BBM Media Snapshot: Canadians who use online stock trading

Online traders are mainly upscale, middle-aged men

- 1.75 million Canadians (7%) use online stock trading.
- They tend to be middle-aged with 50% between the ages of 35 and 54, however, another 22% are younger and between 25 and 34.
- Men - 60% of the total - are more likely than women (40%) to be using online stock trading.
- Canadians using online stock trading are very upscale. 8% have a personal yearly income of $100,000 or more, which is three times the national average.
- Quebecers are most likely to use online stock trading (9% vs. 7% national average). Those in the Atlantic and Prairie provinces are least likely at 2% and 5% respectively, leaving Ontario and BC at the national average.
- 80% have an RRSP and they are four times more likely than the average Canadian to have stocks, 2.6 times more likely to have investment real estate, twice as likely to have bonds in general, but only have average likelihood of holding Canadian Savings Bonds.
- 68% did not contribute the maximum to their RRSP in the past year.
- 30% have a total portfolio worth $100,000 or more.
- In terms of yesterday exposure the top four media for reaching online stock traders are: radio (90%), TV (87%), Internet (76%), and daily paper (57%).

Source: BBM RTS Canada Fall '03 / Spring '04

The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.

Online traders are mainly upscale, middle-aged men

- 1.75 million Canadians (7%) use online stock trading.

- They tend to be middle-aged with 50% between the ages of 35 and 54, however, another 22% are younger and between 25 and 34.

- Men – 60% of the total – are more likely than women (40%) to be using online stock trading.

- Canadians using online stock trading are very upscale. 8% have a personal yearly income of $100,000 or more, which is three times the national average.

- Quebecers are most likely to use online stock trading (9% vs. 7% national average). Those in the Atlantic and Prairie provinces are least likely at 2% and 5% respectively, leaving Ontario and BC at the national average.

- 80% have an RRSP and they are four times more likely than the average Canadian to have stocks, 2.6 times more likely to have investment real estate, twice as likely to have bonds in general, but only have average likelihood of holding Canadian Savings Bonds.

- 68% did not contribute the maximum to their RRSP in the past year.

- 30% have a total portfolio worth $100,000 or more.

- In terms of yesterday exposure the top four media for reaching online stock traders are: radio (90%), TV (87%), Internet (76%), and daily paper (57%).

Source: BBM RTS Canada Fall ’03 / Spring ’04

The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.