2012 Cell Phone Consumer Attitudes Study

Transcription

1 2012 Cell Phone Consumer Attitudes Study Prepared for: CWTA April 23, 2012 Copyright Quorus Consulting Group Ltd.

2 Table of Contents Executive Summary 3 Research Objectives and Methodology 9 Detailed Findings Mobile Phone Usage 16 M-Wallet and M-Banking 28 Mobile Phone Apps 40 Mobile Donations 50 Mobile Health 76 Wireless Accessibility 86 Wireless AMBER Alerts 89 Mobile Music 92 Appendix: Final Questionnaires and Data Tables 97 2

3 Executive Summary

4 Executive Summary RESEARCH OBJECTIVES To keep apace of consumer attitudes towards mobile services and innovations, the Canadian Wireless Telecommunications Association commissioned Quorus Consulting to conduct a nationwide study with cell phone users. The study focused on the following: Determine the type of mobile devices used and measure the use of data plans, Measure the interest of mobile phone users in evolving cell phone concepts such as mobile payments, personal information storage, mobile advertising, and mobile applications (apps), Determine awareness, usage and motivations for making donations via text messaging, Measure the use of cell phones for health and fitness-related purposes, Measure the awareness and usage of wireless accessibility cell phone features, Measure the awareness of and subscription to Wireless AMBER Alerts, and, Measure the usage of external memory cards for storing music files. RESEARCH METHODOLOGY Data collection was conducted with Canadian households through a combination of telephone surveys and an online panel between March 9 th and March 28 th 2012 : A total of 2,011 mobile phone users completed the phone survey (including 89 cell phone only households), and, 416 cell phone only households (i.e. they do not have a home phone service) completed the online survey. Within the larger telephone-based study, the survey was designed to specifically invite 14 to 17 year olds to participate ultimately resulting in a total of 95 from this age group completing the telephone survey. 4

5 Executive Summary Mobile Phone Usage In the last year, smartphone usage has increased significantly from 33% of Canadian cell phone users in March 2011 to 48% in March Results from this research also show that the year-over-year growth in the use of smartphones is seen universally across all age groups, and across Canada. Nearly half of cell phone users have a data plan with their mobile phone (47%), up from 37% in March Tablet ownership among cell phone users has quadrupled, increasing from 5% in 2011 to 20% in Three-quarters of these tablet owners have a tablet connected to a cellular network. About one in ten mobile phone owners showed interest in receiving coupons from retailers (10%) in exchange for receiving ads on their device and 10% would be interested in receiving apps or exclusive content in exchange for receiving ads on their phone. One fifth of mobile phone users (18%) have sent or received a text message from an organization in the past, similar to what was observed in 2011 (20%). M-Wallet and M-Banking One third of respondents (32%) show interest in the idea of having a service that would send information or coupons to their cell phone based on where they are at the time. Nearly 1 in 4 respondents (24%) shows interest in the idea of swiping their cell phone at a point of sale terminal or scanner, up from 18% one year ago. To further explore the appeal of the concept of a mobile wallet, respondents were asked how interested they might be in storing various types of digital information on their mobile phone rather than carry around the paper or card versions. Special membership cards (38%), transit passes (33%), loyalty point cards (32%) and gift cards (30%) and coupons (30%) were the types of information respondents would be most interested in transferring to their phones. Almost one quarter (28%) of smartphone users do some of their banking or pay for products and services from their mobile phone, up from 22% in March Concerns with security dominate as the primary barrier to the adoption of banking apps. Fully 37% of smartphone users who do not currently use banking apps have general concerns with security, while another 13% have specific concerns with privacy, 6% with identify theft and 6% with fraud. 5

6 Executive Summary Mobile Phone Apps Approximately 70% of smartphone users say they have downloaded apps to their cell phone, up significantly from March 2011 where that figure stood at 58%. Those who have downloaded apps to their phones have downloaded 12 apps on average, of which roughly 2 were purchased (as opposed to downloaded for free). The most popular apps are related to weather information (84% of smartphone users with applications), and use apps that link them to social networks, Instant Messaging, or blogs (79%). Nearly three quarters of smartphone users who have downloaded apps say they use apps that link to travel, transit, mapping, or navigation information (73%), close to two thirds use apps for YouTube (64%), and over half use gaming apps including arcade, puzzles, action and casino games (61%), or apps that link to regional, national or international news (53%). Roughly one quarter (22%) of smartphone users were receptive to the idea of providing an app developer with either demographic information about themselves, or information about their location, in order to receive an app for free. Mobile Donations Half of mobile phone users are aware of mobile giving, and 4% have donated this way. Cell phone users who have already donated using text messaging are highly satisfied with their experience. A vast majority say they would donate this way again (90%), and 83% say they would recommend this type of donating to a friend. An appeal on TV is what most donors recall prompting them to make a text donation (47%). One-third (35%) recall an appeal through social media, 27% read about a campaign in a newspaper or magazine and 27% recall being prompted by an appeal on the radio. Without a specific cause or appeal in mind, 10% of those who have never made a donation via texting say they would do so in the future if they were instructed on how to do it. Currently, those wanting to make a donation using text messaging can only choose codes for $5 and $10. When asked what is the highest one-time dollar amount they would like to be able to make assuming they were not limited by these amounts, 92% of previous and interested donors would give $10 or more. In fact, 73% would give $20 or more and 27% would give $50 or more. 6

7 Executive Summary Mobile Donations (continued) In terms of a follow-up, previous and potential donors were most interested in a report on how the donations are being put to use (58%), in directions or reminders to obtain a receipt (56%) and in a tally of funds raised (53%). The majority of mobile users that have donated through their device have done so in addition to other types of donations (87%). Considering future donations, 80% of past and potential future mobile donors believe their mobile donations will be done in addition to other methods of donating. The concept of using text messaging to specify a charity and a monthly donation amount was explained to all respondents. Roughly one in ten (8%) expressed an interest in this approach to donating, among whom 62% would likely donate $10 or less on a monthly basis. Mobile Health One quarter of cell phone users (26%) access health and wellness, fitness, or nutritional tools through their device, of which 6% do so often and 8% do so sometimes. This type of activity is largely driven by smartphone users among whom 26% access either often or sometimes. The most common health related tools used are calorie counters (16%), fitness, workout, and exercise tracker apps (11%), and recipes (10%). The use of a mobile phone to store medical information appears to have some traction with cell phone users. Nearly one quarter of mobile phone users (24%) are interested in using their cell phone to store medical information such as x-rays, prescriptions, blood type, allergy information or organ donor information. There is also real interest among cell phone users to interact with health professionals through their device: 47% are interested in interacting with health professionals through their cell phone for safety and location tracing in case of emergencies; Over one quarter of cell phone users are interested in communicating with health professionals for help taking their medications on time and in proper quantities (29%), monitoring vital signs (29%), and monitoring blood glucose levels (26%). 7

8 Executive Summary Wireless Accessibility All respondents were asked if they were aware of, and if they used, the various features that are available on mobile devices to improve accessibility for those with physical or sensory limitations, such as limited vision, hearing loss, dexterity issues or cognitive disabilities. Over one quarter of cell phone users (28%) are aware of the availability of features and apps to aid with physical or sensory limitations, and 7% have actually used them. Wireless AMBER Alerts Close to one third of cell phone users (29%) are aware of Wireless AMBER Alerts and 2% have signed up for them. Mobile Music Close to one in five cell phone users have added a memory card to their device (18%). The addition of a memory card to their cell phone does not necessarily imply that music is being stored on it. While 18% of all cell phone owners have a memory card, the incidence of those who have actually stored music on a memory card drops to 8%. Among those who have music stored on their memory card, it is estimated that 75% of those music files were obtained from authorized music sources. 8

9 Research Objectives and Methodology

10 Research Objectives The Canadian wireless industry continues to evolve, with handset manufacturers, service providers and content developers all innovating at an increasingly faster pace and mobile phone users continue to adopt and experiment with these innovations. To keep apace of consumer attitudes towards mobile services and innovations, the Canadian Wireless Telecommunications Association commissioned Quorus Consulting to repeat this nationwide study. This study was in part designed to update the following data obtained through the 2011 research study: Determine the type of mobile devices used and measure the use of data plans, Measure the interest of mobile phone users in evolving cell phone concepts such as mobile payments, personal information storage, mobile advertising, and mobile applications (apps), and, Determine awareness, usage and motivations for making donations via text messaging. The 2012 research study also aimed to obtain benchmarking data on the following: Measure the use of cell phones for health and fitness-related purposes, Measure the awareness and usage of wireless accessibility cell phone features, Measure the awareness of and subscription to Wireless AMBER Alerts, and, Measure the usage of external memory cards for storing music files. 10

11 Research Methodology Data collection was conducted via a national independent survey, using a combination of CATI (Computer Assisted Telephone Interviewing) and CAWI (Computer Assisted Web Interviewing) technology, from dialing facilities in Ottawa, and an online panel of Canadian households. A total of 2,011 mobile phone users completed the phone survey (including 89 cell phone only households), and, 416 cell phone only households (i.e. they do not have a home phone service) completed the online survey. Data collection for this study was conducted from March 9 th to 28 th A random sampling procedure was used for the phone portion of the study, with established age and gender quotas to ensure sample representation of the Canadian adult population. The online part of the study used a panel of subscribed survey respondents, and surveys were completed nationally on an as they fall basis. All respondents were given the choice of conducting the survey in English or French. While most surveys target Canadians 18 years of age and older, the CWTA was interested in the opinions of younger Canadians. Within the larger telephone-based study, the survey was designed to specifically invite 14 to 17 year olds to participate ultimately resulting in a total of 95 from this age group completing the telephone survey. The data for the interviews completed by telephone are weighted to replicate actual population distributions by age and gender within Canada according to 2006 Census data. Results presented separately for cell phone only households have not been weighted since there is no reference for the actual profile of cell phone only households. Where applicable, data results are compared throughout the report with 2011 data. 11

12 Margins of Error Because of the random probability sampling procedure used for the telephone survey, and the associated weighting procedures, margins of error have been calculated for the results derived from this data collection approach. It is important to note that the margins of error outlined in this section should be considered the maximum margins associated with affirmative responses of 50%. The margins of error will vary based on a variety of factors from question to question based on sample size and the actual percent to which the margin of error is being associated. It is also important to note that results associated with population sub-groups are based on smaller sample sizes and will therefore have a higher margin of error. Because of the non-probability sampling of online panels, a valid margin of error has not been calculated. To provide guidance around potential differences between this group and respondents with a home phone service, a margin of error of 4.1% has been assumed. Segment Sample size (n) Margin of error Total cell phone users ,011 +/-2.2% Total cell phone users ,003 +/-2.2% Cell and home line HH 1,922 +/-2.2% Cell phone only HH* 505 N/A Regular cell phone 1,091 +/-2.3% Smartphone 915 +/-3.2% years old 95 +/-10% /-8.1% /-6.2% /-5.0% /-4.8% /-3.7% *The cell phone only segment consists of 89 surveys completed via the telephone portion and 416 surveys completed using an online panel. 12

