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Top 12 smartphone features ranked by users
Zinc Research omnibus survey tracks Canadian mobile telephony trends

There are at least a dozen reasons for buying a smartphone, and this wide and fast-growing array of features and functions is in itself one of the driving forces that continue to stoke this hottest segment in the mobile telephony market.

"Which of the following features, if any, motivated you to get a smartphone?"
- Base: Have smartphone: n=389 (32% of Online Canadians) -


 76% (+4%)

69% (-) 
Web access
 58% (+2%)
57% (+1%) 

 42% (-7%)
Social networking/
social media
42% (-) 
Getting directions

42% (+3%) 
Game apps

 38% (+3%)
Music & media

 37% (+1%)
News & info apps

31% (+2%) 
Monitoring schedules

19% (+1%) 
Advice services/
 14% (+1%)
None of these/not saying

7% (-4%) 
The results generated by this year's query on smartphone features are interesting for what they show tell us not only about the obvious choices - stalwart functions such as text messaging, e-mail and Internet access - but also what they reveal about some less-obvious twists in terms of the newest next-big-things, like mobile apps and rich media tools and resources. 

Stay tuned as this series offers up insights on who's taking up which features, what's driving the demand, what marketers should be looking for, and more. We will be including shopping and mobile wallets in the next wave of this survey.

In the next article, a closer look at business users.

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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.