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Rogers Innovation Report: Tech Trends 2013
 

Rogers Innovation Report: Tech Trends 2013

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The Innovation Report looks at Canadian tech habits for 2013 and predictions for the future.

The Innovation Report looks at Canadian tech habits for 2013 and predictions for the future.

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    Rogers Innovation Report: Tech Trends 2013 Rogers Innovation Report: Tech Trends 2013 Presentation Transcript

    • Rogers Innovation Report: Tech Trends 2013 Rogers Communications Inc. Final Report December 13, 2013 © Harris/Decima
    • Toronto Ottawa Montreal 2345 Yonge Street Suite 405 Toronto, Ontario M4P 2E5 160 Elgin Street Suite 1820 Ottawa, Ontario K2P 2P7 1080 Beaver Hall Hill Suite 400 Montreal, Quebec H2Z 1S8 t: (416) 962-2013 f: (416) 962-0505 t: (613) 230-2200 f: (613) 230-9048 t: (514) 288-0037 f: (514) 288-0138 Proprietary Warning The information contained herein is proprietary to Rogers Communications Inc. and may not be used, reproduced or disclosed to others except as specifically permitted in writing by the originator of the information. The recipient of this information, by its retention and use, agrees to protect the same and the information contained therein from loss, theft or compromise. Any material or information provided by Rogers Communications Inc. and all data collected by Harris/Decima will be treated as confidential by Harris/Decima and will be stored securely while on Harris/Decima's premise (adhering to industry standards and applicable laws). © Harris/Decima 2
    • Table of Contents Background & Methodology Executive Summary Background Methodology - Detailed Findings Section 1: The Device Generation Section 2: Connected Commerce Section 3: Virtual Entertainment Section 4: Future Predictions Page 4 Page 6 Appendix Appendix A: Demographics Page 9 Page 66 © Harris/Decima 3
    • Background and Methodology
    • Research Methodology • • • A total of n=1,009 interviews were conducted online (CAWI) in both English and French. Responses were collected between November 21st and December 2nd, 2013. To qualify for the survey, respondents had to be: – – – • 16 years of age or older, Live in a Canadian province, and, Personally own either a smartphone or tablet device. Quotas were placed on region, age and technology adoption to allow for geo-demographic profiling: Regional Quotas BC Alberta Manitoba/Saskatchewan Ontario Quebec Atlantic Total • Number of interviews (n) 125 100 100 325 250 100 1000 Age Quotas 16 – 17 18 – 29 30 and above Total Number of interviews (n) 50 150 800 1000 Technology Quota Early Adopters Total Number of interviews (n) 200 200 Data was weighted post-field based on age, gender and region to be representative of the Canadian population. © Harris/Decima 5
    • Executive Summary
    • Executive Summary Who are Canadian Smartphone and Tablet Owners? • Over half (52%) of Canadians personally own a smartphone while one-third (33%) have a tablet device. • In an average day, Smartphone Owners have their phone within arm’s reach 70% of the time (16.8 hrs) in comparison to 39% of the time among Tablet Owners (9.4 hrs). – • Canadians are also becoming more reliant on their mobile device(s). For example, Device Owners spend more time using their smartphone or tablet device than they do eating, being active, practicing personal hygiene and watching movies. Moreover, over eight-in-ten (85%) sneak a peek at their mobile device while with friends and 52% admit to checking their phone while on a date. • • However, older users appear more connected to their tablet device with those aged 60 and above having it within reach for almost half (45%) of their day. However, Gen Y Smartphone Owners are significantly more likely than all other age groups to check their phone at least once ‘while together with friends’ (99%), ‘while on public transit’ (94%), ‘while watching television’ (90%), and ‘while on a date’ (68%). In relation to the priority consumers place on having internet access, over one-in-four (28%) would give up coffee to have WIFI access anytime, anywhere, while one-in-ten would give up their pet (13%) or their car (8%). What do Canadian Smartphone and Tablet Owners Expect from their Devices in the Future? 1. Expectations for Personal Use Apps in the Next Five Years: – – – – – 76% expect mobile apps will allow consumers to control their home (e.g. appliances, hydro or electricity) directly from their mobile device; 73% believe apps will be completely customizable to meet our unique individual needs; 59% predict mobile apps will be able to recommend a recipe, create a grocery list and have list items delivered to your door; 39% believe apps will replace most of their daily physical contact with others; 25% even think mobile apps will allow them to communicate with the family pet. © Harris/Decima 7
    • Executive Summary 2. Expectations for Health/Medical Apps in the Next Five Years: – 3. Expectations for Online Commerce Apps in the Next Five Years: – – – 4. Overall, expectations for Health/Medical applications are largely being driven by older Device Owners – the group who may in fact use these applications the most. However, in the next five years: • 69% believe apps will be able to provide detailed health notifications (e.g. measuring blood/sugar levels for people with diabetes) • 52% predict apps will connect us directly to our doctor without having to leave home; and, • 46% think apps will be able to track your caloric intake without having to input the food you ate. 50% believe they will spend more money shopping online than in physical ‘brick and mortar’ stores; 55% expect mobile wallet apps will replace the need to carry physical debit and credit cards; and, 42% think apps will be able to tell a knock off product from the real thing. Expectations for Television Programming in the Next Five Years: – – – 64% expect to purchase products directly from the shows they are watching (e.g. interactive advertising); 49% believe we’ll be able to alter the outcome of a show by voting in real-time; and, 46% predict live TV will be more engaging by allowing viewers to ‘choose their own adventure’. What does the Smartphone of 2019 look like? • Canadian Device Users expect significant hardware/tech upgrades over the next five years. Specifically: – – – – – 71% expect smartphone batteries to last for weeks without charging; 62% believe they’ll have more personalized voice commands customized to each unique user; 42% expect to have flexible screens on their smartphone; 33% are looking forward to 3D screens; and, 25% expect to be wearing at least 2 connected accessories (e.g. a smart watch). © Harris/Decima 8
    • Detailed Findings
    • Section 1: The Device Generation Section 1a: User Profile Section 1b: Smartphone & Tablet Usage
    • Section 1a: User Profile
    • Over Half of Canadians Own a Smartphone While One-Third Own a Tablet Device; Two-in-Ten Own Both • • When asked to identify which devices they currently own, over half (52%) of Canadians selected a smartphone while one-third (33%) selected a tablet. Virtually all Canadians (99%) own at least one of the devices listed below. Which, if any, of the following devices do you personally own? A digital camera 76% A laptop computer 69% A desktop computer 65% A smartphone 52% A game console 36% A tablet 33% A Blu-ray player 27% An eReader 20% An internet-connected 'smart' TV 12% A digital media player 10% None of the above 22% Own Both Note, although the survey screened for smartphone and tablet owners, we’ve presented the data on this slide based on all respondents who ‘accessed’ the survey. This helps us understand the overall penetration that each of these products has in the Canadian market. 1% S4. Which, if any, of the following devices do you personally own? Base: All respondents to accessed the survey, n=2,490 © Harris/Decima 12
