OTTAWA – Canadians who have eschewed their landlines for cell phones only are also more likely to watch video and listen to audio on their devices, according to a new study from Media Technology Monitor.
With the CRTC projecting that approximately 20% of Canadian households will be Cell Phone Only (CPO) by 2015, the MTM incorporated a CPO household sample into its annual survey to learn more about this unique group of people for the first time. This new report provides an overview of the CPO 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.
Some of the highlights of the CPO report include:
– Portability is the top reason for Canadians forgoing their landlines for cell phones;
– Cell phone only Canadians tend to be younger, males and students;
– The handheld device of choice for CPO Canadians is the Apple iPhone;
– One third of CPO households have eliminated their TV service package, but don’t count them out as TV lovers. CPO individuals have found alternatives such as Netflix and online TV/video viewing and are spending just as much time watching TV content as landline Canadians.
The report is now available to subscribers on the MTM website. MTM is the research arm of the CBC.
