Smartphone Adoption Reaches 40 Percent in Canada

RIM Continues to Lead Smartphone Market, with Apple a Close Second

Google Android Doubles its Smartphone Market Share in Past Six Months to 25 Percent

TORONTO, CA, November 30, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore MobiLens service, reporting key trends in the Canada mobile phone industry for September 2011. The report ranked the leading mobile original equipment manufacturers (OEMs) and smartphone operating system (OS) platforms in Canada according to their share of current mobile subscribers ages 13 and older, and reviewed the most popular activities and content accessed via the subscriber’s primary mobile phone. The September report found Samsung to be the top handset manufacturer overall with 25.2 percent market share, while RIM led among smartphone platforms with 35.8 percent share of that market segment.

OEM Market Share

In September, 20.1 million Canadians ages 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.2 percent of mobile subscribers in Canada, followed by LG with 20.0 percent share and RIM with 14.3 percent share. Apple ranked fourth with 12.0 percent share of subscribers, while Nokia rounded out the top five at 10.1 percent.

Top Mobile OEMs
September 2011
Total Canada Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+
Source: Comscore MobiLens
  Share (%) of Mobile Subscribers
Total Mobile Subscribers 100.0%
Samsung 25.2%
LG 20.0%
RIM 14.3%
Apple 12.0%
Nokia 10.1%

Smartphone Platform Market Share

8 million people in Canada owned smartphones in September 2011, representing 40 percent of the mobile market in Canada, a gain of 7 percentage points in the past six months. RIM ranked as the top platform with 35.8 percent of the smartphone market, followed by Apple at 30.1 percent. Google Android gained ground among the competition by doubling its market share to 25.0 over the past six months. Symbian ranked fourth with 4.2 percent share, followed by Microsoft with 3.2 percent.

Top Smartphone Platforms
September 2011
Total Canada Smartphone Subscribers Ages 13+
Source: Comscore MobiLens
  Share (%) of Smartphone Subscribers
Total Smartphone Subscribers 100.0%
RIM 35.8%
Apple 30.1%
Google 25.0%
Symbian 4.2%
Microsoft 3.2%

Mobile Content Usage

Canadians use their mobile devices to access a wide variety of content. In September, 67.4 percent of the total Canada mobile audience used text messaging on their mobile device, compared to 88.1 percent of the Smartphone audience. Downloaded applications were used by 40.9 percent of the total mobile audience, compared to 84.2 percent of smartphone subscribers. Mobile browsers were another popular way of accessing mobile content, used by 36.9 percent of the total audience and 74.8 percent of the smartphone audience. 39.5 percent of the total audience and 79.3 percent of the smartphone audience used their phones to stay up-to-date on the latest news. Other popular mobile behaviors included accessing maps (44.4 percent of smartphone subscribers), accessing bank accounts (28.8 percent of smartphone subscribers) and scanning QR codes (18.1 percent of smartphone subscribers).

Select Mobile Content Usage
September 2011
Total Canada Mobile Subscribers and Smartphone Subscribers Ages 13+
Source: Comscore MobiLens
  Share (%) of Mobile Subscribers Share (%) of Smartphone Subscribers
Total Mobile Subscribers 100.0% 100.0%
Sent text message 67.4 88.1
Used downloaded application 40.9 84.2
Accessed news and information 39.5 79.3
Used browser 36.9 74.8
Used email (work or personal) 32.7 69.3
Accessed Social Networking Site or Blog 29.2 60.7
Played games 28.0 53.2
Accessed weather 27.5 60.2
Accessed search 24.2 51.2
Listened to music on mobile phone 20.8 40.7
Accessed maps 20.1 44.4
Accessed sports information 14.8 31.5
Accessed entertainment news 14.2 29.5
Accessed bank accounts 13.5 28.8
Scanned QR/bar code with mobile phone 8.1 18.1

About MobiLens
MobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and above. Data on mobile phone usage refers to a respondent’s primary mobile phone and does not include data related to a respondent’s secondary device.

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit

Stephanie Adamo
Comscore, Inc.
+1 312 777 8801