TORONTO – With Canadians spending more than 50% of their time on mobile devices, marketers must consider mobile as the first screen, according to the 2015 Mobile Personas Report.
The study, released Monday, combines a comprehensive analysis of mobile behavior, attitudes and trends over time to help agencies, brand marketers and manufacturers devise effective mobile strategies. Now in its third year, Mobile Personas is Canada’s premier report on consumer mobile behaviour, focused on three specific personas: Moms, Millennials, and Men.
Key findings from the 2015 Mobile Personas Report include:
– Mobile Personas prefer Android and iOS; Blackberry is down to single digit market shares;
– iPad is the preferred tablet for Mobile Personas; Android and Microsoft shares are flat vs. last year;
– Among entertainment and content Apps, Netflix saw the biggest gains vs. last year;
– Mobile is a key tool along the path to purchase across 15 different categories, being used 40 – 60% of the time;
– More than 60% of Mobile Personas read digital flyers and 25 – 30% use them;
– For Moms, smartphones are functional with emailing, texting, driving directions, and weather the most popular activities. The social aspects of smartphones have also increased, with social networking and photo sharing seeing a surge in numbers over last year;
– For Millennials, smartphones are a key part of their lives, used for functional activities (calling, emailing, texting), consuming video and news content, and more and more for shopping;
– For Men, mobile cuts across all key activities with shopping and functional activities increasing the most of all the personas vs. last year;
– Top Apps for these personas are Facebook, games, and weather. YouTube has also moved into the Top 5 for Millennials and Men.
"Having co-authored this study for three years, we are now truly seeing 2015 as the year of mobile. With more than 82% of Moms 25-54, 83% of Men 25-54, and 90% of 18-29 year olds owning mobile devices, mobile has truly become the first screen," said Mark Baltazar, Brandspark International’s VP brand effectiveness, in the report’s news release. "Mobile helps consumers stay organized, entertained, and informed."
Mobile Personas is a collaboration between Brandspark International (consumer and shopper insights), Tapped Mobile (mobile advertising) and AppPromo (app strategy and monetization). It was created to provide Canadian marketers with actionable insights and direction on how and when to use mobile to effectively target their shoppers, a collaborative partnership was created bringing together experts with proven success in the Canadian mobile landscape.
