In the face of growing innovation increasing the range of options available and AI capabilities of those devices, economic challenges remain the greatest barrier.
Michael Lloy, Research Analyst
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Executive summary
- Key issues covered in this Report
- Consumer trends: key takeaways
- Market predictions
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Consumer Insights
- Consumer fast facts
- Who has a smart home?
- Graph 1: households with a smart device, by age, 2023
- Graph 2: households with a smart device, by age and income, 2023
- Graph 3: households with a smart device, Ontarians, South Asian consumers and newer Canadians, 2023
- Device ownership
- Graph 4: smart home devices currently owned, 2023
- Graph 5: smart home devices currently owned (select), by age, 2023
- Graph 6: smart home devices currently owned (select), by race, 2023
- Graph 7: interest in purchasing unowned smart devices, newer Canadians vs overall, 2023
- Graph 8: smart home devices currently owned (select), moms vs dads, 2023
- Interest in buying devices
- Graph 9: interest in purchasing unowned smart devices, 2023
- Graph 10: interest in purchasing unowned smart devices (select), Chinese consumers vs overall, 2023
- Graph 11: interest in purchasing unowned smart devices, by parental status, 2023
- Graph 12: "I will likely wait for the economy to improve before buying/upgrading my smart home devices", by various demos, 2023
- Smart home brands
- Graph 13: smart home device brand ownership, 2023
- Graph 14: smart home device brand ownership by 18-34s, by household income, 2023
- Graph 15: "I hope more brands offering lower cost smart home devices enter the market", by age, 2023
- Graph 16: Amazon brand smart device ownership, by age and gender, 2023
- Graph 17: Apple brand smart home device ownership, by race, 2023
- Graph 18: smart home device brand attitudes, 2023
- Graph 19: "There are smart home technology brands that I prefer over others", by age and gender, 2023
- Graph 20: importance of brand of the device when selecting a smart home device, by age and gender, 2023
- Graph 21: "I would be interested in smart home devices from different brands if they could seamlessly interact", by age, 2023
- Graph 22: "I would trust smart home devices more if they are from established brands of adjacent industries to the item", by age, 2023
- Graph 23: "I would trust smart home devices more if they are from established brands of adjacent industries to the item", newer Canadians vs overall, 2023
- Smart home devices: what consumers want
- Graph 24: important when selecting a smart home device, 2023
- Graph 25: importance of aesthetic when selecting a smart home device, by age, 2023
- Graph 26: importance of AI that learns my preferences to self-activate when selecting a smart home device, by age and gender, 2023
- Graph 27: "I would prefer to automate as many household chores as possible", by age, 2023
- Graph 28: "I would prefer to automate as many household chores as possible", by age and gender, 2023
- Graph 29: importance in customer/troubleshooting support when selecting a smart home device, by age, 2023
- Graph 30: importance of energy usage when selecting a smart home device, by age and gender, 2023
- Graph 31: "having sustainably-produced devices is a top concern when choosing smart home brands," 2023
- Graph 32: importance of good online review when selecting a smart home device, Chinese and South Asian consumers vs overall, 2023
- Graph 33: importance of a built-in voice assistant when selecting a smart home device, South Asian vs overall, 2023
- Smart home devices: costs and benefits
- Graph 34: concerns about smart home devices, 2023
- Graph 35: concerns about cost and value of smart home devices, by age, 2023
- Graph 36: smart home devices are too complicated to use or install, by age, 2023
- Graph 37: attitudes towards smart home devices, 2023
- Graph 38: attitudes towards smart home device benefits, by age, 2023
- Graph 39: smart home technology saves money, by age and gender, 2023
- Graph 40: attitudes towards smart home device benefits, by race, 2023
- Graph 41: attitudes towards smart home device benefits, by household income, 2023
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Competitive strategies
- Launch activity and innovation
- Marketing and advertising
- Graph 42: daily social media users, 2023
- Graph 43: social media daily usage, by age, 2023
- Graph 44: social media daily usage (select), men vs women, 2023
- Opportunities
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The Market
- Market context
- Market drivers
- Graph 45: Consumer Price Index, 2020-23
- Graph 46: top three concerns over the next six months, 2023
- Graph 47: household savings rate, Q4 2019-Q2 2023
- Graph 48: population aged 0-14 and 65+, 2000-40*
- Graph 49: number and proportion of visible minority population in Canada, 1986-2036
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Appendix
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