Canadian Consumers Less Concerned than Americans about Safety, Security

New GfK data reveal 27% of Canadian consumers say they always feel concerned about their safety, security

New York, NY (July 26, 2016) – In just-released GfK research, almost three in ten (27%) Canadian consumers report that they are “always concerned” about their safety and security – five percentage points below the global average (32%). Canadian respondents were also slightly more likely (11% versus 10%) to disagree strongly with that statement.

According to the GfK survey of 21 countries, people in Brazil, Mexico, Turkey and Russia have the highest levels of worry; these are the only countries surveyed where more than half of consumers agree strongly – choosing “6” or “7” on a scale of 1 to 7 – with the notion of always feeling concerned about their safety. This anxiety is most pronounced in Brazil – about to host the 2016 Summer Olympics – where roughly two-thirds (64%) expressed the highest level of worry about their safety and security.

On the other hand, Sweden, Germany and Netherlands have the highest levels of perceived safety and security. These countries are the only ones surveyed where less than 15% of consumers strongly agree with the idea of always being concerned about safety – ranking them well below the global average (32%).

Women more concerned about security than men

Looking at the difference between genders, Canadian women are a little more worried about safety and security than men – 29% for women versus 24% for men. These figures are below the global averages of 30% for men and 34% for women who agree strongly that they are always worried about safety and security.

Age has minimal impact on safety concerns

Among the different age groups in Canada, people 40 to 49 years old expressed the most anxiety about their safety and security, with 31% strongly agreeing that they are concerned. Other highly concerned age groups are those 15 to 19 (28%), 30 to 39 (28%), and 60+ (27%). For Canadians in the 20-to-29 and 50-to-59 age groups, the concern for safety and security drops slightly below 24%.

Download the Canadian results (U.S. data included).

Global Results

Countries included are Argentina, Australia, Belgium, Brazil, Canada, China, Czech Republic, France, Germany, Hong Kong, Italy, Mexico, Netherlands, Poland, Russia, South Korea, Spain, Sweden, Turkey, UK and USA.

  • Just under a third (32 percent) of the online population across 21 countries firmly agree with the statement, “I am always concerned about my safety and security”.
  • Almost four in ten (37%) US consumers report that they are “always concerned” about their safety and security – five percentage points above the global average.
  • Brazil and Turkey have highest levels firmly agreeing they are always concerned, standing at over half.
  • Sweden, Germany and Netherlands lead for feeling safe.
  • Women not always more safety concerned than men.
  • Age has little impact on numbers concerned for personal safety and security.

Download the global results for all 21 countries surveyed.

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions.

More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries.

By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

Source: GfK