Proof Inc. CanTrust Index 2018 · society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q9 2016) *small

CanTrust Index 2018 | Proof Inc.

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Proof Inc.CanTrust Index 2018The third annual study by Proof Inc. on trust levels among Canadian consumers


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The Proof Inc. CanTrust Index takes a distinctly Canadian approach to measuring and tracking Canadians’ trust in organizations, leaders, industries and information sources, and uncovers themes, trends and perspectives that tell us who we are. This is our third year examining what and who Canadians trust.

Like the 2017 study, the 2018 CanTrust Index examines several Canadian population segments, including Newcomers, and in 2018, we have expanded our survey to explore trust in the electoral system, Artificial Intelligence, and what attributes in influencers are most trusted.

What is the CanTrust Index?


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Proof Inc. identifies and engages with audiences and influencers to build trust in companies and brands. The independently owned Proof family of companies (Proof Inc., Proof Experiences Inc., Proof Strategies) have over 175 staff members in offices in Toronto, Montréal, Ottawa, Vancouver and Washington, DC.

The CanTrust Index is part of our service to our clients on how to build and preserve trust. Driven by our curiosity, we like to Ask Better QuestionsTM, of ourselves, our clients and of the world around us. We believe that better questions can lead to better insights and outcomes.

This survey demonstrates our commitment to knowing Canadians. The study is an online sample of 1,560 Canadians conducted between January 18 to February 5, 2018. It is nationally representative by region, age and gender.

About Proof Inc.


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Executive Summary: Trust


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Trust is the oil that lubricates the engine of our economy.

It is the foundation of a civil society and the workings of government, courts, police and other public services.

Unlike declining trust in some nations, we said last year that we can trust Canada to be different. In 2018, trust levels remain stable and strong. Our CanTrust Index found continuing strong levels of trust among Canadians in our institutions, leaders, media and information sources.

We see the continuation of a trend that has emerged through our research over three years – that new Canadians harbour higher levels of trust across the board, driving a sense of optimism within our country.

In this year’s survey, we explored the disparity in trust levels among new Canadians here more and less than 15 years, and found that once newcomers reach 15 years in Canada, their trust levels decline across the board – in many cases to levels lower than respondents born in Canada. A “window of trust” in newcomers’ first 15 years where trust levels are highest presents an opportunity for marketers.

The most trusting Canadians continue to be new Canadians, residents of Québec and women. Young Canadians age 18-24 are emerging as drivers of our trust economy.

Note: on the results slides that follow, we include regional/gender breakdowns only where significant differences were uncovered.

Executive Summary


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Specific Results:

• For the third year running, not-for-profit organizations are the most highly trusted organizations in their ability to do what is right for Canada, Canadians and our society. Trust in not-for-profits and small/medium sized companies rose in 2018, and large corporations continue to yield the lowest levels of trust from Canadians.

• The public sector continues to lead the trust race versus the Canadian private sector. Canadians trust and like their government services – with hospitals and universities/colleges tied at 63%. The CBC is trusted by 71%.

• Many private sector companies saw significant year-over-year increases in trust, including retail pharmacies (52% from 48% in 2017) and loyalty programs (50% from 41% in 2017) scoring highest.

• Canada’s policing and justice system* enjoys relatively high levels of trust, where 66% of Canadians trust the RCMP, 64% trust their local police service. Canada’s court system and judges follow at 55%.

• Canadians again rank their CEOs or their most senior boss as the most trusted public figures (55%), scoring slightly higher than community mayors this year. Trust in Mayors and the Prime Minister remain relatively high and steady (52% and 46% respectively).

Executive Summary

* New categories of study in 2018 CanTrust Index


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• Trust in provincial premiers continues to score low among leaders for the third year in a row (33%), pulled down by the largest province Ontario. Those living in Alberta, Manitoba, and Saskatchewan are less likely to trust the Prime Minister, while trust among those in the Atlantic provinces in most public figures is significantly higher.

• A new area of our research in 2018 was exploring trust levels in organizations with male or female leaders*. We found that 14% of respondents indicated higher trust in organizations with female leaders, compared with 4% who have higher trust in male-led organizations.

• When it comes to federal party leaders, Liberal Prime Minister Justin Trudeau is the most highly trusted at 43%, followed by Green Party leader Elizabeth May (26%), Conservative Leader Andrew Scheer (25%) and NDP leader Jagmeet Singh (24%). One in four Canadians (39%) do not trust any of these leaders.

• Trust in Donald Trump remains stagnant at 13%, while Germany’s Angela Merkel is the most highly trusted world leader at 54%.


Executive Summary


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• The majority of Canadians also believe that our electoral system* is fair (62%) and adequately represents the votes of citizens (61%). However, those in Québec are significantly less likely to believe this.

• Another new area of exploration in 2018 was Canadians’ trust in Artificial Intelligence* which set a low benchmark with only 25% trusting this sector to do what is right for Canada. Less than four in ten Canadians believe AI will contribute positively to the Canadian economy and improve the consumer experience – which is surprising considering the high trust in brands who are highly active in the AI realm, such as Google (67%).

• CBC/Radio-Canada (71%) is our most trusted brand, followed closely by Google (67%) whereas trust in Facebook has taken a 17-point drop in trust from 51% in 2017 to 34% in 2018, the second worst year-over-year decline of any company or category tested.


Executive Summary


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• Positive corporate reputation and a product’s reliability/dependability are important factors in building trust. Canadians still highly value job creation and local investment in the community and open and accessible leadership.

• For the third year in a row, Canadians trust product / service sampling or word-of-mouth the most, followed by traditional editorial content (e.g. newspapers).

• Trust in consumer opinion or reviews posted online has risen significantly (+4) while trust in bloggers has declined (-4).

• Slight increases are also seen in trust in information shared through online and traditional editorial content, emails/newsletters, company websites, and advertising.

• Those in Québec, and those aged 18-24, are more likely to trust in most types of information.

• Canadians trust their friends and family members as those who most highly influence their opinion or actions(73%)* followed next by industry thought leaders and professionals (58%).

• Levels of trust in influencers and their content are affected by the influencers’ expertise on a given subject (authority and contextual relevance) over their engagement and reach.


