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Managing the Hype: The Reality of Mobile in Canada

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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+.

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    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: