canadian results - leger...canadians are a relatively happy bunch. this a nation where men and women...
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DATE
Report
PROJECT NUMBER
CANADIAN RESULTS
2019-06-25 82654_019
THE LEGER HAPPINESS INDEX
METHODOLOGY
3
QUANTITATIVE RESEARCH INSTRUMENTAn online survey of 2504 Canadians was completed between June 11 and 17, 2019, using Leger’s online panel.
A booster sample was then completed to ensure that at least n=200 respondents in each province answered the Happiness question (Q38), raising the total sample for that question (and any related demographic questions) to n=3540.
Using data from the 2016 census, results were weighted according to age, gender, mother tongue, region and level of education in order to ensure a representative sample of the population.
No margin of error can be associated with a non-probability sample (Web panel in this case). However for comparative purposes, a probability sample of 2,504 respondents would have a maximum margin of error of +/-1.96%, 19 times out of 20.
ABOUT LEGER’S ONLINE PANELLeger’s online panel has approximately 400,000 members nationally and has a retention rate of 90%.
QUALITY CONTROLStringent quality assurance measures allow Leger to achieve the high-quality standards set by the company. As a result, its methods of data collection and storage outperform the norms set by WAPOR (The World Association for Public Opinion Research). These measures are applied at every stage of the project: from data collection to processing, through to analysis.We aim to answer our clients’ needs with honesty, total confidentiality, and integrity.
METHODOLOGY
DETAILED RESULTS
7.2
LEGER HAPPINESS INDEXBY PROVINCE
British Columbia
Alb
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Sask
atch
ew
an
On
tari
o
P.E.I
Qu
éb
ec
Man
ito
ba
7.3
7.1
7.3
7.2 7.1
7.5
7.4
7.4
Ne
w B
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swic
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7.5
Newfoundland
No
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coti
a
7.538 On a scale of 1 to 10 (1 means you are unhappy and 10 means you are very happy), how would you rate your level of happiness, all things considered? Base: All Canadians (i.e. n=2504 from the original survey + n=1036 from the booster = n=3540).
THE
TOP
DR
IVER
SBUT WHAT FACTORS ARE DRIVING HAPPINESS?
Key Driver Analysis revealed that their current sense of freedom, and the belief that they’re living the life they had envisioned for themselves tend to influence happiness to a greater degree than anything else. Satisfaction with one’s personal finances, romantic relationships, recognition, and personal health are influential, too, just not to the same degree as the first two items. (Interestingly, results here were largely similar between Quebecers and the RoC.)
24%
19%
8%
8%
7%
7%
5%
5%
3%
3%
3%
Current sense of freedom
Living the life they've always dreamed of
The state of their personal finances
Satisfaction with their romantic relationships
Recognition from peers and/or family members
Their current state of health
How worried they are about the future
The courteousness of others
The number of close friends they have
How easy/difficult it is to achieve personal happiness in today's society
Physical and/or verbal and/or psychological harassment
THE KEY DRIVERS OF HAPPINESS
Any others were at a level of 1% or lower.
Base: All Canadians from the original survey (n=2504).
5%
33%
62%
0%
50%
100%
1-3 3.5 - 7.5 8 - 10
01. A SENSE OF FREEDOM
7
20%
45%
82%
36 Based on your own definition of what freedom is to you and on a scale of 1 to 10 (1 meaning very low and 10 meaning very strong), how would you rate your current sense of freedom? Base: All Canadians from the original survey (n=2504).
LHI Score 1-3 4-7 8-10
People who have a strong, current sense of freedom are more likely to be happy (82%) than unhappy (20%).
13%
41% 41%
6%
0%
50%
100%
Completely disagree Disagree Agree Completely agree
02. LIVING THE LIFE YOU’VE ALWAYS DREAMED OF
8
DISAGREE: 53%
8%
23%
71%
AGREE: 47%
37 What is your level of agreement with the following statement? “I'm currently living the life I've always dreamed of.”Base: All Canadians from the original survey (n=2504).
People who believe they’re living the life they’ve always dreamed of are far more likely to be happy (71%) than unhappy (only 8%).
LHI Score 1-3 4-7 8-10
8%
24%
52%
16%
0%
50%
100%
Not good at all Not very good Good Very good
03. THE CURRENT STATE OF THEIR PERSONAL FINANCES
9
NOT GOOD: 32%
22%
57%
83%
GOOD: 68%
15 According to your age, do you consider that the state of your personal finances is . . . . Base: All Canadians from the original survey (n=2504).
People who believe that, relative to their age, their personal finances are in order are far more likely to be happy (83% vs. only 22% of those who are unhappy).
LHI Score 1-3 4-7 8-10
12% 16%
37% 35%
0%
50%
100%
Not really satisfied More or less satisfied Satisfied Very satisfied
04. SATISFACTION WITH THEIR ROMANTIC RELATIONSHIPS
10
UNSATISFIED: 28%
33%
56%
87%
SATISFIED: 72%
11 Regarding your romantic relationships or your couple, would you say you are . . .Base: All Canadians from the original survey who are in a relationship (n=2064).
People who satisfied with their romantic relationships far more likely to be happy (87% vs. less than half that [33%] among those who are unhappy).
