New Canadians Most At Risk of Drowning

Toronto, ON - A new online study conducted by Ipsos Reid on behalf of the Lifesaving Society shows that 79% of new Canadians plan to be around water this summer but one in five (19%) say they are unable to swim. Throughout this factum, the term `Canadians' applies to residents who were born in the country, whereas Chinese, South Asian, Southeast Asian and Muslim immigrants to Canada are referred to as `new Canadians' hereafter.

When asked about swimming ability, 4% of Canadians said they were unable to swim compared to 19% of new Canadians, meaning that new Canadians are more than four-times more likely to say they're unable to swim than those who were born in Canada.

Of those who responded that they could swim, 60% of Canadians said they learned to swim through formal lessons, compared to 45% of new Canadians.

Half (50%) of all new Canadians worry their children might drown or become injured when swimming. Additionally, almost one third (31%) of new Canadians are nervous around water. When Canadians were asked the same questions, 43% worried about their children drowning or becoming injured when swimming and only 20% were nervous around water. When those polled were asked their thoughts on swimming safety, nine in ten (92%) new Canadians responded that being able to swim is necessary life skill. Nine in ten (89%) Canadians agreed that it also a necessary life skill. Additionally, 93% of new Canadians and 89% of Canadians think all children should be taught to swim in school as part of their school's safety program.

Boating...

When those polled were asked about their boating activities, results showed that they were interested in boating but uncertain about proper boating safety practices. One in three (31%) new Canadians said they participate in some sort of boating activity. However, four in ten (42%) said they were nervous about being in a boat on the water. What is more worrisome is that only 40% of new Canadians claimed they were knowledgeable in boating safety (4% very/36% somewhat). When Canadians were asked the same question, almost twice as many (79%) stated that they had boat safety knowledge (22% very/57% somewhat).

Education & Safety...

A majority (85%) of new Canadians said that they found Swim to Survive educational posters in their native language to be useful as they had learned something helpful from the poster which they did not know before. Nine in ten (91%) believed the posters will encourage people to swim since the posters are available in many difference languages.

These are some of the findings of an Ipsos Reid poll conducted between April 20 and May 6, 2010, on behalf of the Lifesaving Society. For this survey, a sample of 1,032 adults from Ipsos' Canadian online panel was interviewed online. Of the total respondents, 433 were born in Canada and 599 were not born in Canada. A survey with an unweighted probability sample of 433 is considered accurate within +/- 4.66 percentage points, 19 times out of 20, of what the results would have been had all Canadians born in Canada been polled. A survey with an unweighted probability sample of 599 is considered accurate within 3.94 percentage points, 19 times out of 20, of what the results would have been if all those who had immigrated to 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:
Graham Loughton
Vice-President
Ipsos Reid Public Affairs
(416) 324-2004
[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 2009, Ipsos generated global revenues of e943.7 million ($1.33 billion U.S.). .

Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.

Ipsos, listed on the Eurolist of Euronext - Comp B, is part of SBF 120 and the Mid-100 Index, adheres to the Next Prime segment and is eligible to the Deferred Settlement System. Isin FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP