January - Consumerology Report

Transcription

THE BENSIMON BYRNE
Consumerology
Report
Technology and
Canadian Consumers
January 2010
Consumerology Report
•
Each quarter the Consumerology Report tracks consumer opinions about the
economy, their personal financial expectations, consumer buying intention, and
attitudes toward key national issues.
•
Now in its seventh quarter, the primary purpose of this edition of Consumerology
is to probe the way in which Canadian consumers are using technology.
•
Previous editions of the Consumerology Report have covered a variety of topics
including: The Impact of Macro-economic Trends; The Impact of Environmental
Issues; New Canadians, New Consumers; Economic Trends and Consumer
Behaviour; and Evolving Attitudes to Health and Nutrition.
•
For more information, contact Karey Templeton at Bensimon Byrne.
•
•
Phone: 416-927-3212
Email: [email protected]
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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Consumerology Report
•
On behalf of Bensimon Byrne, The Gandalf Group conducts research to produce
the Consumerology Report.
•
The Gandalf Group offers elite research and strategic advice in brand
development, policy advocacy, reputation management, consumer research,
issue management and communications. Learn more about them at
www.gandalfgroup.ca
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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Methodology
•
Online discussions were held September 7th – 10th, 2009 and a national proportionate
quantitative survey was conducted in English and French with
1,500 Canadians between November 18th and 24th.
•
The survey was conducted online with sampling and weighting that matched the
demographics of the Canadian population in terms of age, region, and gender, but
because respondents were recruited online, it is not a probability sample. Similarly, it is
important to consider a potential response bias related to the subject of technology.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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Overview
•
This study will look at the way in which technology – the Internet, smartphones, PVRs
– is impacting consumer behaviour.
•
Over the course of this report, we will look at:
•
•
•
•
•
How people watch TV
How people shop online
How people relate on social networks
Where people learn about new products
How people respond to online advertising formats
•
A consistent theme of this report will be the clear difference between the youngest
Canadian adults – who tend to be early adopters and can create the impression that
new devices or technologies are more prevalent than they are – and most Canadians
who tend to be moving confidently but more slowly into the New World.
•
The report contains important implications for marketers, as the proliferation
of PVRs, laptops and handheld devices eliminate captive audiences and force
eyeballs to be earned.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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5
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A Canadian Technology Typology
•
Canadians report a high level of comfort with computer and communications
technology.
•
Forty percent of Canadian consumers are very comfortable with the latest
technologies such as Smartphone apps and voice activation.
•
Another 50% are not at the bleeding edge, but they are comfortable with most
devices such as computers, cell phones and MP3 players.
•
Only 10% feel really lost and unable to navigate the new world of technological
communication.
•
Two demographic attributes are important to technology comfort – both age and
gender. Younger Canadians are more comfortable with the latest technologies than
older Canadians – this is true for both men and women.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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Young People Lead Adoption
•
The most consistent pattern throughout this study is the difference in the way
younger Canadians (<35) utilize and experience technology and new devices versus
middle-aged and older Canadians.
•
Young people spend more time online.
•
They are most likely to adopt new devices.
•
They are most likely to use social networking as part of the consumer experience.
•
They may be leaders of adoption, and they are definitely ahead of the curve.
Most Canadians are moving more slowly and deliberately into the virtual world.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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7
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Comfort Level with Technology
•
Which of the following categories best describes how you feel about developments
in technology?
38
Total
51
28
Women
10
59
13
49
Men
44
58
18-34
40
39
35-54
21
43
49
39
2nd Gen
0
20
8
50
37
3rd Gen
9
61
1st Gen
2
53
19
55+
8
10
52
40
60
11
80
100
I have a high comfort level with technology. I have no problem learning to use new high-tech devices/electronics (Smartphone Apps, Blu-ray, voice-actvn)
I have a medium comfort level with technology. I have basic skills with common high-tech devices/electronics (computers, cell phones, MP3 players)
I have a low comfort level with technology. I avoid using high-tech devices/electronics whenever possible.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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8
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Comfort Level with Technology
•
Which of the following categories best describes how you feel about developments
in technology?
54
Women 18-34
44
34
Women 35-54
63
35
Women 55+
4
55
Men 18-34
Men 35-54
20
10
74
23
73
26
53
Men 55+
0
1
41
40
60
2
2
6
80
100
I have a high comfort level with technology. I have no problem learning to use new high-tech devices/electronics (Smartphone Apps, Blu-ray, voice-actvn)
I have a medium comfort level with technology. I have basic skills with common high-tech devices/electronics (computers, cell phones, MP3 players)
I have a low comfort level with technology. I avoid using high-tech devices/electronics whenever possible.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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9
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The Computer Age
•
After emerging only a decade ago, high-speed internet access is now
essential to more Canadians than any other communications, entertainment or
household device.
•
For young Canadians, it is a source of exploration, gaming, and entertainment.
•
For others, it is a new way of doing old things – talking, shopping, learning
and banking.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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10 -
Computers and Internet
•
How essential are each of the following devices to your lifestyle?
Laptop computers
Desktop computers
Total
74
Total
Women
72
75
Women
Men
18-34
35-54
55+
West
Ontario
Quebec
Atlantic
0
20
18-34
71
72
80
66
West
40
Very essential
46
44
49
Men
63
75
82
Quebec
Atlantic
80
100
0
83
83
78
84
88
55+
20
Very essential
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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Women
35-54
49
46
44
47
Ontario
83
18-34
34
55+
Total
Men
53
50
35-54
60
High-Speed Internet
11 -
86
82
81
87
West
Ontario
Quebec
Atlantic
40
60
0
20
40
Very essential
60
80
100
Essential Devices – Tier 1
•
On a scale of 1 to 9 where 1 is not at all essential and 9 is very essential,
how essential are each of the following devices to your lifestyle?
