2020 Canada Day Satisfaction Survey

Celebrating Canada Day

Overall, 40% of Canadians indicated they celebrated Canada Day this year in one way or another. Among those who did not celebrate, the main barrier appears to have been concerns related to COVID-19 (as noted by 18% of those who did not celebrate Canada Day). Among other common reasons, 14% indicated they do not typically celebrate Canada Day and 10% indicated that activities and events, like fireworks, had been cancelled.

While 40% celebrated Canada Day, roughly half this proportion (22%) indicated they had looked for information related to how and where they could celebrate Canada Day this year. The most common resource used was the Internet: 40% said they used certain websites, 39% resorted to Google searches, and 20% said they specifically looked for information on the Government of Canada website. Among all the remaining sources used, the top ones would include Facebook (at 33%) and television, as noted by roughly 1 in four (26%) Canadians.

Government of Canada Virtual Canada Day Celebrations

This year, various Canada Day programming presented by the Government of Canada was “virtual” – in other words it was activities on the Web, televised and streamed online through a range of social media platforms. Over the course of the few weeks preceding July 1, 54% of Canadians recalled having seen, read or heard Government of Canada advertising about the 2020 virtual Canada Day celebrations. Those who did recall seeing advertising were most likely to mention having seen something on television (55%), while 29% recalled something on Facebook and 21% mentioned hearing something on the radio.

Participation or viewership of the various types of virtual programming was measured. Overall, 25% of Canadians indicated taking in at least one of the Government of Canada virtual programming offerings. More specifically:

• 10% of respondents took in the Canada Day virtual fireworks. Among these respondents, 48% would say that their level of pride in Canada increased (with 16% saying it increased a lot and 15% saying it increase moderately). Among these same respondents, 68% were satisfied with this programming (with 32% indicating they were very satisfied).

• 8% of respondents viewed the National Day Time Virtual Show on a CBC platform and 5% viewed this programming through social media, a total of over one in ten (13%). Among these respondents, 58% would say that their level of pride in Canada increased (with 15% saying it increased a lot and 23% saying it increase moderately). Among these same respondents, 71% were satisfied with this programming (with 28% indicating they were very satisfied).

• 7% of respondents viewed the National Evening Virtual Show on a CBC platform and 3% viewed this programming through social media, a total of one in ten (10%). Among these respondents, 49% would say that their level of pride in Canada increased (with 14% saying it increased a lot and 18% saying it increase moderately). Among these same respondents, 67% were satisfied with this programming (with 27% indicating they were very satisfied).

• 3% of respondents viewed or participated in one of the special Canada Day web videos (e.g. Let’s Cook Together!). Among these respondents, 66% would say that their level of pride in Canada increased (with 20% saying it increased a lot and 22% saying it increase moderately). Among these same respondents, 72% were satisfied with this programming (with 35% indicating they were very satisfied).

When prompted to indicate how else the Canada Day programming made them feel, respondents were most likely to select (among a list of sentiments presented in the survey) “entertained” (41%), “proud” (35%), “joyful” (26%), and “satisfied” (25%).

Among the two free online Canada Day tools offered, 4% of all respondents used the Canada Day playlists and 3% used the Canada Day online celebration kit. Roughly 4 out of 5 playlist users were satisfied with this tool (among whom 38% were very satisfied). Satisfaction was higher among the online celebration kit users, among whom 88% expressed satisfaction with that tool specifically (with 55% indicating they were very satisfied).

Among respondents at least aware of the Canada Day programming presented by the Government of Canada, 10% indicated unprompted the name of a sponsor. The most common one mentioned was Tim Hortons (3%) while other notable mentions (each at about 1% notoriety) included Bell, Canadian Tire, CBC, the Government of Canada, and Rogers.

Looking to the future, very few respondents proposed new ways to help them enjoy Canada Day at home. For the most part (65%), participants did not propose anything while 5% felt everything was “good as is.” Among those who did mention something, ideas included better or more advertising or promotion of what is offered (9%), more “live” events and activities (such as fireworks, musical acts, etc.), try to appeal to different age groups, improving the sound and/or video quality, having more or better representation across Canadian cultures, making the programming longer or available at more times during the day, integrating viewer reactions such as live feedback, Q&A, messaging, etc., and having more virtual activities or making the event more interactive.

Beyond taking in any virtual Government of Canada programming, Canadians celebrated Canada Day in a variety of other ways. When specifically prompted about other virtual programming, 9% indicated they had watched or participated in virtual Canada Day programs offered by other organizations such as municipalities, provincial governments, museums and other private organizations.

• Among a host of other activities Canadians mentioned in an unprompted fashion, we find 6% who had a BBQ with friends and/or family, 6% held their own fireworks, 5% put up decorations or wore “Canadian” colours or attire, 5% celebrated at home or had a family dinner, and another 5% celebrated with friends and/or family in the backyard.

Canadian Pride

A majority of respondents would say they are “very proud” to be Canadian (51%), another 25% would say they are “proud” and 14% would say they are “somewhat proud.” Among these respondents, the greatest sources of pride are derived from:

• Our “freedoms”, a sense that Canada is “strong and free”, or that it is a free country (18%);

• That Canada is a large and/or beautiful country (12%);

• Diversity (11%);

• The healthcare system – that it is “free”, universal, etc. (10%);

• This is where they were born, that this is “their country” and that they love their country (9%), and,

• That Canada and Canadians are caring, kind and helpful (9%).

Social Media

Most Canadians (93%) use at least one of the social media channels listed in the study at least once a month. Among the ones listed, the most likely to be used at least once a month were Facebook (78%), YouTube (64%), Instagram (45%) and Twitter (26%). Among social media users, 12% shared their Canada Day experience on social media. Among this narrower group of respondents, 31% used the hashtag #CanadaDay or #FêteduCanada.