13 How to Read the Results Statistically Significant Differences The groups that are being compared for statistical differences are listed below: Label Type of mobile phone Comparison Groups Regular mobile phone owners vs. Smartphone owners Age group (1) vs vs vs vs vs. 55+ Age group (2) vs vs vs vs. 55+ Cell only households Gender Region Cell only households vs. Households with both cell phones and land lines Men vs. Women BC vs. AB vs. MB/SK vs. ON vs. QC vs. Atlantic provinces For details on specific significant differences between subgroups, please refer to the Appendix Data Tables CWTA Results for the comparison group Households with both cell and land line is not displayed when compared to Cell phone only households. Detailed results are available in the Appendix file Data Tables CWTA

14 How to Read the Results (continued) Top-3 Ratings A variety of questions in this survey asked respondents to rate their level of interest, likelihood to use, etc. using a 7-point scale, where 1 is the lowest score, and 7 is the highest score. For instance: Q9. Assuming the appropriate technology existed, how interested would you be in the idea of a mobile wallet, meaning your cell phone would replace your wallet or part of your wallet? For instance, you could swipe or wave your cell phone at a point of sale terminal or scanner. By having your phone linked to your credit or debit card, the charges would be applied to the designated account. IF NEEDED: Please use a scale from 1 to 7, where 1 means not at all interested, and 7 means extremely interested. Throughout this report, results for these types of questions have focused on the Top-3 rating, in other words, graphs and tables will show the proportion of respondents giving a score of 5, 6, or 7 on the 7-point scale. 14

15 Detailed Findings

16 Mobile Phone Usage

17 Smartphone Usage In the last year, smartphone usage has increased significantly from one third of Canadian cell phone users to nearly half Results 2012 Results Overall 33% 48% A noteworthy finding shows that over half (56%) of cell phone users between the ages of 14 and 17 have a smartphone % 56% The adoption of smartphones is significantly higher among Canadians 18 to 34 years old (69%), particularly among those 18 to 24 years old (72%) % 43% 43% 72% 67% 59% Year-over-year growth in the use of smartphones is seen universally across all age groups. Even though Canadians over 55 years of age continue to lag other age groups in the adoption of smartphones, their use nonetheless shifted from 17% in 2011 to 24%, representing a meaningful year-over-year increase of 41% Cell phone only 29% 17% 48% 39% 44% 24% 69% 58% Smartphone ownership Q4. Do you have a regular cellular phone or do you have a smartphone? Base: All respondents; n=2,011 17

18 Smartphone Usage - By Gender and Region The table below highlights that the increase in the use of smartphones compared to 2011 was a national phenomenon. The use of smartphones more than doubled in Manitoba / Saskatchewan and, despite still lagging other regions, Quebecers saw their use of smartphones jump from 26% to 36%. Similarly, smartphone adoption increased significantly among both men and women. Gender Region Male Female BC AB MB/SK ON QC ATL Smartphone 12 51% 45% 53% 61% 44% 51% 36% 45% Smartphone 11 37% 29% 33% 40% 19% 37% 26% 35% Despite the generalized increase in smartphone usage across Canada, there remain certain segments of the population that are relatively more likely to use these types of cell phones. In particular: Cell phone only households (58%), Men (51%), Those who have their cell phone provided by their employer (70%), Alberta residents (61%), and, Those with a higher household income, especially those in excess of $100K (63%). Q4. Do you have a regular cellular phone or do you have a smartphone? Base: All respondents; n=2,011 18

19 Data Plans The use of mobile phone data plans also increased compared to 2011, from nearly 4 in 10 cell phone users in 2011 to nearly 5 in Results 2012 Results Overall 37% 47% As the percent of cell phone users with smartphones continues to rise, so will the overall percent of data plan users. Smartphone owners continue to lead the charge in data plan usage, among whom 84% subscribe compared to only 14% among regular cell phone users. The likelihood of having a data plan continues to be highest among younger cell phone users. Six out of ten mobile phone users between 18 and 34 have a data plan. Data plans are also relatively more common among: Cell owners between 18 and 44 years old (59%) Men (50%) Cell phone only households (59%) Mobile phone users living in Alberta (62%) Those with an income of at least $60K (57%) Regular cell Smartphone Cell phone only 15% 14% 81% 84% 39% 55% 55% 62% 46% 60% 48% 57% 34% 47% 21% 29% 49% 61% 46% 59% % with a data plan Q5. Do you have a data plan to go with your cell phone? Having a data plan allows you to browse the Internet and send and receive s. Base: All respondents; n=2,011 19

20 Data Plans - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL Mobile phone users with data plan 50% 45% 52% 62% 47% 49% 37% 43% Q5. Do you have a data plan to go with your cell phone? Having a data plan allows you to browse the Internet and send and receive s. Base: All respondents; n=2,011 20

21 Tablet Ownership Tablet ownership among cell phone users has quadrupled, increasing from 5% in 2011 to 20% in Tablet ownership continues to be higher among smartphone owners (31%), compared to regular cell phone owners (11%). Nonetheless, the latter group s tablet ownership increased from 3% to 11%. Respondents between 18 and 34 years of age are also more likely to own a tablet, compared to respondents that are at least 55 years old. Tablet ownership is lowest in Quebec, compared to other provinces such as British Columbia, Alberta, Ontario, and the Atlantic provinces; and higher among those with a household income of at least $60K. Along with the increase in tablet ownership, there is also an overall increase in the percent of tablet owners connected to a cellular network. This increase is observed among all demographic segments. Note: While the question regarding tablets being connected to a cellular network was asked to tablet owners only, the numbers shown on the following page are based on all respondents. Q6. Do you own a tablet? Q7. Is your tablet connected to a cellular network for which you pay a monthly fee? Base: All respondents; n=2,011 21

22 Tablet Ownership Overall tablet ownership 2011 Results 2012 Results in 2011 Overall tablet ownership in 2012 Overall 3% 2% 5% 5% 15% 20% Regular cell 2% 1% 3% 2% 9% 11% Smartphone 6% 4% 10% 9% 21% 31% % 1% 8% 4% 18% 22% % 1% 6% 8% 14% 22% % 1% 4% 5% 20% 25% % 3% 6% 7% 16% 23% % 2% 6% 5% 17% 22% 55+ 3% 2% 4% 5% 10% 15% % 1% 5% 6% 17% 23% Cell phone only 4% 4% 8% 8% 15% 24% Have a tablet, but not connected to a cellular network Have a tablet connected to a cellular network Q6. Do you own a tablet? Q7. Is your tablet connected to a cellular network for which you pay a monthly fee? Base: All respondents; n=2,011 22

23 Tablet Ownership - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL Overall tablet ownership 21% 20% 24% 25% 17% 23% 13% 22% Have a tablet connected to a cellular network Have a tablet but not connected to a cellular network *Note: The addition of the bottom-two rows may not add exactly to the top row due to rounding. 5% 6% 5% 9% 4% 7% 3% 5% 16% 14% 19% 16% 14% 16% 10% 17% Q6. Do you own a tablet? Q7. Is your tablet connected to a cellular network for which you pay a monthly fee? Base: All respondents; n=2,011 23

24 Usage Restrictions Similar to 2011, over seven in ten (74% compared to 73% in 2011) of those whose mobile phone is provided by their employer say they have no restrictions in the usage of their phone, while 63% of respondents 14 to 17 years old say their parents have not placed any restrictions on how they can use their cell phone (compared to 64% in 2011). The most common restrictions from employers are related to personal and long distance calls. Parents have also placed restrictions related to texting, amount of data used with the phone and calling minutes. How Employers Restrict Usage How Parents Restrict Usage Can only make business-related calls 3% 7% Can only make local calls / No long distance calls No personal usage (general) 2% 5% 6% 7% 4% 6% Can't browse the Internet 4% 4% Cannot download apps 2% 3% 3% Limit on texting Limited personal usage (general) Can only send business-related s Limit on data 2% 2% 1% 1% 1% 2% 1% 2% 74% of employers have not placed any restrictions 8% 8% 11% 11% 63% of parents have not placed any restrictions Limit on minutes 1% 1% % 10% Q3. What restrictions, if any, has your employer / your parents put on the usage of your cell phone? Base: Cell phone provided by employer; n=162 / Respondents under 18; n=95. 24

25 Interest in Mobile Advertising Interest in: You could receive coupons to your cell phone from retailers of your choice in exchange for receiving ads on your cell phone from time to time Regular cell Smartphone 10% 12% 7% 13% % Interested (% of those who gave a 5, 6 or 7 rating on a 1 to 7 scale) Similar to 2011, in 2012 the overall interest in mobile advertising is moderate at best. One in ten mobile phone owners (10%) showed interest in receiving coupons from retailers in exchange for receiving ads on their cell. Interest in mobile advertising becomes more noticeable among cell phone only households (30%) Cell phone only 14% 12% 7% 2% 26% 20% 16% 30% 0% 20% 40% 60% 80% 100% The appeal of mobile advertising also tends to be highest among younger age groups. Interest is markedly higher among mobile owners between 14 and 17 years old (26%), and it slowly decreases to 2% among those at least 55 years old. Interest decreased from 2012 to 2011 among the following mobile user subgroups: 18 and 34 years olds (22% to 16%) Smartphone owners (19% to 13%) Men (12% to 9%) Ontario residents (14% to 9%) Q8a. People can now choose to receive advertising on their cell phone as an , an image or a text message. How interested would you be in the following concepts: Base: All respondents; n=2,011 25

26 Interest in Mobile Advertising Interest in: You could receive apps or exclusive content you are interested in for free in exchange for receiving ads on your cell phone from time to time Regular cell Smartphone 10% 10% 6% 15% % Interested (% of those who gave a 5, 6 or 7 rating on a 1 to 7 scale) One in ten mobile phone owners (10%) would be interested in receiving apps or exclusive content in exchange for receiving ads on their device. Once again, interest decreases with age. Interest is highest among mobile owners between 14 and 17 years old (41%) and lingers at roughly 3% among those at least 55 years old % 11% 11% 5% 3% 41% Interest is also higher among smartphone owners (15%), and residents of Ontario (12%) and the Atlantic provinces (14%). Interest is moderate at best among respondents 18 to 34 years old (15%) % Cell phone only 25% 0% 20% 40% 60% 80% 100% Q8b. People can now choose to receive advertising on their cell phone as an , an image or a text message. How interested would you be in the following concepts: Base: All respondents; n=2,011 26

27 Interest in Mobile Advertising - By Gender and Region % of respondents giving a 5, 6, or 7 rating Gender Region Interest in... Male Female BC AB MB/SK ON QC ATL Receiving coupons to your cell phone from retailers of your choice in exchange for receiving ads on your cell phone from time to time 9% 11% 10% 12% 8% 9% 9% 16% Receiving apps or exclusive content you are interested in for free in exchange for receiving ads on your cell phone from time to time 11% 10% 7% 12% 13% 12% 8% 14% Q8a/b. People can now choose to receive advertising on their cell phone as an , an image or a text message. How interested would you be in the following concepts: Base: All respondents; n=2,011 27

