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DIGITAL LIFESTYLES

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@WellResearched

ATLANTIC CANADA FOCUS

Trends + Habits

Digital Lifestyles

Digital Divide

Going Forward

TODAY’S PROGRAMME

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TRENDS + HABITS

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@Webconomist@TheWELL_ca

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Travel Plans & EventsWhen we plan to leave & return and less of when we’re away. More likely when back.

Personal FinancialsJob loss, bonuses, losing money, making a big

purchase etc.

Personal HealthThe exception being when we lose weight. But less now on other issues.

House PhotosFar less external photo’s, inside shots that are

minimal in showing the house.

60%

42%

15%

7%

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14% Drop in blogging activity

7% Drop in discussion activity

5% Drop in engagement activity

23% increase in forum activity

something old is new again | nationally

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47% increase in 2015 over 2014 | adult usage

18% increase in 2015 over 2014 | all ages usage

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20% 17% 63%

consumer device use is shifting in atlantic canada

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76% 24%

but business is not shifting…

14% responsive site

9% mobile strategy

3% digital strategy

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ONLINE BUYING 10

5

travel

gear

tools &

gadg

ets

vitamins

& supp

lemen

ts

book

sho

me acc

ents

digital

conte

nt

based on social media discussions….

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Miramichi St. John’s Moncton Halifax

Most Active on Social Media by City | 2014-15

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8XAtlantic Canadians prefer “groupies”

Ontarians least likely to take a groupie…

DIGITAL LIFESTYLES

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SOCIALIZING

RESEARCHING

SENDING MONEY

MANAGING LIFE

HEALTH

BANKINGWe live in a Phygital world…

The smartphone and tablet are the portals into our digital world and the interface is becoming seamless…

Social Media is becoming invisible. Things are about to get interesting…

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the digital consumer | Atlantic Canada

64% 640,000 people

76% 1.1 Million people

34% likely to confer with friends on a mid-size purchase via social media.

53% likely to confer with friends on a mid-size purchase via social media.

47% likely to confer with friends on a major purchase.

63% likely to confer with friends on a major purchase.

28% find out about new products via social media.

49% find out about new products via social media.

34% likely to confer with friends on a mid-size purchase via social media.

53% likely to confer with friends on a mid-size purchase via social media.

47% likely to confer with friends on a major purchase.

63% likely to confer with friends on a major purchase.

28% find out about new products via social media.

49% find out about new products via social media.

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Share the Buy!

Validation activity

Social Share (purchase or intent)

Visit Retailer

search on prices

idea to buy a product

80%

20%

70% start via a mobile device

85% through a mobile device30%

compare prices & reviews in-store

DIGITAL DIVIDE

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20%

15%

45%

Buying Products OnlineAtlantic Canadians are 60% more likely to wait for delivery in 2016 than they were in 2013

non-perishables

perishables (meat, fish, spices)

apparel & gear (inc. accessories)

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the consumer / retailer disruption paradigm

consumer

RETAILER

Use technology for operations See websites as “brochures” 41% think social media is a fad 87% work within a “safe zone” 82% Update website 2x per year

65% use digital tools to find new products 22% see websites as “brochures” 73% see social media as a “recommender” 68% want more product choice (so buy online) 23% think businesses don’t care about them 46% indicate buying via a search engine

GOING FORWARD

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SOCIAL MEDIA stop seeing it as a “separate” thing…

• Strategy must be fully integrated

• Atlantic Canadians have embedded Social Media into their daily routine.

• Think “rapid content” and “sustainable content”

• Video, video, video…short and sweet! (no talking heads!)

• Pride of place in messaging

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THINK PHYGITAL cyberspace is dead.

• Customer Journey Mapping: the digital touch points from awareness to purchase to service.

• Digital Disruption: Your clients competitors are the rest of the world.

• Consumers are increasingly more sophisticated than the company.

• Digital research can be done faster at lower cost, with greater insight.

• Analytics can be your ally to pitch and sell ideas

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CONTACT UST +1.902.448.0488 (Giles) T +1.902.818.1850 (Sammy)

URL www.wellresearched.ca MAIL giles@gotothewell.ca

WELL RESEARCHED

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