2012 Cell Phone
Consumer Attitudes
Study
Prepared for: CWTA
April 23, 2012
Copyright 2009-2012 Quorus Consulting Group Inc.
Table of Contents
Executive Summary
Research Objectives and Methodology
3
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
2
Executive Summary
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,
•
•
•
•
•
•
RESEARCH METHODOLOGY
•
•
Data collection was conducted with Canadian households through a combination of telephone surveys and an online panel between
March 9th and March 28th 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
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
2012. 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 2011.
Tablet ownership among cell phone users has quadrupled, increasing from 5% in 2011 to 20% in 2012. 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 2011.
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
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
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
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.
8
Research Objectives and
Methodology
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,
10
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 9th to 28th 2012.
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
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.
Sample
size (n)
Margin of
error
Total cell phone users 2012
2,011
+/-2.2%
Total cell phone users 2011
2,003
+/-2.2%
Cell and home line HH
1,922
+/-2.2%
505
N/A
1,091
+/-2.3%
Smartphone
915
+/-3.2%
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.
14-17 years old
95
+/-10%
18-24
148
+/-8.1%
25-34
250
+/-6.2%
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.
35-44
380
+/-5.0%
45-54
423
+/-4.8%
55+
703
+/-3.7%
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.
Segment
Cell phone only HH*
Regular cell phone
*The cell phone only segment consists of 89 surveys
completed via the telephone portion and 416 surveys completed
using an online panel.
12
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)
14-17 vs. 18-24 vs. 25-34 vs. 35-44 vs. 45-54 vs. 55+
Age group (2)
14-17 vs. 18-34 vs. 35-44 vs. 45-54 vs. 55+
Cell only households
Cell only households vs. Households with both cell phones and land lines
Gender
Men vs. Women
Region
BC vs. AB vs. MB/SK vs. ON vs. QC vs. Atlantic provinces
13
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
Detailed Findings
Mobile Phone Usage
Smartphone Usage
• In the last year, smartphone usage has
increased significantly from one third of
Canadian cell phone users to nearly half.
• A noteworthy finding shows that over half
(56%) of cell phone users between the ages
of 14 and 17 have a smartphone.
• The adoption of smartphones is
significantly higher among Canadians 18 to
34 years old (69%), particularly among
those 18 to 24 years old (72%).
• 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%.
2011 Results
2012 Results
Overall
33%
48%
14-17
32%
18-24
56%
55%
25-34
43%
35-44
43%
45-54
55+
18-34
Cell phone
only
72%
67%
59%
29%
17%
44%
24%
48%
69%
39%
58%
Smartphone ownership
Q4. Do you have a regular cellular phone or do you have a smartphone?
Base: All respondents; n=2,011
17
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
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 10.
• 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%)
2011 Results
Overall
Regular cell
37%
47%
15%
14%
Smartphone
14-17
2012 Results
81%
84%
39%
18-24
55%
55%
62%
25-34
46%
60%
35-44
48%
57%
45-54
55+
34%
47%
21%
29%
18-34
49%
61%
Cell phone only
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 emails.
Base: All respondents; n=2,011
19
Data Plans
- By Gender and Region
Gender
Mobile phone users with data plan
Region
Male
Female
BC
AB
MB/SK
ON
QC
ATL
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 emails.
Base: All respondents; n=2,011
20
Tablet Ownership
• Tablet ownership among cell phone users has quadrupled, increasing from 5% in 2011 to 20% in
2012.
•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
Tablet Ownership
Overall tablet ownership
in 2011
2011 Results
Overall
Regular cell
2%
3%
Smartphone
3%
4%
6%
14-17
18-24
5%
25-34
3% 1%
35-44
3%
45-54
55+
1%
7%
4%
3%
18-34
4%
Cell phone only
4%
1%
8%
5%
7%
2%
4%
5%
1%
5%
8%
14%
22%
20%
25%
16%
23%
22%
17%
15%
10%
6%
8%
31%
22%
18%
8%
5%
4%
21%
4%
6%
2%
11%
9%
6%
6%
20%
9%
2%
10%
4%
3%
15%
5%
5%
2% 1%
Overall tablet ownership
in 2012
2012 Results
17%
15%
23%
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
Tablet Ownership
- By Gender and Region
Gender
Overall tablet ownership
Have a tablet connected to a
cellular network
Have a tablet but not connected to
a cellular network
Region
Male
Female
BC
AB
MB/SK
ON
QC
ATL
21%
20%
24%
25%
17%
23%
13%
22%
5%
6%
5%
9%
4%
7%
3%
5%
16%
14%
19%
16%
14%
16%
10%
17%
*Note: The addition of the bottom-two rows may not add exactly to the top row due to rounding.
