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Issue

April 2010

Appendix

Managing the Hype: The reality of mobile in Canada

Insights for your business


Total smartphone ownership 38% 33% 26% 15%

NGen

GenX

Boomers

65+

Type of smartphone ownership by generation

NGen

14% 10%

GenX

14% 4% 17%

Boomers

65+

Blackberry

16%

62% 67%

8% 3% 17%

74%

2% 4% 9%

85%

iPhone

Other smartphone

None of the above


Mobile GPS awareness by generation

NGen

62%

27% 11%

GenX

49%

40%10%

Boomers

49%

39% 12%

65+

26% Yes

58% No

16%

Don’t know/not sure

Have you enabled the GPS feature on your mobile and used it to locate your position on a map?

NGen

5% 10%

GenX

6%

Boomers

65+

9%

3%3%

28% 12%

15%

16% 0%

21% 0% 15% 2%

0%

41% 52% 61% 100%

Every day

Several times a week

Several times a month

Several times a year or less

Used it but not anymore

Never used it


Never downloaded a mobile application (Total Canada) 95% 64% 50% 32%

NGen

36%

GenX

Boomers

65+

Total

Mobile applications vs. websites optimized for mobile by smartphone type 67% 53%

58% 47%

42% 33%

I prefer a permanent application that accesses information right on my device

Blackberry

iPhone

I prefer to access a website optimized for my mobile's internet browser

Other smartphone


Types of mobile applications downloaded (Total Canada) 32%

22%

21%

21% 15% 10%

Games

Social networking / Instant messaging

Music Entertainment

News

Productivity & Reference (e.g. calendar)

9%

7%

Health & Fitness/ Lifestyle

Workrelated

6%

Travelling

5%

Finance Student& related money management

Mobile applications vs. websites optimized for mobile by generation

NGen

GenX Boomers 65+

60% 55% 59% 53%

I would prefer to have a permanent application that accessed the information I wanted right on my device

4%

40% 45% 41% 47%

I would prefer to access a website optimized for my mobile device’s internet browser


I'm on my way to a store for the first time and I'm not exactly sure where it is located, so I... NGen

12%

GenX

15%

Boomers

12%

65+

62% 45% 43%

5% 16%

26% 40% 45% 79%

Type the URL of the store’s website directly into the web browser on my mobile device Type the store name into the browser on my mobile device and go to, for example, Google maps to look for the exact store location Other


To what extent do each of the following statements about mobile cameas sound like you (Total Canada) I take pictures with my mobile when I'm out with friends in social situations (like parties, restaurants, and bars)

19%

21%

21% 10%

29%

I take pictures with my mobile to capture information that I want to refer back to at a later time or date (like the features or the price of a product)

19%

20%

19% 14%

28%

22%10%

30%

I take pictures on my mobile phone and use them to describe or explain a thing or situation to someone

15%

I take pictures with my mobile to take pictures of live events, like concerts and sporting events I take pictures with my mobile when I'm shopping to get feedback on a potential purchase from someone who isn't with me My mobile camera is my primary camera I use it more than any other camera

5 Sounds like me a lot

4

23%

17% 15% 14% 13%

25% 12%

31%

19% 12%

42%

10%6%14% 14%

3 Neutral

2

56%

1 Sounds nothing like me

In which of the following ways, if any, do you share the pictures you take using your mobile device with other people (Total Canada)

59%

Show pictures on my mobile to others in person

31%

Don’t share pictures taken with my mobile

24%

Send pictures from mobile via email

18%

Send pictures from mobile via MMS

15%

Post pictures from my mobile to Facebook Post pictures from my mobile elsewhere online Post pictures from my mobile to Twitter

5% 1%


Don’t play games on mobile device (Total Canada) 89% 63% 34%

NGen

40%

GenX

Boomers

65+

Ways in which games are played on mobile devices (Total Canada) 47%

10% 1% Play games by myself

Let others (e.g. my children) play games

Play networked games with others


Don’t use mobile device when at home (Total Canada) 63% 41% 24% 11% NGen

GenX

Boomers

65+

Reasons for mobile use when at home (Total Canada)

