Free Time on a Long Weekend: What Canadians Want to Do and Who They’D Like to Share It With

FREE TIME ON A LONG WEEKEND: WHAT CANADIANS WANT TO DO AND WHO THEY’D LIKE TO SHARE IT WITH

Canadians Most Want To Hang Out With Family and Friends (38%), Do A Physical Activity (29%), Or Have A Lazy Weekend/Go Camping (15%) And What Famous Person Still Alive They Would Most Like To Share Their Time With On A Long Weekend? “Family Member”(!) (5%), Jean Chretien (4%), Wayne Gretzky (3%), and Celine Dion (3%) As Top Non-Prompted Choices

Public Release Date: August 2, 2001 - 11:00 p.m. (EDT)

Ipsos-Reid (formerly Angus Reid) is one of North America’s largest market and opinion research companies, serving over 1,200 clients via its 11 offices and with annual research sales of $65 million. Established in 1979 by Dr. Angus Reid, the company undertakes global research on behalf of private, public and not for profit organizations in over 50 countries. Ipsos-Reid is a member of the IPSOS family of companies headquartered in Paris, France with research operations in 27 countries. Global research within IPSOS is coordinated under the Ipsos-Reid brand.

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal FREE TIME ON A LONG WEEKEND: WHAT CANADIANS WANT TO DO AND WHO THEY’D LIKE TO SHARE IT WITH

Toronto, Ontario – What adult Canadians would like to do most with their free time on a long weekend is to “hang out with family and friends” (38%), “do a physical activity such as hiking” (29%), “have a lazy weekend” (15%), or “go camping” (15%) according to an Ipsos- Reid/Labatt Blue Light survey released today.

Further, when asked to name what famous person, who is still alive, that they would most like to share their time with on a long weekend, adult Canadians chose “family member” (such as a spouse or parent) as their top choice (5%), followed by Prime Minister Jean Chretien (4%), Wayne Gretzky (3%), Celine Dion (3%), Mel Gibson (2%), Brad Pitt (2%), Nelson Mandella (2%), and Oprah Winfrey (2%).

Canadian adults were also asked to indicate which beverage they most enjoy in their free time on a long weekend with beer (34%) leading the way, followed by water (25%), wine (19%), juice/lemonade (14%), Coke (14%), liquor (13%), coffee (12%), tea (9%), iced tea (8%) and Pepsi (6%). © Ipsos-Reid

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal What is important about the question methodology for this survey is that the respondents were asked to provide their views to each one of these questions on a completely open-ended basis with no prompting or pre-coded potential answers. In other words, the answers to each one of these questions were wide open and unprompted except for the initial question.

These are the findings of an Ipsos-Reid poll conducted for Labatt Blue Light between July 24 and July 26, 2001.. The poll is based on a randomly selected sample of 974 adults aged 19+. With a sample of this size, the results are considered accurate to within ± 3.1 percentage points, 19 times out of 20, of what they would have been had the entire 19+ adult population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were statistically weighted to ensure the sample's regional and age/sex composition reflects that of the actual 19+ adult population according to the 1996 Census data.

What Canadians Would Like To Do Most With Their Free Time On A Long Weekend Asked to provide two pursuits that they want to do on a long weekend with their free time Canadians indicated an activity list almost as long as the long weekend.

While most want to “hang out with family and friends” (38%), “have a lazy weekend” (15%), “read” (12%), “sleep” (2%) or “sit on a patio enjoying a beer” (1%), most everyone else will be keeping active by doing a “physical activity” (such as hiking) (29%), “going camping” (15%) “traveling” (12%), “heading up to the cottage with friends” (9%), “doing hobbies and crafts” (8%), “fishing” (8%), “going to restaurants/movies and events” (6%), “playing golf” (5%), “going to the beach” (4%), “working around the house” (3%), “playing sports activities” (3%), “attending a sporting event” (3%) and “sailing/boating” (3%).

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal • The results also highlight different regional and demographic differences in terms of what people would like to do most with their free time on a long weekend.

• The provinces most likely to “hang out with family and friends”(38%) are led by Saskatchewan/Manitoba (55%) and Atlantic Canada (43%). This is also the category most chosen by those aged 25-34 (50%) and by women (41%).

• In terms of physical activities (29%) the provinces most likely to choose this free time activity are Quebec (41%) and British Columbia (34%), dominated by youth aged 19-24 (35%).

