A new study says Canada's wireless industry supports more than a quarter of a million jobs and billions of dollars in direct and spinoff economic activity.

The Canadian Wireless Telecommunications Association says the study, based on 2010 data, showed the industry supported more than 260,000 jobs with an average salary of just more than $44,000.

The study estimates the industry generated $43 billion in economic activity, including direct and indirect employment as well as spinoff benefits to wireless customers.

Association president Bernard Lord says the country's wireless industry is of critical importance to the economy.

Lord will be speaking today at a three-day telecom conference in Toronto that will discuss trends in the industry.

The association says more than 26 million Canadians have a mobile phone or wireless device.