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Canada Connected Living - Smart Home and Integrated Devices Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Connected Living 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 and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definitions

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 address the following:

  • climate control and water management
  • home security and home access
  • household appliances
  • lighting and switches
  • home monitoring and sensors
  • entertainment systems including smart speakers and smart set-top box/streaming media devices

This Report also examines the challenges the smart home market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends this market is experiencing. The Report covers ownership and interest in smart home devices, interest in a connected home, brands trusted, reasons for disinterest in a ‘connected’ home, attitudes towards the smart home and attitudes towards smart speakers.

Key Consumer Questions

  • Smart Home Device Ownership and Interest
  • Reasons for Disinterest in a Connected Home
  • Trusted Smart Home Brands
  • Attitudes towards Smart Home Devices

What you need to know

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, knowledge of device/appliance energy consumption, security and energy and money savings will support the progression of the smart home market. Many factors such as energy costs, functionality, efficiency and convenience have contributed and will continue to contribute to the rising implementation of smart home products in the homes of Canadian consumers.

While there are some barriers to smart home ownership, such as perceived high cost to purchase, worry of data being tracked and a lack of knowledge on the utility of such devices, there is still an opportunity for smart brands in the category to entice the majority of consumers who are interested. Manufacturers will likely benefit the greatest by offering convenience, cost/energy savings, entrylevel pricing and devices, control and secure platforms for device operation.

Expert analysis from a specialist in the field

Written by Andrew Zmijak, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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, knowledge of device/appliance energy consumption, security and energy and money savings will support the progression of the smart home market. Many factors such as energy costs, functionality, efficiency and convenience have contributed and will continue to contribute to the rising implementation of smart home products in the homes of Canadian consumers. While there are some barriers to smart home ownership, such as perceived high cost to purchase, worry of data being tracked and a lack of knowledge on the utility of such devices, there is still an opportunity for smart brands in the category to entice the majority of consumers who are interested. Manufacturers will likely benefit the greatest by offering convenience, cost/energy savings, entry-level pricing and devices, control and secure platforms for device operation." Andrew Zmijak
Research Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Key reasons for disinterest point to data privacy and affordability
            • Figure 1: Reasons for disinterest in a connected home, April 2018
          • Hardware brands gain most trust
            • Figure 2: Trust in smart home brands, April 2018
          • Nearly a third of consumers believe smart speakers spy on them
            • Figure 3: Attitudes towards smart speakers, April 2018
          • The opportunities
            • Most Canadians are interested in making their home more ‘connected’
              • Figure 4: Interest in smart home connectivity, April 2018
            • Learning about in-home device consumption is important to most
              • Figure 5: Attitudes towards smart home devices (select), April 2018
            • A connected home helps reduce energy costs
              • Figure 6: Attitudes towards smart home devices (select), April 2018
            • What it means
            • The Market – What You Need to Know

              • Estimated growth of 18-44s will benefit the category
                • High electricity costs may drive people towards smart home devices
                  • Smartphone ownership is high
                    • Improved perceptions of financial health a boon for the category
                      • Millennials are moving into prime home buying years
                      • Market Factors

                        • Projected growth of 18-44s will benefit the category
                          • Figure 7: Projected trends in the age structure of the Canada population, 2014-19
                        • High electricity costs may push people towards smart home devices
                          • Smartphone ownership is high
                            • Figure 8: Smartphone ownership, by age, January 2018
                          • Improved perceptions of financial health positive for category
                            • Millennials are moving into prime home buying years
                            • Key Players – What You Need to Know

                              • Retailers highlight their smart home offerings
                                • Amazon promotes its smart speaker range
                                  • Ownership of smart home devices has risen
                                    • Security concerns linger
                                      • New smart home innovations and investment
                                      • Marketing and Advertising

                                        • Retailers spotlighting their smart home variety
                                          • Figure 9: Home Depot, direct email, November 2017
                                          • Figure 10: Bed Bath & Beyond, acquisition email, October 2017
                                        • Amazon promotes its smart speaker range
                                          • Figure 11: Amazon – Echo Dot, acquisition email, May 2018
                                          • Figure 12: Amazon – Echo Spot, acquisition email, May 2018
                                        • Nest Hello Video doorbell and Nest Cam IQ garner attention
                                          • Figure 13: Prom Night – Nest, March 2018
                                          • Figure 14: Nest Cam IQ – Now even smarter with the Google Assistant built in, March 2018
                                      • What’s Working?

                                        • Ownership of smart home devices has risen
                                          • Hardware brands are most trusted
                                          • What’s Struggling?

                                            • Security concerns persist
                                              • Affordability a major reason for disinterest
                                              • What’s Next?

                                                • New smart home innovations and investments
                                                  • Model smart homes
                                                  • The Consumer – What You Need to Know

                                                    • TVs and smoke/carbon monoxide detectors are the most popular smart home devices
                                                      • Most are interested in making their home more ‘connected’
                                                        • Top reasons for disinterest point to data privacy and price
                                                          • Samsung is the most trusted smart home brand
                                                            • Most find it important to learn about their in-home device’s consumption
                                                              • The largest share of consumers believe smart speakers spy on them
                                                              • Smart Home Device Ownership and Interest

                                                                • TVs and smoke/carbon monoxide detectors are the most popular smart home devices
                                                                  • Figure 15: Ownership of/interest in purchasing smart home devices, April 2018
                                                                • Men more likely to own/display an interest in smart home products
                                                                  • Figure 16: Ownership of/interest in purchasing smart home devices (combined), by gender, April 2018
                                                                • Younger consumers demonstrate greater interest in smart home devices
                                                                  • Figure 17: Ownership of/interest in purchasing smart home devices (combined), 18-44s vs over-45s, April 2018
                                                                • Parents among most likely to be interested in a smart home
                                                                  • Figure 18: Get to know Rogers Smart Home Monitoring, September 2016
                                                                  • Figure 19: Ownership of/interest in purchasing smart home devices (combined), parents vs overall, April 2018
                                                                • Most Canadians are interested in making their home more ‘connected’
                                                                  • Figure 20: Interest in smart home connectivity, April 2018
                                                              • Reasons for Disinterest in a Connected Home

                                                                • Top reasons for disinterest point to data privacy and price
                                                                    • Figure 21: Reasons for disinterest in a connected home, April 2018
                                                                  • Disinterest more likely to arise from lack of knowledge among older groups
                                                                    • Figure 22: Reasons for disinterest in a connected home, 18-44s vs over-45s, April 2018
                                                                • Trusted Smart Home Brands

                                                                  • Samsung is the most trusted smart home brand
                                                                      • Figure 23: Trust in smart home brands, April 2018
                                                                      • Figure 24: Trust in smart home brands, 18-44s vs over-45s, April 2018
                                                                    • Parents more likely to trust most brands
                                                                      • Figure 25: Trust in smart home brands, parents vs overall, April 2018
                                                                  • Attitudes towards Smart Home Devices

                                                                    • Most find it important to learn about their in-home device’s consumption
                                                                        • Figure 26: Attitudes towards smart home devices (select), April 2018
                                                                      • Many associate a connected home with offering improved wellbeing
                                                                        • Figure 27: Quality of life-related attitudes towards smart home devices, April 2018
                                                                      • A connected home saves consumers money
                                                                        • Figure 28: Attitudes towards smart home devices (select), April 2018
                                                                      • Most would prefer to control smart devices via app
                                                                        • Figure 29: Attitudes towards smart home devices (select), April 2018
                                                                      • Close to a third of consumers believe smart speakers spy on them
                                                                          • Figure 30: Attitudes towards smart speakers, April 2018
                                                                          • Figure 31: Attitudes towards smart speakers (select), 18-44s vs over-45s, April 2018
                                                                          • Figure 32: Attitudes towards smart speakers (select), parents vs overall, April 2018
                                                                      • Appendix – Data Sources and Abbreviations

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