KEY FINDINGS. In general: Exercise and music:

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2 KEY FINDINGS Exercise and music: Music is an important part of an exercise routine. Among Canadians who exercise, 88% find at least one advantage to having music when exercising. Nearly six-in-ten Canadians believe that music makes the time pass more quickly (59%) and music pumps them up and gets them moving (56%). Women are more likely to agree with these statements. More than three-quarters (77%) of Canadians who exercise are likely to enjoy their exercise class more when hearing music, and 73% are likely to push themselves even more. Once again, women are more likely to see these advantages. More than three-quarters (78%) of Canadians attribute the importance of having good music as important as having comfortable shoes, water, suitable workout clothes and / or proper equipment. Many (59%) Canadians who exercise prefer uninterrupted (advertisement free) music when working out at the gym and 31% say they get annoyed when the music stops. In fact, Canadians are more likely to believe that the gym cares about their experience (38%), and they do not have to bring their own music (31%) when this is the case. In general: Half of Canadians are likely to listen to music when they re feeling sad, and want to feel better. This number is higher among millennials (age 19-34), with 59% saying they are likely to listen to music when wanting to feel better. The vast majority (91%) of Canadians are likely to listen to some form of music to de-stress. Rock, Pop and classical were the most frequent types of music mentioned. Canadians enjoy listening to music while doing many different lifestyle activities. Most commonly, Canadians enjoy listening to music when doing an exercise class (70%), an exercise routine at home (69%), cleaning their home (68%) as well as going for a run (60%). Women are significantly more likely than men to say they listen to music while doing these activities. 2

3 Detailed Results

4 LISTENING TO MUSIC WHEN EXERCISING If you listen to music when you exercise, which of the following describes why you do? It makes time pass more quickly It pumps you up and gets you moving It gives you something else to focus on/get lost in 59% 56% 53% 63% vs 55% 62% vs 48% The majority (88%) of Canadians who exercise, feel at least one advantage to listening to music, and in fact one-quarter (23%) feel all the advantages when it comes to listening to music when exercising. Among Canadians who exercise, nearly sixin-ten say listening to music makes the time pass more quickly (59%) and pumps them up and gets them moving (56%). It motivates you to keep going It makes you perform better All of the above None of the above 9% 23% 32% 52% 59% vs 45% 88% Find at least one advantage to listening to music when exercising Women who exercise (vs men) are significantly more likely to say music helps the time go by quickly, pumps them up and gets them moving, and motivates them to keep going. Younger Canadians, who exercise, are also more likely to find at least one an advantage to listening to music while exercising. 3% don t know / prefer not to answer If you listen to music when you exercise, which of the following describes why you do? Base: Total sample - excluding I don t exercise (n=1391). 4

5 LISTENING TO MUSIC WHEN EXERCISING Nearly three quarters of Canadians who exercise say that when they hear music they are likely to enjoy the class more (77%), and push themselves to finish the class even if its hard (73%). Women (vs men) and younger Canadians are significantly more likely to say that hearing music they like in an exercise class will influence overall enjoyment, work ethic, future attendance, and friend referrals. Quebecers (vs rest of Canada) are significantly more likely to say than music in their exercise class will help them push themselves (79% vs 71%), while the rest of Canadians (vs Quebecers) are more likely to say they would attend the class again (53% vs 70%). When you hear music that you like in an exercise class, how likely are you to do the following? Likely (top 2 box) Enjoy the class more overall 6% 6% 38% 39% 77% 85% vs 69% Push yourself to finish the class, even if it s challenging 7% 9% 38% 34% 73% 81% vs 64% 79% vs 71% Attend the class again 9% 12% 37% 29% 66% 75% vs 57% Tell your friends about the class 11% 20% 33% 22% 54% 66% vs 42% Don't know / prefer not to answer Not at all likely Not very likely Somewhat likely Very likely When you hear music that you like in an exercise class, how likely are you to do the following? Base: Total sample - excluding I don t exercise (n=1391). 5

