As most of you know, we are pretty big on metrics over here at Clip. This week Comscore made a long overdue announcement that they are going to be including Canada in their key mobile metrics report Mobilens from hereon in. This is great news for anyone interested in using mobile to reach users, customers etc.

Here is a link to the full press release and below we have highlighted some of the key stats they included in the first report. Most notably, Canada is 4th in the world for Smartphone penetration and in March 2011, 40% of Canadians used an app!

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.