83
High-speed internet
74
Desktop computer
73
Microwave
68
Land line phone
67
Printer
66
Cable/Sat. TV
56
DVD player
54
Cell phone
46
Laptop
0
20
40
60
Very essential
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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12 -
80
100
Essential Devices – Tier 2
•
On a scale of 1 to 9 where 1 is not at all essential and 9 is very essential, how essential
are each of the following devices to your lifestyle?
42
CD player
36
Flat screen TV
25
MP3 player
22
GPS sys.
19
Gaming console
18
PVR/DVR
15
Smartphone
12
Blu-ray
0
20
40
60
Very essential
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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13 -
80
100
The Age Divide
•
Two new devices – cell phones and MP3 players – underline the early adopter role
that young Canadians play, and also how careful one needs to be to understand that
the flashy hot new thing is often not very common to most Canadians.
•
iPods and other MP3 players are the hot media commodity, while the CD seems as
dated as Duran Duran. Yet only among those under the age of 35 are MP3s more
important than CDs.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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14 -
CDs vs. MP3 Players
How essential is a CD player to
your lifestyle?
How essential is an iPod or MP3
player to your lifestyle?
42
Total
30
18-34
46
35-54
55+
49
55+
37
45
Medium
Low
47
Low
20
22
13
37
High comfort level
Medium
0
42
18-34
35-54
High comfort level
25
Total
40
60
80
100
21
5
0
Very essential
20
40
Very essential
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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15 -
60
80
100
Phones – Land vs. Mobile
•
Cell phones are essential to people across all age groups, but are especially
important to parents and younger Canadians. They are also a broadly accepted
tech device – even those with a low tech comfort level feel that they are essential.
•
Similarly, the importance of a land line is driven by older Canadians. Eighty percent of
middle-aged Canadians believe their land line is essential, compared to only 50% of
young Canadian adults.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
16 -
Phones
•
How essential is the following to your lifestyle?
Land line
Cell phone
68
Total
51
18-34
71
80
35-54
55+
$50-99k
$100-150K
$150K+
Ontario
Quebec
Atlantic
0
25
54
Total
18-34
59
54
48
18-34
55+
$50-99k
$100-150K
$150K+
Ontario
Quebec
Atlantic
50
Very essential
75
100
0
25
6
14
16
19
$50-99k
$100-150K
33
$150K+
17
16
14
13
West
Ontario
Quebec
Atlantic
50
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
17 -
15
<$50K
Very essential
-
26
55+
57
53
51
52
West
15
35-54
50
59
57
64
<$50K
66
71
63
72
West
Total
35-54
67
69
68
69
<$50K
Smartphone
75
100
0
25
Very essential
50
Daily Tech Activity
•
Canadian consumers are spending a lot of time online – almost half of Canadians (42%)
are spending at least two hours online per day and more than two-thirds are spending at
least an hour online each day. Younger Canadians are spending the most time online.
•
The most popular online activities are:
•
•
Checking the news, where 2/3 of Canadians use the Internet as their preferred choice
of news source, far surpassing print media.
•
Interacting with friends, with over half of the Canadian population (51%) partaking
in Facebook.
An example of hype over reality is Twitter; almost 90% of Canadians don’t tweet at all.
•
•
Under age thirty, it has some reasonable critical mass – 30% of respondents 18-24 years
old and 44% of respondents 25-29 years old had checked Twitter the day before.
Similarly, the rates for going online via a smartphone or Blackberry are low on the whole:
80% don’t do it at all. High-income men spend far more time doing it than anyone else –
48% had spent some time surfing the Internet via smartphone the previous day.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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18 -
Technology in our Daily Lives – #1
•
How much time did you spend yesterday on each of the following activities?
4
Spending time online, either via computer or smartphone
10
0
10h+
5-<10h
2-<5h
28
20
21
40
1-<2h
30m-<1h
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
19 -
15
60
15-29m
6
5
11
80
<15m
100
No time
Technology in our Daily Lives – # 2
•
Reading news online
Facebooking
Reading the printed version of the newspaper
Instant Message on computer/cell/smartphone/iPhone/BB
Spending time online, specifically via smartphone/iPhone/BB
Checking Twitter
11 2
15
11 5
1
8
7
11 3
5
25
16
11
9
14
14
9
11 2 3 4 3
No time – 35%
17
No time – 49%
14
No time – 49%
16
9
No time – 57%
6
No time – 81%
2 3 3 4
0
10h+
6
10
5-<10h
No time – 88%
20
30
2-<5h
1-<2h
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
40
20 -
50
30m-<1h
60
70
15-29m
<15m
Time Online – Computer or Smartphone
•
Spending time online, either via computer or smartphone.
