Marking 10th Anniversary of 9/11,
Majority (57%) of Canadians Agree Terrorist Attacks are Defining Socio-Political Event of Their Lifetime

Most (89%) Agree The World Has Changed As a Result of 9/11; Four in Ten (37%) Agree Their Own Life Has Changed As a Result
Toronto, ON - As the United States, Canada and the world begin to mark the 10th anniversary of the September 11th terrorist attacks of 2001, a new Ipsos Reid poll conducted exclusively for Postmedia News and Global Television has revealed that, with ten years hind-sight, a majority (57%) of Canadians `agree' (16% strongly/41% somewhat) that `the terrorist attacks of 9/11 are the defining socio-political event' of their lifetime.

Interestingly, Canadians of all ages are equally as likely to say so. Conversely, four in ten (43%) `disagree' (12% strongly/31% somewhat) that the attacks are the defining socio-political event of their lifetime. The 9/11 attacks have had a wide-ranging impact on many aspects of life, from the way countries interact with each other, to the way individuals travel and interact with their own government. Perhaps as a result, nine in ten (89%) `agree' (49% strongly/41% somewhat) that `the world has changed as a result of 9/11', while just one in ten (11%) `disagree' (2% strongly/8% somewhat). Moreover, four in ten (37%) Canadians `agree' (8% strongly/29% somewhat) that their own `life has changed as a result of 9/11', while six in ten (63%) `disagree' (19% strongly/44% somewhat) that it has.

Ten years after the attacks, just two in ten (17%) `agree' (2% strongly/15% somewhat) that `the world is better since 9/11'. Most (83%), in fact, `disagree' (34% strongly/49% somewhat) that the world is better, ten years later.

Over the last ten years, many countries across the world have been preoccupied by the war on terror, but most Canadians are not sure that much can be accomplished through this war. Six in ten (60%) `disagree' (20% strongly/40% somewhat) that `the war on terror is one that we can win'. In contrast, only four in ten (40%) `agree' (8% strongly/32% somewhat) that it is winnable.

Canada has been involved in the war on terror, particularly in Afghanistan. Canadian Forces have recently ended their roughly decade-long combat mission, and billions of dollars have been spent rooting out terrorists, providing aid and training Afghan forces. In a financial sense, just one quarter (25%) `agree' (5% strongly/20% somewhat) that `the war in Afghanistan has been worth the cost'. Three quarters (75%) `disagree' (37% strongly/37% somewhat) that it has been worth the cost in financial terms.

Likely a result of their wide-reaching implications, the terrorist attacks have already made their way into art and entertainment in the form of movies and other exhibitions. Canadians are fairly evenly split on whether this is appropriate or not. Nearly one half (45%) `agrees' (13% strongly/31% somewhat) that it is `disrespectful for the arts and entertainment industry to use 9/11 as a subject for their work'. Conversely, a slim majority (55%) `disagrees' (15% strongly/40% somewhat) with this premise.

These are some of the findings of an Ipsos Reid poll conducted by Ipsos Reid on behalf of Postmedia News and Global Television between August 26 and 30, 2011. For this survey, a national sample of 1,012 adults from Ipsos' Canadian online panel was interviewed online. A survey with an unweighted probability sample of this size and a 100 per cent response rate would have an estimated margin of error of 1773.1 percentage points 19 times out of 20 of what the results would have been had the entire population of 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:

John Wright
Senior Vice President
Ipsos Public Affairs
416.324.2002
[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.

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 2010, Ipsos generated global revenues of e1.140 billion ($1.6 billion U.S.).

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