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Millennials in Canada Choose Tablets to Consume Content

Millennials turn to smartphones when shopping in stores

March 27, 2014 | Retail & Ecommerce | Demographics | Mobile

Millennial internet users in Canada are well armed with smartphones—77% have one—and becoming a robust set of tablet users as well (33% penetration), according to research from App Promo and Tapped Mobile conducted by BrandSpark.

Though tablets are less widely owned, content consumption on the larger screens was higher almost across the board than for smartphones. Only reading news was more popular on a smartphone than on a tablet.

Content Consumed on a Smartphone vs. Tablet by Millennial Mobile Device Users in Canada, 2014 (% of respondents)

But it won’t be tablets millennials carry into stores for use as shopping aids in the brick-and-mortar world. And this group is posting some of the highest levels of in-store mobile usage among demographics in Canada. Far ahead of mothers, who are often cited for carrying their digital savvy into the real world, and behind male mobile users only in a few categories, millennials were the most likely group studied to use their mobile devices while shopping for food and beverage, electronics, and clothing.

Mobile Users in Canada Who Use Their Device In-Store While Shopping, by Demographic and Product Category, 2014 (% of respondents in each group)

Overall, millennials were most likely to pull out mobile devices—whether for price comparison or any other shopping-related activity—when they were in stores browsing for health and beauty products. Six in 10 millennial mobile users in the country reported doing so.


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