rogers innovation report: tech trends 2013

Rogers Innovation Report: Tech Trends 2013 Rogers Communications Inc.Final ReportDecember 13, 2013

© Harris/Decima

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Table of Contents

Executive Summary

Page 6

Background & Methodology

Background -Methodology -

Page 4

Appendix

Appendix A: Demographics

Page 66

Detailed Findings

Section 1: The Device Generation

Section 2: Connected Commerce

Section 3: Virtual Entertainment

Section 4: Future Predictions

Page 9

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Background and Methodology

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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:

• Data was weighted post-field based on age, gender and region to be representative of the Canadian population.

Regional QuotasNumber of

interviews (n)BC 125Alberta 100Manitoba/Saskatchewan 100Ontario 325Quebec 250Atlantic 100Total 1000

Age QuotasNumber of

interviews (n)16 – 17 5018 – 29 15030 and above 800

Total 1000

Technology QuotaNumber of

interviews (n)Early Adopters 200

Total 200

Executive Summary

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Executive SummaryWho 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).– 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. • 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, 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.

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Executive Summary2. Expectations for Health/Medical Apps in the Next Five Years:

– 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.

3. Expectations for Online Commerce Apps in the Next Five Years:– 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.

4. 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).

Detailed Findings

Section 1: The Device GenerationSection 1a: User Profile

Section 1b: Smartphone & Tablet Usage

Section 1a: User Profile

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S4. Which, if any, of the following devices do you personally own? Base: All respondents to accessed the survey, n=2,490

Over Half of Canadians Own a Smartphone While One-Third Own a Tablet Device; Two-in-Ten Own Both

Which, if any, of the following devices do you personally own?

None of the above

A digital media player

An internet-connected 'smart' TV

An eReader

A Blu-ray player

A tablet

A game console

A smartphone

A desktop computer

A laptop computer

A digital camera

1%

10%

12%

20%

27%

33%

36%

52%

65%

69%

76%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.

• 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.

22%Own Both

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S4. Which, if any, of the following devices do you personally own? Base: All respondents to accessed the survey, n=2,490

Alberta and Ontario have the Highest Proportion of Smartphone and Tablet Owners in Canada

Which, if any, of the following devices do you personally own?

Totaln=2,490

Region

B.C. [A]

n=271

Alb. [B]

n=177

Man/Sask [C]

n=292

Ont. [D]

n=680

Que.[E]

n=750

Atl.[F]

n=316

A digital camera 76% 77% E 82% E 78% E 79% E 69% 82% E

A laptop computer 69% 69% 77% CEF 65% 72% CE 66% 68%

A desktop computer 65% 63% 62 71% ABEF 69% EF 63% 62%

A smartphone 52% 56% CF 72% ACDEF 37% 57% CEF 49% CF 39%

A game console 36% 33% 46% ACDF 29% 37% C 38% C 34%

A tablet 33% 30% 45% ACEF 27% 39% ACEF 29% 29%

A Blu-ray player 27% 28% 35% CEF 23% 31% CEF 25% 22%

An eReader 20% 21% E 21% E 25% E 24% E 12% 25% E

An internet-connected 'smart' TV 12% 11% 22% ACDEF 10% 13% F 12% 9%

A digital media player 10% 12% C 16% CEF 5% 11% C 8% 9%

None of the above 1% <1% 1% <1% <1% 1% 1%

• 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).

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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

Apple iPhone and iPad Owners Have More Apps Downloaded to their Device than Users of Other Brands

Approximately how many apps do you have downloaded to your current Smartphone and/or Tablet device?

MEAN Apps

21

MEAN Apps

29

[A] n=328

[B] n=304

[C] n=129

[A] n=298

[B] n=110

[C] n=62

30BC

20C

9

36BC

21C

22

• 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.

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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

iPhone Owners Also Have Largest Variety of Apps Downloaded to their Device

Please select the categories in which you have at least 1 app downloaded on your smartphone

None of the aboveOther

EducationSports

Business & ProductivityHealth, Fitness, Lifestyle & Medical

FinanceShopping

Travel & TransportationNews, Magazines & Books

PhotographyMusic & Video

Communication (e.g. email)Social Media/Networking

Games & EntertainmentWeather

1%1%

21%26%26%

31%35%35%

41%43%45%

58%66%67%

71%73%

[A]n=324

[B]n=282

[C]n=102

81% BC 70% 66%

81% BC 68% C 54%

76% BC 63% 57%

72% C 66% C 55%

69% BC 54% C 34%

58% BC 41% C 19%

53% BC 40% 34%

48% BC 39% 36%

48% BC 30% C 17%

44% BC 30% 28%

44% BC 27% C 11%

33% BC 24% 20%

32% C 24% 20%

27% C 22% C 11%

<1% 1% 1%

<1% 1% 1%

• 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.

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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

Over Half of Canadian Smartphone and Tablet Owners Have the Facebook App on their Mobile Device(s)

Which, if any, of the following social media sites do you currently have an application downloaded to your mobile device(s)?

WeiboTinder

WeChatFlickr

FoursquareTumblr

VineSongza

PinterestSnapchatLinkedIn

Google Plus+Instagram

TwitterYouTube

Facebook

1%2%2%3%3%

6%7%

10%12%12%

14%16%

19%28%

41%52%

Age

16-29 [A]n=197

30-44 [B]n=226

45-59 [C]n=257

60+ [D]n=150

74% BCD 56% D 49% D 31% 68% BCD 41% D 36% D 23%46% BCD 30% D 27% D 11% 47% BCD 19% CD 8% 6%

15% 16% 19% 13% 11% 17% AD 18% AD 8%

46% BCD 4%D 2%D <1%21% CD 15% CD 9% D 4% 22% BCD 14% CD 6% D 2% 20% BCD 3% 4%D 1% 16% BCD 4% 4% 1%

4% 4% 4% 1% <1% 4%A 4%A 3% 1% 4% C 1% -3% 3%C <1% - 3% 2% <1% <1%

• 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).

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Purchase an eReader (e.g. Kindle, Kobo, etc.)

Purchase a new mobile device (laptop, smartphone or tablet)

8%

41%

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Q20. Looking back, in 2013, did you…Base: All respondents, n=1,009

Over Half of Gen Y Purchased a New Mobile Device in 2013 while Fewer than One-in-Ten Purchased an eReader

Looking back, in 2013, did you…

Age

16-29 [A]n=203

30-44 [B]n=258

45-59 [C]n=303

60+ [D]n=245

Purchase a new mobile device (laptop, smartphone or tablet)

54%BCD 40%D 41%D 30%

Purchase an eReader (e.g. Kindle, Kobo, etc.) 8% 6% 8% 8%

• 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.

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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

Opinions Largely Unchanged when Discovering Someone Does Not Own a Smartphone; Consistent Across Generations

Series1 1% 6% 82% 7% 4%

A lot more negative A little more negative Unchanged A little more positive A lot more positive

To what extent does your opinion of someone change if you find out they do not have a smartphone.

Is your opinion...

Age16-29 [A]

n=20330-44 [B]

n=25845-59 [C]

n=30360+ [D]n=245

Bottom 2 Box (A lot / A little More Negative) 7% 9% 9% 5%

A lot / a little more negative7%

A lot / a little more positive11%

• 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.

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None - I would not be willing to give up anything

Your best friend

Your car

Sex

Your pet

Coffee/Caffeine

Sports

Alcohol

NET Yes, I'd give up one of these

41%

3%

8%

8%

13%

28%

28%

33%

59%

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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

Almost 6-in-10 Device Owners Willing to Give Up Something* to Access Wireless Internet from Anywhere, Anytime

Which, if any, of the following would you be willing to give up in order to have access to wireless internet anywhere, anytime?

[A]n=502

[B]n=507

56% 62%

31% 34%

22% 33%A

30% 25%

16%B 10%

4% 12%A

8% 8%

3% 2%

44% 38%

• 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).

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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

B.C. and Ontario Residents are the Most Likely to Forego at Least One Item in Exchange for Unlimited Internet Access

Which, if any, of the following would you be willing to give up in order to have access to wireless internet anywhere, anytime?

Totaln=1,009

Region

B.C. [A]

n=125

Alb. [B]

n=100

Man/Sask [C]

n=101

Ont. [D]

n=329

Que.[E]

n=254

Atl.[F]

n=100

NET Yes, I’d give up one of these 59% 66% EF 55% 60% 63% EF 53% 51%

Alcohol 33% 39% E 36% E 30% 37% E 24% 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%

Sex 8% 10% 8% 12% E 9% 5% 6%

Your car 8% 12% D 8% 11% 6% 9% 9%

Your best friend 3% 2% 1% 3% 3% 3% 1%

None - I would not be willing to give up anything

41% 34% 45% 40% 37% 47% AD 49% AD

• 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.

Section 1b: Smartphone & Tablet Usage

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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

Smartphone Owners say their Device is Within Reaching Distance for 70% of their day (16.8 hours)

What percentage of time would you say your Smartphone and/or Tablet is within reaching distance from where you are at all times?

Age

MEAN16-29 [A]

n=19730-44 [B]

n=22645-59 [C]

n=25760+ [D]n=150

Smartphone 81%BCD 69%D 66% 62%

Tablet 36% 35% 37% 45%AB

0% - 9% 10% - 19%

20% - 29%

30% - 39%

40% - 49%

50% - 59%

60% - 69%

70% - 79%

80% - 89%

90% - 100%

0%5%

10%15%20%25%30%35%40%45%

3% 4% 6% 3% 3%

12% 6% 10% 10%

42%

15% 14% 16%

8% 7%

16%

5% 4% 5%11%

SmartphoneTablet

Perc

enta

ge o

f Re

spon

dent

s

MEAN70%

MEAN39%

• 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.

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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

Over Half of Smartphone Owners Look at their Phone at Least Once During Each of the Occasions Below; Even While on a Date

About how often would you say you typically look at your smartphone during each of the following situations?

While on a date

While eating dinner

While eating breakfast

While on public transit

While at work

While watching television

While together with friends

48%

47%

43%

28%

26%

18%

15%

26%

16%

10%

10%

25%

24%

30%

13%

10%

9%

7%

18%

16%

21%

7%

14%

10%

9%

15%

16%

16%

3%

7%

13%

14%

8%

14%

12%

2%

3%

8%

21%

3%

5%

3%

2%

7%

12%

4%

7%

4%

Never Less often than once every 2 hours About once an hour About once every 30 minutes About once every 10 minutesOnce every 3-5 minutes At least once every 1-2 minutes

NET At Least Once

85%

82%

74%

72%

57%

53%

52%

• 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.

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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

Gen Y Check their Phone More Often than Older Generations; Especially While Together with Friends or on Public Transit

About how often would you say you typically look at your smartphone during each of the following situations?

• 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%).

NET Check Smartphone At Least Once

Totaln=830

Age16-29

[A]n=197

30-44 [B]

n=226

45-59 [C]

n=257

60+ [D]

n=150

While together with friends 85% 99% BCD 89% D 83% D 65%

While watching television 82% 90% CD 89% CD 75% 73%

While at work 74% 74% D 87% AD 81% D 43%

While on public transit 72% 94% BCD 77% CD 63% D 50%

While eating breakfast 57% 63% D 66% CD 54% D 42%

While eating dinner 53% 55% D 65% ACD 51% D 37%

While on a date 52% 68% BCD 58% D 51% D 23%

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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

Texting is the Leading Mode of Communication for Smartphone Owners <45; Phone Calls most Popular among those 60+

What percentage of your communication is done through each of the following modes…?

MEAN Totaln=830

Age

16-29 [A]n=197

30-44 [B]n=226

45-59 [C]n=257

60+ [D]n=150

Texting 37% 53%BCD 34% D 32%D 26% Making phone calls 27% 12% 25%A 32%AB 43%ABC

Emailing 16% 7% 17%A 19%A 21%A

Using social media 9% 15%BCD 9%D 7%D 3% Instant messaging apps 3% 3%D 5%ACD 3%D 1% Posting online comments 2% 2%D 2%CD 1% 1% Video messaging apps 2% 2%C 3%CD 1% 1% Other 5% 6% 5% 4% 4%

• 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).

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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)

Significant Gains in Usage Expected over the Next 12 Months for Mobile Payment Apps and On-Demand Apps

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?

Traditional social media apps (e.g. Facebook)

Newer social media apps (e.g. Pinterest, Snapchat, etc.)

On-demand apps (i.e. apps that allow you to order goods and services from your smartphone, such as a taxi to your door)

Mobile payment apps (i.e. apps that allow you to make a financial purchase/payment, like the Starbucks barcode scanner)

8%

5%

3%

3%

67%

64%

55%

47%

18%

20%

31%

36%

7%

9%

10%

13%

2%

A lot less A little less About the same A little more A lot more

A lot/ A little more

49%

41%

28%

24%

n=681

n=652

n=657

n=850

• 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.

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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)

British Columbia Leads the Way for Mobile Payment App Usage over the Next 12 Months

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?

A lot / a little more often (T2B)

Total

Region

B.C. [A]

Alb. [B]

Man/Sask [C]

Ont. [D]

Que.[E]

Atl.[F]

Mobile payment apps 49% 59% E 50% 43% 50% 43% 48%

On-demand apps 41% 47% C 48% C 32% 37% 41% 46%

Newer social media apps 28% 35% E 25% 22% 31% E 21% 36% E

Traditional social media apps 24% 26% 26% 16% 22% 29% C 23%

• 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.

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Q13a. Thinking about this year, to what extent do you agree or disagree that… Base: All respondents, n=1,009

Half of Device Owners Expected to Send Holiday Greetings to Friends and/or Family Using Social Media this Year

Thinking about this year, to what extent do you agree or disagree that…

You will create a Pinterest board of the items you want instead of making a physical wish list

You will be using social media sites (e.g. Pinterest) to inspire your holiday purchasing decisions

You will use health-related apps to help stay on track with your New Year's resolutions (e.g. personal fitness apps)

You will use social media to send holiday greetings to friends and/or family

49%

38%

33%

21%

20%

18%

20%

11%

18%

23%

24%

19%

9%

16%

17%

31%

4%

6%

6%

17%

Strongly disagree Somewhat disagree Neither agree nor disagree Somewhat agree Strongly agree

Strongly/ Somewhat

Agree

48%

23%

21%

14%

• 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.

