* 2.5 million Canadians (9%) have a will or have used estate-planning services.
* One third of those with wills or estate planning are under 45 years old. When compared to the national averages, seniors 65+ years old are 1.6 times more likely to have will or estate planning.
* 55% of those with wills or estate planning are females.
* The average personal yearly income of Canadians with wills or estate planning is $48,700 (1.6 times more than the national average).
* 27% of those with wills or estate planning are retired (1.6 times more than the national average); 19% have upper management or professional occupations (1.5 times over the national average).
* 93% of Canadians with wills or estate planning are homeowners (1.4 times greater than the national average).
* The average value of their home is $250,000
* They are 3 times more likely than average to have $500,000 or more in savings/investments.
* Their investment portfolio includes 2 times more mutual funds, 2.4 times more stocks, 2.1 more term deposits, 2.5 times more RRIF, and 3.4 times more investment real estate, when compared to the national averages.
* 13% of Canadians with wills or estate planning changed their most often used investment institution during the past two years (1.8 times more than the national average).
* The top three media by yesterday exposures are: radio (88%), TV (87%) and daily newspapers (62%).
* Looking at radio weekly reach, their three favourite formats are: news/talk (25%), adult contemporary (19%), and country (9%).
* The top three television program types watched in an average week by those with wills or estate planning are: news/current affairs (76%), movies 66%, and documentaries (46%).
Source: BBM RTS Canada Fall ’04 / Spring ’04, individuals 12+
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 60,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
