Opticks Mobile Powered by AskingCanadians

Opticks Mobile Powered by AskingCanadians™ helps companies and not-for-profits determine their customers’ mobile behaviour for a range of media and marketing applications. This data is based on the AskingCanadians™ online survey, which asked 11,787 respondents about their ownership and usage of mobile devices, the appeal of various mobile technology features, and their attitudes toward mobile marketing. Opticks Mobile offers 1,185 variables on mobile behaviour.

With this data, marketers can more accurately profile customers and prospects by their mobile behaviour, including minutes spent texting, preferred apps, and favourite tablet manufacturers. By evaluating mobile behaviour, brand preferences, and usage, advertisers and ad agencies can design more powerful mobile marketing strategies to reach target audiences.

What’s New

The 2026 Opticks Mobile (Powered by AskingCanadians™) update introduces expanded coverage of connectivity, provider switching behaviour, and device ecosystems, offering a more complete view of how Canadians manage and use their mobile and home internet services. New variables provide deeper insight into churn drivers and decision-making, including detailed reasons for switching providers, promotion sensitivity, and the growing influence of pricing, network quality, and customer service. The release also enhances understanding of mobile plan selection and upgrade behaviour, with added metrics on bundle motivations, phone upgrade cycles, and the types of promotions and features that drive device replacement.

In addition, new measures capture evolving behaviours around travel connectivity, such as eSIM adoption, roaming preferences, and VPN usage. A significant expansion in device ownership and purchase intent delivers a comprehensive view across smartphones, tablets, smart home devices, wearables, and emerging technologies like virtual reality. Finally, enriched variables on expected device usage and engagement—including financial apps, social platforms, and loyalty behaviours—help organizations better anticipate how mobile and connected device usage will evolve in the year ahead.

How it’s used

Telecommunication companies can use Opticks Mobile to analyze trade areas to determine which devices households are planning on purchasing in the next year. Opticks Mobile can also help telecoms develop product-specific promotions and target advertising campaigns.
Opticks Mobile can benefit companies interested in app development by allowing them to analyze CRM data about their customers’ likelihood to download and use mobile applications, as well as their willingness to pay for an app. These insights can help a company determine whether developing a mobile app is a worthwhile investment.
Opticks Marketers looking to deploy a mobile marketing campaign can use Opticks Mobile to analyze PRIZM^® target groups of their best customers and determine which groups are more receptive to receiving mobile marketing messages.

Sample questions it can answer

What are the most frequently used mobile phone functions among my customers?
I’m looking into in-app advertising, based on my target groups, which categories of apps should I be considering?
Where can I find neighbourhoods that score high as mobile influencers and technology advisors?
How much do my trade areas tend to spend on mobile applications? Is mobile spending in these areas expected to increase or decrease in the future?
Where are the people in my trade areas who most strongly influence mobile usage?

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Segmentation

Create a comprehensive picture of your customers according to their shared demographic, lifestyle and behavioural traits. Discover where they live and understand their preferences to create more effective marketing strategies. In addition to custom segmentation services, we offer four off-the-shelf segmentation systems, including PRIZM, Canada’s leading consumer segmentation system.

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Demographic

Reach your best customers, track neighbourhood growth patterns and forecast trends with demographic data covering age, sex, marital status, education, occupation, income, housing, cultural diversity and more. We offer five proprietary, privacy-complaint databases, which are built from multiple sources.

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