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
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 Parents Restrict Usage
How Employers Restrict Usage
7%
Can only make business-related calls
3%
Can only make local calls / No long distance
calls
6%
7%
2%
4%
4%
Can't browse the Internet
2%
3%
Cannot download apps
2%
2%
Limit on texting
1%
1%
Can only send business-related emails
1%
2%
Limit on data
1%
2%
Limit on minutes
6%
5%
No personal usage (general)
Limited personal usage (general)
4%
1%
1%
3%
11%
74% of
employers
have not
placed any
restrictions
8%
11%
63% of
parents have
not placed
any
restrictions
8%
7%
2012
2011
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.
10%
24
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.“
2012
10%
2011
12%
Regular cell
% Interested (% of those who gave a
5, 6 or 7 rating on a 1 to 7 scale)
7%
Smartphone
13%
14-17
20%
25-34
14%
35-44
12%
45-54
7%
55+
• Interest in mobile advertising becomes more
noticeable among cell phone only households
(30%).
• 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.
26%
18-24
• 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.
2%
18-34
• Interest decreased from 2012 to 2011 among the
following mobile user subgroups:
16%
Cell phone only
30%
0%
20%
40%
60%
80%
100%
•
•
•
•
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 email, an image or a text message. How interested would you be in the following
concepts:
Base: All respondents; n=2,011
25
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.”
2012
10%
2011
10%
Regular cell
% Interested (% of those who gave a
5, 6 or 7 rating on a 1 to 7 scale)
6%
Smartphone
15%
14-17
41%
18-24
11%
35-44
11%
45-54
5%
55+
3%
18-34
• 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.
• Interest is also higher among smartphone
owners (15%), and residents of Ontario (12%)
and the Atlantic provinces (14%).
20%
25-34
• One in ten mobile phone owners (10%) would
be interested in receiving apps or exclusive
content in exchange for receiving ads on their
device.
• Interest is moderate at best among respondents
18 to 34 years old (15%).
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 email, an image or a text message. How interested would you be in the following
concepts:
Base: All respondents; n=2,011
26
Interest in Mobile Advertising
% of respondents giving a 5, 6, or 7
rating
Interest in...
- By Gender and Region
Gender
Region
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 email, an image or a text message. How interested would you be in the following
concepts: Base: All respondents; n=2,011
27
M-Wallet and M-Banking
Interest in Location-Based Content
• 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.
Interest in a service that would send information or coupons to the cell
phone based on location at the time
2012
32%
2011
29%
Regular cell
% Interested (% of those who gave a
5, 6 or 7 rating on a 1 to 7 scale)
• Half of respondents between 18 and 34 years of
age (49%) are interested in this service.
22%
Smartphone
43%
14-17
18-24
 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.
58%
25-34
43%
35-44
39%
45-54
55+
• Those more likely to be interested include:
65%
24%
11%
18-34
49%
Cell phone only
• Interest in this service is similar to that reported
in 2011.
45%
0%
20%
40%
60%
80%
100%
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
Interest in Mobile Payments
Interest in swiping or waving the cell phone at a point of sale terminal or
scanner
2012
24%
2011
18%
Regular cell
% Interested (% of those who gave a
5, 6 or 7 rating on a 1 to 7 scale)
13%
Smartphone
36%
14-17
46%
18-24
44%
25-34
• 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%).
34%
35-44
26%
45-54
55+
• 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 2012.
• Those more likely to be interested include:
19%





10%
18-34
38%
Cell phone only
38%
0%
20%
40%
60%
80%
100%
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
Interest in Mobile Payments and Location-Based
Content
- By Gender and Region
% of respondents giving a 5, 6, or 7
rating
Interest in...
