- Approximately 60 percent of Canadians would rather skip straight to the spring.
December 14, 2022:
Winter can offer a whole range of outdoor activities for Canadians, from snowshoeing to skiing, tobogganing, building snowmen, skating and more, but not everyone is a fan of the colder months. With that in mind, and the official start of winter just one week away, and we wanted to know if Canadians were excited to start participating in winter activities or not.
Our national survey results indicate that just fewer than forty percent of Canadians say “Yes, bring on the snow!” Meanwhile, six in ten respondents would rather skip the snow and jump right into spring.
The excitement for winter activities seems to decrease with age as Gen Z (aged 18-24) Canadians are far more likely to look forward to winter than Baby Boomers (55+) (63% vs. 23%, respectively). Interestingly, those who are newer immigrants to Canada are far more excited for the snow than immigrants who arrived 11+ years ago, 2nd generation Canadians and 3rd+ generation Canadians. Across regions, those in the Prairies and those in Atlantic Canada would most prefer to skip straight to spring.
Results are from a survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted online between November 8 and 11, 2022 with 1,243 Canadians, 18 years of age or older from the Logit Group’s Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect actual population distribution. 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.
The question asked was:
Are you looking forward to winter activities this year?
- Yes – bring on the snow!
- No way – can we skip to the spring?
For more information, please contact:
Margaret Chapman, COO & Partner, Narrative Research – 902.493-3834, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). 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
