New Mobile Metrics For Canada

3 Jun by admin

New Mobile Metrics For Canada

As most of you know, we are pretty big on metrics over here at Clip.  This week Comscore made a long overdue announcement that they are going to be including Canada in their key mobile metrics report Mobilens from hereon in.  This is great news for anyone interested in using mobile to reach users, customers etc.

Here is a link to the full press release and below we have highlighted some of the key stats they included in the first report.  Most notably, Canada is 4th in the world for Smartphone penetration and in March 2011, 40% of Canadians used an app!

Mobile Behaviors in Canada

Mobile subscribers in Canada exhibited strong usage of mobile media on their devices. In March 2011, 40.6 percent of mobile users in Canada used an application on their mobile device, while 32.7 percent used a mobile browser. Accessing of news/information was conducted by 35.2 percent of the mobile audience, while social networking sites or blogs were used by 25.4 percent. Sending text messages and taking photos with their phone were the top two activities, used by 64.5 percent and 48.9 percent, respectively. Accessing work or personal email represented 29.7 percent of the total mobile audience.

Select Mobile Behaviors in Canada
March 2011
Total Canada Mobile Audience Ages 13+
Source: comScore MobiLens
Share of Mobile Subscribers
Total Mobile Subscribers: 13+ yrs old100.0%
Sent text message64.5%
Took photos48.9%
Used application40.6%
Accessed news and information35.2%
Used browser32.7%
Used email (work or personal)29.7%
Played games27.3%
Accessed social networking site or blog25.4%
Accessed weather22.9%
Used major instant messaging service21.1%
Accessed search21.1%
Captured video20.3%
Listened to music on mobile phone19.0%
Accessed maps17.5%
Accessed sports information13.1%
Accessed entertainment news13.0%
Accessed movie information12.0%
Accessed bank accounts11.1%
Accessed restaurant information9.8%
Accessed financial news or stock quotes9.4%

Smartphone Penetration Across Global Markets

Smartphone adoption continues to spread across the globe at various rates. Canada’s smartphone penetration reached 32.8 percent in March 2011, marginally higher than that of the U.S. The U.K. led all reportable markets in smartphone penetration at 40.8 percent, followed by Spain (40.2) percent and Italy (38.3 percent).

Smartphone Penetration Across Global Markets
March 2011
Total Mobile Subscribers Ages 13+
Source: comScore MobiLens
Share of Mobile Subscribers
Total Smartphone Subscribers100.0%
United Kingdom40.8%
Spain40.2%
Italy38.3%
Canada32.8%
United States32.2%
France31.4%
Germany28.3%
Japan9.7%

Smartphone Platform Market Share in Canada

In March 2011, 6.6 million people in Canada owned smartphones, representing one-third of the total mobile audience. RIM was the leading mobile smartphone operating system with 42.0 percent share of Canadian smartphone subscribers. Apple ranked second with 31.0 percent share, followed by Google with 12.2 percent, Symbian with 6.4 percent share and Microsoft with 5.1 percent share.

Top Smartphone Platforms
March 2011
Total Canada Smartphone Subscribers Ages 13+
Source: comScore MobiLens
Share of Smartphone Subscribers
Total Smartphone Subscribers100.0%
RIM42.0%
Apple31.0%
Google12.2%
Symbian6.4%
Microsoft5.1%