Gender
Region
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
33%
31%
32%
37%
27%
33%
28%
37%
Swiping or waving the cell phone at
a point of sale terminal or scanner
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
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 2012. 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
Interest in Storing Information on a Mobile Phone
2012
Special membership cards
2011
Regular Cell
31%
23%
38%
Smartphone
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%
19%
13%
Debit card
Credit card
Passport
21%
18%
15%
16%
12%
16%
10%
29%
25%
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
Interest in Storing Information on a Mobile Phone
- By Age Group
Age Groups
% of respondents giving a 5, 6, or 7 rating
14-17
18-24
25-34
35-44
45-54
55+
18-34
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
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
Mobile Phone Banking and Payment Apps
Smartphone '12
Smartphone '11
14-17
28%
16%
18-24
38%
25-34
37%
35-44
27%
45-54
25%
55+
18-34
Cell phone only
• 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:
22%
 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).
18%
38%
47%
% who use banking and payment apps
Gender
% who use banking and payment apps
Region
Male
Female
BC
AB
MB/SK
ON
QC
ATL
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
Banking and Payment Apps Adoption Barriers
37%
Concerns with security in general
31%
21%
It is easier with my computer
24%
13%
Concerns with privacy
9%
10%
I have no need to do that
10%
I did not know I could do that
6%
6%
4%
6%
3%
Concerns with fraud
6%
My cell phone cannot do that
5%
6%
4%
No bank account/someone else does my banking
3%
4%
I don't know how to do that
• 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.
6%
Prefer to do on computer/home PC/online
I don't want to (no particular reason)/not interested
Cell phone only households’ concern
with security is significantly higher in
2012 (45%) than in 2011 (33%).
6%
Concerns with identity theft
I prefer to do it personally/in person
3%
6%
3%
1%
* Responses under 3% in the Total column are not shown in the graph
Security related concerns
2012
As the blue arrows show, security is by far
the more pervasive concern among those
not using banking and payment apps.
2011
• 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
Banking and Payment Apps Adoption Barriers
- By Age Group
Age Groups
14-17
18-24
25-34
35-44
45-54
55+
18-34
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
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
Mobile Phone Apps
Apps Usage Among Smartphone Owners
• There is a considerable increase in the percent of smartphone users with apps downloaded to their device compared to
2011. Seven in ten smartphone users say they have downloaded apps to their mobile phone, compared to 58% in 2011.
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 Smartphone
‘12
‘11
14-17
18-24
25-34
35-44
45-54
55+
18-34
Cell only HH
Have downloaded apps
70%
58%
72%
79%
79%
72%
59%
55%
79%
81%
# of apps downloaded
12
12
10
10
13
12
12
11
12
13
# of apps purchased
2
3
2
2
3
3
3
3
2
2
Gender
Region
Male
Female
BC
AB
MB/SKA
ON
QC
ATLA
Have downloaded apps
74%
66%
76%
77%
61%
71%
66%
66%
# of apps downloaded
13
10
13
13
11
11
11
15
# of apps purchased
3
2
3
2
2
2
3
3
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=624.
41
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 2011.
 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 2011.
 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=624.
42
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=624.
43
Most Common Types of Apps Used on Smartphones
84%
76%
Apps linking you to weather information
Apps that link you to social networks, Instant Messaging (Facebook, Twitter,
LinkedIn, etc.)
79%
69%
Apps that link you to travel, public transit, mapping or navigation information
61%
64%
56%
An app for YouTube
61%
52%
Gaming apps, including arcade, puzzles, action and casino games
53%
44%
Apps that link you to regional, national or international news
42%
46%
Apps that link you to sports news and scores
34%
Health, fitness or wellness
32%
35%
Apps that link you to information and reviews on restaurants and bars
Apps designed for specific magazines, TV networks or TV shows
28%
25%
Apps for retail stores or shopping
26%
25%
24%
33%
Apps related to cooking or gardening
None of the above
73%
2012
2011
1%
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=624.
44
Most Common Types of Apps Used on Smartphones
Cell only HH
81%
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
73%
56%
65%
67%
61%
42%
Apps that link you to sports news and scores
36%
Health, fitness or wellness
35%
53%
42%
35%
39%
32%
25%
28%
33%
Apps for retail stores or shopping
None of the above
79%
60%
Gaming apps, including arcade, puzzles, action
and casino games
Apps that link you to regional, national or
international news
Apps related to cooking or gardening
83%
72%
An app for YouTube
Apps that link you to information and reviews on
restaurants and bars
Apps designed for specific magazines, TV
networks or TV shows
Cell and landline HH
19%
2%
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=624.
