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Mobile Behaviors in Canada


According to Comscore, 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 old 100.0%
Sent text message 64.5%
Took photos 48.9%
Used application 40.6%
Accessed news and information 35.2%
Used browser 32.7%
Used email (work or personal) 29.7%
Played games 27.3%
Accessed social networking site or blog 25.4%
Accessed weather 22.9%
Used major instant messaging service 21.1%
Accessed search 21.1%
Captured video 20.3%
Listened to music on mobile phone 19.0%
Accessed maps 17.5%
Accessed sports information 13.1%
Accessed entertainment news 13.0%
Accessed movie information 12.0%
Accessed bank accounts 11.1%
Accessed restaurant information 9.8%
Accessed financial news or stock quotes 9.4%
 

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 Subscribers 100.0%
RIM 42.0%
Apple 31.0%
Google 12.2%
Symbian 6.4%
Microsoft 5.1%
“Consumption of mobile media is dramatically accelerating in the Canadian market,” said Greg Banducci, Head of Mobile, Yahoo! Canada. “In order to continue leading and innovating, Yahoo! relies on on a comprehensive data set to provide insight into consumers’ mobile behaviors; our own methods and insights combine with products like MobiLens provide us with that advantage.”
 

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