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Telecom - Media Usage - Canada - August 2016

"Operators in the telecommunication industry in Canada are facing a changing environment of evolving technology and consumer preferences. 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."
-Andrew Zmijak, Research Analyst, Consumer Behaviour

This report discusses the following key topics:

  • Nearly half of consumers feel they are over-paying for their Internet plan
  • Data plans for smartphones are too costly
  • A third of consumers are very interested in the ability to choose their own channels

This Report focuses on consumer usage, interest, and attitudes towards telecommunication services and products, as well as the providers in this category. Macroeconomic factors affecting the telecom industry, and market sizes and forecasts are also explored. Categories of services covered spread across the following: Internet, pay television (cable and satellite), mobile phone, streaming video, home phone (landline), home monitoring and bundled media. The Report also looks at marketing and advertising campaigns from this category.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Nearly half of consumers feel they are over-paying for their Internet plan
            • Figure 1: Cost-related attitudes towards Internet usage and services, June 2016
          • Younger consumers are cutting the cord
            • Data plans for smartphones are too costly
              • The opportunities
                • A third of consumers are very interested in the ability to choose their own channels
                  • Figure 2: Interest in pay TV/streaming video features and services, June 2016
                • The majority of consumers are interested in an unlimited mobile data plan
                  • Figure 3: Attitudes towards mobile phones and mobile phone service, any agree. June 2016
                • Consumers’ repertoire of devices used to access the Internet has risen as has their data usage
                  • Figure 4: Usage-related attitudes towards Internet usage and services, June 2016
                • What it means
                • The Market – What You Need to Know

                  • Broadband Internet and 3G services will continue to grow albeit at a slower pace
                    • Landline service will continue its descent
                      • Mobile phone services will grow steadily in the coming years
                        • Television broadcasting services to be stagnant
                          • Millennials will help boost telecom growth
                            • A rising population that is ethnically diverse will benefit telecoms
                              • Increasing household debt will have consumers cutting back on non-essentials
                              • Market Size and Forecast

                                • Broadband Internet and 3G services will continue to grow, albeit at a slower pace
                                  • Figure 5: Canadian volume of subscribers, broadband services and 3G services, 2011-21
                                  • Figure 6: Canadian volume of subscribers, broadband services and 3G services, 2011-21
                                • Mobile phone services will grow slowly over the coming years
                                  • Figure 7: Canadian volume of subscribers, mobile/cell phone services, 2011-21
                                  • Figure 8: Canadian volume of subscribers, mobile/cell phone services, 2011-21
                                • Fixed telephone services will continue to decline
                                  • Figure 9: Canadian volume of subscribers, fixed telephone services, 2011-21
                                  • Figure 10: Canadian volume of subscribers, fixed telephone services, 2011-21
                                • Stagnation forecasted for television broadcasting services
                                  • Figure 11: Canada volume units, TV broadcasting, 2011-21
                                  • Figure 12: Canada volume units, TV broadcasting, 2011-21
                                • Forecast methodology
                                • Market Factors

                                  • Aging population does not bode well for telecoms but Millennials will help boost growth
                                    • Figure 13: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                                    • Figure 14: Projected trends in the age structure of the Canada population, 2014-19
                                  • A growing population that is ethnically diverse will benefit telecoms
                                    • Increasing household debt will affect discretionary spending
                                    • Key Players – What You Need to Know

                                      • Highlighting bundles through seasonal marketing
                                        • Attracting consumers via popular TV series and movies
                                          • Canadians are increasing their data usage
                                            • The threat of set-top boxes and ‘Cord-nevers’
                                              • Consumers are to have more choice through their pay TV providers
                                              • Marketing and Advertising

                                                • Spotlighting bundles through seasonal advertising
                                                  • Figure 15: Cogeco, acquisition mailing, May 2016
                                                  • Figure 16: Rogers, acquisition mail, May 2016
                                                • Bell underlines the power of its network while Telus highlights its customer service
                                                  • Figure 17: Bell, acquisition mail, June 2016
                                                  • Figure 18: Bell, acquisition mail, May 2016
                                                  • Figure 19: Telus, branding, June 2016
                                                • Telecoms push their smartphone deals
                                                  • Figure 20: Rogers ad, April 2016
                                                  • Figure 21: Rogers ad, June 2016
                                                  • Figure 22: Virgin Mobile ad, June 2016
                                                  • Figure 23: Fido ad, May 2016
                                                • Attracting consumers via hit TV series and movies
                                                  • Figure 24: Telus Optik, informational e-mail, May 2016
                                                  • Figure 25: Rogers, informational e-mail, January 2016
                                                • Unlimited Internet services
                                                  • Figure 26: Cogeco, acquisition mail, April 2016
                                              • What’s Working?

