Cut To The Chase!

Toronto, ON - When it comes to their literature, one in four Canadians (23%) say they could do without the introduction. According to a new poll conducted by Ipsos Reid, only four in ten Canadians (39%) `always' read the introduction, while three in ten (32%) `usually' do the same. Comparatively, one in five Canadians (20%) only `sometimes' read the lead-in, and 3% of Canadians `never' do so.

• Canadians aged 55 and over (76%) are more likely than those aged 35 to 54 (69%) and those aged 18 to 34 (68%) to read the introduction to a book.
• Women (26%) are more likely than men (20%) to `sometimes' or `never' read the introduction.

It appears that education encourages one to read the introduction, as well. While over eight in ten (85%) Canadians with a university degree say they `always' or `usually' read the introduction, only three in four (74%) with some post-secondary education and two in three (67%) with only their high school diploma say the same. Only half (51%) of Canadians without their high school diploma are likely to read the introduction.

Additionally, 6% of Canadians say that they never read books. Men (9%) are more likely than women (3%) to indicate that this is the case for them, and those without a high school diploma (12%) are also more likely than those with their diploma (10%), those with some post-secondary education (3%), and those with a university degree (0%) to say the same.

These are the findings of an Ipsos Reid poll conducted from 03/31 to 04/07, 2008. This online survey of 1033 Canadian adults was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The results are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. An unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20.

For more information on this news release, please contact:
Sean Simpson
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 2007, Ipsos generated global revenues of e927.2 million ($1.27 billion U.S.).

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

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