Canadians Increasingly Assign No Worth
to the Penny

Toronto, ON - Canadians are increasingly assigning no worth to the penny, with more Canadians now than four years ago saying there is no sense for the 1-cent piece, according to a new Ipsos Reid poll conducted on behalf of Canada.com. Fully six in ten (60%) Canadians `support' (31% strongly/29% somewhat) `abolishing the one-cent piece, the penny', up 4 points from 2008. Conversely, four in ten (40%) Canadians `oppose' (19% strongly/21% somewhat) abolishing the one-cent piece, down 4 points over the last two years.

While support for abolishing the penny varies across the country and among the various demographics studied, a majority of Canadians in every region and in every demographic support abolishing the penny:

• Quebecers (71%) are most in favour of scrapping the penny, followed by those living in Atlantic Canada (62%), Alberta (59%), British Columbia (58%), Ontario (56%) and Saskatchewan and Manitoba (55%).
• Men (70%) are considerably more likely than women (51%) to favour ditching the one-cent piece.
• Those over the age of 55 are most likely (67%) to favour abolishing the one-cent piece, while those aged 35 to 54 (61%) and 18 to 34 (52%) are less supportive.
• While the 2008 study revealed that those whose family earned less than $30,000 a year were divided down the middle on whether or not to abolish the penny, the new study reveals no significant differences in opinion based on one's household income.

These are some of the findings of an Ipsos Reid poll conducted between June 10 and 14, 2010, on behalf of Canada.com. For this survey, a sample of 1,017 adults from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:
Sean Simpson
Senior Research Manager
Ipsos Reid Public Affairs
(416) 572-4474
[email protected]

About 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 600 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 .

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 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 2009, Ipsos generated global revenues of e943.7 million ($1.33 billion U.S.). .

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