Canadian Mobile Landscape
February 2013
Darrick Li, Account Manager
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Proprietary.
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demographics and key landscape features so users can build solid mobile strategy,
back their direction with facts, and execute on those plans with confidence.
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A Comprehensive Market View Through Intelligent Online Surveys
360° View of the Mobile Consumer
 Technology Penetration and Effectiveness
 Content Merchandising
 Consumer Behavior
MobiLens Data Sets
 Reporting monthly in Spain, Italy, Germany, France, UK, Japan, and US,
quarterly in Canada
 Technical capabilities of every handset in market: >7,000
 Monthly census of operator content portals: 2,000+ publishers, 15,000+ titles
 Intelligent online survey of 5,500 CA mobile phone owners per month.
Market Sizing
 Quota Sampling is used, requiring that a precise number of consumer be
selected each month by nested age and gender groups based on Census
population proportions
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9
Mobile Landscape in Canada
© comScore, Inc.
Proprietary.
Total Canadian Mobile Universe: 22,076,000
Operator Share
Koodo
Mobile
6%
Other
13%
Virgin
Mobile
6%
Fido
Wireless
7%
Bell
Mobility
20%
Original Equipment Manufacturer (OEM)
Kyocera
Communications
1%
Sony
2%
Rogers
Wireless
25%
HP
0%
Motorola
4%
HTC
4%
Other
5%
Samsung
28%
Nokia
8%
Telus
Mobility
22%
RIM
13%
Not
Smartphone
38%
© comScore, Inc.
Proprietary.
Smartphone
62%
LG
13%
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
Apple
22%
11
Demographics of Canadian mobile subscribers
Mobile Audience by Gender
% Mobile Audience by Age
18%
17%
18%
15%
13%
13%
7%
49%
51%
13-17
% Mobile Audience by Household
Income
23% of smartphone
owners is between the
ages of 25-34.
18-24
25-34
35-44
45-54
55-64
65+
% Mobile Audience by Region
33%
20%
21%
17%
British
Columbia
14%
10%
<$25k
$25k to
<$50k
$50k to
<$75k
$75k to
<$100k
© comScore, Inc.
Proprietary.
Atlantic
7%
Prairies
18%
$100k+
Source: comScore, Inc., MobiLens, CA, Persons 13+, Sept 2012
Ontario
41%
Quebec
20%
12
Smartphone penetration by market
62% of Canadians now own smartphones
67%
65%
62%
% Smartphone Audience
55%
54%
54%
53%
29%
Spain
+14.7 pts
United
Kingdom
Canada
France
+10.5 pts
+16.9 pts
+13.4 pts
© comScore, Inc.
Proprietary.
Germany
+15.2 pts
United
States
Italy
Japan
+10.1 pts
+8.1 pts
+10.6 pts
Source: comScore, Inc., MobiLens, JP, US, UK, ES, IT, DE, FR, CA,, Persons 13+, Dec 2011 – Dec
2012
13
BC saw the highest smartphone penetration compared to other
regions
Smartphone Penetration by Region
December 2012
British Columbia
67%
+16 pts
since Dec
2011
Atlantic
57%
Quebec
55%
Prairies
64%
+19 pts
since Dec
2011
© comScore, Inc.
Proprietary.
Ontario
64%
+16 pts
since Dec
2011
+19 pts
since Dec
2011
Source: comScore, Inc., MobiLens, CA, Persons: 13+, Dec 2011 & Dec 2012
+14 pts
since Dec
2011
14
Android continues to increase market share in Canada
Smartphone Platform Share
December 2012
HP
Symbian 0%
Microsoft 2%
2%
Smartphone Platform Share
Other
Smartphone
0%
Microsoft -0.6 pts
RIM
Symbian -2.3 pts
-12.1 pts
Apple
+3.7 pts
HP -0.5 pts
Google
+12.0 pts
Other Smartphone -0.3 pts
Google
40%
Apple
35%
% Smartphone Audience
45%
RIM
20%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Dec-11
© comScore, Inc.
Proprietary.
Mar-12
Jun-12
Note: Palm has been renamed as HP
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2011 – Dec 2012
Sep-12
Dec-12
15
Dual device ownership: The digital omnivore
In December 2012, 38% of all Canadian mobile users also owned a connected device*, an increase of 11.5 pts over December
2011. 43% of all smartphone owners owned a connected device in December.
As smartphones, tablets, and other connected devices provide the means to connect outside of homes and workplaces, these
devices are changing the way many consumers seek information, communicate, and engage online.
Connected Device Ownership Penetration
by Region
% Mobile Audience
Dec-11
Top 5 Connected Devices
Dec-12
Apple iPad/iPad mini
39%
42%
30%
40%
27%
24%
31%
32%
27%
21%
Kobo eReader/Touch/Glo/Mini
+15.4 pts
Prairies
Ontario
Quebec
+11.3 pts
+12.0 pts
+10.1 pts
© comScore, Inc.
Proprietary.
7%
iPod touch
BlackBerry Playbook
British
Columbia
14%
Atlantic
+4.3 pts
Amazon Kindle/ Kindle 2/
Kindle 3/ Kindle DX
6%
4%
3%
% Mobile Audience
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2011 & Dec 2012
*Connected devices = devices used to access online content including tablets, mp3 players and ereaders.
16
NFC enabled phones continue to increase in the Canadian market
Near-field communication (NFC) technology permits smartphones to receive radio communication by simply bringing them in
close proximity. NFC technology can be used as an instant, contactless mobile payment along with a multitude of other uses,
including advertising.
Android-enabled phones currently lead with the largest number of NFC enabled devices in Canada (71%), while RIM’s phones
represent 28% of NFC handsets.
Ontario
12%
Prairies
10%
B.C.
13%
Atlantic
12%
Quebec
7%
NFC Enabled Phones
% Mobile Audience
12.0%
10.9%
10.0%
9.5%
8.0%
6.5%
6.0%
5.2%
4.0%
3.5%
2.0%
0.0%
1.6%
0.4%
Jun-11
Sep-11
© comScore, Inc.
Dec-11
Proprietary.
Mar-12
Jun-12
Sep-12
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
Source: comScore, Inc., MobiLens, CA, Persons 13+, Jun 2011 - Dec 2012
Dec-12
17
Mobile Media
© comScore, Inc.
Proprietary.
62% of all Canadian mobile phone owners consume mobile media
Mobile Media = Used browser, application, native email, stream or download music and broadcast or
on demand video (does not include SMS)
Mobile Market Segments
B.C.
70%
Prairies
67%
Just Voice
20%
Ontario
64%
SMS (and
not mobile
media)
18%
Mobile
Media
62%
Quebec
52%
Atlantic
58%
© comScore, Inc.
Proprietary.
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
19
More than half of all iPhone owners use apps native to device
Browser and Application Usage Growth
Dec-11
Used app native to device
Dec-12
Apple
52%
57%
% Mobile Audience
53%
RIM
48%
46%
41%
Microsoft
44%
Google
+11.7 pts
42%
+12.3 pts
Symbian
22%
0%
Used Applications (except native
games)
Used Browser
© comScore, Inc.
Proprietary.
20%
40%
% Smartphone Audience by Platform
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2011 & Dec 2012
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
60%
20
What Content Appeals Most to Mobile Media Consumers?
Mobile media users primarily use their phones to access various types of information, such as weather,
maps and news.
Top 10 Content Categories
Weather
65%
Search
61%
Maps
46%
News
43%
Bank Accounts
35%
Entertainment News
34%
Movie Information
31%
General Reference
30%
Sports Information
29%
Tech News
26%
% Connected Media Audience
© comScore, Inc.
Proprietary.
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
21
Mobile Social Networking
© comScore, Inc.
Proprietary.
Mobile social networking most popular in UK, Spain and North
America
Mobile Market Reach %
December 2011 vs. December 2012
United
Kingdom
Canada
44%
41%
+ 4.7 pts
+ 9.7 pts
France
Germany
28%
+ 8.0 pts
Italy
United States
30%
Spain
41%
+ 6.6 pts
32%
42%
+ 8.4 pts
+ 3.7 pts
+ 13.4 pts
© comScore, Inc.
Proprietary.
Japan
17%
- 3.0 pts
Source: comScore, Inc., MobiLens, JP, US, EU5, CA, Persons 13+, Dec 2011 & Dec 2012
23
Social networking continues to rise on smartphones
Mobile social networking on smartphones saw a 44% increase in the number of users between December 2011 and December
2012.
More than half of smartphone social networkers access this almost every day, while 42% of feature phones access social
networking almost daily.
Frequency of Access
Accessed Social Networking Site or Blog
Not Smartphone
% Accessed Social Networking Site
or Blog in Month
Smartphone
70%
% Mobile Audience
60%
50%
40%
30%
20%
10%
16%
25%
30%
58%
42%
Smartphone
0%
Dec-11
Mar-12
Jun-12
Sep-12
© comScore, Inc.
Proprietary.
Dec-12
28%
Not Smartphone
Almost Every Day
At least once each week
Once to three times throughout the month
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2011 – Dec 2012
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
24
Facebook remains #1 mobile social networking brand
62% of mobile social networkers access a social networking site or blog using an app, while 51% and 43% accessed this
content by browser and by SMS.
B.C.
