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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Attitudes Towards Technology and the Digital World market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

The way that people interact with their technology is changing

Since the 1990s, there has been rapid change in the types of technologies that consumers own and use. From personal computers to cell phones to MP3 players, tablets and smartphones – along with the growth of the internet over that time – the biggest evolution in consumer electronics has been what devices are used.

Social media has evolved beyond social networks

Social media has come a long way since its early years of Myspace and a Facebook platform limited to users with a postsecondary school email address. Many of today’s 18-34 year olds have grown up with social media as part of their lives – and it seems that their attitudes towards it are unique compared to older consumers’.

Expert analysis from a specialist in the field

Written by Scott Stewart, a leading analyst in the Technology and Media sector, His extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

With how quickly the technology and digital world has evolved over the last few decades, it is worth taking a step back to assess how consumers feel about it. Not only have consumers adapted over time as they have gotten more comfortable with technology in their day-to-day lives, but there is now an entire generation of adults who grew up in a world of smartphones and social media. Scott Stewart
Senior Technology and Media Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Consumers are receptive to tech with clear benefits and minimal risk
          • The way that people interact with their technology is changing
            • Social media has evolved beyond social networks
              • It will take time for consumers to fully trust artificial intelligence
                • Online privacy attitudes do not match behaviour
                  • What it means
                  • The Market – What You Need to Know

                    • Social media usage and mental health
                      • An update on 5G networks in Canada
                        • Canadians are using more mobile data
                          • Potential job loss as a result of artificial intelligence
                            • Cyberattacks are a constant threat to consumers
                            • Market Factors

                              • Social media usage and mental health
                                • An update on 5G networks in Canada
                                  • Canadians are using more mobile data
                                    • Figure 1: Mobile data subscriptions in Canada, 2014-17
                                  • Potential job loss as a result of artificial intelligence
                                    • Cyberattacks are a constant threat to consumers
                                    • Key Players – What You Need to Know

                                      • Augmented reality is gradually increasing its role in the market
                                        • The sharing economy is redefining the marketplace
                                          • Artificial intelligence’s failures have been publicized
                                            • As homes and cities get smarter, the threat of surveillance increases
                                              • Companies are looking to bring drone delivery to market
                                                • Retail automation is making staff unnecessary
                                                • What’s Working?

                                                  • Augmented reality is gradually increasing its role in the market
                                                    • Figure 2: Say Hej to IKEA Place, September 2017
                                                    • Figure 3: Jaylon Smith and Randall Cobb React to “Pose With The Pros” | Dallas Cowboys 2019, September 2019
                                                  • The sharing economy is redefining the marketplace
                                                  • Challenges

                                                    • Artificial intelligence’s failures have been publicized
                                                      • As homes and cities get smarter, the threat of surveillance increases
                                                      • What’s Next?

                                                        • Companies are looking to bring drone delivery to market
                                                          • Figure 4: Amazon Prime Air’s First Customer Delivery, December 2016
                                                        • Retail automation is making staff unnecessary
                                                          • Figure 5: Introducing Amazon Go and the world’s most advanced shopping technology, December 2016
                                                          • Figure 6: Caper Smart Cart – Make Shopping Magic, January 2019
                                                      • The Consumer – What You Need to Know

                                                        • Attitudes towards emerging technologies
                                                          • Shifts in how consumers interact with technology
                                                            • Social media attitudes and behaviours
                                                              • Attitudes towards artificial intelligence and voice assistants
                                                                • Online privacy and security
                                                                • Attitudes towards Emerging Technologies

