Rogers Innovation Report: 2012 trend watch

December 2012 Year End Trends

© 2012 Rogers Communications

Methodology

From November 15th to November 19th, 2012, an online survey
was conducted among a sample of 1040 Canadians that own
and use a smartphone or tablet and subscribe to the internet or
have a data plan for either device, who are Angus Reid Forum
panel members. The results have been statistically weighted
according to the most current age, gender and region Census
data to ensure a representative sample. The margin of error on
the full base — which measures sampling variability — of 1040
respondents is +/- 3.1%. Discrepancies in or between totals are
due to rounding.

2

Looking back, in 2012, did you…
-All Respondents-

Watch TV and movies more over the Internet at home 52%
Watch Gangnam Style on YouTube 43%
Pay for a streaming video or music service 30%
Share documents/pictures using Dropbox and Yousendit 26%
Upgrade to faster home internet speeds 25%
Update/purchase mobile device capable of faster internet speeds 22%
Buy a ticket to a live sporting event over the Internet 22%
Watch TV/movies using mobile internet on the go on your device 18%
Use a mobile app to pay for a purchase 14%
Upgrade to faster mobile internet speeds 10%
Download a racy novel to a mobile device 10%
Fall a bit in love with Suri 10%
Watch a live sporting event on your mobile device 8%
None of the above 16%

Base: All respondents (n=1046)
Q.9 Looking back, in 2012, did you…Please select all that apply to you from the list below. 3

Looking back, in 2012, did you…
-All Respondents-
Age Gender Region
Total
18 - 24 18 - 34 35 - 54 55+ Male Female West Ontario Quebec Atlantic
Watch TV and movies more 52% 77% 68% 46% 25% 55% 49% 51% 56% 39% 67%
over the Internet at home
Watch Gangnam Style on 43% 86% 62% 31% 19% 43% 42% 46% 44% 28% 48%
YouTube
Pay for a streaming video 30% 42% 41% 24% 15% 33% 27% 32% 32% 17% 35%
or music service
Share documents and pictures 26% 35% 35% 20% 17% 28% 24% 26% 28% 23% 23%
Dropbox and Yousendit
Upgrade to faster home 25% 26% 26% 26% 22% 28% 22% 21% 28% 26% 28%
Internet speeds
Update or purchase a mobile
device capable of faster Internet 22% 28% 25% 19% 18% 25% 18% 21% 24% 16% 20%
speeds
Buy a ticket to a live sporting 22% 25% 25% 21% 13% 26% 17% 23% 24% 13% 20%
event over the Internet
Watch TV and movies using
mobile Internet on the go on 18% 36% 26% 15% 7% 23% 13% 18% 18% 17% 24%
your device
Use a mobile app to pay 14% 25% 19% 11% 7% 15% 12% 16% 14% 10% 13%
for a purchase
Upgrade to faster mobile 10% 11% 13% 8% 6% 14% 6% 9% 12% 10% 7%
Internet speeds (LTE)
Download a racy novel 10% 7% 10% 10% 6% 7% 12% 11% 11% 3% 10%
to a mobile device
Fall a bit in love with Siri 10% 18% 12% 8% 7% 11% 9% 8% 12% 7% 9%
Watch a live sporting event 8% 11% 10% 6% 3% 11% 3% 6% 9% 4% 11%
on your mobile device
None of the above 16% 4% 7% 20% 33% 16% 17% 16% 13% 28% 12%

Q.9 Looking back, in 2012, did you…Please select all that apply to you from the list below. 4

In 2012, do you think that…
-All Respondents-

Home Internet speeds have improved Wireless Internet speeds have improved
and become faster in the last year and become faster in the last year

No
39%
Yes
No 48%
52%
Yes
61%

Age Gender Region
Total
Home Internet speeds have improved and become faster in the last year
Yes 48% 47% 43% 50% 57% 51% 44% 44% 46% 60% 56%
Wireless Internet speeds have improved and become faster in the last year
Yes 61% 64% 63% 57% 66% 66% 56% 58% 62% 65% 58%

Q.11 In 2012, do you think that: 5

In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.)
did you have connected to the Internet in your home?
-All Respondents-

Mean: 4.5
None 2%

1-5 73%

6-10 21%

11+ 4%

Q12. In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.) did you have connected to the Internet in your home? 6

In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.)
did you have connected to the Internet in your home?
-All Respondents-

Age Gender Region
Total

Zero 2% 1% — 3% 5% 2% 2% 1% 2% 5% 5%

1-5 73% 71% 71% 74% 79% 69% 79% 70% 74% 80% 72%

6-10 21% 23% 24% 20% 14% 24% 17% 24% 22% 11% 20%

11+ 4% 5% 5% 3% 2% 5% 2% 5% 2% 4% 3%

MEAN 4.5 4.7 4.7 4.4 3.9 4.8 4.1 4.7 4.4 4.0 4.3

Q12. In 2012, how many devices (e.g. TV, tablets, Smartphones, XBox, etc.) did you have connected to the Internet in your home? 7

Which of the following statements best describes how attached you are to your smartphone?
-Smartphone Users-

Attached 37%

Highly attached 24%

Ridiculously attached 7%

Would be lost without it 13%

Would not want to live without it 8%


Base: Smartphone Users (n=1009)
Q13. Which of the following statements best describes how attached you are to your smartphone? 8

Which of the following statements best describes how attached you are to your smartphone?
-Smartphone Users-

Age Gender Region
Total

Attached 37% 40% 31% 42% 41% 39% 35% 35% 36% 43% 44%

Highly attached 24% 23% 27% 23% 19% 23% 25% 24% 25% 24% 21%

Ridiculously attached 7% 10% 9% 7% 4% 7% 8% 6% 9% 7% 3%

Would be lost without it 13% 16% 16% 10% 8% 12% 13% 15% 12% 8% 14%

Would not want to live
8% 7% 10% 7% 6% 8% 8% 10% 7% 7% 5%
without it

None of the above 11% 4% 7% 11% 22% 11% 11% 10% 11% 11% 13%

Base: All Smartphone Users (n=1009)
Q13. Which of the following statements best describes how attached you are to your smartphone? 9

How close do you keep your cell phone/smartphone from you when you sleep at night?
-Smartphone Users-

In the bed with me 5%

Nightstand beside the bed 46%

In the same room 13%

In the next room 16%

Downstairs or on another floor 16%

Other 4%

Q14. How close do you keep your cell phone/smartphone from you when you sleep at night? 10

How close do you keep your cell phone/smartphone from you when you sleep at night?
-Smartphone Users-

Age Gender Region
Total

In the bed with me 5% 22% 9% 3% 1% 5% 6% 4% 6% 4% 9%

Nightstand beside the bed 46% 52% 60% 39% 22% 47% 45% 48% 45% 44% 47%

In the same room 13% 19% 13% 13% 8% 13% 11% 11% 16% 9% 11%

In the next room 16% 3% 8% 21% 31% 17% 16% 19% 13% 19% 16%

Downstairs or on another floor 16% 4% 8% 18% 31% 15% 16% 14% 17% 17% 13%

Other 4% — 2% 6% 7% 3% 6% 4% 3% 7% 4%

Q14. How close do you keep your cell phone/smartphone from you when you sleep at night? 11

How much do you agree with the following statements…
-Own a smartphone-

I check my mobile before brushing
my teeth in the morning
33% 22% 16% 29%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree

Age Gender Region
Total
I check my mobile device
before brushing my teeth 55% 80% 73% 44% 32% 54% 56% 57% 57% 47% 53%
in the morning

I would feel naked without my
smartphone and Internet access 26% 39% 20% 15%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree

Age Gender Region
Total
I would feel naked without
my mobile device and 65% 78% 75% 61% 44% 63% 68% 67% 65% 64% 58%
Internet access

Q15. How much do you agree with the following statements: 12

Have you ever used your Smartphone in the bathroom? If so, how often?
-Smartphone Users-

All the time 13%

Often 17%

Occasionally 28%

Rarely 24%

Never 18%

Q16. Have you ever used your smartphone in the bathroom? If so, how often? 13

Have you ever used your Smartphone in the bathroom? If so, how often?
-Smartphone Users-

