The Globe and Mail reports in its Tuesday, Aug. 8, edition that the market for new Canadian wireless customers has taken a surprising turn over the past year -- upward. The Globe's Christine Dobby writes that observers attribute the surge in wireless subscriptions to a combination of factors, including population growth, demographics, an abundance of new smart phone options and a stronger economy. For three years, the number of new customers on contracts -- known as "postpaid" subscribers -- declined. Last year, however, Canadian wireless providers posted a year-over-year increase, and the first two quarters of this year show the trend continuing at an even faster pace. Although the market is maturing, there is room to grow, as the number of cellphones in Canada hovers at about 85 per 100 residents. In the U.S. and parts of Europe, wireless penetration rates are at more than 100 per cent, as many people have more than one connected device. "The penetration rate, which had plateaued, is picking up again," says Desjardins analyst Maher Yaghi. He says growth in subscribers -- rather than customers paying more on average -- is what is driving higher revenue at Rogers Communications, BCE and Telus.