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Q13a. Thinking about this year, to what extent do you agree or disagree that… Base: All respondents, n=1,009

Female Device Owners Significantly More Likely to Use Social Media/Apps for Specific Uses over the Holidays

Thinking about this year, to what extent do you agree or disagree that…

Strongly / Somewhat Agree (T2B)

Totaln=830

Gender Smartphone Owned

Males[A]

n=502

Females[B]

n=507

iPhone[A]

n=328

Android[B]

n=304

Blackberry[C]

n=129

You will use social media to send holiday greetings to friends and/or family 48% 43% 54%A 54% 49% 45%

You will use health-related apps to help stay on track with your New Year's resolutions (e.g. personal fitness apps) 23% 18% 28%A 35%BC 20% 15%

You will be using social media sites (e.g. Pinterest) to inspire your holiday purchasing decisions 21% 14% 28%A 32%BC 18% 22%

You will create a Pinterest board of the items you want instead of making a physical wish list 14% 8% 19%A 21%BC 13% 10%

• 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).

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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

Device Owners Spend More Time on their Phone/Tablet than Eating, Being Active and Practicing Personal Hygiene

Approximately how many hours, if any, would you say you typically spend doing each of the following?

Watching movies

Personal hygiene

Being active

Eating

Using your tablet

Using your smartphone

Watching TV

A desktop computer

A laptop computer

Using/surfing the internet

Working

Sleeping

0.0 2.0 4.0 6.0 8.0 10.0 12.0

1.2

1.5

1.6

1.8

1.8

2.2

2.7

3.0

3.0

3.2

4.5

7.2

MEAN Hours Per Day

• 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).

31

Give money to a crowdfunding site (i.e. "kickstarter")

Watch a live sporting event on your mobile device

Refrain from posting a comment or video online due to concerns it would be monitored by the government

Donate money to a disaster relief effort using text messaging (e.g. Boston Bombings, Philippines Typhoon)

Send a picture via SnapChat

Buy a ticket to a live sporting event over the internet

Download apps from retailers to get personalized, location based offers on your smartphone

Share documents/pictures using Dropbox or YouSendIt

Tweeted or Facebook'd someone who was in the same room as you

6%

7%

9%

9%

12%

16%

18%

24%

25%

© Harris/Decima31


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%).

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Majority of Smartphone Owners would feel Disconnected or Naked Without their Phone

Q21. How much do you agree or disagree with the following statements… Base: Canadian Smartphone Owners, n=830

How much do you agree or disagree with the following statements…

I would feel lost without access to the apps I use most often

It would cause significant disruptions to my day/life if all the mobile apps on my phone were suddenly erased

I check my mobile before brushing my teeth in the morning

I would feel naked without my smartphone and internet access

I would feel disconnected from the world if I forgot my device somewhere

21%

23%

31%

14%

11%

16%

19%

13%

16%

13%

26%

22%

13%

19%

19%

26%

24%

22%

32%

37%

11%

13%

22%

19%

20%

Strongly disagree Somewhat disagree Neither agree nor disagreeSomewhat agree Strongly agree

Strongly/ Somewhat

Agree

57%

52%

44%

37%

37%

• 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’.

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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

Smartphone Owners Remain just as Likely in 2013 to Use their Phone in the Bathroom as they were in 2012

2012 [B]

2013 [A]

18%

24%

24%

25%

28%

25%

17%

16%

13%

10%

Never Rarely Occasionally Often All the time

All the time/ Often

26%

30%

Have you ever used your smartphone in the bathroom?

If so, how often.

Age16-29 [A]

n=19730-44 [B]

n=22645-59 [C]

n=25760+ [D]n=150

T2B (all the time/often) 44%BCD 29%CD 20%D 5%

B2B (rarely/never) 35% 39% 56%AB 73%ABC

• 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.

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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=1,009Base: Canadian Tablet Owners, 2013, n=542

Canadian Device Users are Slightly More Attached to their Smartphone than to their Tablet

Which of the following statements best describes how attached you are to your Smartphone?

Which of the following statements best describes how attached you are to your Tablet?

*Note, tablet attachment was not asked in 2012.

None of the above

Attached

Highly attached

Ridiculously attached

Would be lost without it

Would not want to live without it

11%

37%

24%

7%

13%

8%

21%

35%

20%

7%

11%

5%

2013 [A] 2012 [B]

None of the above

Attached

Highly attached

Ridiculously attached

Would be lost without it

Would not want to live without it

28%

38%

18%

7%

4%

6%

201323%

201317%

• 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%).

Section 2: Connected Commerce (Past, Present and Future)

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Q11b. Thinking about the past 12 months, did you make a purchase decision based on online recommendations… Base: All respondents, n=1,009

Online Recommendations via Facebook Friends Provide Biggest Impact on Purchase Compared with Other Items Tested

Thinking about the past 12 months, did you make a purchase decision based on online recommendations…

None of the above

From strangers who share the same interests and share ideas (e.g. Pinterest)

From a retailer based on your purchase history (e.g. Amazon)

From review sites, magazines or blogs that you like to read (e.g. CNET)

From friends and family (e.g. Facebook)

49%

10%

21%

27%

31%

• 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’.

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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

Usage of Location-based Apps and Mobile Payments Expected to Rise in 2014; Almost 7-in-10 say they’ll Shop Online

Past 12 Month vs. Next 12 Month Shopping Behaviour

None of the above

Shopped at a physical retail store on 'Black Friday'

Used a location based application on your smartphone or tablet to receive discounts or offers at nearby stores

Made a financial transaction (i.e. payment) using your smartphone or tablet

Made an online purchase on 'Cyber Monday'

Made an online purchase on 'Black Friday'

Made an online purchase (e.g. Amazon, eBay, etc.)

NET Online Purchase

24%

14%

18%

34%

7%

10%

63%

65%

18%

19%

28%

41%

13%

15%

65%

68%

Next 12 Months

Past 12 Months

• 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).

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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

Next 12 Month Online Shopping Behaviour Relatively Consistent Across the Country

Next 12 Month Shopping Behaviour

Totaln=1,009

Region

B.C. [A]

n=125

Alb. [B]

n=100

Man/Sask [C]

n=101

Ont. [D]

n=329

Que.[E]

n=254

Atl.[F]

n=100

NET Online Purchase 68% 72%E 68% 66% 70% E 62% 73% E

Make an online purchase (e.g. Amazon, eBay, etc.) 65% 67% 66% 63% 67% 60% 71% E

Make an online purchase on 'Black Friday' 15% 15% 18% E 13% 17% E 10% 21% E

Make an online purchase on 'Cyber Monday' 13% 14% 13% 11% 16% E 8% 15%

Make a financial transaction (i.e. payment) using your smartphone or tablet

41% 46% 44% 39% 39% 42% 43%

Use a location based application on your smartphone or tablet to receive discounts or offers at nearby stores

28% 34% CE 29% 20% 30% CE 22% 25%

Shop at a physical retail store on 'Black Friday' 19% 19% E 21% E 19% E 23% E 10% 29% E

None of the above 18% 17% 14% 21% 14% 26% ABDF 16%

• 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.

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Half of Device Users Expect to Spend more Money Shopping Online than in Physical Stores within the Next Five Years

Q9f. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009

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 10% 16% 23% 33% 17%


Strongly/ Somewhat

Agree

50%

• 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’.

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More is Expected of Retailers within the Next Five Years; Over Half Expect Mobile Wallets will Replace Physical Cards

Q13b. Thinking about the next five years, to what extent do you agree or disagree that…. Base: All respondents, n=1,009


Mobile wallet apps will replace the need to carry physical credit or debit cards

Integrated mobile wallets will allow consumers to store and have access to all the cards in their physical wallet (e.g. credit cards, etc.)

Retailers will have the capability to send personal electronic greetings that are customized to each shopper via mobile apps

Retailers will have location-based applications that offer personalized deals and recommendations to the consumer (when near their stores)

You will earn/accumulate loyalty rewards by making purchases through your mobile device

10%

7%

3%

3%

4%

13%

9%

5%

4%

5%

22%

23%

21%

22%

19%

37%

41%

47%

47%

46%

18%

19%

23%

24%

26%


Strongly/ Somewhat

Agree

72%

70%

70%

61%

55%

• 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%).

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Over Four-in-Ten Agree that Mobile Apps will be able to Detect Knock-off Products in the Next Five Years

Q13bd. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009


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 8% 17% 33% 31% 12%


Strongly/ Somewhat

Agree

42%

• 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.

Section 3: Virtual Entertainment (Past, Present and Future)

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Q14. Which, if any, of the following ways do you typically consume television programming? Do you…? Base: All respondents, n=1,009

Watching Television in Real Time is Most Common Way to Consume Programming; Gen Y Leads on Internet-based Services

Which, if any, of the following ways do you typically consume television programming? Do you…?

None - I don't watch any television programming

Download television programming online

Stream television programming online

Watch internet-based television programming (e.g. Netflix)

Record live television and watch it later (e.g. with a personal video recorder)

Watch television programs when they air, live

5%

22%

26%

36%

49%

75%

Age 16-29 [A]

n=20330-44 [B]

n=25845-59 [C]

n=30360+ [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%

• 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).

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Q15. From which, if any, of the following screens do you prefer to watch media? Base: All respondents, n=1,009

LCD Television Screen is Most Preferred Mode of Watching Media, Especially Among those 30 and Above

From which, if any, of the following screens do you prefer to watch media?

None of the above; 5%

A smartphone screen; 2%

A tablet screen; 3%

A 3D televi-sion screen;

5%

A desktop computer

screen; 8%

A laptop computer

screen; 13%

An LCD tele-vision screen;

65%

Age

16-29 [A]n=203

30+ [B]n=806

An LCD television screen 55% 68%A

A laptop computer screen 25%B 9%

• 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.

