Innovative Research Group, Inc.

www.innovativeresearch.ca
Toronto :: Vancouver

Federal Election Study 

Inter-generational Vote

Prepared for:

Historica Dominion Institute

43 Front Street East, Suite 301
Toronto, ON M5E 1B3

:: Draft Report :: STRICTLY PRIVILEGED AND

April 2011
:: Not to be published :: CONFIDENTIAL
 2

Methodology
The Inter-generational Vote study was conducted for the Historica Dominion Institute. The study is a comparison of two online surveys: a
general population survey of Canadian voters and a youth tracking survey of young Canadian voters between the ages of 18 and 24.
Youth Survey:
• The youth poll was conducted for Innovative Research Group by Uthink Services between April 8th and April 13th, 2011.
• This online survey of 831 young Canadians between the ages of 18 and 24, was conducted on Uthink’s online national research panel.
• Panelist on Uthink’s online research panel are recruited from a wide variety of sources to reflect the age, gender, region and language
characteristics of young Canadians. Each survey is administered to a series of randomly selected samples from the panel and weighted
to ensure that the overall sample's composition reflects that of the actual Canadians between the ages of 18 and 24 according to 2006
Census data to provide results that are intended to approximate a probability sample. Uthink provides each panellist with an unique
URL so only invited panel members are able to complete the survey and only once.
• An unweighted probability sample of this size would have an estimated margin of error of 3.4 percentage points, 19 times out of 20.
The margin of error will be larger within each sub-grouping of the sample.
General Population Survey:
• The General Population survey results were conducted between April 1st to April 9th, 2011.
• This online survey of 3,469 eligible Canadian voters was conducted on INNOVATIVE’s Canada 20/20™ national research panel.
• The Canada 20/20 Panel is recruited from a wide variety of sources to reflect the age, gender, region and language characteristics of
the country as a whole. Each survey is administered to a series of randomly selected samples from the panel and weighted to ensure
that the overall sample's composition reflects that of the actual Canadian population according to Census data to provide results that
are intended to approximate a probability sample.
• INNOVATIVE provides each panellist with a unique URL via an email invitation so that only invited panel members are able to complete
the survey and panel members can only complete a particular survey once.
• An unweighted probability sample of this size would have an estimated margin of error of 1.7 percentage points, 19 times out of 20.
• The margin of error will be larger within each sub-grouping of the sample.

Note: Graphs may not always total 100% due to rounding values rather than any error in data. Sums are added before rounding
numbers.
 3

Regional Segmentation
Youth Sample Distribution
Atlantic Youth Sample Size n=831
British Columbia
7% 13% GenPop Sample Size n=3,469
Alberta
Quebec 22% 12%
7% Prairies

39%
Ontario

Prairies
{SK, MB, NU}
British Columbia Youth n=59
{BC, YT} GenPop n=227
Youth n=107
GenPop n=476
Quebec
Youth n=189
GenPop n=792

Alberta
{AB, NT}
Youth n=99 Atlantic
GenPop n=367
Ontario {NB, PE, NS, NL}
Youth n=320 Youth n=57
GenPop n=1,356 GenPop n=251
 4

Segmentation: Youth Demographics

Sex Employment

48%
40%
Female 49% 51% Male
11%

Full-time work Part-time work No work

School Social Media 77%

69%

27%
14%
8%
4%

Full-time student Part-time student Not in school Regular Tweeter Only follow others Do not use Twitter
Vote Intentions
 6

Youth Segmentation: Vote Intention

Q If a Federal election were held today, which party would you vote for?

Regional Segmentation Language Sex Diversity

New Est.
Canada BC AB Prairies ON QC ATL English French Male Female
Cdn. Cdn.

CPC 22% 26% 36% 27% 26% 8% 13% 26% 6% 29% 16% 24% 22%

Liberal 21% 16% 16% 24% 24% 19% 25% 21% 20% 22% 20% 25% 20%

NDP 19% 22% 16% 15% 15% 25% 24% 17% 27% 16% 22% 18% 19%

Bloc 4% - - - - 18% - 1% 20% 5% 4% - 5%

Green 11% 15% 10% 11% 11% 10% 6% 11% 10% 10% 11% 8% 11%

Undecided 23% 21% 22% 23% 24% 21% 30% 24% 17% 19% 27% 25% 22%
 7

Inter-generational Comparison: Vote Intention

Q If a Federal election were held today, which party would you vote for?

