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Rogers Innovation Report: Tech Trends 2013
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t: (416) 962-2013
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© Harris/Decima
2
- 3. Table of Contents
Background &
Methodology
Executive
Summary
Background Methodology -
Detailed
Findings
Section 1: The Device
Generation
Section 2: Connected
Commerce
Section 3: Virtual
Entertainment
Section 4: Future
Predictions
Page 4
Page 6
Appendix
Appendix A:
Demographics
Page 9
Page 66
© Harris/Decima
3
- 5. Research Methodology
•
•
•
A total of n=1,009 interviews were conducted online (CAWI) in both English and French.
Responses were collected between November 21st and December 2nd, 2013.
To qualify for the survey, respondents had to be:
–
–
–
•
16 years of age or older,
Live in a Canadian province, and,
Personally own either a smartphone or tablet device.
Quotas were placed on region, age and technology adoption to allow for geo-demographic
profiling:
Regional Quotas
BC
Alberta
Manitoba/Saskatchewan
Ontario
Quebec
Atlantic
Total
•
Number of
interviews (n)
125
100
100
325
250
100
1000
Age Quotas
16 – 17
18 – 29
30 and above
Total
Number of
interviews (n)
50
150
800
1000
Technology Quota
Early Adopters
Total
Number of
interviews (n)
200
200
Data was weighted post-field based on age, gender and region to be representative of the
Canadian population.
© Harris/Decima
5
- 7. Executive Summary
Who are Canadian Smartphone and Tablet Owners?
• Over half (52%) of Canadians personally own a smartphone while one-third (33%) have a tablet device.
• In an average day, Smartphone Owners have their phone within arm’s reach 70% of the time (16.8 hrs) in
comparison to 39% of the time among Tablet Owners (9.4 hrs).
–
•
Canadians are also becoming more reliant on their mobile device(s). For example, Device Owners spend more
time using their smartphone or tablet device than they do eating, being active, practicing personal hygiene and
watching movies. Moreover, over eight-in-ten (85%) sneak a peek at their mobile device while with friends and
52% admit to checking their phone while on a date.
•
•
However, older users appear more connected to their tablet device with those aged 60 and above having it within reach for
almost half (45%) of their day.
However, Gen Y Smartphone Owners are significantly more likely than all other age groups to check their phone at least once
‘while together with friends’ (99%), ‘while on public transit’ (94%), ‘while watching television’ (90%), and ‘while on a date’
(68%).
In relation to the priority consumers place on having internet access, over one-in-four (28%) would give up coffee
to have WIFI access anytime, anywhere, while one-in-ten would give up their pet (13%) or their car (8%).
What do Canadian Smartphone and Tablet Owners Expect from their Devices in the Future?
1. Expectations for Personal Use Apps in the Next Five Years:
–
–
–
–
–
76% expect mobile apps will allow consumers to control their home (e.g. appliances, hydro or electricity) directly from their
mobile device;
73% believe apps will be completely customizable to meet our unique individual needs;
59% predict mobile apps will be able to recommend a recipe, create a grocery list and have list items delivered to your door;
39% believe apps will replace most of their daily physical contact with others;
25% even think mobile apps will allow them to communicate with the family pet.
© Harris/Decima
7
- 8. Executive Summary
2.
Expectations for Health/Medical Apps in the Next Five Years:
–
3.
Expectations for Online Commerce Apps in the Next Five Years:
–
–
–
4.
Overall, expectations for Health/Medical applications are largely being driven by older Device Owners – the group who
may in fact use these applications the most. However, in the next five years:
• 69% believe apps will be able to provide detailed health notifications (e.g. measuring blood/sugar levels for people
with diabetes)
• 52% predict apps will connect us directly to our doctor without having to leave home; and,
• 46% think apps will be able to track your caloric intake without having to input the food you ate.
50% believe they will spend more money shopping online than in physical ‘brick and mortar’ stores;
55% expect mobile wallet apps will replace the need to carry physical debit and credit cards; and,
42% think apps will be able to tell a knock off product from the real thing.
Expectations for Television Programming in the Next Five Years:
–
–
–
64% expect to purchase products directly from the shows they are watching (e.g. interactive advertising);
49% believe we’ll be able to alter the outcome of a show by voting in real-time; and,
46% predict live TV will be more engaging by allowing viewers to ‘choose their own adventure’.
What does the Smartphone of 2019 look like?
• Canadian Device Users expect significant hardware/tech upgrades over the next five years. Specifically:
–
–
–
–
–
71% expect smartphone batteries to last for weeks without charging;
62% believe they’ll have more personalized voice commands customized to each unique user;
42% expect to have flexible screens on their smartphone;
33% are looking forward to 3D screens; and,
25% expect to be wearing at least 2 connected accessories (e.g. a smart watch).
© Harris/Decima
8
- 10. Section 1: The Device Generation
Section 1a: User Profile
Section 1b: Smartphone & Tablet Usage
- 12. Over Half of Canadians Own a Smartphone While
One-Third Own a Tablet Device; Two-in-Ten Own Both
•
•
When asked to identify which devices they currently own, over half (52%) of Canadians selected a smartphone
while one-third (33%) selected a tablet.
Virtually all Canadians (99%) own at least one of the devices listed below.
Which, if any, of the following devices do
you personally own?
A digital camera
76%
A laptop computer
69%
A desktop computer
65%
A smartphone
52%
A game console
36%
A tablet
33%
A Blu-ray player
27%
An eReader
20%
An internet-connected 'smart' TV
12%
A digital media player
10%
None of the above
22%
Own
Both
Note, although the
survey screened for
smartphone and
tablet owners, we’ve
presented the data
on this slide based on
all respondents who
‘accessed’ the survey.
This helps us
understand the
overall penetration
that each of these
products has in the
Canadian market.
1%
S4. Which, if any, of the following devices do you personally own?
Base: All respondents to accessed the survey, n=2,490
© Harris/Decima
12
- 13. Alberta and Ontario have the Highest Proportion of
Smartphone and Tablet Owners in Canada
•
Canadians living in Alberta and Ontario are more connected to ‘mobile devices’ than are the rest of Canadians.
Specifically, over seven-in-ten (72%) Albertans own a smartphone while almost half (45%) own a tablet.
–
•
In Ontario, almost six-in-ten (57%) residents own a smartphone while four-in-ten (39%) own a tablet device.
Residents in both of these provinces are also the most likely to own a laptop computer (77% Alberta; 72%
Ontario).
Which, if any, of the following devices do
you personally own?
Region
Man/Sask
Ont.
[C]
[D]
n=292
n=680
Total
n=2,490
B.C.
[A]
n=271
Alb.
[B]
n=177
A digital camera
A laptop computer
A desktop computer
76%
69%
65%
77% E
69%
63%
82% E
77% CEF
62
78% E
65%
71% ABEF
A smartphone
52%
56% CF
72% ACDEF
37%
A game console
36%
33%
A tablet
33%
30%
A Blu-ray player
An eReader
An internet-connected 'smart' TV
A digital media player
None of the above
27%
20%
12%
10%
1%
28%
21% E
11%
12% C
<1%
46%
ACDF
45%
ACEF
35% CEF
21% E
22% ACDEF
16% CEF
1%
29%
27%
23%
25% E
10%
5%
<1%
Que.
[E]
n=750
Atl.
[F]
n=316
79% E
72% CE
69% EF
69%
66%
63%
82% E
68%
62%
57% CEF
49% CF
39%
C
34%
37%
39%
C
ACEF
31% CEF
24% E
13% F
11% C
<1%
38%
29%
29%
25%
12%
12%
8%
1%
22%
25% E
9%
9%
1%
S4. Which, if any, of the following devices do you personally own?
Base: All respondents to accessed the survey, n=2,490
© Harris/Decima
13
- 14. Apple iPhone and iPad Owners Have More Apps Downloaded
to their Device than Users of Other Brands
•
•
Canadian Tablet Owners, on average, have 8 more apps downloaded to their device than do Smartphone
Owners (29 apps vs. 21 apps, respectively).
However, the brand of device that consumers have appears to play a role in the number of apps on their
device(s). Specifically, those with an Apple product (either iPhone or iPad) have significantly more apps
downloaded to their device(s) than owners of Android or Blackberry.
Approximately how many apps do you have downloaded
to your current Smartphone and/or Tablet device?
