Gift Giving: Dads Vs.Moms

Toronto, ON - A recent Ipsos-Reid survey conducted on behalf of Canon Canada reveals that 56% of Canadians usually put more thought into gifts for Mom than for Dad (13%). In fact, one-quarter (24%) of Canadians admit to having forgotten Father's Day in the past!

"A digital camera" tops the list as the best of five possible Father's Day gift items, with 33% of Canadians (and 34% of Dads!) who say so. "Tickets to a sporting event" comes in second (27% of Canadians and 25% of Dads), followed by "golf clubs" (14% of Canadians and 20% of Dads), "a digital music player or an MP3 player (8% of Canadians and 8% of Dads), and finally "a PDA or an electronic organizer and email device" (6% of Canadians and 5% of Dads).

These are the findings of an Ipsos-Reid/Canon Canada poll conducted from April 5th to April 7th, 2005. For the survey, a representative randomly selected sample of 1275 adult Canadians was interviewed by telephone. With a sample of this size, the results are considered accurate to within 1773.1 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census data.

Thinking back to various gift-giving holidays in the past, 56% of Canadians say they usually put more thought into gifts for Mom than for Dad (13%). One-quarter (24%) indicates that they put the same amount of thought into gifts for each Mom and Dad and 7% don't know which one they put more thought into.

One-quarter (24%) of Canadians say they have forgotten a Father's Day. Conversely, 74% say they have not. Another 3% are unsure.

• Young adults 18-34 years of age are more likely than their elders to say they have forgotten a Father's Day (34% vs. 20%), and
• Men are twice as likely as women to say they have forgotten a Father's Day (32% vs. 16%).

"A digital camera" tops the list as the best of five possible Father's Day gift items, with 33% of Canadians who say so. "Tickets to a sporting event" comes in second (27%), followed by "golf clubs" (14%), "a digital music player or an MP3 player (8%), and finally "a PDA or an electronic organizer and email device" (6%). One in ten (12%) Canadians don't know which of these five items would make the best Father's Day gift.

• The findings are similar for men who indicate that they are a Father of a child under the age of 18: "A digital camera" (34%), "Tickets to a sporting event" (25%), "golf clubs" (20%), "a digital music player or an MP3 player (8%), and "a PDA or an electronic organizer and email device" (5%).

For more information on this news release, please contact:
Ray Kong
Ipsos-Reid
416.324.2106
[email protected]

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 300 researcher 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--including the Ipsos Trend Report, the leading source of public opinion in the country--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, please visit www.ipsos.ca.

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