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AUDIENCE DEMOGRAPHICS

Demograhic+background2.jpg — EDUCATION + EMPLOYMENT

84% have a university education
29% have post graduate degrees
79% are employed full time
Of those employed full time, 39% are senior management or owners. 70% directly control a budget of $2M to over $20M

Demograhic+background3.jpg — AUDIENCE INCOME + FACTS

29% have income of $100K - $199K
19% have income of $199K +
Outside of the category, skiers are big purchasers of equipment for other sports such as bicycling and snowshoeing, AUDIENCE BY REGION like cell phones, cars/SUVs, restaurant meals, and health products.

Demograhic+background5.jpg — AUDIENCE BY REGION

CANADA - 14 Million Homes
US - 63 Million Homes
EUROPE - 103 Million Homes
JAPAN - 7 Million Homes
CHINA - Based on campaign
CANADA BREAKDOWN
BC - 21%
ALBERTA - 19%
PRAIRIES - 2%
ONTARIO - 51%
OTHER - 7%

Demograhic+background1+copy.jpg — TRAVEL + SPENDING

55% of audience spends at least $5,000 anually on skiing
5% of audience spends over $21,000 anually on skiing
60.1% take at least one overnight ski vacation per year*
31.3% take more than one overnight ski vacation per year*
*ski vacation defined by min 1x hotel night & 2 x ski days.

Demograhic+background4.jpg — AUDIENCE AGE

Under 18 - 6%
18-25 - 12%
26-35 - 19%
36-45 - 25%
46 - 55 - 27%
56+ - 11%

Demograhic+background6.jpg — AUDIENCE GENDER SPLIT

MALE - 58%
FEMALE - 42%