Introducing The Canadian Millennial Report

Abacus Data is pleased to offer Canada’s first comprehensive syndicated bi-annual study of Canadian Millennials – The Canadian Millennial Report.

While previous studies focus on Canadian youth, our studies track this key generation over time; capturing changes in attitudes and behaviour by tracking responses to important issues.

Click here to download the complete product sheet.

Core Subject Areas

Each report will delve into different themes that correspond to subscriber interests and input, allowing significant flexibility with our service. Specific study areas will include but are not limited to:

Communication. The study will track the use of telecommunication services (TV, mobile, internet) as well as device ownership, social media use, and OTT streaming services.

Media Consumption. The study will examine where and how Millennials get their news about current affairs so that subscribers understand how to inform and engage them.

State of mind.  The study will explore the state of mind of the generation including their satisfaction with life, what they are optimistic about, what they worry about, and what their top personal priorities and concerns are.

Public Policy Priorities. The study will track the specific policy priorities of the generation. It will provide a comprehensive look at policy priorities around employment and training, housing, the environment, climate change and energy policy, tax policy, health policy, energy policy, and justice issues.

Reactions to Policy Initiatives. The study will also measure Millennials’ reactions to the policy initiative areas identified above and alternatives, as well as the effectiveness of government programs and services and communications.

Financials & Housing. Housing affordability, employment stability, and family finances are key issues for this generation. The study will track perceptions about these issues and focus on the demographic and regional differences in responses.

Perceptions on Economy.  The study will explore how Millennials feel about the current and future economic circumstances

Sample Plan

Canadian Millennial Report surveys a nationally representative sample of Canadian Millennials between the ages of 16 and 35. A total of 2,000 young Canadians will be surveyed as part of this study.

The proposed regional breakdown for the sample is:

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The proposed breakdown between the age groups for the first study is detailed below. Future studies will shift the age range to align with the Millennial cohort’s 1980 to 2000 birth years.

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Contact Us

For more information on how to subscribe, please contact us at:

Abacus Data Inc.

100 Sparks St., Suite 1090
Ottawa, ON
K1P 5B7
T: 613-232-2806
Toll free: 888-757-1119
info@abacusdata.ca
abacusdata.ca

Need to Give Your Board a Boost? Add a Millennial

Is your governance board struggling to understand your consumer base? Having trouble staying on top of the latest trends in tech and employment? One author suggests that the answer may be generational diversity.

In an op-ed for Forbes, Avery Blank argues that adding  Millennials to governance boards can significantly benefit corporations.

According to Blank, from a strategic planning perspective, Millennial board members make perfect sense. She writes, “Call it risk management or a security, succession, or organizational resiliency lens. The knowledge and perspective of millennials are critical to an organization’s existence.”

Blank points out that the dialogue on boards is further ahead on the question of gender diversity. Over the last number of years, corporate governance boards have recognized the value that women bring to the table. Now we need to expand our definition of diversity to include Millennials, too.

Adding a Millennial member to a board is not without precedence. Blank references the case study of Starbucks, which boasts a Millennial member in the form of 34-year old Clara Shih, CEO of Hearsay Social

Blank concludes that, as Millennials, we need to stand up and demand a place at the table. With an estimated $200 billion of direct purchasing power, we have a compelling case to make.

To read the full article, click here.

Millennial board membership is only one way your business can better understand Canada’s largest and most influential consumer group. For assistance evaluating your company’s Millennial appeal to employees and customers, learn about our Millennial Audit.

SIX MONTHS AFTER ELECTION, PM TRUDEAU WELL REGARDED BY MOST CANADIANS

Our latest survey of Canadian public opinion shows broadly positive impressions of Prime Minister Justin Trudeau, six months after his election victory.

• On all 12 different measures we tested for, substantial majorities express positive feelings about Mr. Trudeau.

• At the top of the list of positive perceptions: “he projects a good image of Canada around the world” (79%), “he’s intelligent” (85%) he”sets a good example for young people in Canada” (77%), “genuinely cares about other people” (81%), “works hard at his job (81%) tries to do the right thing for the country” (86%), “open to new ideas, willing to listen to others” (78%).

• Slightly less positive ratings for the PM were for “knows how to lead” (69% agree), and “setting the right priorities for the country” (64%) “personal values are similar to my own” (62%)

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• A large part of the public opinion support from the Prime Minister has happened because he has won substantial support among NDP voters. The positive ratings for Mr. Trudeau are 70% or higher on all 12 items tested. Among 2015 NDP voters, 72% say he’s setting the right priorities for the country, 84% say he genuinely cares about other people, and 85% say he tries to do the right thing for the country.

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• Another interesting aspect of the public opinion mix is how Conservative voters have come to see Mr. Trudeau. In the run up and through the last election campaign, very few Conservative voters had a positive feeling about Mr. Trudeau.

But today, a solid half or more of those who voted CPC in October have some good feelings about Mr. Trudeau: 63% say he’s intelligent, 52% say he projects a good image of Canada around the world, 59% say he works hard at his job, 61% say he genuinely cares about other people. Where Conservative voters have the most critical views of Mr. Trudeau: “personal values are similar to my own” (23% agree), “knows how to lead” (33%), “setting the right priorities for the country” (23%)

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THE UPSHOT

The last couple of years featured many determined attacks on Justin Trudeau by his political opponents, and he went from first to third and then back to first in the public opinion polls.

These numbers suggest that some fundamentals have begun to form about the new Prime Minister. Voters broadly see him as intelligent, capable and empathetic.

His agenda has won broad support among voters on the left, presenting an even more serious challenge to the NDP. Conservative voters don’t agree with his priorities, but only half seem to dislike his personality.

According to Bruce Anderson: “For prospective leadership candidates of the NDP and Conservative parties, there are a number of implications.

First is that repeated criticisms about Mr. Trudeau being indolent, lacking intelligence or being obsessed with himself has been remarkably unsuccessful as political strategy. Voters don’t buy these characterizations.

The more important implication, is whether Mr. Trudeau’s image today is evidence that relentlessly negative campaigning, which has been the prevailing approach in politics for a long time, is no longer the only approach that may be rewarded by voters”.

Methodology

Our survey was conducted online with 2,000 Canadians aged 18 and over from May 17 to 20, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.

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 2,000 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. Totals may not add up to 100 due to rounding.

Abacus Data Inc.

We offer global research capacity with a strong focus on customer service, attention to detail and value added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.

Why American Millennials Like Trump (And How Canadians are Different)

A study published by the Harvard Institute of Politics is showing that a surprising number of millennials support US Presidential candidate, Donald Trump.

The poll showed that 25% of people under 30 intend on voting for ‘the Donald’ if Hillary Clinton wins the Democratic nomination.

However (as expected) Democratic nomination candidate, Bernie Sanders, remains the most popular among Gen Y, with 80% of respondents saying they would vote for Sanders should he win the nomination.

The reason for their support? Economic pressure following the recession, says one expert.

In an interview with Fortune, senior fellow at the University of Southern California, Morley Winograd, explained “Young voters think: “‘The system is rigged, I need somebody to totally overthrow the system’ and that’s what Trump says he’s going to do and that’s what Sanders says he’s going to do”.

However, a poll we recently conducted at Abacus Data demonstrates that Canadian Millennials are different.

When asked who they would vote for in a Clinton versus Trump election, only 17% of those under 30 indicated Trump.

The results were even more dramatic with a Trump versus Sanders race, with support for Trump dropping to 14%.

One thing is clear, if Canadian Millennials had their say, ‘the Donald’ would not be moving into the oval office any time soon.

To read the findings from our study about Canadian sentiments on the US Presidential election, including what Millennials think, click here.

