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TORONTO, CA, November 30, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore MobiLens service, reporting key trends in the Canada mobile phone industry for September 2011. The report ranked the leading mobile original equipment manufacturers (OEMs) and smartphone operating system (OS) platforms in Canada according to their share of current mobile subscribers ages 13 and older, and reviewed the most popular activities and content accessed via the subscriber’s primary mobile phone. The September report found Samsung to be the top handset manufacturer overall with 25.2 percent market share, while RIM led among smartphone platforms with 35.8 percent share of that market segment.
OEM Market Share
In September, 20.1 million Canadians ages 13 and older used mobile devices. Device manufacturer Samsung ranked as the top OEM with 25.2 percent of mobile subscribers in Canada, followed by LG with 20.0 percent share and RIM with 14.3 percent share. Apple ranked fourth with 12.0 percent share of subscribers, while Nokia rounded out the top five at 10.1 percent.
Top Mobile OEMsSeptember 2011Total Canada Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+Source: Comscore MobiLens
Share (%) of Mobile Subscribers
Total Mobile Subscribers
100.0%
Samsung
25.2%
LG
20.0%
RIM
14.3%
Apple
12.0%
Nokia
10.1%
Smartphone Platform Market Share
8 million people in Canada owned smartphones in September 2011, representing 40 percent of the mobile market in Canada, a gain of 7 percentage points in the past six months. RIM ranked as the top platform with 35.8 percent of the smartphone market, followed by Apple at 30.1 percent. Google Android gained ground among the competition by doubling its market share to 25.0 over the past six months. Symbian ranked fourth with 4.2 percent share, followed by Microsoft with 3.2 percent.
Top Smartphone PlatformsSeptember 2011Total Canada Smartphone Subscribers Ages 13+Source: Comscore MobiLens
Share (%) of Smartphone Subscribers
Total Smartphone Subscribers
35.8%
30.1%
Google
25.0%
Symbian
4.2%
Microsoft
3.2%
Mobile Content Usage
Canadians use their mobile devices to access a wide variety of content. In September, 67.4 percent of the total Canada mobile audience used text messaging on their mobile device, compared to 88.1 percent of the Smartphone audience. Downloaded applications were used by 40.9 percent of the total mobile audience, compared to 84.2 percent of smartphone subscribers. Mobile browsers were another popular way of accessing mobile content, used by 36.9 percent of the total audience and 74.8 percent of the smartphone audience. 39.5 percent of the total audience and 79.3 percent of the smartphone audience used their phones to stay up-to-date on the latest news. Other popular mobile behaviors included accessing maps (44.4 percent of smartphone subscribers), accessing bank accounts (28.8 percent of smartphone subscribers) and scanning QR codes (18.1 percent of smartphone subscribers).
Select Mobile Content UsageSeptember 2011Total Canada Mobile Subscribers and Smartphone Subscribers Ages 13+Source: Comscore MobiLens
Sent text message
67.4
88.1
Used downloaded application
40.9
84.2
Accessed news and information
39.5
79.3
Used browser
36.9
74.8
Used email (work or personal)
32.7
69.3
Accessed Social Networking Site or Blog
29.2
60.7
Played games
28.0
53.2
Accessed weather
27.5
60.2
Accessed search
24.2
51.2
Listened to music on mobile phone
20.8
40.7
Accessed maps
20.1
44.4
Accessed sports information
14.8
31.5
Accessed entertainment news
14.2
29.5
Accessed bank accounts
13.5
28.8
Scanned QR/bar code with mobile phone
8.1
18.1
About MobiLensMobiLens data is derived from an intelligent online survey of a nationally representative sample of mobile subscribers age 13 and above. Data on mobile phone usage refers to a respondent’s primary mobile phone and does not include data related to a respondent’s secondary device.
About ComscoreComscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.
Contact:Stephanie AdamoComscore, Inc. +1 312 777 8801press@comscore.com