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+.

1. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Good afternoon!
Insights for your business.

2. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Digital Strategy & Customer Experience Design
Firm.
We are a

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. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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5. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Insights for your business.

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. 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. 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. 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. 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. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Mobile Usage
1. @ Home
2. Shopping
3. Personal / Social

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. 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. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Mobile Usage
1. @ Home
2. Shopping
3. Personal / Social

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. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Mobile Usage
1. @ Home
2. Shopping
3. Personal / Social

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. 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. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
Mobile Usage
1. @ Home
2. Shopping
3. Personal / Social

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9

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. 370 King Street West, 5th Floor, Box 4
Toronto, Ontario
M5V 1J9
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