Rogers Innovation Report: 2012 trend watch

© 2012 Rogers Communications

December 2012 Year End Trends

2

Methodology

From November 15th to November 19th, 2012, an online survey was conducted among a sample of 1040 Canadians that own and use a smartphone or tablet and subscribe to the internet or have a data plan for either device, who are Angus Reid Forum panel members. The results have been statistically weighted according to the most current age, gender and region Census data to ensure a representative sample. The margin of error on the full base — which measures sampling variability — of 1040 respondents is +/- 3.1%. Discrepancies in or between totals are due to rounding.

3

Looking back, in 2012, did you…-All Respondents-

Base: All respondents (n=1046)Q.9 Looking back, in 2012, did you…Please select all that apply to you from the list below.

Watch TV and movies more over the Internet at home

Watch Gangnam Style on YouTube

Pay for a streaming video or music service

Share documents/pictures using Dropbox and Yousendit

Upgrade to faster home internet speeds

Update/purchase mobile device capable of faster internet speeds

Buy a ticket to a live sporting event over the Internet

Watch TV/movies using mobile internet on the go on your device

Use a mobile app to pay for a purchase

Upgrade to faster mobile internet speeds

Download a racy novel to a mobile device

Fall a bit in love with Suri

Watch a live sporting event on your mobile device

None of the above

52%

43%

30%

26%

25%

22%

22%

18%

14%

10%

10%

10%

8%

16%

4

Looking back, in 2012, did you…-All Respondents-

Base: All respondents (n=1046)Q.9 Looking back, in 2012, did you…Please select all that apply to you from the list below.

TotalAge Gender Region

18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec AtlanticWatch TV and movies more over the Internet at home 52% 77% 68% 46% 25% 55% 49% 51% 56% 39% 67%

Watch Gangnam Style on YouTube 43% 86% 62% 31% 19% 43% 42% 46% 44% 28% 48%

Pay for a streaming video or music service 30% 42% 41% 24% 15% 33% 27% 32% 32% 17% 35%

Share documents and pictures Dropbox and Yousendit 26% 35% 35% 20% 17% 28% 24% 26% 28% 23% 23%

Upgrade to faster home Internet speeds 25% 26% 26% 26% 22% 28% 22% 21% 28% 26% 28%

Update or purchase a mobile device capable of faster Internet speeds

22% 28% 25% 19% 18% 25% 18% 21% 24% 16% 20%

Buy a ticket to a live sporting event over the Internet 22% 25% 25% 21% 13% 26% 17% 23% 24% 13% 20%

Watch TV and movies using mobile Internet on the go on your device

18% 36% 26% 15% 7% 23% 13% 18% 18% 17% 24%

Use a mobile app to pay for a purchase 14% 25% 19% 11% 7% 15% 12% 16% 14% 10% 13%

Upgrade to faster mobile Internet speeds (LTE) 10% 11% 13% 8% 6% 14% 6% 9% 12% 10% 7%

Download a racy novel to a mobile device 10% 7% 10% 10% 6% 7% 12% 11% 11% 3% 10%

Fall a bit in love with Siri 10% 18% 12% 8% 7% 11% 9% 8% 12% 7% 9%

Watch a live sporting event on your mobile device 8% 11% 10% 6% 3% 11% 3% 6% 9% 4% 11%

None of the above 16% 4% 7% 20% 33% 16% 17% 16% 13% 28% 12%

5

In 2012, do you think that…-All Respondents-

Base: All respondents (n=1046)Q.11 In 2012, do you think that:

Yes48%No

52%

Home Internet speeds have improved and become faster in the last year

Yes61%

No39%

Wireless Internet speeds have improved and become faster in the last year


18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec AtlanticHome Internet speeds have improved and become faster in the last year

Yes 48% 47% 43% 50% 57% 51% 44% 44% 46% 60% 56%

Wireless Internet speeds have improved and become faster in the last year

Yes 61% 64% 63% 57% 66% 66% 56% 58% 62% 65% 58%

6

In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.) did you have connected to the Internet in your home?

-All Respondents-

Base: All respondents (n=1046)Q12. In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.) did you have connected to the Internet in your home?

2%

73%

21%

4%

1-5

6-10

11+

Mean: 4.5

None

7

In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.) did you have connected to the Internet in your home?

