Six In Ten (61%) Canadians In A Relationship Hoping To Celebrate Valentine's Day
Given that Valentine's Day falls on a Saturday this year, also known as "Hockey Night in Canada," of the one-quarter (27%) of Canadian couples who are both hockey fans, four in ten (37%) will agree to watch the game regardless of the holiday. Moreover, when asked what they might do to add romance to the evening, nearly four in ten (36%) say "nothing, staying in to watch hockey with my Valentine is romantic enough."
Regardless, just one in ten (12%) Canadian couples with at least one hockey fan have made love while watching a hockey game on television.
Of those respondents who will be celebrating Valentine's Day, half were asked which type of card they will send to express their love, and half were asked which type they expect to receive. Three in ten "senders" will express their love with a humorous card (30%) or a contemporary, simply stated card (29%), less popular types include a traditional card with a poetic verse (19%), a flirtatious, sexy card (11%), the biggest card (2%), and the most expensive card (2%). Nearly one in ten (7%) do not plan to send a card (4%) or don't know (3%). Similarly, "receivers" most expected to receive a humorous card (39%), followed by a contemporary, simply stated card (31%), a traditional card with a poetic verse (13%), a flirtatious, sexy card (9%), and the most expensive card (2%). Five percent (5%) do not expect to receive a card (4%) and 1% don't know.
These are the findings of an Ipsos-Reid poll conducted for Hallmark Canada between December 2nd and December 4th, 2003. The telephone survey is based on a randomly selected sample of 1,057 adult Canadians. With a sample of this size, the results are considered accurate to within 177 3.1 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were statistically weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 2001 Census data.
According to a new Ipsos-Reid survey conducted on behalf of Hallmark, three-quarters (74%) of Canadians are currently in a relationship, one-quarter (25%) is not.
- Canadians 35-54 years of age (82%) are more likely than those older (66%) or younger (73%) to be in a relationship.
- Canadian couples across the regions are just as likely to be celebrating Valentine's Day.
- Those between the ages 18 and 34 (73%) are the most likely to be celebrating Valentine's Day, followed by those 35-54 (62%), and those 55 and older (49%).
- Men in a relationship (66%) are more likely than women in a relationship (56%) to be hoping to celebrate Valentine's Day.
- Canadian couples celebrating Valentine's Day who are 18-34 years of age (33%) are more likely than their elders (23%) to both be hockey fans, while those 35 and older (52%) are more likely than young adults (39%) to say "neither of us are hockey fans."
- Men (19%) are more likely than women (4%) to be the sole hockey fan in the relationship.
- There are no statistically significant demographic differences for this question.
Of those (37%) who will agree to watch the hockey game, when asked what they might do to add romance to the evening, nearly four in ten (36%) say "nothing, staying in to watch hockey with my Valentine is romantic enough." One in six will offer to make a favourite dinner (16%), or have a special dinner catered in for the hockey game (16%); one in ten will arrange for a special evening on Friday, February 13th (12%), offer to do something that doesn't appeal to them at another time (10%), or offer an IOU for a special evening another night (8%); and the remaining 2% will offer a special gift.
- There are no statistically significant demographic differences for this question.
Just one in ten (12%) Canadian couples with at least one hockey fan have made love while watching a hockey game on television. More than three-quarters (77%) have not, and one in ten (10%) "doesn't know" or refuses to answer.
- There are no statistically significant demographic differences for this question.
- There are no statistically significant demographic differences for this question.
- There are no statistically significant demographic differences for this question.
Please open the attached PDFs to view the factum and detailed tables.
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For more information on this news release, please contact:
John Wright
Senior Vice-President
Ipsos-Reid Public Affairs
(416) 324-2900
