Eight In Ten Canadians (80%) Want To Know About Their Family's History

Toronto, ON - According to a new survey conducted by Ipsos Reid on behalf of Ancestry.ca eight in ten (80%) Canadians admit that they are either "interested" (41%) or "very interested" (39%) in learning more about their family's history.

Among those who are interested in researching their family history, most (63%) say it's because of their "general curiosity", while smaller proportions point to wanting to "build a family tree" (21%), or wanting to learn about their "family's health history" (9%).

But among those who aren't interested in this aspect of their personal history, the reasons are varied: 33% say they already know as much as they care to, 28% say they "don't think it matters", and 14% say they've "never thought about it before".

When asked to choose from a list of events which one they think would most spark their interest further in finding out more about their family:

• Family reunion (55%) tops the list; followed by
• Falling ill with a genetic inherited health condition (41%);
• Death of a family member (20%);
• Family member falling into poor health (11%);
• A wedding (8%); and
• A birth or pregnancy (8a%).

Majorities of Canadians also agree that there are many reasons to want to research family history, including:

• Being interested in what happened to their family during important world events, like world wars or other periods of unrest and relocation (82%);
• Discovering and contacting long lost relatives (71%); and
• Knowing more about their family tree and possibly uncovering information about their family's health history (66%).

But, while most Canadians (58%) agree with the statement "searching the internet is the quickest and most convenient way of researching my family's history", most say they would begin such a search by "asking family and relatives" (65%) -even though just half (47%) feel this would be the most reliable resource (17% feel the internet would be the most reliable).

These are the findings of an Ipsos Reid poll conducted for Ancestry.ca and fielded from May 11th to May 15th, 2006. For the survey, a representative sample of 1015 adults Canadians were interviewed via an on-line survey vehicle. The data was weighted to reflect the actual population distribution of Canada. Overall results of this survey can be considered accurate to +/-3.1 percentage points, 19 times out of 20, of what they would be had the entire population been polled. The margin of error will be larger within each sub-grouping of the survey population.

Eight In Ten (80%) Of Canadians Are Interested In Learning More About Their Family's History...

Eight in ten (80%) of Canadians admit that they are either "interested" (41%) or "very interested" (39%) in learning more about your family's history -one in five (20%) are not interested (17% are "not at all interested").

• Interest in learning about family history is highest among those who live Atlantic Canada (89%) and Saskatchewan/Manitoba (87%).
• Younger Canadians aged 18-34 are the most likely to be interested in learning more about their family's history (85% vs. 78% among those age 35 and older).

So, What Peaks Their Curiosity When It Comes To Their Family History? Most (63%) Say It's Their General Curiosity...

And, which of the following would you say is the TOP reason you are interested in learning more about your family's history? Is it because?

Among those who are interested in researching their family history:

• Those who have children in the household are more likely than those who do not to be interested because they want to learn about their family's health (13% vs. 7%).
• Older adults aged 55 and over are the most likely to be interested because they "want to build a family tree" (27% vs. 18% among those age 18-54).

And, Why Are Some Not Interested In Learning About Their Family History?

And, which of the following reasons would you say is the TOP reason why you are NOT interested in learning more about your family's history? Is it because?

Among those who are NOT interested in learning more about their family history:

• Those in Alberta (48%) and (45%) Saskatchewan/Manitoba (45%) are the most likely to say they "already know as much as they care to".
• Residents of Quebec (43%) are the most likely to say they "don't think it matters".
• Women are more likely than men to say they've "never thought about it before".

Over Half (55%) Feel A Family Reunion Would Spark Their Interest Further In Finding Out About Their Family's History...

When asked to choose from a list of events which one they think would most spark their interest further in finding out more about their family:

• Family reunion (55%) tops the list; followed by
• Falling ill with a genetic inherited health condition (41%);
• Death of a family member (20%);
• Family member falling into poor health (11%);
• A wedding (8%); and
• A birth or pregnancy (8%).

Within the demographics:

• Those without children living at home are the most likely to say "the death of a family member" would spark their interest (23% vs. 13% among those without children).

Many Canadians Agree There Are A Number Of Reasons To Research Family History...

Please tell me if you agree or disagree with each of the following statements:

• Those with a household income of less than $30K are the most likely to know about and contact a "long lost relative" (76% vs. 69% among those with a household income of $30K or more).
• Atlantic Canadians (94%) are the most likely to agree with the statement "if I had long lost relatives and they discovered information about me I would like them to contact me", while those in British Columbia (81%) and Alberta (80%) trail.
• Atlantic Canadians (94%) are also the most likely to agree they are interested in learning about what happened to their relatives during important world events, followed by residents of Saskatchewan/Manitoba (91%) and Alberta (89%).
• Residents of Saskatchewan/Manitoba ()73%) are the most likely to disagree with the statement "I'd like to think I have a wealthy relative somewhere that I don't know about".

Six In Ten Agree (58%) That Searching The Internet Is Likely The Quickest And Most Convenient Way Of Researching Family History...

Six in ten Canadians (58%) agree with the statement "searching the internet is the quickest and most convenient way of researching my family's history" - 42% disagree with this statement.

• Canadians aged 35 and older are the most likely to agree with this statement (61% vs. 50% among those age 18-34).
• There is little regional variance when it comes to this issue except for in Saskatchewan/Manitoba where they are notably less likely to agree with this statement (47%).

Most (65%) Would Begin Family History Search By Asking Family And Relatives, But Just Half (47%) Feel This Would Be The Most Reliable Route...

As part of a two-stage question, respondents were asked, if they were to research their family history:

1. Where do you think you would first begin your research?; and
2. Which resource do you think would be the most reliable or accurate one to use?

• British Columbians (30%) are the most likely to say they would begin their family research through the internet, while Albertans (17%) are the least likely to - British Columbians (22%) are also the most likely to think the internet is the most reliable resource.
• Residents of Saskatchewan/Manitoba (57%) are the most likely to think family/relatives is the most reliable method of doing family research, followed fairly closely by those in Ontario (50%).

For more information on this news release, please contact:
Paul Orovan
Ipsos Reid Public Affairs
416.324.2900
[email protected]

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 300 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.

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