Comscore Launches Mobile Measurement in Canada

Comscore MobiLens Provides Insights into Canadian Consumers’ Mobile Behaviors and Device Usage

Smartphone Subscribers Represent 33 Percent of Canadian Mobile Audience

Toronto, Canada, June 1, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the introduction of its syndicated mobile measurement service, Comscore MobiLens, in Canada. MobiLens offers insights into mobile consumers’ demographics, behaviors, and device attributes and capabilities, to provide a comprehensive picture of the mobile market. Canada marks the eighth individual market now reported in MobiLens, along with U.S, U.K., France, Germany, Italy, Spain and Japan.

“We are excited to bring MobiLens to market in Canada in order to deliver a mobile measurement solution to this growing industry,” said Comscore vice president Bryan Segal. “MobiLens provides valuable and actionable reporting capabilities, essential for establishing mobile as a legitimate advertising medium. 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.”

Mobile Behaviors in Canada

Mobile subscribers in Canada exhibited strong usage of mobile media on their devices. In March 2011, 40.6 percent of mobile users in Canada used an application on their mobile device, while 32.7 percent used a mobile browser. Accessing of news/information was conducted by 35.2 percent of the mobile audience, while social networking sites or blogs were used by 25.4 percent. Sending text messages and taking photos with their phone were the top two activities, used by 64.5 percent and 48.9 percent, respectively. Accessing work or personal email represented 29.7 percent of the total mobile audience.

Select Mobile Behaviors in Canada
March 2011
Total Canada Mobile Audience Ages 13+
Source: Comscore MobiLens
  Share of Mobile Subscribers
Total Mobile Subscribers: 13+ yrs old 100.0%
Sent text message 64.5%
Took photos 48.9%
Used application 40.6%
Accessed news and information 35.2%
Used browser 32.7%
Used email (work or personal) 29.7%
Played games 27.3%
Accessed social networking site or blog 25.4%
Accessed weather 22.9%
Used major instant messaging service 21.1%
Accessed search 21.1%
Captured video 20.3%
Listened to music on mobile phone 19.0%
Accessed maps 17.5%
Accessed sports information 13.1%
Accessed entertainment news 13.0%
Accessed movie information 12.0%
Accessed bank accounts 11.1%
Accessed restaurant information 9.8%
Accessed financial news or stock quotes 9.4%

Smartphone Penetration Across Global Markets

Smartphone adoption continues to spread across the globe at various rates. Canada’s smartphone penetration reached 32.8 percent in March 2011, marginally higher than that of the U.S. The U.K. led all reportable markets in smartphone penetration at 40.8 percent, followed by Spain (40.2) percent and Italy (38.3 percent).

Smartphone Penetration Across Global Markets
March 2011
Total Mobile Subscribers Ages 13+
Source: Comscore MobiLens
  Share of Mobile Subscribers
Total Smartphone Subscribers 100.0%
United Kingdom 40.8%
Spain 40.2%
Italy 38.3%
Canada 32.8%
United States 32.2%
France 31.4%
Germany 28.3%
Japan 9.7%

Smartphone Platform Market Share in Canada

In March 2011, 6.6 million people in Canada owned smartphones, representing one-third of the total mobile audience. RIM was the leading mobile smartphone operating system with 42.0 percent share of Canadian smartphone subscribers. Apple ranked second with 31.0 percent share, followed by Google with 12.2 percent, Symbian with 6.4 percent share and Microsoft with 5.1 percent share.

Top Smartphone Platforms
March 2011
Total Canada Smartphone Subscribers Ages 13+
Source: Comscore MobiLens
  Share of Smartphone Subscribers
Total Smartphone Subscribers 100.0%
RIM 42.0%
Apple 31.0%
Google 12.2%
Symbian 6.4%
Microsoft 5.1%

Mobile Industry Leaders Voice Support for Comscore Mobile Measurement in Canada

“Comscore has a heritage of commitment to the Canadian marketplace. With the growth of mobile from a consumer perspective, and an advertising platform, we are very excited to see the first ongoing syndicated measurement of the mobile market established,” said Michael Becker, Managing Director of North America for the Mobile Marketing Association. “The availability of ongoing data should only help raise the profile and investment in this important and growing media”

“Consumption of mobile media is dramatically accelerating in the Canadian market,” said Greg Banducci, Head of Mobile, Yahoo! Canada. “In order to continue leading and innovating, Yahoo! relies on on a comprehensive data set to provide insight into consumers’ mobile behaviors; our own methods and insights combine with products like MobiLens provide us with that advantage.”

“Reliable data is an essential ingredient in delivering sound strategic planning and media buying solutions for our customers,” said Robert Jenkyn, Vice President of Digital Solutions at Media Experts. “We welcome the advent of a comprehensive and ongoing mobile measurement service in Canada. We are eager to derive actionable and verified mobile consumer behaviours as we continue to explore this rapidly evolving media.”

For more information on Comscore MobiLens, please visit:

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