Post-Pandemic Beauty Boom or Bust?

During the course of the pandemic, many of us have spent more time looking at ourselves than ever before. The transition to working from home has been enabled by videoconferencing tools like Zoom and nearly all our professional and social conversations are made possible by a series of video squares. While these tools have tremendous value in keeping us connected to our colleagues, friends, and family – they’ve also resulted in many hours spent gazing at our reflection, studying our expressions and overanalyzing our complexions.

“Should I change my hair colour?” “Is it time to get serious with my skincare routine?” We ask ourselves these questions as we wonder if any of those wrinkles are new and chastise ourselves about that one time we over-plucked our eyebrows that haven’t quite seemed to grow back. And we continue to fall down the rabbit hole until we’ve decided – I want to change my look. But, isn’t everything closed?

In our most recent study, we were curious about whether our inability to have beauty treatments and procedures done and the seemingly never-ending time we have spent staring at our own video feed during the pandemic have impacted demand for beauty treatments and procedures once things start to reopen.

For context, before the pandemic, a quarter of Canadians routinely or occasionally went to a salon or medical cosmetic centre to have treatments done like hair, nails, eyebrow waxing or threading, semi-permanent makeup (like nails or brows), laser treatments, and cosmetic procedures like Botox. These are more likely to be women and those aged 18-29.

But what about Canadians, who previously weren’t so interested in beauty spending? Have all these videoconference calls created a larger segment of beauty treatment-seeking Canadians?

During these video calls we spend time side-eyeing the rectangle that holds our face, confronted with watching ourselves in a way that seems almost obsessive, even if we pretend we’re not doing it. We can’t help ourselves – it’s a window into what others experience when interacting with us and psychologists have found it’s a means of coping with the overwhelming stimuli of a video call.

In our study, we found that half of those that use videoconferencing software, like Zoom, say that seeing themselves on video more frequently than before the pandemic makes them want to get beauty treatments and procedures done to improve their appearance. Even 8% of those that never had beauty treatments or procedures done before the pandemic feel this way.

With most salons and medical cosmetic centres closed across Canada on and off during the pandemic, Canadians have taken to replicating these treatments themselves at home, like other DIY projects we’ve adopted to keep ourselves busy.

The most common beauty treatments attempted at home during the pandemic are on the simpler end of the spectrum: hair cuts and colouring, manicures and pedicures, and facials and face masks. Those who routinely or occasionally, and even rarely, got treatments and procedures done before the pandemic are more likely to have attempted these treatments at home.

While colouring your own hair or applying a face mask at home is a nice self-care ritual, there is nothing quite like the experience of having these beauty treatments done by a professional in the relaxing setting of a beauty salon, spa, or medical cosmetic centre.

4 in 10 of routine and occasional treatment-getters say that right now they are motivated to have these treatments done in a salon or treatment centre setting because it helps to improve their mood and makes them feel their best. About 20% feel that it’s time for a change to their look and that they’d like to have treatments done more for relaxation than a specific aesthetic outcome.

Here are some other key findings:

  • 7.1 million Canadians (19%) say since the start of the pandemic they have more disposable income to spend on things like beauty treatments or procedures.
  • During the pandemic 6.8 million Canadians (18%) have spent time during the pandemic reading up on and researching various beauty treatments and procedures.
  • 6.8 million Canadians (18%) are finding themselves interested in beauty treatments and procedures they wouldn’t have considered before.
  • 7.5 million Canadians (20%) can see themselves getting more beauty procedures done once the pandemic is over compared with their pre-pandemic habits.

These findings are especially true for those that typically have beauty treatments done and usually those under 45.

It seems like those most likely to be heading to a salon post-pandemic are the ones who were already going there.

THE UPSHOT

According to Megan Ross: Overall, Canadians are looking forward to getting back to “normal” and for some, that includes having different beauty treatments and procedures done in a relaxing setting and by a practiced professional.

After months of staring at ourselves during conference calls and noticing things we may not have noticed before in the mirror, professionals in this industry can expect an increase in curiosity both by existing treatment-getters and by those who may have not been customers before, and expect spots to book up fast when they are able to open again.

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METHODOLOGY

The survey was conducted with 1,900 Canadian adults from April 16 to 21, 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.23%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

This poll was conducted and paid for by Abacus Data.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

COVID-19MediaPolls

Post budget, Liberals lead by 7 nationally

Don’t miss David’s interview with Biden’s chief pollster John Anzalone on inFocus with David Coletto

We just completed a national survey of 2,201 Canadian adults (from April 20 to 25, 2021).

