TORONTO – New Canadians are avid users of mobile phones and alternative long distance calling options — and spend more on wireless and home phone combined, according to a new study by Solutions Research Group, a Toronto-based market research firm.
Among the key findings of the wireless and telecom module of the Diversity in Canada study are:
• Major ethnic groups in Canada are somewhat more likely to have cellular phones (61% have one, vs. 59% average among 15+ population in Toronto, Montreal and Vancouver). Highest penetration is among Chinese Canadians (74%).
• Rogers is the leading wireless company overall among Canada’s major ethnic groups in terms of market share. Bell Mobility lags behind Telus and Fido in terms of market share in the fast-growing Chinese and South Asian segments.
• While incumbent phone companies – Bell and Telus – have 93% of the local phone market among major ethnic groups, the long distance market is very competitive and fragmented. Use of phone discount cards and alternative carriers is very high among those of South Asian, Chinese and Hispanic backgrounds. In Toronto, 32% of Chinese Canadians use Bell for long distance, 24% use discount phone cards while alternative carriers account for the balance. Among those with Hispanic backgrounds, 48% use discount phone cards for long distance.
• 88% use the Internet from home, work or somewhere else, slightly above the market benchmark (market benchmark being the general population of Toronto, Montreal and Vancouver).
• Of homes with broadband among major ethnic groups in Toronto, Montreal and Vancouver, cable has 55% of total share vs. telcos at 45%.
• High use of discount phone cards and high Internet penetration suggest that new Canadians are poised to be among the earliest adopters of low-cost telephony options such as Skype or Yahoo! Messenger with Voice.
Diversity in Canada is an independent syndicated research study conducted by Solutions Research Group. It delivers a snapshot of Canada’s fastest-growing population groups in Toronto, Vancouver and Montréal. A total of 3,000 respondents (age 15+) were interviewed in nine different languages: English, French, Cantonese, Mandarin, Punjabi, Hindi, Urdu, Spanish and Italian.
