2012 safe boating awareness survey consumer research results report
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1
2012 SAFE BOATING AWARENESS SURVEY
Consumer Research Results Report
Prepared for: Canadian Safe Boating CouncilPrepared by: McCullough AssociatesDate: August 7, 2012
2
Table of Contents
1. Introduction 3
• Research Objectives & Methodology
4
2. Summary of Key Findings & Implications 6
3. Detailed Findings 14
• Boating Participation
15
• Awareness of Safe Boating Messages
18
• Safe Boating Attitudes & Behaviours
29
• Wearing PFDs
36
• Cold Water
43
4. Appendix 46
Slide #
3
Introduction
4
Research Objectives
1. Measure & track awareness of safe boating messages communicated by the North American Safe Boating Awareness Week annual communication campaign
• Identify how well specific campaign messages are being communicated, in the areas of “Wearing PFDs”, “drinking & boating”, “preparedness”, “cold water” and “boating training/education”
• Identify who the campaign is reaching and opportunities to improve its reach & impact
2. Measure & track boating safety attitudes and behaviours among Canadian boaters, and how they have been affected by awareness of the NASBAW campaign messages.
5
Research Methodology
• National online survey as part of Ipsos Reid’s eNation weekly omnibus survey• Fieldwork conducted May 30 – June 4, 2012• n = 1,017 Canadian adults, nationally representative of the Canadian population
• Note: Due to a sampling irregularity at Ipsos, the 35-44 year-old age group is under-represented in the 2012 sample and the 45-54 year-old age group is over-represented. In total the 35-54-year-old age group is in-line with population, and other age groups and demographics are largely representative of the Canadian population. Analysis indicates this does not materially affect the interpretation of the overall 2012 results.
• Most Safe Boating Awareness Survey questions asked of n=436 subgroup of the Canadian population who participate in recreational boating activities at least occasionally
• Including pleasure powerboating/cruising/waterskiing/wakeboarding, fishing from a boat, riding a personal watercraft, canoeing, kayaking, sailing, sailboarding/windsurfing &/or boating in other unpowered craft.
• See separate Appendix for the survey questionnaire• On a sample size of 1,017, results are accurate 19 times out of 20 to within +/-3%• On a sample size of 436, results are accurate 19 times out of 20 to within +/-5%• Circles and squares are used throughout this report to indicate differences that are significant at the
95% confidence level. Differences that are “approaching significance” (80% confidence level) are indicated with dotted circles and squares
• Solid arrows are used to indicate changes in 2012 vs prior wave 2010 and earlier results that are significant at the 95% level. Dotted arrows indicated changes that are “approaching significance.”
• No Safe Boating Awareness Survey research was conducted in 2011, hence no comparisons to 2011 in this report.
6
Summary –Key Findings & Implications
7
Summary of Key Findings
Boating Participation:• Almost half (43%) of Canadian adults participate in recreational boating activities.
• Fishing, pleasure powerboating and canoeing are the most popular boating activities.
• No significant change in boating participation in 2012 compared to 2010 & 2009.
Awareness of Safe Boating Messages:• 2012 aided awareness of NASBAW boating safety campaign messages is in-line
with 2006 to 2008 levels – still reaching over half of boaters (54%), but not as high as 2009 and 2010 levels.
• More boaters “highly aware” (of 5+ messages) in 2012 (16%) than in 2007 & 2008 (11%), and in-line with 2009 & 2010.
• Lower message awareness in 2012 than 2010 in most boating activity subgroups; still higher than 2006-08 levels amongst fishermen, powerboat passengers and PWC riders.
• Lower message awareness in 2012 than 2010 in Ontario and Atlantic regions, amongst male boaters, and boaters 45 - 54 years of age.
• Below prior years 2006-2008 levels in Ontario and Atlantic, and amongst boaters 45 – 54 yrs.
8
Summary of Key Findings
Awareness of Safe Boating Messages (cont’d):• Lower awareness in 2012 than 2010 for “get your PCOC” safe boating message;
and slightly lower for “wear your lifejacket”; highest awareness for “don’t drink and boat”, “get your PCOC” and “wear your lifejacket” messages.
• 2012 awareness higher than earlier 2006-2008 levels for “get your PCOC” and “review your checklist” messages.
