May 2012
MethodologyFrom April 13th to April 15th 2012, an online survey wasconducted among 1,010 randomly selected adult Canadians...
Opinions about the Internet                                                                                              -...
Opinions about the Internet                                                                                              -...
Opinions about the Internet                                                                                              -...
Opinions about the Internet                                                                                              -...
Opinions about the Internet                                                                                              -...
Opinions about the Internet                                                                                              -...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
How, if ever, do you access the following content over the Internet?                                                      ...
Which of the following purchases, if ever, do you consult your online                                        social networ...
Which of the following purchases, if ever, do you consult your online                                        social networ...
Which of the following purchases, if ever, do you consult your online                                        social networ...
Which of the following would you give up in order to have access to the Internet?                                         ...
Which of the following would you give up in order to have access to the Internet?                                         ...
Which of the following would you give up in order to have access to the Internet?                                         ...
Which benefit listed below is the MOST important for the Internet to enable for you?                                      ...
Which benefit listed below is the MOST important for the Internet to enable for you?                                      ...
Which benefit listed below is the MOST important for the Internet to enable for you?                                      ...
Which of the following do you envision seeing in your lifetime?                                                           ...
Which of the following do you envision seeing in your lifetime?                                                           ...
Which of the following do you envision seeing in your lifetime?                                                           ...
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The Future of Internet Experiences

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Research commissioned by Rogers on how connected Canadians are using the Internet now and how they want to use it tomorrow.

Published in: Business, Technology

The Future of Internet Experiences

  1. 1. May 2012
  2. 2. MethodologyFrom April 13th to April 15th 2012, an online survey wasconducted among 1,010 randomly selected adult Canadianswho own a smartphone and are connected to the internet . Allwere Angus Reid Forum panelists. The margin of error—whichmeasures sampling variability—is +/- 3.1%, nineteen times outof twenty. The results have been statistically weighted accordingto region and gender. Discrepancies in or between totals aredue to rounding. 2
  3. 3. Opinions about the Internet -All Respondents- The Internet allows me to connect to people and information in ways that make my life better 37% 42% 79% The Internet will play an increasingly important role in my life in the next five years 33% 39% 72% In the future, I will become increasingly dependent the Internet(home or wireless) in my life 24% 39% 63% I would prefer to shop at a retailer who offers the ability to use my mobile device to compare prices with other retailers 23% 37% 60% I would consider leaving a job to work for a company that allows their employees to work from anywhere – i.e. home, cottage, or from any remote location with full 30% 30% 60% access to my files, programs and systems Having access to my personal and professional information and files via a mobile device makes me more efficient and allows me to better manage my time 23% 36% 59% I would like to be able to get a diagnosis for a health issue by connecting to my doctor online 20% 37% 57% I would like to have real-time access on my mobile device while grocery shopping for items including the origins of ingredients and how long it has been sitting on 22% 34% 56% the shelf I would prefer to work for an employer that allows me to bring the devices of my choice (smart phone, tablet or laptop) into the workplace to use in my job 25% 30% 55% I am increasingly using the Internet to maintain my circle of friends/social network 20% 34% 54% Strongly agree Somewhat agree Total agreeBase: All respondents (n=1,010)Q.8 We would like to get your opinions about the Internet: how it affects your life and how it could potentially affect your life in the future. For each of the following statements, please indicate how much you agree or disagree with each one. 3
