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TORONTO (June 10, 2003) – With Canada Day fast approaching, the second annual MasterCard® Canada Priceless Index finds that young Canadians (56 per cent) and Baby Boomers (60 per cent) rank spending time with friends and family as the most priceless use of their leisure time. The Index also found that on July 1st, 68 per cent of young Canadians and 59 per cent of Baby Boomers will most likely be spending their holiday attending a Canada Day celebration.

The results are part of the second annual MasterCard Canada Priceless Index, a national survey conducted by Environics Research Group for MasterCard Canada. The 2003 MasterCard Canadian Priceless Index focuses on the attitudes and outlooks of young Canadians between the ages of 16 and 25, and those in the heart of the Baby Boom generation, between the ages of 45 and 55, examining what they consider priceless about Canada and their own lives.

What are you doing Canada Day?
When asked if they plan on celebrating July 1st by attending a Canada Day event:

  • 43 per cent of young Canadians said definitely and 25 per cent said probably
  • 33 per cent of Baby Boomers said definitely and 26 per cent said probably

In Quebec, 61 per cent of young Quebecers say they will definitely and 20 per cent say they will probably attend St. Jean Baptiste Day celebrations on June 24th. Among Boomers, 41 per cent say they definitely will while another 19 per cent say they probably will.

What are Canadians’ favourite leisure time activities?
Interests vary with young Canadians leaning toward sports and sleeping, while Boomers list reading and volunteer work. When asked what they considered to be the most priceless way to spend leisure time, the most common responses were:

Age 16–25 Age 45–55
  • Playing sports (18%)
  • Sleeping (13%)
  • Outdoor activities like camping, hiking (9%)
  • Reading (8%)
  • Volunteering (8%)
  • Reading (15%)
  • Volunteering (11%)
  • Playing sports (11%)
  • Outdoor activities like camping, hiking (9%)
  • Sleeping (7%)

Some other results:
Looking to spend your tax refund? You’ll probably eat out or buy clothes: When asked what was their single favourite thing to spend money on, the most common answers were:

Age 16–25 Age 45–55
  • Clothes (31%)
  • Eating out (14%)
  • Entertainment (movies, concerts, etc.) (12%)
  • Eating out (14%)
  • Clothes (12 %)
  • Home furnishings (10%)

Eating international? It’s likely Chinese or Italian for both generations: When asked what they consider their favorite international food, both generations strongly favoured Chinese (young Canadians 27 per cent, Boomers 29 per cent) or Italian (young Canadians 25 per cent, Boomers 23 per cent).

Study methodology
The 2003 MasterCard Canada Priceless Index was conducted in two phases:

Questions benchmarking data against the 2002 MasterCard Canada Priceless Index were included on Environics Research’s Focus Canada omnibus survey. This survey of 2,012 Canadians 18 years of age and over was carried out by telephone between March 7 and 27, 2003. Results from a survey of this size can be considered accurate to within plus or minus 2.2 per cent, nineteen times out of twenty.

For questions comparing the two generations, Environics Research surveyed 1,000 Canadians between April 29 and May 7, 2003. The sample was divided into two sub-samples in each age cohort with 500 interviews completed among Canadians between the ages of 16 and 25 and another 500 interviews completed among Canadians between the ages of 45 and 55. The results among respondents in each age cohort can be considered accurate within plus or minus 4.1 per cent, nineteen times out of twenty.

About MasterCard International
MasterCard International has a comprehensive portfolio of well-known, widely accepted payment brands including MasterCard, Cirrus® and Maestro®. With approximately 25,000 MasterCard, Cirrus and Maestro members worldwide, MasterCard serves consumers and businesses, both large and small, in 210 countries and territories. MasterCard is a leader in quality and innovation, offering a wide range of payment solutions in the virtual and traditional worlds. The MasterCard award-winning Priceless™ advertising campaign is now seen in 96 countries and in 45 languages, giving the MasterCard brand a truly global reach and scope. For the quarter ended March 31, 2003, gross dollar volume exceeded US$285.7 billion. MasterCard can be reached through its website at

Allison Morris/Tina Gladstone/Matthew Cram/Christopher Fox
Environics Communications for MasterCard Canada, 416-920-9000