Spring Is In The Air: Canada In Love

Toronto, ON - It appears that the vast majority of Canadians have found that `special someone' already. According to a recent poll conducted by Ipsos Reid, seven in ten (71%) Canadians say that they are in love, romantically, right now. Women (78%) are more likely than men (64%) to say that this is the case.

What's more, of those Canadians aged 35 to 54, three in four (74%) say that their partner is `a good lover'. Women (80%) are more likely than men (67%) to feel this is the case. Specifically, four in ten (42%) Canadians say their partner is a `very good' lover, and three in ten (32%) say their partner is a `fairly good' lover. Only one in ten Canadians say their partner is `not very good' (7%) or `not good at all' (2%). Two in ten (17%) Canadians say they don't have a partner right now. Men (23%) are more likely than women (12%) to say this reflects their current situation.

Thinking about finding love online, only 16% of Canadians say that they have begun a romantic relationship on the internet or through email. Men (18%) are more likely than women (13%) to have done so. Understandably, younger Canadians (27%) are more likely than middle-aged (15%) and older (7%) Canadians to say they have done the same.

In terms of music choice, three in ten (27%) say that classical music is the most romantic genre of music, compared to two in ten (23%) who say the same about pop music. Just under two in ten Canadians (16%) say that jazz is the most romantic genre, while a mere 5% indicate that they feel that way about funk/blues. Three in ten (28%) say that none of these genres is the most romantic.

• Younger Canadians (21%) are more likely than middle-aged (18%) and older (10%) Canadians to say that jazz is the most romantic genre of music.
• On the other hand, older Canadians (39%) are more likely than middle-aged (23%) and younger (18%) Canadians to say the same about classical music.

These are the findings of an Ipsos Reid poll conducted from 03/31 to 04/07, 2008. This online survey of 1033 Canadian adults 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]

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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