Proof CanTrust Index 2018

CanTrust Index 2018 | Proof Inc.
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Proof Inc.
CanTrust Index 2018
The third annual study by Proof Inc. on trust levels among Canadian consumers

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The Proof Inc. CanTrust Index takes a distinctly Canadian approach to measuring and tracking
Canadians’ trust in organizations, leaders, industries and information sources, and uncovers
themes, trends and perspectives that tell us who we are. This is our third year examining what
and who Canadians trust.
Like the 2017 study, the 2018 CanTrust Index examines several Canadian population segments,
including Newcomers, and in 2018, we have expanded our survey to explore trust in the electoral
system, Artificial Intelligence, and what attributes in influencers are most trusted.
What is the CanTrust Index?

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Proof Inc. identifies and engages with audiences and influencers to build trust in companies
and brands. The independently owned Proof family of companies (Proof Inc., Proof
Experiences Inc., Proof Strategies) have over 175 staff members in offices in Toronto,
Montréal, Ottawa, Vancouver and Washington, DC.
The CanTrust Index is part of our service to our clients on how to build and preserve trust.
Driven by our curiosity, we like to Ask Better QuestionsTM, of ourselves, our clients and of the
world around us. We believe that better questions can lead to better insights and outcomes.
This survey demonstrates our commitment to knowing Canadians. The study is an online
sample of 1,560 Canadians conducted between January 18 to February 5, 2018. It is
nationally representative by region, age and gender.
About Proof Inc.

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Executive Summary: Trust

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Trust is the oil that lubricates the engine of our economy.
It is the foundation of a civil society and the workings of
government, courts, police and other public services.
Unlike declining trust in some nations, we said last year
that we can trust Canada to be different. In 2018, trust
levels remain stable and strong. Our CanTrust Index
found continuing strong levels of trust among Canadians
in our institutions, leaders, media and information
sources.
We see the continuation of a trend that has emerged
through our research over three years – that new
Canadians harbour higher levels of trust across the board,
driving a sense of optimism within our country.
In this year’s survey, we explored the disparity in trust
levels among new Canadians here more and less than 15
years, and found that once newcomers reach 15 years in
Canada, their trust levels decline across the board – in
many cases to levels lower than respondents born in
Canada. A “window of trust” in newcomers’ first 15 years
where trust levels are highest presents an opportunity for
marketers.
The most trusting Canadians continue to be new
Canadians, residents of Québec and women. Young
Canadians age 18-24 are emerging as drivers of our trust
economy.
Note: on the results slides that follow, we include regional/gender
breakdowns only where significant differences were uncovered.
Executive Summary

6
Specific Results:
• For the third year running, not-for-profit organizations are the most highly trusted organizations in their ability to do
what is right for Canada, Canadians and our society. Trust in not-for-profits and small/medium sized companies rose
in 2018, and large corporations continue to yield the lowest levels of trust from Canadians.
• The public sector continues to lead the trust race versus the Canadian private sector. Canadians trust and like their
government services – with hospitals and universities/colleges tied at 63%. The CBC is trusted by 71%.
• Many private sector companies saw significant year-over-year increases in trust, including retail pharmacies
(52% from 48% in 2017) and loyalty programs (50% from 41% in 2017) scoring highest.
• Canada’s policing and justice system* enjoys relatively high levels of trust, where 66% of Canadians trust the RCMP,
64% trust their local police service. Canada’s court system and judges follow at 55%.
• Canadians again rank their CEOs or their most senior boss as the most trusted public figures (55%), scoring slightly
higher than community mayors this year. Trust in Mayors and the Prime Minister remain relatively high and steady
(52% and 46% respectively).
Executive Summary
* New categories of study in 2018 CanTrust Index

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• Trust in provincial premiers continues to score low among leaders for the third year in a row (33%), pulled
down by the largest province Ontario. Those living in Alberta, Manitoba, and Saskatchewan are less likely to
trust the Prime Minister, while trust among those in the Atlantic provinces in most public figures is significantly
higher.
• A new area of our research in 2018 was exploring trust levels in organizations with male or female leaders*.
We found that 14% of respondents indicated higher trust in organizations with female leaders, compared with
4% who have higher trust in male-led organizations.
• When it comes to federal party leaders, Liberal Prime Minister Justin Trudeau is the most highly trusted at
43%, followed by Green Party leader Elizabeth May (26%), Conservative Leader Andrew Scheer (25%) and
NDP leader Jagmeet Singh (24%). One in four Canadians (39%) do not trust any of these leaders.
• Trust in Donald Trump remains stagnant at 13%, while Germany’s Angela Merkel is the most highly trusted
world leader at 54%.
Executive Summary

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• The majority of Canadians also believe that our electoral system* is fair (62%) and adequately represents
the votes of citizens (61%). However, those in Québec are significantly less likely to believe this.
• Another new area of exploration in 2018 was Canadians’ trust in Artificial Intelligence* which set a low
benchmark with only 25% trusting this sector to do what is right for Canada. Less than four in ten Canadians
believe AI will contribute positively to the Canadian economy and improve the consumer experience – which
is surprising considering the high trust in brands who are highly active in the AI realm, such as Google (67%).
• CBC/Radio-Canada (71%) is our most trusted brand, followed closely by Google (67%) whereas trust in
Facebook has taken a 17-point drop in trust from 51% in 2017 to 34% in 2018, the second
worst year-over-year decline of any company or category tested.
Executive Summary

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• Positive corporate reputation and a product’s reliability/dependability are important factors in building trust.
Canadians still highly value job creation and local investment in the community and open and accessible leadership.
• For the third year in a row, Canadians trust product / service sampling or word-of-mouth the most, followed by
traditional editorial content (e.g. newspapers).
• Trust in consumer opinion or reviews posted online has risen significantly (+4) while trust in bloggers has declined (-4).
• Slight increases are also seen in trust in information shared through online and traditional editorial content, emails/newsletters,
company websites, and advertising.
• Those in Québec, and those aged 18-24, are more likely to trust in most types of information.
• Canadians trust their friends and family members as those who most highly influence their opinion or actions
(73%)* followed next by industry thought leaders and professionals (58%).
• Levels of trust in influencers and their content are affected by the influencers’ expertise on a given subject
(authority and contextual relevance) over their engagement and reach.
Executive Summary