Executive Summary


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Survey Results


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Trust in Leaders & Institutions


12

Key Differences (2018)

• Higher income earners are most likely to trust government (49% among those earning $150K+), with trust in government also somewhat higher among students (57%).

• Those earning $25-$50K are more likely to trust small or medium sized corporations (54%).

• Those who are employed full-time are more likely to trust large corporations (32%).

• Those living in Québec rate highest on the overall Trust Index (55), as they are more likely to trust all types of government, corporate and not-for-profit institutions to do what is right.

61%

51%

45%

41%

28%

19%

57%

50%

41%

39%

27%

22%

59%

54%

44%

40%

29%

19%

Not-for-profitorganizations

Newsmedia

Smallormediumsizedcorporations

Governments

Largecorporations

Noneoftheabove

Trust in Organizations

2018 Total

2017 Total

2016 Total

6. Please rank the following categories of organizations for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q9 2016)

n=1560Trust Index 2018: 45Trust Index 2017: 43Trust Index 2016: 45

Trust index increases slightly, as more trust NFPs, media and small business


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• The Trust Index for those age 18 to 24 is slightly higher than for their older counterparts (48 vs. 45 for those 25 to 49 and 46 for those 50+).

• Older adults are slightly more likely to trust the news media.

Trust index slightly higher for younger adults

6. Please rank the following categories of organizations for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q9 2016) *small base

=significantly higher than average =significantly lower than average

TOTAL MALE FEMALE 18-24* 25-49 50+

Total 1560 761 799 89 840 631Not-for-profit organizations 61% 60% 61% 58% 61% 61%

News media 51% 53% 49% 53% 48% 55%

Small or medium sized corporations 45% 46% 45% 49% 44% 47%

Governments 41% 42% 40% 48% 42% 40%

Large corporations 28% 30% 27% 30% 30% 25%

None of the above 19% 18% 20% 19% 20% 17%

Trust index 45 46 44 48 45 46


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Recent Canadian newcomers are more trusting in all organizations

65%

47%

44%

55%

40%

20%

57%

46%

37%

46%

25%

18%

60%

52%

47%

37%

26%

19%

Not-for-profitorganizations

Newsmedia

Smallormediumsizedcorporations

Governments

Largecorporations

Noneoftheabove

Trust in Organizations – By Tenure in Canada

New Canadians - <15 years (n=210)

New Canadians - 15+ years (n=143)

Born in Canada (n=1207)

Trust Index 2018 Total: 45

Trust Index - New Canadians in Canada less than 15 years: 50

Trust Index - New Canadians in Canada 15+ years: 42

Trust Index - Born in Canada: 40

6. Please rank the following categories of organizations for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q9 2016)


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55%

52%

46%

33%

48%

23%

51%

50%

44%

30%

30%

52%

50%

46%

34%

28%

Your CEO or most senior boss at youremployer

YourcommunityMayor

YourPrimeMinister

YourprovincialPremier

GovernorGeneral

Noneoftheabove

Trust in Public Figures

2018 total

2017 total

2016 total

Key Differences (2018)

• Those with higher household incomes (59% among those earning more than $150K) and those working full-time (57%) are more likely to trust their CEO or senior boss.

• Students (60%) and renters (50%) are more likely to trust the Prime Minister.

• Retirees (54%) and those earning $50K-$75K (54%) are more likely to trust the Governor General.

• Newcomers are more likely to trust mayors, premiers, Governor-General.

Trust in bosses and provincial Premiers increases slightly in 2018

7. Thinking about Canada and the province and city you live in, please rank the people in each role according to where you live for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. **Note-CEO item manually re-based to exclude N/A. (Q.10 2016)

n=1500


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Atlantic Canadians are more likely to trust their local and national leaders

7. Thinking about Canada and the province and city you live in, please rank the people in each role according to where you live for how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q.10 2016) *small base

• Atlantic Canadians are more likely to trust their local mayor, the Prime Minister and the Governor General.• Those living in the Prairie provinces are less likely to trust the Prime Minister.

TOTAL BC AB MB/SK* ON QC ATL* VAN CMA

EDM CMA*

CGY CMA*

TOR CMA

MTL CMA

Total 1560 173 133 82 494 584 94 101 44 66 303 235Your CEO or most senior boss at your employer (if not working, opt out)

55% 53% 59% 51% 54% 58% 55% 51% 66% 57% 56% 62%

Your community Mayor 52% 41% 58% 45% 51% 56% 66% 45% 56% 59% 53% 51%The Governor General of Canada 48% 46% 48% 41% 54% 36% 62% 46% 45% 55% 55% 39%

Your Prime Minister 46% 46% 36% 35% 49% 45% 59% 46% 34% 37% 53% 52%

Your provincial Premier 33% 34% 33% 42% 29% 34% 41% 36% 30% 32% 36% 39%

None of the above 23% 26% 19% 25% 23% 24% 18% 23% 17% 20% 23% 22%



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More than 1 in 10 are more likely to trust organizations with female leaders

n=1560

14%

4%

83%

86%

3%

9%

Woman

Man

TIO5. What is your level of trust in an organization that is led by a ___?

• Organizations with female leaders are more likely to be trusted by:

• Women (17%)

• BC residents (16%) and those living in Québec (15%)

• 18-24 (25%)

• Lower-income earners (18% of those earning <$60K)

• Those who are separated/divorced (19%) or single (16%)


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T3B

43%

26%

25%

24%

18%

7%

4%

3%

16%

8%

7%

7%

4%

21%

15%

16%

15%

12%

18%

27%

28%

28%

21%

10%

16%

19%

17%

17%

13%

13%

13%

14%

16%

17%

29%

Liberal leader/PM Justin Trudeau

Green Party leader Elizabeth May

Conservative leader Andrew Scheer

NDP leader Jagmeet Singh

BQ Leader Martine Ouellet*

n=1560

7- Trust him/her a lot

1- Trust him/her

very little

None of the above: 39%

Prime Minister Trudeau most trusted Federal party leader

19%9%

18%

TIO3. Thinking about the following Canadian political party leaders, please rate how much you trust each one and their ability or potential ability to do what is right for Canada and Canadians using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust him/her a lot.

