2013 safe boating awareness survey consumer research results preliminary report
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1
2013 SAFE BOATING AWARENESS SURVEY
Consumer Research Results Preliminary Report
Prepared for: Canadian Safe Boating Council
Prepared by: McCullough Associates
Date: June 27, 2013
2
Table of Contents
1. Introduction 3
• Research Objectives & Methodology
4
2. Summary 6
3. Detailed Findings 12
• Boating Participation
13
• Awareness of Safe Boating Messages
16
• Sources of Awareness of Safe Boating Messages
25
• Safe Boating Posters Awareness
29
• Safe Boating Attitudes & Behaviours
32
• Wearing PFDs
34
4. Appendix 41
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 29 – June 3, 2013
• n = 1,221 Canadian adults, nationally representative of the Canadian population
• Most Safe Boating Awareness Survey questions asked of n=454 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 1,221, results are accurate 19 times out of 20 to within +/-3%
• On a sample size of 454, 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 2013 vs prior wave 2012 results that are significant at the 95% level. Dotted arrows indicated changes that are “approaching significance.”
6
Summary
7
Summary of Key Findings
Boating Participation:• In 2013, 37% of Canadian adults participate in recreational boating activities.
• Fishing, pleasure powerboating and canoeing are the most popular boating activities.
• Boating participation lower in 2013 compared to prior years.
• Decrease traces to slightly less participation in 2013 for both Powerboating and Non-powerboating activities.
• Within Paddling, both canoeing and kayaking participation is down slightly in 2013.
• This is the first decline in Boating participation since the post-recession dip in 2009.
8
Summary of Key Findings
Awareness of Safe Boating Messages:• 2013 aided awareness of NASBAW boating safety campaign messages is in-line with
previous years – still reaching over half of boaters (53%); unchanged from 2012, although not as high as 2010 peak.
• Overall message awareness in 2013 unchanged from 2012 in most boating activity subgroups; down slightly amongst fishermen.
• Higher message awareness in 2013 than 2012 in Atlantic Canada, and lower in Prairies region.
• Awareness of specific boating safety messages in 2013 is in-line with previous years.• Highest awareness for “don’t drink and boat”, “wear your lifejacket” “get your PCOC” and “watch the
weather”.
• Riders of personal watercraft have highest awareness of “don’t drink & boat” message in 2013. Boat Drivers have highest awareness of “get your PCOC” message.
• Awareness of “wear your lifejacket” message higher in 2013 vs 2012 amongst boaters 35-54 years of age.
• No significant changes in subgroups’ awareness of “don’t drink & boat” message in 2013 vs 2012, except lower in Prairies region.
• By age, higher awareness of “”don’t’ drink & boat” message among older boaters 55+ years of age than amongst younger boaters.
• No significant changes in subgroups’ awareness of “get your PCOC” message in 2013 vs 2012, except lower in Prairies region.
• Higher awareness of “get your PCOC” message in 2013 among older boaters 55+ years of age than amongst younger boaters; and lower amongst women than men
9
Summary of Key Findings
Sources of Awareness of Safe Boating Messages:• Advertising, news coverage offline and posters are the top sources of safe
boating messages that boaters recall.
• TV and radio are highest sources of advertising awareness• TV ads higher among 35-54 years (38%) and 55+ years (48%) than 18-34 years (15%)
• Radio ads higher among 35-54 years (21%) and 55+ years (28%) than 18-34 years (10%)
• Newspaper (18%) and magazine (15%) ads higher among 55+ years than younger boaters.
• Awareness of news coverage and posters skews to older boaters 55+ years.
• Higher awareness of safe boating messages among boaters 55+ years sourced from news coverage (35%) , magazine articles (15%) and posters at marinas (24%), moreso than for younger boaters.
• News coverage is higher source of awareness in Quebec (31%), Ontario (32%) and BC (34%) than in Atlantic Canada (9%) and Prairies (15%).
10
Summary of Key Findings
Safe Boating Posters Awareness:
• Low awareness of Fire Alarm poster; slightly higher for Canadian Tire poster.
• No significant awareness differences for Fire Alarm poster, by region, gender or age
• For Canadian Tire poster, higher awareness among men than women; no significant differences by region or age
• No significant awareness differences for either poster by boating activity subgroups.
• Stronger safe boating attitudes among boaters aware of Canadian Tire poster.
Desired Safe Boating Attitudes/Behaviours :
• Stronger PFD, preparedness and boating education attitudes / behaviours in 2013.
• Relatively strong interest in wearing inflatable PFDs.
11
Summary of Key Findings
Wearing PFDs:• No significant changes from wave to wave, although slightly fewer boaters in
2013+2012 saying they “Always” wear a PFD, compared to 2008+2009+2010.
• Top reasons boaters are not always wearing their PFD are beliefs that “I can put PFD on if I need to”, “I’m a good swimmer”, “I can put it on if I need to, as long as its in the boat”, and not wanting to wear PFDs because they are too hot or uncomfortable.
• Rough water, and being out in a canoe or kayak, are the conditions that most motivate boaters to wear their PFDs; followed by cold water and being out in a small sailboat.
12
Detailed Findings
13
Boating Participation
14
In 2013, 37% 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.
2013 - % of Canadian adults participating in boating activities at least occasionally (n=1221)
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
31
23
18
3
27
2
21
16
13
7
8
11
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
37
15
Boating participation lower in 2013 compared to prior years
2. Which of the following activities do you participate in, at least occasionally?
• Decrease traces to slightly less participation in 2013 for both Powerboating and Non-powerboating activities.
• Within Paddling, both canoeing and kayaking participation is down slightly in 2013.
• This is the first decline in Boating participation since the post-recession dip in 2009.
% of Canadian adults participating in boating activities
2006 2007 2008 2009 2010 2012 20130
10
20
30
40
50
45
4948
44 4443
37
35
3938
34 34 34
3129 2930
25
27
24
21
26
2827
2322
25
2323
25 25
23 23
20
18
20 20
23
1920
19
16
19
17
19
16 16 16
13
6
89
89 9
7
4
65 5
3 32
65
45
4 43
All Boaters Powerboating (net) Non-powerboating (net) Fishing Pleasure powerboating
Padding (net) Canoeing Kayaking PWC Sailing
16
Awareness of Safe Boating Messages
17
2006
2007
2008
2009
2010
2013 aided awareness of NASBAW boating safety campaign messages is in-line with previous years – still reaching over half of boaters (53%); unchanged from 2012, although not as high as 2010 peak
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
Total Boating (net) (n=436)
2013
2012
2010
2009
2008
2007
2006
2013
2012
2010
2009
2008
2007
2006
5416
18 58
4814
2013
2012
2010
2009
2008
2007
2006
5314
16 57
13 50
18
Message awareness in 2013 unchanged from 2012 in most boating activity subgroups; down slightly amongst fishermen
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 areAware of boating safety messages (1+)
Sailing
Canoeing/kayak
Ride PWC
Passengers
Drivers of pb
Pleasure pb
FishingFishing (n=289)
Pleasure powerboating (n=215)
Drivers of powerboats (n=152)
Passengers (only) (n=325)
Ride PWC (n=24)
Canoeing & Kayaking (n=186)
Sailing (n=30)
Total Aware - % saw or heard 1+ messages
Highly Aware - % saw or heard 5+ messages
16
17
22
15
17
12
11 46
49
68
59
55
55
57
2013 2008
56
51
65
45
51
53
71
2009
66
59
76
52
78
58
64
2010
69
66
75
57
55
62
68
2012
63
52
66
56
71
50
46
19
Higher message awareness in 2013 than 2012 in Atlantic Canada, and lower in Prairies region
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.)
• No significant changes in 2013 by age or gender.
B.C.PrairiesOntarioQuebecAtlanticRegion:Female
MaleGender:
55+35-5418-34Age:
Total Aware - % saw or heard 1+ messages
Highly Aware - % saw or heard 5+ messages
Age:
18-34
35-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
8
10
25
16
12
17
10
21
7
10 54
36
59
60
42
53
54
59
46
55
2013 2009
60
61
60
60
60
67
63
67
43
56
% of boating activity participants who areAware of boating safety messages
2010
59
63
65
66
57
55
65
70
50
59
2012
54
51
63
58
49
27
61
54
54
59
20
Awareness of specific boating safety messages in 2013 is in-line with previous years
• Highest awareness for “don’t drink and boat”, “wear your lifejacket” “get your PCOC” and “watch the weather”.
