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Smartphone, tablet use in Canada sees large growth

By CO Staff @canadaone |

Canada is on the verge of becoming a smartphone majority country. The use of tablets and smartphones rose by more than 10 per cent compared to last year, with 47 per cent of Canadians now saying they use a smartphone and 21 per cent reporting that they use a tablet.

This matches well with predictions made in 2010, which point to a world where more people will use their smartphones, tables and Internet-televisions to access the Internet than with desktops and laptops.

What smartphones do Canadians prefer?

Apple tops the list with a 32 per cent market share, while RIM and Samsung each hold 23 per cent of the smartphone market.

After a time of steady decline in market share, it looks like there is good news for Canadian-based Blackberry. The Blackberry 10 has helped shift consumer intention to buy from 29 per cent in the fall of 2012 to 34 per cent in the spring of 2013.

Samsung's position also looks strong, with almost half (48 per cent) of Canadians in the market for a smartphone considering this brand.

iPad tops tablet market

With 45 per cent market share, Apple is well ahead of the pack in the tablet space, with Samsung and Blackberry are at a distant second with a 13 per cent and 16 per cent share respectively.

"While heavy discounting in late 2011 essentially bought BlackBerry one-fifth of the Canadian Tablet market, it appears that the benefits from this strategy are beginning to wane, while strong and steady growth for Samsung is expected to continue," says Barbour. "That becomes evident when we asked Canadians what brand of Tablet they were considering for the future."

Looking forward, Samsung's growth prospects look positive, as consideration of a Samsung Tablet (35%) far exceeds current penetration (13%). Meanwhile with 43 per cent consideration levels, Apple's seems likely to hold its leadership position in the near future.

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