Ipsos Reid: Usage Skyrockets as Canadians Get Wise to Smartphones

Smartphone Ownership in Canada Increases by Over 50% in Just One Year

Thursday, May 26, 2011 – 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 [email protected] 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 [email protected] 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.

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.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2010, Ipsos generated global revenues of �1.140 billion ($1.6 billion U.S.).

Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.