DOG OWNERS ONLY PetSmart Pet Owner Poll Released August 27,

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Laureen Owens
5 years ago
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1 DOG OWNERS ONLY PetSmart Pet Owner Poll Released August 27, Q1. Let s suppose that you and your pet could spend some extra time together. Of the following, choose three a Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED Go on a cottage or camping trip with your pet 77% 70% 72% 82% 80% 76% Just hang out together and do what your pet likes to do for a couple of hours Stay at a luxury hotel with your pet for the weekend Get away for weekend vacation outside of Canada with your pet Go to a combined spa for you and a pet spa for them Get a shampoo, haircut, and manicure together with your pet at the same time Put a costume on your pet and go to a Pet-Person Party Go skydiving with your pet % 81% 82% 82% 68% 82% E E E E % 54% 56% 62% 58% 40% F F F F % 30% 21% 18% 32% 36% CD CD % 36% 21% 22% 28% 19% CF % 10% 26% 11% 13% 17% BDEG % 12% 9% 13% 9% 20% E % 3% 4% 3% 6% 8% % 3% 4% 3% 4% 1% F % 1% 4% 4% 3% 0% Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox

2 May. 22, 2018

3 Q2. [All the time/ some of the time] The following are a series of statements that might apply to your pet and you Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED My pet is afraid of thunder and lightning 53% 53% 51% 57% 53% 57% My pet likes going out in the rain % 46% 45% 55% 44% 41% I know what to look for if my pet has a Tick I take my pet to a groomer % 74% 62% 89% 83% 70% BCF CF % 53% 50% 48% 53% 51% My pet sleeps in our/my bed I quite often take my pet on trips instead of having someone else care for them while away I keep a lint brush at the front door for guests Given the choice, I d spend a day with my pet than with my spouse/partner I have full conversations with my pet when alone just like I would with any other human being Fireworks bother my pet I visit a PetSmart store regularly for my pet supplies and/or services Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners % 60% 57% 57% 59% 70% E % 62% 54% 53% 53% 51% % 27% 16% 21% 30% 30% G CG CG % 48% 39% 46% 52% 38% CF % 63% 64% 68% 67% 59% % 62% 63% 70% 59% 64% % 45% 51% 36% 57% 20% F F F BDF

4 Maru/Matchbox May. 22, 2018

5 Q2. [Hardly ever/ Never] The following are a series of statements that might apply to your pet and yourself as th Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED My pet is afraid of thunder and lightning 47% 47% 49% 43% 47% 43% My pet likes going out in the rain % 54% 55% 45% 56% 59% I know what to look for if my pet has a Tick I take my pet to a groomer % 26% 38% 11% 17% 30% D DEG DEG % 47% 50% 52% 47% 49% My pet sleeps in our/my bed I quite often take my pet on trips instead of having someone else care for them while away I keep a lint brush at the front door for guests Given the choice, I d spend a day with my pet than with my spouse/partner I have full conversations with my pet when alone just like I would with any other human being Fireworks bother my pet I visit a PetSmart store regularly for my pet supplies and/or services Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners % 40% 43% 43% 41% 30% G G G FG % 38% 46% 47% 47% 49% G G % 73% 84% 79% 70% 70% EF % 52% 61% 54% 48% 62% E E % 37% 36% 32% 33% 41% G % 38% 37% 30% 41% 36% % 55% 49% 64% 43% 80% E EG BCDEG

6 Maru/Matchbox May. 22, 2018

7 Q2: My pet is afraid of thunder and lightning Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED All the time % 25% 24% 29% 25% 29% Some of the time % 27% 27% 28% 29% 28% Hardly ever % 26% 28% 14% 24% 22% D D D Never % 21% 21% 30% 23% 20% Net: All the time/ some of the time % 53% 51% 57% 53% 57% Net: hardly ever/ Never % 47% 49% 43% 47% 43% Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

8 Q2: My pet likes going out in the rain Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED All the time % 13% 18% 13% 11% 10% Some of the time % 33% 27% 42% 33% 31% Hardly ever Never Net: All the time/ some of the time Net: hardly ever/ Never % 37% 30% 32% 33% 37% % 17% 25% 12% 23% 23% % 46% 45% 55% 44% 41% % 54% 55% 45% 56% 59% Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

9 Q2: I know what to look for if my pet has a Tick Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED All the time % 44% 30% 69% 44% 43% BCEF C Some of the time % 31% 32% 21% 39% 27% DFG Hardly ever % 16% 19% 8% 13% 23% DEG Never % 10% 19% 3% 4% 7% DEFG Net: All the time/ some of the time % 74% 62% 89% 83% 70% BCF CF Net: hardly ever/ Never % 26% 38% 11% 17% 30% D DEG DEG Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

