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Execs in Canada Keep Revenues Top of Mind with Mobile

However, mcommerce uptake in the country is low

May 1, 2014 | B2B | Retail & Ecommerce

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 senior executives in the country say their two top mobile priorities both revolve around driving revenues—whether it’s through customer engagement or directly via transactions on mobile devices.

Mobile Priorities According to Senior Executives in Canada, Jan 2014 (% of respondents)

The January 2014 research from Accenture found that nearly six in 10 senior execs surveyed wanted to boost earnings through mobile engagement, presumably through ads and nonadvertising marketing like branded apps. In addition, 48% were looking to get people to spend more on mcommerce purchases.

Mobile Retail Activities Conducted by Smartphone Users in Canada, by App vs. Browser, Dec 2013 (% of respondents)

Relatively few people in Canada, however, have so far begun making such purchases. According to comScore polling in December 2013, just 11% of smartphone users ages 13 and older had purchased goods or services via mobile browser, while 6% had done so via mobile apps.

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