Protection within the Communication System
Quantitative Research - Executive Summary

Contract number: 82082-170188/001/CY
POR Number: POR 065-16
Original contract date: 2016-11-07

Prepared for:
Canadian Radio-Television and Telecommunications Commission (CRTC)

Prepared by:
Environics Research Group

March 21, 2017

PA 9193

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Executive Summary

Background and objectives

As set out in the CRTC’s Report on Plans and Priorities (RPP) for 2016-17, 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 2015. The questions posed in 2015 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.

Survey methodology

The survey was conducted by Environics Research Group and is based on 1,000 telephone interviews conducted from February 6 to 12, 2017. 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 2015 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.

Tracking data

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 March 12 to 16, 2015.

Key findings

• 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 March 2015.
• Six in ten Canadians 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 2015 (66%). Three-quarters agree after prompting, comparable to 2015.
• One-third of Canadians receive multiple telemarketing calls each week; half are aware there are products or services to help block these telemarketing calls.

Conclusions and recommendations

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.

• It is understood that government regulations are not inherently interesting to most people, but there are specific aspects of what the CRTC does that makes an impact on the lives of most Canadians. These can become the “talking points” for engagement: “did you know the CRTC does X to protect Canadians?”
• Since young people feel less informed about the CRTC and its mandate, use of social media channels is key to reaching this group. As members of this group largely have cell phones and are less likely to receive unwanted telemarketing calls, consider promotion of other key protection services to this audience: code of conduct for wireless service providers and Canada’s anti-spam legislation.

Research Firm: Environics Research Group
Contract Number: 82082-170188/001/CY
Contract Award Date: November 7, 2016
Contract Value: $10,000.50 (incl. taxes)