Eight in Ten (78%) Canadians Don't Know When They've Purchased a Counterfeit Item

Six in Ten (68%) Agree that Canadian Deal-Seekers May Not Get What they Bargained For Due to Increased Availability of Counterfeit Goods

Toronto, ON - Canadians don't know when they've been had, as eight in ten (78%) admit they don't know how to tell if they've purchased a counterfeit item, according to a new Ipsos Reid poll conducted on behalf of Microsoft. Just two in ten (22%) say they know how to tell if they've purchased such an item. Men (25%) are more likely than women (18%) to say they know how to spot a fake, as are younger adults (30%) when compared to middle-aged (22%) or older (14%) Canadians. Most (68%) Canadians recognize that the counterfeit-goods market is a billion-dollar industry worldwide.

A majority (59%) of Canadians `agree' (14% strongly/45% somewhat) that `Canadians would do anything for a good deal' - including 70% of Quebecers - but seven in ten (68%) Canadians `agree' (16% strongly/52% somewhat) that `Canadian deal seekers may not get what they bargained for due to increased availability of counterfeit goods', with British Columbians being most likely (78%) to feel this way.

Fully one half (50%) of Canadians `agree' (16% strongly/34% somewhat) that they are `concerned about mistakenly purchasing counterfeit goods like toys, clothing, video games and software this holiday season', with Canadians over the age of 55 being most likely (57%) to say they're concerned about this.

Online Shopping Over the Holidays...

Four in ten (43%) online Canadians are considering making purchases via the internet this holiday season, including a majority (56%) of those aged 18 to 34. In fact, two in three (65%) `agree' (25% strongly/39% somewhat) that they `plan on doing more comparison shopping online this year than in previous years', with men (69%) being significantly more likely than omen (60%) to say so. Middle-aged (70%) Canadians are more likely than younger (65%) or older (58%) Canadians to say they'll comparison shop online this year.

But three quarters (75%) `agree' (35% strongly/40% somewhat) that `due to recent economic conditions, their holiday spending shopping strategy this year is to spend less on everyone'. Those aged 35 to 54 (78%) are most likely to agree, followed by those aged 55+ (76%) and 18 to 34 (71%). Just one quarter (25%) of Canadians `disagree' (4% strongly/20% somewhat) that this is their strategy.

Moreover, seven in ten (69%) `agree' (29% strongly/40% somewhat) that they `plan on buying gifts that are discounted or on sale this holiday season' with women (73%) being more likely than men (66%) to say they'll shop this way.

These are some of the findings of an Ipsos Reid poll conducted between November 8 and 12, 2010, on behalf of Microsoft. For this survey, a sample of 1,025 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

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.

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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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