The market for mobile network providers has seen moderate growth in the past five years, with projections indicating that it will continue on this trajectory. Operators in the category are facing a changing environment of evolving technology and consumer preferences for mobile data as well as budget-conscious service plans. While some of these consumer preferences are generational, the way media is being consumed and utilized is transforming as a whole. To retain customers and preserve an excellent reputation, which will help grow telecom businesses moving forward, service providers will need to focus on providing services of high quality that are reliable and affordable to consumers.

Mobile voice and data communication among Canadian consumers is the overall focus of this Report. More specifically, this Report focuses on consumer usage/service subscriptions, tenure with current mobile service provider, interest in changing mobile service, factors in choosing service provider and attitudes towards mobile data, voice and service features. Additionally, trends, innovations, issues and insights, market factors, market size and marketing and advertising campaigns are explored.

Market size comprises of pre-paid and contract mobile/cell phone subscriptions. Market size includes residential and business users and lapsed subscriptions which may have not been cancelled.