45
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=624.
46
Most Common Types of Apps Used on Smartphones
- By Age Group
Age Groups
14-17
18-24
25-34
35-44
45-54
55+
18-34
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.
98%
97%
81%
73%
72%
57%
88%
Apps that link you to travel, public transit,
mapping or navigation information
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
76%
67%
69%
64%
43%
40%
68%
Apps that link you to regional, national or
international news
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
36%
38%
39%
25%
22%
35%
38%
Apps designed for specific magazines, TV
networks or TV shows
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=624.
47
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.
75%
84%
81%
78%
79%
77%
80%
93%
Apps that link you to travel, public transit,
mapping or navigation information
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
59%
63%
60%
61%
54%
57%
66%
78%
Apps that link you to regional, national or
international news
59%
45%
52%
47%
65%
54%
51%
53%
Apps that link you to sports news and
scores
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
34%
30%
30%
29%
26%
36%
31%
29%
Apps designed for specific magazines, TV
networks or TV shows
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=624.
48
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 2011.
• 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
2012
2011
14-17
18-24
25-34
35-44
45-54
55+
18-34
Cell only HH
Would give demographic info
for a free app
22%
23%
26%
23%
24%
26%
18%
12%
24%
43%
Would give location info for a
free app
22%
22%
24%
27%
23%
25%
19%
15%
25%
43%
Gender
Region
% of respondents giving a 5, 6, or 7
rating
Male
Female
BC
AB
MB/SK
ON
QC
ATL
Would give demographic info for a
free app
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
Mobile Donations
50
Short Code Texting
2012
2011
Regular cell
Smartphone
14-17
18-24
25-34
35-44
45-54
55+
18-34
18%
• Similar to 2011, one in five mobile
phone users (18%) have sent or received
a text message from an organization in
the past.
20%
10%
27%
• Just over one quarter of mobile phone
users (27%) between 18 and 34 have
used short code texting this way in the
past.
25%
37%
19%
21%
15%
10%
• Mobile users more likely to have used
short code texting in the past are:
27%
Cell phone only
 Smartphone owners (27%)
 Cell phone only households (34%)
 Those between 18 and 24 years old (37%)
34%
% who have sent or received a text message from an organization
Gender
Have sent or received a text message
from an organization
Region
Male
Female
BC
AB
MB/SK
ON
QC
ATL
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
Awareness and Usage of Mobile Giving
Overall awareness of
mobile giving
2012
2011
Regular cell
43%
44%
37%
18-24
45-54
55+
9%
46%




59%
5%
49%
1%
47%
39%
1%
48%
39%
•Both awareness and usage are
higher among:
51%
8%
44%
38%
56%
42%
4%
51%
18-34
Cell phone only
7%
43%
25-34
35-44
38%
50%
38%
Half of mobile phone users are
aware of mobile giving and 4%
have actually donated this way
50%
6%
1%
Smartphone
14-17
47%
4%
8%
8%
56%
Smartphone owners
Those 18-54 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.
47%
0%
20%
40%
60%
80%
% aware of but have not text donated
% aware and have text donated
100%
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=2,011.
52
Awareness and Usage of Mobile Giving
- By Gender and Region
Gender
Region
Male
Female
BC
AB
MB/SK
ON
QC
ATL
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%
Aware of mobile giving:
*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=2,011.
53
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.
Would donate again
90%
Among those who have already donated
using text messaging
(4% of cell phone users; n=74)
Would recommend
donating to a friend
Q23. Would you do so again? Q24. Would you recommend it to a friend? Base: Respondents who have made donations via texting; n=74.
83%
54
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%
For a few donations
10%
For none of the donations
Donations were too small
Didn't know could get one
54%
27%
16%
Didn't ask for one
10%
It was not offered
6%
May have received one and didn't realize
1%
Why?
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
What Prompted Previous Mobile Donations
What prompted the mobile donations?
An appeal through social media
(Facebook, Twitter)
35%
23%
Read about the campaign in a
newspaper or magazine
27%
23%
27%
An appeal on the radio*
18%
Saw it in a print advertisement
Was at a live event like a sporting
event or a concert
An appeal from a celebrity
Saw it on an outdoor advertisement
Talking with friends
Internet
Email
• 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.
