For more than 16 years, CEFRIO's NETendances survey has drawn up an integrated and up-to-date portrait of the major trends in Internet and digital use in Quebec. She reveals that in 2016, 81 % between 18 and 34 years old owned a smartphone. This is the age group that has posted the highest adoption rate of this tool for 5 years.
QUÉBEC, June 29, 2017 / CNW Telbec / - In 2016, nearly six in ten Quebec adults (58 %) own a smartphone, an increase of 5 percentage points from the previous year. This proportion even reaches 81 % among young people aged 18 to 34, the age group which has shown the highest rate of mobile phone adoption for five years. The electronic tablet is also experiencing growth. Thus, nearly half of Quebecers (51 %) had an electronic tablet in 2016, an increase of 5 percentage points compared to 2015. The latter is clearly more popular in households with at least one child, (64 %) compared to 44 % for households without children.
Online shopping and mobility
Half of adults with a mobile device made at least one online purchase during 2016 on their mobile device. Those aged between 25 and 34 are more likely to have made online purchases: 67 % from a smartphone and 64 % on an electronic tablet. However, the computer is still the most used means by Quebec online shoppers to make purchases on the Internet. In stores, nearly one in two Quebecers with a mobile device (47 %) claims to have used a mobile device to search for information. Once again, 25-34 year olds are the most likely to use their device to search for information when shopping on site..
“Mobile devices are increasingly used to perform a host of activities related to online commerce. Quebecers use it to locate a store, search for products on the Web, compare prices directly with competitors, obtain information on a product, use a discount coupon or access a loyalty program. Merchants must quickly adapt their marketing strategies to the new habits of buyers, especially since new practices such as virtual reality will take off in the coming years ” affirms Claire Bourget, Senior Director of Marketing Research at CEFRIO.
Most popular apps and activities on mobile devices
Still according to the survey data, more than six in ten Quebecers (63 %) with a mobile device have downloaded at least one free mobile application over the past year, compared to paid apps, of which only 20 % of adults have downloaded at least one. The most popular applications are those used for weather monitoring (48 %), gaming and entertainment (43 %), keeping up with the news (39 %), listening to music (37 %) chatting and networking (34 %) and manage its finances (30 %). Chat, instant messaging and text messages are the most common form of communication used by smartphone owners in a typical month. Entertainment activities are also popular: watching live TV, playing online games, listening to videos, web TVs, series, movies and internet radio, etc. Finally, the investigation reveals that a quarter (25 %) of smartphone owners show an interest in virtual reality.
Growing mobile internet use
Forty-six percent (46 %) of smartphone owners believe they have used their device more often to access the Internet in the past 6 months. In addition, more than half (53 %) of adults who have a smartphone say they connect "very" or "quite" often to Wi-Fi networks when they are outside their home. Among millennials aged 18 to 34, this proportion jumps to 67 %.
The detailed results, graphs, tables and methodological notes can be consulted online at http://cefr.io/v7n8
About NETendances 2016
For more than 16 years, CEFRIO's NETendances survey has drawn up an integrated and up-to-date portrait of the major trends in Internet and digital use in Quebec. NETendances 2016 was realized thanks to the financial support of Desjardins Group, of Videotron, of Ministry of Labor, Employment and Social Solidarity, without forgetting the collaboration of BIP - Office of Professional Interviewers for data collection.
A research and innovation organization, CEFRIO supports companies and organizations in transforming their business processes and practices through the appropriation of digital technology. Member of QuebecInnove, CEFRIO is mandated by the Government of Quebec to contribute to the advancement of Quebec society through digital technology. It researches, experiments, investigates and promotes the uses of information and communications technologies in all aspects of society. Its action is based on an experienced team, a network of more than 90 associate and guest researchers, as well as the commitment of nearly 250 members. Its main financial partner is the Ministry of the Economy, Science and Innovation.
SOURCE Center facilitating research and innovation in organizations (CEFRIO)