What is Customer Demographics and Target Market of TELUS Company?

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Who are TELUS's customers?

Understanding customer demographics and target markets is crucial for success in telecommunications. For TELUS Corporation, this insight is fundamental to its strategy, allowing it to thrive in a competitive environment. TELUS began as a provincial provider, evolving significantly over time.

TELUS's expansion from a regional focus to a national presence, particularly after its merger in 1999, positioned it as a major player. Today, it serves a broad spectrum of Canadians with wireless, internet, TV, and home phone services, alongside IT solutions like TELUS Health.

What is Customer Demographics and Target Market of TELUS Corporation? TELUS serves a wide range of individuals and businesses across Canada. Its target market includes urban, suburban, and rural residents, with a focus on providing reliable connectivity and innovative solutions. The company also targets businesses of all sizes, from small enterprises to large corporations, offering tailored communication and IT services. Understanding these diverse groups allows TELUS to develop products and services that meet varied needs, from basic mobile plans to complex enterprise cloud solutions. This broad approach is reflected in their TELUS BCG Matrix analysis, which categorizes their diverse service offerings.

TELUS serves a diverse customer base, spanning both individual consumers and businesses. The company's primary focus is on providing telecommunications and digital services, with a significant expansion into health technology.

Consumer Segment (B2C)

In the consumer market, TELUS offers wireless, internet, television, and home phone services. The company experienced robust growth in Q1 2025, adding 218,000 total mobile and fixed customers, marking its strongest first quarter on record.

Business Segment (B2B)

For businesses, TELUS provides a comprehensive suite of IT solutions, with a particular emphasis on healthcare technology through TELUS Health. This segment has shown strong operating momentum and revenue growth.

Key Growth Areas

TELUS's customer growth is fueled by demand for bundled services and the expansion of its PureFibre and 5G networks. The company's strategic focus on margin-accretive customer expansion is a key driver of its market position.

TELUS Health Momentum

TELUS Health is a significant growth engine, with external revenues increasing by 12% year-over-year to $471 million in Q1 2025. Global lives covered reached 157 million in Q2 2025.

TELUS Customer Profile and Market Analysis

The TELUS target market encompasses a broad range of consumers and businesses seeking reliable connectivity and digital solutions. The company's customer acquisition strategy demographics are influenced by the demand for its advanced network infrastructure and integrated service offerings.

• In Q1 2025, TELUS reported 20,000 mobile phone net additions and a record 148,000 connected device net additions.
• The fixed services segment added 50,000 net new customers in Q1 2025, with 21,000 internet net additions and 27,000 TV service net additions.
• TELUS Health's adjusted EBITDA grew by 30% to $76 million in Q1 2025, driven by acquisitions and growth in payvider services.
• TELUS Agriculture & Consumer Goods revenue increased by 16% in Q4 2024, indicating diversification within its B2B offerings.
• The company's total TTech subscriber base reached 20.2 million in Q4 2024, a 5.9% increase year-over-year.

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TELUS's customer base is primarily driven by the need for dependable, high-speed connectivity and comprehensive digital solutions. Purchasing decisions are increasingly shaped by the appeal of bundled services that offer both value and convenience. This translates to a strong preference for integrated mobile and home solutions, as seen in the robust demand for bundled offerings across Mobility and Fixed services.

Connectivity and Convenience

Customers prioritize uninterrupted high-speed internet, with offerings like PureFibre being a significant draw. Network quality and service reliability are key factors influencing customer loyalty and retention efforts.

B2B and Healthcare Needs

In business and healthcare, the focus is on advanced IT solutions, efficient data management, and improved health outcomes. This includes health benefits management and virtual pharmacy solutions.

Addressing Evolving Needs

The company addresses unmet needs through continuous product development, informed by market trends. For example, the demand for weight management drugs increased by 90.6% since 2023, a trend TELUS Health aims to support.

Consumer Value Drivers

Consumers seek price stability, as evidenced by plans like the '5-Year Rate Plan Price Lock'. Promotions, such as free smart TVs or gift cards with internet and TV bundles, appeal to value-conscious customers.

Business Technology Adoption

Businesses are interested in AI-driven efficiency and revenue optimization. The company focuses on advanced technological solutions to enhance problem-solving and product development.

Targeted Marketing Approaches

TELUS tailors its marketing and product features to specific customer segments. This includes addressing the desire for price stability and offering attractive bundles for value-seeking consumers.

Understanding these customer needs and preferences is crucial for TELUS's overall strategy, as detailed in the Marketing Strategy of TELUS. The company's approach to product development and marketing reflects a deep understanding of what drives its diverse customer base, from individual consumers seeking seamless connectivity to businesses requiring sophisticated digital solutions. This focus on customer-centric innovation allows TELUS to effectively meet evolving demands and maintain a competitive edge in the market.

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TELUS primarily operates and targets customers within Canada, establishing itself as a leading telecommunications provider. Its core markets are concentrated in British Columbia and Alberta, with significant operations also in Quebec. The company is actively expanding its high-speed internet services, particularly its PureFibre network, into new regions such as Ontario and other parts of Quebec, aiming to broaden its customer base and offer bundled services.

