Managing the Hype: The Reality of Mobile in Canada

1,560 views

Published on

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+.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,560
On SlideShare
0
From Embeds
0
Number of Embeds
14
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Managing the Hype: The Reality of Mobile in Canada

  1. 1. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Good afternoon! Insights for your business.
  2. 2. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Digital Strategy & Customer Experience Design Firm. We are a
  3. 3. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Online Research Community 160,000+ Canadians 300+ profiling variables Customer Insight Digital Strategy Interactive Design
  4. 4. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 1998 1999 2002 2001 2000 2005 2004 2003 2006 2007 2008 2009 2010
  5. 5. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Insights for your business.
  6. 6. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Motorola's DynaTAC 8000x was the first commercial cell phone and cost $3,995 in 1973.
  7. 7. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 “95% of Canadians own a mobile device, 34% own a Smartphone.” Source: AskingCanadians.com Profiling Data
  8. 8. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 “8 million mobile internet users in Canada.” Source: Sympatico.ca Canadian Mobile Usage, 2010
  9. 9. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 “More users will connect to the Internet via mobile devices than PC’s within 5 years.” Source: Morgan Stanley, December 2009
  10. 10. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 1. 2. 3. How are 'Canadians' using their mobile devices? What do Canadians think of mobile marketing? How does a marketer manage the hype?
  11. 11. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile Usage 1. @ Home 2. Shopping 3. Personal / Social
  12. 12. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Check their mobile within 10 minutes of rising Check their mobile during dinner Check their mobile before bed 28% 8% 6% NGen/Millennials Gen X Boomer 22% 9% 4% Mobile Usage
  13. 13. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Around 83 percent of millennials sleep with their cell phones within reach. Source: Pew Research Center Mobile Usage
  14. 14. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile Usage 1. @ Home 2. Shopping 3. Personal / Social
  15. 15. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 NGen and GenX equally aware of GPS; NGen using it more. Use Google or Other Maps on Mobile to Locate Stores Mobile Usage NGen GenX Boomers
  16. 16. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile Usage 1. @ Home 2. Shopping 3. Personal / Social
  17. 17. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile Usage 1. @ Home 2. Shopping 3. Personal / Social 39% of Canadians say they take pictures of products/price with their camera phone to refer to later.
  18. 18. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Camera usage is very high across the board, but imaging sharing varies more widely. Mobile Usage NGen GenX Boomers
  19. 19. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile Usage 1. @ Home 2. Shopping 3. Personal / Social
  20. 20. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile Usage 1. @ Home 2. Shopping 3. Personal / Social Roughly 40% of Smartphone owners have used their phone in the process of shopping.
  21. 21. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile Usage 1. @ Home 2. Shopping 3. Personal / Social Canadians report using their mobile device 25% of the time for fun or to simply pass time.
  22. 22. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile Usage 1. @ Home 2. Shopping 3. Personal / Social Canadians prefer downloading Fun, Social and Entertaining apps versus functional or utility.
  23. 23. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile Usage 1. @ Home 2. Shopping 3. Personal / Social VS. 59% Prefer a Mobile Application 41% Prefer a Mobile Website
  24. 24. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 “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
  25. 25. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile Marketing35% of NGen & 42% of Boomers like the idea of receiving mobile text alerts for product offers. 1. SMS Marketing 2. Targeted Ads
  26. 26. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Mobile MarketingOver a quarter of Canadians ‘like’ the idea of receiving product advertisements via their mobile. 1. SMS Marketing 2. Targeted Ads
  27. 27. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 “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
  28. 28. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Managing Mobile 1. Customer Experience 2. Provide Value 3. Educated Consumers  Keep it simple & convenient  Personal nature of mobile devices  Consider the environment & context
  29. 29. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Managing Mobile 1. Customer Experience 2. Provide Value 3. Educated Consumers  More value = Deeper engagement  The brand is in your palm of your hand  Think of ‘Marketing’ as a ‘Service’ source: trendwatching.com
  30. 30. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Managing Mobile 1. Customer Experience 2. Provide Value 3. Educated Consumers  Don’t assume the customer understands  Start simple, add features over time  Incorporate the instructions into your ads 4% Yes/Maybe “Is this one of those psychology tests? I see a lizard staring at me!”
  31. 31. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 Managing Mobile 1. Customer Experience 2. Provide Value 3. Educated Consumers  Don’t assume the customer understands  Start simple, add features over time  Incorporate the instructions into your ads 35% Yes/Maybe
  32. 32. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9
  33. 33. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9 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. Delvinia Dig | Mobile Report Methodology
  34. 34. 370 King Street West, 5th Floor, Box 4 Toronto, Ontario M5V 1J9  W: www.delvinia.com  M: dig.delvinia.com  QR:

×