Two-in-five (41%) Albertans and half (50%) of parents of school-age children are likely to buy at least one technology product during this “back to routine” time of year. While a touchscreen monitor is the top gadget on Albertans’ wish list, the laptop dominates as the item people are most likely to acquire.
Calgary, AB – As children go back to school and adults resume their regular duties after the summer break, many Albertans are considering technology upgrades. A recent Insights West online poll of 660 adults found that two-in-five Albertans (41%) either have bought or intend to buy one or more technology products for themselves or their children. This proportion climbs to 50% among Albertans who have children in school (kindergarten through grade 12).
Practically three-in-five Albertans say that technology products are important to them as a part of getting “back to routine” at this time of year (58% total important, 17% very important). However, technology products remain particularly critical for those going back to school: four-in-five parents of children in kindergarten through grade 12 believe that technology products are important to their children as part of their education (79% total important, 33% very important). Among the one-in-ten Albertan adults (10%) who will personally be enrolled in education this fall, an impressive 92% consider technology important to them at this point (63% very important).
Two-in-five Albertans (41%) say they are likely to buy one or more products for back to routine/school. When asked to select from a wish list, the proportion of prospective buyers increases considerably, to 73% for those who would acquire an item for themselves, and 78% for parents who would buy at least one item for their children.
Albertans appear to be pragmatic when it comes to selecting possible items to buy. A majority of those who have purchased or plan to purchase something in this “back-to-routine” season (52%) are thinking about a laptop computer—a significantly higher incidence than smartphones (40%), tablets (35%) and desktops (30%).
“The survey shows that most Albertans are approaching their technology budget in a sensible way,” comments Mario Canseco, Vice President, Public Affairs at Insights West. “The laptop appears to be the device that can provide the best of both worlds when it comes to work and leisure.”
While laptops dominate when Albertans are asked what they have bought or are likely to buy, they are not the “top of mind” item when it comes to their true wish list. More than a third of Albertans (36%) include a touchscreen flat panel monitor for their computers as one of the items they would like to purchase, and a sizeable proportion of parents (44%) would like to get one for their children. Smartphones remain a hot item (25% for themselves, 20% for children), along with tablets (23% for self, 27% for children) and mini-tablets (8% for self, 21% for children). In stark contrast, laptops (7% for self, 13% for children) are not as popular.
“When asked what they would add to their technology catalogue, Albertans select the touchscreen flat panel monitor,” Canseco comments. “Certain gadgets that are primarily for entertainment, such as Blu-ray players or 3D-TVs, do not get much traction.”
About Insights West:
Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has ten full-time and five part-time employees.
About this Release:
Results are based on an online study conducted from August 22 – 25, 2013, among 660 Albertans who are aged 18+ and are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.9 percentage points, nineteen times out of twenty. To view the detailed data tabulations, click here.
For further information, please contact:
Vice President, Public Affairs, Insights West
Vice President, Insights West