How Canada Sees Saskatchewan May 2015

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Virgil Small
6 years ago
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1 How Canada Sees Saskatchewan May 2015 Insightrix Research Inc Millar Avenue Saskatoon, SK S7K5Y (toll free) info@insightrix.com

2 We asked Canadians What are Canadian s top of mind impressions of Saskatchewan? What are Saskatchewan s strengths & weaknesses? How s Saskatchewan s economy doing? Have things changed economically in Saskatchewan recently? Does Saskatchewan s contributions to the Canadian economy matter? How does Saskatchewan fare as a place to live, work, and play? 2

Independent online study with 852 Canadians 151 151 150 150 250 Data collected between May 5 th

3 Independent online study with 852 Canadians Data collected between May 5 th and May 11 th, 2015 using Research Now s online panel. Data weighted for national representation. 3

4 Top of mind impressions of Saskatchewan centre on resources, the people, and the economy. Farming and flat land. No idea. Grain / Agriculture. Flat. Economy ripe for growth. Amazing views, you can see for miles. 6. What first comes to mind when you think of Saskatchewan?.. Base: All respondents, n =

5 Initial thoughts vary by home province. 6. What first comes to mind when you think of Saskatchewan?.. Base: All respondents, n =

6 Saskatchewan s perceived strengths centre on resources, the economy and quality of life. It s probably a lot easier to live out there right now with the way the economy is. Saskatchewan Strengths: Economy and Resources Saskatchewan Strengths: Quality of Life Don t Know / No Comment: Developing. Economy NET 1 Progressive. Quality of Life NET 22% Growing province/economy Lots of jobs/opportunities Cheaper cost of living Other economy 3% 3% 4% Growing province. Great natural landscapes/seasons/recreation Small town feel/community-minded Less population/congestion 2% 9% It s a beautiful province with lakes and rivers and rolling countryside. Resources NET Agriculture/farming-general 2 4 Quiet/peaceful/relaxed lifestyle 2% Strong, beautiful province with friendly people. Wheat/grain Potash, farming. Safe/Low crime rate 1% Oil and gas Diversity 1% Mining/natural resources-general Potash 6% Other quality of life 3% 7. What do you believe are Saskatchewan s strengths?.. Base: All respondents, n =

7 Resources are universally seen as Saskatchewan s strength but Albertans are more likely to comment on quality of life. Perception of Saskatchewan's Strengths by Home Province 50% 4 43% 41% 39% 33% % 22% 22% 23% % 11% 4% 2% 3% Economy NET Resources NET Quality of Life NET Other Don't know / no comment British Columbia Alberta Manitoba Ontario Maritimes 7. What do you believe are Saskatchewan s strengths?.. Base: All respondents, n =

Weather Sparse population/isolated Flat landscape/not attractive scenery Location-general Other physical attributes Economy NET Poor income/job/economic opportunities 2% 2% 13% 12% 16% Saskatchewan

8 The biggest perceived weaknesses include physical attributes. Economic performance is likely lower than seen in the past. Saskatchewan's Weakness: Economic and Physical Attributes Physical Attributes NET Flat, not scenic or beautiful. Weather Sparse population/isolated Flat landscape/not attractive scenery Location-general Other physical attributes Economy NET Poor income/job/economic opportunities 2% 2% 13% 12% 16% Saskatchewan Weaknesses: Quality of Life 32% Quality of Life NET Boring/Not a lot to do Lack of arts / Culture/ Entertainment/ Recreation/ Shopping Lack of diversity, boring. Lack of diversity Distance from city amenities/transportation Negative perceptions/stigma Distance away from family/friends 0% 3% 2% 2% 4% 1 Don t Know / No Comment: 2 Distance from markets. Middle of nowhere. Not much to attract people. Higher cost of living Other economy 1% 4% Not enough jobs for people. Lack of access to services in French Other quality of life 0% 4% Lots of mosquitos. 8. What do you believe are Saskatchewan s weaknesses?.. Base: All respondents, n =

9 B.C. and Ontario most commonly cite physical attributes as Saskatchewan weaknesses while quality of life is commonly noted among Manitobans. Perception of Saskatchewan's Weakness by Home Province 36% 3 26% 26% 24% 22% 1 16% 14% 13% 33% 19% 1 14% 39% 30% 29% 22% 19% 4% 4% 2% Economic Physical Attributes Quality of Life Other Don t know/no comment British Columbia Alberta Manitoba Ontario Maritimes 8. What do you believe are Saskatchewan s weaknesses?.. Base: All respondents, n =

10 More than one half rate Saskatchewan s economy as good or better. Overall Perception of Saskatchewan's Economy 54% have a positive view of Saskatchewan s economy 2% 36% 16% 2% Not Sure: 23% Poor Fair Good Very good Excellent Not Sure Overall Perception of Saskatchewan s Economy by Home Province 2 26% 2 British Columbia 32% 49% 11% 23% 20% Alberta 16% 50% 66% 11% 14% Manitoba 31% 3 73% % Ontario 14% 34% 50% 3 13% 13% Maritimes 23% 2 52% Poor Fair Excellent Very good Good 9. Overall, how would you rate Saskatchewan s current economy? Base: All respondents, n =

