Daily Research News Online no. 2669 - Canadian House Buyers Using the 'Net

Canadian House Buyers Using the 'Net

October 13 2003

Canadians' use of real estate web sites has remained at a very high level, according to a recent Ipsos-Reid study. 85% of those who have purchased a new home in the past two years have used the Internet to look for home information, slightly above the 80% who had done so in 2001.

Most of those using it to look say that the Internet played a significant role in the purchase experience (51% 'somewhat significant', 27% 'very significant'): and most give very positive reviews. Eighty-three percent (83%) say that the Internet allowed them to look at more houses, 65% say that the Internet saved them time in the overall house-hunting process, and 57% say that the Internet made it easier to find the property they wanted. Overall, almost three-quarters (73%) say that the Internet met their expectations as a house-hunting resource.

'The Canadian real estate sector was quick to adopt and utilize the capabilities that the Internet was able to offer to those looking for a house - and Canadians are embracing this resource in looking for new home information', says Rhys Gibb, Senior Research Manager at Ipsos-Reid.

Property sites are also getting more casual viewers, dreaming or looking at the long-term. Of those who have not purchased a home in the past two years and do not intend to do so over the next two years, 42% have still used the Internet to gather information about purchasing a new home.

18% say being able to avoid dealing with an agent when looking for information is an advantage. Other frequently-mentioned benefits include viewing a whole range of properties without leaving home, easy access to home information and the ability to 'comparison shop'.

A number of significant limitations of the Internet as a house-hunting resource were suggested, 'though none by a huge proportion of the sample:

incomplete information available (19%)
the inability to ask questions (12%)
limited selection of properties in some areas (10%)

In addition, the experience and knowledge of agents / realtors is a factor militating against Internet-only house-hunting, by 38%, while 19% mentioned support for the personal service that the realtor provides.

According to Rhys Gibb, 'Realtors must incorporate the Internet into their total marketing package. If they do not provide easy access to information online, they are doing themselves and their customers a disservice'.

The most popular sites in the sector are:

Site	% of online housing info seekers using
MLS (Multiple Listings Service)	63%
Remax	57%
Royal LePage	39%
Century 21	34%

The results of the 'Canadian Inter@ctive Reid Report' are based on 1,000 online questionnaires completed using confirmit by members of Ipsos-Reid's Canadian Internet Panel, and complemented by a further 1,000 telephone interviews with Canadian adults. All interviews were completed between June 19th and 30th. Some 74% of Canadian adults have Internet access from at least one location.

Ipsos-Reid's Web site is at www.ipsos-reid.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.