A man holds his new iPad in Montreal, March 16, 2012.
Credits: ÉTIENNE LABERGE/QMI AGENCY
Between August 2011 and January 2012, smartphone ownership grew by 13%, e-readers by 43% and tablets by 66%, according to an Ipsos Reid survey.
Tablets have seen a particularly big increase in popularity. In August 2011, 3% of Canadians reported owning one. Six months later, that percentage jumped to 10%.
But while Canadians are shelling out for new tech, they're not spending it on Canadian products. BlackBerrys, from Waterloo, Ont.-based Research In Motion, saw their market penetration decrease to 33% from 41% between 2011 and 2012.
Apple's, meanwhile, grew to 28% from 23%, while Google's Android rose to 31% from 26%.
Mary Beth Barbour, senior vice-president with Ipsos Reid, predicts "the brand race will continue to heat up."
"Based on the brands under consideration by those in the market to buy or replace their smartphone in the next year, we anticipate that these shifts in brand penetration will continue," she said.
In January 2011, 58% of respondents said they planned to buy a BlackBerry. That number fell to 40% a year later. The percentage of people planning to buy a Samsung smartphone, however, rose to 32% from 21% during that same period.
When it comes to e-readers, Kobo was the most popular, followed by the Sony eReader and Amazon's Kindle.
Sony is on the decline, however, because consideration of the brand has dropped by 31% over the past year.
Ipsos Reid surveyed 46,000 Canadians online in January 2011, August 2011 and January 2012. The margin of error is 0.5 percentage points, 19 times out of 20.