Canada Digital Consumer Trends 2023
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2023 saw an explosion in the capability of generative AI and consumers are growing increasingly uneasy.
Michael Lloy, Research Analyst
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Executive Summary
- Key issues covered in this report
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Consumer Insights
- Consumer fast facts
- Attitudes towards AI
- Graph 1: AI associations, 2023
- Graph 2: AI associations, men vs women, 2023
- Graph 3: AI associations, by age and gender, 2023
- Graph 4: AI associations, women 55+ vs overall, 2023
- Graph 5: AI associations, Asian consumers vs overall, 2023
- Graph 6: AI association with "excited", moms vs dads, 2023
- Graph 7: AI concerns (% agree), 2023
- AI acceptability and competence
- Graph 8: agreement with "I trust AI to complete basic tasks around my house ", 2023
- Graph 9: agreement with "I trust AI to complete basic tasks around my house", by age and gender, 2023
- Graph 10: agreement with "I trust AI to complete basic tasks around my house", by race, 2023
- Graph 11: agreement with "I trust AI to complete basic tasks around my house", moms vs dads, 2023
- Graph 12: AI activity awareness and usage, 2023
- Graph 13: managing a household, by age, 2023
- Graph 14: tracking/planning exercise, by age, 2023
- Graph 15: agreement with "I am aware that AI could be used for 'driving' but have not used it", by age and gender, 2023
- Graph 16: driving – "I have used AI for 'driving'", by age and gender, 2023
- Graph 17: tasks consumers have used AI for, by race, 2023
- Generative AI in media creation and consumption
- Graph 18: agreement with "AI will never be able to match the artistic ability of a human being," 2023
- Graph 19: agreement with "AI will never be able to match the artistic ability of a human being, by age and gender," 2023
- Graph 20: AI content creation usage and awareness, 2023
- Graph 21: types of AI media interested in consuming or interacting with, 2023
- Graph 22: AI content creation usage, by age and gender, 2023
- Graph 23: types of AI media interested in consuming or interacting with, men 18-34 vs overall, 2023
- Graph 24: AI content creation usage, by race, 2023
- Graph 25: types of AI media interested in consuming or interacting with, by race, 2023
- Graph 26: AI content creation usage, moms vs dads, 2023
- Graph 27: types of AI media interested in consuming or interacting with, moms vs dads, 2023
- Wearable tech ownership and interest
- Graph 28: wearable tech associations, 2023
- Graph 29: wearable tech attitudes (% agree), 2023
- Graph 30: wearable tech products currently owned, 2023
- Graph 31: wearable tech is too noticeable, by age and gender, 2023
- Graph 32: wearable tech products currently owned, by age, 2023
- Graph 33: wearable tech is too expensive for its usefulness (% agree), by age and gender, 2023
- Graph 34: agreement with "I use wearable tech to track my vitals," by age and gender, 2023
- Graph 35: wearable tech devices, ownership vs interest, 2023
- Graph 36: wearable tech purchase interest (select), by race, 2023
- AR/VR and digital spaces
- Graph 37: metaverse and VR attitudes (% agree), 2023
- Graph 38: agreement with "I would purchase virtual items that exist in cyberspace with no physical counterpart", by age and gender, 20223
- Graph 39: agreement with "I would enjoy meeting virtually with friends online with 3D avatars", by age and gender, 2023
- Graph 40: metaverse attitudes (% agree), by race, 2023
- Graph 41: metaverse associations, 2023
- Graph 42: "negative" metaverse associations, by age, 2023
- Graph 43: positive metaverse associations, 18-44 men vs 18-44 women vs overall, 2023
- Graph 44: associate the metaverse with "lame", by age and gender, 2023
- Graph 45: online activities interested in, 2023
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Competitive Strategies
- Launch activity and innovation
- Marketing and advertising
- Graph 46: daily social media usage, by age, 2023
- Graph 47: daily social media usage, 18-34 vs overall, by gender, 2023
- Graph 48: daily social media usage, 35-54 vs overall, by gender, 2023
- Opportunities
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The Market
- Market context
- Market drivers
- Graph 49: Consumer Price Index, 2020-23
- Graph 50: top three concerns over the next six months, 2023
- Graph 51: household savings rate, 2019 – 23
- Graph 52: proportion of visible minority in Canada, 1981-2036 (projected)
- Graph 53: population aged 0-14 and 65+ (2000-40*)
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Appendix
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