11 Canadians are divided on perceptions of Saskatchewan s economy compared to their own, with stark regional differences. Perception of Saskatchewan Compared to Home Province 32% rate Saskatchewan s economy as worse 2 rate Saskatchewan s economy as better Don t 2 24% 1 10% know: Much worse than my province About the same as my province Much better than my province Not Sure Somewhat worse than my province Somewhat better than my province Perception of Saskatchewan Compared to Home Province 19% 40% 36% British Columbia 11% 16% 6% 44% 3 Alberta 1 9% Manitoba 23% 24% % 2 Ontario 19% 2 13% Much worse than my province Somewhat worse than my province Maritimes 32% 31% 63% Much better than my province Somewhat better than my province 10. Compared to your home province, would you say that Saskatchewan s current economy is better, worse or the about the same? Base: All respondents, n =

12 Canadians recognize that Saskatchewan s economy has improved in the last decade. Perception of Saskatchewan's Economy Improved a lot 13% 23% Improve somewhat 2 31% 3 44% 44% Stayed about the same 1 30% Declined somewhat Declined a lot 0% 0% 1% Not sure 29% 30% 32% Two years Five years Ten years 11. To the best of your knowledge, has Saskatchewan s current economy improved, declined or remained the same over the past. Base: All respondents, n =

Columbia Alberta Manitoba Ontario Maritimes Two years Five years Ten years Two years Five years Ten years Two years Five years Ten years Two years Five

13 Our neighbours are more likely to acknowledge this economic growth. All Provinces (improved a lot) Two years: Five years: 13% Ten years: 23% Perception of Saskatchewan s Economy by Home Province (Improved a lot) British Columbia Alberta Manitoba Ontario Maritimes Two years Five years Ten years Two years Five years Ten years Two years Five years Ten years Two years Five years Ten years Two years Five years Ten years 11. To the best of your knowledge, has Saskatchewan s current economy improved, declined or remained the same over the past. Base: All respondents, n = % 11% 12% 9% 12% 23% 22% 1 22% 33% 36%

14 Canadians universally see Saskatchewan s contributions to the national economy as important. Perception of Saskatchewan's Contribution to Canada's Economy 81% view SK s economic contributions as important 1% 43% 3 Not sure: 11% Not important at all Not very important Somewhat important Very important Perception of Saskatchewan s contribution to Canada s Economy by Province Not Sure 6% British Columbia 3 44% 83% 10% 9% Alberta 3 46% 84% Manitoba 3 49% 84% 11% Ontario 3 42% 80% 12% 3% 3% Maritimes Not important at all Very important Somewhat important Not very important 12. How important are Saskatchewan s contributions to Canada s economy? Base: All respondents, n = % 14 43% 82%

15 Nearly six in ten Canadians view Saskatchewan as businessfriendly. Our neighbours are our biggest advocates. Perception of Saskatchewan as Business-Friendly 5 view SK as business-friendly 2% 36% 1 3% Not sure: 2 Poor Fair Good Very good Excellent Perception of Saskatchewan as Business Friendly by Province Not Sure 1 British Columbia 3% 3 53% 30% 1 Alberta 3% 19% 40% 63% 20% 13% 12% Manitoba 4% % 1 Ontario 3% % 2 14% 13% Maritimes 3% 1 31% 51% 3 Poor Fair Excellent Very good Good 13. Overall, how would you rate Saskatchewan in terms of being business-friendly? Base: All respondents, n =

16 Nearly two thirds perceive Saskatchewan as having a good quality of life. Perception of Saskatchewan's Quality of Life 64% view SK as having a good Quality of Life 3% % 3% Poor Fair Good Very good Excellent Not sure: 16% Perception of Saskatchewan s Quality of Life by Province Not Sure 2 23% British Columbia 50% 59% 14% 23% Alberta 1 49% 6 10% 14% 12% Manitoba 1 49% 72% 14% 20% 1 Ontario 1 42% 63% 1 13% Maritimes 20% 42% 66% 19% Poor Fair Excellent Very good Good 14. How would you describe the quality of life in Saskatchewan? Base: All respondents, n =

17 One quarter of Canadians would consider moving to Saskatchewan, and likelihood is consistent across provinces with the exception of B.C. Likelihood to Move to Saskatchewan 2 of individuals would consider moving to SK 44% 23% 20% Very unlikely Somewhat unlikely Somewhat likely Very likely Likelihood to Move to Saskatchewan by Home Province Not sure: 6% Not Sure 7 20% 5 British Columbia 11% 16% % Alberta 2 61% 24% 3 Manitoba 24% 32% 63% 22% 41% Ontario 23% 32% 6% 6 44% Maritimes 2 9% Very unlikely Somewhat unlikely Very likely Somewhat likely 16. How likely would you be to consider moving to Saskatchewan if you wanted to retire to another province/ if the right career opportunity came along? Base: All respondents, n =

18 Younger individuals are more likely to consider moving to Saskatchewan. Likelihood to Move to Saskatchewan by Age 40% % 43% 13% 3% 2 20% 23% 24% 33% Very likely Somewhat likely Somewhat unlikely Very unlikely Don t know 18 to to years or older 16. How likely would you be to consider moving to Saskatchewan if you wanted to retire to another province/ if the right career opportunity came along? Base: All respondents, n =

Listening to Canadians

Listening to Canadians Communications Survey Spring 2 Published by the Canada Information Office on June 5, 2 For more information, please contact the Research and Analysis Branch at (63) 992-696. Catalog