Here’s what the survey found:

CURRENT VOTING INTENTION

If an election were held now, the Liberals would win 36% of the vote, the Conservatives 29%, the NDP 17%, the Green Party 7% and the BQ at 30% in Quebec. The Liberals are down 3, while the other parties are all within the margin from our previous few polls.

In BC, the Liberals and Conservatives are tied at 31%, 8 points ahead of the NDP, and the Conservatives continue to hold wide leads in the Prairies. The Liberals have a 13-point lead in Ontario, a 6-point lead over the BQ in Quebec, and a 25-point lead in Atlantic Canada.

LEADER IMPRESSIONS

Justin Trudeau enjoys a positive impression among 37% and finds negative impressions among 42%, for a net score of -5.

Erin O’Toole enjoys a positive impression among 20% and finds negative impressions among 34%, for a net score of -14.

Jagmeet Singh enjoys a positive impression among 33% and finds negative impressions among 26% for a net +7.

Annamie Paul enjoys a positive impression among 16% and finds negative impressions among 17% for a net -1.

Yves Francois Blanchet, enjoys a +10 net rating in Quebec, which compares to a +5 for Justin Trudeau, -17 for Erin O’Toole, and -3 for Jagmeet Singh and +1 Annamie Paul.

PREFERRED PRIME MINISTER

Asked which of the national party leaders they would prefer to see as Prime Minister, 31% picked Justin Trudeau, with Erin O’Toole (18%) and Jagmeet Singh (17%) following. 3% picked Ms. Paul and the same number preferred Maxime Bernier.

If forced to choose between Trudeau and O’Toole, most would choose Trudeau (60%) over O’Toole (40%). Perhaps most noteworthy is that Trudeau would be the preference of 62% of BQ voters, 55% of Green Party voters, 76% of NDP voters, and 64% of the undecided.

FEDERAL GOVERNMENT APPROVAL

Today, 41% approve of the performance of the federal government, and 42% disapprove. There has been no clear trend on this indicator for several months.

DESIRE FOR CHANGE

Today, 39% of voters say it’s definitely time for a change in government. Another 27% say “it would be good to have change but doesn’t matter to me that much”. This total of 66% who would prefer to see a change is 3 points less than at the time of the last election, and the intensity of the desire for change is 12 points less.

In total, 34% say they prefer the Liberals to be re-elected, 3-points higher than at the end of the 2019 election campaign.

For the 27% “soft change voters, 71% have a preference for Trudeau over O’Toole if the election comes down to a question of which of these two you’d prefer to be PM. For the 15% of voters who are “soft re-elect”, 95% prefer Trudeau over O’Toole.

Among the 39% who are “hard change” voters, 20% would prefer Trudeau and 80% O’Toole, reflecting the fact that a notable minority of these voters are more progressive than conservative in their orientation.

UPSHOT

According to Bruce Anderson: “As long as the pandemic is with us, politics will not be a preoccupation for most people. The Liberals and Conservatives have both launched policy initiatives but in neither case do these seem to have materially affected the mood of the country. As things currently stand, the Liberals have a decided advantage politically, which isn’t the same as unshakeable, enthusiastic support, but should be viewed as more tentative and subject to change. The message for Conservative leader O’Toole in these numbers continues to be: look for ways to better connect with the mood of worried and hopeful voters without sounding like you are preoccupied with gaining political advantage over your opponents, or prosecuting issues the public sees as marginal given the importance of the pandemic.”

According to David Coletto: “Post-budget, we don’t see much movement in any of the key political tracking questions. The Liberals continue to hold a sizeable lead over the Conservatives built on strength in BC, Ontario, Quebec, and Atlantic Canada.”

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

Interested in an exclusive polling brief on the road to the 2021 federal election? Find out more

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 2,201 Canadian adults from April 20 to 25, 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.1%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

Canadian PoliticsCOVID-19MediaPolls

Third Wave and More Restrictions Impact Happiness but a Happier Future Might be Right Around the Corner

When Canada moved into the third wave of the Pandemic, happiness in the country faltered. The optimism that accompanied more vaccine arrivals and the early spring in most of the country soured. Not everyone, however, is unhappy. Those who have been already vaccinated represent a significant group of happy Canadians and these two trends tell us a lot about the public mood.

As of April 21st, the average happiness score is 60.7. Not the lowest we have recorded but close. The drop in happiness follows a peak in happiness in mid-March. Rising case counts, pressure on our health care system and new restrictions in most of the country sent happiness tumbling.

Nowhere is this clearer than in Ontario. At 57.5, Ontario is the least happy place in Canada right now. Testament to the fact that happiness is a key element of the public mood at the same time that happiness was falling we also noticed key changes in evaluations of Ford and a tightening of the Ontario horserace.

