatDrivers

(132)

Pas-sengrs

(299)PWC

(35)

Canoeing &Kayakng

(188)Sailing

(35)

50 42 49 45 55 36 35

32 28 40 28 42 25 29

35 26 33 29 38 24 27

27 23 25 25 37 17 19

24 19 24 22 32 15 14

22 18 23 15 25 16 27

17 14 16 15 24 13 20

16 14 17 15 19 14 16

14 11 9 13 12 9 4

Total Boaters(436)

24

No significant changes in subgroups’ awareness of “don’t drink & boat” message in 2012 vs 2010


% of boaters aware of “don’t drink & boat” message

B.C.

Prairies

Ontario

Quebec

Atlantic

Region:

Female

Male

Gender:

55+

45-54

35-44

18-34

Age:Age:

18-34

35-44*

45-54

55+

Gender:

Male

Female

Region:

Atlantic

Quebec

Ontario

Prairies

B.C.

46

45

33

23

49

46

36

52

38

36

52

2012 2010

36

40

37

48

43

37

37

33

46

36

45

2009

42

37

52

52

45

46

59

39

56

32

36


25

Highest awareness of “get your Pleasure Craft Operator Card” message in British Columbia and among older boaters 55+ yrs

• Lower awareness of “get your PCOC” message in 2012 vs 2010 in Ontario, amongst women and 45+ yrs age groups.


% of boaters aware of “get your PCOC” message

B.C.PrairiesOntarioQuebecAtlanticRegion:Female

MaleGender:

55+45-5435-4418-34Age:Age:

18-34

35-44*

45-54

55+

Gender:

Male

Female

Region:

Atlantic

Quebec

Ontario

Prairies

B.C.

25

21

32

20

43

33

19

37

26

19

27

2012 2010

23

41

41

48

39

34

21

41

39

31

39

2009

19

20

32

32

24

28

21

37

26

13

25


26

Highest awareness of “make the smart choice... wear your lifejacket” message in B.C. and amongst older boaters 55+ yrs; and lower in Atlantic Canada


% of boaters aware of “make the smart choice… wear your lifejacket” message


MaleGender:

55+45-5435-4418-34Age:Age:

18-34

35-44*

45-54

55+

Gender:

Male

Female

Region:

Atlantic

Quebec

Ontario

Prairies

B.C.

31

24

28

13

37

31

22

38

22

23

18

2012 2010

30

27

32

38

37

26

33

32

30

31

38

2009

17

29

33

36

29

25

44

34

27

14

23


27

No significant changes in subgroups awareness of “be prepared for possibility of falling into cold water by wearing your lifejacket” message in 2012 vs 2010


% of boaters aware of “be prepared for the possibility of falling into coldwater by wearing your lifejacket” message


MaleGender:

55+45-5435-4418-34Age:Age:

18-34

35-44*

45-54

55+

Gender:

Male

Female

Region:

Atlantic

Quebec

Ontario

Prairies

B.C.

13

15

10

10

23

17

12

20

11

14

7

2012 2010

15

13

18

20

20

13

8

17

18

18

15

2009

13

16

12

24

15

17

27

18

16

11

15


28

High awareness of “if you wear your lifejacket before falling into cold water you’ll float and have a chance to survive” message amongst men and 55+ yrs


% of boaters aware of “if you wear your lifejacket before falling into cold water you’ll float and have a chance to survive” message


MaleGender:

55+45-5435-4418-34Age:Age:

18-34

35-44*

45-54

55+

Gender:

Male

Female

Region:

Atlantic

Quebec

Ontario

Prairies

B.C.