10 Q2: I take my pet to a groomer Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED All the time % 17% 26% 29% 28% 32% B B Some of the time % 36% 23% 18% 25% 19% DEFG G Hardly ever % 13% 18% 14% 16% 16% Never Net: All the time/ some of the time Net: hardly ever/ Never % 34% 32% 38% 31% 33% % 53% 50% 48% 53% 51% % 47% 50% 52% 47% 49% Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

11 Q2: My pet sleeps in our/my bed Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED All the time % 36% 40% 49% 38% 43% Some of the time Hardly ever % 23% 17% 8% 21% 27% D D D % 13% 10% 15% 12% 9% Never % 27% 32% 28% 29% 21% G G G Net: All the time/ some of the time % 60% 57% 57% 59% 70% E Net: hardly ever/ Never % 40% 43% 43% 41% 30% G G G FG Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

12 Q2: I quite often take my pet on trips instead of having someone else care for them while away Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED All the time % 19% 14% 26% 16% 20% Some of the time Hardly ever Never Net: All the time/ some of the time % 43% 40% 27% 38% 31% D % 22% 21% 29% 26% 24% % 17% 25% 18% 20% 25% % 62% 54% 53% 53% 51% Net: hardly ever/ Never % 38% 46% 47% 47% 49% G G Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

13 Q2: I keep a lint brush at the front door for guests Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED All the time % 12% 9% 13% 13% 14% G G Some of the time % 15% 7% 9% 17% 16% CG Hardly ever % 17% 10% 18% 14% 7% F Never % 56% 73% 61% 56% 63% BE Net: All the time/ some of the time % 27% 16% 21% 30% 30% G CG CG Net: hardly ever/ Never % 73% 84% 79% 70% 70% EF Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

14 Q2: Given the choice, I d spend a day with my pet than with my spouse/partner Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED All the time % 16% 7% 11% 11% 9% Some of the time % 32% 32% 36% 41% 29% F Hardly ever % 29% 39% 29% 24% 27% E Never % 24% 22% 25% 24% 35% CEG Net: All the time/ some of the time % 48% 39% 46% 52% 38% CF Net: hardly ever/ Never % 52% 61% 54% 48% 62% E E Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

15 Q2: I have full conversations with my pet when alone just like I would with any other human being Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED All the time % 23% 27% 30% 25% 19% Some of the time Hardly ever Never Net: All the time/ some of the time % 39% 37% 39% 43% 40% % 16% 23% 21% 22% 28% BG % 22% 12% 11% 11% 13% DE % 63% 64% 68% 67% 59% Net: hardly ever/ Never % 37% 36% 32% 33% 41% G Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

16 Q2: Fireworks bother my pet Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED All the time % 39% 35% 38% 33% 40% Some of the time % 22% 28% 31% 26% 24% Hardly ever % 22% 18% 15% 24% 19% Never % 16% 19% 16% 17% 17% Net: All the time/ some of the time % 62% 63% 70% 59% 64% Net: hardly ever/ Never % 38% 37% 30% 41% 36% Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

17 Q3.. If your pet had one Super Hero Power, what would it be? Region Total BC AB SK/MB ON QB (A) (B) (C) (D) (E) (F) BASE: All Respondents BASE: UNWEIGHTED Healing % 22% 31% 24% 29% 42% BDE Mind reading % 28% 30% 34% 31% 23% Speed Invisibility Strength Flying Shape shifter Being elastic Freezing things % 18% 12% 20% 14% 14% % 10% 13% 10% 10% 5% FG G % 8% 6% 7% 6% 4% % 6% 3% 5% 4% 3% % 6% 2% 3% 4% % 1% 2% 3% 1% % 1% 1% 3% Comparison Groups: BCDEFG/HIJ/KL/MN/OPQ/RST/UVW T-Test for Means, Z-Test for Percentages Uppercase letters indicate significance at the 95% level. Dog and cat Owners Maru/Matchbox May. 22, 2018

18 activities you would do imaginatively or otherwise with your pet if you had both the extra time and a Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 73% 81% 76% 78% 76% 80% 75% % 72% 73% 81% 80% 71% 71% 78% I L % 51% 58% 53% 58% 50% 55% 54% F L % 31% 27% 32% 28% 32% 26% 32% % 28% 27% 24% 22% 30% 27% 25% K % 20% 14% 11% 10% 20% 15% 14% J K % 9% 12% 15% 10% 15% 14% 11% % 8% 3% 5% 6% 5% 4% 6% % 5% 3% 2% 6% 1% 4% 2% L % 3% 2% 1% 3% 1% 2% 2%