Mobile device contains contacts

43%

Use the organizer/calendar/clock

33%

Play games on mobile

16%

Browse online from mobile

16%

Don’t have a landline

15%

Check /update Facebook or Twitter

15%


Ways in which games are played on mobile devices (by Generation) 65% 54% 34% 16% 5% Play games by myself

Ngen

6%

9%

5%

2% 1% 1% 0%

Let others (e.g. my child) play games

Play networked games with others

GenX

Boomers

65+

Own a mobile phone of any kind 95%

NGen

99% 96% 98%

GenX

86% 88%

Boomers

77%

65+

87% 2008

2009


NGen mobile device use 92%

Phone calls

77% 76%

Clock /alarm Text messaging

67%

Camera Calendar/agenda / organizer

55% 37%

Email

30%

MP3’s / music / videos

29% 26%

Picture / video messaging Instant messaging / Blackberry messenger Web browsing

25% 24%

Downloading (games, ringtones, etc)

22%

Facebook mobile

21% 20%

GPS or mapping services Search Emergencies only Contests/promotions

13% 8%

Subscriptions / alerts

7%

Twitter mobile

6%

2009


GenX mobile device use 91%

Phone calls

61% 59%

Clock /alarm Text messaging

56%

Camera Calendar/agenda / organizer

43% 33%

Email MP3’s / music / videos

22% 21%

Picture / video messaging Instant messaging / Blackberry messenger

21% 17% 17% 13%

Web browsing Downloading (games, ringtones, etc) Facebook mobile

16% 14% 18%

GPS or mapping services Search Emergencies only Contests/promotions Subscriptions / alerts Twitter mobile

6% 4% 3%

2009


Boomers mobile device use 88%

Phone calls

Text messaging

44% 38%

Camera

44%

Clock /alarm

Calendar/agenda / organizer

30% 21%

Email

9% 10%

MP3’s / music / videos Picture / video messaging Instant messaging / Blackberry messenger Web browsing Downloading (games, ringtones, etc) Facebook mobile

13% 8% 7% 4% 9% 8%

GPS or mapping services Search

22%

Emergencies only Contests/promotions Subscriptions / alerts Twitter mobile

4% 3% 1%

2009


65+ mobile device use 81%

Phone calls

27%

Clock /alarm

16%

Text messaging

29%

Camera Calendar/agenda / organizer

19% 19%

Email MP3’s / music / videos Picture / video messaging Instant messaging / Blackberry messenger Web browsing Downloading (games, ringtones, etc) Facebook mobile GPS or mapping services Search

5% 5% 6% 4% 4% 3% 11% 6% 36%

Emergencies only Contests/promotions Subscriptions / alerts Twitter mobile

4% 2% 0%

2009


Where do you use your mobile (NGen vs. Boomers)

Home

76%

While shopping

65%

Work

41%

At a bar or restaurant

27%

School

In a business meeting

39%

34% 32%

On a business trip or vacation

24% 4% 23% 4% 15% 12%

NGen

66% 60%

30%

In transit (as the driver)

In a movie theater

75%

55%

In transit (as a passenger)

Boomers

79%

91%


Why do you text message (NGen vs. Boomers) 81%

Make plans with friends

47% 64% 70%

Update family on whereabouts/plans

48% 39%

Save on long distance charges Asked someone out on a date / accepted a date

11%

17% 21%

Confirm a business meeting Entered a contest or a promotion Interacted with a TV show like Canadian /American Idol)

NGen

24%

11% 4% 2% 1%

Boomers


If it meant that you received a discount or some other attractive offer for rate reduction on your payment plan, would you be willing to receive ads on your mobile device? NGen

GenX

25%

38%

15%

50%

Boomers 9%

50%

65+

46% 12%

5% Yes

29% 8%

No

Unsure

24% 11% 20%

21% 37%

I don’t own a mobile device

When I ask for mobile alerts for a specific product, I receive a text message when stores that sell that product are nearby

