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STATE OF THEMOBILE NATION
Ownership & Attitudes
Ownership of Devices43%                  14%           21%                         21%       15%                          ...
16%  Do not have a    landline                                Source: AskingCanadiansTM, 2012Photo Credit: Flickr: RadMama
17%   “My phone touches everypart of my life.”          Source: AskingCanadiansTM, 2012
29%       “feel lost       without”      their phone                                  Source: AskingCanadiansTM, 2012Photo...
Mobile Content Consumers
25%  surf theInternet viamobile phone        Source: AskingCanadiansTM, 2012
Mobile Use while Viewing                       Virtually                   everyone with a                   smartphone or...
Mobile Use while Viewing   46%                                                   47%                      34%Research a pr...
7%   Read e-books or       magazines                       Source: AskingCanadiansTM, 2012
Barcode Scanning47% of smartphoneowners have a 2Dbarcode scanner                             Source: AskingCanadiansTM, 2012
Mobile Content Producers
Communicating43% texting20% IMing 7% pic/video    messagingPhoto Credit: Getty Images
Communicating          30%           Email via mobile                  Source: AskingCanadiansTM, 2012
Social Networking30%             14%                      Source: AskingCanadiansTM, 2012
Micro Social Media NetworkingPath         Kidfolio      Pair
Taking Pictures                                               80% Use the camera                                          ...
Taking Pictures                                             40%                                          use the camera on...
Photo Sharing25%of camera users post photos to    Facebook                             Source: AskingCanadiansTM, 2012
Video Sharing17% Post videos to a social media sitein a typical month(not spec mobile)                       Socialcam    ...
Location, Location, Location10%  smartphoneowners check-in                              Source: AskingCanadiansTM, 2012
16%   vote, poll,or take surveys
For more information contact:           asullivan@delvinia.com             THANKS!                    Amy Sullivan        ...
State of the Mobile Nation
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State of the Mobile Nation

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  • Uniquely Canadian data. Only org collecting it routinely, reliably. We have the data. Use it with clients, ensure a relevant POV.We’re happy to share it because we think it’s important to tell the Cdn story. Plug social.
  • Last year, about 40% smartphone ownership, 7% tablet, and 21% mobile gaming.See growth in 2 of 3 platforms. Mobile gaming may be levelling out, as the need for a diversity of devices is diminishing.Still some room for growth for all three, but greatest proportionate gains in the tablet market.
  • That’s 1 in every 6 people.
  • Further reflected here, and again, major skew toward younger respondents.For example, one third of those under 24 and under feel this way, versus 3% of those age 65+. So we are witnessing a kind of sea change in the role of mobile tech in our lives that may come to fruition and define the new normal within just a couple of generations.
  • 1 in 2 (47%) age 18 to 241 in 3 age 35 to 491 in 7 age 65+So you’re starting to see the real audience for these technologies, or the research sample that you could reach through this channel.
  • 1 in 4 Canadians browses the Internet via mobile phone.And in fact, there is much evidence to support the notion that mobile will become the primary channel for Internet access in the near future.
  • Virtually everyone with a smartphone or tablet uses the device to surf while watching television. Think of the potential for brands there – for integrated marketing, for stimulating engagement, even direct, real-time dialogue across channels.But also consider the implications of this for broadcast media research. There are already numerous mobile apps that engage sound recognition to identify theme songs for tv, so there is endless potential for this channel to serve as a people meter of sorts, or to solicit respondent feedback about a pilot, for example, on the spot. Consider the possibilities for live event broadcast research.
  • Until then, here are some of the other ways that Canadians are using their mobile devices while watching TV. Again, you see the strategic marketing potential here, as viewers reach for their devices to learn more about a product, and then perhaps share that info out to their networks.
  • Another way that Canadians are consuming content via mobile device is in reading e-books and magazines. Our mobile profiler found that 7% of all Canadians are doing this. That’s 14% of all smartphone owners
  • Amongst them, nearly 60% (57%) have scanned up to 5 barcodes in the past 3 months. You might think that they are really just scanning because they want a deal of some sort. That’s not untrue – 50% are looking for a coupon or to enter a contest – but even more – nearly two-thirds, are scanning because they want to get more information about a product. Either way, from a research perspective, they are actively engaged with this technology.
  • There are countless ways we use our phones to communicate outwardly, to broadcast our own stories.We know that everybody uses their mobile phone in the old-fashioned way, for making an actual telephone call from time to time. That activity has nearly 100% participation. And although we do not measure call duration at Asking Canadians, there is evidence out there from other syndicated sources that finds that the average call time has dropped dramatically in the past few years. Freaknomics Radio pegged it at less than 3 minutes now.No surprise, using the phone to communicate in other, non-verbal or non-aural ways is extremely common. For that instant, real-time experience…
  • One third also use their phones for email on a regular basis.
