SMARTPHONE YEAR-OVER-YEAR GROWTH 45%

According to a study commissioned by CWTA, about half of all mobile users in Canada now own smartphones. Moreover, among 18 to 34 year-olds, that number jumps to almost 70%. 
Tablet owners are also on the rise. In 2011, Canadian consumers purchased tablets at four times the rate from 2010 – from 5% to 20%. The survey reinforces reported industry trends of rapidly increasing data consumption, with almost half of all cell phone users now having a data plan for their device. 
The study also reveals that apps continue to be widely used by Canadians, with significant growth from 58% to 70% of users over last year. Cell phone users who download apps have an average of 12 apps on their device, and typically two of those were purchased while the rest were downloaded for free. 
Furthermore, the survey also examined trends in mobile giving, and found that 90% of those who donated to a charity via a text message would do so again.


Why is this important?  Because the pace of change in communications is much more rapid than many expected. Brand 'influencer' and 'loyalty' programs as well as the programs that non-profits are using to raise funds will need to move quickly to this new paradigm or put the brand and organization at risk.



Access the 2012 Cell Phone Consumer Attitudes Study