  4. 4. Opinions about the Internet -All Respondents- I would make better decisions about my diet and exercise if technology would allow me to track my vitals, such as my blood sugar level, heart rate and 17% 34% 51% cholesterol level I would be more likely to shop with retailers who offer me location-based deals on my mobile device, i.e. if I am close to the retail store I would receive a notification 14% 34% 48% with a coupon or discount I could make better decisions about what I buy if I were able to use my mobile device to read a barcode to get information on a company‟s corporate 14% 33% 47% responsibility practices I would prefer to work for an employer who embraces next generation technology - i.e. facial recognition or voice recognition software 16% 28% 44% Staying connected to activity in my home, including family members entering/leaving and knowing when lights are on or off would give me better 13% 31% 44% peace of mind I value the Internet as much as or more than I value other essential services such as electricity or water 14% 24% 38% Access to „smart‟ appliances would help me manage my household better, i.e. a „smart‟ fridge that emails a grocery order for delivery when low levels of food or 12% 25% 37% beverages are detected I would like the option to choose different endings to books, movies and TV shows and share my choices with my friends on social networks 3% 10% 13% I would likely increase the number of movies I watch at movie theatres if I could use my mobile device to interact with content on the screen and with my online 3% 6% 9% peers to discuss the movie in real-time In movie theatres, I would like to use my mobile device to interact with content on the screen and with my online peers to discuss the movie in real-time 3% 5% 8% Strongly agree Somewhat agree Total agreeBase: All respondents (n=1,010)Q.8 We would like to get your opinions about the Internet: how it affects your life and how it could potentially affect your life in the future. For each of the following statements, please indicate how much you agree or disagree with each one. 4
  5. 5. Opinions about the Internet -All Respondents- Total Age Agree 18-24 25-34 35-54 55+ The Internet allows me to connect to people and information in ways that 79% 83% 82% 76% 77% make my life better The Internet will play an increasingly important role in my life in the next five 72% 78% 75% 68% 70% years In the future, I will become increasingly dependent on the Internet (home or 63% 70% 68% 58% 59% wireless) in my life I would consider leaving a job to work for a company that allows their employees to work from anywhere – i.e. home, cottage, or from any remote 60% 60% 64% 59% 50% location with full access to my files, programs and systems I would prefer to shop at a retailer who offers the ability to use my mobile 60% 52% 68% 58% 44% device to compare prices with other retailers Having access to my personal and professional information and files via a mobile device makes me more efficient and allows me to better manage my 59% 61% 67% 55% 50% time I would like to be able to get a diagnosis for a health issue by connecting to 57% 55% 59% 56% 53% my doctor online I would like to have real-time access on my mobile device while grocery shopping for items including the origins of ingredients and how long it has 56% 55% 60% 55% 48% been sitting on the shelf I would prefer to work for an employer that allows me to bring the devices of 55% 70% 64% 50% 42% my choice (smart phone, tablet or laptop) into the workplace to use in my job I am increasingly using the Internet to maintain my circle of friends/social 54% 64% 66% 46% 44% networkBase: All respondents (n=1,010)Q.8 We would like to get your opinions about the Internet: how it affects your life and how it could potentially affect your life in the future. For each of the following statements, please indicate how much you agree or disagree with each one. 5
