TORONTO – As avid users of technology, Canadians continue to seek free content and are relatively advertising adverse, according to a survey conducted by KPMG.
In its most recent version of the Consumers & Convergence IV survey, the audit, tax and advisory firm found that:
– 85% of Canadians are not willing to pay for access to site content through their mobile phone and would look for the same or similar content elsewhere through a free site, compared to 76% in the U.S. and 57% globally; and
– In Canada, advertising in exchange for lower prices or free content/services is more willingly received on a PC than on a mobile phone at 45% and 21%, respectively. However, global respondents were more willing with 56% indicating they would receive it on their PC, and 42% on their mobile phone.
"These findings underscore an opportunity for carriers, content producers, and advertisers to work together”, said Brendan Maher, national industry leader of KPMG’s Information, Communications, and Entertainment practice. “Companies in this sector are seeking new, profitable business models which will help alleviate the loss in revenues from traditional models involving print advertising. Collaboration between companies to deliver additional benefits to consumers in exchange for ads has already proven to be successful in several instances and ultimately proves rewarding for all stakeholders."
Other key findings include Canadian usage of cloud services, which, while ahead of global and US respondents, indicates a lack of awareness of its potential for business usage.
– 72% of Canadian consumers use some sort of cloud computing services (e.g. Google docs and hotmail) as compared to just 51% of Americans and 66% of global respondents;
– Storage in the cloud is largely for email, photos, and contacts with business usage at only 13% for Canada, versus 24% globally and 8% in the U.S.;
– 48% of Canadians have downloaded media like music, movies and games, compared to 64% globally and 39% in the U.S.
This spring, KPMG surveyed more than 5,000 consumers in 22 countries, including 300 in Canada, in order to continue to track the consumer landscape and future market implications.
