TECH SUPPLIER Oct 2021 - Market Presentation - Doc # CA48284121
Canadian Consumers Profiled — Ecosystems Preferences, Part 3: Consumer Services
This IDC Market Presentation is a descriptive analysis of the current state of the Canadian consumer services market such as wireless phone, internet, TV, OTT video, and home phone. It presents findings from IDC Canada's most recent consumer survey focusing on Canadian consumer behaviours and preferences toward consumer services and analyses it by four major consumer ecosystem profiles prevalent in Canada. The presentation showcases the nuances/differences in behaviour and preferences on account of various ecosystems of devices primarily used by the Canadian consumers.
This IDC Market Presentation is the third document in a series that uncovers how Canadian consumer behaviours may vary on account of the consumer's ecosystem of currently owned primary (mature) devices — namely, smartphones, laptops, tablets, and desktops.
The document is useful for market intelligence roles, product managers, and product marketers who seek to, among other things, understand Canadian consumer behaviours and identify market opportunities and threats within the consumer services (wireless phone, internet, TV, OTT video, and home phone). 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.
Additional insight/prescriptive commentary is available on request.
- IDC Canada profiled the Canadian consumers on the basis of their reported primarily used brand of hardware/associated OS of (mature) consumer devices (such as smartphones, laptops, tablets, and desktops) to create four unique "ecosystem profiles."
- Mobile phone brand ownership is used as a proxy for smartphone brand; feature phone adoption is considered to be negligible.