                                                • Canadians are increasing their data usage
                                                  • Making it easier for consumers to watch pay TV
                                                    • Figure 27: Wireless TV, A Bell Fibe TV Exclusive, September 2013
                                                    • Figure 28: Fibe TV commercial, The New Samsung Galaxy View, February 2016
                                                • What’s Struggling?

                                                  • The threat of set-top boxes
                                                    • The threat of Cord-nevers
                                                    • What’s Next?

                                                      • Consumers are to have more choice with their pay TV service
                                                        • The Internet of Things will increase the number of “connected” devices
                                                        • The Consumer – What You Need to Know

                                                          • Usage of Internet and wireless service is omnipresent in Canada
                                                            • Close to a quarter of consumers use a home monitoring service
                                                              • Video streaming service usage trends towards younger cohorts
                                                                • A third of consumers are very interested in choosing their own channels
                                                                  • Data plans for smartphones are deemed too expensive by most
                                                                    • At home Internet usage has been on the rise
                                                                    • Internet Usage and Attitudes

                                                                      • Usage of Internet is ubiquitous in Canada
                                                                        • Figure 29: Usage of telecom services, any provider, June 2016
                                                                      • Bell is most commonly used Internet service, according to Canadians
                                                                        • Figure 30: Usage of Internet service, by service providers, June 2016
                                                                      • Regionality plays a role
                                                                        • Figure 31: Usage of Internet service, by service providers, June 2016
                                                                      • Internet usage at home has been on the rise
                                                                        • Figure 32: Usage-related attitudes towards Internet usage and services, June 2016
                                                                      • Consumers feel discouraged about the cost of Internet services
                                                                        • Figure 33: Cost-related attitudes towards Internet usage and services, June 2016
                                                                    • Wireless Usage and Attitudes

                                                                      • The big three telecom companies dominate wireless service
                                                                        • Figure 34: Usage of wireless phone service, by providers, June 2016
                                                                      • Smartphone data plans are just too expensive for most
                                                                        • Figure 35: Cost, service and usage related attitudes towards wireless service (any agree), June 2016
                                                                      • Unlimited data and customization are key
                                                                        • Figure 36: Data and plan related attitudes towards wireless service (any agree), June 2016
                                                                    • Pay TV and Streaming Services

                                                                      • Narrow lead for Bell as top pay TV service provider
                                                                        • Figure 37: Usage of pay TV (cable or satellite), by service provider, June 2016
                                                                      • Usage of video streaming services trends towards younger consumers
                                                                        • Figure 38: Usage of video streaming services (top-5), June 2016
                                                                        • Figure 39: Usage of video streaming services, any service, by age, June 2016
                                                                      • Consumers still watch plenty of television
                                                                        • Figure 40: Attitudes towards pay TV features/services, June 2016
                                                                      • There’s nothing to watch
                                                                      • Interest in Pay TV/Streaming Video Features and Services

                                                                        • A third of consumers are very interested in choosing their own channels
                                                                          • Figure 41: Interest in pay TV/streaming video features and services, June 2016
                                                                      • Landlines and Home Monitoring

                                                                          • Bell, the pioneer in landline home phone service, maintains its reign
                                                                            • Figure 42: Usage of landline home phone, by service providers, June 2016
                                                                          • Almost a quarter of consumers use a home monitoring service
                                                                            • Figure 43: Usage of home monitoring services, by providers, June 2016
                                                                        • 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.

                                                                                  Telecom - Media Usage - Canada - August 2016

                                                                                  £3,174.67 (Excl.Tax)