* 6 million Canadians (23%) have mortgage insurance.
* Of Canadians with mortgage insurance there is an equal split between women (51%) and men (49%).
* The top three age groups of people with mortgage insurance are 35 to 44 (33%), 25 to 34 (25%) and 45 to 54 at (24%).
* 26% of Quebecois have mortgage insurance. This is the highest compared to the national average of 23%. B.C. is the province with the lowest incidence of mortgage insurance with only 18%. All other regions are close to the national average.
* Mortgage insurance holders have an average household income of $60,000 compared to the national average of $53,000.
* People who have mortgage insurance are over twice as likely to have loss of employment insurance.
* 46% of people who have mortgage insurance watch home improvement shows on TV and 52% read home and gardening magazines.
* 72% of people who have mortgage insurance spent $1000 or more on home improvements in the past two years.
* The top three media for yesterday’s exposure for people who have mortgage insurance are television (90%), radio (89%) and the Internet (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.
