For the first time, more than half of the overall population of Canada will use the internet on their mobile phones at least monthly this year, eMarketer estimates. The US will pass the halfway marker this year as well, according to our latest estimates of mobile phone usage patterns around the world.
By the end of our forecast period, nearly two-thirds of all consumers in Canada will use a mobile browser or app to access the internet on their phones on a monthly basis. Canada’s mobile phone internet penetration rates will remain a couple percentage points below those in the US throughout our forecast.
What does 50% penetration add up to? This year, we estimate 17.7 million people in Canada will be mobile phone internet users. That’s a 17.7% increase over 2013, when 15.0 million people went online on their phones in the country. Canada’s mobile phone internet population is growing slightly more quickly than that of the US, but penetration will be fairly high by 2018, with growth of just 5.1% expected that year.
eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.
In addition, every element of each eMarketer forecast fits within the larger matrix of all of its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.
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