“Despite some monumental developments in the tech space over the past few years, like the widespread adoption of 5G and exciting developments in the AR/VR space, there really hasn’t been much disruption in the smartphone space. The “Big 3” still dominate market share under their brand umbrellas that include flanker and budget options for consumers, while Apple and Samsung continue to dominate the smartphone market having captured nearly 80% of consumer business.”
– Michael Lloy, Senior Tech & Media Analyst
Key issues covered in this Report:
- What mobile service providers are consumers using.
- What smartphone brands do consumers own. What brands have they bought in the past 12 years.
- What types of mobile service plans do consumers subscribe to.
- Reasons consumers changed their mobile service plans in the past 12 months
- What smartphone hardware or service-related actions consumers take to save money
- Factors consumers consider when purchasing a mobile phone.
Collapse All
-
Overview
- What you need to know
- Key issues covered in this Report
- What you need to know
-
Executive Summary
-
- Top takeaways
- Consumer trends
- Nearly half of consumers subscribe to “the Big 3”
- Figure 1: Primary mobile service provider, 2023
- Consumers generally aren’t open to switching smartphone providers
- Figure 2: Motivation for mobile provider switch vs actual reason for switch, 2022 vs 2023
- Apple and Samsung corner the smartphone market, but Google is creeping upwards
- Competitive strategies
- TELUS’ Tech for Good program ensures connectivity is accessible for everybody
- Figure 3: TELUS Facebook ad, June 2023
- Data security is top of mind for consumers
- Figure 4: Google Twitter post, September 2022
- Canadians can look southward for a glimpse into the future
- Figure 5: AT&T TikTok post, February 2022
- Market Predictions
- High mortgage interested rates and food inflation are squeezing consumers
- Household savings declined precipitously in Q1 2023
- With more affordable data, the future is bright for mobile service providers
- Figure 6: Category outlook for smartphones plans and hardware, 2023-28
- Opportunities
- Newer Canadians are a key growth target
- Brands currently aren’t serving the desire for unlimited data plans
-
-
Market Factors
- Inflation deceleration resumes after a spike in April 2023
- High mortgage interested rates and food inflation are squeezing consumers
- Figure 7: Canadian Consumer Price Index, January 2020-June 2023
- Household savings declined precipitously in Q1 2023
- Figure 8: Canadian household savings rate, Q1 2019-Q1 2023
- Canada’s aging population will likely put pressure on younger Canadians
- Figure 9: Canadian population age projections, yearly, 2000-40
- Diversity among future generations is projected to increase
- Figure 10: Proportion of visible minority in Canada, 1981-2036
- Inflation deceleration resumes after a spike in April 2023
-
Competitive Strategies
- TELUS’ Tech for Good program ensures connectivity is accessible for everybody
- Figure 11: TELUS Facebook ad, June 2023
- Canadians can look southward for a glimpse into the future
- Figure 12: AT&T TikTok post, February 2022
- Figure 13: TP-Link Wi-Fi 7 Product Launch Event, November 2022
- Data security is top of mind for consumers
- Figure 14: Google Twitter post, September 2022
- Figure 15: Turn on Advanced Security for Rogers Ignite Internet Using the Ignite Wi-Fi Hub App, January 2022
-
- Figure 16: TELUS Online Security with Coach Katie: App set up, March 2023
- Figure 17: Bell Canada password Facebook post, May 2023
- Can Apple solve some of the more widespread issues with foldable smartphones?