  • Base = smartphone owners
  • A new trend we’re witnessing is micro social networking, and this is very much aided by mobile. Micro social networking is springing up to address a sense of social media fatigue amongst users. In fact, we go into more detail on this in our social presentation, which you can find at our site. In short, however, these are apps that let you communicate with a much smaller, more limited audience, more easily controlled by you. The most intimate among them is shown here: Pair, designed for use between just two people. Thumb kiss, etc.
  • Mobile phone owners also use the cameras on their phones in large numbers….
  • 40% are using them while shopping.
  • And as many as 1 in 4 of those snapping pictures are posting them directly to FB. Everything from where I took vacation to what I ate for lunch has an audience.In fact, worldwide, 250 million photos are uploaded to Facebook every day (Facebook)5.2 million photos are uploaded to Instagram, and that was before the launch of the Android version (50 million + users in mid-April, 2012)Sysomos reported that 2.125 million tweets daily link to pictures from third party services (May, 2011)So you can that the barriers to this kind of creative use of the camera in a mobile ethnography or mobile diary study is really pretty low, and the possibilities for how to use this rich visual data are endless.
  • Video sharing via mobile is also on the rise. This stat refers to video sharing in general.YouTube has seen its video uploads grow 50 percent over the last yearUsers are now uploading 72 hours of video every minuteNew social video apps like Viddy and SocialCam allowing instant upload of short video clips that should only increase. Again, imagine the applications of this behaviour in mobile research, particularly for something like the customer journey or the in-store experience.
  • 1 in 10 deliberately check-in using a location based app like Foursquare or Gowalla.Many, many more passively share their location without realizing it.While we would certainly wouldn’t track respondent location without consent, the beauty of the technology is that we can indeed link location to other data points without even requiring respondents to go to the trouble of actively checking in. We’ll be showing you a couple of examples of how this function was used in the case studies coming up.
  • Why is now the right time to leverage mobile for research. In Canada we are in the unique position of having a highly engaged audience, critical mass, ready to give feedback. Don’t miss the opportunity. Great audience to start doing this with because look how engaged they are. This is a customer-centric means of conducting research because it allows you to meet them where they are at. The behaviours of how people are using mobile show us that you can go beyond quant, and even traditional diaries and qual. You can leverage mobile to create real research experiences. Think of all the ways you can be creative. Think of the TWN example, collecting timely, relevant data in a channel right where they live.AC panellists are already predisposed, agreed to engage. Much easier than seeking them from scratch.Segue to Raj for case studies.
  • Transcript of "State of the Mobile Nation"

    1. 1. STATE OF THEMOBILE NATION
    2. 2. Ownership & Attitudes
    3. 3. Ownership of Devices43% 14% 21% 21% 15% 4%smartphone tablet portable gaming system Source: AskingCanadiansTM, 2012
    4. 4. 16% Do not have a landline Source: AskingCanadiansTM, 2012Photo Credit: Flickr: RadMama
    5. 5. 17% “My phone touches everypart of my life.” Source: AskingCanadiansTM, 2012
    6. 6. 29% “feel lost without” their phone Source: AskingCanadiansTM, 2012Photo Credit: Flickr: bored_now
    7. 7. Mobile Content Consumers
    8. 8. 25% surf theInternet viamobile phone Source: AskingCanadiansTM, 2012
    9. 9. Mobile Use while Viewing Virtually everyone with a smartphone or99% tablet uses it to surf while watching television Source: AskingCanadiansTM, 2012
    10. 10. Mobile Use while Viewing 46% 47% 34%Research a product Enter a contest Social network Source: AskingCanadiansTM, 2012
    11. 11. 7% Read e-books or magazines Source: AskingCanadiansTM, 2012
    12. 12. Barcode Scanning47% of smartphoneowners have a 2Dbarcode scanner Source: AskingCanadiansTM, 2012
    13. 13. Mobile Content Producers
    14. 14. Communicating43% texting20% IMing 7% pic/video messagingPhoto Credit: Getty Images
    15. 15. Communicating 30% Email via mobile Source: AskingCanadiansTM, 2012
    16. 16. Social Networking30% 14% Source: AskingCanadiansTM, 2012
    17. 17. Micro Social Media NetworkingPath Kidfolio Pair
    18. 18. Taking Pictures 80% Use the camera on their phonePhoto Credit: Let’s Go Digital Source: AskingCanadiansTM, 2012
    19. 19. Taking Pictures 40% use the camera on their phone to take pictures of products while shoppingPhoto Credit: Flickr: Shopgun Source: AskingCanadiansTM, 2012
    20. 20. Photo Sharing25%of camera users post photos to Facebook Source: AskingCanadiansTM, 2012
    21. 21. Video Sharing17% Post videos to a social media sitein a typical month(not spec mobile) Socialcam Viddy Source: AskingCanadiansTM, 2012
    22. 22. Location, Location, Location10% smartphoneowners check-in Source: AskingCanadiansTM, 2012
    23. 23. 16% vote, poll,or take surveys
    24. 24. For more information contact: asullivan@delvinia.com THANKS! Amy Sullivan Vice President of Customer Insight@delvinia / delvinia.comcorporate.askingcanadians.com
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