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comScore Launches Mobile Measure in Canada
Digital metrics company comScore has introduced its syndicated mobile measurement service MobiLens in Canada. The service reports on mobile consumers' demographics and behaviours, along with the attributes and capabilities of their devices.
The service already operates in the US, the UK, France, Germany, Italy, Spain and Japan. As of March this year comScore estimated smartphone penetration in Canada, among those aged 13 and over, at 32.8% (6.6 million people), which is marginally higher than the US. The top three countries for smartphone penetration are the UK (40.8%), Spain (40.2%) and Italy (38.3%).
In the same Canadian survey RIM was the top smartphone operating system provider (42%), followed by Apple (31.0%), Google (12.2%), Symbian (6.4%) and Microsoft (5.1%). The top three (non-phone) usages were: sent text message (64.5%), took photos (48.9%) and used apps 40.6%.
According to Bryan Segal, comScore Vice President: 'MobiLens provides valuable and actionable reporting capabilities, essential for establishing mobile as a legitimate advertising medium. Advertisers, publishers, advertising agencies, and mobile carriers alike can now gain visibility into Canada's mobile audience and optimize their sales and marketing strategies for this rapidly developing market.'
Web site: www.comscore.com .
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