• For those who want to have a lazy weekend (15%), Ontario leads the way with 21%, with campers (15%) most likely to be found in Alberta (24%), British Columbia (21%) and Atlantic Canada (20%), dominated by 19-24 year olds (29%).

• Those travelling (12%) and reading (12%) are from Quebec, 18% and 19% respectively, whereas heading up to a cottage with friends (9%) is preferred in Atlantic Canada (14%) and Ontario (12%).

• Hobbies and crafts (8%) are preferred in British Columbia (13%), whereas fishing (8%) is chosen by Alberta and Quebec, each at 10%.

• For restaurants/movies/events, (6%) Quebec stands tall at 12%, while golf (5%) leads in Alberta (6%) and those who are beach bound (4%) are most likely to be found in Saskatchewan/Manitoba (7%).

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal So, What Famous Person, Who Is Still Alive, Would Canadians Most Like To Share Their Time With On A Long Weekend? Given the choice, 5% off the top of their head chose “a family member” such as a spouse or a parent—primarily driven by respondents in Quebec (10%).

Next on the list of open-ended choices was Prime Minister Jean Chretien (4%), who was most likely to be chosen by those in Ontario (5%) and Quebec (5%); Wayne Gretzky (3%) was the preference of Saskatchewan/Manitoba (7%) while Celine Dion (3%) was the most likely to get an invitation in Quebec (6%).

Mel Gibson (2%) was the envy of Alberta (6%), whereas Julia Roberts (2%) was offered invitations everywhere except in Atlantic Canada.

Bill Clinton (2%) was most preferred in Ontario (3%), whereas Brad Pitt (2%) was most envied in British Columbia (3%) and Tom Cruise (2%) likewise in British Columbia (3%) and Atlantic Canada (3%).

The number one guest for youth aged 19-24 was Julia Roberts (7%), whereas those aged 25-34 split between family (5%) and Wayne Gretzky (5%). To the middle-aged and older, family member (5%) top the list for 35-54, whereas the Prime Minister was most preferred 55+ (7%).

From a gender perspective the most preferred invite by men went to a family member (6%) compared to women at 4% — who obviously had a hard time choosing since that was tied with Celine Dion (4%) and Mel Gibson (4%).

Many other potential invitees were suggested by another 62% of the population. In addition to such notables as international leaders such as Vladimir Putin and Tony Blair; spiritual leaders the Pope and the Dalai Lama; and Canadians Jacque Villeneuve and Stompin’ Tom Connors. A complete list of their open-ended responses is found in Appendix “A”.

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal And, What Beverage Do Canadians Most Enjoy In Their Free Time On A Long Weekend? When asked on an open-ended basis to provide up to two choices as to what beverage they would most enjoy on a long weekend, Canadian adults (19+) responded with beer (34%) (and this was most preferred in Quebec at 38% and Alberta at 38%), water (25%) (most preferred in Saskatchewan and Manitoba at 28%), wine (19% which is most preferred in Quebec at 34%), juice (14%), (mainly from Quebec at (21%), Coke (14%) (Saskatchewan and Manitoba on top at 19%), liquor (13%) mainly from Quebec (15%), coffee (12%) (preferred in Saskatchewan and Manitoba at 18%), tea (9%) (preferred by Atlantic Canadians at 12%), iced tea (8%) (chosen by 14% in Saskatchewan and Manitoba), and Pepsi (6%) (being poured the most in Quebec at 9%).

-30- For more information on this news release, please contact: John Wright Senior Vice President Public Affairs Ipsos-Reid (416) 324-2900

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal APPENDIX A The following is a list of open-ended responses from 62% of Canadian adults as to “what famous person (alive) that they would most like to spend their free time with on a long weekend”:

(In alphabetical order by first name)