Would you like to know more about Millennials as citizens? Contact us to discover our full range of research and analytical services.

The Millennial Way: Meaning & Balance

Our CEO, David Coletto, sat down with Electrical Business Magazine to talk about what Millennials are looking for in the workplace.

Read an excerpt below:

By Renée Francoeur Spring 2016

If not the most important thing, opportunity is definitely near the top of things Millennials look for in the workplace according to David Coletto, the 34 year-old CEO of Abacus Data and who leads the company’s Canadian Millennial Research Practice. 

Coletto explains most Millennials were raised to believe “that anything is possible, so we have high expectations and we look for opportunities to make a contribution and have an impact at work”.

To read the full piece, click here.

Would you like to know more about Millennials as consumers? Contact us to discover our full range of research and analytical services.

A WARMING ECONOMY? PERCEPTIONS ABOUT THE HEALTH OF THE CANADIAN ECONOMY IMPROVE

Our latest survey of Canadian public opinion suggests that Canadians are feeling better, gradually, about the economy.

Here’s what we found:

• More people say the economy is in poor shape (57%) rather than good shape (43%), but the gap has narrowed from 36 points in March to 14 points today.

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• Feelings about the economy are worst in Alberta, and well above average in BC. In Ontario, half say the economy is in good shape and half say poor. In Alberta, albeit with a modest sample size, we see an improvement from our reading in March.

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• Liberal voters are almost twice as likely (62%) to say the economy is in good shape than are Conservative voters (33%).

• Among those with the lowest household incomes, 37% say the economy is healthy. Among those with household incomes above $100,000, 50% say the economy is in good shape.

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• A separate question asked people whether they felt the Canadian economy was growing or shrinking. Since January, the number of people who feel the economy is growing is up from 28% to 46%. The number of people who see the ecomomy in recession/depression has dropped from 69% to 50%.

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• Perceptions in Alberta stand in 27 point contrast with the national average. In Alberta 77% see the economy in recession or depression, compared to 50% across Canada as a whole.

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• Asked to predict the economy 6 months from now, most people (56%) foresee no change. Among those who do expect things to change, more (27%) expect an improvement than deterioration (17%). In Alberta, 27% expect things to get better, 24% worse.

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• While partisanship has a lot to do with stated feelings about the economy, it is worth noting that even among those who feel the economy is in poor or very poor shape, people are more likely to have positive feelings (42%) about Prime Minister Trudeau than have negative feelings (35%). To this point, anyway, this PM does not “own” a great deal of the economic difficulties that people observe. Among those who say the economy is in poor shape, 52% agree that the PM is setting the right priorities for the country while 48% disagree.

THE UPSHOT

This month’s reading on the economic mood show definite signs of improvement, including in Alberta, where oil prices have hit the economy hard. Obviously, time will tell if this improvement in the economic mood will be sustained, or if predictions that the worst is behind our economy will prove true.

It’s often said that politics is almost always about the economy, however for the last couple of years in national politics, this connection has been more tenuous. This month’s data show that even among those who feel the economy is weak, feelings about the government are relatively positive.

Methodology

Our survey was conducted online with 2,000 Canadians aged 18 and over from May 17 to 20, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.

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 2,000 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. Totals may not add up to 100 due to rounding.

Abacus Data Inc.

We offer global research capacity with a strong focus on customer service, attention to detail and value added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.

Here One Minute, Gone the Next: Brand Use of Snapchat

A recent survey has revealed that Snapchat can be a valuable tool for brands in reaching Millennials.

Snapchat is a social media platform that allows users to share images, videos, and text for brief amounts of time before the content vanishes. It also contains a “Discover” component where media outlets and brands can share content that swaps out on a daily basis.

As Millennials, Snapchat appeals to our inclination for short, ‘snackable’ content.

The study, which was conducted for Variety, showed that 23% of Snapchat users checked “Discover” at least once a day. Brands like Buzzfeed are making intelligent use of the feature by designing content specifically for the platform.

