The RBC Core Accounts Survey

Toronto, ON - A new RBC survey finds that Value (80%), Simplicity (66%), and Convenience (64%) are important to Canadians with a bank account, though it's Value that is of most importance in their everyday lives (55% vs. Convenience at 24% and Simplicity at 21%).

• The three principals are all of greater importance to women and older Canadians.
• Simplicity and Convenience are valued more by Quebecers.

Value is the most important principal when it comes to buying a home (77%), buying a car (71%), investing (62%), retirement planning (56%), and vacationing (44%). Convenience is equally important to value for grocery shopping (45% Convenience, 41% Value) and rules for banking (46%). Nearly equal proportions rank value (34%) and simplicity (36%) as most important for visits with friends and families.

• Simplicity and Convenience pop for Quebecers again.

Attitudinal measures also indicate the importance of the three principals to banking Canadians.

Though Simplicity is not the governing principle, most (57%) have done something to simplify their life recently and half (50%) have done something specifically to simplify their life financially.

Finally, an overwhelming majority of bankers are interested in banking features measured, such as no hidden charges (98%) and rewards (94%).

These are some of the findings of an Ipsos Reid/RBC online poll conducted from April 5-10, 2007. For the study, a representative sample of 2,270 adult Canadians with a bank account was surveyed. With a sample of this size, the results are considered accurate to within 177 2.1 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian banking population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to Census data.

Please refer to the data tables and charts for further survey results.

For more Information on this news release, please contact:
John Wright
Senior Vice President
Ipsos Reid
Public Affairs
(416) 324-2900
[email protected]

Jennifer McLeod Macey
Senior Research Manager
Ipsos Reid
Public Affairs
(416) 324-2900
[email protected]

About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

Ipsos
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Member companies 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. They measure public opinion around the globe.

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