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Mobile Phones - Canada - March 2018

"As mobile technology becomes increasingly imperative to 21st century consumption, the mobile phone will be the control centre for consumers. The market is competitive among both software and hardware developers, and with a relatively short product lifecycle, there is ample opportunity for brands to win customers over. Looking forward, connectivity will become a major focal point for technology as a whole – and mobile phones will be the hubs that control that connectivity across devices."
- Scott Stewart, Senior Research Analyst, Tech & Media

This Report looks at the following areas:

  • Brand loyalty is low overall
  • Few customers are paying for their smartphones up front

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Brand loyalty is low overall
            • Figure 1: “I always buy the same brand of phone”, by phone brand owned, January 2018
          • Few customers are paying for their smartphones up front
            • Figure 2: Paid for smartphone entirely up front, January 2018
          • The opportunities
            • Opportunity to target smartphones based on demographics
              • Figure 3: Type of mobile phone device owned, by age, January 2018
            • Men are more likely than women to be using the newest smartphone technologies
              • Figure 4: Tasks done with smartphone, by gender, January 2018
            • Three to four years is the sweet spot for upgrading a smartphone
              • Figure 5: Demand for smartphone improvements (net), by age of device, January 2018
            • What it means
            • The Market – What You Need to Know

              • Younger generations will drive up the usage of smartphones
                • Targeting smartphones to older demographics
                  • Immigration should have an impact on smartphone market
                    • Canadians are using multiple devices to connect online
                      • Monetary concerns can lead to cautious spending
                      • Market Size

                        • Mobile phone subscriptions are growing in Canada
                          • Figure 6: Mobile phone subscriptions in Canada, 2012-16
                          • Figure 7: Monthly mobile data usage among subscribers with data plans, 2014-16
                      • Market Factors

                        • Younger generations will drive up the usage of smartphones
                          • Figure 8: Share of Canadian population (2016) and smartphone penetration, by age, January 2018
                        • Targeting smartphones to older demographics
                          • Immigration will have an impact on smartphone market
                            • Figure 9: Forecast Chinese Canadian population, 2011 and 2036
                          • Canadians are using multiple devices to connect online
                            • Monetary concerns can lead to cautious spending habits
                            • Key Players – What You Need to Know

                              • Apple, Samsung and other manufacturers battle with evolving devices
                                • Smartphone ownership is nearing ubiquity
                                  • Smartphones are struggling to differentiate
                                    • Third-party companies capitalising on omnipresence of smartphones
                                      • The emergence of 5G
                                      • What’s Working?

                                        • Apple, Samsung and other manufacturers battle with evolving devices
                                            • Figure 10: iPhone – Music – Apple, May 2017
                                            • Figure 11: iPhone – Security – Apple, May 2017
                                          • Smartphone ownership is nearing ubiquity
                                          • Challenges

                                            • Smartphones are struggling to differentiate
                                            • What’s Next?

                                              • Third-party companies capitalising on the ubiquity of smartphones
                                                • The emergence of 5G
                                                • The Consumer – What You Need to Know

                                                  • Differences between iPhone and Android users
                                                    • Brand loyalty
                                                      • Gender differences
                                                        • Spending behaviour on mobile phones
                                                          • Smartphone owners want improved devices
                                                          • Differences between iPhone and Android Users

                                                            • About a third of Canadians own an iPhone
                                                              • Figure 12: Type of mobile phone device owned, January 2018
                                                            • iPhone ownership skews to younger adults
                                                              • Figure 13: Type of mobile phone device owned, by age, January 2018
                                                              • Figure 14: Snapchat and Instagram daily visitation, by age, January 2018
                                                              • Figure 15: Snapchat and Instagram daily visitation, iPhone vs Android device, January 2018
                                                              • Figure 16: iPhone X – Animoji Yourself – Apple, November 2017
                                                            • Additional demographic differences in smartphone ownership
                                                            • Brand Loyalty

                                                              • iPhone owners are more loyal than Android owners
                                                                • Figure 17: “I always buy the same brand of phone”, by phone brand owned, January 2018
                                                              • What draws 25-44-year-olds away from iPhones and towards Android?
                                                                • Figure 18: Type of Android device owned, 18-24s vs 25-44s, January 2018
                                                                • Figure 19: “I always buy the same brand of phone”, iPhone owners, by age, January 2018
                                                              • Most owners are happy with their current smartphone
                                                                • Figure 20: “I am happy with my current smartphone”, by age, January 2018
                                                                • Figure 21: “I am happy with my current smartphone”, by age of smartphone, January 2018
                                                            • Gender Differences

                                                              • Men more likely to be Android users
                                                                • Figure 22: Phone ownership, by gender, January 2018
                                                              • Women use their phones for pictures and sharing
                                                                • Figure 23: Currently do or interested in photos on smartphone, by gender, January 2018
                                                                • Figure 24: Visit Instagram daily, by gender, January 2018
                                                              • Men are using secondary functions on smartphones
                                                                • Figure 25: Tasks done with smartphone, by gender, January 2018
                                                            • Spending Behaviour on Mobile Phones

                                                              • Using phone purchases to understand spending habits
                                                                • Income has limited effect on buying phones up front
                                                                  • Figure 26: Paid for smartphone entirely up front, January 2018
                                                                  • Figure 27: Paid for smartphone entirely up front, by household income, January 2018
                                                                  • Figure 28: Paid for smartphone entirely up front, by gender, January 2018
                                                                  • Figure 29: Paid for smartphone entirely up front, Chinese Canadians vs overall population, January 2018
                                                                  • Figure 30: Paid for smartphone entirely up front, by region, January 2018
                                                              • Smartphone Owners Want Improved Devices

                                                                • The majority of owners want at least part of their phone improved
                                                                  • Figure 31: Demand for phone improvements, January 2018
                                                                • 18-34-year-olds are particularly likely to want an improved smartphone
                                                                  • Figure 32: Want a better camera, storage space or screen size (net), by age, January 2018
                                                                • Age of phone influences demand for phone improvements
                                                                  • Figure 33: Demand for smartphone improvements (net), by age of device, January 2018
                                                              • Appendix – Data Sources and Abbreviations

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

                                                                          Mobile Phones - Canada - March 2018

                                                                          US $4,395.00 (Excl.Tax)