4
Spending time online, via computer or smartphone
0
10h+
5-<10h
2-<5h
10
28
20
21
40
1-<2h
30m-<1h
15
60
15-29m
5
6
80
<15m
100
No time
Total
18-34
35-54
55+
West
Ontario
Quebec
Atlantic
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
21 -
11
2 or more hours
42%
49%
40%
41%
44%
47%
35%
41%
Reading News Online
•
Reading news online
Reading news online
112
6
0
10h+
15
20
5-<10h
25
16
2-<5h
40
1-<2h
35
60
30m-<1h
15-29m
80
100
<15m
No time
Total
Female
Male
18-34
35-54
55+
West
Ontario
Quebec
Atlantic
1st Gen
2nd Gen
3rd Gen
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
22 -
At least 15 mins
40%
33%
47%
43%
41%
36%
37%
44%
39%
36%
49%
43%
37%
Facebook
•
How much time did you spend yesterday on each of the following
activities? Facebooking
Total (No time)
49
18-34 (No time)
27
35-54 (No time)
49
55+ (No time)
70
0
•
Total
Female
Male
18-34
35-54
55+
West
Ontario
Quebec
Atlantic
20
40
60
80
100
Adult Internet users who did not visit a social networking site yesterday:
US Data, Pew Dec 2008
81
Total (No time)
0
20
40
60
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
23 -
80
100
1+ hours
15%
16%
13%
24%
13%
7%
15%
15%
13%
18%
Instant Messaging
•
Instant messaging on your computer, cell phone, or smartphone/iPhone/BB
IM on computer, cell, or smartphone/iPhone/BB
11 3 5
0
10h+
5-<10h
2-<5h
9
16
9
20
57
40
1-<2h
30m-<1h
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
24 -
60
15-29m
80
<15m
100
No time
Total
At least 15 mins
28%
Kids
34%
None
18-34
35-54
55+
French
English
25%
42%
26%
15%
42%
24%
Smartphone Surfing
•
Spending time online, specifically via your smartphone/iPhone/BB
Spending time online, specifically via smartphone/iPhone/BB
112 3 4 3 6
0
10h+
5-<10h
2-<5h
81
20
1-<2h
30m-<1h
40
60
15-29m
80
<15m
100
No time
Total
Female
Male
18-34
35-54
55+
<$50K
$50-99K
$100-150K
$150K+
High comfort level
Medium
Low
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
25 -
At least 15 mins
13%
9%
17%
25%
11%
3%
12%
13%
10%
31%
22%
8%
6%
Smartphone Surfing
•
Spending time online, specifically via your smartphone/iPhone/BB
9
3
Men income <$50K
20
7
Women $50-$99K
12
3
Men $50-$99K
16
9
Women $100K-$150K
18
8
Men $100K-$150K
13
16
Women $150K+
28
15
Men $150K+
38
10
Women income <$50K
0
10
20
30
40
0
15m+
No time – 88%
No time – 73%
No time – 85%
No time – 75%
No time – 74%
No time – 71%
No time – 57%
No time – 52%
10
<15m
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
26 -
20
Tweeting
•
Checking Twitter
2 3 3 4
Checking Twitter
0
10h+
88
20
5-<10h
40
2-<5h
60
1-<2h
30m-<1h
80
15-29m
100
<15m
No time
Total
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
27 -
Any time
12%
Female
9%
Male
18-24
25-29
30-34
35-54
55+
15%
30%
44%
18%
11%
3%
Recreational Activities
•
Despite the importance of the Internet and computers, watching television remains
a universal Canadian experience.
•
Almost two-thirds of Canadians watch television often, and it is an activity
enjoyed by all types of Canadians regardless of gender, generational status,
age, and region.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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28 -
Time Spent on Activities – Tier 1
•
Including your time at work and at home or while mobile, how often are you doing the
following activities?
14
Watching TV
48
27
Listening to CDs
6
29
37
Watching DVD movies
7
26
40
10
Playing online games
23
9
Listening to MP3s
Playing video games
4
Watching TV clips online
3
0
Constantly
20
11
15
20
40
Often
Sometimes
-
36
60
THE BENSIMON BYRNE
29 -
28
48
29
CONSUMEROLOGY
REPORT
8
41
16
23
3
9
19
12
21
9
19
24
17
8
80
Rarely
100
Never
Time Spent on Activities – Tier 2
•
following activities?
Watching TV programs online
3
Watching movies online
3
9
18
7
Watching Blu-ray movies
2 6
Playing games on a mobile device
2 5
16
Watching TV on mobile devices
13 5
12
Watching movies on mobile devices
13 6
8
0
Constantly
57
9
74
11
72
78
82
20
Often
44
16
10
10
26
40
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
30 -
60
Rarely
80
100
Never
Television
•
following activities? Watching TV
Total
Women
Men
48
27
8
3
13
16
49
47
27
28
8
3
3
15
15
13
18-34
35-54
55+
42
2nd Generation
3rd Generation
ON
24
28
28
46
46
7
31
27
8
2
4 2
8
6
8
4
4
2
6
10
51
23
54
Constantly
5
28
48
48
20
QC
11
27
48
12
14
West
7
27
48
54
17
14
14
1st Generation
Atl
14
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
31 -
Rarely
3
6 1
6 2
32
Often
4
Never
CDs
•
following activities? Listening to music on CDs
6
Total
8
18-34
7
35-54
4
55+
0
29
37
24
32
30
13
20
41
20
40
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
32 -
6
15
60
Often
9
23
37
32
Constantly
19
9
80
Rarely
100
Never
Online Gaming
•
following activities? Playing games online.
Total
10
18-34
13
35-54
8
10
55+
0
23
24
15
27
27
22
17
16
21
20
Constantly
17
24
22
28
30
12
40
35
60
Often
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
33 -
80
Rarely
100
Never
Online Activities
•
•
Computers and the Internet facilitate activities like reading news, shopping,
communicating and banking, for the majority of Canadians. This helps to explain
why they are more essential than so many other technology devices that are
focused solely on entertainment.
•
Computers are far preferred over mobile devices for going online, especially
for tasks like banking and shopping.
•
Online banking is a success story of technology-based service uptake.
Three-quarters of Canadians bank online, including 50% of those
uncomfortable with technology.
Young Canadians, however, are more likely to balance their functional computer/
online usage with entertainment.
•
As one example, while online TV rates across the whole population are minimal,
one quarter of Canadians under the age of 35 admit to watching TV online
“constantly” or “often”.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
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34 -
Online Activities
•
Now we’d like to ask you about various online activities. Do you ever…
74
Online bank via your desktop/laptop computer
26
69
Shop online via your desktop/laptop computer
31
30
Manage your investments online via your desktop/laptop computer
70
Online bank via your smartphone/iPhone/BB
6
95
Shop online via your smartphone/iPhone/BB
5
95
3
97
Manage your investments online via your smartphone/iPhone/BB
0
20
40
Yes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
35 -
60
80
No
100
Online Banking by Computer
•
Do you ever online bank via your desktop/laptop computer?
