Six in Ten (63%) Canadians Are Concerned That Technology Takes Away From Face-Time with Family and Friends

Toronto, ON - In an age where reliance on technology as a method of communication is at an all-time high, many Canadians feel they are losing their personal touch with family and friends. According to a new Ipsos Reid poll conducted on behalf of Dentyne, six in ten Canadians (63%) are concerned that technology is taking away from their face-to-face time with friends and family. Further, eight in ten (80%) agree that technology is often used when face-to-face communication would be better.

In fact, Canadians are more likely to use technology to connect with friends and family socially (97%) rather than connecting in person (79%). And while Canadians use technology an average of 17 times per day for social, non-business connections, they connect in person with an average of only 2 people per day. They are also more likely to contact friends via phone (91%) or email (86%), rather than in person (81%). This is most likely related to the busy life many Canadians endure - over half (55%) agree that life is so busy that electronic communication is necessary to stay in touch with friends and family.

That said, Canadians rank face-to-face interactions highest over other modes of communication as the preferred means of connecting with friends - most likely because nine in ten Canadians (88%) agree that they feel more connected when face-to-face. Overall, Canadians are feeling the strain of technology on their relationships with friends and family, with six in ten (61%) wishing that they could go back to a time where the reliance on technology to communicate was not as strong. And once Canadians do meet face-to-face, 95% confirm that fresh breath is important to have when connecting.

Attitudes towards technology and usage vary across age groups:

• Canadians aged 18-34 are more likely than older age groups to use modes such as Blackberry and Cellphone, Facebook, and Instant Messaging to stay connected.
• Albertans uses technology most for connecting with friends and family, averaging 24.2 times a week, while Quebec has the lowest usage, averaging 14.9 times a week.
• Males and females rely on technology for communicating with friends and family socially versus face-to-face connections, females connecting through technology on average 18 times per day, and males connecting 17 times per day.

These are the findings of an Ipsos Reid poll conducted on behalf of Cadbury from July 7th to July 11th, 2008. This online survey of 1023 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:
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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