canadian(wireless( telecommunicaons( associaon( · december,2010...

December, 2010

Canadian Wireless Telecommunica7ons

Associa7on

2010 Na7onal Cell Phone Recycling Study

Table of Contents

•  Execu7ve Summary •  Research Objec7ves and Methodology •  Detailed Results

–  Cell Ownership

–  Cell Phone Disposal Method

–  Awareness of Cell Phone Recycling

–  Cell Phone Recycling

–  Poten7al for Cell Phone Recycling

Execu7ve Summary

Execu7ve Summary

RESEARCH OBJECTIVES The overall objec7ves of this research were to: §  Follow up on how Canadians deal with unused cell phones §  Gauge Canadians’ awareness of cell phone recycling programs §  Evaluate Canadians’ likelihood of using a cell phone recycling program §  Evaluate Canadians’ awareness of specific cell recycling programs The results of this report are a follow-‐up study from the 2009 wave conducted by CWTA.

RESEARCH METHODOLOGY §  A total of 4,032 surveys were completed via a na7onal independent survey, using CATI (Computer Assisted

Telephone Interviewing) technology, following a random sampling procedure.

§  Data collec7on for this study was conducted from November 22nd to December 17th 2010.

§  The data is weighted to replicate actual popula7on distribu7ons according to 2006 Census data.

RESEARCH RESULTS OWNERSHIP AND USAGE

•  Over two thirds of adult Canadians own a cell phone (72%), whether for personal use (67%), or for both business and personal use (5%). Another 6% do not currently have a cell phone, but plan to have one in the future.

•  Virtually all cell phone owners (95%) purchased a new phone as opposed to acquiring a second-‐hand one. One of the main reasons for not purchasing a second-‐hand phone is that poten7al phone buyers do not know obtaining a second-‐hand or refurbished phone is an op7on. On average, Canadians have used their current phone for 25 months (2.1 years).

•  Canadians have owned on average 3 cell phones prior to their current one. Their previous phone was used on average 30 months (2.5 years). Urban, young and male Canadians have had more cell phones prior to their current one.

Execu7ve Summary

USED CELL PHONES STATUS •  Two in five Canadians (39%) store their old handsets when new cell phones are obtained. Over four in ten

Canadians (43%) put their cell phone into second use in one way or another:

Execu7ve Summary

-‐ 39% stored it away…………………………………………………….. Canadians more likely to store their used cell phone include those from Manitoba, those who live in rural areas of Canada, are under 54 years of age, and are men.

-‐19% gave it or sold it to a friend or rela7ve………………… Aaer having their phone for 1 to 3 years, Canadians are more likely to give it or sell it to a friend or rela7ve.

-‐12% recycled it…………………………………………………………… Canadians are more likely to recycle their phone aaer having it for at least 3 years. Residents of Quebec, Alberta, Nova Sco7a, Saskatchewan, and Bri7sh Columbia are more likely to have recycled their previous cell phones compared to residents from other provinces. In addi7on, Canadians living in urban areas are more likely to recycle their old phone(s).

-‐ 9% returned it to a store or their cell phone company……………….………………………………………………………

Women and those over 55 years old are more likely to return the used cell phone to a store or their cell phone company.

-‐ 3% donated it……………….……………………………………………. Residents of urban areas or those in Ontario are more likely to donate their used phone. Aaer having their used phone for 2 to 3 years, Canadians are more likely to donate it, compared to those who used it for less than a year. Dona7ons are mainly given to local charitable organiza7ons.

Execu7ve Summary

AWARENESS OF CELL PHONE RECYCLING and RECYCLE MY CELL PROGRAM

•  Nearly half of Canadians (48%) are aware of recycling programs for cell phones. Awareness is higher in provinces like Saskatchewan, Nova Sco7a, Bri7sh Columbia, Ontario and Alberta. Men are more likely to be aware of cell phone recycling programs than women.

•  Recycling programs from cell phone companies that are partners of the Recycle My Cell program are the best known among Canadians (25%). Although the Recycle My Cell brand is not top of mind for Canadians, 12% recognize this program when directly prompted or asked about it.

•  Television, radio and print (newspapers and magazines) are the most common ways through which Canadians have heard about Recycle My Cell.

Execu7ve Summary

RECYCLERS NON-‐RECYCLERS

Ø  Sa7sfac7on with Recycle My Cell is very high. The majority of users (92%) assigned a posi7ve ra7ng to their cell phone recycling experience, and nearly two-‐thirds (65%) gave it the highest sa7sfac7on ra7ng possible.

Ø Over seven in ten Canadians (72%) who have never recycled their phone say they would be willing to recycle or return their stored cell phone in the future. Willingness to recycle is higher in western provinces.

Ø  The most common approaches used for cell phone recycling are through:

1) recycling program from a cell phone provider that is a partner of Recycle My Cell (3 out of 4 drop it off, as opposed to use the mail back op7on),

2) retail stores’ cell recycling programs,

3) municipal depots,

Ø The main barrier for cell phone recycling is the lack of informa7on among consumers. When asked why they have kept their phone in storage, one fiah of Canadians affirm they kept their phone because they do not know what else to do with it. When asked directly what would encourage them to recycle, one fiah of Canadians once again express that knowing where and how they can recycle or return the phone, and increasing the awareness, adver7sing, and informa7on on how or where to do it will encourage them to pursue recycling.

4) recycle depots, and

5) the curbside recycling box.

Ø Those not willing to recycle their phone are more likely to say they want to keep it “just in case”, they plan to give it to a friend or family member, or they are unsure of how to delete personal informa7on on the phone, compared to those willing to recycle their phone.

Ø Poten7al recyclers say informa7on, environmental concerns, and an easy or convenient recycling process would drive them to recycle their stored phone. Those who say they are not willing to recycle their phone are more likely to be convinced by a monetary incen7ve or rebate.

CELL PHONE RECYCLING

2010 TRENDS

•  When compared to 2009 results, in 2010 Canadians are significantly more likely to: –  Have owned at least 4 phones prior to their current one (29% vs. 23%) –  Keep their phone for a future need (15% vs. 10%) –  Store their phone for less 7me (10.7 months vs. 14.9 months) –  Be aware of a recycling depot, plant, centre or SARCAN as the venue to recycle their cell phone (4%

vs. 1%) –  Be aware of a school or work recycling program to recycle their cell phone (7% vs. 4%) –  Recycle their old phone through a recycling depot, plant, centre or SARCAN (10% vs. 4%) –  Consider recycling their stored cell phone (72% vs. 66%).

•  When compared to 2009 results, in 2010 Canadians are significantly less likely to: –  Say they have given or sold their previous phone to a friend or rela7ve (19% vs. 23%).

Execu7ve Summary

Research Objec7ves and Methodology

Research Objec7ves

The overall objec7ves of this research were to: §  Follow up on how Canadians deal with unused cell phones

§  Gauge Canadians’ awareness of cell phone recycling programs

§  Evaluate Canadians’ likelihood of using a cell phone recycling program

§  Evaluate Canadians’ awareness of specific cell recycling programs

Research Methodology

§  Data collec7on was conducted via a na7onal independent survey, using CATI (Computer Assisted Telephone Interviewing) technology from dialing facili7es in Okawa.

§  Data collec7on for this study was conducted from November 22nd to December 17th 2010.

§  A total of 4,032 survey par7cipants completed the 7-‐minute survey.

§  The results of this report are a follow-‐up study from the 2009 wave conducted by CWTA. In order to compare results to the previous wave conducted in 2009, we followed the same random sampling procedures. Similarly, age and gender quotas were established to ensure sample representa7on of the Canadian adult popula7on, as well as provincial quotas, to ensure enough sample for analysis, and rural/urban quotas to ensure coverage within each province.

§  All respondents were given the choice of conduc7ng the survey in English or French.

§  The data is weighted to replicate actual popula7on distribu7ons by province, age, gender, and rural/urban split within Canada according to 2006 Census data.

§  Sta7s7cal significant differences among province or demographic groups are indicated with underlined numbers.

§  The provincial distribu7on of the interviews, along with their associated margins of error, are outlined to the right.

§  It is important to note that the margins of error outlined in this sec7on should be considered the maximum margins associated with affirma7ve responses of 50%. The margins of error will vary based on a variety of factors from ques7on to ques7on based on sample size and the actual percent to which the margin of error is being associated.

§  It is also important to note that results associated with popula7on sub-‐groups are based on smaller sample sizes and will therefore have a higher margin of error.

Province Interviews Completed

Margin of Error

Newfoundland and Labrador 401 +/-‐ 4.9%

Prince Edward Island 405 +/-‐ 4.9%

Nova Sco7a 402 +/-‐ 4.9%

New Brunswick 402 +/-‐ 4.9%

Quebec 401 +/-‐ 4.9%

Ontario 405 +/-‐ 4.9%

Manitoba 404 +/-‐ 4.9%

Saskatchewan 405 +/-‐ 4.9%

Alberta 403 +/-‐ 4.9%

Bri7sh Columbia 404 +/-‐ 4.9%

Total 4,032 +/-‐ 1.5%

Detailed Findings

Cell Phone Ownership

Cell Phone Ownership Status

Ques7on 1 Which of the following statements best applies to you? Base All respondents who completed the screening ques7ons of this survey (n=5,145);

respondents who do not own cell phones did not con7nue the survey, and those with both work and personal cells were asked to only consider their personal cell phones. The full base for the remainder of this report is n=4,032.

§  Over two thirds of adult Canadians own a cell phone, 67% are personal cell owners, and 5% have both a personal and a business cell phone.

§  An addi7onal 6% of respondents say they do not currently have a cell phone, but plan to have one in the future.

§  Five percent of all respondents have a business cell phone only, while 16% say they do not have a cell phone and do not plan on gerng one in the future.

§  The highest penetra7on is in Saskatchewan (75%), significantly higher than New Brunswick (62%), Quebec (59%), Ontario (68%), and Manitoba (69%). Other provinces with high penetra7on are Newfoundland (72%), Alberta (71%) and Bri7sh Columbia (71%).

- by province

67%

84%

72%

67%

69%

62%

59%

68%

69%

75%

71%

71%

6%

7%

6%

14%

8%

9%

8%

6%

7%

5%

2

4%

5%

6%

2

5%

5%

4%

5%

3%

5%

7%

4%

5%

6%

5%

5%

6%

5%

5%

6%

4%

9%

5%

16%

12%

14%

11%

16%

24%

14%

13%

9%

11%

14%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

2009

NFLD

PEI

NS

NB

QC

ON

MB

SK

AB

BC

Cell owner Cell intender Personal and business cell Business cell only Will never own cell

Cell Phone Ownership Status

§  Women are more likely than men to own cell phones (70% vs. 64%).

§  However, men are more likely to have both employer-‐paid and personal cell phones (6% vs. 3%), and intend to buy one in the future (8% vs. 5%). Women are more likely than men to say they will never own a cell phone.

§  Rural dwellers are also more likely, when compared to Rural residents, to own a personal cell phone.

§  Younger respondents are more likely to have a personal cell phone, while those over 55 years of age are the most likely to say they will never own a cell phone.

Ques7on 1 Which of the following statements best applies to you? Base All respondents who completed the screening ques7ons of this survey (n=5,145);

respondents who do not own cell phones did not con7nue the survey, and those with both work and personal cells were asked to only consider their personal cell phones. The full base for the remainder of this report is n=4,032.

67%

84%

66%

71%

71%

68%

62%

64%

70%

6%

7%

6%

6%

10%

4%

6%

8%

5%

5%

6%

5%

3%

5%

6%

3%

6%

3%

5%

6%

4%

5%

8%

3%

8%

3%

16%

16%

15%

8%

13%

24%

14%

18%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

2009

Urban

Rural

18-‐34 years

35-‐54 years

55 years+

Male

Female

Cell owner Cell intender Personal and business cell Business cell owner Will never own cell

– by demographic

New vs. Second hand Cell Phones

Ques7on 2 How did you obtain your current phone? Did you…? Base Respondents who currently own a cell phone, n=3,703

94%

93%

95%

97%

95%

93%

94%

93%

95%

93%

94%

93%

6%

6%

4%

3%

4%

7%

6%

7%

4%

7%

6%

6%

0% 20% 40% 60% 80% 100%

2010

2009

NFLD

PEI

NS

NB

QC

ON

MB

SK

AB

BC

Buy or receive it new Buy or receive it second-‐hand or refurbished

§  Virtually all cell phone owners bought or received a new phone new (94%), while only 6% say they bought it or received it second-‐hand or refurbished. Results are consistent across all provinces and demographics.

94%

93%

94%

93%

94%

94%

94%

95%

93%

6%

6%

6%

6%

6%

6%

6%

5%

7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

2009

Urban

Rural

18-‐34

35-‐54

55+

Male

Female

Reasons for not purchasing second hand phones

§  Over one quarter of cell phone owners con7nue to say that not knowing they could buy a second-‐hand or refurbished phone is the reason why they did not buy one (28%).

§  Another fiah (17%) say their cell phone service provider offered a new cell phone with their contract.

§  Newer cell phone models, features and capabili7es are other important reasons for not obtaining a second-‐hand or refurbished phone (12%).

§  One in ten (10%) either simply wanted a new phone (8%) or conversely, did not want a second-‐hand phone (2%).

§  Nearly one tenth (7%) say they did not make the decision on the acquisi7on of their cell phone.

§  Results are generally similar compared to those reported in 2009.

Ques7on 3 Why did you not buy a second hand or refurbished cell phone? Base Respondents who did not purchase a used or refurbished phone, n=3,479

28%

17%

12%

10%

7%

7%

6%

5%

3%

3%

1%

1%

1%

25%

18%

12%

6%

5%

7%

6%

6%

4%

2%

4%

4%

0% 10% 20% 30% 40%

I didn't know that was an op7on / I didn't think about it

Provider offered new cell phone with offer/package/contract

I wanted a newer model / new capabili7es / features

I wanted a new phone (general)/ I didn't want one

It was given to me -‐ I am not the one who decided

That was not an op7on where I bought my phone / It wasn't offered to me / Didn't have the opportunity

I only ever buy new electronics

Wanted a new one because it is less likely to break

I don't trust the phones / concerned about quality

I upgraded to a smart phone / iPhone

Low prices on new phones

I wanted warranty on my phone

I didn't know how / where to get one / occured to me

2010

2009


§  Manitoba, Bri7sh Columbia, and Nova Sco7a residents are the most likely to say they did not buy a used phone because providers offered a new phone with a contract.

