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

-mail

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