No Sense For The Penny

Toronto, ON - In reaction to a Private Member's Bill to abolish the Canadian 1-cent piece, the penny, a new Ipsos Reid poll conducted exclusively on behalf of CanWest News Service and Global National finds that a majority (56%) of Canadians `supports' (32% strongly/24% somewhat) getting rid of the penny, while a minority (44%) `opposes' (25% strongly/18% somewhat) its abolition.

Canadians, however, are not equally as supportive of such a measure:

• While a majority of Quebecers (67%), British Columbians (60%), Atlantic Canadians (57%) and Ontarians (53%) support abolishing the penny, only a minority of those living in Saskatchewan and Manitoba (46%) and Alberta (44%) are supportive of this course of action.
• Men (64%) are significantly more likely than women (49%) to support getting rid of the penny.
• As one's income rises, so too does the likelihood of supporting this measure. Six in ten (60%) individuals whose family earns in excess of $60,000 per year give their thumbs-up, while a similar proportion (58%) of those whose family earns $30,000 to $60,000 a year is in support. However, a minority (49%) of Canadians whose combined household income is less than $30,000 supports this move.

These are the findings of an Ipsos Reid poll conducted on behalf of CanWest News Service and Global Television from 04/04 to 04/7, 2008. This online survey of 1,021 adult Canadians was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The results are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. An unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20.

For more information on this news release, please contact:
Dr. Darrell Bricker
President & CEO
Ipsos Reid
Public Affairs
416-509-8460
[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 2007, Ipsos generated global revenues of e927.2 million ($1.27 billion U.S.).

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