Desired Safe Boating Attitudes/Behaviours:• Weaker PFD, cold water and boating education attitudes and behaviour in 2012;
maintained position on drinking & boating and preparedness.• Anglers and powerboat passengers in particular have poorer PFD-wearing attitudes &
behaviours in 2012 compared to 2010; other boating subgroups maintained.• Weaker overall cold water attitudes reflect weaker attitudes in most boating activity
sub-groups.• More fishermen, boat drivers, passengers and canoeists/ kayakers say they have their
PCOC in 2012 than in 2010.• No significant changes in 2012 vs 2010 for “drinking & boating” nor “preparedness”
attitudes & behaviours, by boating activity.
• Still evidence of stronger safe boating attitudes and behaviours amongst those aware of SBAW messages; although not as strong impact as in 2010.
9
Summary of Key Findings
Wearing PFDs:• No significant changes from wave to wave, although slightly fewer boaters in
2010+2012 saying they “Always” wear a PFD, compared to 2008+2009.• Somewhat fewer younger, B.C. and Atlantic boaters “Always” wearing PFDs in
2010+2012 than 2008+09.• Less claimed wearing of PFDs in 2010+2012 than 2008+09 among powerboat
passengers.
• More belief in 2012 that “I can put PFD on if I need to” as a top reason boaters are not always wearing their PFD.
• Also more belief in 2010+12 than 2008+09 that “it’s good enough to be a good swimmer“ as another top reason for not always wearing their PFD.
• Rough water or being out in a kayak are the conditions that most motivate boaters to wear their PFDs; followed by being out in a canoe or small sailboat.
• Positive impact on intent to wear PFDs evident for awareness of SBAW messages in both 2012 and 2010.
10
Summary of Key Findings
Cold Water:• About one-third (36%) of boaters say they’ve heard messages about the risks of
cold water.• Less generation of awareness of cold water risks from boating safety
organizations in 2012 than 2010 – ie. via their brochures/pamphlets and instructors.
• Also somewhat more awareness generated by radio and outdoor/ mall/ transit media; and somewhat less recognition of hearing about cold water risks via news coverage/articles.
Implications (for discussion)
1. 2012 NASBAW campaign was effective in getting its safety message out to Canadian boaters
• Reached over half of boaters (54%) with its safe boating messages
• Similar overall message reach as for the 2006, 2007 & 2008 campaigns, although not quite as high as in 2009 and 2010.
• Higher message awareness reach than 2006-2008 levels amongst anglers (who continue to be a key boating safety target group), powerboat passengers and PWC riders; and maintained vs 2006-2008 amongst powerboat drivers and and canoeists/kayakers
• Higher awareness than 2006-2008 for “get your PCOC”, “checklist preparedness” and “wear lifejacket for cold water preparedness” messages; and maintained awareness for all other messages vs 2006-2008.
• Continued to build “multiple message awareness”, with more boaters; more are “highly aware” (of 5+ messages) in 2012 than in 2006 to 2008, and in-line with 2009 and 2010.
Implications (for discussion)
2. The NASBAW campaign continues to make a difference
• Still solid, positive impact, with boaters aware of NASBAW messages more likely to have desired safe boating attitudes and intended behaviours, than those not aware of the campaign
• Positive impact with boaters aware of NASBAW messages more likely to intend to wear their PFDs – overall, and in risky conditions
Implications (for discussion)
3. What can be done to further improve campaign awareness & impact … back up to 2009-2010 levels and beyond?
• In Ontario and Atlantic Canada, where 2012 message awareness is down?
• For “don’t drink & boat” and PFD messages, for which awareness is unchanged?
• To turn around the slight erosion in intent to wear PFDs, which seems to trace most to younger boaters (18-34) and boat passengers?
• Is the lower sourcing of cold water message awareness from news coverage/articles reflective of less uptake on that particular message via PR? Or less uptake overall?
• Did boating organizations provide less support for NASBAW messages in their brochures/materials and courses than in previous years? Or is less sourcing of cold water message awareness from that source reflective of less uptake on the cold water messages in particular
• Is it time for a significant creative refreshment in terms of how we express CSBC safe boating messages to boaters, to increase how much we get noticed and have impact?
• Even if #’s of impressions and message frequency are up, how well are they registering?