§  Quebec residents are the most likely to say they did not obtain a second-‐hand or refurbished phone because they only like purchasing new electronics, or because that was not an op7on where they bought their phone.

§  Residents in Newfoundland are the most likely to say they did not buy a used phone because they wanted a new phone or just did not want a used one.


TOP 7 RESPONSES Total Province

NFLD PEI NS NB QC ON MB SK AB BC

I didn’t know it was an opWon/I didn’t think about it 28% 29% 30% 27% 24% 28% 25% 31% 31% 32% 32%

The provider offered new phone with contract 17% 11% 18% 21% 17% 16% 17% 22% 16% 12% 21%

I wanted a newer model/ new features 12% 13% 12% 13% 11% 10% 13% 10% 12% 11% 9%

I wanted a new phone/I didn’t want a second-‐hand phone 10% 15% 10% 11% 11% 3% 13% 9% 10% 11% 9%

It was given to me 7% 3% 8% 3% 8% 8% 8% 4% 6% 4% 5%

Not an opWon where I bought my phone/No offer/No opportunity 7% 5% 5% 8% 5% 10% 4% 8% 7% 7% 5%

I only ever buy new electronics 6% 7% 3% 5% 7% 10% 5% 4% 3% 4% 7%

Wanted a new one because it is less likely to break 5% 5% 2% 4% 6% 6% 5% 2% 5% 7% 5%

– by province

Note: Significantly different numbers are underlined


§  Older Canadians are more likely to say they did not know purchasing a second-‐hand or refurbished phone was an op7on. Conversely, younger Canadians are more likely to say that the provider offered the phone with a contract, or that they chose to buy a new phone for its added features.

§  Women are more likely than men to say they did not have an op7on as they were not the ones making the decision on the phone they have.


TOP 7 RESPONSES Total Region Age Gender

Urban Rural 18-‐34 35-‐54 55+ M F

I didn’t know it was an opWon/I didn’t think about it 28% 28% 28% 22% 29% 32% 26% 30%

The provider offered new phone with contract 17% 17% 17% 19% 19% 13% 18% 17%

I wanted a newer model/ new features 12% 12% 10% 17% 10% 9% 13% 10%

I wanted a new phone/I didn’t want a second-‐hand phone 10% 9% 11% 10% 10% 10% 10% 10%

It was given to me 7% 7% 8% 5% 7% 8% 4% 9%

Not an opWon where I bought my phone/No offer/No opportunity 7% 7% 6% 7% 7% 6% 8% 6%

I only ever buy new electronics 6% 7% 5% 6% 5% 7% 7% 5%

Wanted a new one because it is less likely to break 5% 6% 4% 5% 5% 5% 6% 5%

– by demographic


Prior Cell Phone Ownership

Ques7on 4 Approximately how many cell phones have you personally owned prior to your current phone? Base: Respondents who currently own a cell phone, n=3,703

Ques7on 3a How long ago did you obtain your current phone? Base: Respondents who currently own a cell phone and who purchased or received it new, second-‐hand, or refurbished, n=3,688

Ques7on 4a For how long did you use your previous phone? Base: Respondents who currently own a cell phone and who have owned previous cell phones, n=3,014 -‐ Note: Significantly different numbers are underlined

2.7

AVERAGE

3.5

3.1

2.8

2.9

3.3

2.3

2.7

2.5

2.3

2.7

16%

19%

20%

26%

22%

20%

23%

12%

19%

18%

11%

17%

20%

19%

20%

21%

15%

17%

25%

19%

17%

18%

18%

19%

19%

21%

21%

17%

23%

20%

17%

20%

19%

20%

21%

17%

15%

16%

17%

13%

16%

17%

14%

16%

15%

19%

15%

17%

29%

23%

21%

22%

24%

25%

19%

34%

30%

25%

35%

29%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

2009

NFLD

PEI

NS

NB

QC

ON

MB

SK

AB

BC

This is my first phone 1 2 3 4+

3.0

§  Canadians have owned on average 3 cell phones prior to their current one. The average usage of the previous phone is 30 months (2.5 years), while the average usage of the current phone is 25 months (2.1 years).

§  Ontario and Alberta residents are the least likely to say their current phone is their first one (12% and 11% respec7vely).

§  Quebecers are more likely to say they have owned only one cell phone before (25%), compared to residents of Nova Sco7a, New Brunswick, Ontario, Manitoba, Saskatchewan, and Alberta (approximately 18%).

§  Ontarians, Albertans and residents of Manitoba are the most likely to say they have owned at least 4 phones previously (34%, 35% and 30% respec7vely), compared to residents of other provinces. The former two have the highest average of prior cell phones owned (3.3 and 3.5).

– by province

Prior Cell Phone Ownership

Ques7on 4 Approximately how many cell phones have you personally owned prior to your current phone? Base Respondents who currently own a cell phone, n=3,703

16%

19%

15%

19%

9%

13%

25%

12%

20%

20%

19%

20%

20%

17%

18%

24%

17%

22%

19%

21%

19%

20%

22%

19%

17%

20%

18%

15%

16%

15%

15%

16%

17%

13%

13%

17%

29%

23%

30%

24%

35%

33%

19%

37%

21%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

2009

Urban

Rural

18-‐34

35-‐54

55+

Male

Female

This is my first phone 1 2 3 4+

2.7

AVERAGE

2.3

3.8

2.3

3.4

3.4

2.6

3.1

3.0 §  Overal l , urban, young and male

Canadians have owned more cell phones prior to their current one.

§  The average number of previous cell phones is higher for urban dwellers, compared to rural (3.1 vs. 2.6), a gap in large part driven by those who have owned at least 4 phones (30% vs. 24%).

§  Older Canadians are more likely to say this is their first phone (25%) , or they have had only one prior to their current phone (24%). Their average number of previous phones is significantly lower than younger Canadians (2.3 vs. 3.4).

§  Men are more likely to say they have had at least 4 phones before their current one, compared to women (37% vs. 21%), On average, men have previously owned 3.8 phones compared to 2.3 for women.

– by demographic


Cell Phone Usage

OWNERSHIP: AVERAGE IN MONTHS Total

Province


Prior cell phone 30.0 34.8 31.1 31.6 33.0 29.0 29.4 28.5 28.6 30.8 32.3

Current cell phone 25.4 27.5 26.0 28.9 25.7 30.0 23.4 24.3 22.2 24.8 24.0

OWNERSHIP: AVERAGE IN MONTHS Total

Region Age Gender

Urban Rural 18-34 35-54 55+ M F

Prior cell phone 30.0 29.9 30.6 24.0 30.8 35.1 29.5 30.6

Current cell phone 25.4 25.4 25.4 18.0 23.5 33.9 24.4 26.4


§  Residents in Newfoundland are more likely to have had their previous phone for longer than residents of other provinces (almost 3 years vs. 2.5 years for the na7onal average). Canadians at least 35 years old are more likely to have used their previous phone for a longer 7me, compared to younger Canadians.

