2021
8
Canada Families and Tech Market Report 2021
2021-12-14T03:02:12+00:00
OX1047855
3695
146242
[{"name":"Parents and Family","url":"https:\/\/store.mintel.com\/industries\/life-stages\/parents-family"},{"name":"Technology","url":"https:\/\/store.mintel.com\/industries\/technology"}]
Report
en_GB
“Digital technology plays a very important role within families. The pandemic has heightened its value, but only because it was already a foundational piece for parents and children. Not only…

Canada Families and Tech Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Digital technology plays a very important role within families. The pandemic has heightened its value, but only because it was already a foundational piece for parents and children. Not only does it support productivity and communication, but digital tech also facilitates time spent together watching TV shows, movies and online videos.
At the same time, the presence of kids at home complicates parents’ purchase behaviours. They need to consider their own factors like price and brand, input from their children as well as factors driven by their kids’ usage – such as durability and parental controls. So while they are a key target, they have a more complex decision process than most.”

– Scott Stewart, Associate Director, Lifestyles & Retail

Key issues covered in this Report

  • Video content available at home and which platforms kids use.
  • Digital activities that parents engage in with their kids.
  • Types of video content that parents watch with their kids and what their kids watch alone.
  • Recent tech hardware purchases for the family.
  • Purchase motivators for tech hardware that will be used by the family.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Top takeaways
              • Market overview
                • Impact of COVID-19 on families and tech
                  • Figure 1: Immediate, short and longer-term impact of COVID-19 on families and tech, November 2021
                • Opportunities
                  • Digital entertainment is central to families
                    • Families need digital hardware
                      • Challenges
                        • Families are a moving target
                          • Family tech purchase decisions are complex
                          • Target Audience – Key Takeaways

                            • Many families have weathered the pandemic, but there is change ahead
                            • Target Audience – By the Numbers

                              • Millennials will soon account for most parents
                                • Figure 2: Generations of parents, by age of children in household, 2021
                            • Market Factors

                              • Parent employment factors
                                • Average working hours have returned to pre-pandemic rates for moms and dads
                                  • Figure 3: Unemployment rate, by age, January 2020-September 2021
                                  • Figure 4: Mothers: weekly hours worked at main job, January 2019-September 2021
                                  • Figure 5: Fathers: weekly hours worked at main job, January 2019-September 2021
                                • Working from home was more common for parents than non-parents
                                  • Figure 6: Working situation, by parental status, 2021
                                • Housing trends could impact younger families
                                  • Figure 7: Current living situation, by age of children in household, 2021
                                • Family finances have rebounded after a difficult 2020
                                  • Figure 8: Current financial situation, March 2020-October 2021
                                • Parent stress levels increased in 2021
                                  • Impact of COVID-19 on families and tech
                                    • Immediate impacts (2020)
                                      • Short term (2021)
                                        • Recovery (2022-25)
                                        • Companies and Brands – Key Takeaways

                                          • Families have become a strategic priority in the tech and media industry
                                          • Competitive Strategies

                                            • Prime Video is leveraging original content to connect with families
                                              • Amazon is designing kid-friendly hardware
                                                • New YouTube features help legitimize it as family-friendly content
                                                  • Rogers is embracing streaming tools to resonate with families
                                                  • The Consumer – Key Takeaways

                                                    • Content available at home
                                                      • Activities with children
                                                        • Types of content families watch
                                                          • Recent family hardware purchases
                                                            • Tech hardware purchase factors
                                                            • Content Available at Home

                                                              • Streaming is the dominant platform in family homes
                                                                • Figure 9: Content platforms available at home, by parental status, 2021
                                                                • Figure 10: YouTube visit frequency, by parental status, 2021
                                                              • Younger families are more likely to have Disney+ and YouTube Premium
                                                                • Figure 11: Content platforms available at home, by age of children in household, 2021
                                                              • YouTube Premium can be a replacement for cable/satellite TV
                                                                • Figure 12: Content platforms available at home: cable/satellite TV vs YouTube Premium, by household income, 2021
                                                              • Cultural differences are evident
                                                                • Figure 13: Content platforms available at home, by race, 2021
                                                                • Figure 14: Content platforms available at home, Quebec vs overall, 2021
                                                                • Figure 15: Crave Instagram post, November 2021
                                                              • Children do not necessarily use all the platforms available to them
                                                                • Figure 16: Content platforms kids watch at home, 2021
                                                              • Netflix and Disney+ are popular with children, while Apple and Crave struggle
                                                                • Figure 17: Content platforms kids watch at home among those who have access to it, 2021
                                                              • Netflix and Disney+ are successful with younger kids
                                                                • Figure 18: Content platforms kids watch at home among those who have access to it, by age of children in household, 2021
                                                              • YouTube rivals Netflix among Premium users
                                                                • Figure 19: Content platforms kids watch at home, YouTube Premium subscribers vs non-subscribers, 2021
                                                            • Activities with Children