*BQ Leader Martine Ouellet only rated by Québec respondents (n=584)


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Trudeau more trusted in Atlantic Canada and Ontario; less trusted in the Prairies


• Trust in specific party leaders corresponds closely to where the main national parties have the most support; Justin Trudeau is more likely to be trusted in Ontario and Atlantic Canada and less likely to be trusted by those on the Prairies.

• Conservative leader Andrew Scheer, meanwhile, is more likely to be trusted by Albertans.



EDM CMA*

CGY CMA*

TOR CMA

MTL CMA

Total 1560 173 133 82 494 584 94 101 44 66 303 235Justin Trudeau (Liberalleader and Prime Minster) 43% 44% 32% 34% 45% 43% 54% 47% 32% 33% 49% 49%

Elizabeth May (Green Party of Canada leader) 26% 27% 17% 13% 31% 23% 38% 26% 23% 18% 32% 31%

Andrew Scheer(Conservative leader) 25% 23% 35% 27% 27% 19% 23% 24% 32% 39% 29% 20%

Jagmeet Singh (NDP leader) 24% 25% 20% 20% 26% 22% 33% 28% 25% 17% 31% 28%

Martine Ouellet (BQ leader)** - - - - - 18% - - - - - 14%

None of the above 39% 38% 42% 48% 36% 45% 34% 36% 42% 35% 35% 38%


20

Newcomers are more likely than general public to trust all leaders

19%9%

18%

TIO3. Thinking about the following Canadian political party leaders, please rate how much you trust each one and their ability or potential ability to do what is right for Canada and Canadians using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust him/her a lot. *BQ Leader Martine Ouellet only rated by Québec respondents – Caution: Small base sizes for New Canadians

50%

36%

38%

38%

20%

36%

42%

23%

22%

23%

11%

40%

42%

25%

23%

22%

19%

40%

Liberalleader/PrimeMinisterJustinTrudeau

GreenPartyleaderElizabethMay

ConservativePartyleaderAndrewScheer

NDPleaderJagmeetSingh

BQleaderMartineOuellet*

Noneoftheabove

Trust in Public Figures – By Tenure in Canada (T3B)

New Canadians -<15 years (n=210)

New Canadians -15+ years (n=143)

Born in Canada(n=1207)


21

Germany’s Merkel most trusted world leader; Trump remains distrusted

n=1560QWL1. Thinking about the following world leaders, please rate how much you trust each of them and their policies and actions to have a positive impact on people and societies in their respective countries and Canada and the working relationship between Canada and each country, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.

T3B

54%

43%

43%

17%

13%

7- Trust him/herA lot

1- Trust him/her

very little

Trump - 2017 T3B: 13%


10%

4%

4%

21%

15%

15%

5%

3%

22%

24%

24%

12%

7%

17%

23%

24%

18%

9%

9%

10%

11%

17%

5%

7%

7%

16%

10%

7%

20%

62%

Germany -Angela Merkel

France -Emmanuel Macron

UK -Theresa May

China -Xi Jinping

U.S. -Donald Trump

6%4%

6%


22

Nearly two thirds of Canadians trust the RCMP and their local police service

n=1560

7- Trust a lot 1- Trust very little


13%

11%

10%

8%

25%

25%

20%

19%

28%

28%

25%

24%

19%

20%

21%

23%

7%

7%

11%

12%

5%

6%

8%

7%

6%

RCMP

Local police services

Canada's court system/judges

Canada's election system

T3B

66%

64%

55%

51%

TIO8b. Please rate the following institutions on how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot.


23<#>

Trust in the Electoral System

<#>


24

Half of Canadians trust the electoral system to be fairand representative

n=1560TIO4a. To what extent do you trust that the current election system in Canada is fair, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.TIO4b. To what extent do you trust that the current election system in Canada adequately represents the votes of it’s citizens, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.

T3B

56%

51%

9%

8%

21%

18%

25%

25%

21%

23%

11%

11% 8%

Electoral system is fair

Electoral system adequately represents the votes of its

citizens


6% 6%

7%


25

Faith in the electoral system higher in Ontario, B.C., Atlantic Canada



• Trust in these two attributes of the Canadian election system tends to be higher in British Columbia and the Atlantic provinces. Those living in Ontario (as well as within Toronto) are also more likely to trust that the electoral system is fair and representative.

• Quebecers, meanwhile, are less likely to trust in the fairness and representativeness of the Canadian electoral system


EDM CMA*

CGY CMA*

TOR CMA

MTL CMA

Total 1560 173 133 82 494 584 94 101 44 66 303 235Current election system is fair 56% 60% 53% 51% 60% 47% 61% 61% 52% 52% 63% 51%

Current election system actually represents votes of citizens

51% 58% 45% 45% 55% 45% 58% 56% 48% 43% 58% 53%


26

Newcomers more trusting of the electoral system being representative

TIO4a. To what extent do you trust that the current election system in Canada is fair, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.TIO4b. To what extent do you trust that the current election system in Canada adequately represents the votes of it’s citizens, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.

62%

61%

60%

52%

54%

49%

Trustelectoralsystemisfair

Trustelectoralsystemadequatelyrepresentsvotesofcitizens

Trust in Electoral System – By Tenure in Canada (T3B)

New Canadians - <15years (n=210)

New Canadians - 15+years (n=143)



27<#>

Trust in Industries & Brands


28

Recent newcomers are much more likely to trust banks, energy and pharma

8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016)

53%

53%

49%

49%

47%

41%

40%

37%

24%

48%

45%

42%

37%

50%

27%

32%

18%

14%

52%

50%

48%

42%

45%

28%

34%

23%

17%

RetailPharmacies

Loyaltypointsprograms

Foodretailers

Banks

Onlineshopping

Energy,pipelinesandresources

Automanufacturers

PharmaceuticalCompanies

Marijuana producers

Trust in Industry – “Gaining” Sectors By Tenure in Canada

New Canadians - <15 years(n=210)

New Canadians - 15+ years(n=143)



29

Albertans more likely to trust energy sector; Québec trusts other sectors more

8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016) *small base

• Among sectors that gained in public esteem during the past year, Québec residents are more likely to trust the vast majority of industries and sectors, with the only exceptions being that they are no more or less likely to trust the energy sector or marijuana producers.

