Digital Life: Canada vs. US metrics 2012

Canada vs. U.S. Metrics 2012

www.srgnet.com

www.srgnet.com Canada vs. U.S. Metrics 2012 2

HIGHLIGHTS

As of 2012, Canada’s population is 11% that of the U.S.; Canada has a slightly older

population with median age of nearly 40, vs. U.S. at 37.2

More U.S. homes have DVRs, HD boxes or HD capable sets and American consumers are more

frequent users of VOD (28% last week vs. 18% in Canada)

More U.S. households downgraded their paid TV subscriptions in Q1 2012 vs. Canada: cord-

cutting is more prevalent in the U.S.

Laptop, tablet and smartphone ownership is quite similar in percentage terms but Android

devices make up a bigger proportion of devices in the U.S.

American mobile phone consumers use more of their devices’ capabilities; navigation,

entertainment and sports apps are more popular in the U.S.

The decline in the DVD market is more pronounced in Canada and online Canadians are twice

as likely to use torrent sites and more likely to ‘download’ full length movies off the Internet

while U.S. consumers are bigger streamers via Netflix and similar services

Online Americans are more likely to engage with TV channels, personalities and shows on

social media like Twitter and Facebook – for example 19% of American Facebook users ‘like’

a TV channel on the social network vs. 9% Canadians


TOTAL 2012 POPULATION

30%

90%

CanadaU.S.

313.4M

34.7M

Median age:

U.S. = 37.2 Canada = 39.9

11% U.S. population


HD CAPABLE TV SETS, HD BOX AND DVR/PVRs IN HOUSEHOLDS

2012 Q1

Total TV Households

HD capable TV sets

DVR/PVRs HD boxes

Canada 13.7M 8.1M (59%)

4.2M (31%)

5.7M (42%)

U.S. 114.7M 73M

(64%) 49M

(43%) 53M

(46%)

Base: Total U.S. & Canada (2012 Q1 data for both Canada and the U.S.)


VIDEO-ON-DEMAND USE

60% 60% 63%

Any VOD: 34M

households

U.S. Canada

50% 56% 54%

Any VOD: 3.9M

households

Base : Subscribe to digital cable/IPTV

2012 Q1


IN THE LAST YEAR, DID YOU CONTACT YOUR CABLE, SATELLITE OR TELCO TV PROVIDER TO UPGRADE OR DOWNGRADE YOUR TV SERVICE?

15%

18%

15%

12%

U.S.

Canada

Contacted to upgrade (added more channels or services like HD, DVR etc.)

Contacted to downgrade (dropped some channels or services)

%UPGRADE – %DOWNGRADE

POINT DIFFERENCE

0

+6

Base : Has paid TV (*Canadian data from 2011 Q4)

UPGRADE DOWNGRADE

2012 Q1*


55%48%

U.S. Canada

55%

37%

U.S. Canada

BUYING AND RENTING DVDs

Bought one or more DVDs Rented one or more DVDs

Within past six months 2012 Q1

Base: Total Online U.S. & Canada


LAPTOPS, TABLET OWNERSHIP

70%

15%

73%

15%

Laptop Tablet

U.S Canada

Base : Total Online U.S. & Canada

2012 Q1


SMARTPHONE WITH DATA

42%45%

CanadaU.S.

Own a BlackBerry, iPhone, Android or similar (with data plan)

Base: Own mobile phone (based on SRG and carrier reports)

2012 Q1

(106 Million) (10.4 Million)


SMARTPHONE BRAND SHARES

2012 Q1

U.S. Canada

34%

31%

25%

8%

2%

Base : Own smartphone phone


WHEN YOU UPGRADE OR BUY ANOTHER SMARTPHONE NEXT, WHAT WILL IT MOST LIKELY BE?

An iPhone

A Blackberry

An Android Smartphone

A Windows Smartphone

Another Smartphone

2012 Q1

Base: Has smartphone


79%

70%

54%

40%

41%

Sent a text message

Took a photo

Used the browser

Watched a video (clip)

Downloaded an 'app'

ACTIVITIES ON THE MOBILE PHONE

Within the last month 2012 Q1

U.S. Canada

75%

65%

48%

38%

38%

Base: Own mobile phone

+4

+5

+6

+2

+3

POINT DIFFERENCE


WHICH OF THE FOLLOWING KINDS OF APPS DO YOU HAVE ON YOUR SMARTPHONE?

U.S. Canada U.S. Canada

Games 64% 63% Utilities 18% 18%

Weather 55% 55% Food 21% 18%

Messaging 39% 51% Fitness 18% 14%

Social Networking 56% 50% Business 12% 13%

Music/Audio 47% 49% Education 13% 12%

Maps & Navigation 55% 48% Productivity 12% 11%

Entertainment 47% 40% Travel 18% 11%

Banking 36% 36% Health 16% 11%

News 37% 31% Lifestyle 10% 10%

Communication 29% 29% Retail 13% 10%

Photography 25% 27% Magazines 10% 10%

Video 29% 25% Kids 8% 9%

Books/e-Book Apps 25% 22% Reference 12% 9%

Sports 29% 22% TV Channel N/A 7%

Shopping 27% 22% Medical 9% 4%

Financial 21% 20%

2012 Q1

Base: Has smartphone


WHAT BRAND OF TABLET DO YOU OWN?

U.S. Canada

iPad 59% 56%

Playbook 2% 19%

Galaxy Tab 8% 8%

Acer 4% 6%

HP Touchpad 4% 5%

Asus 4% 5%

Xoom N/A 2%

Lenovo 1% 1%

Kindle Fire 11% N/A

Nook 2% N/A

Pandigital 2% N/A

Other 11% 7%

2012 Q1

Base: Own a tablet


GPS NAVIGATION IN A CAR

51%48%

U.S Canada


2012 Q1


VIDEO GAME CONSOLE OWNERSHIP—DETAIL

60%

43%

38%

32%

17%

56%

35%

33%

34%

10%

Nintendo Wii

Xbox 360

Sony Playstation 3

Nintendo DS

Sony PSP U.S.

Canada

Base: Has video game console/plays video games (*Canadian data from 2011 Q4)

2012 Q1*


KEY INTERNET DESTINATIONS

76%

72%

36%

26%

10%

31%

78%

77%

35%

25%

20%

19%

Facebook

YouTube

iTunes

Twitter

Torrent sites

Netflix U.S.

Canada

Brand interaction last month (aided visits)


2012 Q1


WATCHED/STREAMED A FULL 30-60 MINUTE TV SHOW ONLINE

Within last month – on any site

24%27%

32%34%

37%

17% 17%

32%34%

36%

2007 2008 2009 2011 2012

U.S. CanadaBase : Total Online U.S. & Canada


23%17%

U.S. Canada

WHEN WAS THE LAST TIME YOU STREAMED A FULL-LENGTH MOVIE OR TV SHOW FROM NETFLIX ONLINE?

Streamed last month – Q1 2012



WATCHED A SHORT VIDEO CLIP ONLINE

75%74%71%65%

54%

41%

80%79%79%

72%

54%

41%

201220112009200820072006

U.S. Canada

Within last month



DOWNLOADED FULL-LENGTH MOVIE FROM INTERNET

19%11%

30%

11%

201220112009200820072006

U.S. Canada

Within last month



WATCHED A LONGER VIDEO CLIP ONLINE OVER 10 MINUTES

47%42%

39%

32%31%

21%

48%46%40%

32%34%

19%

201220112009200820072006

U.S. Canada

Within last month



DOWNLOADED MUSIC FILES

38%

30%

40%38%

201220112009200820072006

U.S. Canada

Within last month



45%

36%

20%

19%

42%

A company whose products/services you like

A TV show

A TV personality

A TV channel

None of above

DO YOU SUBSCRIBE TO OR 'LIKE' FACEBOOK PAGES FROM THE FOLLOWING?

Canada

43%

26%

17%

9%

47%

U.S.

Base : Has Facebook profile, online U.S. & Canada (*Canadian data from 2011 Q4)

U.S VS. CANADA

POINT DIFFERENCE

+2

+10

+3

+10

2012 Q1*


35%

41%

27%

19%

39%

A company whose products/services you like

A TV personality

A TV show

A TV channel

None of above

DO YOU FOLLOW ANY OF THE FOLLOWING ON TWITTER?

Canada U.S.

Base : Has Twitter account, online U.S. & Canada (*Canadian data from 2011 Q4)

U.S VS. CANADA

POINT DIFFERENCE

+10

+4

+6

+4

2012 Q1*


TECHNICAL

Digital Life Canada (DLC) interviews 1,000 online Canadians (aged 12 and

up) 4 times a year. Digital Life America (DLA) interviews 1,400 online

Americans (12+) annually.

Most recent interviews in both countries were conducted in Q1 2012.

These results are compared to other DLC and DLA waves conducted in the

past five years.

Because the study frame is online Canadians 12+ or online Americans 12+,

the results can be generalized to the “Total Online Canada” or “Total

Online America.” The online populations accounts for nearly 80% of

Canadian or U.S. populations.

Technology

Digital Life: Canada vs. US metrics 2012