This IDC Presentation segments Canadians by their views on the three major ecosystems — Apple, Google/Android, and Microsoft — to understand their choices, device usage, attitudes, and buyer behaviours. This segmentation allowed us to identify what percentage of respondents strongly prefer staying within a given ecosystem and what percentage would be willing to consider products and services from two or more different ecosystems. The following insights can be used by vendors, carriers, and end users to better understand these users and better target products and solutions towards them.
The data for this IDC Presentation is taken from the 2015 IDC Canada's Consumer n2 Survey.
"In the fast-paced mobile industry, understanding and better predicting customer needs, behaviours, and preferences is critical to success," says Krista Collins, manager for Mobile and Consumer Research at IDC. "IDC's latest survey data delivers dashboards for understanding these nuances. Our findings indicate that while the majority see value in a single ecosystem across all devices, 51% are inclined to use devices (laptops, desktops, mobile phones, tablets, and smartwatches) on multiple ecosystems, or have no platform preference at all. This would suggest there is still significant room to sway users toward one particular ecosystem."