Confidence up, Canadians look to the future: survey

    TORONTO, April 23 /CNW/ - The latest results from TNS Canadian Facts'
Consumer Confidence Index point to an improvement in Canadians' perceptions of
the state of the economy. Not only is the overall Consumer Confidence Index up
- 90.5 today compared to 83.7 last month, an 8 per cent rise - but all the
other indices are up too.
    "Clearly, one snapshot does not a trend make. But these results do
suggest that despite the troubling economic news dominating headlines, average
Canadians are sensing the end is in sight," said Dr. Michael Antecol,
vice-president of TNS Canadian Facts and director of the marketing research
firm's monthly tracking study.
    While the Present Situation Index, which captures evaluations of the
overall state of the current economic and employment situations, is up just
over three points to 75.3, the Expectations Index and Buy Index posted
dramatic gains.
    The Expectations Index, which measures consumers' estimation of the
economy, household income and employment in the next six months, rose for the
fourth consecutive month to 97.4 - an 11 per cent increase from last month's
    Likewise, the Buy Index, which gauges the degree to which people think
the current period is a good time to make major purchases, has bounced back -
to 103.9 from 95.3, a 9 per cent boost. The last time this Index was that high
was in the second quarter of 2005.
    "Any economic turnaround will need consumers to loosen their purse
strings. It's an expectations game. These results suggest this might soon be
in the offing. Consumers are saying now is a good time to make that major
purchase while at the same time having fairly positive expectations about the
future. It looks more and more like the ingredients for a consumer-led
recovery," 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 April 13 and 16, 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, specialising 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.

    The Kantar Group

    The Kantar Group is one of the world's largest research, insight and
consultancy networks. By uniting the diverse talents of more than 20
specialist companies - including the recently-acquired TNS - the group aims to
become the pre-eminent provider of compelling and actionable insights for the
global business community. Its 26,500 employees work across 80 countries and
across the whole spectrum of research and consultancy disciplines, enabling   
 the group to offer clients business insights at each and every point of the
consumer cycle. The group's services are employed by over half of the Fortune
Top 500 companies. The Kantar Group is a wholly-owned subsidiary of WPP Group
plc. For further information, please visit

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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