(0) Canadian population is aging with approximately 15% of the population over the age of 65 (Statistics Canada, 2012) DEMOGRAPHIC o This is an opportunity because as people age, they can't see as well and the e-reader allows you to change the size of the font, making it easier to read. JOHN (0) Baby boomer/senior population is increasing at a rapid rate of +12% from 2011-2014 (Statistics Canada, 2014, para. 20) o This is an opportunity because baby boomers and seniors form a large percentage of the population and if they have more leisure time, they can read more books. JILL (0) Canada's population growth rate (+1.1%) was the highest among the G7 countries. (Statistics Canada, 2014, paragraph 2) o This would be an opportunity for the e-reader industry to expand their sales within Canada since it has a high growth rate compared to other G7 countries. JOE (0) In 2010, there were approximately 90% more post-secondary school enrollments than in 1980 (AUCC, 2011, p. 6) This is an opportunity because post-secondary graduates may have a tendency to read more and this focus on education could mean that the educational market would be a profitable market to enter. JESSE Opportunity or Threat (0) Interest in the saving the environment is increasing (Ipsos, 2013, para. 4) SOCIO- CULTURAL o This is an opportunity because consumers may want to move towards the use of ebooks to limit the amount of paper utilized in the production of books. JOHN (T) People have increasing concerns with childhood obesity (Public Health Agency of Canada, 2013, para. 1) • This is a threat because parents want children to be active in their leisure time and this may impact the demand for books and e- books overall. JILL (0) 89% of Canadians have a medium-high comfort level with the use of technology (Bensimon Byrne, 2010) o This is an opportunity because as consumers use technology more they become more comfortable with it, the adoption rate for electronic devices will increase. JOE (0) The use of paper has been steadily decreasing in school. (Learmonth, 2010) o This is an opportunity as an entire generation will grow up being more familiar with electronic books and other media. This will result in increased comfort with e-reader technology. JESSE