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
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:
Associate Vice President
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
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