Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Digital Trends (Brands): Incl Impact of COVID-19 – Canada 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?

Covered in this report

The digital tech industry is often talked about in terms of overall trends; what devices and services consumers want and why. But within the landscape of product and service trends exists a highly dynamic battle between brands. And some of those companies have gotten so large and diverse that the line between hardware and digital service brands has started to blur; brands like Apple, Google, Amazon and even Nintendo produce both hardware and software/digital services.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.

What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
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  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Scott Stewart, a leading analyst in the Technology and Media sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Digital brands are suddenly at the forefront as the world grapples with COVID-19. Apple and Google have partnered to create contact tracing app software, Amazon is experiencing shipping delays as a result of a surge in demand for online shopping, while Nintendo is selling out of consoles and Netflix is keeping the world entertained with Tiger King. Digital tech and global pandemics are ostensibly unrelated – but the way consumers are dealing with the crisis has made these brands as important as ever Scott Stewart
Senior Technology and Media Analyst

Table of Contents

  1. Overview

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

            • Digital tech brands can be a part of the solution to COVID-19
              • Apple and Samsung are the most owned mobile device brands
                • Figure 1: Smartphone brand ownership, February 2020
              • Amazon and Uber have leveraged tech into becoming dominant brands
                • Figure 2: Online retailer purchases, February 2020
              • Consumers have unique perceptions of leading digital brands
                • Figure 3: Correspondence analysis – symmetrical map – brand characteristics, February 2020
              • Brands strive to create loyalty using product ecosystems
                • Figure 4: Attitudes towards brand loyalty, February 2020
              • Mid-sized telecom brands differ greatly in consumer demographics
                • Figure 5: Mobile network provider for smartphone, 18-24s vs over-25s, February 2020
              • What it means
              • The Impact of COVID-19 on Digital Tech Brands

                • Summary
                  • Figure 6: Short, medium and longer-term impact of COVID-19 on digital brands, May 2020
                • Opportunities and Threats
                  • Stay-at-home measures are forcing trial of digital platforms and services
                    • Price could eclipse brand as a decision factor during a recession
                      • Figure 7: Smartphone and tablet brand ownership, February 2020
                    • Impact on the market
                      • Specific parts of the digital tech industry are seeing gains while others lose
                        • Digital tech will face supply issues
                          • Shifts in consumer behaviour
                            • New hygiene concerns could affect long-term demand for touchless tech
                              • How the crisis will affect key consumer segments
                                • Older consumers are familiarizing themselves with technology
                                  • Future demand will be different for the employed vs unemployed
                                    • Figure 8: Canadian unemployment rate, April 2005-2020
                                  • Parents are dealing with unique challenges
                                    • Figure 9: Norton Security Instagram post, May 2020
                                  • How a COVID-19 recession will reshape the industry
                                    • Economic downturn will shift tech from a toy to a tool
                                      • Figure 10: Little things add up, April 2020
                                    • Innovation opportunities for digital tech
                                      • A chance for augmented reality to shine
                                        • Figure 11: Warby Parker Twitter post, March 2020
                                      • COVID-19: Canadian context
                                      • The Market – What You Need to Know

                                        • Loyalty is established through consistent product quality
                                          • Popularity of online shopping creates opportunity for digital brands
                                            • New government regulations in the digital age
                                            • Market Factors

                                              • Loyalty is established through consistent product quality
                                                • Popularity of online shopping creates opportunity for digital brands
                                                  • New government regulations in the digital age
                                                  • Key Players – What You Need to Know

                                                    • Tech brands are broadening their product portfolios
                                                      • Mergers and acquisitions are consolidating power in digital tech
                                                        • Marketing messages can sometimes look the same
                                                          • Brands will continue to diversify into new categories
                                                            • COVID-19 will force brands to change some messaging
                                                            • What’s Working?

                                                              • Tech brands are broadening their product portfolios
                                                                • Figure 12: Samsung Mobile Instagram Post, March 2020
                                                              • Mergers and acquisitions are consolidating power in digital tech
                                                              • Challenges

                                                                • Marketing messages can sometimes look the same
                                                                  • Figure 13: Apple Instagram Post, February 2020
                                                                  • Figure 14: Samsung Canada Instagram Post, July 2019
                                                                  • Figure 15: Microsoft Store Instagram Post, December 2016
                                                                  • Figure 16: Google Nest Hub | Help at home, October 2019
                                                                  • Figure 17: Amazon Super Bowl Commercial 2020 – Ellen and Portia “Temperature” Teaser, January 2020
                                                              • What’s Next?

                                                                • Brands will continue to diversify into new categories
                                                                  • Figure 18: Apple TV Instagram Post, September 2019
                                                                • COVID-19 will force brands to change some messaging
                                                                  • Figure 19: Amazon Instagram Post, March 2020
                                                              • The Consumer – What You Need to Know

                                                                • Tech brand ownership
                                                                  • Usage of competing online platforms
                                                                    • Consumer perceptions of tech brands
                                                                      • Brand loyalty and product ecosystems
                                                                        • Brand competition in the telecom sector
                                                                          • Evaluating techniques to build tech loyalty
                                                                          • Tech Brand Ownership

