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Mobil-ology

Changing Landscape

The rapid growth of Smart phones and more recently Tablets & E-readers is driving profound change on the Canadian consumer experience and related digital media habits.

Mobile devices provide a wealth of new revenue and marketing communication opportunities for service providers, retailers, marketers and advertisers. Furthermore, mobile devices present a new channel for interaction with a brand that can increase awareness, loyalty and brand equity.

The Cipher Monitor began tracking Canadian mobile behaviour in Fall 2009 and conducted a second wave in Spring 2010. Using these studies as a foundation, Mobil-ology will deliver a comprehensive review of the Canadian Mobile marketplace at two points each year (Spring & Fall).

Mobil-ology will focus on the essential role mobile devices – Smartphones, Tablets and E-readers – play in the lives of Canadians and will explore and track brands, attitudes and behaviours.

Key Benefits

Comprehensive: Includes 12 detailed chapters:

• Device Market Landscape
• Carrier Market Landscape
• Feature Usage & Frequency
• Content
• Apps
• Social Networking
• QR Codes
• Mobile Advertising
• mCommerce
• Video
• Media Consumption
• News Consumption

Insightful: Reveals up-to-date insight into current and emerging trends driving the market

Flexible: Add-on features enable fine-tuning of the research to suit specific needs

Actionable: Information designed to help:

• Assess market size and growth potential
• Understand attitudes and opinions
• Identify opportunities
• Optimize marketing to and communication with key consumer segments
• Answer the questions most relevant to specific businesses or organizations

Methodology

The survey measures the current penetration of, as well as intentions to purchase a Smartphone, Tablet and E-reader.

Based on a total of 2,500 online interviews (current users), the robust sample size delivers a broad overview of the landscape, as well as the opportunity to drill down into specific information most relevant to your organization.

Study Schedule

Spring

*Study schedule subject to subscriber interest

Fall

*Study schedule subject to subscriber interest

Core Deliverables

Value-Add Opportunity

Bring more value to your subscription by incorporating:

Teens aged 13 to 17 (n=500) = $6,000

One Banner Page = $500