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Survey Results

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Trust in Leaders & Institutions

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Key Differences (2018)
• Higher income earners are most likely to trust
government (49% among those earning $150K+),
with trust in government also somewhat higher
among students (57%).
• Those earning $25-$50K are more likely to trust
small or medium sized corporations (54%).
• Those who are employed full-time are more
likely to trust large corporations (32%).
• Those living in Québec rate highest on the
overall Trust Index (55), as they are more likely to
trust all types of government, corporate and not-
for-profit institutions to do what is right.
61%
51%
45%
41%
28%
19%
57%
50%
41%
39%
27%
22%
59%
54%
44%
40%
29%
19%
Not-for-profitorganizations
Newsmedia
Smallormediumsizedcorporations
Governments
Largecorporations
Noneoftheabove
Trust in Organizations
2018 Total
2017 Total
2016 Total
6. Please rank the following categories of organizations for how
much you trust them to do what is right for Canada, Canadians and
our society, using a seven point scale, where ‘1’ is trust very little
and ‘7’ is trust them a lot. Select one response for each. (Q9 2016)
n=1560
Trust Index 2018: 45
Trust index increases slightly, as more trust NFPs,
media and small business

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• The Trust Index for those age 18 to 24 is slightly higher than for their older counterparts (48 vs. 45 for those 25 to
49 and 46 for those 50+).
• Older adults are slightly more likely to trust the news media.
Trust index slightly higher for younger adults
6. Please rank the following categories of organizations for how much you trust them to do what is right for Canada, Canadians and our
society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q9 2016) *small base
=significantly higher than average =significantly lower than average
TOTAL MALE FEMALE 18-24* 25-49 50+
Total 1560 761 799 89 840 631
Not-for-profit organizations 61% 60% 61% 58% 61% 61%
News media 51% 53% 49% 53% 48% 55%
Small or medium sized corporations 45% 46% 45% 49% 44% 47%
Governments 41% 42% 40% 48% 42% 40%
Large corporations 28% 30% 27% 30% 30% 25%
None of the above 19% 18% 20% 19% 20% 17%
Trust index 45 46 44 48 45 46

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Recent Canadian newcomers are more trusting
in all organizations
65%
47%
44%
55%
40%
20%
57%
46%
37%
46%
25%
18%
60%
52%
47%
37%
26%
19%
Not-for-profitorganizations
Newsmedia
Smallormediumsizedcorporations
Governments
Largecorporations
Noneoftheabove
Trust in Organizations – By Tenure in Canada
New Canadians - <15 years (n=210)
New Canadians - 15+ years (n=143)
Born in Canada (n=1207)
Trust Index 2018 Total: 45
Trust Index - New Canadians in
Canada less than 15 years: 50
Trust Index - New Canadians in
Canada 15+ years: 42
Trust Index - Born in Canada: 40
6. Please rank the following categories of organizations for how much you trust them to do what is right for Canada, Canadians and our
society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q9 2016)

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55%
52%
46%
33%
48%
23%
51%
50%
44%
30%
30%
52%
50%
46%
34%
28%
Your CEO or most senior boss at your
employer
YourcommunityMayor
YourPrimeMinister
YourprovincialPremier
GovernorGeneral
Noneoftheabove
Trust in Public Figures
2018 total
2017 total
2016 total
Key Differences (2018)
• Those with higher household incomes (59%
among those earning more than $150K) and
those working full-time (57%) are more likely to
trust their CEO or senior boss.
• Students (60%) and renters (50%) are more
likely to trust the Prime Minister.
• Retirees (54%) and those earning $50K-$75K
(54%) are more likely to trust the Governor
General.
• Newcomers are more likely to trust mayors,
premiers, Governor-General.
Trust in bosses and provincial Premiers increases slightly in 2018
7. Thinking about Canada and the province and city you live in, please rank the people in each role according to where you live for
how much you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very
little and ‘7’ is trust them a lot. Select one response for each. **Note-CEO item manually re-based to exclude N/A. (Q.10 2016)
n=1500

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Atlantic Canadians are more likely to trust their local
and national leaders
7. Thinking about Canada and the province and city you live in, please rank the people in each role according to where you live for how much you trust them to do what is right for Canada,
Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q.10 2016) *small base
• Atlantic Canadians are more likely to trust their local mayor, the Prime Minister and the Governor General.
• Those living in the Prairie provinces are less likely to trust the Prime Minister.
TOTAL BC AB MB/SK* ON QC ATL*
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Your CEO or most senior
boss at your employer (if
not working, opt out)
55% 53% 59% 51% 54% 58% 55% 51% 66% 57% 56% 62%
Your community Mayor 52% 41% 58% 45% 51% 56% 66% 45% 56% 59% 53% 51%
The Governor General of
Canada
48% 46% 48% 41% 54% 36% 62% 46% 45% 55% 55% 39%
Your Prime Minister 46% 46% 36% 35% 49% 45% 59% 46% 34% 37% 53% 52%
Your provincial Premier 33% 34% 33% 42% 29% 34% 41% 36% 30% 32% 36% 39%
None of the above 23% 26% 19% 25% 23% 24% 18% 23% 17% 20% 23% 22%

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More than 1 in 10 are more likely to trust organizations
with female leaders
n=1560
14%
4%
83%
86%
3%
9%
Woman
Man
TIO5. What is your level of trust in an organization that is led by a ___?
• Organizations with female leaders are more likely
to be trusted by:
• Women (17%)
• BC residents (16%) and those living in
Québec (15%)
• 18-24 (25%)
• Lower-income earners (18% of those
earning <$60K)
• Those who are separated/divorced (19%)
or single (16%)

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T3B
43%
26%
25%
24%
18%
7%
4%
3%
16%
8%
7%
7%
4%
21%
15%
16%
15%
12%
18%
27%
28%
28%
21%
10%
16%
19%
17%
17%
13%
13%
13%
14%
16%
17%
29%
Liberalleader/PMJustinTrudeau
GreenPartyleaderElizabethMay
ConservativeleaderAndrewScheer
NDPleaderJagmeetSingh
BQLeaderMartineOuellet*
n=1560
7- Trust
him/her a lot
1- Trust
him/her
very little
None of the above: 39%
Prime Minister Trudeau most trusted Federal party leader
19%9%
18%
TIO3. Thinking about the following Canadian political party leaders, please rate how much you trust each one and their ability or potential ability to do what is right for
Canada and Canadians using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust him/her a lot.
*BQ Leader Martine Ouellet only rated by Québec respondents (n=584)

