DEVICEscape 2019: Canada’s definitive measurement of device ownership and usage patterns

June 21, 2019 --- In our inaugural edition of DEVICEscape – Canada’s definitive measurement of personal device (and streaming service) ownership and usage patterns – we see 2019 as a period of flux in terms of the prevalence of old and new technology. 

Not surprisingly, the smartphone reigns supreme in terms of
device ownership (81%) and usage (76% use at least occasionally; 58% use
daily), but it is followed closely by the long-time mainstays of the laptop
(81%; 76%; 44%) and desktop (73%; 65%; 43%) computer. The
mobility and streaming revolution is in full effect, with smartphones, laptops,
tablets, and movie/TV streaming services atop the ranking.

Yet, despite the ascendance of smartphones, seemingly ancient technology
like the landline telephone persists. Six-in-ten (63%) Canadians report
having one, with 59% using it at least occasionally. However, just 25% use it
on a daily basis. Meanwhile, the smartphone has replaced its predecessor: the
internet and app-deficient cellphone (35% own; 28% use at least
occasionally; 11% use daily). 

Older technology like DVD players (73%) are more prevalent than
their next generation format: the Blu-Ray player (48%). However, paid
subscriptions to movie/TV streaming services like Netflix (66%) are
close to exceeding both disc-based approaches to viewing entertainment. Most
importantly, these streaming services are used more frequently than disc
players, as 61% watch them at least occasionally and 49% watch them at least
weekly. DVD players (58%; 14%) especially lag these usage patterns in terms of
weekly usage, and Blu-Ray players (37%; 11%) further trail.

Despite the popularity of movie/TV streaming services, their audio-only
cousins notably lag those services in terms of adoption and usage. Streaming
music services
like Google Play or Apple Music (34% paid subscription; 28%
use at least occasionally) and satellite radio services like SiriusXM (29% paid
subscription; 22% use at least occasionally) are about half as popular as the
likes of Netflix.

Comparatively, the good old-fashioned in-home (not in car), standalone
does not yet seem to be going anywhere, as 61% of Canadians own one,
52% listen to it at least occasionally, and more use it daily (17%) and weekly
(26%) than a paid music streaming service (13%; 20%) or a paid satellite radio
service (9%; 15%).

To learn more about these devices and streaming services, as well as ownership and usage patterns for Smart TVs, PVR/DVRs, video game consoles, vinyl record and cassette players, and the new smart speaker category (ex. Amazon Echo, Google Home, and Apple HomePod), read our report.

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One year after Ford: Governing for the base revives Liberal and Green fortunes

May 16, 2019 --- In our latest sounding of the Ontario political scene, the Ford PCs (30%) have posted a double-digit decline in decided vote intent compared to their 40.5% showing in last year’s Ontario provincial election. The NDP are at equal strength in terms of overall vote intent, and holding steady since 2018 (33.6%).  

Meanwhile, the Liberals have rebounded – from 19.6% at the 2018 ballot box to 26% now, despite being led by an interim leader (John Fraser). And, the Green Party is approaching a record high in public polling (11%) that doubles their share of the vote last year.    

For more analysis, see our report or today’s article in the Toronto Star.

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Online Gaming

Gaming operators need new, attractive, social skill-based games to win over younger customers

May 14, 2019 – Our recent study on Canadian participation in traditional and emerging gaming and gambling activities has revealed some significant behaviour patterns and intentions among differing age cohorts.  As lottery and gaming operators look to the future for gaming options to generate continued revenue streams, more of the same does not seem to be the answer. 

While government and privately run online sites for traditional gaming products have delivered some reward, more work will need to be undertaken to attract younger players to these sites.  Some strategic implications from our preliminary research are as follows:

  • Traditional gaming products and delivery methods are less attractive to younger age cohorts (under 30 years of age) while current game offerings made available online are most attractive to the 30-39 year-old age group and then drop off progressively through the older age groups.
  • Younger gamers are more likely to play online multiplayer games, Fortnite, and Minecraft as well as other online social games. However, they also participate to some degree in traditional games both online and offline, just not a rate that will sustain current gaming revenues.
  • Gaming operators and government lottery enterprises will need to develop new, attractive, social skill-based games if they are to win over younger customers to the degree that the current game offering attract entrenched older players.

These are just some of the findings from a recent national survey conducted by Pollara. For additional research findings, see our report excerpt.

Pollara will be launching three new subscription-based syndicated studies in the next few months:

The Future of Gaming in Canada– our groundbreaking research study which will illuminate how player behaviour will change in the future. It highlights which new technology-driven gaming opportunities will succeed and fail – and among which player segments.

iGaming in Canada syndicated study – the country’s definitive study of online gaming will measure and track the size of the current and potential online gaming market, provide online player segment profiles, and identify online player preferences, demands, and areas of growth.  

Moment of Truth: Gaming Establishments – our real-time feedback tool that measures the experience and satisfaction of casino, racetrack, and bingo hall customers via their smartphone when they are on-site or as they depart.

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