83
High comfort level
26
72
Medium comfort level
28
49
Low comfort level
0
51
20
40
60
Yes
80
No
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
36 -
100
Online Television
•
following activities? Watching television programs on the Internet
Total
3
9
18-34
7
19
35-54
1 7
17
55+
2
8
West
3
7
ON
3
QC
2
Atl
4
0
18
26
44
30
24
27
48
26
64
16
10
32
20
8
42
21
18
12
46
25
46
20
27
20
Constantly
20
40
38
60
Often
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
37 -
80
Rarely
100
Never
Online Shopping
•
Canadians are online shoppers. Three-quarters of consumers report making
a purchase online at least several times a year.
•
Those who are most comfortable with technology are making the most online
purchases, but even half of those with a low technology comfort level will still make
the occasional purchase online.
•
In fact, the gender and age differences that are evident when evaluating comfort
levels with technology narrow significantly when it comes to online shopping.
•
Middle-aged consumers are as likely to be shopping online as younger
consumers.
•
Two-thirds of women shop online at least several times a year.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
38 -
Online Shopping
•
When it comes to shopping generally, how often would you say you make
an online purchase?
3
Total
Women
Men
18-34
35-54
55+
West
Ontario
Quebec
Atlantic
<$50K
$50-99K
$100-150K
72
2
4
25
67
4
3
2
30
75
20
76
19
72
33
73
73
63
81
83
71
20
Daily+weekly
2
1
1
2
2
1
33
7
0
1
1
22
22
31
29
67
69
3
3
2
$150K+
23
65
3
3
3
1
1
1
1
1
15
15
17
40
60
Monthly+every few months
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
39 -
80
Never
5
100
Don't know
Online Shopping
•
When it comes to shopping generally, how often would you say you make
an online purchase?
5
High comfort level
Low comfort level
Daily
2
18
8
5
Weekly
34
27
28
16
Monthly
34
27
27
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
40 -
Once or twice a year
1
3
49
Once every few months
1
16
Never
Don't know
Online Shopping Pros and Cons
•
Some of what Canadians feel about online shopping might have been predictable.
•
•
The selection is great and the prices are good
Returning items is inconvenient
•
Less predictable was that Canadians would like the online shopping experience.
•
Two major barriers to greater online shopping are that most Canadians are far from
convinced about their privacy or payment security when shopping online.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
41 -
Online Shopping
•
How do you personally feel about each of the following aspects of online shopping?
Convenience
60
Selection of available items
55
Satisfaction with the products purchased
52
Prices
47
The shopping experience
45
Payment security
44
Privacy
39
32
16
Shipping times
37
36
12
Coordinating pickup if not sent to mailbox
27
Availability of staff assistance
23
Returning items
18
Shipping costs
17
0
Positively
22
27
28
20
Less positively
60
Negatively
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
42 -
12
13
12
14
15
18
22
21
22
27
34
40
-
14
14
26
35
13
9
29
29
6
6
33
35
12
6
35
33
6
13
80
Don't know
100
Product Information
•
About 40% of Canadian consumers reliably use company or store sites to find
information about a product.
•
Review sites, news sites with advertising and social networking sites are not
preferred sources of product information. Less than 20% of Canadians look
to these sites on a regular basis for product information.
•
Younger consumers are more likely than older cohorts to rely on online sites
to research products.
•
Social networking is, overall, at the bottom of those avenues tested for
online shopping.
•
Unlike their older counterparts, Canadians under 35 are interested in consulting
social networking sites like Facebook or Twitter for information about a product.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
43 -
Online Research Sites – Total
•
When doing online research about a product, how often do you consult the following
types of sites?
13
Websites of an individual company (Sears.ca, ToysRUs.ca, Futureshop.com)
Websites selling or comparing various companies’ goods (Amazon.ca. Ebay.ca, PriceCanada.com)
8
Websites for news that include advertising (Yahoo.ca, GlobeandMail.com)
7
29
21
31
28
20
14
23
24
Websites where people rate and review different products or services (TripAdvisor.com, Cnet.com)
6 13
25
22
Websites for social networks where people can discuss products or services and share experiences (Facebook, Twitter)
8 11
0
Always
Often
Sometimes
Rarely
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
44 -
19
20
20
29
30
20
40
Never
13 10 3
38
60
80
N/A
3
4
4
4
100
Online Research Sites – Aged 18-34
•
When doing online research about a product, how often do you consult the following
types of sites? [Aged 18-34]
17
Websites of an individual company (Sears.ca, ToysRUs.ca, Futureshop.com)
36
14
Websites selling or comparing various companies’ goods (Amazon.ca. Ebay.ca, PriceCanada.com)
27
Websites for news that include advertising (Yahoo.ca, GlobeandMail.com)
9
16
Websites where people rate and review different products or services (TripAdvisor.com, Cnet.com)
8
18
15
Websites for social networks where people can discuss products or services and share experiences (Facebook, Twitter)
0
Always
Often
Sometimes
Rarely
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
45 -
25
27
22
24
18
20
Never
22
40
13
17
82
14 1
23
28
3
19
29
2
19
60
N/A
24
80
2
100
Online Reviews – Do They Matter?
•
Online reviews are most useful to consumers who make online purchases frequently
and Canadians with a high tech comfort level.
•
•
Seventy percent of people who make online purchases daily or weekly and 63%
of Canadians with the highest technological comfort level find them very useful.
Positive reviews are seen without cynicism and are as credible and persuasive as
negative reviews.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
46 -
Review Sites
•
How useful are online reviews to your purchase decisions?
