Toronto, ON, October 2, 2018 — Housing affordability continues to be top-of-mind for residents of the GTA, but particularly for Millennials – most of whom are not benefiting from the increase in prices as they’re not yet home owners and are watching prices rise from the sidelines. While 85% of GTA residents overall are concerned (51% very/35% somewhat) about the ability of today’s young people to be able to afford to buy a home, this figure rises to 94% among Millennials aged 18-34, who are more likely to express concern than those aged 35-54 (84%) or 55+ (80%). Overall, women (88%) express a slightly higher degree of concern than men (82%).
The survey, conducted for BILD and TREB, also finds that only one in three (33%) GTA residents believe (8% strongly/25% somewhat) that the children they know will be able to afford a home in their community when they grow up. In fact, two in three (67%) disagree (28% strongly/26% somewhat) that this will be possible.
Underscoring these attitudes is the belief that home ownership is becoming more difficult because of rising home prices, but also that the GTA is falling behind in bringing new housing supply to market to help battle affordability.
- Nine in ten (92%) agree (57% strongly/35% somewhat) that the dream of ownership is becoming more difficult to achieve for young people living in their city – with nine in ten in every region of the GTA agreeing. Just 8% disagree (2% strongly/6% somewhat).
- Most (86%) agree (43% strongly/43% somewhat) that it is important to them that young families can afford to live and work in the GTA without having to commute over an hour to get to work. Just one in ten (14%) disagree (3% strongly/11% somewhat) with this goal.
- Only four in ten (39%) agree (9% strongly/30% somewhat) that there are enough homes being built in their city to help keep housing affordable, while a majority (61%) disagrees (24% strongly/38% somewhat).
- Just one in three (33%) agree (7% strongly/26% somewhat) that the GTA is well prepared to provide housing for roughly 115,000 new residents that settle here each year. Two in three (67%) disagree (26% strongly/42% somewhat) that the GTA is prepared for this steady influx of new residents.
About the Study
These are some of the findings of an Ipsos poll conducted between August 20 and 23, 2018, on behalf of BILD and TREB. For this survey, a sample of 1503 adults living in the GTA was polled. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll is accurate to within ±2.9 percentage points, 19 times out of 20, had all GTA residents been polled. The credibility interval will be wider among subsets of the population. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.
For more information on this news release, please contact:
Vice President, Ipsos Public Affairs
+1 416 324-2002
About Ipsos Public Affairs
Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of Canadian American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.
Ipsos has media partnerships with the most prestigious news organizations around the world. In Canada, Ipsos Public Affairs is the polling partner for Global News. Internationally, Ipsos Public Affairs is the media polling supplier to Reuters News, the world's leading source of intelligent information for businesses and professionals. Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-based market research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.
Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks fourth in the global research industry.
With offices in 88 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media; customer loyalty; marketing; public affairs research; and survey management.
Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,782.7 million in 2016.
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