Canadians 35+ still spend more time on desktop than mobile

New report shows Canadian adults adopting more slowly than other markets

A new report from ComScore has again confirmed that Canadians spend the majority of their online time on mobile devices — but it also makes clear just how much that trend skews towards millennials.

ComScore’s Global Mobile Report compares cross-platform trends across the U.S., U.K. and Canada. It’s the first time ComScore has taken an in-depth look at how these markets differ in terms of mobile and desktop consumption.

Canadians now spend a little over half of their digital time (52%) on mobile, up from an even split earlier this spring when ComScore released its first Canadian multiplatform MMX results. Americans, by contrast, spend 61% of their digital time on mobile.

Screen Shot 2015-07-20 at 9.17.56 AM

Chart from ComScore Global Mobile Report

Breaking down the numbers by age category shows that Canadians of all ages have adopted mobile slower than their U.S. counterparts, but the differences are especially pronounced among adult age groups 35-54 and 55+.

In the 35-54 category, Canadians lag the U.S. in mobile usage by 10 percentage points (53% to 63%), but are roughly on par with Brits (54%). Among the over 55 crowd, Canadians still spend nearly two thirds (61%) of their time on desktop, compared to just over half (51%) in the U.S. and a minority (45%) in the U.K.

Screen Shot 2015-07-20 at 9.16.59 AM

Chart from ComScore Global Mobile Report

Despite spending less time overall in mobile, however, Canadians of all age groups spend more time with tablets than Americans, and with the exception of the 55+ category, more than Brits as well.

In terms of total mobile minutes, Canada is the only one of the three markets where adults over 35 still spend the majority of their time on desktop. In fact Canadians 35+ spend more total hours on desktop each month than do their counterparts in either market.

Screen Shot 2015-07-20 at 9.16.41 AM

Chart from ComScore Global Mobile Report

One of the reasons that’s surprising is that Canada still has the highest rate of smartphone penetration in every age group, according to the report. The vast majority of Canadians 18-34 have smartphones (95%), while almost as many of 35-54s have them (89%). That’s compared to 90% and 81% in the U.S., respectively.

Even among Canadians 55+, 62% own smartphones, compared to 57% in the U.S. and 60% in the U.K.

Canadians favour social, gaming

The breakdown between app usage and mobile browsing was fairly similar across markets, though Americans spend substantially more total time on apps. Canadians spend roughly 87% of their mobile time in an app, versus just 13% on mobile browsers.

Compared to Brits and Americans, Canadians spent more time with social platforms and online games across platforms. About a quarter of total digital time in Canada goes to social media, compared to 21% in the U.S. and U.K. Canadians were also most likely out of the three markets to do their banking online.

Screen Shot 2015-07-20 at 9.19.11 AM

Chart from ComScore Global Mobile Report

Add a comment

You must be to comment.

Media Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

As Prime Minister, Kellie Leitch would scrap CBC

Tory leadership hopefuls are outlining their views on national broadcaster's future

‘Your Morning’ embarks on first travel partnership

Sponsored giveaway supported by social posts directed at female-skewing audience

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Netflix debates contributions with Canadian Heritage

Netflix remains wary of regulation as some tout 'Anne' and 'Alias Grace' partnerships

Canadians warm up to social commerce

PayPal and Ipsos research shows "Shop Now" buttons are gaining traction

Online ad exchange AppNexus cuts off Breitbart

Popular online ad exchange bans site for violating hate speech policy

Robert Jenkyn is back at Media Experts

Former Microsoft and Globe and Mail exec returns to the agency world

2016 Media Innovation Awards: The complete winners list

All the winning agencies from media's biggest night out!