    • Alberta and Ontario have the Highest Proportion of Smartphone and Tablet Owners in Canada • Canadians living in Alberta and Ontario are more connected to ‘mobile devices’ than are the rest of Canadians. Specifically, over seven-in-ten (72%) Albertans own a smartphone while almost half (45%) own a tablet. – • In Ontario, almost six-in-ten (57%) residents own a smartphone while four-in-ten (39%) own a tablet device. Residents in both of these provinces are also the most likely to own a laptop computer (77% Alberta; 72% Ontario). Which, if any, of the following devices do you personally own? Region Man/Sask Ont. [C] [D] n=292 n=680 Total n=2,490 B.C. [A] n=271 Alb. [B] n=177 A digital camera A laptop computer A desktop computer 76% 69% 65% 77% E 69% 63% 82% E 77% CEF 62 78% E 65% 71% ABEF A smartphone 52% 56% CF 72% ACDEF 37% A game console 36% 33% A tablet 33% 30% A Blu-ray player An eReader An internet-connected 'smart' TV A digital media player None of the above 27% 20% 12% 10% 1% 28% 21% E 11% 12% C <1% 46% ACDF 45% ACEF 35% CEF 21% E 22% ACDEF 16% CEF 1% 29% 27% 23% 25% E 10% 5% <1% Que. [E] n=750 Atl. [F] n=316 79% E 72% CE 69% EF 69% 66% 63% 82% E 68% 62% 57% CEF 49% CF 39% C 34% 37% 39% C ACEF 31% CEF 24% E 13% F 11% C <1% 38% 29% 29% 25% 12% 12% 8% 1% 22% 25% E 9% 9% 1% S4. Which, if any, of the following devices do you personally own? Base: All respondents to accessed the survey, n=2,490 © Harris/Decima 13
    • Apple iPhone and iPad Owners Have More Apps Downloaded to their Device than Users of Other Brands • • Canadian Tablet Owners, on average, have 8 more apps downloaded to their device than do Smartphone Owners (29 apps vs. 21 apps, respectively). However, the brand of device that consumers have appears to play a role in the number of apps on their device(s). Specifically, those with an Apple product (either iPhone or iPad) have significantly more apps downloaded to their device(s) than owners of Android or Blackberry. Approximately how many apps do you have downloaded to your current Smartphone and/or Tablet device? 30BC 36BC [A] n=328 [A] n=298 20C [B] n=304 MEAN Apps 21 9 [C] n=129 21C MEAN Apps 29 [B] n=110 22 [C] n=62 Q7. Approximately how many apps do you have downloaded to your current Smartphone/Tablet device? Base: Canadian Smartphone Owners, n=830; Canadian Tablet Owners, n=542 © Harris/Decima 14
    • iPhone Owners Also Have Largest Variety of Apps Downloaded to their Device • Not only do iPhone owners have the most apps, they also have the most variety of apps compared to owners of other devices. However, regardless of brand, Weather apps are the most popular among Canadian Smartphone Owners. Please select the categories in which you have at least 1 app downloaded on your smartphone Weather Games & Entertainment Social Media/Networking Communication (e.g. email) Music & Video Photography News, Magazines & Books Travel & Transportation Shopping Finance Health, Fitness, Lifestyle & Medical Business & Productivity Sports Education Other None of the above © Harris/Decima 73% 71% 67% 66% 58% 45% 43% 41% 35% 35% 31% 26% 26% 21% 1% 1% [A] n=324 [B] n=282 [C] n=102 81% BC 70% 66% 81% BC 76% BC 72% C 68% C 54% 63% 57% 66% C 55% 54% C 34% 41% C 19% 69% BC 58% BC 53% BC 40% 34% 48% BC 39% 36% 48% BC 44% BC 30% C 30% 28% 44% BC 33% BC 24% 20% 32% C 24% 20% 27% C 27% 22% C 17% C 11% 11% <1% 1% 1% <1% 1% 1% Q8. Using the list below, please select the categories in which you have at least 1 app downloaded on your smartphone. Base: Those with at least one App on their Smartphone, n=764 15
    • Over Half of Canadian Smartphone and Tablet Owners Have the Facebook App on their Mobile Device(s) • • Across all age cohorts, Facebook is the most popular app among Canadian Smartphone Owners. However, Gen Y is significantly more likely than their older counterparts to have the app downloaded to one of their devices. Snapchat is clearly more popular among Gen Y Device Owners compared with Boomers with almost half (46%) having downloaded the app (compared with <1% among Boomers). Age Which, if any, of the following social media sites do you currently have an application downloaded to your mobile device(s)? Facebook YouTube Twitter Instagram Google Plus+ LinkedIn Snapchat Pinterest Songza Vine Tumblr Foursquare Flickr WeChat Tinder Weibo © Harris/Decima 52% 41% 28% 19% 16% 14% 12% 12% 10% 7% 6% 3% 3% 2% 2% 1% 16-29 [A] n=197 30-44 [B] n=226 45-59 [C] n=257 60+ [D] n=150 74% BCD 68% BCD 46% BCD 47% BCD 15% 11% 46% BCD 21% CD 22% BCD 20% BCD 16% BCD 4% <1% 1% 3% 3% 56% D 41% D 30% D 19% CD 16% 17% AD 4%D 15% CD 14% CD 3% 4% 4% 4%A 4% C 3%C 2% 49% D 36% D 27% D 8% 19% 18% AD 2%D 9% D 6% D 4%D 4% 4% 4%A 1% <1% <1% 31% 23% 11% 6% 13% 8% <1% 4% 2% 1% 1% 1% 3% <1% Q18. Which, if any, of the following social media sites do you currently have an account setup online or application downloaded to your mobile device(s)? Base: All respondents, n=1,009 16
    • Over Half of Gen Y Purchased a New Mobile Device in 2013 while Fewer than One-in-Ten Purchased an eReader • • Although over four-in-ten (41%) Device Owners purchased a new mobile device in 2013, Gen Y were almost twice as likely as Boomers to take on the added expense (54% vs. 30%, respectively). Interesting is that although eReader ownership is significantly higher among Boomers (24%) than among Gen Y (11%), all age groups were just as likely to purchase one in 2013. Looking back, in 2013, did you… Purchase a new mobile device (laptop, smartphone or tablet) 41% Purchase an eReader (e.g. Kindle, Kobo, etc.) 8% Age 16-29 [A] n=203 Purchase a new mobile device (laptop, smartphone or tablet) Purchase an eReader (e.g. Kindle, Kobo, etc.) 54% BCD 8% 30-44 [B] n=258 40% 6% D 45-59 [C] n=303 41% 8% D 60+ [D] n=245 30% 8% Q20. Looking back, in 2013, did you… Base: All respondents, n=1,009 © Harris/Decima 17
    • Opinions Largely Unchanged when Discovering Someone Does Not Own a Smartphone; Consistent Across Generations • Over eight-in-ten (82%) device owners indicate their opinion of someone is relatively unchanged when discovering they do not own a smartphone – a finding which is a consistent across all age cohorts. A lot / a little more negative 7% To what extent does your opinion of someone change if you find out they do not have a smartphone. Is your opinion... A lot more negative A lot / a little more positive 11% 1% 6% A little more negative 82% Unchanged 7% 4% A little more positive A lot more positive Age 16-29 [A] n=203 Bottom 2 Box (A lot / A little More Negative) © Harris/Decima 30-44 [B] n=258 45-59 [C] n=303 60+ [D] n=245 7% 9% 9% 5% Q24. To what extent does your opinion of someone change if you find out they do not have a smartphone. Is your opinion… Base: All respondents, n=1,009 18
    • Almost 6-in-10 Device Owners Willing to Give Up Something* to Access Wireless Internet from Anywhere, Anytime • Female Device Owners are significantly more likely than their Male counterparts to give up Sports (33%) and Sex (12%) in exchange for having access to wireless internet anywhere, anytime. Whereas, Male Device Owners are significantly more likely to give up their Pet (16% vs. 10%, respectively). Which, if any, of the following would you be willing to give up in order to have access to wireless internet anywhere, anytime? 59% Alcohol 33% [B] n=507 56% 62% 31% NET Yes, I'd give up one of these [A] n=502 34% A Sports 28% 22% 33% Coffee/Caffeine 28% 30% 25% Your pet 13% 16% B 10% A Sex 8% 4% 12% Your car 8% 8% 8% 3% 2% 44% 38% Your best friend None - I would not be willing to give up anything © Harris/Decima 3% 41% Q25b. Which, if any, of the following would you be willing to give up in order to have access to wireless internet anywhere, anytime? Base: All respondents, n=1,009 *Something refers to Alcohol, Sports, Coffee/Caffeine, Your Pet, Sex, Your Car or Best Friend 19
    • B.C. and Ontario Residents are the Most Likely to Forego at Least One Item in Exchange for Unlimited Internet Access • • Across all regions, over half of Canadian Device Owners are willing to give up something in order to have access to wireless internet from anywhere, anytime. However, Canadian Device Owners in B.C. and Ontario are the most likely to give up one of the items below in order to have access to wireless internet anywhere, anytime. – Residents of Quebec and the Atlantic Provinces are the least likely to forego any of the items listed below. Which, if any, of the following would you be willing to give up in order to have access to wireless internet anywhere, anytime? Region Man/Sask Ont. [C] [D] n=101 n=329 Total n=1,009 B.C. [A] n=125 Alb. [B] n=100 Que. [E] n=254 Atl. [F] n=100 NET Yes, I’d give up one of these Alcohol 59% 33% 66% EF 39% E 55% 36% E 60% 30% 63% EF 37% E 53% 24% 51% 27% Sports 28% 26% 23% 34% E 31% E 23% 31% Coffee/Caffeine 28% 29% 32% 27% 28% 26% 22% Your pet 13% 14% 12% 17% 11% 16% 8% 12% E Sex 8% 10% 8% 9% 5% 6% Your car 8% 12% D 8% 11% 6% 9% 9% Your best friend None - I would not be willing to give up anything 3% 2% 1% 3% 3% 3% 1% 41% 34% 45% 40% 37% 47% AD 49% AD Q25b. Which, if any, of the following would you be willing to give up in order to have access to wireless internet anywhere, anytime? Base: All respondents, n=1,009 © Harris/Decima 20