Canadian Market Focus

TELUS's primary operational and customer focus is Canada. The company has a strong historical presence and ongoing infrastructure investments in British Columbia, Alberta, and Quebec. This strategic geographic concentration allows for efficient service delivery and targeted marketing efforts.

Network Expansion and Coverage

As of December 31, 2024, TELUS's 5G network covers approximately 87% of the Canadian population, reaching about 32.3 million people. This extensive coverage is a key factor in attracting and retaining customers for its mobile and digital services.

PureFibre Network Growth

TELUS is actively expanding its PureFibre internet network to new areas, including Ontario and additional regions in Quebec. This expansion aims to provide more Canadians with access to advanced internet services and bundled offerings, enhancing its competitive position.

Global Reach in Health Sector

While its core telecommunications are Canada-centric, TELUS Health operates globally. By Q2 2025, its health programs covered 157 million global lives, demonstrating successful international expansion through strategic acquisitions and localized offerings.

The geographical market presence of TELUS is predominantly Canadian, with a strategic emphasis on expanding its advanced network infrastructure across the country. This expansion is crucial for its customer acquisition strategy and for solidifying its market position. Understanding the historical development of the company can provide further context on its current geographic footprint; a Brief History of TELUS details this evolution.

Key Canadian Provinces

TELUS has a significant presence in British Columbia, Alberta, and parts of Quebec. These provinces represent major operational hubs and target markets for its telecommunications services.

5G Network Penetration

By the end of 2024, TELUS's 5G network reached approximately 32.3 million Canadians, covering about 87% of the population. This extensive reach is vital for its mobile customer base.

PureFibre Expansion Areas

The company is actively extending its PureFibre internet network into Ontario and other parts of Quebec. This expansion targets new customer segments and aims to increase market share.

Global Health Operations

TELUS Health has a growing international footprint, with its health programs covering 157 million global lives by Q2 2025. This demonstrates successful diversification beyond its core Canadian telecommunications market.

Strategic Market Entry

Expansion into new geographic markets, like Ontario for PureFibre, is a key part of TELUS's strategy to acquire new customers and grow its revenue streams.

Bundled Service Offerings

TELUS leverages its geographic presence to offer bundled services, including Mobility, SmartHome Security, and Stream+, to customers across its expanding network footprint.

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TELUS employs a comprehensive strategy to attract and retain its customer base, utilizing a blend of digital, traditional, and social media marketing. The company highlights its advanced broadband networks, including PureFibre and 5G, as a key draw for new customers, often bundling these services to increase appeal. This approach contributed to significant customer growth, with 218,000 net additions in total mobile and fixed customers in Q1 2025.

Customer Acquisition Channels

TELUS utilizes a wide array of marketing channels, with a strong emphasis on digital platforms for customer engagement and sales. The company also leverages its superior network infrastructure, such as PureFibre and 5G, as a primary acquisition tool.

Customer Retention Focus

Retention efforts are anchored in delivering excellent customer service and maintaining high network quality. This dedication has resulted in sustained loyalty, with postpaid mobile phone churn remaining impressively low.

Loyalty Metrics

Postpaid mobile phone churn has stayed under 1% for twelve consecutive years as of Q2 2025, recorded at 0.90%. In Q1 2025, the mobile churn rate improved to 1.06% from 1.13% in Q1 2024.

Promotional Strategies

Attractive offers, such as bundled services, partner programs with discounts, and promotional gifts like a free 55' Samsung 4K HDR Smart TV, are key to acquiring new customers and encouraging upgrades.

The company actively uses customer data and segmentation to refine its marketing campaigns, a core aspect of its Growth Strategy of TELUS. TELUS Digital employs AI tools to gain real-time insights, enhancing customer engagement and long-term retention. This data-driven approach is crucial for optimizing services and maintaining a competitive edge in the market.

Bundled Offerings

Combining internet and Optik TV services creates attractive packages for customers, driving both acquisition and retention through value-added propositions.

Exclusive Partner Programs (EPP)

EPP initiatives offer specialized savings on mobile plans, home internet, and TV services, making them appealing to specific customer segments and fostering loyalty.

Promotional Incentives

One-time offers, such as a free 4K TV or bill credits with new service activations, are strategically used to attract new TELUS customers and encourage service upgrades.

Long-Term Value Plans

The '5-Year Rate Plan Price Lock' on select 5G+ Complete plans aims to provide predictable costs for customers, thereby reducing the likelihood of churn and enhancing long-term customer relationships.

Data-Driven Engagement

Leveraging customer data and AI tools allows for personalized engagement strategies, helping to identify and address potential service issues proactively and improve overall customer satisfaction.

Network Quality as a Differentiator

The company consistently promotes its leading broadband networks, including PureFibre and 5G, as a significant advantage in attracting and retaining customers who prioritize reliable and high-speed connectivity.

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