Transcript 2012 Safe Boating Awareness Survey

2012 SAFE BOATING AWARENESS SURVEY
Consumer Research Results Report
Prepared for: Canadian Safe Boating Council
Prepared by: McCullough Associates
Date: August 7, 2012
1
Table of Contents
Slide #
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
2
Introduction
3
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.
4
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.
5
Summary –
Key Findings & Implications
6
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.
7
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.
8
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.
9
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.
10
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?
Detailed Findings
14
Boating Participation
15
Almost half (43%) of Canadian adults participate in
recreational boating activities
• Fishing, pleasure powerboating and canoeing are the most popular boating activities
2012 - % of Canadian adults participating in boating activities at least occasionally (n=1017)
Total Boaters (net)
43
Total boaters (net)
Powerboating (net)
34
Powerboating (net)
• Fishing (from boat, canoe, craft)
25
Fishing (from boat, cause, craft)
• Pleasure powerboating
20
Pleasure powerboating
• Drive powerboat
12
Drive Powerboat
Passenger only (all types of craft)
29
Passenger only
Ride PWC
Ride PWC
3
24
Non-powerboating (net)
Non-power boating (net)
• Paddling (net)
• Canoeing
• Kayaking
• Sailing
19
Paddling (net)
16
Canoeing
9
Kayaking
3
Sailing
In other non-power
craft
In other non-power
craft
2. Which of the following activities do you participate in, at least occasionally?
4
7
16
No change in boating participation in 2012 compared to
2010 & 2009; still almost half of Canadian adults involved in
boating
• 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
50
49
48
45
40
39
29
29
28
26
25
23
20
20
19
44
34
34
20
10
8
6
5
34
30
27
25
23
25
23
23
27
19
19
17
6
4
43
38
35
30
44
16
9
8
5
4
25
24
23
22
20
5
20
19
16
16
9
9
4
3
4
3
0
2006
2007
2008
2009
2010
2012
All Boaters
Powerboating (net)
Non-powerboating (net)
Fishing
Pleasure powerboating
Padding (net)
Canoeing
Kayaking
PWC
Sailing
2. Which of the following activities do you participate in, at least occasionally?
17
Awareness of
Safe Boating Messages
18
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.
% of boating activity participants who are Aware of boating safety messages
Total Boating (net) (n=436)
16
2012
2010
2010
54
62
14
2009
2009
13
2008
2008
11
52
2007
2007
11
51
2006
2006
60
56
13
Powerboating (net) (n=351)
2012
18
2010
2010
16
58
65
15
2009
2009
62
2008
2008
12
53
2007
2007
12
53
2006
2006
59
15
Non-powerboating (net) (n=237)
14
2012
2010
2010
12
Highly Aware - % saw or heard
5+ messages (of 9)
2009
2009
12
Total Aware - % saw or heard
1+ messages (of 9)
2007
2007
13
2006
2006
13
2008
2008
10
48
62
60
56
51
56
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.)
19
Lower awareness in 2012 than 2010 in most boating activity
subgroups; still higher than 2006-08 levels amongst
fishermen, powerboat passengers and PWC riders
% of boating activity participants who are
Aware of boating safety messages (1+)
Fishing (n=256)
21
Fish ing
Pleasure powerboating
(n=196)
pb
Pleasure
of pb
Drivers
Drivers of powerboats
(n=132)
Ride PWC (n=35)
Sailing (n=35)
Sailin g
2009
2008
63
69
66
56
66
59
51
=
75
76
65
=
57
52
45
55
78
51
62
58
53
68
64
71
56
19
28
Rid e PWC
Can o eing/kayak
Canoeing & Kayaking
(n=188)
2010
66
21
Passen g ers
Passengers (only) (n=299)
2012
52
17
14
71
50
21
46
2012
Change vs
2006-08
=
Highly Aware - % saw or heard 5+ messages
Total Aware - % saw or heard 1+ 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.)
20
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.
% of boating activity participants who are
Aware of boating safety messages
Age: Age:
18-34
18-34
2012
10
54
28
35-44
35-44*
45-54
45-54
55+
52
46
15
55+
63
26
2010
2009
2012
Change vs
2006-08
59
60
=
62
58
=
64
64
65
60
=
66
60
=
57
60
=
55
67
65
63
70
67
50
43
59
56
Gender:
Gender:
21
MaleMale
Female
Female
58
49
11
Region:
Region:
Atlantic
Atlantic
Quebec
Quebec
Ontario
Ontario
Prairies
Prairies
B.C. B.C.
12
27
61
13
15
54
54
18
25
Highly Aware - % saw or heard 5+ messages
Total Aware - % saw or heard 1+ messages
59
=
=
* Very small base size
for 35-44 yrs in 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.)
21
Lower awareness in 2012 than 2010 for “get your PCOC” safe
boating message; and slightly lower for “wear your lifejacket”
•
•
Highest awareness for “don’t drink and boat”, “get your PCOC” and “wear your lifejacket” messages
2012 awareness higher than earlier 2006-2008 levels for “get your PCOC” and “review your checklist” messages
% of total boaters who are Aware of boating safety messages (n = 436)
2012
2010
2009
2008
2012
Change vs
2006-08
41
40
45
39
=
27
37
25
18
27
32
27
25
=
19
20
17
=
17
16
11
12
16
12
=
14
14
10
=
17
16
11
=
13
11
9
=
Don’t drink alcoholic beverages while boating…
it’s that simple. If you drink, don’t drive.
blah blah
Everyone operating a motorized boat or water craft
should get their Pleasure Craft Operator Card.
blah blah
Make the smart choice. Don’t just carry your
lifejacket aboard your boat. Wear it.
blah blah
Watch the weather while out boating…
keep a weather eye out.
blah blah
Review your checklist before you go out on the
water. Be prepared.
blah blah
If you wear your lifejacket before falling into cold
water you’ll float and have a chance to survive.
blah blah
Have the right safety equipment on board your
boat… have a flare for rescue.
blah blah
Be prepared for the possibility of falling into cold
water by wearing your lifejacket.
blah blah
The more knowledge you have, the more
enjoyable boating becomes.
The more
22
19
16
15
14
11
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.)
22
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
% of boating activity participants Aware of each boating safety message
Fishermen
Pleasure
Powerbtrs
Boat
Drivers
Passengrs
PWC
Canoeing &
Kayakng
Sailing
(256)
(196)
(132)
(299)
(35)
(188)
(35)
50
42
49
45
55
36
35
27
32
28
40
28
42
25
29
27
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
15
17
14
16
15
24
13
20
14
16
14
17
15
19
14
16
14
11
9
13
12
9
4
Total Boaters
(436)
Don’t drink alcoholic beverages while boating…
it’s that simple. If you drink, don’t drive.
blah blah
Everyone operating a motorized boat or water craft
should get their Pleasure Craft Operator Card.
blah blah
Make the smart choice. Don’t just carry your
lifejacket aboard your boat. Wear
blah blit.ah
Watch the weather while out boating…
keep a weather eye out.
blah blah
Review your checklist before you go out on the
water. Be prepared.
blah blah
If you wear your lifejacket before falling into cold
water you’ll float and have a chance to survive.
blah blah
Have the right safety equipment on board your
boat… have a flare for rescue.
blah blah
Be prepared for the possibility of falling into cold
water by wearing your lifejacket.
blah blah
The more knowledge you have, the more
enjoyable boating becomes.
The more
41
22
19
16
11
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.)
23
No significant changes in subgroups’ awareness of “don’t
drink & boat” message in 2012 vs 2010
% of boaters aware of “don’t drink & boat” message
2010
2009
36
42
40
37
37
52
48
52
43
45
37
46
37
59
33
39
45
46
56
46
36
32
45
36
2012
Age: Age:
18-34
18-34
36
35-44*
35-44
52
45-54
45-54
38
55+
55+
Gender:
Gender:
Male
Male
Female
Female
Region:
Region:
Atlantic
Atlantic
Quebec
Quebec
Ontario
Ontario
Prairies
Prairies
B.C.
B.C.
52
46
36
23
33
49
* Very small base size
for 35-44 yrs in 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.)
24
Highest awareness of “get your Pleasure Craft Operator
Card” message in British Columbia and among older
boaters 55+ yrs
•
Lower awareness of “get your PCOC” message in 2012 vs 2010 in Ontario, amongst women and 45+ yrs age groups.
% of boaters aware of “get your PCOC” message
2012
Age: Age:
18-34
18-34
19
2010
2009
23
19
35-44*
35-44
27
41
20
45-54
45-54
26
41
32
48
32
39
24
19
34
28
20
21
21
41
37
39
26
31
13
39
25
55+
55+
Gender:
Gender:
Male
Male
Female
Female
Region:
Region:
Atlantic
Atlantic
Quebec
Quebec
Ontario
Ontario
Prairies
Prairies
B.C.B.C.