Age Gender Region
Total

All the time 13% 22% 20% 9% 2% 17% 9% 15% 13% 6% 19%

Often 17% 25% 25% 13% 4% 19% 15% 15% 18% 20% 17%

Occasionally 28% 26% 27% 30% 28% 28% 29% 32% 26% 27% 21%

Rarely 24% 16% 21% 26% 29% 20% 28% 22% 26% 24% 24%

Never 18% 11% 7% 22% 37% 16% 19% 16% 17% 23% 19%

Q16. Have you ever used your smartphone in the bathroom? If so, how often? 14

Do you own an LTE enabled device (phone or tablet)?
-All Respondents-

Yes
28%

No
72%

Age Gender Region
Total
Yes 28% 26% 30% 27% 23% 33% 22% 30% 28% 26% 17%

Base: All Respondents (n=1046)
Q17. Do you own an LTE enabled device (phone or tablet)? 15

Since buying/owning an LTE device, do you…
-Own an LTE device-

Save time by using faster mobile Internet speeds 33%

Do more on the go because faster mobile
31%
Internet speeds improved the experience

Do more on the go because the Internet is faster 31%


Base: Own an LTE device (n=287)
Q18. Since buying/owning an LTE device, do you… 16

Since buying/owning an LTE device, do you…
-Own an LTE device-

Age Gender Region
Total

Save time by using faster
33% 42% 40% 29% 15% 33% 31% 31% 34% 35% 29%
mobile Internet speeds

Do more on the go because
faster mobile Internet speeds 31% 46% 36% 30% 20% 31% 32% 30% 35% 27% 28%
improved the experience

Do more on the go because
31% 42% 39% 28% 13% 32% 29% 33% 29% 32% 29%
the Internet is faster

None of the above 44% 31% 37% 46% 62% 44% 44% 44% 43% 48% 36%

Base: Own an LTE device (n=287)
Q18. Since buying/owning an LTE device, do you… 17

If I had access to faster Internet speeds I would do more of the following…
-All Respondents-

Watch full length videos on my device 38%

Browse online more on my mobile device 36%

Download more applications 24%

Stream more music 23%

Play a game in real time with another person 16%

Access more social networking sites 12%

Send more emails 11%

Other 2%


Q.19 If I had access to faster Internet speeds I would do more of the following: 18

If I had access to faster Internet speeds I would do more of the following…
-All Respondents-

Age Gender Region
Total
Watch full length videos
38% 60% 44% 37% 21% 41% 33% 39% 41% 25% 39%
on my device
Browse online more on my
36% 54% 42% 35% 19% 38% 33% 38% 37% 23% 39%
mobile device

Download more applications 24% 41% 27% 23% 19% 28% 19% 24% 26% 16% 24%

Stream more music 23% 34% 29% 20% 11% 25% 21% 22% 25% 14% 32%

Play a game in real time
16% 37% 23% 13% 4% 20% 12% 16% 17% 11% 21%
with another person
Access more social
12% 27% 18% 9% 4% 13% 11% 13% 12% 10% 12%
networking sites

Send more emails 11% 17% 11% 11% 12% 12% 10% 12% 12% 8% 15%

Other 2% 1% 3% 2% 2% 3% 2% 2% 3% 1% 1%

None of the above 41% 22% 34% 41% 60% 37% 45% 38% 37% 55% 43%

Q.19 If I had access to faster Internet speeds I would do more of the following: 19

Are you able to use your mobile devices of choice
(e.g. Smartphone, tablets) at the office for work purposes?
-Smartphone Users-

No
45%
Yes
55%

Age Gender Region
Total
Yes 55% 48% 57% 55% 47% 64% 44% 57% 55% 51% 48%

Q.20 Are you able to use your mobile devices of choice (e.g. Smartphone, tablets) at the office for work purposes? 20

Do you wish you could use your devices of choice
(e.g. Smartphones, tablets) at the office for work purposes?
-Smartphone Users who are not able to use mobile devices of choice at the office for work purposes-

Yes
33%

No
67%

Age Gender Region
Total
Yes 33% 43% 41% 35% 6% 41% 28% 27% 38% 35% 35%

Base: Smartphone Users who are not able to use mobile devices of choice at the office for work purposes (n=459)
Q.21 Do you wish you could use your devices of choice (e.g. Smartphones, tablets) at the office for work purposes? 21

Do you wish your company would pay the bill if you use your mobile devices for work purposes?
-Smartphone Users-

No
31%

Yes
69%

Age Gender Region
Total
Yes 69% 77% 75% 70% 44% 72% 65% 68% 71% 59% 75%

Q.22 Do you wish your company would pay the bill if you used your mobile devices for work purposes? 22