19

13

18

12

23

21

10

27

11

14

22

2012 2010

9

8

13

18

15

10

8

17

9

13

13

2009

12

16

13

25

17

15

25

27

17

5

10


29

Desired Safe BoatingAttitudes/Behaviours

30

Weaker PFD, cold water and boating education attitudes and behaviour in 2012; maintained position on drinking & boating and preparedness

3. Please indicate how much you agree or disagree that each of these statements applies to you, ie. describes things you are doing or intend to do this year (on a scale from 1[Strongly disagree] to 10[Strongly agree])

blah blah

blah blah

blah blah

blah blah

blah blah

blah blah

blah blah

blah blah

blah blah

blah blah

blah blah

blah blah

blah blah

25

50

13

Drinking & boating:I am not going to drink any alcoholic beverages while out on the water in a boat this seasonWearing your PFD:I will wear my PFD or lifejacket all the time when I’m out on the water in a boat this seasonI am going to strongly encourage everyone else who is out in a boat with me this season to wear their PFD or lifejacket, no matter what their age or swimming ability may bePreparedness:I will always check my boat over every time before I go out on the water this season; including making sure I have enough PFDs/lifejackets on board

I’m going to review my pre-departure checklist, every time I go out on the water this seasonI have a pre-departure checklist written down that identifies the things to check every time before I head out on the water

Cold water:I’m going to make a point of being better prepared for the possibility of falling into cold water this season, by wearing my lifejacket

I don’t worry about the temperature of the water, as I don’t boat during what I consider to be the cold water season

I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while out in a boatBoating education:I’m going to make a point of getting more information, or taking a course to learn more about how to boat safely

I already have my Pleasure Craft Operator Card

I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year

I have already taken boating safety education training beyond the PCOC level

34

12

12

24

43

29

2012

55

54

61

Desired Safe Boating Attitudes/Behaviours - % strongly agree they are doing or intend to do this year(top-2-box 9-10 rating on 10 pt scale) (n=436)

25

2012Change vs

2008

=

2008

65

66

68

n/a

40

n/a

59

n/a

n/a

22

21

14

16

2009

70

64

66

56

33

22

50

30

32

21

17

17

15

2010

66

59

62

55

34

25

53

30

36

20

25

20

19

31

Anglers and powerboat passengers in particular have poorer PFD-wearing attitudes & behaviours in 2012 compared to 2010



Fisher-men

PleasurePower btrs

BoatDrivers

Pas-sengrs PWC

Canoeing& Kayaking Sailing

2012(256)

2010(222)

2009(230)

2008(249)

2012(196)

2010(220)

2009(229)

2008(221)

2012(132)

2010(149)

2009(138)

2008(142)

2012(299)

2010(185)

2009(202)

2008(220)

2012(35)

2010(29)

2009(44)

2008(42)

2012(188)

2010(198)

2009(191)

2008(189)

2012(35)

2010(45)

2009(48)

2008(44)

Wearing your PFD:I will wear my PFD or lifejacket all the time when I’m out on the water in a boat this season 56 61 59 61 53 53 60 63 49 51 55 64 55 64 64 63 57 49 50 56 55 55 65 63 48 56 57 66

I am going to strongly encourage everyone else who is out in a boat with me this season to wear their PFD or lifejacket, no matter what their age or swimming ability may be 56 66 62 66 54 57 64 61 52 55 61 66 55 68 64 65 70 53 52 63 54 61 66 67 52 57 60 66

• Other boating subgroups maintained

32

Weaker overall cold water attitudes reflect weaker attitudes in most boating activity sub-groups



Fisher-men

PleasurePower btrs

BoatDrivers

Pas-sengrs PWC


2012(256)

2010(222)

2009(230)

2008(249)

2012(196)

2010(220)

2009(229)

2008(221)

2012(132)

2010(149)

2009(138)

2008(142)

2012(299)

2010(185)

2009(202)

2008(220)

2012(35)

2010(29)

2009(44)

2008(42)

2012(188)

2010(198)

2009(191)

2008(189)

2012(35)

2010(45)

2009(48)

2008(44)

Cold water:I’m going to make a point of being better prepared for the possibility of falling into cold water this season, by wearing my lifejacket 48 54 47 56 48 50 53 52 46 50 45 54 48 55 54 59 54 53 43 47 44 51 47 55 48 66 52 57

