Dear John

Toronto, ON - Thinking about where and how they have ended relationships in the past, it appears that the majority of Canadians do the noble thing. According to a recent poll conducted by Ipsos Reid, half (49%) of Canadians have ended a relationship in person in a house or apartment, and two in ten (21%) have done the same in the open air.

• Women (52%) are more likely than men (45%) to have ended a relationship in person in a house or apartment.
• Canadians aged 18 to 34 (64%) are more likely than those aged 35 to 54 (53%) and those over the age of 54 (30%) to have done the same.
• As well, younger Canadians (32%) are also more likely than middle-aged (23%) and older (10%) Canadians to have ended a relationship in the open air.

On the other side of the coin, one in four Canadians (25%) say they have been `dumped' in person in a house or apartment compared to 14% of Canadians who have had the same experience in the open air. This appears to suggest that Canadians are reluctant to admit that they were on the receiving end, as many more have `ended a relationship' than have been `dumped'.

By comparison, one in ten Canadians (8%) have ended a relationship in a restaurant or bar, while a similar proportion (10%) has opted for the classic personal approach of a handwritten letter. Some Canadians appear to be less forthright, however, as one in four (25%) has ended a relationship over the phone, and 6% of Canadians have used email or instant messaging to do the same.

• Younger Canadians (44%) are more likely than middle-aged (23%) and older (13%) Canadians to have ended a relationship on the phone.
• As well, younger Canadians (13%) are also more likely than middle-aged (4%) or older (1%) Canadians to have done the same by way of email or instant messaging.

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.

Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP