1. Omnibus WEB Major Consumer Trends Survey commissioned by
September 2013

2. Table of Contents Methodological Summary 3
Factors Influencing Purchase 4
Online Purchase Behavior 7
Online Research for Product Purchase 10
Types of Products Bought Online 13
Factors Influencing Store/Supplier Selection 16
CSR Factors That Influence Product/Business Selection 18
Local Purchasing Behavior 21
Brand Influence on Purchase Intent 24
Perceived Value Added 27
Influence of Recession 30 2

3. Methodological Summary
Method of data collection
Web survey
Markets
Total Canada
Sample size
1023 respondents
Selection criteria
- Canadian
- 18 y/o and over
Data collection dates
From July 31th to August 5th, 2013
Statistical differences between sample sub-groups
A letter next to the result for a sub-group within a table or graphic indicates that it is statistically different, at a 95% confidence level, compared to the sub-group bearing the corresponding letter. 3 3

4. Factors Influencing Purchase
Base
All respondents (n=1023)
Q1:
In general, when you decide to purchase a product or service, which factors are important to you?
ABCD:
95% significance level

5. Factors Influencing Purchase by Province
Total BC AB
SK/MB
Ontario
Quebec
Atlantic
(A)
(B)
(C)
(D)
(E)
(F)
Base
(n=1023)
(n=137)
(n=109)
(n=67)
(n=392)
(n=246)
(n=73)
Pay the least possible
64%
56%
65%
67% B
67%
Buy a recognized brand
49%
42%
43%
57% ABCE
45%
56% A
Buy a product that is good for the health
52%
44%
47%
53%
54%
Obtain information on the internet before buying
41%
48% F
39%
43% F
38%
31%
Buy a locally made product
32%
37%
40%
Obtain points, a cash back or gift upon purchase
35%
30%
28%
40% CE
Buy an eco-friendly product / a product made by an eco-friendly business
26%
25%
29% C
15%
30% C
Buy a product or service offered by a socially responsible business
27%
23%
24%
Be able to buy online
18%
17%
26% F
14%
None of these factors are important to me 4% 5% 6% 3%
Base
All respondents
Q1:
In general, when you decide to purchase a product or service, which factors are important to you?
ABCD:
95% significance level

6. Factors Influencing Purchase by Income
Total
<40k
40k - <60K
60k - <100k
100k+
(G)
(H)
(I)
(J)
Base
(n=1023)
(n=291)
(n=168)
(n=271)
(n=141)
Pay the least possible
64%
68%
66%
62%
Buy a recognized brand
49%
42%
50%
57% G
Buy a product that is good for the health
46%
52%
Obtain information on the internet before buying
41%
35%
38%
46% G
51% GH
Buy a locally made product
39%
47% G
Obtain points, a cash back or gift upon purchase
33%
Buy an eco-friendly product / a product made by an eco-friendly business
26%
27%
23%
28%
Buy a product or service offered by a socially responsible business
22%
Be able to buy online
18%
17%
20%
None of these factors are important to me 4% 5% 3% 1%
Base
All respondents
Q1:
In general, when you decide to purchase a product or service, which factors are important to you?
ABCD:
95% significance level

7. Online Purchase Behavior
Base
All respondents (n=1023)
Q2:
What are your product and service purchasing habits on the Internet?
ABCD:
95% significance level

8. Online Purchase Behavior by Province
Total BC AB
SK/MB
Ontario
Quebec
Atlantic
(A)
(B)
(C)
(D)
(E)
(F)
Base
(n=1023)
(n=137)
(n=109)
(n=67)
(n=392)
(n=246)
(n=73)
I conduct a broad online search prior to a purchase
47%
50% F
49%
38%
42%
56% CDF
36%
I consult customer review sites before buying
48%
45%
37%
40%
I search online to find the best place to buy the product or service before buying
48% E
47% E
41% E
50% E
27%
40% E
I buy products or services online in Canada
41%
44% E
34%
45% E
32%
I buy products or services online in the United States
24%
26%
25%
21%
23%
I buy products or services online outside of Canada or the United States
14%
15%
19% F
12%
16% 9%
I consult blogs or discussion forums before buying
13%
15% C 6%
15% CF
10%
I go to a store to test a product before buying it online 7%
11%
Other 3%
8% DEF 2% 5% 1%
I never go on the Internet before buying or to buy a product or a service
19%
18%
25% A
Base
All respondents
Q2:
What are your product and service purchasing habits on the Internet?
ABCD:
95% significance level

9. Online Purchase Behavior by Income
Total
<40k
40k - <60K
60k - <100k
100k+
(G)
(H)
(I)
(J)
Base
(n=1023)
(n=291)
(n=168)
(n=271)
(n=141)
I conduct a broad online search prior to a purchase
47%
37%
48% G
51% G
54% G
I consult customer review sites before buying
42%
39%
44%
52% GH
I search online to find the best place to buy the product or service before buying
46%
I buy products or services online in Canada
41%
33%
50% GH
49% G
I buy products or services online in the United States
24%
19%
22%
29% G
31% G
I buy products or services online outside of Canada or the United States
14%
12%
16%
13%
I consult blogs or discussion forums before buying 9%
17% G
20% G
I go to a store to test a product before buying it online
10%
Other 3%
6% I 2%
I never go on the Internet before buying or to buy a product or a service
26% IJ
11%
Base
All respondents
Q2:
What are your product and service purchasing habits on the Internet?
ABCD:
95% significance level

10. Online Research for Product Purchase
Base
Respondents who search online (on websites, blogs, customer reviews) prior to a purchase (n=729)
Q3:
For which types of products or services do you seek online information before buying?
ABCD:
95% significance level

11. Online Research for Product Purchase by Province
Total BC AB
SK/MB
Ontario
Quebec
Atlantic
(A)
(B)
(C)
(D)
(E)
(F)
Base
(n=729)
(n=98)
(n=77)
(n=42)
(n=287)
(n=174)
(n=51)
Technological devices: computers, audio devices, tablets, electronic devices, etc.
74%
78%
79%
76%
71%
68%
Travel and tourism: airplane/train tickets, vacations, rentals, etc.
65%
74% E
64%
67% E
56%
66%
Vehicles: cars, trucks, motorcycles, etc.
53%
49%
58% C
40%
54%
50%
61% C
Cultural goods: books, music, movies, series, etc.
37%
36%
39%
33%
38%
31%
Clothing, shoes, jewelry and accessories
32%
35%
29%
34%
Healthcare products: food supplements, pharmaceutical products, diet products, etc.
44% EF
38% E
41% EF
24%
26%
Food products and home maintenance
29% E
35% E
34% E
33% E
18%
32% E
Insurance and financial services
21%
39% ACE
32% AC
Personal and beauty products: makeup, perfumes, etc.
25%
23%
30% E
17%
22%
Baby and child products: games, toys, early childhood education items, etc.
15%
10%
20% E
18% E
16%
Alcohol 6% 8% 4% 5%
Other 3%
Base
Respondents who search online (on websites, blogs, customer reviews) prior to a purchase
Q3:
For which types of products or services do you seek online information before buying?
ABCD:
95% significance level

12. Online Research for Product Purchase by Income
Total
<40k
40k - <60K
60k - <100k
100k+
(G)
(H)
(I)
(J)
Base
(n=729)
(n=185)
(n=113)
(n=209)
(n=116)
Technological devices: computers, audio devices, tablets, electronic devices, etc.
74%
67%
80% G
78% G
Travel and tourism: airplane/train tickets, vacations, rentals, etc.
65%
47%
61% G
69% G
79% GH
Vehicles: cars, trucks, motorcycles, etc.
53%
38%
50%
57% G
70% GHI
Cultural goods: books, music, movies, series, etc.
37%
33%
35%
40%
Clothing, shoes, jewelry and accessories
36%
29%
40% H
Healthcare products: food supplements, pharmaceutical products, diet products, etc.
32%
Food products and home maintenance
30%
28%
Insurance and financial services
34%
24%
Personal and beauty products: makeup, perfumes, etc.
25%
18%
Baby and child products: games, toys, early childhood education items, etc.
15%
12%
17%
10%
Alcohol 6% 4% 7% 5%
10% G
Other 2%
Base
Respondents who search online (on websites, blogs, customer reviews) prior to a purchase
Q3:
For which types of products or services do you seek online information before buying?
ABCD:
95% significance level

13. Types of Products Bought Online
Base
Respondents who test products in store before buying online and/or respondents who buy online (n=526)
Q4:
What types of products do you buy online?
ABCD:
95% significance level

14. Types of Products Bought Online
Total BC AB
SK/MB
Ontario
Quebec
Atlantic
(A)
(B)
(C)
(D)
(E)
(F)
Base
(n=526)
(n=74)
(n=62)
(n=30)
(n=215)
(n=111)
(n=34)
Clothing, shoes, jewelry and accessories
52%
40%
48%
54%
60% A
50%
45%
Travel and tourism: airplane/train tickets, vacations, rentals, etc.
58%
51%
44%
Cultural goods: books, music, movies, series, etc.
49%
56%
47%
Technological devices: computers, audio devices, tablets, electronic devices, etc.
57% E
43%
39%
60% DE
Personal and beauty products: makeup, perfumes, etc.
21%
29% E
18%
16%
24% E
14%
28% E
Healthcare products: food supplements, pharmaceutical products, diet products, etc.
19%
26%
15%
13%
Baby and child products: games, toys, early childhood education items, etc.
10%
Insurance and financial services
14% C
11% 2%
16% C
12%
Food products and home maintenance 8% 7%
Vehicles: cars, trucks, motorcycles, etc. 6% 4% 9% 5%
Alcohol 1% -
Other
17%
Base
Respondents who test products in store before buying online and/or respondents who buy online
Q4:
What types of products do you buy online?
ABCD:
95% significance level

15. Types of Products Bought Online
Total
<40k
40k - <60K
60k - <100k
100k+
(G)
(H)
(I)
(J)
Base
(n=526)
(n=130)
(n=85)
(n=154)
Clothing, shoes, jewelry and accessories
52%
53%
43%
55%
50%
Travel and tourism: airplane/train tickets, vacations, rentals, etc.
30%
51% G
54% G
67% GH
Cultural goods: books, music, movies, series, etc.
49%
40%
Technological devices: computers, audio devices, tablets, electronic devices, etc.
47%
42%
Personal and beauty products: makeup, perfumes, etc.
21%
25%
18%
24%
14%
Healthcare products: food supplements, pharmaceutical products, diet products, etc.
19%
23%
22%
17%
Baby and child products: games, toys, early childhood education items, etc.
10%
16%
Insurance and financial services
13%
12%
15%
Food products and home maintenance
11% 9%
Vehicles: cars, trucks, motorcycles, etc. 6% 3% 4% 5%
Alcohol 1% -
Other
16% I
Base
Respondents who test products in store before buying online and/or respondents who buy online
Q4:
What types of products do you buy online?
ABCD:
95% significance level

16. Factors Influencing Store/Supplier Selection by Province
Base
Respondents who buy online
Q5:
Generally speaking, which statement best reflect your behaviour when looking for a store or a service supplier?
ABCD:
95% significance level

17. Factors Influencing Store/Supplier Selection by Income
Base
Respondents who buy online
Q5:
Generally speaking, which statement best reflect your behaviour when looking for a store or a service supplier?
ABCD:
95% significance level

18. CSR Factors That Influence Product/Business Selection
Base
All respondents (n=1023)
Q6:
Which social factors are so important that they have become selection criteria for a product or business with which you do business?
ABCD:
95% significance level

19. CSR Factors That Influence Product/Business Selection by Province
Total BC AB
SK/MB
Ontario
Quebec
Atlantic
(A)
(B)
(C)
(D)
(E)
(F)
Base
(n=1023)
(n=137)
(n=109)
(n=67)
(n=392)
(n=246)
(n=73)
Stores/shops located in my area or neighborhood
55%
48%
58%
52%
57%
51%
65% AE
Local products / businesses offering such products
41%
38%
44%
34%
39%
46%
Eco-friendly products or business
29%
26%
20%
30%
34% C
24%
Human rights and occupational safety & health respectful products / businesses offering such products
25%
21%
19%
22%
33% ABD
Fair trade products / businesses offering such products
23%
33% CDE
18%
Organically farmed products / businesses offering such products
15%
22% CE
18% CE 7%
17% CE
10%
16%
Traceable products / businesses offering such products
14% 8%
Stores/shops that obtain supplies from non-profit organizations, that serve a social cause
12%
None of these factors
Base
All respondents
Q6:
Which social factors are so important that they have become selection criteria for a product or business with which you do business?
ABCD:
95% significance level