I don’t worry about the temperature of the water, as I don’t boat during what I consider to be the cold water season 27 27 24 na 31 29 32 na 28 25 26 na 29 32 31 na 22 46 30 na 29 22 35 na 10 22 18 na

I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while out in a boat 30 40 36 na 27 38 36 na 30 47 40 na 26 30 30 na 17 52 34 na 29 5 37 na 34 40 33 na

Note: Arrows indicate significant changes in 2010 vs 2008

33

More fishermen, boat drivers, passengers and canoeists/ kayakers say they have their PCOC in 2012 than in 2010



Fisher-men

PleasurePower btrs

BoatDrivers

Pas-sengrs PWC


2012(256)

2010(222)

2009(230)

2008(249)

2012(196)

2010(220)

2009(229)

2008(221)

2012(132)

2010(149)

2009(138)

2008(142)

2012(299)

2010(185)

2009(202)

2008(220)

2012(35)

2010(29)

2009(44)

2008(42)

2012(188)

2010(198)

2009(191)

2008(189)

2012(35)

2010(45)

2009(48)

2008(44)

Boating education:I’m going to make a point of getting more information, or taking a course to learn more about how to boat safely 17 24 23 27 16 20 23 23 21 25 28 29 16 19 18 21 36 28 39 23 13 20 21 19 18 24 16 17

I already have my Pleasure Craft Operator Card 36 27 22 26 30 30 22 26 62 48 32 42 25 10 12 13 43 49 27 45 31 21 16 23 29 38 28 25

I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year 15 26 22 15 13 19 20 15 15 27 32 19 13 17 9 12 23 22 29 10 12 19 19 12 20 22 19 23

I have already taken boating safety education training beyond the PCOC level 21 21 21 17 18 21 18 17 33 32 26 24 14 9 12 11 21 28 35 16 18 16 14 15 37 44 25 19

• Somewhat less intent to get more boating safety information/training among fishermen and canoeists/kayakers in 2012 than in 2010.

34

No significant changes in 2012 vs 2010 for “drinking & boating” nor “preparedness” attitudes & behaviours, by boating activity



Fisher-men

PleasurePower btrs

BoatDrivers

Pas-sengrs PWC


2012(256)

2010(222)

2009(230)

2008(249)

2012(196)

2010(220)

2009(229)

2008(221)

2012(132)

2010(149)

2009(138)

2008(142)

2012(299)

2010(185)

2009(202)

2008(220)

2012(35)

2010(29)

2009(44)

2008(42)

2012(188)

2010(198)

2009(191)

2008(189)

2012(35)

2010(45)

2009(48)

2008(44)

Drinking & boating:I am not going to drink any alcoholic beverages while out on the water in a boat this season 61 65 70 62 60 59 68 61 57 63 66 60 59 62 70 66 68 67 68 52 60 67 71 61 54 61 55 62

Preparedness:I will always check my boat over every time before I go out on the water this season; including making sure I have enough PFDs/lifejackets on board 58 59 59 na 53 54 56 na 64 63 61 na 53 51 52 na 63 76 58 na 57 55 59 na 68 64 55 na

I’m going to review my pre-departure checklist, every time I go out on the water this season 34 39 34 41 32 30 36 37 35 39 38 45 31 31 31 38 42 31 49 37 28 33 31 35 54 43 32 47

I have a pre-departure checklist written down that identifies the things to check every time before I head out on the water 30 28 23 na 22 20 26 na 33 31 27 na 25 18 21 na 33 38 30 na 24 21 21 na 35 35 30 na


35

Still evidence of stronger safe boating attitudes and behaviours amongst those aware of SBAW messages; although not as strong impact as in 2010


Desired Safe Boating Attitudes/Behaviours - % strongly agree they are doing or intend to do this year(top-2-box 9-10 rating on 10 pt scale)

• In 2012, “drinking & boating” and “wearing your PFD” attitudes not positively affected by awareness of SBAW messages; whereas they were impacted in 2010.

Awareness of NASBAW Campaign Messages2012 2010

Not Aware(198)

Aware(1+ messages)

(258)

Highly Aware(5+ messages)

(77)Not Aware

(164)

Aware(1+ messages)

(273)


(69)

Drinking & boating:I am not going to drink any alcoholic beverages while out on the water in a boat this season 61 60 63 63 67 83

Wearing your PFD:I will wear my PFD or lifejacket all the time when I’m out on the water in a boat this season 53 55 59 52 63 72

I am going to strongly encourage everyone else who is out in a boat with me this season to wear their PFD or lifejacket, no matter what their age or swimming ability may be 54 55 59 52 68 83

Preparedness:I will always check my boat over every time before I go out on the water this season; including making sure I have enough PFDs/lifejackets on board 50 57 70 40 64 79

I’m going to review my pre-departure checklist, every time I go out on the water this season 29 34 47 23 42 64

I have a pre-departure checklist written down that identifies the things to check every time before I head out on the water 22 27 45 15 30 45

Cold water:I’m going to make a point of being better prepared for the possibility of falling into cold water this season, by wearing my lifejacket 43 49 55 42 60 69

I don’t worry about the temperature of the water, as I don’t boat during what I consider to be the cold water season 34 27 21 33 28 22

I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while out in a boat 24 29 33 26 42 56

Boating education:I’m going to make a point of getting more information, or taking a course to learn more about how to boat safely 12 19 20 12 26 34

I already have my Pleasure Craft Operator Card 25 33 39 15 31 44

I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year 12 15 17 12 25 21

I have already taken boating safety education training beyond the PCOC level 13 21 33 12 23 35

36

Wearing PFDs

37

2008

2009

2010

2012

Always Usually Sometimes Rarely Never

No significant changes from wave to wave, although slightly fewer boaters in 2010+2012 saying they “Always” wear a PFD, compared to 2008+2009


4. How often do you personally wear a PFD (“Personal Flotation Device”) or lifejacket when out in a boat?

How often boaters say they wear a PFD/lifejacket% of total boaters (n=436)

36112456

27122752

16112655

310152547

38

Somewhat fewer younger, B.C. and Atlantic boaters “Always” wearing PFDs in 2010+12 than 2008+09

% of boaters in each sub-group who say they Always wear a PFD/lifejacket when out in a boat


MaleGender:

55+45-5435-4418-34Age:

Total boatersTotal boaters

Age:

18-34

35-44*

45-54

55+

Gender:

Male

Female

Region:

Atlantic

Quebec

Ontario

Prairies

B.C.

49

45

44

65

47

46

49

50

53

41

28

2012 2009

56

54

59

57

56

53

59

59

67

47

58

60 * Very small base size for 35-44 yrs in 2012


47

2010

52

46

54

52

56

48

56

59

56

48

55

45

2008

55

52

62

54

54

53

57

38

64

51

51

65

2010+12Change

vs 2008+09

39

Less claimed wearing of PFDs in 2010+2012 than 2008+09 among powerboat passengers

% of boating activity participants who saythey Always wear a PFD/lifejacket


Sailing

Canoeing/kayak

Ride PWC

Passengers

Drivers of pb

Pleasure pb

Fishing

Total boatersTotal boaters (436)

Fishing (n=256)

Pleasure powerboating (n=196)

Drivers of powerboats (n=132)

Passengers (only) (n=299)

Ride PWC (n=35)

Canoeing & Kayaking (n=188)

Sailing (n=35) 46

46

50

44

47

43

49

2012

2010+12Change vs

2008+09

=

=

=

=

=

=

2008

55

53

48

49

55

41

52

47

2009

56

53

50

48

57

53

55

48

47

2010

52

51

49

49

51

38

51

40

40

More belief in 2012 that “I can put PFD on if I need to” as a top reason boaters are not always wearing their PFD

• Also more belief in 2010+2012 than 2008+09 that “it’s good enough to be a good swimmer“ as another top reason for not always wearing their PFD.