-All Respondents-

Base: All respondents (n=1046)Q12. In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.) did you have connected to the Internet in your home?


18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic

Zero 2% 1% — 3% 5% 2% 2% 1% 2% 5% 5%

1-5 73% 71% 71% 74% 79% 69% 79% 70% 74% 80% 72%

6-10 21% 23% 24% 20% 14% 24% 17% 24% 22% 11% 20%

11+ 4% 5% 5% 3% 2% 5% 2% 5% 2% 4% 3%

MEAN 4.5 4.7 4.7 4.4 3.9 4.8 4.1 4.7 4.4 4.0 4.3

8Base: Smartphone Users (n=1009)Q13. Which of the following statements best describes how attached you are to your smartphone?

37%

24%

7%

13%

8%

11%

Attached

Highly attached

Ridiculously attached

Would be lost without it

Would not want to live without it

None of the above

Which of the following statements best describes how attached you are to your smartphone? -Smartphone Users-

9Base: All Smartphone Users (n=1009)Q13. Which of the following statements best describes how attached you are to your smartphone?

Which of the following statements best describes how attached you are to your smartphone? -Smartphone Users-



Attached 37% 40% 31% 42% 41% 39% 35% 35% 36% 43% 44%

Highly attached 24% 23% 27% 23% 19% 23% 25% 24% 25% 24% 21%

Ridiculously attached 7% 10% 9% 7% 4% 7% 8% 6% 9% 7% 3%

Would be lost without it 13% 16% 16% 10% 8% 12% 13% 15% 12% 8% 14%

Would not want to live without it 8% 7% 10% 7% 6% 8% 8% 10% 7% 7% 5%

None of the above 11% 4% 7% 11% 22% 11% 11% 10% 11% 11% 13%

10Base: All Smartphone Users (n=1009)Q14. How close do you keep your cell phone/smartphone from you when you sleep at night?

5%

46%

13%

16%

16%

4%

In the bed with me

Nightstand beside the bed

In the same room

In the next room

Downstairs or on another floor

Other

How close do you keep your cell phone/smartphone from you when you sleep at night? -Smartphone Users-

11Base: All Smartphone Users (n=1009)Q14. How close do you keep your cell phone/smartphone from you when you sleep at night?

How close do you keep your cell phone/smartphone from you when you sleep at night? -Smartphone Users-



In the bed with me 5% 22% 9% 3% 1% 5% 6% 4% 6% 4% 9%

Nightstand beside the bed 46% 52% 60% 39% 22% 47% 45% 48% 45% 44% 47%

In the same room 13% 19% 13% 13% 8% 13% 11% 11% 16% 9% 11%

In the next room 16% 3% 8% 21% 31% 17% 16% 19% 13% 19% 16%

Downstairs or on another floor 16% 4% 8% 18% 31% 15% 16% 14% 17% 17% 13%

Other 4% — 2% 6% 7% 3% 6% 4% 3% 7% 4%

12


18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec AtlanticI check my mobile device before brushing my teeth in the morning

55% 80% 73% 44% 32% 54% 56% 57% 57% 47% 53%

How much do you agree with the following statements…-Own a smartphone-

33% 22% 16% 29%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree

Base: All Smartphone Users (n=1009)Q15. How much do you agree with the following statements:

I check my mobile before brushing my teeth in the morning

I would feel naked without my smartphone and Internet access 26% 39% 20% 15%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree



I would feel naked without my mobile device and Internet access

65% 78% 75% 61% 44% 63% 68% 67% 65% 64% 58%

13Base: All Smartphone Users (n=1009)Q16. Have you ever used your smartphone in the bathroom? If so, how often?

13%

17%

28%

24%

18%

All the time

Often

Occasionally

Rarely

Never

Have you ever used your Smartphone in the bathroom? If so, how often?-Smartphone Users-

14Base: All Smartphone Users (n=1009)Q16. Have you ever used your smartphone in the bathroom? If so, how often?