20 urself as the owner. Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 56% 53% 51% 56% 51% 55% 52% % 45% 43% 46% 46% 42% 46% 44% % 69% 77% 85% 77% 78% 77% 78% CF HI % 46% 52% 57% 54% 50% 54% 51% H % 63% 63% 60% 58% 66% 56% 66% BCDE K M % 53% 56% 57% 58% 53% 54% 56% EF % 32% 28% 19% 24% 28% 26% 26% J J % 47% 49% 43% 40% 52% 40% 50% K M % 56% 67% 71% 59% 72% 62% 67% F H H K % 62% 61% 63% 65% 59% 64% 61% % 45% 48% 44% 47% 45% 49% 44% DF

22 he owner. Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 44% 47% 49% 44% 49% 45% 48% % 55% 57% 54% 54% 58% 54% 56% % 31% 23% 15% 23% 22% 23% 22% J J % 54% 48% 43% 46% 50% 46% 49% J % 37% 37% 40% 42% 34% 44% 34% L N % 47% 44% 43% 42% 47% 46% 44% % 68% 72% 81% 76% 72% 74% 74% BEF HI % 53% 51% 57% 60% 48% 60% 50% L N % 44% 33% 29% 41% 28% 38% 33% IJ L % 38% 39% 37% 35% 41% 36% 39% % 55% 52% 56% 53% 55% 51% 56%

24 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 26% 26% 25% 26% 25% 24% 26% % 31% 27% 26% 30% 26% 31% 26% % 26% 23% 25% 24% 25% 23% 25% D % 17% 24% 25% 20% 25% 22% 23% % 56% 53% 51% 56% 51% 55% 52% % 44% 47% 49% 44% 49% 45% 48%

25 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 12% 11% 12% 10% 13% 12% 11% % 33% 32% 33% 36% 29% 33% 32% % 36% 36% 32% 35% 34% 34% 35% % 19% 21% 23% 19% 23% 20% 22% % 45% 43% 46% 46% 42% 46% 44% % 55% 57% 54% 54% 58% 54% 56%

26 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 36% 41% 58% 45% 46% 39% 48% BCEF HI M % 33% 36% 27% 32% 32% 37% 29% J N % 24% 16% 8% 15% 16% 15% 16% J J % 7% 7% 7% 8% 6% 8% 7% % 69% 77% 85% 77% 78% 77% 78% CF HI % 31% 23% 15% 23% 22% 23% 22% J J

27 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 18% 27% 38% 26% 31% 27% 29% B H HI % 28% 25% 19% 28% 19% 27% 22% L % 23% 16% 9% 17% 14% 16% 15% J J % 32% 32% 34% 29% 36% 30% 34% % 46% 52% 57% 54% 50% 54% 51% H % 54% 48% 43% 46% 50% 46% 49% J

28 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 38% 42% 42% 37% 44% 31% 46% BE M % 26% 21% 18% 21% 22% 25% 20% D % 12% 11% 10% 12% 11% 12% 11% % 24% 26% 29% 30% 23% 32% 24% L N % 63% 63% 60% 58% 66% 56% 66% BCDE K M % 37% 37% 40% 42% 34% 44% 34% L N

29 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 13% 18% 22% 17% 18% 15% 19% H % 40% 38% 35% 41% 35% 39% 37% DF % 28% 24% 21% 21% 27% 26% 23% % 20% 20% 22% 21% 20% 19% 21% % 53% 56% 57% 58% 53% 54% 56% EF % 47% 44% 43% 42% 47% 46% 44%

30 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 16% 12% 8% 7% 17% 12% 12% J K % 16% 15% 11% 16% 12% 13% 14% % 18% 13% 11% 16% 12% 16% 12% CEF % 49% 60% 70% 60% 60% 58% 61% HI % 32% 28% 19% 24% 28% 26% 26% J J % 68% 72% 81% 76% 72% 74% 74% BEF HI

31 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 14% 9% 10% 8% 14% 7% 12% K M % 34% 40% 33% 33% 39% 32% 38% J % 32% 27% 27% 32% 25% 33% 25% L N % 21% 24% 30% 28% 23% 27% 25% HI % 47% 49% 43% 40% 52% 40% 50% K M % 53% 51% 57% 60% 48% 60% 50% L N

