The Ipsos Canadian inter@ctive Reid Report 2012 Fact Guide

The Ipsos Canadian
inter@ctive Reid Report
2012 Fact Guide
The Definitive Resource on Canadians and the Internet
T H E I P S O S C A N A D I A N I N T E R @ C T I V E R E I D R E P O R T • 2 012 FAC T G U I D E
Household Internet Access
Internet access (all locations)
Home Internet access
Mobile Internet access
100%
80%
72%
71%
74%
78%
89%
85%
83%
86%
77%
79%
67%
60%
82%
86%
82%
76%
79%
80%
71%
67%
62%
56%
56%
40%
20%
5%
7%
10%
20%
21%
Q2
2005
Q2
2006
32%
33%
Q2
2008
Q2
2009
35%
37%
24%
13%
0%
Q2
2001
Q2
2002
Q2
2003
Q2
2004
Q2
2007
Source: The Ipsos Canadian Inter@ctive Reid Report 2011 Issue 3
Base: National sample of Canadian adults (n=1,000)
Canadians Online
Internet access overall continues to trend flat while mobile access
continues its growth among online Canadians.
@86% of Canadians have Internet access from any location and 80%
have access from home, relatively unchanged over the past five years.
@ 37% now have mobile Internet access compared to 5% in 2001.
@ 95% under the age of 55 have Internet access and 47% have mobile
access, compared to those aged 55+ – 68% with Internet access and
16% with mobile access.
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Q2
2010
2011
Issue 3
T H E I P S O S C A N A D I A N I N T E R @ C T I V E R E I D R E P O R T • 2 012 FAC T G U I D E
Social Networking
Smartphones
Majority of online Canadians now use online social
networking sites, with a large portion doing so daily.
Smartphone ownership among online
Canadians skyrockets, however, many
have yet to take full advantage of
device capabilities.
@62% have ever visited or browsed an online social
network, up from 51% in 2010.
@ 30% visit site at least once a day, up from 19% in 2010.
@ Women (37%) significantly more likely than men (24%)
to visit social networking site daily.
@ 41% describe themselves as communicating more with
people online than offline.
@ 86% have a Facebook profile, down from 90% in 2010,
signifying near market saturation.
@ Significant increases in those with Twitter and LinkedIn
profiles (19% and 14% in 2011 vs. 10% and 9% in
2010, respectively).
@ Facebook favourite site among Canadians with Twitter
(80%) and LinkedIn (73%) profiles, making it the
preferred site among those with multiple profiles.
@31% consider themselves active users, posting and
replying to others’ posts.
@76% of those with a social networking profile sent a
message to a contact in the past week, 89% did so in
the past month.
@ Online Canadians have an average of 130 “friends” on
their online profiles, up from 123 in 2010.
@50% of online Canadians with a social networking
profile have been using social networks for at least
three years.
@ 44% of social networking Canadians check their profile
first thing in the morning, 43% find out about news
and current events, and 42% consider it an important
part of their social life.
@56% are happy with the level of privacy from their
social networking site, down from 2010 (63%).
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@31% of online Canadians now own a
smartphone (compared to 19% in
2010), 46% of those aged 18-34
currently own one.
@ Canadians use their smartphones for a
variety of functions such as taking
photos (70%), sending or reading
email (70%) , checking social
networking sites (48%), and online
gaming (11%).
@Smartphone owners use online
gaming capabilities 9% of the time.
@57% have downloaded a mobile
application, the most popular being
IM/social networking apps (71%) and
games (66%).
@Canadian smartphone owners spend
on average 2.5 hours per day on their
mobile device.
@Majority (81%) of users feel they do
not take advantage of the full
functionality of their smartphones.
T H E I P S O S C A N A D I A N I N T E R @ C T I V E R E I D R E P O R T • 2 012 FAC T G U I D E
Online Activities Ever Done
Online News
Online Social Networking
How often do you typically seek news
from each of the following sources?
Which of the following activities have
you ever done?
92% have ever sought news from a computer
62% visited or browsed an online social
network (57% in 2010)
92%
62%
Among online news seekers, which of the
following activities have you ever done?
