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About 58,000 Canadian snowboarders – 18 years of age and older – own an iPad, PlayBook or other Tablet PC computer. This Tablet PC ownership in Canada estimate is based on Media Technology Monitor (MTM) market research, Statistics Canada demographic data, a Canada Ski Council (CSC) snowboarder survey, and Elections Canada voter registration data for the May 2, 2011 Canadian federal election. In the past two years, the number of Tablet PC-owning snowboarders in Canada has increased by about seven times. This winter, resort operators may see more boarders carrying an iPad or PlayBook in one hand, and a snowboard in the other. In Canada, males who live in upper-income households are currently the biggest fans of iPads: a group likely to be on a snowboard Pipe. The chart below presents the trend in Tablet PC ownership among Canadian snowboarders – 18 years of age and older – over the past two years. The population of Canadian snowboarders who own an iPad, PlayBook or other Tablet computer has increased from only 8,325 to 58,276 between 2010 and 2012: an increase of 700 per cent.

Snowboarders and Tablet PC Ownership in Canada: 2010-2012

The estimates of snowboarders in Canada who own an iPad, PlayBook or other Tablet computer presented in the above chart were derived by applying MTM Tablet ownership market research, CSC survey data, and Statistics Canada demographics to Elections Canada eligible voter registration information for the May 2, 2011 Canadian federal election. MTM research reveals that 3%, 13% and 21% of Anglophone and Francophone Canadians owned a Tablet PC in 2010, 2011 and 2012, respectively. According to CSC research, about 1.43% of Canadians – 18 years of age and older – snowboard. Statistics Canada data also indicates that about 80% of Canadians are either Anglophone or Francophone. Based on voter registration data, 24,257,597 Canadians were eligible to vote in the May 2, 2011 Canadian federal election. As a result, an estimated 8,325 (24,257,597*80%*3%*1.43%) Anglophone and Francophone Canadian snowboarders also owned a Tablet PC in 2010. The same process may be followed in order to compute snowboarder Tablet PC ownership in 2011 and 2012.

An earlier estimate of Canadian snowboarders who own a Tablet PC uses Statistics Canada population data – for those 12 years of age and older – as the base to which the same MTM and CSC market research is applied. Snowboarder Tablet Marketing Analytics: Livestand from Yahoo! Digital Magazines provided an earlier estimate of of Tablet PC-owning snowboarders based on Ipsos survey research quoted in The Tablet Begins Take Off As Sales Double in Eight Months. Research confirms that a growing portion of the Canadian population snowboards as well as owns an iPad, PlayBook or other Tablet PC: making them online marketing campaign targets via the Tablet App and Internet-based ads.

It’s going to become more common for boarders to check weather and snow conditions on a Tablet computer before heading for the hill. Likewise, more and more lift tickets will likely be booked via a Tablet PC as more boarders buy one. Snowboard Tablet App game playing will likely also become a more common activity over a cup of hot chocolate or post-run meal. Resort operators should also plan to post lots of videos about runs on their websites over the next few seasons. That’s because the larger screen Tablet should become a preferred device – versus the smart phone – for watching videos. iPads, PlayBooks and other Tablet computers will also become prime viewing platforms for snowboarding enthusiasts to watch competitions – in their living room or at the lodge between runs.

Tablet Owners Who Move Within Canada

Snowboarder Tablet Marketing Analytics: Livestand ...