47%
An appeal on TV*
18%
12%
*Note: In 2011, the TV and radio categories
14%
9%
10%
4%
2012
were one single option for respondents, and
68% were prompted to donate this way.
2011
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
Future Intentions
2012
10%
2011
12%
Regular cell
% Likely (% of those who gave a 5, 6
or 7 rating on a 1 to 7 scale)
7%
Smartphone
14%
14-17
• 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.
• 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.
33%
18-24
25%
25-34
12%
35-44
10%
45-54
6%
• 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.
3%
55+
18-34
17%
Cell phone only
18%
0%
20%
40%
60%
% of respondents giving a 5,6,or 7 rating
Likely to give a donation in the future
80%
100%
• These results are similar to those obtained in
2011.
Gender
Region
Male
Female
BC
AB
MB/SK
ON
QC
ATL
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=1,937.
57
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
If you read about the campaign in a
newspaper or magazine
25%
20%
If you were at a live event like a
sporting event or a concert
24%
If you saw it in a print
advertisement
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
19%
54%
14%
57%
16%
14%
49%
15%
If there was an appeal on the radio
22%
20%
66%
62%
16%
If there was an appeal on TV
Among those who have
not made a mobile donation
13%
53%
13%
21%
54%
61%
12%
31%
22%
24%
6%
6%
9%
19%
10%
4%
4%
4%
60%
2012
67%
2011
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
What Would Prompt a Text Donation
- By Age Group
Age Groups
14-17
18-24
25-34
35-44
45-54
55+
18-34
If you read about the campaign in a
newspaper or magazine
47%
45%
32%
27%
16%
14%
38%
If you were at a live event like a
sporting event or a concert
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%
39%
28%
19%
12%
7%
4%
23%
If you saw it on an outdoor
advertisement
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%
If there was an appeal through social
*Note:
Statistical
significant differences
among groups are indicated with underlined numbers.
media
like Facebook
or Twitter
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
What Would Prompt a Text Donation
- By Gender and Region
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%
11%
10%
12%
18%
17%
17%
13%
13%
7%
16%
7%
8%
6%
6%
6%
54%
62%
61%
60%
57%
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
If there was an appeal through
social media like Facebook or
14%
12%
8%
Twitter
*Note: Statistical significant differences among groups are indicated with underlined numbers.
If you saw it on an outdoor
14%
11%
14%
advertisement
If there was an appeal from a
7%
5%
3%
celebrity
None of the above
57%
63%
60%
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
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
2011.
2% 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%
98% 98%
92%
88%
On average, donors would donate up to $23
75% 76% 73% 75%
80%
There is also low donor erosion between $25 and $50
so the higher dollar value should be added
60%
43% 46%
40%
32% 35%
2012
28%
33%
27%
31%
20%
0%
13%
$5 or more
$10 or more $15 or more $20 or more $25 or more $30 or more
$40 or more
2011
$50 or more
17%
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
Text Donation Thresholds
- By Age Group
Age Groups
14-17
18-24
25-34
35-44
45-54
55+
18-34
$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
Text Donation Thresholds
- By Gender and Region
Gender
Region
Male
Female
BC
AB
MB/SKA
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
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
58%
Directions/reminders to obtain a
receipt
56%
• At least half of actual and potential text donors say they would
like to…

59%

52%

53%
Tally of funds raised
Thank you follow up call
Regular email updates from the
charity
Short, text message reminders
about new calls to action
Option to subscribe to a monthly
donation plan
2012
48%
36%
31%
• Less than half of actual and potential text donors are interested
in…



28%
23%
25%
15%
…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%).

…a thank you follow up call (36%).
…regular email 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%).
16%
2011
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
Interest in Follow-Up Options
- By Age Group
Age Groups
% of respondents giving a 5, 6, or 7 rating
14-17
18-24
25-34
35-44
45-54
55+
18-34
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 email 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
Interest in Follow-Up Options
% of respondents giving a 5, 6, or 7
rating
- By Gender and Region
Gender
Region
Male
Female
BC
AB
MB/SKA
ON
QC
ATL
Report on how donations are being
put to use
53%
62%
50%
56%
67%
63%
50%
59%
Directions/reminders to obtain a
receipt
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 email updates from the
charity
36%
27%
28%
24%
35%
36%
23%
37%
Short, text message reminders
about new calls to action
20%
26%
14%
18%
24%
31%
13%
26%
Option to subscribe to a monthly
donation plan
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
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.
