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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
      • Definition
      • Executive Summary

        • The issues
          • Many consumers find no use in wearable technology
            • Figure 1: Reasons for not owning wearable technology, September 2018
          • There’s a limit to what people want in wearable technology
            • Figure 2: Interest in wearable tech features, September 2018
          • The opportunities
            • A sizeable share of consumers own some sort of wearable tech
              • Figure 3: Wearable technology owned, September 2018
            • Active lifestyles and exercise play a major role in the wearable tech market
              • Figure 4: Wearable tech owned, by physical activity in the past month, September 2018
            • Tracking physical activity is the top reason for owning wearable tech
              • Figure 5: Reasons for owning wearable technology, September 2018
            • What it means
            • The Market – What You Need to Know

              • Capitalizing on an aging population
                • The high risk of heart disease
                  • Positioning wearable tech as technology or exercise equipment
                    • Availability of mobile payments makes wearable tech more valuable
                      • Encouraging consumers to use discretionary funds on wearable tech
                      • Market Factors

                        • Capitalizing on an aging population
                          • Figure 6: Canadian population aged 70 years and older, 2000-17
                          • Figure 7: Echo Spot – Be Together More, April 2018
                        • The high risk of heart disease
                          • Positioning wearable tech as technology or exercise equipment
                            • Availability of mobile payments makes wearable tech more valuable
                              • Encouraging consumers to use discretionary funds on wearable tech
                              • Key Players – What You Need to Know

                                • Social media apps are helping drive demand for wearable tech
                                  • Smart headphones are becoming the norm
                                    • Tech, GPS and fitness companies are competing in wearable tech
                                      • Finding the balance between function and style
                                        • Wearable technology will converge with the smart trend
                                          • Wearable technology has potential far beyond what’s now available
                                          • What’s Working?

                                            • Social media apps are helping drive demand for wearable tech
                                              • Figure 8: Summit Features: Advanced bear defense, August 2018
                                              • Figure 9: Apple Watch Series 4 – Better You – Apple, September 2018
                                            • Smart headphones are becoming the norm
                                              • Figure 10: Hesh 3 – Wireless Perfection – Skullcandy, September 2017
                                          • Challenges

                                            • Tech, GPS and fitness companies are competing in wearable tech
                                              • Finding the balance between function and style
                                                • Figure 11: Explore Fossil Q Hybrid Smartwatch Features, May 2017
                                            • What’s Next?

                                              • Wearable technology will converge with the smart trend
                                                • Wearable technology has potential far beyond what’s now available
                                                • The Consumer – What You Need to Know

                                                  • Wearable technology usage and interest
                                                    • Role of exercise and lifestyle in wearable tech
                                                      • Barriers to purchase of wearable technology
                                                        • Purchase drivers for wearable technology
                                                          • Demand for non-activity tracking features
                                                          • Wearable Technology Usage and Interest

                                                            • A sizeable share of consumers own some sort of wearable tech
                                                              • Figure 12: Wearable technology owned, September 2018
                                                              • Figure 13: Type of smartwatch owned, by age, September 2018
                                                              • Figure 14: Type of smartwatch owned, by gender, September 2018
                                                              • Figure 15: Wearable technology owned, by age, September 2018
                                                              • Figure 16: Vinci 2.0 – World’s First Standalone Smart Wireless Headphones, January 2018
                                                              • Figure 17: iPhone 7 + AirPods – Siri – Apple, January 2017
                                                              • Figure 18: Wearable technology owned, by income, September 2018
                                                            • Wearable tech is not capitalizing on the interest it has created
                                                              • Figure 19: Wearable technology owned, August 2017 vs September 2018
                                                          • Role of Exercise and Lifestyle in Wearable Tech

                                                            • Active lifestyles and exercise play a major role in wearable tech market
                                                              • Figure 20: Physical activity in the past month, September 2018
                                                              • Figure 21: Wearable tech owned, by physical activity in the past month, September 2018
                                                              • Figure 22: Wearable tech future purchase intent, by physical activity in the past month, September 2018
                                                              • Figure 23: Wearable tech is a great gift, by physical activity in the past month, September 2018
                                                              • Figure 24: Number of wearable tech device types owned, September 2018
                                                              • Figure 25: Physical activity in the last month, by number of wearable tech device types owned, September 2018
                                                            • Investigating the kinds of exercise consumers engage in
                                                              • Figure 26: Physical activity in the last month, by gender, September 2018
                                                              • Figure 27: Physical activity in the last month, by age, September 2018
                                                              • Figure 28: Own wearable technology, by physical activity in past month, September 2018
                                                          • Barriers to Purchase of Wearable Technology

                                                            • Many consumers find no use in wearable technology
                                                              • Figure 29: Reasons for not owning wearable technology, September 2018
                                                              • Figure 30: Reasons for not owning wearable technology: no use for it, by physical activity in past month, September 2018
                                                              • Figure 31: Wearable tech ownership vs reason for not owning, by gender, September 2018
                                                              • Figure 32: Wearable tech ownership vs reason for not owning, by age, September 2018
                                                              • Figure 33: Apple Watch Series 4 – How to Use Emergency SOS – Apple, September 2018
                                                            • Price is a major hurdle for wearable technology
                                                              • Figure 34: Reasons for not owning wearable technology, by age, September 2018
                                                              • Figure 35: Reasons for not owning wearable technology, by income, September 2018
                                                            • Other mobile devices are potential competition for wearable tech
                                                              • Figure 36: Reasons for not owning wearable technology: other devices can do the same things, by age, September 2018
                                                          • Purchase Drivers for Wearable Technology

                                                            • Tracking physical activity is the top reason for owning wearable tech
                                                              • Figure 37: Reasons for owning wearable technology, September 2018
                                                              • Figure 38: Reasons for owning wearable technology, by gender, September 2018
                                                              • Figure 39: Reasons for owning wearable technology, by age, September 2018
                                                              • Figure 40: Interest in wearable tech features, September 2018
                                                            • Gifting plays a major role in the wearable tech industry
                                                              • Figure 41: Reason for owning: it was a gift, by household composition, September 2018
                                                              • Figure 42: Expect to buy wearable tech in the future, by reason for ownership, September 2018
                                                              • Figure 43: Don’t use devices as often as when I first got them, by reason for ownership, September 2018
                                                            • Distinguishing health tracking from activity tracking
                                                              • Figure 44: Interest in wearable tech features, by age, September 2018
                                                          • Demand for Non-activity Tracking Features

                                                            • Consumers are interested in wearable tech that replicates smartphones
                                                              • Figure 45: Interest in wearable tech features, by gender, September 2018
                                                              • Figure 46: Interest in wearable tech features, by reason for ownership, September 2018
                                                              • Figure 47: TURF analysis: interest in wearable tech features, September 2018
                                                            • There is a limit to what features people want in wearable technology
                                                              • Figure 48: Interest in wearable tech features, September 2018
                                                              • Figure 49: Interest in wearable tech features, by age, September 2018
                                                            • Consumers are practical about what they want in wearable tech
                                                              • Figure 50: Importance of wearable tech factors, September 2018
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • TURF analysis
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms