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Connected Living - Smart Home and Integrated Devices - Canada - April 2016

"The majority of Canadian consumers are interested in making their home more ‘connected’ by using smart devices. The growing desire by the consumer for convenience, safety, security and energy and money savings will support the progression of the smart home market."

Andrew Zmijak, Research Analyst, Consumer Behaviour & Social Media

 This report looks at the following areas:

  • Cost is a major barrier to a 'connected' home
  • Demographic challenges and population growth from immigration
  • Reducing energy use is on the minds of consumers

While there are some barriers to smart home ownership, such as perceived high cost of ownership and consumer sentiment that these devices are not necessarily needed in the home, there is still plenty of opportunity for smart home brands to capitalize on the majority of consumers that are interested in these devices. Brands will likely benefit the greatest by offering convenience, cost/energy savings, control and secure platforms for device operation.

This report focuses on “smart home” products, which refers to devices that can be connected to the internet and remotely monitored/controlled using another device (eg app on a smartphone, website on a computer). Products categorized as “smart” in-home devices commonly cover the following: climate control and water management, home security and home access, household appliances, lighting and switches, home monitoring and sensors, and entertainment systems.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Cost is a major barrier to a ‘connected’ home
            • Figure 1: Reasons for disinterest in smart home devices, December 2015
          • Demographic challenges and population growth from immigration
            • Figure 2: Projected trends in the age structure of the Canada population, 2014-19
          • Reducing energy use is on the minds of consumers
            • Figure 3: Energy-related attitudes towards smart home devices (any agree), December 2015
          • The opportunities
            • Younger cohorts display more interest in a ‘connected’ smart home
              • Figure 4: Interest (any) in smart home connectivity, by age, December 2015
            • Lowering monthly bills through smart home integration
              • Figure 5: Money saving related attitudes towards smart home devices, December 2015
            • Aging consumers and immigration present new opportunities for smart home brands and retailers
              • What it means
              • The Market – What You Need to Know

                • Canada’s population is expected to age in the coming years
                  • The population is growing and ethnically diverse
                    • Proportion of highly indebted households continues to rise
                      • Millennials are moving into prime home buying years
                        • The strong smartphone market bodes well for smart home adoption
                        • Market Factors

                          • Canada’s population is expected to age in the coming years
                            • Figure 6: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
                            • Figure 7: Projected trends in the age structure of the Canada population, 2014-19
                          • The population is growing and ethnically diverse
                            • Proportion of highly indebted households continues to rise
                              • Millennials are moving into prime home buying years
                                • The strong smartphone market bodes well for smart home adoption
                                • Key Players – What You Need to Know

                                  • Google’s Nest Labs positions itself as a leader in smart thermostat devices
                                    • The well-connected home is appealing to consumers
                                      • Security concerns with smart home device ownership
                                        • Positioned for a bright future, the smart home needs mass appeal
                                        • Launch Activity and Innovation

                                          • Google acquires Nest, positioning itself as a leader in smart thermostat devices
                                            • Arlo – The home security innovator
                                              • Figure 8: Netgear Arlo smart home security cameras, video review, February 2015
                                            • LG’s Smart ThinQ appliances
                                              • Home Depot’s smart home partnership
                                                • Figure 9: Home Depot, smart home products, print ad, February 2016
                                              • New smart home concepts launched at CES 2016
                                              • What’s Working?

                                                • The well-connected home is appealing to consumers
                                                  • Figure 10: Rogers Smart Home Monitoring, direct mail, September 2015
                                                  • Figure 11: Rogers Smart Home Monitoring, print ad, September 2013
                                                  • Figure 12: Rogers Smart Home Monitoring, television commercial, April 2015
                                              • What’s Struggling?

                                                • Reversing disinterest in smart home devices
                                                  • Security concerns
                                                    • Lack of interoperability between smart home devices
                                                    • What’s Next?

                                                      • The smart home is positioned for a bright future
                                                        • Establishing mass market appeal
                                                        • The Consumer – What You Need to Know

                                                          • TVs and smoke/carbon monoxide detectors lead popularity of smart home devices
                                                            • Nearly a third of consumers own or are interested in seven or more smart home devices
                                                              • Younger consumers show more interest in a ‘connected’ smart home
                                                                • Smartphones are the device of choice to control/monitor the smart home
                                                                  • Reducing energy use is on the mind of consumers
                                                                    • Cost is a major barrier
                                                                    • Ownership of and Interest in Purchasing Smart Home Devices

                                                                      • TVs and smoke/carbon monoxide detectors are the most popular smart home devices
                                                                        • Figure 13: Ownership of/interest in purchasing smart home devices, December 2015
                                                                      • Men are more likely to be interested in smart home products
                                                                        • Figure 14: Ownership of/interest in purchasing smart home devices (combined), by gender, December 2015
                                                                      • Parents among the most likely to be interested in a smart home
                                                                        • Figure 15: Ownership of/interest in purchasing smart home devices (combined), parent vs non-parent, December 2015
                                                                      • Chinese Canadians display significant interest in smart home devices
                                                                        • Figure 16: Ownership of/interest in purchasing smart home devices (combined), Chinese Canadians vs overall, December 2015
                                                                      • Almost a third of consumers own or are interested in seven or more smart home devices
                                                                        • Figure 17: Repertoire of ownership of/interest in purchasing smart home devices, December 2015
                                                                    • Interest in Smart Home Connectivity and Control Mechanisms

                                                                      • Younger cohorts display more interest in a ‘connected’ smart home
                                                                        • Figure 18: Interest (any) in smart home connectivity, by age, December 2015
                                                                      • Most prefer to control/monitor smart home devices via smartphones
                                                                        • Figure 19: Interest in how to control smart devices (any rank), December 2015
                                                                        • Figure 20: Interest in how to control smart devices (any rank), by age, December 2015
                                                                    • Attitudes towards Smart Home Devices

                                                                      • Reducing energy consumption is on the minds of consumers
                                                                        • Figure 21: Energy related attitudes towards smart home devices (any agree), December 2015
                                                                      • Device compatibility
                                                                        • Environmental concerns
                                                                          • Figure 22: Environment related attitudes towards smart home devices, December 2015
                                                                        • Lowering monthly bills through smart home integration
                                                                          • Figure 23: Money saving related attitudes towards smart home devices, December 2015
                                                                      • Reasons for Disinterest in Smart Home Devices

                                                                        • Cost is a major barrier
                                                                          • Figure 24: Reasons for disinterest in smart home devices, December 2015
                                                                        • Hacking devices are of concern for consumers
                                                                          • Women are more likely to be disinterested in smart home devices
                                                                            • Figure 25: Reasons for disinterest in smart home devices, by gender, December 2015
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Consumer survey data
                                                                              • Consumer qualitative research
                                                                                • Abbreviations and terms
                                                                                  • Abbreviations
                                                                                    • Terms

                                                                                    Companies Covered

                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                    Connected Living - Smart Home and Integrated Devices - Canada - April 2016

                                                                                    £3,174.67 (Excl.Tax)