· Without a sustained period of no new COVID-19 cases in their province or a vaccine being available, Canadians are not willing to engage in several activities.
· Canadians are most likely to visit friends inside a home or go for a haircut, if possible, in the coming weeks and months. In contrast, Canadians are least likely to go to a pub/bar, visit a spa, or visit a casino.
· Having a sustained period of no new cases of COVID-19 in their province increases Canadians likelihood of undertaking certain activities in the coming months. Canadians are less certain what would increase their likelihood of undertaking activities in more intimate quarters, such as, casinos, spas, gyms, and bars/pubs.
May 28, 2020
LIKELIHOOD OF UNDERTAKING ACTIVITIES IN THE COMING WEEKS AND MONTHS
Given the impact COVID-19 has had on routine in-person activities, Canadians were asked their likelihood of undertaking a series of activities in the coming weeks and months, if possible. Results show that Canadians are most likely to visit friends inside a house (42%) or go for a haircut (42%), while slightly fewer Canadians indicated they would be likely to go shopping in a store other than for groceries or other necessitates (38%), and just under three in ten Canadians would eat in a restaurant (28%). Given the opportunity, Canadians would be less likely to go to the gym (19%), go to a pub/bar (13%), visit a spa (12%), or visit a casino (10%). Indeed, a majority of Canadian residents are unlikely to undertake any of those four activities. (Note these results are among Canadian residents who did not say ‘Not applicable/I Don’t do that normally’.)
Likelihood of going for a haircut and eating in a restaurant increases with age, with Canadians over 55+ years showing higher likelihood. Boomers (aged 55+ years) also have a higher likelihood of visiting friends inside a home. Across regions,Canadians are fairly consistent in their opinions on likelihood of visiting friends inside a home. Meanwhile, Quebec and BC residents indicate a slightly higher likelihood of eating in a restaurant compared to their counterparts in other parts of the country. Additionally, BC residents also indicate a higher likelihood of visiting a spa or going to a bar/pub.
WHAT IT WOULD TAKE TO INCREASE LIKELIHOOD OF UNDERTAKING ACTIVITIES
Canadians with a low likelihood of undertaking these eight activities were asked what would make them more likely to do so. Results show that there is some uncertainty around what would make them feel comfortable partaking in activities in close quarters. However, having a sustained period of no new cases of COVID-19 in their province is of high importance. Nearly forty percent of those with a low likelihood of visiting friends inside a home indicate having no new cases of COVID-19 would increase their likelihood (39%). Roughly three in ten Canadian residents with a low likelihood indicate the same for eating in a restaurant (31%) and going shopping (28%). Less than one-quarter of residents indicate the same for going for a haircut (22%). Two in ten Canadians with a low likelihood of going to the gym would require having a vaccine available (20%) to increase their likelihood of that activity. Additionally, the highest levels of uncertainty are around visiting a casino (29%), visiting a spa (28%), going to a bar/pub (26%), and going to the gym (20%).
Across regions there is widespread agreement that having a sustained period of no new cases of COVID-19 in their province will increase their likelihood of undertaking several activities. This is especially true among BC residents who are more likely to indicate this for activities such as going to the gym, going shopping, going to a bar/pub, and eating in a restaurant.
Watch for further details on Canadians’ perceptions and behaviours related to the COVID-19 pandemic.
This survey was conducted online from May 13 to May 15, 2020, with 1,230 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.
Follow us on Twitter at @EveryNarrative and @LogitGroup
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For more information, please contact:
Margaret Brigley, CEO, Narrative Research – 902.222.7066, mbrigley@narrativeresearch.ca
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Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
