1. 1 2012 SAFE BOATING AWARENESS SURVEY Consumer Research Results Report Prepared for: Canadian Safe Boating Council Prepared by: McCullough Associates Date: August 7, 2012

2. Table of Contents 2 1.Introduction3 Research Objectives & Methodology 4 2.Summary of Key Findings & Implications6 3.Detailed Findings14 Boating Participation 15 Awareness of Safe Boating Messages 18 Safe Boating Attitudes & Behaviours 29 Wearing PFDs 36 Cold Water 43 4.Appendix46 Slide #

3. 3 Introduction

4. Research Objectives 4 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 5 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. 6 Summary – Key Findings & Implications

7. Summary of Key Findings 7 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 8 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 9 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 10 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.

11. 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.

12. 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

13. 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. 14 Detailed Findings

15. 15 Boating Participation

16. Almost half (43%) of Canadian adults participate in recreational boating activities 16 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) 34 25 20 4 2929 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 17 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

18. 18 Awareness of Safe Boating Messages

19. 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 19 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 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 11 15 12 13 10 13 60 56 52 51 62 59 53 60 56 51 62 14 65 16 62 12 2012 2010 2009 2008 2007 2006 Total Boating (net) (n=436) 2012 2010 2009 2008 2007 2006 2012 2010 2009 2008 2007 2006 54 16 18 58 48 14 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 20 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 (1+) 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) Total Aware - % saw or heard 1+ messages Highly Aware - % saw or heard 5+ messages 21 17 21 19 28 14 21 46 50 71 66 56 52 63 2012 2012 Change vs 2006-08 = 2008 56 51 65 45 51 53 71 2009 66 59 76 52 78 58 64 2010 69 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 21 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. Total Aware - % saw or heard 1+ messages Highly 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 61 27 58 49 63 46 54 52 2012 2012 Change vs 2006-08 = = 2009 60 58 64 60 67 63 67 43 56 % of boating activity participants who are Aware of boating safety messages 2010 59 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) 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 2012 Change vs 2006-08 = 2008 39 18 25 17 11 12 10 11 9 2009 45 25 27 20 16 14 16 11 2012 2010 40 37 32 19 17 12 14 17 13 22

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.) 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 message Fisher- men (256) Pleasure Powerbtrs (196) Boat Drivers (132) Pas- sengrs (299) PWC (35) Canoeing & Kayakng (188) Sailing (35) 50424945553635 32284028422529 35263329382427 2325 371719 24192422321514 22182315251627 17141615241320 16141715191416 14119131294 Total Boaters (436) 23

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.) 24 % of boaters aware of “don’t drink & boat” message 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 33 46 36 45 2009 42 37 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.) 25 % of boaters aware of “get your PCOC” message 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 48 39 34 21 41 39 31 39 2009 19 20 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.) 26 % of boaters aware of “make the smart choice… wear your lifejacket” message 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.) 27 % of boaters aware of “be prepared for the possibility of falling into cold water by wearing your lifejacket” message Age: 18-34 35-44* 45-54 55+ Gender: Male Female Region: Atlantic Quebec Ontario Prairies B.C. 13 15 10 23 17 12 20 11 14 7 2012 2010 15 13 18 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.) 28 % 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 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 2009 12 16 13 25 17 15 25 27 17 5 10 * Very small base size for 35-44 yrs in 2012

29. 29 Desired Safe Boating Attitudes/Behaviours

30. Weaker PFD, cold water and boating education attitudes and behaviour in 2012; maintained position on drinking & boating and preparedness 30 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]) 25 50 13 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 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 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 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 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 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 2012 Change vs 2008 = 2008 65 66 68 n/a 40 n/a 59 n/a 22 21 14 16 2009 70 64 66 56 33 22 50 30 32 21 17 15 2010 66 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 31 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 Pleasure Power btrs Boat Drivers Pas- sengrsPWC Canoeing & KayakingSailing 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 5661596153 6063495155645564 635749505655 656348565766 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 56666266545764615255616655686465705352635461666752576066 Other boating subgroups maintained

