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Mobile Phones - Canada - October 2015

“The challenge for mobile phone brands in today’s landscape is multi-faceted, with maintaining loyalty key among leading manufacturers in the marketplace, as well as offering entry-level smartphones to under-indexing demographics, such as those over 65.”
– Andrew Zmijak, Research Analyst, Consumer Behaviour and Social Media

This report looks at the following areas:

  • The ramifications of mobile phone loyalty
  • Satisfaction with existing cell phones
  • New mobile phones and smartphones are expensive
  • Increasing ownership penetration of older consumers

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market drivers
              • Canada’s population is ageing and will continue to do so in the coming years
                • 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
                • Figure 2: Ownership of mobile phones, any ownership, July 2015
              • Over half (57%) of cell phone owners have at least one additional phone
                • 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
                • Figure 4: Smartphone purchase decision, July 2015
              • Age, household size are determinants in attitudes towards smartphones by non-owners
                • Figure 5: Attitudes towards smartphones by non-owners, July 2015
              • The vast majority of cell phone owners believe most new phones are too expensive
                • Figure 6: Summary of attitudes towards cell phone use, July 2015
              • Overall, Canadian consumers are satisfied with their cell phones
                • Figure 7: Satisfaction with cell phone hardware features, July 2015
              • Canadians are generally satisfied with their cell phones
                • Figure 8: Summary of attributes when thinking about buying a new cell phone, July 2015
              • What we think
              • Issues and Insights

                  • 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

                                            • Nouveau Poor
                                              • Unlimited
                                                • Make It Mine
                                                • Market Drivers

                                                  • Key points
                                                    • Economic overview
                                                      • Overall negative impact of lower oil prices on the Canadian economy
                                                        • Figure 9: Canada’s GDP, by quarter, Q4 2008-Q4 2014
                                                        • 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
                                                        • Figure 12: Inflation rates in Canada (%), 2004-14
                                                      • Consumer confidence
                                                        • Figure 13: Consumer Confidence Index, monthly, January 2008-February 2015
                                                      • Household debt in Canada
                                                        • Demographic overview
                                                          • Population count and growth in Canada
                                                            • Figure 14: Share of population of Canada, by territory/province, 2015 (projected)
                                                          • Minority groups account for less than 20% of Canada’s population
                                                            • Figure 15: Estimated population of Canada, by ethnicity, 2011
                                                          • Canada’s population is expected to age in the coming years
                                                            • 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?

                                                          • 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

                                                                      • Key points
                                                                        • Mobile phone volumes rebound in 2013 due to smartphone growth
                                                                          • 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
                                                                          • 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

                                                                          • Key points
                                                                            • Smartphones drove volume growth while standard phones sank
                                                                              • 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
                                                                              • Figure 25: Company market share, by value (%), 2012-14
                                                                          • Companies and Products

                                                                              • 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

                                                                                                                  • Key findings
                                                                                                                    • Key social media metrics
                                                                                                                      • Figure 26: Key social media metrics, October 2015
                                                                                                                    • Brand usage and awareness
                                                                                                                      • Figure 27: Brand usage and awareness for selected mobile phone brands, July 2015
                                                                                                                    • Interactions with mobile phone brands
                                                                                                                      • Figure 28: Interactions with selected mobile phone brands, July 2015
                                                                                                                    • Social media activity and campaigns
                                                                                                                      • What we think
                                                                                                                        • Online conversations
                                                                                                                          • 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?
                                                                                                                          • Figure 30: Online conversations for selected mobile phone brands, by page type, October 9, 2014-October 9, 2015
                                                                                                                        • What are people talking about?
                                                                                                                          • Figure 31: Topics of conversation around selected mobile phone brands, October 9, 2014-October 9, 2015
                                                                                                                      • The Consumer – Mobile Phone Ownership

                                                                                                                        • Key points
                                                                                                                          • Mobile phone ownership is dominated by Apple’s iPhone and Samsung smartphones
                                                                                                                            • Figure 32: Ownership of mobile phones, any ownership, July 2015
                                                                                                                          • Over half (57%) of cell phone owners have at least one additional phone
                                                                                                                            • Figure 33: Repertoire of ownership of non-primary cell phone, July 2015
                                                                                                                        • Smartphone Purchase Decision

                                                                                                                          • Key points
                                                                                                                            • Most smartphone-free Canadians do not plan on purchasing one in the near future
                                                                                                                              • Figure 34: Smartphone purchase decision, July 2015
                                                                                                                          • Attitudes towards Smartphones by Non-Owners

                                                                                                                            • Key points
                                                                                                                              • Age and household size are determinants in attitudes towards smartphones by non-owners
                                                                                                                                • Figure 35: Attitudes towards smartphones by non-owners, July 2015
                                                                                                                            • The Consumer – Attitudes towards Cell Phone Use

                                                                                                                              • Key points
                                                                                                                                • The vast majority of cell phone owners believe most new phones are too expensive
                                                                                                                                  • Figure 36: Summary of attitudes towards cell phone use, July 2015
                                                                                                                                • The majority of consumers use their cell phones for basic functions
                                                                                                                                  • Figure 37: Select attitudes towards cell phone use, July 2015
                                                                                                                                • Savvy consumers make good use of their devices
                                                                                                                                  • Figure 38: Savvy-related attitudes towards cell phone use, July 2015
                                                                                                                                  • Figure 39: Savvy-related attitudes towards cell phone use, Quebec vs overall population, July 2015
                                                                                                                                • Chinese Canadians and parents are a loyal bunch
                                                                                                                                  • Figure 40: Loyalty-related attitudes towards cell phone use, July 2015
                                                                                                                              • Satisfaction with Cell Phone Hardware Features

                                                                                                                                • Key points
                                                                                                                                  • Overall, Canadian consumers are satisfied with their cell phones
                                                                                                                                    • Figure 41: Satisfaction with cell phone hardware features, July 2015
                                                                                                                                  • Battery life and security features can be improved
                                                                                                                                    • Figure 42: Satisfaction with cell phone hardware features, July 2015
                                                                                                                                • Attributes When Thinking About Buying a New Cell Phone

                                                                                                                                    • Canadians are generally satisfied with their cell phones
                                                                                                                                      • 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
                                                                                                                                      • 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
                                                                                                                                      • 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
                                                                                                                                      • Figure 46: Attributes when thinking about buying a new cell phone, July 2015

                                                                                                                                  Companies Covered

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                                                                                                                                  Mobile Phones - Canada - October 2015

                                                                                                                                  US $3,995.00 (Excl.Tax)