37
33
32
21
25
43
* Very small base size
for 35-44 yrs in 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.)
25
Highest awareness of “make the smart choice... wear your
lifejacket” message in B.C. and amongst older boaters 55+
yrs; and lower in Atlantic Canada
% of boaters aware of “make the smart choice… wear your lifejacket” message
Age: Age:
2012
18-34
18-34
35-44*
35-44
23
18
45-54
45-54
55+
Gender:
Gender:
Male
Male
Female
Female
Region:
Region:
Atlantic
Atlantic
Quebec
Quebec
Ontario
Ontario
Prairies
Prairies
B.C.
B.C.
22
55+
38
31
22
13
28
24
31
37
2010
2009
30
17
27
29
32
33
38
36
37
29
26
25
33
44
32
34
30
27
31
14
38
23
* Very small base size
for 35-44 yrs in 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.)
26
No significant changes in subgroups awareness of “be
prepared for possibility of falling into cold water by wearing
your lifejacket” message in 2012 vs 2010
% of boaters aware of “be prepared for the possibility of falling into cold
water by wearing your lifejacket” message
Age:
18-34
18-34
35-44*
35-44
45-54
45-54
55+ 55+
Gender:
Gender:
Male
Male
Female
Female
Region:
Region:
Atlantic
Atlantic
Quebec
Quebec
Ontario
Ontario
Prairies
Prairies
B.C.
B.C.
2010
2009
15
13
13
16
18
12
20
24
20
15
13
17
10
8
27
10
17
18
18
16
18
11
15
15
2012
Age:
14
7
11
20
17
12
15
13
23
* Very small base size
for 35-44 yrs in 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.)
27
High awareness of “if you wear your lifejacket before falling
into cold water you’ll float and have a chance to survive”
message amongst men and 55+ yrs
% of boaters aware of “if you wear your lifejacket before falling into cold water
you’ll float and have a chance to survive” message
Age:
18-34
18-34
35-44*
35-44
45-54
45-54
55+ 55+
Gender:
Gender:
Male
Male
Female
Female
Region:
Region:
Atlantic
Atlantic
Quebec
Quebec
Ontario
Ontario
Prairies
Prairies
B.C.
B.C.
2012
Age:
14
22
11
27
21
10
12
18
13
19
23
2010
2009
9
12
8
16
13
13
18
25
15
17
10
15
8
25
17
27
9
17
13
5
13
10
* Very small base size
for 35-44 yrs in 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.)
28
Desired Safe Boating
Attitudes/Behaviours
29
Weaker PFD, cold water and boating education attitudes
and behaviour in 2012; maintained position on drinking &
boating and preparedness
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)
2012
2010
2009
2008
Change vs
2008
66
70
65
=
54
59
64
66
55
62
66
68
55
56
n/a
34
33
40
25
22
n/a
53
50
59
30
30
n/a
36
32
n/a
20
21
22
25
17
21
20
17
14
19
15
16
2012
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 will wear my PFD or lifejacket all the time when I’m out on the water in a boat this
season
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
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
61
blah blah
blah blah
blah blah
50
blah blah
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
29
blah blah
25
blah blah
43
blah blah
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
blah blah
I feel that I am well prepared for the possibility of cold water immersion/ falling into
cold water while out in a boat
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
24
blah blah
blah blah
I already have my Pleasure Craft Operator Card
12
25
blah blah
I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year
blah blah
I have already taken boating safety education training beyond the PCOC level
blah blah
12
13
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])
30
Anglers and powerboat passengers in particular have
poorer PFD-wearing attitudes & behaviours in 2012
compared to 2010
•
Other boating subgroups maintained
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
Passengrs
Canoeing
& Kayaking
PWC
Sailing
2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008
(256) (222) (230) (249) (196) (220) (229) (221) (132) (149) (138) (142) (299) (185) (202) (220) (35) (29) (44) (42) (188) (198) (191) (189) (35) (45) (48) (44)
Wearing your PFD:
I will wear my PFD or lifejacket
all the time when I’m out on the
56
water in a boat this season
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
56
ability may be
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
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])
31
Weaker overall cold water attitudes reflect weaker attitudes
in most boating activity sub-groups
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
Passengrs
Canoeing
& Kayaking
PWC
Sailing
2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008
(256) (222) (230) (249) (196) (220) (229) (221) (132) (149) (138) (142) (299) (185) (202) (220) (35) (29) (44) (42) (188) (198) (191) (189) (35) (45) (48) (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
48
my lifejacket
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
27
season
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
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
30
Note: Arrows indicate significant changes in 2010 vs 2008
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])
32
More fishermen, boat drivers, passengers and canoeists/
kayakers say they have their PCOC in 2012 than in 2010
•
Somewhat less intent to get more boating safety information/training among fishermen and canoeists/kayakers in 2012 than
in 2010.
Desired Safe Boating Attitudes/Behaviours - % strongly agree they are doing or intend to do this year
(top-2-box 9-10 rating on 10 pt scale) (n=436)
Fisher
-men
Pleasure
Power btrs
Boat
Drivers
Passengrs
Canoeing
& Kayaking
PWC
Sailing
2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008
(256) (222) (230) (249) (196) (220) (229) (221) (132) (149) (138) (142) (299) (185) (202) (220) (35) (29) (44) (42) (188) (198) (191) (189) (35) (45) (48) (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
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])
33
No significant changes in 2012 vs 2010 for “drinking &
boating” nor “preparedness” attitudes & behaviours, by
boating activity
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
Passengrs
Canoeing
& Kayaking
PWC
Sailing
2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008 2012 2010 2009 2008
(256) (222) (230) (249) (196) (220) (229) (221) (132) (149) (138) (142) (299) (185) (202) (220) (35) (29) (44) (42) (188) (198) (191) (189) (35) (45) (48) (44)
Drinking & boating:
I am not going to drink any
alcoholic beverages while out
on the water in a boat this
61
season
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 predeparture checklist, every
time I go out on the water this
34
season
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
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
30
Note: Arrows indicate significant changes in 2010 vs 2008
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
Still evidence of stronger safe boating attitudes and
behaviours amongst those aware of SBAW messages;
although not as strong impact as in 2010
•
In 2012, “drinking & boating” and “wearing your PFD” attitudes not positively affected by awareness of SBAW messages; whereas
they were impacted in 2010.
Desired Safe Boating Attitudes/Behaviours - % strongly agree they are doing or intend to do this year
(top-2-box 9-10 rating on 10 pt scale)
Awareness of NASBAW Campaign Messages
Not Aware
(198)
2012
Aware
Highly Aware
(1+ messages) (5+ messages)
(258)
(77)
Not Aware
(164)
2010
Aware
Highly Aware
(1+ messages) (5+ messages)
(273)
(69)
Drinking & boating:
I am not going to drink any alcoholic beverages while out on the water in a boat this season
61
60
63
63
67
83
Wearing your PFD:
I will wear my PFD or lifejacket all the time when I’m out on the water in a boat this season
53
55
59
52
63
72
I am going to strongly encourage everyone else who is out in a boat with me this season to wear
their PFD or lifejacket, no matter what their age or swimming ability may be
54
55
59
52
68
83
Preparedness:
I will always check my boat over every time before I go out on the water this season;
including making sure I have enough PFDs/lifejackets on board
50
57
70
40
64
79
I’m going to review my pre-departure checklist, every time I go out on the water this season
29
34
47
23
42
64
I have a pre-departure checklist written down that identifies the things to check every time
before I head out on the water
22
27
45
15
30
45
Cold water:
I’m going to make a point of being better prepared for the possibility of falling into cold
water this season, by wearing my lifejacket
43
49
55
42
60
69
I don’t worry about the temperature of the water, as I don’t boat during what I consider to
be the cold water season
34
27
21
33
28
22
I feel that I am well prepared for the possibility of cold water immersion/ falling into cold
water while out in a boat
24
29
33
26
42
56
Boating education:
I’m going to make a point of getting more information, or taking a course to learn more
about how to boat safely
I already have my Pleasure Craft Operator Card
12
25
19
33
20
39
12
15
26
31
34
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
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])
35
Wearing PFDs
36
No significant changes from wave to wave, although
slightly fewer boaters in 2010+2012 saying they “Always”
wear a PFD, compared to 2008+2009
How often boaters say they wear a PFD/lifejacket
% of total boaters (n=436)
2012
47
2010
52
2009
56
2008
55
Always
Usually
15
25
Sometimes
27
12
24
11
63
11
61
26
Rarely
10 3
7 2
Never
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?
