Experts Matter. Find Yours.

Quarterly Tech Brief - Your Canadian digital resiliency guide for the post-pandemic era

June 2021 Editor's Comments There's cautious optimism brewing in Canada as we enter the Summer months. Life-saving vaccines are finally getting into the arms of millions of Canadians and the COVID-19 case counts are starting to decline. We can see a path to the national and provincial economies opening again very soon. What does all of this mean for Canadian businesses and organizations? Hopefully, you've weathered the worst of the pandemic storm, and are coming out of it stronger and more prepared for the digital era that lies ahead. Although the pandemic forced many Canadian organizations further along their digital transformation journey than they had planned out of necessity, it appears that those digital preferences will continue over the foreseeable future. In this edition of IDC Canada's Quarterly Tech Brief, we explore more real-life best practice digital transformation stories from Canadian CIOs and technology leaders through our recent and upcoming events. We also reveal the most up-to-date Canadian survey results, market forecasts and market trends through our new research reports, blogs and IDC Directions Canada event. Finally, we explore IDC's new Digital Resiliency Framework to help organizations evaluate their readiness, risks and prioritize technology projects. Find out why so many organizations trust IDC to be their technology research advisor through this sampling of our research. FEATURED: Looking for ideas on how to simplify your own company's digital transformation journey or those of your customers? Join us on June 16! Hear from industry-leading tech executives in the June session of our IDC CIO Panel Series, Accelerate & Simplify Your Canadian Digital Transformation Journey. This CIO Panel Series is designed to help you better enhance your digital strategy programs and understand your customers to deliver more impactful experiences. In this 90-minute live webinar, you’ll learn about the impact of the pandemic in major industry sectors in Canada, digital resiliency trends, and new customer expectations. You’ll also hear best practices from Canadian IT leaders as they unpack how 2020 accelerated their digital transformation journey, and what we should be prioritizing in 2021. Check out the stellar CIO panelist lineup and save your virtual seat for June 16. It's going to be a fabulous event - register now to save your spot. Stay tuned for information on our next CIO Panel Session in September. Your Canadian Research Checklist Here are some of our most popular Canadian reports of the quarter to help you understand changing market conditions and succeed in 2021. ✓ Canadian Tech Market Update: 2021 Outlook ✓ IDC Survey: Canadian Organizations on the Road to Recovery Revisited ✓ Brand Perceptions of Managed Security Service Providers in Canada, 2021 ✓ East Meets West: Canada's Rogers Communications Agrees to Buy Shaw Communications ✓ Canadian Communication Services Market Shares, 2020: Who's Who in the Zoo 20 IDC THOUGHT LEADERSHIP: NEW FRAMEWORKS Explore IDC's new Digital Resiliency Framework IDC’s digital resiliency framework shows CEOs, CIOs, and other business leaders how technology can support the entire organization through the different stages of any business crisis. Understanding the Digital Resiliency Framework is critical not just for organizations working to improve their resiliency, but for their technology partners as well. IDC recognizes the challenges organizations are looking to solve and can help demonstrate how technology solutions can help overcome these obstacles in our new eBook: IDC THOUGHT LEADERSHIP: BLOG HIGHLIGHTS Enabling Digitally Resilient Organizations in Canada: A New Approach - Learn how to leverage IDC's new framework to help your customers thrive in the next normal with IDC Canada's George Bulat. Read More → Cloud Adoption and Usage is Growing in Canada, But Cloud Maturity is Not -Explore how cloud adoption and maturity have changed in Canada during the pandemic with IDC Canada’s Jason Bremner. Read More → Growing at the Edge - In 2024, the Canadian edge computing market will reach C$7.5 Billion. Explore what’s driving growth in edge computing and the opportunities it offers to end-users and tech suppliers with IDC Canada’s Tarun Bhasin. Read More → Consumer Device Refresh Rates – Why Demographics & Psychographics Matter PC & tablet refresh rates were lower in 2021 than in past years. See how consumer demographics and psychographics contextualize refresh rates with IDC’s David Myhrer. Read More → ICYMI: IDC DIRECTIONS 2021 CANADA Didn't get a chance to attend our IDC Directions Canada 2021 virtual event live back in April? Now's your chance to catch up on our uniquely Canadian perspectives. On the afternoon of April 22, IDC's thought leaders, Rick Villars, Tony Olvet, Megha Kumar, Nigel Wallis, and Jason Bremner presented their expert insights, intelligence, and guidance for finding success in the next normal. Learn about the future enterprise, digital resiliency, digital innovation, and the future of digital infrastructure in this session. Watch Now On-Demand → ICYMI: IDC FIRESIDE CHAT: CREATING SEAMLESS CONTENT EXPERIENCES Did you miss this insightful webinar on streamlining your content experiences a few weeks ago? Now’s your chance to catch up! The live IDC Fireside Chat webinar may be over, but you can still watch this enlightening event on-demand. Hear Barry Hensch, SVP & Head of Technology Enablement at ATB Financial, share his content management successes and challenges and why they're critical to senior IT leaders in Canada. While Barry’s experiences and tips steal the show, you can also hear insights from IDC Canada’s cloud and collaboration expert, Megha Kumar and seasoned content management leader, Varun Parmar as they share insights to help you move forward on your path to seamless digital experiences in the post-pandemic era. Watch Now On-Demand → Thanks for reading this IDC Quarterly Tech Brief Newsletter. Don’t forget to subscribe to be notified quarterly when the next issue comes out.

