Canadians Need To Get Moving

Toronto, ONTARIO - According to a new study conducted by Ipsos-Reid on behalf of Kellogg Canada, 28 percent of Canadians estimate that they walk fewer than 1000 steps a day, while 27% say they walk between 1000 and 5000 steps each day. In fact, more than one-half of the population (54%) is taking only 2000 steps each day, the equivalent of about 15 to 20 minutes of walking.

These are the findings of an Ipsos-Reid poll conducted on behalf of Kellogg Canada between November 25th and November 27th, 2003. The poll is based on a randomly selected sample of 1,000 Canadian adults. With a sample of this size, the results are considered accurate to within 177 3.1 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were statistically weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census data.

• Canadians in B.C., Manitoba/Saskatchewan, Ontario and the Atlantic purport to be taking more steps each day than their neighbours in Alberta and Quйbec (even taking into account that 37% in Quйbec could not answer this question). Albertans and Quйbecois in particular are far more likely to be taking fewer than 1000 steps a day (45% and 48% of those who give an estimate, respectively) than elsewhere in the country, while those in Manitoba/Saskatchewan are the least likely (25%) to take so few steps in a day.

• While older Canadians (55+) are less likely to provide an estimate, among those who do, there are no differences between age groups in terms of the number of steps that individuals claim to take in a day.

• Men and women estimate that they take the same number of steps each day.

Consistent with the rising levels of overweight and obesity in Canada, 56% believe that 2000 steps each day in total would be a sufficient amount of exercise to maintain body weight. Just as one-quarter were unaware how much they, themselves, walk, a similar number were unable to guess what level of exercise is required for weight control.

• Canadians living in Quйbec are significantly less likely to be able to estimate how many steps are required each day. Consistent with their walking more steps than other regions, in B.C. and Manitoba/Saskatchewan, the average estimates (6725 and 6400, respectively) are higher than the national average. In contrast, guesses from Quйbec and the Atlantic are lower (5220 and 5185 steps, respectively). The key difference is that more Westerners estimate that we require more than 10,000 steps per day than do those in the East.

• Fewer Canadians over the age of 55 are able to estimate the steps needed each day to maintain a healthy weight, with 40% not providing an answer (versus 16% for 18 to 34, and 24% for adults 35 to 54). However, among those providing an estimate, older Canadians are more likely to guess that we need more steps than are younger Canadians. While only 16 percent of those 18 to 34 believe that people need to take more than 5000 steps each day, this number is 25% for 35 to 54 year olds, and 27% for those 55 plus.

• The average estimate for women and men are similar, though significantly more women give estimates under 1000 steps per day than do men.

Interestingly, the vast majority of Canadians claim that it is somewhat (37%) or very easy (40%) to incorporate some activity in their daily life. However, close to one-quarter say they are finding it difficult to impossible to incorporate physical activity into their day.

• Consistent with the other results, more adults in Quйbec find it difficult to integrate activity into their day.

• Also not surprising, parents of children under 17 also are more likely to say it is difficult to get active, though the daily step estimates of those with children under 12 are actually higher than estimates of other Canadian adults, suggesting that they are already more active than they might think (though not, perhaps, in organised exercise).

• While Canadians over 55 spend significantly less time on the move than younger adults (5.5 versus 6.5 hours), they are more likely to say that it is easy to incorporate activity into their day.

One-quarter of Canadians (25%) suggest that a boost of up to 500 steps a day is adequate for weight loss. A further 31% estimate that between 500 and 2500 incremental steps are required, while 28% suggest that the body needs between 2501 and 10,000 additional steps a day to lose weight. (Some current research suggests that an incremental 2000 steps each day are required to avoid weight gain.)

• Again the challenge is greater in Quйbec, where respondents were more likely to underestimate the amount of activity required to lose weight. The already active adults in Manitoba/Saskatchewan and British Columbia estimate that, on average, 7000 incremental steps are required each day for weight loss.

With many Canadians assuming that their current level of activity is adequate to maintain a healthy body weight, and many others suggesting that only a nominal increase in activity is required for weight loss, it is perhaps, not surprising that obesity and overweight in Canada are on the rise.

Over one-quarter of Canadians in this survey say they are currently trying to lose weight. Of these, over 4-in-10 (41%) are trying to lose more than 9kg (20 pounds).

• Least likely to be trying to lose weight are men 18 to 34 (18%), while men and women between 35 and 54 are more likely to be trying to shed some weight (33% for each). It is women 35 to 54 who are more likely to be looking at losing over 20 pounds (56% of weight losers).

Pedometers, or step counters are devices that help individuals measure and track the number of steps they take. More than one-half of Canadians has heard of a pedometer (56%) and, of these, 14 percent currently own one.

• Canadians with a post-secondary or university education are more likely to have heard of pedometers, though not more likely to own one.
• The "walkers" of Man/Sask and those over 35 are most likely to be familiar with the term pedometer, with women over 55 more likely than younger women to own one.

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

For more information on this news release, please contact:

Carla Flamer
Senior Vice-President
Ipsos-Reid
(416) 324-2900

Lores Tomй
Kellogg Canada
(416) 675-5237

Andrea Ellison/Bettina
Allsworth
Media Profile
(416) 504-8464