Canada Speaks: Presented by Sympatico / MSN

Toronto, ON - According to a new Canada Speaks survey released by Sympatico / MSN, most Canadians (54%) are scaling back from their usual long weekend plans this year because of higher gas prices and are likely to spend time sitting on a patio, deck or lawn chair having a drink (41%). The poll was conducted for Sympatico / MSN by Ipsos Reid.

When it comes to long weekend plans, Canadians most like to "hang out with friends" (38%), "have a lazy weekend" (35%), do some "reading" (27%), or take a trip (22%). Younger adults age 18-34 are more likely to point to things like taking in the "movies" (16%) or going "camping" (19%) versus those over age 55 who are more likely to want to "do some reading" (38%) and go to "restaurants" (19%).

So, where do Canadians like to spend their long weekends? Two-thirds of Canadians (64%) agree that "the best place to spend a long weekend is at the cottage or camping in the wilderness" (23% "strongly agree"). Many Canadians (41%) were in agreement that they "usually spend a good deal of (their) long weekends sitting on a patio, deck or a lawn chair having a drink".

When Canadians are asked an open-ended question, as to what famous person, who is still alive, they would most like to share their time with on a long weekend, the responses are wide-ranging and varied. Topping the list of most popular potential long-weekend buddies are Oprah (3%) and Celine Dion (3%), followed by Johnny Depp (2%), and Angelina Jolie (2%).

Other interesting responses offered by Canadians are:

Queen Elizabeth, Wayne Gretzky, Bill Gates, Bill Clinton, Brad Pitt, George Clooney, Stephen Harper, Madonna, Dahli Lama, Donald Trump, Jesus/God, David Suzuki, Toronto Blue Jay Alex Rios, Margaret Atwood, and Nelson Mandela.

With Canada Speaks, Sympatico / MSN is listening to its readers' opinions in order to continue providing them with the information they care most about. Canada's most popular online destination with more than 18.4 million visitors per month*, Sympatico.MSN.ca is the one online destination that provides the tools and information Canadian's need to connect with friends, family, and what's happening - in their community and around the world.

These are the findings of an Ipsos Reid poll fielded from July 12th to 16th, 2006. For the survey, a representative sample of 1056 adult Canadians were interviewed via an on-line survey vehicle. The sample used in this study has been weighted according to Census data to accurately reflect the population of Canadians. With a sample of this size, the aggregate results are considered accurate to within 1773.1 percentage points, 19 times out of 20, of what they would have been had this entire population been polled. The margin of error will be larger within each sub-grouping of the survey population.

Most Canadians (54%) Have Scaled Back From Their Usual Long Weekend Plans Because of Higher Gas Prices

Most Canadians (54%) agree with the statement "because of the higher gas prices this year, I've had to scale back from my usual long weekend plans" (21% "strongly agree"). Just under half (46%), disagree with this statement (15% "strongly disagree").

• Those in Saskatchewan/Manitoba (64%) are the most likely to agree with this statement, followed by those in Atlantic Canada (61%), and Quebec (55%).
• Those with kids in their household are also more likely to agree with this statement (62% vs. 52% among those without kids).

Two-Thirds Agree That Best Place To Spend A Long Weekend Is At A Cottage Camping In The Wilderness...

Two-thirds of Canadians (64%) agree that "the best place to spend a long weekend is at the cottage or camping in the wilderness" (23% "strongly agree"). The remaining 36% of Canadians disagree with this statement (13% "strongly disagree").

• Agreement is highest in Alberta (72%), followed by British Columbia (68%), Atlantic Canada (68%), and Ontario (65%).
• Younger adults age 18-34 (72%) are the most likely to agree with this statement.

Many (41%) Say They Usually Spend A Good Deal Of Their Long Weekend Sitting On A Patio Or Deck With A Drink...

Four in ten Canadians (41%) agree that they "usually spend a good deal of (their) long weekends sitting on a patio, deck or a lawn chair having a drink (30% somewhat agree). A majority (59%), however, disagree with this statement (26% strongly disagree).

When It Comes To Long Weekends, Most Canadians Either Want To "Hang Out With Friends" (38%) Or "Have A Lazy Weekend" (35%)...

What do you like to do MOST with your free time on the long weekends?

Younger adults, aged 18-34, are the most likely say that on long weekends they like to:

• Hang out with friends (56%);
• Take in a movie (24%); or
• Go camping (19%).

While, in comparison, adults age 55 and over are most like to want to:

• Do some reading (38%);
• Do some travelling (28%), or
• Go to restaurants (19%).

Please open the attached PDF to view the factum and detailed tables.

For more information or to schedule a media interview, please contact:
Paul Orovan
Research Manager
Ipsos Reid Public Affairs
(416) 324-2900
[email protected]

Or

Nicole Flippance
Research Manager
High Road Communications
(416) 644-2259
[email protected]

Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 300 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

Ipsos
Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2005, Ipsos generated global revenues of e717.8 million ($853.8 million U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

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