GenPop Vote Youth Vote

Conservative Conservative
35% 22%
party party

Liberal party 23% Liberal party 21%

NDP 14% NDP 19%

Bloc Bloc
8% 4%
Quebecois Quebecois

Green party 5% Green party 11%

Undecided 13% Undecided 23%

 8

Combined Vote (decided + lean)

If a Federal election were held today, which party would you vote for? … In that case, which party do you lean
Q towards slightly?

Regional Segmentation Language Sex Diversity

New Est.
Canada BC AB Prairies ON QC ATL English French Male Female
Cdn. Cdn.

CPC 26% 31% 40% 35% 31% 8% 15% 30% 6% 32% 20% 29% 25%

Liberal 25% 20% 20% 27% 29% 23% 35% 26% 22% 25% 26% 28% 25%

NDP 21% 25% 16% 16% 18% 27% 29% 20% 28% 17% 25% 20% 21%

Bloc 5% - - - - 21% 1% 1% 24% 5% 4% - 6%

Green 12% 15% 15% 11% 13% 11% 6% 13% 11% 11% 13% 10% 13%

Don’t Know 10% 9% 9% 12% 10% 10% 12% 10% 9% 9% 11% 13% 10%
 9

Combined Vote (vote + lean)

If a Federal election were held today, which party would you vote for? … In that case, which party do you lean
Q towards slightly?

GenPop Youth
Conservative Conservative
37% 26%
party party

Liberal party 26% Liberal party 25%

NDP 16% NDP 21%

Bloc Bloc
8% 5%
Quebecois Quebecois

Green party 6% Green party 12%

Don't Know 5% Don't Know 10%

Note: ‘Would not vote’ and ‘Other’ not shown.

 10

National Decided Vote

If a Federal election were held today, which party would you vote for? In that case, which party do you
Q lean toward slightly? [Excluding ‘Undecided’, ‘Don’t know’ and ‘Would not vote’]

GenPop Youth
Conservative Conservative
39% 29%
party party

Liberal party 28% Liberal party 28%

NDP 17% NDP 24%

Bloc Bloc
9% 5%
Quebecois Quebecois

Green party 7% Green party 14%

Field dates April 1st to 9th Field dates April 8th to 13th
 11

Youth Segmentation: Best Prime Minister

Q Which of the following party leaders would make the best Prime Minister of Canada?
Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

Jack Layton 26% 19% 17% 17% 24% 39% 31% 4% 17% 75% 33% 15% 13%
Stephen
Harper 20% 25% 32% 32% 21% 8% 13% 68% 4% 1% - 2% 9%
Michael
Ignatieff 14% 8% 11% 14% 14% 20% 12% 2% 44% 2% 19% 8% -

Elizabeth May 5% 5% 3% 7% 6% 3% 5% 1% 2% 1% - 28% 1%

Gilles Duceppe 2% - - - - 7% - - 0% 1% 25% - -
None 14% 12% 20% 10% 14% 11% 17% 12% 13% 11% 9% 23% 16%
Don’t know 20% 31% 15% 19% 21% 13% 21% 13% 20% 8% 14% 24% 62%
Anglophone Youth Francophone Youth Males Females
Layton DK DK DK
DK Layton Layton
21% 14% 16%
22% None 26% 24% 27%
10% 43% Layton None 15%
None 15% Duceppe 8% None 12%
23% 2% Duceppe 2%
2% 16%
5% May 24% 1%
18% 5% May 15% Duceppe 7% Harper
May 13% Harper Harper 13%
Harper May
Ignatieff Ignatieff Ignatieff Ignatieff
 12

Inter-generational: Best Prime Minister

Q Which of the following party leaders would make the best Prime Minister of Canada?