37
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
2010
2009
2008
52
56
55
46
54
52
54
59
62
52
57
54
56
56
54
48
53
53
56
59
57
59
59
38
44
56
67
64
45
48
47
51
55
58
51
45
60
65
2012
Total boaters
boaters
Total
Age:
Age:
18-34 18-34
35-44*35-44
45-54 45-54
55+
55+
Gender:
Gender:
Male Male
Female
Female
Region:
Region:
Atlantic
Atlantic
Quebec
Quebec
Ontario
Ontario
Prairies
Prairies
B.C.
B.C.
47
41
28
53
50
46
49
65
49
47
4. How often do you personally wear a PFD (“Personal Flotation Device”) or lifejacket when out in a boat?
2010+12
Change
vs 2008+09
* Very small base size
for 35-44 yrs in 2012
38
Less claimed wearing of PFDs in 2010+2012 than 2008+09
among powerboat passengers
% of boating activity participants who say
they Always wear a PFD/lifejacket
Total boaters (436)Total boaters
Fishing (n=256)
2010+12
Change vs
2008+09
2012
2010
2009
2008
47
52
56
55
51
53
53
=
49
Fishing
Pleasure powerboating
(n=196)
Pleasure
pb
43
49
50
48
=
Drivers of powerboats
(n=132)
Drivers
of pb
44
49
48
49
=
51
57
55
38
53
41
=
Passengers (only) Passengers
(n=299)
Ride PWC (n=35)
Ride PWC
47
50
Canoeing & Kayaking (n=188)
Canoeing/kayak
46
51
55
52
=
Sailing (n=35)
46
40
48
47
=
Sailing
4. How often do you personally wear a PFD (“Personal Flotation Device”) or lifejacket when out in a boat?
39
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.
Reasons for not Always wearing a PFD/lifejacket when out in a boat
- % of boaters who do not always wear a PFD
2012
2010
2009
2008
(222)
(210)
(195)
(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
6
5. Which if any of the following reasons describe why you do not always wear a PFD or lifejacket when boating?
40
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
% of boaters who say they would Always wear a PFD/lifejacket
out in a boat under the following conditions
Overall % of boaters who would
always wear a PFD (before any
conditions are mentioned)
Overall
Water is…
Water
Rough
Calm
Calm
Cold
Cold
In an area…
In an
I am not familiar with
I am
I know very well
I know
Boat is…
Boat
More than 50 feet from shore
More
Close to shore (within 50 Close
feet)
Under way
Under
Anchored or driftingAnchored
Out in a…
Out
Kayak
kayak
Canoe
canoe
Small sailboat
small sail
Small, open powerboat > 6small
metres
2010+12
Change vs
2009
2010
2009
52
56
75
72
51
52
=
=
60
63
63
=
60
66
63
54
54
=
=
60
57
49
50
=
=
58
57
=
42
46
=
71
70
=
64
65
65
=
63
66
64
=
61
61
=
2012 (n=423)
47
Rough (ie. can see white caps)
70
48
51
55
45
56
43
69
58
7. How often do you personally wear a PFD or lifejacket when out in a boat, under each of the following specific conditions?
41
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
Awareness of NASBAW Campaign Messages
Not Aware
(198)
2012
Aware
(1+ messages)
(258)
Highly Aware
(5+ messages)
(77)
Not Aware
(164)
2010
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
7. How often do you personally wear a PFD or lifejacket when out in a boat, under each of the following specific conditions?
42
Cold Water
43
About one-third (36%) of boaters say they’ve heard
messages about the risks of cold water
• 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
% who strongly agree
(top-2-box 9-10 on 10 pt scale)
Safe boating cold water attitudes & behaviours:
(% of boaters who strongly agree (top-2-box 9-10 on 10 pt scale)
Total
Boaters
36%
say they have
seen/heard
about the
risks
of cold water
(40% in 2010)
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
2012
2010
48
59
blah blah
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
30
30
blah blah
I feel that I am well prepared for the possibility of
cold water immersion/ falling into cold water while
out in a boat
27
39
blah blah
boaters who have seen/heard about 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])
44
Less generation of awareness of cold water risks from
boating safety organizations in 2012 than 2010 – ie. via
their brochures/pamphlets and instructors
• Somewhat more awareness generated by radio and outdoor/mall/transit media
• Somewhat less recognition of hearing about cold water risks via news coverage/articles
Sources for seeing/hearing about cold water risks
% of Boaters
who have seen/heard
2012 (169)
78%
2010 (179)
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
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
19%
23%
Ads (net)
Total
Boaters
36%
say they have
seen/heard
about the risks
of cold water
(40% in 2010)
News coverage/articles/blogs (net)
Friend or family member told me about it
9b. Which of the following are ways you have seen or heard about risks associated with cold water immersion or falling into cold water?
