Skip to main content

Canadian Adoption and Usage of the Mobile Internet


According to the latest market study by eMarketer, mobile phone penetration in Canada is not as pervasive or as fast-growing as in the U.S. marketplace, but the country that birthed the BlackBerry is rising rapidly when it comes to uptake of smartphones and media tablets.

Canadian mobile device adoption is already inspiring more mobile internet usage as a result. Therefore, savvy marketers on both sides of the 49th parallel are taking note.

The number of mobile internet users in Canada increased more than 28 percent in 2011 -- with an estimated 25 percent of the population using mobile internet access by the end of 2012.

eMarketer forecasts that user penetration will continue to rise, albeit at a somewhat slower pace, through 2016 -- when nearly half of the population will be mobile internet users.

"As adoption continues to increase, marketers are moving from getting their feet wet to executing more sophisticated campaigns,” said Paul Briggs, analyst at eMarketer.

Canada's brands and advertising agencies have apparently started to invest in the mobile channel, with mobile marketing increasingly occupying a dedicated line within more advertiser's campaign budgets.

In 2011, mobile ad spending in Canada reached a relatively paltry $80 million, according to eMarketer estimates, but that figure is expected to rise past $777 million in the next four years -- as creative mobile-first strategies begin to dominate the leading online marketer's efforts.

One of the primary challenges for marketers will be Canada's increasingly equitable spread of mobile operating systems. The anticipated OS share migration will occur as a result of RIM hemorrhaging its once dominant BlackBerry OS market share -- in the face of expanding ownership of Google Android and Apple iOS based smartphones.

According the the eMarketer assessment, reaching all smartphone users across Canada can require separate development projects for the various iterations of Android, BlackBerry and iOS devices.

Full market penetration is especially difficult when attempting to release apps that will engage consumers and serve as a venue for display ads. Therefore, reaching across all the major platforms in the Canadian marketplace can be costly and hard to manage.

Popular posts from this blog

How to Drive Value Creation from Digital Business

Across the globe, many forward-thinking CEOs and CFOs continue to fund business technology investments that enable meaningful and substantive digital transformations, ahead of their industry peer group. That's why CIOs and other IT leaders must now accelerate the quest for value creation and drive digital growth from those ongoing investments, according to the latest market study by Gartner. "The pressure on CIOs to deliver digital dividends is higher than ever," said Daniel Sanchez-Reina, VP Analyst at Gartner . "CEOs and boards anticipated that investments in digital assets, channels, and digital business capabilities would accelerate growth beyond what was previously possible." Digital Business Market Development   CIOs expect IT budgets to increase 5.1 percent on average in 2023 -- that's lower than the projected 6.5 percent global economy inflation rate. A Gartner survey analysis revealed several ways in which CIOs can deliver "digital dividends&qu

Digital Transformation Investment at $3.4 Trillion

Business technology leadership matters. Across the globe, more leaders have been pursuing bold Digital Transformation (DX) initiatives with the goal of creating new sources of business value through digital products, services, and experiences. As an additional benefit, the COVID-19 pandemic revealed that digital transformation efforts improve an organization's resilience against global market disruptions. Global DX investment is forecast to reach $3.4 trillion in 2026 with a five-year compound annual growth rate (CAGR) of 16.3 percent, according to the latest worldwide market study by International Data Corporation (IDC). Digital Transformation Market Development "Despite strong headwinds from global supply chain constraints, soaring inflation, political uncertainty, and an impending recession, investment in digital transformation is expected to remain robust," said Craig Simpson, senior research manager at IDC . The benefits of investing in DX technology -- including aut

Artificial Intelligence for National Border Security

National border protection agencies are under pressure to provide the highest level of security in the face of growing threats, such as increasing illegal migration and international terrorism. Now, government agencies are embracing advanced border security technologies to aid in effectively and reliably securing national borders. These solutions look to detect and identify potential threats and prevent them from escalating to a point that may jeopardize security. Security Surveillance Market Development Traditional border security patrols and Closed-circuit Television (CCTV) surveillance systems aren't adequate protection, and agencies must increasingly deploy new solutions to stay ahead of criminals and other potential threats to ensure the safety of a country’s borders. According to the latest market study by Juniper Research, the value of the border security technology market will exceed $70 billion globally in 2027 -- that's rising from $48 billion in 2022. Growing by 47 p