Canadians prefer updates by email from companies, and generally feel that during the pandemic, they are getting the right amount of information from organizations.

Younger Canadians 18-24 prefer to receive their information on social media.
A majority of Canadians (73%) feel the amount of information and updates they receive regarding COVID-19 is just the right amount.

May 19, 2020

HOW INFORMATION HAS BEEN RECEIVED FROM ORGANIZATIONS

During the pandemic, organizations have had to adapt in order to continue to offer services to their customers. Given these new guidelines, Canadians were asked how they have received information. A majority of Canadians indicate that they receive emails from the company (61%), followed by information on a company website (47%). Other information sources mentioned include company social media (27%) and calling the company (18%). Of note, those aged 55+ are less likely to obtain information via company social media, as well as those who are self-employed. Across regions,Canadians obtain information consistently across the different sources.

AMOUNT OF INFORMATION RECEIVED FROM ORGANIZATIONS ABOUT COVID-19

Canadians were also asked about the amount of information they receive from organizations about COVID-19. Three-quarters of residents indicate that it is the right amount, while over one in ten indicate that it is more than they would prefer.Very few indicate that it is less than they would prefer, or they do not know.

Younger residents are less likely to indicate that they are getting the right amount of information. Additionally, those aged 25-34 are more likely to claim that they receive more information than they would prefer. Otherwise, Canadians are highly consistent across regions and demographics in how they feel regarding the amount of information receive from organization about COVID-19.

PREFERRED METHOD OF RECEIVING COVID-19 RELATED INFORMATION FROM ORGANIZATIONS

Canadians were also asked what methods they would prefer for receiving COVID-19 related information from an organization. One-half said they would prefer an e-mail from the company, over two in ten indicate the company website, and only one in ten say company social media. While three in ten indicated receiving news on social media currently, only one in ten would prefer it. A very small number of Canadians indicate that they are tired of receiving updates or they are not sure. Interestingly, those aged 18-24 are less likely to prefer an email from the company and would rather visit the company website or social media. This indicates a generational behaviour pattern of outreach rather than passive receipt of information.

This is the third of four research summaries that will be provided within two weeks. Watch for further details on Canadians’ perceptions and behaviours related to the COVID-19 pandemic.

This survey was conducted online from April 16 to April 19, 2020, with 1,231 Canadians 18 years of age or older, from the Logit Group’s COVID-19 Canadian Omnibus. Fielding every two weeks, the Logit Group’s COVID-19 Omnibus surveys sample Canadians to ask about their opinions and behaviours related to the pandemic. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect these population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.

Narrative Research (www.narrativeresearch.ca), is one of Canada’s leading public opinion and market research companies. As a non-partisan, 100% Canadian-owned, research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.

The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.

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For more information, please contact:

Margaret Brigley, CEO, Narrative Research – 902.222.7066 (M), mbrigley@narrativeresearch.ca

Margaret Chapman, COO, Narrative Research – 902.222.4048 (M), mchapman@narrativeresearch.ca

Sam Pisani, Managing Partner, Logit Group – 416.629.4116 (M), sam.pisani@logitgroup.com

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