Canada’s mobile growth driven by Smartphones

rogers-fido-iphone-canadaBefore reading this all I can say is we’re gettig better every year. How does that saying go “I get better and better in everday in every way”?  So, a global report conducted by research firm TNS shows that 70% of us Canadians own a cell phone… right next to Vietnam, Mexico and just ahead of last placed India.

The “2009 Global Telecoms Insight (GTI) study” was conducted in 32 countries: Argentina, Australia, Brazil, Canada, China, Egypt, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Kuwait, Malaysia, Mexico, Morocco, Netherlands, Pakistan, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Taiwan, Thailand, UAE, UK, USA and Vietnam. And for us in Canada, TNS got the 70% from doing an online survey of only 478 consumer between November 18 and December 18, 2008.

Here are some additional statistics:
– The remaining 30% who don’t own a mobile phone the study calls ‘rejecters’ and are people who have no intention of purchasing a phone within the next 12 months.

– Existing mobile phone users are reluctant to shell out more money on their next handset than the amount that they spent on their current one.

– Canadians are willing to spend US$114 on their next mobile phone

– Smart phones has nearly doubled from 12% to 21%.

– Most important features on their next mobile phone: Bluetooth, GPS & touch-screen capabilities. (Last years study showed text messaging & built-in cameras as most important).

Michael Ennamorato, executive vice president at TNS Canadian Facts said “In other markets the mobile handset is viewed, and further utilized, as a more multi-functional device, allowing convergence of voice, Internet and music functions among others. Here in Canada, we still spend a lot of monthly income on separate landline, Internet and other telecommunications services”.

In addition, he stated “The proliferation of smart phones, with the iPhone in the vanguard, has really helped demonstrate what mobile devices are now capable of doing. This has led to consumers wanting and demanding more from their device. Canadians are reluctant to spend a significant amount more on their next purchase, however, which means that the gap between what they desire and what they eventually acquire could remain disparate for some time”.

More here