20. CSR Factors That Influence Product/Business Selection by Income
Total
<40k
40k - <60K
60k - <100k
100k+
(G)
(H)
(I)
(J)
Base
(n=1023)
(n=291)
(n=168)
(n=271)
(n=141)
Stores/shops located in my area or neighborhood
55%
52%
58%
60%
Local products / businesses offering such products
41%
40%
43%
Eco-friendly products or business
29%
30%
24%
Human rights and occupational safety & health respectful products / businesses offering such products
25%
31% I
30% I
19%
22%
Fair trade products / businesses offering such products
23%
26%
Organically farmed products / businesses offering such products
15%
18%
13%
14%
Traceable products / businesses offering such products
12%
17%
Stores/shops that obtain supplies from non-profit organizations, that serve a social cause
17% IJ 9%
None of these factors
20%
Base
All respondents
Q6:
Which social factors are so important that they have become selection criteria for a product or business with which you do business?
ABCD:
95% significance level

21. Local Purchasing Behavior
Base
All respondents (n=1023)
Q7:
Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced :
ABCD:
95% significance level

22. Local Purchasing Behavior by Province
Total BC AB
SK/MB
Ontario
Quebec
Atlantic
(A)
(B)
(C)
(D)
(E)
(F)
Base
(n=1023)
(n=137)
(n=109)
(n=67)
(n=392)
(n=246)
(n=73)
In Canada
45%
48%
38%
46%
39%
57% CE
In your region
24%
21%
11%
20% C
36% ABCD
27% C
In the province where you reside
14%
25% A
16%
22% A
30% AC
33% ACD
In your city / municipality
23%
19%
17%
34% ABCDF
18%
I have made no specific effort to shop for or purchase such products
35%
37%
49% EF
38% E
27%
28%
Base
All respondents
Q7:
Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced :
ABCD:
95% significance level

23. Local Purchasing Behavior by Income
Total
<40k
40k - <60K
60k - <100k
100k+
(G)
(H)
(I)
(J)
Base
(n=1023)
(n=291)
(n=168)
(n=271)
(n=141)
In Canada
45%
46%
43%
44%
In your region
24%
22%
25%
In the province where you reside
26%
23%
In your city / municipality
20%
I have made no specific effort to shop for or purchase such products
35%
31%
39%
34%
Base
All respondents
Q7:
Thinking about purchases you have made in the last months, would you say you made a specific effort to shop for or purchase products made or produced :
ABCD:
95% significance level

24. Brand Influence on Purchase Intent
Base
All respondents (n=1023)
Q8:
For what types of products or services does the brand represent a decision factor for you?
ABCD:
95% significance level

25. Brand Influence on Purchase Intent by Province
Total BC AB
SK/MB
Ontario
Quebec
Atlantic
(A)
(B)
(C)
(D)
(E)
(F)
Base
(n=1023)
(n=137)
(n=109)
(n=67)
(n=392)
(n=246)
(n=73)
Vehicles: cars, trucks, motorcycles, etc.
48%
41%
49%
42%
50%
52%
Technological devices: computers, audio devices, tablets, electronic devices, etc.
46%
37%
Food products and home maintenance
39%
34%
32%
Clothing, shoes, jewelry and accessories
28%
25%
26%
21%
32% C
27%
24%
Personal and beauty products: makeup, perfumes, etc.
23%
20%
34% ACEF
16%
Healthcare products: food supplements, pharmaceutical products, diet products, etc.
22%
31%
Insurance and financial services
18%
36% ACDF
Travel and tourism: airplane/train tickets, vacations, rentals, etc.
27% C
15%
28% CF
17%
Alcohol
19%
Baby and child products: games, toys, early childhood education items, etc.
10% 6%
14% AE 9%
Other 3% 2% 1% 4% 5%
The brand is never a decision factor for me
30% BDE
Base
All respondents
Q8:
For what types of products or services does the brand represent a decision factor for you?
ABCD:
95% significance level

26. Brand Influence on Purchase Intent by Income
Total
<40k
40k - <60K
60k - <100k
100k+
(G)
(H)
(I)
(J)
Base
(n=1023)
(n=291)
(n=168)
(n=271)
(n=141)
Vehicles: cars, trucks, motorcycles, etc.
48%
35%
46% G
54% G
63% GH
Technological devices: computers, audio devices, tablets, electronic devices, etc.
46%
41%
42%
50%
58% GH
Food products and home maintenance
39%
34%
43%
Clothing, shoes, jewelry and accessories
28%
25%
27%
42% GHI
Personal and beauty products: makeup, perfumes, etc.
21%
26%
29% G
38% GH
Healthcare products: food supplements, pharmaceutical products, diet products, etc.
33%
Insurance and financial services
19%
33% G
Travel and tourism: airplane/train tickets, vacations, rentals, etc.
14%
28% G
37% G
Alcohol
22%
17%
24%
23%
34% GHI
Baby and child products: games, toys, early childhood education items, etc.
10% 9%
13%
Other 3%
5% J 4% 1%
The brand is never a decision factor for me
18%
20% J
21% J
15%
11%
Base
All respondents
Q8:
For what types of products or services does the brand represent a decision factor for you?
ABCD:
95% significance level