• Albertans, meanwhile, are more likely to trust the energy industry.



EDM CMA*

CGY CMA*

TOR CMA

MTL CMA

Total 1560 173 133 82 494 584 94 101 44 66 303 235Retail Pharmacies 52% 49% 46% 43% 49% 61% 58% 51% 51% 45% 47% 60%Loyalty points programs 50% 47% 44% 49% 50% 54% 49% 44% 46% 43% 53% 55%Food retailers 48% 43% 44% 41% 45% 58% 52% 38% 51% 44% 42% 55%Online shopping 46% 42% 45% 40% 45% 51% 47% 40% 48% 45% 48% 51%Banks 43% 41% 41% 30% 41% 49% 45% 44% 48% 42% 41% 47%Auto manufacturers 35% 33% 39% 27% 32% 40% 36% 30% 38% 41% 32% 39%Energy, pipelines and

resources 30% 30% 45% 23% 28% 27% 30% 30% 49% 44% 32% 27%

Pharmaceutical Companies 25% 24% 24% 20% 23% 32% 21% 26% 34% 20% 27% 26%

Marijuana producers 18% 18% 20% 19% 18% 16% 22% 21% 23% 21% 17% 21%None of the above 11% 16% 12% 14% 12% 8% 8% 16% 9% 10% 15% 6%


30

Hospitals and universities and colleges remain the most trusted sectors


n=1560

63%

63%

40%

38%

35%

34%

30%

30%

22%

62%

60%

39%

36%

33%

33%

29%

28%

20%

44%

35%

26%

Hospitals

UniversitiesandColleges

Broadcastingandstreaming

Computer/electronictechnologycompanies&retailers

Long-termcarehomes

Retirementresidences

Telecommunications&cabletelevision

Lifeandhealthinsurancecompanies

Socialmediaplatforms

Trust in Industry – “Stable” Sectors

2018 Total

2017 Total

2016 Total

• Trust in these sectors did not shift significantly during the past year.

• Those earning higher household incomes are more likely to trust universities and colleges (73% among those earning $150K+).

• Those earning low household incomes (<$15K) are less likely to trust the broadcasting/streaming (33%) and telecommunications and cable television sector (18%).

• Weekly Snapchat and Instagram users also tended to be more trusting of many of these sectors.


31

Quebecers are more likely to trust telecom, tech and insurance firms

8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016) ) *small base

• Among these industries that maintained similar levels of trust, Quebecers expressed higher levels of trust in most types of companies, particularly broadcasting/streaming companies, telecommunications and cable firms, technology companies, life and health insurance companies and long-term care homes.



EDM CMA*

CGY CMA*

TOR CMA

MTL CMA

Total 1560 173 133 82 494 584 94 101 44 66 303 235Hospitals 63% 62% 60% 61% 64% 63% 64% 59% 55% 67% 65% 63%Universities and Colleges 63% 60% 62% 60% 59% 75% 60% 61% 67% 60% 58% 75%Broadcasting and streaming 40% 36% 31% 33% 37% 55% 40% 39% 29% 35% 38% 57%

Computer & electronictechnology companies and retailers

38% 42% 31% 26% 37% 44% 37% 44% 44% 24% 38% 45%

Long-term care homes 35% 36% 35% 28% 32% 41% 37% 39% 40% 33% 33% 38%Retirement residences 34% 34% 36% 30% 31% 38% 40% 33% 39% 37% 31% 39%Life and health insurancecompanies 30% 28% 30% 17% 28% 36% 35% 33% 37% 29% 30% 35%

Telecommunications & cable television 30% 31% 30% 25% 23% 44% 27% 33% 39% 30% 26% 41%

Social media platforms 22% 18% 24% 15% 21% 27% 19% 20% 30% 22% 26% 28%None of the above 11% 16% 12% 14% 12% 8% 8% 16% 9% 10% 15% 6%


32

Artificial Intelligence (AI) companies lagging in trust

19%9%

18%


52%

42%

36%

31%

25%

Localpublictransitagency

Airline/aviationcompanies

Financialplanning/investmentservicescompanies

Taxi/ride-sharingcompanies

Artificialintelligencecompanies

Trust in Industry – New Sectors Rated in 2018

2018 Total

n=1560

• The following sectors were included for the first time this year. Among these, Canadians are more likely to trust their local public transit agency (52%), with only one-quarter trusting firms involved in artificial intelligence (25%).

• Among newly-rated sectors, Quebecers are also most likely to be trusting, with those in Manitoba and Saskatchewan less trusting of most of these organizations, including transit agencies and artificial intelligence firms.

• Albertans are also more likely than others to trust their local transit agency.


33

Recent newcomers to Canada are more likely to trust all sectors

19%9%

18%

8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q11 2016)

56%

48%

37%

36%

36%

46%

35%

34%

26%

21%

52%

42%

35%

30%

23%

Yourlocalpublictransitagency

Airlineandaviationcompanies

Financial–suchasplanningandinvestingservicescompanies

Taxiandridesharingcompanies

Artificialintelligencecompanies/companieswithafocusonartificialintelligence

Trust in Industry – New Sectors Rated in 2018 By Tenure in Canada

New Canadians - <15 years(n=210)New Canadians - 15+ years(n=143)Born in Canada (n=1207)


34

Trust in Facebook, Bombardier decreases significantly in 2018

19%9%

18%

Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for reliable, high quality products or services? Select one response for each.

n=1560

55%

49%

36%

36%

34%

45%

41%

56%

31%

51%

Samsung smart phones

Nestle

Bombardier

Volkswagen

Facebook

Trust in Brands – Year-over-Year Tracking

2018 Total

2017 Total


35

CBC is Canada’s most trusted brand - followed closely by Google

19%9%

18%

Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for reliable, high quality products or services? Select one response for each. (Q11b in qnr).

n=1560

71%67%66%

63%56%55%

53%52%

49%47%47%46%

41%36%36%35%34%

7%

CBC/Radio-CanadaGoogle

VisaAmazon

NetflixSamsung smart phones

Tim Horton’sThe Globe and Mail

NestleDell Technologies

LoblawsAir Miles

BoeingVolkswagenBombardier

Airbus IndustriesFacebook

None of the above

Trust in Brands (T3B) – All Brands

Key Differences

• Those earning <$60K are also more likely to trust brands such as Tim Horton’s (57%) and Air Miles (50%).