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Trudeau more trusted in Atlantic Canada and Ontario;
less trusted in the Prairies
• Trust in specific party leaders corresponds closely to where the main national parties have the most support; Justin Trudeau
is more likely to be trusted in Ontario and Atlantic Canada and less likely to be trusted by those on the Prairies.
• Conservative leader Andrew Scheer, meanwhile, is more likely to be trusted by Albertans.
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Justin Trudeau (Liberal
leader and Prime Minster)
43% 44% 32% 34% 45% 43% 54% 47% 32% 33% 49% 49%
Elizabeth May (Green
Party of Canada leader)
26% 27% 17% 13% 31% 23% 38% 26% 23% 18% 32% 31%
Andrew Scheer
(Conservative leader)
25% 23% 35% 27% 27% 19% 23% 24% 32% 39% 29% 20%
Jagmeet Singh (NDP
leader)
24% 25% 20% 20% 26% 22% 33% 28% 25% 17% 31% 28%
Martine Ouellet (BQ
leader)**
- - - - - 18% - - - - - 14%
None of the above 39% 38% 42% 48% 36% 45% 34% 36% 42% 35% 35% 38%

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Newcomers are more likely than general public to trust all leaders
19%9%
18%
TIO3. Thinking about the following Canadian political party leaders, please rate how much you trust each one and their ability or potential ability to do what is right for
Canada and Canadians using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust him/her a lot. *BQ Leader Martine Ouellet only rated by Québec
respondents – Caution: Small base sizes for New Canadians
50%
36%
38%
38%
20%
36%
42%
23%
22%
23%
11%
40%
42%
25%
23%
22%
19%
40%
Liberalleader/PrimeMinisterJustinTrudeau
GreenPartyleaderElizabethMay
ConservativePartyleaderAndrewScheer
NDPleaderJagmeetSingh
BQleaderMartineOuellet*
Noneoftheabove
Trust in Public Figures – By Tenure in Canada (T3B)
New Canadians -
<15 years (n=210)
New Canadians -
15+ years (n=143)
Born in Canada
(n=1207)

21
Germany’s Merkel most trusted world leader;
Trump remains distrusted
n=1560
QWL1. Thinking about the following world leaders, please rate how much you trust each of them and their policies and actions to have a
positive impact on people and societies in their respective countries and Canada and the working relationship between Canada and each
country, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
T3B
54%
43%
43%
17%
13%
7- Trust
him/her
A lot
1- Trust
him/her
very little
Trump - 2017
T3B: 13%
10%
4%
4%
21%
15%
15%
5%
3%
22%
24%
24%
12%
7%
17%
23%
24%
18%
9%
9%
10%
11%
17%
5%
7%
7%
16%
10%
7%
20%
62%
Germany-AngelaMerkel
France-EmmanuelMacron
UK-TheresaMay
China-XiJinping
U.S.-DonaldTrump
6%4%
6%

22
Nearly two thirds of Canadians trust the RCMP and
their local police service
n=1560
7- Trust a lot 1- Trust
very little
13%
11%
10%
8%
25%
25%
20%
19%
28%
28%
25%
24%
19%
20%
21%
23%
7%
7%
11%
12%
5%
6%
8%
7%
6%
RCMP
Localpoliceservices
Canada'scourtsystem/judges
Canada'selectionsystem
T3B
66%
64%
55%
51%
TIO8b. Please rate the following institutions on how much you trust them to do what is right for Canada, Canadians and our society,
using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot.

23<#>
Trust in the Electoral System
<#>

24
Half of Canadians trust the electoral system to be fair
and representative
n=1560
TIO4a. To what extent do you trust that the current election system in Canada is fair, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
TIO4b. To what extent do you trust that the current election system in Canada adequately represents the votes of it’s citizens, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
T3B
56%
51%
9%
8%
21%
18%
25%
25%
21%
23%
11%
11% 8%
Electoralsystemisfair
Electoralsystemadequately
representsthevotesofits
citizens
very little
6% 6%
7%

25
Faith in the electoral system higher in Ontario, B.C.,
Atlantic Canada
• Trust in these two attributes of the Canadian election system tends to be higher in British Columbia and the Atlantic
provinces. Those living in Ontario (as well as within Toronto) are also more likely to trust that the electoral system is
fair and representative.
• Quebecers, meanwhile, are less likely to trust in the fairness and representativeness of the Canadian electoral system
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Current election system is
fair
56% 60% 53% 51% 60% 47% 61% 61% 52% 52% 63% 51%
Current election system
actually represents votes of
citizens
51% 58% 45% 45% 55% 45% 58% 56% 48% 43% 58% 53%

26
Newcomers more trusting of the electoral system being
representative
TIO4a. To what extent do you trust that the current election system in Canada is fair, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
TIO4b. To what extent do you trust that the current election system in Canada adequately represents the votes of it’s citizens, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
62%
61%
60%
52%
54%
49%
Trustelectoralsystemisfair
Trustelectoralsystemadequatelyrepresentsvotesofcitizens
Trust in Electoral System – By Tenure in Canada (T3B)
New Canadians - <15
years (n=210)
New Canadians - 15+
years (n=143)

27<#>
Trust in Industries & Brands

28
Recent newcomers are much more likely to trust banks,
energy and pharma
8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors
to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot.
Select one response for each. .(Q11 2016)
53%
53%
49%
49%
47%
41%
40%
37%
24%
48%
45%
42%
37%
50%
27%
32%
18%
14%
52%
50%
48%
42%
45%
28%
34%
23%
17%
RetailPharmacies
Loyaltypointsprograms
Foodretailers
Banks
Onlineshopping
Energy,pipelinesandresources
Automanufacturers
PharmaceuticalCompanies
Marijuana producers
Trust in Industry – “Gaining” Sectors By Tenure in Canada
New Canadians - <15 years
(n=210)
New Canadians - 15+ years
(n=143)

