Canadians Welcome Number Portability - But Won't Automatically Switch

With last week's arrival of number portability in Canada, a new poll conducted by TNS Canadian Facts shows that consumers are welcoming the change and expect benefits to follow from increased competition.

"While having to give up their phone numbers when changing providers was not the only factor keeping consumers loyal to their phone company, we can expect considerable changes from telecommunication companies as they try to retain current subscribers and attract new ones in a highly competitive market," said Richard Jenkins, vice-president of TNS Canadian Facts.

The TNS Canadian Facts poll found that half of all personal cellphone users are aware of number portability but few of those with a current contract are planning to switch when their contract expires (19% probably or definitely will). Pay-as-you-go users also plan to stay with their current company (only 13% probably or definitely will switch).

Cellphone users do expect that the introduction of number portability will make it more likely that they will switch at some point in the future. Portability resonates with consumers. Eighty-one per cent of cellphone users say that it is very important that they can keep their phone number if they switch companies. Cellphone users also expect that being able to keep their phone number will result in more competition.

Although there are high levels of satisfaction with current providers (43% are very satisfied and 44% are fairly satisfied), many consumers are willing to consider their options and are not so strongly wedded to their current service providers to discount the possibility of switching at some point in the future.

"Consumers are now free to contemplate offers from other companies, even if they are satisfied with their current provider, and they expect these offers to come," added Jenkins. "A lot now depends on which players effectively embrace number portability and are successful at winning the hearts and minds of consumers in this new competitive environment."

Charts supporting this report can be downloaded from the TNS Website (pdf file, 15 pages)"

Posted to the site on 27th March 2007