Consumer Research Results Report Prepared for Canadian Safe Boating Council Prepared by McCullough Associates Date August 7 2012 Table of Contents 2 Introduction 3 Research Objectives amp ID: 591148
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Slide1
1
2012 SAFE BOATING AWARENESS SURVEY
Consumer
Research Results Report
Prepared for:
Canadian Safe Boating Council
Prepared by:
McCullough Associates
Date:
August 7, 2012Slide2
Table of Contents
2
Introduction
3Research Objectives & Methodology 4Summary of Key Findings & Implications 6Detailed Findings 14Boating Participation 15Awareness of Safe Boating Messages 18Safe Boating Attitudes & Behaviours 29Wearing PFDs 36Cold Water 43Appendix 46
Slide #Slide3
3
IntroductionSlide4
Research Objectives
4
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 & impactMeasure & track boating safety attitudes and behaviours among Canadian boaters, and how they have been affected by awareness of the NASBAW campaign messages.Slide5
Research Methodology
5
National online survey as part of
Ipsos Reid’s
eNation weekly omnibus surveyFieldwork conducted May 30 – June 4, 2012n = 1,017 Canadian adults, nationally representative of the Canadian populationNote: 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 occasionallyIncluding 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 questionnaireOn 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 squaresSolid 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.Slide6
6
Summary –
Key Findings & ImplicationsSlide7
Summary of Key Findings
7
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.Slide8
Summary of Key Findings
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.Slide9
Summary of Key Findings
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.Slide10
Summary of Key Findings
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.Slide11
Implications (for discussion)
2012
NASBAW campaign was
effective
in getting its safety message out to Canadian boatersReached over half of boaters (54%) with its safe boating messagesSimilar 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/kayakersHigher 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.Slide12
Implications (for discussion)
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 campaignPositive impact with boaters aware of NASBAW messages more likely to intend to wear their PFDs – overall, and in risky conditionsSlide13
Implications (for discussion)
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 particularIs 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?Slide14
14
Detailed FindingsSlide15
15
Boating ParticipationSlide16
Almost half (43%) of Canadian adults participate in recreational boating activities
16
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)342520
4
2
9
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
43Slide17
No change in boating participation in 2012 compared to 2010 & 2009; still almost half of Canadian adults involved in boating
17
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 activitiesSlide18
18
Awareness of
Safe Boating MessagesSlide19
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
19
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
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
62
14
65
16
62
12
2012
2010
2009
2008
2007
2006
Total Boating (net) (
n=436)
2012
2010
2009
2008
2007
2006
2012
2010
2009
2008
2007
2006
54
16
18
58
48
14
More boaters “highly aware” (of 5+ messages) in 2012 (16%) than in 2007 & 2008 (11%), and in-line with 2009 & 2010.Slide20
Lower awareness in 2012 than 2010 in most boating activity subgroups; still higher than 2006-08 levels amongst fishermen, powerboat passengers and PWC riders
20
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 (1+)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)
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
2012
Change 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
68Slide21
Lower message awareness in 2012 than 2010 in Ontario and Atlantic regions, amongst male boaters, and boaters 45 - 54 years of age
21
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.)
Below prior years 2006-2008 levels in Ontario and Atlantic, and amongst boaters 45 – 54 yrs.
Total Aware - % saw or heard 1+ messagesHighly Aware - % saw or heard 5+ messagesAge:18-3435-44*45-5455+Gender:MaleFemaleRegion:AtlanticQuebecOntario
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
2012
Change vs
2006-08
=
=
=
=
=
=
=
2009
60
58
64
60
60
60
67
63
67
43
56
% of boating activity participants who are
Aware 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 2012Slide22
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
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 = 436)14Don’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.1115
16
19
27
22
41
27
2012
Change 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
22Slide23
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
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.)
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)
Pleasure
Powerbtrs
(196)
Boat
Drivers
(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)
23Slide24
No significant changes in subgroups’ awareness of “don’t drink & boat” message in 2012 vs 2010
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.)
24% of boaters aware of “don’t drink & boat” messageAge:18-3435-44*45-5455+Gender:MaleFemaleRegion:AtlanticQuebecOntarioPrairiesB.C.46453323
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
* Very small base size for 35-44 yrs in 2012Slide25
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.
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.)25% of boaters aware of “get your PCOC” messageAge:18-3435-44*45-5455+Gender:MaleFemaleRegion:AtlanticQuebecOntarioPrairiesB.C.2521
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
* Very small base size for 35-44 yrs in 2012Slide26
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
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.)
26% of boaters aware of “make the smart choice… wear your lifejacket” messageAge:18-3435-44*45-5455+Gender:MaleFemaleRegion:AtlanticQuebecOntarioPrairiesB.C.312428
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
* Very small base size for 35-44 yrs in 2012Slide27
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
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.)
27% of boaters aware of “be prepared for the possibility of falling into coldwater by wearing your lifejacket” messageAge:18-3435-44*45-5455+Gender:MaleFemaleRegion:AtlanticQuebecOntarioPrairiesB.C.1315
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
* Very small base size for 35-44 yrs in 2012Slide28
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
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.)