§  Currently, residents of Quebec and Nova Sco7a are more likely to have had their current cell phone for a longer 7me (29 to 30 months vs. 25 months for the na7onal average). Women are more likely to have had their current cell phone longer than their counterparts (26 vs. 24 months). Similarly, those at least 35 years of age are more likely to have used their current phone for a longer period of 7me, when compared to younger Canadians (28 vs. 18 months).

Ques7on 3a How long ago did you obtain your current phone? Base: Respondents who currently own a cell phone and who purchased or received it new, second-‐hand, or refurbished, n=3,688

Ques7on 4a For how long did you use your previous phone? Base: Respondents who currently own a cell phone and who have owned previous cell phones, n=3,014

– by province and demographic

Cell Phone Disposal Method

Previous Cell Phone: Storage vs. Disposal

§  Two in five Canadians (39%) store their old handsets when new cell phones are obtained, while the remaining 60% say they dispose of their phone in some other way.

§  One in five report giving or selling their old cell phone to a friend or family member (19%).

§  Another 12% say they recycled it, and 9% returned it to a store or their cell phone company.

§  Over two thirds (68%) of Canadians who stored away their old cell phones are unaware of cell recycling programs.

§  Results are generally similar compared to those reported in 2009.

Ques7on 5 Aaer receiving your current phone what did you do with your old one? Did you…? Base Respondents who currently own a cell phone and who have owned previous phones, n=3,014

39%

19%

12%

9%

5%

4%

3%

2%

2%

2%

1%

<1%

2%

39%

23%

11%

10%

6%

3%

4%

1%

1%

2%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Store it away

Give or sell it to a friend or family member

Recycle it

Return it to a store or your cell phone company

Throw it away in the garbage

It was lost / stolen

Donate it to a charity

I s7ll have it (general)

Gave it to my child to play with as a toy

It was destroyed / damaged

Returned it / gave it away (other)

Other

Don't know/Refused / Can't remember

2010

2009


§  Manitoba residents are the most likely to say they have stored their previous cell phone(s).

§  Residents of Quebec, Alberta, Nova Sco7a, Saskatchewan, and Bri7sh Columbia are more likely to have recycled their previous cell phones compared to residents from other provinces.

§  Those in Newfoundland (11%) and PEI (12%) are more likely to say they threw their phone in the garbage, while those in Ontario are more likely to say they donated it (6%).

After receiving your current cell phone, what did you do with your old one? Did you…

Total Province


Store it away 39% 42% 36% 39% 45% 36% 41% 47% 40% 41% 33%

Give or sell it to a family member or friend

19% 16% 26% 20% 21% 20% 17% 20% 21% 15% 23%

Recycle it 12% 7% 9% 14% 6% 17% 10% 7% 13% 15% 13%


9% 10% 5% 7% 11% 11% 9% 6% 8% 7% 9%

Throw it away in the garbage 5% 11% 12% 6% 5% 4% 4% 4% 4% 5% 8%

Lost / Stolen 4% 3% 3% 5% 4% <1% 5% 4% 5% 4% 4%

Donate it 3% 3% 3% <1% 1% <1% 6% 2% 1% 2% 2%


– by province



§  Men, Canadians under 55 years of age, and those in rural dwellings are more likely to store their old phone than their counterparts.

§  Urban residents are more likely to recycle their old phones than those living in rural areas (13% vs. 10%).

§  Canadians over 55 years of age and women are more likely to return their old phone(s) to a store or their cell phone company (14% and 10% respec7vely) than their counterparts.

§  Urban dwellers are also more likely to say they donated their old phone(s) (4%), compared to rural residents (1%).


Total Region Age Gender

Urban Rural 18-34 35-54 55+ M F

Store it away 39% 38% 44% 43% 41% 33% 43% 35%


19% 19% 18% 21% 18% 17% 18% 20%

Recycle it 12% 13% 10% 11% 12% 15% 12% 13%


9% 8% 10% 5% 8% 14% 7% 10%

Throw it away in the garbage 5% 5% 6% 6% 5% 5% 5% 5%

Lost / Stolen 4% 4% 3% 4% 4% 4% 4% 4%

Donate it 3% 4% 1% 3% 3% 4% 2% 4%


– by demographic


29

§  What Canadian cell phone users do with their previous phone seems closely linked to the value they feel their previous phone may have. As we can observe in the chart below, rela7vely newer phones (i.e. the users owned the phone for less than 2 years) are more likely to be stored. The likelihood of being passed on to friends or family then increases as the phone is 1 to 3 years old. Finally, older phones become more eligible for recycling or the garbage.

Ques7on 4a For how long did you use your previous phone? Ques7on 5 Aaer receiving your current phone what did you do with your old one? Did you…? Base Respondents who currently own a cell phone and who have owned previous cell phones, n=3,014


Length of Previous Phone Ownership

0-1 year 1-2 years 2-3 years 3-4 years 4 or more years

Store it away 43% 39% 39% 35% 37%

Give or sell it to a friend or family member 17% 23% 21% 17% 12%

Recycle it 10% 11% 12% 19% 14%

Return it to a store or your cell phone company 8% 8% 11% 6% 10%

Throw it away in the garbage 3% 5% 5% 8% 8%

It was lost / stolen 6% 3% 3% 4% 4%

Donate it to a charity 2% 3% 4% 3% 4%

- by length of ownership Previous Cell Phone: Storage vs. Disposal


Storage Period

§  The storage period of cell phones appear to have diminished in the last year. The average 7me people have stored their old cell phones is close to 11 months, four fewer months compared to what was reported in 2009.

§  Those who currently have cell phones in storage have had them stored for close to 2 years, while those who have disposed of their old phone only stored them for an average of 3 months.

§  Canadians 18 to 34 years of age are more likely to say they have stored their old cell phones for a year or less, compared to older Canadians. No other notable regional or demographic differences are seen with respect to average storage 7me of old cell phones.

Ques7on 7 How long have you been storing your old cell phone/how long, if at all, was your previous phone kept in storage (before you gave it away/threw it away/recycled it/donated it/returned it)?

Base Respondents who currently own a cell phone and who have owned previous cell phones, n=3,014.

10.7 months

21.9 months

3.2 months

AVERAGE:

14.9 months

31%

27%

51%

43%

39%

52%

37%

11%

12%

23%

4%

4%

6%

9%

5%

8%

12%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

2009

Currently in storage

Has already disposed of their phone

I never stored it 1-‐12 months 13-‐24 months 25-‐36 months More than 36 months

Dona7on Programs Used

§  The most common approach for cell phone dona7on is through a local charity (12%), followed by the Canadian Diabetes Associa7on (16%) , a women’s shelter or charity (6%) or a program from work (5%).

§  Other men7ons include a local church, cell phone or electronic companies’ ini7a7ves, Phones for Food (or a local Food bank), or a school charity program.

§  Given the small sample size (n=65) this data is not analyzed by province or by any of the demographic variables as it may not be representa7ve to the popula7on. Small sample sizes from year to year may also explain the varia7ons in the results with 2009.

