Canadian Laptop Ownership Set to Increase Over Next Two Years

While 43% of Online Canadians Currently Own a Laptop Computer, Number to Jump to 59% by 2010

Thursday, October 02, 2008

Calgary, AB – A new study released by Ipsos Reid examining the ownership, upgrade intentions and new consumer electronic purchases of online Canadians has found that in the next two years, laptop computers will be found in 59% of online Canadian homes.

Currently, 43% of all online Canadians have a laptop computer in their home. One-third (31%) of current laptop owners plan to upgrade their machines in the next two years. Among those online Canadians who do not currently own a laptop computer, slightly more than one- quarter (27%) plan to purchase one in the next two years. Study author Mark Laver notes: "Laptop price points have been dropping rapidly in the last few years—a basic laptop is currently lower than $550 and some laptops in the sub-notebook category come in under $350. These prices bring a basic model within reach of many online Canadians."

Perhaps not surprisingly, a similar percentage (45%) of online Canadians also own a wireless router. Wireless router ownership in the next two years is predicted to rise by 10%, with 55% of all online Canadians having one in their household. "Not only are laptops decreasing in price," continues Laver, "but it would appear that online Canadians increasingly see the benefits of using the Internet at multiple locations around their homes. The wireless router is central to this experience."

Ownership of laptops is significantly higher among males, those under 35 years of age, and those with university educations. Ownership of laptops and wireless routers in Quebec generally lags the rest of Canada. When examining the intentions of those without laptops and wireless routers to purchase in the next two years, there are very few demographic differences with the exception of younger (<35 years old) online Canadians being significantly more likely to purchase these two items. Laver concludes: "This is a generation that has grown up with computers and the Internet. These items are not new to them, but normal everyday items, thus the higher likelihood to purchase."

This release is based on the findings of an Ipsos Reid syndicated study, the Inter@ctive Reid Report, fielded from 06/30 to 07/14, 2008. This online survey of 2711 Canadian adults was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The results are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. An unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 1.9 percentage points, 19 times out of 20.

For more information on this news release, please contact:

Mark Laver
Associate Vice President
Ipsos Reid
Public Affairs
(403) 294-7393
mark.laver@ipsos.com

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey- based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.

Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.

In 2007, Ipsos generated global revenues of €927.2 million ($1.27 billion U.S.).

Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.

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Canadian Laptop Ownership Set to Increase Over Next Two Years

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Contact

Karen Beck
Associate Vice President, Canada
Ipsos Marketing
1.778.373.5026
karen.beck@ipsos.com