Description

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Providing the most comprehensive and up-to-date information and analysis of the Mobile Network Providers: Incl Impact of COVID-19 – Canada market, and the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Mobile voice and data communication among Canadian consumers is the overall focus of this Report. Operators in the category are facing a challenging period due to the COVID-19 pandemic, with consumers likely to hold off on premium upgrades in service while relying more on in-home Wi-Fi for their data needs. The market for mobile service is also experiencing a changing environment of evolving technology (ie 5G) and consumer preferences for mobile data as well as cost-conscious service plans. Interest in learning more about 5G is strong, although a small share is actually planning to subscribe to such a service.

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Expert analysis from a specialist in the field

Written by Andrew Zmijak, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Mobile network providers are positioned to get through the choppy waters brought on by COVID-19, as Canada’s population expands and a shift in consumer preferences is evident for service plans with plenty of data. With most pleased with their service provider and there being notable interest in 5G, the market should pull ahead in the near future. At the same time, carriers operating in the category will need to address cost concerns regarding mobile service, branching out to flanker brands that focus on value, a major step in this direction Andrew Zmijak
Technology Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Important definition:
        • Executive Summary

            • Top takeaways
              • Market overview
                • Impact of COVID-19 on mobile network service
                  • Summary
                    • Figure 1: Short, medium and longer-term impact of COVID-19 on mobile network service, July 2020
                  • Opportunities and Challenges  
                    • Telecoms need to show sympathy
                      • South Asian Canadians exhibit enthusiasm towards 5G
                        • Mobile service considered an essential service
                          • Mobile service operators waive some fees in response to COVID-19
                            • A lack of knowledge regarding 5G is apparent
                              • Affordability is an issue
                              • The Market – What You Need to Know

                                • COVID-19’s financial effects on Canadians
                                  • Remote work explodes
                                    • A growing population due to immigration to support category
                                      • 5G comes to market
                                      • Market Factors

                                        • COVID-19’s financial effects on Canadians
                                          • Remote work explodes
                                            • A growing population due to immigration to support category
                                              • 5G comes to market
                                              • Key Players – What You Need to Know

                                                • Rogers moves to full Canadian-only customer service team
                                                  • Showing support for the community and wellbeing of others
                                                    • Increased competition would lower prices
                                                      • Companies speak out against racism
                                                        • 5G rolls out in 2020
                                                        • What’s Working?

                                                          • Rogers moves to full Canadian-only customer service team
                                                            • Showing support for the community and wellbeing of others
                                                              • Figure 2: TELUS Instagram post, April 2020
                                                              • Figure 3: TELUS Instagram post, August 2020
                                                              • Figure 4: Bell Instagram post, May 2020
                                                              • Figure 5: Bell mobile ad, January 2020
                                                          • What’s Struggling?

                                                            • Increased competition would lower prices
                                                            • What’s Next?

                                                              • Companies speak out against racism
                                                                • Figure 6: TELUS Instagram post, June 2020
                                                                • Figure 7: Rogers Instagram post, July 2020
                                                              • 5G rolls out in 2020
                                                              • The Consumer – What You Need to Know

                                                                • Rogers edges out the competition
                                                                  • Limited data plans are most common
                                                                    • There is a lack of consumer knowledge surrounding 5G
                                                                      • The majority of Canadians are content with their carrier
                                                                        • Two thirds cite that a steady connection is more important than speed
                                                                        • Mobile Phone Service Provider

                                                                          • The vast majority have a personal plan for their primary mobile phone
                                                                            • Figure 8: Cell phone plan type, April 2020
                                                                          • Rogers edges out the competition
                                                                            • Figure 9: Service provider, April 2020
                                                                          • Flanker brands attract younger consumers and South Asians
                                                                            • Figure 10: Service provider, 18-44s vs over-45s, April 2020
                                                                            • Figure 11: Select attitudes towards mobile network service (% any agree), 18-44 vs over-45s, April 2020
                                                                            • Figure 12: Freedom Mobile Instagram post, January 2020
                                                                            • Figure 13: Koodo Mobile online ad, May 2020
                                                                            • Figure 14: Osheaga 2019, September 2019
                                                                            • Figure 15: Service provider (select), by gender, April 2020
                                                                          • South Asians are drawn to good value
                                                                            • Figure 16: Service provider, South Asian Canadians vs overall, April 2020
                                                                            • Figure 17: Select attitudes towards mobile phone service (% any agree), South Asian Canadians vs overall, April 2020
                                                                          • Long-term loyalty an issue for Canadian carriers
                                                                            • Figure 18: Tenure with current mobile service provider, April 2020
                                                                          • Limited data plans are most common
                                                                            • Figure 19: Type of mobile phone data plan, April 2020
                                                                            • Figure 20: Bell Instagram post, May 2020
                                                                            • Figure 21: Type of mobile phone data plan, by age, April 2020
                                                                        • Perception of Current Service Provider

                                                                          • Price is a prime factor
                                                                              • Figure 22: Perception of current provider, April 2020
                                                                            • Men are enticed by technical attributes
                                                                              • Figure 23: Perception of current provider (select), by gender, April 2020
                                                                              • Figure 24: Rogers online ad, April 2020
                                                                            • Customer service vs data plans: a tale of two age groups
                                                                              • Figure 25: Perception of current provider (select), by age, April 2020
                                                                            • Parents more enthusiastic about their providers
                                                                              • Figure 26: Perception of current provider (select), by parental status, April 2020
                                                                            • South Asian Canadians’ perceptions are sky high
                                                                              • Figure 27: Perception of current provider (select), South Asian Canadians vs overall, April 2020
                                                                          • The State of 5G

                                                                            • A lack of consumer knowledge surrounding 5G is evident
                                                                              • Figure 28: Knowledge of 5G, April 2020
                                                                            • Young men should be the 5G target
                                                                              • Figure 29: Bell Canada – Bell 5G is here!, June 2020
                                                                              • Figure 30: Knowledge of 5G, by age and gender, April 2020
                                                                              • Figure 31: TELUS, online ad, May 2020
                                                                            • Just over half are interested in learning more about 5G
                                                                              • Figure 32: Interest in learning more about 5G, April 2020
                                                                              • Figure 33: Rogers online ad, May 2020
                                                                            • Consumers need to know more about 5G before subscribing
                                                                                • Figure 34: Interest in 5G contract, April 2020
                                                                              • South Asian Canadians are a key group to reach
                                                                                • Figure 35: Knowledge of and interest in learning and subscribing, South Asian Canadians vs overall, April 2020
                                                                            • Attitudes towards Mobile Network Service

                                                                              • Most are content with their mobile service provider
                                                                                • Figure 36: Select attitudes towards mobile network service, April 2020
                                                                              • Affordability is an issue but there are many options for service plans
                                                                                  • Figure 37: Mobile service plan-related attitudes, April 2020
                                                                                • Two thirds believe that a steady connection is more important than speed
                                                                                    • Figure 38: Koodo mobile ad, January 2020
                                                                                    • Figure 39: Data-related attitudes towards mobile network service, April 2020
                                                                                  • Half of consumers believe that 5G is revolutionary
                                                                                    • Figure 40: 5G-related attitudes, April 2020
                                                                                  • South Asian Canadians enthusiastic about 5G
                                                                                    • Figure 41: 5G-related attitudes, South Asian Canadians vs overall, April 2020
                                                                                • Appendix – Data Sources and Abbreviations

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

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