Although our data rates are still very high compared to other countries, Canadians love to be “always on,” so it is not that surprising to see the new data that has come from a survey between Sympatico.ca and Hotspex which shows us that 45% of Canadians can’t leave home without their mobile device. As innovation from mobile manufactures continues to grow these devices are no longer just for calling home. Mobile devices have now become an entertainment platform where users capture, consume and share photo, video and audio media with friends and family across the Internet and in many cases on social networks.
Brad Cressman, Director of Sales and Marketing Sympatico.ca MOBILE adds, “With smart phones and mobile devices becoming an indispensable part of Canadians’ lives, and content becoming more relevant, useful, affordable and easier to access, the mobile Internet is ready to take off in Canada.” Marketers this represents a huge opportunity for your brand as you look to engage audiences in more compelling ways and ultimately be where the consumer can easily be found.
“Our clients are beginning to understand what an important channel mobile media is to reaching their target audience,” said Rodney Perry, Managing Partner, Mediaedge:CIA. “Sympatico.ca MOBILE is becoming a powerful partner in helping marketers understand and capitalize on this new, compelling way for their clients to extend the reach of their brand, while giving mobile users an enriched mobile experience.”
Other key findings of the survey, included:
- 53% of mobile users can access the Internet on their mobile device (up vs 33% in 2008)
- 52% of Canadians 18-64 have a mobile device (PMB): Cellphone 50%; Smartphone 8%; Both 6%; Any 52%
Mobile Media users tend to be:
- Younger (47% are 18-34 vs. 35% of mobile owners in general)
- Male (54% vs. 48% of mobile owners in general)
- Have kids in house (47% vs. 41%)
- Early adopters (24% vs. 15%)
- 39% of users use a search engine to access mobile media
- 31% of users type a website name directly into a browser
- 24% of website access on mobile devices is unduplicated reach
- 51% of mobile media users have at least one site that they visit exclusively over mobile
The 3 most prevalent attitudes regarding mobile media use were:
- Makes life easier (getting store information, location, product availability)
- Saves money (downloading coupons, price comparison, sale/promo notice)
- Brand information (product information/reviews, notice of new product, viewing ads)
The study was conducted as part of Sympatico.ca MOBILE’s ongoing Mobile Media Labs (MML) program.
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