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