GenPop Youth
Jack Layton of the NDP 19% Jack Layton of the NDP 26%

Stephen Harper of the Stephen Harper of the

Conservatives 36% Conservatives 20%

Michael Ignatieff of the Michael Ignatieff of the

Liberals
22% Liberals
14%

Elizabeth May of the Greens 3% Elizabeth May of the Greens 5%

Gilles Duceppe of the Bloc Gilles Duceppe of the Bloc

Quebecois 3% Quebecois 2%

None 7% None 14%

Don't know 10% Don't know 20%

Youth Election Issues
 14
Youth Top Issue Rankings:
Economic issues top concern for Canadian youth
Q Which of the following issues concerns you the most? [First Mention]

That my standard of living will be lower than my parents’ 35.3%

Another economic recession 17.9%

That health care won’t be there for me when I need it 13.7%

The erosion of democracy in Canada 8.1%

Affording to have children if I choose to 4.9%

That the environment will be ruined without more action 4.7%

Paying off the national debt 4.1%

About foreign threats to Canada 3.9%

Paying for my post-secondary education 2.7%

Finding a good job or keeping my current job 2.5%

Don't know 2.2%

 Youth Top Issue Rankings: 15
Interestingly, young Green supporters place the least importance on the environment;
Conservative youth the most.

Q Which of the following issues concerns you the most? [Multiple Mentions: 1st + 2nd + 3rd concerns]
Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

That my standard of
living will be lower 63% 65% 61% 63% 65% 56% 75% 59% 64% 64% 56% 65% 69%
than my parents’
That health care won’t
be there for me when I 49% 58% 47% 50% 56% 31% 58% 53% 54% 43% 30% 48% 51%
need it

Another economic
recession 43% 34% 42% 51% 34% 59% 48% 27% 45% 48% 51% 63% 36%

The erosion of
democracy in Canada 31% 26% 27% 34% 29% 39% 30% 22% 33% 40% 46% 29% 25%

Paying off the national

debt 24% 29% 19% 17% 30% 16% 21% 38% 23% 18% 12% 15% 17%

About foreign threats

to Canada 23% 24% 32% 13% 23% 20% 24% 19% 22% 27% 24% 23% 27%

Paying for my post-

secondary education 18% 16% 18% 20% 20% 18% 15% 19% 20% 17% 18% 13% 20%

Affording to have
children if I choose to 18% 16% 21% 16% 15% 25% 13% 13% 18% 21% 16% 27% 14%
That the environment
will be ruined without 13% 17% 14% 13% 11% 17% 3% 23% 8% 8% 25% 7% 12%
more action
Finding a good job or
keeping my current 8% 7% 9% 12% 8% 7% 10% 14% 5% 6% 12% 4% 9%
job
 16

Youth Policy Priorities

Q For each of the potential policies below, please indicate if you agree or disagree

The government should provide more money to help students pay

64% 24% 8% 3% 1%
for higher education

The government should be doing more to protect the environment 53% 33% 11%3% 1%

The government should protect the economy so I can find a job 36% 44% 16% 3% 1%

The government should make sure criminals get tougher

31% 27% 25% 11% 5%
sentences

The government should keep Canadian troops out of foreign wars 26% 30% 22% 15% 5%

The government should raise corporate taxes to fund social

23% 31% 22% 13% 7%
programs

The government should open the health care system to more

9% 19% 26% 18% 20%
private money

The government should increase immigration 6% 17% 38% 20% 14%

Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree DK
Likelihood to Vote
 18

Youth Segmentation: Likelihood to vote

Q How likely is it that you will vote in the upcoming federal election?

Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

Will definitely
53% 54% 54% 53% 44% 68% 49% 51% 54% 61% 74% 55% 25%
vote

Very likely 28% 24% 24% 24% 35% 21% 24% 30% 30% 29% 19% 20% 24%

Not very likely 12% 13% 17% 15% 11% 8% 14% 12% 10% 7% 4% 14% 28%

Not likely at
4% 4% 2% 5% 5% 1% 10% 3% 3% 2% 0% 4% 13%
all
Will definitely
4% 5% 2% 4% 6% 2% 4% 4% 4% 1% 3% 7% 10%
not vote
 19

Youth Segmentation: Likelihood to vote

Q How likely is it that you will vote in the upcoming federal election?

School Work Language Sex Diversity

Full- Part- Full- Part- New Est.

Canada No No English French Male Female
time time time time Cdn. Cdn.

