Confidence going up, Canadians look to "Buy": Survey

    TORONTO, May 21 /CNW/ - The latest results from TNS Canadian Facts'
Consumer Confidence Index point to a growing optimism in Canadians'
perceptions of the state of the economy. The overall Consumer Confidence Index
is rising steadily - it stood at 83.7 in March, vaulted to 90.5 in April and
climbed to 94.1 this month.
    "The picture developing in the minds of Canadian consumers is one of
steadying confidence. Much like the stock markets, consumers have discounted
the negative economic news in their future assessments - and those assessments
are getting brighter," said Dr. Michael Antecol, vice-president of TNS
Canadian Facts and director of the marketing research firm's monthly tracking
    All other indices are up too. The Present Situation Index, which captures
evaluations of the overall state of the current economic and employment
situations, posted a solid gain - rising nearly five per cent from 75.3 last
month to 78.9 in May.
    The Expectations Index, which measures consumers' estimation of the
economy, household income and employment in the next six months, rose for the
fifth straight month and currently stands at 101.4. The index score today is
four per cent higher than last month's 97.4 reading and is up 16 per cent
since March.
    Likewise, the Buy Index, which gauges the degree to which people think
the current period is a good time to make major purchases, is now at its
highest point since July 2005. It continued its upward lift - to 107.0 from
103.9 last month and 95.3 in March. Overall, the index is up 12 per cent in
that span.
    "Canadians think the economy is getting better. They have really positive
expectations for the future. And - maybe most importantly - they see the
current environment as a pretty darn good time to make substantial purchases,
perhaps reflecting the fact that the Bank of Canada key lending rate is at a
historic low. All in all, we have a nice recipe for recovery, but the question
is 'when will Canadians pull the trigger on their purchases?' I think they
will soon," added Dr. Antecol.
    Consumer Confidence Index tracks Canadians' attitudes about the economy
each month and is part of a global study conducted by TNS in 18 countries.
Three indices are produced each month to show how confidence in the economy is
changing: Present Situation Index; an Expectations Index; and a Buy Index. The
Canadian fieldwork is conducted using the firm's national bi-weekly telephone
omnibus service, TNS Express Telephone. A total of 1,015 nationally
representative Canadian adults were interviewed between May 11 and May 14,
2009. For a survey sample this size, the margin of sampling error is plus or
minus 3.1 percentage points, 19 times out of 20.
    TNS Canadian Facts ( is one of Canada's most prestigious
full-service marketing, opinion and social research organizations.

    About TNS

    TNS, who recently merged with Research International, is the world's
largest custom research agency delivering actionable insights and
research-based business advice to its clients so they can make more effective
business decisions. TNS offers comprehensive industry knowledge within the
Consumer, Technology, Finance, Automotive and Political & Social sectors,
supported by a unique product offering that stretches across the entire range
of marketing and business issues, specializing in product development &
innovation, brand & communication, stakeholder management, retail & shopper,
and qualitative research. Delivering best-in-class service across more than 70
countries, TNS is part of Kantar, the world's largest research, insight and
consultancy network. Please visit for more information.

For further information:

For further information: Media Contacts: Dr. Michael Antecol, Vice
President, Tel: (604) 668-3306, e-mail:; David
Stark, Vice President, Public Affairs, Tel: (416) 924-5751 x238, e-mail:

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