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 total boaters who are Aware of boating safety messages (n = 454)
The more
blah blah
blah blah
blah blah
blah blah
blah blah
blah blah
blah blah
blah blah
13
Don’t drink alcoholic beverages while boating… it’s that simple. If you drink, don’t drive.
Make the smart choice. Don’t just carry your lifejacket aboard your boat. Wear it.
Everyone operating a motorized boat or water craft should get their Pleasure Craft Operator
Card.
Watch the weather while out boating…keep a weather eye out.
Have the right safety equipment on board your boat… have a flare for rescue.
Review your checklist before you go out on the water. Be prepared.
Be prepared for the possibility of falling into cold water by wearing your lifejacket.
If you wear your lifejacket before falling into cold water you’ll float and have a chance to survive.
The more knowledge you have, the more enjoyable boating becomes.
12
14
16
17
24
22
40
27
2008
39
25
18
17
10
11
11
12
9
2009
45
27
25
20
14
16
16
16
11
2013 2010
40
32
37
19
14
17
17
12
13
2012
41
27
27
22
15
19
14
16
11
21
Riders of personal watercraft have highest awareness of “don’t drink & boat” message in 2013
• Boat Drivers have highest awareness of “get your PCOC” message.
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.)
The moreblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blah
13
Don’t drink alcoholic beverages while boating… it’s that simple. If you drink, don’t drive.
Make the smart choice. Don’t just carry your lifejacket aboard your boat. Wear it.
Everyone operating a motorized boat or water craft should get their Pleasure Craft Operator Card.
Watch the weather while out boating…keep a weather eye out.
Have the right safety equipment on board your boat… have a flare for rescue.
Review your checklist before you go out on the water. Be prepared.
Be prepared for the possibility of falling into cold water by wearing your lifejacket.
If you wear your lifejacket before falling into cold water you’ll float and have a chance to survive.
The more knowledge you have, the more enjoyable boating becomes. 12
14
16
17
24
22
40
27
% of 2013 boating activity participants Aware of each boating safety message
Fisher-men(289)
PleasurePowerbtrs
(215)
BoatDrivers
(152)
Pas-sengers
(325)PWC
(24)
Canoeing &Kayaking
(186)Sailing
(30)
47 43 43 45 61 35 38
31 28 32 30 30 27 15
29 24 35 26 35 18 13
25 24 29 23 34 24 34
20 20 23 19 24 14 26
18 19 23 17 18 15 13
16 18 21 16 24 12 16
14 16 18 15 20 10 11
15 14 17 14 20 11 11
Total Boaters(454)
22
Awareness of “wear your lifejacket” message higher in 2013 vs 2012 amongst boaters 35-54 years of age
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 boaters aware of “make the smart choice… wear your lifejacket” message
B.C.PrairiesOntarioQuebecAtlanticRegion:Female
MaleGender:
55+35-5418-34Age:Age:
18-34
35-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
20
30
30
28
26
27
28
36
15
31
2013 2010
30
29
38
37
26
33
32
30
31
38
2009
17
31
36
29
25
44
34
27
14
23
2012
23
22
38
31
22
13
28
24
31
37
23
No significant changes in subgroups’ awareness of “don’t drink & boat” message in 2013 vs 2012, except lower in Prairies region
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 boaters aware of “don’t drink & boat” message
B.C.
Prairies
Ontario
Quebec
Atlantic
Region:
Female
Male
Gender:
55+
35-54
18-34
Age:Age:
18-34
35-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
28
47
37
34
42
41
39
52
30
39
2013 2010
36
38
48
43
37
37
33
46
36
45
2009
42
44
52
45
46
59
39
56
32
36
2012
36
39
52
46
36
23
33
45
46
49
• By age, higher awareness of “”don’t’ drink & boat” message among older boaters 55+ years of age than amongst younger boaters.
24
No significant changes in subgroups’ awareness of “get your PCOC” message in 2013 vs 2012, except lower in Prairies region
• Higher awareness of “get your PCOC” message in 2013 among older boaters 55+ years of age than amongst younger boaters; and lower amongst women than men.
