Vol1: Managing The Hype - The Reality of Mobile in Canada - Appendix

Insights for your business

April 2010

AppendixIssue

Managing the Hype:The reality of mobile

in Canada

Type of smartphone ownership by generation

62%

67%

74%

85%

16%

17%

17%

9%

10%

4%

4%

3%

14%

14%

2%

8%

Blackberry iPhone Other smartphone None of the above

NGen

GenX

Boomers

65+

Total smartphone ownership

NGen GenX Boomers 65+

38%

33%

26%

15%

62% 27% 11%

49% 40%10%

49% 39% 12%

26% 58% 16%

NGen

GenX

Boomers

65+

Yes No Don’t know/not sure

Mobile GPS awareness by generation

Every day Several times a week Several times a month

Several times a year or less

Used it but not anymore Never used it

NGen

GenX

Boomers

65+

5% 10% 28% 16% 0% 41%

6% 9% 12% 21% 0% 52%

3%3% 15% 15% 2% 61%

0% 100%

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

Never downloaded a mobile application (Total Canada)

NGen GenX Boomers 65+ Total

32% 36%

64%

95%

50%

Mobile applications vs. websites optimizedfor mobile by smartphone type

I prefer a permanent application thataccesses information right on my device

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

53%

67%

58%

47%

33%

42%

Blackberry iPhone Other smartphone

Types of mobile applications downloaded (Total Canada)

Games Socialnetworking /

Instant messaging

Music Entertainment News Productivity&

Reference (e.g. calendar)

Health&

Fitness/Lifestyle

Work-related

Travelling Finance&

moneymanagement

Student- related

32%

22% 21% 21%

15%

10%9%

7% 6% 5% 4%

Mobile applications vs. websites optimized for mobile by generation

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

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

NGen

GenX

Boomers

65+

60% 40%

45%55%

59%

53%

41%

47%

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

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

NGen

GenX

Boomers

65+

62%12% 26%

40%45%15%

43%12%

16%5%

45%

79%

5 Sounds like me a lot 4 2 1 Sounds nothing like me3 Neutral

19% 21% 21% 10% 29%

19% 20% 19% 14% 28%

15% 23% 22% 10% 30%

17% 15% 25% 12% 31%

14% 13% 19% 12% 42%

10%6%14% 14% 56%

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)

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)

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

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

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

59%

31%

24%

18%

15%

5%

1%

Show pictures on my mobile to others in person

Don’t share pictures taken with my mobile

Send pictures from mobile via email

Send pictures from mobile via MMS

Post pictures from my mobile to Facebook

Post pictures from my mobile elsewhere online

Post pictures from my mobile to Twitter

Don’t play games on mobile device (Total Canada)


34%40%

63%

89%

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

Play games by myself

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

Play networkedgames with others

47%

10%

1%

Don’t use mobile device when at home (Total Canada)


11%

24%

41%

63%

Reasons for mobile use when at home (Total Canada)

43%

33%

16%

16%

15%

15%

Mobile device contains contacts

Use the organizer/calendar/clock

Play games on mobile

Browse online from mobile

Don’t have a landline

Check /update Facebook or Twitter

Ways in which games are played on mobile devices (by Generation)

Play games by myself Let others (e.g. my child)play games

Play networked games with others

65%

54%

34%

5% 6%

16% 9%

5% 2% 1% 1% 0%

Ngen GenX Boomers 65+

Own a mobile phone of any kind

NGen

2008 2009

GenX

Boomers

65+

95%

99%

96%

98%

86%

88%

77%

87%

NGen mobile device use

92%

77%76%

67%

55%

37%

30%

29%26%

25%

24%

22%

21%

20%

13%

8%

7%

6%

2009

Phone calls

Clock/alarm

Text messaging

Camera

Calendar/agenda / organizer

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

Emergencies only

Contests/promotions

Subscriptions / alerts

Twitter mobile

91%

61%59%

56%

43%33%

22%

21%

21%

17%17%

13%

16%

14%18%

6%

4%3%

GenX mobile device use

2009

Phone calls

Clock/alarm

Text messaging

Camera


Email




Web browsing


Facebook mobile


Search

Emergencies only

Contests/promotions


Twitter mobile

44%

88%

38%

44%

30%21%

9%

10%

13%

8%7%

4%

9%

8%22%

4%

3%1%

Boomers mobile device use

2009

Phone calls

Clock /alarm

Text messaging

Camera


Email




Web browsing


Facebook mobile


Search

Emergencies only

Contests/promotions


Twitter mobile

27%81%

16%

29%

19%19%

5%

5%

4%

4%

3%

11%

6%

6%

36%

4%

2%0%

65+ mobile device use

2009

Phone calls

Clock /alarm

Text messaging

Camera


Email




Web browsing


Facebook mobile


Search

Emergencies only

Contests/promotions


Twitter mobile

Home

While shopping

Work

In transit (as a passenger)

At a bar or restaurant

In transit (as the driver)

On a business trip or vacation

In a movie theater

School

In a business meeting

91%76%

79%

75%

65%

66%

60%

55%

41%

30%

34%32%

24%

23%

15%12%

4%

4%

27%39%

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

NGen Boomers

Make plans with friends

Update family on whereabouts/plans

Save on long distance charges

Asked someone out on a date / accepted a date

Confirm a business meeting

Entered a contest or a promotion

Interacted with a TV show like Canadian / American Idol)

81%47%

64%

48%

70%

24%

17%

39%

11%

21%

2%1%

4%11%

Why do you text message (NGen vs. Boomers)