While chatting with friends remains the highest ranked use for the app, access to brand content was also significant.

These findings on Millennial usage are consistent with a study by Abacus Data conducted on Millennial Facebook use. Our survey found that over 90% of respondents aged 18-29 had a Facebook account.

Whether it be Snapchat or Facebook, it is clear that social media is a key component of any Millennial strategy. Contact our team to discover how we can help your business better understand Canada’s largest and most influential consumer group.

Which Millennial is most likely to ‘Snap’ their latest purchase? : The Firefly

HOW WOULD TRUMP DO IN CANADA? REALLY BADLY.

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As the Republican and Democratic Parties look to be mostly wrapped up their selection process for this fall’s Presidential Elections, we asked Canadians how they were feeling about Hillary Clinton, Bernie Sanders, and Donald Trump.

Here’s what we found:

• Ms. Clinton would sweep Canada by 80% to 20% nationally.

• Bernie Sanders vs Trump would produce almost identical results, with the Democrat winning that hypothetical match-up 82%-18%.

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• If Canada’s provinces were US states, Donald Trump would carry none of them: Ms. Clinton would clobber the real estate developer coast to coast, including by a 74%-26% margin in the most conservative province in Canada, Alberta.

• Women were especially uninterested in Mr. Trump (87%-13%) but three out of four men (73%) wouldn’t vote for him either.

• The only subgroup that shows an unusual level of interest in Mr. Trump is those who voted CPC last fall. 39% said they would vote for Trump; Hillary Clinton would carry Conservatives here with 61%.

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The challenges for Trump are not just a function of the normal Canadian skew towards Democrats over Republicans. His image among Canadians is burdened in several ways:

• 82% think Trump is certainly (54%) or probably (28%) a racist when it comes to his views of some minority groups.

• 82% believe Trump certainly (55%) or probably (27%) doesn’t really understand the rest of the world.

• Almost as many (75%) say Trump is certainly (45%) or probably (30%) disrespectful of women. 80% of women feel this way.

• 84% doubt a President Trump would make the world a safer place.

• His campaign slogal is that he will “make America great again”. Most (79%) don’t believe Mr. Trump would do that.

• For every person who thinks he would improve the US economy, two don’t feel that way. (32%-68%)

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THE UPSHOT

According to Bruce Anderson:

“It’s not unusual at all for Canadians to be more drawn to Democratic rather than Republican Presidential candidates.

However the breadth and depth of the negative reaction to Mr. Trump seems unusual. Today Canadian progressive, centrist and conservative voters all hold his values in poor regard, when it comes to tolerance of minorities and respect for women.

Across the board there are anxieties about his impact on peace and world security His potential as an economic fixer is widely doubted. In short, many Canadians feel his election would be bad for the world, and for America too.”

Methodology

Our survey was conducted online with 2,000 Canadians aged 18 and over from May 17 to 20, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.

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 2,000 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. Totals may not add up to 100 due to rounding.

Abacus Data Inc.

We offer global research capacity with a strong focus on customer service, attention to detail and value added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.

The Trucking Industry Has a Millennial Problem

The trucking industry is having a hard time attracting a younger workforce.

A new study commissioned by the Canadian Trucking Alliance revealed that the industry could be short as many as 48,000 workers by 2024.

Speaking on CBC Radio program “The Current”, Abacus Data CEO David Coletto explained that the trucking industry faces several challenges recruiting Millennial employees.

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Coletto explained that Millennial employees are searching for four attributes in a potential career: ability to make a contribution; flexibility; recognition; and opportunity for advancement. Trucking, with its long hours and poor work-life balance, fails to meet these criteria in its current state.

However, it is not just trucking that is in trouble- Coletto points out that many of the trades are having difficulty recruiting younger employees.

“Even if you speak to Deans and professors in these programs [trades] at colleges across the country, they are saying they themselves are having difficulty”.