27. Perceived Value Added Base All respondents (n=1023) Q9:
In which cases would you be willing to pay more to obtain a product or service?
ABCD:
95% significance level

28. Perceived Value Added by Province
Total BC AB
SK/MB
Ontario
Quebec
Atlantic
(A)
(B)
(C)
(D)
(E)
(F)
Base
(n=1023)
(n=137)
(n=109)
(n=67)
(n=392)
(n=246)
(n=73)
Buy a product that is good for the health
31%
33% F
21%
34% CF
30%
20%
Buy a locally made product
29%
28%
Buy a recognized brand
24%
22%
32% E
Buy an eco-friendly product / made by an eco-friendly business
18%
16%
Buy a product or service offered by a socially responsible business
17%
19%
13%
10%
Be able to buy online 7% 5%
13% AEF
9% F 2%
None of these cases
34%
36%
27%
48% BDE
32%
38%
Base
All respondents
Q9:
In which cases would you be willing to pay more to obtain a product or service?
ABCD:
95% significance level

29. Perceived Value Added by Income
Total
<40k
40k - <60K
60k - <100k
100k+
(G)
(H)
(I)
(J)
Base
(n=1023)
(n=291)
(n=168)
(n=271)
(n=141)
Buy a product that is good for the health
31%
26%
36% G
29%
Buy a locally made product
30%
33%
Buy a recognized brand
28%
23%
32% G
40% GH
Buy an eco-friendly product / made by an eco-friendly business
21%
18%
Buy a product or service offered by a socially responsible business
17%
16%
13%
Be able to buy online 7% 8%
None of these cases
34%
40% IJ
Base
All respondents
Q9:
In which cases would you be willing to pay more to obtain a product or service?
ABCD:
95% significance level

30. Influence of Recession
Base
All respondents (n=1023)
Q10:
What impact did the last economic recession ( ) have on your habits as a consumer?
ABCD:
95% significance level

31. Influence of Recession by Province
Total BC AB
SK/MB
Ontario
Quebec
Atlantic
(A)
(B)
(C)
(D)
(E)
(F)
Base
(n=1023)
(n=137)
(n=109)
(n=67)
(n=392)
(n=246)
(n=73)
I shop around more to make sure I am paying the best price
44%
43% C
48% C
27%
49% CE
38%
54% CE
I buy products and services that cost less
32%
36% BC
20%
23%
37% BCE
29%
34% B
I buy less products and services than before the recession
31%
18%
37% CE
28%
33% C
I buy used or second-hand merchandise
28% E
26% E
16%
27% CE
24%
I exchange goods or services 5% 3% 4% 6% 2%
I rent certain products or services I used to buy before
None of these choices
8% E
9% E
The recession had no impact on my habits as a consumer
33%
52% ABDEF
36% DF
21%
Base
All respondents
Q10:
What impact did the last economic recession ( ) have on your habits as a consumer?
ABCD:
95% significance level

32. Influence of Recession by Income
Total
<40k
40k - <60K
60k - <100k
100k+
(G)
(H)
(I)
(J)
Base
(n=1023)
(n=291)
(n=168)
(n=271)
(n=141)
I shop around more to make sure I am paying the best price
44%
45%
49%
43%
I buy products and services that cost less
32%
40% HJ
29%
34% J
24%
I buy less products and services than before the recession
31%
36%
30%
I buy used or second-hand merchandise
23%
36% HIJ
14%
23% HJ
11%
I exchange goods or services 5% 7% 4%
I rent certain products or services I used to buy before 3% 6% 2%
None of these choices
7% G
The recession had no impact on my habits as a consumer
34% G
32% G
38% G
Base
All respondents
Q10:
What impact did the last economic recession ( ) have on your habits as a consumer?
ABCD:
95% significance level