The document summarizes key findings from a study of mobile device usage among Canadians. It finds that: 1) Marketers must segment their mobile audiences by both demographic (moms, millennials, men) and device (smartphone vs. tablet) as content consumption varies significantly. 2) Mobile can be leveraged to nudge consumer behavior, with many Canadians using their devices to plan activities and assist with purchases. 3) Mobile devices are empowering consumers and changing the in-store shopping experience, with many using their phones for research and comparisons directly in stores.

1. 5
Things
You
Need
To
Know
@mobilepersonas
www.mobilepersonas.com

2. A
mul4-­‐disciplinary
approach

3. Why
this
study?
YEAR
2

4. Methodology
The
Mobile
Personas
study
was
conducted
as
part
of
BrandSpark`s
Canadian
Shopper
Study
(an
online
study
of
over
95,000
Canadians
aged
18+),
capturing
the
voice
of
Canadian
consumers
by
examining
aCtudes
and
behaviours
with
regards
to
shopping,
media
consumpDon,
lifestyle
and
product
consumpDon.
SAMPLE
SIZE
5,208
Mobile
Personas
–
owners
of
a
smartphone
or
tablet.
DATA
COLLECTION
The
survey
was
fielded
in
October
/November
of
2013.

5. 5.7 Million Consumers
5.4 Million Consumers
7 Million Consumers

6. 5.7 Million Consumers
70% are mobile
(4.0 MM Moms)
5.4 Million Consumers
83% are mobile
(4.5 MM Millenials)
7 Million Consumers
72% are mobile
(5.0 MM Men)

7. SMARTPHONES:
You
Can’t
Ignore
Them

8.
SMARTPHONES:
Market
Share

9. TABLETS:
Significant
for
Moms/Men

10. TABLETS:
Market
Share

11. TOP
APP
USAGE

12. So
what?
5
Things
You
Need
to
know
From
Mobile
Personas

13. #1
….You’re
missing
the
mark
if
you
don’t
segment
your
mobile
audience
by
device
Vs.

14. #1
….Millennials
prefer
Android
and
Women
now
own
Android/IOS
equally

15. #1
….Android
tablet
share
has
grown
among
all
3
personas,
narrowing
gap
with
IPADs

16. #1
….Content
consump4on
varies
wildly
on
phone
by
audience

17. #1
….Significantly
more
tradi4onal
content
consumed
on
tablets

18. #1
….Example
of
sites
that
look
different
on
phone
vs
tablet

19. #1
….Example
of
sites
that
look
different
on
phone
vs
tablet

20. 2.
Leverage
mobile
to
nudge
consumers

22. #2
….Mobile
as
part
of
path
to
purchase

23. #2
….Planning
Ac4vi4es
Done
on
Mobile

24. #2
….Examples:
Mobile
to
Nudge
Behaviour

25.
3.
Mobile
is
the
new
sales
clerk

26. #3
….Consumers
using
mobile
in-­‐store

27. #3
….Health
And
Beauty:
Tasks
Done
in
Store

28. #3
….Mobile
is
changing
decision
at
store
level

29. #3
….Mobile
empowers
the
consumer

30.
4.
Brands
can
solve
problems,
via
mobile

31. #4
….Consumers
are
looking
for
help

32. #4
….Mobile
helps
consumers
save
4me

33. #4
….Canadian
Innova4on

34. #4
….Canadian
Innova4on

35. #5
….Mobile
is
mass
delivery
for
video
/
mobile

36. #5
….Canadians
are
distracted
and
dispersed
TV
watchers.

37. 5
Things
You
Need
To
Know
1. Segment
by
audience
and
by
device
2. Leverage
mobile
to
nudge
consumers
3. Mobile
is
the
new
sales
clerk
4. To
win,
make
the
lives
of
consumers
easier
5. We
are
a
naDon
of
distracted
TV
watchers

38. Gary
YenDn
CEO
and
Founder
@Apppromo
gary@app-­‐promo.com
416-­‐464-­‐2223