Travel activities and motivations survey — Canadian travel market

Snowmobiling and ATVing While on Trips of One or More Nights

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A Profile Report — October 25, 2007
Executive summary

Over the last two years, 8.4% (2,091,778) of adult Canadians used a snowmobile or all-terrain vehicle (ATV) while on an out-of-town, overnight trip of one or more nights. Snowmobiling and ATVing was the 13th most common outdoor activity undertaken by Canadian Pleasure Travelers in the last two years. ATV sameday excursions (5.6%) and snowmobile day use on an organized trail (3.4%) were much more common activities than ATVing on an overnight touring trip (1.6%) and snowmobiling on an overnight touring trip (1.2%). Of those who went snowmobiling or ATVing, 40.2% (840,100) reported that this activity was the main reason for taking at least one trip.

The majority of Snowmobile and ATVers are male (57.7%) and 18 to 44 years of age. They are over-represented among Young Singles, Young Couples and especially Young Families (children 12 or younger living at home). They are the second least likely of the 21 outdoor activity types to have a university education (22.7%) and their household incomes ($77,737) ranked 14th overall. They are over-represented in the Prairie Provinces and the Atlantic Provinces.

Snowmobile and ATVers are less frequent travelers than most of the other outdoor activity types. They were the 9th most likely of the 21 outdoor activity types to have taken a trip within their own province or region (93.4%), the 20th most likely to have traveled to an adjacent province or region (51.6%) and the 17th most likely to have traveled to a non-adjacent province or region (35.0%) in the last two years. They were also the 19th most likely of the outdoor activity types to have traveled to the United States (49.1%), the 11th most likely to have visited Mexico (15.8%) and the 14th most likely to have taken a Caribbean trip (17.6%).

Snowmobile and ATVers are very active in nature-based activities such as hunting, fishing, camping and wilderness activities. They also enjoy motorcycling, horseback riding, team sports and a wide array of strenuous winter activities (e.g., downhill skiing and snowboarding, cross-country skiing and snowshoeing). They were quite active in culture and entertainment activities and exhibited special interest in sporting events, equestrian and western events (e.g. rodeos) and comedy festivals and clubs. They most often stay in public and private campgrounds and wilderness settings. They enjoy vacations that are relaxing, unstructured and offer solitude.

Snowmobile and ATVers are below-average users of the Internet to plan (59.2%) and book travel (34.2%). They also under-utilize travel-related media resources. They can be most effectively reached through sports-related media and automobile and cycle magazines and popular television programming (e.g., reality TV).