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 boaters aware of “get your PCOC” message
B.C.PrairiesOntarioQuebecAtlanticRegion:Female
MaleGender:
55+35-5418-34Age:Age:
18-34
35-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
13
27
28
20
23
29
19
36
13
23
2013 2010
23
41
48
39
34
21
41
39
31
39
2009
19
26
32
24
28
21
37
26
13
25
2012
19
26
37
33
19
20
32
21
25
43
25
Sources of Awarenessof Safe Boating Messages
26
Advertising, news coverage offline and posters are the top sources of safe boating messages that boaters recall
9. Which of the following are ways you have seen or heard about safe boating messages recently?
Training
Online
In a TV
Brochures
At an event
Posters
News
Ads
Any sourcesAll Sources (Net)
Advertising / PSAs (Net)
News Coverage offline (Net)
Posters (Net)
At an event (eg. boat shows, marina events, on-the-water demos, “Ready, Set, Wear It” events, etc.)
Brochures or pamphlets re boating/ water safety
In a TV program/documentary, eg. “Cold Water Boot Camp”, etc.
Online Websites & Social Media (Net)
Training Sessions re boating/water safety (Net)
13
13
14
19
14
28
44
52
Sources of Awareness for Safe Boating Messages% of total boaters (n = 454)
9
27
TV and radio are highest sources of advertising awareness
9. Which of the following are ways you have seen or heard about safe boating messages recently?
Ads
Magazine
Mall
Newspaper
Radio
TV
AdvertisingAdvertising / PSAs (Net)
- TV ads/PSAs
- Radio ads/PSAs
- Newspaper ads
- Mall & transit ads
- Magazine ads
- Ads on internet/websites
9
11
9
18
34
44
Sources of Awareness for Safe Boating Messages% of boaters (454)
8
• TV ads higher among 35-54 years (38%) and 55+ years (48%) than 18-34 years (15%).
• Radio ads higher among 35-54 years (21%) and 55+ years (28%) than 18-34 years (10%).
• Newspaper (18%) and magazine (15%) ads higher among 55+ years than younger boaters.
• No significant differences for advertising sources by boating activity subgroups.
28
Awareness of news coverage and posters skews to older boaters 55+ years
9. Which of the following are ways you have seen or heard about safe boating messages recently?
Posters
Posters
Posters
Written
News
NewsNews Coverage offline (Net)
- News coverage including TV, radio or newspaper
- Written about in magazine articles
Posters (Net)
- Posters at marinas
- Posters at retail stores 10
19
15
11
24
28
Sources of Awareness for Safe Boating Messages% of boaters (454)
• Higher awareness of safe boating messages among boaters 55+ years sourced from news coverage (35%) , magazine articles (15%) and posters at marinas (24%), moreso than for younger boaters.
• News coverage is higher source of awareness in Quebec (31%), Ontario (32%) and BC (34%) than in Atlantic Canada (9%) and Prairies (15%).
29
Safe Boating Posters Awareness
30
CT
Fire
Low awareness of Fire Alarm posters; slightly higher for Canadian Tire poster
• No significant awareness differences for Fire Alarm poster, by region, gender or age.• For Canadian Tire poster, higher awareness among men than women; no significant differences by region or age.• No significant awareness differences for either poster by boating activity subgroups.
10 & 11. Have you seen this ad/poster before today?
