AAM 103 Advertising Research Kinds of computer usage: Notebook PMB 2007 Eric Floresca (300507114), Luke Lopez (300526401) Introduction This research is based on the Print Measurement Bureau data (pmb.ca) for computers from the 2007 PMB research Report (table 98). There is a trend with computer use away from desktops towards notebooks that is continuing due to the changing needs of the users and the proliferation of wireless networking allowing ease of use of notebooks; while desktops usage is high--notebook usage is increasing progressively. Age The most significant ranges in the age category are the segments of 18-24, 25-34 and 35-49 at indexes of i137, i129 and i124, which are all above the average of i100. The total population of notebook users in the most significant age groups account for 2,961,000 of 4,252,000 of all notebook users with 35-49 representing the largest user base and 18-24 the smallest among those with a significant index. The groups that use notebooks the least are the age groups of 12-17, 50-64 and 65+. At a below average significance of i82, i90 and i25 they represent only 30% or 1,291,000 of all notebook users. Our target market is the age ranges of 18-24, 25-34 and 35-49 which account for 69% of all notebook users with the elimination of the age ranges of 12-17, 50-64 and +65 due to low significance. Lifestyle, work and need are important factors for these groups with 50-64 and +65 having more difficulty with usage and those 12-17 favouring desktops at i116 compared to i82 for notebooks since they live at home and notebook’s higher cost. This particular age segment does have the potential for driving new sales and a number of considerations will have to be made on their future long-term purchases. Education Those in the groups of a university’s other degree, bachelor’s degree and post grad have a significance of i107, i194 and i211. They represent 2,449,000 or 58% of all notebook users. Those who use notebooks account for 16%, 29%, and 32% of people in their education levels respectively. Those categorized as no certificate under index significantly at i45, high school grads at i85 and those with a trade certificate/diploma at i80. Together these groups represent 1,803,000 or about 42% of all notebook users. Those with no diploma, high school grads and those with a trade certificate/diploma are more likely to use a desktop making up 10,126,000 or 62% of all desktop users with a significance of i78, i100, i99 where the portability is not an important factor. For this category the focus would be on those that are in other university degree, bachelor’s degree or post grad and eliminate the use of those with no certificate, high school grads or trade certificate /diploma as a target market. Those with a higher education are more inclined to use notebooks due to school or to the type of positions that they are hired for and thus need the flexibility offered by notebooks. Occupation The groupings classified by occupations professionals, senior managers/owners, other managers and tech sales/teachers are significant at i286, i165, i154 and i168 respectively. They combine to represent 2,226,000 or 51% of all notebook users. Professionals are much more likely to use notebook computers with 43% of professionals using them with the highest significance. For the other significant groups 25%, 23% and 25% of people in those groups use notebooks. The rest of the categories are all under indexed in significance. These categories are clerical at i98, skilled/unskilled at i73 and other at i56. These groups make up 2,026,000 or 47% of all notebook users. Although the other group is the largest user base at 928,000 or 22% of notebook users the diversity within this group makes it difficult to identify common threads that limit the group’s usefulness. These factors mean that these groups should be eliminated as part of the target market. Our target market is professionals, senior managers, other managers and people in tech sales/teachers who are more likely to use notebook computers more due to the type of work they do where portability and ease of access are important, with their indexes outpacing their desktop counterparts. Region The only regions that are over the index are Ontario and Alberta at i119 and i114 respectively. The other regions are Atlantic, Quebec, Manitoba/Saskatchewan and BC whose significance is at i83, i72, i93 and i98 well below the average for their populations. With Quebec having the lowest significance and BC in line with the average for the index they still represent a combined 1,286,000 or 30% of all notebook users. Ontario’s notebook use is the highest at 18% of the population using them followed by Alberta at 17% and then BC at 15%. The target market for regions will include Ontario, Alberta, and British Columbia. These regions represent 3,009,000 or 70% of the users for notebooks. With Atlantic Canada and Manitoba/Saskatchewan eliminated as a target market due to lower significance and only representing 12% of notebook users. Quebec’s unique culture may mean that a separate campaign would need to be developed and more research done to determine how to approach the market since even with a below average significance they represent 17% of notebook users. Cities The five most significant cities for notebook users are Toronto, Vancouver, Ottawa, Calgary and Edmonton at i142, i124, i137, i130 and i124 with all of them above average in significance except for Montreal at i94. According to significance the top 5 cities account for 45% of all notebook users with at least 19% the populations of these cities using notebook except for Montreal at 14% which is the lowest of the cities listed. As such the target market should be Toronto, Vancouver, Ottawa, Calgary and Edmonton due to their significance with Montreal eliminated as a part of the target market. More research on the number of English speakers in Montreal that use notebooks needs to be done to determine if we should target them or wait until further research is done to develop a whole campaign specifically for Quebec society as a whole. Community Sizes For communities with populations between 100,000 -1,000,000 and those +1,000,000 they account for 3,289,000 or 78% of all notebook users with these groups at i108 and i123 well over the average significance. In these groups 16% and 19% of people use notebooks. For communities smaller than 100,000 they make up 963,000 or 23% of all notebook users in Canada with a low significance of i68 with only 10% of people in these communities using notebooks. The target market would be communities with populations between 100,000 - 1,000,000 and +1,000,000 with communities smaller than 100,000 eliminated as a target group. Larger urban areas dominate in notebook usage which may be to better wireless availability, lifestyle and jobs in those areas. HH Income Households who make $50,000 to $74,999 at i87 below average and +$75,000 at i155 significantly above average and make up 3,307,000 or 78% of notebook owners showing that people with higher incomes are more inclined to use notebooks. 