Issue April 2010

Appendix

Managing the Hype:

The reality of mobile
in Canada

Insights for your business

 Total smartphone ownership

38%
33%

26%

15%

NGen GenX Boomers 65+

Type of smartphone ownership by generation

NGen
14% 10% 16% 62%

GenX 14% 4% 17% 67%

Boomers
8% 3% 17% 74%

65+ 2% 4% 9% 85%

Blackberry iPhone Other smartphone None of the above

 Mobile GPS awareness by generation

NGen
62% 27% 11%

GenX
49% 40%10%

Boomers
49% 39% 12%

65+
26% 58% 16%

Yes No Don’t know/not sure

Have you enabled the GPS feature on your mobile

and used it to locate your position on a map?

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

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

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

65+ 0% 100%

Every day Several times a week Several times a month

Several times Used it but not anymore Never used it

a year or less
 Never downloaded a mobile application
(Total Canada)
95%

64%
50%
32% 36%

NGen GenX Boomers 65+ Total

Mobile applications vs. websites optimized

for mobile by smartphone type

67%
58%
53%
47%
42%
33%

I prefer a permanent application that I prefer to access a website optimized

accesses information right on my device for my mobile's internet browser

Blackberry iPhone Other smartphone

 Types of mobile applications downloaded (Total Canada)

32%

22% 21% 21%

15%
10%
9%
7% 6% 5% 4%

Games Social Music Entertainment News Productivity Health Work- Travelling Finance Student-
networking / & & related & related
Instant Reference Fitness/ money
messaging (e.g. calendar) Lifestyle management

Mobile applications vs. websites optimized

for mobile by generation

NGen 60% 40%

GenX 55% 45%

Boomers 59% 41%

65+
53% 47%

I would prefer to have a permanent application I would prefer to access a website

that accessed the information optimized for my mobile device’s
I wanted right on my device internet browser
 I'm on my way to a store for the first time
and I'm not exactly sure where it is located, so I...

NGen
12% 62% 26%

GenX
15% 45% 40%

Boomers
12% 43% 45%

65+
5% 16% 79%

Type the URL of the store’s website directly

into the web browser on my mobile device

Type the store name into the browser on my mobile device and go to,
for example, Google maps to look for the exact store location

Other
 To what extent do each of the following statements
about mobile cameas sound like you (Total Canada)

I take pictures with my mobile when I'm out with

friends in social situations (like parties,
restaurants, and bars) 19% 21% 21% 10% 29%

I take pictures with my mobile to capture information

that I want to refer back to at a later time or date (like
the features or the price of a product) 19% 20% 19% 14% 28%

I take pictures on my mobile phone and use them to

describe or explain a thing or situation to someone 15% 23% 22%10% 30%

I take pictures with my mobile to take pictures of

live events, like concerts and sporting events 17% 15% 25% 12% 31%
I take pictures with my mobile when I'm shopping
to get feedback on a potential purchase from
someone who isn't with me 14% 13% 19% 12% 42%

My mobile camera is my primary camera -

I use it more than any other camera 10%6%14% 14% 56%

5 Sounds like me a lot 4 3 Neutral 2 1 Sounds nothing like me

In which of the following ways, if any, do you share the pictures

you take using your mobile device with other people (Total Canada)

Show pictures on my mobile to others in person 59%

Don’t share pictures taken with my mobile 31%

Send pictures from mobile via email 24%

Send pictures from mobile via MMS 18%

Post pictures from my mobile to Facebook 15%

Post pictures from my mobile elsewhere online 5%
Post pictures from my mobile to Twitter 1%
 Don’t play games on mobile device (Total Canada)

89%

63%

40%
34%

NGen GenX Boomers 65+

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

47%

10%
1%
Play games Let others (e.g. my Play networked
by myself children) play games games with others
 Don’t use mobile device when at home (Total Canada)

63%

41%

24%

11%

NGen GenX Boomers 65+

Reasons for mobile use when at home (Total Canada)

Mobile device contains contacts

43%

Use the organizer/calendar/clock

33%

Play games on mobile 16%

Browse online from mobile 16%

Don’t have a landline 15%

Check /update Facebook or Twitter 15%

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

65%
54%

34%

16%
6% 9%
5% 5% 2% 1% 1%
0%
Play games by myself Let others (e.g. my child) Play networked games
play games with others

Ngen GenX Boomers 65+

Own a mobile phone of any kind

95%
NGen
99%

96%
GenX
98%

Boomers
86%
88%

77%
65+
87%

2008 2009
 NGen mobile device use

Phone calls 92%

Clock /alarm 77%
Text messaging 76%
Camera 67%
Calendar/agenda /
organizer 55%
Email 37%
MP3’s / music / videos 30%
Picture / video messaging 29%
Instant messaging / 26%
Blackberry messenger
Web browsing 25%
Downloading (games,
ringtones, etc)
24%
Facebook mobile 22%
GPS or mapping services 21%
Search 20%
Emergencies only 13%
Contests/promotions 8%
Subscriptions / alerts 7%
Twitter mobile 6%

