Escolar Documentos
Profissional Documentos
Cultura Documentos
April 2010
”
fear of high data charges.
NGen
5% 10% 28% 16% 41%
Boomers
3%3% 15% 15%2% 61%
65+ 100%
“ Why this lack of awareness and relatively low usage rates of GPS across all generations?
Perhaps it’s the fact that most customers were first introduced to this capability in their cars
with the introduction of in-car GPS systems in the 1990’s. When consumers think GPS, they
automatically think of in-car systems – not their mobile devices.
Additionally, handling your mobile GPS while in transit is unsafe; the in-car systems all offer
real-time voice navigation and onscreen directions, which mobile GPS is only beginning to
offer now in Beta or to business subscribers. According to many survey respondents, they
do not see a need for it because they already have a separate GPS that is clearer and more
user-friendly.
Moreover, most Canadian consumers think that setting up GPS on their mobile phones is
complex and time-consuming, stating “it’s too small and I haven’t had time to investigate
how to set it up” or “I don’t know how it works.” Marketers and product developers take
note: as with any other feature, customers want ease of use. They don’t want to have to
learn how to set it up or use it – they just want something intuitive. This is an opportunity for
product developers and marketers to keep it simple in terms of design and communication.
Another implied factor which could affect the relatively low usage is consumer habits.
Respondents indicated that they didn’t need mobile GPS as they determined a route for
their destinations in advance. In the case of an impromptu need for directions, many
Canadians fell back onto existing behaviours such as calling their destination directly,
”
looking it up online before leaving home, or even using paper-based maps.
Grace Marquez
Creative Director
No turn by turn
directions!
- GenX
67%
58%
53%
47%
42%
33%
”
21% and keeping it simple is important.
Entertainment
Work related 7%
Travelling 6%
Finance & money 5%
management
Student-related 4%
“ Canadian mobile camera behavior reinforces the idea that mobile owners gravitate
towards the easier-to-use features and functionality associated with mobile devices and
shy away from more complicated functionality. But understanding the extent to which
mobile cameras have been adopted by the Canadian masses and recognizing the
marketing potential of this feature could be a powerful tool nonetheless. Imagine dynamic
campaigns designed to leverage this already inherent behavior, while gradually and
effectively educating consumers on how to take mobile camera functionality a step further
”
to truly interact with brands. It doesn’t have to be leading edge – it has to be effective!
Julianne Smola
Vice President, Insight
65%
54%
34%
16%
9%
5% 6% 5% 2% 1% 1% 0%
Play games by myself Let others (e.g. my child) play games Play networked games with others
“ With the launch of Apple’s iPad and their embrace of gaming for the iPhone as well as the
growth of multiple smartphone platforms, the outlets for delivering mobile games are
continuing to expand. But meanwhile, the most popular use of mobile games on smartphones
currently comes in the form of basic pre-installed or downloaded game applications (think
BrickBreaker). Marketers must remain aware that experiential and console-like gaming on
”
a mobile device is still a new and unfamiliar concept to most users.
Jim Morrison
Director, Technology
As marketers, we see unlimited potential in connecting Case in point: not long ago, getting from point A to point
to consumers through their mobile devices. But, B required a map. Something you kept in your glove
Canadians are far behind other countries in mobile box. Now, we pre-plan our routes online
feature use adoption. They are eagerly using features (Bing/Google/Mapquest) or rely on an in-car GPS
that have a low to moderate learning curve like mobile system. As mobile mapping and GPS usage increases
gaming and camera functionality, but have yet to we may see a new shift in mapping behaviour, where
embrace the deeper features like their European and we begin to rely on real-time mapping as opposed to
Asian counterparts. pre-planning. More likely, we will see cross-platform
usage, such as send map to phone online or in-car GPS
So, what can a Canadian marketer do to connect with for driving and mobile GPS for walking/public
our customer on a meaningful level? transportation.
We need to build mobile programs that have high-value In the meantime, it’s important to keep your strategy
to the consumer. Obvious value inspires a willingness simple. Mobile is one touch point in your marketing mix.
to adopt change. And adopting change requires Ask yourself, what value will mobile have for my
education (on value, usage and set-up). “First customer? There are a few other things you should
adopters” will influence usage with peers and in time, consider when developing a mobile program:
we can instigate a shift in consumer behaviour.
Take advantage of the portability of the device but Don’t expect your customers to understand the
think about the interaction from the consumer’s technology to the extent that you do. Explain the steps
perspective. Subway advertising may reach engaged clearly. Build trust. Show value. And when they’ve done
commuters, but without a mobile connection, your it once, they will be more likely to do it again. As
call-to-action is lost. The interaction needs to be simple consumers begin to understand the value and potential
and convenient. And it needs to work. of their mobile device, their behaviour and usage will
shift.
Also, be sensitive to the personal nature of a mobile
device. When you communicate through mobile, it’s like There’s a big opportunity for marketers who are first to
reaching into their pocket to deliver your message… the mobile market. However, don’t enter the market
and that notification could come at a very inconvenient because mobile is “the next big thing”. It works for
time. some – but not for all. Understand that there is a
difference between being first and being good.