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Insights with Insightrix

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1. The study focused on media usage patterns of 5 age groups in Saskatchewan through surveys of 4,500 residents between August 2016 and January 2017. 2. Almost nine in 10 Saskatchewan residents have shopped online, with 4 in 10 considering themselves sophisticated online shoppers. 3. Saskatchewan residents have become more sophisticated and segmented in their online shopping behaviors depending on their individual needs and preferences.

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Insights with The study focused on 5 distinct age groups, this study provided insight into how consumers in Saskatchewan are interacting with media, products and services, mobile technologies, the internet attitudes and behaviours toward advertising and social networks – and what their preferences may be in the future. Fieldwork was done in 3 modules between August 2016 and January 2017. A total of 4,500 residents were surveyed via the Insightrix online community panel, SaskWatch Research® Quotas were set to represent the distribution of population based on Stats Canada. http://surveys.insightrix.com/insights enter this into your phone to participate!
Purchase power is the villain. Almost nine in 10 Saskatchewan residents have shopped online.
14 % 17 % 32 % 26 % 11 %4 in 10 respondents consider themselves to be a “sophisticated online shopper” The increasingly sophisticated online shopper: Saskatchewan residents have become more sophisticated and segmented than ever before. Consumers + frequently focus on a number of online advantages depending on their individual needs. LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5
So what is a “Sophisticated Shopper,” exactly? Follow Brands Gives online feedback Own a desktop, smartphone Recognizes quality of ads Collect Experiences Engage on social Tech-savvy Interested in innovation Interesting statistics about SophisticatedShoppers in Saskatchewan: o 60% of sophisticated shoppers purchase products online because it isn’t available anywhere else o 55% of sophisticated shoppers purchase products online because they offer lower prices or a better offer overall o 40% of these shoppers “sometimes click” on advertisements made by brands they follow o 56% “like” sponsored advertisements made by brands they follow
MILLENNIALS (leading millennials / mainstream youth)
Customer buying cycles were no longer linear, but rather cyclical and much more complex because of emerging technologies and peer-to-peer networks. The Zero Moment of Truth (ZMOT) has evolved from being a first point of initial search to several micro moments.. Through proper advertising and marketing strategy, it is possible to change these moments of truth from ordinary to extraordinary. Say a University is looking to reach out to potential students. Here is how I would define a ordinary and extraordinary Ultimate Moment of Truth (UMOT)… Ordinary UMOT – being there when potential students are looking for the course or university at the various stages of their recruitment cycle Extraordinary UMOT – reaching the right student before they have begun their research, to present the course or university as an option to influence decisions at the various stages of the recruitment cycle
Since reaching out to customers to create extraordinary moments of truth is so important… let’s look at what sources Saskatchewan residents trust and distrust the most.
Insights with Insightrix
Insights with Insightrix
Earned and owned media are considered the more trusted ad formats in Saskatchewan. 92 % Personal Recommendations EARNE D OWNED Email Subscriptions 63 % 63 % 61 % Consumer opinions Editorials (News) 51 % Brand Website Brand Sponsors 49 %
Despite continued media fragmentation, the proliferation of online formats has not eroded trust in traditional (offline) paid channels. Radio, print and TV are still some the most trusted formats in SK.
MILLENNIALS: Half (50%) feel the need to verify if the brand is reputable. TEENS: Nearly three quarters of teens (73%) believe online ads can lead to scams, phishing and malware. BOOMERS: Nearly half of Boomers (49%) claim they just don’t pay attention to online advertisements. MATURES tend to ignore social media posts because they believe “anything can be said online” Legitimacy and internet security are key reasons for the lack of trust in online advertising.
What influences Saskatchewan residents to trust and distrust formats of advertising?
Insights with Insightrix
Ads depicting humour and real-life situations resonate most powerfully among Saskatchewan residents.
Social media behaviour of consumers and what consumers expect from the brands they follow… Now that we are aware what influences online sales among Saskatchewan residents, sources they trust, distrust and advertisements that have the maximum impact, let’s look at ….
57% of consumers say they want product information! 50% want tips and advice in how to use your product. 63% of Saskatchewan consumers want promotion giveaways and coupons.