How does the job market look for the Class of 2021 ? The answer: much better, says IU expert

As the class of 2021 graduates this weekend to embark on new challenges and careers, Rebecca Cook, executive director of undergraduate career services at the Indiana University Kelley School of Business, reflects on the current job market and offers insights into what summer internships may be like for current students. “The summer of 2020 was a mess for student internships and full-time roles, with pretty much all either going virtual or, in the case of many internships, being cancelled altogether as companies tried to figure out business during the pandemic. Luckily, the job outlook for both full-time roles and internships in May 2021 looks a lot different – and a lot better. “The job market is hopping right now with a significant number of internship and full-time opportunities, as companies open up and business grows. Industries such as professional services, technology, health care, manufacturing and financial services are all seeing significant upticks in job postings. Even companies hard-hit by the pandemic, such as retail and hospitality, are picking up their hiring. “While hiring is back to pre-pandemic levels in many industries, the level of competition for those roles has increased significantly. In a normal year, the majority of job seekers are that year’s graduates. However, this year we have 2021 grads plus some 2020 grads who still are seeking plus those who went to graduate school to put off job hunting during the pandemic and are now graduating. This all leads to a much more competitive job market and one where a student needs to work to stand out from the crowd, particularly through networking and reaching out to potential connections at their companies of interest. “We recommend that students spend a lot more time networking than they may have in the past, creating a focused list of companies they are interested in and then spending the time to connect and speak with employees at those companies. Leverage any ‘warm’ connections possible, such as friends, family members, fellow Kelley alumni, faculty and staff recommendations. “An important point to remember is that roughly 75 percent of jobs are never advertised publicly, so the only way to find out about them is through networking. Many new jobs, as well as internships, may start out virtual “It’s important to note that many roles that students are entering will still be virtual, at least for the time being, as companies are very mixed as to if they are back in the office already, not returning to the office until early fall, or staying remote entirely. Internships in particular are likely going to be virtual, while full-time jobs are looking to be mixed, with many starting out virtual but then likely moving in-person when offices open up. While being virtual once again is probably disappointing, students should remember that they can be just as successful with a virtual full-time role or internship as an in-person one. “The key is staying connected with their supervisor and co-workers on a regular basis. They should also network with as many people in their full-time or internship company as possible, taking the initiative to set up Zoom (or whatever video conferencing tool that the company uses) meetings regularly in order to learn as much about the company and role as possible, as well as to build their network for future opportunities. “Overall, there are a lot of available opportunities out there for students – they just need to put in the time to network and get their name and brand known.” To schedule an interview with Cook, contact George Vlahakis at vlahakis@iu.edu.

