Canadians love their Smartphone, Tablet and eReader devices!
Released in mid-April, the January 2012 wave of Ipsos Reid's Mobil-ology, a study of the mobile market in Canada, showed strong and steady growth in all three markets. In the six month period between August 2011 and January 2012, Smartphone ownership grew by 13%, Tablets by 66%, and eReaders by 43%. In absolute terms, market penetration of Smartphones grew from 24% of Canadians stating they owned one in August 2011 to 34% in January 2012. For Tablets, 3% of Canadians said they owned such a device in August 2011 and 10% said they owned one in January 2012. In the eReader segment, 4% of Canadians said they owned one in August 2011 with 10% making that claim five months later.
But looking to the future of the mobile sector, which brands are Canadians considering when it comes down to the purchase decision? The most recent wave of Mobil-ology shows that some brands are gaining momentum at a faster pace than their competitors. "Clear shifts in brand preference appear when we look at the brands of devices consumers are currently using," says Mary Beth Barbour, Senior Vice President with Ipsos Reid, "And looking forward, it appears that the brand race will continue to heat up."
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