Report on Direct Spending In Nova Scotia

Transcription

1 Off-Highway Vehicle Assciatin Spending Survey 2015 Reprt n Direct Spending In Nva Sctia Representing 12-Mnth Perid Ending August, 2015 Research Cnducted By: Kentville, Nva Sctia ~ (t): (902) ~ (e) pdesbarres@nvainsights.ca

2 TABLE OF CONTENTS 1.0 BACKGROUND AND METHOD PROFILE OHVS AND RIDERS RIDING PATTERNS HOUSEHOLD SPENDING SPENDING PER OUTING ANNUAL SPENDING ON OUTINGS EQUIPMENT, ACCESSORIES, INSURANCE, AND LICENSING AGGREGATE SPENDING ABOUT NOVA INSIGHTS METHODOLOGY SURVEY DESIGN SAMPLE DESIGN AND SELECTION SURVEY ADMINISTRATION SAMPLING ERROR QUESTIONNAIRE... 11

3 Backgrund and methd 1.0 BACKGROUND AND METHOD Cnducted ver an eight-week perid frm June t August, 2015, this research which included 844 husehlds cntaining OHV riders has allwed the three OHV assciatins in Nva Sctia t gain insight int the prfile and spending habits f riders thrughut the prvince. With the inventry f OHVs in these husehlds and actual ppulatin data n numbers f registered machines, these data can be prjected t the ppulatin f OHV riders in Nva Sctia. Wrking clsely with staff and vlunteers frm the Snwmbile Assciatin f Nva Sctia (SANS), Nva Sctia Off-Rad Riders Assciatin (NSORRA), and the ATV Assciatin f Nva Sctia (ATVANS) t develp the lines f questining, Nva Insights interviewed riders f snwmbiles, ff-rad mtrcycles, and ATVs. These respndents were able t reprt n the travel habits and spending fr all riders within their husehlds. Accrding t the Nva Sctia Department f Natural Recurses and cmpiled by Service Nva Sctia, there are 6,220 snwmbiles, 601 ff-rad mtrcycles, and 31,125 ATVs registered fr use ff private prperty, as f December 31, This survey f riders includes a sample f 844 OHV husehlds with 758 snwmbiles, 269 ff-rad mtrcycles, and 1104 ATVs. These data are then extraplated prprtinally t the ppulatin f registered machines. The sample als includes 836 snwmbile riders, 275 ff-rad mtrcycle riders, and 1423 ATV riders. Bth nline and inbund telephne (using tll-free number) methds were available fr participants t cmplete the survey. Hwever, all but ne cmpleted the survey nline. The results f this survey are based n thse OHV husehlds wh chse t participate frm the invitatins sent frm the three spnsring rganizatins by , Facebk, and newsletter annuncements. Sampling errr calculatins are nt designed t accmmdate nline surveys. Because the reach f the survey invitatins was primarily the cntact lists f the member rganizatins, these interviews may represent a mre avid rider than average. Interviewing was cnducted June 17 August 14, 2015 using a rbust web survey tl administered by Nva Insights frm Kentville, Nva Sctia. This tl was used fr nline interviews and by the interviewer fr the telephne cmpnent. The questinnaire was designed t nly ask details abut riding habits indicated by the husehld (e.g., type f OHVs, number f trips). Spending was divided bradly int regular utings and special utings. Each was then divided int spending n fuel, OHV Spending Survey (2015) - Page 1

4 Backgrund and methd fd and beverage, entertainment, ldging, and fees. They als had the pprtunity t specify ther related spending. T help slicit the mst accurate spending infrmatin, spending n regular utings was extraplated t the aggregate based n the number f these utings specified by the respndent, and spending was recrded fr each individual special uting. Separately, spending ver the past 12 mnths n equipment, insurance, accessries, and fees were cllected fr all OHVs in the husehld as a grup, t accunt fr pssible verlap in usage (e.g., trailers used fr multiple OHV types). Althugh all attempts were made t make the reprting f spending as easy as pssible fr respndents t recllect and recrd, these data ultimately are dependent n the accuracy f these riders estimates f their spending ver the past 12 mnths. OHV Spending Survey (2015) - Page 2