29
Albertans more likely to trust energy sector;
Québec trusts other sectors more
8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada, Canadians and
our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016) *small base
• Among sectors that gained in public esteem during the past year, Québec residents are more likely to trust the vast majority
of industries and sectors, with the only exceptions being that they are no more or less likely to trust the energy sector or
marijuana producers.
• Albertans, meanwhile, are more likely to trust the energy industry.
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Retail Pharmacies 52% 49% 46% 43% 49% 61% 58% 51% 51% 45% 47% 60%
Loyalty points programs 50% 47% 44% 49% 50% 54% 49% 44% 46% 43% 53% 55%
Food retailers 48% 43% 44% 41% 45% 58% 52% 38% 51% 44% 42% 55%
Online shopping 46% 42% 45% 40% 45% 51% 47% 40% 48% 45% 48% 51%
Banks 43% 41% 41% 30% 41% 49% 45% 44% 48% 42% 41% 47%
Auto manufacturers 35% 33% 39% 27% 32% 40% 36% 30% 38% 41% 32% 39%
Energy, pipelines and
resources
30% 30% 45% 23% 28% 27% 30% 30% 49% 44% 32% 27%
Pharmaceutical
Companies
25% 24% 24% 20% 23% 32% 21% 26% 34% 20% 27% 26%
Marijuana producers 18% 18% 20% 19% 18% 16% 22% 21% 23% 21% 17% 21%
None of the above 11% 16% 12% 14% 12% 8% 8% 16% 9% 10% 15% 6%

30
Hospitals and universities and colleges remain the
most trusted sectors
8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for
Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016)
n=1560
63%
63%
40%
38%
35%
34%
30%
30%
22%
62%
60%
39%
36%
33%
33%
29%
28%
20%
44%
35%
26%
Hospitals
UniversitiesandColleges
Broadcastingandstreaming
Computer/electronictechnologycompanies&retailers
Long-termcarehomes
Retirementresidences
Telecommunications&cabletelevision
Lifeandhealthinsurancecompanies
Socialmediaplatforms
Trust in Industry – “Stable” Sectors
2018 Total
2017 Total
2016 Total
• Trust in these sectors did not shift
significantly during the past year.
• Those earning higher household incomes are
more likely to trust universities and colleges
(73% among those earning $150K+).
• Those earning low household incomes
(<$15K) are less likely to trust the
broadcasting/streaming (33%) and
telecommunications and cable television
sector (18%).
• Weekly Snapchat and Instagram users also
tended to be more trusting of many of these
sectors.

31
Quebecers are more likely to trust telecom, tech
and insurance firms
8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors to do what is right for Canada,
Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016) ) *small base
• Among these industries that maintained similar levels of trust, Quebecers expressed higher levels of trust in most types of
companies, particularly broadcasting/streaming companies, telecommunications and cable firms, technology companies,
life and health insurance companies and long-term care homes.
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Hospitals 63% 62% 60% 61% 64% 63% 64% 59% 55% 67% 65% 63%
Universities and Colleges 63% 60% 62% 60% 59% 75% 60% 61% 67% 60% 58% 75%
Broadcasting and
streaming
40% 36% 31% 33% 37% 55% 40% 39% 29% 35% 38% 57%
Computer & electronic
technology companies
and retailers
38% 42% 31% 26% 37% 44% 37% 44% 44% 24% 38% 45%
Long-term care homes 35% 36% 35% 28% 32% 41% 37% 39% 40% 33% 33% 38%
Retirement residences 34% 34% 36% 30% 31% 38% 40% 33% 39% 37% 31% 39%
Life and health insurance
companies
30% 28% 30% 17% 28% 36% 35% 33% 37% 29% 30% 35%
Telecommunications &
cable television
30% 31% 30% 25% 23% 44% 27% 33% 39% 30% 26% 41%
Social media platforms 22% 18% 24% 15% 21% 27% 19% 20% 30% 22% 26% 28%
None of the above 11% 16% 12% 14% 12% 8% 8% 16% 9% 10% 15% 6%

32
Artificial Intelligence (AI) companies lagging in trust
19%9%
18%
Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. .(Q11 2016)
52%
42%
36%
31%
25%
Localpublictransitagency
Airline/aviationcompanies
Financialplanning/investmentservicescompanies
Taxi/ride-sharingcompanies
Artificialintelligencecompanies
Trust in Industry – New Sectors Rated in 2018
2018 Total
n=1560
• The following sectors were included for the
first time this year. Among these, Canadians
are more likely to trust their local public
transit agency (52%), with only one-quarter
trusting firms involved in artificial
intelligence (25%).
• Among newly-rated sectors, Quebecers are
also most likely to be trusting, with those in
Manitoba and Saskatchewan less trusting of
most of these organizations, including
transit agencies and artificial intelligence
firms.
• Albertans are also more likely than others to
trust their local transit agency.

33
Recent newcomers to Canada are more likely to trust all sectors
19%9%
18%
Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot. Select one response for each. (Q11 2016)
56%
48%
37%
36%
36%
46%
35%
34%
26%
21%
52%
42%
35%
30%
23%
Yourlocalpublictransitagency
Airlineandaviationcompanies
Financial–suchasplanningandinvestingservicescompanies
Taxiandridesharingcompanies
Artificialintelligencecompanies/companieswithafocusonartificialintelligence
Trust in Industry – New Sectors Rated in 2018 By Tenure in Canada
New Canadians - <15 years
(n=210)
New Canadians - 15+ years
(n=143)

34
Trust in Facebook, Bombardier decreases significantly in 2018
19%9%
18%
Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies
and brands for reliable, high quality products or services? Select one response for each.
n=1560
55%
49%
36%
36%
34%
45%
41%
56%
31%
51%
Samsung smart phones
Nestle
Bombardier
Volkswagen
Facebook
Trust in Brands – Year-over-Year Tracking
2018 Total
2017 Total

35
CBC is Canada’s most trusted brand - followed closely by Google
19%9%
18%
Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for
reliable, high quality products or services? Select one response for each. (Q11b in qnr).
n=1560
71%
67%
66%
63%
56%
55%
53%
52%
49%
47%
47%
46%
41%
36%
36%
35%
34%
7%
CBC/Radio-Canada
Google
Visa
Amazon
Netflix
Tim Horton’s
The Globe and Mail
Nestle
Dell Technologies
Loblaws
Air Miles
Boeing
Volkswagen
Bombardier
Airbus Industries
Facebook
None of the above
Trust in Brands (T3B) – All Brands
Key Differences
• Those earning <$60K are also more likely to
trust brands such as Tim Horton’s (57%) and Air
Miles (50%).
• Those who are working full-time are more likely
to trust airline manufacturers Boeing (46%) and
Airbus (40%).
• Trust is highest in Québec.

36
Media brand ranking – CBC remains on top
19%9%
18%
Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for
reliable, high quality products or services? Select one response for each. (Q11b in qnr).
n=1560
Key Differences
• Lower-income earners (43% of those earning <$60K) and
those with are separated or divorced (42%) are more
likely to trust Facebook.
• Those with HHI of $150K+ are more likely to trust The
Globe and Mail (64%).
• Technology companies such as Netflix, Google and
Facebook earn higher levels of trust from those who use
related social media platforms on a weekly or daily basis.
• New Canadians are just as likely as more established
newcomers and those born in Canada to trust these
media and technology brands.
71%
67%
63%
56%
52%
34%
CBC/Radio-Canada
Google
Amazon
Netflix
The Globe and Mail
Facebook
Trust in Media Brands (T3B)

37
Recent newcomers are more likely to trust Tim Horton’s,
Airbus, Visa
Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for reliable, high quality
products or services? Select one response for each. (Q11b in qnr).
68%
70%
69%
68%
59%
59%
58%
53%
53%
53%
48%
49%
53%
48%
43%
49%
39%
8%
68%
67%
76%
69%
59%
56%
49%
59%
53%
50%
54%
39%
48%
35%
34%
34%
34%
4%
CBC
Google
Visa
Amazon
Netflix
Tim Horton’s
The Globe and Mail
Nestle
Dell Technologies
Loblaws
Air Miles
Boeing
Volkswagen
Bombardier
Airbus Industries
Facebook
None of the above
Trust in Brands – By Tenure in Canada
New Canadians - <15
years (n=210)
New Canadians - 15+
years (n=143)

38<#>
Trust in Organization Actions
& Values
<#>

39
Trust in organizations’ products and services
19%9%
18%
TIO11. Please rate the following factors on their level of importance to you when it comes to determining how much you trust a particular product or service. Use a seven point scale,
where ‘1’ is not that important and ‘7’ means extremely important. Select one response for each. Responses of less than <4% have been removed from the graph
n=1560
37%
20%
17%
16%
11%
15%
7%
7%
28%
33%
31%
31%
30%
27%
25%
20%
15%
3%
19%
26%
30%
29%
33%
32%
29%
33%
28%
9%
11%
16%
15%
17%
18%
21%
20%
27%
26%
18%
2%
3%
4%
5%
4%
6%
6%
8%
12%
17%
2%
3%
7%
16%
7%
35%
Reliable/dependable
Reputationofcompanyispositive
Well-reviewed/goodratings
Wordofmouthfromfriends/family
Favourableviewofcompany
Favourableviewofproduct/serviceitself
MadeinCanada
Innovativeproduct/service
Portionofproceedsgotocharity
Celebrityendorsement
T3B
85%
79%
77%
76%
75%
70%
69%
60%
49%
14%
7- Extremely
important
1- Not at all
important

40
Women, those 55+ more likely to desire Canadian-made
products and services
TIO11. Please rate the following factors on their level of importance to you when it comes to determining how much you trust a particular product or service. Use a seven
point scale, where ‘1’ is not that important and ‘7’ means extremely important. Select one response for each *small base
• While older adults are more likely to care about Canadian-made products and having a favourable view of a company and
its products/services, those aged 18-24 are less likely to be concerned with these aspects.
Total 1560 761 799 89 840 631
Reliable/dependable 85% 84% 86% 82% 83% 89%
Reputation of company is positive 79% 79% 80% 75% 76% 84%
Well-reviewed/good ratings 77% 78% 77% 68% 77% 79%
Word of mouth of friends and family 76% 72% 80% 64% 76% 78%
Favourable view of company 75% 74% 76% 61% 73% 79%
Favourable view of the product/service &
relate to what it stands for
70% 68% 71% 58% 69% 72%
Made in Canada 69% 63% 74% 60% 65% 75%
Innovative product/service 60% 63% 57% 50% 61% 60%
Portion of proceeds from purchase go to
charity
49% 44% 54% 45% 49% 48%
Celebrity endorsement 14% 15% 13% 16% 17% 9%
None of the above 6% 7% 6% 10% 7% 5%

41
A higher proportion of Canadians are placing importance
on various actions
10. Please rate the following actions based on level of importance in determining how much you trust an organization to do what is right for Canada, Canadians and our society, using a
seven point scale, where ‘1’ is not that important and ‘7’ means very important. Select one response for each. *note – items shortened for convenience (Q12 – 2016)
n=1560
73%
70%
67%
67%
61%
46%
32%
12%
74%
71%
71%
70%
63%
48%
29%
11%
69%
67%
64%
68%
56%
46%
32%
13%
Theorganizationcreatesjobsandinvestsinmycommunity
Theleadershipopenlycommunicatesandisaccessible
TheyareCanadianowned
Ienjoytheirproductsorservices
Theysupportcharitablecausesinmycommunity
Iknowsomeonewholikesworkingthere
Theleadersusesocialmediachannelstocommunicate
Noneoftheabove
Importance of Actions By Organizations (Tracking)
2018 total
2017 total
2016 total
Key Differences
• Openly communicating and being
accessible is more important to
weekly users of Twitter (76%) and
LinkedIn (75%).
• Using social media to
communicate is more likely to be
valued by those with lower
incomes (36% <$60K), those with
young children at home (39% of
those with kids <13 years).
• Importance of organizational
attributes is consistent across
Canada.