2009
 GenX mobile device use

Phone calls 91%

Clock /alarm 61%
Text messaging 59%
Camera 56%
Calendar/agenda /
organizer 43%
Email 33%
MP3’s / music / videos 22%
Picture / video messaging 21%
Instant messaging /
Blackberry messenger 21%
Web browsing 17%
Downloading (games,
ringtones, etc) 17%
Facebook mobile 13%
GPS or mapping services 16%
Search 14%
Emergencies only 18%
Contests/promotions 6%
Subscriptions / alerts
4%
Twitter mobile
3%

2009
 Boomers mobile device use

Phone calls 88%

Clock /alarm 44%
Text messaging 38%
Camera 44%
Calendar/agenda /
organizer 30%
Email 21%
MP3’s / music / videos 9%
Picture / video messaging 10%
Instant messaging /
Blackberry messenger 13%
Web browsing 8%
Downloading (games,
ringtones, etc) 7%
Facebook mobile 4%
GPS or mapping services 9%
Search 8%
Emergencies only 22%
Contests/promotions 4%
Subscriptions / alerts 3%
Twitter mobile
1%

2009
 65+ mobile device use

Phone calls 81%

Clock /alarm 27%
Text messaging 16%
Camera 29%
Calendar/agenda /
organizer 19%
Email 19%
MP3’s / music / videos 5%
Picture / video messaging 5%
Instant messaging /
Blackberry messenger 6%
Web browsing 4%
Downloading (games, 4%
ringtones, etc)
Facebook mobile 3%
GPS or mapping services 11%
Search 6%
Emergencies only 36%
Contests/promotions 4%
Subscriptions / alerts 2%
Twitter mobile
0%

2009
 Where do you use your mobile (NGen vs. Boomers)

Home
91%
76%
While shopping
79%
65%

Work
75%
55%

In transit (as a passenger)

66%
41%
60%
At a bar or restaurant
30%
39%
In transit (as the driver)
27%

On a business trip or
34%
vacation 32%

In a movie theater
24%
4%
23%
School
4%
15%
In a business meeting
12%

NGen Boomers
 Why do you text message (NGen vs. Boomers)

Make plans with friends

81%
47%
Update family on whereabouts/plans
64%
70%
Save on long distance charges 48%
39%
Asked someone out on a date / 24%
accepted a date 11%

Confirm a business meeting

17%
21%
Entered a contest or a promotion 11%
4%
Interacted with a TV show like 2%
Canadian /American Idol)
1%

NGen Boomers
 If it meant that you received a discount or some other
attractive offer for rate reduction on your payment plan,
would you be willing to receive ads on your mobile device?

NGen 25% 38% 29% 8%

GenX
15% 50% 24% 11%

Boomers 9% 50% 20% 21%

65+
5% 46% 12% 37%

Yes No Unsure I don’t own a mobile device

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

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

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

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

65+ 49% 9% 8% 3% 16% 2%3%3%1%3%

1-Like 2 3 4 5 6 7 8 9 10-Dislike
 I receive product advertisements via my mobile
that are most likely appealing to me

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

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

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

65+
37% 9% 10% 3% 18% 6% 3% 7% 2% 3%

1-Like 2 3 4 5 6 7 8 9 10-Dislike

I receive mobile coupons for products

that are most likely appealing to me

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

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

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

65+
39% 9% 10% 6% 16% 3% 3% 5% 3% 5%

1-Like 2 3 4 5 6 7 8 9 10-Dislike
In which of the following ways do you use your mobile device?

Male Female Total

Phone calls 90% 89% 89%

Text messaging 52% 52% 52%

Picture /video messaging 18% 17% 18%

Camera 53% 52% 52%

Contest /promotions 6% 4% 5%

Downloading (ringtones, games, etc) 15% 13% 14%

Email 34% 23% 28%

GPS or mapping services 19% 10% 14%

Mobile coupons 2% 1% 2%

Subscriptions /alerts 6% 2% 4%

Voting /polling 3% 1% 2%

Web browsing 19% 11% 15%

Search 16% 10% 13%

MP3’s /music/videos 22% 13% 18%

Clock /alarm 57% 54% 56%

Calendar/agenda /organizer 45% 35% 40%

Instant messaging/Blackberry messenger 21% 15% 18%

Facebook mobile 13% 9% 11%

Twitter mobile 4% 2% 3%

Emergencies only 17% 21% 19%

Other features: 2% 1% 2%

Males are bigger users of email, GPS, browsing, search,

music/videos, calendar, IM and Facebook mobile
 Smartphone ownership

Male 33%
Female 25%
Total 29%

More men own smartphones

WITHOUT actually checking, do you know

if there is a GPS feature on your mobile device?

Male Female Total

Yes 55% 47% 52%

No 38% 36% 37%

Don’t Know / Not sure 7% 17% 11%

More women are unsure

whether their mobiles are
GPS equipped

Have you enabled the GPS feature on your mobile

and used it to locate your position on a map?

