Table of Contents
Executive Summary
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- Market drivers
- Canada’s population is ageing and will continue to do so in the coming years
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- Figure 1: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Mobile phone ownership is dominated by Apple’s iPhone and Samsung smartphones
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- Figure 2: Ownership of mobile phones, any ownership, July 2015
- Over half (57%) of cell phone owners have at least one additional phone
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- Figure 3: Repertoire of ownership of non-primary cell phone, July 2015
- Most smartphone-free Canadians do not plan on purchasing one in the near future
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- Figure 4: Smartphone purchase decision, July 2015
- Age, household size are determinants in attitudes towards smartphones by non-owners
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- Figure 5: Attitudes towards smartphones by non-owners, July 2015
- The vast majority of cell phone owners believe most new phones are too expensive
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- Figure 6: Summary of attitudes towards cell phone use, July 2015
- Overall, Canadian consumers are satisfied with their cell phones
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- Figure 7: Satisfaction with cell phone hardware features, July 2015
- Canadians are generally satisfied with their cell phones
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- Figure 8: Summary of attributes when thinking about buying a new cell phone, July 2015
- What we think
Issues and Insights
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- The ramifications of mobile phone loyalty
- The facts
- The implications
- Satisfaction with existing cell phones
- The facts
- The implications
- New mobile phones and smartphones are expensive
- The facts
- The implications
- Increasing ownership penetration of older consumers
- The facts
- The implications
Trend Application
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- Nouveau Poor
- Unlimited
- Make It Mine
Market Drivers
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- Key points
- Economic overview
- Overall negative impact of lower oil prices on the Canadian economy
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- Figure 9: Canada’s GDP, by quarter, Q4 2008-Q4 2014
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- Figure 10: Household disposable incomes and savings in Canada, by quarter, Q4 2008-Q4 2014
- Figure 11: Canada’s unemployment rate, by gender, January 2008-January 2015
- Impact of inflation and exchange rates
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- Figure 12: Inflation rates in Canada (%), 2004-14
- Consumer confidence
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- Figure 13: Consumer Confidence Index, monthly, January 2008-February 2015
- Household debt in Canada
- Demographic overview
- Population count and growth in Canada
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- Figure 14: Share of population of Canada, by territory/province, 2015 (projected)
- Minority groups account for less than 20% of Canada’s population
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- Figure 15: Estimated population of Canada, by ethnicity, 2011
- Canada’s population is expected to age in the coming years
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- Figure 16: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
- Figure 17: Projected trends in the age structure of the Canada population, 2014-19
Who’s Innovating?
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- Key points
- Apple’s 3D Touch technology
- Improving mobile phone batteries
- Supporting higher quality media content
- Project Ara aims to create an open, modular, mobile hardware ecosystem
- Android 6.0 Marshmallow guesses your next move
Market Size and Forecast
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- Key points
- Mobile phone volumes rebound in 2013 due to smartphone growth
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- Figure 18: Canada volume sales of mobile/cell phone handsets, total market, 2010-20
- Figure 19: Forecast of total volume sales of mobile/cell phone handsets, 2010-20
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- Figure 20: Canada volume sales of smartphones, 2010-20
- Figure 21: Forecast of volume sales of smartphones, 2010-20
- Figure 22: Canada volume sales of standard cell phones, 2010-20
- Figure 23: Forecast of volume sales of standard cell phones, 2010-20
- Forecast methodology
Market Segmentation and Share
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- Key points
- Smartphones drove volume growth while standard phones sank
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- Figure 24: Canada volume sales (m units) of mobile/cell phone handsets, by segment, 2010-14
- Samsung Group edges out Apple as the market leader in Canada
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- Figure 25: Company market share, by value (%), 2012-14
Companies and Products
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- Samsung
- Overview and company information
- Recent activity
- Apple
- Overview and company information
- Recent activity
- BlackBerry
- Overview and company information
- Recent activity
- LG
- Overview and company information
- Recent activity
- HTC
- Overview and company information
- Recent activity
- Nokia
- Overview and company information
- Recent activity
Social Media – Mobile Phones
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- Key findings
- Key social media metrics
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- Figure 26: Key social media metrics, October 2015
- Brand usage and awareness
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- Figure 27: Brand usage and awareness for selected mobile phone brands, July 2015
- Interactions with mobile phone brands
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- Figure 28: Interactions with selected mobile phone brands, July 2015
- Social media activity and campaigns
- What we think
- Online conversations
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- Figure 29: Online conversations for selected mobile phone brands, by day, October 9, 2014-October 9, 2015
- Where are people talking about mobile phone brands?
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- Figure 30: Online conversations for selected mobile phone brands, by page type, October 9, 2014-October 9, 2015
- What are people talking about?
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- Figure 31: Topics of conversation around selected mobile phone brands, October 9, 2014-October 9, 2015
The Consumer – Mobile Phone Ownership
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- Key points
- Mobile phone ownership is dominated by Apple’s iPhone and Samsung smartphones
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- Figure 32: Ownership of mobile phones, any ownership, July 2015
- Over half (57%) of cell phone owners have at least one additional phone
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- Figure 33: Repertoire of ownership of non-primary cell phone, July 2015
Smartphone Purchase Decision
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- Key points
- Most smartphone-free Canadians do not plan on purchasing one in the near future
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- Figure 34: Smartphone purchase decision, July 2015
Attitudes towards Smartphones by Non-Owners
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- Key points
- Age and household size are determinants in attitudes towards smartphones by non-owners
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- Figure 35: Attitudes towards smartphones by non-owners, July 2015
The Consumer – Attitudes towards Cell Phone Use
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- Key points
- The vast majority of cell phone owners believe most new phones are too expensive
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- Figure 36: Summary of attitudes towards cell phone use, July 2015
- The majority of consumers use their cell phones for basic functions
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- Figure 37: Select attitudes towards cell phone use, July 2015
- Savvy consumers make good use of their devices
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- Figure 38: Savvy-related attitudes towards cell phone use, July 2015
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- Figure 39: Savvy-related attitudes towards cell phone use, Quebec vs overall population, July 2015
- Chinese Canadians and parents are a loyal bunch
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- Figure 40: Loyalty-related attitudes towards cell phone use, July 2015
Satisfaction with Cell Phone Hardware Features
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- Key points
- Overall, Canadian consumers are satisfied with their cell phones
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- Figure 41: Satisfaction with cell phone hardware features, July 2015
- Battery life and security features can be improved
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- Figure 42: Satisfaction with cell phone hardware features, July 2015
Attributes When Thinking About Buying a New Cell Phone
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- Canadians are generally satisfied with their cell phones
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- Figure 43: Summary of attributes when thinking about buying a new cell phone, July 2015
- Many consumers do not rush to buy the latest and greatest new cell phones
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- Figure 44: Purchase-related attributes when thinking about buying a new cell phone, July 2015
- Technical specs and applications in new cell phones are important to consumers
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- Figure 45: Technical-related attributes when thinking about buying a new cell phone, July 2015
- Some consumers will need assistance in choosing their new phones
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- Figure 46: Attributes when thinking about buying a new cell phone, July 2015
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