    • Section 1b: Smartphone & Tablet Usage
    • Smartphone Owners say their Device is Within Reaching Distance for 70% of their day (16.8 hours) • Percentage of Respondents • On average, Canadian Smartphone Owners have their device within reach for 70% of their day. However, a more compelling statistic might be that over four-in-ten (42%) have their smartphone within reach for 90% 100% of their day (that’s at least 21.6 hours per day!). Interesting is that older users appear more connected to their tablet as those aged 60 and above have it within reach for almost half (45%) of their day. What percentage of time would you say your Smartphone and/or Tablet is within reaching distance from where you are at all times? 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 42% Smartphone 15% 3% 14% 4% 6% 16% 12% 16% 0% - 9% 10% 19% 20% 29% 8% 3% 30% 39% 7% 3% 40% 49% Tablet 6% 10% 4% 5% 50% 59% 60% 69% 70% 79% 10% 5% 80% 89% 11% 90% 100% Age MEAN Smartphone Tablet © Harris/Decima 16-29 [A] n=197 81% BCD 36% 30-44 [B] n=226 69% D 35% MEAN 70% 45-59 [C] n=257 60+ [D] n=150 66% MEAN 39% 62% 37% 45% AB Q1. In an average 24 hour time period (i.e. including the time in which you are asleep), what percentage of time would you say your Smartphone/Tablet is within reaching distance from where you are at all times? Base: Canadian Smartphone Owners, n=830 ;Canadian Tablet Owners, n=542 22
    • Over Half of Smartphone Owners Look at their Phone at Least Once During Each of the Occasions Below; Even While on a Date • • One-third (33%) of Smartphone Owners look at their phone at least once every 3 – 5 minutes while on public transit. In addition, almost three-in-ten Smartphone owners look at their phone at least once every 10 minutes when watching TV (26%) and while eating breakfast (28%). Two-in-ten (19%) check their phone at least once every 10 minutes while together with friends. About how often would you say you typically look at your smartphone during each of the following situations? While together with friends While watching television 15% 30% 18% 24% While at work 26% While on public transit 28% While eating breakfast 10% 7% 43% 47% While on a date 48% Never About once every 10 minutes 16% 16% 16% 25% While eating dinner © Harris/Decima 21% Less often than once every 2 hours Once every 3-5 minutes 9% 10% 16% 12% 10% 10% 26% About once an hour At least once every 1-2 minutes 4%3% 85% 13% 7% 5% 82% 8% 4%3% 74% 21% 15% 14% 9% 12% 14% 18% NET At Least Once 72% 7% 8% 57% 14% 7% 2% 3% 53% 13% 7% 3% 2% 52% About once every 30 minutes Q2. Thinking about each of the following situations, about how often would you say you typically look at your smartphone?. Base: Canadian Smartphone Owners, n=830 23
    • Gen Y Check their Phone More Often than Older Generations; Especially While Together with Friends or on Public Transit • • Gen Y Smartphone Owners are significantly more likely than all other age groups to check their phone at least once ‘while together with friends’ (99%), ‘while on public transit’ (94%), ‘while watching television’ (90%), and ‘while on a date’ (68%). Younger/Middle-aged Smartphone Owners (i.e. those 30 – 44) are more likely than their Gen Y counterparts to check their phone ‘while at work’ (87%) and ‘while eating dinner’ (65%). About how often would you say you typically look at your smartphone during each of the following situations? Age Total n=830 16-29 [A] n=197 30-44 [B] n=226 45-59 [C] n=257 60+ [D] n=150 85% 99% BCD 89% D 83% D 65% 75% 73% NET Check Smartphone At Least Once While together with friends While watching television While at work 74% While on public transit While eating breakfast While eating dinner While on a date © Harris/Decima 82% 72% 57% 53% 52% CD 90% 74% 94% D BCD 63% D 55% D 68% BCD 89% CD 87% AD 77% CD 66% CD 65% ACD 58% D 81% D 43% 63% D 50% 54% D 42% 51% D 37% 51% D 23% Q2. Thinking about each of the following situations, about how often would you say you typically look at your smartphone?. Base: Canadian Smartphone Owners, n=830 24
    • Texting is the Leading Mode of Communication for Smartphone Owners <45; Phone Calls most Popular among those 60+ • • Although at the National level it would appear texting is the most common mode of communication among Smartphone Owners, there are significant differences by age. Specifically, over half (53%) of the communication done among Gen Y is conducted via texting, compared with 26% among Boomers. Interesting is that only 12% of communication among Gen Y is conducted via making phone calls (compared with 43% among Boomers). What percentage of your communication is done through each of the following modes…? MEAN Texting Making phone calls Emailing Using social media Instant messaging apps Posting online comments Video messaging apps Other © Harris/Decima Age Total n=830 16-29 [A] n=197 30-44 [B] n=226 45-59 [C] n=257 60+ [D] n=150 37% 27% 16% 9% 3% 2% 2% 5% 53%BCD 12% 7% 15%BCD 3%D 2%D 2%C 6% 34% D 25%A 17%A 9%D 5%ACD 2%CD 3%CD 5% 32%D 32%AB 19%A 7%D 3%D 1% 1% 4% 26% 43%ABC 21%A 3% 1% 1% 1% 4% Q3. Thinking about all different functions available on your smartphone to communicate with others (e.g. friends, family, acquaintances, work colleagues, etc.), what percentage of your communication is done through each of the following modes…? Base: Canadian Smartphone Owners, n=830 25
    • Significant Gains in Usage Expected over the Next 12 Months for Mobile Payment Apps and On-Demand Apps • • Almost half (49%) of those who use Mobile Payment Apps are expected to use them more often (a little more or a lot more) in the next 12 months – indicating a shift toward the mobile wallet. In addition, the percentage of Canadian Device Owners who use On-demand Apps is expected to rise in the next 12 months with four-in-ten (41%) expected to use these apps more often. Over the next 12 months, do you think you’ll be using each of the following types of mobile apps more, less or about the same as you are right now? Mobile payment apps (i.e. apps that allow you to make a financial purchase/payment, like the Starbucks barcode scanner) n=681 3% On-demand apps (i.e. apps that allow you to order goods and 3% services from your smartphone, such as a taxi to your door) n=652 Newer social media apps (e.g. Pinterest, Snapchat, etc.) 2% 5% n=657 Traditional social media apps (e.g. Facebook) n=850 A lot less © Harris/Decima 8% A little less 47% 36% 55% 13% 31% 64% About the same 18% A little more 49% 10% 20% 67% A lot/ A little more 41% 9% 28% 7% 24% A lot more Q10. Over the next 12 months, do you think you’ll be using each of the following types of mobile apps more, less or about the same as you are right now? Base: Canadians who use each of the apps above (bases vary) 26
    • British Columbia Leads the Way for Mobile Payment App Usage over the Next 12 Months • • Almost six-in-ten (59%) Device Users in British Columbia expect to use Mobile Payment Apps more often over the next 12 months. Those living in Manitoba/Saskatchewan are less likely to use On-demand Apps than their provincial neighbours. Over the next 12 months, do you think you’ll be using each of the following types of mobile apps more, less or about the same as you are right now? Total B.C. [A] Alb. [B] Mobile payment apps 49% 59% E 50% On-demand apps 41% 47% C Newer social media apps 28% 35% E Traditional social media apps 24% A lot / a little more often (T2B) © Harris/Decima 26% 48% C Region Man/Sask Ont. [C] [D] Que. [E] Atl. [F] 43% 50% 43% 48% 32% 37% 41% 46% 21% 36% E 29% C 23% 25% 22% 26% 16% 31% E 22% Q10. Over the next 12 months, do you think you’ll be using each of the following types of mobile apps more, less or about the same as you are right now? Base: Canadians who use each of the apps above (bases vary by cell – only cells with >50 respondents are shown) 27
