OTTAWA – As more Canadians abandon their landlines in favour of wireless, these “cell phone only" households are distinct in their media habits, says a new report from Media Technology Monitoring (MTM).
According to the latest Statistics Canada findings, 21% of Canadian households are now reported to be using a cell phone as their sole form of telephone service. The report Cell Phone Only Households: Analysis of the Canadian Market provides an overview of the cell phone only individual with respect to demographics, technology ownership and media use, and compares this group to cell phone owners who also have a traditional landline phone.
Highlights from the report include:
– Portability continues to be the top reason for Canadians forgoing their landlines for cell phones, followed by cost;
– Cell phone only (CPO) Canadians tend to be younger, males and students; and
– One-quarter of all CPO households do not have a traditional TV service. CPO individuals report watching less traditional TV than landline cell owners, however, when online TV and Netflix TV are included, CPO individuals watch virtually the same amount of TV as landline cell owners.
MTM is the research arm of the CBC.