There may, however, be room for the trucking industry to reposition itself as attractive to millennials. After all, as Millennials, we crave flexibility and new experiences from our work. A career in trucking allows drivers to travel all over the continent and experience a new part of the world every day. This could be perceived as desirable to Millennials who are searching for work with a sense of adventure.

To hear the complete interview, click here.

To learn more, contact our team to discover how we can help your business better understand Canada’s largest and most influential generation.

Which Millennial is most likely to enjoy a job in the trades?: The Simple Lifer

PIPELINE POLITICS IN 2016

By Bruce Anderson & David Coletto

PdfExportFor several years, construction of new pipelines to get Canadian oil to offshore markets have generated controversy involving environmental groups, industry, and politicians.

But where does the public actually stand?

Our latest survey included a series of questions designed to characterize the current mood. Here’s what we found:

• Only one in three (32%) people agree with the proposition argued by some prominent environmental campaigners, that “Canada should build no new pipeline capacity because doing so will end up causing more oil to be used and make the climate change problem worse.”

More than twice as many (68%) took the alternative view, that “Canada should build new pipeline capacity and use our oil resources but also invest in renewable energy and ways to reduce the amount of emissions the country produces”.

• Only in Quebec, among voters under 30, and among NDP voters, are the proportions on this question close to equal.

• Fully 69% of those who voted Liberal in October would prefer to see pipelines built along with parallel efforts to reduce emissions.

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• 30% say they support the proposed Kinder Morgan Trans Mountain project, another 29% say they can support it under certain circumstances, while 23% are outright opposed. 18% are unsure. In BC the numbers are 31% support, 31% can support, and 27% oppose.

• 30% support the Northern Gateway proposal of Enbridge, 28% can support it, and 25% oppose this proposal. 17% are unsure. In BC, the numbers are 31% support, 29% can support, and 29% oppose.

• 37% support TransCanada’s Energy East proposal 28% can support it, and 18% oppose the proposal. In Ontario, the numbers are 36% support, 32% can support, only 12% oppose. In Quebec, the numbers are 30% support, 20% can support, and 32% oppose. Only 15% of Liberal voters oppose this project outright.

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• If the Northern Gateway project was shifted to a more northern coastal endpoint so that tankers did not have to travel through the Douglas Channel, 28% say they would support the project, 49% would accept it, and 23% would oppose. In BC, the numbers would be 34% support -41% accept-26% oppose.

• Among the 25% who initially said they were against Northern Gateway, about one in three (35%) would accept the project if the project was shifted to a more northern coastal endpoint.

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• If people saw that more indigenous groups became supportive of the Northern Gateway project, 33% would support the project, 46% could accept it, and 20% oppose. In BC, the proportions are 36%-44%-20%.

• Among the 25% who were initially opposed to Northern Gateway, 42% said they would accept the project if more indigenous groups became supportive.

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THE UPSHOT

Despite strenuous campaigns by some in the environmental movement, there is little public opinion pressure on the Liberal government to scrap these projects..

According to Bruce Anderson: “In a sense, social licence clearly exists. A broad cross section of voters and the large majority of Liberal voters feel uncomfortable with the anti-pipeline argument – believing instead that the best course for the country is to continue to harness the value of our oil resources, while putting increasing effort into reducing emissions and promoting other forms of energy.

This is consistent with the blend of aspiration and pragmatism which has long marked Canadian political culture. For elected officials who believe these projects have merit, the data suggests approval of these projects, alongside efforts to minimize environmental risks and increase First Nations involvement would encounter less resistance than some may suspect.”

Methodology

Our survey was conducted online with 2,000 Canadians aged 18 and over from May 17 to 20, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.

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 2,000 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. Totals may not add up to 100 due to rounding.

Abacus Data Inc.

We offer global research capacity with a strong focus on customer service, attention to detail and value added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.

For more information, visit our website at http://www.abacusdata.ca/