Clash Over Canadian Broadband Caps

Among global nations, Canada is one of the most restrictive in terms of broadband usage caps. Recently, some major Canadian ISPs lowered their monthly caps to 25 Gb (a reduction of 90% or more for some providers), causing a stir among Canadian consumers. Since nothing gets the attention of political folks quite like angry voters, Canada's Prime Minister and Industry Minister have joined the fray, stating that Canada's regulatory agency (the CRTC) needed to rethink their approach. With the increased usage of video streaming and other bandwidth hungry applications, this clash seems like one that was destined to happen.

Will the CRTC back down? What do you think?

Parks Associates supports Digital Strategies Conference

Parks Associates is supporting the Digital Strategies Conference on March 10th in Toronto, Canada.

Digital Strategies Conference is a one day event focused on what you need to know to effectively market your products and services in the Digital Age. This is an event that you can't afford to miss.

Smartphones, Data Plans, New Apps to drive Mobile Advertising Revenues to $1.5 billion in 2013

Revenues for mobile advertising in the U.S. and Canada will grow from $208 million in 2009 to approximately $1.5 billion by 2013, according to the new Parks Associates report Mobile Advertising: Analysis and Forecasts. Adoption of smartphones, 3G network data plans (or newer wireless services), and downloadable applications will spur this growth in ad revenues, with significant increases beginning in 2010.

Parks Associates estimates there were 62 million smartphone users in North America in 2008, with user penetration to reach 239 million in 2013. Parks Associates projects U.S. 3G network data plans will reach 95% penetration by 2013, with Canada achieving 70% penetration.

Mobile advertising is poised to take advantage of opportunities presented by the diffusion of 3G networks and devices such as the smartphone. Advertisers will begin to incorporate mobile into their media campaigns as this medium matures into a viable marketing space.

Way cautions that advertisers could encounter early resistance from consumers. Parks Associates’ Mobile Entertainment (Second Edition) found 38% of respondents do not want to receive mobile ads, while 37% remain neutral to the idea of ads on their mobile phone.

However, teens and young adults are more receptive to ad-supported mobile content, particularly in entertainment genres. Advertisers need to develop innovative ways to reach these consumers.

Mobile Advertising: Analysis and Forecasts examines the current mobile advertising market. It includes a market overview and analyzes effective mobile ad formats and current pricing models. The report examines opportunities driving overall growth and inhibitors threatening continued expansion and includes mobile advertising revenue forecasts through 2013.

For the full press release, click here.

2.5 Million U.S. and Canadian Households ready to buy an Internet-connected TV

Personalized and Web-based content driving consumer demand --

Parks Associates reports that approximately 2.5 million broadband households in the U.S. and Canada are ready to purchase an Internet-connected TV if priced at a $100 premium over regular TVs. This figure translates into $250 million in additional revenues for the consumer electronics industry.

Parks Associates’ latest consumer study, Digital Media Evolution, gauges market demand for Internet-connected devices and the applications consumers want to use in conjunction with this new capability. The study covers digital cameras, TVs, digital photo frames, and Blu-ray players and finds TVs have the strongest market potential.



The top application consumers want through a connected TV is access to video-on-demand content. At the same time, roughly one-third of broadband households in the U.S. and Canada want on-screen widgets, and 27% want to access content stored on their home computers.

Access to additional content is the key demand driver. Most people can get popular video titles through their pay-TV providers, but if they want to watch niche or personal content on their TV, they have to burn or buy DVDs. With a connected TV, they suddenly have lots more options.