The Changing Landscape of the Canadian Mobile Audience

Darrick Li and Bryan Segal

Abstract:

The mobile device has changed, and will continue to change the way Canadians consume media through 2012. With smartphone penetration on the cusp of reaching 50%, technology driving advancements for the device, and operators offering more and more device upgrades and affordable packages, marketers can expect that they will reap the benefits and return from their mobile investments. Today, it becomes more important than ever to understand how the current trends are shaping the mobile environment, while at the same time keep an eye on what lies ahead for 2012. Based on comScore's MobiLens service, the author will outline the changing dynamics of the mobile landscape in Canada and how this market is differentiated from the rest of the mobile world.

Introduction

The Canadian mobile universe today stands at just over 20 million mobile subscribers. From an operator standpoint, Rogers Wireless has remained the leader with 26% share of mobile subscribers, followed by Telus Mobility at 23%, and other operators whose shares have remained relatively consistent through 2011 (Figure 1).