Market research helps illuminate the market so that marketing can do its job.

1 in 5 Canadian households don’t have access to the internet.

In this day and age, when online access is considered almost a constitutional right, we should be complaining to government and the big carriers that they should invest heavily in fixing this problem to make sure that everyone is connected.

But market research by Statistics Canada reveals a different perspective.

Yes, there are connectivity problems which need to be addressed.

But, of the 21% of households without home internet access, it turns out that more than half don’t want it. That’s 1 in 10 people who say they have no interest in the internet.

Other reasons given for having no access include:

• Cost (Can’t afford it) – 20%
• Don’t have a computer (possibly “cost” too) – 15%
• Don’t have confidence, knowledge or skills – 12%

So, investing billions in dragging fibre to every door and setting up new towers does not address two core problems – lack of affordability and lack of confidence in technology. Solutions could include programs that drive down connectivity costs and equipment costs, particularly for under-served markets, along with education and support initiatives.

The Marketing thought

Strategic Marketing has to develop a comprehensive understanding of target market dynamics to ensure organizational decisions are based on knowing the facts. It’s too easy to make knee-jerk reactions to problems without understanding the market drivers.

Just a thought.
Tim

Statistics Canada Research Report: Canadian Internet Use Survey

Related blog post: Wearing the Marketing pearls

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