Have you ever used your Smartphone in the bathroom? If so, how often?-Smartphone Users-



All the time 13% 22% 20% 9% 2% 17% 9% 15% 13% 6% 19%

Often 17% 25% 25% 13% 4% 19% 15% 15% 18% 20% 17%

Occasionally 28% 26% 27% 30% 28% 28% 29% 32% 26% 27% 21%

Rarely 24% 16% 21% 26% 29% 20% 28% 22% 26% 24% 24%

Never 18% 11% 7% 22% 37% 16% 19% 16% 17% 23% 19%

15Base: All Respondents (n=1046)Q17. Do you own an LTE enabled device (phone or tablet)?

Do you own an LTE enabled device (phone or tablet)?-All Respondents-

Yes28%

No72%



Yes 28% 26% 30% 27% 23% 33% 22% 30% 28% 26% 17%

16Base: Own an LTE device (n=287)Q18. Since buying/owning an LTE device, do you…

Since buying/owning an LTE device, do you…-Own an LTE device-

Save time by using faster mobile Internet speeds

Do more on the go because the Internet is faster

None of the above

33%

31%

31%

44%

Do more on the go because faster mobile Internet speeds improved the experience

17Base: Own an LTE device (n=287)Q18. Since buying/owning an LTE device, do you…

Since buying/owning an LTE device, do you…-Own an LTE device-



Save time by using faster mobile Internet speeds 33% 42% 40% 29% 15% 33% 31% 31% 34% 35% 29%

Do more on the go because faster mobile Internet speeds improved the experience

31% 46% 36% 30% 20% 31% 32% 30% 35% 27% 28%

Do more on the go because the Internet is faster 31% 42% 39% 28% 13% 32% 29% 33% 29% 32% 29%

None of the above 44% 31% 37% 46% 62% 44% 44% 44% 43% 48% 36%

18

If I had access to faster Internet speeds I would do more of the following…-All Respondents-

Base: All respondents (n=1046)Q.19 If I had access to faster Internet speeds I would do more of the following:

Watch full length videos on my device

Browse online more on my mobile device

Download more applications

Stream more music

Play a game in real time with another person

Access more social networking sites

Send more emails

Other

None of the above

38%

36%

24%

23%

16%

12%

11%

2%

41%

19

If I had access to faster Internet speeds I would do more of the following…-All Respondents-

Base: All respondents (n=1046)Q.19 If I had access to faster Internet speeds I would do more of the following:



Watch full length videos on my device 38% 60% 44% 37% 21% 41% 33% 39% 41% 25% 39%

Browse online more on my mobile device 36% 54% 42% 35% 19% 38% 33% 38% 37% 23% 39%

Download more applications 24% 41% 27% 23% 19% 28% 19% 24% 26% 16% 24%

Stream more music 23% 34% 29% 20% 11% 25% 21% 22% 25% 14% 32%

Play a game in real time with another person 16% 37% 23% 13% 4% 20% 12% 16% 17% 11% 21%

Access more social networking sites 12% 27% 18% 9% 4% 13% 11% 13% 12% 10% 12%

Send more emails 11% 17% 11% 11% 12% 12% 10% 12% 12% 8% 15%

Other 2% 1% 3% 2% 2% 3% 2% 2% 3% 1% 1%

None of the above 41% 22% 34% 41% 60% 37% 45% 38% 37% 55% 43%

20

Are you able to use your mobile devices of choice (e.g. Smartphone, tablets) at the office for work purposes?

-Smartphone Users-

Base: Smartphone Users (n=1009)Q.20 Are you able to use your mobile devices of choice (e.g. Smartphone, tablets) at the office for work purposes?

Yes55%

No45%



Yes 55% 48% 57% 55% 47% 64% 44% 57% 55% 51% 48%

21

Do you wish you could use your devices of choice (e.g. Smartphones, tablets) at the office for work purposes?

-Smartphone Users who are not able to use mobile devices of choice at the office for work purposes-

Base: Smartphone Users who are not able to use mobile devices of choice at the office for work purposes (n=459)Q.21 Do you wish you could use your devices of choice (e.g. Smartphones, tablets) at the office for work purposes?

Yes33%

No67%



Yes 33% 43% 41% 35% 6% 41% 28% 27% 38% 35% 35%

22

Do you wish your company would pay the bill if you use your mobile devices for work purposes?-Smartphone Users-

Base: Smartphone Users (n=1009)Q.22 Do you wish your company would pay the bill if you used your mobile devices for work purposes?