STORY: CAA is Canada’s most trusted brand for the second year running.

​The Canadian Automobile Association (CAA) has been named the most trusted brand in Canada for the second year in a row in the annual Gustavson Brand Trust Index, released today. Since being named in the Index five years ago, CAA has been one of the top two trusted brands, beating out several hundred other prominent international and Canadian brands. CAA has received the top trusted spot, four years consecutively in the insurance category. In addition, CAA leads the pack this year on the following trust attributes: good customer treatment and honest communications. Conducted by the Peter B. Gustavson School of Business at the University of Victoria, the sixth annual Gustavson Brand Trust Index asked more than 7,800 consumers to score 342 prominent Canadian companies and brands, across 27 industry sectors, on a range of brand value measures.​ Consumers are asked to assess their perception of the reliability, consistency, honesty, societal responsibility and integrity of the brands surveyed. CAA Clubs are active in communities across Canada. At the start of the pandemic, the clubs quickly pivoted to offer community services, including deliveries of food and medical supplies, free roadside assistance to medical workers, and calls to housebound seniors. Full report 2021 Gustavson Brand Trust Index

Product Returns Represent Billion-Dollar Strategic Blind Spot for Major Retailers

“Product returns have never, to our knowledge, been explicitly included as a stage in a major customer journey model,” the authors note in their paper. “This exclusion represents a strategic blind-spot for marketers.” In December 2020, Linne Fulcher, vice president, customer strategy, science and journeys at Walmart U.S., published a blog post that outlined Walmart’s new return policy. Dubbed “Carrier Pickup by FedEx,” the service was just in time for the holidays, free, and “here to stay,” Fulcher wrote. She described the policy as “an incredibly convenient way to make that unwanted gift ‘magically’ disappear,” whether customers bought items in a store, online, or from a third party vendor. “We want the returns experience to be easy, safe and seamless,” she added. Returns are big business. According to the National Retail Federation (NRF), U.S. consumers returned an estimated $428 billion worth of merchandise last year—approximately 10.6 percent of total U.S. retail sales. The numbers for ecommerce are even more startling: online shopping accounted for roughly $565 billion of 2020 retail sales, of which $102 billion in merchandise—about 18 percent—was returned. However, retail advisory firm Optoro noted in 2019 that of 117 top retailers, not even a third of them quantify the full cost of returns. Even before the pandemic hit, Sandy Jap, Sarah Beth Brown professor in marketing, Ryan Hamilton, associate professor of marketing, and former Goizueta Business School dean, Tom Robertson, were perplexed at how little academic research existed regarding returns. “Instead of viewing returns as a nuisance and an added cost, they are an opportunity to engage with customers and build brand loyalty,” explains Robertson. “Returns are part and parcel of the new retail landscape. This has been exacerbated by the strong uptick in online.” To help retailers identify opportunities, Jap, Hamilton, and Robertson wrote “Many (Un)happy Returns? The Changing Nature of Retail Product Returns and Future Research Directions,” published in Journal of Retailing last year. The article is essentially a researcher’s road map for exploring this “strategically important area,” says Jap. Some retailers, such as Warby Parker and Stitch Fix, have built returns into their business models. Others, like Zappos and Nordstrom, have made consumer-generated returns easy, assuming that doing so engenders brand loyalty and repeat business. Yet most retailers seem “to lack a coherent philosophy” on returns and “appear not to have built return rates into their business models at all,” the trio state in their paper. “There are so many interesting and important questions to be answered around product returns,” says Hamilton. “Important as returns are, the academic marketing research has barely scratched the surface.” “Many (Un)happy Returns” highlights five specific areas where advancements in theory and practice would provide opportunity for greater understanding: 1. How product returns transform the customer journey 2. The “dark side” of returns—exploring the gray area between justified returns and outright fraud 3. The effects of returns on traditional retailer supply chains 4. Customer response to easy product returns and practices 5. The effect of retailers’ product return practices on their reputation “These questions represent a range of important directions for assembling a body of work on retailer-initiated and customer-initiated return behaviors and processes,” they write. “Ultimately, these might serve to improve the performance of return forecasting models, illuminate optimal go-to-market strategies and distribution processes in the evolving, technology-oriented marketplace that characterizes retailing today.” Each of the five points above are detailed in a piece recently published by Emory University. That article is attached here: If you are a journalist looking to cover this topic or if you are simply interested in learning more, then let us help. Ryan Hamilton, associate professor of marketing at Emory’s Goizueta Business School. Sandy Jap holds the Sarah Beth Brown Endowed Professorship of Marketing Chair at Emory’s Goizueta Business School. Both are available to speak with media, simply click on eithr expert's icon now – to book an interview today.