32 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 24% 23% 25% 19% 30% 18% 27% K M % 32% 43% 46% 40% 42% 43% 40% H H % 31% 18% 18% 24% 20% 22% 22% IJ % 13% 15% 11% 18% 9% 16% 11% L N % 56% 67% 71% 59% 72% 62% 67% F H H K % 44% 33% 29% 41% 28% 38% 33% IJ L

33 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 34% 34% 40% 37% 35% 32% 38% % 27% 27% 24% 28% 24% 31% 23% N % 25% 21% 19% 19% 24% 21% 22% % 13% 18% 18% 16% 17% 16% 17% % 62% 61% 63% 65% 59% 64% 61% % 38% 39% 37% 35% 41% 36% 39%

34 Age Gender Kids in HH ATL Male Female Yes No (G) (H) (I) (J) (K) (L) (M) (N) % 31% 27% 35% 30% 32% 26% 34% B I M % 22% 28% 35% 29% 29% 32% 27% HI % 14% 16% 14% 14% 16% 16% 14% % 15% 8% 4% 8% 9% 9% 8% J J % 2% 9% 6% 8% 5% 7% 6% H % 3% 6% 2% 6% 2% 4% 4% J L % 6% 3% 2% 3% 4% 3% 4% % 2% 1% 2% 2% 2% 2% % 4% 1% 1% 2% 2% 1% 2% CE J

35 actual ability to do so? Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 80% 80% 73% 81% 76% 75% 75% O O % 76% 79% 76% 80% 73% 73% 76% T % 57% 50% 55% 57% 52% 51% 54% % 29% 32% 29% 24% 34% 37% 26% S VW % 25% 21% 21% 25% 29% 22% 24% Q % 13% 17% 17% 15% 14% 16% 18% % 12% 15% 20% 10% 11% 18% 13% ST W % 4% 4% 8% 4% 5% 6% 7% PQ % 3% 2% 1% 2% 4% 1% 5% R U % 2% 2% 2% 3% 0% 3%

37 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 53% 53% 56% 52% 53% 58% 50% % 45% 43% 36% 43% 48% 44% 41% R % 80% 85% 68% 82% 78% 80% 77% O O R % 51% 59% 45% 54% 53% 47% 51% % 60% 73% 57% 64% 63% 68% 65% P % 57% 57% 44% 58% 58% 57% 56% R R % 25% 28% 26% 20% 30% 26% 26% S % 42% 59% 48% 51% 43% 63% 46% P P VW % 63% 80% 66% 70% 62% 68% 67% OP T % 64% 61% 65% 63% 60% 67% 63% % 48% 44% 37% 47% 48% 38% 49% R

39 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 47% 47% 44% 48% 47% 42% 50% % 55% 57% 64% 57% 52% 56% 59% T % 20% 15% 32% 18% 22% 20% 23% PQ S % 49% 41% 55% 46% 47% 53% 49% % 40% 27% 43% 36% 37% 32% 35% Q % 43% 43% 56% 42% 42% 43% 44% ST % 75% 72% 74% 80% 70% 74% 74% T % 58% 41% 52% 49% 57% 37% 54% OQ U % 37% 20% 34% 30% 38% 32% 33% Q Q S % 36% 39% 35% 37% 40% 33% 37% % 52% 56% 63% 53% 52% 62% 51% T W

41 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 24% 29% 28% 25% 24% 33% 23% W % 29% 24% 28% 26% 29% 25% 26% % 23% 26% 20% 25% 26% 24% 27% % 24% 21% 23% 23% 21% 19% 23% % 53% 53% 56% 52% 53% 58% 50% % 47% 47% 44% 48% 47% 42% 50%

42 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 12% 10% 12% 10% 13% 11% 13% % 33% 33% 24% 32% 36% 33% 28% R % 34% 30% 37% 31% 35% 31% 41% W % 21% 27% 27% 26% 16% 25% 19% T T % 45% 43% 36% 43% 48% 44% 41% R % 55% 57% 64% 57% 52% 56% 59% T

43 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 49% 60% 44% 48% 44% 45% 47% O OP % 30% 25% 25% 34% 34% 35% 29% PQ % 13% 10% 21% 10% 17% 14% 17% PQ S S % 7% 5% 11% 8% 5% 6% 7% % 80% 85% 68% 82% 78% 80% 77% O O R % 20% 15% 32% 18% 22% 20% 23% PQ S