December 2012
Top 10 Social Networking
Brands
Brand
% Reach**
Instagram leads LinkedIn
Prairies
LinkedIn and Pinterest lead
Google+ and Instagram
Facebook
81%
Twitter
29%
YouTube
21%
Google
14%
LinkedIn
12%
Instagram
10%
Quebec
Pinterest
10%
YouTube leads Twitter
Tumblr
6%
Flickr
4%
Atlantic
Yahoo!
2%
Pinterest leads
Instagram and LinkedIn
© comScore, Inc.
Proprietary.
Ontario
LinkedIn leads Google+
*Note: Top Social Networking/Chat/Blog brands excluding Unknown or Other based on Dec 2012 data
**Note: % Reach based upon mobile audience who accessed social networking site or blog in month
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2011 – Dec 2012
25
Mobile social networkers are primarily focused on reading posts
Social Networking Activities
Read posts from people known personally
81%
Posted status update
61%
Read posts from organizations/brands/events
58%
Followed posted link to website
57%
Posted photo
55%
Read posts from public figures/celebrities
51%
Posted link to website
36%
Received coupon/offer/deal
33%
Clicked on advertisement
29%
% Accessed Social Networking Site or Blog in Month
© comScore, Inc.
Proprietary.
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
26
The mobile device is increasingly becoming the new social
communication medium
Social Media Activities
70%
64%
% Mobile Audience
60%
50%
43%
41%
40%
29%
30%
21%
20%
16%
13%
10%
0%
Took photos
Sent photo taken to Accessed Social
a phone or email Networking Site or
address
Blog
© comScore, Inc.
Proprietary.
Recorded Video
Accessed Personal Sent recorded
Used Social
photo or Video video to a phone or Networking Checksharing
email address
In Service
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
27
Mobile Commerce
© comScore, Inc.
Proprietary.
Canadian mobile subscribers who accessed online retail in December
2012 increased 81% compared to December 2011
17% of all U.S. mobile users have accessed online retail on their phones, while 13% have accessed electronic payments.
In Japan, 8% of mobile subscribers made purchases using the ‘Mobile Wallet’. The most popular location for using the
mobile wallet is in a retail or convenience store setting (71%).
Canada
United States
Europe
Japan
% Mobile Audience
17%
14%
13%
11%
10%
11%
11%
10%
10%
8%
6%
6%
Electronic Payments
© comScore, Inc.
Online Retail
Proprietary.
Shopping Guides
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
Source: comScore, Inc., MobiLens, CA, US, EU5, JP, Persons 13+, Dec 2012
Source: comScore, Inc., MobiLens, Japan, Persons 13+, Dec 2012
29
Accessing Online Retail by Region
Total Canada: 10%
Accessed Online Retail
14%
12%
12%
12%
11%
10%
10%
8%
6%
5%
4%
2%
0%
BC
Prairies
© comScore, Inc.
Proprietary.
Ontario
Quebec
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
Atlantic
30
60% of mobile subscribers who access online retail purchased goods
or services on their phone
Top 10 Retail Brands
Frequency of Accessing
Online Retail
60%
29%
12%
Almost Every At Least Once One to Three
Day
Each Week
Times
Throughout
the Month
© comScore, Inc.
% Accessed online retail
Brand
% Reach*
Amazon.com
61%
BestBuy
34%
Future Shop
29%
Canadian Tire
24%
Wal-Mart
20%
Costco
15%
eBay
13%
Apple
12%
Sears
12%
Shoppers Drug Mart
10%
Proprietary.
% Accessed Online Retail in Month
% Accessed Online Retail in Month
55% of mobile consumers who access online retail on their phones also own a connected device, the most popular being an
iPad/iPad mini (26%). The second most popular connected device owned is a Kobo ereader (11%).
73%
24%
16%
Accessed via Accessed via Accessed via
App
Browser
SMS
*Note: % Reach based upon mobile audience who accessed online retail in month
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
31
Mobile phones are becoming the new shopping tool
Mobile phones are increasingly becoming a consumer’s shopping tool, allowing them to check product availability, compare prices
and conduct research on the fly.
In December, 33% of Canadian Smartphone users found a store location with their phone, while 23% made shopping lists and
22% researched product features.
Select Mobile Shopping Activities
% Smartphone Audience
33%
23%
22%
21%
18%
16%
Made shopping Checked product
Compared
lists
availability
product prices
© comScore, Inc.
Proprietary.
Found coupons
or deals
14%
Found store
location
Researched Purchased goods
product features
or services
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
32
Canadians are increasingly using their mobile device to purchase
goods and services
10% of mobile subscribers purchased goods or services using their mobile device in December 2012.
The most popular goods or services purchased are clothing/accessories, tickets and consumer electronics/household
appliances.
