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Socializer segment rate their favourite smartphone features
Zinc survey tracks Canadian mobile telephony trends

Online socializers - the people who use Facebook, Windows Live/MSN and other social networking resources to chat, share stories and experiences, and otherwise keep in touch with each other - are also making their presence felt in the mobile telephony space. While they remain one of the most active user segments in terms of their online activities (averaging 21 hours of online screen time per week), more and more socializers are using smartphones to stay connected even as they unplug from their computers.

Here come the apps
There were moderate increases in the use of smartphones for text messaging (+4%), email (+10%) and Web access (+7%), each of which were ranked by three-quarters of users in this segment as their top functions. On the other hand there were larger gains in several rich media-oriented functions, including:
  • Game apps - up 16%
  • News and information apps - up 13%
  • Camera and video functionality & photo-sharing - up 13%
  • Music & digital media -  up 13%

The single largest shift in this user segment was in mobile access to social media, another major app niche. Measured across all user segments, there was no change in useage compared to 2010 levels, however there was a sharp increase in the number of people"going mobile" - up 26% in the social user segment, those who, by definition, are the ones who connect with each other via social networks most frequently.

In the next article in the 2011 mobile telephony series, a closer look at apps.

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About the survey
The Bridge is a syndicated survey established in 2007 by Zinc Research in partnership with Ottawa-based Dufferin Research. It uses a sample of 1,200 online respondents that accurately reflects Canada’s online population both geographically and demographically. Since its inception, the survey has collected ten tracking waves, the most recent of which was completed in July 2011.

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 The Bridge and other surveys and research services, contact Zinc president Brian F. Singh.