42<#>
Trust in Artificial Intelligence
Artificial intelligence (AI) is an area of computer science that involves developing intelligent computers
or machines that work and react like humans. Some of the activities that computers with artificial
intelligence are designed for include:
Speech recognition – Learning – Planning – Problem solving – Manipulating and moving objects

43
Fewer than four in ten Canadians trust artificial intelligence
to be beneficial
QAI1. How much do you trust Artificial Intelligence to improve your experience, as a consumer? Select one response for each
QAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each.
n=1560
T3B
38%
37%
4%
3%
11%
10%
23%
24%
30%
30%
13%
15% 8%
Positively contribute to
the Canadian economy
Improve experience as a
consumer
9% 9%
9%
very little

44
Effects of AI more likely to be trusted by men, those 25-49,
Québec residents
QAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each *small base
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Positively contribute to
the Canadian economy
39% 37% 35% 34% 37% 47% 37% 35% 37% 35% 41% 50%
Improve your experience
as a customer
37% 34% 37% 32% 37% 41% 34% 35% 35% 41% 40% 44%
Total 1560 761 799 89 840 631
Positively contribute to the Canadian
economy
39% 42% 36% 35% 41% 36%
Improve your experience as a customer 37% 41% 34% 29% 40% 34%

45
Recent newcomers are more likely to trust AI will
bring positive effects
QAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each
Other Key Differences
• Those with children at home are more
likely to expect AI to contribute positively
to the economy and improve their
customer experience (44% each).
• Weekly users of LinkedIn and Snapchat
are more likely to agree with these two
positions regarding AI.
47%
49%
40%
40%
37%
34%
PositivelycontributetotheCanadianeconomy
Improveyourexperienceasacustomer
Views Regarding AI – By Tenure in Canada (T3B)
New Canadians - <15 years (n=210)
New Canadians - 15+ years (n=143)

46<#>
Trust in / usage of Media
& Information Sources

47
Canadians' trust in several information sources is increasing
19%9%
18%
1. Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of
information about a product, service, brand or organization? Top 3 Box Summary
n=1560
Key Differences in 2018
• Those earning lower household incomes are
more likely to trust advertising overall (51% of
those earning <$60K), including traditional forms
of advertising (45%), information shared by
companies on social media (35%) and online
advertising by companies/organizations (34%).
• Daily users of social media such as LinkedIn
(41%), Snapchat (38%) and Instagram (36%) are
more likely to trust blogs.
76%
76%
54%
51%
46%
46%
46%
41%
39%
29%
28%
25%
6%
74%
76%
52%
47%
43%
43%
38%
37%
27%
26%
29%
8%
75%
73%
49%
51%
44%
40%
38%
31%
29%
24%
34%
9%
Recommendationsorwordofmouth
Samplingtheproductorservice
Editorialcontent(e.g.newspaper)
Consumeropinionorreviewspostedonline
Emailsornewslettersyousignedupfor
Companyororganizationwebsites
Informationsharedonsocialmediabysomeoneyouknow
Editorialcontent(ononlinenewssites)
Traditionaladvertising(e.gTV,radio,print)
Informationfromacompanyonsocialmedia
Onlineadvertisingbycompanies
Blogsfrombloggers
Noneoftheabove
Trust in Media Sources
Total 2018
Total 2017
Total 2016
Net: Editorial
60% 2018
57% 2017
55% 2016
Net: Advertising
45% 2018
41% 2017
37% 2016

48
First-hand experience and word of mouth most trusted
information sources
Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the following sources of information
about a product, service, brand or organization? Select one response for each
Responses of <4% have been removed from the graph.
n=1560
T3B
Sampling the product or service 76%
Recommendations by someone you know
or word of mouth
76%
Editorial content such as a story in a
newspaper, on TV or on radio
54%
Consumer opinion or reviews posted online 51%
Company or organization websites 46%
Emails or newsletters you signed up for 46%
Information shared on social media
channels by a friend, family member etc.
46%
Editorial content shared through online
news sites
41%
Traditional advertising in television,
radio, print or billboard
39%
Information shared by a company or
organization on social media
29%
Online advertising by companies or
organizations
28%
Blogs from bloggers 25%
16%
9%
3%
3%
3%
4%
34%
36%
19%
17%
14%
13%
16%
11%
11%
6%
5%
6%
27%
31%
31%
31%
30%
30%
27%
28%
26%
21%
21%
18%
16%
17%
29%
27%
32%
33%
27%
33%
32%
35%
35%
30%
5%
4%
11%
13%
14%
14%
14%
15%
16%
19%
20%
20%
4%
6%
6%
6%
9%
8%
9%
12%
12%
16%
4%
3%
6%
6%
9%
very little

49
Those aged 18-24 & 50+ trust highly in editorial content
19%9%
18%
Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust
the following sources of information about a product, service, brand or organization? Top 3 Box Summary.
*small base
• Younger adults aged 18-24 are more likely than those 25-49 to trust most types of editorial content, including items in the
news media, information shared on online news sites and content by bloggers.
• Women and men have similar views on editorial and advertising content, with women slightly more likely to trust
recommendations from people they know.
Total 1560 761 799 89 840 631
NET: Editorial 60% 59% 61% 71% 56% 64%
Recommendations by someone you know or word of mouth 76% 73% 79% 80% 75% 78%
Sampling the product or service 76% 74% 79% 80% 75% 78%
Editorial content such as a story in a newspaper, on TV or on radio 54% 53% 55% 61% 49% 60%
Consumer opinion or reviews posted online 51% 49% 53% 55% 55% 45%
Emails or newsletters you signed up for 46% 44% 48% 49% 44% 48%
Editorial content shared through online news sites 41% 42% 40% 54% 39% 41%
Blogs from bloggers 25% 23% 27% 29% 30% 19%
NET: Advertising (Incl. Social Media) 50% 48% 52% 51% 51% 50%
Information shared on social media channels by a friend, family member or
someone you know
46% 44% 49% 46% 47% 45%
Company or organization websites 46% 47% 46% 48% 47% 45%
Traditional advertising in television, radio, print or billboard by companies or
organizations
39% 38% 40% 42% 38% 41%
Information shared by a company or organization on social media 29% 29% 29% 35% 32% 25%
Online advertising by companies or organizations 28% 29% 27% 24% 29% 26%
None of the above 6% 7% 5% 7% 7% 4%

