Canadian Girls Report Participating in Sports and Activities Plays Important Role in Development

Moms and Mentors Seen to Play a Helpful Role

Tuesday, April 09, 2013

Toronto, ON – A new survey conducted by Ipsos Reid on behalf of Dove reveals that many Canadian girls aged 11-17 believe participating in sports and other activities is beneficial to their development for a number for reasons.

Half ‘strongly agree’ that taking part in organized activities helps or could help them ‘learn new things’ (55% strongly/43% somewhat agree), ‘create new friendships’ (50% strongly/46% somewhat agree), and ‘build self-confidence’ (45% strongly/50% somewhat agree). Two in five ‘strongly agree’ that participating in organized activities can help ‘encourage them to try even more new things’ (41% strongly/54% somewhat agree) or ‘feel better about themselves’ (41% strongly/54% somewhat agree). One in four ‘strongly agree’ participation can help them ‘do better in school’ (26% strongly/54% somewhat agree).

Having a Positive Influence Helps…

For many young Canadian girls, moms and role models are seen to be helpful for a wide variety of related purposes. A majority ‘strongly agree’ that having a mom or role model in their life helps to ‘have fun with or do fun things together’ (57% strongly/39% somewhat agree), ‘talk to about their future’ (58% strongly/38% somewhat agree), or ‘help them feel better about themselves’ (53% strongly/42% somewhat agree). Other aspects that Canadian moms or other role models can help their girls with are to…

  • Encourage them to keep taking part in current activities (47% strongly agree/46% somewhat agree)
  • Encourage them to try new interests/hobbies (47% strongly agree/46% somewhat agree)
  • Talk about schoolwork (49% strongly agree/43% somewhat agree)
  • Talk to about their friends/relationships (48% strongly agree/44% somewhat agree)
  • Help them feel more comfortable with their body (45% strongly agree/45% somewhat agree)

Most Common Activities…

A majority of girls are currently active in or have been active in school-sponsored events (65%) or swimming (61%). Two in five participate or have participated in music lessons (43%), dance or dance lessons (41%), soccer (38%), or school sports teams (37%). The following table outlines in full the types of organized activities that young Canadian girls are active or have been active in:

(Click to enlarge image)

The findings are taken from an Ipsos Reid survey conducted between March 28 and April 4, 2013 on behalf of Dove Canada. For this survey, a sample of 807 Canadian girls, ages 11-17 from Ipsos' Canadian online panel were interviewed online with the permission of their parents or guardians. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll is accurate to within ± 3.9 percentage points had all Canadian girls aged 11-17 been surveyed. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:

Keren Gottfried
Research Manager
Ipsos Reid
Public Affairs

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 85 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,789 billion (2.300 billion USD) in 2012.

Canadian Girls Report Participating in Sports and Activities Plays Important Role in Development


Elen Alexov
Director, Marketing Services,
North America