28 M-Wallet and M-Banking

29 Interest in Location-Based Content Interest in a service that would send information or coupons to the cell phone based on location at the time Regular cell Smartphone 22% 32% 29% 43% % Interested (% of those who gave a 5, 6 or 7 rating on a 1 to 7 scale) Three in ten mobile phone users (32%) show interest in the idea of having a service that would send information or coupons to their cell phone based on where they are at the time. Half of respondents between 18 and 34 years of age (49%) are interested in this service Cell phone only 65% 58% 43% 39% 24% 11% 49% 45% 0% 20% 40% 60% 80% 100% Those more likely to be interested include: Cell phone only households (45%) Smartphone users (43%) Residents of Alberta and the Atlantic provinces (37%) The younger respondents are, the more likely they are to be interested in this idea. Interest in this service is similar to that reported in Q13. How interested would you be in a service that would send information or coupons to your cell phone based on where you are at the time? Base: All respondents; n=2,011 29

30 Interest in Mobile Payments Interest in swiping or waving the cell phone at a point of sale terminal or scanner Regular cell Smartphone Cell phone only 24% 18% 13% 10% 19% 26% 36% 34% 46% 44% 38% 38% % Interested (% of those who gave a 5, 6 or 7 rating on a 1 to 7 scale) 0% 20% 40% 60% 80% 100% Almost one in four (24%) cell phone users are interested in the idea of swiping or waiving their cell phone at a point of sale terminal or scanner. Interest in mobile payments increased significantly from 18% in 2011 to 24% in Nearly 4 in 10 respondents between 18 and 34 years old (38%) are interested in swiping or waving their phone for a purchase, a significant increase from 2011 (27%). Those more likely to be interested include: Cell phone only households (38%) Smartphone users (36%) Men (29%) Residents in BC and in Atlantic Canada (30%) The younger respondents are, the more likely they are to be interested in this idea. Q9. Assuming the appropriate technology existed, how interested would you be in the idea of a mobile wallet, meaning your cell phone would replace your wallet or part of your wallet? For instance, you could swipe or wave your cell phone at a point of sale terminal or scanner. By having your phone linked to your credit or debit card, the charges would be applied to the designated account. Base: All respondents; n=2,011 30

31 Interest in Mobile Payments and Location-Based Content - By Gender and Region % of respondents giving a 5, 6, or 7 rating Gender Region Interest in... Male Female BC AB MB/SK ON QC ATL A service that would send information or coupons to the cell phone based on location at the time Swiping or waving the cell phone at a point of sale terminal or scanner 33% 31% 32% 37% 27% 33% 28% 37% 29% 20% 30% 22% 20% 24% 20% 30% Q9. Assuming the appropriate technology existed, how interested would you be in swiping or waving your cell phone at a point of sale terminal or scanner? By having your phone linked to your credit or debit card, the charges would be applied to the designated account. Q13. How interested would you be in a service that would send information or coupons to your cell phone based on where you are at the time? Base: All respondents; n=2,011 31

32 Interest in Storing Information on a Mobile Phone To further explore the appeal of the concept of a mobile wallet, respondents were asked how interested they might be in storing various types of digital information on their mobile phone rather than carry around the paper or card versions. Interested respondents in the following slides refers to the proportion of respondents who gave a 5, 6, or 7 rating on the 1 to 7 scale. As the figures on the following page show, the types of information Canadians were most interested in storing on their mobile phone in 2011 were just as popular in Special membership cards (38%), transit passes (33%), loyalty point cards (32%), gift cards (30%), and coupons (30%) were the types of cards respondents would be most interested in transferring to their phones. Furthermore, interest in all these significantly increased compared to results in 2011, as did interest in a mobile driver s licence (25%) and preloaded cashcards (24%). Overall, respondents were more reluctant to store more personal information on their mobile phones, such as their health card (25%), driver s licence (25%) and passport (15%); or money related cards such as preloaded cashcards (24%), debit card (21%), and credit card (18%). Similar to other concepts explored in this research, interest in this concept is noticeably higher among: Cell phone only households Smartphone users Men (except for storing loyalty point cards, coupons, or gift cards, where there is no difference between men and women) The younger respondents are, the more likely they are to be interested in storing the various types of information on their cell phone. In fact, for many types of information, interest hovered in and around 50% among mobile owners between 14 and 17 years old. Q10. Assuming the appropriate technology existed, how interested would you be in storing the following digital information on your cell phone rather than carrying a paper version or a card? Base: All respondents; n=2,011 32

33 Interest in Storing Information on a Mobile Phone Regular Cell Smartphone Special membership cards 38% 31% 23% 53% Transit pass 33% 29% 21% 47% Loyalty point cards 32% 27% 20% 45% Gift cards 30% 25% 18% 44% Coupons 30% 26% 18% 43% Health card 25% 23% 18% 32% Driver s license 25% 21% 17% 33% Preloaded cashcard 24% 19% 15% 34% Debit card 21% 19% 13% 29% Credit card 18% 16% 12% 25% Passport 15% 16% 10% 21% % of respondents who gave a 5, 6, or 7 rating on a 1 to 7 scale Q10. Assuming the appropriate technology existed, how interested would you be in storing the following digital information on your cell phone rather than carrying a paper version or a card? Base: All respondents; n=2,011 33

34 Interest in Storing Information on a Mobile Phone - By Age Group Age Groups % of respondents giving a 5, 6, or 7 rating Special membership cards 53% 62% 52% 42% 33% 19% 56% Transit pass 62% 60% 45% 36% 28% 14% 52% Loyalty point cards 33% 45% 43% 43% 32% 16% 44% Gift cards 53% 54% 42% 37% 24% 12% 47% Coupons 47% 54% 48% 34% 25% 9% 50% Health card 41% 39% 32% 27% 19% 16% 35% Driver s license 40% 46% 32% 25% 19% 14% 38% Preloaded cashcard 43% 45% 35% 26% 20% 10% 39% Debit card 35% 35% 29% 23% 17% 10% 31% Credit card 27% 24% 27% 21% 15% 10% 26% Passport 28% 25% 18% 19% 11% 9% 21% Q10. Assuming the appropriate technology existed, how interested would you be in storing the following digital information on your cell phone rather than carrying a paper version or a card? Base: All respondents; n=2,011 34

35 Interest in Storing Information on a Mobile Phone - By Gender and Region % of respondents giving a 5, 6, or 7 rating Gender Region Male Female BC AB MB/SK ON QC ATL Special membership cards 40% 35% 37% 47% 32% 39% 32% 42% Transit pass 37% 30% 38% 39% 22% 33% 33% 32% Loyalty point cards 33% 31% 35% 33% 28% 32% 29% 37% Gift cards 31% 29% 32% 30% 27% 32% 26% 38% Coupons 29% 31% 30% 39% 25% 30% 25% 36% Health card 29% 22% 28% 29% 25% 23% 22% 30% Driver s license 29% 21% 30% 23% 27% 23% 24% 30% Preloaded cashcard 27% 22% 30% 23% 20% 23% 23% 31% Debit card 25% 17% 24% 20% 21% 21% 18% 25% Credit card 23% 13% 20% 12% 10% 19% 18% 24% Passport 18% 13% 17% 11% 16% 16% 13% 22% Q10. Assuming the appropriate technology existed, how interested would you be in storing the following digital information on your cell phone rather than carrying a paper version or a card? Base: All respondents; n=2,011 35

36 Mobile Phone Banking and Payment Apps Smartphone '12 Smartphone ' Cell phone only 28% 22% 16% 38% 37% 27% 25% 18% 38% 47% Smartphone owners are more likely to do some of their banking or pay for products and services from their phone in 2012 than in 2011 (28% vs. 22%). The use of smartphones for these activities is significantly higher among: Smartphone owners between 18 and 34 years old (38%) Cell phone only households (47%) Smartphone owners living in cell phone only households are more likely to do some of their banking or pay for products and services from their phone in 2012 than in 2011 (47% vs. 34% in 2011), as were smartphone users in Atlantic Canada (41% compared to only 9% in 2011). % who use banking and payment apps Gender Region Male Female BC AB MB/SK ON QC ATL % who use banking and payment apps 31% 25% 33% 29% 31% 28% 21% 41% Q11. Some people use applications or text messaging to manage some of their banking and to pay for products or services from their cell phone. Do you use your cell phone for this purpose? Base: Smartphone owners, n=915 36

37 Banking and Payment Apps Adoption Barriers Concerns with security in general 37% 31% It is easier with my computer Concerns with privacy 13% 9% 21% 24% As the blue arrows show, security is by far the more pervasive concern among those not using banking and payment apps. I have no need to do that 10% 10% Concerns with identity theft I prefer to do it personally/in person 6% 6% 6% 4% Cell phone only households concern with security is significantly higher in 2012 (45%) than in 2011 (33%). I did not know I could do that Concerns with fraud My cell phone cannot do that Prefer to do on computer/home PC/online No bank account/someone else does my banking I don't want to (no particular reason)/not interested I don't know how to do that Security related concerns 6% 3% 6% 6% 5% 6% 4% 3% 4% 3% 6% 3% 1% * Responses under 3% in the Total column are not shown in the graph As seen in 2011, concerns with security continue to dominate as the primary barrier to the adoption of banking apps. Fully 37% of smartphone users who do not currently use banking apps have general concerns with security, while another 13% have specific concerns with privacy, 6% with identify theft and 6% with fraud. It also appears that many still prefer to use their computer for these types of transactions (21%). Q12. Why don t you use your cell phone to manage some of your banking or to pay for products and services? Base: Smartphone users who do not use their cell phone to manage some of their banking or to pay for products and services; n=671 37

38 Banking and Payment Apps Adoption Barriers - By Age Group Age Groups Concerns with security in general 16% 38% 41% 40% 30% 43% 39% It is easier with my computer 14% 12% 25% 20% 29% 21% 19% Concerns with privacy 12% 15% 10% 13% 9% 17% 12% I have no need to do that 23% 9% 7% 6% 7% 13% 8% Concerns with identity theft 4% 4% 5% 10% 6% 7% 5% I prefer to do it personally/in person 16% 11% 6% 4% 4% 4% 8% I did not know I could do that 4% 14% 8% 4% 5% 1% 10% Concerns with fraud 5% 5% 2% 7% 6% 7% 4% My cell phone cannot do that 7% 4% 6% 8% 5% 1% 5% Prefer to do on computer/home PC/online No bank account/someone else does my banking I don't want to (no particular reason)/not interested 4% - 6% 7% 4% 4% 3% 21% 4% 1% 1% 1% - 2% 1% 1% 3% 1% 5% 4% 2% I don't know how to do that 2% 3% 2% 3% 3% 2% 2% Q12. Why don t you use your cell phone to manage some of your banking or to pay for products and services? Base: Smartphone users who do not use their cell phone to manage some of their banking or to pay for products and services; n=671 38

39 Banking and Payment Apps Adoption Barriers - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL Concerns with security in general 39% 34% 49% 36% 26% 36% 35% 26% It is easier with my computer 20% 23% 18% 15% 20% 21% 27% 19% Concerns with privacy 14% 11% 12% 12% 13% 12% 15% 17% I have no need to do that 10% 10% 9% 7% 7% 12% 7% 17% Concerns with identity theft 5% 8% 3% 2% 8% 9% 7% 5% I prefer to do it personally/in person 8% 5% 7% 6% 3% 8% 5% 2% I did not know I could do that 5% 6% 2% 13% 3% 5% 5% 8% Concerns with fraud 4% 7% 3% 2% 8% 6% 7% 7% My cell phone cannot do that 6% 5% 2% - 3% 6% 10% 2% Prefer to do on computer/home PC/online 5% 4% 1% 6% - 7% 1% 7% No bank account/someone else does my banking 1% 5% 2% 3% - 5% 3% - I don't want to (no particular reason)/not interested 3% 3% 2% 4% 5% 3% - 7% I don't know how to do that 2% 3% 2% 2% - 3% 4% 4% Q12. Why don t you use your cell phone to manage some of your banking or to pay for products and services? Base: Smartphone users who do not use their cell phone to manage some of their banking or to pay for products and services; n=671 39

40 Mobile Phone Apps

41 Apps Usage Among Smartphone Owners There is a considerable increase in the percent of smartphone users with apps downloaded to their device compared to Seven in ten smartphone users say they have downloaded apps to their mobile phone, compared to 58% in Those who have downloaded apps to their phones, have downloaded 12 apps on average, of which roughly 2 were purchased (as opposed to downloaded for free). Smartphone owners that live in cell phone only households (81%), smartphone users between 14 and 44 years old (76%), and men (74%) are also heavy downloaders of apps. About 79% of smartphone owners between 18 and 34 years old have downloaded apps. This represents a significant increase over 2011 findings (65%). Smartphone 12 Smartphone Cell only HH Have downloaded apps 70% 58% 72% 79% 79% 72% 59% 55% 79% 81% # of apps downloaded # of apps purchased Gender Region Male Female BC AB MB/SK A ON QC ATL A Have downloaded apps 74% 66% 76% 77% 61% 71% 66% 66% # of apps downloaded # of apps purchased A Caution results are based on small sample sizes: MB/SK (n=29), those having downloaded apps in MB/SK (n=11), those having downloaded apps in Atlantic provinces (n=25). Q14. Other than games, have you downloaded any other applications, or apps, on your cell phone, that you use at least from time to time? Base: Smartphone owners; n=915. Q15. How many apps, again excluding games, have you downloaded to your cell phone? Your best guess will suffice. Q16. How many of these apps did you pay for, as opposed to download for free? Base: Smartphone owners who have downloaded apps; n=

42 Most Common Types of Apps Used on Smartphones Smartphone users who indicated having downloaded apps were presented with a list of different types of apps and asked whether they use any of them on their phone. Approximately four out of five smartphone users with apps use applications related to weather information (84%), and apps that link them to social networks, Instant Messaging, or blogs (79%). The usage of these apps is significantly higher in 2012 than in The younger respondents are, the more likely they are to use apps that link to social networks, IM, or blogs. Women (84%) and residents of Atlantic Canada (93%) are also more likely to use these apps. Nearly three quarters of smartphone users who have downloaded apps say they use apps that link to travel, transit, mapping, or navigation information (73%), close to two thirds use apps for YouTube (64%), and over half use gaming apps including arcade, puzzles, action and casino games (61%), or apps that link to regional, national or international news (53%). The usage of these apps is also significantly higher in 2012 than in The younger respondents are, the more likely they are to use YouTube and gaming apps. BC residents are more likely to use the YouTube app (79%), while those in Atlantic Canada are more likely to use gaming apps (78%). The older respondents are, the more likely they are to use apps that link to regional, national and international news. Men are also more likely to use apps that link to regional, national, or international news (59%). Roughly 30%-40% use apps related to sports news and scores (42%); health, fitness, and wellness (34%); and information and reviews on restaurants and bars (32%). Men are more likely to use apps that link to sports news and scores (56%). Women (40%), respondents 18 to 24 years of age (46%), and Ontario residents (38%) are more likely to use apps that link to health, fitness, and wellness. Respondents between 18 and 34 years of age are more likely to use apps that link to information and reviews on restaurants and bars (38%). Q17. There are many types of apps available to cell phone users. Which of the following types of apps do you use on your cell phone? Base: Smartphone owners who have downloaded apps; n=

43 Most Common Types of Apps Used on Smartphones Smartphone users who live in households with both a land line and a cell phone are more likely to use apps that link to social networks, Instant Messaging, or blogs (79%), travel, transit, mapping, or navigation information (73%), YouTube (65%), and regional, national and international news (53%), compared to those who live in a cell phone only household. The latter are more likely to use apps for retail stores and shopping (33%), compared to their counterpart. Smartphone users that are 18 to 34 years of age are more likely to use apps that link to social networks, Instant Messaging, or blogs (83%), You Tube (72%), gaming apps (68%), health (42%), information and reviews on restaurants and bars (38%), and apps related to cooking and gardening (27%). Q17. There are many types of apps available to cell phone users. Which of the following types of apps do you use on your cell phone? Base: Smartphone owners who have downloaded apps; n=

44 Most Common Types of Apps Used on Smartphones Apps linking you to weather information Apps that link you to social networks, Instant Messaging (Facebook, Twitter, LinkedIn, etc.) Apps that link you to travel, public transit, mapping or navigation information An app for YouTube Gaming apps, including arcade, puzzles, action and casino games Apps that link you to regional, national or international news Apps that link you to sports news and scores Health, fitness or wellness Apps that link you to information and reviews on restaurants and bars Apps designed for specific magazines, TV networks or TV shows Apps for retail stores or shopping Apps related to cooking or gardening None of the above 1% 1% 84% 76% 79% 69% 73% 61% 64% 56% 61% 52% 53% 44% 42% 46% 34% 32% 35% 28% 25% 26% 25% 24% 33% Q17. There are many types of apps available to cell phone users. Which of the following types of apps do you use on your cell phone? Base: Smartphone owners who have downloaded apps; n=

45 Most Common Types of Apps Used on Smartphones Apps linking you to weather information Apps that link you to social networks, Instant Messaging (like Facebook, Twitter, LinkedIn, etc.) Apps that link you to travel, public transit, mapping or navigation information An app for YouTube Gaming apps, including arcade, puzzles, action and casino games Apps that link you to regional, national or international news Apps that link you to sports news and scores Health, fitness or wellness Apps that link you to information and reviews on restaurants and bars Apps designed for specific magazines, TV networks or TV shows Apps for retail stores or shopping Apps related to cooking or gardening None of the above Cell only HH 81% 72% 60% 56% 67% 42% 36% 35% 39% 25% 33% 19% 2% Cell and landline HH 83% 79% 73% 65% 61% 53% 42% 35% 32% 28% 26% 24% 1% Q17. There are many types of apps available to cell phone users. Which of the following types of apps do you use on your cell phone? Base: Smartphone owners who have downloaded apps; n=

46 Most Common Types of Apps Used on Smartphones - By Age Group The most popular types of apps for each age group are 14 to 17 years old Apps that link to social networks, IM, and blogs (98%) App for YouTube (85%) Gaming apps (76%) Apps for retail stores and shopping (43%) 35 to 44 years old Apps that link to social networks, IM, and blogs (73%) Apps that link to travel, transit, mapping and navigation info (76%) App for YouTube (61%) Gaming apps (64%) Apps that link to regional, national or international news (54%) 18 to 24 years old Apps that link to social networks, IM, and blogs (97%) Apps that link to travel, transit, mapping or navigation info (77%) App for YouTube (80%) Gaming apps (67%) Apps for health, fitness or wellness (46%) Apps that link to info and reviews on restaurants and bars (38%) 45 to 54 years old Apps that link to social networks, IM and blogs (72%) Apps that link to regional, national or international news (59%) Apps that link you to sports news and scores (46%) Apps that link to info and reviews on restaurants and bars (45%) 25 to 34 years old Apps linking you to weather information (88%) Apps that link to social networks, IM, and blogs (81%) App for YouTube (65%) Gaming apps (69%) Apps that link to regional, national or international news (56%) Apps that link to info and reviews on restaurants and bars (39%) Apps related to cooking and gardening (34%) 55 years and older Apps linking to weather information (87%) Apps that link to travel, transit, mapping and navigation info (78%) Apps that link to regional, national or international news (72%) Apps that link to info and reviews on restaurants and bars (35%) Q17. There are many types of apps available to cell phone users. Which of the following types of apps do you use on your cell phone? Base: Smartphone owners who have downloaded apps; n=

47 Most Common Types of Apps Used on Smartphones - By Age Group Age Groups Apps linking you to weather information 70% 79% 88% 85% 86% 87% 84% Apps that link you to social networks, Instant Messaging or blogs like Facebook, Twitter, LinkedIn, etc. Apps that link you to travel, public transit, mapping or navigation information 98% 97% 81% 73% 72% 57% 88% 55% 77% 69% 76% 74% 78% 72% An app for YouTube 85% 80% 65% 61% 53% 45% 72% Gaming apps, including arcade, puzzles, action and casino games Apps that link you to regional, national or international news 76% 67% 69% 64% 43% 40% 68% 34% 45% 56% 54% 59% 62% 51% Apps that link you to sports news and scores 44% 46% 39% 45% 42% 33% 42% Health, fitness or wellness 31% 46% 38% 32% 26% 26% 42% Apps that link you to information and reviews on restaurants and bars Apps designed for specific magazines, TV networks or TV shows 36% 38% 39% 25% 22% 35% 38% 34% 31% 28% 28% 21% 27% 29% Apps for retail stores or shopping 43% 29% 27% 23% 23% 20% 28% Apps related to cooking or gardening 18% 19% 34% 27% 19% 17% 27% None of the above 2% - 1% 1% 1% 4% <1% Q17. There are many types of apps available to cell phone users. Which of the following types of apps do you use on your cell phone? Base: Smartphone owners who have downloaded apps; n=