Ques7on 6c Which charity did you donate your cell phone to? Base Respondents who currently own a cell phone and donated a previous cell phone to a charitable

organiza7on, n=65

12%

16%

6%

5%

2%

2%

1%

<1%

11%

46%

3%

5%

18%

3%

4%

1%

1%

27%

34%

0% 10% 20% 30% 40% 50%

Local charity (all other men7ons)

Canadian Diabetes Associa7on

Woman's Shelter / charity

Program from work/place of employment

Local church

Cellphone/electronic company ini7a7ve

Phones For Food (or local Food bank)

School charity program

Other


2010

2009

Awareness of Cell Phone Recycling

General Awareness of Recycling Programs

§  Nearly half of Canadians are aware of recycling programs for cell phones. Residents of Saskatchewan, Nova Sco7a, Bri7sh Columbia, Ontario and Alberta are the most likely to say they are aware of such programs. Men are more likely to be aware of recycling programs than their counterparts.

§  Among those who currently have their phone in storage, 31% say they are aware of recycling programs for cell phones. Awareness is higher among those who have already disposed of their phone (62%).

§  Results are consistent with those reported in 2009.

§  It is worth no7ng that 32% of those who threw their phones in the garbage are also aware of recycling programs. It should be noted though that awareness of the programs may have occurred a"er they threw their phones away.

Ques7on 13 Are you aware of any recycling programs for unused cell phones? Base All Respondents, n=4,032 (ques7on was not asked to those who previously said they recycled their

phone, but this group was included in the base for this ques7on)

48%

46%

31%

62%

57%

32%

100%

37%

63%

44%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

2009





Recycle it

Donate it

Lost it or was stolen

Return it to a store or your cell provider

Aware

Awareness of Recycling Programs among those who:

Unaided Awareness of Specific Programs

§  Unaided awareness of Recycle My Cell is not high (<1%), whereas awareness of Recycle My Cell partners are recognized as carrying a recycling program (by 25% of those aware of recycling programs).

§  Other important men7ons are electronics retailers (17%), work or school programs (7%), and municipal government programs (7%).

§  One-‐third of people who say they are aware of recycling programs could not name a specific one.

Ques7on 14 What cell phone recycling programs are you aware of in your area? Base Respondents who are aware of cell phone recycling programs, n=1,636

25%

17%

7%

7%

5%

4%

2%

2%

1%

<1%

5%

31%

29%

13%

4%

7%

6%

1%

2%

1%

16%

32%

0% 10% 20% 30% 40%

A cell phone company (e.g. Bell, TELUS, Rogers, etc.)

An electronics retailer

Work / School program

A Municipal government program

A charity (focus on dona7ng electronics to those in need)

Recycle depot/plant/centre/SARCAN

Local program (general)

Drop-‐off box

A provincial Government Program

Recycle My Cell

Other

Don't know/Refused

2010

2009

Unaided Awareness of Specific Programs

Ques7on 14 What cell phone recycling programs are you aware of in your area? Base Respondents who are aware of cell phone recycling programs, n=1,636

- by province

§  Awareness of the various programs differ from province to province. Cell phone companies are well known in Quebec, Saskatchewan, and New Brunswick. Electronic retailers are well known in Ontario and Quebec, while municipal government programs are well known in Nova Sco7a, Ontario, Alberta and Bri7sh Columbia. Work and school programs are beker known in Newfoundland and Ontario, while recycle depots are beker known in Saskatchewan (SARCAN) and Nova Sco7a.

Awareness of Recycle My Cell Program

§  Na7onal awareness of the Recycle My Cell program is at 12%, slightly higher than the 10% reported in 2009. Recycle My Cell awareness is highest in Newfoundland (19%), Quebec (16%), and Saskatchewan (14%).

§  Among those who currently have their phone in storage, 10% are aware of the Recycle My Cell program. Similarly, 15% of those who have already disposed of their phone are aware of RMC.

§  Those who bought their current cell phone new are more likely to be aware of this program than those who obtained second hand phones (13% vs. 4%). Awareness is at 28% among Canadians who previously recycled old cell phones.

Awareness of Recycle My Cell Program among those who:

Ques7on 15 Have you heard about the Recycle My Cell program? Base All Respondents, n=4,032 (ques7on was not asked to those who previously said the were aware of this

program, but were included in the base for this ques7on)

12%

10%

10%

15%

14%

8%

28%

6%

7%

11%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

2010

2009





Recycle it

Donate it

Lost it or was stolen

Return it to a store or your cell provider

Aware

Awareness of Recycling Programs


program, but were included in the base for this ques7on)

% AWARE Total Region Age Gender

Urban Rural 18-34 35-54 55+ M F

Recycling programs in general 48% 49% 46% 51% 49% 45% 51% 45%

Recycle My Cell - unprompted <1% <1% <1% <1% <1% -‐ <1% <1%

Recycle My Cell – prompted + unprompted 12% 12% 16% 12% 13% 11% 14% 11%

% AWARE Total Province


Recycling programs in general 48% 39% 48% 57% 42% 38% 52% 41% 61% 51% 54%

Recycle My Cell - unprompted <1% <1% 1% -‐ -‐ <1% <1% -‐ <1% <1% <1%

Recycle My Cell – prompted + unprompted 12% 19% 15% 11% 12% 16% 11% 9% 14% 10% 12%

§  The following tables summarize overall awareness of recycling programs and aided and unaided awareness of the Recycle My Cell program specifically.


Awareness of Recycle My Cell Through Other Programs


program, but were included in the base for this ques7on). PNE related ques7ons were asked to Bri7sh Columbia residents only, n=404

% AWARE of RMC through: Total Region Age Gender

Urban Rural 18-34 35-54 55+ M F

Waste Reduction Week (unaided) <1% <1% <1% <1% <1% -‐ <1% <1%

Waste Reduction Week (aided) 4% 3% 7% 6% 2% 5% 3% 4%

PNE’s Green Scene (unaided) (BC only) -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐

PNE’s Green Scene (aided) (BC only) 4% 5% -‐ -‐ 7% -‐ 8% -‐

% AWARE of RMC through: Total Province


Waste Reduction Week (unaided) <1% 1% 2% -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐

Waste Reduction Week (aided) 4% 1% 7% 3% 6% 5% 3% 1% 4% 4% 5%

PNE’s Green Scene (unaided) (BC only) -‐ -‐

PNE’s Green Scene (aided) (BC only) 4% 4%

§  Awareness of Recycle My Cell through other programs such as the Waste Reduc7on Week or the PNE’s Green Scene in Bri7sh Columbia was not par7cularly high (4% each). However, other organiza7ons named that were part of the Waste Reduc7on Week program include RecycQuebec (1%), and a School Program (general) (1%).