28% of boaters aware of “if you wear your lifejacket before falling into cold water you’ll float and have a chance to survive” messageAge:18-3435-44*45-5455+Gender:MaleFemaleRegion:AtlanticQuebecOntarioPrairiesB.C.191318
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
* Very small base size for 35-44 yrs in 2012Slide29
29
Desired Safe Boating
Attitudes/
BehavioursSlide30
Weaker PFD, cold water and boating education attitudes and behaviour in 2012; maintained position on drinking & boating and preparedness
30
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])255013Drinking & 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 boardI’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 waterCold 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 lifejacketI don’t worry about the temperature of the water, as I don’t boat during what I consider to be the cold water seasonI 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
2012
Change
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
19Slide31
Anglers and powerboat passengers in particular have poorer PFD-wearing attitudes & behaviours in 2012 compared to 2010
31
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])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)Fisher-men
Pleasure
Power
btrs
Boat
Drivers
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 maintainedSlide32
Weaker overall cold water attitudes reflect weaker attitudes in most boating activity sub-groups
32
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])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)Fisher-men
Pleasure
Power
btrs
Boat
Drivers
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)
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
2008Slide33
More fishermen, boat drivers, passengers and canoeists/ kayakers say they have their PCOC in 2012 than in 2010
33
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])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)Fisher-men
Pleasure
Power
btrs
Boat
Drivers
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)
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.Slide34
No significant changes in 2012 vs 2010 for “drinking & boating” nor “preparedness” attitudes & behaviours, by boating activity
34
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])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)Fisher-men
Pleasure
Power
btrs
Boat
Drivers
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)
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
Note: Arrows indicate significant changes in 2010
vs
2008Slide35
Still evidence of stronger safe boating attitudes and behaviours amongst those aware of SBAW messages; although not as strong impact as in 2010
35
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])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 Messages
2012
2010
Not
Aware
(198)
Aware
(1+ messages)
(258)
Highly Aware
(5+ messages)
(77)
Not
Aware
(164)
Aware
(1+ messages)
(273)
Highly Aware
(5+ messages)
(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
35Slide36
36
Wearing PFDsSlide37
No significant changes from wave to wave, although slightly fewer boaters in 2010+2012 saying they “Always” wear a PFD, compared to 2008+2009
37
Note: Arrows indicate significant changes in 2010
vs
20084. 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)36112456271227
52
1
6
11
26
55
3
10
15
25
47Slide38
Somewhat fewer younger, B.C. and Atlantic boaters “Always” wearing PFDs in 2010+12 than 2008+09
38
% of boaters
in each sub-group who say they Always
wear a PFD/lifejacket when out in a boatTotal boatersAge:18-3435-44*45-5455+Gender:MaleFemaleRegion:AtlanticQuebecOntarioPrairiesB.C.49454465
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
4. How often do you personally wear a PFD (“Personal Flotation Device”) or lifejacket when out in a boat?
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+12
Change
vs
2008+09Slide39
Less claimed wearing of PFDs in 2010+2012 than 2008+09 among powerboat passengers
39
% of
boating activity participants who say
they Always wear a PFD/lifejacket 4. How often do you personally wear a PFD (“Personal Flotation Device”) or lifejacket when out in a boat?Total 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+12
Change
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
40Slide40
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
40
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 PFD2012(222)2010(210)2009(195)2008
(215)
2010+12
Change
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
6Slide41
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
41
Little change since 2009 in how motivating these various factors are
Overall % of boaters who would always wear a PFD
(before any conditions are mentioned)Water is…Rough (ie. can see white caps)CalmColdIn an area…I am not familiar withI know very wellBoat is…More than 50 feet from shoreClose to shore (within 50 feet)Under wayAnchored or driftingOut in a…KayakCanoeSmall sailboatSmall, open powerboat > 6 metres6945
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
vs
2009
=
=
=
=
=
=
=
=
=
=
=
=
=
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
61Slide42
Positive impact on intent to wear PFDs evident for awareness of SBAW messages in both 2012 and 2010
42
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 conditions7. 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)
Highly Aware
(5+ messages)
(77)
Not
Aware
(164)
Aware
(1+ messages)
(273)
Highly Aware
(5+ messages)
(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
78Slide43
43
Cold WaterSlide44
About one-third (36%) of boaters say they’ve heard messages about the risks of cold water
44
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 BoatersHigher 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 behaviourSafe 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 lifejacketI 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 boat
27
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
39Slide45
Less generation of awareness of cold water risks from boating safety organizations in 2012 than 2010 – ie
. via their brochures/pamphlets and instructors
45
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/heard2012 (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)Slide46
46
AppendixSlide47
Demographic Profile
47
& = significantly different from June 2010 results at 95% confidence level
TOTAL INTERVIEWS BOATERS 20092010
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%Slide48
Demographic Profile (cont’d)
48
& = significantly different from June 2010 results at 95% confidence level
TOTAL INTERVIEWS BOATERS 20092010
2012
2009
2010
2012
(1004)
(1022)
(1017)
(442)
(437)
(436)
Employment Status
Employed
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 Status
Single
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%
Income
LOWER -<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
Region
Atlantic
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%Slide49
By age, weaker cold water attitudes overall trace especially to older boaters 55+ years and those 35-44 years
49
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])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)18-3435-44
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
41Slide50
By age, lower overall PFD-wearing attitudes in 2012 than 2010 trace especially to older boaters 55+ years
50
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])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)18-3435-44
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
79Slide51
By age, lower overall intent to get boating education traces to younger boaters 18-34 years
51
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])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)18-3435-44
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