1
A Screen for
Every Occasion
Nick Drew Head of Research
Yahoo Canada
The rise of connected devices,
and the evolution of consumers
06 2007 2008 2009 2010 2011 2012 2013
74%
51%
27%
0%
50%
100%
Q4 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2
2
Smartphone & tablet ownership
are growing strongly
3
416 477
81
381
100
May 2010 May 2013
Tablet Smartphone PC
Time spent online, billion minutes
Source: comScore US Media Metrix Multi Platform data
People now spend more time online
through mobile devices than PCs
more time spent
online than in 2010
92%
…of which
comes
from mobile
devices
80%
4
But these devices are cumulative
of Canadians going online
through a mobile device also
have a PC
92%
5
… which is why we did this research
CONTEXT
Understanding
existing thinking
and insight
FOCUS
In-depth discussion
with users of each
device
QUANTIFY
1000 smartphone
users, 750 of whom
own a tablet
6
people, devices th
e
Who’s using each device?
7 out of 10 Millennials have a
smartphone
25-44 year olds are the most likely
to own a tablet
1 in 4 tablet owners is aged 55+
12m Canadians have smartphones,
and 7m own a tablet
Sources: BrandSpark/ Tapped Mobile; PMB Spring 2013
8
Our screens have become integral parts of our daily lives
Midnight to 6:00 6:00 to 9:00 9:00 to 11:30 11:30 1:30 1:30 to 5:00 5:00 to 7:00 7:00 to Midnight
AM PM
9
0
20
40
60
80
100
…used throughout the day
to
% of owners using each device
10
Mobile devices aren’t
exclusively mobile
At home At work On-the-go Anywhere else
273 mins per day
137 mins per day
167 mins per day
11
For many activities, screens are
interchangeable
Browsing & reading articles
Using social media
Watching video content
Directions, looking for restaurants, games
12
…but each device tends to fulfil
particular functions
Read an article
Watch UGC videos
Social networking
Get directions/ check maps
News headlines
Read an article
Watch UGC videos
Social networking
News headlines
Check the weather
Get directions/ check maps
Check the weather
Look for restaurants, bars
Social networking
Read an e-book
Top activities by device
Screens also play an important role
in parenting
46% of parents with kids
under 4 said they let them play
with their devices
For those with kids aged 9 to
12, the figure rises to
93%
“I generally let my children
use my iPad and smartphone as there are lots of educational
games that help them learn as well
as keep them entertained”
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Our devices are defined by relationships
“My iPhone is like a survival kit, because it
has everything I need”
“It’s like a vital organ, because I can’t
survive without it”
15
► Only 13% of owners say their tablet is essential
► ...but they average more than 2
hours a day on their tablet
► …and 6 out of 10 would give up chocolate rather than their tablet
Our devices are defined by relationships
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“My laptop is like a workhorse because it is
taken everywhere and used for everything
be it work or personal”
“…like a best friend because it is reliable
and awesome”
Our devices are defined by relationships
17
Our devices are defined by relationships
18
The changing role of
tv
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Media multi-tasking is now commonplace
use their smartphone while
watching TV 7 out of 10
2/3 multitask on a tablet
20
Some multitasking is related to what’s on TV…
84%
Check email &
send texts
71%
Just mess
around, kill
time
69%
Internet browsing
unrelated to what’s on TV
65%
Check social
media
62%
Internet browsing
related to what’s
on TV
59%
Search for info
about an ad
on TV
35%
Watch
video
29%
Music
50%
Play games
Activities Done
While Watching
TV (%)
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Different TV shows have different levels of attention
FOCUS ON TV
22 Yahoo Confidential & Proprietary
Sometimes the television is the
second screen
“I watch a lot of TV… I watch
dramas like Dexter and Breaking Bad,
documentaries and lots of movies.”
“My viewing hasn’t changed as far as how much my TV is on, but
my usage of the internet and other computer and mobile activities
has increased significantly over the last couple of years.
I know I don’t pay as much attention to my TV”
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Shopping and the
mobile device
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Mobile devices are in the path to purchase
84%
82%
38%
61%
45%
29%
Researched before buying something
Made a purchase
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…but the PC remains the preferred screen for purchasing
4 out of 5 are completely comfortable buying through a PC,
compared to less than half on a tablet and 1 in 3 on a smartphone.
“I do browse online stores on
mobile and tablet however
I always make my
purchase on my laptop.
The main reason is because
my laptop screen is bigger so
I can see the product better
and also I just have better
peace of mind purchasing via
my laptop.”
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Smartphones change the in-store
shopping process
59
49
47
45
42
30
61
49
35
%
Email, text or call someone for a second opinion
Send a photo for a second opinion
Search online for more product info
Search online for product reviews
Check availability at other store locations
Redeem e-coupons
Take photos of products for future reference
Do price comparison
Change my mind about buying a product
Activities done in-store
27 Yahoo Confidential & Proprietary
Showrooming means
different things to different people
Men: ‘fact-finding’
Comparing prices online
Searching online for product
reviews/
details
Looking for availability at other
locations
Changing their mind about
buying a product
Women: ‘social
showrooming’
Taking photos of products for
future reference
Emailing, texting or calling
friends for a second opinion
Sending photos of a product
to someone else
More ENTERTAINING
More MOTIVATING
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Mobile ads aren’t currently a major part of the
purchase process
Ads on PC are seen as:
More EDUCATIONAL
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Each device has a different focus in the purchase process
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Mobile devices are increasingly a part of Canadian’s lives, and have become vital parts of
the daily routine, fulfilling different roles throughout the day.
They’re no longer the preserve of technophile youth, either: tablets in particular are
bringing the connected lifestyle to older demographics.
Users are generally device-agnostic, each excels in particular areas or roles that define
our relationships with them.
› The smartphone is the most personal screen, and being ever-present, is a functional
toolkit for every situation.
› The tablet is an immersive playground, offering a rich and content experience.
› …while the PC remains the reliable workhorse, the turn-to device for transactions and
content.
While these relationships are causing consumption of other media to evolve – most
notably TV – it’s clear that they’re complementing, not replacing, our use of other
screens.
The multi-device lifestyle
The evolution of shopping
The growing importance of connected devices can also be seen in the evolution of
Canadians’ shopping habits.
Online research is now a critical part of many purchases, but “research online, buy
offline” is still more prevalent than showrooming.
As in other areas, each device shines at different stages of the path to purchase: tablets
are best for researching, PCs are the preferred device for making online purchases, and
the smartphone provides the link from the living room to the changing room.
Showrooming takes many forms for Canadian consumers; many such activities seem to
be more about validation than competitive intelligence.
And ultimately there are key opportunities for brands and retailers to help people in their
purchase process, through their connected devices.
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A Screen for
Every Occasion
Nick Drew Head of Research
Yahoo Canada
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