BBM Media Snapshot: Canadians and home improvement

* 1.2 million Canadians (4%) spent more than $20,000 on home improvements during the last 2 years.
* 57% of those who spent $20,000+ are between the ages of 35 and 59 years old.
* The average personal yearly income of Canadians who spent $20,000+ on home improvements is $59,000 (1.9 times more than the national average).
* They are 4.6 times more likely to have $500,000 or more in savings or investments, compared to the national average.
* The average value of their home is $300,000 (1.4 times more than the national average value of owned homes).
* 40% have lived in their present home no more than five years. 88% have no plans to move during the next two years.
* 68% bought a previously owned home (1.5 times more than the national average).
* The top three improvements done to their homes were: interior painting (72%), landscaping or yard improvements (62%), and windows or door installations (60%) which was 3.2 times more than the national average.
* When analyzing retail shopping categories (of $500+ in the past year), Canadians who spent $20,000+ on home improvements spent 4.7 times more on china/tableware, 4.6 times more on garden supplies, 4.2 times more on home décor and 3.5 times more on household power tools, compared to the national averages.
* TV (89%), radio (88%), daily newspapers (58%) and Internet (55%) are the best media to communicate with Canadians who spent $20,000+ on home improvements (by yesterday's exposure).
* Based on weekly reach, news/talk (22%), adult contemporary (18%), and hot adult contemporary (10%) are their favourite radio formats.
* The three most popular types of TV shows among Canadians who spent $20,000+ on home improvements by weekly viewing are: news/current affairs (68%), movies (63%), and documentaries (50%).


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.
By Staff 
September 27, 2005

* 1.2 million Canadians (4%) spent more than $20,000 on home improvements during the last 2 years.

* 57% of those who spent $20,000+ are between the ages of 35 and 59 years old.

* The average personal yearly income of Canadians who spent $20,000+ on home improvements is $59,000 (1.9 times more than the national average).

* They are 4.6 times more likely to have $500,000 or more in savings or investments, compared to the national average.

* The average value of their home is $300,000 (1.4 times more than the national average value of owned homes).

* 40% have lived in their present home no more than five years. 88% have no plans to move during the next two years.

* 68% bought a previously owned home (1.5 times more than the national average).

* The top three improvements done to their homes were: interior painting (72%), landscaping or yard improvements (62%), and windows or door installations (60%) which was 3.2 times more than the national average.

* When analyzing retail shopping categories (of $500+ in the past year), Canadians who spent $20,000+ on home improvements spent 4.7 times more on china/tableware, 4.6 times more on garden supplies, 4.2 times more on home décor and 3.5 times more on household power tools, compared to the national averages.

* TV (89%), radio (88%), daily newspapers (58%) and Internet (55%) are the best media to communicate with Canadians who spent $20,000+ on home improvements (by yesterday’s exposure).

* Based on weekly reach, news/talk (22%), adult contemporary (18%), and hot adult contemporary (10%) are their favourite radio formats.

* The three most popular types of TV shows among Canadians who spent $20,000+ on home improvements by weekly viewing are: news/current affairs (68%), movies (63%), and documentaries (50%).

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.