50
Quebecers tend to be more trusting of almost all sources
of information
• Regional differences show that Québec residents are more likely to trust editorial content in the news media, as well as company advertising.
However, they are less likely than other Canadians to trust “first-hand” knowledge via recommendations and sampling products/services.
Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust
the following sources of information about a product, service, brand or organization? Top 3 Box Summary.
*small base
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
NET: Editorial 60% 56% 58% 53% 58% 70% 59% 56% 63% 58% 58% 65%
Recommendations by someone you know or word of
mouth
76% 75% 79% 85% 79% 71% 75% 73% 83% 75% 78% 71%
Sampling the product or service 76% 79% 75% 84% 77% 69% 84% 78% 79% 74% 79% 68%
Editorial content such as a story in a newspaper, on TV or
on radio
54% 52% 53% 47% 50% 63% 55% 51% 63% 49% 50% 58%
Consumer opinion or reviews posted online 51% 51% 56% 53% 54% 44% 53% 53% 70% 50% 59% 49%
Emails or newsletters you signed up for 46% 47% 38% 44% 45% 53% 44% 45% 50% 36% 45% 53%
Editorial content shared through online news sites 41% 38% 36% 35% 40% 47% 44% 39% 35% 34% 41% 44%
Blogs from bloggers 25% 25% 29% 24% 27% 22% 21% 28% 39% 24% 29% 21%
NET: Advertising (Incl. Social Media) 50% 46% 49% 46% 48% 57% 55% 49% 42% 54% 49% 54%
Information shared on social media channels by a friend,
family member or someone you know
46% 49% 47% 52% 46% 43% 46% 50% 52% 46% 44% 37%
Company or organization websites 46% 46% 48% 42% 42% 52% 53% 47% 47% 52% 45% 52%
Traditional advertising in television, radio, print or
billboard by companies or organizations
39% 38% 40% 35% 36% 45% 45% 39% 40% 44% 37% 40%
Online advertising by companies or organizations 28% 26% 29% 24% 24% 36% 26% 27% 35% 28% 27% 33%
None of the above 6% 7% 4% - 7% 6% 7% 7% 5% 4% 9% 5%

51
High trust among newcomers to Canada
19%9%
18%
1. Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust, to what extent do you trust the
following sources of information about a product, service, brand or organization? Top 3 Box Summary.
79%
76%
54%
64%
51%
50%
49%
42%
37%
34%
39%
5%
71%
76%
53%
49%
47%
41%
37%
32%
24%
26%
23%
5%
Recommendationsorwordofmouth
Samplingtheproductorservice
Editorialcontent(e.g.newspaper)
Consumeropinionorreviewspostedonline
Emailsornewslettersyousignedupfor
Companyororganizationwebsites
Editorialcontent(ononlinenewssites)
Traditionaladvertising(e.gTV,radio,print)
Informationfromacompanyonsocialmedia
Onlineadvertisingbycompanies
Blogsfrombloggers
Noneoftheabove
Trust in Media Sources – By Tenure in Canada
New Canadian - < 15 years
(n=210)
New Canadian - 15+ years
(n=143)
Net: Editorial
63% among those in Canada <15 years
58% among those in Canada 15+ years
60% among those born in Canada
Net: Advertising
48% among those in Canada <15 years
39% among those in Canada 15+ years
45% among those born in Canada
7%
23%
27%
28%
40%
40%
46%
45%
49%
54%
76%
77%

52
Word of mouth remains the most preferred method
of receiving information
2. When looking at news sources please indicate which of the following sources you prefer to get your news about
current events. Please select the top three responses that most apply. *note <5% values not shown on chart
37%
23%
10%
9%
8%
4%
4%
1%
1%
2%
15%
19%
18%
16%
9%
8%
6%
4%
3%
2%
11%
17%
14%
15%
9%
12%
8%
7%
3%
3%
Word of mouth
Editorial content shared through online news sites
Editorial content shared through online news sites
Your Facebook news feed
Blogs from bloggers
LinkedIn
Your Twitter feed
Preferred Sources to Receive Current Events
Choice 1
Choice 2
Choice 3
Sum
2018
Sum
2017
Sum
2016
63% 67% 58%
59% 62% 69%
42% 40% n/a
40% 43% 52%
26% 22% 29%
24% 22% 25%
18% 19% 31%
12% 15% 14%
7% 6% 10%
7% 6% 10%
Key Differences (Choice 1)
• Retired Canadians (31%), those
who were born in Canada and
homeowners (25% each) are
more likely to prefer editorial
content such as a story in a
newspaper, on television or the
radio.
• Those who use Instagram,
LinkedIn, Snapchat (12% each)
and Twitter (11%) at least once
per week are more likely to
prefer mobile news apps.
n=1560
Information shared on social media channels by a
friend, family member or someone you know
Editorial content such as a story in a
newspaper, on TV or on radio
Information shared by a company or organization
on social media

53<#>
Trust in Influencers
& their attributes
An ‘influencer’ is considered to be someone or an organization or group that is able
to influence other people by sharing their views, opinions, reports or experiences
through social media, blogs and / or traditional media.

54
Family members, friends and thought leaders are
most trusted as influencers
INF1. Rate your level of trust for the following potential ‘influencers’ based on how much they may influence you, your opinion and / or actions
using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. . Select one response for each. Responses of <4% are not shown.
n=1560
very little
T3B
73%
58%
48%
48%
45%
43%
15%
14%
6%
4%
4%
3%
28%
21%
15%
14%
13%
12%
3%
31%
31%
30%
29%
28%
27%
11%
19%
23%
28%
31%
31%
29%
20%
6%
10%
12%
12%
12%
14%
20%
5%
6%
6%
7%
8%
19%
4%
3%
5%
6%
25%
Friends/family members
Industry thought leaders /
professionals
Professional services
experts
Regular people like me who
I may or may not know
Journalists
Lifestyle experts
Celebrities

55
Authority rules
19%9%
18%
INF2. How do each of the following 4 variables impact your level of trust in ‘influencers’ and their content? Using a seven point
scale, where ‘1’ is trust very little and ‘7’ is trust a lot. Responses of <4% have been removed
n=1560
10%
6%
3%
26%
20%
11%
8%
30%
33%
29%
22%
20%
26%
32%
33%
7%
9%
13%
17%
3%
7%
11%
5%
7%
Authority
Contextual relevance
Engagement
Reach
4%
T3B
66%
59%
43%
31%
very little
• As the graph below shows, Canadians are most likely to say that their level of trust is impacted by the influencer’s authority
and the degree of contextual relevance offered. Trust is similar across regions.

