Bookmark and Share

Web 2.0 and Smart Phones
A Canadian research study weighs adoption opportunities and barriers
May 28, 2010 – Calgary AB – Mobile Web 2.0 platforms and applications represent a significant factor in the rapid ascent of smart phones – not just among business users but also in the consumer market. The ability to surf the Web, share photos, and connect with friends and family on Facebook and other social media platforms – wherever you are, without having to find a computer – all point to continued rapid growth. In a recent online research survey by ZINC Research, Canadians reaffirmed that their love affair with Web-savvy mobile telephony is growing stronger. On the other hand, the survey shows that the high cost of data plans could stand in the way of even higher adoption rates.

These and other findings are from ZINC’s syndicated studies; highlights include the following:

Trending upwards: Web 2.0 is driving smart phone sales
  • 13% of cell phone users are planning to buy a smart phone within the next 12 months;
  • While email and text messaging continue to top the list of users’ needs and preferences, social media and rich content functionality are gaining momentum;
  • 90% of smart phone users are happy with the features and functionality of their smart phones: 44% are “very satisfied” and 46% are “somewhat satisfied;”
  • 88% of smart phone users are pleased with the enhanced connectivity their smart phone provides: 39% are “very satisfied” and 49% are “somewhat satisfied;”
  • On the downside, 44% of smart phone users are not happy about the cost of their data plan: 17% are “very dissatisfied” and 27% are “somewhat dissatisfied.”

- Click chart to enlarge -

“Social media tools like Facebook are all about staying connected,” says ZINC Research president Brian F. Singh. “Mobile functionality enables people to stay in touch with their friends, family and colleagues no matter where they are. It’s now easier and more convenient than ever, and that’s driving more growth in the mobile telephony market.”

- Click chart to enlarge -

The ZINC survey also shows that data plan pricing is an issue for many Canadians. As Brian Singh points out, the cost to build high bandwidth infrastructure is enormous, and these investments need to be recouped, largely through the cost of the services. At the same time, as Web-savvy smart phones become more popular, and as more Canadians replace their landline with mobile telephony, prices are sure to decline. “With more smart phones out there,” he explains, “the telcos will be able to amortize their costs for bandwidth and access and bring down their prices based on sheer volume.”

Singh also adds that, as the competition heats up among the telcos, as it is currently in the U.S., Canadian service providers could follow suit and look for innovative ways to make their offers more attractive. “This market is only beginning to take off,” he suggests. “Canadian telcos might want to get a leg-up on their competitors by offering better deals. Ultimately, those gains in market share would come as good news for their shareholders as well as their customers.”

ZINC study provides insights on social media trends for marketers and business leaders
For over four years ZINC Research has conducted specialized social media research that helps client organizations in the public and private sectors explore noteworthy trends and ideas. The firm periodically releases material from its studies six to eight months after their completion, based on its relevance to topical issues. In this case, the data originated in a syndicated survey, The Bridge, a comprehensive study of social media usage that ZINC has conducted regularly since 2007 , using a survey sample of 1,200 online respondents. For more information on The Bridge and ZINC’s other research offerings, contact Brian F. Singh at 403.269.7526.

About ZINC Research
Founded in Calgary in 2006, ZINC provides online and onsite quantitative and qualitative market surveys and analysis for regional and international private and public sector clients throughout North America. Founding president Brian F. Singh is a market researcher and economist with over 20 years of experience. He has worked as an advisor and project manager in a broad range of industry sectors, including tourism, the environment, engineering, retail, financial services, demography, health and wellness, and information technology. For more information on ZINC Research, visit: