The Ipsos Canadian Reid Report 2012 Fact Guide The Definitive Resource on Canadians and the Internet

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1 The Ipsos Canadian Reid Report 2012 Fact Guide The Definitive Resource on Canadians and the Internet

2 Household Internet Access Internet access (all locations) Home Internet access Mobile Internet access 100% 80% 60% 72% 71% 74% 62% 78% 77% 67% 67% 82% 71% 86% 85% 79% 76% 89% 82% 83% 86% 79% 80% 56% 56% 40% 32% 33% 35% 37% 20% 5% 7% 10% 13% 20% 21% 24% 0% Issue 3 Source: The Ipsos Canadian Reid Report 2011 Issue 3 Base: National sample of Canadian adults (n=1,000) Canadians Online Internet access overall continues to trend flat while mobile access continues its growth among online 86% of Canadians have Internet access from any location and 80% have access from home, relatively unchanged over the past five 37% now have mobile Internet access compared to 5% in 95% under the age of 55 have Internet access and 47% have mobile access, compared to those aged % with Internet access and 16% with mobile access. 2

3 Social Networking Majority of online Canadians now use online social networking sites, with a large portion doing so 62% have ever visited or browsed an online social network, up from 51% in 30% visit site at least once a day, up from 19% in Women (37%) significantly more likely than men (24%) to visit social networking site 41% describe themselves as communicating more with people online than 86% have a Facebook profile, down from 90% in 2010, signifying near market Significant increases in those with Twitter and LinkedIn profiles (19% and 14% in 2011 vs. 10% and 9% in 2010, Facebook favourite site among Canadians with Twitter (80%) and LinkedIn (73%) profiles, making it the preferred site among those with multiple 31% consider themselves active users, posting and replying to others 76% of those with a social networking profile sent a message to a contact in the past week, 89% did so in the past Online Canadians have an average of 130 friends on their online profiles, up from 123 in 50% of online Canadians with a social networking profile have been using social networks for at least three 44% of social networking Canadians check their profile first thing in the morning, 43% find out about news and current events, and 42% consider it an important part of their social 56% are happy with the level of privacy from their social networking site, down from 2010 (63%). Smartphones Smartphone ownership among online Canadians skyrockets, however, many have yet to take full advantage of device 31% of online Canadians now own a smartphone (compared to 19% in 2010), 46% of those aged currently own Canadians use their smartphones for a variety of functions such as taking photos (70%), sending or reading (70%), checking social networking sites (48%), and online gaming Smartphone owners use online gaming capabilities 9% of the 57% have downloaded a mobile application, the most popular being IM/social networking apps (71%) and games Canadian smartphone owners spend on average 2.5 hours per day on their mobile Majority (81%) of users feel they do not take advantage of the full functionality of their smartphones. 3

4 Online Activities Ever Done Online News How often do you typically seek news from each of the following sources? 92% have ever sought news from a computer Among online news seekers, which of the following activities have you ever done? 66% visited a newspaper website 23% read a print magazine on a website 23% 23% stream/download TV news online 23% 66% 92% Online Social Networking Which of the following activities have you ever done? 62% visited or browsed an online social network (57% in 2010) 28% have taken part in computer games with other people online (32% in 2010) 14% used an online personals / dating / introduction service (16% in 2010) 14% 28% 62% Source: The Ipsos Canadian Reid Report 2011 Issue 3. Base: Canadian Internet users (n=842) Source: The Ipsos Canadian Reid Report 2011 Issue 2. Base: Canadian Internet users (n=840) (2010 n=841) Online Financial Services Which of the following financial activities have you conducted online in the past three months? 56% conducted everyday online banking (54% in 2010) 15% tracked an investment portfolio (13% in 2010) 15% 56% 10% bought or sold investments online (8% in 2010) 8% Digital Marketing How often do you engage in the following activities? 31% click on an online advertisement at a website at least monthly (33% in 2010) 31% 22% respond to an from an organization promoting products / services / special offers (26% in 2010) 22% 17% make an online purchase based on what the website recommends (18% in 2010) 17% Source: The Ipsos Canadian Reid Report 2011 Issue 1. Base: Canadian Internet users (n=834) (2010 n=839) Source: The Ipsos Canadian Reid Report 2011 Issue 4. Base: Canadian Internet users (n=840) (2010 n=864) 4

5 Online Group Coupons One of the largest Internet phenomenons in recent years is turning online Canadian consumers on to Majority (65%) has heard of online group coupon sites; awareness among online Canadians is dominated by Groupon Among those aware, 61% subscribe to receive notification alerts, with subscription significantly higher among university grads (66%) compared to those with less education Among aware, 17% purchase online group coupons at least The most popular purchased are for restaurants (51%), personal services (27%), and grocery items Majority have used a business for the first time because of an online group coupon (83%) and have tried a product or service they would otherwise have not 57% of those who redeemed a coupon say they would return to the same company without a coupon or gift certificate. Tablet Computers Tablet computers, one of the latest hightech gadgets on the market, is making an impression on Canadians. Online Teens Technology enthusiasts, teens today are the first generation to grow up with unlimited access to online Majority own or share ownership of a computer (83%), gaming console (75%), and mobile phone (67%); 12% own a tablet Compared to 15% in 2009, 24% today spend on average 3 hours online each Teens spend on average as much time doing school work online (2.9 hrs) as they do offline (3.4 Weekly, 86% of teens use a search engine, up 19 points from Majority visit sites like YouTube (79%), online social networks (69%), and music sites Daily, teens use texting (54%) and online social networking (48%) the most to Significantly more teens pay for music online today (76%) compared to 2009 Half have streamed TV shows (52%) and fulllength movies (46%) Most feel they need to keep up with latest technologies (63%) and feel they will miss out by not going online every day Though only 7% of online Canadians currently owns a tablet computer, 24% are likely to purchase one in the next 12 months, and 11% in the next 6 Awareness of tablet brands is highest for the Apple ipad with 86% of online Canadians aware, followed by the BlackBerry PlayBook (61%) and the Samsung Galaxy Purchase intent for the Apple ipad is twice as high compared to the BlackBerry PlayBook (56% vs. Women are significantly more likely than men to consider purchasing the ipad (60% vs. 51%), whereas men are more likely than women to purchase the PlayBook (30% vs. 18%). 5

6 The Ipsos Canadian Reid Report This Fact Guide is only a snapshot of what s happening in the fast-moving online world. The Fact Guide is derived from snippets of the Ipsos Canadian Reid Report the most authoritative, comprehensive and up-to-date information about the web in Canada. The report is delivered six times per year and is a detailed examination of who is on the Internet, why they are on it, and what they use it for. Subscribers to this report can stay in the know about the rapidly changing economic and social context of the Internet in Canada. An annual subscription for the Ipsos Canadian Reid Report is $10,000. To learn more, please contact: Dave Pierzchala Senior Vice President, Ipsos Reid Karen Beck Senior Research Manager, Ipsos Reid Visit our website to download the prospectus, register for upcoming events, read articles, press releases and more at: Ipsos Reid Ipsos Reid is Canada s market intelligence leader. The company s marketing research and public affairs practices offer the premier suite of research vehicles in Canada, providing clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information and custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, health, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey based market research group

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