[DK and N/A Removed]
58
Total
32
63
High comfort level
28
51
16
42
25
70
Purchase daily/weekly
20
58
Monthly/every few months
0
10
32
39
Never
9
33
33
Low comfort level
10
11
34
20
40
Very useful
Somewhat useful
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
47 -
26
60
80
Not at all useful
100
Review Sites
•
There are many places on the web to submit your own rankings, ratings,
reviews or comments about a certain company or store’s product or service…
54
How useful are online reviews in your purchase decision?
32
14
How useful are positive reviews?
59
32
9
How useful are negative reviews?
59
33
9
0
Very useful
20
40
Somewhat useful
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
48 -
60
80
Not at all useful
100
Advertising to Consumers
•
Mainstream advertising – TV, radio, and print – remain the top mediums through
which consumers learn about new products. Almost two-thirds of consumers always
or often find out about new products through mainstream advertising.
•
The percentage who hear about new products from blogs or social media is small,
even amongst the tech comfortable and those making daily online purchases.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
49 -
Finding Out About New Products
•
The following are some ways you might find out about a new product or service.
How often do you find out about a new product or service by…
18
Seeing advertising in/on TV, newspaper, mag, radio, flyer
45
30
Seeing it out while shopping
7
Reading an ad sent directly to you in the mail or via email
6
24
39
Seeing it in a movie or on television
6
23
42
Seeing an ad online
5
23
Reading a review or report in the newspaper
4
Reading about it on blog or social networking site
Noticing it in connection with a celebrity
2 8
2 5
0
Always
Often
37
44
20
24
25
40
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
50 -
29
60
Rarely
10
30
39
20
8
6
24
36
3
9
22
42
23
9
22
41
-
6 2
80
Never
100
Referrals in the Digital Age
•
Information that is shared about a product or service between friends or family is
considered most useful when done in person.
•
This is true for even the most savvy online users, most frequent online buyers and
the technology generation – the youngest cohort. In-person referrals eclipse online
referrals in utility for all demographics.
•
The utility of online social network referrals is not insignificant, however. Twenty-nine
percent of Canadians find links, comments or posts about a product or service
shared online to be very useful. Thirty-three percent find them somewhat useful.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
51 -
Advice – Direct vs. Online
•
Now we have some questions about online advice and purchases. How useful are:
55
The opinions, links, and information about products and services that your friends mention to you directly?
29
The opinions, links, and information about products and services posted by friends in your social networks?
0
Very useful
Somewhat useful
Not at all useful
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
52 -
29
33
20
40
Don't know
10 2 5
20
60
5
80
Not applicable
13
100
Reinventing Communication
•
Despite the universality of television viewing, television advertising faces two
significant obstacles to viewer attention – multi-tasking and PVRs.
•
It is common for Canadians of all types and backgrounds to be on their computer or
smartphone while watching television.
•
PVR ownership in Canada is much higher than previously thought, and is set to
continue to rise significantly.
•
It is a regular practice amongst PVR owners to fast-forward through all commercials.
In fact, they are even fast-forwarding through segments of recorded shows due to
lack of interest.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
53 -
Getting Audience Attention
•
Multitasking while watching TV is common.
•
Sixty-two percent of Canadians are on their computer or smartphone during at
least some of their television watching.
•
Thirty-nine percent are doing it always or often.
•
As many as half of young Canadians are doing it always or often, but it is by no
means an activity relegated to young people – 29% of seniors who are active
online are also always or often looking at a secondary screen while watching TV.
•
Even the one-third of respondents who classified themselves as feeling
overloaded by the current amount of information available are on their smartphone
or computer while watching television.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
54 -
Multitasking
•
How often while you are watching TV are you also engaged with another device such
as a computer or smartphone?
10
Total
17
13
13
10
9
10
9
18-24
25-29
30-34
35-39
40-44
45-54
55-64
5
65+
29
Like current situation
15
35
41
25
24
24
18
17
Always
28
38
27
14
60
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
55 -
19
17
40
Often
18
36
22
20
11
19
19
22
31
6
13
18
15
27
0
12
14
12
16
22
24
18
24
23
29
22
29
37
32
8
12
Overloaded with info
23
21
80
Rarely
100
Never
PVRs in Canada – A Primer
•
Twenty-nine percent of Canadians own a personal video recorder/digital video
recorder (PVR), a statistic that is in sync with US ownership rates.
•
Newer immigrants tend to be more likely to own a PVR, as are wealthier Canadians.
Almost half of Canadian households earning $100K or more have a PVR.
•
Between one-third and one-half of PVR owners record the majority of programming
they view. Younger Canadians as well as television watchers who are more active
than passive are most likely to record the majority of the television they watch.
•
The most popular types of shows to record are movies and primetime dramas.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
56 -
PVR Ownership
•
A PVR/DVR is a Personal Video Recorder or Digital Video Recorder that is built into
some satellite and digital cable receivers and allows you to record programs and
pause or rewind live television. Do you own a PVR/DVR?
29
Total
71
26
Women
Men
18-34
35-54
55+
West
ON
QC
Atl
0
74
33
67
32
31
26
68
69
74
30
31
27
26
70
69
73
75
20
40
60
Yes
80
No
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
57 -
100
PVR Ownership
•
A PVR/DVR is a Personal Video Recorder or Digital Video Recorder that is built into
some satellite and digital cable receivers and allows you to record programs and
pause or rewind live television. Do you own a PVR/DVR?
29
Total
71
35
34
1st Generation
2nd Generation
65
66
26
3rd Generation
74
34
Children
66
27
None
73
23
<$50K
78
32
$50-$99K
68
45
46
$100-$149K
$150K+
0
55
54
20
40
60
Yes
80
No
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
58 -
100
PVR Future Ownership
•
How likely are you to purchase or rent a PVR/DVR in the next year?
