ComScore launches mobile measurement service in Canada

Canada has joined seven other countries, including the U.S., U.K., France and Japan, in offering comScore’s mobile measurement service – comScore MobiLens.

Canada has joined seven other countries, including the U.S., U.K., France and Japan, in offering comScore’s mobile measurement service – comScore MobiLens.

According to comScore, 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.

“MobiLens provides valuable and actionable reporting capabilities, essential for establishing mobile as a legitimate advertising medium,” said comScore president Bryan Segal in a release. “Advertisers, publishers, advertising agencies and mobile carriers alike can now gain visibility into Canada’s mobile audience and optimize their sales and marketing strategies for this rapidly developing market.”

According to MobiLens data for March 2011, there are now 6.6 million smartphone users in Canada, comprising approximately 33% of the country’s mobile subscribers. That puts Canada slightly ahead of the U.S. (32.2%), but well behind global leader the United Kingdom (40.8%) and other countries including Spain (40.2%) and Italy (38.3%).

The majority of Canadian smartphone users (42%) use RIM devices, followed by Apple (31%), Google (12.2%), Symbian (6.4%) and Microsoft (5.1%).

The data also indicated 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, used by 64.5% and 48.9% of subscribers respectively. In addition, 29.7% of mobile subscribers used a mobile device to access their personal or work e-mail.

Other activities on smartphones included playing games (27.3%), accessing a social networking site or blog (25.4%) and accessing weather information (22.9%).

Media Articles

Cable companies down, but not out

Cutting the cord won't mean cutting out your cable provider

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Blue Ant hires Laura Pearce to focus on consumer outreach

Former AOL exec now VP of brand strategy and fan engagement

CBS launches digital streaming service

Service offers expansive lineup, but doesn't include live sporting events

Digital Day 2014: Mitch Joel and Scott Stratten talk real-time

The social media experts discuss social spontaneity and Carrot Top

HBO GO to launch as stand-alone streaming service in 2015

Network sets its sights on the 80 million homes in the U.S. that don't have HBO

Nearly half of Canadians now binge watch TV: Study

Reasons to binge watch: not tied to a schedule, ability to skip commercials