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PRESS RELEASE: SEPTEMBER 20, 2017 With the recently announced planned retirement of the Saskatchewan Premier, Brad Wall, from provincial politics, Insightrix was curious to learn how the public feels about his upcoming departure. Between September 12 and 14, we conducted our own independent poll with 800 randomly selected Saskatchewan residents from our SaskWatch Research® online community. Here is what they told us. Perceived reasons for retirement When asked why Brad Wall is retiring from provincial politics, a mix of sentiments is noted. Respondents provided text responses that have been reviewed and coded into positive, negative and neutral categories. At the overall level, three in ten (30%) residents cite positive reasons for his retirement, while 55% mention negative reasons for his retirement. One quarter (25%) are not sure. Note that respondents could have provided more than one response which is why the following numbers add to more than 100%.   Most commonly, residents believe Wall may be “getting out while he can” before negative outcomes could materialize or further materialize (29%), while others suspect he is doing so because of a loss in popularity (9%) or the potential of losing the next election (7%). Fully 6% specifically mention issues surrounding the GTH as a reason for his exit from provincial politics. In contrast, three in ten (30%) offer positive sentiments for potential reasons for his retirement, including that it is simply time to move on (16%), a desire for more family time (8%) and having accomplished desired goals during his tenure in office (4%), among other reasons.   Impact of the Premier’s Departure When asked if Brad Wall’s retirement will be a good thing or a bad thing for the province, and for the SaskParty specifically, opinions are divided. Four in ten (41%) believe his departure will be a good thing for the province, while one third feel the opposite (32%). One in ten (9%) believe his departure will have no effect on the province, and 19% are uncertain. In contrast, four in ten (40%) feel Brad Wall’s retirement will be bad for the SaskParty, and two in ten (22%) feel it will be good for the party. One in ten (12%) suspect it will have no effect, and one quarter (27%) are unsure. A greater proportion of Regina residents feel Brad Wall’s departure will be a good thing for the province.*   Impressions of Brad Wall’s Performance as Premier When asked to consider everything over the past 10 years, there is a mix of opinions regarding Brad Wall’s leadership of the province. One half describe his performance as excellent or good (52%), while a somewhat smaller proportion (44%) describe it as fair or poor. Opinions are largely consistent across age and region, although more males describe the performance of Brad Wall as excellent or good (men 58%, women 47%). Brad Wall’s Legacy When asked to comment on what Brad Wall will be remembered for (i.e., his legacy), a wide range of responses is noted, with a slim majority (51%) citing positive elements. Strong leadership and putting Saskatchewan first (21%), as well as economic growth, including making Saskatchewan a “have” province (18%), are most commonly cited. More than four in ten reference negative aspects such as deficits (8%), corruption and mismanagement (8%), privatization (7%) and the GTH scandal, specifically (7%).   Research Details A total of 800 randomly selected SaskWatch Research® panel members participated in the online research study on September 12 through 14, 2017. Quotas were set by age, gender and region to match the general population of the province. Since the research is conducted online, it is considered to be a non-probability proportion sample; therefore, margins of error are not applicable. *For analysis purposes, the province has been divided into four groupings: Regina, Saskatoon and all remaining areas (south and north). The division of north and south are based on the first three digits of postal codes in Saskatchewan. This division is roughly a horizontal line that stretches across the province just south of North Battleford and Melfort. About SaskWatch Research Insightrix began developing its SaskWatch Research online market research panel in October 2007, using high quality techniques including telephone recruitment and referrals from existing panel members. Presently, there are over 15,000 active panel members representing all regions of the province and distributions of the general population. Panel membership closely matches the 2011 Census, based on age, gender, household composition, household income and education. For more information, please visit http://saskwatch.ca. About Insightrix Insightrix is a dynamic, Western Canadian, full-service market research company. It exists to serve businesses and government entities with insights-driven research solutions, and interpretive analysis through leading-edge tools and senior-level expertise across a broad range of industries. Insightrix is based in Saskatoon, Saskatchewan, Canada.  For complete details visit:  https://insightrix.com/market-research-industry-blog/ For more information, please contact Lang McGilp, Research Director Insightrix Research Inc. Tel: 306.657.5640 ext. 229 Cell: 306.290.9599 Email: lang.mcgilp@insightrix.com Web: www.insightrix.com...