% Purchased Goods or Services
in Month
Frequency of Purchase
Type of Goods Purchased
36%
Clothing or accessories
29%
Tickets
59%
24%
24%
Consumer electronics / household appliances
Books (not ebooks)
19%
16%
15%
13%
Daily deals or discount coupons
Meals for delivery or pickup
Gift certificates
30%
Personal care / hygiene products
8%
7%
7%
6%
6%
6%
5%
3%
Groceries
Flowers
Airplane tickets
10%
Auto / Auto parts
Hotel accommodations
Sports/Fitness equipment
Almost Every
Day
At Least Once
Each Week
One to Three
Times
Throughout the
Month
Furniture
Car rental or ground transportation
0%
10%
20%
30%
40%
% Purchased Goods or Services in Month
© comScore, Inc.
Proprietary.
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
33
Smartphone users are beginning to “showroom” with their phones
while in a retail store setting
Mobile Activities Performed in Retail Store
30%
Smartphone users are 52% more likely to
have found a store location while in a retail
store.
% Smartphone Audience
26%
Took picture
of a product
18%
10%
10%
10%
8%
6%
6%
2%
Texted or
Sent picture Found store
called
of product to
location
friends/family family/friends
about a
product
© comScore, Inc.
Proprietary.
Compared
product
prices
Scanned a
product
barcode
Researched
product
features
Checked
product
availability
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
Found
coupons or
deals
Purchased
goods or
services
(online)
34
Mobile Deal-a-Day Sites on the Rise
As Deal-a-Day sites continue to gain momentum online, they’re also increasing in popularity on mobile – 8% of all mobile
subscribers used a Deal-a-Day in December 2012.
16% of mobile consumers who purchased a daily deal or discount coupon spent between $201 - $300, while 14% spent
between $51 and $100.
Brand
% Reach*
48%
28%
24%
Almost Every At Least Once One to Three
Day
Each Week
Times
Throughout the
Month
© comScore, Inc.
Method of Accessing
Deal-a-Day
Top 10 Deal-a-Day Brands
Groupon
61%
WagJag
21%
LivingSocial
19%
Dealfind
17%
TeamBuy
14%
Kijiji
13%
Red Flag Deals
10%
Tuango
6%
Buytopia
4%
Jaunt
4%
Proprietary.
% Used Deal-A-Day in Month
% Used Deal-a-Day in Month
Frequency of Accessing
Deal-a-Day
52%
39%
22%
Accessed via Accessed via Accessed via
App
Browser
SMS
*Note: % Reach based upon mobile audience who accessed deal-a-day in month
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
35
Mobile Advertising
© comScore, Inc.
Proprietary.
QR Code usage in Canada
In December 2012, 9% of Canadian mobile phone owners scanned a QR/bar code with their device.
The primary source of QR codes scanned are printed magazines or newspapers (46%), while poster or flyer or kiosk saw a 7.0
pt increase between December 2011 and December 2012.
The most common location when scanning QR codes is in a retail store (58%), followed by at home (51%) and grocery stores
(25%).
% Scanned QR/Bar Code in Month
Dec-11
47% 46%
Dec-12
43%
39%
34%
27%
27%
24%
12% 13%
12% 12%
7% 6%
Printed
Poster or flyer or Website on PC
magazine or
kiosk
newspaper
© comScore, Inc.
Proprietary.
Product
packaging
Business card
or brochure
Storefront
Note: Excluding Other and Unknown sources
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2012
Source: comScore, Inc., MobiLens, CA, Persons 13+, Dec 2011 & Dec 2012
TV
37
What information are mobile phone owners scanning QR codes for?
The primary reason for scanning QR Codes is product information (73%), followed by event information (29%) and coupon or
offer (28%).
87% of mobile users who scanned a QR Code from a printed magazine or newspaper did so for the purpose of obtaining
product information – an increase of 2.9 pts over December 2011.
% Scanned QR/Bar Code in Month
Product information
Event information
Charity/cause information
87%
85%
Coupon or offer
84%
Application download
82%
81%
75%
65%
33%
35%
30%
19%
18%
12%
42%
42%
38%
7%
Poster or flyer or Website on PC
kiosk
© comScore, Inc.
Proprietary.
40%
21%
12%
8%
42% 41%
35%
20%
13%
Printed
magazine or
newspaper
55%
52%
50%
46%
Product
packaging
12%
Business card or
brochure
10%
13%
Storefront
Note: Excluding Other and Unknown sources
Source: comScore, Inc., MobiLens, Canada, Persons 13+, Dec 2012
Source: comScore, Inc., MobiLens, Canada, Persons 13+, Dec 2011 & Dec 2012
20%
17%
TV
38
Thank You
www.comscore.com
Darrick Li, Account Manager
dli@comscore.com
www.facebook.com/comscoreinc
@comScore
416.646.9979
© comScore, Inc.
Proprietary.