- Seven in ten bought their home as "a good investment"
- 29 is their average age when making their first home purchase
- Four in five are single and have no children
- Biggest payoffs: financial security, sense of ownership, independence
- Biggest headaches: maintenance and repairs
TORONTO, Jan. 31 /CNW/ - In a new national poll by TD Canada Trust, a
portrait of the individual Canadian woman homeowner has emerged as single,
financially savvy and most likely to purchase a condominium.
The poll, conducted in the first two weeks of this year by Ipsos-Reid,
was among women aged 20 to 45 who have purchased a home as an individual
rather than jointly with a spouse or common law partner. Among this group, the
average age at which they purchased their first home is 29 years. 82% are
single, 80% have no children and 49% have a university degree. The vast
majority (86%) still live in the last home they purchased and have made only
one home purchase as an individual (81%),
"With more and more Canadian women marrying later in life or remaining
single, we're seeing the emergence of the young, financially savvy woman who's
taking on the commitments, joys and responsibilities of owning a home," says
Joan Dal Bianco, Vice President, Real Estate Secured Lending.
Respondents indicate their main motivation for buying a home was that it
was a good investment (71%), that they didn't want to pay rent anymore (61%)
and their desire to get into the housing market (54%). More than
three-quarters (77%) say their biggest worry prior to purchase was the
affordability/financial commitment, while half (51%) cited having to assume
homeowner responsibilities such as maintenance and a homeowners legal
"For women, independence means, among other things, not having to worry
about a roof over your head and having a good retirement plan," says
Patricia Lovett-Reid, Senior Vice President of TD Waterhouse. "The beautiful
thing about home ownership is that it gives women security in the present
while allowing them to build equity for the future."
First-time condo buyer Lisa Olsen, a 22-year-old Torontonian, feels a
sense of pride in having a place of her own. "I wanted get into the real
estate market early and have my money go towards something tangible."
The online survey was conducted among 713 women living in major
metropolitan areas across Canada and reflects the population of Canadian women
in these areas aged 20-45 according to 2006 Census data. The margin of error
for the total sample is 3.7%, 19 times out of 20.
Overall, condominiums are the most popular option for individual women
homeowners (42%), followed by houses (34%), townhouses (13%) and duplexes or
triplexes (6%). Vancouver women, at 73%, are most likely to buy a condo,
followed by Toronto women (52%). In Calgary, Edmonton and Montreal, condos and
houses have the same appeal to individual women buyers. But in Prairie and
Atlantic Canadian cities, houses are the top choice for individual women
homeowners (64% Prairies, 57% Atlantic).
Across all types of homes, cost and location of the neighbourhood emerge
as the two top selection criteria by women homeowners. As for condo vs. house,
cost is sited as a decision factor significantly more often by condo buyers
than house buyers (77% vs. 57%). The same applies to low or no maintenance
(50% for condo buyers vs. 8% for homebuyers). Conversely, significantly more
house buyers than condo buyers cite wanting a yard (48% vs. 1%) and size (42%
vs. 33%) as decision factors.
What are the best and worst aspects of owning a home for the individual
woman homeowner? While no single best aspect emerges, the three top mentions
are financial security and building equity (23%), having a place of one's own
(22%) and gaining independence and control (18%). The worst aspect by far is
maintenance and repairs (21% of respondents), followed by the cost of
maintenance and repairs (6%).
Half of respondents (50%) say their main reason for selling would be to
trade up. 41% say it would be for more space and 37% say it would be to switch
to a different type of home. Only 29% say it would be because they are getting
"We are witnessing nothing less than a revolution among individual
Canadian women," concludes Dal Bianco. "Right across the country, they are
investing in themselves and in their futures by becoming homeowners, and in
doing so are strongly reinforcing their financial and personal freedom."
About TD Bank Financial Group
The Toronto-Dominion Bank and its subsidiaries are collectively known as
TD Bank Financial Group. TD Bank Financial Group serves more than 14 million
customers in four key businesses operating in a number of locations in key
financial centres around the globe: Canadian Personal and Commercial Banking,
including TD Canada Trust; Wealth Management, including TD Waterhouse and an
investment in TD Ameritrade; U.S. Personal and Commercial Banking through
TD Banknorth; and Wholesale Banking, including TD Securities. TD Bank
Financial Group also ranks among the world's leading on-line financial
services firms, with more than 4.5 million on-line customers. TD Bank
Financial Group had CDN$422 billion in assets as of October 31, 2007. The
Toronto-Dominion Bank trades on the Toronto and New York Stock Exchanges under
the symbol "TD", as well as on the Tokyo Stock Exchange.
For further information:
For further information: Kelly Hechler, Media Relations, Corporate and
Public Affairs, TD Bank Financial Group, (416) 982-2469