The 2015 reports are in, and according to the international authority of leading internet technology company comScore, Canadians prefer Apple smartphones over competitors like Samsung and Blackberry. In comScore’s annual report, titled Canada Digital Future in Focus, the company outlines several metrics explaining how Canadian users navigate the digital world, and to what end.
Like the rest of North America, Canadian users prefer smartphones to the feature phone predecessor. Eighty-one percent reported owning a smartphone; within that segment, Apple leads in market share at about 38%. Samsung follows in close second at 32.4%. What’s more, Canada’s own creation — the Blackberry — ranks third with less than 9%.
In another mobile segment—the feature phone—Samsung leads the way with 36.8% market share; LG ranks second with a respectable 25%.
As for the mobile operating systems, Android enjoys an incredible 50.5% market share; Apple’s iOS follows at about 38%.
Among other findings, Canadians were shown to prefer mobile devices to desktops for nearly all online activities including: browsing the web, watching videos and playing games. Paralleling this data, tablet usage was shown to have increased as well.
comScore also reported on the activities of users and sited a few notable trends. From December 2013 to December 2014, social media interaction increased by 19% as a result of more smartphones and users increased daily usage of social networks. comScore reports 53% of Canadian users access social networking sites through their smartphones; 48% play games; almost 80% access and share photos; and 52% listen to streaming radio.
Two notable trends of the report point to a large increase in app usage relating to retail and banking services. Canadians are also shown to use their smartphone or tablet while watching TV. comScore reports that 32.2% of Canadian smartphone users use their phone while watching television; 35% of Canadian tablet users do so while watching television.
In December of last year, smartphone users equaled nearly 20 million users, a 19% jump from the year prior. But that’s nothing compared to the 56% increases in tablet subscribers, which is now estimated at just under 10 million users. From this critical information, insights and actions will be taken to maximize the digital investments of thousands of companies. But without digging too deep into the data, it’s plain to see that Canada is steadily increasing both its base of smartphone and tablet users. Further, both mobile devices are increasing the mobile access Canadians have to apps and social media.
If nothing else, the report shows clear indications that Canada users are wising up to the speed, ease and portability of mobile devices.
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