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Digital Trends - Canada - October 2014

Tablets have proven to be more popular devices when it comes to watching videos or reading news online – suggesting that manufacturers could benefit from partnering with content providers in these industries to offer consumers discounted hardware when they sign up for a new media subscription (eg to Netflix, The Globe and Mail).”
– Andrew Zmijak, Research Analyst, Consumer Behaviour

This report discusses the following key topics:

  • Larger display smartphones (phablets) pose threat to tablet sales
  • Retaining the appeal of television viewing 
  • Reassuring consumers about mobile security is a concern
  • Increasing engagement by integrating tech and social networking
The rapid growth of the tablet market over the past five years seems to be beginning to slow as brands like Apple and Samsung continue to launch smartphones with larger displays. While there is an increased pressure on tablet manufacturers, it does not mean that consumers will necessarily start to replace tablets with other devices, like the new iPhone 6 Plus. Though smaller, 7-8-inch tablets may be at risk of being replaced in the future, larger tablets could be reinvented in order to drive upgrades and more first-time purchases.
 
Ensuring that consumers understand that the larger smartphones and existing tablets have distinct roles will help quell the notion of replacing one with the other. As such, the forecasted rise of 5-6-inch smartphones need not replace the more typical 10-inch tablet, as consumers will continue to use different devices according to their online activities.
 
Meanwhile, the launch of the music streaming website, Spotify, in summer 2014 looks set to initiate a notable shift in how Canadians listen to music online. While there were already a number of music-streaming websites in Canada prior to summer 2014, they cannot compete with the global reach and music library of Spotify. There appears to be a potentially receptive audience in Canada for this type of service, something which may see more Canadians shift away from spending time online on sites such as YouTube.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The consumer
              • TVs, laptops/notebooks and DVD players are all in more than three quarters of households
                • Figure 1: Household ownership of technology products, July 2014
              • Personal computers lead the way for accessing the internet
                • Figure 2: Methods used to access the internet, July 2014
              • Online shopping activity lags behind US and UK
                • Figure 3: Online activities performed in the past three months (any device), July 2014
              • Online activities performed in the past three months by device
                • Figure 4: Social and sharing online activities performed in the past three months, by device, July 2014
                • Figure 5: Information-finding activities performed in the past three months, by device, July 2014
                • Figure 6: Online shopping activities performed in the past three months, by device, July 2014
                • Figure 7: Online entertainment activities performed in the past three months, by device, July 2014
              • Facebook leads the way in social media
                • Figure 8: Usage of the most popular social media websites in Canada, July 2014
              • What we think
              • Issues and Insights

                  • Larger display smartphones (phablets) pose threat to tablet sales
                    • The facts
                      • The implications
                        • Retaining the appeal of television viewing
                          • The facts
                            • The implications
                              • Reassuring consumers about mobile security is a concern
                                • The facts
                                  • The implications
                                    • Increasing engagement by integrating tech and social networking
                                      • The facts
                                        • The implications
                                        • Trend Application

                                            • Second Skin
                                              • Old Gold
                                                • FSTR/HYPR
                                                • Market Drivers

                                                  • Key points
                                                    • Economic overview
                                                      • IMF expects the Canadian economy to pick up speed, but many risks remain
                                                        • Figure 9: Canada’s GDP, by quarter, 2008-14
                                                        • Figure 10: Consumer Confidence Index, monthly, January 2008-May 2014
                                                        • Figure 11: Household disposable incomes and savings in Canada, 2008-14
                                                      • British Columbians have the highest net worth
                                                        • Demographic overview
                                                          • Population count and growth in Canada
                                                            • Figure 12: Share of population of Canada, by territory/province, 2014
                                                          • Canada’s population is expected to age in the coming years
                                                            • Figure 13: Projected trends in the age structure of the Canada population, 2014-19
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Innovation in technology
                                                              • Wearable technology sees a number of new entrants
                                                                • Home gaming console sales continue to grow with users of all age groups
                                                                  • A bright future for 3D printers?
                                                                    • Smart TVs are getting smarter
                                                                      • Phablets are growing in influence in the market
                                                                        • Mobile banking apps get high-tech
                                                                        • The Consumer – Ownership of Technology Products

                                                                          • Key points
                                                                            • Household ownership of technology products
                                                                              • Figure 14: Household ownership of technology products, July 2014
                                                                            • Family households are mostly likely to contain devices such as tablets and cameras
                                                                              • Nine in ten tablet users personally own the device
                                                                                  • Figure 15: Personal ownership of technology products, July 2014
                                                                                • Two thirds of Canadians own a smartphone
                                                                                    • Figure 16: Personal ownership of a smartphone and basic mobile phone, by age, July 2014
                                                                                • The Consumer – Televisions in Households

