Canadian mobile manners continue downward trend

Survey reveals steady rise in mobile misuse — and new coping strategies for families

TORONTO, Aug. 26, 2014 /CNW/ - From messaging while driving to texting on the toilet, Canadians' mobile manners continue to slip into socially unacceptable and potentially dangerous territory, according to a new national Leger survey conducted for PC® mobile. In the study, 75 per cent of respondents admitted to breaking at least one social rule — or law — with their mobile phones.

With smartphone usage rising steadily, nearly two thirds (63 per cent) of Canadians surveyed believe mobile etiquette is getting worse. The most concerning missteps include: 

• 22 per cent have typed or texted while driving, and 20 per cent have made a call while driving without using hands-free technology;
• 30 per cent have talked or texted while walking; and
• 37 per cent have used their phones in the bathroom.

These gaffes are not without consequence. Nearly a quarter (23 per cent) of respondents have had something unfortunate happen to them because they were distracted while on their phones, such as bumping into another person and walking into a wall or post, being the most common.

"Our children follow our lead, so by engaging in bad and potentially dangerous mobile behaviour, we are telling them one thing and showing them another," said author and family expert Kathy Buckworth, Chief Family Advisor for President's Choice Services Inc. "As we get ready to send our kids back to school with the latest mobile devices, the best way to stop them from adopting these annoying habits is to educate them about this topic, and most importantly, to lead by example." 

One bright spot: Families focus on mobile security

One positive trend is an increased focus on mobile security for Canadians. Two-thirds of respondents now set ground rules within their families for mobile usage, something only one-third said they did in 2012. Nearly half of respondents now limit their family's mobile usage, compared to only a third in 2012, and 44 per cent now use passcode protection on their phones, compared to just 27 per cent previously.

Mobile security also remains top of mind, with 91 per cent taking some measure to increase their family's safety with mobile devices, compared to only three quarters of respondents surveyed in 2012.

"Mobile devices play a big role in our daily lives, so taking steps to protect your phone just makes sense," said Maria Forlini, senior vice president of President's Choice Services. "That's why people like our PC mobile Extended Care plan, which provides an extra year of the manufacturer's warranty coverage and a courtesy phone while yours is undergoing repairs."  

For more information on the latest PC® mobile offering, visit www.pcmobile.ca or Facebook at www.facebook.com/pcmobileca.

PC® mobile is available at The Mobile Shop, located at select Loblaw and Superstore locations. For more information visit: www.themobileshop.ca.

For more information about Prepaid Cell Phones Express, visit www.prepaidcellphonesexpress.ca.

About the survey
The President's Choice Services Inc. survey was completed using Leger's online panel, LegerWeb, between July 25 and July 29, 2014 with a representative sample of 1,336 Canadians. A probability sample of the same size would yield a margin of error of ± 2.5%, 19 times out of 20.

About Loblaw Companies Limited (TSX: L)

Loblaw Companies Limited is Canada's food and pharmacy leader, the nation's largest retailer, and the majority unit holder of Choice Properties Real Estate Investment Trust. Loblaw provides Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, banking, and wireless mobile products and services. With more than 2,300 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ approximately 192,000 full- and part-time employees, making it one of Canada's largest private sector employers.

Loblaw's purpose - Live Life Well - puts first the needs and well-being of Canadians who make one billion transactions annually in the companies' stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations; more than 1,050 grocery stores that span the value spectrum from discount to specialty; full-service pharmacies at more than 1,250 Shoppers Drug Mart® and Pharmaprix® locations and more than 500 Loblaw locations; PC Financial® no-fee banking; affordable Joe Fresh® fashion and family apparel; and three of Canada's top consumer brands in Life Brand®, no name® and President's Choice®. Through the PC Plus™ and Shoppers Optimum® loyalty programs, more than one in every three Canadians are rewarded for shopping with the companies.

SOURCE: President's Choice Services Inc.

or to schedule an interview: Michelle Reidel, President's Choice Services Inc., 416-204-2600, ext. 411029, Mobile: [phone], [email protected]; or Debra Chan, Argyle Communications, 416.968.7311 Ex. 229, [email protected]