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One-Third of Device Owners Regularly use their Smartphone or Tablet while Watching TV to Lookup info about the Show

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

Thinking about television programming this year, to what extent do you agree or disagree with each of the following statements.

You regularly used your smartphone or tablet device while watching television to lookup information about the show (e.g. actors/ac-

tresses, public opinion, etc.)

You avoided going on social media platforms like Facebook or Twitter when your favourite television show was airing to avoid plot spoilers

32%

20%

17%

11%

16%

29%

23%

20%

12%

21%


Strongly/ Somewhat

Agree

41%

35%

• 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’.

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Boomers are just as Likely as Gen Y to Abstain from Social Media to avoid Plot Spoilers

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

Thinking about television programming this year, to what extent do you agree or disagree with each of the following statements.


Totaln=1,009

Age

16-29 [A]

n=203

30-44 [B]

n=258

45-59 [C]

n=303

60+ [D]

n=245

You avoided going on social media platforms like Facebook or Twitter when your favourite television show was airing to avoid plot spoilers

41% 44% 39% 38% 42%

You regularly used your smartphone or tablet device while watching television to lookup information about the show (e.g. actors/actresses, public opinion, etc.)

35% 44%DE 41%DE 28% 30%

• 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).

47

Watch/download the series finale of Breaking Bad

Watch TV/movies on the go using your mobile device

Watch/download the Miley Cyrus MTV Twerking video

Watch the recorded home-video rant of Toronto Mayor, Rob Ford

Watch TV and movies more often over the internet while at home

13%

15%

17%

30%

35%

© Harris/Decima47


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’.

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Watching Live Sports and Television Programming via Mobile Device(s) is Expected to Become More Available (N5Y)

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


We will be able to ask questions/connect directly with actors/athletes dur-ing live programming (e.g. how a hockey player felt after scoring)

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 alter the outcome of a show in real-time by voting on various plot twists (e.g. voting for your favourite singer)

We'll be able to have the entire TV experience replicated on a smartphone

Television broadcasters will introduce interactive advertising where consumers can purchase products directly while watching a show

There will be more and more opportunities to watch live sports on mobile device(s)

8%

6%

6%

7%

4%

2%

17%

14%

14%

11%

8%

2%

33%

34%

31%

26%

24%

15%

30%

34%

37%

39%

48%

48%

12%

12%

12%

17%

16%

32%


Strongly/ Somewhat

Agree

80%

64%

56%

49%

46%

42%

• 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’.

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Gen Y Just as Likely as Boomers to Expect Changes in Television Production

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



Totaln=1,009

Age16-29

[A]n=203

30-44 [B]

n=258

45-59 [C]

n=303

60+ [D]

n=245

There will be more and more opportunities to watch live sports on mobile device(s)

80% 84% 81% 78% 80%

Television broadcasters will introduce interactive advertising where consumers can purchase products directly while watching a show

64% 57% 70% A 65% 63%

We'll be able to have the entire TV experience replicated on a smartphone

56% 57% 57% 55% 55%

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)

49% 47% 52% 50% 47%

Live television will be more engaging by allowing viewers to have input into plot twists via social media (i.e. choose your own adventure)

46% 43% 53% 44% 44%

We will be able to ask questions/connect directly with actors/athletes during live programming (e.g. how a hockey player felt after scoring)

42% 48% D 50% CD 40% 32%

• 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.

Section 4: Future Predictions

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Q5. Which, if any, of the following features do you expect smartphones will offer consumers over the next five years? Base: All respondents, n=1,009Note, responses under 2% not shown.

Significant Hardware/Tech Upgrades are Expected for Smartphone Devices Over the Next Five Years

Which, if any, of the following features do you expect smartphones will offer consumers over the next five years?

None of the above

Other

Built-in projectors

3D Screens

Flexible screens

Augmented Reality (AR)

Retina scanning (e.g. unlocking your smartphone using your eyes)

More personalized voice commands, customized to each user

Smartphone cameras that will be better quality than digital cameras

Smartphone batteries that last for weeks without charging

All mobile devices will have a touch screen

3%

2%

25%

33%

42%

46%

53%

62%

64%

71%

71%

• 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’.

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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

Early Adopters Expect the Most out of Smartphone Functionality Over the Next Five Years

Which, if any, of the following features do you expect smartphones will offer consumers over the next five years?

Totaln=1009

Technology Adoption

Early Adopters [A]

n=215

Early / Late Majority [B]

n=470

Laggards [C]

n=324

All mobile devices will have a touch screen 71% 75% 69% 72% Smartphone batteries that last for weeks without charging 71% 76% 70% 69% Smartphone cameras that will be better quality than digital cameras 64% 58% 65% 66% More personalized voice commands, customized to each user 62% 69% C 63% C 55% Retina scanning (e.g. unlocking your smartphone using your eyes) 53% 63% BC 53% 46% Augmented Reality (AR) 46% 50% C 49% C 39% Flexible screens 42% 53% BC 42% C 33% 3D Screens 33% 37% C 36% C 27% Built-in projectors 25% 37% BC 23% 21% Other 2% 2% 1% 2% None of the above 3% 2% 3% 5%

• 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%)

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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

Seven-in-Ten Device Users Predict Cars will be Able to Replicate the Entire Smartphone Experience (apps, contacts, etc.)

To what extent do you agree or disagree with each of the following statements about the future of mobile technology?

Advancements in manufacturing will allow consumers to drive cars using a WI-FI connection

Devices will have advanced remote control capabilities that can operate heavy machinery or robots

Cars will be connected and equipped with internet access for entertainment purposes (surfing the web, watching TV/Movies)

Consumers will be able to access all of their device features while in their car (e.g. apps, contact lists, games, etc.)

Cars will have built-in safety features like automatic notifications of upcoming crashes and weather alerts

10%

8%

4%

4%

20%

13%

11%

8%

4%

28%

32%

20%

17%

12%

27%

34%

40%

43%

45%

14%

13%

24%

27%

39%


Strongly/ Somewhat

Agree

84%

70%

64%

47%

41%

• Device Owners expect Automotive manufactures to ‘up-their-game’ over the next five years with over two-thirds 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%).

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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

Males Significantly More Likely than Females to Expect Automotive Advancements like Notifications and Internet Access



Totaln=1,009

Gender AgeMales

[A]n=502

Females[B]

n=507

16-29 [A]

n=203

30-44 [B]

n=258

45-59 [C]

n=303

60+ [D]

n=245

Cars will have built-in safety features like automatic notifications of upcoming crashes and weather alerts

84% 87%B 80% 86% 82% 83% 84%

Consumers will be able to access all of their device features while in their car (e.g. apps, contact lists, games, etc.)

70% 71% 69% 70% 69% 74% D 64%

Cars will be connected and equipped with internet access for entertainment purposes (surfing the web, watching TV/Movies)

64% 70%B 59% 65% 67% D 70% D 55%

Devices will have advanced remote control capabilities that can operate heavy machinery or robots

47% 53%B 41% 58% BCD 47% 42% 42%

Advancements in manufacturing will allow consumers to drive cars using a WI-FI connection

41% 44% 39% 37% 43% 42% 43%

• 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’.

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Q9a-e. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009

Three-Quarters of Device Owners Expect that Mobile Apps will be Completely Customized to Each Unique Individual


Mobile apps will be able to read your mood and better predict what you want or need

Communication though mobile apps will have replaced most of the daily physical interactions we have with others

Mobile apps will have the ability to choose which outfits to wear based on what's in your wardrobe

Mobile apps will be able to recommend what to eat for dinner, automatically create a grocery list and have items delivered

Mobile apps will be completely customizable to the needs of individual users

14%

14%

9%

4%

30%

25%

23%

13%

6%

31%

22%

28%

24%

19%

19%

29%

29%

42%

50%

7%

10%

10%

18%

23%


Strongly/ Somewhat

Agree

73%

59%

39%

39%

25%

Apps for Personal Use

• The continued personalization of mobile apps is expected of Device Owners over the next five years with six-in-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’.

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Q9a-e. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009

The Personal Concierge Experience is Expected Across all Age Cohorts


Apps for Personal Use


Totaln=1,009

Gender AgeMales

[A]n=502

Females[B]

n=507

16-29 [A]

n=203

30-44 [B]

n=258

45-59 [C]

n=303

60+ [D]

n=245

Mobile apps will be completely customizable to the needs of individual users

73% 72% 74% 75% 71% 70% 78% C

Mobile apps will be able to recommend what to eat for dinner, automatically create a grocery list and have items delivered

59% 59% 60% 66% D 59% 60% 53%

Mobile apps will have the ability to choose which outfits to wear based on what's in your wardrobe

39% 39% 39% 50% CD 43% CD 34% 31%

Communication though mobile apps will have replaced most of the daily physical interactions we have with others

39% 33% 44%A 45% 41% 36% 35%

Mobile apps will be able to read your mood and better predict what you want or need

25% 27% 23% 32% D 26% 24% 19%

• 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.

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Q9g-k. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009

Over Half of Device Users Predict Mobile Apps will Allow Users to Connect Directly with their Doctor from Home


Mobile apps will be able to predict health issues (e.g. cancer, diabetes, etc.)

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 intuitively track your daily caloric intake (a virtual calorie counter) without having to input the food you ate

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 provide detailed health notifications (e.g. blood/sugar levels for people with diabetes)

15%

11%

9%

7%

4%

23%

25%

18%

16%

8%

31%

31%

27%

25%

19%

23%

24%

31%

38%

45%

8%

8%

15%

15%

24%


Strongly/ Somewhat

Agree

69%

52%

46%

32%

31%

Apps for Medical/Health Use

• 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’.