Yes69%

No31%



Yes 69% 77% 75% 70% 44% 72% 65% 68% 71% 59% 75%

23

Which of the following statements best describes your mobile phone situation in 2012…-All Respondents-

Base: All respondents (n=1046)Q.23 Which of the following statements best describes your mobile phone situation in 2012:

I was with iPhone and did not switch

I was with Android and did not switch

I was with BlackBerry and did not switch

I was with Windows and did not switch

I switched to Android

I switched to an iPhone

I switched to BlackBerry

I switched to a Windows phone

Other

28%

23%

18%

2%

12%

11%

2%

1%

3%

24

Which of the following statements best describes your mobile phone situation in 2012…-All Respondents-

Base: All respondents (n=1046)Q.23 Which of the following statements best describes your mobile phone situation in 2012:



I was with iPhone and did not switch 28% 34% 30% 28% 20% 26% 30% 32% 28% 18% 27%

I was with Android and did not switch 23% 23% 25% 22% 17% 24% 21% 23% 21% 27% 18%

I was with BlackBerry and did not switch 18% 12% 16% 19% 21% 20% 16% 17% 21% 12% 20%

I was with Windows and did not switch 2% 1% — 2% 6% 2% 2% 1% 2% 3% 7%

I switched to Android 12% 10% 11% 12% 14% 13% 10% 9% 11% 20% 11%

I switched to an iPhone 11% 14% 13% 10% 11% 9% 14% 12% 10% 10% 14%

I switched to BlackBerry 2% 4% 2% 3% 3% 2% 2% 2% 2% 4% 2%

I switched to a Windows phone 1% 1% 1% — 1% 1% 1% 1% 1% 1% —

Other 3% 1% 2% 4% 7% 3% 4% 3% 4% 5% 1%

25

LOOKING AHEAD

26Base: All respondents (n=1046)Q24. How much do you agree or disagree that in the next few years, eReaders and tablets will replace the printed book?

7%

33%

18%

27%

15%

Completely agree

Somewhat agree

Neither agree nor disagree

Somewhat disagree

Completely disagree

How much do you agree or disagree that in the next few years, eReaders and tablets will replace the printed book?

-All Respondents-

27Base: All respondents (n=1046)Q24. How much do you agree or disagree that in the next few years, eReaders and tablets will replace the printed book?

How much do you agree or disagree that in the next few years, eReaders and tablets will replace the printed book?

-All Respondents-



Completely agree 7% 7% 7% 6% 7% 8% 5% 5% 6% 11% 9%

Somewhat agree 33% 34% 32% 32% 34% 31% 35% 32% 35% 32% 27%

Neither agree nor disagree 18% 12% 19% 21% 13% 21% 16% 21% 17% 18% 14%

Somewhat disagree 27% 27% 27% 28% 28% 26% 29% 30% 28% 18% 33%

Completely disagree 15% 20% 15% 13% 18% 14% 15% 12% 14% 21% 17%

28

Please indicate whether you agree or disagree with the following statements. In the next year…-All Respondents-

82%

80%

80%

78%

77%

63%

Base: All respondents (n=1046)Q25. Please indicate whether you agree or disagree with the following statements. In the next year…

Integrated eco systems will become more popular

More Canadians will connect to the web on their mobile devices than desktop computers

More Canadians will sign up to the fastest Internet speeds available

e-Books sales will increase significantly

More Canadians will read magazines on tablets

Use of Cloud services will become the main way to store and share files, such as documents photos, music, videos, and movies

29

Please indicate whether you agree or disagree with the following statements. In the next year…-All Respondents-

Base: All respondents (n=1046)Q25. Please indicate whether you agree or disagree with the following statements. In the next year…



Integrated eco systems will become more popular 82% 74% 81% 82% 85% 84% 80% 82% 82% 86% 78%

More Canadians will connect to the web on their mobile devices than desktop computers

80% 76% 81% 78% 82% 80% 80% 82% 81% 74% 82%

More Canadians will sign up for the fastest Internet speeds available

80% 78% 76% 82% 85% 79% 81% 81% 80% 78% 84%

e-Books sales will increase significantly 78% 69% 75% 80% 84% 77% 80% 77% 80% 76% 81%

More Canadians will read magazines on tablets 77% 68% 77% 75% 79% 77% 75% 76% 79% 77% 68%

