2021
8
Canada Smart Home Devices and Systems Market Report 2021
2022-01-06T03:01:14+00:00
OX1047847
3695
146607
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Report
en_GB
“The smart home market continues to evolve with new concepts and a greater array of products available. However, it faces barriers to ownership such as cost, security concerns and a…

Canada Smart Home Devices and Systems Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The smart home market continues to evolve with new concepts and a greater array of products available. However, it faces barriers to ownership such as cost, security concerns and a lack of operational knowledge. Newly established digital behaviours due to COVID-19 should help drive adoption of smart home devices that lasts beyond the pandemic.”
– Andrew Zmijak, Research Analyst, Consumer Behaviour

Key issues covered in this Report

  • The impact of COVID-19 on the smart home. This includes smart TVs, smart speakers, smart lighting, smart thermostats, smart security systems, smart carbon-monoxide/smoke detector, smart vacuum, smart garage door, smart refrigerator, smart oven and smart microwave.
  • How the market for smart home devices and systems will fare post-COVID-19.
  • Ownership of smart home devices, interest in smart home devices, important features when choosing a smart home device, smart home perceptions, home maintenance and status, as well as attitudes towards smart home technology.
  • The challenges the market faces, market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends in the market.

Table of Contents

  1. Overview

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

          • Top takeaways
            • Market overview
              • Impact of COVID-19 on smart home devices
                • Summary
                  • Figure 1: Short-, medium- and longer-term impact of COVID-19 on smart home devices, November 2021
                • Opportunities
                  • Interest among non-owners provides opportunity for growth
                    • Canadians are renovating and some are planning a move
                      • Comfort and convenience are strong points
                        • Challenges
                          • Older consumers lack participation in the category
                            • Safety concerns arise
                              • Smart home tech is viewed as pricey
                              • The Market – Key Takeaways

                                • Household savings scaling back but still high
                                  • New Canadians to help drive growth
                                    • Microchip shortages will impact category
                                      • The pandemic has influenced decisions on where to live
                                        • Connectivity standards alliance starts Matter protocol
                                          • Wi-Fi 6 to support more connected devices
                                          • Market Factors

                                            • Household savings scaling back but still high
                                              • Figure 2: Canadian household saving rate, Q3 2018-Q3 2021
                                            • New Canadians to help amplify growth
                                              • Figure 3: Facebook Portal Instagram post, November 2021
                                            • Microchip shortages will impact category
                                              • The pandemic has influenced decisions on where to live
                                                • Connectivity standards alliance starts Matter protocol
                                                  • Wi-Fi 6 to support more connected devices
                                                  • Key Players – Key Takeaways

                                                    • The smart kitchen has room to grow
                                                      • Ezlo platform provides first look at unified smart home experience
                                                        • The category moves into wellness products
                                                          • Ring leverages Instagram to spotlight device footage
                                                            • Health with be at the heart of the new smart home
                                                            • Competitive Strategies

                                                              • The smart kitchen has room to grow
                                                                • Figure 4: Smart Kitchens for Better Together Time, January 2021
                                                                • Figure 5: Tovala Food Instagram post, November 2021
                                                              • Ezlo platform provides first look at unified smart home experience
                                                                • The category moves into wellness products
                                                                  • Figure 6: KOHLER’s retweet of Gadget Flow’s post, January 2021
                                                                  • Figure 7: ReST Instagram post, January 2021
                                                                • Ring leverages Instagram to spotlight device footage
                                                                  • Figure 8: Ring Instagram post, June 2021
                                                                  • Figure 9: Ring Instagram post, November 2021
                                                                • Signify releases Philips Hue smart light strip for TVs
                                                                  • Figure 10: Philips Hue Instagram post, November 2021
                                                              • Market Opportunities

                                                                • Health with be at the heart of the new smart home
                                                                • The Consumer – Key Takeaways

                                                                  • Interest among non-owners is strong
                                                                    • Security features are critical
                                                                      • Not everyone has reliable wireless internet
                                                                        • Three quarters of Canadians look at smart home tech as expensive
                                                                          • Security concerns persist
                                                                          • Ownership and Interest in Smart Home Devices

                                                                            • Interest among non-owners is strong
                                                                              • Figure 11: Ownership and interest in owning smart home devices, 2021
                                                                              • Figure 12: Positive attitudes toward smart home tech, (% any agree), 2021
                                                                            • Most own at least one smart home device
                                                                              • Figure 13: Repertoire of smart home device ownership, 2021
                                                                              • Figure 14: iRobot Instagram post, October 2021
                                                                            • Men are key to the market
                                                                              • Figure 15: Ownership of smart home devices, men vs women, 2021
                                                                              • Figure 16: Interest in smart home devices, men vs women, 2021
                                                                              • Figure 17: How to install and set up Nest Thermostat, October 2020
                                                                            • Younger consumers to grow their repertoire of device ownership
                                                                              • Figure 18: Ownership of smart home devices, by age, 2021
                                                                            • Younger consumers are drawn to most devices
                                                                              • Figure 19: Interest in owning smart home devices, by age, 2021
                                                                            • Asian Canadians are a key audience
                                                                              • Figure 20: Ownership of smart home devices, Chinese and Asian Canadians vs overall, 2021
                                                                          • Smart Home Features

                                                                            • Security features are critical
                                                                              • Figure 21: Key smart home features, 2021
                                                                              • Figure 22: Shine Bathroom Instagram post, July 2021
                                                                              • Figure 23: Sonos Instagram post, September 2021
                                                                            • Women want to be confident buying a smart home device
                                                                              • Figure 24: Key smart home features, by gender, 2021
                                                                            • Older consumers also want to feel secure with their purchase
                                                                                • Figure 25: ecobee ‘Imagine what home could be’, March 2021
                                                                                • Figure 26: Key smart home features, by age, 2021
                                                                            • Home Maintenance and Status

                                                                              • Not everyone has reliable wireless internet
                                                                                • Figure 27: Home maintenance and status, 2021
                                                                              • Women will aid in pushing adoption forward
                                                                                • Figure 28: Home maintenance and status, men vs women, 2021
                                                                              • Younger consumers are planning to make a move
                                                                                • Figure 29: Home maintenance and status, by age, 2021
                                                                            • Attitudes toward Smart Home Technology

                                                                              • Three quarters of Canadians look at smart home tech as expensive
                                                                                • Figure 30: Wiz Lighting Instagram post, April 2021
                                                                                • Figure 31: Cost and time-related attitudes toward smart home tech (% any agree), 2021
                                                                                • Figure 32: Select attitudes toward smart home tech, by parental status, (% any agree), 2021
                                                                                • Figure 33: Ecobee Instagram post, October 2021
                                                                                • Figure 34: Ecobee Instagram post, November 2021
                                                                              • Security concerns persist
                                                                                  • Figure 35: Attitudes of concern toward smart home tech (% any agree), 2021
                                                                                  • Figure 36: How to control your Nest thermostat from the Google Home app, October 2020
                                                                                  • Figure 37: How to install and setup Nest Thermostat, October 2020
                                                                                • The comfort factor resonates with many
                                                                                  • Figure 38: Attitudes toward smart tech and the home (% any agree), 2021
                                                                                • New concepts arise due to COVID-19
                                                                                  • Figure 39: Attitudes toward new smart home tech (% any agree), 2021
                                                                                  • Figure 40: Airthings Instagram post, November 2021
                                                                              • Appendix – Data Sources and Abbreviations

                                                                                • Data sources
                                                                                  • Consumer survey data
                                                                                    • Mintel Trend Drivers
                                                                                      • Consumer qualitative research
                                                                                        • Abbreviations

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