6 LISTENING TO MUSIC WHEN EXERCISING More than three-quarters (78%) of Canadians believe that good music / good play list is as important as at least one of: comfortable shoes, water, suitable workout clothes, and proper equipment. Among those answering, more than two-thirds (68%) say good music / good play list is as important as having comfortable shoes, and half (51%) say water. 78% Of Canadians chose at least one: If you re working out on your own, good music/a good playlist is as important as having...?* Comfortable shoes Water Suitable workout clothes 51% 46% 68% 74% vs 61% 56% vs 45% Sixty-five percent of Millennials (age 18-34) say they need good music / good playlist as much as comfortable shoes when working out and 50 percent say music is just as important as water. Proper equipment 42% If you re working out on your own, good music/a good playlist is as important as having...? Base: Total sample - excluding I don t exercise (n=1391). *Includes only Canadians who workout, excludes none of the above and don t know / prefer not to answer (n=1025) 6

7 LISTENING TO MUSIC WHEN EXERCISING When working out, six-in-ten (59%) Canadians who exercise prefer to work out to a playlist commercial free. Younger Canadians and women are significantly more likely to prefer a commercial free play list when working out, while older Canadians are partial to working out to music from the radio. When working out, which do you prefer? Age 65% vs 52% 75% 68% 58% Working out to a playlist commercial free 59% 47% 33% Working out to the radio 16% 10% 14% 17% 23% 22% Listening to podcasts 3% Listening to audio books 3% None of the above 15% 5% don t know / prefer not to answer When working out, which do you prefer? Base: Total sample - excluding I don t exercise (n=1391). 7

8 LISTENING TO MUSIC WHEN EXERCISING When you re working out at the gym, and the music they re playing stops for a radio advertisement, which of the following best describes what you are thinking? I m annoyed that the music stopped This is distracting me from my workout My momentum is waning I m less inspired to finish my workout 6% 16% 11% 31% Age 16% 14% 20% vs 8% 8% 7% 4% Among Canadians who exercise, three-in-ten (31%) are likely to be annoyed the music has stopped when the music they re playing stops for a radio advertisement, however few Canadians who exercise feel distracted (16%), lose momentum (11%), and feel less inspired (6%) when their music stops for a radio advertisement. Quebecers and younger Canadians are more likely to say music that has stopped hurts their momentum when working out. None of the above 27% 10% don t know / prefer not to answer When you re working out at the gym, and the music they re playing stops for a radio advertisement, which of the following best describes what you are thinking? Base: Total sample - excluding I don t exercise (n=1391). 8

9 LISTENING TO MUSIC WHEN EXERCISING When you hear an uninterrupted, workout-appropriate, curated playlist at the gym, which of the following best describes what you are thinking? When Canadians who exercise hear an uninterrupted, workout-appropriate curated playlist at the gym, four-inten (38%) believe the gym cares about their members experience and 31% do not have to worry about bringing their own music when they are working out. This gym cares about their members experience I don t have to worry about bringing my own music when I work out here This gym is of a high quality 20% 31% 38% 47% vs 35% 24% vs 33% 36% vs 25% Age 33% 19% 17% 10% 10% Quebecers (vs rest of Canada) are significantly more likely to believe that the gym cares about the members experience (47% vs 35%), while Quebecers are less likely to say they don t have to worry about bringing their own music when working out at the gym. This gym is trendy and cool 19% None of the above 18% 11% don t know / prefer not to answer 28% 20% 20% 14% 9% Younger Canadians who exercise are significantly more likely to say the gym is of higher quality, and the gym is trendy and cool when they hear uninterrupted, workout appropriate music at the gym. When you hear an uninterrupted, workout-appropriate, curated playlist at the gym, which of the following best describes what you are thinking? Base: Total sample - excluding I don t exercise (n=1391). 9

10 UNWINDING WHEN STRESSED When you re feeling stressed and you need to unwind, which of the following are you likely to do? Talk or vent to someone 47% 55% vs 38% Two-fifths (44%) of Canadians are likely to listen to music when they are feeling stressed and need to unwind. Listen to music Have a drink 44% 33% 51% vs 41% 37% vs 29% In general, younger Canadians are significantly more likely to do any of the things mentioned when feeling stressed. Exercise Eat 30% 28% 37% vs 28% Quebecers are significantly more likely than the rest of Canadians to listen to music (51% vs 41%) or exercise (37% vs 28%) when they need to unwind from feeling stressed. Dance to music Turn to religion / spirituality 10% 9% 15% vs 4% 11% vs 7% Women (vs men) are significantly more likely to talk or vent to someone, dance to music, or turn to spirituality, while men (vs women) are significantly more likely to have a drink when feeling stressed and need to unwind. None of the above 10% 2% don t know / prefer not to answer When you re feeling stressed and you need to unwind, which of the following are you likely to do? Base: Total sample (n=1597). 10

