Canadians Looking to a New Star in the Mobile Device Market

Apple and Samsung are the Hottest Mobile Device Brands in the Land

Tuesday, November 12, 2013

Toronto, ON – There’s a rising star in Canada’s mobile device market. Findings from the sixth wave of Ipsos Reid’s Mobil-ology study, conducted in August, have shown that in 2013, Samsung has made significant gains in Canada’s Smartphone and Tablet device markets.

The August 2013 wave of Ipsos’ Mobil-ology, a study of the mobile market among online Canadians, shows that use of Samsung handsets now matches Apple, with one-third (33%) of Canadian Smartphone owners using an Apple device and three in ten (29%) using a Samsung device.

“We’ve seen a strong surge from Samsung and its line of Galaxy products, which are giving Apple a run for the top spot in Canada’s mobile device market,” says Mary Beth Barbour, Senior Vice President with Ipsos Reid. “Apple remains the top brand in both the Smartphone and the Tablet market, but in both spaces, they appear to have plateaued. Samsung, however, is gaining and is closing the gap in the Smartphone market.”

Since the iPad’s release, Apple has lost some share to new entrants but presently is holding steady with just under half (44%) of Tablet users opting for an iPad or iPad Mini. In comparison, Samsung’s share is modest at 16%, however, trending results over time we see consistent gains being made by Samsung, who have tripled their market share in just two years, increasing from 5% share in August 2011.

“A few years ago, we saw this market as a battle of Apple versus BlackBerry, but now it is clearly an Apple versus Samsung circumstance,” concludes Barbour. “It just goes to show how quickly the market is evolving.”

These findings are based on the sixth wave of research of Ipsos Reid’s Mobil-ology study, conducted in August 2013 among approximately n=30,000 adult residents of Canada via the Ipsos Opinions Online Panel, one of Ipsos Reid's national online panels. The results are based on a sample where weighting was employed to balance demographics and ensure that the sample's composition reflects that of the actual online Canadian population according to Census data. All Ipsos online surveys are measured using a credibility interval. In this case, the study is considered accurate to with +/- 0.57 percentage points had all Canadian adults been surveyed. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:

Mary Beth Barbour
Senior Vice President
Ipsos Reid

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

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About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 85 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,789 billion (2.300 billion USD) in 2012.

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Canadians Looking to a New Star in the Mobile Device Market


Mary Beth Barbour
Senior Vice President, Canada
Ipsos Marketing