5 Detailed Findings 2.0 PROFILE 2.1 OHVs and Riders Accrding t data cmpiled by Service Nva Sctia, there are 37,946 OHVs registered fr use ff private prperty, as f December 31, Based n a prjected sample, this represents 43,251 riders in 21,958 husehlds 2.0 riders per husehld and 0.88 OHVs per rider. There is great deal f crssver amng types f OHVs ridden. Amng snwmbilers, 73% als ride an ATV, and 4% ride an ORM. Amng ORM riders, 40% als ride a snwmbile, and 65% ride an ATV. Amng ATV riders, 13% als ride a snwmbile and 1% ride an ORM. Figure 1 - Crssver riding OHV riders are mre likely male (63%) than female (37%). And the males were mst likely the nes t cmplete the spending survey (91%). The median husehld incme fr OHV riders is $86,500 with 37% earning $100,000 r mre. Figure 2 - Gender f riders Female, 37% Male, 63% OHV Spending Survey (2015) - Page 3

6 Detailed Findings 2.2 Riding patterns When asked t identify what cunties in Nva Sctia they ride, OHV riders mst cmmnly say Halifax, fllwed by Clchester and Annaplis. They als mst ften say Halifax is their primary lcatin fr riding their OHV, but Kings Cunty jumps t the secnd spt, fllwed by Cumberland. Figure 3 - Lcatin f OHV riding In reprting n their regular ff-prperty utings with their OHV, riders travel n average 48 kilmeters (ne-way) frm hme fr each uting, and made an average 12.8 f these utings in the past 12 mnths. They als spent an average f 1.5 nights away frm hme with 3.0 passenger vehicles and 7.5 peple in the grup. There were 6.4 OHVs ridden by the grup. In separately thinking abut the special utings they made with their OHVs ver the past 12 mnths, riders reprt traveling an average f 129 kilmeters (ne way) fr each, and made an average f 1.7 f these special utings (including thse wh said they had nt made any). They spent 1.3 nights away frm hme, tk 3.8 passenger vehicles and 6.7 OHVs fr 9.6 peple in the grup. OHV Spending Survey (2015) - Page 4

7 Detailed Findings 3.0 HOUSEHOLD SPENDING When riding an OHV ff-prperty, there are several categries f expenses that encmpass the vast majrity f spending fuel, fd and beverage, entertainment, ldging, and fees. Riders reprted the spending fr their husehld in each f these categries separately fr bth their regular utings and special utings. This spending culd then be aggregated by OHV type, uting type, and ttal. Spending n equipment, accessries, insurance, and licensing is treated separately frm utings as they ften d nt apply directly t an uting and may cver usage f multiple types f OHVs. 3.1 Spending per uting OHV riders spend an average f $251 n a regular utings, and $327 n special utings. Figure 5 - Average spending n regular utings Regular Outing ($251) Figure 4 - Average spending n special utings Special Outing ($327) Fees, $80 Fuel, $64 Ldging, $76 Fees, $39 Fuel, $96 Ldging, $40 Entertainment, $11 Fd and beverage, $56 Entertainment, $20 Fd and beverage, $96 OHV Spending Survey (2015) - Page 5

8 Detailed Findings 3.2 Annual spending n utings Taking int accunt the number f these regular and special OHV utings in the past 12 mnths, these husehlds n average spend a ttal f $2,492 n regular utings and $693 n their special utings. Figure 7-12-mnth spending n regular utings Regular Outings ($2492) Figure 6-12-mnth spending n special utings Special Outings ($693) Fees, $954 Fuel, $614 Ldging, $152 Fees, $85 Fuel, $207 Ldging, $300 Entertainment, $90 Fd and beverage, $534 Entertainment, $46 Fd and beverage, $204 OHV Spending Survey (2015) - Page 6