5. Which if any of the following reasons describe why you do not always wear a PFD or lifejacket when boating?

Reasons for not Always wearing a PFD/lifejacket when out in a boat - % of boaters who do not always wear a PFD

2012(222)

2010(210)

2009(195)

2008(215)

2010+12Change vs

2008+09

I can put a PFD on if I need to 38 30 35 32 =

I’m a good swimmer 36 38 28 30

It is enough for me to know that there are PFDs available in the boat, if we need them 34 35 34 n/a =

A PFD is not comfortable 23 30 24 31 =

A PFD restricts my activity on the boat 21 29 25 29 =

I don’t need to wear a PFD when the boat is in shallow water 20 23 19 n/a =

I don’t go far enough from shore to need a PFD 19 12 13 23 =

When I go out on a large boat I don’t need to wear a PFD 16 22 20 17 =

I tend to go along with other people on the boat. I will wear a PFD if they wear one 14 12 16 n/a =

I don’t need to wear a PFD when the boat isn’t moving 12 15 13 17 =

I don’t think I will ever fall in the water and need a PFD 10 12 8 6

41

Rough water or being out in a kayak are the conditions that most motivate boaters to wear their PFDs; followed by being out in a canoe or small sailboat

• Little change since 2009 in how motivating these various factors are

smallsmall sail

canoekayak

OutAnchored

UnderCloseMoreBoat

I knowI am

In anColdCalm

RoughWater

Overall

Overall % of boaters who would always wear a PFD (before any conditions are mentioned)

Water is…

Rough (ie. can see white caps)

Calm

Cold

In an area…

I am not familiar with

I know very well

Boat is…

More than 50 feet from shore

Close to shore (within 50 feet)

Under way

Anchored or drifting

Out in a…

Kayak

Canoe

Small sailboat

Small, open powerboat > 6 metres

69

45

64

56

51

55

60

48

47

70

2012 (n=423)

60

43

58

63

% of boaters who say they would Always wear a PFD/lifejacket out in a boat under the following conditions 2010+12

Change vs2009

=

=

=

==

==

=

=

=

=

=

=

2009

56

72

52

63

63

54

57

50

57

46

70

65

64

61

7. How often do you personally wear a PFD or lifejacket when out in a boat, under each of the following specific conditions?

2010

52

75

51

63

66

54

60

49

58

42

71

65

66

61

42

Positive impact on intent to wear PFDs evident for awareness of SBAW messages in both 2012 and 2010

• Slightly broader impact in 2012 than 2010

% of boaters who say they would Always wear a PFD/lifejacket out in a boat under the following conditions

7. How often do you personally wear a PFD or lifejacket when out in a boat, under each of the following specific conditions?

Awareness of NASBAW Campaign Messages2012 2010

Not Aware(198)

Aware(1+ messages)

(258)


(77)Not Aware

(164)

Aware(1+ messages)

(273)


(69)

Overall % of boaters who would always wear a PFD (before any conditions are mentioned) 43 51 59 48 54 61

Water is…Rough (ie. can see white caps) 66 74 83 72 76 84

Calm 44 51 56 47 53 63

Cold 60 61 73 62 64 75

In an area…I am not familiar with 56 63 75 63 68 74

I know very well 48 53 62 51 56 66

Boat is…More than 50 fee from shore 53 56 64 58 62 71

Close to shore (within 50 feet) 41 48 58 47 50 62

Under way 54 57 69 52 61 70

Anchored or drifting 41 45 51 42 43 53

Out in a…Kayak 69 70 77 69 73 76

Canoe 65 63 77 62 69 81

Small sailboat 62 63 75 61 68 80

Small, open powerboat > 6 metres 57 59 69 56 64 78

43

Cold Water

44

About one-third (36%) of boaters say they’ve heard messages about the risks of cold water

