Analytics Added | December 20th, 2011 | Share Analytics
Analytics Updated | Tue, Oct 1, 2013 at 11:54
Tablet fast-food marketing analytics indicate that approximately 171,065 Canadians may use their Tablet (eg. iPad, PlayBook) – while watching TV – to buy takeout or order in meals at least once a week. That’s the conclusion that may be drawn by combining research from Statistics Canada, Nielsen, Ipsos-Reid, and Google. And Livestand from Yahoo! personalized, digital magazines may reach Canadians who watch TV with their Tablet and empower them to order their favourite food – sushi, Mexican, or pizza, for example. And while they’re at it, food and wine lovers might also buy wine online from a digital magazine full of articles, images and videos. More details regarding this are contained in a related Tumbleweed post, iPad Marketing Analytics: Livestand from Yahoo! and High-Spending Wine Drinkers. 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.
But it is with interactive menus that fast-food marketers may fulfil the food cravings of those who watch TV with a Tablet in hand. These menus might contain a video of each menu item – as it is being prepared and once it is ready to serve – perhaps combined with audio describing the ingredients that have been used to prepare it. Subscribers to a Livestand from Yahoo! fast-food restaurant digital menu might be sent e-mail alerts regarding special offers during prime TV viewing times. This approach makes sense given Google’s recent research claiming that checking e-mail is the most frequent activity that Tablet owners perform while watching TV. More about the Tablet habits of TV viewers may be read in the following article, Google Says Tablet Users Multitasking While Watching TV & Expect Interactive Ads. Google’s research also supports the need for golf, snowboard and hotel marketers to use Livestand from Yahoo! digital, living Tablet magazines as a marketing channel. Previous Tumbleweed posts have outlined the market sizes for golf, snowboard and hotel Tablet marketing. However, let’s now learn how the market size for Canadian fast-food takeout lovers who watch TV while using a Tablet has been calculated.
According to a Harris/Decima survey in 2008, about 45% of Canadians buy takeout or order in meals at least once a week. More regarding the fast-food ordering patterns of Canadians may be discovered in the following April 22, 2008 Canada.com article, Takeout food feasting hot in Canada. It is also know from Statistics Canada’s 2006 Census of Canada that there are approximately 21,697,805 Canadians between the age of 15 and 64, inclusive. As a result, approximately 9,764,012 (45% * 21,697,805) Canadians buy takeout or order in meals at least once a week. And Statistics Canada’s Canadian Internet Use Survey research reveals that about 73% – 7,127,728 – of these Canadians may use the Internet for personal reasons. Since Ipsos Reid’s Mobil-ology Study of Smartphone, Tablet & eReader users in Canada indicates that 6% of online adult Canadians own a Tablet, approximately 427,663 – (7,127,728 * 6%) – buy takeout or order in meals at least once a week, are online and own a PlayBook, iPad or other Tablet device.
There is, however, one important statistic that must be applied in order to finalize the potential market size for fast-food Tablet marketing via a Livestand from Yahoo! digital magazine. And this is data from Nielsen which estimates that 40% of US Tablet owners use their Tablet while watching TV. Tablet, smart phone and eReader TV habits are compared in the following article, 40% of Tablet and Smartphone Owners Use Them While Watching TV. If the same is true in Canada, then 171,065 – (427,663 * 40%) of Canadians meet the following criteria: they buy takeout or order in meals at least once a week, are online, own a Tablet, and use it while watching TV. This number may increase to 341,130 by the end of 2012, because the total number of Tablet owners in Canada is expected to double by the end of 2012. 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.
Written by tumbleweedmarketresearchanalyst
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