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

Photo Gallery: Marketing’s Best of the Year

Agencies, clients, media and tech came together to see who would be chosen

Marketing reveals its ‘Best of the Year’ winners

Have a look at the Marketer, Media Player, Agency and Tech Player of the Year

Media Player of the Year 2015: YouTube

An entertainment empire with a distinct culture and stable of A-list stars

Lululemon and the no-sell mentality

Helping your customers can be just as effective as advertising

Canadian brands get into trivia game with Play The Future

Montreal-based company combines predictive trivia with branded content

Alliance for Audited Media to measure multi-platform media

New category will provide analysis of all-you-can-read platforms

CTV moves Corden to main network

Programming executives believe it has the potential to become a 'breakout' hit

Bell Media announces Super Bowl 50 advertiser roster

Barring a successful appeal, this will be the last Super Bowl with Canadian commercials

Yahoo to cut 1,700 jobs, shutter offices and dump products

Internet operations and patents may be sold as investors lose faith in grand resurrection