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MOBILE PHONES-CANADA-MARCH 2018

Published By :

Mintel

Published Date : Mar 2018

Category :

Telecommunications

No. of Pages : N/A

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.

Table of contents

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

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