Four in Ten (37%) Canadian Adults Say They Don't Always Wear a Life Jacket When
on a Boat in the Water

Toronto, ON - The hot summer weather means that a lot of Canadians will be heading on to Canada's oceans, lakes and rivers to cool off. But a new Ipsos Reid poll reveals that many Canadians are not taking seriously their own safety as four in ten (37%) admit that they don't always wear a life jacket when on a boat in the water.

While six in ten (63%) Canadians, overall, say they `always' wear life jacket, two in ten (21%) say they only `sometimes' wear one. Further, two in ten say they either `rarely' (10%) or `never' (7%) wear a life jacket when on the water.

Perhaps even more alarming is that a majority (51%) of those aged 18 to 34 say they don't always wear a life jacket, and that nearly one half (44%) of residents of British Columbia - one of Canada's costal provinces - don't always wear a life jacket. On the other end of the country, Atlantic Canadians are least likely (34%) to claim that they don't always wear a life jacket.

For many Canadians, water activities are among their favourite summer activities: two in ten (16%) say their favourite summer activity is swimming, while one in ten (12%) most like being on some sort of recreational watercraft such as a motor boat, canoe, sailboat, etc. Three percent (3%) say engaging in water sports is their favourite summer-time activity. Canadians also like to participate in other land-based activities, including reading (27%), land sports (10%), or simply playing board games or cards (4%). Three in ten (28%) Canadians say there's some other activity that they most enjoy in the summer.

These are some of the findings of an Ipsos Reid poll conducted between June 10 and 14, 2010, on behalf of Canada.com. For this survey, a sample of 1,017 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
sean.simpson@ipsos.com

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 2009, Ipsos generated global revenues of e943.7 million ($1.33 billion U.S.). .

Visit www.ipsos-na.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