Will definitely
53% 49% 54% 62% 51% 58% 47% 49% 71% 50% 55% 31% 56%
vote

Very likely 28% 29% 21% 26% 27% 25% 31% 30% 18% 32% 23% 30% 27%

Not very likely 12% 13% 13% 7% 9% 11% 13% 13% 5% 10% 14% 18% 11%

Not likely at
4% 4% 10% 2% 5% 4% 3% 4% 2% 5% 3% 5% 4%
all

Will definitely
4% 5% 3% 3% 7% 3% 5% 4% 3% 4% 5% 15% 2%
not vote
 20

Introductory issue framing

Respondents to the Youth Survey were randomly exposed to one of three issue frames when they started the survey.
One third of the sample was exposed to “old issues”, another third was shown “new issues” and the final third had no
framing exposure.

This was done to determine whether framing the election issues in different contexts would have any impact on the
likelihood of youth turnout on election day.

Old Issues: New Issues:

As you may know, there is a federal election on May 2. Before we As you may know, there is a federal election on May 2. Before we
ask you questions about the election, we want to review some of ask you questions about the election, we want to review some of
the important differences between the parties. the important differences between the parties.

• Elizabeth May and the Greens are promising greater • Elizabeth May and the Greens are proposing a citizens
accountability from the RCMP. assembly on electoral reform.

• Gilles Duceppe and the Bloc are demanding a program be • Gilles Duceppe and the Bloc are proposing that the federal
put forward to help senior workers. government meet UN aid targets by 2015.

• Jack Layton and the NDP are talking about helping older • Jack Layton and the NDP are proposing stricter
Canadians through more generous government pensions. environmental regulations to ensure cleaner air and water.

• Michael Ignatieff and the Liberals are proposing to cut • Michael Ignatieff and the Liberals are proposing more
corporate tax cuts and redirect the money towards health grants for university students.
care.
• Stephen Harper and the Conservatives are proposing tax
• Stephen Harper and the Conservatives are promising cuts, which will create jobs for young Canadians.
stricter, mandatory penalties for violent crimes.
 21

Youth: Likelihood to vote by introductory framing

Q How likely is it that you will vote in the upcoming federal election?

Youth exposed to old issues and new issues are

slightly more likely to say they’ll DEFINITELY vote
on election day than those who were exposed to
no issue framing.

Canada OLD ISSUES NEW ISSUES NO ISSUES

Will definitely vote 53% 54% 54% 50%

Very likely 28% 30% 27% 26%
Not very likely 12% 10% 11% 13%
Not likely at all 4% 3% 5% 3%
Will definitely not vote 4% 2% 3% 7%
 22

Inter-generational: Likelihood to vote

Q How likely is it that you will vote in the
upcoming federal election? Almost 9-in-10 (88%) respondents say they’ll
DEFINITELY VOTE in the upcoming federal election
vs. only 53% of youth respondents.

GenPop Youth

88%

53%

28%
12%
6% 3% 1% 4% 4%
1%

Will Very likely Not very Not likely at Will Will Very likely Not very Not likely at Will
definitely likely all definitely definitely likely all definitely
vote not vote vote not vote
 23

Youth Tracking: Likelihood to vote

Q How likely is it that you will vote in the upcoming federal election?

2005 Election

2008 Election
57%
53%
50%
2011 Election

29% 28%
20%
11% 11% 12%
8%
3% 4% 3% 4% 4%

Will definitely vote Very likely Not very likely Not likely at all Will definitely not
vote
Attitudes towards Voting
 25

Youth Segmentation: Household discussion of politics

Q In some households, politics is a common topic of discussion. In others, politics is rarely discussed.
How often was politics discussed in your house growing up?
Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

Very
7% 8% 7% 5% 7% 8% 8% 12% 7% 5% 5% 5% 4%
frequently

Frequently 20% 18% 16% 16% 23% 22% 13% 22% 21% 26% 23% 17% 5%

Sometimes 41% 45% 46% 38% 36% 44% 41% 41% 43% 37% 49% 41% 34%

Rarely 27% 25% 27% 35% 28% 22% 34% 21% 24% 29% 10% 34% 48%

Never 5% 3% 3% 6% 7% 5% 4% 5% 5% 3% 12% 3% 12%

NET VALUES
(Very Frequent +
-5% -2% -7% -20% -5% +3% -17% +8% -1% -1% +6% -15% -51%
Frequent minus
Rarely + Never)
 26

Youth Tracking: Household discussion of politics

Q In some households, politics is a common topic of discussion. In others, politics is rarely discussed.
How often was politics discussed in your house growing up?

