TORONTO, June 24, 2011 /CNW/ - Latest research from TNS, the world's
largest custom research company and a division of WPP, shows that
Canadians are among the most tech hungry and savvy in the world -
especially when it comes to latest smartphones and tablets - with men
driving this trend.
Commenting on the report findings, Ron Caughlin, Vice President, TNS
Canada, said: "TNS' Mobile Life 2011 survey rings loud and clear: Canadians are leaders when it comes to
adapting latest technologies. As part of this, we're seeing a real
mind-shift: it's no longer what my technology does - it's what I can do
with my technology. We're past the days of using mobiles to merely text
or even email - smartphones are providing us with the ability to
seamlessly connect our friends, family and even finances."
Canadians lead the smartphone race
TNS's Mobile Life 2011 survey is the largest ever global research project into today's mobile
consumer and includes insights from 34,000 respondents globally,
including more than 1,000 Canadians. The survey reveals that an
overwhelming 41% of Canadians have a smartphone - significantly higher
than the global market average of 28% - with this trend being driven by
22 - 30 year old Canadian men.
Interestingly, the number of Canadians accessing social networking sites
on mobile rose from 6% in 2010 to 24% this year. When asked how they use their social networks on their
handsets, a majority (63%) of Canadians said they check friends' status
or update their own; 62% send messages to friends and 56% check their
own inbox. Although only 8% currently use their social networking app
on their mobile to check-in their location, 20% would like to be able
to do this in the future.
As Canadians look to rely on their mobiles for more complex functions,
the 'brand' is no longer as important. While 37% of respondents were
loyal to their network brand in 2010, this dropped to 28% in 2011. In
turn, consumers' attention turned to what 'content' their phone
provides - such as Facebook and YouTube programs - as interest in
content grew from 24% in 2010 to 36% in 2011.
A look to the future - 'mobile wallet'
The Mobile Life 2011 study shows that Canadians have huge interest in the 'mobile wallet'.
While 10% of Canadians have already used a mobile wallet, 4 in 10 are
interested in using their cell phone as a credit card or debit card in
In addition, 17% of Canadians want to be able to pay for items in shops,
restaurants and bars, meanwhile a further 14% want to pay for water,
power or rates bills, and even 8% said they'd be willing to pay rent or
mortgage payments with their mobile. Once again, 16-40 year old
Canadian men are driving this trend.
TNS' data also shows while Canadians paid an average $129 (CND) for
their current mobile phone, they are prepared to fork-out $150 (CND)
for their next handset. What's more, men are even willing to pay $169
for their next mobile - $30 more than women.
Canadians turn to tablets
In line with Canadians' appetite for all things tech related, tablets
are slated as the next big gadget. Although only 7% of Canadians -
compared to 5% of North Americans - currently own a tablet, 31% of
respondents intend to purchase the coveted device over the next 6
months, with 31-40 year olds showing the most interest.
As a clear majority of Canadians (63%) consider their tablet an
'additional' gadget, with only 14% intending to buy the device to
'replace' their PC, the data also shows that eReading is the only
category where users are equally torn between using a PC and a tablet.
Ron Caughlin, Vice President, TNS Canada went on to add: "As the
technology landscape constantly evolves and we edge towards a cashless
society, TNS' annual Mobile Life 2011 sets the benchmark in revealing consumers' growing appetite to
integrate latest technologies into all aspects of living - especially
when it comes to the mobile wallet and our desire for tablets. Mobile
Life provides an unrivalled insight into the factors that will shape
consumers' experience with mobility for today and tomorrow."
About Mobile Life
Mobile Life 2011 is the largest ever global research project into today's mobile
consumer. Now into its sixth year, Mobile Life provides a complete understanding of consumer experiences with mobility
today and insights into how this will change tomorrow. The repost
includes results of more than 25,000 hours of interviews with over
34,000 respondents in 43 countries and more than 1,000 interviews in
TNS Canada (formerly known as TNS Canadian Facts) is the Canadian arm of
TNS.TNS is the global leader in custom market research delivering
actionable insights and research-based business advice to clients
around the globe so they can make more effective business decisions.
TNS offers comprehensive industry knowledge within the Consumer,
Technology, Finance, Automotive and Political & Social sectors,
supported by a unique product offering that stretches across the entire
range of marketing and business issues, specializing in product
development & innovation, brand & communication, stakeholder
management, retail & shopper, and qualitative research. Delivering
best-in-class service across more than 80 countries, TNS is dedicated
to discovering growth opportunities for its clients in an ever-changing
world. Through its pioneering and innovative culture, TNS understands
the latest marketing challenges and research techniques, being the
first to discover and solve new marketing issues for clients.
DISCOVER - A changing world: New territories, new media, new
TNS is part of Kantar, one of the world's largest insight, information
and consultancy networks.
Please visit www.tnsglobal.com for more information.
Kantar is one of the world's largest insight, information and
consultancy networks. By uniting the diverse talents of its 13
specialist companies, the group aims to become the pre-eminent provider
of compelling and inspirational insights for the global business
community. Its 28,500 employees work across 100 countries and across
the whole spectrum of research and consultancy disciplines, enabling
the group to offer clients business insights at each and every point of
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For further information, please visit us at www.kantar.com
SOURCE TNS Canadian Facts
For further information:
Miranda Gulland, Hill & Knowlton Canada