                                                                                  • Key points
                                                                                    • A small number of televisions found in most Canadian households
                                                                                      • Figure 17: Number of televisions in the home, July 2014
                                                                                      • Figure 18: Number of televisions in the home, by household income, July 2014
                                                                                      • Figure 19: Number of televisions in the home, by household size, July 2014
                                                                                    • High-definition has become the norm
                                                                                      • Figure 20: Features on home TV(s), July 2014
                                                                                      • Figure 21: Features on home TV(s), by age and gender, July 2014
                                                                                      • Figure 22: Features on home TV(s), by household income, July 2014
                                                                                  • The Consumer – Accessing the Internet

                                                                                    • Key points
                                                                                      • Personal computers lead the way for accessing the internet
                                                                                        • Figure 23: Methods used to access the internet, July 2014
                                                                                      • Repertoire analysis
                                                                                        • Figure 24: Repertoire of methods used to access the internet, July 2014
                                                                                    • The Consumer – Online Activities

                                                                                      • Key points
                                                                                        • Online shopping activity lags behind US and UK
                                                                                          • Figure 25: Online activities performed in the past three months (any device), July 2014
                                                                                        • On a computer
                                                                                          • Figure 26: Online activities performed on a computer in the past three months, July 2014
                                                                                          • Figure 27: Online activities performed on a computer in the past three months in Canada and the US, June and July 2014
                                                                                        • On a smartphone
                                                                                          • Figure 28: Online activities performed on a smartphone in the past three months, July 2014
                                                                                          • Figure 29: Online activities performed on a smartphone in the past three months in Canada and the US, June and July 2014
                                                                                        • On a tablet
                                                                                          • Figure 30: Online activities performed on a tablet in the past three months, July 2014
                                                                                          • Figure 31: Online activities performed on a tablet in the past three months in Canada and the US, June and July 2014
                                                                                        • Social and sharing activities
                                                                                          • Variations by device
                                                                                            • Figure 32: Social and sharing online activities performed in the past three months, by device, July 2014
                                                                                          • Variations by gender and age
                                                                                            • Figure 33: Social and sharing online activities performed on any device in the past three months, by gender, July 2014
                                                                                            • Figure 34: Social and sharing online activities performed on any device in the past three months, by age, July 2014
                                                                                          • The quest for information
                                                                                            • Variations by device
                                                                                              • Figure 35: Information-finding activities performed in the past three months, by device, July 2014
                                                                                            • Variations by gender and age
                                                                                              • Figure 36: Information-finding activities performed on any device in the past three months, by gender, July 2014
                                                                                              • Figure 37: Information-finding activities performed on any device in the past three months, by age, July 2014
                                                                                            • Online shopping
                                                                                              • Variations by device
                                                                                                • Figure 38: Online shopping activities performed in the past three months, by device, July 2014
                                                                                              • Variations by gender and age
                                                                                                • Figure 39: Online shopping activities performed on any device in the past three months, by gender, July 2014
                                                                                                • Figure 40: Online shopping activities performed on any device in the past three months, by age, July 2014
                                                                                              • Online entertainment
                                                                                                • Variations by device
                                                                                                  • Figure 41: Online entertainment activities performed in the past three months, by device, July 2014
                                                                                                • Variations by gender and age
                                                                                                  • Figure 42: Online entertainment activities performed on any device in the past three months, by gender, July 2014
                                                                                                  • Figure 43: Online entertainment activities performed on any device in the past three months, by age, July 2014
                                                                                              • The Consumer – Social Media Usage

                                                                                                • Key points
                                                                                                  • Facebook leads the way in social media
                                                                                                    • Figure 44: Usage of the most popular social media websites in Canada, July 2014
                                                                                                    • Figure 45: Usage of other social media websites in Canada, July 2014
                                                                                                    • Figure 46: Daily usage of Facebook in Canada by gender and age, July 2014
                                                                                                    • Figure 47: Daily usage of Google+ in Canada, by gender and age, July 2014
                                                                                                    • Figure 48: Daily usage of YouTube in Canada, by gender and age, July 2014
                                                                                                    • Figure 49: Daily usage of Twitter in Canada, by gender and age, July 2014
                                                                                                    • Figure 50: Daily usage of Instagram in Canada, by gender and age, July 2014
                                                                                                • The Consumer – Digital Trends and Chinese Canadians

                                                                                                  • Key points
                                                                                                    • Chinese Canadians access the internet via a number of devices
                                                                                                        • Figure 51: Methods used to access the internet: Chinese Canadians vs overall population, July 2014
                                                                                                        • Figure 52: Repertoire of methods used to access the internet: Chinese Canadians vs overall population, July 2014
                                                                                                      • Chinese Canadians are more engaged in most online activities
                                                                                                        • Figure 53: Online activities performed in the past three months on any device: Chinese Canadians vs overall population, July 2014
                                                                                                    • Appendix – The Consumer – Ownership of Technology Products

                                                                                                        • Figure 54: household ownership of technology products, July 2014
                                                                                                        • Figure 55: household ownership of most popular technology products, by demographics, July 2014
                                                                                                        • Figure 56: Household ownership of next most popular technology products, by demographics, July 2014
                                                                                                        • Figure 57: Household ownership of other technology products, by demographics, July 2014
                                                                                                        • Figure 58: Personal ownership of technology products, July 2014
                                                                                                        • Figure 59: Personal ownership of most popular technology products, by demographics, July 2014
                                                                                                        • Figure 60: Personal ownership of other technology products, by demographics, July 2014
                                                                                                    • Appendix – The Consumer – Televisions in Households

                                                                                                        • Figure 61: Number of televisions in the home, July 2014
                                                                                                        • Figure 62: Number of televisions in the home, by demographics, July 2014
                                                                                                        • Figure 63: Features on home TV(s), July 2014
                                                                                                        • Figure 64: Features on home TV(s), by demographics, July 2014
                                                                                                    • Appendix – The Consumer – Accessing the Internet

                                                                                                        • Figure 65: Methods used to access the internet, July 2014
                                                                                                        • Figure 66: Most popular methods used to access the internet, by demographics, July 2014
                                                                                                        • Figure 67: Other methods used to access the internet, by demographics, July 2014
                                                                                                      • Repertoire analysis
                                                                                                        • Figure 68: Repertoire of methods used to access the internet, by demographics, July 2014
                                                                                                    • Appendix – The Consumer – Online Activities

                                                                                                        • Figure 69: Online activities performed in the past three months (any device), July 2014
                                                                                                        • Figure 70: Most popular online activities performed in the past three months (any device), by demographics, July 2014
                                                                                                        • Figure 71: Next most popular online activities performed in the past three months (any device), by demographics, July 2014
                                                                                                        • Figure 72: Other online activities performed in the past three months (on any device), by demographics, July 2014
                                                                                                        • Figure 73: Other online activities performed in the past three months (any device) (continued), by demographics, July 2014
                                                                                                        • Figure 74: Least popular online activities performed in the past three months (any device), by demographics, July 2014
                                                                                                        • Figure 75: Types of online activity performed in the past three months, July 2014
                                                                                                        • Figure 76: Most popular types of online activity performed on a computer in the past three months, by demographics, July 2014
                                                                                                        • Figure 77: Next most popular types of online activity performed on a computer in the past three months, by demographics, July 2014
                                                                                                        • Figure 78: Other types of online activity performed on a computer in the past three months, by demographics, July 2014
                                                                                                        • Figure 79: Other types of online activity performed on a computer in the past three months (continued), by demographics, July 2014
                                                                                                        • Figure 80: Other types of online activity performed on a computer in the past three months (continued), by demographics, July 2014
                                                                                                        • Figure 81: Most popular types of online activity performed on a tablet in the past three months, by demographics, July 2014
                                                                                                        • Figure 82: Next most popular types of online activity performed on a tablet in the past three months, by demographics, July 2014
                                                                                                        • Figure 83: Other types of online activity performed on a tablet in the past three months, by demographics, July 2014
                                                                                                        • Figure 84: Other types of online activity performed on a tablet in the past three months (continued), by demographics, July 2014
                                                                                                        • Figure 85: Other types of online activity performed on a tablet in the past three months (continued), by demographics, July 2014
                                                                                                        • Figure 86: Most popular types of online activity performed on a smartphone in the past three months, by demographics, July 2014
                                                                                                        • Figure 87: Other types of online activity performed on a smartphone in the past three months, by demographics, July 2014
                                                                                                        • Figure 88: Other types of online activity performed on a smartphone in the past three months, by demographics, July 2014
                                                                                                        • Figure 89: Other types of online activity performed on a smartphone in the past three months (continued), by demographics, July 2014
                                                                                                        • Figure 90: Other types of online activity performed on a smartphone in the past three months (continued), by demographics, July 2014
                                                                                                        • Figure 91: Types of online activity performed on a tablet in the past three months, July 2014
                                                                                                        • Figure 92: Types of online activity performed on a smartphone in the past three months, July 2014
                                                                                                    • Appendix – The Consumer – Social Media Usage

                                                                                                        • Figure 93: Usage of social media websites in Canada, July 2014
                                                                                                        • Figure 94: Usage of Facebook in Canada, by demographics, July 2014
                                                                                                        • Figure 95: Usage of Google+ in Canada, by demographics, July 2014
                                                                                                        • Figure 96: Usage of YouTube in Canada, by demographics, July 2014
                                                                                                        • Figure 97: Usage of Twitter in Canada, by demographics, July 2014
                                                                                                        • Figure 98: Usage of Pinterest in Canada, by demographics, July 2014
                                                                                                        • Figure 99: Usage of LinkedIn in Canada, by demographics, July 2014
                                                                                                    • Appendix – The Consumer - The Consumer – Digital Trends and Chinese Canadians

                                                                                                        • Figure 100: Selected demographics, White/Caucasian population vs Chinese Canadians, June 2014

                                                                                                    Companies Covered

                                                                                                    • Apple, Inc
                                                                                                    • Google, Inc.
                                                                                                    • LG Electronics
                                                                                                    • Microsoft Corporation
                                                                                                    • Netflix, Inc.
                                                                                                    • Samsung Electronics
                                                                                                    • Staples, Inc

                                                                                                    Digital Trends - Canada - October 2014

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