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Q9g-k. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009

Boomers More Optimistic about the Potential for Health/Medical Related Applications


Apps for Medical/Health Use


Totaln=1,009

Gender AgeMales

[A]n=502

Females[B]

n=507

16-29 [A]

n=203

30-44 [B]

n=258

45-59 [C]

n=303

60+ [D]

n=245

Mobile apps will provide detailed health notifications (e.g. blood/sugar levels for people with diabetes)

69% 66% 72%A 64% 65% 72% A 74% AB

Mobile apps will allow you to connect directly with your doctor without having to call or leave home for a check-up

52% 51% 53% 46% 47% 55% 61% AB

Mobile apps will be able to intuitively track your daily caloric intake (a virtual calorie counter) without having to input the food you ate

46% 47% 46% 47% 47% 43% 49%

Mobile apps will be able to detect if food has gone bad by examining photographic traits of the item

32% 32% 32% 25% 35% A 33% 36% A

Mobile apps will be able to predict health issues (e.g. cancer, diabetes, etc.)

31% 30% 31% 25% 33% 31% 32%

• 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.

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Q9l-n. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009

One-Quarter of Device Owners think Mobile Apps will Allow People to Communicate with Pets in the Next Five Years


Mobile apps will make it possible to communicate with household pets

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 be able to control all appliances, hydro and electricity in your household when you're out of the home

26%

15%

3%

24%

21%

7%

25%

25%

14%

18%

26%

45%

7%

13%

31%


Strongly/ Somewhat

Agree

76%

39%

25%

Apps for the Home

• 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’.

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Q9l-n. Thinking about the next five years, to what extent do you agree or disagree that… Base: All respondents, n=1,009

Males More Optimistic than Females they’ll be able to Escape Household Chores


Apps for the Home


Totaln=1,009

Gender AgeMales

[A]n=502

Females[B]

n=507

16-29 [A]

n=203

30-44 [B]

n=258

45-59 [C]

n=303

60+ [D]

n=245

Mobile apps will be able to control all appliances, hydro and electricity in your household when you're out of the home

76% 76% 75% 62% 77%A 79%A 84%A

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

39% 44%B 34% 38% 46%D 38% 35%

Mobile apps will make it possible to communicate with household pets

25% 23% 26% 21% 28% 27% 24%

• 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’.

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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

Half of Device Owners Expect Mobile Communication will be Exclusively though Text Messaging, Email or Social Media


In the next five years you can see yourself wearing at least two connected accessories such as Google Glass, Smartwatches, etc.

Most of your communication will be exclusively through text-based messaging, email or social media as opposed to dialing a number

24%

11%

22%

16%

29%

22%

19%

34%

7%

16%


Strongly/ Somewhat

Agree

50%

25%

• 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.

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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

Ontarians and those in Atlantic Canada are Most likely to see Themselves Wearing Connected Accessories



Totaln=1,009

Gender AgeMales

[A]n=502

Females[B]

n=507

16-29 [A]

n=203

30-44 [B]

n=258

45-59 [C]

n=303

60+ [D]

n=245


50% 46% 55%A 58%CD 55%D 47% 43%


25% 28% 23% 26% 37%ACD 22% 18%


Totaln=1,009

Region

B.C. [A]

n=125

Alb. [B]

n=100

Man/Sask [C]

n=101

Ont. [D]

n=329

Que.[E]

n=254

Atl.[F]

n=100


50% 52%E 52%E 52%E 56%E 39% 51%E


25% 19% 17% 18% 31%ABC 24% 31%BC

• 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).

Appendix

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Demographics

DemographicsTotal

Samplen=1009

GenderMale 49%Female 51%Age16 - 29 22%30 - 44 24%45 - 59 28%60 or older 26%RegionBC 13%Alberta 11%Manitoba/Saskatchewan 7%Ontario 38%Quebec 24%Atlantic 7%LanguageEnglish 80%French 20%

DemographicsTotal

Samplen=1009

EducationHigh School or less 21%Tech/Some Coll/Some Univ 25%Coll/Univ Grad 40%Post Grad 12%Prefer not to say 1%EmploymentFull time 39%Part time 12%Student 17%Unemployed 9%Retired 22%HH Income Under $40,000 30%$40,000 to less than $80,000 32%$80,000 to less than $120,000 22%$120,000 and above 16%

DemographicsTotal

Samplen=1009

Number of people in HH1 18%2 39%3 16%4 14%5 or more 11%Prefer not to say 2%Children in Household?Yes 29%No 71%

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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

Early Adopters of Technology are More Likely to be Male, Young and Educated

Technology Adoption

7%

25%

47%

17%

4%The first to try a new technology product

Among the first

In the middle

Among the last

The last to try a new technology product

21% Early adopters are more likely to be…

62% Male38% Female

30% are 30 - 44 years old

58% Grad Coll/Uni/Post grad

Compared to other people you know, which of the following statements is the best descriptor of yourself? In general, are you…

rogers innovation report: tech trends 2013

Technology

mobile apps

tablet device

healthmedical apps

tablet owners

mobile wallet apps

older device owners

online commerce apps

personal use apps