Vancouver, BC – Canadians have jumped on the smartphone
bandwagon and are continuing to do so one upgrade at a time. According to the most recent
Ipsos Inter@ctive Reid Report, three-in-ten online Canadians (31%) now own a smartphone,
an increase of over 50% since previously measured in the spring of 2010. And as ownership
rises, so too does usage, with smartphone owners spending an astonishing 17.3 hours per
week using their device.
"For several years, smartphone growth was incremental at best, but in 2011, it’s been
exponential" says Steve Mossop, President with Ipsos Reid’s Western Canada practice. “A
combination of device enhancements, Android, and the explosion of apps has resulted in a
significant uptake of smartphones among Canadians to the point where usage levels are
competing television viewing and internet browsing in terms of hours spent.”
Not surprisingly, smartphone ownership is significantly higher amongst younger
Canadians; in particular, 46% of those online Canadians aged 18 to 34 own a smartphone,
and their usage (20.6hrs/week) is significantly higher than older Canadians.
Evolving into one of the most beneficial and useful tech-tools available to Canadians,
smartphones are used for more than 10 functions by more than one-quarter of online
smartphone owners, and for the first time ever, the majority of smartphone usage (54%) is for
activities other than talking.
The majority of smartphone users take photos (70%), send or read email (70%), check the
weather (52%), and send or receive IM’s (52%) with their device. The most drastic increase in
smartphone usage rates is connected with social networking (Facebook/Twitter), with 48% of
smartphone owners use their devices to check social networking sites, an increase of nearly
twenty points since previously measured in the spring of 2010.
“This phenomenon is transforming the way Canadians interact with each other and with
brands, offering businesses new and innovative ways to connect with their customers,” adds
Mossop. “Marketers need to consider how mobile fits into their overall plans of how to reach
consumers if they are going to succeed in the digital marketplace”.
This release is based on the findings of an Ipsos Reid syndicated study, the Inter@ctive
Reid Report, fielded March 16th to 25th, 2011 and released in 2011-Issue 1. This online
survey of 834 Canadian adults was conducted via the Ipsos Online Panel. The results are
based on a sample where quota sampling and weighting are employed to balance
demographics and ensure that the sample's composition reflects that of the actual Canadian
population according to Census data. Quota samples with weighting from the Ipsos online
panel provide results that are intended to approximate a probability sample. An unweighted
probability sample of this size, with a 100% response rate, would have an estimated margin of
error of +/- 3.39 percentage points, 19 times out of 20.
For more information about this Special Feature Report, please visit http://www.ipsos.ca/common/dl/pdf/Ipsos-Interactive-Reid-report-Special-
For more information on this news release, please contact:
About Ipsos Reid
Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public
opinion research, and research partner for loyalty and forecasting and modelling insights. With
operations in eight cities, Ipsos Reid employs more than 600 research professionals and
support staff in Canada. The company has the biggest network of telephone call centres in the
country, as well as the largest pre-recruited household and online panels. Ipsos Reid's
marketing research and public affairs practices offer the premier suite of research vehicles in
Canada, all of which provide clients with actionable and relevant information. Staffed with
seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid
offers syndicated information or custom solutions across key sectors of the Canadian
economy, including consumer packaged goods, financial services, automotive, retail, and
technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-
based market research group.
To learn more, please visit www.ipsos.ca.
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Member companies assess market potential and interpret market trends. They develop
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