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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  1. Executive summary

    • Key issues covered in this Report
    • Consumer trends: key takeaways
    • Market predictions
  2. 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
  3. 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
  4. 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
  5. Appendix

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