Consumer Trust in Canada Focuses on Data Privacy
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How do Canadian's feel about digital, the use of their data and would they pay for Google or Facebook? This study covers a variety of top issues around the digital world including gaming and eCommerce in Canada. Learn more!
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Consumer Trust in Canada Focuses on Data Privacy
- 2. 1 2 3 EXECUTIVE SUMMARY TECHNOLOGY HAS MADE OUR LIVES EASIER BUT NOW CONSUMERS ARE MORE CONCERNED THAN EVER ABOUT HOW THEIR DATA IS BEING UTILIZED. TV IS THE MOST TRUSTED PAID MEDIA CHANNEL AMONG CANADIAN CONSUMERS. BRANDS NEED TO HAVE A STRONG VIDEO STRATEGY TO GAIN CONSUMER TRUST. CANADIANS ARE WILLING TO PAY FOR PREMIUM CONTENT AND PREMIUM PROTECTION OF THEIR DATA, ESPECIALLY WOMEN.
- 3. 13% 48% 23% 34% 40% 56% 28% 38% 39% 64% 67% 79% 19% 53% 25% 45% 34% 65% 42% 64% 42% 71% 55% 85% DID ACTIVITY PAST 3 MONTHS Global Canada Source: GroupM Canada Consumer Eye, 2019. Shop online Watch paid video streaming services Watch video sharing platforms Watch pay TV channel Watch free TV channel Watch non-paid video streaming services Play games on mobile/ tablet Play games on console Play games on PC/ laptop Watch live game streams Watch sports Watch e-sports SHOPPING WATCHING VIDEOS PLAYING GAMES WATCHING SPORTS CANADIANS ARE MORE WILLING TO PAY FOR VIDEO CONTENT THAN THE GLOBAL AVERAGE WHILE ECOMMERCE HAS BEEN SLOWER TO ADOPT IN CANADA, CONSUMERS ARE ACCUSTOMED TO PAYING HIGHER PRICES FOR VIDEO CONTENT THAN OTHER MARKETS AROUND THE WORLD.
- 4. Source: GroupM Canada Consumer Eye, 2019. FACTORS TO ENCOURAGE (MORE) SUBSCRIPTION TO ECOMMERCE PRODUCTS/SERVICES IN FUTURE 8% 13% 14% 15% 20% 20% 21% 22% 28% 29% 32% 46% When more people are using it Better access to exclusive products Better customer support More flexible payment plans Positive feedback from others Availability of trial at significant discount Flexibility to select product Shorter commitment period Convenient/ reliable delivery Additional incentives Flexibility to cancel subscription Bigger price discount PRICE IS THE MOST IMPORTANT COMPONENT OF ONLINE SUBSCRIPTION SERVICES FOR CANADIAN CONSUMERS
- 5. 12% 15% 18% 23% 27% 36% 53% 53% 18% 18% 26% 30% 24% 42% 56% 60% Global Canada Technology makes my life better Want more control over how my personal data is used Data/ tech firms should be regulated more strictly Artificial Intelligence represents a risk to humanity I look forward to a future with automated vehicles Trust companies to do the best for our future Providing more data to firms lead to better product/service I like to see brands appearing in movies/ games Source: GroupM Canada Consumer Eye, 2019. ATTITUDE TO TECHNOLOGY CANADIANS WANT MORE CONTROL OVER THEIR DATA
- 6. 103 114 112 111 117 115 103 114 118 110 97 84 86 87 81 83 97 84 79 89 Depression due to social media Advertising used to support inappropriate content Excessive screentime & addiction to digital devices Radicalisation/ extremism Children's data privacy Child endangerment online Fake news on social media Cyberbullying Online predators Fraud/ identity theft 72% 52% 51% 48% 48% 48% 39% 37% 37% 34% Male Female CONCERN ABOUT INTERNET/ DIGITAL ISSUES (BY INDEX) POPULATION Source: GroupM Canada Consumer Eye, 2019. WOMEN CARE MORE ABOUT DIGITAL SECURITY WOMEN CARE MORE ABOUT DIGITAL SECURITY
- 7. 34% 56% 57% 76% 36% 15% 19% 9% Disagree Agree Digital platform has responsibility to not show inappropriate ads Government to be more in control of content that appears online I'll have negative opinion of brands next to inappropriate content Brands can't help it if ads appear next to inappropriate content Source: GroupM Canada Consumer Eye, 2019. OPINION ON BRAND SAFETY CANADIANS BELIEVE THAT PLATFORMS AND GOVERNMENT ARE RESPONSIBLE FOR BRAND SAFETY
- 8. 42% 37% 37% 7% 14% 31% 40% 43% Paid for premium versions to eliminate ads I haven't taken any action to block or avoid ads Changed settings Installed ad blocker Male Female ACTIONS TAKEN TO AVOID ADS ON MOBILE/ COMPUTER Source: GroupM Canada Consumer Eye, 2019. WOMEN ARE PREPARED TO PAY TO ELIMINATE ADS WHILE MEN PREFER AD BLOCKERS
- 9. 55% 49% 48% 44% 21% 13% 13% Cash Reward points/ rebates Free gifts Discounts/ vouchers Exclusive members only promotions Faster check- out process More personalized user experience Source: GroupM Canada Consumer Eye, 2019. INCENTIVES WORK TO MOTIVATE DATA SHARING
- 10. 64% 64% 62% 61% 60% 52% 51% 41% 33% 32% 30% 24% 21% 21% 20% 25% 24% 27% 29% 26% 35% 35% 45% 51% 48% 51% 59% 54% 52% 56% 11% 12% 11% 10% 14% 13% 14% 14% 17% 20% 20% 18% 25% 28% 24% Willing to share data Willing to share data only if incentivised TYPES OF PERSONAL DATA WILLING TO SHARE Source: GroupM Canada Consumer Eye, 2019. MAJORITY OF CANADIANS ARE UNWILING TO SHARE PERSONAL DATA – NO MATTER IF THERE IS AN INCENTIVE TO DO SO Not willing to share data even if incentivised
- 11. PERCENTAGE OF CONSUMERS WHO INDICATE AN ADVERTISING TOUCHPOINT GIVES THEM A MORE POSITIVE IMPRESSION OF BRANDS Recommendations (friends) Positive online reviews from other users TV ads Cinema ads Social network ads Outdoor ads E-sports adseCommerce platform ads In-game adsVideo platform ads Radio ads Newspaper ads Public transport ads Recommendations (influencers) Magazine ads 49% 37% 27% 14% 14% 10% 4% 10%10%11%12% 9% 5%7%8% WORD OF MOUTH IS THE MOST POWERFUL FORM OF TRUST AMONG CONSUMERS; AMONG PAID MEDIA, TV IS ON TOP Source: GroupM Canada Consumer Eye, 2019.
- 12. JUST OVER 1 IN 3 CANADIAN CONSUMERS CAN RECOGNIZE AN INFLUENCER AD HOWEVER, LESS THAN HALF OF THAT HAVE EVER BEEN INFLUENCED ENOUGH TO MAKE A PURCHASE I can usually tell if someone is paid to promote a product online I should be informed if people are paid to promote a product online I’ve NOT been influenced to buy a brand by online spokesperson I like product endorsements by influencers if it's transparent 37% 35% 83%24% ATTITUDETOPAIDINFLUENCERPOSTS Source: GroupM Canada Consumer Eye, 2019.
- 13. RELEVANCY PLAYS AN IMPORTANT ROLE IN GEO-TARGETING CANADIAN CONSUMERS ARE MORE WILLING TO RECEIVE AN AD IN MOMENTS OF SHOPPING THAN WHEN THEY ARE NOT. LOCATIONS UNACCEPTABLE TO SHOW PERSONALIZED ADS 42% 41% 30% 30% 26% 25% 25% 24% 24% 24% 23% 22% 22% 22% 20% Hospitals/ medical facilities Schools Offices/ public buildings Highways/ motorways Gyms/ health clubs Movie theaters Supermarkets Inside public transportation Public transportation waiting areas Taxis Cafes/ restaurants Shopping streets Shopping malls Entertainment venues Inside retail stores Source: GroupM Canada Consumer Eye, 2019.
- 14. DON’T UNDERESTIMATE THE IMPORTANCE OF EMAIL MARKETING FOR CONSUMERS Source: GroupM Canada Consumer Eye, 2019. FREQUENCY WOULD LIKE TO RECEIVE COMMS FROM BRANDS WEEKLY MONTHLY DAILY 37% 25% 10% 68% PEOPLE PREFER TO RECEIVE BRAND COMMUNICATIONS THROUGH EMAIL
- 15. Source: GroupM Canada Consumer Eye, 2019. 23% 26% 31% 32% 37% 38% 41% 45% 57% 48% 37% 34% 33% 18% 29% 21% Disturbed Excited AR mobile app to try products before buying A mirror/ dressing room to try products in AR Interactive app to guide/ inspire you in a store Delivery of online purchases via drone 24/7 customer service powered by chatbots Robot services in stores (e.g. to guide to product aisles) Grab-and-go technology to check out items in-store Facial recognition: identifies you in-store & provides recommendations ATTITUDE TO NEW SHOPPING TECHNOLOGIES VIRTUAL SHOPPING IS EXCITING FOR CANADIAN CONSUMERS HOWEVER THEY DO NOT WANT TO BE RECOGNIZED PERSONALLY IN-STORE YES MEH. NO
- 16. Source: GroupM Canada Consumer Eye, 2019. I wouldn't want to subscribe to such service I'd like to subscribe to a free/ reduced price service with ads I'd like to pay for a subscription to an ad-free service 52% 27% 21% ATTITUDETOGAMESTREAMINGSERVICE MORE THAN HALF OF CANADIANS DON’T WANT TO SUBSCRIBE TO A GAME STREAMING SERVICE
- 17. HALF OF CANADIANS WOULDN’T PAY FOR FREE PLATFORMS IF THEY CHANGED TO PAID 50% 46% 44% 32% 22% 21% 19% 6% 15% 17% 19% 10% 5% 9% 5% 3% I would stop using if I have to pay Willing to pay less than $4 Source: GroupM Canada Consumer Eye, 2019. MAX FEES PER MONTH IF SERVICE IS NO LONGER FREE
- 18. Source: GroupM Canada Consumer Eye, 2019. SATISFACTION WITH VIDEO STREAMING BRANDS 4% 5% 8% 4% 10% 17% 40% 54% CANADIANS LOVE NETFLIX NETFLIX TOOK TOP SPOT AMONG CONSUMER SATISFACTION WITH VIDEO STREAMING SERVICES ACROSS THE COMPETITIVE SET. CANADIANS ARE UNAWARE OF THE PLATFORMS IN THEIR HOME. SERVICESPLATFORMS