14
Detailed Findings
15
Boating Participation
16
Almost half (43%) of Canadian adults participate in recreational boating activities
2. Which of the following activities do you participate in, at least occasionally?
• Fishing, pleasure powerboating and canoeing are the most popular boating activities
2012 - % of Canadian adults participating in boating activities at least occasionally (n=1017)
In other non-power craft
Sailing
Kayaking
Canoeing
Paddling (net)
Non-power boating (net)
Ride PWC
Passenger only
Drive Powerboat
Pleasure powerboating
Fishing (from boat, cause, craft)
Powerboating (net)
Total boaters (net)
3
34
25
20
4
29
3
24
19
16
9
7
12
Total Boaters (net)
Powerboating (net)
• Fishing (from boat, canoe,
craft)
• Pleasure powerboating
• Drive powerboat
Passenger only (all types of craft)
Ride PWC
Non-powerboating (net)
• Paddling (net)
• Canoeing
• Kayaking
• Sailing
In other non-power craft
43
17
No change in boating participation in 2012 compared to 2010 & 2009; still almost half of Canadian adults involved in boating
2. Which of the following activities do you participate in, at least occasionally?
• No change in 2012 participation for any of the boating subgroups, after post-recession dip in 2009
• Over 6 years since 2006, small decline in net total non-powerboating participation (24% vs 29%) and increase in kayaking (9% vs 6%). Other boating activities unchanged.
% of Canadian adults participating in boating activities
2006 2007 2008 2009 2010 20120
10
20
30
40
50
45
4948
44 4443
35
3938
34 34 34
29 2930
2527
2426
2827
2322
2523
25 2523 23
2020 20
23
1920
191917
19
16 16 16
68
98
9 9
46
5 53 3
65
45
4 4
All Boaters Powerboating (net) Non-powerboating (net) Fishing Pleasure powerboating
Padding (net) Canoeing Kayaking PWC Sailing
18
Awareness of Safe Boating Messages
19
2006
2007
2008
2009
2010
2012 aided awareness of NASBAW boating safety campaign messages is in-line with 2006 to 2008 levels – still reaching over half of boaters (54%) but not as high as 2009 and 2010 levels
1. Which of the following boating safety messages have you seen or heard during the last few weeks? (eg. on TV, radio, in newspapers, magazines, on-line, etc.)
% of boating activity participants who are Aware of boating safety messages
2006
2007
2008
2009
2010
20062007200820092010
Non-powerboating (net) (n=237)
Powerboating (net) (n=351)
Total Aware - % saw or heard 1+ messages (of 9)
Highly Aware - % saw or heard 5+ messages (of 9)
13
13
11
11
15
15
12
12
12
13
10
13
60
56
52
51
62
59
53
53
60
56
56
51
6214
6516
6212
201220102009200820072006
Total Boating (net) (n=436)
201220102009200820072006
201220102009200820072006
5416
18 58
4814
• More boaters “highly aware” (of 5+ messages) in 2012 (16%) than in 2007 & 2008 (11%), and in-line with 2009 & 2010.
20
Lower awareness in 2012 than 2010 in most boating activity subgroups; still higher than 2006-08 levels amongst fishermen, powerboat passengers and PWC riders
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=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+ messagesHighly Aware - % saw or heard 5+ messages
21
17
21
19
28
14
21 46
50
71
66
56
52
632012
2012Change vs
2006-08
=
=
=
200856
51
65
45
51
53
71
200966
59
76
52
78
58
64
201069
66
75
57
55
62
68
21
Lower message awareness in 2012 than 2010 in Ontario and Atlantic regions, amongst male boaters, and boaters 45 - 54 years of age
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.
B.C.PrairiesOntarioQuebecAtlanticRegion:Female
MaleGender:
55+45-5435-4418-34Age:
Total Aware - % saw or heard 1+ messagesHighly Aware - % saw or heard 5+ messages
Age:18-34
35-44*
45-54
55+
Gender:Male
Female
Region:Atlantic
Quebec
Ontario
Prairies
B.C.
10
28
15
26
21
11
12
13
15
18
25 59
54
54
6127
58
49
63
46
54
52
2012
2012Change vs
2006-08=
=
=
=
=
=
=
200960
58
64
60
60
60
67
63
67
43
56
% of boating activity participants who areAware of boating safety messages
201059
62
64
65
66
57
55
65
70
50
59
* Very small base size for 35-44 yrs in 2012
22
Lower awareness in 2012 than 2010 for “get your PCOC” safe boating message; and slightly lower for “wear your lifejacket”
• Highest awareness for “don’t drink and boat”, “get your PCOC” and “wear your lifejacket” messages• 2012 awareness higher than earlier 2006-2008 levels for “get your PCOC” and “review your checklist” messages
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)
The moreblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blah
14
Don’t drink alcoholic beverages while boating… it’s that simple. If you drink, don’t drive.
Everyone operating a motorized boat or water craft should get their Pleasure Craft Operator
Card.
Make the smart choice. Don’t just carry your lifejacket aboard your boat. Wear it.
Watch the weather while out boating…keep a weather eye out.
Review your checklist before you go out on the water. Be prepared.