    • Half of Device Owners Expected to Send Holiday Greetings to Friends and/or Family Using Social Media this Year • • Almost half (48%) of Canadian Device Owners agree (strongly or somewhat) that they ‘will use social media to send holiday greetings to friends and/or family this year’. Although only two-in-ten (21%) Canadian Device Owners say they will be ‘using social media sites (e.g. Pinterest) to inspire their holiday purchasing decisions’, this percentage rises to over half (53%) among those with a Pinterest account. Thinking about this year, to what extent do you agree or disagree that… You will use social media to send holiday greetings to friends and/or family You will use health-related apps to help stay on track with your New Year's resolutions (e.g. personal fitness apps) You will be using social media sites (e.g. Pinterest) to inspire your holiday purchasing decisions You will create a Pinterest board of the items you want instead of making a physical wish list Strongly disagree Somewhat disagree 21% 11% 33% 19% 20% 38% 17% 24% 18% 49% Neither agree nor disagree 31% 17% 23% 20% Somewhat agree Strongly/ Somewhat Agree 6% 23% 6% 21% 9% 4% 14% 16% 18% 48% Strongly agree Q13a. Thinking about this year, to what extent do you agree or disagree that… Base: All respondents, n=1,009 © Harris/Decima 28
    • Female Device Owners Significantly More Likely to Use Social Media/Apps for Specific Uses over the Holidays • • Female Device Owners are Significantly more likely than their male counterparts to ‘use social media to send holiday greetings to friends and/or family’ (54%), ‘use health-related apps to help stay on track with their New Year's resolutions’ (28%), ‘use social media sites (e.g. Pinterest) to inspire their holiday purchasing decisions’ (28%), and ‘create a Pinterest board of the items they want instead of making a physical wish list’ (19%). For reference, there are also significant gender divides in the percentage of females vs. males who have a Pinterest account (36% among females vs. 10% among males). Thinking about this year, to what extent do you agree or disagree that… Total n=830 Strongly / Somewhat Agree (T2B) You will use social media to send holiday greetings to friends and/or family You will use health-related apps to help stay on track with your New Year's resolutions (e.g. personal fitness apps) You will be using social media sites (e.g. Pinterest) to inspire your holiday purchasing decisions You will create a Pinterest board of the items you want instead of making a physical wish list Gender Males Females [A] [B] n=502 n=507 48% 43% 54% 23% 18% 28% 21% 14% 28% 14% 8% 19% A A A A Smartphone Owned iPhone Android Blackberry [A] [B] [C] n=328 n=304 n=129 54% 35% 32% 21% BC BC BC 49% 45% 20% 15% 18% 22% 13% 10% Q13a. Thinking about this year, to what extent do you agree or disagree that… Base: All respondents, n=1,009 © Harris/Decima 29
    • Device Owners Spend More Time on their Phone/Tablet than Eating, Being Active and Practicing Personal Hygiene • Furthermore, Canadian Device Owners spend almost as much time in an average day ‘using their smartphone’ (2.2 hours) as they do ‘watching TV’ (2.7 hours). In fact, Gen Y spend twice as much time in an average day ‘using their smartphone’ (3.2 hours) as they do ‘watching TV’ (1.5 hours). Approximately how many hours, if any, would you say you typically spend doing each of the following? Sleeping 7.2 Working 4.5 Using/surfing the internet 3.2 A laptop computer 3.0 A desktop computer 3.0 Watching TV 2.7 Using your smartphone 2.2 Using your tablet 1.8 Eating 1.8 Being active 1.6 Personal hygiene 1.5 Watching movies 1.2 0.0 © Harris/Decima MEAN Hours Per Day 2.0 4.0 6.0 8.0 10.0 12.0 Q19. Thinking about an average day, approximately how many hours, if any, would you say you typically spend doing each of the following? Base: All respondents, n=1,009 30
    • One-Quarter of Device Owners Tweeted/Facebooked Someone Who was in the Same Room; Over Half Among Gen Y • In 2013, one-quarter of Canadian Device Owners ‘tweeted or facebook’d someone who was in the same room’ (25%) and ‘shared documents/pictures using Dropbox or YouSendIt’ (24%). Looking back, in 2013, did you… Tweeted or Facebook'd someone who was in the same room as you 25% Share documents/pictures using Dropbox or YouSendIt 24% Download apps from retailers to get personalized, location based offers on your smartphone 18% Buy a ticket to a live sporting event over the internet 16% Send a picture via SnapChat 12% Donate money to a disaster relief effort using text messaging (e.g. Boston Bombings, Philippines Typhoon) Refrain from posting a comment or video online due to concerns it would be monitored by the government Watch a live sporting event on your mobile device Give money to a crowdfunding site (i.e. "kickstarter") 9% 9% 7% 6% Q20. Looking back, in 2013, did you… Base: All respondents, n=1,009 © Harris/Decima 31
    • Majority of Smartphone Owners would feel Disconnected or Naked Without their Phone • • Over half of Canadian Smartphone Owners agree (somewhat or very) that ‘they would feel disconnected from the world if they forgot their device somewhere’ (57%) or that they ‘would feel naked without their smartphone and internet access (52%). Increasing our reliance on Technology, about four-in-ten (37%) say ‘it would cause significant disruptions to their day/life if all the mobile apps on their phone were suddenly erased’. Strongly/ Somewhat Agree How much do you agree or disagree with the following statements… I would feel disconnected from the world if I forgot my device somewhere I would feel naked without my smartphone and internet access I check my mobile before brushing my teeth in the morning 11% 13% 14% 16% 23% I would feel lost without access to the apps I use most often 21% © Harris/Decima Somewhat disagree 37% 19% 31% It would cause significant disruptions to my day/life if all the mobile apps on my phone were suddenly erased Strongly disagree 19% 13% 19% 16% Neither agree nor disagree 20% 19% 32% 13% 22% 22% 26% Somewhat agree 57% 52% 22% 24% 26% 13% 11% 44% 37% 37% Strongly agree Q21. How much do you agree or disagree with the following statements… Base: Canadian Smartphone Owners, n=830 32
    • Smartphone Owners Remain just as Likely in 2013 to Use their Phone in the Bathroom as they were in 2012 • However, younger age cohorts are significantly more likely to use their phone in the bathroom than are older generations. Specifically, over four-in-ten (44%) Gen Y Smartphone Owners say they’ve used their phone in the bathroom, while only 5% of Boomers have done the same. All the time/ Often Have you ever used your smartphone in the bathroom? If so, how often. 2013 [A] 2012 [B] 24% 18% Never 25% 25% 24% Rarely 16% 28% Occasionally 10% 17% Often 13% 26% 30% All the time Age 16-29 [A] n=197 T2B (all the time/often) B2B (rarely/never) © Harris/Decima 44% 30-44 [B] n=226 BCD 35% 29% CD 39% 45-59 [C] n=257 20% 56% D AB 60+ [D] n=150 5% 73% ABC Q22. Have you ever used your smartphone in the bathroom? If so, how often. Base: Canadian Smartphone Owners, 2013, n=830; 2012, n=1,009 33
    • Canadian Device Users are Slightly More Attached to their Smartphone than to their Tablet • In 2013, Smartphone attachment is relatively equal to that of 2012. However, Smartphone Owners appear to be slightly more attached to their device than tablet owners (23% and 17%). Which of the following statements best describes how attached you are to your Smartphone? Would not want to live without it 5% 8% Ridiculously attached Would not want to live without it 2013 23% 11% 13% Would be lost without it Ridiculously attached 20% 24% Highly attached 35% 37% Attached 21% 11% 2013 [A] © Harris/Decima Would be lost without it 7% 7% Highly attached None of the above Which of the following statements best describes how attached you are to your Tablet? 2012 [B] 6% 4% 2013 17% 7% 18% Attached None of the above 38% 28% *Note, tablet attachment was not asked in 2012. Q23. Which of the following statements best describes how attached you are to your Smartphone/Tablet?. Base: Canadian Smartphone Owners, 2013, n=830; 2012, n=1,009 Base: Canadian Tablet Owners, 2013, n=542 34
    • Section 2: Connected Commerce (Past, Present and Future)
