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Current status of the smartphone market in Canada

29 Aug 2013

By Bruno Crispin
Marketing Director, Business Mobility

According to a recent survey published by comScore, smartphone adoption in the country now reaches 62% of the general population. This figure puts Canada ahead of the US, and just behind Spain and the UK. The survey additionally highlights the “clash of the Titans” opposing the Android and iOS operating systems, which together account for about 80% of market shares.


A divided market

Another recent survey conducted by Catalyst Canada and GroupM Next states that Android’s market share is now 45%, followed by 34% for iOS.  Blackberry with 15% and Windows Phone with 4% are relegated further behind. Android powers a large amount of devices such as Samsung’s Galaxy Note 3 and Galaxy S4, as well as Google’s Nexus 5; while iOS is exclusively used on Apple products.

Another interesting highlight of the study: women adopt the iPhone in a higher rate than men, i.e. 38% vs. 28%.

Canadians are also increasingly proficient when it comes to smartphones: 48% of people surveyed had had one for at least two years, and 14% for more than five years.


Changing behaviors

The survey additionally provides insight on the behaviors of Canadian smartphone users. For instance, 70% of people surveyed indicated that they searched for information on a product while they were in a store. While researching a product, 33% of people looked at reviews and 32% compared prices between competitors.

It becomes even more crucial for merchants to acknowledge this reality, and to take advantage from this new approach to position themselves favorably, whether through quality of service or immediate availability of the products they offer.

Because they provide access to information immediately, smartphones are changing the purchase process for consumers and merchants alike, since they have to put the mobile at the very core of their commercial strategy.



Videotron Business Solutions offers a complete range of smartphones, running all operating systems including Android, iOS and Blackberry, as well as the most complete plans to meet the needs of your company.






About the author(s)

Marketing Director, Business Mobility