[Those who don’t own]
18
Total
34
21
18-34
33
19
35-54
0
46
40
14
55+
49
41
28
20
Very likely
59
40
60
Somewhat likely
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
59 -
80
Not at all likely
100
PVR Usage
•
Please tell us whether you agree or disagree with the following statement on a scale of
1 to 9, where 1 is strongly disagree and 9 is strongly agree: The majority of TV I watch
is programming I’ve PVR’d/DVR’d. [Those who own]
28
Total
25
45
33
18-34
32
28
35-54
0
Strongly agree
2
44
27
20
5
44
24
24
Passive
45
25
31
Active TV watcher
2
48
22
29
3rd Generation
2
56
18
28
2nd Generation
2
45
19
33
1st Generation
33
25
24
55+
2
2
47
40
60
Somewhat agree
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
60 -
3
80
Disagree
100
Don't know
Recorded Programming – Tier 1
•
For each of the following programs, please tell us how likely you are to record them
rather than watch them at the time they are aired? [Those who own]
59
Movies
23
42
Primetime dramas
22
32
Sporting events/games
19
37
17
51
Primetime sitcoms
30
26
44
Variety shows/specials
29
27
45
Reality TV
29
16
24
DIY shows
0
56
22
20
54
40
Very likely
60
Somewhat likely
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
61 -
80
Not at all likely
100
Recorded Programming – Tier 2
•
For each of the following programs, please tell us how likely you are to record them
rather than watch them at the time they are aired? [Those who own]
21
Soaps
14
19
Children's shows/cartoons
18
17
Sports highlight shows
Nighttime talk shows
15
News/Current affairs
14
Daytime talk shows
13
Celebrity/Tabloid shows
12
0
66
63
17
66
20
65
19
66
16
72
13
20
76
40
Very likely
60
Somewhat likely
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
62 -
80
Not at all likely
100
Advertising and PVRs
•
PVR owners – almost 1/3 of Canadians – are, for the most part, fast-forwarding
through all commercial content. Seventy-nine percent fast-forward through program
advertisements always or often.
•
Respondents without children and older Canadians are more likely to fast-forward
through PVR’d content.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
63 -
Fast-forwarding through commercials
•
When watching pre-recorded programs on your PVR/DVR, how often do you
fast-forward through the commercials? [Those who own]
54
Total
25
46
18-34
26
17
56
60
35-54
55+
26
ON
QC
Atl
23
27
25
28
58
None
0
20
Always
12
40
60
Often
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
64 -
5
6
3
6
4
3
6
5
9
4
7
3 3
5
80
Rarely
7
6
9
13
24
5
6
11
10
30
48
Children
9
7
24
56
55
50
56
West
11
6
4
5
100
Never
Styles of TV Watchers – A Typology
•
Likelihood to fast-forward through PVR programming is also related to what kind
of TV watcher a person tends to be. We asked respondents to self-select into one
of two categories of TV watchers, one category more passive and one more active,
by aligning with one of the two statements, “I’m the kind of person who,…
…when I watch TV, will sit down to enjoy whatever is on at that time.”
…when I watch TV, will sit down knowing exactly what I am going to watch.”
•
Forty percent of the population are passive watchers and 60% are active.
•
Older Canadians are more likely to be active television watchers.
•
Sixty-three percent of active watchers with PVRs always fast-forward through
commercials, as compared to only 39% of passive watchers.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
65 -
TV Typology
•
Which of these two statements is closer to your own opinion?
60
Total
40
49
18-34
51
58
35-54
42
74
55+
0
20
26
40
60
80
I'm the kind of person who, when I watch TV, will sit down knowing exactly what I am going to watch
I'm the kind of person who, when I watch TV, will sit down to enjoy whatever is on at that time
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
66 -
100
Fast-forwarding through commercials
•
fast-forward through the commercials? [Those who own]
63
Active TV Watcher
22
39
Passive TV Watcher
0
31
20
Always
40
13
60
Often
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
67 -
9
9
80
Rarely
2 3
9
100
Never
Advertising and PVRs
•
There are strategies that may increase commercial views by PVR owners, but skipping
commercials seems to be a major benefit to the technology for most PVR owners.
•
In an open-ended question about what types of commercials might spur PVR owners to
stop fast-forwarding, some content suggestions included:
•
•
•
•
•
Eye-catching ads: bright, unique, good graphics
Funny ads
New commercials I haven’t seen
Movie trailers or ads for new shows
Commercials for products or services I am considering buying
•
When asked if they would utilize a service allowing pre-selection of particular types of
commercial content that would be played in full, even when the rest of the commercials
were “skipped”, 55% of PVR owners said they were not at all likely to be interested.
•
In fact, PVR users even fast-forward through program content. Eighty-four percent of users
admit to at least sometimes fast-forwarding through parts of shows they find uninteresting;
25% of users will do so often or always.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
68 -
Commercials of Interest
•
What kind of advertisement might make you stop fast-forwarding and watch it?
[OPEN-ENDED] [Those who own]
Additional mentions
Food
3.3
Cars
3.1
Sports
2.3
Animals
2.1
Video games/Toys
1.9
Attractive women
1.9
Electronics/tech
1.9
Health/medical
1.6
For children
1.4
Smart/intelligent
1.3
Good music
1
Beer
1
Sales
1
Political
0.6
40
20
34
13
11
8
7
6
New/haven’t seen
Movie trailers/Ads
for new TV shows
Something I’ve been thinking
about buying/will buy
0
Nothing/Don’t like/
Fast-forward through all
Eye-catching (interesting,
unique, bright, good graphics)
Funny
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
69 -
Pre-selecting commercials to view
•
If PVR/DVR providers provided an option where you could pre-select certain types of
commercials, so that when you were fast-forwarding, the commercials would automatically
play in full, how likely would you be to use this function? [Those who own]
Total
Active TV Watcher
16
28
55
17
27
58
16
Passive
0
31
20
Very likely
53
40
60
Somewhat likely
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
70 -
80
Not at all likely
100
Fast-forwarding a recorded program
•
fast-forward through portions that you find uninteresting? [Those who own]
8
Total
9
Active TV Watcher
7
Passive
17
29
17
29
17
0
16
30
30
20
Always
30
16
30
40
60
Often
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
71 -
16
80
Rarely
100
Never
Advertising in High Def
•
Forty percent of consumers feel HD has very much increased their enjoyment
of watching TV; men are more likely to feel this way than women.
