ARCHIVED - Awareness and Imagery of Service Canada

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Not surprisingly, low familiarity with Service Canada given its recent launch: fewer than 1 in 5
Canadians report some awareness.

  • Unprompted awareness1: 3 per cent of Canadians.
  • Prompted awareness: 16 per cent of Canadians.
  • No awareness: 81 per cent of Canadians.
  • Media is primary claimed source for initial introduction to Service Canada.
  • In contrast, awareness of long standing channels is much higher.
    • Somewhat surprisingly, higher awareness of www.canada.gc.ca than 1-800 O’Canada
    • 56 per cent aware of www.canada.gc.ca and 44 per cent aware of 1-800 O’Canada.
    • Given success of 1-800 O’Canada, give consideration to raising awareness?

1   Awareness of Service Canada was measured in a few different ways. First, respondents were asked whether or not they think there is a department of the Government of Canada that is responsible for providing services to Canadians. If they said “yes”, they were then asked to provide the name. This is referred to as unprompted awareness. Next, respondents all were told that a department called Service Canada (created in September 2005) has this responsibility. They were then asked if they had ever heard of the organization (either definitely or vaguely). This is referred to as prompted awareness. Total awareness of Service Canada = unprompted awareness + prompted awareness.

Imagery of Service Canada

  • Imagery of Service Canada decisively positive.
    • On all key dimensions, the lean is to a favourable assessment; positive impressions outweigh negative impressions by a margin of at least 2:1.
    • Majorities describe the department as professional, helpful, accessible, and trustworthy; convenience, accountability and leading edge lower, but still robust.
    • Importantly, already positive impressions improve with recent contact with department.
  • Given positive imagery of department, it is not surprising to find that the overall impression is also highly positive.
    • 62 per cent “positive” vs. 9 per cent “negative”.
    • Both awareness and recent contact with Service Canada boost image of department.

Unprompted Awareness of Service Canada (a)

Q: To the best of your knowledge, is there a department of the Government of Canada that has primary responsibility for providing services to Canadians?

Based on All Canadians April/May 2006 - Yes, believe there is one 26%, Yes, imagine there would be one 16%, no 44% and DK/NR 13%

Base: All Canadians; Apr./May 06, n=2,503

Unprompted Awareness of Service Canada (b)

Based on All Canadians aware one department has responsibility for service delivery April/May 2006 - Health canada 14%, Service Canada 10%, HRDC/HRSDC-SDC 9%, CRA 7%, 1 800 O Canada 6%, Other 21% and DK/NR 36%

Base: Canadians aware one department has responsibility for service delivery; Apr./May 06, n=640

Prompted Awareness of Service Canada

Q: Service Canada, created in September, 2005, has primary responsibility for providing services to
Canadians on behalf of the Government of Canada. Have you heard of this organization?

Based on All Canadians April/May 2006 - Yes, definitely 10%, Yes, vaguely 9% and No 81%

Base: All Canadians; Apr./May 06, n=2,503

Total Awareness of Service Canada (a)

Based on All Canadians April/May 2006 - Unprompted awareness 3%, Prompted awareness 16% and No awareness 81%

Base: All Canadians; Apr./May 06, n=2,503

Total Awareness of Service Canada

Total Awareness of Service Canada chart

Contact with Government of Canada

Contact with Government of Canada

Base: All Canadians; Apr./May 06, n=2,503 * Differences are statistically significant from overall average

Hearing/learning about Service Canada

Q: How did you first hear or learn about Service Canada?

Based on Canadians reporting some awareness of Service Canada April/May 2006 - Media/News 41%, Federal Web site 12%, Referal Program/Dept 10%, Govt Mailing 8%, Work/School 8%, Friends/Family/Word of Mouth 7% and 1 800 O Canada/In Person Office 4%

Base: Canadians reporting some awareness of Service Canada; Apr./May 06, n=468

Awareness of 1-800 O’Canada (a)

Q: Have you heard of the Government of Canada's main toll free number called 1-800 O’Canada?

Based on All Canadians April/May 2006 - Yes, definitely 39%, Yes, vaguely 15% and No 56%

Base: All Canadians; Apr./May 06, n=2,503

 

Awareness of 1-800 O’Canada (b)

Q: Have you heard of the Government of Canada's main toll free number called 1-800 O-Canada?

Awareness of 1-800 O’Canada (b)

Contact with Government of Canada

Contact with Government of Canada

Base: All Canadians; Apr./May 06, n=2,503 * Differences are statistically significant from overall average

Awareness of www.canada.gc.ca (a)

Q: Have you heard of the Government of Canada's main website called www.canada.gc.ca?

Based on All Canadians April/May 2006 - Yes, definitely 44%, Yes, vaguely 14% and No 42%

Base: All Canadians; Apr./May 06, n=2,503

Awareness of www.canada.gc.ca (b)

Q: Have you heard of the Government of Canada's main website called www.canada.gc.ca?

Awareness of www.canada.gc.ca (b)

Contact with Government of Canada

Contact with Government of Canada

Base: All Canadians; Apr./May 06, n=2,503 * Differences are statistically significant from overall average

Awareness of Service Canada's main website

Q: Have you heard of Service Canada's main website called www.servicecanada.gc.ca?

Based on All Canadians April/May 2006 - Yes, definitely 6%, Yes, vaguely 3% and No, 91%, Heard of Service Canada, Yes, definitely 32%, Yes, vaguely 17% and No, 51%

Base: All Canadians; Apr./May 06, n=2,503, Canadians aware of Service Canada, n=469

Imagery of Service Canada (a)

Q: I am going to read you a number of descriptions and ask you to rate which one best describes your impressions about the way in which Service Canada delivers programs and services to Canadians.

Based on All Canadians April/May 2006, Unprofessional 11%, Neither 22%, Professional 60% and DK/NR 7%, Unhelpful 15%, Neither 23%, Helpful 55% and DK/NR 7%, Little choice of channels 18%, Neither 23%, lot of choice of channels 52% and DK/NR 7%, Untrustworthy 15%, Neither 26%, Trustworthy 52% and DK/NR 7%, Inconvenient 20%, Neither 25%, Convenient 49% and DK/NR 6%, Unaccountable 18%, Neither 32%, Accountable 47% and DK/NR 8%, Lagging 20%, Neither 32%, Leading edge 40% and DK/NR 8%

Base: All Canadians; Apr./May 06, n=2,503

Q: I am going to read you a number of descriptions and ask you to rate which one best describes your impressions about the way in which Service Canada delivers programs and services to Canadians.

Imagery of Service Canada (b)

Contact with Government of Canada

Contact with Government of Canada

Base: All Canadians; Apr./May 06, n=2,503 * Differences are statistically significant from overall average

Imagery of Service Canada (c)

Q: I am going to read you a number of descriptions and ask you to rate which one best describes your impressions about the way in which Service Canada delivers programs and services to Canadians.

Imagery of Service Canada c chart

Contact with Government of Canada

Contact with Government of Canada

Base: All Canadians; Apr./May 06, n=2,503 * Differences are statistically significant from overall average

Overall impression of Service Canada (a)

Q: Based on what you know, would you say your overall impression of Service Canada is positive or negative?

Based on All Canadians April/May 2006, Negative 9%, Neither 27%, Positive 62% and DK/NR 3%

Base: All Canadians; Apr./May 06, n=2,503

Overall impression of Service Canada (b)

Q: Based on what you know, would you say your overall impression of Service Canada is positive or negative?

Overall impression of Service Canada (b)

Contact with Government of Canada

Contact with Government of Canada

Base: All Canadians; Apr./May 06, n=2,503 * Differences are statistically significant from overall average


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