GOOGLE CANADA: SMARTPHONE PENETRATION REACHES 56% OF CANADIANS

According to a new report from Google Canada, smartphone penetration has risen to 56% of the Canadian population, and smartphone owners are becoming increasingly reliant on their devices with 66% accessing the Internet every day on their smartphone and most never leaving home without it. The new report – “Our Mobile Planet: Canada” is based on data collected in Q1 2013 by Ipsos, and is part of a series of mobile usage reports across 48 countries. The report covers a variety of topics around device usage, including mobile search, video, social, Web, commerce and mobile advertising behaviour. Key findings include: smartphone users are multi-tasking their media with 80% using their phone while doing other things such as watching TV (47%); 89% of smartphone users look for local information on their phone and 88% have take action as a result, such as making a purchase or contacting a business; 77% of users have researched a product or service on their device, with 27% having made a purchase on their phone; mobile ads are noticed by 87% of smartphone users; and 51% have performed a search on their smartphone after seeing an offline ad. The complete 39-page report is available at: http://services.google.com/fh/files/misc/omp-2013-ca-en.pdf.