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Canada: interest in evidence in ads 2012, based on HHI less than100K

This statistic shows the responses to a survey about consumer interest in supporting evidence in advertising in Canada as of December 2012, based on households which had an income of less than $100K. During the reported period, 21 percent of respondents stated that they were not at all interested in advertisements which used statistics to make a point.

Interest in evidence in advertising in Canada as of December 2012, based on HHI less than 100K

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Source

Release date

December 2012

Region

Canada

Survey time period

September 24th to November 21, 2012

Number of respondents

1,219 respondents

Special properties

Online interviews and survey

Supplementary notes

Question: How interested are you in advertising that has:
Very interested/not at all interested on a 1-9 scale, where 1 is not at all interested, and 9 is very interested
Base study n= 1,600
HHI - Household income
For more reliable income analysis, an additional sample of 100 Canadians with a household income of $100K+ was collected. In most cases, the findings were reported based on the proportionate sample of 1500 Canadians with the oversample weighted back to proportionate representation based on age, gender, and region. The exception was the reporting on the responses of the <$100K vs. $100K+ in household income groups, which was based on unweighted data, in order to draw from the full oversample.
Date of online focus group: September 24th to 26th, 2012
Date of online survey: November 6th to November 21st, 2012

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