56
Engagement and reach matter more to newcomers to Canada
9%
18%
INF2. How do each of the following 4 variables impact your level of trust in ‘influencers’ and their content? Using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
4%
67%
64%
53%
45%
22%
70%
58%
40%
30%
23%
65%
58%
41%
29%
25%
Authority
Contextual relevance
Engagement
Reach
None of the above
Factors Affecting Trust In Influencers –
By Tenure in Canada (T3B)
New Canadians
- <15 years
(n=210)
New Canadians
- 15+ years
(n=143)
Born in Canada
(n=1207)
• Those with higher household incomes ($150K+)
are more likely to trust in the authority (77%) and
contextual relevance (72%) of influencers and
their content.
• Those with children are more likely to have
higher trust in the influencer’s engagement
(49%).
• Daily users of LinkedIn and YouTube are more
likely to put trust in the influencer’s engagement
(53%) and 50% respectively) and reach (45% and
40% respectively). Those who use LinkedIn only
once a week are more likely to trust their
authority (74%) and contextual relevance (66%).
Weekly Twitter users are also more likely to trust
an influencer’s authority (72%).

57
Factors that increase trust in influencer content
9%
18%
INF3. Which of the following variables might increase your likelihood to trust an influencer and their blog or content?
4%
• Those with higher household incomes (74% of
$150K+) are more likely to have trust in an
influencer who is considered an expert in his/her
field.
• Having content liked or shared by friends/family
is more likely to be important to women 18 to 24
and those who have lower household incomes
(34% <$60K).
• The authenticity of the influencer’s content, as
well as sharing common interests, are also more
likely to be valued by Canadian women.
n=1560
65%
52%
52%
43%
36%
29%
9%
4%
9%
Theinfluencerisconsideredanexpertintheirfield
Knowingtheinfluencerpersonally
Theinfluencer’scontentisperceivedasauthentic/genuine
Theinfluencerdisclosespayments/paidendorsements
Sharingcommoninterests
Myfriendsorfamilylikeand/orsharetheinfluencer’sblogorcontent
Thenumberoffollowersaninfluencerhas–themorethebetter
Theinfluencerhascelebritystatus
Noneofthese
Factors affecting trust in influencer content
Total

58
Trust among women increases when content is shared
or liked by others
INF1. Which of the following variables might increase your likelihood to trust an influencer and their blog or content? *small base
• The authenticity of the influencer’s content, as well as sharing common interests, are also more likely to be valued by Canadian women.
• Older adults are more likely to gravitate to an influencer if s/he is considered to be an expert.
Total 1560 761 799 89 840 631
Influencer is considered an expert 65% 63% 67% 62% 63% 68%
Knowing the influencer personally 52% 52% 53% 52% 51% 55%
The influencer’s content is perceived as
authentic/genuine
52% 49% 55% 45% 51% 54%
The influencer discloses payments/ paid
endorsements
43% 42% 43% 42% 41% 45%
Sharing common interests 36% 32% 39% 46% 36% 33%
My friends or family like and / or share the
influencer’s blog or content
29% 24% 33% 41% 29% 27%
The number of followers an influencer has –
the more the better
9% 9% 10% 17% 12% 4%
The influencer has celebrity status 4% 4% 3% 6% 5% 2%
None of these 9% 11% 7% 9% 10% 8%

59<#>
Appendix: Profile of
Respondents

60
Atlantic 7%
Québec 23%
Ontario 39%
Manitoba /
Saskatchewan 7%
BC 13%
Alberta 11%
Vancouver Area: 8%
Edmonton/Calgary: 9%
GTA: 24%
Montreal Area: 9%
Profile of Respondents

61
Marital Status
25%
Single,
never married
63%
Married/living
common-law
9%
Separated / divorced
3%
Widowed
48%
Men
52%
Women
18 to 24
25 to 34
35 to 44
45 to 54
55+
5%
23%
22%
20%
31%
Age
66%
23%
7%
Speak English
Speak French
Speak Chinese
n=1560
57%
27%
12%
1%
University or higher
(incl. some)
College/CEGEP (incl.
some)
Secondary School
(incl. some)
Grade School or less
(incl. some)
Education
incl. Mandarin/Cantonese *note: all other languages 2% or less

62
65% employed
25% are retired; 3% are students
4% are unemployed
4%
Manual
labour
Average HHI $82K
(incl. Mandarin/Cantonese
*note: all other languages 2% or less
66%
23%
7%
Speak English
Speak French
Speak Chinese
N=353
< 25K
>$25K - <$60K
>$60K - < $80K
>$80K - < $100K
> $100K
7%
25%
14%
12%
23%
*note: Refused 18%, DK 1%
74%
Born in
Canada
26%
Born
elsewhere
Sales / service /
clerical
26%
Professional /
executive
43%
Supervisory /
managerial
13%
14%
Skilled / technical
labour
Tenure in Canada
4%
11%
25%
22%
6%
33%
Less than 2 years
2 to less than 5 years
20 years or more
Note* Tenure in Canada only asked to
people born outside Canada 53%
are the primary shopper
41%
shop with another
Own 66%
Rent or Lease 28%
Neither
(living at home with
parents or with
someone else)
6%
Home
Under 13 years of age 17%
13 to 17 years of age 9%
None of the above 75%

63
DAILY
(base: weekly
users)
DAILY
(base: weekly
users)
WEEKLY
(base: all
Canadians)
WEEKLY
(base: all
Canadians)
WEEKLY
(base: all
Canadians)
2018 2017 2018 2017 2016
84% 85% 76% 75% 74%
53% 47% 64% 63% 64%
64% 62% 40% 37% 34%
45% 35% 30% 25% 30%
72% 66% 29% 24% 19%
64% 57% 24% 23% 24%
50% 37% 24% 24% 18%
59% 61% 12% 12% n/a
None of the
Above
19% 21% 7% 7% 8%
=significantly higher than average
=significantly lower than average
* Note: Daily Facebook use among all Canadians is 64%.

64
Thank You
Contact
Vanessa Eaton
veaton@getproof.com
416 969 2713

Proof CanTrust Index 2018

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