Ask the Expert: Vaccine myths and scientific facts

Now that there are authorized and recommended COVID-19 vaccines, it is critical people receive accurate information. Peter Gulick, professor of medicine at the Michigan State University College of Osteopathic Medicine and infectious disease expert, reviews some myths about the vaccine and counters these with scientific facts. Myth: The COVID-19 vaccines were developed in a rush, so their effectiveness and safety can’t be trusted. Fact: Studies found that the Pfizer/BioNTech and Moderna are both about 95% effective compared to the influenza vaccine, which ranges from being 50% to 60% effective each year. The Johnson & Johnson vaccine is 85% effective at curbing serious or moderate illness. The most important statistic is that all three were 100% effective in stopping hospitalizations and death. As of March 9, 2021, the Centers for Disease Control and Prevention reports that 93.7 million people have been vaccinated and all safety data collected from these doses show no red flags. There have been about 5 cases of anaphylaxis, an allergic reaction, per 1 million but this is no different than allergic reactions from other vaccines. There are many reasons why the COVID-19 vaccines could be developed so quickly and here are a few: The COVID-19 vaccines from Pfizer/BioNTech and Moderna were created with a messenger RNA technology that has been in development for years, so the companies could start the vaccine development process early in the pandemic. China isolated and shared genetic information about COVID-19 promptly so scientists could start working on vaccines. The vaccine developers didn’t skip any testing steps but conducted some of the steps on an overlapping schedule to gather data faster. The Pfizer/BioNTech and Moderna vaccines were created using messenger RNA, or mRNA, which allows a faster approach than the traditional way that vaccines are made. Because COVID-19 is so contagious and widespread, it did not take long to see if the vaccine worked for the vaccinated study volunteers. Companies began making vaccines early in the process — even before FDA authorization — so some supplies were ready when authorization occurred. They develop COVID-19 vaccines so quickly also due to years of previous research on the SARS COV-1, a related virus. Myth: The messenger RNA technology used to make the Pfizer/BioNTech and Moderna COVID-19 vaccine is brand new. Fact: The messenger RNA technology behind these two vaccines has been studied and in development for almost two decades. Interest has grown in these vaccines because they can be developed in a laboratory using readily available materials, making vaccine development faster. mRNA vaccines have been studied before for flu, Zika and rabies. Myth: You only need one dose of J&J vaccine so it’s more effective. Fact: Johnson & Johnson’s vaccine uses a different strategy — a weakened cold virus that is reprogrammed to include the code for the spike protein. Once inside the body, the viral genes trigger a similar response against the virus. All three vaccines are considered overall effective and 100% effective in preventing hospitalizations and death. Myth: Vaccine efficacy and effectiveness mean the same thing. Fact: Efficacy and effectiveness do not mean the same thing. “Efficacy” refers to the results for how well a drug or vaccine works based on testing while “effectiveness” refers to how well these products work in the real world, in a much larger group of people. Most people, however, use them interchangeably even though they have different scientific meanings. Myth: The vaccines aren’t effective against new strains of the virus. Fact: Currently, we know both the U.K. strain as well as the South African variant have increased transmissibility of 30% to 50% over the natural strain. As far as an increase in causing more serious disease, it is not known yet. We have over 600 U.K. variants in Michigan and one case of the South African variant, and I just heard of 47 cases of the U.K. variant in Grand Ledge. We (Michigan) are second in the nation in variants, but that's likely because we test for them more. The most important information is that the vaccines, in general, are 100% effective in prevention of hospitalization and death. So, it is felt they all offer some protection against variants to prevent serious disease. As far as the Johnson & Johnson, it was used with variants and has efficacy overall of 72% in U.S., 66% in Latin America and 57% in South Africa (where the main strain is the South African variant). All companies are looking at modifying (their products) (the mRNA) to cover variants and either give a booster or a multivalent vaccine to cover all variants. Myth: There are severe side effects of the COVID-19 vaccines. Fact: The COVID-19 vaccine can have side effects, but the vast majority