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If it seems like one of the most important relationships in your life is with your mobile device, you’re not alone. Screens play an integral role in the everyday lives of Canadians and this represents an ever-evolving opportunity for brands, marketers and publishers.
Mobile devices—both phones and tablets—are increasingly ubiquitous. More than 12 million Canadians have smartphones and 7-million own a tablet: Smartphone and tablet ownership is so widespread that people now spend more time on mobile devices than they do on PCs.
In “A Screen for Every Occasion,” Yahoo Canada delves into the role that each device—smartphone, tablet and PC—plays in consumers’ lives, how people of different demographics feel about their devices, and the impact that newer technologies have on people’s interactions with more traditional communications channels and other activities.
With the landscape evolving so quickly, savvy brands are looking for ways to leverage the always-on and always-available nature of technology to better engage with potential customers, while publishers work to gain insight into how to build content that’s relevant to users across devices.
After all, people don’t tend to pick one device and stick with it—92% of those going online with a mobile device also have a PC—and they expect the experience to be seamless.
For most activities, screens are interchangeable, whether people are browsing, reading articles, using social media, watching video, playing games, looking for restaurants, reading reviews etc. However, research shows each device tends to fulfill particular functions, such as laptops for online purchases or phones for directions. Screens even play a key role in parenting, with 46% of parents with kids under 4 saying they let them play with their devices and of those ages 9 to 12, the figure rises to 93%.
Research shows Canadians define their devices in terms of relationships: They “need, love and rely” on them. For instance, when talking about her phone, one respondent said: “It’s like a vital organ, because I can’t survive without it.” And, while only 13% of owners said their tablet is essential, they average more than two hours a day on it and six out of 10 would rather give up chocolate than that tablet. Another participant said their laptop is “like a best friend because it is reliable and awesome.”
With such strong bonds, it’s little wonder that media multitasking is the new norm, with seven out of 10 people using their smartphone while watching TV and two-thirds multitasking on a tablet.
“Mobile devices aren’t necessarily just mobile, people are using them at home,” said Sarah Bradley, research manager, Yahoo Canada. “People are spending time on their phone because it’s the most convenient device.”
To help brands take advantage of this and other trends, Yahoo is hosting “Stacking the Tech” event in Toronto September 10. Experts will provide insight into how marketers and publishers can better engage users and build their brands.
For instance, marketers need not think how their mobile communications compliment other things they’re doing. If people double screen, watching television while playing with their smartphone, event attendees can garner ideas on how to enhance what is happening on TV with a mobile action.
Mobile devices are firmly rooted in the path to purchase so enhancing the user experience and delivering relevant communications is essential. When it comes to advertising, for example, in-stream and native ads best take advantage of the medium, integrating well into what people expect from the mobile experience and tying into what they are comfortable doing on their phone.
But a comprehensive strategy is about more than having the right ad in the right place at the time. Marketers have to think about the rise of showrooming: Studies show 30% of people walk away from a purchase based on something they found while browsing on their phone in store.
Brands need to be ready, with strong search and online advertising strategies, as well as the obvious—mobile-friendly sites.
Click here for more insights into Canadians’ multi-device lifestyle and an invitation to Yahoo’s upcoming event.
