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Description

Description

“The market for mobile network providers has seen moderate growth in the past five years. 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. To retain customers and preserve an excellent reputation, 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 issues:

  • Most are not interested in changing their service 
  • Service quality and low-costs are critical 
  • The largest share chose cheapest plan available

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Most are not interested in changing their service
            • Figure 1: Interest in changing service carrier, July 2017
          • Service quality and low-costs are critical
            • Figure 2: Attitudes towards mobile data, voice and service features, July 2017
          • The largest share chose cheapest plan available
            • Figure 3: Service provider selection factors, July 2017
          • The opportunities
            • Data is in demand
              • 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
              • Figure 5: Tenure with current mobile service provider, July 2017
            • Flexibility with where consumers get ‘connected’
              • Figure 6: Entertainment-related attitudes towards mobile data, voice and service features, July 2017
            • What it means
            • The Market – What You Need to Know

              • 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

                      • Younger cohorts will aid growth
                        • 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

                          • Mobile phone services will grow albeit moderately
                            • 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

                            • 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

                                        • Getting the most out of flagship phones
                                          • 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
                                          • Figure 13: Telus Mobility, print advertisement, April 2017
                                        • Milestone giveaways
                                          • Figure 14: Fido, print advertisement, October 2016
                                        • New apps for improved customer experience
                                          • Figure 15: Telus, informational email, January 2017
                                        • Targeting younger consumers
                                          • Figure 16: Virgin mobile, print advertisement, March 2017
                                      • What’s Working?

                                        • Canadians’ thirst for data
                                        • What’s Struggling?

                                          • Canadian carriers struggle to offer unlimited data
                                            • The importance of pricing for mobile service plans
                                              • Figure 17: Public Mobile Audition Tape 7, July 2017
                                          • What’s Next?

                                            • The number of ‘connected devices’ will likely increase
                                              • 5G networks not that far away
                                              • The Consumer – What You Need to Know

                                                • 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

                                                            • Rogers leads the pack
                                                              • Figure 18: Mobile service provider, July 2017
                                                              • Figure 19: Mobile service provider, July 2017
                                                            • Income is a determinant in choice of service provider
                                                              • 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
                                                              • Figure 21: Tenure with current mobile service provider, July 2017
                                                              • Figure 22: Tenure with current mobile service provider, 18-44s vs over-45s, July 2017
                                                          • Interest in Changing Service Carrier

                                                            • Most are not interested in changing their service
                                                              • Figure 23: Interest in changing service carrier, July 2017
                                                              • 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
                                                              • Figure 25: Service-related attitudes towards mobile data, voice and service features, July 2017
                                                          • Service Provider Selection Factors

                                                            • Over a third chose the cheapest plan available
                                                              • Figure 26: Service provider selection factors, July 2017
                                                            • Younger cohorts more influenced by friends/family
                                                              • Figure 27: Service provider selection factors, 18-44s vs over-45s, July 2017
                                                            • Low-cost plans are important to most
                                                                • Figure 28: Attitudes towards mobile data, voice and service features, July 2017
                                                              • Over three quarters find unlimited data plans too costly
                                                                • Figure 29: Data-related attitudes towards mobile data, voice and service features, July 2017
                                                              • Flexibility is preferred with where consumers can get ‘connected’
                                                                • Figure 30: Entertainment-related attitudes towards mobile data, voice and service features, July 2017
                                                            • Appendix – Data Sources and Abbreviations

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

                                                                      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                      • Market

                                                                        Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                      • Consumer

                                                                        Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                      • Brand/Company

                                                                        Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                      • Data

                                                                        Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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