9 Detailed Findings 3.3 Equipment, accessries, insurance, and licensing Apart frm the expenses related directly t specific utings, OHV riders peridically spend in ther ways that allw them t maintain their hbby r t add t the enjyment and safety. In the past 12-mnths, OHV riders have, n average, spent $5,581 1 in Nva Sctia n expenses nt related directly t utings. Figure 8-12-mnth spending n nn-uting expenses Insurance, $249 Plates, $58 OHV Fund, $35 Wearable accessries, $240 Permits, $64 Trailers, $636 Repairs, $454 Equipment, $3,499 Equipment accessries, $347 Outside Nva Sctia, these OHV riders have spent $165 per husehld and an additinal $102 nline. These are nt included in the aggregate spending calculatins. 1 Cmpnents may nt add exactly t ttal due t runding. OHV Spending Survey (2015) - Page 7

10 Detailed Findings 4.0 AGGREGATE SPENDING By sampling husehlds that represent the 37,946 registered OHVs in Nva Sctia and cllecting spending infrmatin fr the varius categries, we can prject the spending within each categry and at an aggregate level in the ecnmy. Figure 9 - Ttal 12-mnth spending in Nva Sctia Ttal Direct Spending in Past 12 Mnths: $189.4 M Equipment, $76.8 M Equipment accessries, $7.6 M Repairs, $10.0 M Outing fees, $23.8 M Trailers, $14.0 M Ldging, $8.7 M Entertainment, $2.6 M Fd and beverage, $14.8 M Fuel, $16.9 M Wearable accessries, $5.3 M Insurance, $5.5 M Plates, permits, OHV fund, $3.4 M OHV Spending Survey (2015) - Page 8

11 Abut Nva Insights 5.0 ABOUT NOVA INSIGHTS Nva Insights is a full service market research and evidence-based cnsulting firm prviding services t rganizatins acrss Canada and the United States. The funder and President f Nva Insights, Paul DesBarres, brings 20 years f experience in the market research industry t clients. Althugh brn and raised in Nva Sctia s Annaplis Valley, he built his experience early in his career in the U.S. fr a diverse client list including majr universities, assciatins, internatinal music cmpanies, majr newspapers, entertainment cmpanies, and prfessinal and amateur sprts rganizatins. In Canada, he has wrked fr many municipalities, gvernment departments, scial marketing rganizatins, and assciatins. Paul began his career with the Becker Institute f Bstn. Becker has a lng histry as New England s first name in survey research, and prvided a vital fundatin where Paul specialized in higher educatin and public plicy research. Paul then spent nearly a decade with The Taylr Research & Cnsulting Grup f Prtsmuth, New Hampshire. At Taylr, Paul specialized in cnsumer research in the sprts, media, and entertainment industries. It was during this time that Paul received specialized training as a qualitative mderatr frm the RIVA Institute in Bethesda, Maryland. While at Taylr, Paul managed research and prvided analytic and methdlgical services t clients such as: In 2005, Paul returned t Canada. Frm here he has cnducted research fr: Nva Insights Market Research & Cnsulting is a currently apprved fr the standing ffer lists fr Cmmunicatins Nva Sctia, Nva Sctia Business Inc., and Nva Sctia Management Cnsulting Services. OHV Spending Survey (2015) - Page 9