  6. 6. Opinions about the Internet -All Respondents- Total Age Agree 18-24 25-34 35-54 55+ I would make better decisions about my diet and exercise if technology would allow me to 51% 53% 53% 50% 49% track my vitals, such as my blood sugar level, heart rate and cholesterol level I would be more likely to shop with retailers who offer me location-based deals on my mobile device, i.e. if I am close to the retail store I would receive a notification with a coupon or 48% 50% 53% 47% 40% discount I could make better decisions about what I buy if I were able to use my mobile device to read 47% 53% 47% 53% 37% a barcode to get information on a company’s corporate responsibility practices Staying connected to activity in my home, including family members entering/leaving and 44% 37% 53% 41% 42% knowing when lights are on or off would give me better peace of mind I would prefer to work for an employer who embraces next generation technology - i.e. facial 44% 55% 48% 42% 34% recognition or voice recognition software I value the Internet as much as or more than I value other essential services such as 38% 42% 44% 34% 37% electricity or water Access to ‘smart’ appliances would help me manage my household better, i.e. a ‘smart’ fridge that emails a grocery order for delivery when low levels of food or beverages are 37% 47% 44% 34% 27% detected I would like the option to choose different endings to books, movies and TV shows and share 13% 21% 18% 11% 7% my choices with my friends on social networks I would likely increase the number of movies I watch at movie theatres if I could use my mobile device to interact with content on the screen and with my online peers to discuss the 9% 17% 12% 7% 5% movie in real-time In movie theatres, I would like to use my mobile device to interact with content on the screen 8% 13% 10% 6% 3% and with my online peers to discuss the movie in real-timeBase: All respondents (n=1,010)Q.8 We would like to get your opinions about the Internet: how it affects your life and how it could potentially affect your life in the future. For each of the following statements, please indicate how much you agree or disagree with each one. 6
  7. 7. Opinions about the Internet -All Respondents- Total Gender Region Agree Male Female West Ontario Quebec Atlantic The Internet allows me to connect to people and information in ways that make 79% 79% 80% 79% 79% 78% 83% my life better The Internet will play an increasingly important role in my life in the next five 72% 74% 69% 72% 75% 64% 70% years In the future, I will become increasingly dependent on the Internet (home or 63% 64% 61% 62% 66% 56% 64% wireless) in my life I would consider leaving a job to work for a company that allows their employees to work from anywhere – i.e. home, cottage, or from any remote location with full 60% 60% 60% 62% 61% 47% 71% access to my files, programs and systems I would prefer to shop at a retailer who offers the ability to use my mobile device 60% 64% 54% 61% 62% 52% 57% to compare prices with other retailers Having access to my personal and professional information and files via a 59% 62% 55% 60% 58% 55% 64% mobile device makes me more efficient and allows me to better manage my time I would like to be able to get a diagnosis for a health issue by connecting to my 57% 58% 55% 53% 55% 66% 62% doctor online I would like to have real-time access on my mobile device while grocery shopping for items including the origins of ingredients and how long it has been 56% 57% 53% 55% 58% 52% 54% sitting on the shelf I would prefer to work for an employer that allows me to bring the devices of my 55% 60% 50% 56% 57% 48% 62% choice (smartphone, tablet or laptop) into the workplace to use in my job I am increasingly using the Internet to maintain my circle of friends/social 54% 50% 59% 56% 52% 50% 66% networkBase: All respondents (n=1,010)Q.8 We would like to get your opinions about the Internet: how it affects your life and how it could potentially affect your life in the future. For each of the following statements, please indicate how much you agree or disagree with each one. 7
  8. 8. Opinions about the Internet -All Respondents- Total Gender Region Agree Male Female West Ontario Quebec Atlantic I would make better decisions about my diet and exercise if technology would allow 51% 52% 50% 49% 53% 47% 58% me to track my vitals, such as my blood sugar level, heart rate and cholesterol level I would be more likely to shop with retailers who offer me location-based deals on my mobile device, i.e. if I am close to the retail store I would receive a notification 48% 50% 46% 49% 49% 42% 56% with a coupon or discount I could make better decisions about what I buy if I were able to use my mobile device to read a barcode to get information on a company’s corporate responsibility 47% 52% 42% 47% 48% 