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Fleishman-Hillard Children’s Eye Health July, 2010

Toronto Montreal Quebec Ottawa Edmonton Philadelphia Denver Tampa. Fleishman-Hillard Children’s Eye Health July, 2010. 1 2 3. Agenda. Methodology Executive summary Detailed Results What’s important for your child’s overall health? Routine exams Difficulties in school

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Fleishman-Hillard Children’s Eye Health July, 2010

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  1. TorontoMontreal Quebec Ottawa Edmonton Philadelphia Denver Tampa Fleishman-HillardChildren’s Eye HealthJuly, 2010

  2. 1 2 3 Agenda Methodology Executive summary Detailed Results What’s important for your child’s overall health? Routine exams Difficulties in school Lazy eye Statement agreement Children in the Household

  3. Methodology INSTRUMENT • The survey was conducted using Leger Marketing's Web panel between Thursday, July 1st to Tuesday, July 6th, 2010 . SCOPE • A total of 528 interviews were completed parents of children under the age of 12. • 236 respondents had children between the ages of nine and twelve. • 277 respondents had children between the ages of four and eight. • 213 respondents had children under the age of four.

  4. 1 2 3 Agenda Methodology Executive summary Detailed Results What’s important for your child’s overall health? Routine exams Difficulties in school Lazy eye Statement agreement Children in the Household

  5. Key Findings • Regular optometrist appointments were deemed less important to their child’s overall health than most other items tested, including regular check-ups at the doctor / paediatrician and regular check-ups at the dentist. This is curious given the fact that later in the survey, most parents (i.e. nearly 80%) agreed that taking a child to regular optometrist appointments was just as important as taking him or her to regular doctor / paediatrician and dentist appointments. • Relatively few parents of children between the ages of four and twelve have never taken their child / children to the optometrist (parents of children 9-12: 11%; parents of children 4-8: 15%). In fact, about half take them once a year (parents of children 9-12: 50%; parents of children 4-8: 49%). Interestingly, though, half the parents of children under the age of four have yet to take their child / children to the optometrist. • Regardless of how often parents take their children to the optometrist, most (59%) believe they should take their child once a year—70% of whom indicate that they actually do so each year—though only 42% are actually aware of the eye exam guidelines for children 19 years of age and younger. • Most (72%) are taking their children to the optometrist for a regular check-up. • Poor eye sight is not what parents would immediately think of if they found out their child (or a child they knew) was either (a) experiencing difficulties in school or (b) acting out at school (4% and less than one per cent, respectively). This is despite the fact that (a) the vast majority (97%) believes that poor eye and vision sight can impact their child’s academic performance, and that (b) most (85%) believe that poor reading skills may be the result of poor eye sight. • Relatively few (9%) have had one of their children diagnosed with lazy eye, which helps to explain why over half (53%) were unaware of the potentially damaging effects of amblyopia if not caught early. • Few (15%) also believe that many children have lazy eyes and that they’re not a big deal. • Sixty-one per cent claim that they would know of their child was having difficulty with their eyesight, while only 35% believe they could detect whether or not their child / children had developed an eye health condition.

  6. 1 2 3 Agenda Methodology Executive summary Detailed Results What’s important for your child’s overall health? Routine exams Difficulties in school Lazy eye Statement agreement Children in the Household

  7. Regular optometrist appointments deemed less important than regular check-ups at the doctor / paediatrician and the dentist Q4. Which of the following do you think is most important for your child's overall health?Base: All (n=528) • Most parents believe that good nutrition and physical activity are paramount to their child’s overall health (90% and 88%, respectively). • Social interaction, regular check-ups at the doctor / paediatrician, and regular dentist appointments are also important. • Far fewer (32%) believe that regular optometrist appointments are as important, though those more to believe so, include: • parents living in the West or Ontario (relative to parents living in Quebec), and • women (relative to men).