9a. Have you seen or heard any communications/messages (for example in ads ,on posters, on websites, at events or training programs, etc.) about the risks associated with cold water, immersion/falling into cold water, either recently or any time in the past year? 3. Please indicate how much you agree or disagree that each of these statements applies to you, ie. describes things you are doing or intend to do this year (on a scale from 1[Strongly disagree] to 10[Strongly agree])

Total Boaters

• Higher cold water message awareness among older boaters 55+ years (54%), and boat drivers (54%)• Less evidence in 2012 than 2010 that those who have seen/heard cold water messages, have more positive cold water attitudes & intended

behaviour

blah blah

blah blah

blah blah

Safe boating cold water attitudes & behaviours:(% of boaters who strongly agree (top-2-box 9-10 on 10 pt scale)

I’m going to make a point of being better prepared for the possibility of falling into cold water this

season, by wearing my lifejacket

I don’t worry about the temperature of the water, as I don’t boat during what I consider to be the

cold water season

I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while

out in a boat27

30

48

boaters who have seen/heard about risks of cold water

% who strongly agree (top-2-box 9-10 on 10 pt scale)

36%say they have seen/heard about the risks of cold water(40% in 2010)

2012 2010

59

30

39

45

Less generation of awareness of cold water risks from boating safety organizations in 2012 than 2010 – ie. via their brochures/pamphlets and instructors

9b. Which of the following are ways you have seen or heard about risks associated with cold water immersion or falling into cold water?

% of Boaterswho have seen/heard

2012 (169) 2010 (179)Ads (net) 78% 76%

- TV ads/PSAs 59 57

- Radio ads/PSAs 34 27

- Signs/posters/billboards/malls/transit 25 19

- Newspaper ads 22 24

- Internet/website ads 12 15

News coverage/articles/blogs (net) 59% 69%

- News coverage, incl. TV, radio, newspaper 52 55

- Magazine articles 22 25

- Online blogs, forums, magazine websites, other websites, etc. 11 14

TV program/documentary show, eg. Cold Water Boot Camp 29% 34%

Brochures or pamphlets, eg. from water safety or boating org’ns 25% 37%

Training session/class (net) 22% 25%

- Video shown in training session/class 12 14

- From what instructor said in training session/class 10 16

- In another type of training session/class, eg. at school, etc. 10 12

Friend or family member told me about it 19% 23%

Sources for seeing/hearing about cold water risks

• Somewhat more awareness generated by radio and outdoor/mall/transit media• Somewhat less recognition of hearing about cold water risks via news coverage/articles

Total Boaters

36%say they have seen/heard about the risks of cold water(40% in 2010)

46

Appendix

47

Demographic Profile

& = significantly different from June 2010 results at 95% confidence level

TOTAL INTERVIEWS BOATERS

2009 2010 2012 2009 2010 2012(1004) (1022) (1017) (442) (437) (436)

Language 100% 100% 100% 100% 100% 100%

English 77% 77% 80% 82% 80% 80%

French 23% 23% 20% 18% 20% 20%

Gender 100% 100% 100% 100% 100% 100%

Male 48% 48% 48% 54% 55% 53%

Female 52% 52% 52% 46% 45% 47%

Age 18-24 12% 12% 8% 14% 14% 10%25-34 16% 16% 20% 19% 20% 24%35-44 20% 20% 3% 21% 19% 3%45-54 20% 20% 37% 20% 19% 36%55-64 15% 15% 18% 14% 15% 16%65+ 18% 18% 14% 13% 13% 10%

Age (Summary) 18-34 28% 28% 28% 33% 34% 34%35-54 40% 40% 40% 41% 38% 39%55+ 32% 32% 32% 26% 28% 26%

