Two in Ten (20%) Canadians Who Own a Mobile Device Use It to Access the Internet
Since the advent of the smartphone, the Canadian mobile market has expanded beyond the original BlackBerry to a myriad of devices, including the newest form of mobile device, the tablet. While trying to understand mobile consumers simply by the type of device they use has its merits, it ignores other critical dimensions including how the device is used, the type of content sought and influence of social media on those users.
The Ipsos Reid research divides the mobile internet market into six segments while taking into account different dimensions, and provides a glimpse into the future of the Canadian mobile landscape. Below is a profile of the segments, and the proportion of the mobile device-using population in Canada that falls under each of those segments:
- Creative Connectors: This segment represents 13% of mobile internet users. Influential in social media, they go beyond `standard' activities to creating online content. When they see content or advertisement of interest on their device, they are very likely to share it with others. They visit different websites of interest and have the highest concentration of BBC.com visitors. They are most likely to purchase through their device and interested in learning more about a product through QR codes. Notable devices owned in this segment are BlackBerry, iPhone, iTouch , iPad and `other' phones such as Motorola, Samsung, Nokia etc.
- Technivores: About 17% of total audience is the heaviest mobile internet users. They are constantly plugged into their device and cannot imagine their lives without it. They fully exploit their device's features and are the technology-leaders in their social circle. Members of this segment belong to many social networking sites, including FourSquare. They own mainly Apple products such as iPhone, iTouch and iPad.
- Mobile Professionals: This segment, also about 17%, is quite precise about how they choose to use their device. They are professionals, mainly BlackBerry, some iPhone and `other' phone (LG, Motorola, Samsung etc.) owners, who use apps and device features to organize their lives. They are heavy apps users but are specific about which apps they download and use, for example weather, utilities and productivity apps. They enjoy an urban lifestyle and are quite comfortable with new technology.
- Escapists: This segment, about 14%, views technology and their device as personal. Their usage of device features and online activities are entertainment-oriented but at the same time they do access a variety of content, including news. Key devices in this segment are iTouch and iPhone.
- Tech Turtles: This segment, 17% of the mobile-device users population, use their device as a connector to their social circle but are detached from it. Their life does not revolve around their phone. They use the basic features of their device and do not explore all the features. Their online activity on device is minimal. Key devices in this segment are BlackBerry and `other' phones like Samsung, Nokia, Motorola etc.
- Smartphone Simplifiers: Members of this segment, about 22% of the mobile-device users population, while not averse to technology, are not completely familiar with it either. They have below average online activity on device and mainly look for weather and music. Notable devices in this segment are BlackBerry, some iPhone and `other' phones like Nokia, Samsung, Motorola etc.
The data also revealed that owners of Apples products, such as iPod Touch (66%) , iPhone (70%) and iPad (71%) are more likely to report having seen advertising on their devices in the last month than Blackberry (45%) and other smart phone owners (50%).
These are some of the findings of an Ipsos Reid poll conducted between December 3-13, 2010, on behalf of BBC Americas. For this survey, a sample of 2,718 adults who have a mobile device (of which 2,462 can access the internet from their mobile device) from Ipsos' Canadian online panel was interviewed online. survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-2.0 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada who have a mobile device been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.
For more information on this news release, please contact:
Trevor Clarke
Associate Vice President
Ipsos Loyalty
(416) 324-2104
[email protected]
About Ipsos
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