43% of those who read reviews say they read up to 5 or more. Number of reviews expected to be read Among the social media users in Saskatchewan, the majority read online reviews. Millennials and Gen Xers are more avid readers of such reviews. 71% 51% 87% 81% 76% 67% TOTAL TEENS 14 - 17 MILLENNIALS 18 – 31 GENERATION X 32 – 48 BABY BOOMERS 49 – 67 MATURES 68+ 34% of those who read reviews say they read 6 up to 10. Nearly half (48%) of social users claim to have left a review for a product or service. And… Reviewers are more likely to be millennials aged 26 to 31 (61%) and Gen Xers (58%).
If the business in question responds to a bad review, the majority mention that their opinion may change as a result.
• Media plans must expand across multiple channels (i.e. traditional and online) as the market matures. • It is important for companies and marketers to establish a connection by engaging with their target audience in meaningful ways. For example, stories about the brand or its product and services, shared in a compelling format (i.e. video or imagery), help to establish a positive connection with the audience with minimum media investment. • Integrating promotions, (discounts, etc.) into social media campaigns can help drive businesses and brands. • Listening on social media to what’s being said about businesses or brands is extremely important. Whether customers are talking about specific service problems or having broader conversations about products and services, organizations who take the time to listen can learn from customer sentiments and identify areas to improve. • Social media provides shoppers with ideal channels for sharing their moments of truth journey. Based on our research data here are five ways merchants can leverage it to promote ZMOTs.
1. Go multi-screen. E-commerce merchants cannot afford to overlook the impact of mobile on shopping and, coupled with that, social media’s influence on purchase behaviour. 2. Incorporate customer ratings and reviews. Customer ratings and reviews are a way to educate customers and keep them on your site rather than going elsewhere to conduct product research. They provide reassurance to people during the purchase process & help customers discover products. Ratings and reviews are an excellent way to promote sharing that produces ZMOTs. 3. Use social media push buttons (Tweet this, Facebook Like, RSS feeds, etc.) for greater impact on your campaigns, and create more ZMOT touchpoints for your consumers. 4. Set up a YouTube channel (if you have not already). 25% percent of consumers report using social media to browse and research retail companies – and with YouTube being the highest used in the past year, utilizing that channel to promote behind-the-scenes, customer testimonial, and product how-to videos is a must in today’s market. From a search marketing perspective, YouTube is the second largest search engine owned by the largest, Google. It makes sense to be present there for that reason alone. 5. Implement a branded online community. Bring customers in-house where your brand and products are put front and center without the distractions found on social networks.
+1-306-657-5640 x 243 (TOLL FREE) +1-866-888-5640 INSIGHTRIX.COM INFO@INSIGHTRIX.COM WANT TO KNOW MORE? CONTACT US! KNOW YOUR AUDIENCE. Stay Connected for more data on Saskatchewan residents and their media habits. The Saskatchewan Media Habits Syndicated Study is the first continuing comprehensive research study in over a decade to objectively measure the media habits and behaviours of Saskatchewan residents.The Saskatchewan Media Habits study will provide comprehensive & representative measurement of media habits across different devices, media types and specific subscriptions and publications. WHY DO SASKATCHEWAN MARKETERS NEED THIS REPORT? The Saskatchewan Media Habits study will: • Provide an accurate and representative snapshot of media usage among Saskatchewan residents. • Examine the usage of traditional versus new media, including social media. • Look at generational usage of media including Trailing Millennials (14-25), Leading Millennials (26-31), Generation X (32-48), Baby Boomers (49-67) and Matures (68+). • Serve as an indispensable tool for digital marketing intelligence in the Saskatchewan marketplace. 1-3223 Millar Avenue Saskatoon, SK S7K5Y3
SPMA Live Polling Exercise Insights with Insightrix October 2017 the art of research Insightrix Research Inc. info@insightrix.com www.insightrix.com
[q1] Thinking in terms of online shopping behaviour, on a scale of 1- 5, how sophisticated an online shopper would you say you are? Total Total N=42* Not sophisticated at all 1 7% 2 0% 3 29% 4 33% Very sophisticated 5 31% [q1] Thinking in terms of online shopping behaviour, on a scale of 1-5, how sophisticated an online shopper would you say you are? BASE: (Total: N = 42)
[q2] What do you think are the biggest influencers when Saskatchewan residents purchase online? Total Total N=42* To buy products unavailable elsewhere 81% I can shop whenever I want 64% Low prices/better offer 60% Easier than visiting shops 43% Quicker than visiting shops 40% Easier to compare products and offers 48% Better variety 57% Easy home delivery for big/heavy items 36% [q2] What do you think are the biggest influencers when Saskatchewan residents purchase online? BASE: (Total: N = 42)
[q2] What do you think are the biggest influencers when Saskatchewan residents purchase online? Total Better product information 29% Easier to find favourite brands 33% Count 4.9 [q2] What do you think are the biggest influencers when Saskatchewan residents purchase online? BASE: (Total: N = 42)
[q3] What do you think are the biggest influencers when Saskatchewan residents who are teens purchase online? Total Total N=42* To buy products unavailable elsewhere 55% I can shop whenever I want 69% Low prices/better offer 43% Easier than visiting shops 29% Quicker than visiting shops 33% Easier to compare products and offers 10% Better variety 40% Easy home delivery for big/heavy items 0% [q3] What do you think are the biggest influencers when Saskatchewan residents who are teens purchase online? BASE: (Total: N = 42)
[q3] What do you think are the biggest influencers when Saskatchewan residents who are teens purchase online? Total Better product information 2% Easier to find favourite brands 67% Count 3.48 [q3] What do you think are the biggest influencers when Saskatchewan residents who are teens purchase online? BASE: (Total: N = 42)
[q4] What do you think are the biggest influencers when Saskatchewan residents who are millennials purchase online? Total Total N=42* To buy products unavailable elsewhere 50% I can shop whenever I want 52% Low prices/better offer 57% Easier than visiting shops 52% Quicker than visiting shops 50% Easier to compare products and offers 45% Better variety 60% Easy home delivery for big/heavy items 40% [q4] What do you think are the biggest influencers when Saskatchewan residents who are millennials purchase online? BASE: (Total: N = 42)
[q4] What do you think are the biggest influencers when Saskatchewan residents who are millennials purchase online? Total Better product information 40% Easier to find favourite brands 43% Count 4.9 [q4] What do you think are the biggest influencers when Saskatchewan residents who are millennials purchase online? BASE: (Total: N = 42)
[q5] Now, thinking of online advertising, what do you think are the top three reasons Saskatchewan residents may not trust online advertising? Total Total N=42* Leads to scams, phishing, malware, etc. 40% Click bait, pop-ups interrupt me 48% Internet is uncontrolled/unmonitored 12% Can say anything online 5% Too frequent/too repetitive 26% Need to verify if reputable brand 17% Online ads are false/manipulative 29% Dislike how they are targeted to my IP/Account 10% [q5] Now, thinking of online advertising, what do you think are the top three reasons Saskatchewan residents may not trust online advertising? BASE: (Total: N = 42)
[q5] Now, thinking of online advertising, what do you think are the top three reasons Saskatchewan residents may not trust online advertising? Total Unreliable/distrustful sources of ads 26% Do not pay attention to online ads 21% Quality of online ads generally unappealing 10% Distrust all advertising 17% Doesn’t relate to me/my geographic area 17% Count 2.76 [q5] Now, thinking of online advertising, what do you think are the top three reasons Saskatchewan residents may not trust online advertising? BASE: (Total: N = 42)
[q6] Sticking to online advertising, do you recall seeing any of the following advertisements in the past month? Total Total N=42* Pop-up ads 71% Advertisement that shows before a video you want to watch online 90% Banner advertising 86% Advertising delivered through social media platforms 88% Sponsored search engine result advertising 81% Display ads that are imbedded in a news story or article 86% Display advertising embedded in videos 67% Advertising associated with downloadable apps on my mobile devices 57% [q6] Sticking to online advertising, do you recall seeing any of the following advertisements in the past month? BASE: (Total: N = 42)
[q6] Sticking to online advertising, do you recall seeing any of the following advertisements in the past month? Total Unsponsored search engine result advertising 38% Interactive advertising 26% Advertisements for digital currency 14% Count 7.05 [q6] Sticking to online advertising, do you recall seeing any of the following advertisements in the past month? BASE: (Total: N = 42)

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Insights with Insightrix

  • 1. Insights with The study focused on 5 distinct age groups, this study provided insight into how consumers in Saskatchewan are interacting with media, products and services, mobile technologies, the internet attitudes and behaviours toward advertising and social networks – and what their preferences may be in the future. Fieldwork was done in 3 modules between August 2016 and January 2017. A total of 4,500 residents were surveyed via the Insightrix online community panel, SaskWatch Research® Quotas were set to represent the distribution of population based on Stats Canada. http://surveys.insightrix.com/insights enter this into your phone to participate!
