Consumer and Real Estate Marketing Trends December 1 st , 2009
Who Is Ipsos?
Canada’s Market Intelligence Leader
Research since 1978
7 offices in Canada, 44 around the world
80% awareness among British Columbians
Real Estate Specialization
Past 3 years, ~$2 million of research in US and Canada
BC Home Buyers Report
Sources: Ipsos Trend Report, Ipsos Public Affairs Report on BC Economy
Real Estate in BC
Source: Ipsos BC Home Buyers Report
Role of the Internet in Real Estate Marketing
Sources: Ipsos BC Home Buyers Report, Interactive Reid Report
The Economy The Economy still a top concern for Canadians. But a slow recovery has begun. Consumers are cautiously optimistic.
Canada’s Top Concerns (September 2009) Thinking about the issues presently facing Canada, which one do you feel should receive the greatest attention from Canada’s leaders? Down from 63% in March
Perception of Overall State of the Canadian Economy: 1994–2009 In terms of the current economic conditions in this country as a whole, how would you describe the overall state of the Canadian economy right now? Describe Current Canadian Economy as “Good”
Household Spending The “post abundance” mindset remains despite optimism heading into 2010. Job security worries and concerns about the economy are still prevalent.
Family Spending on Major Purchases in the Next Year (Sept 2009) 22% worried about their jobs Now, thinking about major purchases such as buying a car or household appliances, or your vacation spending, in the next year, do you expect that you and your family will be spending … Less Jan 09: 44% Aug 07: 28%
Changes in Spending Over Past 12 Months Over the PAST 12 months, has your spending on each of the following items increased, decreased or stayed about the same? (October 2009) Net -46 -44 -35 -32 -30 -30 -29 -22 -18 -14 -9 -9 +1
Expected Changes in Spending Over Next 12 Months Compared to today, over the NEXT 12 months, do you expect your spending on each of the following items will increase, decrease or stay about the same? (October 2009) Net -22 -17 -15 -13 -12 -11 -8 -7 -7 -6 -1 0 +5
BC’s Real Estate Market
BC’s Real Estate Market Market has rebounded in 2009 with push of first-time home buyers. However, number of first-time buyers now back to 2008 level.
Good Time to Buy / Sell a Home Base: All respondents Currently, is it a good time to buy a home? Currently, is it a good time to sell a home?
Expectations of Housing Prices in a Year Base: All respondents Thinking about this time next year, do you expect that housing prices in your local community will be higher, lower or the same as they are today?
Likelihood of Purchasing a Home (Within Next 2 Years) Base: All respondents How likely are you to purchase a home in the next two years?
First-Time Home Buyer Base: All respondents Are you a first-time home buyer?
Role of the Internet in Real Estate Marketing
Online Access Online access is nearly universal, but usage is not.
Household Internet Access 85% of Canadians have Internet access compared to 70% in 2001. 60% of those are active users. Canadians spend average of 14 hours online per week – on the rise. Those with the least access: Older 55+ : 66% Lower income (under $30K): 65% Lower education (high school or less): 50%
Email Marketing Permission-based marketing remains the most effective method for reaching your online audience.
Online Activities Ever Done Source: Q4-2008 The Ipsos Canadian Inter@ctive Reid Report, Canadians Internet users (n=2,520)
Willingness to Provide Email Address Source: Q4-2007 The Ipsos Canadian Inter@ctive Reid Report; (n=1,024), Canadian Internet Users Q4-2007 Q4-2006 Q4-2005 Q4-2004 Q4-2003 Q4-2002 Willing 65% 67% 61% 65% 60% 57%
Online Social Networking Don’t just jump on the bandwagon. Online social networks are highly skewed towards younger audiences. Must be carefully targeted and supported by other media.
Participation in Social Activities Online Source: Q1-2009 The Ipsos Canadian Inter@ctive Reid Report, Canadian Internet users (n=824) 5.4 hours/week spent on social networking sites – about one-third of all online time Change from Q2-07 +12% +11% -1% +4% +4% +8% +2% +5% -11% Use the Internet to contact someone you have lost touch with Participate in live, online chat over the Internet Visit/browse an online social network or online community Take part in computer games with other people online Download/browse videos from a video sharing network or online community Participate in an online forum or bulletin board discussion Use an online personals/dating/ introduction service Upload videos to a video sharing network or online community None of the above
Participation in Social Activities Online by Age and Gender Source: Q1-2009 The Ipsos Canadian Inter@ctive Reid Report, Canadian Internet users Age Gender Canadian Internet users Total ( n=824) 18 to 34 ( n=106) 35 to 54 (n=347) 55+ (n=371) Male ( n=393 ) Female ( n=431 ) Use the Internet to contact someone you have lost touch with 51% 76% 51% 43% 50% 51% Participate in live, online chat over the Internet 46% 74% 50% 35% 44% 48% Visit/browse an online social network or online community 44% 72% 48% 32% 42% 45% Take part in computer games with other people online 32% 46% 35% 26% 30% 35% Download/browse videos from a video sharing network or online community 32% 56% 36% 21% 33% 30% Participate in an online forum or bulletin board discussion 31% 46% 34% 24% 32% 30% Use an online personals/dating/ introduction service 17% 29% 20% 12% 19% 16% Upload videos to a video sharing network or online community 12% 31% 14% 5% 10% 14% None of the above 19% 7% 18% 23% 18% 19%
Online Real Estate Marketing The Internet is not a silver bullet for real estate marketing. It does however, play a significant and increasing role in helping Canadians buying a home.
Disadvantages of the Internet as House-Hunting Resource Note: Only responses of 4% or more are shown. n=509, Have searched for house prices Can’t see house/still have to see the house Misleading information Can’t see neighbourhood/ location/surrounding area Pictures are not always accurate Incomplete information Information is not current Not all listings included – may miss a good deal Can’t get a ‘feel’ for the house No input/nobody to talk to/can’t ask questions/no personal opinions Too much info/too many options None Don't know
Housing Information Sources First Aware Research Most Trusted Print Driving/Signage Online RE Agent Word-of-mouth TV/Radio Ads
Role of Internet on Overall House Shopping Experience Total Significant 68% Total Insignificant 24% n=509, Have searched for house prices
Economy is recovering. But the post-abundance consumer mindset is alive and well.
Careful spending and careful investing.
BC’s real estate market on the rebound, optimism for 2010 in terms of home prices.
First-time home buyers scaling back to 2008 levels.
Online marketing should be a vital component – but only one part – of your marketing mix.
Permission-based email is still the most effective.
Social networking must be relevant, appropriate and targeted.
Online must be supported by other media.
For more information contact: Hanson Lok 778-373-5041 [email_address] Thank you.