Table of Contents
Executive Summary
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- The issues
- Most are not interested in changing their service
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- Figure 1: Interest in changing service carrier, July 2017
- Service quality and low-costs are critical
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- Figure 2: Attitudes towards mobile data, voice and service features, July 2017
- The largest share chose cheapest plan available
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- Figure 3: Service provider selection factors, July 2017
- The opportunities
- Data is in demand
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- Figure 4: Data-related attitudes towards mobile data, voice and service features, July 2017
- Most have been with their carrier for five years or less
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- Figure 5: Tenure with current mobile service provider, July 2017
- Flexibility with where consumers get ‘connected’
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- Figure 6: Entertainment-related attitudes towards mobile data, voice and service features, July 2017
- What it means
The Market – What You Need to Know
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- Younger consumers will aid growth
- Mobile phone service will grow at a moderate pace
- Growth in smartphone ownership a bonus for carriers
- Financial worries can lead to careful spending habits
Market Factors
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- Younger cohorts will aid growth
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- Figure 7: Projected trends in the age structure of the Canada population, 2014-19
- Growth in smartphone ownership a boon for carriers
- Financial concerns can lead to cautious spending habits
Market Size and Forecast
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- Mobile phone services will grow albeit moderately
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- Figure 8: Volume of subscribers (m), mobile/cell phone services, Canada, 2011-22
- Figure 9: Volume of subscribers (m), mobile/cell phone services, Canada, 2011-22
- Forecast methodology
Key Players – What You Need to Know
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- Getting the most out of flagship phones
- Milestone giveaways
- Canadians’ thirst for data
- Carriers struggle to offer unlimited data
- The importance of pricing for mobile service plans
- 5G networks not too far away
Marketing and Advertising
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- Getting the most out of flagship phones
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- Figure 10: Bell Mobility, acquisition mail, June 2017
- Figure 11: Bell Mobility, cross sell email, August 2017
- Figure 12: Bell Mobility, mobile advertisement, August 2017
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- Figure 13: Telus Mobility, print advertisement, April 2017
- Milestone giveaways
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- Figure 14: Fido, print advertisement, October 2016
- New apps for improved customer experience
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- Figure 15: Telus, informational email, January 2017
- Targeting younger consumers
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- Figure 16: Virgin mobile, print advertisement, March 2017
What’s Working?
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- Canadians’ thirst for data
What’s Struggling?
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- Canadian carriers struggle to offer unlimited data
- The importance of pricing for mobile service plans
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- Figure 17: Public Mobile Audition Tape 7, July 2017
What’s Next?
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- The number of ‘connected devices’ will likely increase
- 5G networks not that far away
The Consumer – What You Need to Know
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- Rogers takes top spot
- Most consumers have been with their carrier for five years or less
- Most are not interested in changing their service
- Over a third pick the cheapest plan available
- Service quality and low-costs are vital
- Most find unlimited data important but too costly
Mobile Service Provider
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- Rogers leads the pack
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- Figure 18: Mobile service provider, July 2017
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- Figure 19: Mobile service provider, July 2017
- Income is a determinant in choice of service provider
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- Figure 20: Mobile service provider, by household income, July 2017
- Just over half of consumers have been with their service provider for five years or less
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- Figure 21: Tenure with current mobile service provider, July 2017
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- Figure 22: Tenure with current mobile service provider, 18-44s vs over-45s, July 2017
Interest in Changing Service Carrier
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- Most are not interested in changing their service
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- Figure 23: Interest in changing service carrier, July 2017
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- Figure 24: Interest in changing service carrier, 18-44s vs over-45s, July 2017
- Poor service and technical issues can motivate most to switch providers
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- Figure 25: Service-related attitudes towards mobile data, voice and service features, July 2017
Service Provider Selection Factors
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- Over a third chose the cheapest plan available
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- Figure 26: Service provider selection factors, July 2017
- Younger cohorts more influenced by friends/family
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- Figure 27: Service provider selection factors, 18-44s vs over-45s, July 2017
- Low-cost plans are important to most
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- Figure 28: Attitudes towards mobile data, voice and service features, July 2017
- Over three quarters find unlimited data plans too costly
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- Figure 29: Data-related attitudes towards mobile data, voice and service features, July 2017
- Flexibility is preferred with where consumers can get ‘connected’
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- Figure 30: Entertainment-related attitudes towards mobile data, voice and service features, July 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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