Cell phone ownership or use continues to grow, Decima study confirms

Canadians’ ownership or use of cell phones continues to grow, new survey results from Decima Research Inc. confirm. On a Canada-wide basis, cell phone ownership or use has grown from 51% recorded in a February 2003 survey to 53% registered in a November 2003 survey. The survey data demonstrates that while growth inches up on a national basis, cell phone ownership/usage is increasing at a faster pace in certain parts of the country. While the most recent survey results show that usage in Ontario and Alberta remains relatively constant compared to figures from the February 2003 survey, the greatest increase in usage has occurred in the province of Quebec. In Quebec, where cell phone ownership/usage has traditionally been significantly lower than the rest of the country, cell phone ownership/usage has shown a marked increase. In the February 2003 survey, 36% of Quebecers said they used or owned a cell phone, while the most recent survey shows ownership/usage in the province has jumped to 43%. The number has risen in British Columbia as well, increasing slightly from 52% in February 2003 to 56% in the most recent survey. Across demographic segments, the most important growth has been among Canadians between the ages of 35 and 44 where cell phone ownership/usage has increased from 57% to 64%. (The survey did not poll the youth market.) Multiple device ownership high The November 2003 study also investigated the relationship among cell phones, laptops and PDAs. Nearly three-quarters (71%) of those who own or use a laptop also own or use a cell phone. The figure is identical among those who own or use a PDA. The likelihood of cell phone ownership/usage is even greater among Canadians who own or use both a laptop and a PDA (81%). Given the explosive growth of wireless Internet connections in public places such as coffee shops and hotels, Decima’s November 2003 survey sought to learn more about people who use these Wi-Fi hotspots (RoW, Dec. 3/03). The survey found that laptop owners/users who access the Internet wirelessly in public places have a propensity of owning or using a cell phone. More than 80% of these survey respondents said they own or use a cell phone. Although the sample size from this question was small and thus results should be considered directional in nature only, this is a growing market segment and will be watched closely. Wireless device use linked to high-speed access Wireless device ownership or use also appears to be linked to having high-speed Internet access at home or work. More than half (54%) of those who own or use a cell phone have high-speed Internet access at home and 42% have high-speed access at work. Almost two-thirds (60%) of laptop owners/users have high-speed Internet access at home and 50% have it at work. The study didn’t ask respondents whether laptop users had wireless high-speed access, but it is safe to assume that with the growing number of home wireless networks and those in businesses there are at least some laptop users accessing the Internet wirelessly either at home or at work. (The Dec. 3/03 issue of Report on Wireless had an article on Canadians uses of and attitudes towards Wi-Fi.) Similarly, 64% of PDA owners/users have high-speed Internet access at home and 45% have it at work. Those who own or use a laptop and PDA are more likely to have high-speed Internet access at home (77%) and work (78%). The November 2003 survey is based on a sample size of 2,008 adult Canadians and was conducted between November 13 and 23 through the Decima teleVox, a national omnibus telephone survey conducted monthly by Decima Research. The February 2003 survey is based on a sample size of 2,025 adult Canadians. National results of both surveys are accurate to within +/- 2.2%, 19 times out of 20. Regional results have a greater margin of error. For information on obtaining the research data quoted in the article above, please contact Ryan O’Neill at (613) 230-1984 or at roneill@decima.com

Cell phone ownership or use continues to grow, Decima study confirms

Broadcast | December 16, 2003

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