Mobility is about freedom
In a new study, Fast Forward(TM), by the Toronto-based Solutions Research Group found that as Canadians adopt wi-fi (such as wireless home networks and wireless computers)during the next three years, mobile entertainment and communications are poised for rapid growth. Canadians are at the forefront of this next wave of wireless communications with 16% of the 12+ population, or just over 4 million Canadians. This "mobile class" consists of two sub-groups of nearly equal size: techno-savvy 12-24 year olds who grew up with Internet, and urban professionals 25-49 who place a high value on mobility because of their work and lifestyles.
"Mobility is not about technology, it's about freedom. The freedom to communicate and be entertained anytime and anywhere," said Kaan Yigit, President of Solutions Research Group and Study Director for Fast Forward. "Just as Internet changed the way we think about interactivity and instant access, new wireless technologies ... will change our
assumptions about location."
Who are these cuting edge Canadians?
(Findings taken from Fast Forward(TM))
- Their profile parallels that of early adopters of Internet in 1996.
There is a slight male skew (56% are male; 44% female) and they are
better educated than average (72% with at least some postsecondary
vs. 58% average).
- They are more likely than average to live in BC or Ontario.
- Virtually all have cell phones and three-in-four own a laptop. They
are three times more likely than average to have a wireless network
in the home, a PDA or a wireless device such as a BlackBerry. The
12-24 subgroup are heavy users of text messaging and ringtone
downloads.
The study found significant growth in the size of this emerging group, up 50% between 2003 and 2004. Their population is expected to double by the year 2007.
"With their newfound independence, these Canadians are ushering in a
whole new convergence. As their cell phones behave more like PCs and their
laptops lose their wires and add VOIP, everything starts to blur," said Jeff
Vidler, a Partner with Solutions Research Group. "This blurring of boundaries
will have a revolutionary impact not only on traditional media, but also on
the distributors and carriers."
The information for this release comes from comprehensive telephone interviews with 1,605 Canadians in May 2004, conducted as part of Fast Forward(TM), Solutions Research Group's syndicated consumer trend research series. The Fast Forward(TM) database contains over 10,000 in-depth interviews with Canadians conducted since 1996. To maintain an unbiased perspective, Solutions Research Group funds its own syndicated research. The sample for the most recent survey statistically reflects the regional and age/sex composition of the Canadian population. The results of the survey are accurate to (+/-) 2.4 points for the population as a whole, 19 times out
of 20.
"Mobility is not about technology, it's about freedom. The freedom to communicate and be entertained anytime and anywhere," said Kaan Yigit, President of Solutions Research Group and Study Director for Fast Forward. "Just as Internet changed the way we think about interactivity and instant access, new wireless technologies ... will change our
assumptions about location."
Who are these cuting edge Canadians?
(Findings taken from Fast Forward(TM))
- Their profile parallels that of early adopters of Internet in 1996.
There is a slight male skew (56% are male; 44% female) and they are
better educated than average (72% with at least some postsecondary
vs. 58% average).
- They are more likely than average to live in BC or Ontario.
- Virtually all have cell phones and three-in-four own a laptop. They
are three times more likely than average to have a wireless network
in the home, a PDA or a wireless device such as a BlackBerry. The
12-24 subgroup are heavy users of text messaging and ringtone
downloads.
The study found significant growth in the size of this emerging group, up 50% between 2003 and 2004. Their population is expected to double by the year 2007.
"With their newfound independence, these Canadians are ushering in a
whole new convergence. As their cell phones behave more like PCs and their
laptops lose their wires and add VOIP, everything starts to blur," said Jeff
Vidler, a Partner with Solutions Research Group. "This blurring of boundaries
will have a revolutionary impact not only on traditional media, but also on
the distributors and carriers."
The information for this release comes from comprehensive telephone interviews with 1,605 Canadians in May 2004, conducted as part of Fast Forward(TM), Solutions Research Group's syndicated consumer trend research series. The Fast Forward(TM) database contains over 10,000 in-depth interviews with Canadians conducted since 1996. To maintain an unbiased perspective, Solutions Research Group funds its own syndicated research. The sample for the most recent survey statistically reflects the regional and age/sex composition of the Canadian population. The results of the survey are accurate to (+/-) 2.4 points for the population as a whole, 19 times out
of 20.