Sympatico.ca MOBILE Survey Reveals Less Than 10 Per Cent Of Canadians State They Can Live Without Their Mobile Device   |  September 10, 2009  

Sympatico.ca MOBILE Survey Reveals Opportunities for Marketers

TORONTO, Sept. 9 /CNW/ - A recent Sympatico.ca MOBILE survey, conducted by Hotspex(TM), found out that nearly one-half of Canadians (45 per cent) 'can't leave home without their mobile device'. In addition, significantly more Canadians, vs. 2008, agree that mobile media has information that is relevant to them. With all forms of mobile activity up from 2008 Canadians are increasingly turning to mobile media to enhance and enrich their lives. The survey also suggested that mobile owners are more receptive to mobile media communication, vs. 2008, finding it less irritating and more entertaining and useful.

The majority of Canadian mobile media users access the same sites on their mobile device as on their home or office computer (47 per cent), and do so from both home (33 per cent) and during a commute (27 per cent) the survey revealed. While the primary reason for accessing the Internet via mobile is still 'to pass the time', an increasing number of users are seeking information and/or socializing.

This demonstrates that there is an enormous opportunity for organizations to engage mobile users directly through interactive mobile sites or campaigns. For example, survey respondents said that 24 per cent of the sites they access via mobile are not visited on their PC, highlighting an opportunity for marketers to address the unduplicated reach. Speed, hardware improvements and better designed websites have all encouraged mobile access among mobile device owners.

However, with mobile usage in the home more than doubling (33 per cent of users state that they accessed mobile media in the home in 2009 compared to 21 per cent in 2008) it is apparent that mobile is becoming increasingly integrated into the lives of Canadians.

"With smart phones and mobile devices becoming an indispensable part of Canadians' lives, and content becoming more relevant, useful, affordable and easier to access, the mobile Internet is ready to take off in Canada," says Brad Cressman, Director of Sales and Marketing Sympatico.ca MOBILE. "Marketers recognize and respect the unique and personal attachment Canadians have with their mobile devices, but are still learning the advantages and limitations when trying to reach mobile users directly."

The study was conducted as part of Sympatico.ca MOBILE's ongoing Mobile Media Labs (MML) program. MML is designed to help Canada's top brands gain insights, co-create and experiment with mobile marketing strategies and tactics in an interactive environment to then execute measurable real-world campaigns. Companies such as Lexus, McDonalds and Samsung have participated since the first MML was held in the summer of 2008, and Cara Foods, HSBC, Monster and Bell are engaged in the 2009 MML. The experience allows the participants to gain valuable feedback on what it means to "go mobile".

"Our clients are beginning to understand what an important channel mobile media is to reaching their target audience," said Rodney Perry, Managing Partner, Mediaedge:CIA. "Sympatico.ca MOBILE is becoming a powerful partner in helping marketers understand and capitalize on this new, compelling way for their clients to extend the reach of their brand, while giving mobile users an enriched mobile experience."

    Other key findings of the survey, included:
-   53% of mobile users can access the Internet on their mobile device
(up vs 33% in 2008)
-   52% of Canadians 18-64 have a mobile device (PMB): Cellphone 50%;
Smartphone 8%; Both 6%; Any 52%
Mobile Media users tend to be:
-   Younger (47% are 18-34 vs. 35% of mobile owners in general)
-   Male (54% vs. 48% of mobile owners in general)
-   Have kids in house (47% vs. 41%)
-   Early adopters (24% vs. 15%)
-   39% of users use a search engine to access mobile media
-   31% of users type a website name directly into a browser
-   24% of website access on mobile devices is unduplicated reach
-   51% of mobile media users have at least one site that they visit
exclusively over mobile
The 3 most prevalent attitudes regarding mobile media use were:
-   Makes life easier (getting store information, location, product
availability)
-   Saves money (downloading coupons, price comparison, sale/promo
notice)
-   Brand information (product information/reviews, notice of new
product, viewing ads)

Sympatico.ca offers Canadian advertisers mobile marketing tools, including display advertisements, mobile Internet sites, text messaging, contests and click-to-call campaigns. Sympatico.ca offers the largest mobile advertising network in the country.

About the Hotspex survey
The Sympatico.ca Mobile Use survey, conducted by Hotspex, collected data from 1,062 Canadian Internet-enabled mobile handheld device owners aged 18-64. Fieldwork was completed between May 13 and May 21, 2009. Results from the 2009 survey were compared against a 2008 Benchmark survey which collected data from 1,001 Internet-enabled mobile handheld device owners aged 18-64 between May 5 and May 15, 2008.

About Sympatico.ca
Sympatico.ca offers Canada's top selection of relevant French and English Canadian content online. Launched in 1995, Sympatico.ca has differentiated itself from competitors as an all-Canadian portal offering innovative solutions to both users and advertisers. Also recognized as an industry leader in mobile marketing, Sympatico.ca offers the largest premium mobile advertising network in the country. With its ability to reach more than 80% of Canadians online, unmatched online content and services, and the proven expertise of its team, Sympatico.ca is the online publisher of choice for advertisers.

For further information: regarding the survey or to schedule an interview please contact: Jack Wojcicki, T: (416) 894-5255, E: jack@sympaticomobile.ca

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