Across a number of indicators, we can see that happiness dropped because Canadians became less likely to feel a sense of personal fulfillment, optimism for the future and excitement about their day. Naturally, these are exactly the kinds of things you would expect to be impacted by rising case counts and public health restrictions.

The pandemic, and how our governments respond, is unlikely to be the only driver of happiness but there is no question it is one of the most important right now. Consider that the mood of Canadians is very different depending on their vaccination status. The happiness score for those who are already vaccinated is 65.3 compared with 58.7 for those who have not been vaccinated. Being vaccinated clearly gives one more “hope” and boosts happiness.

UPSHOT

According to Richard Jenkins: Progress on the vaccination front will no doubt hasten the end of the third wave of the pandemic and start us on the road to recovery. Perhaps Canadians were a little too hopeful that the end was near in March when happiness rose to its high point. What turned out to be a false start on the way to more happiness does give us an idea of how happy a post-pandemic Canada could be. And the high happiness level among those already vaccinated suggests it could be much happier than now.

A positive public mood, especially a euphoric one, has implications across the board. How much will it spur consumer spending? Will it increase public trust and commitment to public goods? Will political leaders get a pass on their pandemic performance by a happier public? I think we are going to find out soon.

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

METHODOLOGY

Our survey was conducted online with 1,900 Canadians aged 18 and over from April 16th to 21st, 2021. A random sample of panellists was invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 19 times out of 20. The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region.

This poll was conducted and paid for by Abacus Data.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

COVID-19MediaPolls

Doug Ford’s negatives rise 9-points in a week as public responds to new restrictions

Listen to David Coletto’s new podcast inFocus with David Coletto

As part of our national survey completed this morning, we asked some questions exclusively of the 1007 respondents living in Ontario. Note, this survey was completed entirely after Premier Ford’s press conference on Friday afternoon.

Here’s a quick summary of what we found:

In a week, Premier Ford’s negatives have increased by 9-points. He is more unpopular than he’s been at any point since start the pandemic.

Overall, 46% of Ontarians have a negative view of the Premier, up 9-points since last week while 28% have a positive impression (down 11 since last week).

Mr. Ford is viewed negatively now by 22% of those who voted PC in 2018 (that’s up 9 points in a week). A majority of Liberal, NDP, and half of Green voters have a negative view of the Premier.

Perhaps most troubling for the Premier is that his negatives are rising among those who self-identify on the right of the political spectrum. Among those on the right, 35% have a negative view of the Premier (up 12-points in a week). 3 in 10 who self-identify on the centre-right have a negative view (up 5 since last week).

He’s also angered those on the left side of the spectrum, 78% of whom have a negative view (up 33-points!).

In short, his announcement on Friday had the effect of upsetting voters on all sides of the spectrum, including his base on the political right of the province.

Despite the drop in Mr. Ford’s approval, vote intentions have not changed much. The Ontario Liberals and PCs remain statistically tied with the NDP in third.

If an election were held at the time of the survey, the Ontario Liberals would get 35%, the PCs 34%, the NDP 23% and the Greens 5%. There is almost no change from our previous survey that was completed on April 14.

Regionally, the Liberals have a slight lead in Toronto, while the PCs and Liberals are statistically tied in all other regions except for eastern Ontario where the PCs have the lead.

The big story is vote intention by age. If only those under 45 voted, the Ontario Liberals would likely win a majority. However, if only those over 44 voted, the PCs would win. The age divide in vote intention is very wide.

UPSHOT

In less than a week, the Premier’s image has soured substantially. Almost half the province has a negative view of him, the highest since the start of the pandemic. He’s upset not just his usual opponents and detractors, but also a large part of his base.

So far, this hasn’t translated into a decline in vote share for the PCs. But they remain 7 points back from their share of the vote in the previous election while the Liberals have rebounded into a virtual tie for the leader. If anything, the increased anger among centre-left voters could encourage consolidation around one of the alternatives. If that happens, the PCs and Mr. Ford will have a very hard time being re-elected.

We will continue to monitor the situation in Ontario.

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

Interested in an exclusive polling brief after the federal budget? Find out more

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,007 Ontario residents from April 16 to 21, 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 3.1%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Ontario’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

COVID-19MediaPolls

Ontario PCs and Liberals tied as frustration over vaccine rollout and 3rd wave rises

Listen to David Coletto’s new podcast inFocus with David Coletto

As part of our national survey completed on April 14, we asked some questions exclusively of the 817 respondents living in Ontario. Note, this survey was done prior to yesterday’s announcement on new restrictions in the province and serves as a good benchmark to assess how people will react.

Here’s a quick summary of what we found:

The Ontario PCs and Liberals are tied at 34% with the Ontario NDP in third at 23%.

