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Mobile Metrics: Consumer Approaches to Mobile Gadget and Phone Insurance and Extended Warranties in Canada offers detailed and unique insights into the behaviour of Canadian consumers in the context of insurance and extended warranties for both mobile gadgets and phones. Based on a primary survey of over 1,000 consumers in Canada, the research provides valuable data describing the extent to which they acquire insurance or extended warranty cover for mobile gadgets and phones plus how take-up rates vary according to a series of key variables.

Table Of Contents

Mobile Metrics: Consumer Approaches to Mobile Gadget and Phone Insurance and Extended Warranties in Canada
0.0 EXECUTIVE SUMMARY 1
1.0 INTRODUCTION 2
What is this report about? 2
Rationale 2
Global consumer research 2
Other international research reports about extended warranties and insurance . 3
2.0 MOBILE GADGETS 4
Introduction 4
Underlying market for mobile gadgets 5
Acquisition rates for tablets, laptops, e-readers and cameras . 5
Acquisition rates for mobile gadgets segmented by demographic group 6
Tablets and laptops acquired, segmented by retailer 7
Tablets and laptops acquired, segmented by manufacturer 8
Tablets and laptops acquired, segmented by purchase interface 9
Mobile gadget insurance and extended warranties 10
Take-up rates for mobile gadget cover, segmented by cover type 10
Generic extended warranty cover held through credit cards 11
Take-up rates for all types of mobile gadget cover, segmented by demographic group 12
Take-up rates for stand-alone mobile gadget cover, segmented by demographic group . 13
Take-up rates for stand-alone mobile gadget cover, segmented by retailer 14
Take-up rates for stand-alone mobile gadget cover, segmented by manufacturer . 16
Take-up rates for stand-alone mobile gadget cover, segmented by purchase interface 17
Perceived risks covered by mobile gadget insurance and extended warranties 18
Distribution channels for stand-alone mobile gadget insurance and extended warranties 19
Distribution interfaces for stand-alone mobile gadget insurance and extended warranties 20
Time of acquisition of stand-alone mobile gadget insurance and extended warranties 23
Claims frequency and reasons for mobile gadget insurance and extended warranties 23
3.0 MOBILE PHONES 26
Introduction 26
Underlying market for mobile phones . 27
Mobile phone penetration segmented between prepaid and post-paid subscriptions 27
Mobile phone penetration segmented between basic phones and smartphones 27
Basic phones and smartphones in use, segmented by demographic group . 29
Mobile phones in use, segmented by manufacturer 31
Mobile phones in use, segmented by network operator 32
Mobile network operator subscribers, segmented by prepaid and post-paid subscriptions 33
Mobile phones in use, segmented by retailer through which acquired . 35
Mobile phone insurance and extended warranties 36
Take-up rates for mobile phone cover, segmented by cover type 36
Take-up rates for all types of mobile phone cover, segmented by demographic group 37
Take-up rates for all types of mobile phone cover, segmented by subscription and phone type 38
Take-up rates for stand-alone mobile phone cover, segmented by demographic group 39
Take-up rates for stand-alone mobile phone cover, segmented by subscription and phone type 40
Take-up rates for stand-alone mobile phone cover, segmented by mobile network operator 41
Take-up rates for stand-alone mobile phone cover, segmented by retailer 42
Take-up rates for stand-alone mobile phone cover, segmented by manufacturer 43
Perceived risks covered by mobile phone insurance and extended warranties . 44
Distribution channels for stand-alone mobile phone insurance and extended warranties 45
Distribution interfaces for stand-alone mobile phone insurance and extended warranties 46
Time of acquisition of stand-alone mobile phone insurance and extended warranties 49
Claims frequency and reasons for mobile phone insurance and extended warranties 49
4.0 APPENDIX 52
Research sample statistics 52
Research structure 54

LIST OF GRAPHICS / TABLES

0.0 EXECUTIVE SUMMARY 1
1.0 INTRODUCTION 2
2.0 MOBILE GADGETS 4
Percentage of respondents in Canada buying a tablet, laptop, e-reader or camera in the last three years,
segmented by type of mobile gadget, 2014 5
Percentage of respondents in Canada buying a mobile gadget in the last three years, segmented by
income, age and gender, 2014 6
Laptops and tablets bought in Canada in the last three years, segmented by retailer, 2014 . 7
Laptops and tablets bought in Canada in the last three years, segmented by manufacturer, 2014 8
Laptops and tablets bought in Canada in the last three years, segmented by interface, 2014 9
Take-up rates for mobile gadget insurance and extended warranties in Canada, segmented by type of
policy (stand-alone, packaged with a banking product or included with household insurance), 2014 10
Penetration rate for generic extended warranties attached to credit cards in Canada, 2014 11
Take-up rates for all types of mobile gadget insurance and extended warranties in Canada, segmented by
income, age and gender, 2014 . 12
Take-up rates for stand-alone mobile gadget insurance and extended warranties in Canada, segmented
by income, age and gender, 2014 13
Take-up rates for stand-alone mobile gadget insurance and extended warranties among buyers of tablets
and laptops in Canada, segmented by retailer, 2014 . 15
Take-up rates for stand-alone mobile gadget insurance and extended warranties among buyers of tablets
and laptops in Canada, segmented by manufacturer, 2014 . 16
Take-up rates for stand-alone mobile gadget insurance and extended warranties among buyers of tablets
and laptops in Canada, segmented by purchase of the underlying mobile gadget at a shop and remotely,
2014 17
Perceived risks covered by all types of mobile gadget insurance and extended warranties in Canada,
2014 18
Distribution channels used to acquire stand-alone mobile gadget insurance and extended warranties in
Canada, 2014 19
Distribution interfaces used to acquire stand-alone mobile gadget insurance and extended warranties in
Canada, 2014 20
Online sales of stand-alone mobile gadget insurance and extended warranties in Canada, segmented by
type of device used, 2014 21
Cross-tabulation of distribution channels and interfaces used to acquire stand-alone mobile gadget
insurance and extended warranties in Canada, 2014 22
Frequency of mobile gadget insurance and extended warranty claims in Canada, segmented by outcome
of claim and type of cover, 2014 24
Frequency of mobile gadget insurance and extended warranty claims in Canada, segmented by outcome
of claim and type of cover, 2014 (table) 24
Mobile gadget insurance and extended warranty claims in Canada, segmented by reason for claim, 2014
25
3.0 MOBILE PHONES 26
Percentage of respondents owning a mobile phone in Canada, segmented by prepaid and post-paid
subscriptions, 2014 27
Mobile phones in use in Canada, segmented by subscription method and by basic phones and
smartphones, 2014 28
Mobile phones in use in Canada, segmented between basic phones and smartphones and segmented by
income, age and gender, 2014 . 29
Mobile phones in use in Canada, segmented between basic and smartphones and segmented by income,
age and gender, 2014 (table) 30
Mobile phones in use in Canada, segmented by manufacturer, 2014 31
Mobile phones in use in Canada, segmented by mobile network operator, 2014 . 32
Mobile phone network operators used in Canada, segmented by subscription method, 2014 . 33
Mobile phone network operators used in Canada, segmented by subscription method, 2014 (table) 34
Mobile phones in use in Canada, segmented by retailer through which acquired, 2014 35
Take-up rates for mobile phone insurance and extended warranties in Canada, segmented by type of
policy (stand-alone, packaged with a banking product or included with household insurance), 2014 36
Take-up rates for all types of mobile phone insurance and extended warranties in Canada, segmented by
income, age and gender, 2014 . 37
Take-up rates for all types of mobile phone insurance and extended warranties in Canada, segmented by
subscription and phone type, 2014 38
Take-up rates for stand-alone mobile phone insurance and extended warranties in Canada, segmented
by income, age and gender, 2014 39
Take-up rates for stand-alone mobile phone insurance and extended warranties in Canada, segmented
by subscription and phone type, 2014 40
Take-up rates for stand-alone mobile phone insurance and extended warranties in Canada, segmented
by mobile network operator, 2014 41
Take-up rates for stand-alone mobile phone insurance and extended warranties in Canada, segmented
by retailer, 2014 . 42
Take-up rates for stand-alone mobile phone insurance and extended warranties in Canada, segmented
by manufacturer, 2014 43
Perceived risks covered by all types of mobile phone insurance and extended warranties in Canada, 2014
44
Distribution channels used to acquire stand-alone mobile phone insurance and extended warranties in
Canada, 2014 45
Distribution interfaces used to acquire stand-alone mobile phone insurance and extended warranties in
Canada, 2014 46
Online sales of stand-alone mobile phone insurance and extended warranties in Canada, segmented by
type of device used, 2014 47
Cross-tabulation of distribution channels and interfaces used to acquire stand-alone mobile phone
insurance and extended warranties in Canada, 2014 48
Time of acquiring stand-alone mobile phone insurance and extend warranties relative to time of acquiring
underlying phone in Canada, 2014 49
Frequency of mobile phone insurance and extended warranty claims in Canada, segmented by outcome
of claim and type of cover, 2014 50
Frequency of mobile phone insurance and extended warranty claims in Canada, segmented by outcome
of claim and type of cover, 2014 (table) 50
Mobile phone insurance and extended warranty claims in Canada, segmented by reason for claim, 2014
51
4.0 APPENDIX 52
Canada survey sample, segmented by geographical region 52
Canada survey sample, segmented by age group and by annual household income band 53

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