Two in Ten Canadians (22%), Americans (21%) Have a Tattoo

One in Ten Tattooed Canadians (10%), Americans (11%) Regret It

Two in Ten Canadians (22%), Americans (21%) Have a Tattoo

Toronto, ON - Two in ten Canadians (22%) and Americans (21%) have at least one tattoo on their body, according to a new Ipsos Reid poll conducted on behalf of Global Television. The proportion of Canadians and Americans with multiple tattoos is 11%.

In Canada, women (24%) are more likely than men (20%) to have a tattoo, as are those aged 18 to 34 (36%) when compared with Canadians aged 35 to 54 (24%) or 55+ (8%). Regionally, British Columbians (28%) are most likely to have a tattoo, followed by Quebecers (25%), Albertans (23%), Atlantic Canadians (21%), residents of Saskatchewan and Manitoba (20%) and Ontario (19%).

In the United States, women (24%) are once again more likely than men (18%) to have a tattoo, and tattoos are much more popular among younger (32%) adults than middle-aged (24%) or older (7%) Americans. There is less regional variation in the United States - 23% of those in the west have a tattoo, compared to similar proportions in the south (22%) and northeast (22%). Just 17% in the midwest have a tattoo.

The data reveals that while most North Americans who get a tattoo are happy with it, a significant proportion regrets the decision to get a tattoo. Among Canadians with at least one tattoo, 10% regret getting the tattoo, including 15% of tattooed young adults aged 18 to 34. In the United States, one in ten (11%) tattooed adults regret the decision to get a tattoo, but it's men (14%), older (17%) and middle-aged (15%) Americans that are most inclined to regret it.

These are the findings of an Ipsos Reid poll conducted between December 12 to 19, 2011, on behalf of Global Television. For this survey, a sample of 1,021 adults from Ipsos' Canadian online panel and 1,005 adults from Ipsos' American 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. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada and America 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:

Sean Simpson
Associate Vice President
Ipsos Reid
Public Affairs
416.572.4474
sean.simpson@ipsos.com

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.).

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

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