Male Female Total

I use it every day 4% 5% 4%

I use it several times a week 6% 8% 7%

I use it several times a month 22% 15% 19%

I use it several times a year or less 14% 20% 16%

I used to use it but don’t anymore 1% 0% 1%

No and I’ve never used it 53% 52% 53%

Males more likely to use GPS monthly

Females slightly more likely to use GPS weekly or daily
 Assuming you wanted to access information
using your mobile device, in general, which of the following
would be a more appealing way to do it for you?

Male Female Total

I would prefer to have a permanent 65% 49% 58%

application that accessed the information
I wanted right on my device

I would prefer to go access a website optimized 35% 51% 42%

for my mobile device’s internet browser

Males prefer apps, females prefer websites

Which of the following types of applications (also called "apps"), if any,

have you downloaded for use on your mobile device? Select all that apply:
Male Female Total

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

In which of the following ways, if any,

do you play games on your mobile device?

Male Female Total

I don’t play games on my mobile device 51% 50% 50%

I play games by myself on my mobile device 47% 46% 47%

1% 1% 1%
I play networked games with others on my mobile device
8% 12% 10%
I let others (e.g. my child) play games on my mobile device
Which of the following types of applications (also called "apps"),
if any, have you downloaded for use on your mobile device?
Select all that apply:

Male Female Total

Entertainment 23% 18% 21%

Finance and money management 6% 4% 5%

Games 36% 32% 34%

Health and fitness / lifestyle 8% 9% 9%

Music 20% 23% 21%

News 18% 11% 15%

Productivity and reference (e.g calen- 10% 11% 10%

dar) 23% 21% 22%

Social networking/ Instant messaging 5% 2% 4%

Student-related 7% 4% 6%

Travelling 7% 6% 7%

Work-related 3% 4% 3%

More males download entertainment & news apps

 To what extent does each of the following statements
about mobile cameras sound like you?
Male Female Total
I take pictures with my mobile when I'm out with friends in social situations
(like parties, restaurants and bars).
1 Sounds nothing like me 28% 31% 29%
2 9% 11% 10%
3 Neutral 27% 13% 21%
4 21% 22% 21%
5 Sounds like me a lot 16% 23% 19%

I take pictures with my mobile to take pictures of live events, like concerts and sporting events.
1 Sounds nothing like me 31% 31% 31%
2 13% 11% 12%
3 Neutral 24% 26% 25%
4 13% 16% 15%
5 Sounds like me a lot 18% 16% 17%

I take pictures on my mobile phone and use them to describe or explain a thing or situation
to someone.
1 Sounds nothing like me 26% 34% 30%
2 8% 13% 10%
3 Neutral 25% 19% 22%
4 26% 18% 23%
5 Sounds like me a lot 15% 16% 15%
My mobile camera is my primary camera - I use it more than any other camera.
1 Sounds nothing like me 51% 62% 56%
2 13% 15% 14%
3 Neutral 16% 11% 14%
4 6% 6% 6%
5 Sounds like me a lot 13% 7% 10%
I take pictures with my mobile when I'm shopping to get feedback on a potential purchase
from someone who isn't with me
1 Sounds nothing like me 42% 42% 42%
2 12% 11% 12%
3 Neutral 20% 17% 19%
4 11% 16% 13%
5 Sounds like me a lot 15% 14% 14%

I take pictures with my mobile to capture information that I want to refer back to at a later
time or date (like the features or the price of a product).
1 Sounds nothing like me 24% 33% 28%
2 13% 15% 14%
3 Neutral 22% 15% 19%
4 22% 18% 20%
5 Sounds like me a lot 19% 20% 19%

More females take pics of friends in social situations

Men more likely to take pics with mobile to describe a thing/situation
Men more likely to consider it their primary camera
Men more likely to take pic to refer back to something
 In which of the following ways, if any, do you share the pictures you
take using your mobile device with other people? Select all that apply:

Male Female Total

I don’t share pictures I take with my mobile device 34% 27% 31%

I show pictures to others in person on my mobile 58% 61% 59%

device itself

I send pictures directly from my mobile device by email 24% 25% 24%
(not including text/picture messages / MMS)

I send pictures directly from my mobile device with 14% 22% 18%
Text/picture messages (MMS)

I post pictures directly from my mobile device to Twitter 1% 1% 1%

I post pictures directly from my mobile device to 15% 16% 15%

Facebook /Social networking/Instant messaging

I post pictures directly from my mobile device 5% 4% 5%

elsewhere online

Fewer men share mobile pics

More females text/ MMS pics to others

In which of the following ways, if any,

do you play games on your mobile device?

Male Female Total

I don’t play games on my mobile device 51% 50% 50%

I play games by myself on my mobile device 47% 46% 47%

1% 1% 1%
I play networked games with others on my mobile device
8% 12% 10%
I let others (e.g. my child) play games on my mobile device