Yahoo! CEO Scott Thompson’s replacement – Marissa Mayer – has at least 320,000 Tablet PC owners who may watch online video and use PayPal by the end of 2012. Over 300,000 Canadian PayPal users often watch online video and own a Tablet PC computer (eg. iPad, PlayBook). 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. Online Canadians might have been pleased if Yahoo!’s recently hired former PayPal executive – Scott Thompson – was still Chief Executive Officer (CEO). More about Thompson’s hiring – who is no longer with Yahoo! due to a resume issue – is in a January 4, 2012 Yahoo! press release, Yahoo! Appoints Scott Thompson Chief Executive Officer. The former PayPal executive’s hiring might have helped Yahoo! promote its Livestand from Yahoo! digital, personalized Tablet magazine publishing platform. Tumbleweed recently conducted an interview with Yahoo! Mobile spokesperson Dennis Roy about Livestand that may be read in the following post: Yahoo! Mobile Marketing Analytics Interview: Livestand from Yahoo! Tablet Magazines.
Thompson’s hiring could have helped Yahoo! monetize its video, image and article content and convert captive Livestand readers for Yahoo! advertisers and business clients. His PayPal background is certainly promising for Canadian snowboarders, golfers, wine drinkers, hotel-travelers, and food-lovers that use a Tablet at home, on the road or at work. A Livestand digital payment marketing strategy certainly makes sense for winery, golf course, ski resort, hotel, and food marketers. That’s because about 56% of Canadians are comfortable with never having to handle cash to make a purchase and many would prefer the use of a digital wallet to give money to others or pay for items when shopping. This was the finding of a Leger Marketing online panel survey conducted for PayPal in May 2011. More details regarding the Leger research may be read in the Canada News Wire (CNW) press release, Majority of Canadians comfortable with cashless future, PayPal Canada study finds.
In the future, a Canadian golfer might view Livestand images, videos and articles about select golf courses when planning a golf holiday. An online payment system may allow him or her to book a golf tour, reserve golf tee-off times or purchase golf equipment using his or her PayPal account. Or a wine lover might book wine tours and purchase wine online with PayPal after reading a personalized, digital Tablet wine magazine. The potential for Livestand as an online content marketing and customer conversion channel looks promising since Canadian Tablet ownership and online video viewing is growing. With a PayPal-enabled Livestand, snowboarders could review the best runs, food-lovers might browse restaurant menus and travelers might review hotels. After reviewing images, videos, articles, and reviews a PayPal member could reserve or buy a lift ticket, an order of food or a hotel room. But now, let’s turn our attention to how the estimated market size of online Canadians who own a Tablet computer, watch online videos and have a PayPal account has be calculated.
According to Statistics Canada 2011 Population by sex and age group, by province and territory estimates, there are 28,837,900 Canadians 15 years of age and older. And Statistics Canada’s Individual Internet use and E-commerce research confirms that 80% of individuals aged 16 years and older used the Internet for personal use. As a result, an estimated 23,070,320 (28,837,900 * 80%) Canadians are online Internet users: an important fact since Leger Marketing and comScore research is based on surveys of online Canadians. The Online Video Nation in Canada April 2011 comScore press release reveals that 67% of Canadians watch videos online in a given month. The CNW press release referenced above states there are about 4 million Canadians – or 17.34% (4,000,000/23,070,320) of online Canadians – with a PayPal account. By using probability theory, it may be determined that approximately 11.62% (67%*17.34%) of online Canadians have a PayPal account and watch online video in a given month. When applied to Canada’s online population of 23,070,320 (23,070,320*11.62%), this results in an estimated 2,680,771 online, video-watching Canadians who are PayPal members.
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, approximately 160,846 – (2,680,771 * 6%) – online Canadians meet the following criteria as of the end of 2011: they watch online video in a given month, are a PayPal member and have a Tablet. This statistic will likely increase to approximately 321,692 by the end of 2012 as the total number of Tablet owners in Canada is expected to double by the end of this year. This is forecast 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 forecast.