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5	
  Things	
  You	
  Need	
  To	
  Know	
  
	
  
@mobilepersonas	
  
www.mobilepersonas.com	
  
A	
  mul4-­‐disciplinary	
  approach	
  
Why	
  this	
  study?	
  YEAR	
  2	
  
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.	
  
5.7 Million Consumers

5.4 Million Consumers

7 Million Consumers
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)
SMARTPHONES:	
  You	
  Can’t	
  Ignore	
  Them	
  
 	
  	
  	
  SMARTPHONES:	
  Market	
  Share	
  
TABLETS:	
  Significant	
  for	
  Moms/Men	
  
TABLETS:	
  Market	
  Share	
  
TOP	
  APP	
  USAGE	
  
So	
  what?	
  
	
  
5	
  Things	
  You	
  Need	
  to	
  know	
  From	
  
Mobile	
  Personas	
  
#1	
  ….You’re	
  missing	
  the	
  mark	
  if	
  you	
  don’t	
  
segment	
  your	
  mobile	
  audience	
  by	
  device	
  

Vs.	
  
#1	
  ….Millennials	
  prefer	
  Android	
  and	
  
Women	
  now	
  own	
  Android/IOS	
  equally	
  
#1	
  ….Android	
  tablet	
  share	
  has	
  grown	
  among	
  
all	
  3	
  personas,	
  narrowing	
  gap	
  with	
  IPADs	
  
#1	
  ….Content	
  consump4on	
  varies	
  wildly	
  on	
  phone	
  by	
  
audience	
  
#1	
  ….Significantly	
  more	
  tradi4onal	
  content	
  consumed	
  
on	
  tablets	
  
#1	
  ….Example	
  of	
  sites	
  that	
  look	
  different	
  on	
  phone	
  vs	
  
tablet	
  
#1	
  ….Example	
  of	
  sites	
  that	
  look	
  different	
  on	
  phone	
  vs	
  
tablet	
  
2.	
  Leverage	
  mobile	
  to	
  nudge	
  consumers	
  	
  
	
  
 #2	
  ….Mobile	
  as	
  part	
  of	
  path	
  to	
  purchase	
  	
  
	
  
	
  
#2	
  ….Planning	
  Ac4vi4es	
  Done	
  on	
  Mobile	
  
	
  
	
  
#2	
  ….Examples:	
  Mobile	
  to	
  Nudge	
  Behaviour	
  
	
  
	
  
 
	
  
3.	
  	
  Mobile	
  is	
  the	
  new	
  sales	
  clerk	
  	
  
	
  
	
  
#3	
  ….Consumers	
  using	
  mobile	
  in-­‐store	
  
#3	
  ….Health	
  And	
  Beauty:	
  Tasks	
  Done	
  in	
  Store	
  	
  
#3	
  ….Mobile	
  is	
  changing	
  decision	
  at	
  store	
  level	
  
	
  
#3	
  ….Mobile	
  empowers	
  the	
  consumer	
  	
  
	
  
 
4.	
  	
  Brands	
  can	
  solve	
  problems,	
  via	
  mobile	
  
#4	
  ….Consumers	
  are	
  looking	
  for	
  help	
  	
  
#4	
  ….Mobile	
  helps	
  consumers	
  save	
  4me	
  
#4	
  ….Canadian	
  Innova4on	
  	
  
#4	
  ….Canadian	
  Innova4on	
  	
  
#5	
  ….Mobile	
  is	
  mass	
  delivery	
  for	
  video	
  /	
  
mobile	
  	
  
#5	
  ….Canadians	
  are	
  distracted	
  and	
  dispersed	
  
TV	
  watchers.	
  
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	
  	
  
Gary	
  YenDn	
  
CEO	
  and	
  Founder	
  
@Apppromo	
  
gary@app-­‐promo.com	
  
416-­‐464-­‐2223	
  

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Mobile personas2014