12 Methdlgy 6.0 METHODOLOGY 6.1 Survey design The questinnaire was designed by Nva Insights with input and in cnsultatin with the Snwmbile Assciatin f Nva Sctia (SANS), Nva Sctia Off-Rad Riders Assciatin (NSORRA), and the All-Terrain Vehicle Assciatin f Nva Sctia (ATVANS). 6.2 Sample Design and Selectin Each OHV rganizatin separately cntacted members f their cmmunities thrugh , scial media, and newsletters t encurage participatin in the survey. Once in the survey, each respndent culd answer questins based n any r all OHV types members f the husehlds have ridden ff prperty in the past 12 mnths. Online and inbund telephne ptins fr cmpleting the interview were prvided. 6.3 Survey Administratin The survey was prgrammed and hsted by Nva Insights. Data cllectin tk place between June 17 and August 14, The median interview length was 15 minutes. 6.4 Sampling Errr As with any quantitative study, the data reprted in this research are subject t sampling errr, which can be defined as the likely range f difference between the reprted results and the results that wuld have been btained had we been able t interview everyne in the relevant ppulatin. Sampling errr decreases as the size f the sample increases and as the percentage giving a particular answer mves tward unanimity. Sampling errr is traditinally nt calculated fr nline surveys as it is nt cnsidered a prbability sample. OHV Spending Survey (2015) - Page 10

13 Questinnaire 7.0 QUESTIONNAIRE Survey Intr Thank yu fr taking this survey t help the Nva Sctia Off Highway Vehicle assciatins (ATVANS All-Terrain Vehicle Assciatin f Nva Sctia, NSORRA the Nva Sctia Off Rad Riders Assciatin and SANS Snwmbile Assciatin f Nva Sctia) plan fr the future and measure the impact these sprts have n the Prvincial ecnmy. This study asks abut yur habits and spending in riding Snwmbiles, All-Terrain Vehicles (ATVs & Side by Sides), and Off-Rad Mtrcycles (ORMs). It shuld take fewer than 10-minutes t cmplete. All respnses t this survey will be kept cnfidential and results will nly be reprted in aggregate. Yur identity will nt be assciated with any respnses yu prvide. Yu can view ur privacy plicy at Results f this survey will be made available n the websites f each rganizatin fllwing the analysis f the findings. Please click the Next buttn belw t advance t the survey. OHV Spending Survey (2015) - Page 11

14 Questinnaire A. Participatin A1. Please check whether yu r anyne in yur husehld has dne any f the fllwing in Nva Sctia ver the last twelve mnths? Ridden a Snwmbile ff yur wn prperty Ridden an ff-rad mtrcycle (ORM) ff yur wn prperty Ridden an All-Terrain Vehicle (ATV), including Side by Sides, ff yur wn prperty Nne f the abve A2. Fr hw many years have peple in yur husehld been: (If different lengths f time fr different peple, please indicate the lngest time fr anyne in yur husehld) [SHOW ONLY FOR ACTIVITIES PARTICIPATED IN] Snwmbiling Off-Rad Mtrcycling ATV ing A3. Hw many des yur husehld currently wn that have been ridden in the past 12 mnths? [SHOW ONLY FOR ACTIVITIES PARTICIPATED IN] Snwmbiles Off-rad mtrcycles ATVs A4a. Including yurself, hw many peple live in yur husehld (whether r nt they ride an OHV)? OHV Spending Survey (2015) - Page 12

15 Questinnaire A4b. Please let us knw the gender and age f all peple living in yur husehld (including yurself), and fr each, please indicate whether they have ridden ff yur prperty ver the past 12 mnths. Persn 1 Persn 2 Persn 3 Persn 4 Persn 5 Persn 6 Persn 7 Persn 8 Male Female Male Female Male Female Male Female Male Female Male Female Male Female Male Female Age Age Age Age Age Age Age Age Off prperty Ride snwmbile Ride ff-rad mtrcycle Ride ATV Off prperty Ride snwmbile Ride ff-rad mtrcycle Ride ATV Off prperty Ride snwmbile Ride ff-rad mtrcycle Ride ATV Off prperty Ride snwmbile Ride ff-rad mtrcycle Ride ATV Off prperty Ride snwmbile Ride ff-rad mtrcycle Ride ATV Off prperty Ride snwmbile Ride ff-rad mtrcycle Ride ATV Off prperty Ride snwmbile Ride ff-rad mtrcycle Ride ATV Off prperty Ride snwmbile Ride ff-rad mtrcycle Ride ATV OHV Spending Survey (2015) - Page 13

