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How Would You Like to Communicate? Examining the 50+ Consumer SegmentPublished by: IDC Published: Apr. 17, 2008 - 32 Pages Table of ContentsTable of Contents IDC Opinion In This Study Methodology Situation Overview Demographic Profiling Table: Canada Household and Population Growth, 2006-2011 (000) Growth of the 50+ Segment in Canada Figure: Canada Demographic Size by Age Group, 2006 and 2011 New Life Events and Changing Needs ? A Market Not to Be Ignored Best Value Plus Best Quality: What a 50+ Consumer Seeks Figure: Canada Household Income Before Taxes by Age Group, 2006 ? Mean Score Analysis Figure: Attitudes Toward Entertainment and Technology Product Purchase, 2007 ? Mean Score Analysis Figure: Entertainment or IT Products Currently Owned and in Use by 50+ Segment, 2006 (% of Respondents) Preference for Multiplay Communication Services Multiplay Bundles ? Searching for the Best Deal Figure: Perceived Benefits of Service Bundles by Age Group, 2007 (% of Respondents) Figure: Service Bundle Preference by Age Group, 2007 (% of Respondents) Internet ? 50+ Consumers Cannot Live Without It Figure: Time Spent Online in a Typical Week by 50+ Segment Figure: Type of Internet Access at Home by Age Group, 2006 (% of Respondents) Figure: Home Networking Penetration Among 50+ Segment, 2006 (% of Respondents) Figure: Time Spent Online Doing a Particular Activity in a Typical Week by 50+ Segment, 2006 ? Mean Score Analysis Figure: Time Spent Online Connecting with Family and Friends in a Typical Week by 50+ Segment, 2006 (% of Respondents) TV ? Good Old Friend Figure: Source of TV Service, 2007 Figure: Source of Video Content by 50+ Segment, 2006 (% of Respondents) Figure: Primary Way of Viewing TV/Video Content by 50+ Segment, 2006 (% of Respondents) Figure: Preference for Watching Web TV/Video from Traditional TV, 2007 (% of Respondents) Figure: Preferred Sources for Internet Video, 2007 (% of Respondent) Figure: Internet-Sourced Video/TV Content Used in the Past Six Months, 2007 (% of Respondents) Wireless ? Emerging Usage Figure: Average Monthly Mobile Phone Bill by Age Group, 2007 ? Mean Score Analysis (C$) Figure: Minutes Spent Online and Using Mobile Phone by Age Group, 2006 Figure: Preferred Mobile Services, 2007 (% of Respondents) Figure: Frequency of Mobile Data Service Usage, 2007 (% of Respondents) Figure: Reasons for Dissatisfaction with Mobile Data Services, 2007 (% of Respondents) Figure: Mobile Phone Replacement Cycle, 2007 (% of Respondents) Figure: Main Mobile Phone Selection Criterion, 2007 (% of Respondents) Future Outlook Potential Segmentation Model Figure: Canada Online Consumer Behaviour and Adoption Segmentation by Age Group, 2006 Attitudes Toward Future Communications Service Figure: Influence Factors in Purchase of Technology Product by 50+ Age Segment, 2006 ? Mean Score Analysis The Marriage of Future Information Services and TV Functionality Figure: Interest in Receiving Enhanced TV Functions by 50+ Segment, 2006 ? Mean Score Analysis Essential Guidance Actions to Consider For Services Providers For Other Stakeholders Learn More Related Research Definitions Methodology Synopsis AbstractThis IDC study provides a detailed analysis of Canadian consumers aged 50 and over. Communications and entertainment services innovation is increasing at a rapid pace, but this technology is often targeted at youths. More than one-third of Canadians are aged 50 years and over. Moreover, this population segment is growing. Those in the 50+ segment of consumers have clearly different views on communications, wireless, TV, and video services. They compose a key demographic segment that service providers should not ignore. This study analyzes those consumers' preferences and perceptions of communications services. "Service providers and technology vendors cannot afford to develop offerings focused only at today's youth population, as the proportion of Canadians aged 50+ will grow to more than one-third (35 per cent) of the total population in 2011," said study author Steve Yang, associate analyst, Communications Practice, at IDC Canada Ltd. Get Full Details About This Report >> |
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