Awareness of Recycle My Cell Through the PNE

39

Ques7on 14a As you may know, the Pacific Na7onal Exhibi7on (PNE) hosts a fair every summer. Did you akend the PNE this year? Base Bri7sh Columbia residents, n=404 Ques7on 14b There were a variety of ac7vi7es and exhibits at The Fair this year. One of them was called the PNE Green Scene. Had you heard about the PNE's Green Scene before this call? Base Respondents from Bri7sh Columbia who akended the PNE in 2010, n=48 Ques7on 14c Did you visit the PNE's Green Scene this year? Base Respondents from Bri7sh Columbia who akended the PNE in 2010 and had heard about the PNE's Green Scene, n=14 Ques7on 14d Could you name some of the exhibitors that were part of the PNE's Green Scene? Base Respondents from Bri7sh Columbia who visited the PNE's Green Scene in 2010, n=4 Ques7on 17 Do you remember Recycle My Cell to be one of the exhibitors at the PNE's Green Scene? Base Respondents from Bri7sh Columbia who akended the PNE's Green Scene and did not name Recycle My Cell as one of its exhibitors

§  Approximately one third of those who said they akended the Pacific Na7onal Exhibi7on (PNE) recognized Recycle My Cell as one of the Green Scene’s exhibitors. Those who said they akended the PNE are more likely to be from an urban area in BC, between 35 and 54 years of age, and women.

§  Over one quarter of those who said they akended the PNE are aware of the Green Scene. However, only a few visited it, and no one was able to name Recycle My Cell as an exhibitor (unprompted).


Urban Rural 18-34 35-54 55+ M F

PNE attendance 13% 15% 3% 12% 18% 10% 9% 17%

Aware of PNE’s Green Scene (among PNE attendees) 26% 26% 34% 20% 30% 26% 30% 25%

Aware of RMC as PNE’s Green Scene’s Exhibitor (prompted) 4% 5% -‐ -‐ 8% -‐ -‐ 7%

Total Count Visited PNE’s Green Scene in 2010 4

Awareness of PNE’s Green Scene Exhibitors Total Count

No, I don't recall any exhibitors 3

Coke 1

British Columbia Used Oil Management Association (BCUOMA) 1


40

Awareness of Recycle My Cell Through Waste Reduc7on Week

40

Ques7on 14e Have you ever heard of Waste Reduc7on Week? This year it ran from October 18 to the 24th. Base All Respondents, n=4,032 Ques7on 14f What companies and organiza7ons are sponsors of this year's Waste Reduc7on Week? Base Respondents who have heard of Waste Reduc7on Week, n=1,100 Ques7on 18 Do you remember Recycle My Cell to be a sponsor of this year's Waste Reduc7on Week? Base Respondents who heard of Waste Reduc7on Week but did not name Recycle My Cell as one of its sponsors, n=1,097

§  Over one quarter of Canadians are aware of Waste Reduc7on Week. Awareness is higher in PEI and Nova Sco7a. However, less than one percent iden7fied Recycle My Cell as one of its sponsors (unprompted). Unspecified private companies, or a municipal government were the most popular men7ons for WRW sponsors.

Total Province

NFLD PEI NS NB QC ON MB SK AB BC Awareness of Waste Reduction Week 26% 27% 38% 41% 21% 26% 26% 23% 25% 22% 28%

RMC Awareness through WRW (prompted)

4% 1% 7% 3% 6% 5% 3% 1% 4% 4% 5%

WRW Sponsors (unprompted): Private company (unspecified) 4% 3% 6% 8% 5% 1% 5% 5% 3% 6% 4%

Municipal Government 4% 4% 0% 9% 5% 1% 4% 2% 5% 6% 6%

Cascades 1% -‐ -‐ -‐ -‐ 3% 1% -‐ 1% -‐ -‐

Provincial Government 1% 1% 5% 3% 1% 1% -‐ 1% 2% 1% 3%

Bell 1% 2% 0% 0% 1% -‐ 2% -‐ -‐ -‐ -‐

Waste Management 1% 2% 1% -‐ 4% -‐ 2% -‐ 1% -‐ 1%

Recyc-Quebec 1% -‐ -‐ -‐ -‐ 3% -‐ -‐ -‐ 1% -‐

Local program 1% -‐ 0% 1% -‐ -‐ 1% -‐ -‐ 2% -‐

Telus 1% -‐ 0% 0% -‐ -‐ -‐ -‐ -‐ 4% 2%

School program 1% -‐ -‐ 0% -‐ -‐ 1% -‐ -‐ -‐ 1%

Recycle My Cell <1% 1% 2% -‐ -‐ -‐ -‐ -‐ -‐ -‐ -‐

Can't think of any 82% 79% 81% 77% 81% 84% 83% 89% 78% 80% 82%



Urban Rural 18-34 35-54 55+ M F Awareness of Waste Reduction Week 26% 25% 30% 21% 29% 27% 23% 29%

RMC Awareness through WRW (prompted) 4% 3% 7% 5% 3% 4% 6% 2%

WRW Sponsors (unprompted): Private company (unspecified) 4% 4% 6% 2% 4% 6% 3% 5%

Municipal Government 4% 4% 5% 2% 4% 5% 3% 4%

Cascades 1% 1% -‐ 1% 2% <1% 2% <1%

Provincial Government 1% 1% 1% 1% 1% 1% 2% <1%

Bell 1% 1% <1% <1% 2% <1% 1% 1%

Waste Management 1% 1% 1% <1% 2% 1% <1% 1%

Recyc-Quebec 1% 1% -‐ 1% 1% 1% 1% 1%

Local program 1% 1% <1% <1% 1% <1% <1% 1%

Telus 1% 1% <1% 1% 1% <1% 1% <1%

School program 1% 1% <1% <1% 1% -‐ <1% 1%

Recycle My Cell <1% <1% <1% -‐ <1% <1% <1% <1%

Can't think of any 82% 83% 80% 90% 77% 84% 85% 81%

§  Awareness of Waste Reduc7on Week is higher among residents of rural areas, those at least 35 years old, and women. Awareness of RMC through Waste Reduc7on Week is higher among residents of rural areas, and men.

§  When asked to name WRW sponsors, four out of five could not recall any of the sponsors.


Ques7on 14e Have you ever heard of Waste Reduc7on Week? This year it ran from October 18 to the 24th. Base All Respondents, n=4,032 Ques7on 14f What companies and organiza7ons are sponsors of this year's Waste Reduc7on Week? Base Respondents who have heard of Waste Reduc7on Week, n=1,100 Ques7on 18 Do you remember Recycle My Cell to be a sponsor of this year's Waste Reduc7on Week? Base Respondents who heard of Waste Reduc7on Week but did not name Recycle My Cell as one of its sponsors, n=1,097

Awareness of Recycle My Cell Through Waste Reduc7on Week

Recycle My Cell Awareness Channels

Ques7on 16 How did you hear about the Recycle My Cell program? Base Respondents aware of the Recycle My Cell program (prompted), n=496

§  It appears that mass media is the most effec7ve adver7sing for Recycle My Cell. Among all those aware of Recycle My Cell, 42% say they heard about this program through television. This media is more likely to be men7oned in Quebec (68%), and Newfoundland (56%).

§  Approximately one in five say they heard about RMC on the radio (21%), or through newspapers or magazines (17%). The laker is more likely to be men7oned in Manitoba, PEI, Nova Sco7a, and Saskatchewan, compared to Newfoundland and Quebec.