Which of the following statements best describes your mobile phone situation in 2012…
-All Respondents-

I was with iPhone and did not switch 28%

I was with Android and did not switch 23%

I was with BlackBerry and did not switch 18%

I was with Windows and did not switch 2%

I switched to Android 12%

I switched to an iPhone 11%

I switched to BlackBerry 2%

I switched to a Windows phone 1%

Other 3%

Q.23 Which of the following statements best describes your mobile phone situation in 2012: 23

Which of the following statements best describes your mobile phone situation in 2012…
-All Respondents-

Age Gender Region
Total
I was with iPhone
28% 34% 30% 28% 20% 26% 30% 32% 28% 18% 27%
and did not switch
I was with Android
23% 23% 25% 22% 17% 24% 21% 23% 21% 27% 18%
and did not switch
I was with BlackBerry
18% 12% 16% 19% 21% 20% 16% 17% 21% 12% 20%
and did not switch
I was with Windows
2% 1% — 2% 6% 2% 2% 1% 2% 3% 7%
and did not switch

I switched to Android 12% 10% 11% 12% 14% 13% 10% 9% 11% 20% 11%

I switched to an iPhone 11% 14% 13% 10% 11% 9% 14% 12% 10% 10% 14%

I switched to BlackBerry 2% 4% 2% 3% 3% 2% 2% 2% 2% 4% 2%

I switched to
1% 1% 1% — 1% 1% 1% 1% 1% 1% —
a Windows phone

Other 3% 1% 2% 4% 7% 3% 4% 3% 4% 5% 1%

Q.23 Which of the following statements best describes your mobile phone situation in 2012: 24

How much do you agree or disagree that in the next few years,
eReaders and tablets will replace the printed book?
-All Respondents-

Completely agree 7%

Somewhat agree 33%

Neither agree nor disagree 18%

Somewhat disagree 27%

Completely disagree 15%

Q24. How much do you agree or disagree that in the next few years, eReaders and tablets will replace the printed book? 26

How much do you agree or disagree that in the next few years,
eReaders and tablets will replace the printed book?
-All Respondents-

Age Gender Region
Total

Completely agree 7% 7% 7% 6% 7% 8% 5% 5% 6% 11% 9%

Somewhat agree 33% 34% 32% 32% 34% 31% 35% 32% 35% 32% 27%

Neither agree nor disagree 18% 12% 19% 21% 13% 21% 16% 21% 17% 18% 14%

Somewhat disagree 27% 27% 27% 28% 28% 26% 29% 30% 28% 18% 33%

Completely disagree 15% 20% 15% 13% 18% 14% 15% 12% 14% 21% 17%

Q24. How much do you agree or disagree that in the next few years, eReaders and tablets will replace the printed book? 27

Please indicate whether you agree or disagree with the following statements. In the next year…
-All Respondents-

Integrated eco systems will become more popular 82%

More Canadians will connect to the web on their
80%
mobile devices than desktop computers

More Canadians will sign up to the fastest Internet speeds available 80%

e-Books sales will increase significantly 78%

More Canadians will read magazines on tablets 77%

Use of Cloud services will become the main way to store and share files,
63%
such as documents photos, music, videos, and movies

Q25. Please indicate whether you agree or disagree with the following statements. In the next year… 28

Please indicate whether you agree or disagree with the following statements. In the next year…
-All Respondents-

% Agree
Age Gender Region
Total

Integrated eco systems will
82% 74% 81% 82% 85% 84% 80% 82% 82% 86% 78%
become more popular

More Canadians will connect
to the web on their mobile
80% 76% 81% 78% 82% 80% 80% 82% 81% 74% 82%
devices than desktop
computers
More Canadians will sign up
for the fastest Internet speeds 80% 78% 76% 82% 85% 79% 81% 81% 80% 78% 84%
available

e-Books sales will increase
78% 69% 75% 80% 84% 77% 80% 77% 80% 76% 81%
significantly

More Canadians will read
77% 68% 77% 75% 79% 77% 75% 76% 79% 77% 68%
magazines on tablets

Use of Cloud services will
become the main way to store
and share files, such as 63% 66% 66% 59% 69% 61% 66% 64% 64% 62% 61%
documents, photos, music,
videos, and movies

