Missing the Target:
One in Three (31%) Canadians Sad to See Target Go

Toronto, ON - As Target Canada begins is liquidation sale leading up to its eventual exodus from Canada, a new Ipsos Reid poll conducted on behalf of Global News has found that one in three (31%) Canadians `agree' (9% strongly/22% somewhat) that they're `upset that Target is leaving Canada'. Those most likely to be upset include young adults aged 18 to 34 (40%), university graduates (38%) and those in Atlantic Canada (39%). Those least upset include older Canadian aged 55+ (24%) and Albertans (26%).

On the other hand, most (69%) Canadians `disagree' that they're upset with the departure of Target from Canada - including 42% who `strongly disagree' that they're upset, compared to 27% who `somewhat disagree'.

Target's short-lived existence in Canada was largely a case of unmet expectations, with higher prices and poor availability of stock among other problems. Despite these shortcomings, one half (53%) of Canadians `agree' that `Target could have turned it around and been successful in Canada', ultimately believing that its exit from Canada is premature. Still, the other half (47%) believe Target was ultimately doomed, `disagreeing' (20% strongly/27% somewhat) that Target Canada could have turned it around and been successful.

Atlantic Canadians (66%) are most likely to believe that Target could have been successful, followed by those in Saskatchewan and Manitoba (60%), BC (55%), Quebec (54%), Ontario (50%) and Alberta (48%). Those aged 18 to 34 (58%) are more likely to believe Target could have succeeded than those aged 35 to 54 (53%) or 55+ (49%).

These are some of the findings of an Ipsos Reid poll conducted between January 29 to Feb 3, 2015, on behalf of Global News. For this survey, a sample of 1,003 adults was interviewed via the Ipsos I-Say online panel. 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 +/ - 3.5 percentage points, 19 times out of 20, had all Canadian adults been polled. The credibility interval will be wider among subsets of the population. 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:

Sean Simpson
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.

To learn more, please 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.