LHI Score 1-3 4-7 8-10
6%
19%
55%
21%
0%
50%
100%
Not really Not enough Reasonably Definitely
05. RECOGNITION
11
NO: 24%
40%
67%
88%
YES: 76%
32 In life in general, would you say you get enough recognition from your peers or family?Base: All Canadians from the original survey (n=2504).
People who believe they receive enough recognition are more likely to be happy, too (88% vs. less than half that [40%] among those who are unhappy).
LHI Score 1-3 4-7 8-10
2%11%
59%
29%
0%
50%
100%
Not good at all Not very good Somewhat good Very good
06. THE CURRENT STATE OF THEIR HEALTH
12
NOT GOOD: 12%
50%
85%95%
GOOD: 88%
13 How would you qualify your current state of health? Base: All Canadians from the original survey (n=2504).
People who believe they’re in good health are far more likely to be happy (95% vs. 50% among those who are unhappy).
LHI Score 1-3 4-7 8-10
27%
50%
17%
5%
0%
50%
100%
Very much Slightly Not much Not at all
07. WORRY ABOUT THE FUTURE
People who tend not to worry about the future much are actually far more likely to be happy than those who do (32% vs. only 6% among those who are unhappy).
13
YES: 77%
6%14%
32%
NO: 23%
03 Are you worried about the future? Base: All Canadians from the original survey (n=2504).
LHI Score 1-3 4-7 8-10
1%7%
48% 44%
0%
50%
100%
Not really Not enough Reasonably Definitely
08. THE COURTEOUSNESS OF OTHERS
14
NO: 8%
68%
90%97%
YES: 92%
22 Are the people around you, both in your professional and personal life, polite, courteous and decent towards you? Base: All Canadians from the original survey (n=2504).
People who believe that the people around them (both personally and professionally) are generally polite, courteousness, and decent toward them are much more likely to be happy (97% vs. 68% of those who are unhappy).
LHI Score 1-3 4-7 8-10
THE FLIPSIDE IS THAT THERE ARE BARRIERS TO HAPPINESS, LIKE . . .
01 A low sense of freedom
02Not living the life you dreamed of
03 Poor perceived personal finances, relative to age
04 Unsatisfactory romantic relationships
05Not enough recognition from peers or family
06 Poor health
07Worrying about the future
08 The incivility of others around you
50% 51%
44% 44%
61%
Male Female 18-34 35-54 55+
51%
16
Canadians are a relatively happy bunch. This a nation where men and women are equally happy, all things considered, and a nation where residents are happier after 55 years of age.
38 On a scale of 1 to 10 (1 means you are unhappy and 10 means you are very happy), how would you rate your level of happiness, all things considered (8-10 score)? Base: All Canadians (i.e. n=2504 from the original survey + n=1036 from the booster = n=3540).
Gen
der
Age
HAPPY CAMPERS!
HAPPINESS SCORES (8-10):
51%
17
We tend to be happier when we own our homes (as opposed to renting them), when we live with others (rather than alone), and we tend to be happier as our income levels rise.
38 On a scale of 1 to 10 (1 means you are unhappy and 10 means you are very happy), how would you rate your level of happiness, all things considered (8-10 score)? Base: All Canadians (i.e. n=2504 from the original survey + n=1036 from the booster = n=3540).
HAPPY CAMPERS!
Res
iden
ce
40%
57%
43%
53%
44%
53%
58%
Rent Own Alone With others <$40K $40K - <$80K $80K+
Livi
ng
situ
atio
n
Inco
me
HAPPINESS SCORES (8-10):
1838 On a scale of 1 to 10 (1 means you are unhappy and 10 means you are very happy), how would you rate your level of happiness, all things considered (8-10 score)? Base: All Canadians (i.e. n=2504 from the original survey + n=1036 from the booster = n=3540).
Are
a
Reg
ion
51%
HAPPY CAMPERS!
50%52% 52%
48%50%
47%
55% 56%
Urban Rural BC AB Prairies ON QUE Atlantic
Regionally, Canadians are equally happy living in urban or rural settings, but provincially, Quebecers and those in Atlantic Canada are a bit happier than other Canadians, especially when compared to provinces like Ontario.
HAPPINESS SCORES (8-10):
51%
47% 49%
43%47%
Northeast Midwest South West
19
We’re happier than our American counterparts, too!
38 On a scale of 1 to 10 (1 means you are unhappy and 10 means you are very happy), how would you rate your level of happiness, all things considered (8-10 score)? Bases: All Canadians (i.e. n=2504 from the original survey + n=1036 from the booster = n=3540) vs. all Americans (n=1005).
46%
52%48% 50%
47%
55% 56%
BC AB Prairies ON QUE Atlantic
WE’RE HAPPIER OVER HERE.
HAPPINESS SCORES (8-10):
Dave ScholzPresident
Communications and Public AffairsO: 416-964-4104
dscholz@leger360.com
Anne-Marie NewtonResearch Director
Communications and Public AffairsO: 416-964-9222
amnewton@leger360.com
Patrick RyanResearch Analyst
Communications and Public AffairsO: 416-964-4117
pryan@leger360.com
20THE TORONTO PR TEAM
@leger360 /LegerCanada /company/leger360 @leger360leger360.com
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