- TD Waterhouse Female Investor Poll finds more than half (54%) worried
about investments vs. 47% last year
- Despite growing concerns, few seek professional investment advice or
develop a plan
- Those with a financial plan feel significantly more financially
TORONTO, Oct. 30 /CNW/ - Canadian women investors are less confident
today than a year ago, but this concern is not leading to action, says the
2008 TD Waterhouse Female Investor Poll, a comprehensive annual study of
Canadian women's attitudes towards investing.
"Our poll results indicate that female investor confidence has declined
year-over year and that women are becoming more conservative and risk-averse,"
says Patricia Lovett-Reid, Senior Vice President, TD Waterhouse. "But this
worry is not yet translating into greater involvement in the world of
Researchers used a simple formula (Engagement + Satisfaction =
Confidence) to analyze responses to two specific questions: how engaged are
you in investing, and how do you feel about your investments. From the data
gathered, they arrived at a 'Confidence Map' of the Canadian female investor.
This year's map shows significantly more women are concerned about their
investments than they were in 2007 (54% vs. 47%).
Two-thirds of women (67%) describe themselves as "detached" from
investing; that is, paying little or no attention to financial markets and
having little, if any, involvement with investing. While this is consistent
with last year's findings (70%), a higher proportion of the "detached" group
this year are more concerned about the state of their investments (40% in 2008
vs. 36% in 2007).
"With the waning confidence of Canadian women investors, it is surprising
that more than three-in-four Canadian women still don't have a formal
financial plan. Such a plan is the first and most important step to getting
one's financial house in order and developing a long-term strategy for
The poll results indicate a significant relationship between having a
plan and feeling financially successful. For those who have a plan, 82% feel
very or somewhat successful about their finances. Only 48% of those women who
have no financial plan feel the same way.
"What these results tell us is that there is a direct correlation between
having a financial plan and financial peace of mind," says Lovett-Reid. "The
real question for Canadian women investors is whether current economic
conditions will cause them to become even more detached from the world of
investing, or whether it will finally encourage them to become more engaged,
to seek professional advice and to build a long-term plan. In my view, a
higher level of engagement would not only give women investors a sense of
purpose and empowerment in these anxious times, but would also significantly
improve their long-term financial prospects."
More Key Findings:
- Almost two-thirds of women (65%) say that the long-term goal of
saving for a comfortable retirement is "very important." Despite
this, only 20% are "very confident" they will be able to save enough
to ensure a comfortable standard of living in retirement and only 25%
have sought professional investment advice.
- The 2008 results also show a sharp rise in the number of women who
say they are taking less risk when they invest. In the years 2005,
2006 and 2007, those who reported taking less risk held steady at 7%.
In 2008, the percentage jumped more than two-fold to 15%.
- Most poll respondents do not appear to have an organized strategy for
achieving financial success, focusing instead on short-term goals and
- 41% pay off their credit cards in full each month to avoid
- 37% contribute regularly to an RRSP;
- 25% have sought investment advice from a professional advisor;
- Just 7% follow the stock market.
On a positive note, more female investors are now following a budget to
manage their spending (55% vs. 50% in 2007). "While it is encouraging to see
more women involved in budgeting household spending, I would like to see more
of them moving beyond this 'comfort zone' into serious long-term goal-setting
and financial planning," adds Lovett-Reid. "It is the long-term plan and the
consistent actions we take to achieve it that will propel us towards our most
important life goals."
The national online poll was conducted between September 18-25, 2008 by
TNS Canadian Facts among 1,094 Canadian women aged 25-69 who have sole or
shared responsibility for household financial planning or investment
decisions. It is a comprehensive annual study of Canadian women's attitudes
TNS is one of the world's leading market information groups, providing
market measurement, analysis and insight through its operating companies in 70
countries. Working with national and multi-national organizations, we help our
clients develop effective business strategies and enhance relationships with
their customers. In Canada, TNS Canadian Facts provides full-service, primary
market research. Its mission is to become clients' sixth sense of business(TM)
by giving them a deeper understanding of their customers' behaviour, better
anticipation of their actions and greater insight into what they really want.
About TD Bank Financial Group
The Toronto-Dominion Bank and its subsidiaries are collectively known as
TD Bank Financial Group. TD Bank Financial Group is the seventh largest bank
in North America by branches and serves approximately 17 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 Commerce Bank (to be known together as TD Bank); 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 5.5 million on-line
customers. TD Bank Financial Group had CDN$509 billion in assets as of
July 31, 2008. 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.
Visit the Fall Investment Newsroom for information and materials that can
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