If you wear your lifejacket before falling into cold water you’ll float and have a chance to survive.
Have the right safety equipment on board your boat… have a flare for rescue.
Be prepared for the possibility of falling into cold water by wearing your lifejacket.
The more knowledge you have, the more enjoyable boating becomes.
11
15
16
19
27
22
41
27
2012Change vs
2006-08=
=
=
=
=
=
=
200839
18
25
17
11
12
10
11
9
200945
25
27
20
16
16
14
16
11
2012 201040
37
32
19
17
12
14
17
13
23
Fishermen and Boat Drivers have highest awareness of “don’t drink & boat” message
• Boat Drivers also have highest awareness of “get your PCOC” message and fishermen somewhat higher for lifejacket messages
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
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 messageFisher-
men(256)
PleasurePowerbtrs
(196)
BoatDrivers
(132)
Pas-sengrs
(299)PWC
(35)
Canoeing &Kayakng
(188)Sailing
(35)
50 42 49 45 55 36 35
32 28 40 28 42 25 29
35 26 33 29 38 24 27
27 23 25 25 37 17 19
24 19 24 22 32 15 14
22 18 23 15 25 16 27
17 14 16 15 24 13 20
16 14 17 15 19 14 16
14 11 9 13 12 9 4
Total Boaters(436)
24
No significant changes in subgroups’ awareness of “don’t drink & boat” message in 2012 vs 2010
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.PrairiesOntarioQuebecAtlanticRegion:Female
MaleGender:
55+45-5435-4418-34Age:Age:
18-34
35-44*
45-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
46
45
33
23
49
46
36
52
38
36
52
2012 2010
36
40
37
48
43
37
37
33
46
36
45
2009
42
37
52
52
45
46
59
39
56
32
36
* Very small base size for 35-44 yrs in 2012
25
Highest awareness of “get your Pleasure Craft Operator Card” message in British Columbia and among older boaters 55+ yrs
• Lower awareness of “get your PCOC” message in 2012 vs 2010 in Ontario, amongst women and 45+ yrs age groups.
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+45-5435-4418-34Age:Age:
18-34
35-44*
45-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
25
21
32
20
43
33
19
37
26
19
27
2012 2010
23
41
41
48
39
34
21
41
39
31
39
2009
19
20
32
32
24
28
21
37
26
13
25
* Very small base size for 35-44 yrs in 2012
26
Highest awareness of “make the smart choice... wear your lifejacket” message in B.C. and amongst older boaters 55+ yrs; and lower in Atlantic Canada
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+45-5435-4418-34Age:Age:
18-34
35-44*
45-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
31
24
28
13
37
31
22
38
22
23
18
2012 2010
30
27
32
38
37
26
33
32
30
31
38
2009
17
29
33
36
29
25
44
34
27
14
23
* Very small base size for 35-44 yrs in 2012
27
No significant changes in subgroups awareness of “be prepared for possibility of falling into cold water by wearing your lifejacket” message in 2012 vs 2010
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+45-5435-4418-34Age:Age:
18-34
35-44*
45-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
13
15
10
10
23
17
12
20
11
14
7
2012 2010
15
13
18
20
20
13
8
17
18
18
15
2009
13
16
12
24
15
17
27
18
16
11
15
* Very small base size for 35-44 yrs in 2012
28
High awareness of “if you wear your lifejacket before falling into cold water you’ll float and have a chance to survive” message amongst men and 55+ yrs
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+45-5435-4418-34Age:Age:
18-34
35-44*
45-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
19
13
18
12
23
21
10
27
11
14
22
2012 2010
9
8
13
18
15
10
8
17
9
13
13
2009
12
16
13
25
17
15
25
27
17
5
10
* Very small base size for 35-44 yrs in 2012
29
Desired Safe BoatingAttitudes/Behaviours
30
Weaker PFD, cold water and boating education attitudes and behaviour in 2012; maintained position on drinking & boating and preparedness
3. Please indicate how much you agree or disagree that each of these statements applies to you, ie. describes things you are doing or intend to do this year (on a scale from 1[Strongly disagree] to 10[Strongly agree])
blah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blahblah blah
25
50
13