Fire Alarmmall poster/ad
Canadian Tireretail store poster
7
12
Awareness of Safe Boating Posters - % of boaters aware
Atlantic(40)
Quebec(75)
Ontario(215)
Prairies(69)
B.C.(55)
Male(269)
Female(185)
18-34(114)
35-54(143)
55+(197)
3 9 8 8 2 9 4 8 10 4
14 16 15 10 5 16 9 12 13 13
Total(454)
31
Stronger safe boating attitudes among boaters aware of Canadian Tire poster
10 & 11. Have you seen this ad/poster before today?3. Please indicate how much you agree or disagree that each of these statements applies to you, (1 to 10 on 10 pt. scale)
Canadian Tire Poster - % of Total Boaters aided aware of poster
% top-2-box agree on 10 point scale Aware(61)
Not Aware(393)
Wearing Lifejacket:Will wear my PFD/lifejacket all the time when out in boat this season 70 54
Going to strongly encourage everyone out in boat with me this season to wear their PFD/lifejacket 81 61
Drinking & Boating:Not going to drink any alcoholic beverages out on the water in a boat this season 67 65
Boating Education:Going to make a point of getting more information, or taking a course, to learn more about how to boat safely 33 15
Be Prepared:Have a pre-departure checklist written down that identifies the things to check every time before heading out on the water 54 22
Cold Water:Going to be better prepared for possibility of falling into cold water by wearing lifejacket 58 45
Feel I am well prepared for possibility of cold water immersion/falling into cold water while out in a boat 53 33
Note: Subgroup aware of “Fire Alarm” poster too small to analyze Aware and Not Aware boaters
32
Desired Safe BoatingAttitudes/Behaviours
blah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blah
Stronger PFD, preparedness and boating education attitudes and behaviour in 2013; relatively strong interest in wearing inflatable PFDs
33
26
61
17
Drinking & boating:I am not going to drink any alcoholic beverages while out on the water in a boat this season
Wearing your PFD: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
I will wear my PFD or lifejacket all the time when I’m out on the water in a boat this season
I’m going to wear an inflatable PFD or lifejacket when I’m out on the water in a boat this season
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
I’m going to review my pre-departure checklist, every time I go out on the water this season
I 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 feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while out in a boat
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
Boating education:
I already have my Pleasure Craft Operator Card
I’m going to make a point of getting more information, or taking a course to learn more about how to boat safely
I have already taken boating safety education training beyond the PCOC level
I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year
28
16
17
36
46
36
2013
63
56
65
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)
29
2008
65
68
66
n/a
n/a
40
n/a
59
n/a
n/a
21
22
16
14
2009
70
66
64
n/a
56
33
22
50
32
30
17
21
15
17
2010
66
62
59
n/a
55
34
25
53
36
30
25
20
19
20
2012
61
55
54
n/a
50
29
25
43
24
34
25
12
13
12
55
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])
34
Wearing PFDs
35
2008
2009
2010
2012
2013
Always Usually Sometimes Rarely Never
No significant changes from wave to wave, although slightly fewer boaters in 2013+2012 saying they “Always” wear a PFD, compared to 2008+2009+2010
Note: Arrows indicate significant changes in 2010 vs 2008
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=454)
36112456
27122752
16112655
310152547
310132450
36
No significant changes in subgroups’ “Always” wearing PFDs in 2013
% of boaters in each sub-group who say they Always wear a PFD/lifejacket when out in a boat
B.C.PrairiesOntarioQuebecAtlanticRegion:Female
MaleGender:
55+35-5418-34Age:
Total boatersTotal boaters
Age:
