Canada: Smartphone adoption reaches 40%

13/12/2011

Smartphones now account for two-fifths of all mobiles in Canada, with Blackberry is the most device, according to new research. The study, from comScore, indicated that Apple is the second most popular smartphone, while Android is the fastest growing, doubling its market share in the past 6 months.

The report ranked the leading mobile original equipment manufacturers (OEMs) and smartphone operating system (OS) platforms in Canada according to their share of current mobile subscribers ages 13 and older, and reviewed the most popular activities and content accessed via the subscriber’s primary mobile phone.

The September report found Samsung to be the top handset manufacturer overall with 25.2 percent market share, while RIM led among smartphone platforms with 35.8 percent share of that market segment.

OEM Market Share

In September, 20.1 million Canadians ages 13 and older used mobile devices.

Device manufacturer Samsung ranked as the top OEM with 25.2 percent of mobile subscribers in Canada, followed by LG with 20.0 percent share and RIM with 14.3 percent share.

Apple ranked fourth with 12.0 percent share of subscribers, while Nokia rounded out the top five at 10.1 percent.

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Smartphone Platform Market Share

8 million people in Canada owned smartphones in September 2011, representing 40 percent of the mobile market in Canada, a gain of 7 percentage points in the past six months.

RIM ranked as the top platform with 35.8 percent of the smartphone market, followed by Apple at 30.1 percent.

Google Android gained ground among the competition by doubling its market share to 25.0 over the past six months. Symbian ranked fourth with 4.2 percent share, followed by Microsoft with 3.2 percent.

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Mobile Content Usage

Canadians use their mobile devices to access a wide variety of content. In September, 67.4 percent of the total Canada mobile audience used text messaging on their mobile device, compared to 88.1 percent of the Smartphone audience.

Downloaded applications were used by 40.9 percent of the total mobile audience, compared to 84.2 percent of smartphone subscribers.

Mobile browsers were another popular way of accessing mobile content, used by 36.9 percent of the total audience and 74.8 percent of the smartphone audience.

39.5 percent of the total audience and 79.3 percent of the smartphone audience used their phones to stay up-to-date on the latest news.

Other popular mobile behaviors included accessing maps (44.4 percent of smartphone subscribers), accessing bank accounts (28.8 percent of smartphone subscribers) and scanning QR codes (18.1 percent of smartphone subscribers).

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www.comscore.com/companyinfo

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