New Future Shop survey reveals 94 per cent of Canadians fail to maximize
their technology

Future Shop's ConnectPro services help Canadians get the most out of their electronics

BURNABY, BC, Nov. 30 /CNW/ - To help customers get the most out of their technology, Future Shop partnered with Ipsos-Reid to find out if Canadians are using their electronics to the fullest extent.  The survey uncovered nearly 70 per cent of Canadians admit they could use help with tapping into all the features their devices have to offer. Luckily, Future Shop's ConnectPro service offering can bring connectivity into any home and office, making out-of-sync systems a thing of the past.

An astonishing 94 per cent of Canadians recognize that when it comes to their devices, they're leaving some of its functionality untapped. ConnectPro can help personalize technology and simplify the process of setting up, installing and repairing electronics. ConnectPro Experts are industry certified and fully trained to provide the best possible experience in the four areas that Canadians need the most help: home entertainment, computers, car audio and online support services.

"Future Shop's ConnectPro offering is transforming the way Canadians use technology," said Todd Empey, Vice President of Operations, Future Shop. "Two in three agree that sometimes they feel they don't get the most out of their technology because they're not sure how to use it. We live in a Connected World and consumer electronics are filled with connectivity and complexities. ConnectPro exists for just this reason."

Helping Canadians connect in-store, at-home and online

When looking for help or advice with their technological devices, 46 per cent of Canadians would typically turn to the Internet for help, while 26 per cent would look to retail stores, like Future Shop. Luckily, ConnectPro offers in-home, remote services like Online Support through www.connectpro.ca  to help consumers enhance their experience. Other areas ConnectPro is enhancing experiences in technology include: 

• Home Theatre Installation - ConnectPro will design the dream home theatre room, wall-mount any HDTV, set up a surround sound audio system or incorporate a gaming console for wireless streaming. Video calibration makes picture and colour on any HDTV look its best, while wire concealment and in-wall speaker installation services will take care of aesthetics.
• Computer Services - ConnectPro Experts will set up and personalize any system, whether that involves installing new software, creating a secure wireless network, or helping to backup important files. ConnectPro is there to connect multiple computers through a wireless network and upgrade or tune up any system.
• Car Audio Services - Automobiles deserve as much attention as the home and office, which is why ConnectPro experts will install a state-of-the-art audio or video system. Add more functionality to any vehicle with new technologies like Bluetooth®, satellite radio, iPod connections and GPS. ConnectPro can also repair any car audio system or transfer an audio system from an old car to a new one.

One-third of Canadians do not maximize their electronics

If using a piece of technology to its fullest extent possible is 100 per cent functionality and not being able to use the device at all is zero per cent functionality, the average Canadian thinks they only get 69 per cent functionality out of their technological devices, admitting one-third of their technology's capabilities are never realized.

"The survey results show Canadians admit that technology can be complicated and that they could benefit from having an expert install and set up their devices ," said Empey. "Our ConnectPro service is meant to eliminate frustration and enhance each customer's overall experience."

Other highlights from the study

• Many feel they do not get the most out of their technology because they're unsure how to use it, but some feel this way more than others. Residents of British Columbia (75 per cent) are most likely to feel this way, followed by those living in Alberta (70 per cent), Saskatchewan and Manitoba (70 per cent), Atlantic Canada (68 per cent), Ontario (64 per cent) and Quebec (61 per cent).
• Canadians with kids (75 per cent) think they get more out of their technology, on average, than those without kids (68 per cent)
• While four in 10 Canadians agree that they like to have the latest and greatest in technology, younger Canadians (56 per cent) are much more likely than middle-aged (38 per cent) and older (27 per cent) Canadians to say they love to have what is new.
• Men (24 per cent) are much more likely than women (21 per cent) to say they pay a good deal of money to have the newest gadgets.

About the Study

These are some of the findings of an Ipsos Reid poll conducted between November 8 and 12, 2010, on behalf of Future Shop. For this survey, a sample of 1,022 adults from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100 per cent response rate would have an estimated margin of error of +/-3.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

About Future Shop

With 146 stores across the country and the nation's premier web store (www.futureshop.ca), Burnaby, BC-based Future Shop is Canada's largest retailer and e-tailer of consumer electronics. The company employs more than 10,000 technology enthusiasts, has enabled its website, Futureshop.ca, to deliver unparalleled content about the products it sells. Futureshop.ca also hosts an online community forum and tech blog for technology beginners and tech-savvy experts to exchange ideas, reviews, tips and other consumer electronics information (www.futureshop.ca/techyeah). As a proud corporate citizen, Future Shop has developed solutions to recycle used electronics and is committed to employee volunteerism and supporting non-profit organizations dedicated to transforming local youth into Future Leaders (see www.futureshop.ca/futuregeneration).

For further information:

Media contact:
Elliott Chun Communications Manager, Future Shop
P: 604-412-1764
E: [email protected]
www.futureshop.ca/media