Communications Technology Savviness Survey Summary Report
January 2013
What we did and why
• Rogers commissioned a national survey to determine Canadians’ communications technology savviness. The goal was to find out how tech savvy Canadians think they are then put them to the test on roaming, data usage and online security.
• The survey was launched as part of Tech Essentials - a Rogers education program to help Canadians make smart and safe choices online .
• Survey questions were turned into an online quiz. Anyone can see how they compare to other Canadians at techessentials.rogers.com
Survey methodology
• An online survey was conducted among N=1,000 Canadians 18+ years old from November 26-28, 2012, by Head Research on behalf of Rogers.
• Sample was provided by a Research Now panel, and drawn from major regions in proportion to the Canadian Census.
• The statistical margin of error for overall survey results in this study is +/- 3% (assumes panelists do not differ from non-panelists, and respondents do not differ from non-respondents). This means that, in 19 out of 20 cases, survey results for questions based on all survey respondents (N=1,000) will differ by no more than 3% in either direction from what would have been obtained by measuring the opinions of all adult Canadians.
Communications Technology Savviness – the results
Canadians believe they are quite savvy with respect to communications technology
A B C D FPerceived 17% 43% 33% 6% 1%Actual (average) 0% 4% 12% 27% 57%
Communications Technology Savviness
… but perception is not reality
Perceived 16% 36% 31% 13% 4%Actual 0% 7% 18% 28% 47%
Roaming Savviness
Perceived 22% 38% 27% 9% 4%Actual 0% 5% 11% 24% 60%
Data Savviness
Perceived 29% 44% 21% 5% 1%Actual 0% 0% 8% 28% 64%
Online Safety Savviness
83%
Interested in using a website dedicatedto helping consumers improve their
communications technology knowledge
87%
Interested in learning more about communications
technology
Despite their self-confidence, a large majority of Canadians want to improve their communications technology knowledge
A B C D F
A B C D F
A B C D F
An online survey was conducted among N=1,000 Canadians 18+ years old from November 26-28, 2012, by Head Research on behalf of Rogers. Sample was provided by a Research Now panel, and drawn from major regions in proportion to the Canadian Census. The statistical margin of error for overall survey results in this study is +/- 3% (assumes panelists do not differ from non-panelists, and respondents do not differ from non-respondents). This means that, in 19 out of 20 cases, survey results for questions based on all survey respondents (N=1,000) will differ by no more than 3% in either direction from what would have been obtained by measuring the opinions of all adult Canadians.
Roaming Savviness A B C D FPerceived 16% 36% 31% 13% 4%Actual 0% 7% 18% 28% 47%
Roaming Savviness
Canadians have a basic understanding of roaming, but struggle with details …
62%18%
9%11% Using another carrier's
network
Another word for long dis-tance
Contacting a person on an-toher carrier's network
No idea/Not sure
What is roaming?
Text m
essage
s
Voice/m
aking p
hone calls
Retriev
ing voice
message
sE-m
ail
Web browsin
g
Calling y
our carr
ier via
*611
No idea/
Not sure
40%
To which of the following would roaming charges not be applied?
42%
26%
32%
Sending a text messageNo idea/Not sureOther
Which would likely result in the lowest roaming charges?
OTHER
Checking weather 7%using weather widgetBasic web browsing 4%Watching HD video 1%on YoutubeVoice/making a phone call 4%Retrieving a voice-mail 7%messageSending an email 7%Navigation/GPS app use 3% 13%
48%
11%
19%
29%
If you check email without opening any attachments while outside of
your carrier's network, roaming charges will not apply
If you check email and open attachments while outside of your
carrier's network, roaming charges will apply
If an app that uses data is active and is only running in the background,
but is not being used, roaming charges will not apply
Roaming charges do not apply to apps that are built
into your phone
None of these are true
Most data roaming packages have safeguards that prevent overage charges if you go beyond what's included in your package
Once you're roaming, you have to wait until you get your bill to know how much of your roaming package allotment you've actually used up
Roaming charges normally apply if you contact your carrier to buy a roaming package while you're already out of their network
Calls to business with toll-free numbers are excluded from roaming charges
None of these are true
Which of the following statements are true?
28%
6%14% 14% 14%
26%
30%
20%
21%
30%
21%
$ $ $ $ $ $
Correct Answer
Data Savviness A B C D FPerceived 22% 38% 27% 9% 4%Actual 0% 5% 11% 24% 60%
Data Savviness
Canadians’ understanding of data has a lot of room for improvement
Order the following from smallest to largest
1 kb 1 mb 1 gb 1 tb
011101001101111010001111000011101001101111010001111000
49%
011101001101111010001111000011101001101111010001111000
53%
011101001101111010001111000011101001101111010001111000
55%001111000
011101001101111010001111000011101001101111010001111000
73%
001111000101111010001111000
None of these are true
A phone with a poor quality camera uses less data to send original-sized photos than a phone with a higher
quality camera
When using your mobile device at home via Wi-Fi, your home’s
monthly internet allotment is used instead of your mobile data plan
Less data is used when your modem speed is faster
Which of the following statements are true?
8%
56%
30%
27%
7%6%
4%
33%
18%
33%25-100
250-500
1000-2500
None, I have an unlimited plan
None, text messages are separate from data allotments
No idea/Not sure
How many regular, SMS text messages does it take to go over your Canadian data allotment?
3% 4% 4% 9%
51%
7%21%
In general, which of the following would use the most data?
Not Sure
15% 24%46%
58% 65%44%
31% 31% 21%
Which of the following require the use of mobile data (assume Wi-Fi not available)?
Not Sure
% W
ho o
rder
ed d
ata
corr
ectly
Correct Answer
Online Safety Savviness A B C D FPerceived 29% 44% 21% 5% 1%Actual 0% 0% 8% 28% 64%
Online Safety Savviness
Canadians understand how to avoid viruses, but still havea way to go with respect to secure online purchasing
From which of the following can your computer catch a virus?
E-mail at-tacments
Instant Messages
text Messages Downloading content from the internet
E-mail messages
No idea / Not sure
87%
28%19%
87%
51%
3%
1%
7%
16%
10%64%
2%5
6
8
It doesn't matter, it's the type and order of the letters/characters themselves
The longer and the more different types of letters / characters, the better
No idea / Not sure
How many characters should a password have?
7%
3%
24%
17%
33%
16%
5 8 10 25 33 No idea / Not sure
If you drive and text, how many times more likely is it that you will have an accident?
None of these are true
Pay attention to emails from your bank, because that's how they'll contact you if
someone's hacked your account
When using someone else's Wi-Fi to connect to the internet, you device's security settings and special security
software will determine how safe you are while on their network
If you have a computer firewall, you don't need any other software to protect against
malware, viruses or phishing
Which of the following statements are true?
8%
32%
14%
54%
"https" on the front of your address bar
A "secured by Verisign" banner on the home/login page
A small lock icon on your browser's status bar
Websites that use SSL technology
Which of the following provide a more secure internet connection when making an online purchase?
36%
36%
39%
38%
No idea/Not sure 24%
Correct Answer