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 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!
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.
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)