ComScore Offers Mobile Measurement in Canada

Gail Chiasson, North American Editor

Canada is now among countries offering comScore’s mobile measurement service, comScore MobiLens.

The service offers advertisers and agencies a comprehensive picture of the mobile market by providing detailed information on mobile consumers’ demographics, behaviours and device attributes.

comScore MobiLens allows advertisers, agencies, publishers and mobile carriers to have visibility into Canada’s mobile audience and to optimize their sales and marketing strategies for this rapidly developing market.”

MobiLens data shows that there are 6.6 million smartphone users in Canada, comprising about one-third of the country’s mobile subscribers. That puts Canada slightly ahead of the U.S.
The majority of Canadian smartphone users (42%) use RIM devices eg Blackberry; , followed by Apple (31%), Google (12.2%), Symbian (6.4%) and Microsoft (5.1%).

The data also shows that 40.6% of mobile users age 13+ in Canada used an app on their device, while 32.7% used a mobile browser. Texting and taking photos were the most popular activities on mobile devices,

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