Q25. Please indicate whether you agree or disagree with the following statements. In the next year… 29

Please indicate whether you agree or disagree with the following statements. In the next 2 years…
-All Respondents-

The majority of Canadians will use the mobile device they prefer 72%
at the office for work purposes, including Smartphones and tablets

Buffering on a wireless device will be as old school as dial up Internet 71%

Canadians will use social networks to make purchase decision,
71%
relying more on product/friend reviews

Most Canadians will use mobile devices
67%
to pay for purchases and save money

Cloud services and faster mobile Internet networks
59%
will mean more Canadians will work from home

More Canadians will be willing to pay to watch
49%
online unique sports and entertainment

More Canadians will be willing to pay to get unique news content 37%

Q26. Please indicate whether you agree or disagree with the following statements. In the next 2 years… 30

-All Respondents-

% Agree
Age Gender Region
Total
The majority of Canadians will
use the mobile device they prefer 72% 76% 75% 69% 71% 74% 69% 74% 70% 73% 71%
at the office for work purposes
Buffering on a wireless device
will be as old school as dial up 71% 59% 68% 73% 75% 72% 70% 71% 73% 62% 76%
Internet
Canadians will use social
networks to make purchase
71% 78% 75% 67% 69% 70% 72% 73% 70% 67% 74%
decision, relying more on
product/friend reviews
Most Canadians will use mobile
devices to pay for purchases 67% 68% 69% 65% 65% 66% 67% 66% 64% 75% 68%
and save money
Cloud services and faster mobile
Internet networks will mean more 59% 51% 57% 57% 69% 61% 57% 60% 60% 54% 58%
Canadians will work from home
More Canadians will be willing
to pay to watch unique online 49% 52% 51% 46% 56% 51% 48% 53% 47% 46% 52%
sports and entertainment

More Canadians will be willing to
37% 31% 37% 34% 46% 38% 37% 37% 33% 44% 42%
pay to get unique news content


-All Respondents-

The overwhelming majority of Canadians will be able to download
files in seconds using the fastest mobile Internet technology in the world 76%

The majority of Canadian households will have seamless connections with people able
to go from room to room without missing a second of a TV show, movie or game 65%

Voice command will be the main way we use
technology in our cars, on the go and at home
62%

Online magazines and newspapers will replace print editions 54%

Babies will be using technology before they can walk or talk 44%

Social and medical profiles will travel with us so that hotels will
know the pillow and restaurants will now what allergies we have
44%

Canadians will save at least two hours a day using faster home and mobile Internet 43%

Homes will be more aware of personal needs and automatically
42%
manage the lights, HVAC, security system, and entertainment devices

Desktop and laptops computers for personal use will become extinct 18%


-All Respondents-

% Agree
Age Gender Region
Total
The overwhelming majority of
Canadians will be able to download
files in seconds using the fastest 76% 73% 74% 80% 75% 73% 80% 78% 73% 78% 79%
mobile Internet technology in the world
The majority of Canadian households
will have seamless connections with
people able to go from room to room 65% 72% 64% 67% 58% 67% 63% 65% 62% 63% 76%
without missing a second of a TV
show, movie or game
Voice command will be the main way
we use technology in our cars, on the 62% 57% 58% 63% 67% 61% 63% 62% 58% 67% 69%
go and at home
Online magazines and newspapers
will replace print editions 54% 41% 55% 53% 52% 54% 54% 55% 51% 58% 49%
Babies will be using technology
before they can walk or talk 44% 40% 49% 38% 44% 41% 46% 45% 47% 30% 47%
Social & medical profiles will travel
with us so that hotels will know the
pillow we like & restaurants will be 44% 36% 42% 43% 53% 47% 40% 45% 44% 39% 47%
more aware of what allergies we have
Canadians will save at least two
hours a day using faster home and 43% 52% 42% 43% 49% 40% 47% 42% 44% 41% 50%
mobile Internet
The majority of Canadian homes will
be automated: lights, heating,
security system & entertainment 42% 50% 47% 39% 39% 42% 42% 40% 41% 47% 50%
devices, among other personal needs
Desktop and laptops computers
for personal use will become extinct 18% 14% 18% 16% 23% 18% 18% 17% 16% 23% 20%


Rogers Innovation Report: 2012 trend watch

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