go away quickly and aren’t serious. The vaccine developers report that some people experience pain where they were injected; body aches; headaches or fever, lasting for a day or two. This is good and are signs that the vaccine is working to stimulate your immune system. If symptoms persist beyond two days, you should call your doctor. Myth: Getting the COVID-19 vaccine gives you COVID-19. Fact: The vaccine for COVID-19 cannot and will not give you COVID-19. The two authorized mRNA vaccines instruct your cells to reproduce a protein that is part of the SARS-CoV-2 coronavirus, which helps your body recognize and fight the virus, if it comes along. The COVID-19 vaccine does not contain the SARS-Co-2 virus, so you cannot get COVID-19 from the vaccine. The Johnson & Johnson vaccine was developed using adenovirus vector technology and also will not give you COVID-19. It shows your immune system a weakened, common cold virus “disguised” as the coronavirus instead. Adenovirus vaccines have been around for about two decades, the same as mRNA vaccines. Johnson & Johnson developed a vaccine for Ebola using this technology. Myth: The vaccines are ineffective against the virus variants. Fact: More time is needed to study the vaccines’ effectiveness against the variants. Studies are now being conducted to determine if a booster dose is needed to protect against the variants or if modifications to the vaccines are needed. Myth: I already had COVID-19 and I have recovered, so I don't need to get the vaccine. Fact: There is not enough information currently available to say if or for how long after getting COVID-19 someone is protected from getting it again. This is called natural immunity. Early evidence suggests natural immunity from COVID-19 may not last very long, but more studies are needed to better understand this. The CDC recommends getting the COVID-19 vaccine, even if you’ve had COVID-19 previously. However, those that had COVID-19 should delay getting the vaccination until about 90 days from diagnosis. People should not get vaccinated if in quarantine after exposure or if they have COVID-19 symptoms. Myth: I won't need to wear a mask after I get the vaccine. Fact: It may take time for everyone who wants a COVID-19 vaccination to get one. Also, while the vaccine may prevent you from getting sick, more research is needed, but early indications show that while the vaccine is effective in reducing transmission, it is possible for a vaccinated person to spread the virus. Until more is understood about how well the vaccine works, continuing with precautions such as mask-wearing and physical distancing will be important. Myth: COVID-19 vaccines will alter my DNA. Fact: The COVID-19 vaccines will not alter any human genome and cannot make any changes to your DNA. The vaccines contain all the instructions necessary to teach your cells to make SARS-CoV-2's signature spike protein, release it out into the body, and your immune system gets a practice round at fighting off COVID-19. Myth: The COVID-19 vaccine can affect women’s fertility Fact: There is currently no evidence that antibodies formed from COVID-19 vaccination cause any problems with pregnancy, including the development of the placenta. In addition, there is no evidence suggesting that fertility problems are a side effect of any vaccine. People who are trying to become pregnant now or who plan to try in the future may receive the COVID-19 vaccine when it becomes available to them but it’s always prudent to consult with your doctor. Myth: The COVID-19 vaccine was developed to control the general population either through microchip tracking or "nanotransducers" in our brains. Fact: There is no vaccine microchip, and the vaccine cannot track people or gather personal information into a database. Myth: The vaccines were developed and produced using fetal tissue. Fact: The vaccines do not contain fetal cells nor were fetal cells used in the production the Pfizer and Moderna vaccines. Johnson & Johnson used human cell lines or also known as cell cultures to grow the harmless adenovirus but did not use fetal tissue. These same cell lines have been used for other vaccines including hepatitis, chickenpox and rabies and have been around for years. Peter Gulick is an associate professor of medicine at Michigan State University, College of Osteopathic Medicine, and serves as adjunct faculty in the College of Human Medicine and the College of Nursing. Dr. Gulick is available to speak with media - simply click on his icon now to arrange an interview today. Peter Gulick is an associate professor of medicine at Michigan State University, College of Osteopathic Medicine, and serves as adjunct faculty in the College of Human Medicine and the College of Nursing. Dr. Gulick is available to speak with media - simply click on his icon now to arrange an interview today.