NGen

28%

GenX

27%

7%

9%

33%

Boomers

7% 6%

8%

9%

65+

18%

10%

9%

2

3

4

5

17%

8%

49%

1-Like

10%

6

8%

15%

9%

9%

8% 3%

7

8

9%

7% 3% 5%

7% 6% 3% 4%

7% 5% 2%3%

16% 2%3%3%1%3%

9

10-Dislike


I receive product advertisements via my mobile that are most likely appealing to me

NGen

GenX

24%

10% 6%

24%

10% 6%

Boomers

28%

65+

1-Like

2

8%

8%

8%

9%

37%

9%

3

17%

4

9%

7% 4% 4%

9%

7%

7% 3% 5%

20%

7%

18%

10% 3%

5

11%

6

9%

18%

7

8

9

7% 6% 4% 4%

6% 3% 7% 2% 3%

10-Dislike

I receive mobile coupons for products that are most likely appealing to me

NGen

GenX

22%

21%

Boomers

7% 5% 6%

9%

27%

65+

7%

8%

17%

7%

1-Like

2

3

18%

7% 5%

39%

9%

4

11%

5

10%

11%

20%

10%

9%

10% 6%

6

7

9% 5%

8%

7%

8% 3% 6%

7% 4% 4%

16% 3% 3% 5% 3% 5%

8

9

10-Dislike


In which of the following ways do you use your mobile device? Male

Female

Phone calls

90%

89%

89%

Text messaging

52%

52%

52%

Picture /video messaging

18%

17%

18%

Camera

53%

52%

52%

6%

4%

5%

Downloading (ringtones, games, etc)

15%

13%

14%

Email

34%

23%

28%

GPS or mapping services

19%

10%

14%

Mobile coupons

2%

1%

2%

Subscriptions /alerts

6%

2%

4%

Voting /polling

3%

1%

2%

Web browsing

19%

11%

15%

Search

16%

10%

13%

MP3’s /music/videos

22%

13%

18%

Clock /alarm

57%

54%

56%

Calendar/agenda /organizer

45%

35%

40%

Instant messaging/Blackberry messenger

21%

15%

18%

Facebook mobile

13%

9%

11%

4%

2%

3%

17%

21%

19%

2%

1%

2%

Contest /promotions

Twitter mobile Emergencies only Other features:

Total

Males are bigger users of email, GPS, browsing, search, music/videos, calendar, IM and Facebook mobile


Smartphone ownership Male

33%

Female

25%

Total

29%

More men own smartphones

WITHOUT actually checking, do you know if there is a GPS feature on your mobile device? Male

Female

Total

Yes

55%

47%

52%

No

38%

36%

37%

7%

17%

11%

Don’t Know / Not sure

More women are unsure whether their mobiles are GPS equipped

Have you enabled the GPS feature on your mobile and used it to locate your position on a map? Male

Female

Total

I use it every day

4%

5%

4%

I use it several times a week

6%

8%

7%

I use it several times a month

22%

15%

19%

I use it several times a year or less

14%

20%

16%

1%

0%

1%

53%

52%

53%

I used to use it but don’t anymore No and I’ve never used it

Males more likely to use GPS monthly Females slightly more likely to use GPS weekly or daily


Assuming you wanted to access information using your mobile device, in general, which of the following would be a more appealing way to do it for you?

Male

Female

Total

I would prefer to have a permanent application that accessed the information I wanted right on my device

65%

49%

58%

I would prefer to go access a website optimized for my mobile device’s internet browser

35%

51%

42%

Males prefer apps, females prefer websites

Which of the following types of applications (also called "apps"), if any, have you downloaded for use on your mobile device? Select all that apply:

I’ve never downloaded any applications to my mobile

Male

Female

51%

48%

Total 50%

In which of the following ways, if any, do you play games on your mobile device? Male

Female

I don’t play games on my mobile device

51%

50%

50%

I play games by myself on my mobile device

47%

46%

47%

1%

1%

1%

8%

12%

10%

I play networked games with others on my mobile device I let others (e.g. my child) play games on my mobile device

Total


Which of the following types of applications (also called "apps"), if any, have you downloaded for use on your mobile device? Select all that apply: Male Entertainment

Female

Total

23%

18%

21%

6%

4%

5%

36%

32%

34%

8%

9%

9%

Music

20%

23%

21%

News

18%

11%

15%

Productivity and reference (e.g calen-

10%

11%

10%

dar)

23%

21%

22%

Social networking/ Instant messaging

5%

2%

4%

Student-related

7%

4%

6%

Travelling

7%

6%

7%

Work-related

3%

4%

3%

Finance and money management Games Health and fitness / lifestyle

More males download entertainment & news apps


To what extent does each of the following statements about mobile cameras sound like you? Male

Female

Total

I take pictures with my mobile when I'm out with friends in social situations (like parties, restaurants and bars). 1 Sounds nothing like me 2 3 Neutral 4 5 Sounds like me a lot

28% 9% 27% 21% 16%

31% 11% 13% 22% 23%

29% 10% 21% 21% 19%

I take pictures with my mobile to take pictures of live events, like concerts and sporting events. 1 Sounds nothing like me 2 3 Neutral 4 5 Sounds like me a lot

31% 13% 24% 13% 18%

31% 11% 26% 16% 16%

31% 12% 25% 15% 17%

I take pictures on my mobile phone and use them to describe or explain a thing or situation to someone. 1 Sounds nothing like me 2 3 Neutral 4 5 Sounds like me a lot

26% 8% 25% 26% 15%

34% 13% 19% 18% 16%

30% 10% 22% 23% 15%

My mobile camera is my primary camera - I use it more than any other camera. 56% 62% 51% 1 Sounds nothing like me 14% 15% 13% 2 14% 11% 16% 3 Neutral 6% 6% 6% 4 10% 7% 13% 5 Sounds like me a lot I take pictures with my mobile when I'm shopping to get feedback on a potential purchase from someone who isn't with me 1 Sounds nothing like me 2 3 Neutral 4 5 Sounds like me a lot

42% 12% 20% 11% 15%

42% 11% 17% 16% 14%

42% 12% 19% 13% 14%

I take pictures with my mobile to capture information that I want to refer back to at a later time or date (like the features or the price of a product). 1 Sounds nothing like me 2 3 Neutral 4 5 Sounds like me a lot

24% 13% 22% 22% 19%

More females take pics of friends in social situations Men more likely to take pics with mobile to describe a thing/situation Men more likely to consider it their primary camera Men more likely to take pic to refer back to something

33% 15% 15% 18% 20%

28% 14% 19% 20% 19%


In which of the following ways, if any, do you share the pictures you take using your mobile device with other people? Select all that apply: Male

Female

Total

I don’t share pictures I take with my mobile device

34%

27%

31%

I show pictures to others in person on my mobile device itself

58%

61%

59%

I send pictures directly from my mobile device by email (not including text/picture messages / MMS)

24%

25%

24%

I send pictures directly from my mobile device with Text/picture messages (MMS)

14%

22%

18%

1%

1%

1%

15%

16%

15%

5%

4%

5%

I post pictures directly from my mobile device to Twitter I post pictures directly from my mobile device to Facebook /Social networking/Instant messaging I post pictures directly from my mobile device elsewhere online

Fewer men share mobile pics More females text/ MMS pics to others

In which of the following ways, if any, do you play games on your mobile device? Male

Female

I don’t play games on my mobile device

51%

50%

50%

I play games by myself on my mobile device

47%

46%

47%

1%

1%

1%

8%

12%

10%

I play networked games with others on my mobile device I let others (e.g. my child) play games on my mobile device

Total


Appendix: Managing the Hype – The Reality of Mobile in Canada