2012
80%
15%
Regular cell
20%
Smartphone
83%
13%
• 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.
14-17
• 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.
45-54
28%
55+
29%
• Women (85%) are more likely to say mobile
donations will be made in addition to other
donation methods.
18%
18-24
10%
25-34
11%
35-44
12%
18-34
88%
80%
62%
67%
87%
26%
0%
77%
87%
10%
Cell phone only
73%
55%
20%
40%
60%
It will replace other methods
80%
100%
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
Mobile Donations Complementing Other Methods
- By Gender and Region
Gender
Region
Male
Female
BC
AB
MB/SKA
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
Interest in Monthly Mobile Donations
2012
8%
Regular cell
6%
Smartphone
11%
14-17
27%
18-24
• The younger respondents are, the more
likely they are to be interested in this way of
donating.
24%
25-34
10%
35-44
8%
45-54
% 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)
• 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.
4%
55+
• Interest is higher among the following
groups:
1%
18-34
16%
Cell phone only
16%
0%
20%
40%
60%
80%
100%




Gender
Interested in a monthly donation program
setup via text message
Smartphone owners (11%)
Those between 18 and 34 years old (16%)
Cell phone only households (16%)
Ontario residents (11%)
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
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 $25.
2012
Under $5
Regular Cell
9%
10%
7%
$5
Smartphone
31%
13%
31%
31%
$10
22%
23%
22%
$10-$25
22%
22%
21%
$26-$50
Over $50
6%
7%
4%
2%
Cell Only HH
34%
28%
15%
5%
7%
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
interested in one-time selected donations; n=235
70
Amount of Monthly Mobile Donations
- By Age Group
Age Groups
14-17
18-24
25-34
35-44
45-54A
55+A
18-34
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 45-54 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
Amount of Monthly Mobile Donations
- By Gender and Region
Gender
Region
Male
Female
BCA
ABA
MB/SKA
ON
QC
ATLA
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
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.
2012
Under $5
Regular Cell
12%
$26-$50
$51-$100
31%
17%
13%
13%
10%
$5-$25
Smartphone
13%
14%
32%
30%
17%
Cell Only HH
16%
28%
14%
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
estimate the average donation amount, not the total amount donated over the entire year; Base: All Respondents, n=2,011
73
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
14-17
18-24
25-34
35-44
45-54
55+
18-34
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
Average Single Donations Over the Past Year
- By Gender and Region
Gender
Region
Male
Female
BC
AB
MB/SK
ON
QC
ATLA
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
Mobile Health
Cell Phone Usage for Health Related Purposes
2012
6%
Regular cell
3%
Smartphone
12%
8%
7%
18-24
7%
45-54
3% 5%
55+
4%
18-34
14%
8%
11%
13%
0%
20%
Often
15%
21%
17%
Sometimes
• Respondents between 18 and 34 years old
are more likely to access health-related tools
(26%) “often” or “sometimes”.
• 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.
9%
13%
6%
13%
12%
12%
35-44
17%
16%
14%
25-34
• The younger respondents are, the more likely
they are to access these type of tools.
21%
17%
6%
Cell phone only
18%
14%
12%
14-17
• 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”.
40%
Rarely
• Women are slightly more likely to “often”
access health-related tools compared to men
60%
(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:
All Respondents, n=2,011
77
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
Type of Health Related Tools Used
16%
Calorie counter
Fitness/workout/exercise tracker app
11%
Recipes
10%
7%
Text message reminders
WebMD/medical information apps/iTriage
4%
Nutritional information
3%
Pedometer
Nike app
3%
1%
Heart rate monitor
1%
BMI apps/calculators
1%
Apps/new apps (non-specific)
1%
Carb counting
1%
Other
4%
• The most common health related tools
used are calorie counters (16%), fitness,
workout, and exercise tracker apps (11%),
and recipes (10%).
• 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.
• 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.
• Health tool users between 18 and 34 are
more likely to use calorie counters, fitness,
workout or exercise tracker apps, and
recipes.