Villanova Professor Discusses the Presidency and Future Use of Social Media

During his presidency, Donald Trump heavily utilized Twitter and other social media platforms as a key communication mechanism. But President Joe Biden’s use of social media will likely look very different according to Villanova University political science professor Matt Kerbel, PhD. “I think we’re going to see a return to something resembling normalcy in the way President Biden communicates with the public and runs his office,” says Dr. Kerbel. “President Trump was singular in his ability to use Twitter as a mouthpiece for his unfiltered thoughts because that was his brand and the basis for his campaign and presidency. Social media was an extension of his personality and a forum to amplify his message.” But President Biden’s campaign did not follow the same strategy. Dr. Kerbel predicts his social media use will vastly differ: “I expect President Biden to use social media to communicate his message of unity and publicize his plans and accomplishments. Expect a return to routine press conferences and planned media events along with social media outreach resembling what we’ve seen from the transition team.” Dr. Kerbel is an expert on political communication, including how politicians or political parties utilize traditional and new media. Due to his experience as a television and radio writer, researcher and author, he is frequently interviewed regarding politics and the media. He also writes political analyses for his blog, Wolves and Sheep.

The tug between protecting privacy and building brand loyalty

The coronavirus pandemic has put much of normal life on hold, but it hasn’t stopped hackers. According to Securityboulevard.com, in the first quarter of 2020, more than 8.4 billion records from healthcare institutions, technology, software, social media, and meal delivery companies were exposed — a 273 percent increase from Q1 2019. While data breaches are costly to companies — a recent Ponemon Institute data breach report found that data breaches cost organizations an average of $7 million in the U.S. — their frequency is enough to cause some consumers to wonder if their private information is safe with their favorite brands. The increase in data breaches is concerning, noted Jesse Bockstedt, associate professor of information systems & operations management, but several studies have found that the out-of-pocket expense to consumers due to identity theft is less than $1,000. “Which isn’t zero, but it’s not like a few years ago when [identity theft] ruined your life and destroyed your credit,” Bockstedt said. As for the companies, he added, “It’s not a brand killer anymore.” Yet despite consumers’ growing unease, Goizueta faculty say the relationship between privacy and brand loyalty is a bit more intricate. While a data breach can nick a firm’s reputation, it’s the data that is purposely collected beyond the name and vital statistics that worry consumers more. Our experts found the following key points were necessary when it comes to finding the safe ground between privacy and brand loyalty. In fact, we have an expert from Goizueta who can explain each one: Building digital trust “Companies are increasingly worried that people will buy less from their brand if they’re perceived to be fast and loose with customer data,” said Daniel McCarthy, assistant professor of marketing. For instance, after political data-analytics firm Cambridge Analytica secretly collected data on roughly 87 million Facebook users, back-lash followed. In an effort to regain users’ trust, Facebook founder and CEO Mark Zuckerberg laid out a “privacy-focused vision” for Facebook, but those efforts were widely criticized as not going far enough. Advertising boycotts followed. Trust: the key to customer loyalty Minus regulatory guardrails, the differentiating factor is trust, explained Jagdish Sheth, the Charles H. Kellstadt Chair in Marketing. “Trust is built over time by doing what you promise to do and by company behavior that is considered appropriate or right,” Sheth said. Loyalty programs such as those with airlines, hospitality companies and grocery stores are founded on a relationship between a consumer and a brand. “Loyalty programs mean relationships, and in all relationships, trust and commitment are key,” he added. Let’s make a deal “Brands that are able to deliver a personalized experience in a privacy-friendly manner will have a competitive advantage,” explained David Schweidel, professor of marketing, in a recent “Goizueta Effect” podcast. “Putting a premium on privacy means forgoing the benefits that come from allowing organizations to collect data they use to deliver a better experience. From a commercial standpoint, the onus is on the marketers to make the case that the benefits outweigh privacy concerns.” We’ve attached a full article with even more advice and helpful information from our experts – but if you are looking to learn more or cover this topic, we can help. All of our faculty are available to speak with media, simply click on either expert’s icon now – to book an interview today.