• Al Pacino • Maire Bourque

• Alain Olivier • Margaret Atwood

• Alanis Morissette • Mariah Carey

• Alexander Tagliani • Marilyn Dennison

• Allan Rickman • Mario Jean

• Amelia Earhart • Mario Lemieux

• André Agassi • Mark Crawford

• Anna Kournikova • Martha Stewart

• Anthony Hopkins • Martin Short

• Arnold Palmer • Matt Damon

• Arnold Schwarzenegger • Maya Angelu

• Barbara Eden • Meg Ryan

• Barbara Walters • Michel Barrette

• Ben Stiller • Michel Dumont

• Benjamen Bratt • Michel Rivard

• Bill Gates • Michel Sardou

• Billy Graham • Michelle Pfeifer

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal APPENDIX A

• Billy Ray Cyrus • Mick Jagger

• Bob Dylan • Mike Bullard

• Bob Geldof • Mike Harris

• Bobby Orr • Mike Myers

• Brian Adams • Mike Weir

• Brian Mulroney • Mikhail Gorbachev

• Brian Tobin • Mohammed Ali

• Britney Spears • Nathalie Petrowski

• Bruce Springsteen • Neil Young

• Bruce Willis • Nicholas Cage

• Cameron Diaz • Noam Chomsky

• Caroline St-Hilaire (MP) • Norman Jewison

• Catherine Deneuve • Normand Brathwaite

• Charles Lafortune • Oscar de la Hoya

• Charlie Pride • Ozzy Osborne

• Charlton Heston • Patrick Roy

• Cheech Marin • Patrick Swayze

• Christopher Walken • Paul Goodyear

• Claudia Schiffer • Paul Gross

• Claudine Mercier • Paul Henderson

• Clint Eastwood • Paul Martin

• Dalai Lama • Paul Mason

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal APPENDIX A

• Damon Allen • Paul McCartney

• Dan Ackroyd • Paul Newman

• Dave Broadfoot • Paul Piché

• Dave Matthews • Paul Simon

• David Attenborough • Paul Westerberg

• David Bowie • Pauline Marois

• Garth Brooks • Pete Sampras

• Gary Carter • Peter Croft

• Gene Simmons • Peter Gabriel

• Général Roméo Leblanc • Peter Mansbridge

• George Carlin • Phil Collins

• George Clooney • Pierre Berton

• George Straight • Pierre Johnson

• George W. Bush • Pierre Verville

• Geri Halliwell • Pope

• Gildor Roy • Preston Manning

• Gillian Anderson • Prince Charles

• Ginette Reno • Prince Harry

• Giscard D'estaing • Prince William

• Glenn Murray • Queen Elizabeth

• Gloria Steinham • Ralph Klein

• Gordie Howe • Ralph Fiennes

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal APPENDIX A

• Gordon Campell • Randy Bachman

• Gordon Lightfoot • Randy Owen

• Guy Carbonneau • Raquel Welsh

• Guy Lafleur • René Martel

• Harrison Ford • Richard Branson

• Hon. Adrienne Clarkson • Richard Gere

• Hugh Grant • Richard Séguin

• Isabelle Boulet • Ricky Martin

• J.L. Granatstein • Ringo Starr

• Jack Nicholson • Robert Merle

• Jack Nicklaus • Robert Redford

• Jacques De Grandemaison • Robin Williams

• Jacques Pariseau • Rock Voisine

• Jacques Pépin • Roméo Dallaire

• Jacques Villeneuve • Rush Limbaugh

• Jean-Luc Mongrain • Rusty Staub

• Jeff Gordon • Ryan Styles

• Jerry Lewis • Sandra Bullock

• Jerry Seinfield • Sara Brightman

• Jessy Cook • Sarah MacLaughlin

• Jim Patterson • Sean Connery

• Jimmy Carter • Sébastien Benoit

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal APPENDIX A

• Joe Clark • Serge Lama

• Joe Theisman • Serge Postigo

• John Glenn • Shania Twain

• John Hamm • Sharon Carstairs

• John Irving • Sharon Stone

• John Malkovich • Shawn Ross

• Jon BonJovi • Shelia Copps

• Julia Child • Sophia Lauren

• June Callwood • Stéphane Rochon

• K.D. Lang • Stéphane Rousseau

• Karl Peladeau • Stephen Hawking

• Keith Ramsey • Stephen King

• Kenny Rogers • Steve Jobs

• Kevin Bacon • Steven Spielberg

• Kevin Costner • Stockwell Day

• Kid Rock • Stompin’ Tom Connors

• Kim Basinger • Sylvain Cossette

• Kramer (from Seinfeld) • Tina Turner

• Larry King • Tom Hanks

• Larry Smith • Tom Jones

• Larry Walker • Tom Selleck

• Lauren Hill • Tony Blair

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal APPENDIX A

• Laurier Lapierre • Tyra Bank

• le duo d'humoristes Dominic et Martin. • Vladémir Guerrero

• Leonard Cohen • Vladmir Putin

• Lise Dion • Whoopi Goldberg

• Lucien Bouchard

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New York ● St. Louis ● Minneapolis ● San Francisco ● London (UK) Vancouver ● Calgary ● Winnipeg ● Toronto ● Ottawa ● Montreal