• Save

Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Managing the Hype: The Reality of Mobile in Canada

on

  • 1,600 views

Mobile is the future however, we are in the early stages and marketers and businesses need to manage our expectations in order to make the most of this emerging technology. We’ve compared the ...

Mobile is the future however, we are in the early stages and marketers and businesses need to manage our expectations in order to make the most of this emerging technology. We’ve compared the behaviours of 4 consumer groups in the Canadian marketplace: Millennials aged 18-30, Gen X aged 31-44, Boomers aged 45-65, and Canadians 65+.

Statistics

Views

Total Views
1,600
Views on SlideShare
1,589
Embed Views
11

Actions

Likes
1
Downloads
0
Comments
0

1 Embed 11

http://www.delvinia.com 11

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

  • Good afternoon!
    Insights for your business.
  • We are a
    Digital Strategy & Customer Experience Design
    Firm.
  • Customer Insight
    Digital Strategy
    Interactive Design
    Online Research Community
    160,000+ Canadians
    300+ profiling variables
  • 1999
    2000
    1998
    2001
    2008
    2002
    2004
    2006
    2007
    2005
    2003
    2010
    2009
  • Insights for your business.
  • Motorola's DynaTAC 8000x was the first commercial cell phone and cost $3,995 in 1973.
  • “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
    • QR: