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Awareness and Imagery of Service Canada
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?
Base: All Canadians; Apr./May 06, n=2,503
Unprompted Awareness of Service Canada (b)
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?
Base: All Canadians; Apr./May 06, n=2,503
Total Awareness of Service Canada (a)
Base: All Canadians; Apr./May 06, n=2,503
Total Awareness of Service 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?
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?
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?
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?
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?
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?
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.
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.
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.
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?
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?
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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