  • 2. Purchase power is the villain. Almost nine in 10 Saskatchewan residents have shopped online.
  • 3. 14 % 17 % 32 % 26 % 11 %4 in 10 respondents consider themselves to be a “sophisticated online shopper” The increasingly sophisticated online shopper: Saskatchewan residents have become more sophisticated and segmented than ever before. Consumers + frequently focus on a number of online advantages depending on their individual needs. LEVEL 1 LEVEL 2 LEVEL 3 LEVEL 4 LEVEL 5
  • 4. So what is a “Sophisticated Shopper,” exactly? Follow Brands Gives online feedback Own a desktop, smartphone Recognizes quality of ads Collect Experiences Engage on social Tech-savvy Interested in innovation Interesting statistics about SophisticatedShoppers in Saskatchewan: o 60% of sophisticated shoppers purchase products online because it isn’t available anywhere else o 55% of sophisticated shoppers purchase products online because they offer lower prices or a better offer overall o 40% of these shoppers “sometimes click” on advertisements made by brands they follow o 56% “like” sponsored advertisements made by brands they follow
  • 6. Customer buying cycles were no longer linear, but rather cyclical and much more complex because of emerging technologies and peer-to-peer networks. The Zero Moment of Truth (ZMOT) has evolved from being a first point of initial search to several micro moments.. Through proper advertising and marketing strategy, it is possible to change these moments of truth from ordinary to extraordinary. Say a University is looking to reach out to potential students. Here is how I would define a ordinary and extraordinary Ultimate Moment of Truth (UMOT)… Ordinary UMOT – being there when potential students are looking for the course or university at the various stages of their recruitment cycle Extraordinary UMOT – reaching the right student before they have begun their research, to present the course or university as an option to influence decisions at the various stages of the recruitment cycle
  • 7. Since reaching out to customers to create extraordinary moments of truth is so important… let’s look at what sources Saskatchewan residents trust and distrust the most.
  • 10. Earned and owned media are considered the more trusted ad formats in Saskatchewan. 92 % Personal Recommendations EARNE D OWNED Email Subscriptions 63 % 63 % 61 % Consumer opinions Editorials (News) 51 % Brand Website Brand Sponsors 49 %
  • 11. Despite continued media fragmentation, the proliferation of online formats has not eroded trust in traditional (offline) paid channels. Radio, print and TV are still some the most trusted formats in SK.
  • 12. MILLENNIALS: Half (50%) feel the need to verify if the brand is reputable. TEENS: Nearly three quarters of teens (73%) believe online ads can lead to scams, phishing and malware. BOOMERS: Nearly half of Boomers (49%) claim they just don’t pay attention to online advertisements. MATURES tend to ignore social media posts because they believe “anything can be said online” Legitimacy and internet security are key reasons for the lack of trust in online advertising.
  • 13. What influences Saskatchewan residents to trust and distrust formats of advertising?
  • 15. Ads depicting humour and real-life situations resonate most powerfully among Saskatchewan residents.
  • 16. Social media behaviour of consumers and what consumers expect from the brands they follow… Now that we are aware what influences online sales among Saskatchewan residents, sources they trust, distrust and advertisements that have the maximum impact, let’s look at ….
  • 17. 57% of consumers say they want product information! 50% want tips and advice in how to use your product. 63% of Saskatchewan consumers want promotion giveaways and coupons.