                                                                  • Consumers are more positive about tech with clear, obvious benefits
                                                                    • Figure 7: Impact of emerging technologies on society, October 2019
                                                                    • Figure 8: Impact of emerging technologies on society, by age, October 2019
                                                                    • Figure 9: Impact of emerging technologies on society, by gender, October 2019
                                                                    • Figure 10: Impact of emerging technologies on society, by race, October 2019
                                                                  • Consumers do not like high perceived risks and unclear benefits
                                                                      • Figure 11: Negative impact of technology on society, by age, October 2019
                                                                      • Figure 12: Negative impact of technology on society, October 2019
                                                                    • 5G still needs to communicate its benefits
                                                                      • Figure 13: 5G: What’s impossible today, won’t be tomorrow, March 2019
                                                                      • Figure 14: Knowledge of 5G, October 2019
                                                                  • Shifts in how Consumers Interact with Technology

                                                                    • The evolution of text messaging
                                                                        • Figure 15: Prefer to use an app to message instead of traditional texting, by age, October 2019
                                                                        • Figure 16: Prefer to use an app to message instead of traditional texting, by living area, October 2019
                                                                      • Cameras are changing how phone calls are made
                                                                          • Figure 17: Prefer to use a video call instead of a voice call, by age, October 2019
                                                                          • Figure 18: Prefer to use a video call instead of a voice call, by length of time in Canada, October 2019
                                                                          • Figure 19: Turn lost time into “me time” with Fido, May 2019
                                                                        • Customer service interactions are moving online
                                                                          • Figure 20: Prefer to use online chat with customer service than a phone call, by age, October 2019
                                                                          • Figure 21: Prefer to use online chat with customer service than a phone call, by language spoken at home, October 2019
                                                                      • Social Media Attitudes and Behaviours

                                                                        • Social media is no longer just a social network
                                                                          • Figure 22: I appreciate when people I don’t know follow my social media accounts, by age, October 2019
                                                                        • Going viral is a goal for many consumers
                                                                          • Figure 23: I would enjoy it if one of my social media posts went viral, by age, October 2019
                                                                          • Figure 24: Introducing Skydio 2, October 2019
                                                                        • The risks of social media backlash
                                                                          • Figure 25: I have deleted social media posts for fear of backlash, by age, October 2019
                                                                      • Attitudes towards Artificial Intelligence and Voice Assistants

                                                                        • Most consumers trust AI with basic tasks
                                                                          • Figure 26: Tasks AI is trusted to do well, October 2019
                                                                          • Figure 27: Tasks AI is trusted to do well, by age, October 2019
                                                                          • Figure 28: Trust AI to manage my financial portfolio and make medical diagnosis, by age, October 2019
                                                                        • Digital voice assistants face the same challenges as broader AI
                                                                          • Figure 29: Digital tasks comfortable using a voice assistant for, October 2019
                                                                          • Figure 30: Smart speakers are a risk to personal privacy, by age, October 2019
                                                                          • Figure 31: Easily find your favourites with the Ignite TV voice remote, October 2018
                                                                      • Online Privacy and Security

                                                                        • Consumers are concerned about being hacked
                                                                          • Figure 32: I worry about being hacked, by age, October 2019
                                                                          • Figure 33: I currently use anti-virus software that I paid for, by household income, October 2019
                                                                        • Common consumer behaviours are putting them at risk
                                                                          • Figure 34: I typically connect my smartphone to free Wi-fi when it’s available, by age, October 2019
                                                                          • Figure 35: I use the same/similar password on most of my personal accounts, by age, October 2019
                                                                        • A lot of information is freely shared online
                                                                          • Figure 36: I share my smartphone location with friends/family, by gender and household composition, October 2019
                                                                          • Figure 37: I share my mobile device location with apps/websites, by age, October 2019
                                                                      • Appendix – Data Sources and Abbreviations

                                                                        • Data sources
                                                                          • Consumer survey data
                                                                            • Consumer qualitative research
                                                                              • Abbreviations and terms
                                                                                • Abbreviations
                                                                                  • Terms
                                                                                  • Appendix – Key Driver Analysis

                                                                                      • Interpretation of results
                                                                                        • Figure 38: Key drivers of positive attitudes towards artificial intelligence – key driver output, October 2019

                                                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                    • Market

                                                                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                    • Consumer

                                                                                      Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                    • Brand/Company

                                                                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                    • Data

                                                                                      Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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