• Those who are working full-time are more likely to trust airline manufacturers Boeing (46%) and Airbus (40%).

• Trust is highest in Québec.


36

Media brand ranking – CBC remains on top

19%9%

18%


n=1560

Key Differences

• Lower-income earners (43% of those earning <$60K) and those with are separated or divorced (42%) are more likely to trust Facebook.

• Those with HHI of $150K+ are more likely to trust The Globe and Mail (64%).

• Technology companies such as Netflix, Google and Facebook earn higher levels of trust from those who use related social media platforms on a weekly or daily basis.

• New Canadians are just as likely as more established newcomers and those born in Canada to trust these media and technology brands.

71%

67%

63%

56%

52%

34%

CBC/Radio-Canada

Google

Amazon

Netflix

The Globe and Mail

Facebook

Trust in Media Brands (T3B)


37

Recent newcomers are more likely to trust Tim Horton’s, Airbus, Visa


68%70%

69%68%

59%59%

58%53%53%53%

48%49%

53%48%

43%49%

39%8%

68%67%

76%69%

59%56%

49%59%

53%50%

54%39%

48%35%

34%34%34%

4%

CBCGoogle

VisaAmazon

NetflixSamsung smart phones

Tim Horton’sThe Globe and Mail

NestleDell Technologies

LoblawsAir Miles

BoeingVolkswagenBombardier

Airbus IndustriesFacebook

None of the above

Trust in Brands – By Tenure in Canada

New Canadians - <15years (n=210)

New Canadians - 15+years (n=143)


38<#>

Trust in Organization Actions & Values

<#>


39

Trust in organizations’ products and services

19%9%

18%

TIO11. Please rate the following factors on their level of importance to you when it comes to determining how much you trust a particular product or service. Use a seven point scale, where ‘1’ is not that important and ‘7’ means extremely important. Select one response for each. Responses of less than <4% have been removed from the graph

n=1560

37%

20%

17%

16%

11%

15%

7%

7%

28%

33%

31%

31%

30%

27%

25%

20%

15%

3%

19%

26%

30%

29%

33%

32%

29%

33%

28%

9%

11%

16%

15%

17%

18%

21%

20%

27%

26%

18%

2%

3%

4%

5%

4%

6%

6%

8%

12%

17%

2%

3%

7%

16%

7%

35%

Reliable/dependable

Reputation of company is positive

Well-reviewed/good ratings

Word of mouth from friends/family

Favourable view of company

Favourable view of product/service itself

Made in Canada

Innovative product/service

Portion of proceeds go to charity

Celebrity endorsement

T3B

85%

79%

77%

76%

75%

70%

69%

60%

49%

14%

7- Extremely important

1- Not at all important



40

Women, those 55+ more likely to desire Canadian-made products and services

TIO11. Please rate the following factors on their level of importance to you when it comes to determining how much you trust a particular product or service. Use a seven point scale, where ‘1’ is not that important and ‘7’ means extremely important. Select one response for each *small base

• While older adults are more likely to care about Canadian-made products and having a favourable view of a company and its products/services, those aged 18-24 are less likely to be concerned with these aspects.



Total 1560 761 799 89 840 631Reliable/dependable 85% 84% 86% 82% 83% 89%Reputation of company is positive 79% 79% 80% 75% 76% 84%Well-reviewed/good ratings 77% 78% 77% 68% 77% 79%Word of mouth of friends and family 76% 72% 80% 64% 76% 78%Favourable view of company 75% 74% 76% 61% 73% 79%

Favourable view of the product/service & relate to what it stands for 70% 68% 71% 58% 69% 72%

Made in Canada 69% 63% 74% 60% 65% 75%Innovative product/service 60% 63% 57% 50% 61% 60%Portion of proceeds from purchase go to charity 49% 44% 54% 45% 49% 48%

Celebrity endorsement 14% 15% 13% 16% 17% 9%None of the above 6% 7% 6% 10% 7% 5%


41

A higher proportion of Canadians are placing importance on various actions

10. Please rate the following actions based on level of importance in determining how much you trust an organization to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is not that important and ‘7’ means very important. Select one response for each. *note – items shortened for convenience (Q12 – 2016)

n=1560

73%

70%

67%

67%

61%

46%

32%

12%

74%

71%

71%

70%

63%

48%

29%

11%

69%

67%

64%

68%

56%

46%

32%

13%

Theorganizationcreatesjobsandinvestsinmycommunity

Theleadershipopenlycommunicatesandisaccessible

TheyareCanadianowned

Ienjoytheirproductsorservices

Theysupportcharitablecausesinmycommunity

Iknowsomeonewholikesworkingthere

Theleadersusesocialmediachannelstocommunicate

Noneoftheabove

Importance of Actions By Organizations (Tracking)

2018 total

2017 total

2016 total

Key Differences

• Openly communicating and being accessible is more important to weekly users of Twitter (76%) and LinkedIn (75%).

• Using social media to communicate is more likely to be valued by those with lower incomes (36% <$60K), those with young children at home (39% of those with kids <13 years).

• Importance of organizational attributes is consistent across Canada.