Drinking & boating:I am not going to drink any alcoholic beverages while out on the water in a boat this seasonWearing your PFD:I will wear my PFD or lifejacket all the time when I’m out on the water in a boat this seasonI am going to strongly encourage everyone else who is out in a boat with me this season to wear their PFD or lifejacket, no matter what their age or swimming ability may bePreparedness:I will always check my boat over every time before I go out on the water this season; including making sure I have enough PFDs/lifejackets on board
I’m going to review my pre-departure checklist, every time I go out on the water this seasonI have a pre-departure checklist written down that identifies the things to check every time before I head out on the 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
2012Change vs
2008=
200865
66
68
n/a
40
n/a
59
n/a
n/a
22
21
14
16
200970
64
66
56
33
22
50
30
32
21
17
17
15
201066
59
62
55
34
25
53
30
36
20
25
20
19
31
Anglers and powerboat passengers in particular have poorer PFD-wearing attitudes & behaviours in 2012 compared to 2010
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
PleasurePower btrs
BoatDrivers
Pas-sengrs PWC
Canoeing& Kayaking Sailing
2012(256)
2010(222)
2009(230)
2008(249)
2012(196)
2010(220)
2009(229)
2008(221)
2012(132)
2010(149)
2009(138)
2008(142)
2012(299)
2010(185)
2009(202)
2008(220)
2012(35)
2010(29)
2009(44)
2008(42)
2012(188)
2010(198)
2009(191)
2008(189)
2012(35)
2010(45)
2009(48)
2008(44)
Wearing your PFD:I will wear my PFD or lifejacket all the time when I’m out on the water in a boat this season 56 61 59 61 53 53 60 63 49 51 55 64 55 64 64 63 57 49 50 56 55 55 65 63 48 56 57 66
I am going to strongly encourage everyone else who is out in a boat with me this season to wear their PFD or lifejacket, no matter what their age or swimming ability may be 56 66 62 66 54 57 64 61 52 55 61 66 55 68 64 65 70 53 52 63 54 61 66 67 52 57 60 66
• Other boating subgroups maintained
32
Weaker overall cold water attitudes reflect weaker attitudes in most boating activity sub-groups
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
PleasurePower btrs
BoatDrivers
Pas-sengrs PWC
Canoeing& Kayaking Sailing
2012(256)
2010(222)
2009(230)
2008(249)
2012(196)
2010(220)
2009(229)
2008(221)
2012(132)
2010(149)
2009(138)
2008(142)
2012(299)
2010(185)
2009(202)
2008(220)
2012(35)
2010(29)
2009(44)
2008(42)
2012(188)
2010(198)
2009(191)
2008(189)
2012(35)
2010(45)
2009(48)
2008(44)
Cold water:I’m going to make a point of being better prepared for the possibility of falling into cold water this season, by wearing my lifejacket 48 54 47 56 48 50 53 52 46 50 45 54 48 55 54 59 54 53 43 47 44 51 47 55 48 66 52 57
I don’t worry about the temperature of the water, as I don’t boat during what I consider to be the cold water season 27 27 24 na 31 29 32 na 28 25 26 na 29 32 31 na 22 46 30 na 29 22 35 na 10 22 18 na
I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while out in a boat 30 40 36 na 27 38 36 na 30 47 40 na 26 30 30 na 17 52 34 na 29 5 37 na 34 40 33 na
Note: Arrows indicate significant changes in 2010 vs 2008
33
More fishermen, boat drivers, passengers and canoeists/ kayakers say they have their PCOC in 2012 than in 2010
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
PleasurePower btrs
BoatDrivers
Pas-sengrs PWC
Canoeing& Kayaking Sailing
2012(256)
2010(222)
2009(230)
2008(249)
2012(196)
2010(220)
2009(229)
2008(221)
2012(132)
2010(149)
2009(138)
2008(142)
2012(299)
2010(185)
2009(202)
2008(220)
2012(35)
2010(29)
2009(44)
2008(42)
2012(188)
2010(198)
2009(191)
2008(189)
2012(35)
2010(45)
2009(48)
2008(44)
Boating education:I’m going to make a point of getting more information, or taking a course to learn more about how to boat safely 17 24 23 27 16 20 23 23 21 25 28 29 16 19 18 21 36 28 39 23 13 20 21 19 18 24 16 17
I already have my Pleasure Craft Operator Card 36 27 22 26 30 30 22 26 62 48 32 42 25 10 12 13 43 49 27 45 31 21 16 23 29 38 28 25
I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year 15 26 22 15 13 19 20 15 15 27 32 19 13 17 9 12 23 22 29 10 12 19 19 12 20 22 19 23
I have already taken boating safety education training beyond the PCOC level 21 21 21 17 18 21 18 17 33 32 26 24 14 9 12 11 21 28 35 16 18 16 14 15 37 44 25 19
• Somewhat less intent to get more boating safety information/training among fishermen and canoeists/kayakers in 2012 than in 2010.
