MOBILE Survey Reveals Less Than 10 Per Cent Of Canadians State They Can Live Without Their Mobile Device MOBILE Survey Reveals Opportunities for Marketers

    TORONTO, Sept. 9 /CNW/ - A recent MOBILE survey, conducted
by Hotspex(TM), found out that nearly one-half of Canadians (45 per cent)
'can't leave home without their mobile device'. In addition, significantly
more Canadians, vs. 2008, agree that mobile media has information that is
relevant to them. With all forms of mobile activity up from 2008 Canadians are
increasingly turning to mobile media to enhance and enrich their lives. The
survey also suggested that mobile owners are more receptive to mobile media
communication, vs. 2008, finding it less irritating and more entertaining and
    The majority of Canadian mobile media users access the same sites on
their mobile device as on their home or office computer (47 per cent), and do
so from both home (33 per cent) and during a commute (27 per cent) the survey
revealed. While the primary reason for accessing the Internet via mobile is
still 'to pass the time', an increasing number of users are seeking
information and/or socializing.
    This demonstrates that there is an enormous opportunity for organizations
to engage mobile users directly through interactive mobile sites or campaigns.
For example, survey respondents said that 24 per cent of the sites they access
via mobile are not visited on their PC, highlighting an opportunity for
marketers to address the unduplicated reach. Speed, hardware improvements and
better designed websites have all encouraged mobile access among mobile device
    However, with mobile usage in the home more than doubling (33 per cent of
users state that they accessed mobile media in the home in 2009 compared to 21
per cent in 2008) it is apparent that mobile is becoming increasingly
integrated into the lives of Canadians.
    "With smart phones and mobile devices becoming an indispensable part of
Canadians' lives, and content becoming more relevant, useful, affordable and
easier to access, the mobile Internet is ready to take off in Canada," says
Brad Cressman, Director of Sales and Marketing MOBILE. "Marketers
recognize and respect the unique and personal attachment Canadians have with
their mobile devices, but are still learning the advantages and limitations
when trying to reach mobile users directly."
    The study was conducted as part of MOBILE's ongoing Mobile
Media Labs (MML) program. MML is designed to help Canada's top brands gain
insights, co-create and experiment with mobile marketing strategies and
tactics in an interactive environment to then execute measurable real-world
campaigns. Companies such as Lexus, McDonalds and Samsung have participated
since the first MML was held in the summer of 2008, and Cara Foods, HSBC,
Monster and Bell are engaged in the 2009 MML. The experience allows the
participants to gain valuable feedback on what it means to "go mobile".
    "Our clients are beginning to understand what an important channel mobile
media is to reaching their target audience," said Rodney Perry, Managing
Partner, Mediaedge:CIA. " MOBILE is becoming a powerful partner in
helping marketers understand and capitalize on this new, compelling way for
their clients to extend the reach of their brand, while giving mobile users an
enriched mobile experience."

    Other key findings of the survey, included:
    -   53% of mobile users can access the Internet on their mobile device
        (up vs 33% in 2008)
    -   52% of Canadians 18-64 have a mobile device (PMB): Cellphone 50%;
        Smartphone 8%; Both 6%; Any 52%

    Mobile Media users tend to be:
    -   Younger (47% are 18-34 vs. 35% of mobile owners in general)
    -   Male (54% vs. 48% of mobile owners in general)
    -   Have kids in house (47% vs. 41%)
    -   Early adopters (24% vs. 15%)
    -   39% of users use a search engine to access mobile media
    -   31% of users type a website name directly into a browser
    -   24% of website access on mobile devices is unduplicated reach
    -   51% of mobile media users have at least one site that they visit
        exclusively over mobile

    The 3 most prevalent attitudes regarding mobile media use were:
    -   Makes life easier (getting store information, location, product
    -   Saves money (downloading coupons, price comparison, sale/promo
    -   Brand information (product information/reviews, notice of new
        product, viewing ads)
 offers Canadian advertisers mobile marketing tools,
including display advertisements, mobile Internet sites, text messaging,
contests and click-to-call campaigns. offers the largest mobile
advertising network in the country.

    About the Hotspex survey

    The Mobile Use survey, conducted by Hotspex, collected data
from 1,062 Canadian Internet-enabled mobile handheld device owners aged 18-64.
Fieldwork was completed between May 13 and May 21, 2009. Results from the 2009
survey were compared against a 2008 Benchmark survey which collected data from
1,001 Internet-enabled mobile handheld device owners aged 18-64 between May 5
and May 15, 2008.

    About offers Canada's top selection of relevant French and English
Canadian content online. Launched in 1995, has differentiated
itself from competitors as an all-Canadian portal offering innovative
solutions to both users and advertisers. Also recognized as an industry leader
in mobile marketing, offers the largest premium mobile
advertising network in the country. With its ability to reach more than 80% of
Canadians online, unmatched online content and services, and the proven
expertise of its team, is the online publisher of choice for

For further information:

For further information: regarding the survey or to schedule an
interview please contact: Jack Wojcicki, T: (416) 894-5255, E:

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