Canadian Moms And Learning

Toronto, ON - A new Ipsos-Reid poll conducted on behalf of LeapFrog Canada and released today shows that three-quarters (74%) of Canadian moms with children aged 18 or younger agree with the statement "I am concerned about my child's ability to compete in a global economy". Not only are moms concerned, but they are also taking steps to promote at-home learning. Virtually all (98%) agree that "I think it is important to encourage learning experiences at home by providing my child with education-related activities", while nine-in-ten (92%) say "Nowadays, I am more inclined to choose educational entertainment or toys for my children". Mothers appear particularly keen on reading with their children at a young age, with 78% suggesting reading should start when children are less than 1 year old compared to 50% of fathers.

These are the findings of an Ipsos-Reid poll conducted between April 27 and April 29, 2004. The poll is based on a randomly selected sample of 1,052 adult Canadians including 234 mothers with children 18 years of age or under. The overall results are considered accurate to within 177 3.0 percentage points, while the sample of mothers is considered accurate to within 1776.5 percentage points, 19 times out of 20. The data have been statistically weighted to ensure that the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census.

Three-Quarters (74%) Of Canadian Moms Concerned About Their Children's Ability To Compete In Global Economy

Many Canadian moms express concern over their children's ability to compete in the global economy. Overall, 74% of Canadian mothers with children aged 18 or younger say "I am concerned about my child's ability to compete in a global economy", and 40% indicate they "strongly agree" with this statement. In other words, approximately 3.8 million of these Canadian mothers are worried about their children's ability to compete in the global economy.

• In comparison, 68% of Canadian fathers express concern regarding their children's ability to compete in the global economy.

Virtually All (98%) Think It Is Important to Encourage Learning At Home; Nine-in-Ten (92%) Now More Inclined To Choose Educational Entertainment For Children

Home learning for children appears to play an important role in the minds of Canadian mothers. Virtually all (98%) moms surveyed agree that "I think it is important for me to encourage learning experiences at home by providing my child with education-related activities", and 83% "strongly agree" with this statement. Another nine-in-ten (92%) agree that "Nowadays, I am more inclined to choose educational entertainment or toys for my children" (63% "strongly agree").

• Compared to mothers, Canadian fathers are less likely to believe it is important for parents to encourage learning experiences at home (94%), although at-home learning is still important to most.
• Meanwhile, fathers are just as likely as mothers to indicate they are now more inclined to choose educational entertainment or toys for their children (89%).

Moms More Keen Than Dads On Reading With Their Children At A Young Age (78% when Children are Less than 1 Year Old)

When Canadian mothers were asked what age parents should start reading with their children, the majority (78%) indicate reading should begin when children are less than 1 year old. This includes 51% who believe reading should begin with children under 6 months of age, and 27% who say children should be 6 months to less than 1 year when reading begins.

• Fathers, on the other hand, are more likely to believe reading should begin when children are slightly older, with 35% indicating this would be appropriate once the child is 1 or 2 years of age.

For more information on this press release, please contact:

Peter Weylie
Associate Vice-President, Ipsos-Reid
Vancouver, BC
604.257.3200 About Ipsos-Reid

Ipsos-Reid is Canada's market intelligence leader and the country's leading provider of public opinion research. With operations in eight cities, Ipsos-Reid employs more than 300 researcher professionals and support staff in Canada. The company has the biggest network of telephone call centres in Canada, as well as the largest pre-recruited household and on-line panels. Ipsos-Reid's Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada--including the Ipsos Trend Report, the leading source of public opinion in the country--all of which provide clients with actionable and relevant information. Ipsos-Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, visit: www.ipsos-reid.com

About 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 reactions 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 and 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 2003, Ipsos generated global revenues of $644.2 million U.S.

To learn more, visit: www.ipsos.com

Ipsos is listed on the Euronext Paris Premier Marchй, and is part of the SBF 120 and Next Prime Indices as well as eligible to the Deferred Settlement System (SRD). Euroclear code 7329, Reuters ISOS.LN, Bloomberg IPS FP