A Study of the Mobile Market in Canada

Changing Landscape

The rapid growth of Smartphones and more recently Tablets & eReaders 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.

Since its inception in 2011, Mobil-ology delivers a comprehensive review of the Canadian mobile marketplace at two points each year (Spring & Fall). Focusing on the essential role mobile devices (Smartphones, Tablets, and eReaders) play in the lives of Canadians, Mobil-ology explores and tracks brands, attitudes and behaviours.

Key Benefits

Comprehensive: Includes 10 detailed chapters:

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


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

Based on a total of 2000 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


February / March
Data Collection
April / May
Reporting & Presentations

*Study schedule subject to subscriber interest


September / October
Data Collection
November / December
Reporting & Presentations

*Study schedule subject to subscriber interest

Core Deliverables

Two waves conducted annually – Spring & Fall

2,000 interviews with Mobile Device users per wave

Full written report each wave

Full set of data tables each wave

Formal presentation

Subscription Options

  • Full report: $26k
  • Foundation subscription: $12K
  • Foundation subscription + 1 Module: $18K
  • Foundation subscription + 2 Modules: $22k

Value-Add Opportunity

Bring more value to your subscription by incorporating:

A Teen Boost**

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

Customized Tables

One Banner Page = $500

Proprietary Questions***
1 Question 2 Waves = $4,000
2 Questions 2 Waves = $6,000
3 Questions 2 Waves = $10,000

**Boost availability subject to subscriber interest
***Limited space, availability first come first serve


Downloads PDF


Mary Beth Barbour Mary Beth Barbour
Senior Vice President
Ipsos Reid
Corrie Rabey Corrie Rabey
Associate Vice President
Ipsos Reid

Additional Resources