23% of people in households above +$75,000 and 13% in households $50,000 to $74,999 use notebooks with those making up to $49,999 representing 945,000 or 23% of all notebook users. Our target market according to household income will be households who make $50,000 to $74,999 and +$75,000. The household income groups below +$75,000 show a dropping significance and while those at $50,000 to $74,999 only have a significance of i87 they represent 19% of all notebook users and should be included as part of the target market. This shows out of all factors that income is one of the largest determining factors in the use of notebook computers probably because of cost and that they can be considered of a more luxury good since there are cost efficient desktop computers available. HH Size People in a single person household make up 375,000 or 9% of notebook users with only 11% of these people using a notebook and at a significance of i70. People in a household of two people make up 1,156,000 or 27% of all notebook users with 14% of these people using notebooks at i91. People with +3 in their household make up 2,721,000 or 64% of all notebook users with 17% of this group using notebook computers at i111. Together these two groups represent 91% of all notebook users or 3,877,000 showing that households with more than one person are much more likely to use notebooks simply because there are more people who can use them in the household. So the target market is on multiple person homes with particular attention to homes with more than 3 people which would also include families with children. HH with Children The most significant group is also the lowest with children under 3 years old at i124 with all other groups having a high significant. The volume of users in these households is weighted to desktops with a minimum of 69% or more of people using them compared with a maximum of 19% for notebooks. For households with children all groups are over the index our target market is focused on households with kids less than 18 years old at i108 that account for 1,917,000 or 45% of all notebook users. Sex Males represent 2,299,000 or 54% of all notebook users with 17% of guys using a notebook and indexing at i110. Females represent 1,953,000 or 46% of all notebook users with 14% of women using a notebook and a significance if i91. What this shows is that on balance guys are more likely to use a notebook than females and they account for more than half of all notebook users but each sex needs to be considered. Language English is the spoken language for 3,141,000 or 74% of notebook users with 17% of English speakers using them. Other languages spoken represent 499,000 or 12% of notebook users and 15% of them use a notebook with i100 in line with their population. French is the spoken language for 613,000 or 14% of all notebook users with 10% of French speaking people using notebooks. At i66 they are well below the average significance and along with the other group represent only 26% of notebook users and can be eliminated as part of the target market. The target market should be on English Canada which represents 74% of all notebook users. English/French Canada English Canada represents 3,658,000 or 86% of notebook users with 17% of English Canada using notebooks at i110. French Canada represents 594,000 or 14% of notebook users with 10% of French Canada using notebooks with significance below the average at i65. These results parallel those found in the language category and as such our target market should be English Canada and French Canada will be eliminated until more research is done to determine the usage patterns and reasoning in Quebec for notebooks. Conclusion The focus should be on age ranges of 18-24, 25-34 and 35-49 these groups account for 69% of all notebook users. Education wise they hold either a university degree, bachelor’s degree or post graduate degree. With regards to their jobs they are professionals, senior managers, other managers and people in tech sales/teachers where notebooks would offer very specific benefits. The target market based on regions would be on Ontario, Alberta, and British Columbia with Quebec eliminated with the lowest significance at i72. Toronto, Ottawa/Gatineau, Vancouver, Calgary and Edmonton would be our target market for major cities with Montreal eliminated due to low significance and a need for more research regarding usage patterns and attitudes in Montreal and Quebec. The main focus of the campaign would be on English Canada where 74% of all notebook users are located with only 14% of notebook users speaking French and 10% another language. In terms of size communities with populations between 100,000 - 1,000,000 and +1,000,000 are the main target. Looking at the household income we would target households who make $50,000 to $74,999 and +$75,000 which have a higher disposable income to buy notebooks with a focus on multiple person homes of 2 or more. Families with children lean heavily to desktops which could be because they do not require the mobility offered by a notebook but I will target those with kids under 18 years old who are the largest segment that use notebooks. I will target both sexes but put an emphasis on males but develop a message for women to grow their presence in the market. This analysis provides us with the target market is in regards to notebook computer usage.