target audience: TECH SUPPLIER Publication date: Jan 2024 - Document type: Market Presentation - Doc Document number: # CA51576523
Canadian Consumers: Factors Affecting Technology Brand Choice, 2023
Content
- 25 slides
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Abstract
This IDC Market Presentation presents findings from IDC Canada's recent consumer survey that uncovers "What factors drive the choice of technology brands consumers use" through the use of a MaxDiff conjoint approach.
For the purpose of this document, respondents were segmented into five mutually exclusive profiles using a Latent Class segmentation approach to understand preferences/choices. The five segments of consumers choose technology brands based on perceptions about:
- Needs
- Personal value
- Product quality
- Experience
- Privacy and social responsibility
The document is useful for market intelligence roles, product managers, and product marketers who seek to, among other things, understand Canadian consumers' perceptions and mindset. The insights can be used by vendors, carriers, and technology suppliers to best target, educate, and design products/solutions for the consumer audiences in Canada.