- The expansion of mobile cash registers highlight the importance of payment app functionality in smartphone devices
- Figure 18: Samsung Facebook post, February 2023
- TELUS’ Tech for Good program ensures connectivity is accessible for everybody
-
Fast Facts: Smartphones – Plans and Hardware
-
-
Mobile Service Providers
- The “Big 3” continue to lead the market
- Figure 19: Primary mobile service provider, 2023
- Income plays a pivotal role in provider choice
- Figure 20: Primary mobile service provider, by household income, 2023
-
- Figure 21: Bell Canada paid Facebook ad, March 2023
- Figure 22: Chatr paid Facebook ad, July 2023
- Region also plays a significant part in provider choice
- Figure 23: Primary mobile service provider, by region, 2023
- Larger providers face fiercer competition in urban and suburban locations
- Figure 24: Primary mobile service provider, by location type, 2023
- Newer Canadians gravitate towards budget and flanker brands
- Figure 25: Primary mobile service provider, newer Canadians vs overall, 2023
-
- Figure 26: Fido as primary mobile service provider, by race, 2023
-
- Figure 27: Fido paid Facebook ad, May 2023
- The “Big 3” continue to lead the market
-
Mobile Service Plan Choices
- Post-paid wireless plans better serve the majority of Canadians
- Figure 28: Wireless plan type, 2023
- Younger Canadian price consciousness drives plan choice, but the allure of the newest devices remains
- Figure 29: Wireless plan type, by age, 2023
- Pre-paid plans are specifically popular among lower-income younger consumers
- Figure 30: Pre-paid wireless plan ownership (NET), by age and income, 2023
- Brands should consider diverse marketing when promoting pre-paid mobile service plans
- Figure 31: Wireless plan type, newer Canadians vs overall, 2023
-
- Figure 32: Chatr online banner ad, September 2022
- Promote BYOD options to Chinese Canadians
- Figure 33: BYOD wireless plan ownership, Chinese Canadians vs overall, 2023
- Opportunities exist to expand unlimited plan subscriptions
- Figure 34: Data plan type, 2020 vs 2022 vs 2023
- Lower income and younger Canadians eschew unlimited plans for cheaper options
- Figure 35: Unlimited data plan ownership, by age, 2023
-
- Figure 36: Unlimited data plan ownership, by household income, 2023
- Post-paid wireless plans better serve the majority of Canadians
-
Switching Plans
- Churn remains very low for mobile service providers
- Figure 37: Changed mobile service provider in past 12 months, 2023
- Younger men are specifically susceptible to consumer siphoning
- Figure 38: Changed mobile service providers in the past 12 months: yes, by age and gender, 2023
- Many Chinese consumers who considered switching in 2022 did not pull the trigger
- Figure 39: Changed mobile service providers in the past 12 months: yes, by race, 2023
- Newer Canadians may try multiple providers while they find their footing
- Figure 40: Changed mobile service providers in the past 12 months: yes, newer Canadians vs overall, 2023
- Price-related concerns are the top reasons for switching
- Figure 41: Motivation for mobile provider switch vs actual reason for switch, 2022 vs 2023
- Brands should offer consumers the ability to downgrade throughout retention efforts
- Figure 42: Plan-related cost-saving measures, 2023
- South Asian consumers are prime targets for flanker and budget brands
- Figure 43: Switch to a different provider to save money, by race, 2023
- Younger men are more open to switch to pre-paid service
- Figure 44: Would shift to a pre-paid plan to save money, by age and gender, 2023
- Canadians want the government to regulate mobile plan prices
- Figure 45: Mobile service plan attitudes, 2023
- Churn remains very low for mobile service providers
-
Device choices
- Apple edges out over Samsung in share of device ownership and purchases
- Figure 46: Brand of smartphone currently used, 2023
-
- Figure 47: Smartphone brands purchased in the past 12 months, 2023
- Women are driving Apple device ownership, but younger men rival them in purchase rates
- Figure 48: Apple brand usage and purchases, by age and gender, 2023
-
- Figure 49: Google Pixel Facebook post, October 2022
- Affluent consumers lean into Apple ownership
- Figure 50: Apple and Samsung usage and purchases, by household income, 2023
- Samsung needs to work harder to engage younger consumers
- Figure 51: Samsung brand ownership, men vs women, by age, 2023
- The Google Pixel is making waves among younger consumers
- Figure 52: Google brand usage and purchases within the past 12 months, by generation, 2023
-
- Figure 53: Google Pixel TikTok post, December 2022
- Consumers generally aren’t willing to compromise on brand
- Figure 54: Hardware cost-saving measures, 2023
- South Asian consumers are most likely to explore different brand options
- Figure 55: Buy a lesser-known smartphone brand as a cost-saving measures, by race, 2023
- Apple edges out over Samsung in share of device ownership and purchases
-
Smartphone Purchase Motivations
- Price is the top concern for consumers when choosing a smartphone
- Figure 56: Smartphone purchase factors, 2023
- Security is important to all consumers
- Figure 57: Google Pixel Facebook video, October 2022
- Figure 58: Importance of smartphone security, by race, 2023
- Niche and entertainment-related device features are ranked less important than security and affordability
- Younger consumers are more interested in non-price related smartphone features
- Figure 59: Smartphone device purchase factors (% very important), by age, 2023
-
- Figure 60: Google Pixel Fold Facebook post, May 2023
- Brands should promote camera quality to younger women
- Figure 61: Smartphone camera quality (% very important), by age and gender, 2023
-
- Figure 62: Google Pixel Instagram post, April 2023
- Canadians are waiting longer to upgrade, so brands need to ensure they meet consumer standards
- Figure 63: Smartphone purchase attitudes, 2023
- Price is the top concern for consumers when choosing a smartphone
-
Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Trend Drivers
- Abbreviations and terms
- Abbreviations
- Terms
- Data sources
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
