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Family and Health More Priceless
to Canadians than Careers or Sex
New survey finds that family and
heath overshadow
career and sex on Canadians' list of personal priorities
TORONTO - June 19, 2002 - Leading
into Canada Day, a new countrywide study released today
finds that careers and sex lives take a back seat to
family and health on the personal priorities list of
Canadians.
The results are part of the Canadian Priceless Index,
a national survey conducted by Environics Research Group
for MasterCard Canada, in which 2,000 respondents across
the country were asked to reflect on what they considered
to be the most priceless aspects of Canadian life, history
and society, as well as our nation's most valuable contributions
to the rest of the world.
Some key findings:
- When asked what is most priceless to them personally,
35 per cent said family while only one per cent listed
their job or career. In fact, 32 per cent say the
best way to spend Canada Day is with family, friends
and neighbours.
- 31 per cent listed the birth of their child as their
most priceless memory followed by their wedding or
honeymoon (9 per cent).
- Apparently, Canadians would rather curl up with
a good book than each other. Reading ranks first (at
20 per cent) as Canadians' favourite way to spend
personal time. Sex? Less than one per cent of Canadians
picked it and that response seems to come primarily
from Quebec.
"With so much discussion today about work and
careers it's refreshing to see that at heart Canadians
consider their family, friends and personal health as
their highest priorities," said Walt Macnee, President,
MasterCard Canada. "It truly does reinforce that
there are some things money can't buy."
Hitting the books, not the sheets
When asked what about their favorite things to do with
their spare time:
- Reading was mentioned first by 20 per cent of respondents
- Physical outdoor activities, like playing sports,
cycling and walking was the first choice for 14 per
cent of respondents
- Spending time with family and friends was the third
most popular choice at 9 per cent
- Gardening was the first choice of 8 per cent of
respondents
Activities at the bottom of the list included:
- Playing video games (1 per cent)
- Volunteering or working (1 per cent)
- Cooking (1 per cent)
- Sex (1 per cent)
Our kids are #1 on our minds
When asked to consider their most priceless memory,
the birth of a child was the overwhelming leader at
31 per cent. Rounding out the top responses were:
- Wedding day or honeymoon (9 per cent)
- A trip or vacation (8 per cent)
- A family member (6 per cent)
- A family time or childhood (6 per cent)
- Romantic memories or meeting a spouse (4 per cent)
Study methodology
This survey of 2,028 Canadians 18 years of age and over
was carried out by telephone between May 21 and June
5, 2002. Results to a survey of this size can be considered
accurate to within plus or minus 2.2 percent, nineteen
times out of twenty.
About MasterCard
MasterCard International has a comprehensive portfolio
of well-known, widely accepted payment brands including
MasterCardâ, Cirrusâ and Maestroâ.
More than 1.7 billion MasterCard, Cirrus and Maestro
logos are present on credit, charge and debit cards
in circulation today. An association comprised of more
than 15,000 member financial institutions, MasterCard
serves consumers and businesses, both large and small,
in 210 countries and territories. MasterCard is a leader
in quality and innovation, offering a wide range of
payment solutions in the virtual and traditional worlds.
MasterCard's award-winning Pricelessâ advertising
campaign is now seen in 90 countries and in 45 languages,
giving the MasterCard brand a truly global reach and
scope. With more than 24 million acceptance locations,
no card is accepted in more places and by more merchants
than the MasterCard Card. For the year ended December
31, 2001 gross dollar volume exceeded US$986 billion.
MasterCard can be reached through its World Wide Web
site at http://www.mastercard.com.
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For more information, please contact:
Allison Morris, Tina Gladstone or Christopher Fox
Environics Communications for MasterCard Canada
416-920-9000
amorris@pr.environics.ca
tgladstone@pr.environics.ca
cfox@pr.environics.ca
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