42<#>

Trust in Artificial IntelligenceArtificial intelligence (AI) is an area of computer science that involves developing intelligent computers

or machines that work and react like humans. Some of the activities that computers with artificial intelligence are designed for include:

Speech recognition – Learning – Planning – Problem solving – Manipulating and moving objects


43

Fewer than four in ten Canadians trust artificial intelligence to be beneficial

QAI1. How much do you trust Artificial Intelligence to improve your experience, as a consumer? Select one response for eachQAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each.

n=1560

T3B

38%

37%

4%

3%

11%

10%

23%

24%

30%

30%

13%

15% 8%

Positively contribute tothe Canadian economy

Improve experience as aconsumer

9% 9%

9%



44

Effects of AI more likely to be trusted by men, those 25-49, Québec residents

QAI1. How much do you trust Artificial Intelligence to improve your experience, as a consumer? Select one response for eachQAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each *small base



EDM CMA*

CGY CMA*

TOR CMA

MTL CMA

Total 1560 173 133 82 494 584 94 101 44 66 303 235Positively contribute to the Canadian economy 39% 37% 35% 34% 37% 47% 37% 35% 37% 35% 41% 50%

Improve your experience as a customer 37% 34% 37% 32% 37% 41% 34% 35% 35% 41% 40% 44%


Total 1560 761 799 89 840 631Positively contribute to the Canadian economy 39% 42% 36% 35% 41% 36%

Improve your experience as a customer 37% 41% 34% 29% 40% 34%


45

Recent newcomers are more likely to trust AI will bring positive effects

QAI1. How much do you trust Artificial Intelligence to improve your experience, as a consumer? Select one response for eachQAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each

Other Key Differences

• Those with children at home are more likely to expect AI to contribute positively to the economy and improve their customer experience (44% each).

• Weekly users of LinkedIn and Snapchat are more likely to agree with these two positions regarding AI.

47%

49%

40%

40%

37%

34%

PositivelycontributetotheCanadianeconomy

Improveyourexperienceasacustomer

Views Regarding AI – By Tenure in Canada (T3B)

New Canadians - <15 years (n=210)New Canadians - 15+ years (n=143)Born in Canada (n=1207)


46<#>

Trust in / usage of Media& Information Sources


47

Canadians' trust in several information sources is increasing

19%9%

18%

1. Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information about a product, service, brand or organization? Top 3 Box Summary

n=1560

Key Differences in 2018

• Those earning lower household incomes are more likely to trust advertising overall (51% of those earning <$60K), including traditional forms of advertising (45%), information shared by companies on social media (35%) and online advertising by companies/organizations (34%).

• Daily users of social media such as LinkedIn (41%), Snapchat (38%) and Instagram (36%) are more likely to trust blogs.

76%

76%

54%

51%

46%

46%

46%

41%

39%

29%

28%

25%

6%

74%

76%

52%

47%

43%

43%

38%

37%

27%

26%

29%

8%

75%

73%

49%

51%

44%

40%

38%

31%

29%

24%

34%

9%

Recommendationsorwordofmouth

Samplingtheproductorservice

Editorialcontent(e.g.newspaper)

Consumeropinionorreviewspostedonline

Emailsornewslettersyousignedupfor

Companyororganizationwebsites

Informationsharedonsocialmediabysomeoneyouknow

Editorialcontent(ononlinenewssites)

Traditionaladvertising(e.gTV,radio,print)

Informationfromacompanyonsocialmedia

Onlineadvertisingbycompanies

Blogsfrombloggers

Noneoftheabove

Trust in Media Sources

Total 2018Total 2017Total 2016

Net: Editorial60% 201857% 2017

55% 2016

Net: Advertising45% 201841% 2017

37% 2016


48

First-hand experience and word of mouth most trusted information sources

Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information about a product, service, brand or organization? Select one response for each Responses of <4% have been removed from the graph.

n=1560

T3B

Sampling the product or service 76%

Recommendations by someone you know or word of mouth 76%

Editorial content such as a story in a newspaper, on TV or on radio 54%

Consumer opinion or reviews posted online 51%

Company or organization websites 46%

Emails or newsletters you signed up for 46%

Information shared on social media channels by a friend, family member etc. 46%

Editorial content shared through online news sites 41%

Traditional advertising in television, radio, print or billboard 39%

Information shared by a company or organization on social media 29%

Online advertising by companies or organizations 28%

Blogs from bloggers 25%

16%

9%

3%

3%

3%

4%

34%

36%

19%

17%

14%

13%

16%

11%

11%

6%

5%

6%

27%

31%

31%

31%

30%

30%

27%

28%

26%

21%

21%

18%

16%

17%

29%

27%

32%

33%

27%

33%

32%

35%

35%

30%

5%

4%

11%

13%

14%

14%

14%

15%

16%

19%

20%

20%

4%

6%

6%

6%

9%

8%

9%

12%

12%

16%

4%

3%

6%

6%

9%



49

Those aged 18-24 & 50+ trust highly in editorial content

19%9%

18%

Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information about a product, service, brand or organization? Top 3 Box Summary. *small base

• Younger adults aged 18-24 are more likely than those 25-49 to trust most types of editorial content, including items in the news media, information shared on online news sites and content by bloggers.

• Women and men have similar views on editorial and advertising content, with women slightly more likely to trust recommendations from people they know.

TOTAL MALE FEMALE 18-24* 25-49 50+Total 1560 761 799 89 840 631NET: Editorial 60% 59% 61% 71% 56% 64%

Recommendations by someone you know or word of mouth 76% 73% 79% 80% 75% 78%

Sampling the product or service 76% 74% 79% 80% 75% 78%

Editorial content such as a story in a newspaper, on TV or on radio 54% 53% 55% 61% 49% 60%Consumer opinion or reviews posted online 51% 49% 53% 55% 55% 45%Emails or newsletters you signed up for 46% 44% 48% 49% 44% 48%Editorial content shared through online news sites 41% 42% 40% 54% 39% 41%Blogs from bloggers 25% 23% 27% 29% 30% 19%

NET: Advertising (Incl. Social Media) 50% 48% 52% 51% 51% 50%

Information shared on social media channels by a friend, family member or someone you know 46% 44% 49% 46% 47% 45%

Company or organization websites 46% 47% 46% 48% 47% 45%Traditional advertising in television, radio, print or billboard by companies ororganizations 39% 38% 40% 42% 38% 41%

Information shared by a company or organization on social media 29% 29% 29% 35% 32% 25%Online advertising by companies or organizations 28% 29% 27% 24% 29% 26%None of the above 6% 7% 5% 7% 7% 4%



50

Quebecers tend to be more trusting of almost all sources of information• Regional differences show that Québec residents are more likely to trust editorial content in the news media, as well as company advertising.

