For two days near the end of November 2012, an online survey was conducted by Head Research, a Toronto-based, privately-owned company that specializes in qualitative and quantitative marketing research throughout North America.
On November 26, 2012, Head Research surveyed 1,001 adult Canadians, randomly selected from a group who were Research Now survey panelists. They all had a cell phone, a tablet, digital cable, HD cable, a landline, mobile broadband and/or residential broadband.
When the Canadian panelists were asked how they rated themselves on tech savviness, 60 percent gave themselves a “B” or higher grade. However, when they were put to the test, it turns out that only about 4 percent actually achieved a “B” grade. The survey demonstrated that nearly half of the panelists could not answer questions about roaming, and two out of three could not correctly answer questions about data usage or online security.
Roughly 87 percent said they are eager to improve their technology knowledge.
The survey was conducted for Rogers Communications (News - Alert), a diversified Canadian communications and media company. Rogers Communications is reportedly Canada’s largest provider of wireless voice and data communications services, and one of the nation’s leading providers of cable television, high-speed Internet and telephony services.
When the survey was concluded, 83 percent of the panelists said they wanted to use a website to learn more. On January 14, 2013, Rogers Communications launched Tech Essentials, a new program to give Canadians the tools that they need to make smarter and safer use of technology.
The program includes a website available to all Canadians, and contains free information on topics ranging from how roaming works, to managing children’s online usage, to staying safe online.
An independent organization called Parent Tested, Parent Approved, accredited the Tech Essentials site.
President of communications at Rogers Communications, Rob Bruce, said, "Canadians are very passionate about technology and they clearly need and want to know more about how it all works. The research shows there's a clear role for education and we have an important responsibility to help Canadians get the most out of technology. We're a nation of technology adopters and Tech Essentials represents the beginning of a long-term effort to bridge the knowledge gap and help build our digital future."
While the survey shows that most Canadians do have a good understanding of tech basics, Tech Essentials is the first step in a long-term education effort designed to increase Canadians’ digital savviness.
If you’d like to try your hand at taking the survey, take a short quiz at the Tech Essentials website.
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Edited by Braden Becker