32. Weaker overall cold water attitudes reflect weaker attitudes in most boating activity sub-groups 32 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 Pleasure Power btrs Boat Drivers Pas- sengrsPWC Canoeing & KayakingSailing 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 48544756485053524650455448555459545343474451475548665257 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 24na312932na282526na293231na224630na292235na102218na I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while out in a boat 304036na273836na304740na2630 na175234na29537na344033na 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 33 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 Pleasure Power btrs Boat Drivers Pas- sengrsPWC Canoeing & KayakingSailing 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 17242327162023 2125282916191821362839231320211918241617 I already have my Pleasure Craft Operator Card 3627222630 22266248324225101213434927453121162329382825 I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year 1526221513192015 2732191317912232229101219 1220221923 I have already taken boating safety education training beyond the PCOC level 21 1718211817333226241491211212835161816141537442519 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 34 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 Pleasure Power btrs Boat Drivers Pas- sengrsPWC Canoeing & KayakingSailing 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 61657062605968615763666059627066686768526067716154615562 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 5859 na535456na646361na535152na637658na575559na686455na I’m going to review my pre- departure checklist, every time I go out on the water this season 34393441323036373539384531 38423149372833313554433247 I have a pre-departure checklist written down that identifies the things to check every time before I head out on the water 302823na222026na333127na251821na333830na2421 na35 30na 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 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]) 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 Messages 20122010 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 season616063 6783 Wearing your PFD: I will wear my PFD or lifejacket all the time when I’m out on the water in a boat this season535559526372 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 be545559526883 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 board505770406479 I’m going to review my pre-departure checklist, every time I go out on the water this season293447234264 I have a pre-departure checklist written down that identifies the things to check every time before I head out on the water222745153045 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 lifejacket434955426069 I don’t worry about the temperature of the water, as I don’t boat during what I consider to be the cold water season342721332822 I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while out in a boat242933264256 Boating education: I’m going to make a point of getting more information, or taking a course to learn more about how to boat safely121920122634 I already have my Pleasure Craft Operator Card253339153144 I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year121517122521 I have already taken boating safety education training beyond the PCOC level132133122335

36. 36 Wearing PFDs

37. No significant changes from wave to wave, although slightly fewer boaters in 2010+2012 saying they “Always” wear a PFD, compared to 2008+2009 37 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) 3 6 11 2456 2712 2752 1 6112655 31015 2547

38. Somewhat fewer younger, B.C. and Atlantic boaters “Always” wearing PFDs in 2010+12 than 2008+09 38 % of boaters in each sub-group who say they Always wear a PFD/lifejacket when out in a boat Total 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 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? 47 2010 52 46 54 52 56 48 56 59 56 48 55 45 2008 55 52 62 54 53 57 38 64 51 65 2010+12 Change vs 2008+09

39. Less claimed wearing of PFDs in 2010+2012 than 2008+09 among powerboat passengers 39 % of boating activity participants who say they Always wear a PFD/lifejacket 4. How often do you personally wear a PFD (“Personal Flotation Device”) or lifejacket when out in a boat? Total 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 50 44 47 43 49 2012 2010+12 Change 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 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 40 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+12 Change vs 2008+09 I can put a PFD on if I need to38303532= I’m a good swimmer36382830 It is enough for me to know that there are PFDs available in the boat, if we need them 343534n/a= A PFD is not comfortable23302431= A PFD restricts my activity on the boat21292529= I don’t need to wear a PFD when the boat is in shallow water202319n/a= I don’t go far enough from shore to need a PFD19121323= When I go out on a large boat I don’t need to wear a PFD16222017= I tend to go along with other people on the boat. I will wear a PFD if they wear one 141216n/a= I don’t need to wear a PFD when the boat isn’t moving12151317= I don’t think I will ever fall in the water and need a PFD101286

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 41 Little change since 2009 in how motivating these various factors are 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 vs 2009 = 2009 56 72 52 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? 2010 52 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 42 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 Messages 20122010 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)435159485461 Water is… Rough (ie. can see white caps)667483727684 Calm445156475363 Cold606173626475 In an area… I am not familiar with566375636874 I know very well485362515666 Boat is… More than 50 fee from shore535664586271 Close to shore (within 50 feet)414858475062 Under way545769526170 Anchored or drifting414551424353 Out in a… Kayak697077697376 Canoe656377626981 Small sailboat626375616880 Small, open powerboat > 6 metres575969566478

