This IDC Presentation provides an analysis of Canadian consumer buyer behaviour for mobile devices including mobile phones, tablets, and smartwatches.
Specifically, it offers survey results for behavioural questions around brands and ownership, distribution channels, operating system, and buyer behaviour for new or replacement devices across these three mobile device types. These questions provide insight to the consumer mindset around current and future mobile purchases. Further, the document provides a deep dive on Canadian consumers' top-of-mind device mix, asking respondents to rank mobile devices in order of importance, providing insight on the relative importance of devices to the consumer.
This document is intended to provide OEMs, carriers, and other stakeholders with insight to understand how consumers approach the purchase process for these mobile devices in Canada.
"The smartphone (with a 4–5.5in. screen size) is top of mind among Canadian consumers when they consider which mobile devices are of most importance to them," says Krista Collins, manager for Mobile and Consumer research at IDC Canada. "Tablets were seen as less important than mobile devices and laptops/notebooks to respondents of all ages, and smartwatches have yet to solidify their importance in the minds of Canadians."