If an election were held at the time of the survey, the PCs would get 34%, the Ontario Liberals 34%, the NDP 23% and the Greens 5%. Since our last survey in January, the PC vote share is unchanged, the Liberals are up 5, while the NDP is down 2.

Regionally, the Liberals have a large lead in Toronto, the PCs are slightly ahead in the GTHA and eastern Ontario while the Southwest region is a close three-way race.

The PCs lead among those over 30 while trailing well back of the Liberals and NDP among those aged 18 to 29.

Doug Ford’s personal image is net positive, but down slightly from January

Doug Ford continues to find more people having a positive view of them than a negative one. 37% have a positive view while 34% have a negative one. His positives and negatives are largely unchanged since January.

Among those who voted PC in 2018, 71% have a positive view of the Premier while 13% have a negative view. A minority of Liberal, NDP, and Green supporters have a positive view of Mr. Ford, something we didn’t see prior to the pandemic.

Almost half of Ontarians give the provincial government negative grades on its handling of certain aspects of the pandemic, especially its vaccine rollout.

When asked to rate the provincial government’s handling of vaccinations, 46% feel the government has done a poor or terrible job, while 24% feel it has done a good or excellent job. The rest (30%) think it has done an acceptable job.

When asked about provincial COVID restrictions, 45% felt the provincial government’s restrictions were not stringent enough while only 18% felt they were too stringent. There isn’t much difference across voter groups.

UPSHOT

Going into yesterday’s announcement by Premier Ford on new restrictions, his government was facing substantial headwinds. Almost half were dissatisfied with his handling of the vaccine rollout. Far more felt that restrictions were not stringent enough even before yesterday’s announcement.

Politically, the PCs are now tied with the Ontario Liberals and while Mr. Ford’s personal numbers remain above water, they are moving downward. We will wait to see whether yesterday’s new restrictions ease the public’s anxiety or add fuel to their growing frustration with the Premier and his government’s handling of the pandemic.

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

Interested in an exclusive polling brief after the federal budget? Find out more

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 817 Ontario residents from April 9 to 15, 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 3.5%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Onatio’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

COVID-19MediaPolls

Vaccine hesitancy in Canada: How much is there, who are the hesitant, and why are they hesitant

Listen to David Coletto’s new podcast inFocus with David Coletto

This week we completed a national survey of 1,981 Canadian adults (from April 9 to 14) with a series of questions on Covid-19 vaccine hesitancy. This work is being done as part of broad Task Group working to promote vaccine acceptance, under the banner “Faster. Together”. More information is included about this effort at the end of this release.

CURRENT STATE OF HESITANCY

Today, 8% of Canadian adults say they will never take a vaccine for Covid-19. A majority (64%) either have already had a shot or will take one as soon as it is available to them.

This leaves 28% who currently say they would “prefer to wait a bit to see how the vaccine works out as others take it”, or “would prefer not to take one, but could be persuaded to”.

In November, before vaccines were available, 56% were hesitant and 11% ruled out ever taking one. In short, we have seen less hesitancy since the fall, but little change during the March-April period.

Hesitancy is higher than average in Alberta, among those with high school education, and among those in the 30-44 age group. People who self-describe as “right of centre” are considerably more likely than those on the left to reject the idea of being vaccinated.

Hesitancy rates are influenced by concerns about side effects and are different depending on the specific vaccine in question. Since the beginning of March, comfort levels with the Pfizer and Moderna vaccines have increased, while comfort with the Astra Zeneca and Johnson and Johnson products has declined.

The most important reason for hesitancy is a worry that the vaccines were created quickly and that the long-term effects might not be fully known. Second on the list of drivers of hesitancy is a fear of blood clots, followed by fear of flu-like side effects.

Relatively important in the list of reasons people are hesitant is the idea of waiting till something other than the Astra Zeneca vaccine was on offer to you. 26% of the hesitant say this is a major factor in their hesitancy.

Different groups in society have different factors that rank higher or lower in affecting their hesitancy. As an example, fear of blood clots is significantly higher among women than among men and especially high among those aged 45-59. The idea that “if others take it, maybe I don’t have to” is especially common among those aged 30-44.

UPSHOT

“The Covid-19 battleground is about the speed of vaccinations and the speed of spread of variants of the virus. Making sure everyone takes a vaccine when one is available is critical. Therefore understanding and addressing the root causes can help speed a return to more normal life in Canada. The most important thing in this regard, according to our most current data, is reassuring people about the safety of vaccines, the low level of risk and helping build confidence in the array of vaccine solutions on offer. These results are a clear signal that the public is highly attentive not only to the great promise vaccinations hold for an exit from the pandemic, but to stories about side effects.”