44% 46% practices Staying connected to activity in my home, including family members entering/leaving 44% 47% 42% 47% 46% 37% 46% and knowing when lights are on or off would give me better peace of mind I would prefer to work for an employer who embraces next generation technology - 44% 47% 40% 44% 48% 37% 37% i.e. facial recognition or voice recognition software I value the Internet as much as or more than I value other essential services such as 38% 42% 35% 36% 40% 39% 48% electricity or water Access to ‘smart’ appliances would help me manage my household better, i.e. a ‘smart’ fridge that emails a grocery order for delivery when low levels of food or 37% 44% 30% 38% 39% 30% 43% beverages are detected I would like the option to choose different endings to books, movies and TV shows 13% 15% 12% 12% 15% 15% 8% and share my choices with my friends on social networks I would likely increase the number of movies I watch at movie theatres if I could use my mobile device to interact with content on the screen and with my online peers to 9% 11% 7% 7% 13% 5% 9% discuss the movie in real-time In movie theatres, I would like to use my mobile device to interact with content on 8% 10% 5% 6% 10% 5% 14% the screen and with my online peers to discuss the movie in real-timeBase: All respondents (n=1,010)Q.8 We would like to get your opinions about the Internet: how it affects your life and how it could potentially affect your life in the future. For each of the following statements, please indicate how much you agree or disagree with each one. 8
  9. 9. How, if ever, do you access the following content over the Internet? -All Respondents- % By Computer (laptop, desktop or Netbook) Research health issues and symptoms 89% Shop for products and services 89% Maintain my personal banking and finances 89% Source maps and directions 86% Communicate with my family and friends 86% Connect to social networks 80% Keep up to date on daily news 78% Online education and learning 71% Play games 66% Watch movies and television shows 54% Stream live radio 53% Stream music (e.g. Rdio, Grooveshark, loudlee) 47% Live streaming of major sporting and entertainment events 35%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 9
  10. 10. How, if ever, do you access the following content over the Internet? -All Respondents- % By Computer (laptop, desktop or Netbook) Age Total 18-24 25-34 35-54 55+ Research health issues and symptoms 89% 88% 88% 91% 88% Shop for products and services 89% 88% 90% 90% 85% Maintain my personal banking and finances 89% 88% 88% 90% 89% Source maps and directions 86% 86% 86% 86% 85% Communicate with my family and friends 86% 93% 87% 83% 84% Connect to social networks 80% 94% 84% 78% 67% Keep up to date on daily news 78% 80% 81% 78% 70% Online education and learning 71% 78% 72% 73% 62% Play games 66% 78% 66% 67% 57% Watch movies and television shows 54% 76% 70% 47% 22% Stream live radio 53% 49% 56% 56% 36% Stream music (e.g. Rdio, Grooveshark, loudlee) 47% 60% 54% 44% 30% Live streaming of major sporting and entertainment events 35% 36% 40% 36% 24%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 10
  11. 11. How, if ever, do you access the following content over the Internet? -All Respondents- % By Computer (laptop, desktop or Netbook) Gender Region Total Male Female West Ontario Quebec Atlantic Research health issues and symptoms 89% 85% 94% 91% 89% 85% 91% Shop for products and services 89% 89% 89% 90% 90% 80% 97% Maintain my personal banking and finances 89% 89% 89% 88% 90% 88% 92% Source maps and directions 86% 86% 86% 84% 89% 80% 91% Communicate with my family and friends 86% 83% 88% 87% 86% 80% 89% Connect to social networks 80% 77% 83% 79% 80% 79% 85% Keep up to date on daily news 78% 81% 75% 78% 79% 74% 82% Online education and learning 71% 71% 72% 73% 74% 62% 75% Play games 66% 66% 66% 64% 68% 65% 67% Watch movies and television shows 54% 55% 53% 53% 57% 45% 62% Stream live radio 53% 57% 48% 54% 56% 44% 48% Stream music (e.g. Rdio, Grooveshark, loudlee) 47% 49% 44% 47% 47% 41% 56% Live streaming of major sporting and entertainment events 35% 43% 26% 38% 38% 20% 41%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 11
  12. 12. How, if ever, do you access the following content over the Internet? -All Respondents- % By Tablet Keep up to date on daily news 21% Play games 21% Communicate with my family and friends 20% Connect to social networks 20% Source maps and directions 18% Shop for products and services 18% Research health issues and symptoms 16% Watch movies and television shows 14% Maintain my personal banking and finances 13% Online education and learning 12% Stream music (e.g. Rdio, Grooveshark, loudlee) 8% Stream live radio 8% Live streaming of major sporting and entertainment events 7%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 12
