Most Canadians Looking For Help When It Comes To Keeping Their Shower Clean

Toronto, ON - According to a new survey conducted by Ipsos Reid on behalf of SC Johnson, strong majorities of Canadians like a clean home and a clean shower, but they certainly would like to be able to spend less time cleaning and would appreciate any help they can get in making their chores easier.

For example, about nine in ten Canadians agree that

• "Any help I can get in making household cleaning easier is greatly appreciated"(95%);
• "It is important for me to keep my home clean, but I would like to spend less time doing it "(94%)
• "I would like to find easier ways to clean my home"(93%);
• "I like the shower to be germ free"(92%); and
• "I would really like an easier way to clean my shower"(89%).

So where in particular, do Canadians need the most help when it comes to cleaning? Canadians point to the kitchen (83%) and bathroom (74%) as the two most time consuming rooms in their home to clean. In fact, on average, Canadians say they clean their shower 5.7 times per month, and spend approximately 22 minutes scrubbing their shower each time -translating into over two hours time spent scrubbing per month.

Many Canadians would seem to resent the time spent scrubbing their showers, as a full one in three (33%) say "I would rather spend my time doing something else" while another 14% state that "I think it takes too much time" and 14% find that "it takes too much effort". Others still remark that "it is too hard staying on my hands and knees"(17%).

Further, one-quarter (27%) say the worst part about scrubbing their shower is "cleaning the shower walls"(27%), 18% say it is "scrubbing the dirt and grime" and "cleaning the grout"

Most often, Canadians say it is their job to clean the shower (64%), but many say it is their wife/girlfriend's (21%) usual responsibility.

These are the findings of an Ipsos Reid poll conducted for SC Johnson and fielded from June 29th to July 5th, 2006. For the survey, a representative sample of 1071 adult Canadians were interviewed via an on-line survey vehicle. The sample used in this study has been weighted according to Census data to accurately reflect the population of Canadians. With a sample of this size, the aggregate results are considered accurate to within +/-3.1 percentage points, 19 times out of 20, of what they would have been had this entire population been polled. The margin of error will be larger within each sub-grouping of the survey population.

Please open the attached PDF to view the factum and detailed tables.

For more information on this news release, please contact:
Jennifer McLeod
Senior Research Manager
Ipsos Reid Public Affairs
(416) 324-2900
[email protected]

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 300 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.

Ipsos
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