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StockHouse Canada attracts an audience of affluent, educated and plugged in investors. Approximately 93% of visitors are male, the average age is 47 and 82% have post secondary education. The average household income is $90,000 per year and one-quarter hold a portfolio valued at over $180,000 (not including real estate or collectibles.) 86% of the investment subscribers will use this website more than once per day for an average user's session of 18.5 minutes. 81% of the subscribers research stocks online and more than 2/3 rely on financial websites to make investment decisions.
Demographics:
Gender 93% male
Average age 47 years
Education 82% post secondary
Address Location Majority located in Ontario and Western Canada
Average Household
Income $90,000/year
Occupation Management Level
15% Senior Executives,
20% Self Employed
19% work at small business
5% Financial Advisors/Brokers
Stock Trading:76% go online to trade stocks 80% have been trading stocks online for > 1 year 1 in 6 are frequent stock traders, averaging more than 6 trades per month More than half trade stocks one to five times per month on average 91% hold stocks, 52% hold mutual funds 81% of Canadian StockHouse users research stocks online Over half of Canadian StockHouse users own mutual funds and more than 40% research them online More than two-thirds rely on financial websites to make investment decisions Purchasing Behavior: 50% authorize or recommend company purchase decisions 80% have made online purchases in the past year In the past year the average user has made 7 purchases online; 15% have made at least 15 purchases online. (Statistics based on survey completed by 1,276 visitors to StockHouse.ca in April 2003.) |
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