Managing the Hype: The Reality of Mobile in Canada

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300+ profiling variables

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“95% of Canadians own a mobile device, 34% own a Smartphone.”
Source: AskingCanadians.com Profiling Data

“8 million mobile internet
users in Canada.”
Source: Sympatico.ca Canadian Mobile Usage, 2010

“More users will connect to the Internet via mobile devices than PC’s within 5 years.”
Source: Morgan Stanley, December 2009

How are 'Canadians' using
their mobile devices?
What do Canadians think of
mobile marketing?
How does a marketer manage
the hype?
1.
2.
3.

Mobile Usage
@ Home
Shopping
Personal / Social

Mobile Usage
Check their mobile during dinner
Check their mobile before bed
Check their mobile within 10 minutes of rising
6%
8%
22%
9%
4%
28%
NGen/Millennials Gen X Boomer

Mobile Usage
Around 83 percent of millennials sleep with their cell phones within reach.
Source: Pew Research Center

Mobile Usage
@ Home
Shopping
Personal / Social

Mobile Usage
Use Google or Other Maps on Mobile to Locate Stores
NGen and GenX equally aware of GPS; NGen using it more.
NGen GenX Boomers

Mobile Usage
@ Home
Shopping
Personal / Social

Mobile Usage
39%of Canadians say they take pictures of products/price with their camera phone to
refer to later.
@ Home
Shopping
Personal / Social

Mobile Usage
Camera usage is very high across the board, but imaging sharing varies more widely.
NGen GenX Boomers

Mobile Usage
@ Home
Shopping
Personal / Social

Mobile Usage
@ Home
Shopping
Personal / Social
Roughly 40% of Smartphone owners have used their phone in the process of shopping.

Mobile Usage
@ Home
Shopping
Personal / Social
Canadians report using their mobile device 25% of the time for fun or to simply pass time.

Mobile Usage
Canadians prefer downloading
Fun, Social and Entertaining apps versus functional or utility.
@ Home
Shopping
Personal / Social

Mobile Usage
@ Home
Shopping
Personal / Social
VS.
59%
Prefer a Mobile
Application
41%
Prefer a Mobile Website

Mobile Marketing
“Marketers do not yet recognize mobile as a
channel that can be monetized.”
Source: Thomas Husson, Forrester: How Mature Is Your Mobile Strategy, 2010

Mobile Marketing
35% of NGen & 42% of Boomers like the idea of receiving mobile text alerts for product offers.
SMS Marketing
Targeted Ads

Mobile Marketing
Over a quarter of Canadians ‘like’ the idea of receiving product advertisements via their mobile.
SMS Marketing
Targeted Ads

Managing Mobile
“It’s time for organizations to understand how to fully leverage the mobile channel and optimize a user-centered approach to drive adoption, as well as reinforce and drive brand loyalty.”
Source: Rebecca Flavin, User Experience Expert

Managing Mobile
Keep it simple & convenient
Personal nature of mobile devices
Consider the environment & context
Customer Experience
Provide Value
Educated Consumers

Managing Mobile
More value = Deeper engagement
The brand is in your palm of your hand
Think of ‘Marketing’ as a ‘Service’
Customer Experience
Provide Value
Educated Consumers
source: trendwatching.com

Managing Mobile
Don’t assume the customer understands
Start simple, add features over time
Incorporate the instructions into your ads
Customer Experience
Provide Value
Educated Consumers
4% Yes/Maybe
“Is this one of those psychology tests? I see a lizard staring at me!”

Managing Mobile
Don’t assume the customer understands
Start simple, add features over time
Incorporate the instructions into your ads
Customer Experience
Provide Value
Educated Consumers
35% Yes/Maybe

Delvinia Dig | Mobile Report Methodology
Annual profiling initiative of 160,000 AskingCanadians members.
Extracted a statistically representative subset of responses (n=5,680, 50/50 gender split, age and province breakdowns as per Stats Can).
Conducted a follow-up survey with 1,000 statistically representative AskingCanadians smartphone owners to uncover further insights.
Digital and interactive experts discussed the results and provide a POV.

W: www.delvinia.com
M: dig.delvinia.com
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Managing the Hype: The Reality of Mobile in Canada

by Delvinia Interactive on Nov 24, 2010

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Managing the Hype: The Reality of Mobile in Canada — Presentation Transcript