Spinning Their Wheels in Winter:
Four in Ten (43%) Canadians Driving on Thin Ice
By Not Installing Snow Tires

Toronto, ON - Many Canadian drivers might be spinning their wheels this winter, with a recent Ipsos Reid poll conducted on behalf of RBC revealing that four in ten (43%) Canadians don't put snow tires on their car for the winter driving season. Despite notoriously treacherous driving conditions in most parts of the country, just 57% Canadians say they do install snow tires. Canadians living in some areas are more likely than others to drive with snow tires in the winter:

• Quebecers (96%) are the most likely to say they put snow tires on their car for the winter, followed by those living in Atlantic Canada (72%). British Columbians (48%), Ontarians (43%) Albertans (41%) and residents of Saskatchewan and Manitoba (31%) are much less likely to say they use snow tires.

For those who aren't installing snow tires, it appears that cost is a hindrance. Among those who say they don't install snow tires on their car, a majority (54%) `disagrees' (28% strongly/26% somewhat) that they `would be willing to spend money to put snow tires' on their car. This is compared to 45% who `agree' (16% strongly/29% somewhat) that they'd be willing to spend the money.

These are the findings of an Ipsos Reid poll conducted on behalf of RBC Insurance from 03/27 to 04/10, 2008. For this survey, a representative randomly selected sample of 2251 Canadian adults was interviewed by telephone. With a sample of this size, the results are considered accurate to within 1772.2 percentage points, 19 times out of 20, of what they would have been had the entire adult population of Canada been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure that the sample's regional and age/sex composition reflects that of the actual Canadian population according to Census data.

For more information on this news release, please contact:
Sean Simpson
Research Manager
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 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.).

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

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