16 Questinnaire A5. Please indicate all the cunties f Nva Sctia anyne frm yur husehld has ridden in the past 12 mnths? Snwmbile Off-rad mtrcycle ATV Annaplis Antignish Cape Bretn Clchester Cumberland Digby Guysbrugh Halifax Hants Inverness Kings Lunenburg Pictu Queens Richmnd Shelburne Victria Yarmuth OHV Spending Survey (2015) - Page 14

17 Questinnaire A6. Which f the fllwing cunties is the PRIMARY area peple in yur husehld have ridden in the past 12 mnths within Nva Sctia? Off-rad Snwmbile ATV mtrcycle Annaplis Antignish Cape Bretn Clchester Cumberland Digby Guysbrugh Halifax Hants Inverness Kings Lunenburg Pictu Queens Richmnd Shelburne Victria Yarmuth OHV Spending Survey (2015) - Page 15

18 Questinnaire B. Regular Outings We re nw ging t ask abut the utings yu have when yu ride. We ll ask abut these utings in tw ways First, we ll ask abut yur regular utings during the past 12 mnths. Then we ll ask abut any special trips in Nva Sctia yu may have made, separate frm yur regular utings. If yu ve nly had a cuple f utings, please include them as yur regular utings. Let s start with yur REGULAR utings B1. Fr yur regular utings, hw many kilmeters, ne way, did yu travel frm yur hme t reach the lcatin where yu wuld mst ften ride? (If yu rde yur OHV directly frm yur hme, just input 0.) (just in case 1 mile=1.6km) One-Way KM t Regular Ride Lcatin Snwmbile Off-rad mtrcycle ATV B2. Hw many nights did yu spend away frm hme n any ne f these regular utings in Nva Sctia? (If yu dn t spend any nights away frm hme, just input 0.) Off-rad Snwmbile mtrcycle ATV Nights away B3. On yur regular OHV uting r trip in Nva Sctia, what was: Number f PASSENGER VEHICLES in yur grup, if yu trailered frm hme Snwmbile Off-rad mtrcycle ATV Number f OHVs in yur grup Number f PEOPLE in yur grup OHV Spending Survey (2015) - Page 16

19 Questinnaire B4a. Fr these regular trips, we want t understand all yur expenditures. S please think abut ne regular uting, and prvide yur best estimate fr expenditures related t that uting in each f the categries belw. Please keep in mind that any purchases made in yur hme cmmunity fr the uting, such as grceries, cunts twards this spending. Please include the spending fr everyne in yur husehld wh wuld usually take part in the regular uting frm the time yu left hme until yu returned. Snwmbile Off-rad mtrcycle ATV Fuel $ $ $ Fd and beverages $ $ $ Entertainment $ $ $ Ldging (htels, mtels, B&Bs) $ $ $ Fees (entries, permits, registratins, etc.) $ $ $ B4b. If there is any spending nt cvered abve, please describe it and enter the amunts belw. Snwmbile Off-rad mtrcycle ATV $ $ $ $ $ $ $ $ $ $ $ $ B5. Hw many peple did this spending include? Snwmbile Off-rad mtrcycle ATV Number f Peple B6. Hw many f these regular utings have yu had in the past 12 mnths? Snwmbile Off-rad mtrcycle ATV Regular Outings OHV Spending Survey (2015) - Page 17

20 Questinnaire C. Special Outings Nw we re ging t ask abut the special utings in Nva Sctia the nes when yu ride that dn t fall int yur regular utings. C6. First, hw many special utings in Nva Sctia have yu had in the past 12 mnths that yu wuld nt include as regular? If nne, just enter 0. Number f special utings in NS Snwmbile Off-rad mtrcycle ATV Thanks. We re nw ging t ask yu abut yur expenditures fr everyne in yur husehld fr thse utings in Nva Sctia. C1. Fr yur special utings, hw many kilmeters, ne way, did yu travel frm yur hme t reach the lcatin? (If yu rde yur OHV directly frm yur hme, just input 0.) (just in case 1 mile=1.6km) Snwmbile Off-rad mtrcycle ATV One-Way KM t Outing 1 TO One-Way KM t Outing 10 OHV Spending Survey (2015) - Page 18

