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  • Details
    • Industry: Consumer Markets, Technology, Media and Telecommunications
    Type: Survey report
    Date: 8/12/2010
    Canada - English - Issues and insights - Articles & publications

    Consumers & Convergence IV 

    Since KPMG International launched this annual survey 5 years ago, dramatic shifts have occurred in how consumers integrate internet and mobile technology into their daily lives. This spring, KPMG International surveyed more than 5,000 consumers in 22 countries, including Canada, in order to continue to track the consumer landscape and future market implications.
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    This is KPMG International's fourth survey on the use of converged technology by consumers globally and it reveals the profile of a savvy consumer, carefully handling his or her complex relationships with a range of service and content providers, advertisers, and merchants. Consumers and Convergence IV offers suggestions to some of the challenges related to mobile technology.

     

    Security and Privacy Issues May Be Hindering Adoption of Mobile Commerce in Canada:

     

    • Only 19 percent of Canadians feel comfortable using their mobile phone for financial transactions, compared to 34 percent of global respondents
    • 8 percent of Canadians have made purchases using a mobile phone through a retailer’s site, which is double the amount from last year, but significantly less than global consumers at 28 percent
    • 15 percent of Canadians have done banking through a mobile device, compared to 45 percent globally
    • 63 and 58 percent of Canadians are “very concerned” about security and privacy when using their mobile devices, compared to 67 and 59 percent globally.

     

      Canadians Continue to Seek Free Content Across Platforms

       

    • 85 percent of Canadians are not willing to pay for access to site content through their mobile phone and would look for the same or similar content elsewhere  through a free site, compared to 76 percent in the US and 57 percent globally
    • In Canada, advertising in exchange for lower prices or free content/services is more willingly received on a PC than on a mobile phone at 45 and 21 percent, respectively; however, global respondents were more willing, with 56 percent indicating they would receive it on their PC and 42 percent on their mobile phone.

     

      Canadian Consumers Slow to Use Cloud Services for Business

       

    • 72 percent of Canadian consumers use some sort of cloud computing services (e.g., Google Docs and Hotmail), as compared to just 51 percent of Americans and    66 percent of global respondents
    • Storage in the cloud is largely for e-mail, photos, and contacts, with business usage at only 13 percent for Canada (24 percent globally and 8 percent in the US)
    • 48 percent of Canadians have downloaded media (e.g., music, movies, games), compared to 64 percent globally and 39 percent in the US.