We’ve used survey data from CROP to sketch a portrait of the relationship between Canadians and cultural and sports entertainment. Learn about consumer trends and preferences according to various demographic groups and Canada’s different regions.
Overall, music events are the biggest hit with Canadians, with 29% having attended an event of this kind in the past two years.
Popularity by age group
70% of young people aged 18-24 attended at least one event in the last two years versus only 53% for those 65+.
Nearly half of Canadians 65 and up, or 47%, attended no events at all, compared to only 23% in the 24-34 range. The challenge for promoters is to broaden their audience and appeal to a younger client base to ensure the sustainability of their event.
Audience type and event-going
Age and education have a strong influence on event attendance.
56% of Canadians with an annual income below 25k attended at least one event versus 66% of those earning over 60k.
More Anglophones (66%) than Francophones (57%) attended an event within the last two years.
78% of university graduates attended at least one event, compared to 56% of high-school graduates.
Education also has an impact on the frequency of event attendance, with high-school graduates coming out for an average of 3.1 events versus 4.2 for university degree holders.
University graduates and high-income earners are over-represented in event attendance, making them a coveted target group for advertisers.
CROP Panorama Program
Web survey conducted November 21, 2014, to January 4, 2015, with 2,284 Canadians aged 18 years and up (1,042 respondents in Quebec).
A leader in marketing research and public opinion polling, CROP is active in a diverse range of fields, including marketing, communications, public affairs, human resources and management. Established in 1965, CROP has made consumer and public behaviour and psychology its key area of expertise.