However, they are less likely than other Canadians to trust “first-hand” knowledge via recommendations and sampling products/services.

Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information about a product, service, brand or organization? Top 3 Box Summary. *small base



EDM CMA*

CGY CMA*

TOR CMA

MTL CMA

Total 1560 173 133 82 494 584 94 101 44 66 303 235NET: Editorial 60% 56% 58% 53% 58% 70% 59% 56% 63% 58% 58% 65%

Recommendations by someone you know or word of mouth 76% 75% 79% 85% 79% 71% 75% 73% 83% 75% 78% 71%

Sampling the product or service 76% 79% 75% 84% 77% 69% 84% 78% 79% 74% 79% 68%Editorial content such as a story in a newspaper, on TV or on radio 54% 52% 53% 47% 50% 63% 55% 51% 63% 49% 50% 58%

Consumer opinion or reviews posted online 51% 51% 56% 53% 54% 44% 53% 53% 70% 50% 59% 49%Emails or newsletters you signed up for 46% 47% 38% 44% 45% 53% 44% 45% 50% 36% 45% 53%Editorial content shared through online news sites 41% 38% 36% 35% 40% 47% 44% 39% 35% 34% 41% 44%Blogs from bloggers 25% 25% 29% 24% 27% 22% 21% 28% 39% 24% 29% 21%NET: Advertising (Incl. Social Media) 50% 46% 49% 46% 48% 57% 55% 49% 42% 54% 49% 54%

Information shared on social media channels by a friend, family member or someone you know 46% 49% 47% 52% 46% 43% 46% 50% 52% 46% 44% 37%

Company or organization websites 46% 46% 48% 42% 42% 52% 53% 47% 47% 52% 45% 52%Traditional advertising in television, radio, print or billboard by companies or organizations 39% 38% 40% 35% 36% 45% 45% 39% 40% 44% 37% 40%

Online advertising by companies or organizations 28% 26% 29% 24% 24% 36% 26% 27% 35% 28% 27% 33%None of the above 6% 7% 4% - 7% 6% 7% 7% 5% 4% 9% 5%


51

High trust among newcomers to Canada

19%9%

18%

1. Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information about a product, service, brand or organization? Top 3 Box Summary.

79%

76%

54%

64%

51%

50%

49%

42%

37%

34%

39%

5%

71%

76%

53%

49%

47%

41%

37%

32%

24%

26%

23%

5%

Recommendationsorwordofmouth

Samplingtheproductorservice

Editorialcontent(e.g.newspaper)

Consumeropinionorreviewspostedonline

Emailsornewslettersyousignedupfor

Companyororganizationwebsites

Editorialcontent(ononlinenewssites)

Traditionaladvertising(e.gTV,radio,print)

Informationfromacompanyonsocialmedia

Onlineadvertisingbycompanies

Blogsfrombloggers

Noneoftheabove

Trust in Media Sources – By Tenure in Canada

New Canadian - < 15 years(n=210)New Canadian - 15+ years(n=143)

Net: Editorial63% among those in Canada <15 years58% among those in Canada 15+ years60% among those born in Canada

Net: Advertising48% among those in Canada <15 years39% among those in Canada 15+ years45% among those born in Canada

7%

23%

27%

28%

40%

40%

46%

45%

49%

54%

76%

77%


52

Word of mouth remains the most preferred method of receiving information

2. When looking at news sources please indicate which of the following sources you prefer to get your news about current events. Please select the top three responses that most apply. *note <5% values not shown on chart


37%

23%

10%

9%

8%

4%

4%

1%

1%

2%

15%

19%

18%

16%

9%

8%

6%

4%

3%

2%

11%

17%

14%

15%

9%

12%

8%

7%

3%

3%

Word of mouth

Editorial content shared through online news sites

Editorial content shared through online news sites

Your Facebook news feed

Blogs from bloggers

LinkedIn

Your Twitter feed

Preferred Sources to Receive Current Events

Choice 1Choice 2Choice 3

Sum 2018

Sum 2017

Sum 2016

63% 67% 58%

59% 62% 69%

42% 40% n/a

40% 43% 52%

26% 22% 29%

24% 22% 25%

18% 19% 31%

12% 15% 14%

7% 6% 10%

7% 6% 10%

Key Differences (Choice 1)

• Retired Canadians (31%), those who were born in Canada and homeowners (25% each) are more likely to prefer editorial content such as a story in a newspaper, on television or the radio.

• Those who use Instagram, LinkedIn, Snapchat (12% each) and Twitter (11%) at least once per week are more likely to prefer mobile news apps.

n=1560

Information shared on social media channels by a friend, family member or someone you know

Editorial content such as a story in a newspaper, on TV or on radio

Information shared by a company or organization on social media


53<#>

Trust in Influencers & their attributes

An ‘influencer’ is considered to be someone or an organization or group that is able to influence other people by sharing their views, opinions, reports or experiences

through social media, blogs and / or traditional media.


54

Family members, friends and thought leaders are most trusted as influencers

INF1. Rate your level of trust for the following potential ‘influencers’ based on how much they may influence you, your opinion and / or actions using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. . Select one response for each. Responses of <4% are not shown.

n=1560

7- Trust a lot 1- Trust very little T3B

73%

58%

48%

48%

45%

43%

15%

14%

6%

4%

4%

3%

28%

21%

15%

14%

13%

12%

3%

31%

31%

30%

29%

28%

27%

11%

19%

23%

28%

31%

31%

29%

20%

6%

10%

12%

12%

12%

14%

20%

5%

6%

6%

7%

8%

19%

4%

3%

5%

6%

25%

Friends/family members

Industry thought leaders /professionals

Professional servicesexperts

Regular people like me whoI may or may not know

Journalists

Lifestyle experts

Celebrities


55

Authority rules

19%9%

18%

INF2. How do each of the following 4 variables impact your level of trust in ‘influencers’ and their content? Using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. Responses of <4% have been removed

n=1560

10%

6%

3%

26%

20%

11%

8%

30%

33%

29%

22%

20%

26%

32%

33%

7%

9%

13%

17%

3%

7%

11%

5%

7%

Authority

Contextual relevance

Engagement

Reach

4%

T3B

66%

59%

43%

31%


• As the graph below shows, Canadians are most likely to say that their level of trust is impacted by the influencer’s authority and the degree of contextual relevance offered. Trust is similar across regions.