18-34
35-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
54
41
58
55
51
48
51
48
53
47
2013 2009
56
54
58
56
53
59
59
67
47
58
60
4. How often do you personally wear a PFD (“Personal Flotation Device”) or lifejacket when out in a boat?
502010
52
46
53
56
48
56
59
56
48
55
45
2008
55
52
58
54
53
57
38
64
51
51
65
2012
47
41
61
50
46
49
65
44
45
49
47
37
No significant changes by boating activities, in “Always” wearing PFDs in 2013
% of boating activity participants who saythey Always wear a PFD/lifejacket
4. How often do you personally wear a PFD (“Personal Flotation Device”) or lifejacket when out in a boat?
Sailing
Canoeing/kayak
Ride PWC
Passengers
Drivers of pb
Pleasure pb
Fishing
Total boatersTotal boaters (454)
Fishing (n=289)
Pleasure powerboating (n=215)
Drivers of powerboats (n=152)
Passengers (only) (n=325)
Ride PWC (n=24)
Canoeing & Kayaking (n=186)
Sailing (n=30) 38
53
49
42
47
39
48
2013 2008
55
53
48
49
55
41
52
47
2009
56
53
50
48
57
53
55
48
50
2010
52
51
49
49
51
38
51
40
2012
47
49
43
44
47
50
46
46
38
I don't
Sometimes
I tend
I don't
I don't
When I
I don't
A PFD
I use
A PFD
It is
It is too
It is
I'm a
I can put
Top reasons boaters are not always wearing their PFD are beliefs that “I can put PFD on if I need to”, “I’m a good swimmer”, “I can put it on if I need to, as long as its in the boat”, and not wanting to wear PFDs because they are too hot or uncomfortable
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
I can put a PFD on if I need to
I’m a good swimmer
It is enough for me to know there are PFDs available in the boat, if we need themIt is too hot to wear PFD/lifejacket, eg. during warmer weatherIt is uncomfortable /inconvenient to wear a PFD/lifejacket while I am fishingA PFD is not comfortable
I use my PFD/lifejacket as a cushion to sit on
A PFD restricts my activity on the boat
I don’t need to wear a PFD when the boat is stopped or moving slowly
When I go out on a large boat I don’t need to wear a PFD
I don’t need to wear a PFD when the boat is in shallow water
I don’t go far enough from shore to need a PFD
I tend to go along with other people on the boat. I will wear a PFD if they wear one
Sometimes there aren’t enough PFDs/lifejackets in the boat
I don’t think I will ever fall in the water and need a PFD
28
23
33
33
36
29
21
21
20
19
14
14
15
8
8
2013
39
Top barriers to boaters not always wearing their PFD are the same as in previous years
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
2013(233)
2012(222)
2010(210)
2009(195)
2008(215)
I can put a PFD on if I need to 36 38 30 35 32
I’m a good swimmer 33 36 38 28 30
It is enough for me to know there are PFDs available in the boat, if we need them 33 34 35 34 na
It is too hot to wear PFD / lifejacket, eg. during warmer weather 28 na na na na
It is uncomfortable / inconvenient to wear a PFD/lifejacket while I am fishing 28 na na na na
A PFD is not comfortable 23 23 30 24 31
I use my PFD / lifejacket to sit on / as a cushion 21 na na na na
A PFD restricts my activity on the boat 21 21 29 25 29
I don’t need to wear a PFD when the boat is stopped or moving slowly 20 na na na na
When I go out on a large boat I don’t need to wear a PFD 19 16 22 20 17
I don’t need to wear a PFD when the boat is in shallow water 15 20 23 19 n/a
I don’t go far enough from shore to need a PFD 14 19 12 13 23
I tend to go along with other people on the boat. I will wear a PFD if they wear one 13 14 12 16 na
Sometimes there aren’t enough PFDs / lifejackets in the boat 8 na na na na
I don’t think I will ever fall in the water and need a PFD 8 10 12 8 6
Rough water, and being out in a canoe or kayak, are the conditions that most motivate boaters to wear their PFDs; followed by cold water and being out in a small sailboat
40
boatsmall
small sailcanoekayak
OutAnchored
UnderCloseMoreBoat
I knowI amIn 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
Boat, fishing
67
45
67
57
50
54
61
46
50
72
2013 (n=437)
59
44
57
62
% of boaters who say they would Always wear a PFD/lifejacket out in a boat under the following conditions