11 FEELING BETTER WHEN SAD When you re feeling sad, and want to feel better, which of the following are you likely to do? Listen to music Connect with friends 40% 49% Age 59% 52% 47% 40% 40% When feeling sad and want to feel better, half (49%) of Canadians are likely to listen to music, and forty percent are likely to connect with friends. Read 27% Exercise 24% Eat 23% Have a glass of wine 22% Pray or meditate 14% Dance to music 8% None of the above 9% 1% don t know / prefer not to answer When you re feeling sad, and want to feel better, which of the following are you likely to do? Base: Total sample (n=1597). 11

12 LISTENING TO MUSIC TO DE-STRESS If you re going to listen to music to de-stress, which of the following types is it likely to be? The vast majority (91%) of Canadians choose at least one type of music they like to listen to, to de-stress. The most common music chosen by Canadians is rock (32%), pop (27%) and classical (22%). Rock Pop Classical 32% 27% 22% 38% vs 26% 34% vs 20% In general, older Canadians (65 and older) are significantly less likely to choose any type of music to de-stress. More specifically, younger Canadians (under 65) are most likely to choose Rock, Pop, Hip hop, Indie and Electronica, while older Canadians are more likely to choose classical or singer / songwriter Singer/Songwriter Hip Hop Jazz 13% 13% 12% 91% Listen to music to de-stress Age 95% 93% 92% 92% 84% Indie 11% Electronica Other 7% 9% vs 6% 27% Atlantic Canadians and Quebecers are significantly more likely to choose pop music, compared to provinces west of Quebec (35% vs 24%). None of the above 6% 3% don t know / prefer not to answer If you re going to listen to music to de-stress, which of the following types is it likely to be? Base: Total sample (n=1597). 12

13 LISTENING TO MUSIC DURING ACTIVITIES Roughly seven-in-ten Canadians (excluding not applicable) say music is important when doing an exercise class (70%), doing an exercise routine at home (69%), and cleaning their home (68%). Younger Canadians are significantly more likely to say music is important for every activity listed, while women (vs men) are significantly more likely to say music is important when doing an exercise class, doing an exercise routine at home, cleaning the house, going for a run and doing yoga. How important is music to you when you are doing the following activities? Important (top 2 box) Doing an exercise class 14% 13% 30% 40% 70% 78% vs 61% Doing an exercise routine at home 14% 15% 35% 34% 69% 75% vs 62% Cleaning your home 14% 17% 36% 31% 68% 73% vs 62% Going for a run 21% 16% 23% 37% 60% 65% vs 56% Weight training 19% 20% 30% 27% 56% Going for a walk 25% 25% 27% 21% 48% Working in your garden/outside 26% 26% 30% 16% 46% Doing yoga 26% 28% 23% 17% 39% 46% vs 31% Don't know / prefer not to answer Not at all important Not very important Somewhat important Very important How important is music to you when you are doing the following activities? Base: Total sample, excluding not applicable respondents (n=1597). 13

14 METHODOLOGY QUANTITATIVE RESEARCH INSTRUMENT A survey of 1597 Canadians was completed online between October 31 st and November 4 th 2016 using Leger s online panel, LegerWeb. A probability sample of the same size would yield a margin of error of +/-2.5%, 19 times out of 20. ABOUT LEGER S ONLINE PANEL Leger s online panel has approximately 475,000 members nationally with between 10,000 and 20,000 new members added each month, and has a retention rate of 90%. QUALITY CONTROL Stringent quality assurance measures allow Leger to achieve the high-quality standards set by the company. As a result, its methods of data collection and storage outperform the norms set by WAPOR (The World Association for Public Opinion Research). These measures are applied at every stage of the project: from data collection to processing, through to analysis. We aim to answer our clients needs with honesty, total confidentiality, and integrity.

15 Amal Yassir SOCAN Communications Specialist O: ext Lisa Covens Vice-President Communications and Public Affairs O: Ashley Simac Research Analyst Communications and Public Affairs O: