{"id":5306,"date":"2017-07-03T10:07:14","date_gmt":"2017-07-03T14:07:14","guid":{"rendered":"http:\/\/digitalmainstreet.ca\/?p=5306"},"modified":"2017-10-31T08:26:33","modified_gmt":"2017-10-31T12:26:33","slug":"three-ways-mobile-changing-canadians-expectations","status":"publish","type":"post","link":"https:\/\/digitalmainstreet.ca\/fr\/three-ways-mobile-changing-canadians-expectations\/","title":{"rendered":"Three Ways Mobile Is Changing Canadians' Expectations"},"content":{"rendered":"<div class=\"detail__text drop-cap\">\n<div class=\"rich-text\">\n<p>Brands, take note: The bar for mobile experiences in Canada has been raised.<\/p>\n<p>Now that consumers can use their smartphones to do things like turn up their home's thermostat from their car, book flights without leaving Google assistant, and e-transfer money to their dog walkers, they have come to expect seamless\u2014even delightful\u2014solutions for everything they want to do on mobile.<\/p>\n<p>More than half (55%) of Canadian smartphone owners expect a mobile app or mobile website to work as well as a site they can use on their computer.<sup>1<\/sup>\u00a0And considering that 72% of Canadian smartphone users expect to get immediate information while using their smartphones,<sup>2<\/sup>\u00a0consumers demand helpful information and fast load times in their moments of need.<\/p>\n<\/div>\n<\/div>\n<div class=\"inline-image\">\n<footer class=\"inline-image-footer\">\n<div class=\"inline-image-footer__data\">\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-5309 size-large\" src=\"http:\/\/digitalmainstreet.ca\/wp-content\/uploads\/2017\/06\/three-ways-mobile-is-changing-canadians-expectations-download-1-1024x676.png\" alt=\"\" width=\"840\" height=\"555\" srcset=\"https:\/\/digitalmainstreet.ca\/wp-content\/uploads\/2017\/06\/three-ways-mobile-is-changing-canadians-expectations-download-1-1024x676.png 1024w, https:\/\/digitalmainstreet.ca\/wp-content\/uploads\/2017\/06\/three-ways-mobile-is-changing-canadians-expectations-download-1-300x198.png 300w, https:\/\/digitalmainstreet.ca\/wp-content\/uploads\/2017\/06\/three-ways-mobile-is-changing-canadians-expectations-download-1-768x507.png 768w, https:\/\/digitalmainstreet.ca\/wp-content\/uploads\/2017\/06\/three-ways-mobile-is-changing-canadians-expectations-download-1-1200x792.png 1200w\" sizes=\"auto, (max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/><\/div>\n<div class=\"inline-image-footer__action-group\"><a class=\"inline-image-footer__action js-analytics-click\" href=\"https:\/\/storage.googleapis.com\/twg-content\/original_images\/three-ways-mobile-is-changing-canadians-expectations-download-1.png\" target=\"_blank\" rel=\"noopener\" download=\"https:\/\/storage.googleapis.com\/twg-content\/original_images\/three-ways-mobile-is-changing-canadians-expectations-download-1.png\" aria-label=\"Download\" data-analytics=\"{            &quot;event&quot;: &quot;trackEvent&quot;,            &quot;category&quot;: &quot;Content&quot;,            &quot;action&quot;: &quot;Download&quot;,            &quot;label&quot;: &quot;Inline Image&quot;,            &quot;pagePosition&quot;: &quot;Inline&quot;,            &quot;fileName&quot;: &quot;three-ways-mobile-is-changing-canadians-expectations-download-1.png&quot;,            &quot;fileType&quot;: &quot;png&quot;          }\"><span class=\"visually-hidden\">Download<\/span><\/a><\/div>\n<div>\u00a0<\/div>\n<\/footer>\n<\/div>\n<div class=\"detail__text\">\n<div class=\"rich-text\">\n<p>Striving to provide delightful experiences on mobile can be hugely transformational for brands, especially as smartphones increasingly becomes people's primary computing devices: 26% of laptops or desktops currently owned in Canada won't be replaced when they no longer work.<sup>3<\/sup>\u00a0And that number goes up to 35% of laptops or desktops currently owned among 18\u201324 year olds.<sup>3<\/sup><\/p>\n<\/div>\n<\/div>\n<div class=\"detail__text\">\n<div class=\"rich-text\">\n<p>The\u00a0<a href=\"http:\/\/www.thinkwithgoogle.com\/articles\/mobile-is-where-canadians-are-lessons-from-catalysts-jeff-lancaster.html\" target=\"_blank\" rel=\"noopener\">mobile opportunity<\/a>\u00a0is still largely untapped in Canada. Having a mobile-optimized site and investing in mobile ads is not enough\u2014sites are underdeveloped and experiences aren't up to what people expect. The solution starts with rethinking your customer's entire experience with mobile in mind. When you put the user at the centre of everything you do, you can solve bigger problems for people and\u00a0<a href=\"http:\/\/www.thinkwithgoogle.com\/articles\/how-to-get-canadian-consumers-choose-you-meet-them-in-their-micro-moments.html\" target=\"_blank\" rel=\"noopener\">find ways to meet their needs in each moment<\/a>.<\/p>\n<p>To help you deliver on what Canadians expect, we asked consumers what is most important on mobile. They told us they want brands to deliver convenience, helpful solutions, and fast answers.<\/p>\n<h2>Convenience: Provide what people want, when they want it<\/h2>\n<p>Start by thinking about what your\u00a0<a href=\"http:\/\/www.thinkwithgoogle.com\/infographics\/in-canada-do-it-yourself-becomes-do-it-yourself-with-your-smartphone.html\" target=\"_blank\" rel=\"noopener\">customers might need in any given moment<\/a>\u00a0and how to get it to them quicker. How can you reduce steps, clicks, and redirects?<\/p>\n<p>In some cases, it's about reducing physical steps. If Canadians know what kind of book, light fixture, or sunglasses they need, for example, most don't want to have to stop by the store to see if it's available. Sixty-six percent of consumers expect to see online what stores nearby have the item they want in stock.<sup>1<\/sup><\/p>\n<\/div>\n<\/div>\n<div class=\"inline-image\">\n<footer class=\"inline-image-footer\">\n<div class=\"inline-image-footer__data\">\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5308\" src=\"http:\/\/digitalmainstreet.ca\/wp-content\/uploads\/2017\/06\/three-ways-mobile-is-changing-canadians-expectations-download-2-e1498829822722.png\" alt=\"\" width=\"800\" height=\"478\" \/><\/div>\n<div class=\"inline-image-footer__action-group\"><a class=\"inline-image-footer__action js-analytics-click\" href=\"https:\/\/storage.googleapis.com\/twg-content\/original_images\/three-ways-mobile-is-changing-canadians-expectations-download-2.png\" target=\"_blank\" rel=\"noopener\" download=\"https:\/\/storage.googleapis.com\/twg-content\/original_images\/three-ways-mobile-is-changing-canadians-expectations-download-2.png\" aria-label=\"Download\" data-analytics=\"{            &quot;event&quot;: &quot;trackEvent&quot;,            &quot;category&quot;: &quot;Content&quot;,            &quot;action&quot;: &quot;Download&quot;,            &quot;label&quot;: &quot;Inline Image&quot;,            &quot;pagePosition&quot;: &quot;Inline&quot;,            &quot;fileName&quot;: &quot;three-ways-mobile-is-changing-canadians-expectations-download-2.png&quot;,            &quot;fileType&quot;: &quot;png&quot;          }\"><span class=\"visually-hidden\">Download<\/span><\/a>\u00a0<\/div>\n<div>\u00a0<\/div>\n<\/footer>\n<\/div>\n<div class=\"detail__text\">\n<div class=\"rich-text\">\n<p>Instead of starting from your current functionality or capabilities, think of how you can delight and surprise customers. Maybe mobile ordering is the most important thing to your customers\u2014or maybe they just need to be able to find you quickly. A great example of this is a\u00a0<a href=\"http:\/\/www.thinkwithgoogle.com\/interviews\/dunkin-donuts-makes-coffee-more-convenient-with-mobile.html\" target=\"_blank\" rel=\"noopener\">Dunkin' Donuts campaign in New York City<\/a>. Dunkin' Donuts knew that at 8:00 a.m., customers want to get their coffee ASAP. Instead of building a mobile ordering app, the brand used mobile search to respond to customers searching for &#8220;coffee near me.&#8221; Caffeine-deficient customers could see real-time walk and line-wait times for nearby locations and head right to the store.<\/p>\n<h2>Helpful solutions: Make consumers' lives easier<\/h2>\n<p>A lot of what consumers have come to rely on today they didn't even know was possible until they had it. Now Canadians expect to have their needs met\u2014and anticipated\u2014on mobile. For example, 44% of smartphone owners expect brands to send notifications to their phones when a product they're interested in goes on sale.<sup>4<\/sup><\/p>\n<p><a href=\"http:\/\/www.thinkwithgoogle.com\/articles\/win-every-micromoment-with-better-mobile-strategy.html\" target=\"_blank\" rel=\"noopener\">Red Roof Inn designed its mobile experience to meet stranded travellers' needs in the moment<\/a>. Wherever there was a cancelled flight at an airport with a Red Roof Inn nearby, the brand bid up on the mobile search so it would place first. It also used custom text to reference the delayed plane, and location formats to show how close the nearest Red Roof Inn was. The mobile site was simple and had everything a stranded traveller would need quickly. Red Roof saw a remarkable 60% increase in bookings from this campaign.<\/p>\n<\/div>\n<\/div>\n<div class=\"detail__text\">\n<div class=\"rich-text\">\n<p>Think of all the things you can do to make people's lives easier in big and little ways. For example, we know that more than half of smartphone owners prefer to shop on a retailer's mobile site or app that allows them to save their product preferences.<sup>4<\/sup>\u00a0Even simple things that save people some time can go a long way toward giving them seamless experiences.<\/p>\n<h2>Fast answers: Remove any barriers<\/h2>\n<p>All the amazing experiences available at our fingertips have made consumers pretty impatient. Right now, 34% of Canadian smartphone owners expect to search or purchase something on their smartphones\u00a0<em>faster<\/em>\u00a0than on their computer.<sup>2<\/sup>\u00a0Food delivery brands, in particular, are constantly looking for ways to remove anything that would get between hungry Canadians and their cravings. With features like one-click or zero-click ordering, consumers are finding it easier than ever to curb their cravings just by opening an app.<\/p>\n<p>In a similar vein, we asked respondents what might make them immediately switch to another company's mobile site or app:<sup>2<\/sup><\/p>\n<\/div>\n<\/div>\n<div class=\"inline-image\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-5307\" src=\"http:\/\/digitalmainstreet.ca\/wp-content\/uploads\/2017\/06\/three-ways-mobile-is-changing-canadians-expectations-download-3-e1498829895756.png\" alt=\"\" width=\"800\" height=\"801\" \/><\/p>\n<footer class=\"inline-image-footer\">\n<div class=\"inline-image-footer__data\">\u00a0<\/div>\n<div class=\"inline-image-footer__action-group\"><a class=\"inline-image-footer__action js-analytics-click\" href=\"https:\/\/storage.googleapis.com\/twg-content\/original_images\/three-ways-mobile-is-changing-canadians-expectations-download-3.png\" target=\"_blank\" rel=\"noopener\" download=\"https:\/\/storage.googleapis.com\/twg-content\/original_images\/three-ways-mobile-is-changing-canadians-expectations-download-3.png\" aria-label=\"Download\" data-analytics=\"{            &quot;event&quot;: &quot;trackEvent&quot;,            &quot;category&quot;: &quot;Content&quot;,            &quot;action&quot;: &quot;Download&quot;,            &quot;label&quot;: &quot;Inline Image&quot;,            &quot;pagePosition&quot;: &quot;Inline&quot;,            &quot;fileName&quot;: &quot;three-ways-mobile-is-changing-canadians-expectations-download-3.png&quot;,            &quot;fileType&quot;: &quot;png&quot;          }\"><span class=\"visually-hidden\">Download<\/span><\/a>\u00a0<\/div>\n<div>\u00a0<\/div>\n<\/footer>\n<\/div>\n<div class=\"detail__text\">\n<div class=\"rich-text\">\n<p>Consumers will move on quickly if they can't get what they need, but brands can prevent those wandering eyes by providing\u00a0<a href=\"http:\/\/www.thinkwithgoogle.com\/articles\/principles-of-mobile-app-design-engage-users-and-drive-conversions.html\" target=\"_blank\" rel=\"noopener\">seamless, fast mobile experiences<\/a>.<\/p>\n<h2>Delightful mobile experiences will win the day<\/h2>\n<p>Instead of looking at what your peers in the industry are doing, tackle mobile by thinking through what your customers need every step along the way. Having a mobile presence is only part of it\u2014find ways to solve bigger problems, transform user engagement, and give people more control.<\/p>\n<p>These high expectations may seem daunting, but they're also reflective of hugely exciting opportunities for Canadian businesses and brands. Consumers are often more loyal to their needs in the moment than they are to a specific brand, which means that brands that get out there first and provide delightful experiences are the ones that will win the day.<\/p>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Brands, take note: The bar for mobile experiences in Canada has been raised. Now that consumers can use their smartphones to do things like turn up their home&#8217;s thermostat from their car, book flights without leaving Google assistant, and e-transfer money to their dog walkers, they have come to expect seamless\u2014even delightful\u2014solutions for everything they [&hellip;]<\/p>\n","protected":false},"author":1655,"featured_media":5311,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[514,550,535],"class_list":["post-5306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-customer-engagement","tag-digital-marketing","tag-google"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Three Ways Mobile Is Changing Canadians&#039; Expectations - Digital Main Street<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digitalmainstreet.ca\/fr\/three-ways-mobile-changing-canadians-expectations\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Three Ways Mobile Is Changing Canadians&#039; Expectations\" \/>\n<meta property=\"og:description\" content=\"Brands, take note: The bar for mobile experiences in Canada has been raised. Now that consumers can use their smartphones to do things like turn up their home&#039;s thermostat from their car, book flights without leaving Google assistant, and e-transfer money to their dog walkers, they have come to expect seamless\u2014even delightful\u2014solutions for everything they [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/digitalmainstreet.ca\/fr\/three-ways-mobile-changing-canadians-expectations\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Main Street\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DigitalMainStreet\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-07-03T14:07:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-10-31T12:26:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/digitalmainstreet.ca\/wp-content\/uploads\/2017\/06\/SAP_mobile-retail_NRF_shutterstock.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"330\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Google\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@digital_mainst\" \/>\n<meta name=\"twitter:site\" content=\"@digital_mainst\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Google\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/fr\\\/three-ways-mobile-changing-canadians-expectations\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/fr\\\/three-ways-mobile-changing-canadians-expectations\\\/\"},\"author\":{\"name\":\"Google\",\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/#\\\/schema\\\/person\\\/ce151b6e5a2d1378a01b3d67ba2b60f0\"},\"headline\":\"Three Ways Mobile Is Changing Canadians' Expectations\",\"datePublished\":\"2017-07-03T14:07:14+00:00\",\"dateModified\":\"2017-10-31T12:26:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/fr\\\/three-ways-mobile-changing-canadians-expectations\\\/\"},\"wordCount\":962,\"publisher\":{\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/fr\\\/three-ways-mobile-changing-canadians-expectations\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digitalmainstreet.ca\\\/wp-content\\\/uploads\\\/2017\\\/06\\\/SAP_mobile-retail_NRF_shutterstock.jpg\",\"keywords\":[\"Customer Engagement\",\"Digital Marketing\",\"Google\"],\"articleSection\":[\"Uncategorized\"],\"inLanguage\":\"fr-CA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/fr\\\/three-ways-mobile-changing-canadians-expectations\\\/\",\"url\":\"https:\\\/\\\/digitalmainstreet.ca\\\/fr\\\/three-ways-mobile-changing-canadians-expectations\\\/\",\"name\":\"Three Ways Mobile Is Changing Canadians' Expectations - 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