FASTER TOGETHER TASK GROUP

The Faster Together Task Group is co-chaired by Bruce Anderson, Chairman of Abacus Data and Hassan Yussuf, President of the Canadian Labour Congress and includes participants from the private and public sectors, labour movement and civil society.

It has been struck as a voluntary “coalition of the willing” who are interested in helping promote vaccine acceptance in Canada as a crucial way to help speed a return to regular life. The group welcomes any organizations that may be interested in being part of this effort and which can help reach a broader audience is encouraged to reach out and learn more: banderson@abacusdata.ca.

The public opinion research in support of this Task Group is being supported financially by the Canadian Life and Health Insurance Association.

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

Interested in an exclusive polling brief after the federal budget? Find out more

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,981 Canadian adults from April 9 to 14, 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.1%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

COVID-19MediaPolls

A grim mood as Canada grapples with another COVID wave: Liberals maintain lead over the Conservatives

Listen to David Coletto’s new podcast inFocus with David Coletto

We just completed a national survey of 1,981 Canadian adults (from April 9 to 14). Here’s what the survey found:

CURRENT VOTING INTENTION

If an election were held now, the Liberals would win 37% of the vote, the Conservatives 29%, the NDP 19%, the Green Party 6% and the BQ at 27% in Quebec.

In BC, the Liberals and Conservatives have pulled somewhat ahead of the NDP, and the Conservatives continue to hold wide leads in the Prairies. The Liberals have a 13-point lead in Ontario, an 11-point lead over the BQ in Quebec, and a 23-point lead in Atlantic Canada.

LEADER IMPRESSIONS

Justin Trudeau enjoys a positive impression among 36% and finds negative impressions among 39%, for a net score of -3. His net score is -11 in BC, -23 in Alberta, +5 in Ontario, +4 in Quebec and +18 in Atlantic Canada.

Erin O’Toole enjoys a positive impression among 19% and finds negative impressions among 32%, for a net score of -13. His net score is -10 in BC, -7 in Alberta, -15 in Ontario, -21 in Quebec and -22 in Atlantic Canada.

Jagmeet Singh enjoys a positive impression among 35% and finds negative impressions among 23% for a net +12. His net score is +8 in BC, +4 in Alberta, +20 in Ontario, +3 in Quebec and +19 in Atlantic Canada.

Compared to the results in our last wave of surveying we see a modest improvement for Mr. Singh and no statistically significant change for the other two party leaders.

DESIRE FOR CHANGE

Today, 39% of voters say it’s definitely time for a change in government. Another 26% say “it would be good to have change but doesn’t matter to me that much”. This total of 65% who would prefer to see a change is 4 points less than at the time of the last election, and the intensity of the desire for change is 13 points lower.

In total, 34% say they prefer the Liberals to be re-elected, 3-points higher than at the end of the 2019 election campaign.

Among the 39% of respondents who definitely want change, the Conservatives would win just over half of those votes (55%) with the rest splitting this way: 21% NDP, 7% Green, and 7% BQ.

Among the 26% of respondents who have a softer preference for a change, the NDP (29%) would win a bigger share of those votes than the Conservatives (21%), the Green Party (11%) and the BQ (9%). While expressing a preference for a change in government, 28% would Liberal given the alternatives as they see things today.

STABLE POLITICAL ASSESSMENTS; GROWING ANXIETY ABOUT COVID

Concern about the pandemic is growing again, as new daily case counts, ICU patients, and lockdowns impact much of the country. Forty-three percent (43%) say over the past few days they have become more worried (up 9 since the end of March and up 18 since early March).

Regional variations are slight. Liberal (50%), NDP (47%), BQ (46%), and Green (44%) supporters are more likely to show rising worry than Conservative supporters (36%).

Since early March, concern about getting COVID personally is up 3-points, worries about there not being enough hospital beds if needed is up 8-points, and concerns about new strains spreading is up 6-points.

Also of note, 38% of those who have received at least one vaccine shot say they are worried about getting COVID themselves.

With the evidence of risk that younger people face with the new variants, concern about getting COVID is now highest among those aged 18 to 29.

UPSHOT

According to Bruce Anderson: “Pandemic not politics – that’s the public expectation in terms of the focus of political leaders right now. A tired and anxious population is unlikely to show any signs of happiness during this latest wave, realistically, we are more measuring levels of frustration and impatience than appreciation and support. Within that context, the federal government is – if not pleasing many – not driving voters away.

Despite the economic, health and other challenges brought on by the pandemic, the Conservatives have – so far – failed to make the case that changing governments is urgent or that they would do a better job than the Liberals. In some ways, the bigger risk for Mr. Trudeau is bleeding of support to the NDP, whose leader has little scar tissue and who may be able to take advantage of the unique circumstance where every social program can seem more important, urgent and affordable. As the federal budget looms, this may be the more important battleground to watch than the one featuring the Liberals and Conservatives.”