  13. 13. How, if ever, do you access the following content over the Internet? -All Respondents- % By Tablet Age Total 18-24 25-34 35-54 55+ Keep up to date on daily news 21% 12% 26% 19% 21% Play games 21% 12% 25% 20% 15% Communicate with my family and friends 20% 16% 25% 17% 19% Connect to social networks 20% 15% 26% 17% 14% Source maps and directions 18% 12% 20% 16% 20% Shop for products and services 18% 9% 21% 16% 20% Research health issues and symptoms 16% 6% 21% 13% 19% Watch movies and television shows 14% 12% 18% 14% 7% Maintain my personal banking and finances 13% 8% 19% 9% 13% Online education and learning 12% 6% 15% 11% 11% Stream music (e.g. Rdio, Grooveshark, loudlee) 8% 1% 12% 7% 5% Stream live radio 8% 1% 10% 8% 7% Live streaming of major sporting and entertainment events 7% 4% 9% 6% 6%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 13
  14. 14. How, if ever, do you access the following content over the Internet? -All Respondents- % By Tablet Gender Region Total Male Female West Ontario Quebec Atlantic Keep up to date on daily news 21% 26% 15% 21% 21% 24% 9% Play games 21% 24% 16% 22% 22% 18% 6% Communicate with my family and friends 20% 23% 17% 23% 20% 19% 10% Connect to social networks 20% 23% 16% 22% 19% 23% 9% Source maps and directions 18% 21% 13% 19% 17% 20% 9% Shop for products and services 18% 21% 14% 19% 16% 23% 7% Research health issues and symptoms 16% 17% 15% 17% 16% 19% 6% Watch movies and television shows 14% 18% 9% 16% 14% 14% 6% Maintain my personal banking and finances 13% 15% 10% 11% 13% 19% 7% Online education and learning 12% 15% 9% 13% 12% 14% 4% Stream music (e.g. Rdio, Grooveshark, loudlee) 8% 11% 5% 9% 10% 5% 1% Stream live radio 8% 12% 4% 7% 11% 8% 1% Live streaming of major sporting and entertainment events 7% 10% 3% 5% 9% 7% 4%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 14
  15. 15. How, if ever, do you access the following content over the Internet? -All Respondents- % By Smartphone Communicate with my family and friends 74% Source maps and directions 59% Connect to social networks 52% Play games 50% Keep up to date on daily news 43% Maintain my personal banking and finances 29% Shop for products and services 26% Research health issues and symptoms 21% Stream live radio 21% Stream music (e.g. Rdio, Grooveshark, loudlee) 19% Online education and learning 11% Watch movies and television shows 10% Live streaming of major sporting and entertainment events 6%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 15
  16. 16. How, if ever, do you access the following content over the Internet? -All Respondents- % By Smartphone Age Total 18-24 25-34 35-54 55+ Communicate with my family and friends 74% 88% 83% 70% 60% Source maps and directions 59% 70% 69% 57% 36% Connect to social networks 52% 71% 69% 44% 21% Play games 50% 67% 66% 44% 15% Keep up to date on daily news 43% 63% 55% 37% 21% Maintain my personal banking and finances 29% 32% 41% 24% 10% Shop for products and services 26% 28% 34% 25% 9% Research health issues and symptoms 21% 26% 31% 17% 7% Stream live radio 21% 25% 26% 20% 6% Stream music (e.g. Rdio, Grooveshark, loudlee) 19% 28% 24% 18% 7% Online education and learning 11% 19% 16% 8% 3% Watch movies and television shows 10% 10% 14% 9% 1% Live streaming of major sporting and entertainment events 6% 5% 7% 6% 4%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 16
  17. 17. How, if ever, do you access the following content over the Internet? -All Respondents- % By Smartphone Gender Region Total Male Female West Ontario Quebec Atlantic Communicate with my family and friends 74% 75% 74% 76% 75% 69% 73% Source maps and directions 59% 63% 55% 64% 59% 52% 54% Connect to social networks 52% 50% 53% 53% 54% 41% 59% Play games 50% 46% 54% 50% 52% 42% 50% Keep up to date on daily news 43% 49% 36% 44% 48% 34% 33% Maintain my personal banking and finances 29% 31% 26% 30% 30% 22% 31% Shop for products and services 26% 29% 22% 27% 27% 21% 25% Research health issues and symptoms 21% 20% 23% 24% 22% 16% 19% Stream live radio 21% 25% 15% 20% 22% 19% 21% Stream music (e.g. Rdio, Grooveshark, loudlee) 19% 22% 16% 18% 21% 20% 18% Online education and learning 11% 13% 9% 13% 12% 7% 8% Watch movies and television shows 10% 13% 6% 11% 9% 7% 12% Live streaming of major sporting and entertainment events 6% 8% 4% 7% 6% 5% 6%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 17
