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Canadians Turn To Mobile Web Instead of Apps

Posted on 3.26.2015

Mobile has become one of the most important channels for brands to use to communicate with their consumers.

In order for brands' mobile strategies to be as effective as possible, it’s vital that brands understand how consumers are leveraging their mobile devices.

Search marketing agency Catalyst, in conjunction with GroupM Next, a unit of global media investment company GroupM, has released the finding of their recent study that focuses on smartphone ownership in Canada titled "With Growth Comes Changes: The Evolving Canadian Mobile Landscape."

The study found a variety of interesting facts about smartphone ownership in Canada, chief among them being a decrease in the average number of apps on Canadians' mobile phones from 26 to 19 over the past year. Instead, the study found that Canadians prefer to leverage the mobile Web over apps to complete most of their activities. Another interesting finding was the age ranges with which smartphone ownership saw the greatest growth, 25-34 and 45-54.

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Other noteworthy findings from the study include Canadians biggest frustrations with smartphones, where users are most likely to leverage their mobile devices as well as how Canadian millennials use their devices.

“Mobile technology has completely permeated the lives of Canadians,” said Jeff Lancaster, CEO of Catalyst Canada. “Far from being an occasional touchpoint for Internet access and communication on the go, smartphones have become a key part of the fabric of day-to-day life. For brands, one of the key takeaways is the extreme competitiveness of the app space with Canadians increasingly limiting their app usage to just a handful of core apps.

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