Forty percent of Canadians have participated in at least one power sport activity. The greatest opportunity for expansion appears to be in 4X4, off-road motorcycling and side-by-side ROVs. While over half view the power sports industry favorably, two-thirds think safety promotion could be improved. Most participate on private land, crown land or managed trails, though some admit to unauthorized access, contributing to perceptions of the industry being unregulated.

1. 1 © 2015 Ipsos.1
DARRELL BRICKER
Global CEO of Ipsos Public Affairs
September, 2015
Power Sports
1

2. 2 © 2015 Ipsos.
METHODOLOGY
• These are the findings of an Ipsos poll of 2,006 Canadians
conducted online via the Ipsos I-Say panel
• The study was in field from August 18 to 25, 2015.
• Quota sampling an weighting was employed to balance
demographics to ensure that the sample’s composition reflects
the overall composition of Canada according to census
information.
• The accuracy of Ipsos online polls is measured using a credibility
interval. In this case the results are considered accurate to within
+/- 2.5 percentage points, 19 times out of 20, of what the results
would have been had the entire population of adults aged 18+
been polled.

3. 3 © 2015 Ipsos.
Participation in power sports activities

4. 4 © 2015 Ipsos.
41%
23%
23%
22%
21%
23%
59%
Q1. Which of the following sports and activities have you engaged in in the past (more than once), and which would you be
interested in doing in the future? Base: All respondents (n=2006)
40%
29%
23%
16%
10%
8%
60%
Engaged in
more than once
Interested
in future
Participated/interested
in at least one activity
NoneNone
Forty percent of Canadians have participated in at least one power
sport activity. In general, those interested have already tried, so it’s
about re-engaging those who have already experimented with it.

5. 5 © 2015 Ipsos.
Women – 34%
Ontario – 36%
British Columbia – 36%
Skews men – 45%
18-34 years old – 45%
< High school or less – 49%
$60-100K – 46%
Alberta – 46%
Quebec – 43%
Atlantic – 49%
Who is engaged in power sport activities?

6. 6 © 2015 Ipsos.
TOTAL Male Female 18-34 35-54
Participated
in Past
Interest in
Future
Participated
in Past
Interest in
Future
Participated
in Past
Interest in
Future
Participated
in Past
Interest in
Future
Participated
in Past
Interest in
Future
N=2006 n=945 n=1061 n=523 N=784
Any 40% 41% 45% 46% 34% 36% 45% 60% 41% 41%
Snowmobiling 29% 23% 32% 23% 25% 22% 30% 39% 29% 20%
ATVing 23% 23% 26% 26% 21% 20% 30% 37% 27% 21%
4X4 truck/Jeep
off-roading
16% 22% 19% 25% 13% 19% 23% 35% 17% 22%
Off-road
motorcycling
10% 21% 12% 25% 7% 17% 12% 37% 11% 20%
Side-by-Side ROVs 8% 23% 10% 28% 6% 19% 13% 36% 8% 23%
None of the above 60% 59% 55% 54% 66% 64% 55% 40% 59% 59%
Q1. Which of the following sports and activities have you engaged in in the past (more than once), and which would you be
interested in doing in the future? Base: All respondents (n=2006)
The greatest opportunity for expansion appears to be in 4X4,
off-road motorcycling and side-by-side ROVs.

7. 7 © 2015 Ipsos.
BC AB SK/MB ON QC ATL
Past Future Past Future Past Future Past Future Past Future Past Future
243 196 172 717 474 204
Any 36% 32% 46% 44% 40% 40% 36% 41% 43% 44% 49% 42%
Snowmobiling 24% 20% 35% 27% 29% 26% 26% 23% 30% 20% 37% 24%
ATVing 16% 18% 31% 29% 22% 21% 20% 24% 28% 20% 30% 23%
4X4 truck/Jeep
off-roading
18% 13% 20% 27% 16% 22% 14% 23% 15% 21% 17% 26%
Off-road
motorcycling
10% 15% 15% 25% 6% 23% 8% 22% 11% 22% 11% 18%
Side-by-Side
ROVs
5% 13% 12% 30% 10% 18% 8% 22% 8% 28% 9% 25%
None of the
above
64% 68% 54% 56% 60% 60% 64% 59% 57% 56% 51% 58%
Q1. Which of the following sports and activities have you engaged in in the past (more than once), and which would you be
interested in doing in the future? Base: All respondents (n=2006)
And across provinces, Ontario and Quebec provide the most
opportunity for growth, both in propensity and population...

8. 8 © 2015 Ipsos.
Q2. Where have you participated in these activities?
Base: Rebased to total population
Interested in any power
sport in the future
Not interested in future
N=767 N=1239
Participated in any power sport (more
than once) in the past
28% 12%
Not participated in the past 12% 48%
The core target market of power sports enthusiasts is roughly four
in ten Canadians, with only 12% being brand new participants.
New users

9. 9 © 2015 Ipsos.
Q6. Thinking about the power sports industry, to what extent do you agree or disagree with the following statements..?
Base: All respondents (n=2006)
8%
7%
6%
22%
22%
19%
26%
26%
24%
45%
46%
51%
Strongly agree Somewhat agree
Somewhat disagree Strongly disagree
I have a strong interest in getting
more involved in participating in
power sports
I have a strong interest in getting
more involved in watching
organized power sports as an
audience member
I'd be interested in joining a power
sports club
29%
29%
25%
% agree
Almost one-third of Canadians are interested in participating
or watching power sports. One-quarter would want to join a
power sports club.

