TECH SUPPLIER Mar 2021 - Market Presentation - Doc # CA47051821

Canadian Consumers Profiled — Ecosystems Preferences, Part 1: Mature Consumer Devices


Manish Nargas
Jean Phillippe Bouchard
On-line Presentation


This IDC Market Presentation presents findings from IDC Canada's recent end of year 2020 consumer survey with a new lens shining down on consumer ecosystem preferences. IDC Canada profiled the Canadian consumers on the basis of their reported primarily used brand of hardware/associated OS of (mature) consumer devices (e.g., smartphones, laptops, tablets, and desktops) to create four unique "ecosystem profiles."

It focuses on highlighting the current Canadian consumer landscape by various ecosystem profiles and the nuances/differences by demographics of each of these consumer ecosystem profiles.

The document is useful for market intelligence roles, product managers, and product marketers who seek to, among other things, understand Canadian consumer behaviours and to identify market opportunities and threats. The following insights can be used by vendors, carriers, and technology buyers to better understand these users and better target and design products and solutions for them. 

Note that this presentation serves as an introduction/reference document to a new consumer profiling and as such is the first of a series of documents that provides insight into buyer behaviours for various consumer services, devices, and overall spend toward technology.

Additional insight is provided through comparisons by age demographic, where relevant and more in-depth data segmentation is available on request.


  • 32 slides

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