Abstract
This IDC study discusses the Canadian wireless market which is on a fast track to catch up to other developed countries. Consumers enthusiastic about wireless data and entertainment services are fueling the rapidly growing and evolving wireless data segment; more importantly, this segment is expected to become a significant portion of Canadian wireless operators' revenue. Yet, messaging services (especially SMS) currently dominate the Canadian wireless data and entertainment segment. Ringtones enjoy a higher penetration than other content-based data entertainment services. IDC Canada sees mobile social networking as in its nascent stage.
"The 18-29 age group leads in the penetration of both overall wireless entertainment and messaging penetration, with roughly 84 per cent of respondents using both those services." states Steve Yang, analyst of Communications Research at IDC Canada Ltd., "they were often to the first to try and explore new features and functions on their mobile device. This demographic group also has the financial ability to support their adoption, compared to younger teens."
Table of Contents
In This Study
- Methodology
Situation Overview
- Competing in a New Stage
- Current Industry Dynamics
- Demographic Characteristics of Users of Wireless Data and Entertainment Services
- Entertainment Usage by "Primary Mobile Users"
- Spending by Users of Wireless Data and Entertainment Services
- In-Depth Look at Adoption of Full-Track Music
- It Is Not Easy to Say I Love You - Adoption Patterns by Canadian Wireless Operators
- Market Strategies
- Canadian Wireless Operators Offering and Pricing
- International Wireless Operators Wireless Data and Entertainment Services Trends
Future Outlook
- Canadians Embrace New Wireless Operators
Essential Guidance
- Actions to Consider
Learn More
- Related Research
- Definitions
