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Catalyst Canada | GroupM | Toluna | WPP
Data is from the June 2016 Catalyst Canada report titled "2016 Canadian Smartphone Landscape" sponsored by WPP and GroupM and conducted by Toluna. The study consisted of 2 phases of survey. For the first phase, 1,000 smartphone owners ages 18+ in Canada were surveyed online during December 2015. For the second phase, 1,000 respondents were derived from the same panel and surveyed during April 2016 to identify smartphone ownership among the general population. The survey was conducted among both English (70%) and French speakers (30%). The results have a projected margin of error of +/-3.25-3.75 percentage points at a 95% confidence for all respondents and a margin of error of +/-4.00-4.50 percentage points at a 95% confidence level for attitudinal, behavioral and demographic data. For year-to-year trend analysis, data from all 3 annual surveys were normalized and integrated into a single database of 3,305 total respondents: 1,100 in 2016, 1,104 in 2015 and 1,101 in 2014.