NGen Boomers

Yes No I don’t own a mobile deviceUnsure

25% 38% 29% 8%

15% 50% 24% 11%

9% 50% 20% 21%

5% 46% 12% 37%

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

Boomers

65+

28% 7% 7% 6% 18% 10% 9% 7% 3% 5%

27% 9% 8% 10% 17% 8% 7% 6% 3% 4%

33% 9% 9% 8% 15% 9% 7% 5% 2%3%

49% 9% 8% 3% 16% 2%3%3%1% 3%

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

NGen

GenX

Boomers

65+

1-Like 2 4 6 7 8 9 10-Dislike53

24% 10% 6% 8% 17% 11% 9% 7% 4% 4%

24% 10% 6% 8% 20% 9% 7% 7% 3% 5%

28% 8% 9% 7% 18% 9% 7% 6% 4% 4%

37% 9% 10% 3% 18% 6% 3% 7% 2% 3%

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

NGen

GenX

Boomers

65+

1-Like 2 4 6 7 8 9 10-Dislike53

1-Like 2 4 6 7 8 9 10-Dislike53

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

22% 7% 5% 6% 17% 11% 10% 9% 5% 7%

21% 9% 7% 7% 18% 11% 10% 8% 3% 6%

27% 8% 7% 5% 20% 9% 8% 7% 4% 4%

39% 9% 10% 6% 16% 3% 3% 5% 3% 5%

NGen

GenX

Boomers

65+

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

Phone calls

Text messaging

Picture/video messaging

Camera

Contest /promotions

Downloading (ringtones, games, etc)

Email


Mobile coupons

Subscriptions/alerts

Voting/polling

Web browsing

Search

MP3’s /music/videos

Clock /alarm

Calendar/agenda /organizer

Instant messaging/Blackberry messenger

Facebook mobile

Twitter mobile

Emergencies only

Other features:

90%

52%

18%

53%

6%

15%

34%

19%

2%

6%

3%

19%

16%

22%

57%

45%

21%

13%

4%

17%

2%

89%

52%

17%

52%

4%

13%

23%

10%

1%

2%

1%

11%

10%

13%

54%

35%

15%

9%

2%

21%

1%

89%

52%

18%

52%

5%

14%

28%

14%

2%

4%

2%

15%

13%

18%

56%

40%

18%

11%

3%

19%

2%

Male Female Total

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

Male

Female

Total

33%

25%

29%

Smartphone ownership

More men own smartphones

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

Yes

No

Don’t Know / Not sure

55%

38%

7%

47%

36%

17%

52%

37%

11%

Male Female Total

More women are unsurewhether their mobiles are GPS equipped

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

I use it every day

I use it several times a week

I use it several times a month

I use it several times a year or less

I used to use it but don’t anymore

No and I’ve never used it

4%

6%

22%

14%

1%

53%

5%

8%

15%

20%

0%

52%

4%

7%

19%

16%

1%

53%

Male Female Total

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

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

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

65%

35%

49%

51%

58%

42%

Male Female Total

Males prefer apps, females prefer websites

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?

I’ve never downloaded any applications to my mobile 51% 48% 50%

Male Female 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:

I don’t play games on my mobile device

I play games by myself on my mobile device

I play networked games with others on my mobile device

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

51%

47%

1%

8%

50%

46%

1%

12%

50%

47%

1%

10%

Male Female Total

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

Entertainment

Finance and money management

Games

Health and fitness / lifestyle

Music

News

Productivity and reference (e.g calen-

dar)

Social networking/ Instant messaging

Student-related

Travelling

Work-related

23%

6%

36%

8%

20%

18%

10%

23%

5%

7%

7%

3%

18%

4%

32%

9%

23%

11%

11%

21%

2%

4%

6%

4%

21%

5%

34%

9%

21%

15%

10%

22%

4%

6%

7%

3%

Male Female Total

More males download entertainment & news apps

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:

1 Sounds nothing like me23 Neutral45 Sounds like me a lot






28%9%

27%21%16%

31%13%24%13%18%

26%8%

25%26%15%

51%13%16%

6%13%

42%12%20%11%15%

24%13%22%22%19%

31%11%13%22%23%

31%11%26%16%16%

34%13%19%18%16%

62%15%11%

6%7%

42%11%17%16%14%

33%15%15%18%20%

29%10%21%21%19%

31%12%25%15%17%

30%10%22%23%15%

56%14%14%

6%10%

42%12%19%13%14%

28%14%19%20%19%

Male Female Total

More females take pics of friends in social situations

Men more likely to take pics with mobile to describe a thing/situationMen more likely to consider it their primary cameraMen more likely to take pic to refer back to something

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

I take pictures with my mobile when I'm out with friends in social situations (like parties, restaurants and bars).

I take pictures with my mobile to take pictures of live events, like concerts and sporting events.

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

My mobile camera is my primary camera - I use it more than any other camera.

I take pictures with my mobile when I'm shopping to get feedback on a potential purchase from someone who isn't with me

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).

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

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

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

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

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

34%

58%

24%

14%

1%

15%

5%

27%

61%

25%

22%

1%

16%

4%

31%

59%

24%

18%

1%

15%

5%

Male Female Total

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

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:

I don’t play games on my mobile device

I play games by myself on my mobile device

I play networked games with others on my mobile device

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

51%

47%

1%

8%

50%

46%

1%

12%

50%

47%

1%

10%

Male Female Total

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

Vol1: Managing The Hype - The Reality of Mobile in Canada - Appendix

Technology

mobile use

mobile camera

mobile phone

mobile devicetype

boomers mobile devi

mobile gps awareness

websites optimizedfor

types of mobile applications