48 Most Common Types of Apps Used on Smartphones - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL Apps linking you to weather information 84% 83% 83% 83% 91% 83% 82% 89% Apps that link you to social networks, Instant Messaging or blogs like Facebook, Twitter, LinkedIn, etc. Apps that link you to travel, public transit, mapping or navigation information 75% 84% 81% 78% 79% 77% 80% 93% 75% 69% 78% 75% 72% 75% 65% 60% An app for YouTube 67% 61% 79% 68% 60% 58% 63% 68% Gaming apps, including arcade, puzzles, action and casino games Apps that link you to regional, national or international news Apps that link you to sports news and scores 59% 63% 60% 61% 54% 57% 66% 78% 59% 45% 52% 47% 65% 54% 51% 53% 56% 25% 51% 47% 52% 38% 38% 38% Health, fitness or wellness 29% 40% 38% 25% 30% 38% 28% 38% Apps that link you to information and reviews on restaurants and bars Apps designed for specific magazines, TV networks or TV shows 34% 30% 30% 29% 26% 36% 31% 29% 32% 23% 25% 28% 27% 26% 38% 24% Apps for retail stores or shopping 25% 28% 28% 31% 31% 23% 26% 31% Apps related to cooking or gardening 19% 30% 25% 30% 25% 23% 19% 24% None of the above 1% 1% - 1% - 2% 2% - Q17. There are many types of apps available to cell phone users. Which of the following types of apps do you use on your cell phone? Base: Smartphone owners who have downloaded apps; n=

49 Providing Personal Information for a Free App The appeal of providing app developers personal information in exchange for free apps was measured among smartphone users using a scale from 1 to 7 where 7 meant extremely interested, and 1 meant not interested at all. One fifth (22%) of smartphone users were receptive to the idea of providing an app developer either demographic information about themselves, or information about their location, in order to receive an app for free. These results greatly resemble those obtained in Those expressing relatively more interest in these ideas are cell only households, and men. Interest in these new concepts is significantly lower among smartphone users that are at least 45 years old. % of respondents giving a 5, 6, or 7 rating Would give demographic info for a free app Would give location info for a free app Cell only HH 22% 23% 26% 23% 24% 26% 18% 12% 24% 43% 22% 22% 24% 27% 23% 25% 19% 15% 25% 43% Gender Region % of respondents giving a 5, 6, or 7 rating Would give demographic info for a free app Male Female BC AB MB/SK ON QC ATL 26% 17% 20% 23% 27% 23% 16% 23% Would give location info for a free app 27% 18% 14% 23% 22% 24% 22% 29% Q18. How likely would you be to provide an app developer with demographic information about yourself in order to download an app for free? Q19. How likely would you be to provide an app developer with information about your location in order to download an app for free? The location information might be used to better target advertising or to enhance your experience with the App. Base: Smartphone owners; n=915 49

50 Mobile Donations 50

51 Short Code Texting Regular cell Smartphone 18% 20% 10% 27% Similar to 2011, one in five mobile phone users (18%) have sent or received a text message from an organization in the past Cell phone only 25% 37% 19% 21% 15% 10% 27% 34% % who have sent or received a text message from an organization Gender Just over one quarter of mobile phone users (27%) between 18 and 34 have used short code texting this way in the past. Mobile users more likely to have used short code texting in the past are: Smartphone owners (27%) Cell phone only households (34%) Those between 18 and 24 years old (37%) Region Male Female BC AB MB/SK ON QC ATL Have sent or received a text message from an organization 19% 17% 17% 19% 14% 16% 21% 22% Q20. Have you ever sent or received a text message from an organization using a 4-, 5-, or 6-digit short code? For instance, this could have been to cast a vote, enter a contest, respond to a marketing campaign or make a donation. Base: All respondents; n=2,011 51

52 Awareness and Usage of Mobile Giving Overall awareness of mobile giving Regular cell 43% 44% 37% 1% 4% 6% 47% 50% 38% Half of mobile phone users are aware of mobile giving and 4% have actually donated this way Smartphone % 38% 43% 51% 44% 46% 38% 48% 1% 4% 9% 5% 1% 7% 8% 8% 56% 42% 51% 59% 49% 47% 39% 56% Both awareness and usage are higher among: Smartphone owners Those years old Men BC and Alberta residents Nearly six in ten respondents between 18 and 34 are aware of mobile giving, and 8% have donated this way. Cell phone only 39% 8% 47% 0% 20% 40% 60% 80% 100% % aware of but have not text donated % aware and have text donated Q21. Before this survey, did you know that you could use your cell phone to make charitable donations using text messaging and the charge appears on your cell phone bill? Q22. Have you ever made a charitable donation using text messaging on your cell phone? Base: All Respondents; n=2,

53 Awareness and Usage of Mobile Giving - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL Aware of mobile giving: 52% 42% 54% 57% 41% 48% 38% 53% Aware and have text donated 4% 4% 4% 4% 4% 4% 3% 4% Aware but have not text donated 48% 38% 50% 53% 37% 43% 35% 49% *Note: The addition of the bottom-two rows may not add exactly to the top row due to rounding. Q21. Before this survey, did you know that you could use your cell phone to make charitable donations using text messaging and the charge appears on your cell phone bill? Q22. Have you ever made a charitable donation using text messaging on your cell phone? Base: All Respondents; n=2,

54 Satisfaction Among Mobile Donors Cell phone users who have already donated using text messaging are highly satisfied with their experience. A vast majority say they would donate this way again (90%), and 83% say they would recommend this type of donating to a friend. Sample sizes among demographic subgroups are too small to perform more detailed analysis. Among those who have already donated using text messaging (4% of cell phone users; n=74) Would donate again 90% Would recommend donating to a friend 83% Q23. Would you do so again? Q24. Would you recommend it to a friend? Base: Respondents who have made donations via texting; n=74. 54

55 Mobile Donation Tax Receipts Nearly two in five cell phone users who made a mobile donation (38%) received a tax receipt, while just over half did not get a tax receipt. The main reasons given for not getting a tax receipt were that the donations made were too small (27%), or that respondents didn t know they could get one (16%), they didn t ask for one (10%), or the option was not offered (6%). Two in five (41%) didn t know why they did not get a receipt. Sample sizes among demographic subgroups are too small to perform more detailed analysis. Tax receipts obtained by mobile donors For all the donations 17% For most of donations 11% Donations were too small 27% For a few donations 10% Didn't know could get one 16% For none of the donations 54% Why? Didn't ask for one It was not offered 10% 6% May have received one and didn't realize 1% Q25. Did you get a tax receipt for? Base: Respondents who have made donations via texting; n=74. Q26. Why did you not get a tax receipt for all the donations you made using text messaging? Base: Respondents who did not get a tax receipt for all their mobile donations; n=55. 55

56 What Prompted Previous Mobile Donations What prompted the mobile donations? An appeal on TV* An appeal through social media (Facebook, Twitter) Read about the campaign in a newspaper or magazine An appeal on the radio* 23% 27% 23% 27% 35% 47% Among mobile phone users who have donated using text messaging, nearly half (47%) have previously been prompted by an appeal on TV, and 35% have been prompted by an appeal through social media. Saw it in a print advertisement 18% Was at a live event like a sporting event or a concert An appeal from a celebrity Saw it on an outdoor advertisement 18% 12% 14% 9% 10% 2012 *Note: In 2011, the TV and radio categories were one single option for respondents, and 68% were prompted to donate this way. Talking with friends 4% 2011 Internet 3% 1% Q27. Considering all the times you made a donation using text messaging, which of the following prompted you to make the donation? Base: Respondents who have made donations via texting; n=74. 56

57 Future Intentions Regular cell Smartphone 10% 12% 7% 14% % Likely (% of those who gave a 5, 6 or 7 rating on a 1 to 7 scale) Without a specific cause or appeal in mind, 10% of those who have never made a donation via texting say they would do so in the future if they were instructed on how to do it % 25% One fifth (17%) of respondents between 18 and 34 years of age who have never made a text donation say they would do so in the future Cell phone only 12% 10% 6% 3% 17% 18% Those more likely to say they would donate in the future include: Smartphone owners (14%) Cell only households (18%) The younger respondents are, the more likely they are to say they would donate in the future. 0% 20% 40% 60% 80% 100% These results are similar to those obtained in % of respondents giving a 5,6,or 7 rating Gender Region Male Female BC AB MB/SK ON QC ATL Likely to give a donation in the future 10% 10% 12% 10% 11% 11% 6% 15% Q28. Assuming you were informed on how to make a small donation using text messaging, and the charge were to appear on your cell phone bill, how likely would you be to make a donation that way? Base: Respondents who have not made a donation via texting; n=1,

58 What Would Prompt a Text Donation Results suggest that, even though only 4% have previously done so, it seems 39% of cell phone users would donate given the right circumstances and the right appeal. Previous mobile donors would be moved to action mainly by reading about the campaigns in a newspaper or magazine, appeals on TV, at a sporting events or concerts, or social media. Non-donors may respond to campaigns in newspaper or magazines, and sporting events or concerts. Overall Among mobile givers Among those who have not made a mobile donation If you read about the campaign in a newspaper or magazine If you were at a live event like a sporting event or a concert 25% 20% 24% 66% 62% 54% 22% 20% 19% If there was an appeal on TV 16% 57% 14% If you saw it in a print advertisement 16% 49% 14% If there was an appeal on the radio 15% 53% 13% If there was an appeal through social media (Facebook, Twitter) If you saw it on an outdoor advertisement If there was an appeal from a celebrity None of the above 13% 21% 12% 6% 6% 60% 4% 31% 22% 24% 54% 61% 9% 19% 10% 4% 4% 67% Q29. Under which of the following circumstances would you make a donation using text messaging? You can typically choose to donate as little as $5 and the charge would appear on your cell phone bill. Base: All Respondents; n=2,011 58

59 What Would Prompt a Text Donation - By Age Group Age Groups If you read about the campaign in a newspaper or magazine If you were at a live event like a sporting event or a concert 47% 45% 32% 27% 16% 14% 38% 55% 57% 28% 25% 17% 9% 40% If there was an appeal on TV 27% 31% 21% 19% 13% 7% 25% If you saw it in a print advertisement 24% 27% 16% 18% 13% 10% 21% If there was an appeal on the radio 30% 25% 20% 18% 12% 7% 22% If there was an appeal through social media like Facebook or Twitter *Note: Statistical significant differences among groups are indicated with underlined numbers. If you saw it on an outdoor advertisement 39% 28% 19% 12% 7% 4% 23% 22% 33% 15% 12% 8% 5% 23% If there was an appeal from a celebrity 24% 15% 4% 3% 5% 2% 9% None of the above 19% 23% 55% 57% 70% 79% 41% Q29. Under which of the following circumstances would you make a donation using text messaging? You can typically choose to donate as little as $5 and the charge would appear on your cell phone bill. Base: All Respondents; n=2,011 59

60 What Would Prompt a Text Donation - By Gender and Region If you read about the campaign in a newspaper or magazine If you were at a live event like a sporting event or a concert Gender Region Male Female BC AB MB/SK ON QC ATL 25% 25% 28% 35% 23% 25% 20% 25% 26% 22% 26% 26% 20% 26% 19% 28% If there was an appeal on TV 18% 15% 20% 19% 14% 16% 12% 20% If you saw it in a print advertisement 18% 14% 18% 24% 19% 18% 7% 19% If there was an appeal on the radio 15% 16% 17% 19% 14% 16% 12% 19% If there was an appeal through social media like Facebook or Twitter If you saw it on an outdoor advertisement *Note: Statistical significant differences among groups are indicated with underlined numbers. If there was an appeal from a celebrity 14% 12% 8% 11% 10% 12% 18% 17% 14% 11% 14% 17% 13% 13% 7% 16% 7% 5% 3% 7% 8% 6% 6% 6% None of the above 57% 63% 60% 54% 62% 61% 60% 57% Q29. Under which of the following circumstances would you make a donation using text messaging? You can typically choose to donate as little as $5 and the charge would appear on your cell phone bill. Base: All Respondents; n=2,011 60

61 Text Donation Thresholds When asked what is the highest one-time dollar amount they would like to be able to make assuming they were not limited by the $5 and $10 amounts, 92% of previous and interested donors would give $10 or more. In fact, 73% would give $20 or more and 27% would give $50 or more. Maximum donation thresholds are actually quite consistent with those observed in % wouldn t even donate $5 If a $15 code is being considered, results would suggest that a $20 code be used instead since there is negligible donor erosion between the two price points. 100% 80% 98% 98% 92% 88% 75% 76% 75% 73% On average, donors would donate up to $23 60% There is also low donor erosion between $25 and $50 so the higher dollar value should be added 40% 43% 46% 32% 35% 33% 28% 31% 27% % 13% 17% 0% $5 or more $10 or more $15 or more $20 or more $25 or more $30 or more $40 or more $50 or more Over $60 Q30. Currently, those wanting to make a donation using text messaging can only choose codes for $5 or $10. If you were not limited to these amounts, what is the highest one-time dollar amount you would like to be able to make using text messaging from your cell phone? Base: Respondents who are likely to make a text donation in the future, and respondents who have already made a text donation; n=333 61

62 Text Donation Thresholds - By Age Group Age Groups $5 or more 98% 94% 100% 100% 97% 100% 96% $10 or more 85% 85% 98% 96% 97% 96% 90% $15 or more 67% 58% 86% 86% 88% 82% 70% $20 or more 61% 53% 86% 86% 88% 82% 67% $25 or more 37% 22% 45% 58% 63% 59% 31% $30 or more 28% 17% 31% 49% 34% 46% 23% $40 or more 23% 11% 29% 46% 34% 44% 19% $50 or more 21% 11% 27% 46% 32% 44% 18% Over $60 11% 6% 14% 18% 15% 25% 9% Q30. Currently, those wanting to make a donation using text messaging can only choose codes for $5 or $10. If you were not limited to these amounts, what is the highest one-time dollar amount you would like to be able to make using text messaging from your cell phone? Base: Respondents who are likely to make a text donation in the future, and respondents who have already made a text donation; n=333 62

63 Text Donation Thresholds - By Gender and Region Gender Region Male Female BC AB MB/SK A ON QC ATL $5 or more 97% 98% 98% 100% 100% 98% 94% 99% $10 or more 93% 90% 96% 97% 89% 91% 82% 95% $15 or more 70% 80% 74% 75% 82% 80% 58% 84% $20 or more 66% 79% 74% 75% 80% 76% 54% 83% $25 or more 45% 40% 41% 42% 69% 44% 28% 48% $30 or more 33% 31% 24% 38% 44% 36% 16% 34% $40 or more 26% 24% 38% 36% 33% 12% 24% 26% $50 or more 24% 24% 35% 36% 31% 12% 24% 24% Over $60 12% 10% 15% 25% 17% 3% 9% 12% A Caution results are based on small sample sizes: Respondents in MB/SK who are likely to make a text donation in the future, and who have already made a text donation, DK S excluded (n=24). Q30. Currently, those wanting to make a donation using text messaging can only choose codes for $5 or $10. If you were not limited to these amounts, what is the highest one-time dollar amount you would like to be able to make using text messaging from your cell phone? Base: Respondents who are likely to make a text donation in the future, and respondents who have already made a text donation; n=333 63

64 Interest in Follow-Up Options % Interested (% of those who gave a 5,6, or 7 rating on a 1 to 7 scale) Report on how donations are being put to use Directions/reminders to obtain a receipt Tally of funds raised Thank you follow up call Regular updates from the charity Short, text message reminders about new calls to action Option to subscribe to a monthly donation plan 36% 31% 28% 23% 25% 15% 16% 58% 59% 56% 52% 53% 48% At least half of actual and potential text donors say they would like to receive a report on how donations are being used (58%). Those between 14 and 17 years old (65%), and between 25 and 44 years old (63%) are more likely to be interested in this, compared to those at least 55 years old (42%). directions or reminders on how to obtain a receipt (56%). Those between 14 and 17 are the least likely to be interested in this. have a tally of the funds raised (53%). Those between 18 and 24 years of age are more likely to be interested in this (61%), compared to those at least 55 years old (40%). Less than half of actual and potential text donors are interested in a thank you follow up call (36%). regular updates from the charity (31%). short, text message reminders about new calls to action (23%). Those between 14 and 17 years old (31%), and between 25 and 44 years old (26%) are more likely to be interested in this, compared to those between 45 and 54 years old (9%). the option to subscribe to a monthly donation plan (15%). Those in cell only households are more likely to be interested in this (24%) Q31. Charities can follow up with donors in a variety of ways. How interested would you be in the following after you ve made a donation through your cell phone? Base: Respondents who are likely to make a text donation in the future, and respondents who have already made a text donation; n=371 64

65 Interest in Follow-Up Options - By Age Group % of respondents giving a 5, 6, or 7 rating Age Groups Report on how donations are being put to use 65% 51% 64% 62% 59% 42% 56% Directions/reminders to obtain a receipt 30% 53% 63% 66% 72% 60% 57% Tally of funds raised 52% 61% 49% 53% 52% 40% 56% Thank you follow up call 46% 28% 37% 34% 36% 38% 32% Regular updates from the charity 42% 28% 36% 28% 25% 25% 31% Short, text message reminders about new calls to action 31% 18% 26% 26% 9% 21% 22% Option to subscribe to a monthly donation plan 21% 15% 13% 12% 13% 12% 14% Q31. Charities can follow up with donors in a variety of ways. How interested would you be in the following after you ve made a donation through your cell phone? Base: Respondents who are likely to make a text donation in the future, and respondents who have already made a text donation; n=371 65

66 Interest in Follow-Up Options - By Gender and Region % of respondents giving a 5, 6, or 7 rating Gender Region Male Female BC AB MB/SK A ON QC ATL Report on how donations are being put to use Directions/reminders to obtain a receipt 53% 62% 50% 56% 67% 63% 50% 59% 54% 58% 53% 73% 55% 55% 47% 63% Tally of funds raised 51% 55% 39% 51% 58% 58% 51% 56% Thank you follow up call 33% 38% 31% 36% 34% 40% 30% 37% Regular updates from the charity Short, text message reminders about new calls to action Option to subscribe to a monthly donation plan 36% 27% 28% 24% 35% 36% 23% 37% 20% 26% 14% 18% 24% 31% 13% 26% 12% 17% 12% 11% 12% 17% 13% 18% A Caution results are based on small sample sizes: Respondents in MB/SK who are likely to make a text donation in the future, and who have already made a text donation (n=25). Q31. Charities can follow up with donors in a variety of ways. How interested would you be in the following after you ve made a donation through your cell phone? Base: Respondents who are likely to make a text donation in the future, and respondents who have already made a text donation; n=371 66

67 Mobile Donations Complementing Other Methods The majority of mobile users that have donated through their device have done so in addition to other types of donations (87%), while only 8% have replaced other ways of donation with this method Regular cell Smartphone 15% 13% 20% 80% 73% 83% Four in five of past and potential future mobile donors (80%) say this type of donation will be done in addition to other methods, while 15% say it will replace other methods % 10% 11% 12% 77% 87% 88% 80% Respondents at least 45 years of age are more likely to say mobile donations will replace other methods (29%), compared to those between 18 and 44 years of age % 28% 29% 62% 67% 87% Women (85%) are more likely to say mobile donations will be made in addition to other donation methods. Cell phone only 26% 55% 0% 20% 40% 60% 80% 100% It will replace other methods It will be done in addition to other donation methods Q32. Has donating through your cell phone replaced another way you used to donate or has this been in addition to your other types of donations? Base: Respondents who have made donations via texting; n=74. Q33. For your future donations, will donations through your cell phone replace other ways you now donate or will they be done in addition to the other ways you donate? Respondents who are likely to make a text donation in the future, and respondents who have already made a text donation; n=371 67

68 Mobile Donations Complementing Other Methods - By Gender and Region Gender Region Male Female BC AB MB/SK A ON QC ATL It will replace other methods 18% 12% 12% 3% 6% 18% 17% 26% It will be done in addition to my other ways of donating 74% 85% 85% 97% 81% 78% 68% 74% A Caution results are based on small sample sizes: Respondents in MB/SK who are likely to make a text donation in the future, and who have already made a text donation (n=25). Q33. For your future donations, will donations through your cell phone replace other ways you now donate or will they be done in addition to the other ways you donate? Respondents who are likely to make a text donation in the future, and respondents who have already made a text donation; n=371 68

69 Interest in Monthly Mobile Donations 2012 Regular cell Smartphone Cell phone only 8% 6% 11% 10% 8% 4% 1% 16% 16% 27% 24% % interest in a monthly donation program setup via text message (% of those who gave a 5, 6, or 7 rating on a 1 to 7 scale) 0% 20% 40% 60% 80% 100% The concept of using text messaging to specify a charity and a monthly donation amount was explained to all respondents. Roughly one in ten (8%) expressed an interest in this approach to donating. The younger respondents are, the more likely they are to be interested in this way of donating. Interest is higher among the following groups: Smartphone owners (11%) Those between 18 and 34 years old (16%) Cell phone only households (16%) Ontario residents (11%) Interested in a monthly donation program setup via text message Gender Region Male Female BC AB MB/SK ON QC ATL 8% 9% 8% 8% 6% 11% 5% 10% Q34. How interested would you be in the following approach to donating? With a one-time text message, you could specify a charity and a monthly amount of your choice. That charge would appear on your wireless statement or be deducted from your prepaid balance every month and you could unsubscribe at any time. Base: All respondents; n=2,011 69

70 Amount of Monthly Mobile Donations Three quarters of those willing to donate on a monthly basis through their cell phone (75%) would give between $5 and $25 dollars. Close to one third would like to give $5, one fifth $10, and another fifth $10 to $ Regular Cell Smartphone Cell Only HH Under $5 9% 7% 10% 13% $5 31% 31% 31% 34% $10 22% 23% 22% 28% $10-$25 22% 22% 21% 15% $26-$50 6% 7% 5% 7% Over $50 4% 2% 5% 2% Q35. Assuming you could select any dollar amount you want, approximately how much would you be willing to donate this way on a monthly basis? Base: Respondents 70 interested in one-time selected donations; n=235

