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Mobile Phone and Tablet Accessories - Canada - July 2017

"As mobile hardware and connectivity increasingly become central to consumers’ lives, a wide variety of accessories are being purchased to facilitate usage. Looking forward, sales will be driven not only by a desire for necessities such as cases and chargers, but also by products that increase functionality, such as portable external battery packs and keyboards. Accessory demand is also expected to shift from lacklustre ordinary styling and construction, towards the accessories that have unique designs and premium-quality materials – particularly for audio."
- Andrew Zmijak, Research Analyst

This Report discusses the following key topics:

  • Older consumers are less likely to own and/or plan on purchasing accessories 
  • Close to a third agree that buying accessories online saves money 
  • Awareness of brands is relatively low

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Older consumers are less likely to own and/or plan on purchasing accessories
            • Figure 1: Own/plan to purchase mobile phone and tablet accessories, over-45s vs overall, May 2017
          • Close to a third agree that buying accessories online saves money
            • Figure 2: Cost and quality-related attitudes towards mobile phone and tablet accessories, May 2017
          • Awareness of brands is relatively low
            • Figure 3: Familiarity with mobile phone and tablet accessory brands, May 2017
          • The opportunities
            • Audio-related accessories have more appeal with younger consumers
              • Figure 4: Ownership of audio-related mobile phone and tablet accessories, 18-44s vs over-45s, May 2017
            • The growth of mobile phone sales is a boon for accessories
              • Some prefer to purchase accessories when buying their mobile device
                • Figure 5: Purchase behaviour attitudes towards mobile phone and tablet accessories, May 2017
              • What it means
              • The Market – What You Need to Know

                • Younger consumers will aid in boosting growth
                  • Growth in ethnic diversity will boost accessory sales
                    • Financial concerns can lead to thrifty spending habits for some
                    • Market Factors

                      • Younger consumers will help boost growth
                        • Figure 6: Projected trends in the age structure of the Canada population, 2014-19
                        • Figure 7: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                      • A rising population that is ethnically diverse will aid accessory sales
                        • Distracted-driving laws in Canada may affect accessory sales
                          • Financial concerns can lead to frugal spending habits for some
                          • Key Players – What You Need to Know

                            • Amazon’s Lightning Deals
                              • Celebrity endorsements
                                • Headphone innovations
                                  • The growth of mobile phone sales is a boon for accessories
                                    • Most are unwilling to pay a premium
                                      • Innovations in mobile phone and tablet accessories
                                      • Marketing and Advertising

                                        • Amazon’s Lightning Deals
                                          • Figure 8: Amazon.ca, acquisition email, June 2016
                                          • Figure 9: Amazon.ca, acquisition email, July 2016
                                          • Figure 10: Amazon.ca, acquisition email, May 2017
                                        • Celebrity endorsements
                                          • Figure 11: JBL, Everest wireless headphones, acquisition email, May 2017
                                          • Figure 12: JBL, sound that makes a splash, acquisition email, May 2017
                                          • Figure 13: Beats by Dre, acquisition email, May 2017
                                        • Headphone innovations
                                          • Figure 14: Bose, QuietComfort 35 wireless headphones, acquisition email, March 2017
                                      • What’s Working?

                                        • The growth of mobile phone sales is favourable for accessories
                                          • The multifunctionality of mobile devices
                                          • What’s Struggling?

                                            • Awareness of brands is relatively low
                                              • Most consumers unwilling to pay a premium
                                              • What’s Next?

                                                • Preference for phone/tablet manufacturer
                                                  • Innovations in mobile phone and tablet accessories
                                                  • The Consumer – What You Need to Know

                                                    • Most own a case and about half own a charger
                                                      • Headphone audio quality and style are important to younger groups
                                                        • Consumers are spending most on tablet accessories
                                                          • Most Canadians are familiar with Bose and Logitech
                                                            • Close to a third agree that buying accessories online saves money
                                                              • Some will likely buy accessories when purchasing their device
                                                              • Ownership and Purchase Intent for Mobile Phone and Tablet Accessories

                                                                • An overwhelming majority own a smartphone and over half own a tablet
                                                                  • Figure 15: Mobile device ownership, May 2017
                                                                • Younger cohorts more likely to own a smartphone
                                                                  • Figure 16: Mobile device ownership, 18-44s vs over-45s, May 2017
                                                                • Most own a case
                                                                  • Figure 17: Ownership and purchase intentions for protection-related mobile phone and tablet accessories, May 2017
                                                                  • Figure 18: Geek Squad: ClearPlex protective film vs industrial sandblaster, Best Buy Canada, August 2014
                                                                  • Figure 19: Protection-related attitudes towards mobile phone and tablet accessories, May 2017
                                                                • Most own a charger and some plan on a spare battery/portable charger
                                                                  • Figure 20: Ownership and purchase intentions for charging-related mobile phone and tablet accessories, May 2017
                                                                • Earbuds and headphones among most popular audio accessories
                                                                  • Figure 21: Ownership and purchase intentions for audio-related mobile phone and tablet accessories, May 2017
                                                                • Audio-related accessories have more appeal with younger cohorts
                                                                  • Figure 22: Ownership of audio-related mobile phone and tablet accessories, 18-44s vs over-45s, May 2017
                                                                  • Figure 23: Purchase intent of audio-related mobile phone and tablet accessories, 18-44s vs over-45s, May 2017
                                                                  • Figure 24: LifeProof Aquaphonics AQ11, April 2017
                                                                • Headphones with superior audio quality and style are important to some
                                                                  • Figure 25: Audio-related attitudes towards mobile phone and tablet accessories, May 2017
                                                                • Close to half own a memory card
                                                                  • Figure 26: External/Internal accessories ownership and purchase intentions, May 2017
                                                                  • Figure 27: Own/plan to purchase external/internal mobile phone and tablet accessories, men 18-44 vs overall, May 2017
                                                                • Lack of ownership/plans to purchase for photo-related accessories
                                                                  • Figure 28: Ownership and purchase intent for photography-related accessories, May 2017
                                                                • Chinese Canadians are fond of mobile phone and tablet accessories
                                                                  • Figure 29: Own/plan to purchase mobile phone and tablet accessories, Chinese Canadians vs overall, May 2017
                                                              • Spend on Accessories and Brand Familiarity

                                                                • Consumers are spending most on tablet accessories
                                                                  • Figure 30: Spend on currently owned accessories, by type of device, May 2017
                                                                • Canadians are most familiar with Bose and Logitech
                                                                  • Figure 31: Familiarity with mobile phone and tablet accessory brands, May 2017
                                                                • Men are more familiar with most accessory brands
                                                                  • Figure 32: Familiarity with mobile phone and tablet accessory brands, by gender, May 2017
                                                                • Younger consumers are more brand-aware
                                                                  • Figure 33: Familiarity with mobile phone and tablet accessory brands, 18-44s vs over-45s, May 2017
                                                              • Attitudes towards Mobile Phone and Tablet Accessories

                                                                • Near a third agree that buying accessories online saves money
                                                                  • Figure 34: Cost and quality-related attitudes towards mobile phone and tablet accessories, May 2017
                                                                • Some will likely buy accessories at the time of device purchase
                                                                  • Figure 35: Purchase behaviour attitudes towards mobile phone and tablet accessories, May 2017
                                                                • Unique accessory designs and styles appeal to a share of consumers
                                                                  • Figure 36: Appearance-related attitudes towards mobile phone and tablet accessories, May 2017
                                                              • Appendix – Data Sources and Abbreviations

                                                                • Data sources
                                                                  • Consumer survey data
                                                                    • Consumer qualitative research
                                                                      • Abbreviations and terms
                                                                        • Abbreviations

                                                                        Companies Covered

                                                                        To learn more about the companies covered in this report please contact us.

                                                                        Mobile Phone and Tablet Accessories - Canada - July 2017

                                                                        US $3,995.00 (Excl.Tax)