                                                              • Watching content together is a common family activity
                                                                • Figure 20: Digital family activities, 2021
                                                              • Movies and TV shows are most common among families with pre-teens and teens
                                                                • Figure 21: Watch video content with children, by age of children in household, 2021
                                                              • Multicultural parents are less likely to watch movies and TV shows with their kids
                                                                • Figure 22: Watch video content with kids, by race, 2021
                                                              • Two in five parents play video games with their kids
                                                                • Figure 23: Play video games with children, by gender, 2021
                                                                • Figure 24: Play video games with children, by age of children in household, 2021
                                                                • Figure 25: Neil Patrick Harris & Family – Big Brain Academy: Brain vs Brain – Nintendo Switch, 2021
                                                              • Digital tech as a family communication tool
                                                                • Figure 26: Digital communication with children, by age of children in household, 2021
                                                              • Older moms are the most likely to use tech to keep in touch with their kids
                                                                • Figure 27: Digital communication with children, by age and gender, 2021
                                                              • E-transfers are a common tool for parents with older kids
                                                              • Types of Content Families Watch

                                                                  • Figure 28: Types of family video content, 2021
                                                                • Fiction, education and sports are the leading family content
                                                                  • Figure 29: I watch this with my children: fiction, education and sports, by age of children in household, 2021
                                                                • Children grow into sports, most often with their dads
                                                                  • Parents with kids aged 6-11 see a shift to children watching on their own
                                                                    • Figure 30: My children watch this on their own: fiction, education and sports, by age of children in household, 2021
                                                                  • Reality TV can bring older families together
                                                                    • Figure 31: I watch this with my children: reality TV, music videos and the news, by age of children in household, 2021
                                                                  • Interactive content is particularly popular with kids
                                                                    • Figure 32: Video content kids watch, 2021
                                                                • Recent Family Hardware Purchases

                                                                    • Half of families bought a mobile device
                                                                      • Figure 33: Past 12 month mobile device family purchases, by age of children in household, 2021
                                                                    • Some families downgraded mobile plans during the pandemic
                                                                      • Remote work and school drove demand for home office hardware
                                                                        • Figure 34: Past 12 month home office hardware family purchases, set up home office space vs did not set up home office space, 2021
                                                                        • Figure 35: Past 12 month home office hardware family purchases, by age of children in household, 2021
                                                                      • TVs and video games kept families entertained
                                                                        • Larger families were the most in need of video game consoles
                                                                          • Figure 36: Past 12 month home entertainment family purchases, by number of children in household, 2021
                                                                          • Figure 37: PowerA Gaming Instagram post, November 2021
                                                                        • TV relevance among YouTube subscribers is indicative of that hardware’s future value
                                                                          • TV media streamer purchases were more common for YouTube and Apple subscribers
                                                                            • Figure 38: Made by Google Instagram post, November 2020
                                                                        • Tech Hardware Purchase Factors

                                                                          • Purchases are still driven by the fundamentals
                                                                            • Figure 39: Purchase decision factors for tech devices children will use, 2021
                                                                          • Children do play an important role in family tech decisions
                                                                            • Indirect influence is more common than direct
                                                                              • Figure 40: Purchase decision factors for tech devices children will use, by age of children in household, 2021
                                                                              • Figure 41: Purchase decision factors for tech devices children will use, by gender, 2021
                                                                            • Older children have direct input
                                                                              • Figure 42: Purchase decision factors for tech devices children will use: my child’s personal preference, by age of children in household, 2021
                                                                          • Appendix – Data Sources and Abbreviations

                                                                            • Data sources
                                                                              • Consumer survey data
                                                                                • Mintel Trend Drivers
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                      • Terms

                                                                                      About the report

                                                                                      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                      Market

                                                                                      Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                      Consumer

                                                                                      Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                      Brand/Company

                                                                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                      Data

                                                                                      Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                      *databooks not available with UK B2B Industry reports.

                                                                                      Below is a sample report, understand what you are buying.

                                                                                      Click to show report
                                                                                      2024 Sample Consumer Cover

                                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                                                      Trusted by companies. Big and small.

                                                                                      Want to speak to us directly?

                                                                                      Contact us with your enquiry and our expert global team can help.

                                                                                      Get in touch