71 Amount of Monthly Mobile Donations - By Age Group Age Groups A 55+ A Under $5 6% 8% 15% 6% 11% 5% 11% $5 42% 43% 29% 17% 4% 14% 37% $10 20% 23% 18% 30% 23% 19% 21% $10-$25 12% 18% 24% 33% 37% 20% 20% $26-$50 5% 2% 5% 6% 12% 21% 3% Over $50 6% 2% 6% 2% 3% 5% 4% A Caution results are based on small sample sizes: Respondents of years of age who are interested in one-time selected donations (n=29); 55 years old and over (n=18). Q35. Assuming you could select any dollar amount you want, approximately how much would you be willing to donate this way on a monthly basis? Base: Respondents interested in one-time selected donations; n=235 71

72 Amount of Monthly Mobile Donations - By Gender and Region Gender Region Male Female BC A AB A MB/SK A ON QC ATL A Under $5 10% 7% 14% - 14% 5% 16% 14% $5 28% 34% 18% 31% - 39% 32% 21% $10 23% 22% 31% 31% 32% 18% 22% 15% $10-$25 22% 22% 25% 23% 15% 22% 20% 23% $26-$50 8% 4% 4% 4% 6% 5% 6% 13% Over $50 5% 3% - 8% 10% 4% 2% 5% A Caution results are based on small sample sizes: Respondents in BC who are interested in one-time selected donations (n=25); in Alberta (n=26); in MB/SK (n=13); in Atlantic provinces (n=27). Q35. Assuming you could select any dollar amount you want, approximately how much would you be willing to donate this way on a monthly basis? Base: Respondents interested in one-time selected donations; n=235 72

73 Average Single Donations Over the Past Year To better understand general donating behaviour, all respondents were asked to think about all the different ways they can donate money and to provide the average dollar value of the various donations they had made over the past year. As shown below, nearly one third of individual donations over the past year were between $5 and $25 dollars. Results do not tend to vary according to the type of cell phone used, however, they do vary be age group, as shown on the following page Regular Cell Smartphone Cell Only HH Under $5 12% 10% 13% 14% $5-$25 31% 30% 32% 28% $26-$50 17% 17% 16% 14% $51-$100 13% 13% 12% 10% $101-$200 6% 7% 6% 8% Over $200 10% 10% 11% 9% Q36. Considering all the different ways that you can donate money, what was the average dollar value of the various donations you made over the past year? Please 73 estimate the average donation amount, not the total amount donated over the entire year; Base: All Respondents, n=2,011

74 Average Single Donations Over the Past Year - By Age Group Results below highlight average single donations across age groups. There is a clear trend that indicates that older respondents tend to give larger single donations, on average, compared to younger respondents. The majority of respondents under 35 years of age typically make one-time donations of $25 or less, which is only the case for 38% of respondents 35 to 54 and for 31% of those over 55 years of age. In fact, for over one-quarter of respondents under 25 years of age, one-time gifts are usually under $5. Age Groups Under $5 27% 28% 15% 9% 8% 5% 21% $5-$25 36% 43% 36% 29% 30% 26% 39% $26-$50 8% 9% 18% 21% 17% 18% 14% $51-$100 10% 7% 8% 14% 14% 16% 7% $101-$200 1% 2% 9% 6% 8% 7% 6% Over $200 5% 2% 9% 13% 13% 12% 6% Q36. Considering all the different ways that you can donate money, what was the average dollar value of the various donations you made over the past year? Please estimate the average donation amount, not the total amount donated over the entire year; Base: All Respondents, n=2,011 74

75 Average Single Donations Over the Past Year - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL A Under $5 14% 10% 12% 8% 10% 12% 15% 7% $5-$25 30% 33% 28% 29% 25% 31% 33% 43% $26-$50 16% 17% 23% 14% 21% 16% 15% 14% $51-$100 12% 13% 13% 14% 10% 13% 12% 9% $101-$200 6% 7% 6% 9% 4% 7% 6% 4% Over $200 11% 9% 9% 15% 14% 12% 5% 12% Q36. Considering all the different ways that you can donate money, what was the average dollar value of the various donations you made over the past year? Please estimate the average donation amount, not the total amount donated over the entire year; Base: All Respondents, n=2,011 75

76 Mobile Health

77 Cell Phone Usage for Health Related Purposes 2012 Regular cell Smartphone 6% 8% 3% 7% 12% 14% 12% 18% One quarter of cell phone users (26%) access health and wellness, fitness, or nutritional tools through their device, of which 6% do so often and 8% do so sometimes. This type of activity is largely driven by smartphone users among whom 26% access either often or sometimes % 17% 21% The younger respondents are, the more likely they are to access these type of tools % 12% 7% 8% 16% 12% 14% 13% 17% Respondents between 18 and 34 years old are more likely to access health-related tools (26%) often or sometimes % 5% 4% 13% 11% 9% 13% 15% Respondents from cell phone only households are also more likely to sometimes (17%) or rarely (21%) access these tools, compared to those with also a land line. Cell phone only 6% 17% 21% 0% 20% 40% 60% Often Sometimes Rarely Women are slightly more likely to often access health-related tools compared to men (7% vs. 5%). Q37. I now have a few health-related questions. How often do you use your cell phone to access health and wellness, fitness, or nutritional tools? Would you say ; Base: 77 All Respondents, n=2,011

78 Cell Phone Usage for Health Related Purposes - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL Often 5% 7% 7% 5% 5% 8% 4% 5% Sometimes 9% 8% 8% 11% 8% 9% 6% 9% Rarely 12% 13% 16% 17% 12% 13% 8% 10% Q37. I now have a few health-related questions. How often do you use your cell phone to access health and wellness, fitness, or nutritional tools? Would you say ; Base: All Respondents, n=2,011 78

79 Type of Health Related Tools Used Calorie counter Fitness/workout/exercise tracker app Recipes 11% 10% 16% The most common health related tools used are calorie counters (16%), fitness, workout, and exercise tracker apps (11%), and recipes (10%). Text message reminders WebMD/medical information apps/itriage Nutritional information 4% 3% 7% Smartphone owners are more likely to use these tools along with medical information applications such as WebMD and itriage, compared to regular cell phone users. Pedometer Nike app Heart rate monitor 3% 1% 1% Those who live in a household with also a land line are more likely to use calorie counters, recipes and text message reminders than those in cell only households. BMI apps/calculators Apps/new apps (non-specific) Carb counting 1% 1% 1% Health tool users between 18 and 34 are more likely to use calorie counters, fitness, workout or exercise tracker apps, and recipes. Other 4% Women are more likely to use calorie counter tools than men. Q38. What types of tools do you use on your cell phone?; Base: Respondents who use their cell phones to access health and wellness, fitness, or nutritional tools, n=496 79

80 Type of Health Related Tools Used - By Age Group Age Groups Calorie counter 10% 23% 23% 13% 11% 8% 23% Fitness/workout/exercise tracker/app 9% 20% 12% 11% 4% 5% 16% Recipes 3% 6% 22% 14% 7% 3% 14% Text message reminders 7% 5% 6% 8% 10% 8% 6% WebMD/medical information apps/itriage - 6% 6% 3% 1% 3% 6% Nutritional information - 3% 5% 5% 3% 1% 4% Pedometer 2% 2% 3% 3% 5% - 3% Nike app - 3% 4% % Heart rate monitor - 3% 1% - 2% 1% 2% BMI apps/calculators - - 3% 1% - 1% 2% Apps/new apps (non-specific) - 1% % 1% Carb counting - 1% 1% - 1% - 1% Other - 8% 3% 5% 4% 2% 5% Q38. What types of tools do you use on your cell phone?; Base: Respondents who use their cell phones to access health and wellness, fitness, or nutritional tools, n=496 80

81 Type of Health Related Tools Used - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL Calorie counter 10% 20% 13% 13% 17% 19% 11% 11% Fitness/workout/exercise tracker/app 10% 11% 17% 5% 11% 12% 9% 7% Recipes 8% 12% 15% 7% 5% 9% 14% 8% Text message reminders 5% 9% 7% 2% 8% 8% 5% 14% WebMD/medical information apps/itriage 4% 4% 3% 5% 8% 1% 9% 6% Nutritional information 4% 3% 4% 2% 2% 4% 1% 7% Pedometer 3% 2% - - 2% 5% - 7% Nike app 2% 1% - 3% - 2% - - Heart rate monitor 1% 1% - 2% - 2% - - BMI apps/calculators 1% 1% % - - Apps/new apps (non-specific) 1% - 1% - 2% 1% - - Carb counting 1% 0% 1% - - 1% - - Other 4% 4% 3% 12% 4% 3% 2% 1% Q38. What types of tools do you use on your cell phone?; Base: Respondents who use their cell phones to access health and wellness, fitness, or nutritional tools, n=496 81

82 Interest in Using a Cell Phone to Store Medical Information 2012 Regular cell Smartphone Cell phone only 24% 17% 19% 15% 31% 36% 34% 32% 27% 33% 35% % interest in storing health info in cell phone (% of those who gave a 5, 6, or 7 rating on a 1 to 7 scale) 0% 20% 40% 60% 80% 100% The use of a mobile phone to store medical information appears to have some traction with cell phone users, including those in higher age categories. Nearly one quarter of mobile phone users (24%) are interested in using their cell phone to store medical information such as x- rays, prescriptions, blood type, allergy information or organ donor information. Once again, younger respondents tend to be more open to the idea of using their mobile phone for this purpose. However, 15% of those at least 55 years of age are also willing to use their phone to store medical information. Storing medical information on a mobile device is more likely to be appealing among: Respondents between 18 and 34 years of age (33%) Smartphone owners (31%) Those living in cell phone only households (35%) Interested in using a cell phone to store medical information Gender Region Male Female BC AB MB/SK ON QC ATL 27% 21% 23% 23% 24% 24% 24% 26% Q39. How interested are you in using your cell phone to store important medical information like x-rays, prescriptions, blood type, allergy information or organ donor information?; Base: All Respondents, n=2,011 82

83 Interest in Using a Cell Phone to Interact with Healthcare Professionals There is real interest among cell phone users to interact with health professionals through their device. At least one quarter of them are interested in each of the different scenarios presented in this study. Nearly half of cell phone users (47%) are interested in interacting with health professionals through their cell phone for safety and location tracing in case of emergencies. Smartphone users are more likely to be interested than regular cell phone users. Over one quarter of cell phone users are interested in communicating with health professionals for help taking their medications on time and in proper quantities (29%), monitoring vital signs (29%), and monitoring blood glucose levels (26%). Considering nearly one third of the Canadian population suffers from diabetes 1, the latter tool would certainly shows signs of potential success if widely available. Those living in cell phone only households are more likely to be interested in using their cell phone to seek help in taking medications (34%), and to monitor vital signs (37%). Interest in using cell phones to interact with health professionals is higher among younger cell phone users, particularly among those between 18 and 34 years of age. Men are more interested than women in using their phone to interact with health professionals for help in taking medications (33%), to monitor vital signs (32%), and to monitor glucose levels (28%). Quebec residents are more likely to be interested in using their phone to interact with health professionals in case of emergencies (55%) compared to residents of British Columbia, Manitoba, Saskatchewan and Ontario. 1 Q40. How interested would you be in healthcare professionals interacting with you through your cell phone for the following reasons?; Base: All Respondents, n=2,011 83