34
No significant changes in 2012 vs 2010 for “drinking & boating” nor “preparedness” attitudes & behaviours, by boating activity
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
PleasurePower btrs
BoatDrivers
Pas-sengrs PWC
Canoeing& Kayaking Sailing
2012(256)
2010(222)
2009(230)
2008(249)
2012(196)
2010(220)
2009(229)
2008(221)
2012(132)
2010(149)
2009(138)
2008(142)
2012(299)
2010(185)
2009(202)
2008(220)
2012(35)
2010(29)
2009(44)
2008(42)
2012(188)
2010(198)
2009(191)
2008(189)
2012(35)
2010(45)
2009(48)
2008(44)
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 2008
35
Still evidence of stronger safe boating attitudes and behaviours amongst those aware of SBAW messages; although not as strong impact as in 2010
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 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)
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 34I already have my Pleasure Craft Operator Card 25 33 39 15 31 44
I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year 12 15 17 12 25 21
I have already taken boating safety education training beyond the PCOC level 13 21 33 12 23 35
36
Wearing PFDs
37
2008
2009
2010
2012
Always Usually Sometimes Rarely Never
No significant changes from wave to wave, although slightly fewer boaters in 2010+2012 saying they “Always” wear a PFD, compared to 2008+2009
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=436)
36112456
27122752
16112655
310152547
38
Somewhat fewer younger, B.C. and Atlantic boaters “Always” wearing PFDs in 2010+12 than 2008+09
% of boaters in each sub-group who say they Always wear a PFD/lifejacket when out in a boat
B.C.PrairiesOntarioQuebecAtlanticRegion:Female
MaleGender:
55+45-5435-4418-34Age:
Total boatersTotal boaters
Age:
18-34
35-44*
45-54
55+
Gender:
Male
Female
Region:
Atlantic
Quebec
Ontario
Prairies
B.C.
49
45
44
65
47
46
49
50
53
41
28
2012 2009
56
54
59
57
56
53
59
59
67
47
58
60 * Very small base size for 35-44 yrs in 2012
4. How often do you personally wear a PFD (“Personal Flotation Device”) or lifejacket when out in a boat?
472010
52
46
54
52
56
48
56
59
56
48
55
45
2008
55
52
62
54
54
53
57
38
64
51
51
65
2010+12Change
vs 2008+09
39
Less claimed wearing of PFDs in 2010+2012 than 2008+09 among powerboat passengers
% of boating activity participants who saythey Always wear a PFD/lifejacket
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 (436)
Fishing (n=256)
Pleasure powerboating (n=196)
Drivers of powerboats (n=132)
Passengers (only) (n=299)
Ride PWC (n=35)
Canoeing & Kayaking (n=188)
Sailing (n=35) 46
46
50
44
47
43
49
2012
2010+12Change vs
2008+09
=
=
=
=
=
=
2008
55
53
48
49
55
41
52
47
2009
56
53
50
48
57
53
55
48
47
2010
52
51
49
49
51
38
51
40
40
More belief in 2012 that “I can put PFD on if I need to” as a top reason boaters are not always wearing their PFD
• Also more belief in 2010+2012 than 2008+09 that “it’s good enough to be a good swimmer“ as another top reason for not always wearing their PFD.
5. Which if any of the following reasons describe why you do not always wear a PFD or lifejacket when boating?
Reasons for not Always wearing a PFD/lifejacket when out in a boat - % of boaters who do not always wear a PFD
2012(222)
2010(210)
2009(195)
2008(215)
2010+12Change vs
2008+09
I can put a PFD on if I need to 38 30 35 32 =
I’m a good swimmer 36 38 28 30
It is enough for me to know that there are PFDs available in the boat, if we need them 34 35 34 n/a =
A PFD is not comfortable 23 30 24 31 =
A PFD restricts my activity on the boat 21 29 25 29 =
I don’t need to wear a PFD when the boat is in shallow water 20 23 19 n/a =
I don’t go far enough from shore to need a PFD 19 12 13 23 =
When I go out on a large boat I don’t need to wear a PFD 16 22 20 17 =
I tend to go along with other people on the boat. I will wear a PFD if they wear one 14 12 16 n/a =
I don’t need to wear a PFD when the boat isn’t moving 12 15 13 17 =
I don’t think I will ever fall in the water and need a PFD 10 12 8 6
41
Rough water or being out in a kayak are the conditions that most motivate boaters to wear their PFDs; followed by being out in a canoe or small sailboat
• Little change since 2009 in how motivating these various factors are
smallsmall sail
canoekayak
OutAnchored
UnderCloseMoreBoat
I knowI am
In anColdCalm
RoughWater
Overall
Overall % of boaters who would always wear a PFD (before any conditions are mentioned)
Water is…Rough (ie. can see white caps)
Calm
Cold
In an area…I am not familiar with
I know very well
Boat is…More than 50 feet from shore
Close to shore (within 50 feet)
Under way
Anchored or drifting
Out in a…Kayak
Canoe
Small sailboat
Small, open powerboat > 6 metres
69
45
64
56
51
55
60
48
47
70
2012 (n=423)
60
43
58
63
% of boaters who say they would Always wear a PFD/lifejacket out in a boat under the following conditions 2010+12
Change vs2009
===
==
====
====
200956
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?