2008 Election

2011 Election

40% 41%
29%
27%
17% 20%
8%
6% 7% 5%

Very frequently Frequently Sometimes Rarely Never

 27
Youth Segmentation:
High school course on Canadian political system
Q In high school, did you take a course that taught you how the Canadian political system works?

Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

YES 70% 76% 93% 64% 81% 43% 50% 77% 74% 67% 35% 73% 61%

NO 27% 19% 5% 27% 16% 53% 48% 21% 23% 32% 62% 24% 28%

Don’t Know 3% 5% 2% 10% 2% 3% 2% 3% 3% 1% 3% 3% 12%

Anglophone Youth Francophone Youth

DK DK
3% 3%
No 20%
41% Yes

No 56%
77%
Yes
 28
Youth Tracking:
High school course on Canadian political system
Q In high school, did you take a course that taught you how the Canadian political system works?

Youth who have taken a high school

course on the Canadian political
system has increased 5 percentage
points since the last election.
2008 Election

70% 2011 Election

65%

32%
27%

3% 3%

Yes No Don't know

 29

Youth Segmentation: Voting as a duty vs. choice

Different people feel differently about voting. For some, voting is a DUTY. They feel they should vote in every
Q election regardless of how they feel about candidates and parties. For some, voting is a CHOICE. They feel free to
vote or not vote in an election depending on how they feel about the candidates and parties. For you personally, is
voting first and foremost a …
Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

Duty 45% 52% 39% 33% 38% 64% 37% 44% 49% 56% 48% 34% 28%

Choice 53% 45% 60% 63% 61% 35% 60% 54% 49% 42% 52% 63% 69%

Don’t Know 2% 3% 2% 4% 1% 2% 3% 1% 1% 2% - 2% 3%

Anglophone Youth Francophone Youth

DK DK
2% 3% Choice
29%
Duty 40%
58%
Choice 68%
Duty
 30

Inter-generational: Voting as a duty vs. choice

Different people feel differently about voting. For some, voting is a DUTY. They feel they should vote in every
Q election regardless of how they feel about candidates and parties. For some, voting is a CHOICE. They feel free to
vote or not vote in an election depending on how they feel about the candidates and parties.

For you personally, is voting first and foremost a …

GenPop Youth

77%

53%
45%

23%

1% 2%

Duty Choice Don't know Duty Choice Don't know

 31

Youth Tracking: Voting as a duty vs. choice

Different people feel differently about voting. For some, voting is a DUTY. They feel they should vote in every
Q election regardless of how they feel about candidates and parties. For some, voting is a CHOICE. They feel free
to vote or not vote in an election depending on how they feel about the candidates and parties.

For you personally, is voting first and foremost a …

Youth respondents who believe voting is

choice has increased 7 percentage points 2008 Election
since the last federal election.
2011 Election

52% 53%
45% 46%

2% 2%

Duty Choice Don't know

 32

Inter-generational: Attitudes towards politics

Q For each of the following statements below, please indicate if you agree or disagree

Sometimes, politics and Youth 11% 30% 17% 21% 22%

government seem so complicated
that a person like me can’t really GenPop 4% 15% 15% 24% 42%
understand what is going on

Youth 8% 22% 23% 26% 22%

Politics are boring
GenPop 6% 13% 17% 26% 40%

Youth 4% 14% 14% 27% 41%

My vote doesn't make a difference
GenPop 7% 12% 10% 23% 49%

Political parties are more Youth 21% 38% 20% 14% 5%

interested in slinging mud than in
talking to me like an adult GenPop 32% 42% 13% 9% 4%

Strongly agree Somewhat agree Neither Somewhat disagree Strongly disagree

Note: “Don’t know” not shown

 33
Youth Tracking:
Attitudes towards politics
Youth respondents increasingly feel as though their
vote doesn’t make a difference: 8 percentage point
Q For each of the following statements below, please indicate if increase in agreement since last election.
you agree or disagree

Sometimes, politics and government seem 2008 10% 33% 15% 23% 18%
so complicated that a person like me can’t
really understand what is going on. 2011 11% 30% 17% 21% 22%

2008 6% 23% 22% 27% 22%

Politics are boring.
2011 8% 22% 23% 26% 22%

2008 3% 7% 12% 32% 46%

My vote doesn’t make a difference.
2011 4% 14% 14% 27% 41%

Political parties are more interested in

slinging mud than in talking to me like an 2011 21% 38% 20% 14% 5%
adult.

Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree
Political Engagement
 35

Youth Segmentation: Impact of Negative Campaign Ads

Which of the following statements comes closest to your view?
Q
When a political party runs a negative ad:
Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

It makes me
less likely to 60% 50% 60% 52% 60% 64% 71% 44% 67% 65% 53% 67% 63%
vote for them

I can tolerate
it, as long as it
tells me
something 40% 50% 40% 48% 40% 36% 29% 56% 33% 35% 47% 33% 37%
believable or
important

Anglophone Youth Francophone Youth

It makes me less likely to

vote for them
41% 39%
I can tolerate it, as long as
59% 61%
it tells me something
believable or important
 36

Inter-generational: Impact of Negative Campaign Ads

Which of the following statements comes closest to your view?
Q
When a political party runs a negative ad:

Youth
GenPop

63% 60%

37% 40%

It makes me less likely to vote I can tolerate it, as long as it It makes me less likely to vote I can tolerate it, as long as it
for them tells me something believable for them tells me something believable
or important or important
 37

Youth Segmentation: Role of social media in politics

Q Which of the following statements comes closest to your own view:

Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

I can learn most
everything I
need to know
about politics 19% 16% 28% 12% 22% 15% 16% 22% 14% 15% 23% 26% 23%
from social
media
To really follow
politics, you
need to watch
the news and 81% 84% 72% 88% 78% 85% 84% 78% 86% 85% 77% 74% 77%
read the
newspaper

Anglophone Youth Francophone Youth

I can learn most everything I
need to know about politics
from social media 14%
20%
To really follow politics, you
need to watch the news and
read the newspaper 80% 86%
 38

Inter-generational: Role of social media in politics

Q Which of the following statements comes closest to your own view:

Youth
GenPop

91% 81%

19%
9%

I can learn most everything I To really follow politics, you I can learn most everything I To really follow politics, you
need to know about politics need to watch the news and need to know about politics need to watch the news and
from social media read the newspaper from social media read the newspaper
 39

Youth Segmentation: Community activism

Which of the following statements comes closest to your view?
Q If you really want to make a difference in your community …
Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

Getting
involved in
politics is a 56% 60% 44% 42% 52% 75% 52% 58% 60% 62% 68% 51% 35%
good place to
start

Politics is the
last place to 44% 40% 56% 58% 48% 25% 48% 42% 40% 38% 32% 49% 65%
look

Anglophone Youth Francophone Youth

Getting involved in politics

is a good place to start
18%
51% 49%
Politics is the last place to
look 82%
 40
Youth Segmentation:
Which is more important, volunteering or voting?
Q Do you think it is more important:

Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

To volunteer
in the 74% 68% 74% 81% 77% 68% 84% 74% 74% 71% 61% 80% 85%
community

To vote 26% 32% 26% 19% 23% 32% 16% 26% 26% 29% 39% 20% 15%

Anglophone Youth Francophone Youth

To volunteer in the
community
23%
39%
To vote 61%
77%
 41
Youth Segmentation:
Which is more important, partisan or non-partisan?
Q Do you think it is more important:

Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

To join a
political party 34% 34% 27% 37% 36% 36% 25% 41% 36% 34% 33% 23% 24%

To be a non-
partisan 66% 66% 73% 63% 64% 64% 75% 59% 64% 66% 67% 77% 76%

Anglophone Youth Francophone Youth

To join a political party

32% 41%
To be a non-partisan 68% 59%
 42
Youth Segmentation: Which is more important,
leadership debates or local candidate debates?
Q Do you think it is more important:

Regional Segmentation Vote Intention

Canada BC AB Prairies ON QC ATL CON LIB NDP BLOC GREEN UNDEC

To watch the
leadership 54% 42% 56% 44% 53% 65% 49% 54% 60% 54% 72% 38% 46%
debates

To attend a local
candidates 46% 58% 44% 56% 47% 35% 51% 46% 40% 46% 28% 62% 54%
debate

Anglophone Youth Francophone Youth

To watch the leadership

debates
36%
51% 49%
To attend a local 64%
candidates debate
 43

Youth Political Knowledge

Some people know a lot about politics and follow it closely. Other people have other interests and don’t know
Q much politics.

