Almost half of Canadians would give up coffee for a month over their mobile phones

    Survey conducted by Best Buy Mobile shows Canadians are serious about
    their cell phones; want more service, better options when it comes to
    consumer experience

    TORONTO, Sept. 18 /CNW/ - Almost half of Canadians who own mobile devices
confess they'd rather go without their daily java than give up their cell
phones. In particular, those between the ages of 18 and 34 say they're
particularly attached to their mobiles - almost 70 per cent would rather go
without their caffeine than hand over their cell phones for a month.
    A recent national survey of 1,003 Canadians, conducted by Angus Reid
Strategies on behalf of Best Buy Mobile, showed that the three-quarters of
Canadians who own mobile devices mean serious business when it comes to their
shopping experience. Despite the advertising focus in the Canadian market on
handset brands and style, only 4 per cent say their mobile phone brand is
important to them. Conversely, most indicate the service provider is the most
significant influence in their mobile purchase decision. Yet, 60 per cent are
frustrated when dealing with service providers due to factors like a lack of
unbiased advice, inability to change their service plans, and in particular,
hidden service fees (a frustration experienced by 48 per cent in the past).
    When it comes to the shopping experience, 74 per cent of Canadians who
own mobile devices say that having sales staff who are knowledgeable about
service plans is essential to their shopping experience, and almost
58 per cent say it's particularly important to have a neutral, objective sales
person to walk them through their mobile options.
    "The biggest concern of Canadians when it comes to making a decision
about their mobile phones is the service plan - particularly hidden fees. The
service providers aren't giving transparent, unbiased information to their
customers," said Phil Johnston, Director, Wireless Solutions, Best Buy Canada
Ltd. "Consumers need better options, and better service when it comes to the
mobile market. Best Buy Mobile's 'no-pressure, no commission' philosophy will
give customers the freedom and information to choose from the best selection
of wireless devices in Canada."
    Best Buy, the fastest growing retailer and etailer of consumer
electronics in Canada, is addressing the growing demand for a better mobile
phone shopping experience with new Best Buy Mobile stores. The retail
locations will sell mobile phones, service plans, accessories and related
items - a unique format for Best Buy. The first stores are now open in
Ontario, including Oakville and Vaughan Mills locations, and will be followed
by additional store openings across the country.
    A key commitment from Best Buy Mobile is that consumers will leave the
store having chosen the proper device for their needs, and having their
handset fully-functional, including data transfer, custom settings, email
up-and-running, and Bluetooth pairing. This walk-out-working approach
addresses the frustration Canadians have when setting up their devices
post-purchase. Forty-four per cent of Canadian mobile device owners between
the ages of 35 and 54 admit they struggle to get their cell phones and
smartphones working once they get home.
    Best Buy Mobile standalone stores will average approximately 1,800 square
feet, while the store-within-a-store concept will be located near the current
wireless section and feature approximately 800 square feet of display space.
Both standalone and store-within-a-store concepts will include:

    -  ALL current Canadian wireless network carriers
    -  Canada's best selection of phones and handsets
    -  A complete range of mobile phone accessories
    -  Knowledgeable, non-commissioned mobile phone specialists
    -  No mail-in rebates. Actual prices are clearly marked
    -  WOW (Walk Out Working) service for your phone, so that customers can
       leave our stores with their new mobile device actually working and
       data transferred

    The survey was conducted by Angus Reid Strategies between August 25 and
26, 2008. The online survey was conducted among a national sample of 1,003

    About Best Buy Stores - Canada

    Best Buy stores in Canada are a division of Burnaby, BC-based Best Buy
Canada Ltd., a wholly owned subsidiary of Best Buy Co., Inc. (NYSE:  BBY). Best
Buy is Canada's fastest-growing retailer and e-tailer ( of
consumer electronics, computers and entertainment products and also operates
Geek Squad (, a technology service provider specializing in
computer support and home theatre installation. There are over 50 stores in
British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, Quebec and Nova
    Best Buy offers consumers a unique shopping experience with the latest
technology and entertainment products, at the right price, with a no-pressure
(non-commissioned) sales environment. The Company is committed to kids and
their local communities and has a comprehensive community relations program
described at
    For more information about Best Buy, including store locations, visit

For further information:

For further information: or to arrange an interview, please contact:
Scott Morris, Best Buy Canada, (778) 452-3412,;
Sarah Coombs, for Best Buy Canada, (416) 848-1447,

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