Tablet PC owners who are regular wine drinkers in Canada should total about 2.5 million by the end of 2012, up from approximately 349,309 in 2010. Wine Clustering Marketing Analytics: Wine Drinker Segments and Mobile Marketing Apps includes an overview of Canada’s six wine drinker segments. The seven-fold increase in Tablet PC ownership among regular Canadian wine drinkers is due to the popularity of iPads, PlayBooks and other Tablet computers. Media Technology Monitor (MTM) Tablet PC survey research, Wine Intelligence market data, Statistics Canada demographic information, and Elections Canada May 2, 2011 federal election eligible voter registration statistics were combined to estimate wine drinkers who own a Tablet. The chart below summarizes the growth in popularity of Tablet PCs among Canada’s regular wine drinkers – 18 years of age and older – between 2010 and 2012. It reveals that Tablet PC ownership among Anglophone and Francophone Canadian wine drinkers increased by over 400% between 2010 and 2011 alone.
Regular Wine Drinkers and Tablet PC Ownership (%) in Canada: 2010-2012
Estimated Tablet PC ownership data presented in the above chart was calculated by multiplying the MTM Tablet computer ownership rates for 2010, 2011 and 2012 respectively by the following data: Wine Intelligence research regarding the number of regular wine drinkers in Canada (60%), the Statistics Canada estimate of Anglophone and Francophone Canadians (80%) and the Elections Canada eligible voters (18 years of age and older) count for the May 2, 2011 Canadian federal election (24,257,592).
The growing popularity of Tablet PCs among wine drinkers in Canada indicates the digital magazine Tablet App will become a more important online marketing channel for reaching wine drinkers. Other wine drinker and Tablet PC ownership in Canada estimates have been based on MTM survey research, Wine Intelligence information and Statistics Canada Census data – rather than Elections Canada voter registration information. iPad Marketing Analytics: Livestand from Yahoo! and High-Spending Wine Drinkers contains an earlier calculation of regular Canadian wine drinkers who own a Tablet PC based on Wine Intelligence market research and a TNS Global survey about Tablet ownership in Canada. A comparison of all three Tablet PC owner and wine drinker estimates reveals a sizable market for the use of a digital magazine Tablet App to target wine drinkers.
Marketing Ideas: Tablet Marketing Analytics, Wine Marketing Analytics · Tags: Elections Canada, Statistics Canada, tablet app, tablet computer in canada, tablet in canada, tablet ownership, TNS Global, wine drinkers, wine drinkers and tablet owners, wine intelligence