TORONTO – While media portability itself is not new, technological advancements such as better screens, faster processors and longer battery life could result in a full-fledged “communications evolution”, according to the latest Media Technology Monitor (MTM) report.
Based on telephone interviews with a sample of 6,000 Anglophones, (a similar report based on interviews with 6,000 Francophones is also available), the report undertook an “extensive examination of portable media including penetration of audio and video devices, how people use portable technology and who the primary consumers are”, said Michael Abraham, GM of new business development for BBM Analytics, the official marketer of the MTM.
Abraham said in a statement that the research uncovered three key messages:
1. Technological capability does not dictate how consumers will use a device.
• Video MP3 players are driving market growth but only 20% of Anglophones who own one use it to watch video;
• Cell phones are equipped with numerous additional features such as video capability, Internet access and more, but there are still 31% of cell owners who use their phones to make calls only.
2. Developments in smart phone technology give consumers additional ways to communicate, find information, do business and be entertained.
• Among smart phone owners, in addition to the popular activities of emailing (72%) and texting (86%), one-third visit social networking sites such as Facebook and Twitter on their cell phones;
• 41% of all smart phone owners listen to some form of audio on their phones;
• While Blackberry is the most common brand of smart phone, iPhone owners make the most use of their phones using an average of 7 functions compared to 5 functions for other smartphone owners.
3. Audio media lends itself more readily to portable forms than video media.
• While 33% of Anglophones access audio on portable devices (cell phones or MP3 players), only 8% access video on-the-go;
• With the arrival of new portable technologies such as the iPhone, iPad and Google Android, it will be increasingly easy for consumers to include audio or video into their daily, on-the-go lives.
The Portable Media report also includes the results of an independent survey of Canadians who rely solely on a cell phone, including an examination of how the cell-only population differs in their adoption and use of smart phones.