44 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 29% 41% 28% 26% 30% 28% 27% OP % 22% 18% 18% 28% 24% 19% 23% Q R % 15% 10% 15% 14% 17% 20% 16% W % 34% 30% 39% 33% 30% 33% 33% % 51% 59% 45% 54% 53% 47% 51% % 49% 41% 55% 46% 47% 53% 49%

45 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 37% 55% 38% 43% 41% 46% 42% P % 23% 18% 18% 21% 23% 22% 23% % 12% 5% 13% 11% 11% 6% 12% Q % 28% 22% 30% 25% 26% 26% 23% % 60% 73% 57% 64% 63% 68% 65% P % 40% 27% 43% 36% 37% 32% 35% Q

46 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 17% 21% 20% 22% 14% 26% 20% T W W % 40% 37% 24% 36% 44% 31% 36% R R % 25% 23% 26% 24% 24% 23% 26% % 18% 19% 31% 18% 18% 21% 19% P ST % 57% 57% 44% 58% 58% 57% 56% R R % 43% 43% 56% 42% 42% 43% 44% ST

47 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 12% 13% 11% 10% 14% 12% 12% % 13% 16% 15% 10% 16% 14% 14% S % 14% 12% 18% 11% 14% 13% 15% % 61% 59% 56% 69% 57% 61% 60% RT % 25% 28% 26% 20% 30% 26% 26% S % 75% 72% 74% 80% 70% 74% 74% T

48 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 4% 26% 7% 12% 11% 19% 11% P P W W % 37% 32% 41% 39% 32% 44% 35% % 30% 22% 26% 28% 29% 21% 30% % 28% 19% 26% 21% 28% 16% 24% Q % 42% 59% 48% 51% 43% 63% 46% P P VW % 58% 41% 52% 49% 57% 37% 54% OQ U

49 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 21% 32% 29% 23% 23% 31% 25% P % 42% 48% 37% 47% 39% 38% 42% % 22% 10% 25% 17% 24% 23% 22% Q Q S % 15% 10% 9% 13% 15% 8% 11% O % 63% 80% 66% 70% 62% 68% 67% OP T % 37% 20% 34% 30% 38% 32% 33% Q Q S

50 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 38% 38% 37% 35% 36% 42% 34% % 26% 23% 28% 28% 24% 26% 28% % 18% 24% 18% 20% 23% 22% 18% P % 18% 15% 17% 17% 16% 11% 19% % 64% 61% 65% 63% 60% 67% 63% % 36% 39% 35% 37% 40% 33% 37%

51 Marital status Education HH Income Single/Eng aged Married/ Common Law/ civil partnership Sep/Div/Wi d <=HS Tech/Colle ge Univ+ <$50K $50K-$100K (O) (P) (Q) (R) (S) (T) (U) (V) % 32% 35% 25% 32% 33% 42% 30% VW % 29% 33% 32% 30% 27% 28% 30% % 16% 14% 11% 14% 16% 12% 12% % 7% 5% 11% 8% 8% 6% 10% PQ % 7% 7% 6% 6% 6% 5% 5% % 3% 1% 6% 3% 4% 1% 7% Q U % 3% 1% 6% 2% 3% 2% 5% Q S % 1% 3% 2% 2% 1% 2% % 1% 1% 3% 3% 1% 3% 0% T T V

52 $100K+ (W) % % % 79 27% 87 30% 36 12% 27 9% 11 4% 11 4% U 10 3% U

54 $100K+ (W) % % % % % % 72 25% % % % % U

56 $100K+ (W) % % 72 25% % % % % % U % % %

58 $100K+ (W) % 91 31% 73 25% 64 22% % %

59 $100K+ (W) % % V 88 30% 60 20% % %

60 $100K+ (W) % 90 31% 45 15% 27 9% % 72 25%

61 $100K+ (W) % 80 27% 33 11% 96 33% % %

62 $100K+ (W) % 67 23% 39 13% U 83 28% % %

63 $100K+ (W) % % UV 68 23% 63 21% % %

64 $100K+ (W) % 36 12% 46 16% % 72 25% %

65 $100K+ (W) % 99 34% 89 30% U 90 31% U % % U

66 $100K+ (W) % % 60 21% 54 18% UV % %

67 $100K+ (W) % 74 25% 68 23% 53 18% % %

68 $100K+ (W) % 88 30% 56 19% V 26 9% 23 8% 10 4% 10 3% 4 1% 3 1%

BBC NEWSROUND SATs SURVEY

BBC NEWSROUND SATs SURVEY METHODOLOGY NOTE ComRes interviewed 750 English children aged 10-11 between the 18 th and 26 th April 2016. Data were weighted by age, gender and region to be representative of