  18. 18. How, if ever, do you access the following content over the Internet? -All Respondents- % By Television Watch movies and TELEVISION shows 69% Keep up to date on daily news 45% Live streaming of major sporting and entertainment events 35% Play games 16% Stream live radio 9% Stream music (e.g. Rdio, Grooveshark, loudlee) 7% Shop for products and services 4% Online education and learning 4% Research health issues and symptoms 3% Communicate with my family and friends 2% Connect to social networks 2% Source maps and directions 2% Maintain my personal banking and finances 1%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 18
  19. 19. How, if ever, do you access the following content over the Internet? -All Respondents- % By Television Age Total 18-24 25-34 35-54 55+ Watch movies and TELEVISION shows 69% 71% 71% 70% 62% Keep up to date on daily news 45% 46% 44% 43% 51% Live streaming of major sporting and entertainment events 35% 31% 41% 34% 28% Play games 16% 25% 21% 15% 4% Stream live radio 9% 1% 11% 10% 7% Stream music (e.g. Rdio, Grooveshark, loudlee) 7% 8% 9% 6% 8% Shop for products and services 4% 3% 5% 4% 1% Online education and learning 4% 5% 5% 3% 3% Research health issues and symptoms 3% — 4% 2% 2% Communicate with my family and friends 2% 1% 3% 3% — Connect to social networks 2% — 3% 2% 0% Source maps and directions 2% — 2% 2% 1% Maintain my personal banking and finances 1% 1% 2% 0% —Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 19
  20. 20. How, if ever, do you access the following content over the Internet? -All Respondents- % By Television Gender Region Total Male Female West Ontario Quebec Atlantic Watch movies and TELEVISION shows 69% 70% 69% 69% 65% 83% 61% Keep up to date on daily news 45% 43% 47% 41% 43% 56% 50% Live streaming of major sporting and entertainment events 35% 38% 33% 35% 29% 50% 40% Play games 16% 19% 12% 15% 17% 15% 17% Stream live radio 9% 9% 9% 9% 8% 13% 8% Stream music (e.g. Rdio, Grooveshark, loudlee) 7% 8% 7% 6% 6% 15% 3% Shop for products and services 4% 4% 3% 4% 4% 5% 3% Online education and learning 4% 5% 2% 3% 4% 5% 1% Research health issues and symptoms 3% 4% 2% 3% 3% 3% 4% Communicate with my family and friends 2% 3% 2% 2% 3% 3% — Connect to social networks 2% 3% 1% 2% 2% 2% 3% Source maps and directions 2% 2% 1% 2% 1% 2% 1% Maintain my personal banking and finances 1% 1% 1% 0% 1% 2% —Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 20
  21. 21. How, if ever, do you access the following content over the Internet? -All Respondents- % By “I never access this content” Stream music (e.g. Rdio, Grooveshark, loudlee) 44% Live streaming of major sporting and entertainment events 38% Stream live radio 35% Online education and learning 25% Play games 15% Connect to social networks 14% Watch movies and television shows 8% Shop for products and services 7% Research health issues and symptoms 7% Maintain my personal banking and finances 6% Keep up to date on daily news 3% Source maps and directions 2% Communicate with my family and friends 2%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 21
  22. 22. How, if ever, do you access the following content over the Internet? -All Respondents- % By “I never access this content” Age Total 18-24 25-34 35-54 55+ Stream music (e.g. Rdio, Grooveshark, loudlee) 44% 36% 36% 47% 62% Live streaming of major sporting and entertainment events 38% 42% 32% 40% 47% Stream live radio 35% 42% 30% 32% 55% Online education and learning 25% 18% 24% 23% 35% Play games 15% 6% 9% 15% 33% Connect to social networks 14% 2% 8% 15% 30% Watch movies and television shows 8% 2% 3% 9% 25% Shop for products and services 7% 8% 5% 7% 12% Research health issues and symptoms 7% 7% 6% 6% 10% Maintain my personal banking and finances 6% 6% 4% 7% 9% Keep up to date on daily news 3% 2% 3% 4% 4% Source maps and directions 2% 6% 2% 2% 4% Communicate with my family and friends 2% — 2% 3% 3%Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 22
  23. 23. How, if ever, do you access the following content over the Internet? -All Respondents- % By “I never access this content” Gender Region Total Male Female West Ontario Quebec Atlantic Stream music (e.g. Rdio, Grooveshark, loudlee) 44% 41% 48% 43% 44% 48% 39% Live streaming of major sporting and entertainment events 38% 32% 46% 37% 42% 34% 34% Stream live radio 35% 29% 42% 32% 35% 37% 43% Online education and learning 25% 25% 25% 23% 24% 31% 25% Play games 15% 17% 13% 15% 14% 16% 19% Connect to social networks 14% 16% 11% 14% 14% 13% 11% Watch movies and television shows 8% 8% 9% 6% 11% 5% 11% Shop for products and services 7% 7% 7% 6% 7% 12% 1% Research health issues and symptoms 7% 10% 2% 5% 7% 9% 7% Maintain my personal banking and finances 6% 6% 6% 7% 6% 3% 3% Keep up to date on daily news 3% 3% 4% 3% 3% 3% 8% Source maps and directions 2% 3% 2% 2% 2% 3% 5% Communicate with my family and friends 2% 3% 2% 2% 3% 3% —Base: All respondents (n=1,010)Q.9 How, if ever, do you access the following content over the Internet? 23
  24. 24. Which of the following purchases, if ever, do you consult your online social networking friends before you make your purchase decisions? -All Respondents- Technology and gadgets 24% Vacation spots and hotels 23% Restaurants 23% Movies 21% TV Shows 13% Music 12% Clothing 7% Learning/education programs 6% Spas 4% Physicians 3% None of the above 61%Base: All respondents (n=1,010)Q.10 Which of the following purchases, if ever, do you consult your online social networking friends before you make your purchase decisions? 24
  25. 25. Which of the following purchases, if ever, do you consult your online social networking friends before you make your purchase decisions? -All Respondents- Age Total 18-24 25-34 35-54 55+ Technology and gadgets 24% 25% 27% 23% 18% Vacation spots and hotels 23% 15% 29% 21% 21% Restaurants 23% 25% 28% 20% 22% Movies 21% 24% 26% 19% 15% TV Shows 13% 18% 18% 10% 7% Music 12% 16% 14% 9% 9% Clothing 7% 7% 10% 6% 3% Learning/education programs 6% 5% 7% 6% 3% Spas 4% 2% 7% 3% 1% Physicians 3% — 4% 2% 1% None of the above 61% 58% 54% 65% 66%Base: All respondents (n=1,010)Q.10 Which of the following purchases, if ever, do you consult your online social networking friends before you make your purchase decisions? 25
  26. 26. Which of the following purchases, if ever, do you consult your online social networking friends before you make your purchase decisions? -All Respondents- Gender Region Total Male Female West Ontario Quebec Atlantic Technology and gadgets 24% 27% 20% 23% 26% 18% 30% Vacation spots and hotels 23% 20% 28% 23% 25% 19% 24% Restaurants 23% 23% 24% 23% 23% 22% 30% Movies 21% 20% 23% 19% 23% 20% 26% TV Shows 13% 13% 13% 12% 12% 13% 22% Music 12% 12% 11% 11% 11% 11% 20% Clothing 7% 6% 8% 7% 7% 5% 11% Learning/education programs 6% 7% 4% 6% 6% 2% 7% Spas 4% 1% 7% 4% 4% 3% 3% Physicians 3% 3% 3% 4% 3% 2% — None of the above 61% 61% 60% 62% 61% 63% 44%Base: All respondents (n=1,010)Q.10 Which of the following purchases, if ever, do you consult your online social networking friends before you make your purchase decisions? 26
  27. 27. Which of the following would you give up in order to have access to the Internet? -All Respondents- Liquor and beer 34% Chocolate 31% Coffee 27% Remote controls for my TV and DVD player 24% Regular sex 6% Daily bath or shower 4% Interacting with people in real life (talk to them over the 4% Internet instead) None of the above 35%Base: All respondents (n=1,010)Q.11 Which of the following would you give up in order to have access to the Internet? 27
  28. 28. Which of the following would you give up in order to have access to the Internet? -All Respondents- Age Total 18-24 25-34 35-54 55+ Liquor and beer 34% 44% 39% 29% 32% Chocolate 31% 43% 35% 26% 26% Coffee 27% 47% 33% 22% 18% Remote controls for my TV and DVD player 24% 41% 32% 19% 10% Regular sex 6% 7% 6% 5% 7% Daily bath or shower 4% 9% 5% 3% 2% Interacting with people in real life 4% 3% 3% 4% 4% (talk to them over the Internet instead) None of the above 35% 19% 26% 42% 47%Base: All respondents (n=1,010)Q.11 Which of the following would you give up in order to have access to the Internet? 28
  29. 29. Which of the following would you give up in order to have access to the Internet? -All Respondents- Gender Region Total Male Female West Ontario Quebec Atlantic Liquor and beer 34% 32% 37% 38% 32% 23% 51% Chocolate 31% 37% 23% 30% 33% 22% 35% Coffee 27% 30% 24% 27% 27% 24% 39% Remote controls for my TV and DVD player 24% 25% 23% 24% 25% 19% 28% Regular sex 6% 4% 8% 7% 6% 1% 10% Daily bath or shower 4% 5% 2% 4% 5% 1% 6% Interacting with people in real life 4% 4% 3% 4% 4% 4% 1% (talk to them over the Internet instead) None of the above 35% 34% 36% 33% 36% 42% 25%Base: All respondents (n=1,010)Q.11 Which of the following would you give up in order to have access to the Internet? 29
  30. 30. Which benefit listed below is the MOST important for the Internet to enable for you? -All Respondents- Having faster, better access to information and knowledge 69% that will make me and my life better Having greater job satisfaction by being able to work where 6% where I want and with the devices I want Increasing my personal „free‟ time through helping me 6% organize my home and work life Improving my ability to make socially responsible and and informed decisions based on information about a retailer or 5% brand Living a healthier life through being aware of my vitals 2% Other 5% I don‟t get any benefits from having access to the Internet 7%Base: All respondents (n=1,010)Q.12 Which benefit listed below is the MOST important for the Internet to enable for you? 30
  31. 31. Which benefit listed below is the MOST important for the Internet to enable for you? -All Respondents- Age Total 18-24 25-34 35-54 55+ Having faster, better access to information and 69% 59% 74% 66% 71% knowledge that will make me and my life better Having greater job satisfaction by being able to work 6% 4% 6% 8% 2% where I want and with the devices I want Increasing my personal ‘free’ time through helping me 6% 11% 6% 6% 5% organize my home and work life Improving my ability to make socially responsible and informed decisions based on information about a retailer 5% 8% 5% 5% 5% or brand Living a healthier life through being aware of my vitals 2% 1% 1% 2% 4% Other 5% 7% 3% 5% 8% I don’t get any benefits from having access to the 7% 10% 4% 8% 6% InternetBase: All respondents (n=1,010)Q.12 Which benefit listed below is the MOST important for the Internet to enable for you? 31
  32. 32. Which benefit listed below is the MOST important for the Internet to enable for you? -All Respondents- Gender Region Total Male Female West Ontario Quebec Atlantic Having faster, better access to information and 69% 72% 66% 68% 70% 71% 67% knowledge that will make me and my life better Having greater job satisfaction by being able to work 6% 8% 4% 7% 5% 7% 6% where I want and with the devices I want Increasing my personal ‘free’ time through helping me 6% 5% 7% 5% 7% 4% 13% organize my home and work life Improving my ability to make socially responsible and informed decisions based on information about a 5% 5% 5% 5% 4% 6% 5% retailer or brand Living a healthier life through being aware of my vitals 2% 1% 3% 2% 2% 2% 3% Other 5% 4% 6% 6% 4% 4% 3% I don’t get any benefits from having access to the 7% 5% 8% 7% 7% 7% 3% InternetBase: All respondents (n=1,010)Q.12 Which benefit listed below is the MOST important for the Internet to enable for you? 32
  33. 33. Which of the following do you envision seeing in your lifetime? -All Respondents- My life will be paperless. All my documents will be electronic. 46% I will no longer own any physical media (e.g. 42% DVDs, books, CDs, etc.). Everything will be digital. I will not carry a wallet or keys. Everything I need will be in 41% my smartphone. Computer hardware/software will be installed inside the 17% human body to identify and kill diseases like cancer. Writing will not involve a keyboard or pen. I will simply need 12% to think the words I want to write. None of these 23%Base: All respondents (n=1,010)Q.13 Which of the following do you envision seeing in your lifetime? 33
  34. 34. Which of the following do you envision seeing in your lifetime? -All Respondents- Age Total 18-24 25-34 35-54 55+ My life will be paperless. All my documents will be 46% 61% 52% 41% 36% electronic. I will no longer own any physical media (e.g. DVDs, 42% 53% 49% 38% 30% books, CDs, etc.). Everything will be digital. I will not carry a wallet or keys. Everything I need will 41% 35% 45% 40% 39% be in my smartphone. Computer hardware/software will be installed inside the human body to identify and kill diseases like 17% 24% 17% 15% 17% cancer. Writing will not involve a keyboard or pen. I will simply 12% 11% 12% 12% 11% need to think the words I want to write. None of these 23% 15% 18% 26% 30%Base: All respondents (n=1,010)Q.13 Which of the following do you envision seeing in your lifetime? 34
  35. 35. Which of the following do you envision seeing in your lifetime? -All Respondents- Gender Region Total Male Female West Ontario Quebec Atlantic My life will be paperless. All my documents will be 46% 45% 47% 40% 44% 59% 55% electronic. I will no longer own any physical media (e.g. DVDs, 42% 44% 39% 42% 42% 40% 42% books, CDs, etc.). Everything will be digital. I will not carry a wallet or keys. Everything I need will 41% 42% 40% 43% 39% 42% 46% be in my smartphone. Computer hardware/software will be installed inside the human body to identify and kill diseases like 17% 22% 11% 17% 18% 15% 15% cancer. Writing will not involve a keyboard or pen. I will simply 12% 13% 10% 12% 10% 14% 13% need to think the words I want to write. None of these 23% 20% 27% 24% 26% 16% 20%Base: All respondents (n=1,010)Q.13 Which of the following do you envision seeing in your lifetime? 35

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