•
Forty-six percent of those who have or are familiar with HD notice when a
commercial on an HD channel or program is not in high def; men are more
likely to notice this than women.
•
Canadians are a tolerant people when it comes to low-tech – when asked in
an open-ended format how viewers feel about a commercial not in HD airing on
an HD channel or program, there is very little push-back or negativity. Over half of
responses indicated it made no difference at all, and only a minority of responses
were negative or disparaging in nature – i.e. “cheap” or “not willing to cough up
the money.”
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
72 -
Advertising in HD
•
How much have the following technological advancements increased your enjoyment
of watching TV: High Definition
40
Total
20
33
Women
19
20
Increased greatly
4
24
47
Men
0
21
20
40
Somewhat increased
17
11
80
Not increased at all
Don't know
THE BENSIMON BYRNE
73 -
20
60
CONSUMEROLOGY
REPORT
-
4
16
4
100
Not applicable
The HD Gap
•
When watching in high definition, do you notice when advertisements are not highdefinition quality? [DK and N/A respondents removed]
46
Total
54
38
Women
63
53
Men
0
47
20
40
60
Yes
80
No
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
74 -
100
The HD Gap
•
What, if anything, does that make you think about the advertiser?
[Open-ended] [DK and N/A respondents removed]
60
50
40
30
53
20
10
0
Nothing/no opinion/fine
15
13
11
Can't afford - Negative (Cheap)
Behind the times
Can't afford (Positive or neutral)
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
75 -
Online Advertising Styles
•
Consumers want the least intrusive ads possible. Ads that interrupt the consumer’s
intent or intrude on the original intent are poorly received. Essentially, the more
confrontational the ad, the less popular.
•
Preferred ads are placed on the side or top of desired content.
•
Those older than 35 all tend to dislike the ads equally. Younger people respond with
greater variance to tolerating the minimally bothersome ads but dislike the intrusive
ones just as much as the rest of respondents. Overall, the most positive ad cohort
tends to be the 25-35 age range.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
76 -
•
How favourably do you view the following types of online advertising?
50
Horizontal, top of page
37
43
Tall, right side
42
38
Square, middle or right corner
7
Pops up in new browser window without prompting
0
53
31
11
Animated, moves over and around page then disappears
36
32
14
Appears temporarily between current and destination page
17
39
16
Video ad, plays before chosen video
15
45
26
Expands in size with mouse rollover
13
56
26
63
16
77
20
40
Very favourably
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
77 -
60
Acceptable
80
Not at all favourably
100
•
Assuming the ads are for products or services of interest to you, does the format and
placement of the following make you more likely or less likely to click on it to learn more?
48
37
45
Tall, right side
39
38
37
56
13
30
58
9
0
34
28
11
19
15
Appears temporarily between current and destination page
16
43
29
15
24
66
22
20
40
Much more likely
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
69
78 -
60
Somewhat likely
80
Not at all likely
100
Does it make you more or less likely to click…
8
7
6
Tall, right side
5
4
Appears temp., between current page and destination page
3
2
2
3
4
5
6
How favourably do you view…
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
79 -
7
8
#1 Most Favourable Ad
•
Horizontal, Top of Page
50
Total
37
54
18-24
13
28
18
60
25-29
34
56
30-34
38
51
35-54
0
20
Very favourably
6
38
43
55+
6
11
41
40
60
Acceptable
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
80 -
16
80
100
•
Tall, Right Side
43
Total
42
49
18-24
36
48
25-29
0
20
Very favourably
9
41
37
55+
5
36
43
35-54
15
47
56
30-34
15
16
45
40
60
Acceptable
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
81 -
19
80
100
•
Square, Middle or Right Corner
38
Total
45
42
18-24
42
45
25-29
0
7
47
35
55+
11
44
36
35-54
15
45
48
30-34
17
38
42
20
Very favourably
40
23
60
Acceptable
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
82 -
80
100
•
Expands with Mouse Rollover
26
Total
39
36
32
18-24
36
27
25-29
45
31
30-34
0
30
38
19
55+
28
39
27
35-54
32
35
40
20
Very favourably
41
40
60
Acceptable
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
83 -
80
100
4th Least Favourable Ad
•
Video Ad, Before Chosen Video
16
Total
32
20
18-24
25
16
25-29
0
48
31
13
55+
54
39
17
35-54
54
31
14
30-34
53
52
34
20
Very favourably
53
40
60
Acceptable
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
84 -
80
100
3rd Least Favourable Ad
•
Page Appears Temporarily
14
Total
31
56
18-24
16
28
56
25-29
16
27
57
20
30-34
36
14
35-54
33
11
55+
0
44
54
28
20
Very favourably
61
40
60
Acceptable
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
85 -
80
100
2nd Least Favourable Ad
•
Animated, Moves Around
11
Total
26
13
18-24
25
17
25-29
35-54
55+
0
62
18
11
30-34
63
65
29
60
10
27
63
9
28
64
20
Very favourably
40
60
Acceptable
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
86 -
80
100
Least Favourable Ad
•
Pops Up in New Browser
7
Total
18-24
25-29
5
30-34
7
35-54
5
55+
0
16
77
14
15
76
15
13
72
16
79
16
77
15
79
20
Very favourably
40
60
Acceptable
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
87 -
80
100
Corporate Social Networking
•
•
Canadians are not clamouring for online contact with corporations, but they’re not
wholly opposed either. Of those to express an opinion:
•
•
57% strongly agree that they would never follow a corporate Twitter account.