  8. 1 2 3 Agenda Methodology Executive summary Detailed Results What’s important for your child’s overall health? Routine exams Difficulties in school Lazy eye Statement agreement Children in the Household

  9. Most 9-12 year-olds visit the optometrist once a year Q3. Which of the following best describes how often you take your child, aged 9 to 12, to each of the following for routine exams?Base: Responses are equal to the total number of children aged 9-12 (n=285) • Most children aged 9-12 visit the dentist twice a year (61%) and visit the optometrist once a year (50%). • There is more variability in terms of how often they see their doctor / paediatrician, though most (63%) are going once a year or more often. • Demographically, married, separated, widowed, and divorced parents are statistically more likely to bring their 9-12 year-old children to see the optometrist once per year (relative to single parents). Doctor / paediatrician Dentist Optometrist

  10. Most four-to-eight year-olds visit the optometrist once a year Q3. Which of the following best describes how often you take your child, aged 4 to 8, to each of the following for routine exams?Base: Responses are equal to the total number of children aged 4-8 (n=365) • Most four-to-eight year-olds visit the dentist twice a year (54%) and visit the optometrist once a year (49%). • There is more variability in terms of how often they see their doctor / paediatrician, though most (71%) are going once a year or more often. • Demographically, parents living in the West are statistically more likely to bring their four-to-eight year-old children to see the optometrist once a year, when compared to those in Ontario and the Quebec. Ontario’s parents are more likely to be bringing their children as needed, while Quebec’s are more likely to state that they never bring their four-to-eight year-old children to see the optometrist (vs. the West). Doctor / paediatrician Dentist Optometrist

  11. Most children under the age of four have yet to visit an optometrist Q3. Which of the following best describes how often you take your child, under the age of 4, to each of the following for routine exams?Base: Responses are equal to the total number of children under the age of 4 (n=290) • Unlike children four-to-eight or children 9-12 (who show similar attendance patterns), there appears to be more variety in terms of how often children under the age of four visit their doctor / paediatrician, dentist, and optometrist. • Many (45%) visit the doctor / paediatrician at least twice a year or more often (compared to only about a quarter of the children 4-12 years of age), about half see the dentist once a year or more often (compared to more than 80% of those 4-12 years of age), and half never see an optometrist (compared to only about one-in-ten 4-12 year-olds). • Demographically, single parents are much more likely never to have taken their under-four-year-old child to see the optometrist (relative to married parents). Doctor / paediatrician Dentist Optometrist

  12. Most have taken their child / children to the optometrist as part of a regular check-up Q9. What was the reason you took your child or children to the optometrist?Base: Parents who have taken their child / children to the eye doctor at least “as needed” (n=414) • Among those who have taken their child / children to see the optometrist, most (72%) did so as part of a regular check-up, though there are those who took their child / children because it was doctor or teacher recommended (17% and 9%, respectively), because he or she was having trouble seeing at school (16%), because he or she was having trouble reading or learning (7%), or because of behavioural issues (2%). • Demographically . . . • Parents with children under the age of four, as well as parents aged 18-34, are statistically less likely to have taken their child / children to the optometrist as part of a regular check-up. Instead, they are more likely to have taken their child / children because it was doctor recommended. • Parents with children aged 9-12 are more than twice as likely to have taken their child / children to the optometrist because they were having trouble seeing at school (compared to parents without any children aged 9-12). • Regionally . . . • Parents in Atlantic provinces least likely to have taken their child / children to the optometrist because it was doctor recommended. • Quebec parents are more likely to have taken their child / children to the optometrist because he or she was experiencing learning or reading problems (relative to parents in the West or in Ontario).

  13. Most believe you should take your child to the dentist twice per year Q10. Which of the following best describes how often you should take your child to the dentist?Base: All (n=528) • Most (65%) believe you should take your child to the dentist twice per year, especially those in the Atlantic provinces (vs. those in the West, Ontario, and Quebec), and those making $40K+ per year (vs. those making less than that per year).

