New Study Shows Canadians are Hot on What's Cool

Toronto, ON - What's so cool about `cool'? According to recent research conducted by Ipsos Reid, Canadians are in love with `cool' and we don't just mean the autumn temperatures. The study reveals that 48% of Canadians use the word `cool' at least once a week, 23% use it at least once a day and 1% admitted that they use the word over 50 times per day. Clearly, `cool' is a word that remains youthful and relevant and has become an enduring part of the Canadian lexicon.

"While the word `cool' has endured where `groovy', `gnarly' and `rad' have faded, its weekly usage clearly varies across age groups - it is more likely be in the lexicon of the under 44 age cohort," says Steve Levy, COO with Ipsos Reid in Toronto. "Canadians want to know what is cool and stay engaged with what is cool, and that is important for marketers and brands to know." When it comes to looking for what is `cool', the study shows that one third (32%) of Canadians feel they are engaged with remaining current with what is cool. The top five ways Canadians stay engaged with cool include the Internet (64%), family and friends (50%), TV (50%), social media (46%) and by observing others around them (40%).

The study also investigated what people consider to be cool: 27% said objects or things, 21% pointed to experiences, 9% said people, and 43% of respondents ranked all three as equally cool.

More specifically, tech objects such as smartphones, TVs, tablets, and other gadgets were ranked as cool by 31% of respondents, topping a list of objects and things. Cars came next (13%) followed by clothing and fashion (8%).

"There are four common elements in understanding and defining `cool'," adds Levy. "Cool can mean offering something that is positively unusual, has an air of exclusivity, satisfies a personal passion or creates a feeling of nostalgia. They don't all have to be there at the same time, but a least one of them has an impact on making something `cool'."

Methodology

These are some of the findings of an Ipsos Reid poll conducted between August 28 and September 4, 2013, coupled with two simultaneous qualitative sessions with two age groups (18-24 and 25-35). For this survey, a sample of 1,052 Canadians from Ipsos' Canadian online panel was interviewed online. 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 +/-3.4 percentage points had all Canadians adults 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:

Steve Levy
Chief Operating Officer
Ipsos Reid
416.324.2900
[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. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world's third largest market research company.

With offices in 85 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 e1,789 billion (2.300 billion USD) in 2012.

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