84 Interest in Using a Cell Phone to Interact with Healthcare Professionals 2012 Regular Phone Smartphone Cell only HH For safety and location tracking in case of emergencies 47% 40% 55% 51% To help you take medication on time and in the proper quantities 29% 20% 39% 34% To help you monitor your vital signs 29% 22% 37% 37% To help you monitor your blood glucose levels 26% 19% 32% 29% % interested in using a cell phone to interact with Healthcare Professionals (% of those who gave a 5, 6, or 7 rating on a 1 to 7 scale) Q40. How interested would you be in healthcare professionals interacting with you through your cell phone for the following reasons?; Base: All Respondents, n=2,011 84

85 Interest in Using a Cell Phone to Interact with Healthcare Professionals - By Age, Gender and Region % of respondents giving a 5, 6, or 7 rating Age Groups For safety and location tracking in case of emergencies 60% 51% 55% 53% 44% 39% 54% To help you take medication on time and in the proper quantities 51% 46% 40% 33% 23% 15% 43% To help you monitor your vital signs 49% 35% 38% 32% 25% 20% 37% To help you monitor your blood glucose levels 36% 32% 34% 29% 27% 15% 33% % of respondents giving a 5, 6, or 7 rating Gender Region For safety and location tracking in case of emergencies To help you take medication on time and in the proper quantities Male Female BC AB MB/SK ON QC ATL 50% 45% 46% 47% 43% 43% 55% 51% 33% 25% 32% 29% 29% 29% 29% 29% To help you monitor your vital signs 32% 26% 28% 32% 29% 28% 29% 30% To help you monitor your blood glucose levels 28% 23% 25% 28% 24% 26% 25% 26% Q40. How interested would you be in healthcare professionals interacting with you through your cell phone for the following reasons?; Base: All Respondents, n=2,011 85

86 Wireless Accessibility

87 Awareness and Usage of Features to Help with a Physical or Sensory Limitation 2012 Regular cell Smartphone 7% 4% 9% 21% 24% 19% Overall awareness of these features 28% 28% 28% While over one quarter of cell phone users (28%) are aware of the availability of features and apps to aid with physical or sensory limitations, 7% have actually used them % 10% 7% 10% 21% 20% 20% 30% 28% Respondents between 45 and 54 years of age are more likely to be aware of these tools (31%), compared to those between 14 and 17 years of age % 7% 4% 8% 19% 24% 24% 21% 27% 31% 28% 29% Quebec residents are less likely to be aware of these tools compared to residents in British Columbia, Alberta, Ontario and Atlantic provinces. Cell phone only 9% 17% 26% Have used feature or app to aid physical or sensory limitations Have not used feature or app to aid physical or sensory limitations Q41. Are you aware of the various features that are available on mobile devices to improve accessibility for those with physical or sensory limitations, such as limited vision, hearing loss, dexterity issues or cognitive disabilities? Q42. Have you ever, because of a physical or sensory limitation of your own, used a feature or application on your cell phone to help you with the actual use of your cell phone? This may include increasing font size, voice recognition, key pad shortcuts, predictive text, or tactile alerts, etc. Base: All respondents, n=2,

88 Awareness and Usage of Features to Help with a Physical or Sensory Limitation - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL Aware of features to aid physical or sensory limitations Have used feature or app to aid physical or sensory limitations Have not used feature or app to aid physical or sensory limitations 29% 27% 33% 29% 23% 34% 17% 30% 8% 6% 8% 4% 7% 9% 3% 5% 21% 22% 25% 25% 16% 25% 13% 24% Q41. Are you aware of the various features that are available on mobile devices to improve accessibility for those with physical or sensory limitations, such as limited vision, hearing loss, dexterity issues or cognitive disabilities? Q42. Have you ever, because of a physical or sensory limitation of your own, used a feature or application on your cell phone to help you with the actual use of your cell phone? This may include increasing font size, voice recognition, key pad shortcuts, predictive text, or tactile alerts, etc. Base: All respondents, n=2,

89 Wireless AMBER Alerts 89

90 Awareness and Subscription to Wireless AMBER Alerts 2012 Regular cell 2% 28% 27% Overall awareness of Wireless AMBER Alerts 29% 27% While close to one third of cell phone users (29%) are aware of Wireless AMBER Alerts, only 2% have signed up for them. Smartphone % 3% 4% 29% 27% 23% 26% 32% 27% 26% 29% Wireless AMBER Alert awareness is significantly higher among: Smartphone users (32%) Men (32%) Ontario residents (32%) % 30% 32% % 26% 28% % 30% % 25% 28% Cell phone only 3% 19% 23% Have signed up for Wireless AMBER Alerts Have not signed up for Wireless AMBER Alerts Q43. Do you know that you can receive free Wireless AMBER Alert text messages on your cell phone? Base: All respondents, n=2,011. Q44. Have you signed up for them?; Respondents aware of the free Wireless AMBER Alert messages for cell phones, n=596 90

91 Awareness and Subscription to Wireless AMBER Alerts - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL Aware of Wireless AMBER Alerts 32% 27% 27% 32% 23% 32% 27% 28% Have signed up 2% 2% 3% 1% 2% <1% 1% 2% Have not signed up 25% 25% 29% 22% 30% 27% 26% 25% Q43. Do you know that you can receive free Wireless AMBER Alert text messages on your cell phone? Base: All respondents, n=2,011. Q44. Have you signed up for them?; Respondents aware of the free Wireless AMBER Alert messages for cell phones, n=596 91

92 Mobile Music 92

93 Storing Music on Cell Phone Memory Cards Close to one fifth of cell phone users have added a memory card to their device (18%). More specifically, among all cell phone users, 8% have added a memory card between 1GB and 4GB in size, and another 6% have added a memory card with more memory, and 3% can t remember what size memory card has been added. Overall, smartphone owners, residents of cell only households, and younger respondents are more likely to have added a memory card to their phone. Particularly, those between 18 and 34 years of age are more likely to have added a 2GB memory card (6%), a 4 GB memory card (4%), an 8 GB memory card (6%), and a 16 GB memory card (3%) to their phone. Men are more likely than women to have added a 2 GB memory card (5%), an 8 GB (5%), or a 16 GB memory card (3%) to their cell phone. About one tenth (10%) of all cell phone users have added a memory card to their cell phone and have uploaded music to their cell phone, mostly under 50 songs. About 8% of all cell phone users have music actually loaded on a memory card. Among those who have a memory card and have music uploaded to their cell phone, roughly 77% of that music is stored on the memory card. Among those who have music stored on their memory card, it is estimated that 75% of those music files were obtained from authorized music sources. Q45. Some people purchase a separate memory card for their cell phone to increase the storage capacity of their device. Have you added a memory card to your cell phone, and if so, what size of capacity is it? Base: All respondents, n=2,011. Q46. We have a few questions on music. Have you uploaded music to your cell phone?, Base: Respondents who have added a memory card to their cell phone, n=336. Q47. To the best of your knowledge, approximately how many songs do you have uploaded to your cell phone? Base: Respondents who have uploaded music to their cell phone, n=173. Q48. To the best of your knowledge, roughly what percent of your songs are stored on the external memory card you purchased?; Base: Respondents who have uploaded music to their cell phone, n=173. Q49. Of all the music stored onto your external memory card, roughly what percent was obtained from authorized sources such as recognized online music sites or your own CD collection?, Base: Respondents giving a valid percent of stored songs on their cell phone s external memory card, n=141 93

94 Storing Music on Cell Phone Memory Cards 18% of all cell phone users have added a memory card 1 GB 2 GB 4 GB 8 GB 16 GB 1% 3% 2% 3% 4% 10% of all cell phone users have added a memory card and have music uploaded to their phone (on average 330 songs are on their phone) Under 50 songs 51 to 200 songs 201 to 500 songs 17% 36% 28% 8% of all cell phone users have music uploaded to a memory card 0% Up to 25% 26% to 50% 51% to 75% 76% to 100% 14% 6% 3% 5% 72% For cell phone users with memory cards and music on their devices, nearly all their music is on their memory card the average is 77% of songs 32 GB 1% 501 to 1,000 songs 9% Don't know the capacity of the card 3% Over 1,000 songs 10% On average, 75% of the songs that are on memory cards are from authorized sources. Q45. Some people purchase a separate memory card for their cell phone to increase the storage capacity of their device. Have you added a memory card to your cell phone, and if so, what size of capacity is it? Base: All respondents, n=2,011. Q46. We have a few questions on music. Have you uploaded music to your cell phone?, Base: Respondents who have added a memory card to their cell phone, n=336. Q47. To the best of your knowledge, approximately how many songs do you have uploaded to your cell phone? Base: Respondents who have uploaded music to their cell phone, n=173. Q48. To the best of your knowledge, roughly what percent of your songs are stored on the external memory card you purchased?; Base: Respondents who have uploaded music to their cell phone, n=173. Q49. Of all the music stored onto your external memory card, roughly what percent was obtained from authorized sources such as recognized online music sites or your own CD collection?, Base: Respondents giving a valid percent of stored songs on their cell phone s external memory card, n=141 94

95 Incidence of Cell Phone Memory Cards - By Age Group Age Groups Smartphone Cell Only % with a memory card 27% 36% 43% 29% 24% 23% 14% 8% 26% 1 GB 2% 2% 6% 1% 2% 2% 1% <1% 2% 2 GB 6% 10% 15% 5% 7% 3% 2% 2% 6% 4 GB 4% 7% 6% 5% 3% 4% 3% 1% 4% 8 GB 5% 5% 7% 8% 5% 2% 3% 1% 6% 16 GB 4% 4% 2% 3% 3% 6% 1% <1% 3% 32 GB 2% 3% - 2% 2% 2% 1% 1% 2% Don t know the capacity 4% 5% 7% 5% 2% 4% 3% 2% 3% Q45. Some people purchase a separate memory card for their cell phone to increase the storage capacity of their device. Have you added a memory card to your cell phone, and if so, what size of capacity is it? Base: All respondents, n=2,011 95

96 Incidence of Cell Phone Memory Cards - By Gender and Region Gender Region Male Female BC AB MB/SK ON QC ATL % with a memory card 22% 15% 17% 14% 17% 23% 13% 21% 1 GB 2% 1% 1% 3% - 2% 1% - 2 GB 5% 3% 2% 3% 3% 5% 4% 7% 4 GB 3% 3% 2% 2% 4% 3% 2% 5% 8 GB 5% 2% 3% 2% <1% 4% 2% 4% 16 GB 3% 1% 4% 1% 1% 3% 1% 2% 32 GB 2% <1% 2% <1% - 2% 1% 1% Don t know the capacity 2% 4% 3% 2% 8% 4% 2% 2% Q45. Some people purchase a separate memory card for their cell phone to increase the storage capacity of their device. Have you added a memory card to your cell phone, and if so, what size of capacity is it? Base: All respondents, n=2,011 96

97 Appendix