Sharing a Laugh: Seven in Ten (73%) Strongly Agree That Couples Who Laugh Together are Closer

Toronto, ON - With extra attention being placed on love, romance and relationships as we approach Valentine's Day, a new Ipsos Reid poll conducted on behalf of Pfizer has revealed that Canadians have a high regard for laughter and what it can do to help sustain a relationship.

Almost all Canadians (99%) `agree' that `couples who laugh together are generally closer, but that 73% `strongly agree' with this sentiment seems to prove the power of laughter. In fact, six in ten (58%) `strongly agree' (96% agree total) that `laughter is an important element in keeping sex and romance alive', and that `couples who can laugh together probably have a better sex life in the long run' (57% strongly agree/38% somewhat agree).

• Interestingly, women (77%) are more likely than men (69%) to agree that couples who laugh together are generally closer, and women (63%) are also more likely than men (54%) to `strongly agree' that laughter is important in keeping sex and romance alive.

Moreover, nine in ten (92%) `agree' (55% strongly/37% somewhat) that `laughter is one of the world's greatest aphrodisiacs', and most (95%) think it's `important' (51% very/43% somewhat) to have a shared sense of humour with their partner when it comes to sex and romance'.

• Women (61%) are more likely than men (49%) to `strongly agree' that laughter is one of the world's greatest aphrodisiacs.

In fact, two in three (64%) Canadians in a relationship say that they and their partner find something to laugh about every day, while others share a laugh 2-3 times a week (25%), about once a week (8%) or hardly ever (3%).

Despite the praise that most Canadians are giving laughter and the role that it plays in maintaining a healthy relationship, the poll reveals that two thirds (66%) of Canadians who are currently in a relationship say they (18% definatley/48% probably) `should put more effort into making their partner laugh more often', with men and women equally as likely to suggest this. Just one in three (33%) don't believe they (8% defintately/26% probably) need to put more effort into making their partner laugh.

Thinking about what two items are most likely to make them and their partner share a laugh, a majority (51%) say life in general does the trick, and that they're always laughing at something. Four in ten (43%) say simply spending time with family and good friends gives them a good chuckle and a similar proportion (39%) says a funny TV show or live event (39%) gives them a hearty laugh. Others say they're most likely to share a laugh over something funny the kids or grandkids said (35% total, 49% of those with kids in the household), an inside joke (23%) or trying something new to liven up their relationship (9%).

These are the findings of a two-part poll conducted on behalf Pfizer from January 29 to 30, and from February 3 to 4, 2009. This first online survey of 1012 Canadians (of which 725 are currently in a relationship), and the second survey of 1014 Canadians (of which 705 are currently in a relationship), were conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The results of these polls 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. Statistical margins of error are not applicable to online polls, however, 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, had the entire adult population of mothers with children under the age of 13 been polled.

For more information on this news release, please contact:
Sean Simpson
Research Manager
Ipsos Reid
Public Affairs
(416) 572-4474
[email protected]

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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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