Education Grade School or Some High School 8% 7% 9% 5% 5% 8%High School Completed 20% 22% 40% 19% 18% 38%Technical or Trade School/Community College Completed 31% 32% 14% 31% 32% 15%Some Community College or University, Not Completed 13% 14% 18% 17% 17% 18%University Degree, such as a Bachelor's Degree 21% 18% 13% 22% 19% 16%Post-Graduate Degree, such as a Master's or Ph.D Degree 6% 7% 5% 7% 10% 6%

48

Demographic Profile (cont’d)

& = significantly different from June 2010 results at 95% confidence level

TOTAL INTERVIEWS BOATERS

2009 2010 2012 2009 2010 2012(1004) (1022) (1017) (442) (437) (436)

Employment StatusEmployed 61% 59% 53% 66% 61% 56%

Employed full-time 42% 40% 35% 46% 41% 36%Employed part-time 9% 9% 10% 9% 9% 12%Self-employed 10% 10% 7% 11% 11% 8%

Not employed 38% 40% 47% 34% 37% 43% Student (full time) 6% 5% 7% 8% 6% 8% Homemaker (full time) 8% 7% 6% 8% 5% 6% Retired 19% 20% 22% 15% 19% 20%

Other 5% 7% 12% 4% 8% 9%

Marital StatusSingle 22% 26% 24% 22% 27% 29%Married / common-law 57% 61% 64% 58% 62% 61%Divorced/ Separated 10% 10% 8% 8% 9% 7%Widowed 4% 3% 3% 2% 2% 3%

IncomeLOWER -<25M 19% 18% 19% 16% 13% 17%LOWER MIDDLE 25M-49.9M 26% 26% 24% 22% 22% 22%UPPER MIDDLE 50M-74.9M 21% 20% 23% 20% 20% 26%UPPER 75M+ 34% 36% 35% 42% 44% 35%Mean $61.9M $63.9M $60.0M $68.4M $71.4M $62.5M

RegionAtlantic 8% 8% 7% 7% 7% 9%Quebec 26% 26% 24% 20% 23% 21%Ontario 37% 37% 38% 40% 35% 41%Prairies 17% 17% 17% 18% 19% 15%BC 13% 13% 13% 15% 17% 14%

49

By age, weaker cold water attitudes overall trace especially to older boaters 55+ years and those 35-44 years



18-34 35-44 45-54 55+

2012(105)

2010(142)

2012(12)

2010(71)

2012(158)

2010(81)

2012(116)

2010(143)

Cold water:I’m going to make a point of being better prepared for the possibility of falling into cold water this season, by wearing my lifejacket 34 39 25 51 57 51 49 73

I don’t worry about the temperature of the water, as I don’t boat during what I consider to be the cold water season 32 28 20 30 24 29 39 32

I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while out in a boat 24 32 13 40 30 32 27 41

50

By age, lower overall PFD-wearing attitudes in 2012 than 2010 trace especially to older boaters 55+ years



18-34 35-44 45-54 55+

2012(105)

2010(142)

2012(12)

2010(71)

2012(158)

2010(81)

2012(116)

2010(143)

Wearing your PFD:I will wear my PFD or lifejacket all the time when I’m out on the water in a boat this season 45 43 32 61 62 60 57 75

I am going to strongly encourage everyone else who is out in a boat with me this season to wear their PFD or lifejacket, no matter what their age or swimming ability may be 48 45 32 63 59 68 60 79

51

By age, lower overall intent to get boating education traces to younger boaters 18-34 years



18-34 35-44 45-54 55+

2012(105)

2010(142)

2012(12)

2010(71)

2012(158)

2010(81)

2012(116)

2010(143)

Boating education:I’m going to make a point of getting more information, or taking a course to learn more about how to boat safely 5 18 18 20 22 20 20 23

I already have my Pleasure Craft Operator Card 22 20 31 20 31 33 34 29

I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year 7 18 18 24 17 20 17 20

I have already taken boating safety education training beyond the PCOC level 8 15 41 21 21 20 23 22

1 2012 safe boating awareness survey consumer research results report prepared for: canadian safe...

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