Use of Cloud services will become the main way to store and share files, such as documents, photos, music, videos, and movies

63% 66% 66% 59% 69% 61% 66% 64% 64% 62% 61%

% Agree

30

Please indicate whether you agree or disagree with the following statements. In the next 2 years…-All Respondents-

72%

71%

71%

67%

59%

49%

37%

Base: All respondents (n=1046)Q26. Please indicate whether you agree or disagree with the following statements. In the next 2 years…

The majority of Canadians will use the mobile device they prefer at the office for work purposes, including Smartphones and tablets

Buffering on a wireless device will be as old school as dial up Internet

Canadians will use social networks to make purchase decision, relying more on product/friend reviews

Most Canadians will use mobile devices to pay for purchases and save money

Cloud services and faster mobile Internet networks will mean more Canadians will work from home

More Canadians will be willing to pay to watch online unique sports and entertainment

More Canadians will be willing to pay to get unique news content

31





The majority of Canadians will use the mobile device they prefer at the office for work purposes

72% 76% 75% 69% 71% 74% 69% 74% 70% 73% 71%

Buffering on a wireless device will be as old school as dial up Internet

71% 59% 68% 73% 75% 72% 70% 71% 73% 62% 76%

Canadians will use social networks to make purchase decision, relying more on product/friend reviews

71% 78% 75% 67% 69% 70% 72% 73% 70% 67% 74%

Most Canadians will use mobile devices to pay for purchases and save money

67% 68% 69% 65% 65% 66% 67% 66% 64% 75% 68%

Cloud services and faster mobile Internet networks will mean more Canadians will work from home

59% 51% 57% 57% 69% 61% 57% 60% 60% 54% 58%

More Canadians will be willing to pay to watch unique online sports and entertainment

49% 52% 51% 46% 56% 51% 48% 53% 47% 46% 52%

More Canadians will be willing to pay to get unique news content 37% 31% 37% 34% 46% 38% 37% 37% 33% 44% 42%

% Agree

32


76%

65%

62%

54%

44%

44%

43%

42%

18%


The overwhelming majority of Canadians will be able to download files in seconds using the fastest mobile Internet technology in the world

The majority of Canadian households will have seamless connections with people able to go from room to room without missing a second of a TV show, movie or game

Voice command will be the main way we use technology in our cars, on the go and at home

Online magazines and newspapers will replace print editions

Babies will be using technology before they can walk or talk

Social and medical profiles will travel with us so that hotels will know the pillow and restaurants will now what allergies we have

Canadians will save at least two hours a day using faster home and mobile Internet

Homes will be more aware of personal needs and automatically manage the lights, HVAC, security system, and entertainment devices

Desktop and laptops computers for personal use will become extinct

33




18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec AtlanticThe overwhelming majority of Canadians will be able to download files in seconds using the fastest mobile Internet technology in the world

76% 73% 74% 80% 75% 73% 80% 78% 73% 78% 79%

The majority of Canadian households will have seamless connections with people able to go from room to room without missing a second of a TV show, movie or game

65% 72% 64% 67% 58% 67% 63% 65% 62% 63% 76%

Voice command will be the main way we use technology in our cars, on the go and at home

62% 57% 58% 63% 67% 61% 63% 62% 58% 67% 69%

Online magazines and newspapers will replace print editions 54% 41% 55% 53% 52% 54% 54% 55% 51% 58% 49%

Babies will be using technology before they can walk or talk 44% 40% 49% 38% 44% 41% 46% 45% 47% 30% 47%

Social & medical profiles will travel with us so that hotels will know the pillow we like & restaurants will be more aware of what allergies we have

44% 36% 42% 43% 53% 47% 40% 45% 44% 39% 47%

Canadians will save at least two hours a day using faster home and mobile Internet

43% 52% 42% 43% 49% 40% 47% 42% 44% 41% 50%

The majority of Canadian homes will be automated: lights, heating, security system & entertainment devices, among other personal needs

42% 50% 47% 39% 39% 42% 42% 40% 41% 47% 50%

Desktop and laptops computers for personal use will become extinct 18% 14% 18% 16% 23% 18% 18% 17% 16% 23% 20%

% Agree

Rogers Innovation Report: 2012 trend watch

Technology

Transcript of Rogers Innovation Report: 2012 trend watch