  • 18. 43% of those who read reviews say they read up to 5 or more. Number of reviews expected to be read Among the social media users in Saskatchewan, the majority read online reviews. Millennials and Gen Xers are more avid readers of such reviews. 71% 51% 87% 81% 76% 67% TOTAL TEENS 14 - 17 MILLENNIALS 18 – 31 GENERATION X 32 – 48 BABY BOOMERS 49 – 67 MATURES 68+ 34% of those who read reviews say they read 6 up to 10. Nearly half (48%) of social users claim to have left a review for a product or service. And… Reviewers are more likely to be millennials aged 26 to 31 (61%) and Gen Xers (58%).
  • 19. If the business in question responds to a bad review, the majority mention that their opinion may change as a result.
  • 20. • Media plans must expand across multiple channels (i.e. traditional and online) as the market matures. • It is important for companies and marketers to establish a connection by engaging with their target audience in meaningful ways. For example, stories about the brand or its product and services, shared in a compelling format (i.e. video or imagery), help to establish a positive connection with the audience with minimum media investment. • Integrating promotions, (discounts, etc.) into social media campaigns can help drive businesses and brands. • Listening on social media to what’s being said about businesses or brands is extremely important. Whether customers are talking about specific service problems or having broader conversations about products and services, organizations who take the time to listen can learn from customer sentiments and identify areas to improve. • Social media provides shoppers with ideal channels for sharing their moments of truth journey. Based on our research data here are five ways merchants can leverage it to promote ZMOTs.
  • 21. 1. Go multi-screen. E-commerce merchants cannot afford to overlook the impact of mobile on shopping and, coupled with that, social media’s influence on purchase behaviour. 2. Incorporate customer ratings and reviews. Customer ratings and reviews are a way to educate customers and keep them on your site rather than going elsewhere to conduct product research. They provide reassurance to people during the purchase process & help customers discover products. Ratings and reviews are an excellent way to promote sharing that produces ZMOTs. 3. Use social media push buttons (Tweet this, Facebook Like, RSS feeds, etc.) for greater impact on your campaigns, and create more ZMOT touchpoints for your consumers. 4. Set up a YouTube channel (if you have not already). 25% percent of consumers report using social media to browse and research retail companies – and with YouTube being the highest used in the past year, utilizing that channel to promote behind-the-scenes, customer testimonial, and product how-to videos is a must in today’s market. From a search marketing perspective, YouTube is the second largest search engine owned by the largest, Google. It makes sense to be present there for that reason alone. 5. Implement a branded online community. Bring customers in-house where your brand and products are put front and center without the distractions found on social networks.
  • 22. +1-306-657-5640 x 243 (TOLL FREE) +1-866-888-5640 INSIGHTRIX.COM INFO@INSIGHTRIX.COM WANT TO KNOW MORE? CONTACT US! KNOW YOUR AUDIENCE. Stay Connected for more data on Saskatchewan residents and their media habits. The Saskatchewan Media Habits Syndicated Study is the first continuing comprehensive research study in over a decade to objectively measure the media habits and behaviours of Saskatchewan residents.The Saskatchewan Media Habits study will provide comprehensive & representative measurement of media habits across different devices, media types and specific subscriptions and publications. WHY DO SASKATCHEWAN MARKETERS NEED THIS REPORT? The Saskatchewan Media Habits study will: • Provide an accurate and representative snapshot of media usage among Saskatchewan residents. • Examine the usage of traditional versus new media, including social media. • Look at generational usage of media including Trailing Millennials (14-25), Leading Millennials (26-31), Generation X (32-48), Baby Boomers (49-67) and Matures (68+). • Serve as an indispensable tool for digital marketing intelligence in the Saskatchewan marketplace. 1-3223 Millar Avenue Saskatoon, SK S7K5Y3
  • 23. SPMA Live Polling Exercise Insights with Insightrix October 2017 the art of research Insightrix Research Inc. info@insightrix.com www.insightrix.com
  • 24. [q1] Thinking in terms of online shopping behaviour, on a scale of 1- 5, how sophisticated an online shopper would you say you are? Total Total N=42* Not sophisticated at all 1 7% 2 0% 3 29% 4 33% Very sophisticated 5 31% [q1] Thinking in terms of online shopping behaviour, on a scale of 1-5, how sophisticated an online shopper would you say you are? BASE: (Total: N = 42)
