Seven in Ten (70%) Canadian Parents Strongly Agree that Play is Essential for Children Everywhere to Develop Important Life Skills

Toronto, ON - When it comes specific aspects about play and children development, Canadian parents feel that play is a critical component needed by all children, according to a new poll conducted by Ipsos Reid on behalf of Right to Play. Seven in ten (70%) `strongly agree' that `play is essential for children everywhere to help them develop important life skills', while three in ten (29%) `somewhat agree', and only 2% `somewhat disagree' with this claim.

Six in ten (57%) `strongly agree' that `in their household, play is important for teaching essential skills to my children', while four in ten (40%) `somewhat agree' and only 3% `somewhat disagree'. Another six in ten (56%) `strongly agree' that `play is essential for creating a better future for my children', while four in ten (39%) `somewhat agree' and only 5% `somewhat disagree'. A final six in ten (55%) `strongly agree' that `play provides an opportunity for all children to develop equally', four in ten (41%) `somewhat agree' and only 4% `somewhat disagree'.

Play is used by many parents to teach important life lessons to their children. Over eight in ten (83%) parents say that they use play to focus on `how to play nicely with others and resolve conflicts'. Three-quarters use play as a focus on `education, including teaching to count, read, etc.' (76%) and for `team-building activities and contributing to a group' (72%). Six in ten use play to teach their children `that everyone is equal' (61%) or `about proper hygiene, cleanliness, and general health' (56%). 2% say they don't use play to focus on any of these lessons.

While these factors are important for all children across the world, children from different areas, backgrounds, and cultures face different issues when it comes to their development. Canadian parents believe children in developing countries face similar factors, but in different capacities compared to Canadian children. Two in five (36%) Canadians parents believe that the most important factor for children in developing countries is access to healthcare, while one-quarter believe it's living in a conflict-free environment (24%) and access to education (23%). Only 7% believe gender equality is most important for children in developing countries while only 5% believe it's access to play or opportunities for community engagement and livelihood.

These are some of the findings of an Ipsos Reid poll conducted between September 17th to 24th, 2012, on behalf of Right to Play. For this survey, a sample of 1,015 Canadians parents 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 has a credibility interval of +/- 3.5 percentage points for Canadian parents. 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 calculating credibility intervals, please see the appendix or visit http://ipsos-na.com/dl/pdf/research/public-affairs/IpsosPA_CredibilityIntervals.pdf

For more information on this news release, please contact:

Sean Simpson
Associate Vice President
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.

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 84 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 e1,363 billion (1.897 billion USD) in 2011.

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