On a scale of 0 to 10, where 0 means no knowledge and 10 means a lot of knowledge, how much would you say
you know about the political parties and their policies and positions in this election:

Regional Segmentation Decided Vote

Canada BC AB Prairies Ontario QC Atlantic CON LIB NDP BLOC GREEN UNDEC

High
Knowledge 14% 15% 12% 8% 12% 19% 14% 15% 17% 15% 14% 11% 2%
(8-10)
Low
Knowledge 19% 15% 22% 19% 20% 13% 31% 15% 17% 11% 14% 20% 48%
(0-2)

Average 4.92 5.06 4.79 4.51 4.79 5.39 4.54 5.16 4.98 5.55 5.23 4.59 3.12

Average Anglophone Knowledge Score: 4.82 Average Male Knowledge Score: 5.23
Average Francophone Knowledge Score: 5.38 Average Female Knowledge Score: 4.62
What’s Driving Voter Turnout
 45
Youth Segmentation:
Voter turnout by political knowledge
Q How likely is it that you will vote in the upcoming federal election?

Political knowledge levels

appear to have a significant
impact on voter turnout.

High knowledge levels (7, 8, 9 or 10)

76%
Medium knowledge levels (4, 5 or 6)

53% Low knowledge levels (0, 1, 2 or 3)

33% 32%
27%
17% 22%
5% 9% 10% 9%
1% 2% 0% 4%

Will definitely vote Very likely Not very likely Note likely at all Will definitely not
vote
 46
Youth Segmentation:
Voter turnout by household discussion of politics
Q How likely is it that you will vote in the upcoming federal election?

Youth who grew up frequently discussing politics at home are twice

as likely to say they will DEFINITELY VOTE in the upcoming election
than those who rarely or never discussed politics at home.

70%
Frequently discussed politics while growing up at home

Rarely or never discussed politics while growing up at home

35%
29%
22%
21%

5% 8% 3% 7%
0%

Will definitely vote Very likely Not very likely Note likely at all Will definitely not
vote
 47
Inter-generational:
Voter turnout by duty vs. choice
Q How likely is it that you will vote in the upcoming federal election?

The difference between those who believe voting is a duty vs. choice is less distinct among the general population –
who arguably vote out of habit – than it is for young Canadians. Young Canadians who believe voting is a duty are
twice as likely to say they’ll DEFINITELY VOTE on election day than young Canadian who believe voting is a choice.

94% GenPop Youth

74% 73%

37%
33%
21% 19%
11%
7% 6%
4% 1% 0%
4%
0% 3% 2% 1% 3% 6%

Will Very likely Not very Note likely at Will Will Very likely Not very Note likely at Will
definitely likely all definitely not definitely likely all definitely not
vote vote vote vote

Duty Choice Duty Choice

 48
Youth Segmentation:
Voter turnout by high school course on political system
Q How likely is it that you will vote in the upcoming federal election?

The difference in voter turnout between those

who did or didn’t take a high school course on
the Canadian political appears to be nominal.

Took a high school course on Canadian political system

55% Did not take a high school course on Canadian political

51%
system

28%
26%

10% 14%
4% 3% 6%
3%

Will definitely vote Very likely Not very likely Note likely at all Will definitely not
vote
 49

Youth: Likelihood to vote by attitudes towards politics

Q How likely is it that you will vote in the upcoming federal election?

