Sorry Apple and Amazon, But BlackBerry and Kobo Reign King in Canada (Except For That PlayBook…)
Despite the rise of international competitors like Apple, Google, and Amazon, it's clear that Canadians retain their loyalty to homegrown products.
Smartphones: One Berry to Rule Them All
“Last month, we reported that sales of Tablets were set to take off while those of Smartphones are slowing down. But despite what you may hear, BlackBerry still dominates the battle of the Smartphone brands in Canada,” says Mary Beth Barbour, Senior Vice President of Ipsos Reid. “Even when you consider the brand of the operating system - rather than just the brand of the device - BlackBerry still captures the largest share.”
According to Ispos Reid's recent "Mobil-ology Study of Smartphone" report, BlackBerry retains a 38% of the Canadian smartphone market, down 3% from the start of the year but still far ahead of its diminished grip on America. Apple owns 25%, up 2%, while all Android handsets combine for 27%, up 1%.
Ereaders: Kobo Curtails Competition
In January, Sony held a narrow lead over the still-new Kobo. But the tables have turned dramatically: Kobo's market share grew from 29% to 36% while Sony's plunged from 30% to 23% over the same period. In the middle, Amazon's Kindle held its ground at 25%, unchanged.
Tablets: RIM Fails to Perform
"From a Tablet perspective, Apple’s iPad has built a commanding presence in the Tablet sector - in fact it established the category,” adds Mary. “But the question is did the long awaited entry of BlackBerry’s PlayBook change the dynamic of the market? Certainly BlackBerry has challenges ahead, but they are not out of the picture for Tablets yet and particularly not for Smartphones, a sector where at the moment they still lead.”
While RIM's BlackBerry smartphones may be holding steady, the PlayBook failed to grow wings. Apple dominates the tablet market even in Canada with a 56% share, down from 78% in January when there were half as many competitors. Still, no single device has come even close to equalling the iPad's numbers.
“In Canada, the Big Three brands remain BlackBerry for Smartphones, Apple for Tablets and Kobo for eReaders. But as the market continues to change with plateaus in Smartphone sales, high adoption of the Tablet and continued interest in eReaders, there is no doubt these brands will face new challenges and Canadians will welcome new choices,” concludes Barbour. “BlackBerry’s current troubles and the recent passing of Apple’s Steve Jobs continue to keep these brands in the news, but the main challenge will be to stay fresh, remain relevant and peak the interest of buyers. And with Android and others gunning for their share of the pie, it will continue to be an exciting market to watch.”
