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. ...

Ever stroll through a retail mall and realize businesses are direct targeting someone far off from your demographic? As if you were too old, too young or too hip for the crowd they are targeting? Landing pages are often designed the same way. Landing pages are meant to appeal to everyone but really cater to a select few. A landing page is like an outlet store – it is waiting to sell you discounted items at a reduced rate, in exchange for loyalty and perhaps a conversation. And much like a mall, consumers have money in their pockets and perhaps no real reason to be there, but the goal is to make them stay and - hopefully - spend. Like a retail mall, your landing page is one of many and if it isn’t targeting the right folks, chances are your customer is walking right on past your flashy marketing endeavours. Counter that bounce rate and take your leads back! There are real reasons conversions do not happen.   Your Opt-in form is too opt-in-y and not enough opt-me-faster please Your opt-in form should be crisp and the most noticed piece of content on the landing page. Making your consumers dig to download will make them bounce, and bounce fast. Make use of bold headlines and sub headlines to get the single objective across. If your lead cannot spot scan your offer, they will not continue reading. Like a mall, customers detest digging for sales and they’ll bombard all of your content in search of one.   Don't you dare double up your Call To Action (CTA) Your landing page should be clear and contain one offer. Asking your customers for more than one piece of information before the conversation has started is a sure way to scare off new business. As an online business, we tell our customers to be cautious online everyday – so why should they treat our offer any differently? Ease in and make the landing Ease in and make the landing page clear. A clear page is a trustworthy page. Like a mall, it is easier to convince your consumer to come in and spend money on a sale of 25% off all merchandise than to convince them to enter your store at 10%, with another 15% by using the coupon they found online and downloaded. Making your customer work to find the best deal possible is a conversion killer.   Click Bait creates brand distrust - find a more clever way to land your leads Everyone loves free stuff...

In an era where every Internet user has a journey to share and is the storyteller of their own immediate world – the question is – how often does your brand take into consideration that it needs to do the same?  In business, we often interpret the act of purchasing products as a purely transactional experience – one that is solely between a business and its consumer. It is rare that a brand superimposes its ability to sell you a human experience past why their product is made for you. Too often, their marketing ensures how the offering will ultimately give you a better lifestyle experience, yet few rarely provide a narrative experience for the human in you. But times they are a changin’, as Dylan sang. Take this for example - no lies - I nearly shed a tear while watching a Duracell commercial. https://youtu.be/tSlUH2WmkYA That’s it folks – a battery commercial tugged on my heartstrings and it had me thinking: How…. but why…. BUT HOW? Well – to put it simply – the brand told me a story I could relate to and the "offering" was humanized as a story...

Trying to figure out millennials and how to market to them effectively has been quite the topic of discussion of late. Actually, every time we are on the cusp of a new generation set to become the primary purchasers in Canada, we flock to their archetype and often attempt to exploit it. But it seems nobody can get a handle on who these millennials are and what they are all about. What a typical millennial problem… According to StatCan, this demographic makes up a significant portion of the population of Saskatchewan – not only that – but we actually have more young people, per capita. So… shouldn’t there be a way to understand their media habits and ensure advertising can effectively target them? This head-scratcher is often brought up at Insightrix in attempt to better segment younger users and learn their media behaviours (This is similar to what we've recently accomplished for a favourite CFL brand, the Saskatchewan Roughriders). To better understand millennials and their media behaviours, Insightrix recently examined its Saskatchewan Digital Democracy syndicated series, which answers questions like:  What social media platform is most popular among teens, millennials, gen-X'ers or baby boomers in Saskatchewan? How many residents are engaging with more than one social platform, and if so, which ones? The syndicated study measures media usage among generations, including determining the ways people in Saskatchewan connect and their preference of social media platforms like Facebook, Snapchat, Twitter or Instagram. This syndicated study continues our ongoing Saskatchewan Data Insider Series which tracks how Saskatchewan engages online.  If you’re interested in a teaser report outlining how, access it free here.   When it comes to individuals aged 26 to 31 in the province - 97% use social media of some kind. Here's a breakdown of social media usage by millennials: Though you might not guess it - believe it or not - most millennials believe they spend too much time on social media, while 42% say the time they spend on these sites is, “about right”. Only 1% said they believed they should spend more time on social media: Not only that, but more than half of SK millennials (54%) claim checking their phone is the last thing they do before bed.  Because millennials think they spend too much time on social media, it can said that over promoting to this group has its drawbacks because of the over exposure it may cause. Millennials are the group that is more likely "hide" your social media promotions if they crowd their news feeds.  Do you think millennials are easy or hard to market to?    Syndicated Series In our syndicated report, you’ll find further information about social media usage of millennials in Saskatchewan, as well as media habits across other age demographics. This data can inform your advertising efforts, giving you a valuable addition to your marketing toolkit. For a social media snapshot, access your free eBook and get highlights from the syndicated report. Or, even better, purchase the entire report and gain an understanding of the media habits of Saskatchewan residents across all age demographics.  ...

Recently, Insightrix Research® conducted a quantitative study with Saskatchewan residents about their habits on social media usage. Measuring social media usage was the main topic of the research, including determining the ways people in Saskatchewan connect and their preference of social media platforms like Facebook, Snapchat, Twitter or Instagram. This study is the latest installment in our continuing Social Media Habits Syndicated Report series, a series reporting on Saskatchewan social media usage and habits exclusively. We employed the Insightrix SaskWatch Research®  to survey a representative sample of more than 800 Saskatchewan residents to see how they navigate their social media landscape.   The report answers questions like:   What social media platform is most popular among specific demographics? How many Saskatchewan residents are engaging with more than one platform, and if so, which platforms?   As in the 2015 installment of the series, we are delivering to you (for free!) highlights from the Syndicated Report.  More than that, we have gathered together a list of 7 compelling statistics for marketers with an eye on Saskatchewan. Whether you are a marketer, or if you occupy an integrated role that requires you to think like a marketer, these social media usage statistics confirm the importance of developing a targeted social media strategy for business.   #1. More residents were using social media in 2016 than in 2015 In our latest study, we discovered nine out of ten residents (87%) use social networking sites like Facebook, Twitter and LinkedIn. This represents an increase of 4% in the last year. 4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn etc.? Base, 2016, All respondents, n = 1,500. With more people logging on to social media since last year, this statistic proves the need for businesses to direct at least some portion of their marketing energy to social media efforts, or risk missing out on a trend that seems to be here to stay.   #2. Most Saskatchewan millennials are using social media of some kind In our study, we found that 99% of pioneer youth between the ages of 18-25 use social media sites like Facebook, Twitter, LinkedIn or Instagram. Compare this to the fact that only 67% of Saskatchewan residents over the age of 68 use social media. 4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn etc.? Base, 2016, All respondents, n = 1,500. #3. Facebook remains the top social networking platform for Saskatchewan residents Once again, Facebook has come out on top with Saskatchewan social network users. Over the year, Facebook’s popularity has held steady with 90% of those surveyed reporting they use the platform. YouTube’s popularity has gone up significantly, from 38% to 51% of those surveyed stating they use the networking site. Twitter, on the other hand, continues to get little love from Saskatchewan residents, with usership at 19% of those surveyed.   6a. Which of these social networking sites...

Market research is imperative in advertising messaging. In a recent article on marketingweek.com the author Thomas Hobbs looks at Pepsi’s recent blunder with a Kendall Jenner advertisement and discusses market research in ad messaging. The author writes, that it all began last year at the Cannes film festival when PepsiCo’s president Brad Jakeman criticized the outdated state of ad agencies. His criticism was based on the idea that a company like Pepsi needs to be producing content at a rapid speed and the traditional model of using ad agencies takes too long. His bold plan was to create a content creation studio within Pepsi, which he called Creators League Studio. Jakeman stated, “instead of five pieces of content a year, a brand like Pepsi needs about 5,000 pieces of content a year. Instead of taking six months to develop an ad, we have six hours or six days. And instead of it costing $2M, it needs to cost $20,000.” While Jakeman’s plan was a bold one, he failed to realize one of the key important attributes that go with the outside ad agency which is an outsider’s perspective. While it is true that content takes a long time to create with an ad agency, part of the reason is the amount of testing that goes into a campaign.   Want to read the full blog? Click Here Interested in this topic? Check out others like it: Old Spice's Rebranding Success Story  http://insightrixcommunities.com/old-spices-rebranding-success-story/  Adobe Poises for the Future  http://insightrixcommunities.com/adobe-poises-future/ The Rise of Marketing Technology http://insightrixcommunities.com/the-rise-of-marketing-technology/...