Sometimes, politics
and government seem Political parties are
so complicated that a more interested in
person like me can’t slinging mud than in
really understand My vote doesn't talking to me like an
what is going on Politics are boring make a difference adult

Canada Agree Disagree Agree Disagree Agree Disagree Agree Disagree

Will definitely vote 53% 43% 65% 32% 66% 42% 60% 54% 58%

Very likely 28% 33% 22% 34% 23% 30% 26% 26% 29%

Not very likely 12% 13% 8% 19% 7% 20% 8% 11% 8%

Not likely at all 4% 6% 2% 9% 1% 3% 2% 4% 3%

Will definitely not

4% 5% 3% 6% 2% 6% 3% 5% 3%
vote
Likelihood to Vote
Post-ask with varying treatments
 51

Youth Turnout: Likelihood to Vote

In order to better understand who is likely to vote in the upcoming federal election, a variety of preambles were created to frame
different messages about the benefits of voting. We compared the rate of participation among respondents according to the different
conditions to which they are assigned. There are three different treatments.
• Old versus young turnout rates;
• A positive message versus a sarcastic message; and
• The difficulty in voting.

Voters were divided evenly within each treatment. Each treatment was assigned independently to create 8 unique questions.

Old versus young turnout rates treatment

1. In the last election, 80% of voters over the age of 60 voted in the election.
2. In the last election, 40% of young people voted in the election.
Positive message versus ironic/sarcastic message
1. Decisions are made by the people who show up, it’s time for young people to vote.
2. Why vote, no one is listening to young people anyway.
Difficulty of voting
1. With that said, how likely would you be to vote if you knew it would take you one hour to go to your local polling station and
wait in line to vote?
2. With that said, how likely would you be to vote if you could vote online, on a secure website?
 52

Youth Turnout: Likelihood to Vote

Old versus young turnout rates treatment:
48% 49%
28% 29%
18% 15% Old Treatment: In the last election, 80% of voters
4% 4% 3% 4%
over the age of 60 voted in the election.
Young Treatment: In the last election, 40% of
Will definitely Very likely Not very likely Not likely at all Will definitely young people voted in the election.
vote not vote
"Old Treatment" "Young Treatment"

Positive message versus ironic/sarcastic message:

46% 52%
31% 26% Positive Treatment: Decisions are made by the
17% 15%
3% 5% 3% 3% people who show up, it’s time for young people to
vote.
Will definitely Very likely Not very likely Not likely at all Will definitely Young Treatment: Why vote, no one is listening to
vote not vote young people anyway.

"Positive Treatment" "Sarcastic Treatment"

Difficulty of voting:
62%
Line Up Treatment: With that said, how likely
36% 33%
23% 22% would you be to vote if you knew it would take
10% 5% 3% 5% 2% you one hour to go to your local polling station
and wait in line to vote?

Will definitely Very likely Not very likely Not likely at all Will definitely Online Voting Treatment: With that said, how
vote not vote likely would you be to vote if you could vote
online, on a secure website?
"Line up to vote treatment" "Online voting Treatment"
 53
Youth Turnout:
Post Ask on Likelihood to Vote (Overall)
Q How likely is it that you will vote in the upcoming federal election?
(all treatments combined)

53%
49%

28% 28%

16%
12%
4% 4% 4% 3%

Will definitely vote Very likely Not very likely Not likely at all Will definitely not
vote

Pre-Voter Turnout Post-Voter Turnout (all treatments combined)

 54
Youth Turnout Segmentation:
Post Likelihood to Vote (Overall)
Q How likely is it that you will vote in the upcoming federal election?
(all treatments combined)
Voting Discussed Politics HS Course on
Language Attitude Growing up Political System Political Knowledge

Rarely or
Canada English French Duty Choice Frequent Yes No High Medium Low
Never

Will definitely
49% 46% 59% 64% 36% 62% 34% 51% 48% 70% 49% 25%
vote

Very likely 28% 28% 28% 25% 31% 24% 30% 28% 25% 19% 30% 35%

Not very likely 16% 18% 8% 8% 23% 8% 24% 15% 20% 9% 15% 27%

Not likely at all 4% 5% 1% 2% 5% 4% 5% 4% 4% 2% 4% 6%

Will definitely
3% 3% 3% 1% 5% 2% 7% 2% 4% 1% 2% 8%
not vote
Contact Information
 56 56

Managing Director
Greg Lyle Direct: 416.642.6429
Email: [email protected]

Senior Consultant
Jason Lockhart Direct: 416.642.7166
Email: [email protected]

Toronto Vancouver
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Toronto ON | M5E 1A7 Vancouver BC | V6E 2E9

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