201052
75
51
63
66
54
60
49
58
42
71
65
66
61
42
Positive impact on intent to wear PFDs evident for awareness of SBAW messages in both 2012 and 2010
• Slightly broader impact in 2012 than 2010
% of boaters who say they would Always wear a PFD/lifejacket out in a boat under the following conditions
7. How often do you personally wear a PFD or lifejacket when out in a boat, under each of the following specific conditions?
Awareness of NASBAW Campaign Messages2012 2010
Not Aware(198)
Aware(1+ messages)
(258)
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 78
43
Cold Water
44
About one-third (36%) of boaters say they’ve heard messages about the risks of cold water
9a. Have you seen or heard any communications/messages (for example in ads ,on posters, on websites, at events or training programs, etc.) about the risks associated with cold water, immersion/falling into cold water, either recently or any time in the past year? 3. Please indicate how much you agree or disagree that each of these statements applies to you, ie. describes things you are doing or intend to do this year (on a scale from 1[Strongly disagree] to 10[Strongly agree])
Total Boaters
• Higher cold water message awareness among older boaters 55+ years (54%), and boat drivers (54%)• Less evidence in 2012 than 2010 that those who have seen/heard cold water messages, have more positive cold water attitudes & intended
behaviour
blah blah
blah blah
blah blah
Safe boating cold water attitudes & behaviours:(% of boaters who strongly agree (top-2-box 9-10 on 10 pt scale)
I’m going to make a point of being better prepared for the possibility of falling into cold water this
season, by wearing my lifejacket
I don’t worry about the temperature of the water, as I don’t boat during what I consider to be the
cold water season
I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while
out in a boat27
30
48
boaters who have seen/heard about risks of cold water
% who strongly agree (top-2-box 9-10 on 10 pt scale)
36%say they have seen/heard about the risks of cold water(40% in 2010)
2012 2010
59
30
39
45
Less generation of awareness of cold water risks from boating safety organizations in 2012 than 2010 – ie. via their brochures/pamphlets and instructors
9b. Which of the following are ways you have seen or heard about risks associated with cold water immersion or falling into cold water?
% of Boaterswho have seen/heard
2012 (169) 2010 (179)Ads (net) 78% 76%
- TV ads/PSAs 59 57
- Radio ads/PSAs 34 27
- Signs/posters/billboards/malls/transit 25 19
- Newspaper ads 22 24
- Internet/website ads 12 15
News coverage/articles/blogs (net) 59% 69%- News coverage, incl. TV, radio, newspaper 52 55
- Magazine articles 22 25
- Online blogs, forums, magazine websites, other websites, etc. 11 14
TV program/documentary show, eg. Cold Water Boot Camp 29% 34%Brochures or pamphlets, eg. from water safety or boating org’ns 25% 37%Training session/class (net) 22% 25%
- Video shown in training session/class 12 14
- From what instructor said in training session/class 10 16
- In another type of training session/class, eg. at school, etc. 10 12
Friend or family member told me about it 19% 23%
Sources for seeing/hearing about cold water risks
• Somewhat more awareness generated by radio and outdoor/mall/transit media• Somewhat less recognition of hearing about cold water risks via news coverage/articles
Total Boaters
36%say they have seen/heard about the risks of cold water(40% in 2010)
46
Appendix
47
Demographic Profile
& = significantly different from June 2010 results at 95% confidence level
TOTAL INTERVIEWS BOATERS 2009 2010 2012 2009 2010 2012
(1004) (1022) (1017) (442) (437) (436)
Language 100% 100% 100% 100% 100% 100%English 77% 77% 80% 82% 80% 80%French 23% 23% 20% 18% 20% 20%