  14. Most believe you should take your child to the optometrist once a year Q11. Which of the following best describes how often you should take your child to the optometrist?Base: All (n=528) • Most (59%) believe you should take your child to the optometrist once a year. • Demographically . . . • Women are more likely to believe this, relative to men. • Parents in Quebec are least likely to believe this, relative to parents from any other region in Canada.

  15. Most follow the guideline and take their child / children to the optometrist once a year Q12. Do you follow the guideline and take your child to the optometrist once per year?Base: Those who noted that one should take his or her child / children to the optometrist once per year (n=311) • Seventy per cent of those who believe you should take your child to the optometrist once a year indicate that they do, in fact, follow the guideline and do just that. • Demographically . . . • Parents with children under the age of four are statistically less likely to follow the guideline when compared to parents of children four years of age or older. • The likelihood of a parent following the guideline and taking one’s child to see the optometrist once a year steadily increases with his or her age.

  16. 1 2 3 Agenda Methodology Executive summary Detailed Results What’s important for your child’s overall health? Routine exams Difficulties in school Lazy eye Statement agreement Children in the Household

  17. Only four per cent would immediately think that difficulties in school would be linked to poor eye sight Q5. If your child or a child you knew was experiencing difficulties in school, what would you immediately think would be the cause?Base: All (n=528) • If their child (or a child they knew) was experiencing difficulties in school, nearly four-in-ten (36%) are unsure about what they dwould immediately think was the cause. Others, however, would immediately think it was a learning disability (17%) or difficult subject matter (17%) more than anything else. • Far fewer (4%) would immediately think it was poor eye sight. • Demographically . . . • Parents in the West and in Ontario are more likely to immediately think poor eye sight’s the cause (vs. parents in Quebec). • Parents with children aged 9-12, on the other hand, are statistically less likely to immediately believe poor eye sight is the cause (vs. parents without any children aged 9-12).

  18. Less than one per cent would immediately think that poor eye sight was at the root of their child acting out at school Q6. If your child or a child you know was acting out at school, what would you immediately think would be the cause?Base: All (n=528) • If their child (or a child they knew) was acting out at school, three-in-ten (32%) are unsure about what they immediately think was the cause. Others, however, would immediately think it was trouble at home (29%) or bullying (18%) more than anything else. • Less than one per cent would immediately think the cause was poor eye sight. • Demographically, levels of uncertainty increase along with one’s age education and income levels.

  19. 65%are likely 27%are unlikely If their child was experiencing difficulties in school, most parents would likely take him or her to the optometrist Q7. If your child was experiencing difficulties in school, how likely would you be to take them to their optometrist?Base: All (n=528) • If their child was experiencing difficulties in school, most parents (65%) say they would likely take him or her to the optometrist. (Only 19% would be very likely to do so, however.) • Demographically, those more likely to take their child to the optometrist include: • parents of children aged four to eight (vs. parent without any children aged four to eight), and • women (vs. men).

  20. 1 2 3 Agenda Methodology Executive summary Detailed Results What’s important for your child’s overall health? Routine exams Difficulties in school Lazy eye Statement agreement Children in the Household

  21. Relatively few have had one of their children diagnosed with lazy eye Q13. Has your child / one of your children been diagnosed with lazy eye?Base: All (n=528) • Less than one-in-ten (9%) have had one of their children diagnosed with lazy eye. • This is statistically less likely among parents with children under the age of four (when compared to parents of children four years of age or older).

  22. Over half were unaware of the potentially damaging effects of not catching lazy eye early on Q14. Are you aware that lazy eye (amblyopia), which is detected through routine eye exams, can have permanent damage on eye health and vision if not caught early?Base: All (n=528) • More than half the parents surveyed (53%) were unaware that lazy eye, if not caught early, could be detrimental to one’s eye health and vision. • Demographically, those most likely to be unaware are parents in Quebec (relative to parents living in any other region tested), and men (vs. women).