45
Appendix
46
Demographic Profile
TOTAL INTERVIEWS
2009
2010
2012
2009
BOATERS
2010
(1004)
(1022)
(1017)
2012
(442)
(437)
(436)
Language
English
French
100%
77%
23%
100%
77%
23%
100%
80%
20%
100%
82%
18%
100%
80%
20%
100%
80%
20%
Gender
Male
Female
100%
48%
52%
100%
48%
52%
100%
48%
52%
100%
54%
46%
100%
55%
45%
100%
53%
47%
Age
18-24
25-34
35-44
45-54
55-64
65+
12%
16%
20%
20%
15%
18%
12%
16%
20%
20%
15%
18%
8%
20%
3%
37%
18%
14%
14%
19%
21%
20%
14%
13%
14%
20%
19%
19%
15%
13%
10%
24%
3%
36%
16%
10%
Age (Summary)
18-34
35-54
55+
28%
40%
32%
28%
40%
32%
28%
40%
32%
33%
41%
26%
34%
38%
28%
34%
39%
26%
Education
Grade School or Some High School
High School Completed
Technical or Trade School/Community College Completed
Some Community College or University, Not Completed
University Degree, such as a Bachelor's Degree
Post-Graduate Degree, such as a Master's or Ph.D Degree
8%
20%
31%
13%
21%
6%
7%
22%
32%
14%
18%
7%
9%
40%
14%
18%
13%
5%
5%
19%
31%
17%
22%
7%
5%
18%
32%
17%
19%
10%
8%
38%
15%
18%
16%
6%
&
= significantly different from June 2010 results at 95% confidence level
47
Demographic Profile (cont’d)
Employment Status
Employed
Employed full-time
Employed part-time
Self-employed
Not employed
Student (full time)
Homemaker (full time)
Retired
Other
Marital Status
Single
Married / common-law
Divorced/ Separated
Widowed
Income
LOWER -<25M
LOWER MIDDLE 25M-49.9M
UPPER MIDDLE 50M-74.9M
UPPER 75M+
Mean
Region
Atlantic
Quebec
Ontario
Prairies
BC
&
TOTAL INTERVIEWS
2009
2010
2012
2009
BOATERS
2010
(1004)
(1022)
(1017)
2012
(442)
(437)
(436)
61%
42%
9%
10%
59%
40%
9%
10%
53%
35%
10%
7%
66%
46%
9%
11%
61%
41%
9%
11%
56%
36%
12%
8%
38%
6%
8%
19%
5%
40%
5%
7%
20%
7%
47%
7%
6%
22%
12%
34%
8%
8%
15%
4%
37%
6%
5%
19%
8%
43%
8%
6%
20%
9%
22%
57%
10%
4%
26%
61%
10%
3%
24%
64%
8%
3%
22%
58%
8%
2%
27%
62%
9%
2%
29%
61%
7%
3%
19%
26%
21%
34%
$61.9M
18%
26%
20%
36%
$63.9M
19%
24%
23%
35%
$60.0M
16%
22%
20%
42%
$68.4M
13%
22%
20%
44%
$71.4M
17%
22%
26%
35%
$62.5M
8%
26%
37%
17%
13%
8%
26%
37%
17%
13%
7%
24%
38%
17%
13%
7%
20%
40%
18%
15%
7%
23%
35%
19%
17%
9%
21%
41%
15%
14%
= significantly different from June 2010 results at 95% confidence level
48
By age, weaker cold water attitudes overall trace especially
to older boaters 55+ years and those 35-44 years
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
Cold water:
I’m going to make a point of being
better prepared for the possibility of
falling into cold water this season, by
wearing my lifejacket
I don’t worry about the temperature of
the water, as I don’t boat during what I
consider to be the cold water season
I feel that I am well prepared for the
possibility of cold water immersion/
falling into cold water while out in a
boat
35-44
45-54
55+
2012
(105)
2010
(142)
2012
(12)
2010
(71)
2012
(158)
2010
(81)
2012
(116)
2010
(143)
34
39
25
51
57
51
49
73
32
28
20
30
24
29
39
32
24
32
13
40
30
32
27
41
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])
49
By age, lower overall PFD-wearing attitudes in 2012 than
2010 trace especially to older boaters 55+ years
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
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])
50
By age, lower overall intent to get boating education traces
to younger boaters 18-34 years
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
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])
51