Gender 100% 100% 100% 100% 100% 100%Male 48% 48% 48% 54% 55% 53%Female 52% 52% 52% 46% 45% 47%
Age 18-24 12% 12% 8% 14% 14% 10%25-34 16% 16% 20% 19% 20% 24%35-44 20% 20% 3% 21% 19% 3%45-54 20% 20% 37% 20% 19% 36%55-64 15% 15% 18% 14% 15% 16%65+ 18% 18% 14% 13% 13% 10%
Age (Summary) 18-34 28% 28% 28% 33% 34% 34%35-54 40% 40% 40% 41% 38% 39%55+ 32% 32% 32% 26% 28% 26%
Education Grade School or Some High School 8% 7% 9% 5% 5% 8%High School Completed 20% 22% 40% 19% 18% 38%Technical or Trade School/Community College Completed 31% 32% 14% 31% 32% 15%Some Community College or University, Not Completed 13% 14% 18% 17% 17% 18%University Degree, such as a Bachelor's Degree 21% 18% 13% 22% 19% 16%Post-Graduate Degree, such as a Master's or Ph.D Degree 6% 7% 5% 7% 10% 6%
48
Demographic Profile (cont’d)
& = significantly different from June 2010 results at 95% confidence level
TOTAL INTERVIEWS BOATERS 2009 2010 2012 2009 2010 2012
(1004) (1022) (1017) (442) (437) (436)
Employment StatusEmployed 61% 59% 53% 66% 61% 56%
Employed full-time 42% 40% 35% 46% 41% 36%Employed part-time 9% 9% 10% 9% 9% 12%Self-employed 10% 10% 7% 11% 11% 8%
Not employed 38% 40% 47% 34% 37% 43% Student (full time) 6% 5% 7% 8% 6% 8% Homemaker (full time) 8% 7% 6% 8% 5% 6% Retired 19% 20% 22% 15% 19% 20%
Other 5% 7% 12% 4% 8% 9%
Marital StatusSingle 22% 26% 24% 22% 27% 29%Married / common-law 57% 61% 64% 58% 62% 61%Divorced/ Separated 10% 10% 8% 8% 9% 7%Widowed 4% 3% 3% 2% 2% 3%
IncomeLOWER -<25M 19% 18% 19% 16% 13% 17%LOWER MIDDLE 25M-49.9M 26% 26% 24% 22% 22% 22%UPPER MIDDLE 50M-74.9M 21% 20% 23% 20% 20% 26%UPPER 75M+ 34% 36% 35% 42% 44% 35%Mean $61.9M $63.9M $60.0M $68.4M $71.4M $62.5M
RegionAtlantic 8% 8% 7% 7% 7% 9%Quebec 26% 26% 24% 20% 23% 21%Ontario 37% 37% 38% 40% 35% 41%Prairies 17% 17% 17% 18% 19% 15%BC 13% 13% 13% 15% 17% 14%
49
By age, weaker cold water attitudes overall trace especially to older boaters 55+ years and those 35-44 years
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)
18-34 35-44 45-54 55+2012(105)
2010(142)
2012(12)
2010(71)
2012(158)
2010(81)
2012(116)
2010(143)
Cold water:I’m going to make a point of being better prepared for the possibility of falling into cold water this season, by wearing my lifejacket 34 39 25 51 57 51 49 73
I don’t worry about the temperature of the water, as I don’t boat during what I consider to be the cold water season 32 28 20 30 24 29 39 32
I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while out in a boat 24 32 13 40 30 32 27 41
50
By age, lower overall PFD-wearing attitudes in 2012 than 2010 trace especially to older boaters 55+ years
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)
18-34 35-44 45-54 55+2012(105)
2010(142)
2012(12)
2010(71)
2012(158)
2010(81)
2012(116)
2010(143)
Wearing your PFD:I will wear my PFD or lifejacket all the time when I’m out on the water in a boat this season 45 43 32 61 62 60 57 75
I am going to strongly encourage everyone else who is out in a boat with me this season to wear their PFD or lifejacket, no matter what their age or swimming ability may be 48 45 32 63 59 68 60 79
51
By age, lower overall intent to get boating education traces to younger boaters 18-34 years
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)
18-34 35-44 45-54 55+2012(105)
2010(142)
2012(12)
2010(71)
2012(158)
2010(81)
2012(116)
2010(143)
Boating education:I’m going to make a point of getting more information, or taking a course to learn more about how to boat safely 5 18 18 20 22 20 20 23
I already have my Pleasure Craft Operator Card 22 20 31 20 31 33 34 29
I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year 7 18 18 24 17 20 17 20
I have already taken boating safety education training beyond the PCOC level 8 15 41 21 21 20 23 22
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