28% have taken part in computer games
with other people online (32% in 2010)
66% visited a newspaper website
28%
66%
14% used an online personals / dating /
introduction service (16% in 2010)
23% read a print magazine on a website
23%
14%
23% stream/download TV news online
23%
Source: The Ipsos Canadian Inter@ctive Reid Report 2011 Issue 3.
Base: Canadian Internet users (n=842)
Source: The Ipsos Canadian Inter@ctive Reid Report 2011 Issue 2.
Base: Canadian Internet users (n=840) (2010 n=841)
Online Financial Services
Digital Marketing
Which of the following financial activities
have you conducted online in the past
three months?
How often do you engage in the following
activities?
31% click on an online advertisement at a
website at least monthly (33% in 2010)
56% conducted everyday online banking
(54% in 2010)
31%
56%
22% respond to an email from an organization promoting products / services / special
offers (26% in 2010)
15% tracked an investment portfolio
(13% in 2010)
22%
15%
17% make an online purchase based on
what the website recommends (18% in 2010)
10% bought or sold investments online
(8% in 2010)
17%
8%
Source: The Ipsos Canadian Inter@ctive Reid Report 2011 Issue 1.
Base: Canadian Internet users (n=834) (2010 n=839)
Source: The Ipsos Canadian Inter@ctive Reid Report 2011 Issue 4.
Base: Canadian Internet users (n=840) (2010 n=864)
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T H E I P S O S C A N A D I A N I N T E R @ C T I V E R E I D R E P O R T • 2 012 FAC T G U I D E
Online Group Coupons
Online Teens
One of the largest Internet phenomenons
in recent years is turning online Canadian
consumers on to coupons.
Technology enthusiasts, teens today are the
first generation to grow up with unlimited
access to online technology.
@Majority (65%) has heard of online group
coupon sites; awareness among online
Canadians is dominated by Groupon (54%).
@ Majority own or share ownership of a computer
(83%), gaming console (75%), and mobile
phone (67%); 12% own a tablet computer.
@Among those aware, 61% subscribe to
receive notification alerts, with subscription
significantly higher among university grads
(66%) compared to those with less
education (53%).
@Compared to 15% in 2009, 24% today spend
on average 3 hours online each day.
@Teens spend on average as much time doing
school work online (2.9 hrs) as they do offline
(3.4 hrs).
@Among aware, 17% purchase online group
coupons at least monthly.
@ Weekly, 86% of teens use a search engine, up
19 points from 2009.
@The most popular purchased are for
restaurants (51%), personal services (27%),
and grocery items (25%).
@Majority visit sites like YouTube (79%), online
social networks (69%), and music sites (61%).
@ Daily, teens use texting (54%) and online social
networking (48%) the most to communicate.
@Majority have used a business for the first
time because of an online group coupon
(83%) and have tried a product or service
they would otherwise have not (82%).
@Significantly more teens pay for music online
today (76%) compared to 2009 (52%).
@ 57% of those who redeemed a coupon say
they would return to the same company
without a coupon or gift certificate.
@Half have streamed TV shows (52%) and fulllength movies (46%) online.
@Most feel they need to keep up with latest
technologies (63%) and feel they will miss out
by not going online every day (57%).
Tablet Computers
Tablet computers, one of the latest hightech gadgets on the market, is making an
impression on Canadians.
@Though only 7% of online Canadians
currently owns a tablet computer, 24% are
likely to purchase one in the next 12 months,
and 11% in the next 6 months.
@ Awareness of tablet brands is highest for the
Apple iPad with 86% of online Canadians
aware, followed by the BlackBerry PlayBook
(61%) and the Samsung Galaxy (27%).
@Purchase intent for the Apple iPad is twice
as high compared to the BlackBerry PlayBook
(56% vs. 24%).
@Women are significantly more likely than
men to consider purchasing the iPad (60%
vs. 51%), whereas men are more likely than
women to purchase the PlayBook (30%
vs. 18%).
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Copyright ©2012 Ipsos Reid Corporation. All rights reserved.
The Ipsos Canadian Inter@ctive
Reid Report
This Fact Guide is only a snapshot of what’s happening
in the fast-moving online world. The Fact Guide is derived
from snippets of the Ipsos Canadian Inter@ctive Reid
Report – the most authoritative, comprehensive and
up-to-date information about the web in Canada.
The report is delivered six times per year and is a detailed
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