Wireless Code Public Opinion Research 2015 - Summary

Quantitative Research Report Prepared for the Canadian Radio-Television and Telecommunications Commission (CRTC)

POR #: POR 044-14
Contract Number: 82082-150018/001/CY
Contract Award Date: February 4, 2015
Report Date: March 31, 2015

Ce rapport est aussi disponible en français sur demande.

communications@crtc.gc.ca

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Executive Summary

Harris/Decima is pleased to present this report to the Canadian Radio-Television and Telecommunications Commission (CRTC) highlighting the findings from the second annual “Wireless Code” research study.

The Commission established the Wireless Code, a mandatory code of conduct for wireless service providers, in The Wireless Code, Telecom Regulatory Policy CRTC 2013-271, June 3, 2013 (the Wireless Code Decision). The Wireless Code applies to all retail mobile wireless voice and data services (wireless services) provided to individual and small business consumers in Canada.

In the Wireless Code Decision, the Commission indicated that it will develop an evaluation plan to evaluate the effectiveness of the Wireless Code; the results of this evaluation will form part of a formal review of the Wireless Code following its implementation; and it intends to initiate a formal review of the Wireless Code within three years of its implementation.

To ensure the effectiveness of the formal review, the Commission needed reliable data on how consumers’ understanding of their wireless service contracts and related rights is changing between the implementation of the Wireless Code and the formal review. The review of the Wireless Code over time assesses whether it is meeting its objective: empowering consumers to make informed decisions about wireless services.

In order to measure this, telephone surveys were conducted with Canadian cell phone users in each of the last two years. The sample included both landline interviews and cell phone interviews. We aimed to complete at least 35% of the interviews by calling cell phone numbers in order to ensure that those people who primarily use their cell-phone (or live in a cell phone only household) were included in the sample pool. The final 2015 sample of 1,005 Canadian adults is made up of 35% cell phone interviews and 65% landline interviews.

To properly track this data over time and be able to compare trends, the same approach and questions were used as for the Wireless Code research study conducted in 2014, with three additional questions this year.

Surveys were conducted between February 23rd and March 11th, 2015 (in English and French) and took an average of 9 minutes to complete. The sample was a probability sample and as such can be extrapolated to the Canadian population with a margin of error of +/-3.1%, 19 times out of 20.

The key findings based on the survey results are presented below.

Service Agreements

• Four in five Canadians cell phone owners (85%) have a monthly plan.
  • Three quarters of cell owners (73%) have an individual plan.
• Most cell phone owners have text messaging (90%), calling minutes (87%) and data (70%) included in their plan.
  • A majority of respondents say text messaging (53%) and calling minutes (50%) are essential when considering a plan.
• Almost two in ten (19%) Canadians would be upset if their data plan was changed by their service provider without their knowledge.
  • Of those who would be most upset about a change in price (4%), more than half would have an issue with general price (58%), while 23% would have an issue with the price of voice calling.

Wireless Services - Complaints

• Complaints about wireless services as well as direction of complaints were similar in 2014 and 2015.
• A quarter of Canadian cell phone owners (23%) have made a complaint about their wireless service in the past year, compared to 26% in 2014.
  • For most wireless customers (93%), this meant calling their service provider, largely unchanged from 2014 (95%).
• Complaints made in the past year were not resolved to everyone’s satisfaction, in line with the 2014 results.
  • Almost half of those who complained (43%) feel dissatisfied with how their complaint was resolved, slightly lower, although not significantly, from 2014 (47%).
• More than half of Canadian cell phone owners (56%) are aware of their right to complain about issues they are experiencing with their wireless service provider to the Commissioner for Complaints for Telecommunications Services (CCTS).
  • In 2014, the CCTS was not highly recognized by Canadian cell phone owners as an avenue to launch complaints related to wireless services, with only 13% saying that they recalled receiving information with their cell phone contract or agreement about how they could complain to the CCTS.
• Quite a few cell phone owners (29%) have experienced some form of bill shock in the past year, related to everything from high data usage to long distance charges and billing issues, in line with 2014 (28%).

Wireless Contracts

• Overall clarity of contract language remains stable from 2014.
• Most Canadian cell phone owners (68%) find their contract or service agreement clear and easy to understand, largely unchanged from 2014 (66%).
  • Moreover, more than half of Canadian cell phone owners (56%) say that their service provider gave a clear explanation of fees that would apply if they canceled their agreement early, significantly higher than in 2014 (50%).
• One in six Canadian cell phone owners (16%) have become aware that their service provider changed their plans without informing them, similar to 2014 (19%).
• Almost one in five Canadian cell phone owners (18%) have changed providers in the past two years, unchanged from 2014.
  • Price was often a factor in this decision, as in 2014.
  • For the most part, it was easy to switch providers, as was the case in 2014. In comparison, almost half (47%) say it was extremely easy, compared to 46% in 2014, while another 32% say it was somewhat easy, compared to 28% in 2014.

The Wireless Code

• Recall of the Wireless Code remains largely unchanged from 2014.
• One in five (19%) cell phone owners say they clearly recall hearing or seeing something about the Wireless Code coming into effect, largely unchanged from 2014 (22%).
  • Another 31% vaguely recall it, while the remaining 48% did not hear about the Code, similar to 2014 (30% and 46% respectively).
  • Almost all awareness (85%) came from media announcements, while hearing from friends/family accounted for 13% of recall, largely unchanged from 2014 (83% and 11% respectively).

Research Firm: Harris/Decima Inc.
Contract Number: 82082-150018/001/CY
Contract Award Date: February 4, 2015
Contract Value: $49,892.99 (Incl. HST)

I hereby certify as Senior Officer of Harris/Decima Inc that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not include information on electoral voting intentions, political party preferences, standings with the electorate or ratings of the performance of apolitical party or its leaders.

Danielle Armengaud, Research Director

Harris/Decima Inc.