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Mobile Shopping Makes Major Inroads Among Younger Consumers in Canada

Gender has less influence on mobile shopping habits

June 14, 2013 | Retail & Ecommerce

Mobile commerce, including transactions conducted on smartphones and tablets, is still a fairly uncommon activity in Canada, according to research from Ipsos Reid. The polling firm found just 14.6% of all tablet and smartphone users in the country had made a purchase on their device during 2012.

That figure was notably higher, however, among younger adults. Nearly 20% of those under 35 and 25.7% of those between 35 and 44 said they had made a mobile purchase in the past year. That compared with much lower rates among older users.

Affluent* Tablet/Smartphone Users in Canada Who Have Made a Purchase on Their Device, by Demographic, Dec 2012 (% of respondents)

Gender breakdowns held much less variation. Males were just under 4 percentage points more likely than females to buy via mobile, but neither group differed too much from the 14.6% average rate.

Overall, eMarketer estimates, 12.1 million people in Canada will use a smartphone at least monthly this year, or 51% of the country’s mobile population.

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