TECH SUPPLIER Apr 2022 - Market Presentation - Doc # CA48995022

Canadian Consumers: Factors Affecting Technology Brand Choice


Manish Nargas
Rob Burbach
On-line Presentation


This IDC Market Presentation details the findings from IDC Canada's recent consumer survey that uncovers "what factors drive the choice of technology brands consumers use" through the use of a MaxDiff conjoint approach.

For the purpose of this presentation, respondents were segmented into five mutually exclusive profiles by using a latent class segmentation approach to understand preferences/choices. The five segments of consumers choose technology brands based on perceptions about:

  • Needs
  • Value
  • Product quality
  • Experience
  • Socially responsible

This presentation is useful for market intelligence roles, product managers, and product marketers who seek to, among other things, understand Canadian consumers' perceptions and mindsets. The insights can be used by vendors, carriers, and technology suppliers to best target, educate, and design products/solutions for the consumer audiences in Canada.


Subscriptions Covered

Canadian Mobile Consumer and Connected Life

Companies Covered

Apple Inc.

Regions Covered


Topics Covered

Broadband, Mobile consumer, Networked consumer devices

  • 25 slides

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