New study reveals 74 per cent of Canadians plead guilty to being attached to their cellular device

Future Shop uncovers increasing customer need to be connected at the hip

Announcement Highlights:

  1. Canadians increasingly depend on their mobile devices as they continue to replace face-to-face communication, personal relationships, cameras, books, magazines and computers
  2. 74 per cent of cell phone users admit to using their device in a place they should not
  3. Future Shop's knowledgeable Product Experts offer valuable insight on choosing the best cellular packages for specific needs

BURNABY, BC, Feb. 16, 2012 /CNW/ - Canada, our home and native land, and increasingly, the never-off society. Whether it is at a wedding, funeral, or even in a courtroom, Canadians tote their smartphones along so they can contact anyone, anywhere, anytime. As part of a commitment to provide customers with mobile solutions to fit every lifestyle, Future Shop partnered with Leger Marketing to determine if Canadians really are addicted to their phones. The results are loud and clear: 74 per cent of all cell phone users admit that not only are they unable to part with their smartphones, they are using the devices in the most bizarre places, including the bathroom (17 per cent), a place of worship (11 per cent) and even a job interview (nine per cent).

Future Shop understands Canadians are relying on their cellular devices more than ever before and provides customers with ideal solutions to stay connected. With a wide range of products and services to help customers with their needs - whether it's texting their sibling while in the same room, or their best friend while at the salon - Future Shop's Product Experts are trained to help customers determine their specific cellular needs. For some, that means a focus on long distance calling or email, for others the focus is more on texting. In fact, texting has replaced communication with siblings (55 per cent), best friends (61 per cent), spouses (51 per cent) and kids (51 per cent).

"For 72 per cent of Canadians, their cell phone replaces more than just their landline. Consumer habits are rapidly changing and many are using their wireless devices to simplify their lives," said Phil Johnston, Director of Cellular, Future Shop. "We strive to provide our customers with the ideal products and services to enhance their mobile experience and help them embrace the connected world we live in."

The survey also found that half of Canadians (exactly 50 per cent) pled guilty to breaking cell etiquette when it comes to habits like texting someone in the same room or while in the middle of another conversation. According to the breakdown below, Maritimers were the guiltiest, while Albertans are sticking to the rules. Interestingly, all provinces hovered very close to the National 50 per cent score.

  • British Columbia (47 per cent)
  • Alberta (45 per cent)
  • Manitoba/Saskatchewan (48 per cent)
  • Ontario (49 per cent)
  • Quebec (53 per cent)
  • Maritimes (59 per cent)

Additional Survey Highlights

  • Using cellular devices in the bathroom is highest in Ontario with 21 per cent who would admit to doing this, significantly higher than Quebecers with only 10 per cent.
  • Quebecers are least likely to say they would use their cellular device at a wedding (3 per cent).
  • Using cellular devices in the car is highest in Alberta. Albertans use their devices in the car (35 per cent) significantly more than those in Ontario (25 per cent).
  • Albertans seem to be attached least of all to their apps. Nearly half (46 per cent) of Albertans respond "None" when asked to identify apps they could not live without; only 24 per cent of other Canadians would give the same response.
  • Of those polled, only 62 per cent of British Columbians admitted to having used their cell phone in a place or situation they should not, versus a surprising 80 per cent in Quebec and 74 per cent in Ontario.

Future Shop's Extensive Cellular Offering
Selecting the right mobile device can be an overwhelming process, that's why Canadians can look to Future Shop as the ultimate cell phone solution. Across the country, knowledgeable Product Experts are on hand to provide advice on appropriate plans, providers, handsets and accessories.

Consumers can choose plans from Canada's favourite providers, including Bell, Rogers, Telus, Koodo, Virgin, Sasktel, Fido, Chatr and Tbaytel, then match them to an appropriate hand set that suits their needs. With the option of handling more than 100 devices in store, making the right choice is easier than ever.

Future Shop products for the 'never off' Canadian consumer

The bathroom blabber
Plantronics Discovery Bluetooth Headset (975 BT)

For the individual who likes to talk in the bathroom - it's best to be hands-free.
The Plantronics Discovery 975 Bluetooth earpiece combines noise-cancelling
AudioIQ2 technology with wind noise protection, and simple connectivity.
Comfortable gel ear tips ensure comfortable fit.
WebID: 10137160

The feature-fundamentalist
Rogers HTC EVO 3D Android Smartphone

The feature fundamentalist has not only replaced their landline, but their camera,
magazine, and computer with a smartphone. The HTC EVO 3D is a equipped with
a 3D camera so users can take amazing 3D pictures and videos, and view them
without special glasses. Social Networking apps, access to the Android Market,
WiFi, GPS, and Bluetooth offer connectivity at all times - perfect for the person
who needs everything in one device.
(with 3-year agreement)
WebID: 10175281

The car-chatter
Motorola Bluetooth Car Speaker (TZ700 ROADSTER)

The temptation to talk while driving is too great for some and Motorola
Bluetooth Car Speaker (TZ700 Roadster) is the best solution. The TZ700
Roadster's dual-microphone noise cancellation technology makes sure
conversations can be heard over road noise and blocks out background
noise better than any other speakerphone currently on the market.
WebID: 10166614

The "app" attack
Rogers Samsung Galaxy Note Smartphone - Black

Everyone loves apps - Canadians are no exception. The Samsung Galaxy
Note is an impressive piece of hardware with LTE network capabilities, a
massive 5.3" HD Super AMOLED screen, perfect to play with apps and 1.4GHz
dual core processor that's powered by Android, so access to apps will be so
fast - Canadians might have an "app" attack!
WebID: 10193958

The Holy-scroller
Bell Blackberry Torch 9860 Smartphone - Black

Canadians have even admitted to using smartphones in a place of worship -
11 per cent in fact! Keep it discreet with the BlackBerry Torch 9860. It boasts
a small 3.7" touchscreen, so scrolling is quick and easy! The Torch offers a
fast and robust mobile experience to make holy scroller lightening fast.
(with 3-year agreement)
WebID: 10177367

The Future Shop iPhone app

Canada, our home and native land - filled with consumers who are "never" off.
To meet these needs Future Shop has created the Future Shop iPhone app.
Browse the site, check out what's on sale, find a store nearby store and even
pay the ol' Tech Yeah Community a visit!

No matter what type the individual's tech-needs - this app is easy to use and free!

Download on iPhone
apps or online at

* Regular prices listed on as of February 7, 2012.

For more information on Future Shop's Cellular offerings, visit

*These are findings of a Leger Marketing survey conducted on behalf of Future Shop from January 23 and 26, 2012. This online survey of 1,523 adults aged 18 and older in Canada is accurate within 2.5 percentage points, 19 times out of 20.

About Future Shop
With 150 stores across the country and the nation's premier web store (, Burnaby, BC-based Future Shop is Canada's largest retailer and e-tailer of consumer electronics. The company employs more than 10,000 technology enthusiasts, has enabled its website,, to deliver unparalleled content about the products it sells. also hosts an online community forum and tech blog called Tech Yeah for technology beginners and tech-savvy experts to exchange ideas, reviews, tips and other consumer electronics information ( As a proud corporate citizen, Future Shop has developed solutions to recycle used electronics and is committed to employee volunteerism and supporting non-profit organizations dedicated to transforming local youth into Future Leaders (see





SOURCE Future Shop

For further information:

Media contact:
Elliott Chun │Future Shop │ │604.412.1764

Press room: Facebook:

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