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, with the latest results (for 2017) compared with the previous ones (for 2014) where relevant, 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.
For mobile gadgets (i.e. tablets, laptops, cameras with no telephony function and wearable devices), these are:
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by cover type (i.e. stand-alone or packaged with a banking product or household insurance);
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by gender, age group and annual household income bracket;
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by mobile gadget type (i.e. tablets, laptops, cameras with no telephony function and wearable devices);
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by retailer from which the mobile gadget was acquired (e.g. Best Buy, Walmart);
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by mobile gadget manufacturer (e.g. Apple, Samsung);
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by mobile gadget price band;
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by mobile gadget purchase interface (i.e. in a shop or remotely).
For mobile phones, these are:
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by type of cover (i.e. stand-alone or packaged with a banking product or household insurance);
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by gender, age group and annual household income bracket;
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by type of subscription (i.e. post-paid or prepaid);
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by type of phone (i.e. basic phone or smartphone);
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by phone age (i.e. brand new when acquired or second-hand / reconditioned);
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by mobile network operator (e.g. Bell / Bell MTS, Rogers Wireless);
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by retailer from which the mobile phone was acquired (e.g. mobile operator's own shop, another shop);
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by mobile phone manufacturer (e.g. Apple, Samsung);
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by mobile phone price band.
Moreover, for both stand-alone mobile gadget and phone insurance and extended warranties, the research also quantifies the distribution channels and interfaces used by consumers in Canada to take out these forms of cover, states the point in time that the cover was bought (i.e. at the same time as the underlying mobile device was acquired or at a later point) and ascertains whether sales were prompted or not and, if so, the type of prompt (e.g. web chat) that generated the sale.
Finally, claims frequency data is provided, differentiating between claims made on stand-alone policies and ones associated with packaged cover, and reasons for claims (e.g. accidental damage, loss, technical fault, theft, viral attack) are analysed for all policy types.
You may be able to use this report in one or more of the following ways:
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benchmark your organisation’s performance in mobile gadget or phone insurance and extended warranties: are your cross-selling rates in line with the market averages for Canada described in this study?
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appreciate the potential for increasing the penetration of policies that incorporate cover for accidental damage, loss or theft, or emerging risks such as unauthorised use of an e-wallet: what is your organisation’s experience?
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evaluate the opportunities for distributing mobile gadget and phone cover in Canada through channels other than manufacturers, retailers and mobile network operators: to what extent will owners of mobile devices buy through these means?
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assess the prospects for retrospective marketing and re-solicitation programs: how many mobile device owners buy insurance or extended warranty cover after acquiring the underlying device and how long do they wait?
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understand claims experience for mobile phone and gadget cover in Canada and what this might mean for the way in which your organisation underwrites or distributes this type of policy.
For further information about this research, please access the table of contents and series prospectus by clicking on the corresponding links to the left-hand side of this page, or e-mail
[email protected].