    • Online Recommendations via Facebook Friends Provide Biggest Impact on Purchase Compared with Other Items Tested • In the past 12 months, about one-third (31%) of Device Owners made a purchase decision based on online recommendations from friends and/or family (e.g. Facebook)’ while slightly (27%) fewer made a decision ‘from review sites, magazines or blogs’. Thinking about the past 12 months, did you make a purchase decision based on online recommendations… From friends and family (e.g. Facebook) 31% From review sites, magazines or blogs that you like to read (e.g. CNET) 27% From a retailer based on your purchase history (e.g. Amazon) From strangers who share the same interests and share ideas (e.g. Pinterest) 21% 10% None of the above © Harris/Decima 49% Q11b. Thinking about the past 12 months, did you make a purchase decision based on online recommendations… Base: All respondents, n=1,009 36
    • Usage of Location-based Apps and Mobile Payments Expected to Rise in 2014; Almost 7-in-10 say they’ll Shop Online • • Almost seven-in-ten (68%) Canadian Device Owners say they’ll make an online purchase in 2014, which is on par with what they say they did in 2013. However, the biggest gains over the next 12 months are expected in the use of Mobile Payments (+7 percentage points) and location-based apps (+10 percentage points). Past 12 Month vs. Next 12 Month Shopping Behaviour 68% 65% NET Online Purchase 65% 63% Made an online purchase (e.g. Amazon, eBay, etc.) Made an online purchase on 'Black Friday' Made an online purchase on 'Cyber Monday' 15% 10% Made a financial transaction (i.e. payment) using your smartphone or tablet Used a location based application on your smartphone or tablet to receive discounts or offers at nearby stores Shopped at a physical retail store on 'Black Friday' None of the above © Harris/Decima Next 12 Months 13% 7% 41% 34% Past 12 Months 28% 18% 19% 14% 18% 24% Q11a. During the past 12 months, have you done any of the following? Q12. Now, which of the following do you think you will do in the next 12 months? Base: All respondents, n=1,009 37
    • Next 12 Month Online Shopping Behaviour Relatively Consistent Across the Country • • Over the next 12 months, about one-third of B.C. (34%) and Ontario (30%) device owners expect to use a location-based app on their phone. It’s promising to see that the percentage of Canadian Device Owners who plan on making a mobile payment over the next 12 months is fairly consistent across regions – with no significant differences to note. Next 12 Month Shopping Behaviour Region Man/Sask Ont. [C] [D] n=101 n=329 Total n=1,009 B.C. [A] n=125 Alb. [B] n=100 68% 72%E 68% 66% Make an online purchase (e.g. Amazon, eBay, etc.) 65% 67% 66% Make an online purchase on 'Black Friday' 15% 15% Make an online purchase on 'Cyber Monday' 13% Make a financial transaction (i.e. payment) using your smartphone or tablet Use a location based application on your smartphone or tablet to receive discounts or offers at nearby stores Shop at a physical retail store on 'Black Friday' None of the above © Harris/Decima Atl. [F] n=100 70% E 62% 73% E 63% 67% 60% 71% E 18% E 13% 17% E 10% 21% E 14% 13% 11% 16% E 8% 15% 41% 46% 44% 39% 39% 42% 43% 28% 34% CE 29% 20% 30% CE 22% 25% 19% 19% E 21% E 19% E 23% E 10% 29% E 18% NET Online Purchase Que. [E] n=254 17% 14% 21% 14% 26% ABDF 16% Q11a. During the past 12 months, have you done any of the following? Q12. Now, which of the following do you think you will do in the next 12 months? Base: All respondents, n=1,009 38
    • Half of Device Users Expect to Spend more Money Shopping Online than in Physical Stores within the Next Five Years • In fact, only one-quarter of Device Owners disagree (strongly or somewhat) that in the next five years they’ll ‘be spending more money shopping online than in physical brick and mortar stores’. Thinking about the next five years, to what extent do you agree or disagree that… You will spend more money shopping online than in physical ‘brick and mortar’ stores Strongly disagree © Harris/Decima Somewhat disagree 10% 16% 23% Neither agree nor disagree 33% Somewhat agree Strongly/ Somewhat Agree 17% 50% Strongly agree Q9f. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009 39
    • More is Expected of Retailers within the Next Five Years; Over Half Expect Mobile Wallets will Replace Physical Cards • • Canadian Device Owners expect changes to the retail landscape over the next five years. Specifically, at least seven-in-ten expect ‘they will earn/accumulate loyalty rewards by making purchases through their mobile device’ (72%), that ‘retailers will have location-based apps that offer personalized deals and recommendations’ (70%) and that ‘retailers will have the capability to send personal electronic greetings that are customized to each shopper via mobile apps’. In addition, they expect mobile wallets to gain steam with over half saying ‘mobile wallets will allow them to store/have access to all the cards in their physical wallet’ (61%) with slightly fewer expecting ‘mobile wallet apps to replace the need to carry physical debit/credit cards’ (55%). Strongly/ Somewhat Agree Thinking about the next five years, to what extent do you agree or disagree that… You will earn/accumulate loyalty rewards by making purchases 4% 5% through your mobile device 19% 46% 26% 72% Retailers will have location-based applications that offer personalized 3% 4% deals and recommendations to the consumer (when near their stores) 22% 47% 24% 70% Retailers will have the capability to send personal electronic greetings 3% 5% that are customized to each shopper via mobile apps 21% 47% 23% 70% Integrated mobile wallets will allow consumers to store and have access to all the cards in their physical wallet (e.g. credit cards, etc.) Mobile wallet apps will replace the need to carry physical credit or debit cards Strongly disagree © Harris/Decima Somewhat disagree 7% 9% 10% 13% 23% 22% Neither agree nor disagree 41% 37% Somewhat agree 19% 61% 18% 55% Strongly agree Q13b. Thinking about the next five years, to what extent do you agree or disagree that…. Base: All respondents, n=1,009 40
    • Over Four-in-Ten Agree that Mobile Apps will be able to Detect Knock-off Products in the Next Five Years • Canadian Smartphone and Tablet Owners have high expectations for their mobile device(s) over the next five years with over four-in-ten (42%) agreeing (strongly or somewhat) that ‘mobile apps will be able to detect if a product is a knock-off or fake by taking a picture of the item and comparing it online to the real thing. Thinking about the next five years, to what extent do you agree or disagree that… Mobile apps will be able to detect if a product is a knock-off/fake by taking a picture of the item and comparing it online to the real thing Strongly disagree © Harris/Decima Somewhat disagree 8% 17% Neither agree nor disagree 33% 31% Somewhat agree Strongly/ Somewhat Agree 12% 42% Strongly agree Q13bd. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009 41
    • Section 3: Virtual Entertainment (Past, Present and Future)
    • Watching Television in Real Time is Most Common Way to Consume Programming; Gen Y Leads on Internet-based Services • • Although watching television in real time remains the most common way of consuming programming, Gen Y Device Owners are just as likely to subscribe to internet-based television services (59% and 60%, respectively). As Device Owners age, they are significantly more likely than their younger counterparts to record live television and watch it later (e.g. though a PVR). Which, if any, of the following ways do you typically consume television programming? Do you…? Watch television programs when they air, live 75% Record live television and watch it later (e.g. with a personal video recorder) 49% Watch internet-based television programming (e.g. Netflix) 36% Stream television programming online 26% Download television programming online None - I don't watch any television programming © Harris/Decima 22% 5% Age 16-29 [A] n=203 30-44 [B] n=258 45-59 [C] n=303 60+ [D] n=245 59% 72% A 81% AB 84% AB 33% 49% A 54% A 56% A 60% BCD 42% CD 31% D 17% 39% CD 31% D 25% D 10% 32% CD 26% D 19% 13% 6% 5% 5% 5% Q14. Which, if any, of the following ways do you typically consume television programming? Do you…? Base: All respondents, n=1,009 43
    • LCD Television Screen is Most Preferred Mode of Watching Media, Especially Among those 30 and Above • • Although two-thirds of Canadian Device Owners prefer to watch media on an LCD television screen, those 30 years old and above are significantly more likely than Gen Y to prefer this mode (68% vs. 55%, respectively). 3D Television still has some room to grow with only 5% of Device Users preferring this screen type. Similarly, the combined percentage of Device Owners who prefer consuming media on either a Smartphone or Tablet screen is five percent. From which, if any, of the following screens do you prefer to watch media? A laptop computer screen, 13% Age 16-29 [A] n=203 A 3D television screen, 5% A tablet screen, 3% A smartphone screen, 2% © Harris/Decima An LCD television screen 55% 68% A laptop computer screen An LCD television screen, 65% A desktop computer screen, 8% 30+ [B] n=806 25% B A 9% None of the above, 5% Q15. From which, if any, of the following screens do you prefer to watch media? Base: All respondents, n=1,009 44
    • One-Third of Device Owners Regularly use their Smartphone or Tablet while Watching TV to Lookup info about the Show • In addition, over four-in-ten (41%) Canadian Device Owners agree (strongly or somewhat) that ‘they avoided going on social media when their favourite television show was airing to avoid plot spoilers’. Strongly/ Somewhat Agree Thinking about television programming this year, to what extent do you agree or disagree with each of the following statements. You avoided going on social media platforms like Facebook or Twitter when your favourite television show was airing to avoid plot spoilers You regularly used your smartphone or tablet device while watching television to lookup information about the show (e.g. actors/actresses, public opinion, etc.) Strongly disagree © Harris/Decima Somewhat disagree 20% 11% 32% Neither agree nor disagree 29% 17% 20% 16% Somewhat agree 23% 21% 12% 41% 35% Strongly agree Q16. Thinking about television programming this year, to what extent do you agree or disagree with each of the following statements. Base: All respondents, n=1,009 45
    • Boomers are just as Likely as Gen Y to Abstain from Social Media to avoid Plot Spoilers • • Across all age cohorts, about four-in-ten Canadian Device Owners agree (strongly or somewhat) they abstain from social media to avoid plot spoilers. However, Gen Y are significantly more likely than Boomers to ‘use their device while watching TV to lookup information about the show’ (44% and 30%, respectively). Thinking about television programming this year, to what extent do you agree or disagree with each of the following statements. Age Total n=1,009 16-29 [A] n=203 30-44 [B] n=258 45-59 [C] n=303 60+ [D] n=245 41% 44% 39% 38% 42% 28% 30% Strongly / Somewhat Agree (T2B) You avoided going on social media platforms like Facebook or Twitter when your favourite television show was airing to avoid plot spoilers You regularly used your smartphone or tablet device while watching television to lookup information about the show (e.g. actors/actresses, public opinion, etc.) © Harris/Decima 35% 44% DE 41% DE Q16. Thinking about television programming this year, to what extent do you agree or disagree with each of the following statements. Base: All respondents, n=1,009 46
    • In 2013, One-third of Device Users Watched TV and Movies More Often over the Internet While at Home • • About one-third (35%) of Canadian Device Owners ‘watched TV and movies more often over the internet while at home’ while significantly fewer (15%) ‘watched TV/movies on the go using their mobile device’. On the more controversial side of things, three-in-ten (30%) claim to have watched ‘the home-video rant of Toronto Mayor, Rob Ford’ while almost two-in-ten (17%) ‘saw Miley Cyrus Twerk it on MTV’. Looking back, in 2013, did you… Watch TV and movies more often over the internet while at home 35% Watch the recorded home-video rant of Toronto Mayor, Rob Ford Watch/download the Miley Cyrus MTV Twerking video Watch TV/movies on the go using your mobile device Watch/download the series finale of Breaking Bad 30% 17% 15% 13% Q20. Looking back, in 2013, did you… Base: All respondents, n=1,009 © Harris/Decima 47
    • Watching Live Sports and Television Programming via Mobile Device(s) is Expected to Become More Available (N5Y) • • In the next five years, almost two-thirds (64%) of Device Owners expect ‘interactive advertising where they can purchase products directly while watching a show’. Astonishingly, over four-in-ten (42%) think they’ll be able to ‘ask questions/connect directly with actors/athletes during live programming’. Device Owners also expect to have a hand in scripting television productions with almost half (49%) expecting they’ll be able to ‘alter the outcome of a show in real-time by voting on various plot twists’. Strongly/ Somewhat Agree Thinking about the next five years, to what extent do you agree or disagree that… There will be more and more opportunities to watch live sports on 2% 2% 15% mobile device(s) Television broadcasters will introduce interactive advertising where 4% 8% consumers can purchase products directly while watching a show 48% 24% We'll be able to have the entire TV experience replicated on a smartphone 7% 11% We will be able to alter the outcome of a show in real-time by voting on various plot twists (e.g. voting for your favourite singer) 6% 14% Live television will be more engaging by allowing viewers to have input into plot twists via social media (i.e. choose your own adventure) 6% 14% We will be able to ask questions/connect directly with actors/athletes during live programming (e.g. how a hockey player felt after scoring) Strongly disagree © Harris/Decima Somewhat disagree 8% 32% 48% 26% Neither agree nor disagree 34% 33% 30% Somewhat agree 64% 17% 37% 34% 17% 16% 39% 31% 80% 56% 12% 49% 12% 46% 12% 42% Strongly agree Q17. Thinking about television programming over the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009 48
    • Gen Y Just as Likely as Boomers to Expect Changes in Television Production • Across all age cohorts, Gen Y Device Owners are just as likely as Boomers to agree with each of the changes to television programming listed below. Thinking about the next five years, to what extent do you agree or disagree that… Age Total n=1,009 16-29 [A] n=203 30-44 [B] n=258 45-59 [C] n=303 60+ [D] n=245 80% 84% 81% 78% 80% 64% 57% 70% A 65% 63% 56% 57% 57% 55% 55% 49% 47% 52% 50% 47% 46% 43% 53% 44% 44% 42% 48% D 50% CD 40% 32% Strongly / Somewhat Agree (T2B) There will be more and more opportunities to watch live sports on mobile device(s) Television broadcasters will introduce interactive advertising where consumers can purchase products directly while watching a show We'll be able to have the entire TV experience replicated on a smartphone We will be able to alter the outcome of a show in real-time by voting on various plot twists (e.g. voting for your favourite singer) Live television will be more engaging by allowing viewers to have input into plot twists via social media (i.e. choose your own adventure) We will be able to ask questions/connect directly with actors/athletes during live programming (e.g. how a hockey player felt after scoring) © Harris/Decima Q17. Thinking about television programming over the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009 49
    • Section 4: Future Predictions
    • Significant Hardware/Tech Upgrades are Expected for Smartphone Devices Over the Next Five Years • • When asked to think about which smartphone features Device Owners expected phones to offer over the next five years, virtually all (97%) expect at least one of the upgrades listed below. Among some of the more obscure features, one-quarter (25%) expect smartphones to offer ‘built-in projectors’ while another 42% expect ‘flexible screens’. Which, if any, of the following features do you expect smartphones will offer consumers over the next five years? All mobile devices will have a touch screen 71% Smartphone batteries that last for weeks without charging 71% Smartphone cameras that will be better quality than digital… 64% More personalized voice commands, customized to each user 62% Retina scanning (e.g. unlocking your smartphone using your eyes) 53% Augmented Reality (AR) 46% Flexible screens 42% 3D Screens 33% Built-in projectors Other None of the above © Harris/Decima 25% 2% 3% Q5. Which, if any, of the following features do you expect smartphones will offer consumers over the next five years? Base: All respondents, n=1,009 Note, responses under 2% not shown. 51
    • Early Adopters Expect the Most out of Smartphone Functionality Over the Next Five Years • Although technophiles and non-technophiles alike agree that smartphones will ‘all have touch screens’, ‘have batteries that last for weeks’ and ‘have cameras that are better quality than digital cameras’, early adopters are more likely to expect the more obscure features, such as: – Retina scanning (63%), Flexible screens (53%), Augmented Reality (50%), 3D Screens (37%) and Built-in projectors (37%) Which, if any, of the following features do you expect smartphones will offer consumers over the next five years? Total n=1009 All mobile devices will have a touch screen Smartphone batteries that last for weeks without charging Smartphone cameras that will be better quality than digital cameras More personalized voice commands, customized to each user Retina scanning (e.g. unlocking your smartphone using your eyes) Augmented Reality (AR) Flexible screens 3D Screens Built-in projectors Other None of the above © Harris/Decima 71% 71% 64% 62% 53% 46% 42% 33% 25% 2% 3% Technology Adoption Early Early / Late Laggards Adopters [A] Majority [B] [C] n=215 n=470 n=324 75% 76% 58% 69% C 63% BC 50% C 53% BC 37% C 37% BC 2% 2% 69% 70% 65% 63% C 53% 49% C 42% C 36% C 23% 1% 3% 72% 69% 66% 55% 46% 39% 33% 27% 21% 2% 5% Q5. Which, if any, of the following features do you expect smartphones will offer consumers over the next five years? Base: All respondents, n=1,009 52
    • Seven-in-Ten Device Users Predict Cars will be Able to Replicate the Entire Smartphone Experience (apps, contacts, etc.) • Device Owners expect Automotive manufactures to ‘up-their-game’ over the next five years with over twothirds of respondents expecting ‘automatic notifications of upcoming crashes and weather alerts’ (84%), ‘ability to access all personal device features while in their car’ (70%), and that ‘cars will be connected and equipped with internet access for entertainment purposes’ (64%). Strongly/ Somewhat Agree To what extent do you agree or disagree with each of the following statements about the future of mobile technology? Cars will have built-in safety features like automatic notifications of 4% 12% upcoming crashes and weather alerts 45% Consumers will be able to access all of their device features while 4% 8% in their car (e.g. apps, contact lists, games, etc.) 17% Cars will be connected and equipped with internet access for 4% 11% entertainment purposes (surfing the web, watching TV/Movies) Devices will have advanced remote control capabilities that can operate heavy machinery or robots Advancements in manufacturing will allow consumers to drive cars using a WI-FI connection Strongly disagree © Harris/Decima Somewhat disagree 8% 10% 39% 43% 20% 13% 27% 40% 32% 20% Neither agree nor disagree 24% 34% 28% 84% 27% Somewhat agree 70% 64% 13% 47% 14% 41% Strongly agree Q6c-g. To what extent do you agree or disagree with each of the following statements about the future of mobile technology? Base: All respondents, n=1,009 53
    • Males Significantly More Likely than Females to Expect Automotive Advancements like Notifications and Internet Access • • Thinking about the next five years, Males are significantly more likely than their female counterparts to agree (strongly or somewhat) with most of the items below. In addition, Gen Y are significantly more likely than all other age cohorts to agree that ‘devices will have advanced remote control capabilities that can operate heavy machinery or robots’. To what extent do you agree or disagree with each of the following statements about the future of mobile technology? Total n=1,009 Strongly / Somewhat Agree (T2B) Cars will have built-in safety features like automatic notifications of upcoming crashes and weather alerts Consumers will be able to access all of their device features while in their car (e.g. apps, contact lists, games, etc.) Cars will be connected and equipped with internet access for entertainment purposes (surfing the web, watching TV/Movies) Devices will have advanced remote control capabilities that can operate heavy machinery or robots Advancements in manufacturing will allow consumers to drive cars using a WI-FI connection © Harris/Decima Gender Males Females [A] [B] n=502 n=507 B Age 16-29 [A] n=203 30-44 [B] n=258 45-59 [C] n=303 60+ [D] n=245 84% 87% 80% 86% 82% 83% 84% 70% 71% 69% 70% 69% 74% D 64% 64% 70% 59% 65% 67% D 70% D 55% 47% 53% 41% 58% BCD 47% 42% 42% 41% 44% 39% 37% 43% 42% 43% B B Q6c-g. To what extent do you agree or disagree with each of the following statements about the future of mobile technology? Base: All respondents, n=1,009 54
    • Three-Quarters of Device Owners Expect that Mobile Apps will be Completely Customized to Each Unique Individual • • The continued personalization of mobile apps is expected of Device Owners over the next five years with sixin-ten (59%) agreeing that ‘mobile apps will be able to recommend what to eat for dinner while automatically creating a grocery list and having those items delivered’. Furthermore, mobile apps are expected to be a ‘personal concierge’ of sorts with over seven-in-ten (73%) agreeing that ‘apps will be completely customizable to the needs of individual users’ while four-in-ten (39%) agree ‘mobile apps will have the ability to choose which outfits to wear based on what’s in your wardrobe’. Apps for Personal Use Strongly/ Somewhat Agree Thinking about the next five years, to what extent do you agree or disagree that… Mobile apps will be completely customizable to the needs of individual users 6% 19% 50% Mobile apps will be able to recommend what to eat for 4% 13% dinner, automatically create a grocery list and have items delivered Mobile apps will have the ability to choose which outfits to wear based on what's in your wardrobe 9% Communication though mobile apps will have replaced most of the daily physical interactions we have with others 14% Mobile apps will be able to read your mood and better predict what you want or need 14% Strongly disagree © Harris/Decima Somewhat disagree 24% 23% 23% 42% 28% 25% 30% Neither agree nor disagree 73% 18% 59% 29% 31% Somewhat agree 39% 29% 22% 10% 10% 39% 7% 25% 19% Strongly agree Q9a-e. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009 55
    • The Personal Concierge Experience is Expected Across all Age Cohorts • • Gen Y Device Owners are just as likely as those 60 and above to agree (strongly or somewhat) that ‘Mobile apps will be completely customizable to the needs of individual users’. Half (50%) of Gen Y Device Owners agree that ‘Mobile apps will have the ability to choose which outfits to wear based on what's in your wardrobe’ – significantly higher than those 45 and older. Apps for Personal Use Thinking about the next five years, to what extent do you agree or disagree that… Total n=1,009 Strongly / Somewhat Agree (T2B) Mobile apps will be completely customizable to the needs of individual users Mobile apps will be able to recommend what to eat for dinner, automatically create a grocery list and have items delivered Mobile apps will have the ability to choose which outfits to wear based on what's in your wardrobe Communication though mobile apps will have replaced most of the daily physical interactions we have with others Mobile apps will be able to read your mood and better predict what you want or need © Harris/Decima Gender Males Females [A] [B] n=502 n=507 Age 16-29 [A] n=203 30-44 [B] n=258 45-59 [C] n=303 60+ [D] n=245 73% 72% 74% 75% 71% 70% 78% C 59% 59% 60% 66% D 59% 60% 53% 39% 39% 39% 50% CD 43% CD 34% 31% 39% 33% 44% 45% 41% 36% 35% 25% 27% 23% 32% D 26% 24% 19% A Q9a-e. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009 56
    • Over Half of Device Users Predict Mobile Apps will Allow Users to Connect Directly with their Doctor from Home • • The need for face-to-face doctor interactions/check-ups may be waning with two thirds of Device Owners expecting that in the next five years ‘mobile apps will provide detailed health notifications’ and ‘allow you to connect directly with your doctor without having to call or leave home’ (52%). Even one-third (31%) agree (strongly or somewhat) that mobile apps will actually be able to ‘predict health issues like cancer or diabetes in the next five years’. Apps for Medical/Health Use Strongly/ Somewhat Agree Thinking about the next five years, to what extent do you agree or disagree that… Mobile apps will provide detailed health notifications (e.g. 4% 8% blood/sugar levels for people with diabetes) Mobile apps will allow you to connect directly with your doctor without having to call or leave home for a check-up Mobile apps will be able to intuitively track your daily caloric intake (a virtual calorie counter) without having to input the food you ate Mobile apps will be able to detect if food has gone bad by examining photographic traits of the item Mobile apps will be able to predict health issues (e.g. cancer, diabetes, etc.) Strongly disagree © Harris/Decima Somewhat disagree 7% 19% 16% 9% 11% 15% 45% 25% 18% 24% 38% 27% 25% 23% Neither agree nor disagree 15% 31% Somewhat agree 52% 15% 31% 31% 69% 46% 24% 8% 32% 23% 8% 31% Strongly agree Q9g-k. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009 57
    • Boomers More Optimistic about the Potential for Health/Medical Related Applications • Interestingly, Boomers who likely are more frequent visitors to the doctor office are also the most likely age cohort to agree (strongly or somewhat) with most of the advancements to medical/health-related app technology. Apps for Medical/Health Use Thinking about the next five years, to what extent do you agree or disagree that… Total n=1,009 Strongly / Somewhat Agree (T2B) Mobile apps will provide detailed health notifications (e.g. blood/sugar levels for people with diabetes) Mobile apps will allow you to connect directly with your doctor without having to call or leave home for a check-up Mobile apps will be able to intuitively track your daily caloric intake (a virtual calorie counter) without having to input the food you ate Mobile apps will be able to detect if food has gone bad by examining photographic traits of the item Mobile apps will be able to predict health issues (e.g. cancer, diabetes, etc.) © Harris/Decima Gender Males Females [A] [B] n=502 n=507 A Age 16-29 [A] n=203 30-44 [B] n=258 45-59 [C] n=303 60+ [D] n=245 69% 66% 72% 64% 65% 72% A 74% AB 52% 51% 53% 46% 47% 55% 61% AB 46% 47% 46% 47% 47% 43% 49% 32% 32% 32% 25% 35% A 33% 36% A 31% 30% 31% 25% 33% 31% 32% Q9g-k. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009 58
    • One-Quarter of Device Owners think Mobile Apps will Allow People to Communicate with Pets in the Next Five Years • While three-quarters (76%) of Canadian Device Owners agree (strongly or somewhat) with the realistic scenario of ‘mobile apps being able to control household appliances like hydro and electricity’, one-quarter (25%) agree that mobile apps ‘will make it possible to communicate with household pets’. Apps for the Home Strongly/ Somewhat Agree Thinking about the next five years, to what extent do you agree or disagree that… Mobile apps will be able to control all appliances, hydro and 3% 7% 14% electricity in your household when you're out of the home Mobile apps will allow consumers to 'ask their home' to do things for them like draw a bath, cut the lawn, vacuum their home or do laundry Mobile apps will make it possible to communicate with household pets Strongly disagree © Harris/Decima Somewhat disagree 15% 26% 45% 21% 31% 25% 24% Neither agree nor disagree 26% 25% Somewhat agree 76% 13% 18% 7% 39% 25% Strongly agree Q9l-n. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009 59
    • Males More Optimistic than Females they’ll be able to Escape Household Chores • • Males are significantly more likely than Females to agree (strongly or somewhat) that in the next five years ‘mobile apps will allow them to 'ask their home' to do things for them like draw a bath, cut the lawn, vacuum their home or do laundry’. Gen Y are significantly less likely to agree that ‘mobile apps will be able to control household appliances’. Apps for the Home Thinking about the next five years, to what extent do you agree or disagree that… Total n=1,009 Strongly / Somewhat Agree (T2B) Mobile apps will be able to control all appliances, hydro and electricity in your household when you're out of the home Mobile apps will allow consumers to 'ask their home' to do things for them like draw a bath, cut the lawn, vacuum their home or do laundry Mobile apps will make it possible to communicate with household pets © Harris/Decima Gender Males Females [A] [B] n=502 n=507 Age 16-29 [A] n=203 30-44 [B] n=258 75% 62% 77% 76% 76% 39% 44% 34% 38% 25% 23% 26% 21% B A 45-59 [C] n=303 A 60+ [D] n=245 A 79% 84% 46% 38% 35% 28% 27% 24% D Q9l-n. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009 60
    • Half of Device Owners Expect Mobile Communication will be Exclusively though Text Messaging, Email or Social Media • • In fact, only one-quarter (27%) disagree that in the next five years ‘most of their communication will be exclusively through text-based messaging, email or social media as opposed to dialing a number’. At least one-quarter (25%) of Device Owners expect they’ll be wearing at least two connected accessories in the next five years. Strongly/ Somewhat Agree To what extent do you agree or disagree with each of the following statements about the future of mobile technology? Most of your communication will be exclusively through text-based messaging, email or social media as opposed to dialing a number In the next five years you can see yourself wearing at least two connected accessories such as Google Glass, Smartwatches, etc. Strongly disagree © Harris/Decima Somewhat disagree 11% 16% 24% 22% 22% Neither agree nor disagree 34% 29% Somewhat agree 16% 19% 7% 50% 25% Strongly agree Q6a-b. To what extent do you agree or disagree with each of the following statements about the future of mobile technology? Base: All respondents, n=1,009 61
    • Ontarians and those in Atlantic Canada are Most likely to see Themselves Wearing Connected Accessories • Ontarian and Atlantic Canadian Device Owners are significantly more likely than their provincial neighbours to see themselves wearing at least two connected accessories in five years’ time (31% and 31%, respectively). To what extent do you agree or disagree with each of the following statements about the future of mobile technology? Total n=1,009 Strongly / Somewhat Agree (T2B) Most of your communication will be exclusively through text-based messaging, email or social media as opposed to dialing a number In the next five years you can see yourself wearing at least two connected accessories such as Google Glass, Smartwatches, etc. Gender Males Females [A] [B] n=502 n=507 46% 55% 25% 28% 23% Total n=1,009 B.C. [A] n=125 50% 52% 25% 19% Strongly / Somewhat Agree (T2B) Most of your communication will be exclusively through text-based messaging, email or social media as opposed to dialing a number In the next five years you can see yourself wearing at least two connected accessories such as Google Glass, Smartwatches, etc. © Harris/Decima A 50% E Alb. [B] n=100 52% E 17% Age 16-29 [A] n=203 58% CD 26% 30-44 [B] n=258 55% 37% D ACD Region Man/Sask Ont. [C] [D] n=101 n=329 52% E 18% 56% 31% E ABC 45-59 [C] n=303 60+ [D] n=245 47% 43% 22% 18% Que. [E] n=254 Atl. [F] n=100 39% 51% 24% 31% E BC Q6a-b. To what extent do you agree or disagree with each of the following statements about the future of mobile technology? Base: All respondents, n=1,009 62
    • Appendix
    • Demographics Demographics Total Sample n=1009 Gender Male Female 49% 51% 22% 24% 28% 26% Region BC Alberta Manitoba/Saskatchewan Ontario Quebec Atlantic 13% 11% 7% 38% 24% 7% Language English French 80% 20% High School or less Tech/Some Coll/Some Univ Coll/Univ Grad Post Grad Prefer not to say 21% 25% 40% 12% 1% Employment Full time Part time Student Unemployed Retired Demographics Total Sample n=1009 Number of people in HH Education Age 16 - 29 30 - 44 45 - 59 60 or older Demographics Total Sample n=1009 39% 12% 17% 9% 22% 1 2 3 4 5 or more Prefer not to say 18% 39% 16% 14% 11% 2% Children in Household? Yes No 29% 71% HH Income Under $40,000 $40,000 to less than $80,000 $80,000 to less than $120,000 $120,000 and above 30% 32% 22% 16% © Harris/Decima 64
    • Early Adopters of Technology are More Likely to be Male, Young and Educated Compared to other people you know, which of the following statements is the best descriptor of yourself? In general, are you… The first to try a new technology product 4% 17% 21% Early adopters are more likely to be… Among the first 62% Male 47% In the middle 38% Female 30% are 30 - 44 years old Among the last 25% The last to try a new technology product 7% 58% Grad Coll/Uni/Post grad Technology Adoption © Harris/Decima Q26. Compared to other people you know, which of the following statements is the best descriptor of yourself? In general, are you… Base: All respondents, n=1,009 65