According to David Coletto: “As we head towards Canada’s first COVID budget, the public’s mood has become far more anxious and concerned about the pandemic. Despite about 1 in 4 Canadians receiving at least one shot of a vaccine, fear about getting the virus is higher than it was in early March.

Although people’s views on the pandemic have shifted over the past few weeks, we find stability in our political outlook. The Liberals continue to hold a sizeable 8-point lead over the Conservatives. The federal government’s handling of the pandemic remains generally positive although frustrations about the speed of vaccinations are rising with both the federal and provincial governments.

The desire for change remains largely unchanged from our last wave which is making it difficult for either Erin O’Toole or Jagmeet Singh to gain any traction. For Mr. O’Toole, he remains the most unpopular leader in the country – as measured by his net approval. For Mr. Singh, the country’s most popular leader – solid images in BC, Ontario, and Atlantic Canada have not translated into increased support.

However, Mr. Singh’s popularity is worth keeping an eye on. A big mistake by Mr. Trudeau or a poor public reaction to next week’s budget could create an opportunity for Mr. Singh and the NDP to seize on. But until more people feel that a change in government is really needed, getting people to give the NDP a look will be a challenge.”

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Interested in an exclusive polling brief after the federal budget? Find out more

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,981 Canadian adults from April 9 to 14, 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.1%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

Canadian PoliticsCOVID-19MediaPolls

How do Canadians like their steak cooked?

Listen to David Coletto’s new podcast inFocus with David Coletto

We all have our bucket list items to do when life gets back to normal. Maybe a well-deserved vacation with sunny beaches, a shopping trip across the border, or a delicious dinner with our loved ones. Personally, we are both eager to get back to the great Al’s Steakhouse in Ottawa and enjoy a medium-rare 16 oz New York Strip with red wine on the side. There is something about the authentic steakhouse experience that makes anybody feel like a kid in a candy shop.

But as the weather warms up and barbeque season starts, many Canadians will be grilling some great Canadian beef.

In an era of hyperpolarization, steak unites Canadians from coast to coast, across party lines and age groups. Whether it’s the medium-rare, medium well, or the bold choice of well-done steak that you prefer, a steak dinner is a treat all year round.

American research firm YouGov asked Americans about their steak preferences in 2019, so we wanted to compare how Canadians like their steak.

We surveyed 1500 Canadians, and here is what we found.

1- A majority of Canadians (61%) like their steak cooked medium or less with medium-rare being the most popular cooking temperature (31%). 17% like their steak cooked well done with another 15% preferring it medium-well.

2- Canadians on average like their steaks cooked less well than Americans.

40% of Americans preferring their steak cooked either well-done or medium-well compared with 32% of Canadians.

3 – Canadians are pretty united regionally and politically on their steak cooking preferences.

Quebec has the highest percentage of Canadians who prefer steak cooked rare (17%), while Atlantic Canadians are most likely to order their steak well-done (23%). Quebec has the most varied taste in steak with higher levels of support for rare and well-done steak with less support for medium-rare and medium-well compared to other provinces. Medium-rare, however, remains the most popular choice across most of the provinces, peaking in British Columbia (39%)

Canadians aged 45 to 59 are more likely to prefer their steaked cooked medium-well or well than others.

There is almost no variation across federal vote choice. Your politics does not seem to impact your preference for steak cooking temperature. Medium rare is the most popular choice in steak across all three of the major parties, with 36% of New Democratic Party supporters, 33% of Conservative Party supporters, and 30% Liberal Party supporters preferring a medium-rare cooking temperature.

4. Younger Canadians are the most likely to avoid steak completely.

Millennial and Gen Z Canadians aged 18-29 are most likely to avoid steak (15%).  These findings corroborate previous Abacus Data research where we found 57% of 18–29-year-old Canadians would prefer meat-less alternatives to products such as steak. With the growing trend of dietary changes such as vegetarianism and veganism in response to climate change and the desire to reduce carbon footprint, the demographic differences are generational.

UPSHOT

Canadians love steak and almost everyone has a preference for how to cook it.

But unlike other things that divide the country, steak cooking preferences isn’t one of them. While our preferences are quite varied, Canadians tend to prefer their steaks cooked less than our American friends.

Here’s to a spring and summer of barbeques and perfectly cooked steaks!

Don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from March 19 to 23, 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.6%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

MediaPolls

How do you reach Millennials?