§  Less commonly men7oned channels include the Internet, a retailer or a cell phone company.

42%

21%

17%

7%

5%

4%

4%

2%

1%

1%

1%

1%

<1%

1%

10%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

TV

Radio

Newspaper/Magazines

Word of mouth

Browsing on the internet (General)

Through a retailer or their website

Through a cell phone company or their website

Through school (Not RMC School Challenge)

Adver7sements/commercials/media (general)

Through work

Signs/posters

Mail/flyers

Recycle My Cell School Challenge

Other

DN/NA

Cell Phone Recycling

Approaches Used for Cell Phone Recycling

§  The most common approach to recycle old phones is the recycling program led by cellular service providers (28%).

§  Among the 95 respondents who men7oned a cellular service provider, only one in five (20%) was aware that these provider programs are part of the Recycle My Cell program.

§  The Recycle My Cell program was specifically men7oned by less than 1% of those who had recycled their old phone.

§  Approximately one in ten “recyclers” used other programs from retail stores, 11% used municipal depots for special or hazardous waste, 10% used recycling depots (22%), and 8% used their curbside recycling box (8%).

§  The most common approaches for cell phone recycling by province and by demographic variables are shown on the following slide, however the sample sizes are too small to highlight any significant differences.

Ques7on 6b How did you recycle your old phone? Base Respondents who currently own a cell phone and recycled a previous cell phone, n=339 Ques7on 12 Did you know that the cellular carrier program you recycled/donated your cell phone through is part of the na7onal Recycle My Cell

program? Base: Respondents who men7oned a Recycle My Cell partner as the means to recycle or donate their cell phone, n=95

28%

13%

11%

10%

8%

5%

4%

4%

2%

<1%

<1%

<1%

7%

5%

35%

16%

9%

4%

9%

3%

3%

1%

<1%

<1%

16%

5%

0% 10% 20% 30% 40%

Cell phone recycling program with cellular service provider

Cell phone recycling program through a retail store

Took it to a municipal depot for special/hazardous waste

Recycling depot/plant/centre/SARCAN

Curbside recycling box (e.g. blue box or green box)

Gave it away / donated it

Took it back to the provider/store

Recycling program at work / school

Used a mail back program

Drop-‐off box

Recycle My Cell

Call 2 Recycle or Rechargeable Bakery Recycling Corpora7on

Other


2010

2009

28%

35%

19%

22%

37%

15%

42%

20%

19%

33%

27%

23%

13%

16%

16%

5%

7%

11%

15%

11%

4%

6%

20%

12%

11%

9%

10%

12%

20%

5%

12%

20%

2%

12%

20%

10%

4%

4%

2%

7%

11%

13%

21%

21%

9%

8%

9%

4%

26%

4%

14%

7%

10%

20%

5%

4%

0% 20% 40% 60% 80% 100%

2010

2009

NFLD

PEI

NS

NB

QC

ON

MB

SK

AB

BC

Cell phone recycling program with cellular service provider Cell phone recycling program through a retail store Took it to a municipal depot for special/hazardous waste Recycling depot/plant/centre/SARCAN Curbside recycling box (e.g. blue box or green box)

Approaches Used for Cell Phone Recycling

Ques7on 6b How did you recycle your old phone? Base Respondents who currently own a cell phone and recycled a previous cell phone, n=339

28%

35%

26%

44%

28%

29%

29%

30%

25%

13%

16%

14%

10%

17%

10%

9%

16%

13%

11%

9%

10%

11%

13%

9%

16%

5%

12%

10%

4%

10%

8%

11%

9%

9%

13%

7%

8%

9%

9%

6%

8%

9%

12%

6%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

2009

Urban

Rural

Male

Female

18-‐34

35-‐54

55+

– Top 5 responses

Mail-‐back vs. Drop off Recycling

§  Three out of four Canadians using the Recycle My Cell program as a service to recycle their old phone used the drop off loca7ons, while 15% say they used the mail back op7on.

§  Samples by province are too small to show propor7ons. No other significant differences can be highlighted due to small sample sizes.

Ques7on 10 How did you return your cell phone? Base Respondents who currently own a cell phone and returned a previous cell phone through Recycle My

Cell or a service provider recycling program, n=95

76%

86%

70%

98%

79%

74%

82%

82%

62%

15%

10%

18%

2%

21%

9%

7%

9%

31%

8%

4%

10%

14%

11%

6%

7%

2%

3%

3%

0% 20% 40% 60% 80% 100%

2010

2009

Urban

Rural

Male

Female

18-‐34

35-‐54

55+

Drop off Loca7ons (e.g. Rogers, Bell, TELUS... etc) Mail back op7on

Other Don't know/Refused / Can't remember

Sa7sfac7on with Cell Recycling Experience

§  The vast majority (92%) of those who recycled their phone through Recycle My Cell are sa7sfied with their cell recycling experience, giving at least a score of 5 on a 7-‐point scale. This represents a slight improvement over 2009 results.

§  When “sa7sfied” respondents were asked to explain their ra7ng, 61% said the process was easy and had no issues, 23% said the informa7on was good and they knew the recycling will be done properly. Dissa7sfied respondents found the process inconvenient in terms of loca7on and/or hours of opera7on, or not having enough informa7on.

§  No other significant differences can be highlighted due to small sample sizes.

Ques7on 11a How sa7sfied were you with your cell phone recycling experience? Please use a scale from 1 to 7, where 1 is extremely dissa7sfied and 7 is extremely sa7sfied.

Base Respondents who currently own a cell phone and returned a previous cell phone through My Recycle or a service provider recycling program, n=103

Ques7on 11b Can you please explain this ra7ng? Base Respondents who currently own a cell phone and returned a previous cell phone through Recycle My

Cell or a service provider recycling program, and rated their recycling experience, n=101

65%

61%

14%

15%

13%

11%

6%

5%

0% 20% 40% 60% 80% 100%

2010

2009

7 6 5 4-‐1

Reasons for Not Recycling Prior Cell Phone

§  One fiah of Canadians with a cell phone in storage say they s7ll hold on to it because they do not know what else to do with it (21%), while another fiah say they like keeping it as a back up (20%).

§  About 1 in 10 say they want to keep it for a future need.

§  As shown on the following slide, those at least 55 years old are more likely than those under 35 to say they kept their old cell phone because they did not know what else to do with it (28% vs. 18%).

§  Manitoba residents are more likely to say they wanted to keep their cell phone as a back up (34%), compared to respondents from several other provinces (Newfoundland, Nova Sco7a, Quebec, Ontario, and Alberta).