30BC
36BC
[A] n=328
[A] n=298
20C
[B] n=304
MEAN
Apps
21
9
[C] n=129
21C
MEAN
Apps
29
[B] n=110
22
[C] n=62
Q7. Approximately how many apps do you have downloaded to your current
Smartphone/Tablet device?
Base: Canadian Smartphone Owners, n=830; Canadian Tablet Owners, n=542
© Harris/Decima
14
- 15. iPhone Owners Also Have Largest Variety of Apps
Downloaded to their Device
•
Not only do iPhone owners have the most apps, they also have the most variety of apps compared to owners
of other devices. However, regardless of brand, Weather apps are the most popular among Canadian
Smartphone Owners.
Please select the categories in which you have at
least 1 app downloaded on your smartphone
Weather
Games & Entertainment
Social Media/Networking
Communication (e.g. email)
Music & Video
Photography
News, Magazines & Books
Travel & Transportation
Shopping
Finance
Health, Fitness, Lifestyle & Medical
Business & Productivity
Sports
Education
Other
None of the above
© Harris/Decima
73%
71%
67%
66%
58%
45%
43%
41%
35%
35%
31%
26%
26%
21%
1%
1%
[A]
n=324
[B]
n=282
[C]
n=102
81% BC
70%
66%
81%
BC
76%
BC
72% C
68%
C
54%
63%
57%
66% C
55%
54%
C
34%
41%
C
19%
69%
BC
58%
BC
53%
BC
40%
34%
48%
BC
39%
36%
48%
BC
44% BC
30%
C
30%
28%
44%
BC
33%
BC
24%
20%
32%
C
24%
20%
27%
C
27%
22%
C
17%
C
11%
11%
<1%
1%
1%
<1%
1%
1%
Q8. Using the list below, please select the categories in which you have at least 1 app
downloaded on your smartphone.
Base: Those with at least one App on their Smartphone, n=764
15
- 16. Over Half of Canadian Smartphone and Tablet Owners
Have the Facebook App on their Mobile Device(s)
•
•
Across all age cohorts, Facebook is the most popular app among Canadian Smartphone Owners. However,
Gen Y is significantly more likely than their older counterparts to have the app downloaded to one of their
devices.
Snapchat is clearly more popular among Gen Y Device Owners compared with Boomers with almost half (46%)
having downloaded the app (compared with <1% among Boomers).
Age
Which, if any, of the following social media sites do you currently
have an application downloaded to your mobile device(s)?
Facebook
YouTube
Twitter
Instagram
Google Plus+
LinkedIn
Snapchat
Pinterest
Songza
Vine
Tumblr
Foursquare
Flickr
WeChat
Tinder
Weibo
© Harris/Decima
52%
41%
28%
19%
16%
14%
12%
12%
10%
7%
6%
3%
3%
2%
2%
1%
16-29 [A]
n=197
30-44 [B]
n=226
45-59 [C]
n=257
60+ [D]
n=150
74% BCD
68% BCD
46% BCD
47% BCD
15%
11%
46% BCD
21% CD
22% BCD
20% BCD
16% BCD
4%
<1%
1%
3%
3%
56% D
41% D
30% D
19% CD
16%
17% AD
4%D
15% CD
14% CD
3%
4%
4%
4%A
4% C
3%C
2%
49% D
36% D
27% D
8%
19%
18% AD
2%D
9% D
6% D
4%D
4%
4%
4%A
1%
<1%
<1%
31%
23%
11%
6%
13%
8%
<1%
4%
2%
1%
1%
1%
3%
<1%
Q18. Which, if any, of the following social media sites do you currently have an account setup
online or application downloaded to your mobile device(s)?
Base: All respondents, n=1,009
16
- 17. Over Half of Gen Y Purchased a New Mobile Device in 2013
while Fewer than One-in-Ten Purchased an eReader
•
•
Although over four-in-ten (41%) Device Owners purchased a new mobile device in 2013, Gen Y were almost
twice as likely as Boomers to take on the added expense (54% vs. 30%, respectively).
Interesting is that although eReader ownership is significantly higher among Boomers (24%) than among Gen
Y (11%), all age groups were just as likely to purchase one in 2013.
Looking back, in 2013, did you…
Purchase a new mobile device (laptop, smartphone
or tablet)
41%
Purchase an eReader (e.g. Kindle, Kobo, etc.)
8%
Age
16-29 [A]
n=203
Purchase a new mobile device (laptop,
smartphone or tablet)
Purchase an eReader (e.g. Kindle, Kobo, etc.)
54%
BCD
8%
30-44 [B]
n=258
40%
6%
D
45-59 [C]
n=303
41%
8%
D
60+ [D]
n=245
30%
8%
Q20. Looking back, in 2013, did you…
Base: All respondents, n=1,009
© Harris/Decima
17
- 18. Opinions Largely Unchanged when Discovering Someone Does
Not Own a Smartphone; Consistent Across Generations
•
Over eight-in-ten (82%) device owners indicate their opinion of someone is relatively unchanged when
discovering they do not own a smartphone – a finding which is a consistent across all age cohorts.
A lot / a little more negative
7%
To what extent does your opinion
of someone change if you find
out they do not have a
smartphone. Is your opinion...
A lot more negative
A lot / a little more positive
11%
1% 6%
A little more negative
82%
Unchanged
7% 4%
A little more positive
A lot more positive
Age
16-29 [A]
n=203
Bottom 2 Box (A lot / A little More Negative)
© Harris/Decima
30-44 [B]
n=258
45-59 [C]
n=303
60+ [D]
n=245
7%
9%
9%
5%
Q24. To what extent does your opinion of someone change if you find out they do not have a
smartphone. Is your opinion…
Base: All respondents, n=1,009
18
- 19. Almost 6-in-10 Device Owners Willing to Give Up Something*
to Access Wireless Internet from Anywhere, Anytime
•
Female Device Owners are significantly more likely than their Male counterparts to give up Sports (33%) and
Sex (12%) in exchange for having access to wireless internet anywhere, anytime. Whereas, Male Device
Owners are significantly more likely to give up their Pet (16% vs. 10%, respectively).
Which, if any, of the following would you be willing to give up in
order to have access to wireless internet anywhere, anytime?
59%
Alcohol
33%
[B]
n=507
56%
62%
31%
NET Yes, I'd give up one of these
[A]
n=502
34%
A
Sports
28%
22%
33%
Coffee/Caffeine
28%
30%
25%
Your pet
13%
16%
B
10%
A
Sex
8%
4%
12%
Your car
8%
8%
8%
3%
2%
44%
38%
Your best friend
None - I would not be willing to give up anything
© Harris/Decima
3%
41%
Q25b. Which, if any, of the following would you be willing to give up in order to have access
to wireless internet anywhere, anytime?
Base: All respondents, n=1,009
*Something refers to Alcohol, Sports, Coffee/Caffeine, Your Pet, Sex, Your Car or Best Friend
19
- 20. B.C. and Ontario Residents are the Most Likely to Forego at Least
One Item in Exchange for Unlimited Internet Access
•
•
Across all regions, over half of Canadian Device Owners are willing to give up something in order to have
access to wireless internet from anywhere, anytime.
However, Canadian Device Owners in B.C. and Ontario are the most likely to give up one of the items below in
order to have access to wireless internet anywhere, anytime.
–
Residents of Quebec and the Atlantic Provinces are the least likely to forego any of the items listed below.
Which, if any, of the following would you be willing to give up in
order to have access to wireless internet anywhere, anytime?
Region
Man/Sask
Ont.
[C]
[D]
n=101
n=329
Total
n=1,009
B.C.
[A]
n=125
Alb.
[B]
n=100
Que.
[E]
n=254
Atl.
[F]
n=100
NET Yes, I’d give up one of these
Alcohol
59%
33%
66% EF
39% E
55%
36% E
60%
30%
63% EF
37% E
53%
24%
51%
27%
Sports
28%
26%
23%
34% E
31% E
23%
31%
Coffee/Caffeine
28%
29%
32%
27%
28%
26%
22%
Your pet
13%
14%
12%
17%
11%
16%
8%
12%
E
Sex
8%
10%
8%
9%
5%
6%
Your car
8%
12% D
8%
11%
6%
9%
9%
Your best friend
None - I would not be willing to give up
anything
3%
2%
1%
3%
3%
3%
1%
41%
34%
45%
40%
37%
47% AD
49% AD
Q25b. Which, if any, of the following would you be willing to give up in order to have access
to wireless internet anywhere, anytime?
