RealityMine, the global leader in single-source, cross-media measurement of consumers’ daily lives, today announced the release of TouchPoints Canada with passive mobile data. The study captures data on Canadians 16+ to better understand how TV, digital, mobile, radio, PC, game console, over-the-top (OTT) video viewing and other behaviours interact – supplying context to media behaviour throughout the day.
Highlights from the findings include:
There is a mobile service for every location
- While travelling, search use is most popular with 59% of male Millennials¹, 58% of female Millennials, 53% of Gen Xers², and 45% of Late Boomers³ accessing search apps while on the go.
- Among restaurant patrons, social media is most popular with 39% of female Millennials, 34% of male Millennials, 29% of Gen Xers, and 22% of Late Boomers accessing social networks while eating out.
- Work is a domain for mobile shopping services most used by female Millennials, with 26% accessing them at work. Furthermore, of those female Millennials who shop at a store during the week, 16% access shopping apps while in-store.
On an average day, peak usage for …
- Weather apps is at 8:00 am.
- Shopping apps is at 9:00 am and again at 11:00 am.
- Photo and video apps is at 1:00 pm.
- Communications apps is at 5:00 pm.
- News and magazine apps is at 7:00 pm.
- Search apps is at 8:30 pm.
- Media and video streaming apps is at 9:00 pm.
- Social media apps is at 10:30 pm.
Social media apps are most popular among mobile phone users
- 66% of respondents use social media apps in a week, followed by search (65%), media and video (56%), news and magazine (49%), games (38%), weather (36%), shopping (34%), music and audio (30%), and sports (19%).
Facebook is the most popular social media app among users on the go
- 68% of users aged 18-49, and 57% of users aged 50-64 are on Facebook while travelling.
- 49% of users aged 18-34, 37% of users aged 35-49, and 26% of users aged 50-64 are on Instagram while travelling.
- 38% of users aged 18-49, and 36% of users aged 50-64 are on Twitter while travelling.
RealityMine has worked directly with the Toronto Star to validate that their Omniture data shows similarity in usage patterns. Commenting on their findings, Jim Fahey, Director of Research at Star Media Group, said: “the similarities in mobile web usage patterns between the passive measurement from the TouchPoints sample and the census data from the Star’s internal measurement is very encouraging, particularly for the advancement of more passive digital measurement. The ability to confidently provide deeper data insights is critical for revenue growth and product development as we continue our digital evolution.”
The data collected via RealityMine’s TouchPoints Canada survey is available to customers via Metis and other third party platforms such as Nielsen IMS and Telmar. For additional insights, contact touchpointsinsight@realitymine.com.
About RealityMine
RealityMine is the global leader in single-source, cross-media measurement of consumers’ daily lives. Using its patented passive metering technologies coupled with its syndicated TouchPoints™ offering, the company provides some of the world’s largest media agencies, media owners and market research organizations with an enriched understanding of consumers’ feelings and behaviour across all media types. RealityMine is headquartered in Manchester, England with international offices in Toronto, New York and Sydney, and serves clients globally.
About TouchPoints
TouchPoints is a unique consumer-centric, multi-media business solution designed to provide insights into how people use all media types throughout their day. It is the only syndicated consumer insights and cross-platform research product for media agencies and media owners designed to inform integrated communications strategy, planning and execution.