•
Only 1 in 10 strongly enjoy connecting with companies via social networks and
only 1 in 10 feel strongly that social networks are a good place to research the
reputation or products of a company.
•
55% strongly or somewhat agree that online social networks are an appropriate
place for companies or brands to promote themselves.
72% strongly or somewhat agree that companies are using social networking for
self-promotion more than genuine engagement.
Younger Canadians depart significantly from the rest of the population. By and large,
young people are the only consumers displaying enthusiasm about advertising via
social media. Comparatively, almost half under the age of 35 think that social
networks are a good place to research a company’s reputation and products.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
88 -
Corporate Presence in Social Networks
•
For each of the following statements, please tell us if you strongly agree, somewhat
agree, somewhat disagree, or strongly disagree. [DK and N/A Removed]
57
I would never sign up to follow a Twitter feed from a company.
23
Companies use online social networks to promote their brands, but they don't use them to listen to customers.
Online social networks are an appropriate place for companies or brands to promote themselves.
13
Online social networks are a good place for me to research the reputation and products of companies.
12
9
I enjoy connecting with my favourite companies or brands through social networking sites.
0
Strongly agree
Somewhat agree
Somewhat disagree
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
89 -
20
49
20
42
22
37
26
40
9
8
23
27
26
20
15
24
39
60
80
Strongly disagree
100
Twitter
•
I would never sign up to follow a Twitter feed from a company.
57
Total
Twitter user (Yesterday)
22
19
35-54
21
57
Strongly agree
11
23
73
14
15
Somewhat disagree
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
90 -
7
14
22
Somewhat agree
9
38
19
42
55+
14
21
63
Non-user
18-34
19
8
7
5
Strongly disagree
Research on 2.0
•
Online social networks are a good place for me to research the reputation and
products of companies.
17
18-34
38
12
35-54
36
7
55+
0
Strongly agree
32
28
37
20
13
21
40
35
60
Somewhat agree
Somewhat disagree
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
91 -
24
80
100
Strongly disagree
Blogs and Social Networking
•
The following are some ways you might find out about a new product or service.
How often do you find out about a new product or service by… Reading about it
on a blog or seeing it on a social networking site.
Total
2
8
5
High comfort level
13
12
Daily/weekly online purchasing
23
36
30
31
7
0
31
38
20
Always
36
40
Often
60
Sometimes
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
92 -
20
7
80
Rarely
100
Never
Connecting with Companies
•
I enjoy connecting with my favourite companies or brands through social networking sites.
12
18-34
31
10
35-54
6
55+
0
31
27
18
26
37
21
20
Strongly agree
26
56
40
60
Somewhat agree
Somewhat disagree
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
93 -
80
Strongly disagree
100
Conclusions – The Tech Generation
•
For a majority of Canadians, computers and the Internet are a device of function
– they facilitate communication, reading news, shopping, and banking.
•
The youngest Canadians, however, are more likely to balance their functional
computer/online usage with entertainment.
•
New technologies are not crowding out older, more traditional devices. This may not
be the case forever. The youngest cohort – those under 35 – are the ones adopting
the latest tech changes.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
94 -
Conclusions – Devices
•
Despite the importance of the Internet and computers, television remains the most
universally used entertainment device.
•
The rapid development of many new technologies – cell phones, laptop computers, the Internet,
and MP3 players – has not replaced all predecessors or more traditional function providers.
•
•
•
•
CD use remains more prevalent than MP3s.
•
Traditional word of mouth still far outweighs online recommendations.
Laptops have not surpassed stationary desk computers in importance.
Despite wide cell phone dissemination and acceptance by the lowest tech Canadians,
land lines are still a staple of most households.
But the fact that new technologies can’t replace older devices does not make the new
ones dispensable.
•
Computers and the Internet have become essential to how Canadians live –
for communication, shopping, and banking.
•
Instant messaging and social networks – two brand new methods of communication
to popularize post-2004 – are utilized daily by half the population.
•
Cell phones are now essential tools not only for the tech-savvy, but even for Canadians
with the lowest tech comfort.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
95 -
Conclusions – Online Shopping
•
Men are more likely to shop online than women, although over two-thirds of Canadians
purchase online regardless of gender. The same goes for different age groups; although
the younger generations do shop online more often, 65% of people aged 55+ make
monthly online purchases or do so at least every few months. •
Eighty-three percent of high comfort-level tech users do the most online shopping, but
even half of all low comfort-level tech users have been known to make a purchase online.
•
The most positive experiences for Canadians when shopping online are the convenience
and the wider variety of product selection.
•
Although payment security and privacy remain a concern among online shoppers,
shipping costs and times, the lack of staff assistance and the inconvenience of returning
items are most likely to deter shoppers from making online purchases.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
96 -
Conclusions - Advertising
•
•
This data demonstrates that there are some important pieces of information about
reaching consumers.
•
Mainstream advertising (TV, radio, newspaper, magazines, flyers) are still the
primary means through which consumers learn about new products.
•
Blogs and social networks may not inform the entire population, but they do
inform the most frequent online buyers and younger Canadians.
•
Younger consumers have a greater tolerance for online web advertising.
Most critically, the combination of multitasking and PVR usage takes the upper hand
away from marketers. Only 20 percent of Canadians are a captive audience right
now, and this number is shrinking. The rest have moment-to-moment options, and
will only listen to your message if it is interesting to them. And that might be quite
different from what is most interesting to the marketer.
THE BENSIMON BYRNE
CONSUMEROLOGY
REPORT
-
97 -

January - Consumerology Report

Transcription

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