When it comes to knowing her clients, Sally gets it. Sally understands that in today’s business world, you have to know who your clients are if you want to be successful. Sally knows no matter the quality or appeal of your product or service (even if it is the highest quality accordion wax!) a thorough knowledge of your client base, their habits and their needs is crucial. That’s where SaskWatch Research® comes in. SaskWatch is a Saskatchewan-based online research panel made up of more than 15,000 people who call Saskatchewan home. For nearly 10 years,  some of our country’s most dominant brands and influential organizations (like SaskTel, SaskPower, SGI, Affinity Credit Union, many of Saskatchewan’s government ministries and many, many others) have employed SaskWatch for their research needs. SaskWatch is more than just a space for businesses or service providers to learn about their client bases – it is about the people who provide the service. SaskWatch is not just the research community powered by Insightrix – it is an online community that genuinely makes a difference in Saskatchewan. It is a chance for the opinions, ideas, thoughts and behaviours of people like you help better inform business decisions. Since 2008, research Saskwatch has facilitated through Insightrix has made a real difference – and that is thanks to its members. Recently, SaskWatch members have used their online power to influence political, social and consumer decision makers through making their own thoughts and opinions heard. They have influenced city life in Saskatoon, resulting in a decrease in the cost of civic leisure passes. SaskWatch members have even had a hand in helping the Saskatchewan Roughriders get an understanding of how the people of Saskatchewan view them, who their die-hard fans are and even got to have a say in the construction of Mosaic Stadium in Regina! So, get online and start a survey today and have a chance to have your say about what matters to you....

If you have ever had to make the case for conducting more market research in your business you need look no further than the happiness survey conducted last year. Everyone wonders how they can be more happy, and many of the answers that people come up with are rather predictable, and often times incorrect. Many people think that making more money will grant them greater levels of happiness, yet in the study they found that those whose income were doubled only saw a .02 increase on a happiness scale of 1-10. There is much marketers could learn from this. In a recent article entitled Customer Happiness – Tackle Anxiety-Points (OECD Study) Marsden looked at a landmark study on the origins of happiness. The study was co-written by Lord Richard Layard and is based on a 200,000 participant research project across, Australia, U.S., and Europe. The headline of the study was, “Human happiness is flatlining.” Happiness levels have been measured for the past 50 years and there has not been any significant increase in those levels over time.  Marsden writes, “from a political perspective, this is odd since population happiness is the best predictor (.64) of whether a government gets re-elected (better than growth (.36), or unemployment (-.06), or inflation (.15)).” But what makes someone’s happiness increase? According to the study, it is through the absence of anxiety.   Want to read the full blog? Click Here Interested in this topic? Check out others like it: Why Your Brand Needs More Than Social Media Platforms http://insightrixcommunities.com/brand-needs-social-media-platforms/ Design Teams, Customers and Rebranding  http://insightrixcommunities.com/design-teams-customers-rebranding/ The Rise of Marketing Technology http://insightrixcommunities.com/the-rise-of-marketing-technology/...

In a recent article entitled 3 Risks of Social Media-only for Building a Branded Community found on Stacy Jackson’s blog the author writes about the place of social media platforms and the importance of an online branded community. Social media platforms are changing and maturing, and this has great significance for companies. In the early days, companies were able to reach audiences of thousands for free, but those days are over now. Jackson writes that now savvy marketers are building their own branded communities as a way to create a bigger impact. Branded communities are not subject to the same rules and dangers of social platforms. Branded communities, allow for the company to have control of user experience and the attention and focus belongs to the host of the community. Promotions, and products discussed on the site are not shared with other competing brands. Social platforms can rise and fall while the branded community’s rise and failure is dependent on the brand. Further, the data in the branded community remains the property of the company, while on a social platform, care and control of the data is held by the platform itself.   Want to read the full blog on Social Media Platforms and Branding? Click Here Interested in this topic? Check out others like it: How Important is Humanizing Your Brand? http://insightrixdigital.com/how-important-is-humanizing-your-brand/  Customer Experience and Technology  http://insightrixcommunities.com/customer-experience-communities/ The Rise of Marketing Technology http://insightrixcommunities.com/the-rise-of-marketing-technology/...

Adobe Begins the Switch to the Cloud In a recent article by Patrick Seitz, entitled Adobe Systems CEO Touts ‘Textbook Transition’ To Cloud recently published on Investor’s Business Daily, the author got a chance to sit down with the CEO of Adobe Systems (ADBE) and discuss their overwhelming five year success, as well as the plans for the future. Recently Adobe has made the shift from selling desktop software such as Photoshop, Premiere and Illustrator to a cloud-based business model and expanded to a provider of marketing, and digital media software and services.  Seitz writes that Adobe is a crucial link for consumer-facing businesses who are seeking to transform their business digitally. This transformation happens through creating content and sharing this content over multiple social media platforms as well as understanding and tracking which content is making an impact with viewers. “Adobe brings together content-creation tools with data insights — allowing companies to determine such things as which online marketing and advertising campaigns work best and how people are engaging with their content.” The link between online marketing and insight is a crucial component for their customers.   Want to read the full blog? Click Here Interested in this topic? Check out others like it: Using a Community to Track Emotions During an Election http://insightrixcommunities.com/using-community-track-emotions-election/  Insight Community Data Should Tell a Story http://insightrixcommunities.com/insight-community-data-should-tell-a-story/ The Rise of Marketing Technology http://insightrixcommunities.com/the-rise-of-marketing-technology/...