Canadians with $500,000 or more in investments
Canada’s biggest investors are males 45+, heavy media consumers
-610,000 Canadians (2%) have investments worth $500,000 or more
-83% are age 45 or older and almost one-third (32%) are aged 65 or older
-They are more likely to be male (60%) than female (41%)
-They are 18 times more likely than average to have a personal yearly income of $150,000 or more
-33% are retired and another 23% have upper management or professional occupations
-19% never use an ATM machine and 37% never use a debit card for retail purchases
-Just under half (45%) have an Internet banking plan and 17% use Internet stock trading (2.6 times higher than the national average)
-The top four banks among this group are: TD Canada Trust (21% stating this is their principal bank), RBC (18%), Bank of Montreal (11%) and CIBC (11%)
-56% use a full-service broker (three times the national average) and 17% have changed the institution they use for investments in the past two years
-Almost all (95%) own their own home; 17% expect to move in the next two years
-They are over-represented in Ontario and B.C. (3% vs. 2% average) and under-represented in Quebec (1%) and Atlantic Canada (1%). The Prairie provinces have an average number of Canadians with $500,000 or more in investments.
-To reach Canadians with $500,000 or more in investments, the top four media by yesterday exposure are: radio (91%), TV (89%), daily paper (77%) and Internet (61%).
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.
