Wine marketing analytics indicates that there might be over 300,000 high-spending, frequent Canadian wine drinkers who own an iPad. Canadian consumers are expected to continue embracing the use of Tablet PCs. Tablet PC computer ownership in Canada market share estimates indicate that the number of Anglophone and Francophone Tablet owners in Canada will approach 2,105,030 by 2031. Livestand from Yahoo!’s personalized magazine publishing tool may target wine-loving iPad owners with videos, images and articles about Canadian wine, winery experiences, wine tours, and other wine news. Wineries and wine accessory vendors might also use the Livestand platform to make announcements regarding new wines, wine festivals and other wine-related news. This approach is one way by which Yahoo! can leverage its core competency – strong online content vertical communities – to compete against Google, Facebook and other social media sites. Positioning Livestand to deliver content-relevant, interactive publications to specific audiences is an opportunity for the embattled online publisher. More details regarding Yahoo!’s current situation may be read in a related Tumbleweed article, Analytics, Yahoo!’s Future, and Content Verticals. However, below are details regarding the opportunity that Livestand presents wineries to target Canada’s high-spending, iPad-owning, frequent wine drinkers.
According to Wine Intelligence, Canada’s wine drinkers may be segmented into the following six distinct groups: ‘Adventurous Treaters’, ‘Premium Brand Suburbans’, ‘Experienced Explorers’, ‘Risk-averse Youngsters’, ‘Senior Sippers, and Kitchen Casuals’. The 2011 Wine Intelligence Canada Portrait indicates that there 14.5 million regular Canadian wine drinkers: defined as those who drink wine at least once per month. According to a March 28, 2011 Wine News Report press release, Wine Consumption Increased in Canada, adults under 45 years of age represent one-third of all Canadian wine consumers and 60% of higher-price segment drinkers. This fact is important given that 7% of Canadians own an iPad, and one in three plans to purchase a tablet within the next six months. It is the finding of global market research firm TNS as reported in a June 24, 2011 Techvibes article, One in three Canadians plan to buy a tablet within six months and 7 percent already own one. An April 19, 2011 Wall Street Journal blog article – A Look at iPad Users: Apple Still Trouncing Android – reveals that about 70% of US iPad owners are under the age of 44. This is a similar profile to high-spending, regular Canadian wine drinkers. Wineries may use Livestand from Yahoo! to communicate Canada’s unique wines, winery experiences, wine events, and other wine news to Canada’s approximately 300,000 (and growing) wine-loving iPad owners.