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Move over diamonds! E-mail emerging as women’s best friend


Angus Reid/TELUS survey finds e-mail is this year’s must-have accessory for Canadian women on-the-go

Toronto, ON – TELUS and Angus Reid today released survey results showing that Canadian women rely on their e-mail for planning social activities and managing busy households.

According to the January, 2008 survey, 43 per cent of Canadians polled said that they organize their evening social plans by e-mail. Furthermore, women are more likely than men to take advantage of email to organize their social plans (46%), tell their loved ones that they are thinking of them (36%) or inviting friends over (21%).

“E-mail is this year’s must-have accessory for Canadian women on-the-go,” said Tammy Scott, vice-president, Marketing Communications at TELUS. “Women specifically are quick to embrace the tools that help them manage their busy lives. From organizing children’s after school activities through to doctor’s appointments and social events, it’s no wonder that e-mail has become such an essential part of their lifestyle.”

“Studying emerging trends in Canadian lifestyles is always fascinating especially when it comes to the adoption of new communications tools,” Michael Rodenburgh, vice-president, Angus Reid Strategies. “Accessible features like e-mail, text messaging and Facebook are definitely changing the way we interact as a society and contributing to a richer work-life balance for today’s busy families.”

Additional Survey Results:

• Men indicated a higher preference for in-person communication to:
o Let people know that they are back on the market: 33% vs. 27% women;
o Apologize to someone: 73% vs. 65% women;
o Thank a host for a great party: 41% vs. 35% women.
• Women indicated a higher preference for e-mail communications to:
o Ask someone on a first date: 11% vs. 3% men;
o Organize social plans: 46% vs. 40% men;
o Invite friends over: 41% vs. 14% men.

While face-to-face, telephone and e-mail are the preferred form of communications for Canadians, Facebook is a very popular communication tool among young adults, mainly used to:
o Let friends and contacts know that they are back on the market (50% for the 18-24 age group and 40% for the 25-34 age group);
o Organize social plans (28% for the 18-24 age group and 11% for the 25-34 age group);
o Tell their circle of friends that they are engaged (19% for the 18-24 age group and 14% for the 25-34 age group).

• Text message is the tool of choice for young Canadians to:
o Tell a colleague about something embarrassing (31% for the 18-24 age group and 24% for the 25-34 age group);
o Let your partner know that you are out of milk (27% for both the 18-24 and 25-34 age group).

While Facebook is a popular form of social communication for young Canadians, text messaging is preferred for the more ’personal, one-to-one’ kind of communication. As such,
• Albertans said Facebook is their preferred way to let friends and contacts know that they are back on the market (47%);
• Manitobans and Saskatchewanians said that they prefer to use text messaging when telling a colleague something embarrassing (e.g. zipper is undone, bra is showing) (30%) and to let their spouse know what they are out of milk (34%);
• Ontarians prefer to email (19%) their boss when covering up the fact that they are calling in sick …from the beach;
• Québécois prefer the more personal forms of communications when letting friends and family know that they are back on the market (46% in-person) or expressing their joy when getting engaged (59% in-person).

Whatever medium Canadians choose to communicate with their peers, managing today’s communications trends requires the right tools. From the trendy BlackBerry Pearl 8130, to the stylish and simple to use HTC Touch and HTC S640 or the BlackBerry 8830 World Edition, the best travel companion, TELUS has the best selection of user-friendly handsets available in Canada. Combined with a $15 unlimited e-mail and text message package, TELUS clients can easily stay in touch with their friends and family and keep up with their social calendar. For more information about TELUS Smartphones and plans, please visit


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