Canada's Smartphone Users Not Big on Showrooming - eMarketer
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Canada's Smartphone Users Not Big on Showrooming

Reminder calls and messages are the most popular retail-related activities

April 25, 2014 | Retail & Ecommerce

Remember the milk! There may be an app for that, but do shoppers in Canada need one? Nearly three-quarters of smartphone users in the country reported in March 2014 that they had called, texted or otherwise messaged someone from their phone to make sure they were buying what they were supposed to be.

Retail-Related Activities that Smartphone Users in Canada Have Conducted with Their Device, March 2014 (% of respondents)

The research, from the International Data Corporation, found that this was the top retail-related activity of smartphone users in Canada. Photographing items in-store to send to contacts followed, cited by nearly two in three smartphone users.

Comparing prices was comparatively rare, done by less than a majority of smartphone owners—suggesting smartphones plus stores add up to a lot more than just showrooming.

Demographic Profile of Smartphone vs. Feature Phone Users in Canada, Dec 2013 (% of total)

eMarketer estimates that 15.7 million people in Canada will use a smartphone at least monthly this year, or 56.5% of all mobile phone users. And according to statistics from comScore, smartphone users in Canada are more likely to fall into higher income brackets and younger age groups than feature phone users.

Smartphone users are also more concentrated in Ontario than are feature phone users, who are 7 percentage points more likely to live in Quebec than are smartphone users.

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