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Staycation marketing analytics suggest that over 200,000 Canadian Automobile Association (CAA) members may be targeted with online video and digital Tablet (eg. iPad, PlayBook) magazines about hotels, wine, golf, food, and ski resort destinations. Tablet ownership in Canada may double to over 400,000 by the end of 2012 based on Media Technology Monitor (MTM) projections. 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. Digital Tablet magazines might become an important staycation marketing channel if Canada’s fuel prices remain high and the Canadian dollar stays strong versus other currencies. An August 26, 2011 Ottawa Business Journal article, City ‘missing’ out on staycation market, reinforces that staycation marketing will be a 2012 Canadian tourism marketing priority. According to Statistics Canada’s Gasoline and fuel oil, average retail prices by urban centre data table, fuel prices in Canada’s major urban centres were much higher in November 2011 relative to the same month in each of the previous four years. A Bank of Canada exchange rate web page states that the Canadian dollar continues to be strong versus the US currency.

Staycation marketing may include delivering personalized images, videos, maps, audio files, and articles about driving-distance travel destinations to CAA Tablet owners based on their travel interests. The Livestand from Yahoo! digital, personalized content platform is one digital marketing channel by which staycation marketers may reach CAA Tablet owners. Livestand is currently available in the US, not yet in Canada. However, a CAA member may still share hotel, wine, golf, food, and ski experiences as a contributor to the Yahoo! Contributor Network (YCN). Like Livestand, the YCN is focused on the US market, but videographers, writers and photographers who do not pay US taxes can become a Yahoo! Featured Contributor. Visitors to Yahoo.com web pages who live on both sides of the Canada-US border may read about CAA drivers who have experienced hotel, wine, golf, food, and ski resort staycations in Canada. Once Livestand is launched in Canada, CAA Tablet owners will have access to Canadian staycation content based on their personal interests: wine and golf for some, hotels and skiing for others, as just two examples. However, let’s now focus on how the estimated market size for CAA members who watch online video and own a Tablet has been calculated.

There are 4.8 million CAA members according to a June 11, 2008 Suncor Energy press release PETRO-POINTS Teams Up with CAA to Help Members Earn Points Faster. An October 12, 2011 The Daily Statistics Canada release reports that 80% of Canadians (16 years of age and older) access the Internet for personal use. When we apply this figure to the CAA membership base, it may be determined that about 3,840,000 (4,800,000 * 80%) CAA members access the Internet for personal use. An April 28, 2011 Financial Post article, Canadians spend more time watching online video than other countries, reports comScore research that about 90% of Canadian Internet users watch some online video each month. Consequently, it may be calculated that approximately 3,456,000 (3,840,000 * 90%) CAA members watch online video at least once a month: an important fact since video is a key component of digital marketing. An Ipsos Mobil-ology Study of Smartphone, Tablet & eReader users in Canada indicates that 6% of online adult Canadians own a Tablet. As a result, about 207,360 (3,456,000 * 6%) CAA members may own a Tablet computer and watch online video at least once a month. Tablet ownership in Canada is forecasted to double in 2012 in a recent Media Technology Monitor (MTM). The following December 8, 2011 article, Mobile to surge in Canada in 2012, contains details about the MTM’s Tablet ownership projections. By the end of 2012, therefore, roughly 414,270 (207,360 * 2) CAA members who watch online video once a month will likely own a Tablet computer.

Marketing Analytics Quote: Tourism and Tablet Mark...

Tablet Owners Who Move Within Canada