56

Engagement and reach matter more to newcomers to Canada

9%

18%

INF2. How do each of the following 4 variables impact your level of trust in ‘influencers’ and their content? Using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.

4%67%

64%

53%

45%

22%

70%

58%

40%

30%

23%

65%

58%

41%

29%

25%

Authority

Contextual relevance

Engagement

Reach

None of the above

Factors Affecting Trust In Influencers –By Tenure in Canada (T3B)

New Canadians- <15 years(n=210)

New Canadians- 15+ years(n=143)

Born in Canada(n=1207)


• Those with higher household incomes ($150K+) are more likely to trust in the authority (77%) and contextual relevance (72%) of influencers and their content.

• Those with children are more likely to have higher trust in the influencer’s engagement (49%).

• Daily users of LinkedIn and YouTube are more likely to put trust in the influencer’s engagement (53%) and 50% respectively) and reach (45% and 40% respectively). Those who use LinkedIn only once a week are more likely to trust their authority (74%) and contextual relevance (66%). Weekly Twitter users are also more likely to trust an influencer’s authority (72%).


57

Factors that increase trust in influencer content

9%

18%

INF3. Which of the following variables might increase your likelihood to trust an influencer and their blog or content?

4%


• Those with higher household incomes (74% of $150K+) are more likely to have trust in an influencer who is considered an expert in his/her field.

• Having content liked or shared by friends/family is more likely to be important to women 18 to 24 and those who have lower household incomes (34% <$60K).

• The authenticity of the influencer’s content, as well as sharing common interests, are also more likely to be valued by Canadian women.

n=1560

65%

52%

52%

43%

36%

29%

9%

4%

9%

Theinfluencerisconsideredanexpertintheirfield

Knowingtheinfluencerpersonally

Theinfluencer’scontentisperceivedasauthentic/genuine

Theinfluencerdisclosespayments/paidendorsements

Sharingcommoninterests

Myfriendsorfamilylikeand/orsharetheinfluencer’sblogorcontent

Thenumberoffollowersaninfluencerhas–themorethebetter

Theinfluencerhascelebritystatus

Noneofthese

Factors affecting trust in influencer content

Total


58

Trust among women increases when content is shared or liked by others

INF1. Which of the following variables might increase your likelihood to trust an influencer and their blog or content? *small base

• The authenticity of the influencer’s content, as well as sharing common interests, are also more likely to be valued by Canadian women.• Older adults are more likely to gravitate to an influencer if s/he is considered to be an expert.

TOTAL MALE FEMALE 18-24* 25-49 50+Total 1560 761 799 89 840 631Influencer is considered an expert 65% 63% 67% 62% 63% 68%Knowing the influencer personally 52% 52% 53% 52% 51% 55%The influencer’s content is perceived asauthentic/genuine 52% 49% 55% 45% 51% 54%

The influencer discloses payments/ paid endorsements 43% 42% 43% 42% 41% 45%

Sharing common interests 36% 32% 39% 46% 36% 33%

My friends or family like and / or share the influencer’s blog or content 29% 24% 33% 41% 29% 27%

The number of followers an influencer has –the more the better 9% 9% 10% 17% 12% 4%

The influencer has celebrity status 4% 4% 3% 6% 5% 2%None of these 9% 11% 7% 9% 10% 8%



59<#>

Appendix: Profile of Respondents


60

Atlantic 7%

Québec 23%

Ontario 39%Manitoba /Saskatchewan 7%

BC 13%

Alberta 11%

Vancouver Area: 8%

Edmonton/Calgary: 9%

GTA: 24%

Montreal Area: 9%

Profile of Respondents


61

Marital Status

25%

Single, never married

63%

Married/living common-law

9%

Separated / divorced

3%

Widowed

48%Men

52% Women

18 to 24

25 to 34

35 to 44

45 to 54

55+

5%

23%

22%

20%

31%

Age

66%

23%

7%

Speak English

Speak French

Speak Chinese

n=1560

57%

27%

12%

1%

University or higher(incl. some)

College/CEGEP (incl.some)

Secondary School(incl. some)

Grade School or less(incl. some)

Education


incl. Mandarin/Cantonese *note: all other languages 2% or less


62

65% employed25% are retired; 3% are students

4% are unemployed

4%

Manuallabour

Average HHI $82K

(incl. Mandarin/Cantonese*note: all other languages 2% or less

66%

23%

7%

Speak English

Speak French

Speak Chinese

N=353

< 25K

>$25K - <$60K

>$60K - < $80K

>$80K - < $100K

> $100K

7%

25%

14%

12%

23%*note: Refused 18%, DK 1%

74%Born inCanada

26% Born

elsewhere

Sales / service /clerical

26%

Professional / executive

43%

Supervisory / managerial

13%

14%

Skilled / technicallabour

Tenure in Canada

4%

11%

25%

22%

6%

33%

Less than 2 years

2 to less than 5 years




20 years or more

Note* Tenure in Canada only asked to people born outside Canada 53%

are the primary shopper

41% shop with another

Own 66%

Rent or Lease 28%

Neither (living at home with

parents or with someone else)

6%

Home

Under 13 years of age 17%13 to 17 years of age 9%None of the above 75%



63

DAILY (base: weekly

users)

DAILY (base: weekly

users)

WEEKLY(base: all

Canadians)

WEEKLY(base: all

Canadians)

WEEKLY(base: all

Canadians)

2018 2017 2018 2017 2016

84% 85% 76% 75% 74%

53% 47% 64% 63% 64%

64% 62% 40% 37% 34%

45% 35% 30% 25% 30%

72% 66% 29% 24% 19%

64% 57% 24% 23% 24%

50% 37% 24% 24% 18%

59% 61% 12% 12% n/a

None of the Above

19% 21% 7% 7% 8%

=significantly higher than average

=significantly lower than average


* Note: Daily Facebook use among all Canadians is 64%.


64

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Documents

Proof Inc. CanTrust Index 2018 · society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q9 2016) *small