The State of Smartphone Behaviour in Canada (non-JPEG version)

This week saw the release of a joint study by Catalyst Canada and GroupM Next, “Acting on the Evolution of the Canadian Smartphone User”.  As you can probably guess, it’s meant for marketing-types; the good news is that there’s also a by-product of the marketing study, a slick infographic filled with mostly-interesting facts about, well… us.

My first thought was to dump the 1000 x 5348 pixel JPEG here in it’s entirety. But then I thought—without any marketing research whatsoever to back me up—that there’s a very good chance you’re reading this on a mobile device. So as a public service I’ve transcribed it into proper text for your reading pleasure. If you prefer to go to the source you can find the infographic here and the marketing study here.

Smartphone Behaviour in Canada

Device Ownership

55% of Canadians own a smartphone.

Length of Ownership:

  • 14% have owned one for more than 5 years
  • 34% for 2-5 years
  • 37% for 6 months – 2 years
  • 15% bought one (their first?) within the past 6 months

Cross-Device Ownership:

  • 86% of smartphone owners own a Laptop/PC
  • 47% own a tablet
  • 31% own an Internet-connected TV
  • 37% own a gaming console

Platforms/Operating Systems

Android has the largest market share.

  • Android – 45%
  • iPhone – 34%
  • BlackBerry – 15%
  • Windows – 4%
  • Other – 2%

Factoids:

  • Females own more iPhones than Males, 38% vs. 28%
  • Canadians own more BlackBerries than Americans, 15% vs. 4%

Mobile Search

Where People are Searching:

  • 70% of Canadian smartphone users have search for information about a product while in a store
  • 33% use their mobile device to read reviews
  • 32% use it to compare prices
  • 24% use it to compare online alternatives

Also:

  • 65% of Canadian smartphone users have searched for information about a product while standing in a line
  • 60% have searched for information about a product during a commute
  • 65% have searched for information about a product while eating

58% of Canadian smartphone users recognize search ads on search results pages, and of those who recognize the ads, 50% indicate the ad has helped them find the information they were looking for.

App Usage

  • On average, Canadians have 25 apps on their smartphone
  • Only 18% have paid apps
  • “Featured in the app store” (37%) and word-of-mouth (36%) are the top reason for app download
  • “Don’t use it anymore” (46%) is the top reason for an app to be uninstalled

Top Apps on a Smartphone (% who have these apps):

  • Games – 82%
  • Weather – 82%
  • Navigation – 80%
  • Photo & Video – 75%
  • Social Networking – 74%

On average, iPhone users have more apps than Android users, 35 vs. 24.

Biggest Inconvenience of Using an App:

  • Requires Internet connection – 34%
  • Drains battery – 35%
  • Hard to use – 5%
  • Buggy/Crashes – 15%
  • Does not provide relevant content – 10%*

* 2x more males than females consider this the biggest inconvenience

Top Smartphone Activities

Canada U.S. Difference
Check the weather 55% 62% 7%
Get directions 53% 60% 7%
Use Twitter 41% 47% 6%
Check score of sports game 39% 52% 13%
Find a new restaurant to try 36% 45% 9%
Read emails 30% 23% 7%
Check stock quotes 22% 31% 9%
Write emails 16% 10% 6%

Additional Notes:

  • Canadians use smartphones for email-related activities more than those in the U.S.
  • More females use their smartphone for Facebook (31% vs. 22%) and playing games (30% vs. 19%) than males

Mobile Pain Points

Biggest Frustration with Mobile Phones, Other Than Costs:

  • Battery life – 42%
  • Service or reception – 11%
  • Memory or storage – 11%*
  • Camera quality – 5%
  • Programs crash/instability – 10%**
  • Data limits – 14%
  • Privacy of data – 8%

* 2x more females are frustrated than males
** 2x more 18 to 34 year olds are frustrated than those older than 35

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