  23. 35%believe they’d be able to 50%don’t believe they’d be able to Half do not believe that they’d be able to detect whether or not their child / children had developed an eye health problem Q15. Do you think you would be able to detect if your child/children had developed an eye health condition?Base: All (n=528) • When asked whether or not they think they’d be able to detect if their child / children had developed an eye health condition, three-in-ten (35%) believed they’d be able to, though only six per cent stated that they’d definitely be able to). • Half (50%), on the other hand, did not believe they’d be able to do so, a belief that steadily increases with age.

  24. 1 2 3 Agenda Methodology Executive summary Detailed Results What’s important for your child’s overall health? Routine exams Difficulties in school Lazy eye Statement agreement Children in the Household

  25. Only 30% believe that school vision screening tests are sufficient Q8. To what extent do you agree with each of the following statements?A SUMMARY TABLE OF AGREEBase: All (n=528) • The vast majority (97%) agrees that poor eye and vision sight can have an impact on their child’s academic performance. Most (i.e. 75% or more) also agree that: • poor reading skills could be the result of poor eye sight; and that • taking a child to regular optometrist appointments is just as important as taking him or her to regular doctor and dentist appointments. • Six-in-ten (61%) believe they’d know if their child was having difficulty with their eye sight. • Just over half believe that if their child has 20 / 20 vision, it means that his or her eyes are healthy. • Less than half (42%) are aware of the eye exam guidelines for children aged 19 and under; only 30% believe school vision tests are sufficient; and less than two-in-ten (19%) believe that good eye sight in both parents translates into good eye sight for the child. • Less than two-in-ten (15%) believe that many children have lazy eyes and that they are not a big deal.

  26. Only 30% believe that school vision screening tests are sufficient Q8. To what extent do you agree with each of the following statements?A SUMMARY TABLE OF AGREEBase: All (n=528) • Demographically . . . • Parents with children under the age of four are less likely to agree with the following statements: • “Taking a child to regular optometrist appointments is just as important as taking him or her to regular doctor appointments;” • “Poor eye and vision sight can impact your child's academic performance;” and • “I am aware of the eye exam guidelines for children age 19 and under.” • Parents with children between the ages of 9 and 12 are more likely to agree with the following statements: • “I would know if my child was having difficulty with their eyesight;” • “Taking a child to regular optometrist appointments is just as important as taking him or her to regular doctor appointments;” and • “I am aware of the eye exam guidelines for children age 19 and under.” • As education levels increase, parents are steadily more likely to agree that if both parents have good eye sight, the child will also have good eye sight. • Those with a high school education or less are most likely to agree that taking a child to regular optometrist appointments is just as important as taking him or her to regular doctor appointments. • Women are statistically more likely to agree that: • taking a child to regular optometrist appointments is just as important as taking him or her to regular doctor appointments; • taking a child to regular optometrist appointments is just as important as taking him or her to regular dentist appointments; and that • they are aware of the eye exam guidelines for children age 19 and under. • Young parents (i.e. those 18-34) are most likely to agree that school vision screening tests are sufficient. They are, however, less likely to be aware of the eye exam guidelines for children age 19 and under (vs. parents 45+). • Regionally . . . • Parents in Quebec are least likely to believe that taking a child to regular optometrist appointments is just as important as taking him or her to regular doctor appointments. They are also less likely to believe that poor reading skills could be the result of poor eye sight (relative to those in Ontario or the West). • On the other hand, parents in Quebec are statistically more likely to believe that poor eye and vision sight can have an impact on their child’s academic performance (relative to those in Ontario or the West).

  27. 1 2 3 Agenda Methodology Executive summary Detailed Results What’s important for your child’s overall health? Routine exams Difficulties in school Lazy eye Statement agreement Children in the Household

  28. Children in the household Q2a-c. How many children do you have in each of the following age categories?Base: All (n=528)

  29. Contact Information For more information about this project, please contact: Lisa Covens Associate Vice President lcovens@legermarketing.com (416) 815 0330 ext. 108 Dave Scholz Vice President, Partner, Toronto dscholz@legermarketing.com (416) 815 0330 ext. 102

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