Ques7on 6a Why did you keep your old cell phone? Base Respondents who currently own a cell phone and stored a previous cell phone, n=1,213

21%

20%

8%

7%

5%

5%

5%

4%

4%

3%

2%

2%

2%

1%

1%

1%

1%

1%

14%

26%

16%

10%

6%

5%

5%

4%

1%

2%

18%

18%

0% 5% 10% 15% 20% 25% 30%

I don't know what else to do with it

As a backup/extra

Keep it for a future need (real or poten7al)

I kept it / just in case (unspecified)

Undecided on what to do with it

For the phone numbers/informa7on on it

I plan to recycle it

It s7ll have value/it's worth something

I plan to give it to friend/family member

I gave it to my child as a toy (not use as phone)

Unable/Not sure how to delete personal info on the phone

I plan to throw it away

Sen7mental Value

It is broken / damaged

Use it situa7onally (during travel, interna7onally, etc)

Used it alterna7vely, not as a phone (music, games, etc)

I plan to donate it

Other


2010

2009

21%

26%

29%

31%

27%

15%

16%

22%

19%

14%

21%

24%

20%

16%

16%

22%

22%

23%

14%

19%

34%

26%

23%

24%

8%

10%

7%

9%

6%

7%

13%

6%

5%

7%

7%

7%

0% 20% 40% 60% 80% 100%

2010

2009

NFLD

PEI

NS

NB

QC

ON

MB

SK

AB

BC

I don't know what else to do with it As a backup/extra Keep it for a future need (real or poten7al)

21%

21%

20%

18%

19%

28%

21%

21%

20%

19%

21%

24%

21%

14%

21%

18%

8%

9%

5%

9%

8%

6%

9%

7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

Urban

Rural

18-‐34

35-‐54

55+

Male

Female

Reasons for not Recycling Prior Cell Phone

Ques7on 6a Why did you keep your old cell phone? Base Respondents who currently own a cell phone and stored a previous cell phone, n=1,213

– Top 3 responses

Poten7al for Cell Phone Recycling

Likelihood of Recycling in the Future

§  Over two thirds (72%) of Canadians currently storing an old cell phone say they would be willing to recycle it or return it to a cell provider. One fiah (20%) say they do not think they will recycle their phone, and 9% do not know whether or not they would.

§  Likelihood to recycling stored cell phones is significantly higher in 2010, when compared to 2009 (72% vs. 66%).

§  Interest in recycling their stored phones is highest among respondents in Ontario, Manitoba, Saskatchewan, Alberta, and Bri7sh Columbia while resistance seems a likle higher in most of the Atlan7c provinces and in Quebec.

§  Responses across demographic variables are fairly consistent.

Ques7on 8 Do you think you would ever recycle or return it? Base Respondents who currently own a cell phone and stored a previous cell phone, n=1,213

72%

66%

65%

71%

64%

58%

66%

75%

75%

72%

73%

71%

20%

21%

29%

21%

24%

33%

21%

17%

17%

22%

19%

22%

9%

13%

6%

8%

12%

9%

13%

8%

8%

6%

7%

7%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2010

2009

NFLD

PEI

NS

NB

QC

ON

MB

SK

AB

BC

Yes No Don't know/Refused

– by province

Encouraging Cell Phone Recycling

Ques7on 9 What would encourage you to recycle or return it? Base Respondents who currently own a cell phone and stored a previous cell phone, n=1,213

§  About 20% of Canadians currently storing a phone appear to be willing to recycle their stored cell phone if they had more informaWon about how to go about it, i.e. knowing the right place and process to do so. This is consistent with the results obtained in 2009.

§  Environmental concerns are an important mo7va7on to recycle stored phones (12%).

§  Another 11% would feel encouraged to recycle their old phone(s) if there was a monetary incen7ve or a rebate on a new phone or their phone bill.

§  Nearly one in ten also say they would recycle their old phone if they knew someone in need of it (11%), while only 6% say nothing would encourage them to recycle their old phone.

§  As shown on the following slide, women would be more likely than men to recycle their old phones if they had more informa7on, while residents of Quebec (25%), PEI (13%) and Ontario (12%) would do so due to environmental concerns.

20%

12%

11%

11%

9%

5%

4%

2%

2%

1%

0%

4%

6%

16%

14%

13%

10%

6%

3%

3%

35%

3%

20%

0% 10% 20% 30% 40%

Knowing where/how I can return it/awareness/informa7on

Environmental reasons

Cash / money / rebate on new phone /bill

Having someone who needs it

Nothing / I already plan to recycle it

Ease of recycling / returning / availability of facility

Incen7ves (general)

If I need room / need to clear up cluker

A reminder / finding the 7me

Nothing / I already plan to donate or give it away

Knowledge that it can be recycled properly

Other

Nothing

Don't know/Refused

2010

2009

Encouraging Cell Phone Recycling – Top responses

What would encourage you to recycle or return it? Total

Region Age Gender

Urban Rural 18-34 35-54 55+ M F

Knowing where / how can I return it 15% 17% 11% 14% 16% 17% 12% 20%

Environmental reasons 12% 12% 10% 13% 12% 9% 13% 10%

Cash / money / rebate on new phone / bill 11% 11% 11% 14% 11% 8% 13% 8%

Having someone who needs it 11% 10% 12% 10% 10% 13% 9% 12%

Ease of recycling / availability of facility 5% 5% 5% 6% 4% 5% 6% 4%

Awareness / advertisement / information 4% 4% 3% 4% 4% 4% 4% 4%

What would encourage you to recycle or return it? Total

Province


Knowing where / how can I return it 15% 24% 14% 17% 13% 11% 17% 16% 17% 19% 14%

Environmental reasons 12% 1% 13% 5% 5% 25% 12% 4% 4% 7% 4%

Cash / money / rebate on new phone / bill 11% 5% 16% 11% 13% 6% 11% 9% 13% 15% 17%

Having someone who needs it 11% 12% 9% 15% 14% 7% 11% 12% 12% 8% 15%

Ease of recycling / availability of facility 5% 10% 5% 6% 7% 1% 5% 6% 3% 5% 8%

Awareness / advertisement / information 4% 9% 2% 2% 2% 2% 6% 5% 1% 3% 2%

Ques7on 9 What would encourage you to recycle or return it? Base Respondents who currently own a cell phone and stored a previous cell phone, n=1,213


Encouraging Cell Phone Recycling

What would encourage you to recycle or return it? 2010 2009

Likelihood to Recycle (2010)

Would Recycle Would not Recycle Undecided

Knowing where/how I can return it 15% 14% 17% 10% 15%

Environmental reasons 12% 13% 15% 3% 3%

Cash / money / rebate 11% 10% 9% 19% 10%

Having someone who needs it 11% -‐ 11% 11% 9%

Nothing / I already plan to recycle it 9% -‐ 11% 3% 4%

Ease of recycling / returning 5% 6% 7% 1% 1%

Awareness / advertisement / information 4% 14% 4% 2% 9%

Nothing 6% 3% 4% 17% 2%

Ques7on 9 What would encourage you to recycle or return it? Base Respondents who currently own a cell phone and stored a previous cell phone, n=1,213. Respondents

who would recycle, n=850; respondents who would not recycle, n=265; respondents who do not know if they would recycle, n=98.

- by likelihood of recycling it in the future

§  Canadians who say they would likely recycle their phone in the future are more likely to be encouraged by environmental reasons (15%) and the ease of recycling and returning the old phone (7%), compared to those who say they would not recycle their old phone in the future (3% and 1% respec7vely).

§  The laker are more likely to say a monetary incen7ve or rebate would encourage them to recycle their old phone, compared to those willing to recycle their old phone in the future (19% vs. 9%).


canadian(wireless( telecommunicaons( associaon( · december,2010...

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