Millennials have grown up as the guinea pigs for new technology and new ways of connecting, from MSN and Myspace to the launch of Facebook, to the recent explosion of social media platforms that cater to every media format and interest. Millennials have a more diverse selection of online communication and expression than any previous generation.

As the Millennial generation ages, their interests change with them, including how they prefer to interact and find their news, and how they engage and share their lives with others. We see this reflected in the most recent wave of our Canadian Millennials Report.

So how do we reach millennials today? Which social media platforms do they prefer to use and how have these preferences shifted over the years? The answer is: it depends.

Here is a snapshot of our most recent findings from our Canadian Millennials Report:

1.The landscape of social media platform use continuously changes.

  • Facebook is still a top contender for engagement & consumption. But it’s losing steam. Although Facebook is still one of the most popular social media platforms, Millennials are logging on Facebook daily less often and they’re spending less time using the platform when they do. This platform is no longer a go-to news source but maintains platform loyalty with older millennials. These are the OG Facebook users, who experienced the platform as one of the first of its kind and have remained active users over the years.
  • Instagram, the visual-first platform, has maintained consistent usage levels – never accumulating the engagement of YouTube or Facebook. Its capabilities have been reflected in its Millennial engagement – half check their Instagram daily and spend nearly 4 hours a week using the platform. This is higher than Twitter but much more moderate than Facebook or YouTube. There has been a slight increase in daily use since 2018, possibly as a result of increased service offerings with Stories, and Reels. Millennials under 30 are particularly active users of Instagram, posting photos of themselves slightly more often than those over 30.
  • Twitter is a quick stop and not always daily, but is attractive to news junkies and those who have been following news on the pandemic closely. Millennials log on to be able to get a quick snapshot of the news, follow topics that they are interested in, and check in on content shared by those they follow. Millennials who check Twitter everyday are 6-points more likely to consider themselves to be a “news junkie” and are 7-points more likely to have been following news about COVID-19 pretty closely, than the rest of the generation.

2. YouTube is in its own class when it comes to Millennials consuming content on its platform.

The saying “going down the rabbit hole” was made a reality by YouTube. Millennials find themselves spending hours watching short video after video and watching live streams and blogs from their favourite content creators. Younger Millennials are the leading users of YouTube, particularly those under 30.

Although similar numbers are logging in daily in 2018 vs. 2012, Millennials are spending, on average, less hours a week on YouTube (8.9 hours a week on average in June 2018 vs. 7.5 hours in March 2021).  it’s possible that as other social media platforms build their video features (like Live Twitter events), or a dedicated Reels tab on Instagram) features that were unique to YouTube in the past, are now standard for all social platforms.

3. Millennials engage with social media to learn about social events, and COVID-19 is a prime example.

Although Millennials have diverse interests and motivations, there is a general trend amongst this generation to be more apathetic towards social issues like sustainability and inclusion.

Over half typically stay up to date on the latest news and enjoy the ease at which social media platforms deliver this content.

Since our daily lives have been turned upside down, more Millennials are tuned in to current developments and breakthroughs in vaccine production and rollout, with 86% following along with news about COVID-19, compared with 55% that normally try to stay on top of the latest news.

Not only are Millennials following the latest news from a variety of sources, a third share content like news articles on social media daily – this practice is more common among younger Millennials.

4. Public image of social media platforms and brands associated with them is crucial.

From our past research, we know that Millennials care about what the brands and companies they associate themselves with say about them. Social media platforms need to work hard to stay in Millennials’ good graces.

We looked at impressions of Facebook and perceptions of how much harm vs. good the company does. Both metrics return split opinions – a third feel positively about the company and a third have negative impressions, and nearly half believe the company does more harm than good through the services it offers.

Although we are not attributing a causal relationship between Facebook use decline over the years and its equally declining public image, it is something for all social media platforms to consider. In fact, we found that Millennials with a negative impression of Facebook are 20% less likely than average to use the platform daily and those with a positive impression are 20% more likely to use the platform daily.

THE UPSHOT

According to Megan Ross: Millennials spent the better half of their upbringing without social media but have adopted it as though it has always been around. Social media use is not likely to decline in the foreseeable future – many depending on it as their primary way to communicate and connect with friends and family throughout the pandemic.

Though social media platform preference continues to shift, there are no large upsets in change in social media use over time – it has been relatively gradual.

Platforms are beneficial for different kinds of engagement and information sharing. Each has its unique advantages and weaknesses, and Millennials have the bandwidth to spend time exploring many of them.

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

METHODOLOGY

Our survey was conducted online with 2,000 Canadian millennials from February 3 to 12, 2021. The Canadian Millennials Report is the largest syndicated study of millennials in Canada. We survey 2,000 millennials twice a year on a range of topics including politics, social values, and consumer trends. If you are interested in learning more about this generation, reach out to us and we would be happy to connect.

