A Majority (54%) of Canadians Would Use Social Media Channels, Such as Facebook or Twitter to Let Their Friends and Family Know That They are Safe in the Event of an Emergency

Toronto, ON - A majority (54%) of Canadians `would' (29% definitely/24% probably) use social media channels, such as Facebook or Twitter to let their friends and family know that they are safe in the event of an emergency, while one-third (31%) `would not' (16% definitely/15% probably) according to a new poll conducted by Ipsos Reid on behalf of the Canadian Red Cross. One in ten (14%) say that they `might or might not' use social media channels to inform friends and family of their safety in an area-wide emergency.

In terms of posting information, fewer than one in ten (8%) Canadians say that they have personally experienced a disaster and then posted information or photos about that event to a social media site; more than nine in ten (93%) have not posted such information. Of those who have, an overwhelming majority chose Facebook (87%) as the network on which to post. The following table includes the full list of social media sites used to post information or pictures of personally-experienced disasters:

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Indeed, the development of online communities, especially through the frequent use of social media and networking tools, has provided Canadians with new avenues to receive important information electronically. Two-thirds (64%) of Canadians say that they participate in online communities or social media networks, such as Facebook or Twitter, although four in ten (36%) do not participate in such groups.

Most people who participate in these networks do so daily. Six in ten (62%) participate in their online community/social network `every day or nearly every day'. The list below outlines fully how frequently Canadians participate in their online communities and social networks:

• Every day or nearly every day - 62%
• A few times a week - 21%
• Once a week - 7%
• A few times a month - 6%
• One a month or less often - 3%

Electronic Emergency Updates

Although TV (39%) and radio (26%) tend to be the preferred ways of receiving news about an emergency, one-third (31%) prefer to get their news updates electronically (such as by e-mail, web site post, text alert, online news, etc.).

When it comes to signing up for electronic updates, Canadians are more likely to sign up for electronic alerts in times of emergency, compared to general preparation updates. Half (49%) `would' (21% definitely/28% probably) sign up for emails, text alerts, or smart phone applications to receive information about disaster preparedness when there are official warnings in their community. One-third (31%), however, `would not' (13% definitely/18% probably) sign up for such alerts, while two in ten (19%) are indifferent.

Six in ten (60%) `would' (28% definitely/32% probably) sign up for information via electronic alerts on the location of medical services. The table below outlines fully how likely Canadians would be to sign up for information via electronic alerts based on specific situations:

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Of all the ways to receive this kind of information electronically, emails (39%) are the most preferred method for Canadians. One-quarter (25%) say that they prefer text (SMS), while one in ten (13%) prefer smart phone applications. However, two in ten (20%) say that they don't prefer any of the above options, while 3% don't know.

Disaster/Emergency Responders and Social Media Websites

While many indicate that disaster and emergency responders already `currently' monitor social media websites, more indicate that responders `should' monitor social media for any signs of emergency. Not only do many Canadians think that these responders should monitor social media, many also believe that they should be prepared to respond to calls for help that are posted in social media networks. The table below outlines the extent to which Canadians agree or disagree that different responders currently monitor, should monitor, and should be prepared to respond to social media websites for emergencies:

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About one-third (35%) of Canadians think that emergency services such as fire or police would respond to a request for help over social media, while two-thirds (65%) think that these services would not respond. Of those who think that these services would respond, most (74%) believe that the response time would be an hour or less.

Personal Preparedness for Times of Emergency/Disaster

While many Canadians say that they have personally experienced emergencies, two-thirds (66%) of Canadians have not taken steps to prepare themselves in the event of a disaster. One-third (34%) of Canadians, however, say that they have taken steps to prepare for such situations.

The types of emergencies that Canadians say they have most frequently experienced are a loss of electricity for more than 72 hours (41%), and hurricanes, tornadoes, or severe storms (38%). Other emergencies that Canadians have personally experienced include: flooding (16%), fire (12%), and an evacuation order as a result of a disaster (9%).

Of those who have not taken any steps towards disaster preparation, the main reason they have not done so is because of the perception that these types of disasters rarely occur or are unlikely to occur in their area (27%). Two in ten Canadians (21%) say that they have `never thought about it' when it comes to preparing for emergencies or disasters. The following table shows the full list of reasons provided by Canadians for not taking steps to prepare themselves in the event of a disaster:

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While many are unprepared, some Canadians take precautions by having provisions available in the event of an emergency. Six in ten (62%) Canadians say that they have `food and water to last them/them and their family 72 hours in the event of an emergency in which there was no electricity at their home'. Three in ten (30%) say that they have `a disaster preparedness kit in their home', while one-quarter (26%) of Canadians have a `disaster kit in their car. That said, three in ten (28%) Canadians indicate having none of these.

These are some of the findings of an Ipsos Reid poll conducted between June 19 and July 4, 2012, on behalf of the Canadian Red Cross. For this survey, a sample of 500 Canadians from Ipsos' Canadian online panel was surveyed online and 500 Canadians were interviewed by telephone. The data was then merged and weighting 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 has a credibility interval of +/- 5 percentage points for Canadians who responded by phone and for those who responded online. 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 how to credibility intervals, please visit the Ipsos website at http://ipsos-na.com/dl/pdf/research/public-affairs/IpsosPA_CredibilityIntervals.pdf.

For more information on this news release, please contact:

Sean Simpson
Associate Vice President
Ipsos Reid Public Affairs
416.572.4474
[email protected]

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.

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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. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world's third largest market research company.

With offices in 84 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

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