Canadian's Digital Behavioral Shifts in Relation to the The Coronavirus Pandemic

This article is part of a series of insights that reveal a Canadian perspective on the impact of the COVID-19 pandemic on consumer behavior and significant audience shifts across digital platforms. Things are moving fast. Following our last update regarding digital media consumption during the Coronavirus pandemic, this article will highlight some of the major category changes reflected as of the week March 16 - 22, 2020. Key Insights from Our Analysis Digital consumption continues to grow: the visits and minutes curve is not flattening Key content categories such as news, social media, and government are being driven by higher engagement: metrics include visits and duration More engagement with news sites: sites categorized as local, business/finance, and general news are main drivers Categories that focus on entertaining, kids, food, financial advice, and children’s education are also seeing growth: growth comes from increases in aggregate unique visitors, visits and minutes Automotive manufacturers, real estate, sports and travel entities have seen decreases: however, they are poised for major increases and a bounce back. Mobile platforms are driving growth: some differences between desktop and mobile engagement Canadian's total digital consumption continues to grow When we analyzed Canadian total digital media consumption to compare the percentage change between the week of March 16, 2020 and the first weeks of January 2020, February 2020, and March 2020, we found that overall digital engagement is not flattening. Even comparing the beginning of March against mid-March, we can see visitation, visits, and engagement continuing to grow. Looking at the total digital consumption trend over time, we can see growth in total minutes spent online while total visits have remained relatively flat. Media Consumption Growth by Category There are several content categories that we are seeing major growth in each of the time periods: These digital categories of news/information, social media, entertainment, government and games are showing continuous growth. The need for ongoing news and information updates, government information, flocking to social media to bring community together and message, and the need to be entertained with visitation and engagement on Entertainment and Games Entities. News and Information Category Insights  To look at the news/information category a bit closer – it is amazing to see the category growth over the past few weeks of Canadians going to news entities to get updates. The hockey stick growth from the start of March 2020 is very evident. The news and information growth is being driven by local news, general news, and business/finance news. That being said – technology, politics, and weather are also seeing growth. Through these time periods, we are also seeing some other categories that are showing significant growth. Many of the categories are a result of many Canadians being home bound and isolated, and with families with kids having the kids at home. Platform Variance for Media Consumption One of the areas that we have been asked most about is whether we find any variances between desktop and mobile platforms. When reviewing the data, there is greater engagement with mobile platforms in the week of March 16 compared to other weeks. Amidst the global COVID-19 pandemic, we are seeing a significant increase in digital consumption amongst Canadian consumers. The data trends show Canadians are flocking online with significant growth in news entities, instant messaging, social media, government resources, entertainment, music destinations, video, and financial websites. What this means for marketers and advertisers is a significant opportunity to reach Canadians who are highly engaged and are looking for relevant and timely content. It comes down to delivering the right message, at the right time, in front of the right audience, in brand safe environments.

