Canada vs. U.S. Metrics 2012          www.srgnet.com
HIGHLIGHTS        As of 2012, Canada’s population is 11% that of the U.S.; Canada has a slightly older         population...
TOTAL 2012 POPULATION                 313.4M                  90%                                                         ...
HD CAPABLE TV SETS, HD BOX AND                                 DVR/PVRs IN HOUSEHOLDS                                     ...
VIDEO-ON-DEMAND USE                                                                 2012 Q1                               ...
IN THE LAST YEAR, DID YOU CONTACT YOUR CABLE, SATELLITE OR TELCO    TV PROVIDER TO UPGRADE OR DOWNGRADE YOUR TV SERVICE?  ...
BUYING AND RENTING DVDs                                          Within past six months                                   ...
LAPTOPS, TABLET OWNERSHIP                                                                2012 Q1                          ...
SMARTPHONE WITH DATA                              Own a BlackBerry, iPhone, Android or similar (with data plan)           ...
SMARTPHONE BRAND SHARES                                             2012 Q1                              U.S.             ...
WHEN YOU UPGRADE OR BUY ANOTHER SMARTPHONE NEXT, WHAT WILL IT MOST LIKELY BE?                              2012 Q1        ...
ACTIVITIES ON THE MOBILE PHONE                                   Within the last month                                    ...
WHICH OF THE FOLLOWING KINDS OF APPS                 DO YOU HAVE ON YOUR SMARTPHONE?                                      ...
WHAT BRAND OF TABLET DO YOU OWN?                                             2012 Q1                                      ...
GPS NAVIGATION IN A CAR                                                   2012 Q1                                      51%...
VIDEO GAME CONSOLE OWNERSHIP—DETAIL                                                                               2012 Q1*...
KEY INTERNET DESTINATIONS                                                                 2012 Q1                         ...
WATCHED/STREAMED A FULL                                    30-60 MINUTE TV SHOW ONLINE                                    ...
WHEN WAS THE LAST TIME YOU STREAMED A FULL-LENGTH     MOVIE OR TV SHOW FROM NETFLIX ONLINE?                               ...
WATCHED A SHORT VIDEO CLIP ONLINE                                            Within last month                            ...
DOWNLOADED FULL-LENGTH                                      MOVIE FROM INTERNET                                           ...
WATCHED A LONGER VIDEO CLIP                                     ONLINE OVER 10 MINUTES                                    ...
DOWNLOADED MUSIC FILES                                                 Within last month                 38%              ...
DO YOU SUBSCRIBE TO OR LIKE                  FACEBOOK PAGES FROM THE FOLLOWING?                                           ...
DO YOU FOLLOW ANY OF THE                                        FOLLOWING ON TWITTER?                                     ...
TECHNICAL  Digital Life Canada (DLC) interviews 1,000 online Canadians (aged 12 and   up) 4 times a year. Digital Life Am...
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Digital Life: Canada vs. US metrics 2012

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an analysis of US vs Canadian digital trends (by SRG www.srgnet.com)

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Digital Life: Canada vs. US metrics 2012

  1. 1. Canada vs. U.S. Metrics 2012 www.srgnet.com
  2. 2. HIGHLIGHTS  As of 2012, Canada’s population is 11% that of the U.S.; Canada has a slightly older population with median age of nearly 40, vs. U.S. at 37.2  More U.S. homes have DVRs, HD boxes or HD capable sets and American consumers are more frequent users of VOD (28% last week vs. 18% in Canada)  More U.S. households downgraded their paid TV subscriptions in Q1 2012 vs. Canada: cord- cutting is more prevalent in the U.S.  Laptop, tablet and smartphone ownership is quite similar in percentage terms but Android devices make up a bigger proportion of devices in the U.S.  American mobile phone consumers use more of their devices’ capabilities; navigation, entertainment and sports apps are more popular in the U.S.  The decline in the DVD market is more pronounced in Canada and online Canadians are twice as likely to use torrent sites and more likely to ‘download’ full length movies off the Internet while U.S. consumers are bigger streamers via Netflix and similar services  Online Americans are more likely to engage with TV channels, personalities and shows on social media like Twitter and Facebook – for example 19% of American Facebook users ‘like’ a TV channel on the social network vs. 9% Canadianswww.srgnet.com Canada vs. U.S. Metrics 2012  2
  3. 3. TOTAL 2012 POPULATION 313.4M 90% Median age: U.S. = 37.2 Canada = 39.9 34.7M 30% 11% U.S. population U.S. Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  3
  4. 4. HD CAPABLE TV SETS, HD BOX AND DVR/PVRs IN HOUSEHOLDS 2012 Q1 Total TV HD capable DVR/PVRs HD boxes Households TV sets 8.1M 4.2M 5.7M Canada 13.7M (59%) (31%) (42%) 73M 49M 53M U.S. 114.7M (64%) (43%) (46%)Base: Total U.S. & Canada (2012 Q1 data for both Canada and the U.S.)www.srgnet.com Canada vs. U.S. Metrics 2012  4
  5. 5. VIDEO-ON-DEMAND USE 2012 Q1 U.S. Canada Any VOD: 34M Any VOD: 3.9M households households 60% 60% 63% 50% 56% 54%Base : Subscribe to digital cable/IPTVwww.srgnet.com Canada vs. U.S. Metrics 2012  5
  6. 6. IN THE LAST YEAR, DID YOU CONTACT YOUR CABLE, SATELLITE OR TELCO TV PROVIDER TO UPGRADE OR DOWNGRADE YOUR TV SERVICE? %UPGRADE – 2012 Q1* %DOWNGRADE UPGRADE DOWNGRADE POINT DIFFERENCE U.S. 15% 15% 0 Canada 18% 12% +6 Contacted to upgrade (added more channels or services like HD, DVR etc.) Contacted to downgrade (dropped some channels or services)Base : Has paid TV (*Canadian data from 2011 Q4)www.srgnet.com Canada vs. U.S. Metrics 2012  6
  7. 7. BUYING AND RENTING DVDs Within past six months 2012 Q1 Bought one or more DVDs Rented one or more DVDs 55% 55% 48% 37% U.S. Canada U.S. CanadaBase: Total Online U.S. & Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  7
  8. 8. LAPTOPS, TABLET OWNERSHIP 2012 Q1 73% 70% 15% 15% Laptop Tablet U.S CanadaBase : Total Online U.S. & Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  8
  9. 9. SMARTPHONE WITH DATA Own a BlackBerry, iPhone, Android or similar (with data plan) 2012 Q1 45% (106 Million) 42% (10.4 Million) U.S. CanadaBase: Own mobile phone (based on SRG and carrier reports)www.srgnet.com Canada vs. U.S. Metrics 2012  9
  10. 10. SMARTPHONE BRAND SHARES 2012 Q1 U.S. Canada 34% 31% 25% 8% 2%Base : Own smartphone phonewww.srgnet.com Canada vs. U.S. Metrics 2012  10
  11. 11. WHEN YOU UPGRADE OR BUY ANOTHER SMARTPHONE NEXT, WHAT WILL IT MOST LIKELY BE? 2012 Q1 Another Smartphone A Windows Smartphone An Android Smartphone A Blackberry An iPhoneBase: Has smartphonewww.srgnet.com Canada vs. U.S. Metrics 2012  11
  12. 12. ACTIVITIES ON THE MOBILE PHONE Within the last month 2012 Q1 U.S. Canada POINT DIFFERENCE Sent a text message 79% 75% +4 Took a photo 70% 65% +5 Used the browser 54% 48% +6Watched a video (clip) 40% 38% +2Downloaded an app 41% 38% +3 Base: Own mobile phone www.srgnet.com Canada vs. U.S. Metrics 2012  12
  13. 13. WHICH OF THE FOLLOWING KINDS OF APPS DO YOU HAVE ON YOUR SMARTPHONE? 2012 Q1 U.S. Canada U.S. Canada Games 64% 63% Utilities 18% 18% Weather 55% 55% Food 21% 18% Messaging 39% 51% Fitness 18% 14% Social Networking 56% 50% Business 12% 13% Music/Audio 47% 49% Education 13% 12% Maps & Navigation 55% 48% Productivity 12% 11% Entertainment 47% 40% Travel 18% 11% Banking 36% 36% Health 16% 11% News 37% 31% Lifestyle 10% 10% Communication 29% 29% Retail 13% 10% Photography 25% 27% Magazines 10% 10% Video 29% 25% Kids 8% 9% Books/e-Book Apps 25% 22% Reference 12% 9% Sports 29% 22% TV Channel N/A 7% Shopping 27% 22% Medical 9% 4% Financial 21% 20%Base: Has smartphonewww.srgnet.com Canada vs. U.S. Metrics 2012  13
  14. 14. WHAT BRAND OF TABLET DO YOU OWN? 2012 Q1 U.S. Canada iPad 59% 56% Playbook 2% 19% Galaxy Tab 8% 8% Acer 4% 6% HP Touchpad 4% 5% Asus 4% 5% Xoom N/A 2% Lenovo 1% 1% Kindle Fire 11% N/A Nook 2% N/A Pandigital 2% N/A Other 11% 7%Base: Own a tabletwww.srgnet.com Canada vs. U.S. Metrics 2012  14
  15. 15. GPS NAVIGATION IN A CAR 2012 Q1 51% 48% U.S CanadaBase: Total Online U.S. & Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  15
  16. 16. VIDEO GAME CONSOLE OWNERSHIP—DETAIL 2012 Q1* 60% Nintendo Wii 56% 43% Xbox 360 35% 38% Sony Playstation 3 33% 32% Nintendo DS 34% 17% Sony PSP U.S. 10% CanadaBase: Has video game console/plays video games (*Canadian data from 2011 Q4)www.srgnet.com Canada vs. U.S. Metrics 2012  16
  17. 17. KEY INTERNET DESTINATIONS 2012 Q1 Brand interaction last month (aided visits) 76% Facebook 78% 72% YouTube 77% 36% iTunes 35% 26% Twitter 25% 10% Torrent sites 20% 31% Netflix U.S. 19% CanadaBase: Total Online U.S. & Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  17
  18. 18. WATCHED/STREAMED A FULL 30-60 MINUTE TV SHOW ONLINE Within last month – on any site 37% 36% 34% 34% 32% 32% 27% 24% 17% 17% 2007 2008 2009 2011 2012Base : Total Online U.S. & Canada U.S. Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  18
  19. 19. WHEN WAS THE LAST TIME YOU STREAMED A FULL-LENGTH MOVIE OR TV SHOW FROM NETFLIX ONLINE? Streamed last month – Q1 2012 23% 17% U.S. CanadaBase : Total Online U.S. & Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  19
  20. 20. WATCHED A SHORT VIDEO CLIP ONLINE Within last month 79% 79% 80% 72% 74% 75% 71% 54% 65% 41% 54% 41% 2006 2007 2008 2009 2011 2012 U.S. CanadaBase : Total Online U.S. & Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  20
  21. 21. DOWNLOADED FULL-LENGTH MOVIE FROM INTERNET Within last month 30% 11% 19% 11% 2006 2007 2008 2009 2011 2012 U.S. CanadaBase : Total Online U.S. & Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  21
  22. 22. WATCHED A LONGER VIDEO CLIP ONLINE OVER 10 MINUTES Within last month 46% 48% 40% 34% 47% 32% 42% 39% 19% 31% 32% 21% 2006 2007 2008 2009 2011 2012 U.S. CanadaBase: Total Online U.S. & Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  22
  23. 23. DOWNLOADED MUSIC FILES Within last month 38% 40% 38% 30% 2006 2007 2008 2009 2011 2012 U.S. CanadaBase: Total Online U.S. & Canadawww.srgnet.com Canada vs. U.S. Metrics 2012  23
  24. 24. DO YOU SUBSCRIBE TO OR LIKE FACEBOOK PAGES FROM THE FOLLOWING? 2012 Q1* U.S VS. CANADA U.S. Canada POINT DIFFERENCE A company whoseproducts/services you like 45% 43% +2 A TV show 36% 26% +10 A TV personality 20% 17% +3 A TV channel 19% 9% +10 None of above 42% 47%Base : Has Facebook profile, online U.S. & Canada (*Canadian data from 2011 Q4)www.srgnet.com Canada vs. U.S. Metrics 2012  24
  25. 25. DO YOU FOLLOW ANY OF THE FOLLOWING ON TWITTER? 2012 Q1* U.S VS. CANADA U.S. Canada POINT DIFFERENCE A company whose 35% +10products/services you like A TV personality 41% +4 A TV show 27% +6 A TV channel 19% +4 None of above 39%Base : Has Twitter account, online U.S. & Canada (*Canadian data from 2011 Q4)www.srgnet.com Canada vs. U.S. Metrics 2012  25
  26. 26. TECHNICAL  Digital Life Canada (DLC) interviews 1,000 online Canadians (aged 12 and up) 4 times a year. Digital Life America (DLA) interviews 1,400 online Americans (12+) annually.  Most recent interviews in both countries were conducted in Q1 2012.  These results are compared to other DLC and DLA waves conducted in the past five years.  Because the study frame is online Canadians 12+ or online Americans 12+, the results can be generalized to the “Total Online Canada” or “Total Online America.” The online populations accounts for nearly 80% of Canadian or U.S. populations.www.srgnet.com Canada vs. U.S. Metrics 2012  26

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