Only 23% of Canadians Feel They Need to Be “Always Reachable” – 19 Points Below Global Average

In new GfK research, Canadians are among the most resistant to being
constantly in touch

NEW YORK–(BUSINESS WIRE)–New GfK research shows that Canadians strongly value their ability to
disconnect.

In just-released data, roughly two in ten (23%) Canadian consumers agree
firmly1 with the statement “To me, it is important to always
be reachable wherever I am” – and 24 percent firmly disagree1.
The level of agreement is 19 percentage points below the global average
(42%), while Canadian disagreement is more than double the global figure
(11%).

According to a GfK survey of 22 countries, Russia and China have the
highest levels of people online who agree strongly that it is important
to them to be always reachable, wherever they are – standing at 56
percent each. They are followed by Turkey at 53 percent. These are the
only countries surveyed where over half of their connected consumers
agree strongly with that concept.

Running against that international trend are Germany, Sweden, Canada and
Netherlands. These countries are the only ones in the survey where
greater numbers firmly disagree than agree with the idea that it is
important to be always reachable.

View
an infographic of full country results.

Older Canadians reject “always reachable”

Among the different age groups in Canada, people above age 50 strongly
tipped the balance against “always reachable”; just 16% of those 60-plus
want to be constantly connected, compared to 36% who firmly disagree
with the notion. And only 10% of 40-to-49 Canadians favor being always
in touch, while 27% want the option of being “unplugged.”

Only Canadian teens (ages 15 to 19) and those 30 to 39 years old were
much more likely to favor being always reachable.

Demand is only slightly higher among women

Looking at the difference between genders, Canadian women are slightly
more likely than Canadian men to see being always reachable as important
(25% for women versus 22% for men). These figures are essentially
equivalent to the levels of those who prefer not to be always in
touch – 23% for women and 24% for men.

To download the complete findings for each of the 22 countries, please
visit www.gfk.com/global-studies/global-study-overview/

Footnotes

1 Bottom two boxes and top two boxes from a seven point
scale, where “1” means “do not agree at all”, and “7” means “agree
completely.”

About the study

The survey question asked: “Here are some general statements about
attitudes towards technology and information needs. Please specify a
number from 1 to 7 for each statement, where “1” means you do not agree
at all, and “7” means that you agree completely: ‘To me, it is important
to always be reachable wherever I am’.”

GfK conducted the online survey with over 27,000 consumers aged 15 or
older in 22 countries. Fieldwork was completed in June 2015 and data are
weighted to reflect the demographic composition of the online population
age 15+ in each market. The countries included are Argentina, Australia,
Belgium, Brazil, Canada, China, Czech Republic, France, Germany, Hong
Kong, Italy, Japan, Mexico, Netherlands, Poland, Russia, South Korea,
Spain, Sweden, Turkey, UK and USA.

About GfK

GfK is the trusted source of relevant market and consumer information
that enables its clients to make smarter decisions. More than 13,000
market research experts combine their passion with GfK’s long-standing
data science experience. This allows GfK to deliver vital global
insights matched with local market intelligence from more than 100
countries. By using innovative technologies and data sciences, GfK turns
big data into smart data, enabling its clients to improve their
competitive edge and enrich consumers’ experiences and choices.

For more information, please visit www.gfk.com
or follow GfK on Twitter: https://twitter.com/GfK

Responsible under press legislation:
GfK SE, Global Communications
Jan
Saeger
Nordwestring 101
90419 Nuremberg
Germany
T.
+49 911 395 4440
press@gfk.com

Contacts

GfK
David Stanton, 908-875-9844
david.stanton@gfk.com

?>