The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys. The margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 19 times out of 20.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

MediaPolls

Liberals open up an 8-point lead over the Conservatives as O’Toole’s negatives keep rising

Listen to David Coletto’s new podcast inFocus with David Coletto

We just completed a national survey of 2,000 Canadian adults (from March 25 to 30). Here’s what the survey found:

CURRENT VOTING INTENTION

If an election were held now, the Liberals would win 38% of the vote (up 5 from our last wave), the Conservatives 30%, the NDP 17% (down 2), the Green Party 6% (down 2) and the BQ at 30% in Quebec (up 3). This is the largest lead for the Liberals in our tracking since mid-November 2020.

Regionally, we continue to see a tight three-way race in BC, wide leads for the Conservatives in the Prairies, a 16-point lead for the Liberals in Ontario, a 7-point lead for the Liberals over the BQ in Quebec, and a 25-point lead for the Liberals in Atlantic Canada.

LEADER IMPRESSIONS

Justin Trudeau enjoys a positive impression among 39% and finds negative impressions among 40%, for a net score of -1. His net score is -3 in BC, -23 in Alberta, +5 in Ontario, +6 in Quebec and +22 in Atlantic Canada.

Erin O’Toole enjoys a positive impression among 19% and finds negative impressions among 33%, for a net score of -14 and the worst rating we have registered since we started tracking. His net score is -14 in BC, +8 in Alberta, -20 in Ontario, -16 in Quebec and -25 in Atlantic Canada.

Given the rise in Mr. O’Toole’s negatives, we compared net impressions by key groups today with where his net impression was the month after he was elected Conservative Party leader. The most noteworthy swings have been in Ontario (-2 to -20), BC (+1 to -16), and among those 45 and older (from +6 to -16). Mr. O’Toole has lost popularity among those who self-identify as being on the left (a 15 point drop), centre (an 11 point drop), and right (14 point drop) of the spectrum.

Jagmeet Singh enjoys a positive impression among 33% and finds negative impressions among 24% for a net +9. His net score is +17 in BC, 0 in Alberta, +14 in Ontario, 0 in Quebec and +16 in Atlantic Canada.

DESIRE FOR CHANGE

A total of 37% say it’s definitely time for a change, 15 points lower than at the end of the 2019 campaign. Another 28% say “it would be good to have change but doesn’t matter to me that much”, which is 9 points higher than at the time of the last election. In total, 35% say they prefer the Liberals to be re-elected, 4-points higher than at the end of the 2019 election campaign.

FEELINGS ABOUT THE PANDEMIC

We find concern about the pandemic is growing again, even as vaccines arrive in larger quantities. One in three (34%) say over the past few days they have become more worried (up 9 since early March) while 17% say they are less worried (down 3). Regionally, there isn’t much variation except in Atlantic Canada where residents are less likely to report rising fear.

There also isn’t much variation by current party support. At least 30% of Liberal, Conservative, NDP, Green, and BQ supporters say they are getting more worried about the pandemic.

UPSHOT

According to Bruce Anderson: “It may not be a coincidence that Liberal support is up at the same time as more vaccines are arriving in Canada – it’s too early to tell what the effect will be of this new phase of the pandemic. Having said that, it’s clear that the pandemic is the major preoccupation for people and it’s likely that more people are starting to imagine a post-pandemic reality, even if there is plenty of near-term anxiety about variants of concern.

The Conservatives might have hoped for a bounce coming out of their policy conference and instead the challenge for Erin O’Toole is probably a bit worse than it was heading into that event. There are a considerably fewer motivated Conservative voters than there were in 2019 and he personally has been losing ground across the spectrum, probably his most notable challenge being in BC and Ontario, and also among Conservatives who are less enthusiastic about him than when he was first elected as leader.

According to David Coletto: “The Liberals have opened up the largest lead since October 2020 with critical advantages in Ontario and Quebec. Erin O’Toole continues to struggle to connect with Canadians as his negatives continue to rise.

The Liberals are now the clear favourites: they have a sizeable lead in the horserace, the desire for change remains much more muted than back in 2019, and none of the opposition parties are gaining any traction.

Although the Liberals would likely win a majority if an election held today, rising anxiety about the pandemic and a third wave would make calling a spring election risky and challenging for the Liberals to navigate. For the opposition parties, there’s little here to entice them to bring down the government over the federal budget which means if the parties are basing decisions on the public mood, we won’t see an election until at least later this year.”

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.

We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

METHODOLOGY

The survey was conducted with 2,000 Canadian adults from March 25 to 30 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.1%, 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

Canadian PoliticsCOVID-19MediaPolls