2010 MOBILE MARKET DATA

WHAT’S UP WITH

MOBILE TRENDS?

Global Access to the Internet Source: Morgan Stanley, April 2010

HOW DO MOBILECANADIANSBEHAVE EH?

4.6 billion text messages were sent in June 2010.

Source: CWTA, June 2010

In June 2010, Canadians sent an

average of 154.1 million

messages per day.Source: CWTA, June 2010

Total person-to-person text messages sent in the first 6 months of 2010 was

25.7 billion.Source: CWTA, June 2010

544.6 million text messages from short codes were sent in Q2 of 2010.

Source: CWTA, June 2010

‣Inactives. Inactives represent 20% of the Canadian adult population in 2010. Inactives tend to be older latecomers to technology adoption — 59% are at least 50 years old — and they are 50% more likely than the total population to be Sidelined Citizens, the low-income technology pessimists who are last to adopt new technologies.

‣Talkers. Talkers’ mobile phone behavior is almost exclusively limited to voice calls. Talkers form 37% of the Canadian adult population. Just like Inactives, about half of Talkers are 50 or older, and each group has a similar gender split of nearly 50:50.

‣Communicators. Communicators represent 17% of the Canadian adult population. Communicators’ primary mobile phone usage is for connecting with other people, though a variety of messaging applications. Virtually all Communicators — 94% — use text messaging at least weekly.

CONSUMER TECHNOGRAPHICS

‣ Connectors. Connectors represent 7% of the Canadian adult population. They use their cell phones at least 25% of the time for work, skew strongly male (65%). This group is especially fond of BlackBerry, and 51% own a smartphone.

‣ Entertainers. This group represents 10% of Canadian adults. Entertainers form the youngest group — 52% are under 30. Unlike in the US, where iPhones are the device of choice for this group, BlackBerry ownership dominates.

‣ SuperConnecteds. SuperConnecteds represent just 11% of Canadian adults compared with 19% of US adults. The majority of these consumers own a smartphone, Blackberry is favoured

CONSUMER TECHNOGRAPHICS

Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)

Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)

Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)

Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (US, Canada)

Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (Canada)

Base: 5,559 Canadian adultsSource: North American Technographics Benchmark Survey, 2010 (Canada)

‣ Text messaging represents largest volume of activity by Canadians on their mobile phones‣ By 2014, mobile subscribers will reach 29.5 million Canadians accounting for 84.7% of population‣ Mobile ad spending is growing and will reach $34 million by 2012 but lags far behind all other online media spends (search, display, social)‣ Men are the most active and have the highest usage of mobile devices

CANADIAN SUMMARY

HOW DO MOBILEAMERICANS BEHAVE HUH?

WHAT ARE THE MOBILEOPPORTUNITIES?

‣ Avoid buying cheap impressions‣ Avoid not setting clear success metrics‣ Avoid not fully utilizing mobile targeting parameters‣ Avoid not focusing on the post-click experience‣ Avoid creating ads/apps for a single platform‣ Avoid not using text messaging as a call-to-action

MOBILE OPPORTUNITIES

THANK YOU