2009
56
72
52
63
63
54
57
50
57
46
70
65
64
61
na
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
na
2012
47
70
48
60
60
51
55
45
56
43
69
64
63
58
na51
41
Appendix
42
Demographic Profile
& = significantly different from June 2012 results at 95% confidence level
TOTAL INTERVIEWS BOATERS
2009 2010 2012 2013 2009 2010 2012 2013(1004) (1022) (1017) (1221) (442) (437) (436) (454)
Language
English 77% 77% 80% 77% 82% 80% 80% 79%
French 23% 23% 20% 23% 18% 20% 20% 21%
Gender
Male 48% 48% 48% 48% 54% 55% 53% 49%
Female 52% 52% 52% 52% 46% 45% 47% 51%
AGE 18-24 12% 12% 8% 7% 14% 14% 10% 8%25-34 16% 16% 20% 21% 19% 20% 24% 24%35-44 20% 20% 3% 12% 21% 19% 3% 11%45-54 20% 20% 37% 25% 20% 19% 36% 25%55-64 15% 15% 18% 14% 14% 15% 16% 14%65+ 18% 18% 14% 21% 13% 13% 10% 18%
AGE (Summary) 18-34 28% 28% 28% 28% 33% 34% 34% 32%35-54 40% 40% 40% 37% 41% 38% 39% 36%55+ 32% 32% 32% 35% 26% 28% 26% 32%
Education Grade School or Some High School 8% 7% 9% 11% 5% 5% 8% 11%High School Completed 20% 22% 40% 33% 19% 18% 38% 33%Technical or Trade School/Community College Completed 31% 32% 14% 22% 31% 32% 15% 20%Some Community College or University, Not Completed 13% 14% 18% 19% 17% 17% 18% 19%University Degree, such as a Bachelor's Degree 21% 18% 13% 10% 22% 19% 16% 11%Post-Graduate Degree, such as a Master's or Ph.D Degree 6% 7% 5% 3% 7% 10% 6% 4%
43
Demographic Profile (cont’d)
& = significantly different from June 2012 results at 95% confidence level
TOTAL INTERVIEWS BOATERS
2009 2010 2012 2013 2009 2010 2012 2013(1004) (1022) (1017) (1221) (442) (437) (436) (454)
Employment StatusEmployed 61% 59% 53% 52% 66% 61% 56% 55%
Employed full-time 42% 40% 35% 36% 46% 41% 36% 38%Employed part-time 9% 9% 10% 10% 9% 9% 12% 11%Self-employed 10% 10% 7% 6% 11% 11% 8% 6%
Not employed 38% 40% 47% 47% 34% 37% 43% 42% Student (full time) 6% 5% 7% n/a 8% 6% 8% n/a Homemaker (full time) 8% 7% 6% n/a 8% 5% 6% n/a Retired 19% 20% 22% n/a 15% 19% 20% n/a
Other 5% 7% 12% n/a 4% 8% 9% n/a
Marital StatusSingle 22% 26% 24% 26% 22% 27% 29% 24%Married / common-law 57% 61% 64% 59% 58% 62% 61% 61%Divorced/ Separated 10% 10% 8% 11% 8% 9% 7% 10%Widowed 4% 3% 3% 3% 2% 2% 3% 3%
IncomeLOWER -<25M 19% 18% 19% 18% 16% 13% 17% 15%LOWER MIDDLE 25M-49.9M 26% 26% 24% 30% 22% 22% 22% 30%UPPER MIDDLE 50M-74.9M 21% 20% 23% 20% 20% 20% 26% 20%UPPER 75M+ 34% 36% 35% 32% 42% 44% 35% 35%Mean $61.9M $63.9M $60.0M $63.3M $68.4M $71.4M $62.5M $65.6M
RegionAtlantic 8% 8% 7% 7% 7% 7% 9% 8%Quebec 26% 26% 24% 24% 20% 23% 21% 20%Ontario 37% 37% 38% 38% 40% 35% 41% 39%Prairies 17% 17% 17% 17% 18% 19% 15% 16%BC 13% 13% 13% 13% 15% 17% 14% 17%
44
No significant changes in subgroups awareness of “be prepared for possibility of falling into cold water by wearing your lifejacket” message in 2013 vs 2012
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 boaters aware of “be prepared for the possibility of falling into coldwater by wearing your lifejacket” message
B.C.PrairiesOntarioQuebecAtlanticRegion:Female
MaleGender:
55+35-5418-34Age:Age:
18-34
35-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
6
20
10
15
14
16
12
24
8
11
2013 2010
15
15
20
20
13
8
17
18
18
15
2009
13
14
24
15
17
27
18
16
11
15
2012
14
11
20
17
12
10
10
15
13
23
45
No significant changes in subgroups’ awareness of “if you wear your lifejacket before falling into cold water you’ll float and have a chance to survive” message in 2013 vs 2012, except lower in Prairies region and 18-34 yrs
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 boaters aware of “if you wear your lifejacket before falling into cold water you’ll float and have a chance to survive” message
B.C.PrairiesOntarioQuebecAtlanticRegion:Female
MaleGender:
55+35-5418-34Age:Age:
18-34
35-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
6
15
16
13
14
15
12
21
7
12
2013 2010
9
10
18
15
10
8
17
9
13
13
2009
12
14
25
17
15
25
27
17
5
10
2012
14
12
27
21
10
12
18
13
19
23
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