Themes from the data are:
- Seven-in-ten Canadians believe that the average person in the country lives in their own “bubble” on the internet, but only three-in-ten believe this about themselves.
- Canadians lack confidence that the average person can tell real news from fake news, but they are significantly more confident in their own abilities to do so. Men are particularly confident in their ability to spot fake news.
- Half of Canadians say they have seen fake news stories, significantly lower compared to the US and most other countries.
- Canadians blame personal bias, politicians, and the media/social media for misperceptions.
- A majority of Canadians believe that the average person trusts politicians less today than in the past, driven by a belief that lying in politics and the media is more prevalent today; Americans significantly more skeptical than Canadians.
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Did you know 2018 is the Canada-China Year of Tourism? This might be good timing in light of world events where the need to embrace trade and relationships with China is becoming more apparent. Combine that with a market segment — the Chinese customer — that is driving demographic change and market growth in Canada and a new marketing eco-system emerges.