Canada Mobile 2016: A Look at Smartphone Behaviors and How Brands Are Attempting to Master Mobile - eMarketer

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Canada Mobile 2016: A Look at Smartphone Behaviors and How Brands Are Attempting to Master Mobile

eMarketer Report

By: eMarketer

Published: August 24, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Canada’s mobile economy is maturing. What was once a difficult medium to master has become more predictable in brand marketing. Ad vehicles from publishers have developed to the point where ad spending and promotion in mobile channels are becoming more effective and measurable.

  • eMarketer estimates that 63.9% of the population and more than three-fourths of mobile phone users in Canada will use a smartphone this year. Smartphone users are spending almost an hour more daily consuming media via the device than they did in 2012.
  • Mobile ad spending in Canada is increasing rapidly. By the end of 2016, it will reach CA$2.31 billion ($1.81 billion)—a 55.0% year-over-year increase—and account for almost half of all digital ad spending in the country.
  • Social media is a major component of mobile time spent. The vast majority (87.9%) of social media users will access social networks on their mobile phone this year. Mobile messaging apps represent a growing category of social media, especially among teens and millennials.
  • While digital banking in Canada is more common than in the US, the same story can’t be said for mobile banking rates. A little more than half of digital banking users in Canada use mobile banking, compared with 77.4% of US users.
  • Mobile video consumption is increasing, contributing to mobile time spent figures. About a third of Canada’s population will regularly watch video on their smartphone this year.
  • Smartphones have become indispensable tools for shopping, especially during the consideration phase of the path to purchase. And mobile transactions are increasing—more than double the average order value of two years ago.
  • Mobile searches on Google exceeded that of desktop in Canada for the first time last year. As an ad vehicle, marketers value mobile search and invest to the highest degree in search.

"Among the total adult population, which includes nonmobile users, nonvoice smartphone activities will average 1 hour, 36 minutes this year."

Table of Contents

Sizing Up Canada’s Mobile Economy

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Today’s Mobile Consumer

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30 charts are included in the full report:

Canada Mobile 2016: A Look at Smartphone Behaviors and How Brands Are Attempting to Master Mobile

Average Time Spent per Day with Nonvoice Mobile Activities by Adults in Canada, by Device, 2016 (hrs:mins)

Sizing Up Canada’s Mobile Economy

Smartphone Owner Share in Canada, by OS, 2014-2016 (% of respondents)

Smartphone User Penetration in Canada, by Age, 2014-2020 (% of mobile phone users)

Smartphone Users and Penetration in North America, by Country, 2014-2020

Average Time Spent per Day with Nonvoice Mobile Activities by Adults in Canada, by Device, 2016 (hrs:mins)

Average Time Spent per Day by Adult Users of Each Major Medium in Canada, 2012-2018 (hrs:mins)

Share of Average Time Spent per Day with Select Media by Adults in Canada vs. Ad Spending Share in Canada, 2016-2018 (% of total)

Mobile Ad Spending

Mobile Ad Spending in Canada, 2014-2020 (billions of C$ and % change)

Mobile Ad Spending in Canada, by Format, 2015-2020 (millions of C$)

Today’s Mobile Consumer

Mobile Phone Social Network Users and Penetration in Canada, 2014-2020

Mobile Phone Social Network User Penetration Worldwide, by Country, 2014-2020 (% of mobile phone internet users)

Activities Conducted Most Frequently via Smartphone by Smartphone Owners in Canada, by Age, Dec 2015 (% of respondents in each group)

Mobile Messaging

Messaging Platforms Used by Millennial vs. Total Smartphone Owners in Canada, Dec 2015 (% of respondents in each group)

Mobile Messaging App User Penetration in Canada, by Platform, Q4 2015 (% of population)

Mobile Search

Mobile Ad Spending in Canada, by Format, 2015-2020 (millions of C$)

Mobile News

Preferred Digital Sources for Receiving News and Information According to Internet Users in Canada, March 2016 (% of respondents)

Mobile Video

Smartphone Video Viewers and Penetration in Canada, 2014-2020

Attitudes Toward Watching TV via Mobile Phone According to Millennials vs. Total Adults in Canada, March 2016 (% of respondents in each group)

Digital Video Ad Volume in Canada, by Inventory Type, Q1 2016 (based on impressions served on the TubeMogul platform)

Mobile Gaming

Mobile Phone Gamers and Penetration in Canada, 2014-2020

Digital Game Revenues in Canada and the US, by Segment, 2016* (millions and % change vs. prior year)

Mobile Banking

Adult Mobile Banking User Share, Canada vs. US, 2014-2019 (% of digital banking users)

Types of Personal Data that Internet Users in North America Are Willing/Would Expect to Share with Companies*, Feb 2015 (% of respondents)

Adult Mobile Banking User Penetration in Canada, by Age, 2014-2020

Internet Users in Canada Who Conducted a Bank Transaction via Mobile Banking App, by Demographic, Jan 2016 (% of respondents in each group)

Frequency with Which Internet Users in Canada Use Digital Banking, by Age, April 2015 (% of respondents)

Banking/Payment Activities Conducted Primarily via Smartphone According to Smartphone Owners in Canada, 2014-2016 (% of respondents)

Smartphone Shopping

Mcommerce Metrics in Select Countries in Europe and North America, 2014-2016

Holiday Season* Retail Mcommerce Sales Share in Canada and the US, by Device, 2015 (% of holiday season* retail ecommerce sales)

Smartphone Activities Conducted While Shopping for Clothing In-Store According to Internet Users in Canada, Jan 2016 (% of respondents)