Smartphones in the hands of half of adults; tablets reach one in five
Smartphones are well on their way to majority penetration among adult internet users in Canada, research suggests, and tablet usage is also growing quickly in the country.
The January edition of Ipsos Reid’s semiannual “Mobil-ology” survey found smartphones in the hands of 47% of adult internet users in Canada, up from 40% only six months earlier and 34% the previous January. Internet users were queried about uptake of smartphones, tablets and ereaders, and all three showed growth since previous surveys.
Tablet penetration about doubled over the past year, to 21% of online adults. Ereaders showed a slower growth trajectory, with 14% of respondents reporting using them in January 2013, up 4 percentage points from the previous January.
eMarketer estimates that mobile ad spending—driven primarily by ads served to smartphones—has increased even more quickly than smartphone ownership in the country, rising more than 70% each year from 2011 through 2013. This year, eMarketer expects mobile ad spending, including display, search and messaging-based formats, to reach nearly $190 million.
Robust growth is expected to continue throughout the forecast period, with spending more than tripling by 2016.
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