Delvinia Dig: Managing the mobile hype in Canada
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If you’ve ever left your mobile phone at home, you’ll understand how heavily Canadians have come to rely on their mobile device. However, our study of Canadian mobile behaviours conducted through AskingCanadians, revealed that most mobile owners don’t appear to be using the more advanced features that mobile providers tout and marketers dream of fully leveraging.
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Delvinia Dig: Managing the mobile hype in Canada
- 1. insights for your business.
- 3. Annual profiling initiative of 160,000 AskingCanadians members. Extracted a statistically representative subset of responses (n=5,680, 50/50 gender split, age and province breakdowns as per Stats Can). Conducted a follow-up survey with 1,000 statistically representative AskingCanadians smartphone owners to uncover further insights. Digital and interactive experts discussed the results and provide a POV. Methodology
- 4. Get a copy of the Delvinia Dig mobile report: dig.delvinia.com
- 5. 1. 2. 3. How are 'Canadians' using their mobile devices? What do Canadians think of mobile marketing? How does a marketer manage the hype?
Editor's Notes
- AskingCanadians™ and its French counterpart Qu’en pensez vousMC is Delvinia’s proprietary online research panel of Canadian consumers who have opted in to participate in ongoing market research studies. Delvinia conducted its annual re-profiling initiative with all of its AskingCanadians panelists. From the entire pool of responses, Delvinia extracted a statistically representative subset of 5,680 responses (50/50 gender split, age and province breakdowns as per Stats Can). Delvinia then conducted a follow-up survey in January 2010 with 1,000 statistically representative AskingCanadians smartphone owners to uncover further insights. As marketers we believe mobile is the channel of the future, but we also believe that we're currently in relatively early stages and that it is prudent to manage our expectations in order to make the most of this emerging channel. We’ve compared the self-reported behaviours of 4 consumer groups in the Canadian marketplace: Those who Don Tapscott termed the "Net-Generation" (NGen) aged 18-30, Gen X aged 31-44, Boomers aged 45-65, and Canadians 65+.
- While we introduced BRAND BUTLERS a few years ago as a promising, emerging trend, we believe that now is the time to go all out on 'serving is the new selling', including this dedicated Trend Briefing. First, a definition: BRAND BUTLERS | With pragmatic, convenience-loving consumers enjoying instant access to an ever-growing number of supporting services and tools (both offline and online), brands urgently need to hone their 'butlering skills'*, focusing on assisting consumers to make the most of their daily lives, versus the old model of selling them a lifestyle if not identity. * For more on what makes a great butler, see this wiki Here's why consumers are embracing these BRAND BUTLER-style services: For consumers, time, convenience, control and independence are the new currencies : this need requires B2C brands to turn many of their 'campaigns' if not all interactions with their customers into broader services . In short: a shift from 'broadcasting' to assisting. Relationships with brands are now more down to earth and less reverential. From individualism to eco-concerns to decreased spending power in developed economies: for consumers, the practical and pragmatic rule. Yet, in uncertain times, there's also a consumer longing for institutions that truly ' care ' (please re-read our GENERATION G briefing ), which is more about showing empathy and providing customers with a status fix (please re-read our PERKONOMICS briefing ) than being purely practical. This too requires brands to master more service-oriented personae. On top of all of the above, the current mobile online revolution (hey, it took more than a decade of breathless predictions, but mobile internet usage is now finally exploding around the globe) is shifting these consumer expectations even further into the always-on, instant gratification online arena. (please re-read our NOWISM briefing). For brands, this means that there are now endless creative and cost-effective ways to deliver on this need for assistance, for 'butlers' .
- We surveyed 463 panelists representative of the general Canadian population (excluding <18yr olds) – 20% of respondents smartphone owners, and 80% own ‘other’ mobile phones. When asked to describe the image of the QR code, answers ranged from “Is this a psychology test? I see a lizard staring at me” to “Jesus on the cross”. And I’m not kidding. The most popular response was a “maze” or a “labyrinth”, followed by “no idea”. Of the 463 respondents, 4% were able to describe it as a code or image that can be captured by a smartphone to get more information. Of that group only 3 actually used the term “QR code” to describe the image.