“Amplified by the pandemic, many consumers are welcoming of digital health solutions, ranging from booking a virtual appointment and health-related research, to taking online classes to improve their health. Moving forward, industry, government, healthcare providers, patients and consumers will need to work collaboratively to realize the benefits of digital tech to improve the health of Canadians and foster economic growth.”

–    Andrew Zmijak, Research Analyst, Consumer Behaviour

Key issues covered in this Report

  • The impact of COVID-19 on the digital health market.
  • How the market for digital health will fare post-COVID-19.
  • Tech product ownership or usage, product use for health, digital health behaviours, digital health data sharing and attitudes towards technology and health.
  • 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
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Summary
      • Figure 1: Category outlook of digital health, 2022-27
    • Opportunities
    • Opportunity to grow usage of tech devices for health management
    • Online-enabled bookings and tasks resonate with many
    • There’s demand for a centralized health and wellness app
    • Challenges
    • Security risks to dissuade consumers from sharing digital health info
    • Older consumers less engaged in the category
    • A return to “normal” to affect exercise equipment demand
  3. Market Factors

    • Rising inflation to impact consumer spending habits
    • A diverse population with diverse needs
      • Figure 2: Immigrants as a proportion of Canadian population, 1871-2036
    • Internet of Things connects patients to health care providers and resources
    • Cloud computing has significant potential in aiding the category
    • Tech reliance has increased in light of the pandemic
    • An aging population calls for preventative health solutions
  4. Competitive Strategies

    • Samsung merges health services and smart TV tech
    • Advancing health tracking capabilities
      • Figure 3: Apple online ad, June 2021
      • Figure 4: Apple Fitness+ Instagram post, April 2021
    • Communicating the ethos of a brand
      • Figure 5: Bellabeat Instagram post, March 2022
      • Figure 6: Fitbit Instagram post, February 2021
    • TELUS Health pushes the category forward
      • Figure 7: Telus Instagram post, April 2022
    • Providing tips and tricks for health management
      • Figure 8: Tia Health Instagram post, May 2022
      • Figure 9: Fitbit Instagram post, March 2022
      • Figure 10: Fitbit Instagram post, April 2022
  5. Market Opportunities

    • Virtual care options empowered by wearable devices
      • Figure 11: TytoCare Instagram post, September 2021
      • Figure 12: TytoCare Instagram post, February 2022
      • Figure 13: Senseonics Instagram post, March 2021
  6. The Digital Health Consumer: Fast Facts

  7. Tech Product Ownership and Access

    • Ownership/access of certain tech products stand out
      • Figure 14: Tech product ownership/access, 2021
    • Ownership of or access to tech products more pronounced among men
      • Figure 15: Tech product ownership/access, men vs women, 2021
    • Younger consumers are avid tech owners
      • Figure 16: Tech product ownership/access, by age, 2021
    • Asian Canadians more engaged with mobile apps and smartwatches
      • Figure 17: Tech product ownership or usage (select), Chinese and South Asian Canadians vs overall, 2021
      • Figure 18: Participation or interest in digital health behaviours, South Asian Canadians vs overall, 2021
    • Most used a fitness tracker to manage their health
      • Figure 19: Wearable tech usage and interest in usage, 2021
      • Figure 20: Features of the Oura Ring Generation 3, January 2022
      • Figure 21: CarePredict Instagram post, January 2022
    • Usage of exercise equipment is surprisingly high
      • Figure 22: Exercise equipment, smart mattress and mobile app usage and interest in usage, 2021
      • Figure 23: Tonal Instagram post, February 2022
      • Figure 24: Tonal Instagram post, February 2022
      • Figure 25: NordicTrack Instagram post, January 2022
    • Access to apps is high but usage is lagging behind
    • Opportunity to grow usage
      • Figure 26: Streaming videos, video game consoles, smart TVs and virtual voice assistants – usage and interest in usage, 2021
    • Apps and videos are more likely to be used by younger women
      • Figure 27: Using mobile app and streaming videos to manage health, by age and gender, 2021
  8. Digital Health Behaviours

    • Booking online resonates with many
      • Figure 28: Digital health behaviours, 2021
      • Figure 29: Tia Health Instagram post, April 2022
    • Women more likely to book online and access health records via an app
      • Figure 30: Digital health behaviours, men vs women, 2021
    • Younger consumers are drawn to mobile apps
      • Figure 31: Digital health behaviours, by age, 2021
    • A third are tracking their steps and exercise
      • Figure 32: Digital health behaviours, 2021
    • Younger women more likely to have utilized tech for monitoring
      • Figure 33: Digital health behaviours, men 18-34 vs women 18-34, 2021
  9. Data Sharing

    • Most would share their digital health data with trusted professionals
      • Figure 34: Data sharing, 2021
    • Women more likely to share their digital health data with a professional
      • Figure 35: Data sharing, men vs women, 2021
      • Figure 36: Oura Ring Instagram post, September 2021
  10. Attitudes towards Technology and Health

    • The pandemic made it easy to gain weight
      • Figure 37: Select attitudes towards technology and health (% any agree), 2021
      • Figure 38: MD Connected Instagram post, November 2021
    • Security risks deter many from sharing health data digitally
      • Figure 39: Attitudes towards health data (% any agree), 2021
    • There’s demand for a centralized digital health app
      • Figure 40: Attitudes towards digital health data on mobile devices (% any agree), 2021
      • Figure 41: Attitudes towards digital health data on mobile devices (% any agree), by age, 2021
    • Half believe that digital resources are useful for health-related research
      • Figure 42: Attitudes towards online health-related research (% any agree), 2021
    • Close to half are open to taking online classes to improve their health
      • Figure 43: Attitudes towards health and online classes (% any agree), 2021
      • Figure 44: NordicTrack Instagram post, October 2021
      • Figure 45: Meetup Instagram post, May 2022
  11. Appendix – Data Sources and Abbreviations

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

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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