43. 43 Cold Water

44. About one-third (36%) of boaters say they’ve heard messages about the risks of cold water 44 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 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 boat 27 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 45 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 Boaters who have seen/heard 2012 (169)2010 (179) Ads (net)78%76% - TV ads/PSAs5957 - Radio ads/PSAs3427 - Signs/posters/billboards/malls/transit2519 - Newspaper ads2224 - Internet/website ads1215 News coverage/articles/blogs (net)59%69% - News coverage, incl. TV, radio, newspaper5255 - Magazine articles2225 - Online blogs, forums, magazine websites, other websites, etc.1114 TV program/documentary show, eg. Cold Water Boot Camp29%34% Brochures or pamphlets, eg. from water safety or boating org’ns25%37% Training session/class (net)22%25% - Video shown in training session/class1214 - From what instructor said in training session/class1016 - In another type of training session/class, eg. at school, etc.1012 Friend or family member told me about it19%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. 46 Appendix

47. Demographic Profile 47 & = significantly different from June 2010 results at 95% confidence level TOTAL INTERVIEWS BOATERS 200920102012200920102012 (1004)(1022)(1017) (442)(437)(436) Language100% English77% 80% 82%80% French23% 20% 18%20% Gender100% Male48% 54%55%53% Female52% 46%45%47% Age 18-24 12% 8% 14% 10% 25-34 16% 20% 19%20%24% 35-44 20% 3% 21%19%3% 45-54 20% 37% 20%19%36% 55-64 15% 18% 14%15%16% 65+ 18% 14% 13% 10% Age (Summary) 18-34 28% 33%34% 35-54 40% 41%38%39% 55+ 32% 26%28%26% Education Grade School or Some High School 8%7%9% 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% 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) 48 & = significantly different from June 2010 results at 95% confidence level TOTAL INTERVIEWS BOATERS 200920102012200920102012 (1004)(1022)(1017) (442)(437)(436) Employment Status Employed61%59%53%66%61%56% Employed full-time42%40%35%46%41%36% Employed part-time9% 10%9% 12% Self-employed10% 7%11% 8% Not employed38%40%47%34%37%43% Student (full time)6%5%7%8%6%8% Homemaker (full time)8%7%6%8%5%6% Retired19%20%22%15%19%20% Other5%7%12%4%8%9% Marital Status Single22%26%24%22%27%29% Married / common-law57%61%64%58%62%61% Divorced/ Separated10% 8% 9%7% Widowed4%3% 2% 3% Income LOWER -<25M 19%18%19%16%13%17% LOWER MIDDLE 25M-49.9M 26% 24%22% UPPER MIDDLE 50M-74.9M 21%20%23%20% 26% UPPER 75M+ 34%36%35%42%44%35% Mean$61.9M$63.9M$60.0M$68.4M$71.4M$62.5M Region Atlantic8% 7% 9% Quebec26% 24%20%23%21% Ontario37% 38%40%35%41% Prairies17% 18%19%15% BC13% 15%17%14%

49. By age, weaker cold water attitudes overall trace especially to older boaters 55+ years and those 35-44 years 49 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) 18-3435-4445-5455+ 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 lifejacket3439255157514973 I don’t worry about the temperature of the water, as I don’t boat during what I consider to be the cold water season3228203024293932 I feel that I am well prepared for the possibility of cold water immersion/ falling into cold water while out in a boat2432134030322741

50. By age, lower overall PFD-wearing attitudes in 2012 than 2010 trace especially to older boaters 55+ years 50 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) 18-3435-4445-5455+ 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 season4543326162605775 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 be4845326359686079

51. By age, lower overall intent to get boating education traces to younger boaters 18-34 years 51 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) 18-3435-4445-5455+ 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 safely518 202220 23 I already have my Pleasure Craft Operator Card2220312031333429 I don’t have my Pleasure Craft Operator Card yet, but I’m going to get it this year718 2417201720 I have already taken boating safety education training beyond the PCOC level8154121 202322