Base: All respondents, n=1,009
© Harris/Decima
20
- 22. Smartphone Owners say their Device is Within Reaching
Distance for 70% of their day (16.8 hours)
•
Percentage of
Respondents
•
On average, Canadian Smartphone Owners have their device within reach for 70% of their day. However, a
more compelling statistic might be that over four-in-ten (42%) have their smartphone within reach for 90% 100% of their day (that’s at least 21.6 hours per day!).
Interesting is that older users appear more connected to their tablet as those aged 60 and above have it
within reach for almost half (45%) of their day.
What percentage of time would you say your Smartphone and/or
Tablet is within reaching distance from where you are at all times?
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
42%
Smartphone
15%
3%
14%
4%
6%
16%
12%
16%
0% - 9% 10% 19%
20% 29%
8%
3%
30% 39%
7%
3%
40% 49%
Tablet
6%
10%
4%
5%
50% 59%
60% 69%
70% 79%
10%
5%
80% 89%
11%
90% 100%
Age
MEAN
Smartphone
Tablet
© Harris/Decima
16-29 [A]
n=197
81%
BCD
36%
30-44 [B]
n=226
69%
D
35%
MEAN
70%
45-59 [C]
n=257
60+ [D]
n=150
66%
MEAN
39%
62%
37%
45%
AB
Q1. In an average 24 hour time period (i.e. including the time in which you are asleep), what
percentage of time would you say your Smartphone/Tablet is within reaching distance from
where you are at all times?
Base: Canadian Smartphone Owners, n=830 ;Canadian Tablet Owners, n=542
22
- 23. Over Half of Smartphone Owners Look at their Phone at Least Once
During Each of the Occasions Below; Even While on a Date
•
•
One-third (33%) of Smartphone Owners look at their phone at least once every 3 – 5 minutes while on public
transit. In addition, almost three-in-ten Smartphone owners look at their phone at least once every 10
minutes when watching TV (26%) and while eating breakfast (28%).
Two-in-ten (19%) check their phone at least once every 10 minutes while together with friends.
About how often would you say you typically look at your
smartphone during each of the following situations?
While together with
friends
While watching
television
15%
30%
18%
24%
While at work
26%
While on public transit
28%
While eating breakfast
10%
7%
43%
47%
While on a date
48%
Never
About once every 10 minutes
16%
16%
16%
25%
While eating dinner
© Harris/Decima
21%
Less often than once every 2 hours
Once every 3-5 minutes
9%
10%
16%
12%
10%
10%
26%
About once an hour
At least once every 1-2 minutes
4%3%
85%
13%
7% 5%
82%
8% 4%3%
74%
21%
15%
14%
9%
12%
14%
18%
NET At Least
Once
72%
7%
8%
57%
14%
7% 2%
3%
53%
13%
7% 3% 2%
52%
About once every 30 minutes
Q2. Thinking about each of the following situations, about how often would you say you
typically look at your smartphone?.
Base: Canadian Smartphone Owners, n=830
23
- 24. Gen Y Check their Phone More Often than Older Generations;
Especially While Together with Friends or on Public Transit
•
•
Gen Y Smartphone Owners are significantly more likely than all other age groups to check their phone at least
once ‘while together with friends’ (99%), ‘while on public transit’ (94%), ‘while watching television’ (90%), and
‘while on a date’ (68%).
Younger/Middle-aged Smartphone Owners (i.e. those 30 – 44) are more likely than their Gen Y counterparts
to check their phone ‘while at work’ (87%) and ‘while eating dinner’ (65%).
About how often would you say you typically look at your
smartphone during each of the following situations?
Age
Total
n=830
16-29
[A]
n=197
30-44
[B]
n=226
45-59
[C]
n=257
60+
[D]
n=150
85%
99% BCD
89% D
83% D
65%
75%
73%
NET Check Smartphone At Least Once
While together with friends
While watching television
While at work
74%
While on public transit
While eating breakfast
While eating dinner
While on a date
© Harris/Decima
82%
72%
57%
53%
52%
CD
90%
74%
94%
D
BCD
63%
D
55%
D
68%
BCD
89%
CD
87%
AD
77%
CD
66%
CD
65%
ACD
58%
D
81%
D
43%
63%
D
50%
54%
D
42%
51%
D
37%
51%
D
23%
Q2. Thinking about each of the following situations, about how often would you say you
typically look at your smartphone?.
Base: Canadian Smartphone Owners, n=830
24
- 25. Texting is the Leading Mode of Communication for Smartphone
Owners <45; Phone Calls most Popular among those 60+
•
•
Although at the National level it would appear texting is the most common mode of communication among
Smartphone Owners, there are significant differences by age. Specifically, over half (53%) of the
communication done among Gen Y is conducted via texting, compared with 26% among Boomers.
Interesting is that only 12% of communication among Gen Y is conducted via making phone calls (compared
with 43% among Boomers).
What percentage of your communication is done
through each of the following modes…?
MEAN
Texting
Making phone calls
Emailing
Using social media
Instant messaging apps
Posting online comments
Video messaging apps
Other
© Harris/Decima
Age
Total
n=830
16-29 [A]
n=197
30-44 [B]
n=226
45-59 [C]
n=257
60+ [D]
n=150
37%
27%
16%
9%
3%
2%
2%
5%
53%BCD
12%
7%
15%BCD
3%D
2%D
2%C
6%
34% D
25%A
17%A
9%D
5%ACD
2%CD
3%CD
5%
32%D
32%AB
19%A
7%D
3%D
1%
1%
4%
26%
43%ABC
21%A
3%
1%
1%
1%
4%
Q3. Thinking about all different functions available on your smartphone to communicate with
others (e.g. friends, family, acquaintances, work colleagues, etc.), what percentage of your
communication is done through each of the following modes…?
Base: Canadian Smartphone Owners, n=830
25
- 26. Significant Gains in Usage Expected over the Next 12 Months
for Mobile Payment Apps and On-Demand Apps
•
•
Almost half (49%) of those who use Mobile Payment Apps are expected to use them more often (a little more
or a lot more) in the next 12 months – indicating a shift toward the mobile wallet.
In addition, the percentage of Canadian Device Owners who use On-demand Apps is expected to rise in the
next 12 months with four-in-ten (41%) expected to use these apps more often.
Over the next 12 months, do you think you’ll be using each of the following
types of mobile apps more, less or about the same as you are right now?
Mobile payment apps (i.e. apps that allow you to make a financial
purchase/payment, like the Starbucks barcode scanner)
n=681
3%
On-demand apps (i.e. apps that allow you to order goods and
3%
services from your smartphone, such as a taxi to your door)
n=652
Newer social media apps (e.g. Pinterest, Snapchat, etc.) 2% 5%
n=657
Traditional social media apps (e.g. Facebook)
n=850
A lot less
© Harris/Decima
8%
A little less
47%
36%
55%
13%
31%
64%
About the same
18%
A little more
49%
10%
20%
67%
A lot/
A little more
41%
9%
28%
7%
24%
A lot more
Q10. Over the next 12 months, do you think you’ll be using each of the following types of
mobile apps more, less or about the same as you are right now?
Base: Canadians who use each of the apps above (bases vary)
26
- 27. British Columbia Leads the Way for Mobile Payment
App Usage over the Next 12 Months
•
•
Almost six-in-ten (59%) Device Users in British Columbia expect to use Mobile Payment Apps more often over
the next 12 months.
Those living in Manitoba/Saskatchewan are less likely to use On-demand Apps than their provincial
neighbours.
Over the next 12 months, do you think you’ll be using each of the following
types of mobile apps more, less or about the same as you are right now?
Total
B.C.
[A]
Alb.
[B]
Mobile payment apps
49%
59% E
50%
On-demand apps
41%
47%
C
Newer social media apps
28%
35%
E
Traditional social media apps
24%
A lot / a little more often (T2B)
© Harris/Decima
26%
48%
C
Region
Man/Sask
Ont.
[C]
[D]
Que.
[E]
Atl.
[F]
43%
50%
43%
48%
32%
37%
41%
46%
21%
36% E
29% C
23%
25%
22%
26%
16%
31%
E
22%
Q10. Over the next 12 months, do you think you’ll be using each of the following types of
mobile apps more, less or about the same as you are right now?
Base: Canadians who use each of the apps above (bases vary by cell – only cells with >50
respondents are shown)
27
- 28. Half of Device Owners Expected to Send Holiday Greetings to
Friends and/or Family Using Social Media this Year
•
•
Almost half (48%) of Canadian Device Owners agree (strongly or somewhat) that they ‘will use social media to
send holiday greetings to friends and/or family this year’.
Although only two-in-ten (21%) Canadian Device Owners say they will be ‘using social media sites (e.g.
Pinterest) to inspire their holiday purchasing decisions’, this percentage rises to over half (53%) among those
with a Pinterest account.
Thinking about this year, to what extent do you agree or disagree that…
You will use social media to send holiday greetings to friends
and/or family
You will use health-related apps to help stay on track with your
New Year's resolutions (e.g. personal fitness apps)
You will be using social media sites (e.g. Pinterest) to inspire your
holiday purchasing decisions
You will create a Pinterest board of the items you want instead of
making a physical wish list
Strongly disagree
Somewhat disagree
21%
11%
33%
19%
20%
38%
17%
24%
18%
49%
Neither agree nor disagree
31%
17%
23%
20%
Somewhat agree
Strongly/
Somewhat
Agree
6%
23%
6%
21%
9% 4%
14%
16%
18%
48%
Strongly agree
Q13a. Thinking about this year, to what extent do you agree or disagree that…
Base: All respondents, n=1,009
© Harris/Decima
28
- 29. Female Device Owners Significantly More Likely to Use
Social Media/Apps for Specific Uses over the Holidays
•
•
Female Device Owners are Significantly more likely than their male counterparts to ‘use social media to send
holiday greetings to friends and/or family’ (54%), ‘use health-related apps to help stay on track with their New
Year's resolutions’ (28%), ‘use social media sites (e.g. Pinterest) to inspire their holiday purchasing decisions’
(28%), and ‘create a Pinterest board of the items they want instead of making a physical wish list’ (19%).
For reference, there are also significant gender divides in the percentage of females vs. males who have a
Pinterest account (36% among females vs. 10% among males).
Thinking about this year, to what extent do you agree or disagree that…
Total
n=830
Strongly / Somewhat Agree (T2B)
You will use social media to send holiday greetings to
friends and/or family
You will use health-related apps to help stay on track with
your New Year's resolutions (e.g. personal fitness apps)
You will be using social media sites (e.g. Pinterest) to
inspire your holiday purchasing decisions
You will create a Pinterest board of the items you want
instead of making a physical wish list
Gender
Males
Females
[A]
[B]
n=502
n=507
48%
43%
54%
23%
18%
28%
21%
14%
28%
14%
8%
19%
A
A
A
A
Smartphone Owned
iPhone
Android Blackberry
[A]
[B]
[C]
n=328
n=304
n=129
54%
35%
32%
21%
BC
BC
BC
49%
45%
20%
15%
18%
22%
13%
10%
Q13a. Thinking about this year, to what extent do you agree or disagree that…
Base: All respondents, n=1,009
© Harris/Decima
29
- 30. Device Owners Spend More Time on their Phone/Tablet than
Eating, Being Active and Practicing Personal Hygiene
•
Furthermore, Canadian Device Owners spend almost as much time in an average day ‘using their smartphone’
(2.2 hours) as they do ‘watching TV’ (2.7 hours). In fact, Gen Y spend twice as much time in an average day
‘using their smartphone’ (3.2 hours) as they do ‘watching TV’ (1.5 hours).
Approximately how many hours, if any, would you say you
typically spend doing each of the following?
Sleeping
7.2
Working
4.5
Using/surfing the internet
3.2
A laptop computer
3.0
A desktop computer
3.0
Watching TV
2.7
Using your smartphone
2.2
Using your tablet
1.8
Eating
1.8
Being active
1.6
Personal hygiene
1.5
Watching movies
1.2
0.0
© Harris/Decima
MEAN Hours
Per Day
2.0
4.0
6.0
8.0
10.0
12.0
Q19. Thinking about an average day, approximately how many hours, if any, would you say
you typically spend doing each of the following?
Base: All respondents, n=1,009
30
- 31. One-Quarter of Device Owners Tweeted/Facebooked Someone
Who was in the Same Room; Over Half Among Gen Y
•
In 2013, one-quarter of Canadian Device Owners ‘tweeted or facebook’d someone who was in the same room’
(25%) and ‘shared documents/pictures using Dropbox or YouSendIt’ (24%).
Looking back, in 2013, did you…
Tweeted or Facebook'd someone who was in the same
room as you
25%
Share documents/pictures using Dropbox or YouSendIt
24%
Download apps from retailers to get
personalized, location based offers on your smartphone
18%
Buy a ticket to a live sporting event over the internet
16%
Send a picture via SnapChat
12%
Donate money to a disaster relief effort using text
messaging (e.g. Boston Bombings, Philippines Typhoon)
Refrain from posting a comment or video online due to
concerns it would be monitored by the government
Watch a live sporting event on your mobile device
Give money to a crowdfunding site (i.e. "kickstarter")
9%
9%
7%
6%
Q20. Looking back, in 2013, did you…
Base: All respondents, n=1,009
© Harris/Decima
31
- 32. Majority of Smartphone Owners would feel Disconnected
or Naked Without their Phone
•
•
Over half of Canadian Smartphone Owners agree (somewhat or very) that ‘they would feel disconnected from
the world if they forgot their device somewhere’ (57%) or that they ‘would feel naked without their
smartphone and internet access (52%).
Increasing our reliance on Technology, about four-in-ten (37%) say ‘it would cause significant disruptions to
their day/life if all the mobile apps on their phone were suddenly erased’.
Strongly/
Somewhat
Agree
How much do you agree or disagree with
the following statements…
I would feel disconnected from the world if I forgot my device
somewhere
I would feel naked without my smartphone and internet access
I check my mobile before brushing my teeth in the morning
11%
13%
14%
16%
23%
I would feel lost without access to the apps I use most often
21%
© Harris/Decima
Somewhat disagree
37%
19%
31%
It would cause significant disruptions to my day/life if all the
mobile apps on my phone were suddenly erased
Strongly disagree
19%
13%
19%
16%
Neither agree nor disagree
20%
19%
32%
13%
22%
22%
26%
Somewhat agree
57%
52%
22%
24%
26%
13%
11%
44%
37%
37%
Strongly agree
Q21. How much do you agree or disagree with the following statements…
Base: Canadian Smartphone Owners, n=830
32
- 33. Smartphone Owners Remain just as Likely in 2013 to
Use their Phone in the Bathroom as they were in 2012
•
However, younger age cohorts are significantly more likely to use their phone in the bathroom than are older
generations. Specifically, over four-in-ten (44%) Gen Y Smartphone Owners say they’ve used their phone in
the bathroom, while only 5% of Boomers have done the same.
All the time/
Often
Have you ever used your
smartphone in the bathroom?
If so, how often.
2013 [A]
2012 [B]
24%
18%
Never
25%
25%
24%
Rarely
16%
28%
Occasionally
10%
17%
Often
13%
26%
30%
All the time
Age
16-29 [A]
n=197
T2B (all the time/often)
B2B (rarely/never)
© Harris/Decima
44%
30-44 [B]
n=226
BCD
35%
29%
CD
39%
45-59 [C]
n=257
20%
56%
D
AB
60+ [D]
n=150
5%
73%
ABC
Q22. Have you ever used your smartphone in the bathroom? If so, how often.
Base: Canadian Smartphone Owners, 2013, n=830; 2012, n=1,009
33
- 34. Canadian Device Users are Slightly More Attached to their
Smartphone than to their Tablet
•
In 2013, Smartphone attachment is relatively equal to that of 2012. However, Smartphone Owners appear to
be slightly more attached to their device than tablet owners (23% and 17%).
Which of the following statements best describes
how attached you are to your Smartphone?
Would not want to live without it
5%
8%
Ridiculously attached
Would not want to live without it
2013
23%
11%
13%
Would be lost without it
Ridiculously attached
20%
24%
Highly attached
35%
37%
Attached
21%
11%
2013 [A]
© Harris/Decima
Would be lost without it
7%
7%
Highly attached
None of the above
Which of the following statements best describes
how attached you are to your Tablet?
2012 [B]
6%
4%
2013
17%
7%
18%
Attached
None of the above
38%
28%
*Note, tablet attachment was not asked in 2012.
Q23. Which of the following statements best describes how attached you are to your
Smartphone/Tablet?.
Base: Canadian Smartphone Owners, 2013, n=830; 2012, n=1,009
Base: Canadian Tablet Owners, 2013, n=542
34
- 36. Online Recommendations via Facebook Friends Provide Biggest
Impact on Purchase Compared with Other Items Tested
•
In the past 12 months, about one-third (31%) of Device Owners made a purchase decision based on online
recommendations from friends and/or family (e.g. Facebook)’ while slightly (27%) fewer made a decision
‘from review sites, magazines or blogs’.
Thinking about the past 12 months, did you make a purchase
decision based on online recommendations…
From friends and family (e.g. Facebook)
31%
From review sites, magazines or blogs that you like to
read (e.g. CNET)
27%
From a retailer based on your purchase history (e.g.
Amazon)
From strangers who share the same interests and
share ideas (e.g. Pinterest)
21%
10%
None of the above
© Harris/Decima
49%
Q11b. Thinking about the past 12 months, did you make a purchase decision based on online
recommendations…
Base: All respondents, n=1,009
36
- 37. Usage of Location-based Apps and Mobile Payments Expected
to Rise in 2014; Almost 7-in-10 say they’ll Shop Online
•
•
Almost seven-in-ten (68%) Canadian Device Owners say they’ll make an online purchase in 2014, which is on
par with what they say they did in 2013.
However, the biggest gains over the next 12 months are expected in the use of Mobile Payments (+7
percentage points) and location-based apps (+10 percentage points).
Past 12 Month vs. Next 12 Month Shopping Behaviour
68%
65%
NET Online Purchase
65%
63%
Made an online purchase (e.g. Amazon, eBay, etc.)
Made an online purchase on 'Black Friday'
Made an online purchase on 'Cyber Monday'
15%
10%
Made a financial transaction (i.e. payment) using your
smartphone or tablet
Used a location based application on your smartphone or
tablet to receive discounts or offers at nearby stores
Shopped at a physical retail store on 'Black Friday'
None of the above
© Harris/Decima
Next 12 Months
13%
7%
41%
34%
Past 12 Months
28%
18%
19%
14%
18%
24%
Q11a. During the past 12 months, have you done any of the following?
Q12. Now, which of the following do you think you will do in the next 12 months?
Base: All respondents, n=1,009
37
- 38. Next 12 Month Online Shopping Behaviour Relatively
Consistent Across the Country
•
•
Over the next 12 months, about one-third of B.C. (34%) and Ontario (30%) device owners expect to use a
location-based app on their phone.
It’s promising to see that the percentage of Canadian Device Owners who plan on making a mobile payment
over the next 12 months is fairly consistent across regions – with no significant differences to note.
Next 12 Month Shopping Behaviour
Region
Man/Sask
Ont.
[C]
[D]
n=101
n=329
Total
n=1,009
B.C.
[A]
n=125
Alb.
[B]
n=100
68%
72%E
68%
66%
Make an online purchase (e.g. Amazon, eBay, etc.)
65%
67%
66%
Make an online purchase on 'Black Friday'
15%
15%
Make an online purchase on 'Cyber Monday'
13%
Make a financial transaction (i.e. payment) using your
smartphone or tablet
Use a location based application on your smartphone or
tablet to receive discounts or offers at nearby stores
Shop at a physical retail store on 'Black Friday'
None of the above
© Harris/Decima
Atl.
[F]
n=100
70% E
62%
73% E
63%
67%
60%
71% E
18% E
13%
17% E
10%
21% E
14%
13%
11%
16% E
8%
15%
41%
46%
44%
39%
39%
42%
43%
28%
34% CE
29%
20%
30% CE
22%
25%
19%
19% E
21% E
19% E
23% E
10%
29% E
18%
NET Online Purchase
Que.
[E]
n=254
17%
14%
21%
14%
26% ABDF
16%
Q11a. During the past 12 months, have you done any of the following?
Q12. Now, which of the following do you think you will do in the next 12 months?
Base: All respondents, n=1,009
38
- 39. Half of Device Users Expect to Spend more Money Shopping
Online than in Physical Stores within the Next Five Years
•
In fact, only one-quarter of Device Owners disagree (strongly or somewhat) that in the next five years they’ll
‘be spending more money shopping online than in physical brick and mortar stores’.
Thinking about the next five years, to what extent do you agree or
disagree that…
You will spend more money shopping online than in physical ‘brick
and mortar’ stores
Strongly disagree
© Harris/Decima
Somewhat disagree
10%
16%
23%
Neither agree nor disagree
33%
Somewhat agree
Strongly/
Somewhat
Agree
17%
50%
Strongly agree
Q9f. Thinking about the next five years, to what extent do you agree or disagree that…
Base: All respondents, n=1,009
39
- 40. More is Expected of Retailers within the Next Five Years; Over
Half Expect Mobile Wallets will Replace Physical Cards
•
•
Canadian Device Owners expect changes to the retail landscape over the next five years. Specifically, at least
seven-in-ten expect ‘they will earn/accumulate loyalty rewards by making purchases through their mobile
device’ (72%), that ‘retailers will have location-based apps that offer personalized deals and
recommendations’ (70%) and that ‘retailers will have the capability to send personal electronic greetings that
are customized to each shopper via mobile apps’.
In addition, they expect mobile wallets to gain steam with over half saying ‘mobile wallets will allow them to
store/have access to all the cards in their physical wallet’ (61%) with slightly fewer expecting ‘mobile wallet
apps to replace the need to carry physical debit/credit cards’ (55%).
Strongly/
Somewhat
Agree
Thinking about the next five years, to what extent do you agree or
disagree that…
You will earn/accumulate loyalty rewards by making purchases
4% 5%
through your mobile device
19%
46%
26%
72%
Retailers will have location-based applications that offer personalized
3% 4%
deals and recommendations to the consumer (when near their stores)
22%
47%
24%
70%
Retailers will have the capability to send personal electronic greetings
3% 5%
that are customized to each shopper via mobile apps
21%
47%
23%
70%
Integrated mobile wallets will allow consumers to store and have
access to all the cards in their physical wallet (e.g. credit cards, etc.)
Mobile wallet apps will replace the need to carry physical credit or
debit cards
Strongly disagree
© Harris/Decima
Somewhat disagree
7% 9%
10%
13%
23%
22%
Neither agree nor disagree
41%
37%
Somewhat agree
19%
61%
18%
55%
Strongly agree
Q13b. Thinking about the next five years, to what extent do you agree or disagree that….
Base: All respondents, n=1,009
40
- 41. Over Four-in-Ten Agree that Mobile Apps will be able to
Detect Knock-off Products in the Next Five Years
•
Canadian Smartphone and Tablet Owners have high expectations for their mobile device(s) over the next five
years with over four-in-ten (42%) agreeing (strongly or somewhat) that ‘mobile apps will be able to detect if a
product is a knock-off or fake by taking a picture of the item and comparing it online to the real thing.
Thinking about the next five years, to what extent do you agree or
disagree that…
Mobile apps will be able to detect if a product is a knock-off/fake
by taking a picture of the item and comparing it online to the real
thing
Strongly disagree
© Harris/Decima
Somewhat disagree
8%
17%
Neither agree nor disagree
33%
31%
Somewhat agree
Strongly/
Somewhat
Agree
12%
42%
Strongly agree
Q13bd. Thinking about the next five years, to what extent do you agree or disagree that…
Base: All respondents, n=1,009
41
- 43. Watching Television in Real Time is Most Common Way to Consume
Programming; Gen Y Leads on Internet-based Services
•
•
Although watching television in real time remains the most common way of consuming programming, Gen Y
Device Owners are just as likely to subscribe to internet-based television services (59% and 60%, respectively).
As Device Owners age, they are significantly more likely than their younger counterparts to record live
television and watch it later (e.g. though a PVR).
Which, if any, of the following ways do you typically consume
television programming? Do you…?
Watch television programs when they
air, live
75%
Record live television and watch it later
(e.g. with a personal video recorder)
49%
Watch internet-based television
programming (e.g. Netflix)
36%
Stream television programming online
26%
Download television programming
online
None - I don't watch any television
programming
© Harris/Decima
22%
5%
Age
16-29 [A]
n=203
30-44 [B]
n=258
45-59 [C]
n=303
60+ [D]
n=245
59%
72% A
81% AB
84% AB
33%
49% A
54% A
56% A
60% BCD
42% CD
31% D
17%
39% CD
31% D
25% D
10%
32% CD
26% D
19%
13%
6%
5%
5%
5%
Q14. Which, if any, of the following ways do you typically consume television programming?
Do you…?
Base: All respondents, n=1,009
43
- 44. LCD Television Screen is Most Preferred Mode of Watching
Media, Especially Among those 30 and Above
•
•
Although two-thirds of Canadian Device Owners prefer to watch media on an LCD television screen, those 30
years old and above are significantly more likely than Gen Y to prefer this mode (68% vs. 55%, respectively).
3D Television still has some room to grow with only 5% of Device Users preferring this screen type. Similarly,
the combined percentage of Device Owners who prefer consuming media on either a Smartphone or Tablet
screen is five percent.
From which, if any, of the following screens do
you prefer to watch media?
A laptop
computer
screen, 13%
Age
16-29 [A]
n=203
A 3D
television
screen, 5%
A tablet
screen, 3% A
smartphone
screen, 2%
© Harris/Decima
An LCD television screen
55%
68%
A laptop computer
screen
An LCD
television
screen, 65%
A desktop
computer
screen, 8%
30+ [B]
n=806
25%
B
A
9%
None of the
above, 5%
Q15. From which, if any, of the following screens do you prefer to watch media?
Base: All respondents, n=1,009
44
- 45. One-Third of Device Owners Regularly use their Smartphone or
Tablet while Watching TV to Lookup info about the Show
•
In addition, over four-in-ten (41%) Canadian Device Owners agree (strongly or somewhat) that ‘they avoided
going on social media when their favourite television show was airing to avoid plot spoilers’.
Strongly/
Somewhat
Agree
Thinking about television programming this year, to what extent do you agree
or disagree with each of the following statements.
You avoided going on social media platforms like Facebook or
Twitter when your favourite television show was airing to avoid
plot spoilers
You regularly used your smartphone or tablet device while
watching television to lookup information about the show (e.g.
actors/actresses, public opinion, etc.)
Strongly disagree
© Harris/Decima
Somewhat disagree
20%
11%
32%
Neither agree nor disagree
29%
17%
20%
16%
Somewhat agree
23%
21%
12%
41%
35%
Strongly agree
Q16. Thinking about television programming this year, to what extent do you agree or
disagree with each of the following statements.
Base: All respondents, n=1,009
45
- 46. Boomers are just as Likely as Gen Y to Abstain from
Social Media to avoid Plot Spoilers
•
•
Across all age cohorts, about four-in-ten Canadian Device Owners agree (strongly or somewhat) they abstain
from social media to avoid plot spoilers.
However, Gen Y are significantly more likely than Boomers to ‘use their device while watching TV to lookup
information about the show’ (44% and 30%, respectively).
Thinking about television programming this year, to what extent do you agree
or disagree with each of the following statements.
Age
Total
n=1,009
16-29
[A]
n=203
30-44
[B]
n=258
45-59
[C]
n=303
60+
[D]
n=245
41%
44%
39%
38%
42%
28%
30%
Strongly / Somewhat Agree (T2B)
You avoided going on social media platforms like Facebook
or Twitter when your favourite television show was airing to
avoid plot spoilers
You regularly used your smartphone or tablet device while
watching television to lookup information about the show
(e.g. actors/actresses, public opinion, etc.)
© Harris/Decima
35%
44%
DE
41%
DE
Q16. Thinking about television programming this year, to what extent do you agree or
disagree with each of the following statements.
Base: All respondents, n=1,009
46
- 47. In 2013, One-third of Device Users Watched TV and Movies
More Often over the Internet While at Home
•
•
About one-third (35%) of Canadian Device Owners ‘watched TV and movies more often over the internet
while at home’ while significantly fewer (15%) ‘watched TV/movies on the go using their mobile device’.
On the more controversial side of things, three-in-ten (30%) claim to have watched ‘the home-video rant of
Toronto Mayor, Rob Ford’ while almost two-in-ten (17%) ‘saw Miley Cyrus Twerk it on MTV’.
Looking back, in 2013, did you…
Watch TV and movies more often over the internet
while at home
35%
Watch the recorded home-video rant of Toronto
Mayor, Rob Ford
Watch/download the Miley Cyrus MTV Twerking
video
Watch TV/movies on the go using your mobile device
Watch/download the series finale of Breaking Bad
30%
17%
15%
13%
Q20. Looking back, in 2013, did you…
Base: All respondents, n=1,009
© Harris/Decima
47
- 48. Watching Live Sports and Television Programming via Mobile
Device(s) is Expected to Become More Available (N5Y)
•
•
In the next five years, almost two-thirds (64%) of Device Owners expect ‘interactive advertising where they
can purchase products directly while watching a show’. Astonishingly, over four-in-ten (42%) think they’ll be
able to ‘ask questions/connect directly with actors/athletes during live programming’.
Device Owners also expect to have a hand in scripting television productions with almost half (49%) expecting
they’ll be able to ‘alter the outcome of a show in real-time by voting on various plot twists’.
Strongly/
Somewhat
Agree
Thinking about the next five years, to what extent do you agree or
disagree that…
There will be more and more opportunities to watch live sports on
2% 2% 15%
mobile device(s)
Television broadcasters will introduce interactive advertising where
4% 8%
consumers can purchase products directly while watching a show
48%
24%
We'll be able to have the entire TV experience replicated on a
smartphone
7% 11%
We will be able to alter the outcome of a show in real-time by voting
on various plot twists (e.g. voting for your favourite singer)
6% 14%
Live television will be more engaging by allowing viewers to have input
into plot twists via social media (i.e. choose your own adventure)
6% 14%
We will be able to ask questions/connect directly with actors/athletes
during live programming (e.g. how a hockey player felt after scoring)
Strongly disagree
© Harris/Decima
Somewhat disagree
8%
32%
48%
26%
Neither agree nor disagree
34%
33%
30%
Somewhat agree
64%
17%
37%
34%
17%
16%
39%
31%
80%
56%
12%
49%
12%
46%
12%
42%
Strongly agree
Q17. Thinking about television programming over the next five years, to what extent do you
agree or disagree that…
Base: All respondents, n=1,009
48
- 49. Gen Y Just as Likely as Boomers to Expect Changes in
Television Production
•
Across all age cohorts, Gen Y Device Owners are just as likely as Boomers to agree with each of the changes to
television programming listed below.
Thinking about the next five years, to what extent do you agree or
disagree that…
Age
Total
n=1,009
16-29
[A]
n=203
30-44
[B]
n=258
45-59
[C]
n=303
60+
[D]
n=245
80%
84%
81%
78%
80%
64%
57%
70% A
65%
63%
56%
57%
57%
55%
55%
49%
47%
52%
50%
47%
46%
43%
53%
44%
44%
42%
48% D
50% CD
40%
32%
Strongly / Somewhat Agree (T2B)
There will be more and more opportunities to watch live sports on
mobile device(s)
Television broadcasters will introduce interactive advertising where
consumers can purchase products directly while watching a show
We'll be able to have the entire TV experience replicated on a
smartphone
We will be able to alter the outcome of a show in real-time by voting
on various plot twists (e.g. voting for your favourite singer)
Live television will be more engaging by allowing viewers to have input
into plot twists via social media (i.e. choose your own adventure)
We will be able to ask questions/connect directly with actors/athletes
during live programming (e.g. how a hockey player felt after scoring)
© Harris/Decima
Q17. Thinking about television programming over the next five years, to what extent do you
agree or disagree that…
Base: All respondents, n=1,009
49
- 51. Significant Hardware/Tech Upgrades are Expected for
Smartphone Devices Over the Next Five Years
•
•
When asked to think about which smartphone features Device Owners expected phones to offer over the next
five years, virtually all (97%) expect at least one of the upgrades listed below.
Among some of the more obscure features, one-quarter (25%) expect smartphones to offer ‘built-in
projectors’ while another 42% expect ‘flexible screens’.
Which, if any, of the following features do you expect
smartphones will offer consumers over the next five years?
All mobile devices will have a touch screen
71%
Smartphone batteries that last for weeks without charging
71%
Smartphone cameras that will be better quality than digital…
64%
More personalized voice commands, customized to each user
62%
Retina scanning (e.g. unlocking your smartphone using your eyes)
53%
Augmented Reality (AR)
46%
Flexible screens
42%
3D Screens
33%
Built-in projectors
Other
None of the above
© Harris/Decima
25%
2%
3%
Q5. Which, if any, of the following features do you expect smartphones will offer consumers
over the next five years?
Base: All respondents, n=1,009
Note, responses under 2% not shown.
51
- 52. Early Adopters Expect the Most out of Smartphone
Functionality Over the Next Five Years
•
Although technophiles and non-technophiles alike agree that smartphones will ‘all have touch screens’, ‘have
batteries that last for weeks’ and ‘have cameras that are better quality than digital cameras’, early adopters
are more likely to expect the more obscure features, such as:
–
Retina scanning (63%), Flexible screens (53%), Augmented Reality (50%), 3D Screens (37%) and Built-in projectors (37%)
Which, if any, of the following features do you expect
smartphones will offer consumers over the next five years?
Total
n=1009
All mobile devices will have a touch screen
Smartphone batteries that last for weeks without charging
Smartphone cameras that will be better quality than digital cameras
More personalized voice commands, customized to each user
Retina scanning (e.g. unlocking your smartphone using your eyes)
Augmented Reality (AR)
Flexible screens
3D Screens
Built-in projectors
Other
None of the above
© Harris/Decima
71%
71%
64%
62%
53%
46%
42%
33%
25%
2%
3%
Technology Adoption
Early
Early / Late
Laggards
Adopters [A] Majority [B]
[C]
n=215
n=470
n=324
75%
76%
58%
69% C
63% BC
50% C
53% BC
37% C
37% BC
2%
2%
69%
70%
65%
63% C
53%
49% C
42% C
36% C
23%
1%
3%
72%
69%
66%
55%
46%
39%
33%
27%
21%
2%
5%
Q5. Which, if any, of the following features do you expect smartphones will offer consumers
over the next five years?
Base: All respondents, n=1,009
52
- 53. Seven-in-Ten Device Users Predict Cars will be Able to Replicate
the Entire Smartphone Experience (apps, contacts, etc.)
•
Device Owners expect Automotive manufactures to ‘up-their-game’ over the next five years with over twothirds of respondents expecting ‘automatic notifications of upcoming crashes and weather alerts’ (84%),
‘ability to access all personal device features while in their car’ (70%), and that ‘cars will be connected and
equipped with internet access for entertainment purposes’ (64%).
Strongly/
Somewhat
Agree
To what extent do you agree or disagree with each of the following
statements about the future of mobile technology?
Cars will have built-in safety features like automatic notifications of
4% 12%
upcoming crashes and weather alerts
45%
Consumers will be able to access all of their device features while
4% 8%
in their car (e.g. apps, contact lists, games, etc.)
17%
Cars will be connected and equipped with internet access for
4% 11%
entertainment purposes (surfing the web, watching TV/Movies)
Devices will have advanced remote control capabilities that can
operate heavy machinery or robots
Advancements in manufacturing will allow consumers to drive cars
using a WI-FI connection
Strongly disagree
© Harris/Decima
Somewhat disagree
8%
10%
39%
43%
20%
13%
27%
40%
32%
20%
Neither agree nor disagree
24%
34%
28%
84%
27%
Somewhat agree
70%
64%
13%
47%
14%
41%
Strongly agree
Q6c-g. To what extent do you agree or disagree with each of the following statements about
the future of mobile technology?
Base: All respondents, n=1,009
53
- 54. Males Significantly More Likely than Females to Expect Automotive
Advancements like Notifications and Internet Access
•
•
Thinking about the next five years, Males are significantly more likely than their female counterparts to agree
(strongly or somewhat) with most of the items below.
In addition, Gen Y are significantly more likely than all other age cohorts to agree that ‘devices will have
advanced remote control capabilities that can operate heavy machinery or robots’.
To what extent do you agree or disagree with each of the following
statements about the future of mobile technology?
Total
n=1,009
Strongly / Somewhat Agree (T2B)
Cars will have built-in safety features like automatic
notifications of upcoming crashes and weather alerts
Consumers will be able to access all of their device
features while in their car (e.g. apps, contact lists, games,
etc.)
Cars will be connected and equipped with internet access
for entertainment purposes (surfing the web, watching
TV/Movies)
Devices will have advanced remote control capabilities
that can operate heavy machinery or robots
Advancements in manufacturing will allow consumers to
drive cars using a WI-FI connection
© Harris/Decima
Gender
Males
Females
[A]
[B]
n=502
n=507
B
Age
16-29
[A]
n=203
30-44
[B]
n=258
45-59
[C]
n=303
60+
[D]
n=245
84%
87%
80%
86%
82%
83%
84%
70%
71%
69%
70%
69%
74% D
64%
64%
70%
59%
65%
67% D
70% D
55%
47%
53%
41%
58% BCD
47%
42%
42%
41%
44%
39%
37%
43%
42%
43%
B
B
Q6c-g. To what extent do you agree or disagree with each of the following statements about
the future of mobile technology?
Base: All respondents, n=1,009
54
- 55. Three-Quarters of Device Owners Expect that Mobile Apps will
be Completely Customized to Each Unique Individual
•
•
The continued personalization of mobile apps is expected of Device Owners over the next five years with sixin-ten (59%) agreeing that ‘mobile apps will be able to recommend what to eat for dinner while automatically
creating a grocery list and having those items delivered’.
Furthermore, mobile apps are expected to be a ‘personal concierge’ of sorts with over seven-in-ten (73%)
agreeing that ‘apps will be completely customizable to the needs of individual users’ while four-in-ten
(39%) agree ‘mobile apps will have the ability to choose which outfits to wear based on what’s in your
wardrobe’.
Apps for Personal Use
Strongly/
Somewhat
Agree
Thinking about the next five years, to what extent do you agree or
disagree that…
Mobile apps will be completely customizable to the needs of
individual users
6%
19%
50%
Mobile apps will be able to recommend what to eat for
4% 13%
dinner, automatically create a grocery list and have items delivered
Mobile apps will have the ability to choose which outfits to wear
based on what's in your wardrobe
9%
Communication though mobile apps will have replaced most of the
daily physical interactions we have with others
14%
Mobile apps will be able to read your mood and better predict
what you want or need
14%
Strongly disagree
© Harris/Decima
Somewhat disagree
24%
23%
23%
42%
28%
25%
30%
Neither agree nor disagree
73%
18%
59%
29%
31%
Somewhat agree
39%
29%
22%
10%
10%
39%
7%
25%
19%
Strongly agree
Q9a-e. Thinking about the next five years, to what extent do you agree or disagree that…
Base: All respondents, n=1,009
55
- 56. The Personal Concierge Experience is Expected Across
all Age Cohorts
•
•
Gen Y Device Owners are just as likely as those 60 and above to agree (strongly or somewhat) that ‘Mobile
apps will be completely customizable to the needs of individual users’.
Half (50%) of Gen Y Device Owners agree that ‘Mobile apps will have the ability to choose which outfits to
wear based on what's in your wardrobe’ – significantly higher than those 45 and older.
Apps for Personal Use
Thinking about the next five years, to what extent do you agree or
disagree that…
Total
n=1,009
Strongly / Somewhat Agree (T2B)
Mobile apps will be completely customizable to the needs
of individual users
Mobile apps will be able to recommend what to eat for
dinner, automatically create a grocery list and have items
delivered
Mobile apps will have the ability to choose which outfits to
wear based on what's in your wardrobe
Communication though mobile apps will have replaced
most of the daily physical interactions we have with others
Mobile apps will be able to read your mood and better
predict what you want or need
© Harris/Decima
Gender
Males
Females
[A]
[B]
n=502
n=507
Age
16-29
[A]
n=203
30-44
[B]
n=258
45-59
[C]
n=303
60+
[D]
n=245
73%
72%
74%
75%
71%
70%
78% C
59%
59%
60%
66% D
59%
60%
53%
39%
39%
39%
50% CD
43% CD
34%
31%
39%
33%
44%
45%
41%
36%
35%
25%
27%
23%
32% D
26%
24%
19%
A
Q9a-e. Thinking about the next five years, to what extent do you agree or disagree that…
Base: All respondents, n=1,009
56
- 57. Over Half of Device Users Predict Mobile Apps will Allow
Users to Connect Directly with their Doctor from Home
•
•
The need for face-to-face doctor interactions/check-ups may be waning with two thirds of Device Owners
expecting that in the next five years ‘mobile apps will provide detailed health notifications’ and ‘allow you to
connect directly with your doctor without having to call or leave home’ (52%).
Even one-third (31%) agree (strongly or somewhat) that mobile apps will actually be able to ‘predict health
issues like cancer or diabetes in the next five years’.
