WHO FOLLOWS THE NEWS? WORLD EVENTS, CANADIAN AND PROVINCIAL POLITICS Jack Jedwab Executive Director, Association for Canadian Studies February 2013

Introduction Whether it comes in the form of voting or indirect forms of participation, political engagement is often associated with knowledge and interest in politics. Clearly voting does not always require profound knowledge of politics but undoubtedly it helps in making an informed decision. Information about politics can be acquired from a number of sources but print and electronic media are perhaps the most common. That which follows will examine which Canadians are most likely to follow world events, Canadian politics and provincial politics.

Methodology The findings were collected from a survey of 2200 Canadians conducted by the firm Leger Marketing during the week of November 5th, 2012 and commissioned by the Association for Canadian Studies. Done via web panel, the probabilistic margin of error is 2.9 percent 19 times out of 20

Alta and BC most likely to follow politics, Ontarians least likely With one exception, Canadians follow world events more than politics in Canada or provincial politics. Only Quebecers follow provincial politics more than World events and Canadian politics. Still Quebecers follow Canadian politics more than the national average. Ontarians are least likely to follow Canadian and provincial politics. Albertans and British Columbians most likely to follow world and Canadian politics

Provincial Politics: Quebecers by far most likely to follow the news; Ontarians least likely to do so Often TotalMaritimesQCONMB/SKABBC Follow news about world events 60%61%60%57%63%65% Follow news about Canadian politics 49% 50%52%45%52%56%53% Follow news about provincia l politics 48% 45%65%37%49%50%49% Do you often, occasionally, rarely or never…

Following world events kicks in more intensely at 35 years of age while following Canadian and provincial politics at the age of 55. Often ManWoman plus Follow news about world events 66%55%32%41%47%53%63%64% Follow news about Canadia n politics 56%43%20%28%30%37%50% Follow news about provinci al politics 54%43%17%28%30%33%50%48%

Most educated Canadians and retirees are key constituents for news outlets. But it’s graduates and not students that follow the news Often HomemakerStud.RetiredElem/secCollegeUniv. Follow news about world events 56%34%76%51%58%72% Follow news about Canadian politics 36%24%69%38%50%61% Follow news about provincial politics 31%24%70%38%48%58%