Non-users are mainly teens and less educated 55-plus
– 3.98 million Canadians (15%) never use an ATM machine.
– While 24% of these non-users are teenagers, almost half (48%) are age 55 or older.
– Atlantic Canada is over-represented with 19% not using ATMs, while all other regions are on par with the national non-usage average of 15%.
– Non-users tend to have a lower education than the average Canadian. They are 3.2 times more likely than the average Canadian to have no formal education at all and 2.5 times more likely to have grade school only.
– Men (49%) and women (51%) are equally represented among Canadians who never use ATMs.
– A majority of non-users (56%) have a personal yearly income of less than $30,000.
– 47% have a Visa card, 33% have a Mastercard, 8% have an AMEX card, and 37% have a department store credit card.
– In terms of yesterday exposure, the top four media for reaching Canadians who never use ATMs are: TV (90%), radio (77%), daily newspapers (48%), and the Internet (37%).
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.
