Cylinder 8 has published the most current mobile statistics for the retail market for both Canada and the US. Cylinder 8's statistics show that Canadian smartphone marketshare as follows: ~ Blackberry 42% ~ iPhone 31% ~

1. 2011 MOBILE
DATA SNAPSHOT
FOR RETAILERS
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2. Canadian Mobile Statistics
32.8%
of Canadian mobile phone users are now using
multifunction smartphones such as BlackBerrys
and iPhones.
Canadian Smartphone Top 5 Types of Mobile Number of Mobile
Market Share Apps Downloaded Subscribers in Canada
5.1%
6.4% Games 9.15m
32%
7.28m
Social Networking
22% 7.10m
12.5% 42% Music
21% 489k
Entertainment 317k
21%
31% 203k
News
15%
Total Subscribers 25.1m
Sources:
http://www.cwta.ca/CWTASite/english/industryfacts.html
http://www.cbc.ca/fp/story/2011/06/02/4879881.html, June 2011
http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Canada_Digital_Year_in_Review
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3. Mobile Shopping
67%
of all mobile subscribers in the US are mobile shoppers.
35% prefer using their mobile device as opposed to their
desktop computer to shop.
Percentage of People Purchasing from Phones Most Common Shopping
Who Have Shopped Online Quadrupled Year Over Year Related Activities In-Store
Call, text, or photo message someone
8%
to get their opinion on an item
2010 62%
83%
Check the price of an item
44%
Review a product description
44%
Look for product coupons
Half of North Americans said they
most frequently purchase from
2009 2% Make a purchase
39%
online-only stores 35%
Sources:
Global Trends in Online Shopping, A Nielsen Global Consumer Report, June 2010
http://www.foreseeresults.com/news-events/press-releases/explosion-in-mobile-retail-u.s.-2010.shtml
http://www.internetretailer.com/
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4. Mobile Search
84%
of smartphone owners search for retailers on mobile web.
77% report using mobile search more than 5 times in the
previous month.
When Mobile Users How Mobile Search When Mobile Users
Search Converts Multitask
59% from
home 84% search for retailer
contact info
Mobile search + watch TV
66%
82%
find online
47% during retailers Mobile search + use computer
commute
73%
45%
find product
websites
61% from
work
Mobile search @ social events
68% compare product
or service prices
56%
81% in the
evening
63% search before
purchasing offline
Mobile search + running errands
74%
Sources:
www.performics.com
www.roiresearch.com
www.marketingzeus.com
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5. Mobile Advertising
75.9%
of retailers expect to launch a mobile commerce
site. 52.6% expect to have it up and running in
under one year.
Top 4 Countries for Mobile Consumers Would Be Worldwide Mobile Ad
Ad Impressions Interested in Receiving: Spend Predictions
2011
SMS ads in proximity of a retailer
1st 21% $3.3 billion USD
Movie theatre offers/promos
2015
26%
2 nd
Offers you can pursue at leisure
26%
$20.6 billion USD
3 rd
A barcode scanned by phone
29% Driven by mobile search ads and
local ads. Over half of U.S. mobile ad
4th Grocery Coupons
36%
spending is local. Asia – Japan
particularly – continues to dominate
global mobile ad spend.
Sources:
http://blog.mobclix.com/index/, August 2010
http://www.360i.com/
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobileads
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6. Mobile Couponing
57%
of shoppers would not have bought an item if they did not
have a coupon. 91% (with coupon) vs. 85% (without) were
more likely to purchase from the store again.
How are Mobile Coupons Being Delivered?
QR Codes SMS Geolocation
A QR Code allows its content to be Promotions and coupon codes have ‘Checkin’ services such as FourSquare
decoded quickly. They normally are been sent to mobile phones via SMS are now pairing up with companies to
used as a quick link to access paper or for some time, but with new offer their customers offers based on
online content from a mobile device. technologies, informational SMS can their current or most visited locations.
These are more frequently being used now be triggered automatically by Events can also be triggered
as a tool for retail coupons. proximity to a service or retail outlet. automatically by proximity.
NFC Smart Posters Apps
By passing their device near a ‘smart There are now a variety of apps
poster’ with a near field communication available on iPhone, Android, and
tag embedded within it, users can BlackBerry that users can interact
interact directly with the content / with and find coupons relevant to
promotion by information being sent them by location and category.
straight to the device.
Sources:
Borrell Associates Report
Mobile Marketing Association
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7. Mobile In-Store
25%
of online shopping conversations happen in-store. If you
are a retailer, you no longer have a shoppers’ undivided
attention.
Men and Women Mobile What are They Talking In-Store Shopping
Browsing In-Store (%) About? Mobile Activities
1
While on their way, they are
most likely to ask for 16% of consumers compare
prices via mobile
51%
assistance
2
While browsing, they are
most likely to talk about your 10% visit the same brand
or store’s website
staff
3
While deciding to buy, they
are most likely to talk about
7% look for coupons or
discounts
44%
your products
4
While checking out, they are
most likely to talk about
6% see ratings or reviews
on a product or service
other customers
5% collect rewards for
visiting a store
Sources:
www.marketingcharts.com/direct/in-store-mobile-product-browsing grows-78-from-09-16926
www.slidehsare.net/listenlogic/listenlogic-mobile-social-shoppers
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8. What Does This Mean for Retailers?
65%
of smartphone owners are open to receiving offers on
their mobile phones. 91% of mobile internet access is to
socialize and share.
Users that Share Social Smartphone Users Prefer Utilize Mobile Devices
Deals with Friends Shopping via Online Catalog to Extend Reach Through:
62% of people under
the age of 24
1 Search
2
69%
of people between Advertising
the ages of 25 - 44
13.2% 48.7%
13.2% of Smartphone owners
3 Couponing
55% of people aged
45 and over
used catalogs to browse for
items, compared with a staggering
48.7% who use mobile websites 4 In-Store Opportunities
and apps for the same purpose.
Sources:
JiWire, “Mobile Audience Insights Report: Q1 2011,” May 24, 2011
http://mkt.gs/mobileretail
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We are Cylinder 8, a digital-marketing ideas factory. We make authentic brand connections, Kevin Krossing
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