2012 Canadian Wireless Total Ownership Experience Study Results
Smartphone ownership in Canada has increased dramatically in just the past year, according to the J.D Power and Associates 2012 Canadian Wireless Total Ownership Experience Study. Fifty-four percent of wireless customers in Canada currently own a smartphone, up from 36% in 2011, the study reveals.
The study also notes considerable shifts in brand preferences. Among smartphone owners in this study, 33% own a Blackberry, down from 42% in 2011. Apple (30%) and Samsung (13%) have each increased their share by four percentage points from 2011.
The study finds that overall wireless satisfaction in 2012 has improved by 37 index points to 685 (on a 1,000-point scale), up from 648 in 2011--a jump of about six percent. The satisfaction gain is largely attributable to lower costs of service (although average monthly spend on phone service remains steady at $70), more effective promotions, and better account management.
Another possibly significant finding is that overall satisfaction is higher among customers with unlimited data plans than it is among those with tiered plans, by an average score of 733 to 700. SaskTel ranks highest in customer satisfaction among full-service carriers with a score of 699. Telus Mobility (693) ranks second in the full-service segment. Koodo Mobile ranks highest in customer satisfaction among stand-alone carriers with a score of 752, while PC Mobile (730) and Virgin Mobile (725) follow in the rankings.
The study also reveals that the average wireless customer's frequency of texting rose by about 30% over the past year, while frequency of telephone calls dropped by 10%. Forty-seven percent of survey respondents chose texting as their preferred means of communication.
The 2012 Canadian Wireless Total Ownership Experience Study is based on responses from 14,000 mobile phone customers, and was fielded in October 2011 and March 2012. The study examines perceptions of wireless customers with their service, mobile phone (for both traditional mobile phones and smartphone devices), and retail experience. It measures satisfaction in seven factors: network quality; cost of service; account management; offerings and promotions; customer service; handset; and sales process. Carriers are separated into full-service and stand-alone providers, and differentiated by the range of products and services offered, as well as the ability of customers to bundle wireless services with other offerings.
The study also notes considerable shifts in brand preferences. Among smartphone owners in this study, 33% own a Blackberry, down from 42% in 2011. Apple (30%) and Samsung (13%) have each increased their share by four percentage points from 2011.
The study finds that overall wireless satisfaction in 2012 has improved by 37 index points to 685 (on a 1,000-point scale), up from 648 in 2011--a jump of about six percent. The satisfaction gain is largely attributable to lower costs of service (although average monthly spend on phone service remains steady at $70), more effective promotions, and better account management.
Another possibly significant finding is that overall satisfaction is higher among customers with unlimited data plans than it is among those with tiered plans, by an average score of 733 to 700. SaskTel ranks highest in customer satisfaction among full-service carriers with a score of 699. Telus Mobility (693) ranks second in the full-service segment. Koodo Mobile ranks highest in customer satisfaction among stand-alone carriers with a score of 752, while PC Mobile (730) and Virgin Mobile (725) follow in the rankings.
The study also reveals that the average wireless customer's frequency of texting rose by about 30% over the past year, while frequency of telephone calls dropped by 10%. Forty-seven percent of survey respondents chose texting as their preferred means of communication.
The 2012 Canadian Wireless Total Ownership Experience Study is based on responses from 14,000 mobile phone customers, and was fielded in October 2011 and March 2012. The study examines perceptions of wireless customers with their service, mobile phone (for both traditional mobile phones and smartphone devices), and retail experience. It measures satisfaction in seven factors: network quality; cost of service; account management; offerings and promotions; customer service; handset; and sales process. Carriers are separated into full-service and stand-alone providers, and differentiated by the range of products and services offered, as well as the ability of customers to bundle wireless services with other offerings.