                                                                            • Apple and Samsung are the clear leaders in smartphones
                                                                              • Figure 20: Smartphone brand ownership, February 2020
                                                                              • Figure 21: Smartphone brand ownership, by gender, February 2020
                                                                              • Figure 22: Smartphone brand ownership, by age, February 2020
                                                                              • Figure 23: Own an Apple iPhone, by age and household income, February 2020
                                                                            • Cultural differences in Apple iPhone ownership
                                                                              • Figure 24: Own an Apple iPhone, by region, February 2020
                                                                            • Apple and Samsung also dominate the tablet market
                                                                              • Demographic differences are similar to smartphones
                                                                                • Figure 25: Tablet brand ownership, February 2020
                                                                                • Figure 26: Tablet brand ownership, by age, February 2020
                                                                              • Smartphone and tablet brand choices are closely connected
                                                                                • Figure 27: Tablet brand ownership, by smartphone ownership, February 2020
                                                                              • Smart speaker market is driven by Google and Amazon
                                                                                • Figure 28: Smart speaker brand ownership, February 2020
                                                                                • Figure 29: Made by Google Instagram Post, November 2018
                                                                                • Figure 30: Made by Google Instagram Post, November 2018
                                                                                • Figure 31: Amazon Alexa: Practice Hours, April 2019
                                                                            • Usage of Competing Online Platforms

                                                                                • Amazon is dominating the online retailer market
                                                                                  • Figure 32: Online retailer purchases, February 2020
                                                                                  • Figure 33: Online shopping: Amazon vs Walmart, February 2020
                                                                                • Uber is the clear leader in ridesharing
                                                                                  • Figure 34: Rideshare app usage, February 2020
                                                                                  • Figure 35: Rideshare app usage, by race, February 2020
                                                                                • Food is going online in both foodservice and grocery
                                                                                  • McDonald’s and Starbucks are both building their app usage
                                                                                    • Figure 36: Mobile app ordering: McDonald’s vs Starbucks, February 2020
                                                                                    • Figure 37: Foodservice mobile app usage, by age, February 2020
                                                                                    • Figure 38: McCafé Mobile Order and Pay | Singing, March 2019
                                                                                    • Figure 39: Starbucks Canada Instagram Post, February 2020
                                                                                  • Online grocery orders are much slower to take off
                                                                                    • Figure 40: Online grocery orders, February 2020
                                                                                • Consumer Perceptions of Tech Brands

                                                                                  • Apple, Amazon and Microsoft have distinct brand positions
                                                                                      • Figure 41: Correspondence analysis – symmetrical map – brand characteristics, February 2020
                                                                                      • Figure 42: Microsoft Instagram Post, February 2020
                                                                                    • The Google brand has some contradictory meaning for consumers
                                                                                      • iPhone owners’ brand perceptions are similar to most consumers’
                                                                                        • Figure 43: Correspondence analysis – symmetrical map – brand characteristics, Apple iPhone owners, February 2020
                                                                                      • Younger consumers have some different opinions about brands
                                                                                          • Figure 44: Microsoft brand characteristics, by age, February 2020
                                                                                          • Figure 45: Google brand characteristics, by age, February 2020
                                                                                      • Brand Loyalty and Product Ecosystems

                                                                                        • Many consumers want to have tech devices from the same brand
                                                                                            • Figure 46: Prefer to have tech devices all from the same brand, by smartphone brand, February 2020
                                                                                            • Figure 47: Prefer to have tech devices all from the same brand, by age, February 2020
                                                                                          • Most consumers think their smartphone brand is the best
                                                                                            • Figure 48: Think smartphone brand is the best on the market, by smartphone brand, February 2020
                                                                                          • Majority of consumers purchase their smartphone brand again
                                                                                            • Figure 49: Current smartphone is the same brand as previous one, by smartphone brand, February 2020
                                                                                        • Brand Competition in the Telecom Sector

                                                                                          • Rogers, Bell and Telus all have similar market position
                                                                                            • Figure 50: Mobile network provider for smartphone, February 2020
                                                                                            • Figure 51: Mobile network provider for smartphone, by household income, February 2020
                                                                                            • Figure 52: Mobile network provider for smartphone (select), Chinese Canadians vs overall, February 2020
                                                                                            • Figure 53: Fido advertisement, February 2020
                                                                                            • Figure 54: Fido advertisement, November 2019
                                                                                          • Koodo, Virgin, Fido, Freedom and Vidéotron make up the next tier
                                                                                            • Figure 55: Mobile network provider for smartphone, Quebec vs rest of Canada, February 2020
                                                                                            • Figure 56: Mobile network provider for smartphone, 18-24s vs over-25s, February 2020
                                                                                            • Figure 57: Freedom Mobile advertisement, April 2018
                                                                                          • Consumers are loyal to their mobile network providers
                                                                                          • Evaluating Techniques to Build Tech Loyalty

                                                                                            • Smart speaker promotions are used to create product ecosystems
                                                                                              • Figure 58: Have a smart speaker I did not pay full price for, by financial situation, February 2020
                                                                                              • Figure 59: Amazon Instagram Post, December 2019
                                                                                            • Four in five consumers have a Gmail account
                                                                                              • Figure 60: Smartphone brand ownership, by Gmail usage, February 2020
                                                                                              • Figure 61: Tablet brand ownership, by Gmail usage, February 2020
                                                                                            • Amazon Prime leverages free shipping to create brand loyalty
                                                                                              • Figure 62: Smart speaker brand ownership, by Amazon Prime subscription, February 2020
                                                                                              • Figure 63: Tablet brand ownership, by Amazon Prime membership, February 2020
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Data sources
                                                                                              • Consumer survey data
                                                                                                • Consumer qualitative research
                                                                                                  • Correspondence analysis
                                                                                                    • 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.

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