  • 25. [q2] What do you think are the biggest influencers when Saskatchewan residents purchase online? Total Total N=42* To buy products unavailable elsewhere 81% I can shop whenever I want 64% Low prices/better offer 60% Easier than visiting shops 43% Quicker than visiting shops 40% Easier to compare products and offers 48% Better variety 57% Easy home delivery for big/heavy items 36% [q2] What do you think are the biggest influencers when Saskatchewan residents purchase online? BASE: (Total: N = 42)
  • 26. [q2] What do you think are the biggest influencers when Saskatchewan residents purchase online? Total Better product information 29% Easier to find favourite brands 33% Count 4.9 [q2] What do you think are the biggest influencers when Saskatchewan residents purchase online? BASE: (Total: N = 42)
  • 27. [q3] What do you think are the biggest influencers when Saskatchewan residents who are teens purchase online? Total Total N=42* To buy products unavailable elsewhere 55% I can shop whenever I want 69% Low prices/better offer 43% Easier than visiting shops 29% Quicker than visiting shops 33% Easier to compare products and offers 10% Better variety 40% Easy home delivery for big/heavy items 0% [q3] What do you think are the biggest influencers when Saskatchewan residents who are teens purchase online? BASE: (Total: N = 42)
  • 28. [q3] What do you think are the biggest influencers when Saskatchewan residents who are teens purchase online? Total Better product information 2% Easier to find favourite brands 67% Count 3.48 [q3] What do you think are the biggest influencers when Saskatchewan residents who are teens purchase online? BASE: (Total: N = 42)
  • 29. [q4] What do you think are the biggest influencers when Saskatchewan residents who are millennials purchase online? Total Total N=42* To buy products unavailable elsewhere 50% I can shop whenever I want 52% Low prices/better offer 57% Easier than visiting shops 52% Quicker than visiting shops 50% Easier to compare products and offers 45% Better variety 60% Easy home delivery for big/heavy items 40% [q4] What do you think are the biggest influencers when Saskatchewan residents who are millennials purchase online? BASE: (Total: N = 42)
  • 30. [q4] What do you think are the biggest influencers when Saskatchewan residents who are millennials purchase online? Total Better product information 40% Easier to find favourite brands 43% Count 4.9 [q4] What do you think are the biggest influencers when Saskatchewan residents who are millennials purchase online? BASE: (Total: N = 42)
  • 31. [q5] Now, thinking of online advertising, what do you think are the top three reasons Saskatchewan residents may not trust online advertising? Total Total N=42* Leads to scams, phishing, malware, etc. 40% Click bait, pop-ups interrupt me 48% Internet is uncontrolled/unmonitored 12% Can say anything online 5% Too frequent/too repetitive 26% Need to verify if reputable brand 17% Online ads are false/manipulative 29% Dislike how they are targeted to my IP/Account 10% [q5] Now, thinking of online advertising, what do you think are the top three reasons Saskatchewan residents may not trust online advertising? BASE: (Total: N = 42)
  • 32. [q5] Now, thinking of online advertising, what do you think are the top three reasons Saskatchewan residents may not trust online advertising? Total Unreliable/distrustful sources of ads 26% Do not pay attention to online ads 21% Quality of online ads generally unappealing 10% Distrust all advertising 17% Doesn’t relate to me/my geographic area 17% Count 2.76 [q5] Now, thinking of online advertising, what do you think are the top three reasons Saskatchewan residents may not trust online advertising? BASE: (Total: N = 42)
  • 33. [q6] Sticking to online advertising, do you recall seeing any of the following advertisements in the past month? Total Total N=42* Pop-up ads 71% Advertisement that shows before a video you want to watch online 90% Banner advertising 86% Advertising delivered through social media platforms 88% Sponsored search engine result advertising 81% Display ads that are imbedded in a news story or article 86% Display advertising embedded in videos 67% Advertising associated with downloadable apps on my mobile devices 57% [q6] Sticking to online advertising, do you recall seeing any of the following advertisements in the past month? BASE: (Total: N = 42)
  • 34. [q6] Sticking to online advertising, do you recall seeing any of the following advertisements in the past month? Total Unsponsored search engine result advertising 38% Interactive advertising 26% Advertisements for digital currency 14% Count 7.05 [q6] Sticking to online advertising, do you recall seeing any of the following advertisements in the past month? BASE: (Total: N = 42)