10. 10 © 2015 Ipsos.
Q7. Which of the following would make you more likely to be involved in power sports and activities?
Base: Rebased to those interested (n=923)
68%
47%
32%
31%
26%
15%
15%
If I could afford it
If I had friends that I could participate with
If I could rent rather than buy the equipment to give it a
try
If there were more places to participate in the power
sport/activity I'm interested in
If I had more experience in power sports/activities
If a family member was comfortable with me
participating
If I could join a club that participated in the power
sport/activity I'm interested in
The biggest barriers to increasing participation are affordability
and having friends to participate with.
Among those interested in power sports
67%
53%
36%
35%
36%
23%
19%
18-34
years old

11. 11 © 2015 Ipsos.
Attitudes towards power sports
activities and industry

12. 12 © 2015 Ipsos.
13%
19%
16%
13%
11%
10%
40%
44%
38%
36%
33%
33%
26%
20%
24%
27%
30%
31%
21%
17%
21%
24%
26%
25%
Very favourable Somewhat favourable
Not very favourable Not at all favourable
53%
63%
54%
48%
44%
44%
The power-
sports industry,
overall
Q3. Based on your experience with these sports and activities, or just your general impression, how favourable are you towards
the following…?
Base: All respondents (n=2006)
% favourable
Just over half of Canadians are favourable towards the power
sports industry, but more favourable in Quebec. Beyond ATVing,
and snowmobiling, more are negative.
QC-64%
QC-54%
QC-59%
QC-54%
QC-64%
QC-65%

13. 13 © 2015 Ipsos.
Q4. Based on your experiences or impressions, how well do power sports riding organizations/ industry perform in the following
areas…?
Base: All respondents (n=2006)
15%
14%
14%
12%
12%
10%
58%
54%
50%
47%
44%
38%
20%
26%
28%
31%
32%
39%
7%
6%
8%
9%
12%
14%
Very well Fairly well Poorly Terribly
Contributing to Canadians' quality of
life and leisure
Contributing to the Canadian
economy
Promoting safety and preventing
injuries
Being a good neighbour
Respecting landowners' property
Working to protect the environment
73%
68%
64%
59%
56%
48%
% very/fairly
well
Majority of Canadians think that power
sports riding organizations/ industry
perform well in contributing to quality of life
and leisure.
Two-thirds think there is some room for
them to improve on promoting safety and
preventing injury.

14. 14 © 2015 Ipsos.
Q5. To what extent do you agree or disagree with the following..?
Base: All respondents (n=2006)
29%
27%
22%
48%
50%
43%
16%
17%
26%
7%
7%
9%
Strongly agree Somewhat agree
Somewhat disagree Strongly disagree
If government is to provide more
financial support to the power sports
community, they should also provide
more oversight and regulation of its
activities.
Government and power sports
organizations should work together to
expand trail riding and tourism,
promote safety, and enhance other
mutually-beneficial goals.
It should be left up to the power
sports industry to create trails and
other places to practice the sport, and
to manage and grow the industry, not
the government.
77%
76%
65%
% agree
Over three-quarters believe that gov’t and power sports orgs should
work together to enhance mutually beneficial goals, more than
leaving the industry to do it on their own.

15. 15 © 2015 Ipsos.
Q5. To what extent do you agree or disagree with the following..?
Base: All respondents (n=2006)
11%
26%
35%
50%
29%
15%
25%
9%
Strongly agree Somewhat agree
Somewhat disagree Strongly disagree
I support a portion of the gas tax
being dedicated to help expand
power sport tourism, rider safety and
environmentally sound places to
engage in power sports.
I support a portion of power sport
vehicle registration fees being used
to enhance trails or other places to
engage in power sports.
46%
76%
% agree
Over three-quarters support the use of
sport vehicle registration fees to be used
to enhance trails for power sports.
Less than half support gas tax being
dedicated to expand tourism, safety and
the environment for power sports.

16. 16 © 2015 Ipsos.
Q6. Thinking about the power sports industry, to what extent do you agree or disagree with the following statements..?
Base: All respondents (n=2006)
14%
8%
46%
43%
29%
33%
11%
15%
Strongly agree Somewhat agree
Somewhat disagree Strongly disagree
My understanding of power sports
is that it is largely an
individual/private activity where
people can do as they please
I think power sports are well
organized (i.e. safety standards,
environmental regulations,
providing places to participate in
the sports, etc.)
60%
52%
% agree
The industry is seen as a bit lawless:
Almost two-thirds think that power sports
are largely an individual activity where
‘people can do as they please’.
Half of Canadians believe that power
sports are well organized; half do not.

17. 17 © 2015 Ipsos.
Q2. Where have you participated in these activities?
Base: Total answering (Base sizes vary)
n=450 n=191 n=294 n=159 n=558
Authorized access to private land 47% 38% 42% 32% 44%
Crown land 30% 30% 30% 28% 28%
Organized/managed trails 26% 26% 27% 25% 33%
A privately-owned club or facility 15% 9% 12% 15% 13%
Unauthorized access to private
land
7% 7% 5% 8% 5%
Other 9% 11% 10% 7% 5%
None of the above 1% 5% 3% 7% 3%
Most access private land, crown land or managed trails for each of
the activities, but 7% admit to trespassing (and 9% “other”),
contributing to the “lawless” attitudes towards the industry.

18. 18 © 2015 Ipsos.
Summary

19. 19 © 2015 Ipsos.
s
Participation in power sports activities
Forty percent of Canadians have participated in
at least one power sport activity in the past.
Targeted opportunity to grow market….
40% are interested in participating in the future,
including 12% who have never tried…biggest
opportunity among young men of higher income
but lower education.

20. 20 © 2015 Ipsos.
s
Participation in power sports activities
Greatest Opportunity to move those who are
already engaged into different types of power sports:
4x4 truck, motorcycle off-roading, and side-by-side ROVs
Greatest barriers to participating more:
affordability and having friends to go with