STORY: CAA named the most trusted brand in Canada in the annual Gustavson Brand Trust Index

The Canadian Automobile Association (CAA) has been named the most trusted brand in Canada in the annual Gustavson Brand Trust Index, released today. This is the fourth consecutive year that CAA is one of the top two most trusted brands in Canada, beating out several hundred other prominent international and Canadian brands. This year, CAA tied for first place with Mountain Equipment Coop (MEC), another Canadian, membership-based, not-for-profit organization. Further, CAA finished first, for the third year in a row, in the insurance category of this year’s Index. Conducted by the Peter B. Gustavson School of Business at the University of Victoria, the sixth annual Gustavson Brand Trust Index asked more than 7,800 consumers to score 342 prominent companies and brands, across 27 industry sectors, on a range of brand value measures.

Scarcity reduces consumers' concerns about prices, research shows

BLOOMINGTON, Ind. -- During the current pandemic, panicked overbuying of products such as toilet paper, cleaning products and similar items often has led to limited options for consumers and empty store shelves. What's often left are generic or lower-priced branded products. According to new research from the Indiana University Kelley School of Business, it may not be because consumers during this crisis are viewing higher-priced products as having better quality. A paper published in the Journal of Consumer Research finds that scarcity actually decreases consumers' tendency to use price to judge a product's quality. "Scarcity is aversive and triggers the desire to compensate for the shortage, and to seek abundance," said paper co-author Ashok Lalwani, associate professor of marketing at Kelley. "People who face scarcity are less likely to view less vs. more expensive options as belonging to different categories, and thus are open to differences at either or both ends of the price continuum." This is the first paper to directly show the impact of scarcity on price-quality judgments. The findings are applicable amid times of economic crisis, natural disasters and social disturbances. "We suggest that people may not only differ in terms of how they categorize purchases, but also in terms of the extent to which they categorize, and scarcity reduces the tendency," Lalwani said. While consumers frequently judge the quality of a product based on its price, they change their thinking during times of scarcity and are less likely to categorize objects and less likely to use the price of a product to infer its quality, Lalwani and his co-authors found. The business implications for managers at high-end stores or those who want to increase sales of high-priced items are numerous. Lalwani suggested that one way such managers can activate the belief that higher prices indicate higher quality is by varying context or environmental factors. This could include encouraging consumers -- such as through contests or sweepstakes -- to categorize assorted items by price to facilitate the use of price-tiers as a basis for judging a product's quality. "The same objective could also be attained by reducing consumers' desire for abundance," Lalwani said. "For example, inside the store, managers could have portraits, displays or ads highlighting the harmful effects of gluttony or hoarding behavior. Doing so may increase customers' price-quality inferences and shift them from purchasing lower-priced to higher-priced goods. "Our findings also suggest that when stronger price-quality inferences are desired, retailers are advised to avoid utilizing scarcity messages, such as 'sale ends this week' or 'while supplies last,' especially for product categories in which the proportion of high-priced items is high, as priming scarcity among consumers may decrease their price-quality inferences." Other authors of the paper, "The Impact of Resource Scarcity on Price-Quality Judgments," were Hanyong Park, assistant professor of marketing at the Eli Brand College of Business at Michigan State, and David Silvera, retired associate professor of marketing at the University of Texas at San Antonio.