 

There are several Saskatchewan device usage trends marketers need to know about.  It used to be that only the richest and most influential had access to a mobile phone – we called them car phones. Eventually mobile phone became small enough to be portable – we carried them around in dedicated briefcases and thought we were cool doing it. By the 70s, we got our first look at a real handheld device - the first handheld cellular was over 20 cm long, weighed over 2 pounds and took over 10 hours to recharge after only 30 minutes of use. Ah, the dark days of early adoption. By the 90s, things began to change – personal cellphones, while still far from common, were starting to appear much more often. By the early 00s, being able to access the internet became a critical feature for cellphones. Soon we adapted more smart technology, and in just a few short years, the cellphone quickly became the smartphone. In 2015 (roughly fifteen years after Zach Morris made his mark on the world), smartphone ownership became the norm with 68% of Canadian households owning a cellphone. Now fast forward 2 years (according to the 2016 Saskatchewan Media Habits Syndicated Study), and 84% of Saskatchewan households have a smartphone! That’s a pretty fast adoption of device technology for a province that has admittedly been one of the low-tech adopters (in rural areas) in the wireless internet, 5G and the race to build accessible LTE data networks. In Saskatchewan, smartphone ownership fluctuates across demographics but it becomes pretty apparent that it declines with age ↘ For matures (68+) in Saskatchewan, smartphone adoption hasn’t really penetrated, as only 58% of residents reported owning a smartphone – far below the national average (even from 2 years ago). Unlike matures, baby boomers in Saskatchewan (49 – 67) tend to be better with adopting new tech as 79% of those we surveyed claim to own a smartphone. In contrast, youth have quickly adopted mobile technology. Respondents under the age of 48 are likely to be carrying around a smartphone (94% ownership) – which is much higher than the provincial average of 84% smartphone ownership. In teens (14 – 17), smartphone ownership accounts for 99% of the residents we surveyed.                            Let that sink in a bit. And that’s just talking about smartphones! In a changing landscape of devices, each with their own screen and internet hookup, it is important to have the right information to know how to plan your strategy. Do you find yourself asking… What is the average screen time people are putting on their devices? Which devices are getting the most play? What kind content are people engaging with on these devices?   Below are a few key consumer trends you need to know about device usage in Saskatchewan. 1. It turns out that Saskatchewan residents, who are under the age of 32, use their smartphones more than 20 hours per week! ????  That is nearly one full day a week devoted to screen time – and that does not include time being spent on other devices (laptops, desktops and tablets). For those who are over the age of 32, the amount of time spent on a smartphone for personal use decreases as they get older (see the chart above). *Interesting to note - time spent using devices other than smartphones (laptops, desktops, and tablets) doesn’t vary by age in the same way that smartphone usage does. 2. People are putting more screen time in than last year ↗ When it comes to the amount of time people are spending on their devices, usage is starting to peak. We asked respondents if they spent more time than last year on their devices and found that when it comes to smartphones and 43% of respondents stated they spent more time on them than last year.   The story is similar with tablets, as 19% say they spent more time on their tablet than they did the previous year.   Desktop and laptop screen time is also on the rise. Fifteen percent (15%) say they use them more than last they did the previous year. Even that old, standby television is still getting action. As a common household device, it still remains popular with residents. 3. Content choices vary across devices ▶ Now if you’re talking about what residents are watching on their screens, we found that choice of content varies depending on which device they are using. Residents reported they tend to use their smartphones very little to view movies or television shows, stating they spend only 4% of their time on the device viewing each. Identical viewing times (4% each – movies and television shows) were reported on tablets, as well. Desktop and laptop computers received greater amounts of screen time – respondents stated they spend 12% of their time on the devices watching movies, and 9% watching television shows. Television still dominates in content viewership by quite a large margin. Respondents reported that 80% of the time they spend on their televisions is spent watching movies, and 83% watching television shows.   Interesting to note: Televisions are also changing how content can be viewed – televisions have become “smart” and now allows viewers to access the internet, stream movie applications (such as Netflix or Hulu) or even check their social media. In fact, what we call “televisions” have changed and evolved so greatly over the past several years that they are almost unrecognizable when compared to televisions of the 1980s and 90s. These changes, including PVRs and the earlier mentioned “smart” connectivity have allowed television to remain a dominant medium while still coming in second in use to smartphones.   Looking Forward: 3 Key Takeaways  ✅ Smartphones are the most used device and the one on which most of people’s time is spent, especially by younger age groups. Smartphones have changed user behaviour as consumers now connect to internet from everywhere. ✅ There is a rapid adoption of new technologies and devices, especially among younger generations. This is changing media consumption habits and preferences among Saskatchewan consumers. The change in viewing habits on multiple devices gives marketers an opportunity to reach out to these consumers across different platforms. ✅ Media plans must expand across multiple channels as markets develop.   For more information, download your Saskatchewan Device Usage Report. ...