Canadians may be ashamed of their mid-morning activities



    Kijiji Canada explores the psychology behind Canadians' "trashy" habits

    TORONTO, Sept. 23 /CNW/ - Independent research shows that some of the
Canadians who admit to taking items left curb-side don't think their own
behaviour is acceptable, so Kijiji Canada is providing them with an
alternative.
    Derogatorily dismissed by some as "trash-picking," Kijiji prefers to
refer to the practice of discreetly searching for useful, discarded items as
"curb-mining." According to Kijiji, curb-miners are, in most cases, residents
of the neighbourhoods in which they mine and can often be spotted mid-morning,
briefly stopping their car to rummage through a neighbour's curb-side
cast-offs.

    Canadians' shameful habits

    The numbers reveal a shocking truth: curb-miners are willing to admit to
their habit but not all are accepting of their mid-morning activity. With
44 per cent of Canadians admitting to curb-mining and 45 per cent indicating
that they know others who curb-mine, the results clearly indicate that most
curb-miners admit to their trash picking habit. What's surprising is that some
curb miners don't feel that rummaging through someone else's trash is
appropriate. In fact, one in every six Canadians who curb mines does not think
it is acceptable.
    The survey also reveals that nearly two-in-five curb-miners say they are
at least sometimes motivated by the fact that curb-mining is free. Absence of
a price tag is more of a motivator for younger Canadians. Canadians between
the ages of 25 and 44 are more likely than those aged 55 and older to
curb-mine because the item is free.
    The results reveal that items often found by the curb and taken include
everything from furniture (52%) and children's toys (20%) to computers and
electronics (16%), and even antiques and art (22%).

    Canadian clutter-collectors

    The research shows that Canadians are also clutter collectors and 2 in 5
(36%) Canadians are holding onto unwanted household items, especially those
with children in the home. Fifty-three per cent of Canadian households with
children ages 12 and younger are looking to get rid of household items like
old furniture, books, and children's toys and clothes
    Why are clutter-collectors holding on? Half indicate that the length of
time they hoard unneeded items is determined by the hassle associated with
getting rid of them. Not surprisingly, 68 per cent of Canadians surveyed
indicated that they would be more willing to get rid of unwanted items if
there were a free and easy way of doing so.

    Curb-miners meet clutter-collectors

    The research reveals that curb-miners and clutter-collectors have a lot
in common. When it comes to mining or accumulating, both groups are motivated
by cost. Keeping this in mind, Kijiji Canada enables Canadian curb-miners to
meet clutter-collectors online.
    Finding free stuff online means curb-miners have nothing to be ashamed
off. Rather than rummaging through someone else's discarded items, a special
section of the website dedicated to "free stuff" allows curb-miners to quickly
access items available at no cost. With hundreds to thousands of free items
available at any given time, there's a good chance that one will find what
they are looking for.
    Clutter collectors also have cause for celebration. Getting rid of
unwanted clutter has never been easier. Kijiji allows users to quickly and
easily post a free classified ad with detailed information about their clutter
and simply wait for someone to come and get it.
    "The survey reveals that Canadians have clutter on their mind and Kijiji
online classifieds provide a second life for unwanted items," said Cole Reiken
manager, Kijiji Canada. "With local classifieds for more than 60 cities and
towns across Canada, it's easy for Canadians to come to terms with their
clutter. Instead of collecting it, consumers can easily find a new home for
the item by using the "free stuff" section on the website.
    When it comes to curb-mining, the survey also reveals some interesting
similarities and differences amongst Canadians:

    
    -   Men (52%) are more concerned than women (46%) about the hassle of
        getting rid of an item.
    -   Seventy-nine per cent of those surveyed take the environment into
        consideration when getting rid of unwanted household items.
    -   Ontarians admit to curb-mining the most (53%) followed by Atlantic
        (42%) and B.C. (40%). Only about a quarter of Albertans admit to
        curb-mining (26%).
    -   Curb-miners are more likely to watch other curb miners in action. Of
        the Canadians that curb mine, 45 per cent watch others mine items
        that they have left by the curb compared with only 27 per cent of
        those who do not curb-mine.
    

    Methodology

    1511 adult Canadians answered an online survey between August 26th and
August 31st, 2008. Results from a sample this size can be considered accurate
to within +/-2.5%, 19 times out of 20

    About Kijiji

    Kijiji, which means "village" in Swahili, is a group of classifieds-style
web sites that offer a convenient, fun, and easy way for people in the same
city to meet, trade, share ideas, and help each other out in areas such as
housing, jobs, goods, services, cars, and personals. The entire Kijiji family
includes the Kijiji, Gumtree, LoQUo, Intoko, and Marktplaats brands. Kijiji
sites are currently available in over 1500 cities in more than 20 markets
around the world; it is the most visited classified site in Canada with almost
7 million unique visitors per month.





For further information:

For further information: Amy Clark or Nicole Tuschak, Environics
Communications, (416) 969-2758 or (416) 969-2712, aclark@environicspr.com or
ntuschak@environicspr.com

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