21 Questinnaire C2. Hw many nights did yu spend away frm hme n each f these special utings in Nva Sctia? Snwmbile Off-rad mtrcycle ATV Nights Away t Outing 1 TO Nights Away t Outing 6 C3. On yur special OHV utings r trips in Nva Sctia, what were: Special Outing 1 Number f PASSENGER VEHICLES in yur grup, if yu trailered frm hme Snwmbile Off-rad mtrcycle ATV Number f OHVs in yur grup Number f PEOPLE in yur grup Replicate fr up t 10 special utings OHV Spending Survey (2015) - Page 19

22 Questinnaire C4. Nw fr each f these special utings, we want t understand all yur expenditures. S please think abut each uting, and prvide yur best estimate fr expenditures related t that uting in each f the categries belw. Please keep in mind that any purchases made in yur hme cmmunity fr the uting, such as grceries, cunts twards this spending. Please include the spending fr everyne in yur husehld wh tk part in the uting frm the time yu left hme until yu returned. Outing 1 Off-rad Snwmbile mtrcycle ATV Fuel $ $ $ Fd and beverages $ $ $ Entertainment $ $ $ Ldging (htels, mtels, B&Bs) $ $ $ Fees (entries, permits, registratins, etc.) $ $ $ Other $ $ $ Replicate fr up t 10 special utings C5. Hw many peple are included in the spending fr these special utings? Number f Peple Off-rad Snwmbile mtrcycle ATV Outing 1 Outing 2 Outing 3 Outing 4 Outing 5 Outing 6 Outing 7 Outing 8 Outing 9 Outing 10 OHV Spending Survey (2015) - Page 20

23 Questinnaire D. Nn-Outing Spending Nw we re ging t ask abut general spending fr yur OHV hbby that is nt related t specific trips. D1. Apprximately hw much has yur husehld spent in Nva Sctia ver the past 12 mnths t purchase: (a) Equipment (including OHVs, but excluding clthing, helmets and ther safety equipment $ (b) Repairs $ (c) OHV trailers $ (d) Accessry equipment (nt including clthing, helmets and ther safety equipment yu wear) $ (e) Wearable accessries, such as clthing, helmets and ther safety equipment $ (f) Trail permits $ (g) Insurance fr yur OHV $ (h) Plates fr yur OHV $ (i) OHV Fund $ D2. Hw much additinal mney was spent utside f Nva Sctia fr the purchase f any f these items? Please d NOT include purchases made nline. D3. Hw much additinal mney was spent ONLINE fr the purchase f any f these items? OHV Spending Survey (2015) - Page 21

24 Questinnaire E. Backgrund This infrmatin will remain annymus, and will be used fr analytical purpses nly. E1. What is yur age? E2. What is yur gender? 1 Male 2 Female E3. What is yur highest level f frmal educatin? 1 Less than high schl 2 Cmpleted high schl 3 Sme university r technical schl 4 Cmpleted technical diplma degree, r certificate 5 Cmpleted university degree (undergraduate, graduate r PhD) 6 Prefer nt t answer E4. What was yur 2014 husehld incme befre taxes and deductins? 1 Less than $30,000 2 $30,000 t $49,999 3 $50,000 t $74,999 4 $75,000 t 99,999 5 $100,000 t $119,999 6 $120,000 r mre 7 Prefer nt t answer If yu wuld like t participate in any fllw up surveys related t OHV riding, r wuld like t be ntified when the results f this research are available, please prvide an e mail address; this is ptinal and the infrmatin will nt be used fr any ther purpse. E Thank yu very much fr yur participatin and feedback! Please click SUBMIT belw. OHV Spending Survey (2015) - Page 22