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

1. 2010 MOBILE MARKET DATA

2. WHAT’S
UP WITH
MOBILE
TRENDS?

3. Global Access to the Internet Source: Morgan Stanley, April 2010

5. HOW DO MOBILE
CANADIANS
BEHAVE EH?

7. 4.6 billion text messages
were sent in June 2010.
Source: CWTA, June 2010

8. In June 2010, Canadians sent an
average of 154.1 million
messages per day.
Source: CWTA, June 2010

9. Total person-to-person text
messages sent in the first 6
months of 2010 was
25.7 billion.
Source: CWTA, June 2010

10. 544.6 million text
messages from short codes
were sent in Q2 of 2010.
Source: CWTA, June 2010

13. 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 least
50 years old — and they are 50% more likely than the total population to be
Sidelined Citizens, the low-income technology pessimists who are last to adopt
new technologies.
‣Talkers. Talkers’ mobile phone behavior is almost exclusively limited to voice
calls. 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 of
nearly 50:50.
‣Communicators. Communicators represent 17% of the Canadian adult
population. Communicators’ primary mobile phone usage is for connecting with
other people, though a variety of messaging applications. Virtually all
Communicators — 94% — use text messaging at least weekly.

14. CONSUMER TECHNOGRAPHICS
‣ Connectors. Connectors represent 7% of the Canadian adult population. They
use 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 form
the youngest group — 52% are under 30. Unlike in the US, where iPhones are the
device of choice for this group, BlackBerry ownership dominates.
‣ SuperConnecteds. SuperConnecteds represent just 11% of Canadian adults
compared with 19% of US adults. The majority of these consumers own a
smartphone, Blackberry is favoured

16. Base: 5,559 Canadian adults
Source: North American Technographics Benchmark Survey, 2010 (US, Canada)

17. Base: 5,559 Canadian adults
Source: North American Technographics Benchmark Survey, 2010 (US, Canada)

18. Base: 5,559 Canadian adults
Source: North American Technographics Benchmark Survey, 2010 (US, Canada)

19. Base: 5,559 Canadian adults
Source: North American Technographics Benchmark Survey, 2010 (US, Canada)

20. Base: 5,559 Canadian adults
Source: North American Technographics Benchmark Survey, 2010 (Canada)

21. Base: 5,559 Canadian adults
Source: North American Technographics Benchmark Survey, 2010 (Canada)

22. 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

23. HOW DO MOBILE
AMERICANS
BEHAVE HUH?

31. WHAT ARE THE MOBILE
OPPORTUNITIES?

32. 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

33. THANK YOU