Nine in Ten (90%) Canadians `Agree' that Improving Literacy Levels in Canada is Key to
Improving the Country's Economy

Toronto, ON - As Canada's economy slowly emerges from the recession and high levels of unemployment, a new Ipsos Reid poll conducted on behalf of ABC Life Literacy Canada finds that nine in ten (90%) `agree' (50% strongly/40% somewhat) that `improving the literacy levels of Canadians is key to improving the country's economy'. Perhaps underscoring the relationship between literacy and the economy, most (93%) also `agree' (60% strongly/34% somewhat) that `governments need to support improving the literacy levels of Canadians'.

With recent unemployment numbers suggesting that the recovery in the job market is stalling, it is interesting to note that most (95%) Canadians `agree' (66% strongly/29% somewhat) that `literacy training is critical to improving job prospects for Canadians.

But improving one's level of literacy is not just for those looking for work. Rather, those who are employed can also take advantage of programs to help them advance their literacy skills, and many do: three quarters (72%) of working Canadians `agree' (31% strongly/41% somewhat) that they `initiate upgrading their skills and literacy levels in the workplace'. Still, many aren't taking their own literacy into their own hands, with three in ten (27%) `disagreeing' (5% strongly/23% somewhat) that they initiate upgrading their skills and literacy levels in the workplace.

The data also reveal marked differences in agreement with this sentiment based on one's level of education, with eight in ten university graduates (78%) and those with some postsecondary education (80%) agreeing that they initiate this type of training in their place of work, while significantly fewer working Canadians with only a high-school diploma (67%) or no diploma (58%) agree that they initiate skills and literacy training in their workplace, suggesting that either something is holding them back, personally, from doing so, or they are not given the opportunity to improve their skills in this manner.

Almost all (94%) Canadians `agree' (58% strongly/37% somewhat) that `Canadians' literacy skills are critical to quality of life'. In fact, Canadians spend hours upon hours each week involved in every-day tasks that require literacy skills:

• On average, online Canadians spend 14 hours a week using a computer or emailing at a place of work, and another 13 hours a week using the computer or emailing at home.
• On average, Canadians spend 4 hours a week filling out forms - paper or online - at work or at home
• On average, online Canadians spend 2 hours a week online banking or shopping.
• On average, Canadians spend 7 hours a week leisure reading (e.g. books, newspapers, magazines)

These are some of the findings of an Ipsos Reid poll conducted between August 4 and 9, 2010, on behalf of the ABC Life Literacy Canada. For this survey, a sample of 1,021 adults from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics and 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 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
Senior Research Manager
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.

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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.). .

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