Apps for Medical/Health Use
Strongly/
Somewhat
Agree
Thinking about the next five years, to what extent do you agree or
disagree that…
Mobile apps will provide detailed health notifications (e.g.
4% 8%
blood/sugar levels for people with diabetes)
Mobile apps will allow you to connect directly with your doctor
without having to call or leave home for a check-up
Mobile apps will be able to intuitively track your daily caloric intake
(a virtual calorie counter) without having to input the food you ate
Mobile apps will be able to detect if food has gone bad by
examining photographic traits of the item
Mobile apps will be able to predict health issues (e.g.
cancer, diabetes, etc.)
Strongly disagree
© Harris/Decima
Somewhat disagree
7%
19%
16%
9%
11%
15%
45%
25%
18%
24%
38%
27%
25%
23%
Neither agree nor disagree
15%
31%
Somewhat agree
52%
15%
31%
31%
69%
46%
24%
8%
32%
23%
8%
31%
Strongly agree
Q9g-k. Thinking about the next five years, to what extent do you agree or disagree that…
Base: All respondents, n=1,009
57
- 58. Boomers More Optimistic about the Potential for
Health/Medical Related Applications
•
Interestingly, Boomers who likely are more frequent visitors to the doctor office are also the most likely age
cohort to agree (strongly or somewhat) with most of the advancements to medical/health-related app
technology.
Apps for Medical/Health Use
Thinking about the next five years, to what extent do you agree or
disagree that…
Total
n=1,009
Strongly / Somewhat Agree (T2B)
Mobile apps will provide detailed health notifications (e.g.
blood/sugar levels for people with diabetes)
Mobile apps will allow you to connect directly with your
doctor without having to call or leave home for a check-up
Mobile apps will be able to intuitively track your daily
caloric intake (a virtual calorie counter) without having to
input the food you ate
Mobile apps will be able to detect if food has gone bad by
examining photographic traits of the item
Mobile apps will be able to predict health issues (e.g.
cancer, diabetes, etc.)
© Harris/Decima
Gender
Males
Females
[A]
[B]
n=502
n=507
A
Age
16-29
[A]
n=203
30-44
[B]
n=258
45-59
[C]
n=303
60+
[D]
n=245
69%
66%
72%
64%
65%
72% A
74% AB
52%
51%
53%
46%
47%
55%
61% AB
46%
47%
46%
47%
47%
43%
49%
32%
32%
32%
25%
35% A
33%
36% A
31%
30%
31%
25%
33%
31%
32%
Q9g-k. Thinking about the next five years, to what extent do you agree or disagree that…
Base: All respondents, n=1,009
58
- 59. One-Quarter of Device Owners think Mobile Apps will Allow
People to Communicate with Pets in the Next Five Years
•
While three-quarters (76%) of Canadian Device Owners agree (strongly or somewhat) with the realistic
scenario of ‘mobile apps being able to control household appliances like hydro and electricity’, one-quarter
(25%) agree that mobile apps ‘will make it possible to communicate with household pets’.
Apps for the Home
Strongly/
Somewhat
Agree
Thinking about the next five years, to what extent do you agree or
disagree that…
Mobile apps will be able to control all appliances, hydro and
3% 7% 14%
electricity in your household when you're out of the home
Mobile apps will allow consumers to 'ask their home' to do things
for them like draw a bath, cut the lawn, vacuum their home or do
laundry
Mobile apps will make it possible to communicate with household
pets
Strongly disagree
© Harris/Decima
Somewhat disagree
15%
26%
45%
21%
31%
25%
24%
Neither agree nor disagree
26%
25%
Somewhat agree
76%
13%
18%
7%
39%
25%
Strongly agree
Q9l-n. Thinking about the next five years, to what extent do you agree or disagree that…
Base: All respondents, n=1,009
59
- 60. Males More Optimistic than Females they’ll be able to
Escape Household Chores
•
•
Males are significantly more likely than Females to agree (strongly or somewhat) that in the next five years
‘mobile apps will allow them to 'ask their home' to do things for them like draw a bath, cut the lawn, vacuum
their home or do laundry’.
Gen Y are significantly less likely to agree that ‘mobile apps will be able to control household appliances’.
Apps for the Home
Thinking about the next five years, to what extent do you agree or
disagree that…
Total
n=1,009
Strongly / Somewhat Agree (T2B)
Mobile apps will be able to control all appliances, hydro
and electricity in your household when you're out of the
home
Mobile apps will allow consumers to 'ask their home' to do
things for them like draw a bath, cut the lawn, vacuum
their home or do laundry
Mobile apps will make it possible to communicate with
household pets
© Harris/Decima
Gender
Males
Females
[A]
[B]
n=502
n=507
Age
16-29
[A]
n=203
30-44
[B]
n=258
75%
62%
77%
76%
76%
39%
44%
34%
38%
25%
23%
26%
21%
B
A
45-59
[C]
n=303
A
60+
[D]
n=245
A
79%
84%
46%
38%
35%
28%
27%
24%
D
Q9l-n. Thinking about the next five years, to what extent do you agree or disagree that…
Base: All respondents, n=1,009
60
- 61. Half of Device Owners Expect Mobile Communication will be
Exclusively though Text Messaging, Email or Social Media
•
•
In fact, only one-quarter (27%) disagree that in the next five years ‘most of their communication will be
exclusively through text-based messaging, email or social media as opposed to dialing a number’.
At least one-quarter (25%) of Device Owners expect they’ll be wearing at least two connected accessories in
the next five years.
Strongly/
Somewhat
Agree
To what extent do you agree or disagree with each of the following
statements about the future of mobile technology?
Most of your communication will be exclusively through text-based
messaging, email or social media as opposed to dialing a number
In the next five years you can see yourself wearing at least two
connected accessories such as Google Glass, Smartwatches, etc.
Strongly disagree
© Harris/Decima
Somewhat disagree
11%
16%
24%
22%
22%
Neither agree nor disagree
34%
29%
Somewhat agree
16%
19%
7%
50%
25%
Strongly agree
Q6a-b. To what extent do you agree or disagree with each of the following statements about
the future of mobile technology?
Base: All respondents, n=1,009
61
- 62. Ontarians and those in Atlantic Canada are Most likely
to see Themselves Wearing Connected Accessories
•
Ontarian and Atlantic Canadian Device Owners are significantly more likely than their provincial neighbours to
see themselves wearing at least two connected accessories in five years’ time (31% and 31%, respectively).
To what extent do you agree or disagree with each of the following
statements about the future of mobile technology?
Total
n=1,009
Strongly / Somewhat Agree (T2B)
Most of your communication will be exclusively through text-based
messaging, email or social media as opposed to dialing a number
In the next five years you can see yourself wearing at least two
connected accessories such as Google Glass, Smartwatches, etc.
Gender
Males
Females
[A]
[B]
n=502
n=507
46%
55%
25%
28%
23%
Total
n=1,009
B.C.
[A]
n=125
50%
52%
25%
19%
Strongly / Somewhat Agree (T2B)
Most of your communication will be exclusively through text-based
messaging, email or social media as opposed to dialing a number
In the next five years you can see yourself wearing at least two
connected accessories such as Google Glass, Smartwatches, etc.
© Harris/Decima
A
50%
E
Alb.
[B]
n=100
52%
E
17%
Age
16-29
[A]
n=203
58%
CD
26%
30-44
[B]
n=258
55%
37%
D
ACD
Region
Man/Sask
Ont.
[C]
[D]
n=101
n=329
52%
E
18%
56%
31%
E
ABC
45-59
[C]
n=303
60+
[D]
n=245
47%
43%
22%
18%
Que.
[E]
n=254
Atl.
[F]
n=100
39%
51%
24%
31%
E
BC
Q6a-b. To what extent do you agree or disagree with each of the following statements about
the future of mobile technology?
Base: All respondents, n=1,009
62
- 65. Early Adopters of Technology are More Likely to be
Male, Young and Educated
Compared to other people you know, which of the following statements is
the best descriptor of yourself? In general, are you…
The first to try a new
technology product
4%
17%
21%
Early adopters are more likely to be…
Among the first
62% Male
47%
In the middle
38% Female
30% are 30 - 44 years old
Among the last
25%
The last to try a new
technology product
7%
58% Grad Coll/Uni/Post grad
Technology Adoption
© Harris/Decima
Q26. Compared to other people you know, which of the following statements is the best
descriptor of yourself? In general, are you…
Base: All respondents, n=1,009
65