Decima Research, one of Canada’s largest public opinion and marketing research companies, has released the results of a new study on ‘advanced technology and telecommunications in Canada.’
According to the study, Canadians are getting less technophobic.
In the words of Duncan McKie, vice-president media, telecommunication and advanced technologies at Decima, ‘Canadians are eager to embrace new and exciting technologies’.
However, the study also found that ‘economic factors may postpone [technology’s] adoption into everyday life.’
In other words, people worried about losing their jobs in a shaky economy are not going to run out and invest in a personal computer or home technology, although they may want to.
Among the findings: technology adoption is being led by the youngest, best educated and most affluent Canadians; 21% of Canadian households say they will probably or definitely buy a computer and/or a vcr within the next 12 months, followed by 19% planning to buy a compact disc player; 30% of homes already own a personal computer, and they (along with future users) would like to use their computer for movies-on-demand and dial-up banking services.
On the telecommunications side, the study found that people want ‘open access’ to information and entertainment networks now available in North America and to u.s.-based satellite tv signals (provided that some Canadian signals would also be available.)
New Philips shavers
philips Electronics has launched a new line of shavers.
In addition to a ‘closer and more comfortable’ shave, the four models in the Philishave Microgroove Shaving Series all sport ‘silent power.’
The high-end Philishave HS985 introduces the ‘intelligent’ shaver, which ‘learns’ thickness of beard and length of time required per shave, and can calculate the time left before battery recharging is required
Philips launched the series with a national tv advertising campaign, ‘The Man Inside,’ which started in mid-October and will run until the end of December.
The campaign, which was also used last year, was created by Darcy Masius Benton & Bowles.
Additional support for the new line includes a distinctive package and a Christmas Sweepstakes promotion in which buyers can win one of five Philips tv sets with a cdi (interactive compact disc, also developed by Philips) unit and software
A public relations campaign is being handled by National PR.