• 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
Type of Health Related Tools Used
- By Age Group
Age Groups
14-17
18-24
25-34
35-44
45-54
55+
18-34
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%
2%
2%
3%
3%
5%
-
3%
Nike app
-
3%
4%
-
-
-
3%
Heart rate monitor
-
3%
1%
-
2%
1%
2%
BMI apps/calculators
-
-
3%
1%
-
1%
2%
Apps/new apps (non-specific)
-
1%
-
-
-
2%
1%
Carb counting
-
1%
1%
-
1%
-
1%
Other
-
8%
3%
5%
4%
2%
5%
Pedometer
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
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%
-
-
-
2%
-
-
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
Interest in Using a Cell Phone to Store Medical
Information
2012
24%
Regular cell
31%
14-17
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 xrays, 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:
% interest in storing health info in
cell phone (% of those who gave a
5, 6, or 7 rating on a 1 to 7 scale)
17%
Smartphone
•
36%
18-24
34%
25-34
32%
35-44
27%
45-54
19%
55+
15%
18-34
33%
Cell phone only
 Respondents between 18 and 34 years of age
(33%)
 Smartphone owners (31%)
 Those living in cell phone only households
(35%)
35%
0%
20%
40%
60%
80%
100%
Gender
Interested in using a cell phone to store
medical information
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
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 diabetes1, 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.
1http://www.diabetes.ca/diabetes-and-you/what/facts/
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
Interest in Using a Cell Phone to Interact with
Healthcare Professionals
2012
For safety and
location tracking in
case of emergencies
To help you take
medication on time
and in the proper
quantities
To help you monitor
your vital signs
To help you monitor
your blood glucose
levels
Regular Phone
47%
29%
29%
26%
Smartphone
Cell only HH
55%
51%
40%
20%
22%
19%
39%
34%
37%
32%
37%
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
Interest in Using a Cell Phone to Interact with
- By Age, Gender and Region
Healthcare Professionals
Age Groups
% of respondents giving a 5, 6, or 7 rating
For safety and location tracking in case of
emergencies
To help you take medication on time and in the
proper quantities
To help you monitor your vital signs
To help you monitor your blood glucose levels
% of respondents giving a 5, 6, or 7
rating
14-17
18-24
25-34
35-44
45-54
55+
18-34
60%
51%
55%
53%
44%
39%
54%
51%
46%
40%
33%
23%
15%
43%
49%
35%
38%
32%
25%
20%
37%
36%
32%
34%
29%
27%
15%
33%
Gender
Region
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%
For safety and location tracking in
case of emergencies
To help you take medication on
time and in the proper quantities
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
Wireless Accessibility
Awareness and Usage of Features to Help with a
Physical or Sensory Limitation
Overall awareness of these
features
2012
Regular cell
28%
19%
9%
14-17
10%
18-24
10%
7%
35-44
8%
45-54
7%
55+
28%
24%
4%
Smartphone
25-34
21%
7%
20%
10%
20%
18-34
8%
Cell phone only
9%
30%
21%
28%
19%
27%
24%
31%
28%
24%
4%
28%
21%
17%
29%
• 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.
• 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.
• Quebec residents are less likely to be
aware of these tools compared to
residents in British Columbia, Alberta,
Ontario and Atlantic provinces.
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=2,011.
87
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
29%
27%
33%
29%
23%
34%
17%
30%
Have used feature or app to aid
physical or sensory limitations
8%
6%
8%
4%
7%
9%
3%
5%
Have not used feature or app to aid
physical or sensory limitations
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=2,011.
88
Wireless AMBER Alerts
89
Awareness and Subscription to Wireless AMBER
Alerts
Overall awareness of
Wireless AMBER Alerts
2012 2%
Regular cell
Smartphone
25-34
29%
3%
35-44
2%
45-54
2%
55+
18-34
3%
Cell phone only
3%
26%
23%
26%
4%
32%
27%
27%
3%
29%
27%
27%
14-17
18-24
28%
30%
29%
• Wireless AMBER Alert awareness is
significantly higher among:
 Smartphone users (32%)
 Men (32%)
 Ontario residents (32%)
32%
26%
28%
29%
30%
25%
28%
19%
• While close to one third of cell phone
users (29%) are aware of Wireless
AMBER Alerts, only 2% have signed up
for them.
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
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