TECH SUPPLIER Nov 2021 - Market Presentation - Doc # CA48404621

Canadian Consumers Profiled — Ecosystems Preferences, Part 4: Mature Consumer Devices Behaviours (Mobile phones, Tablet, Laptops, and Desktops)


Manish Nargas
Jean Phillippe Bouchard
On-line Presentation


This IDC Market Presentation is a descriptive analysis of the Canadian consumer behaviours toward mature consumer devices such as smartphones, laptops, tablets, and desktops. It presents findings from IDC Canada's most recent consumer survey focusing on Canadian consumer behaviours and preferences toward these devices by four major consumer ecosystem profiles prevalent in Canada. The presentation highlights the nuances/differences in behaviour and preferences/bias on account of the various ecosystems of devices consumers primarily use.

This IDC Market Presentation is the fourth document in a series that uncovers how Canadian consumer behaviours may vary on account of the consumer's ecosystem of already 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 devices markets for the previously mentioned device types. The 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.

Note: 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 used as proxy for smartphone brand; feature phone adoption considered to be negligible


  • 72 slides

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