BASE: Total sample
Contract number: 82082-170188/001/CY
POR Number: POR 065-16
Original contract date:
Prepared for:
POR Number: POR 065-16
Canadian Radio-Television and Telecommunications Commission (CRTC)
Prepared by:
Environics Research Group
PA 9193
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As set out in the CRTC’s Report on Plans and Priorities (RPP) for -, the Canadian Radio-Television and Telecommunications Commission (CRTC)’s strategic outcome(s) and program alignment architecture were developed to help ensure that Canadians have access to a world class communication system. The programs supporting this strategic outcome include: "Canadian Content Creation," "Connection to the Communication System" and "Protection within the Communication System." These programs form the three pillars of the CRTC: create, connect and protect.
In order to report on its performance against the Protect pillar, the CRTC requires reliable trend data on the "Percentage of Canadians who consider that the CRTC is taking measures to enhance their safety and protection in the communication system" (the performance indicator). To do so, the CRTC conducted initial baseline public opinion research (i.e., under POR 045-14) in . The questions posed in were replicated in this latest survey using the same methodology in order to be able to measure changes in public opinion over time. Two additional new survey questions were also posed.
The survey was conducted by Environics Research Group and is based on 1,000 telephone interviews conducted from to . The sampling method was designed to complete 1,000 interviews with the target audience of Canadians 18 years of age and over living in private households. The sample was stratified across regions to ensure meaningful data and analysis across the province. The data are statistically weighted to ensure the sample is as representative of this population as possible (region, gender and age) according to the most recently available Census information. The margin of error for a sample of 1,000 is +/- 3.1 percentage points, in 19 out of 20 samples (margin of error is greater for subgroups).
The questionnaire was designed with input from CRTC staff and repeated three questions from a previous CRTC survey for tracking purposes. This latest survey used a methodology that was consistent with that of the baseline survey to ensure that results were comparable.
A more detailed description of the methodology is presented at the back of the report, along with a copy of the questionnaire (see Appendix).
Tracking data in this report are provided for general information only and are from a national telephone survey conducted by Harris Decima; N=1,013 Canadians were surveyed (M.O.E. ± 3.1 percentage points) from to .
This report begins with an executive summary outlining key findings and conclusions, followed by a detailed analysis of the survey data. Provided under a separate cover is a detailed set of “banner tables” presenting the results for all questions by population segments as defined by region and demographics. These tables are referenced by the survey question in the detailed analysis.
In this report, results are expressed as percentages unless otherwise noted. Results may not add to 100% due to rounding or multiple responses. Net results cited in the text may not exactly match individual results shown in the charts due to rounding.
Research Firm: Environics Research Group
Contract Number: 82082-170188/001/CY
Contract Award Date:
Contract Value: $10,000.50 (incl. taxes)
As set out in the CRTC’s Report on Plans and Priorities (RPP) for -, the CRTC’s strategic outcome(s) and program alignment architecture were developed to help ensure that Canadians have access to a world class communication system. The programs supporting this strategic outcome include: "Canadian Content Creation," "Connection to the Communication System" and "Protection within the Communication System." These programs form the three pillars of the CRTC: create, connect and protect.
The Protect pillar (Protection within the Communication System) was introduced for the first time in the - CRTC’s RPP. Under this pillar, the CRTC’s priority is to strengthen the security and safety of Canadians within the communication system, by:
More specifically, the CRTC’s main activities under the Protect pillar include:
As a means for the CRTC to measure its performance against the programs listed under the Protect pillar, as required by Treasury Board policies, the following expected result was outlined in the CRTC’s RPP: Canadian communication services contribute to the protection and safety of Canadians. The RPP established the performance indicator under the Protect pillar as the "Percentage of Canadians who consider that the CRTC is taking measures to enhance their safety and protection in the communication system."
In -, the CRTC conducting public opinion research (POR) every two years in order to report on this performance indicator. The initial POR (POR 045-14) was conducted in and was to be repeated in . The research collects information on Canadians’ perception of protection within the communication system and their level of awareness with respect to the organization’s Protect mandate. This is the report on the wave of the research.
In order to report on its performance against the Protect pillar, the CRTC needs reliable data on the "Percentage of Canadians who consider that the CRTC is taking measures to enhance their safety and protection in the communication system" (performance indicator).
In -, the CRTC established a benchmark of 66 percent of Canadians who agree that the CRTC is taking measures to enhance the safety and protection of Canadians in the communication system. In order to track data over time and compare trends with respect to Canadians’ perception, the CRTC must use the same approach and questions used in which established a baseline. Accordingly, the same three questions were to be repeated in a telephone omnibus survey with Canadians across the country, aged 18 and over.
In early , the CRTC issued a Regulatory Policy http://crtc.gc.ca/eng/archive/2016/2016-442.htm setting out its findings on the available technical solutions that Canadians may leverage to protect themselves from unsolicited and illegitimate telecommunications. The survey provides the CRTC with a timely opportunity to ask up to two additional questions to augment its qualitative and quantitative public opinion research data and establish a baseline in relation to protecting Canadians from these types of calls.
Assess the CRTC’s performance against its Protect pillar and whether Canadians feel that the CRTC is taking measures to enhance their safety and protection in the communication system.
The results will help the CRTC understand if Canadians feel protected due to CRTC measures and report on its performance against the Protect pillar. The Treasury Board’s Policy on Management, Resources and Results Structures requires that government departments and organizations establish a Performance Measurement Framework to report on its programs. The CRTC made the commitment under its Performance Management Framework (section 1.3 – Protection within the Canadian Communication System) to evaluate the CRTC’s performance against the Protect program through POR and report on the results every two years through the Departmental Performance Report process.
Failing to secure this data would prevent the CRTC from reporting on its performance indicator.
In addition, this information may be compiled and used in conjunction with other information collected by or accessible to the CRTC, such as complaints data, statistical information from the communication industry and on Canadians’ use of technology which may is useful for the CRTC when identify trends and the scope of telemarketing activity in Canada and may help inform possible improvements to the CRTC’s compliance and enforcement program.
One-third of Canadians feel at least somewhat informed about the mandate and role of the CRTC, down from just over four in ten in .
When given a brief description of the CRTC and its mandate to ensure Canadian’s safety and protection in the communication system, one third (34%) feel they are at least somewhat well informed about this, a lower proportion than was the case in . Over six in ten (63%) say they are not very or at all well informed.
BASE: Total sample
The proportion of Canadians saying they are at least somewhat informed is similar across the country in this wave. As in 2015, younger Canadians are less likely than their older counterparts to say they feel informed about the CRTC. Unlike the previous wave, there is no notable difference by gender and overall awareness is statistically similar by level of education, although those with high school or less are the most likely to admit they are not at all informed.
BASE: Total sample
Six in ten Canadians agree, unprompted, that the CRTC is taking measures to enhance the safety and protection of Canadians in the communication system, and three-quarters agree after prompting.
Six in ten Canadians (60%) strongly or somewhat agree, unprompted, that the CRTC is taking measures to enhance the safety and protection of Canadians in the communication system, slightly fewer than was the case in (66%). One-quarter (25%) disagree to some extent, and the balance do not provide an opinion.
In this wave of research, agreement is lowest in the Atlantic region (48%) and, as in , highest in Quebec (75%). Unlike , there is no significant difference by age or gender in agreement on this issue. Agreement is highest among those with household incomes under $40,000 and decreases as income increases (to a low of 57% of those with $80,000 and over); there is no clear pattern by level of education.
Respondents were told that the CRTC carries out activities related to: accessing 9-1-1 services, warnings of emergencies on TV and radio, Canada’s anti-spam legislation, protection against unwanted or telemarketing calls, a code of conduct for wireless service providers, and protection against misleading calls during federal elections. After being given this information, almost three quarters (73%) of Canadians agree that that the CRTC is taking measures to enhance the safety and protection of Canadians in the communication system, identical to .
In this wave, agreement is higher in Quebec (81%) than in other regions and, as in , Quebecers are also more likely than other to strongly agree (35%, vs 22-25% elsewhere). Agreement is higher among younger Canadians (79% age 18 to 34) and decreases as age increases, to 70 percent age 55 and over. Overall agreement is statistically similar by gender, but men are slightly more likely than women to disagree to some extent (24% vs. 17%). There are no notable differences by education or income level.
One-third of Canadians receive multiple telemarketing calls each week; half are aware there are products or services to help block telemarketing calls.
Canadians were asked to indicate how often they personally receive telemarketing calls. One-third report receiving these types of calls several times per week; around one in six each say they get them about once per week or a couple of times per month, and one-quarter say they get telemarketing calls once a month or less often. Less than one in ten say they never receive telemarketing calls.
Across the country, telemarketing calls are most frequent in Ontario and the west, and least frequent in Quebec. Younger Canadians, who are the least likely to have landline telephones, are also receiving the fewest telemarketing calls. There is no notable difference by gender and no clear pattern by level of education, but there is by household income: the frequency of telemarketing calls increases as household income increases, suggesting these calls are being directed at higher population centres or to neighbourhoods with higher incomes. Higher income households also tend to have older residents, who are more likely to have a landline in addition to cell phones.
Half of Canadians are aware there are products or services to help with blocking unwanted telemarketing calls; four in ten do believe think such blocking products or services are available, and one in ten are unsure.
Saying that there are ways to block telemarketing calls ranges from a low of 43 per cent in the Atlantic region to a high of 55 percent in BC. Saying these methods exist is higher among those age 35 and over than among younger Canadians, who are the least likely to be receiving these calls and thus would have less reason to seek out a remedy. There is no notable difference by gender, but knowing there are such aids available are higher among those with household incomes of $40,000 and over and those with post-secondary education than those in lower socioeconomic strata.
This research shows that more could be done to reinforce awareness of the activities the CRTC undertakes to enhance their safety and protection in the communication system. The telecommunications space is crowded with messaging for the public and the CRTC should work to “cut through the clutter” to help educate the public what its responsibilities are and how their interests and being safeguarded.
The following are recommendations drawn from the research.
The results of the survey are based on telephone interviews conducted with a representative sample of 1,000 adult residents of Canada from -, . The margin of error for a sample of 1,000 is +/- 3.1 percentage points, in 19 out of 20 samples (the margin of error is greater for results pertaining to regional or socio-demographic subgroups of this population). The survey methodology is consistent with the one used in the baseline research on these topics conducted for the CRTC in by Harris Decima.
A telephone survey was considered to be the best methodology to obtain information from the target audience of Canadians 18 years of age. Online panels are not yet fully representative of the general population, and as non-random probability samples, a margin of sampling error cannot be cited. As well, a telephone methodology is consistent with that used for the research.
The sampling method was designed to complete 1,000 interviews with the target audience of Canadians 18 years of age and over living in private households. From within each household contacted, respondents 18 years of age and older were screened using the “most recent birthday” method. The sample was stratified across designated regions of the province to ensure coverage. Environics employed industry-standard random-digit-dialling (RDD) methods as a basis for drawing a national sampling frame for this survey. In addition, a 25 percent cellphone sample was employed. The data are statistically weighted to ensure the sample is as representative of this population as possible per the most recently available Census information ().
The three of the five questions used for this survey were repetitions of tracking questions from the survey. The other two questions were developed by Environics in consultation with the CRTC. Once the questionnaire was finalized and approved by the CRTC, the new questions were translated into French by the CRTC. A copy of the English and French language versions of the questionnaire are attached as an appendix.
The interviewing was conducted by Elemental Data Collection Inc. of Ottawa, ON, between -, , as part of a longer omnibus survey. Field supervisors were present at all times to ensure accurate interviewing and recording of responses. Ten percent of each interviewer’s work was unobtrusively monitored for quality control in accordance with the standards set out by the Marketing Research and Intelligence Association (MRIA).
Up to eight callbacks were made to reach each household selected in the sample, and such calls were made at different times of the day and days of the week, to maximize the chances of catching someone at home. All surveys were conducted in respondents’ official language of choice. This survey was registered with the MRIA’s registration system.
The effective response rate for the survey is six percent. This is calculated as the number of responding participants (completed interviews, disqualifications and over-quota participants), divided by unresolved numbers (busy, no answer) plus non-responding households or individuals (refusals, language barrier, missed callbacks) plus responding participants:[R/(U+IS+R)]. The following table presents the final disposition of all numbers dialled.
| TOTAL | Landline | Cell | |
|---|---|---|---|
| Total Numbers Attempted | 32,764 | 13,509 | 19,255 |
| Out-of-scope - Invalid | 14,486 | 4,616 | 9,870 |
| Unresolved (U) | 12,530 | 5,582 | 6,948 |
| No answer/Answering machine | 12,530 | 5,582 | 6,948 |
| In-scope - Non-responding (IS) | 1,530 | 1,034 | 496 |
| Language barrier | 263 | 211 | 52 |
| Incapable of completing (ill/deceased) | 91 | 77 | 14 |
| Callback (Respondent not available) | 1,176 | 746 | 430 |
| Total Asked | 4,218 | 2,277 | 1,941 |
| Refusal | 3,071 | 1,445 | 1,626 |
| Termination | 92 | 60 | 32 |
| In-scope - Responding units (R) | 1,055 | 722 | 283 |
| Completed Interview | 1,000 | 750 | 250 |
| NQ - Quota Full - | 7 | 0 | 7 |
| NQ - Industry | 48 | 22 | 26 |
| Response Rate | 5.77 | 8.68 | 3.02 |
N = 1,000
The Canadian Radio-television and Telecommunications Commission or CRTC is an independent agency of the Government of Canada, responsible for regulating Canada’s communication system. As part of that role, the CRTC ensures that the communication system enhances the safety and protection of Canadians.
Le Conseil de la radiodiffusion et des télécommunications canadiennes, ou CRTC, est un organisme indépendant du gouvernement du Canada chargé de réglementer le système de communication du Canada. Dans le cadre de ce rôle, le CRTC veille à ce que le système de communication améliore la sécurité et la protection des Canadiens.