Research Findings What Canadians Think About Their Banks January Prepared for the Canadian Bankers Association

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1 Research Findings What Canadians Think About Their Banks January 2015 Prepared for the Canadian Bankers Association

2 Methodology 2014 Total 1,040 Atlantic Canada Quebec Ontario Manitoba/Saskatchewan Alberta British Columbia Margin of error +/-3.1% Field dates December 15, 2014 January 14, 2015 Survey length 20 minutes 2

3 Findings Canada s banks enjoy a strong reputation, both as an industry and in terms of the relationships they have with customers Has contributed to a new pride in Canada s banks Impressions of banks are improving over time Driven in large part by the way in which modern technologies have improved convenience of banking, saving people time On fees & value for money, banks compare favourably to other sectors In terms of fees for regular banking, many people pay nothing Consumers recognize they have leverage and choices to reduce fees 3

4 Industry Impressions Strong Favourable Impression of Banks I d like to read you a list of different organizations and businesses in Canada. For each one, please tell me if you have a very favourable, somewhat favourable, somewhat unfavourable or very unfavourable impression. The company you do most of your banking with 90% 8% 2% Canadian banks 87% 12% 4% Your TV service provider 72% 21% 7% Your cell phone provider 65% 21% 14% Credit Unions 65% 22% Life insurance companies 64% 26% 10% Natural gas companies 61% 22% 17% Forest products companies 59% 16% 25% Investment firms 58% 22% 20% Property and casualty companies 58% 29% Oil companies 54% 37% 9% Mining companies 51% 22% 27% Brokerages 48% 20% 32% 0% 20% 40% 60% 80% 100% Favourable Unfavourable DK/NR 4 4

5 Favourable Industry Impressions I d like to read you a list of different organizations and businesses in Canada. For each one, please tell me if you have a very favourable, somewhat favourable, somewhat unfavourable or very unfavourable impression. EXCLUDING DK/NR 100% 80% 60% 59% 59% 61% 59% 65% 65% 66% 77% 67% 70% 65% 68% 74% 75% 77% 78% 75% 85% 89% 84% 88% 40% Banks 20% Oil/Gas Credit Unions Cable industry / TV service provider Brokerages/Investment firms 0% Oct 98 Aug 99 Aug 00 Apr 01 Apr 02 Apr 03 Mar 04 Oct 04 Apr 05 Apr 06 Mar 07 May 07 May 08 Nov 08 May 09 May 10 May 11 Dec 11 Dec 12 Dec 13 Dec 14 5

6 Industry Impressions Trust in Banks Remains Strong Now, thinking only about banks in Canada, please tell me how you would rate the performance of banks by giving me a number between 1 (very poor) and 7 (excellent). Being stable and secure 75% 10% Protecting the privacy of your personal information and transactions 74% 10% 11% Introducing technologies that improve the convenience of banking 70% 15% 14% Helping Canadians achieve their financial goals 68% 15% 0% 20% 40% 60% 80% 100% Good (5-7) Neither (4) Poor (1-3) 6 6

7 Bank Customers Report Good Value for Service Fees When you think about the fees you pay for the service you receive, please tell me if you feel you get excellent, good, poor, or very poor value in each of the following areas: Banking 19% 60% 16% 3% 2% Life insurance 12% 58% 21% 6% 2% Electricity 17% 52% 22% 7% 2% Property insurance 55% 20% 6% 5% Health insurance 10% 58% 17% 6% 8% Car insurance 54% 23% 7% 4% Internet 15% 51% 26% 6% 2% Public transit 51% 20% 8% 8% Wireless phone 9% 48% 27% 12% 4% Cable TV 12% 44% 33% 8% 2% 0% 20% 40% 60% 80% 100% Excellent Good Poor Very Poor DK/NR 7 7

8 Ample Choice and Competition in Banking Do you think you have more than enough choices when it comes to companies that you can do your banking with, enough choice, or not enough choice? 9% 33% More than enough Enough choice 56% Not enough choice 8

9 Reducing Service Charges Have you ever taken any of the following actions in an effort to reduce the service charges you pay for banking? Switched the kind of account you have with your bank 51% 59% Looking into switching accounts or banks 51% 57% Complained to your bank 40% 45% Switched banks 33% 39% 0% 20% 40% 60% 80% 100%

10 Many Canadians Pay No Service Fees How much do you pay per month in service fees from your primary account? 27% 15% 15% 18% 7% 3% 6% Do not pay bank account service fees $1-$5 $5-$10 $10-$15 $15-$20 $20-$25 $25+ 10

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