Four in Ten (38%) Toronto Residents Agree They're Thinking of Leaving Toronto Because It's Too Expensive

But Three Quarters (74%) Say the Higher Cost of Living is Worth It

Toronto, ON - Four in ten (38%) Torontonians `agree' (12% strongly/26% somewhat) that they're `thinking of leaving Toronto because it's too expensive to live here', according to a new Ipsos Reid poll conducted on behalf of Global News.

More specifically, those in Scarborough (48%) are most likely to be contemplating leaving, followed by those in Etobicoke (41%), York/East York (40%), North York (32%) and the old City of Toronto (31%). On the other hand, most (62%) Torontonians say they're not thinking of leaving as a result of the cost of living.

With most (90%) believing it's becoming more difficult for average people to live in Toronto, three quarters (74%) `agree' (20% strongly/55% somewhat) that `even though Toronto is pricey to live in, it's worth it'. Still, one quarter (26%) `disagrees' (6% strongly/16% somewhat) that the cost of living in Toronto is worth it. Those living in old Toronto (83%) are most likely to say the higher cost of living is worth it, followed by those living in Etobicoke (74%), North York (73%), York/East York (71%) and, finally, Scarborough (68%).

Toronto, being a cosmopolitan and dynamic city, has a lot to offer those who are willing to pay more to live there. Thinking about what they love most about living in Toronto, three in ten (29%) say it's the diversity, while others most love their neighbourhood (20%) and their home (15%). One in ten (11%) most love the arts and culture and the food and restaurants (11%), while fewer most love their job (4%) or the sports (2%) that the city offers. One in ten (7%) say they most love some other aspect of living in Toronto. Interestingly, the diversity of Toronto is the most loved aspect in every region of the city (although in old Toronto it is tied with love of their neighbourhood).

These are some of the findings of an Ipsos Reid poll conducted between September 23rd and 26th, 2014 on behalf of Global News. For this survey, a sample of 1,252 Torontonians (of which 1,105 are decided voters) from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics to 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. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll is accurate to within +/ 3.2 percentage points, 19 times out of 20, had all Torontonian adults 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:

Darrell Bricker, PhD
CEO
Ipsos Reid
Public Affairs
(416) 509-8460
darrell.bricker@Ipsos.com

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader and the country's leading provider of public opinion research. 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 Canada, as well as the largest pre-recruited household and on-line panels. Ipsos Reid's Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada--all of which provide clients with actionable and relevant information. Ipsos Reid is an Ipsos company, a leading global survey-based market research group. To learn more, visit www.ipsos.ca

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks third in the global research industry.

With offices in 86 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers 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 and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of e1,712,4 million (2 274 M$) in 2013.

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

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