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Canada Digital Trends Consumer Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Digital Trends Consumer 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?

Key points included

  • Online shopping is becoming the norm
  • Audio consumption is an emerging trend to watch
  • Paid digital content is in a battle with free content
  • Personal computers are still a very important digital device
  • New technologies are often slow to be adopted by the mass market
  • High-earning young consumers are the key target in the digital market

Covered in this report

This report covers digital trends:

  • Digital devices: physical pieces of equipment that contains some sort of computing capability. This includes smartphones and tablets as well as personal computers, digital cameras and eReaders, among other devices
  • Digital activities: tasks carried out on digital devices

Expert analysis from a specialist in the field

Written by Scott Stewart, 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 digital market is fast moving and encompasses many different products and services. From smartphones and tablets to TVs and Blu-ray players to streaming music and video platforms, this dynamic market is constantly evolving. With all of this innovation, it can be challenging to understand how consumer behaviour is actually changing; and it is even more difficult to accurately predict where a market as dynamic as this is going in the future. Scott Stewart
Senior Technology and Media Analyst

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • New technologies are often slow to be adopted by the mass market
            • Figure 1: Household device ownership, January 2019
          • Paid digital content is in a battle with free content
            • Figure 2: Digital activities: at least once per week, January 2019
          • The opportunities
            • Online shopping is becoming the norm
              • Figure 3: Conduct the majority of shopping online, by age, January 2019
            • Audio consumption is an emerging trend to watch
              • Figure 4: Audio consumption and device ownership, by age, January 2019
            • Personal computers are still a very important digital device
              • Figure 5: Devices used for digital activities, January 2019
            • High-earning young consumers are the key target in the digital market
              • Figure 6: Digital device ownership, by age and household income, January 2019
            • What it means
            • The Market – What You Need to Know

              • Telecommuting is impacting demand for digital devices
                • House sizes could affect how people use their tech
                  • Consumers are becoming more active viewers
                    • Age and income trends could be a challenge for the market
                      • Language trends have residual impact on the digital market
                      • Market Factors

                        • Telecommuting is impacting demand for digital devices
                          • House sizes could affect how people use their tech
                            • Consumers are more becoming more active viewers
                              • Figure 7: ‘The Launch’ Returns Wed @ 8/9mt On CTV, January 2019
                            • Age and income trends could be a challenge for the market
                              • Language trends have residual impact on the digital market
                              • Key Players – What You Need to Know

                                • Companies are using vertical integration to build customer loyalty
                                  • Legacy brands are adapting to digital trends
                                    • Brick and mortar stores are losing to online shopping
                                      • Monetizing free platforms
                                      • What’s Working?

                                        • Companies are using vertical integration to build customer loyalty
                                          • Legacy brands are adapting to digital trends
                                            • Figure 8: Bose, March 2018
                                        • Challenges

                                          • Brick and mortar stores are losing to online shopping
                                          • What’s Next?

                                            • Monetizing free platforms
                                            • The Consumer – What You Need to Know

                                              • Device ownership
                                                • Digital activities
                                                  • Devices used for digital activities
                                                    • Trends in consumption and communication
                                                      • Use of free vs paid content
                                                      • Device Ownership

                                                        • Ownership levels of household devices show slow adoption rates
                                                          • Figure 9: Household device ownership, January 2019
                                                          • Figure 10: Household TV ownership, by age, January 2019
                                                        • A noticeable shift in personal device ownership trends
                                                          • Figure 11: Personal device ownership, January 2019
                                                          • Figure 12: Digital/video camera and eReader ownership, by age, January 2019
                                                          • Figure 13: Wireless headphone ownership, by age, January 2019
                                                          • Figure 14: Audio device ownership among men, by age, January 2019
                                                      • Digital Activities

                                                        • Some digital activities have emerged into the mainstream
                                                          • Figure 15: Past year digital activities, January 2019
                                                          • Figure 16: Watched free online videos in past year, by age and gender, January 2019
                                                          • Figure 17: Watched free online videos in past year, by language spoken at home, January 2019
                                                          • Figure 18: Researched purchases online in past year, by age and gender, January 2019
                                                          • Figure 19: Researched purchases online in past year, by household income, January 2019
                                                        • Frequency highlights bigger differences in digital activities
                                                          • Figure 20: Digital activities (daily), January 2019
                                                          • Figure 21: Digital activities (weekly), January 2019
                                                          • Figure 22: Digital activities (weekly), by age, January 2019
                                                          • Figure 23: Digital activities (weekly), Chinese Canadian vs overall, January 2019
                                                        • Audio consumption: an emerging trend to watch
                                                          • Figure 24: Past year digital activities: audio consumption, by age, January 2019
                                                      • Devices Used for Digital Activities

                                                        • Computers still play an important role for consumers
                                                          • Figure 25: Devices used for digital activities (select), January 2019
                                                          • Figure 26: Devices used for online shopping, by age, January 2019
                                                          • Figure 27: Devices used for researching products/services online, by age, January 2019
                                                        • Mobile devices are taking over certain activities
                                                          • Figure 28: Devices used for digital activities, January 2019
                                                        • Smart speakers and smartwatch owners are distinct
                                                          • Figure 29: Devices used for digital activities, smartwatch and smart speaker owners, January 2019
                                                          • Figure 30: Smartwatch and smart speaker ownership, by age, January 2019
                                                          • Figure 31: Smartwatch ownership, by age and household income, January 2019
                                                          • Figure 32: Smart speaker ownership, by age and household income, January 2019
                                                      • Trends in Consumption and Communication

                                                        • Online shopping is becoming the norm
                                                          • Figure 33: Conduct the majority of shopping online, by age, January 2019
                                                          • Figure 34: Conduct the majority of shopping online, Asian Canadians vs overall, January 2019
                                                          • Figure 35: Conduct the majority of shopping online, by gender and household composition, January 2019
                                                        • Consumers would rather use messages than make a phone call
                                                          • Figure 36: Socialize via messaging more than via phone calls, by age, January 2019
                                                          • Figure 37: Socialize via messaging more than via phone calls, by age and household income, January 2019
                                                          • Figure 38: Blackberry KEY2 Commercial – What is that?, June 2018
                                                        • Growth potential for mobile payments
                                                          • Figure 39: Rather pay using smartphone than using cash, by age, January 2019
                                                          • Figure 40: Rather pay using smartphone than using cash, Asian Canadians vs overall, January 2019
                                                          • Figure 41: Rather pay using smartphone than using cash, not born in Canada vs overall, January 2019
                                                      • Use of Free vs Paid Content

                                                        • Paid video content is competing with YouTube and other free sites
                                                          • Figure 42: Watch free videos at least once per week, by age and gender, January 2019
                                                          • Figure 43: Watch free videos vs use video-streaming service, by age, January 2019
                                                          • Figure 44: Cable/satellite receiver box ownership, by age, January 2019
                                                        • Free video games are used more than paid video games
                                                          • Figure 45: Past year video game usage, January 2019
                                                          • Figure 46: Weekly video game usage, by age, January 2019
                                                      • Appendix – Data Sources and Abbreviations

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