2010 MOBILE MARKET DATA
WHAT’SUP WITHMOBILETRENDS?
Global Access to the Internet   Source: Morgan Stanley, April 2010
HOW DO MOBILECANADIANSBEHAVE EH?
4.6 billion text messageswere sent in June 2010.Source: CWTA, June 2010
In June 2010, Canadians sent anaverage of 154.1          millionmessages per day.Source: CWTA, June 2010
Total person-to-person textmessages sent in the first 6months of 2010 was25.7 billion.Source: CWTA, June 2010
544.6 million textmessages from short codeswere sent in Q2 of 2010.Source: CWTA, June 2010
CONSUMER TECHNOGRAPHICS‣Inactives. Inactives represent 20% of the Canadian adult population in 2010.Inactives tend to be o...
CONSUMER TECHNOGRAPHICS‣ Connectors. Connectors represent 7% of the Canadian adult population. Theyuse their cell phones a...
Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)
Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)
Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)
Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)
Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (Canada)
Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (Canada)
CANADIAN SUMMARY‣ Text messaging represents largest volume of  activity by Canadians on their mobile phones‣ By 2014, mobi...
HOW DO MOBILEAMERICANSBEHAVE HUH?
WHAT ARE THE MOBILEOPPORTUNITIES?
MOBILE OPPORTUNITIES‣ Avoid buying cheap impressions‣ Avoid not setting clear success metrics‣ Avoid not fully utilizing m...
THANK YOU
Canadian 2010 mobile stats
Canadian 2010 mobile stats
Canadian 2010 mobile stats
Canadian 2010 mobile stats
Canadian 2010 mobile stats
Canadian 2010 mobile stats
Canadian 2010 mobile stats
Canadian 2010 mobile stats
Canadian 2010 mobile stats
Canadian 2010 mobile stats
Canadian 2010 mobile stats
Canadian 2010 mobile stats
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Canadian 2010 mobile stats

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This presentation given by C8 highlights the most recent Canadian mobile market statistics and usage data.

For more information contact info@cylinder8.com

www.cylinder8.com

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Canadian 2010 mobile stats

  1. 1. 2010 MOBILE MARKET DATA
  2. 2. WHAT’SUP WITHMOBILETRENDS?
  3. 3. Global Access to the Internet Source: Morgan Stanley, April 2010
  4. 4. HOW DO MOBILECANADIANSBEHAVE EH?
  5. 5. 4.6 billion text messageswere sent in June 2010.Source: CWTA, June 2010
  6. 6. In June 2010, Canadians sent anaverage of 154.1 millionmessages per day.Source: CWTA, June 2010
  7. 7. Total person-to-person textmessages sent in the first 6months of 2010 was25.7 billion.Source: CWTA, June 2010
  8. 8. 544.6 million textmessages from short codeswere sent in Q2 of 2010.Source: CWTA, June 2010
  9. 9. CONSUMER TECHNOGRAPHICS‣Inactives. Inactives represent 20% of the Canadian adult population in 2010.Inactives tend to be older latecomers to technology adoption — 59% are at least50 years old — and they are 50% more likely than the total population to beSidelined Citizens, the low-income technology pessimists who are last to adoptnew technologies.‣Talkers. Talkers’ mobile phone behavior is almost exclusively limited to voicecalls. Talkers form 37% of the Canadian adult population. Just like Inactives,about half of Talkers are 50 or older, and each group has a similar gender split ofnearly 50:50.‣Communicators. Communicators represent 17% of the Canadian adultpopulation. Communicators’ primary mobile phone usage is for connecting withother people, though a variety of messaging applications. Virtually allCommunicators — 94% — use text messaging at least weekly.
  10. 10. CONSUMER TECHNOGRAPHICS‣ Connectors. Connectors represent 7% of the Canadian adult population. Theyuse their cell phones at least 25% of the time for work, skew strongly male (65%).This group is especially fond of BlackBerry, and 51% own a smartphone.‣ Entertainers. This group represents 10% of Canadian adults. Entertainers formthe youngest group — 52% are under 30. Unlike in the US, where iPhones are thedevice of choice for this group, BlackBerry ownership dominates.‣ SuperConnecteds. SuperConnecteds represent just 11% of Canadian adultscompared with 19% of US adults. The majority of these consumers own asmartphone, Blackberry is favoured
  11. 11. Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)
  12. 12. Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)
  13. 13. Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)
  14. 14. Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)
  15. 15. Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (Canada)
  16. 16. Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (Canada)
  17. 17. CANADIAN SUMMARY‣ Text messaging represents largest volume of activity by Canadians on their mobile phones‣ By 2014, mobile subscribers will reach 29.5 million Canadians accounting for 84.7% of population‣ Mobile ad spending is growing and will reach $34 million by 2012 but lags far behind all other online media spends (search, display, social)‣ Men are the most active and have the highest usage of mobile devices
  18. 18. HOW DO MOBILEAMERICANSBEHAVE HUH?
  19. 19. WHAT ARE THE MOBILEOPPORTUNITIES?
  20. 20. MOBILE OPPORTUNITIES‣ Avoid buying cheap impressions‣ Avoid not setting clear success metrics‣ Avoid not fully utilizing mobile targeting parameters‣ Avoid not focusing on the post-click experience‣ Avoid creating ads/apps for a single platform‣ Avoid not using text messaging as a call-to-action
  21. 21. THANK YOU

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