Canada Smart Home Devices and Systems Market Report 2021
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Description
“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
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Overview
- What you need to know
- Key issues covered in this Report
- What you need to know
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Executive Summary
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- 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
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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
- Household savings scaling back but still high
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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
- Household savings scaling back but still high
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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
- The smart kitchen has room to grow
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Competitive Strategies
- The smart kitchen has room to grow
- Figure 4: Smart Kitchens for Better Together Time, January 2021
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- 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
- The smart kitchen has room to grow
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Market Opportunities
- Health with be at the heart of the new smart home
- Health with be at the heart of the new smart home
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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
- Interest among non-owners is strong
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Ownership and Interest in Smart Home Devices
- Interest among non-owners is strong
- Figure 11: Ownership and interest in owning smart home devices, 2021
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- 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
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- Figure 14: iRobot Instagram post, October 2021
- Men are key to the market
- Figure 15: Ownership of smart home devices, men vs women, 2021
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- Figure 16: Interest in smart home devices, men vs women, 2021
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- 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
- Interest among non-owners is strong
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Smart Home Features
- Security features are critical
- Figure 21: Key smart home features, 2021
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- 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
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- Figure 25: ecobee ‘Imagine what home could be’, March 2021
- Figure 26: Key smart home features, by age, 2021
- Security features are critical
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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
- Not everyone has reliable wireless internet
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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
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- Figure 32: Select attitudes toward smart home tech, by parental status, (% any agree), 2021
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- Figure 33: Ecobee Instagram post, October 2021
- Figure 34: Ecobee Instagram post, November 2021
- Security concerns persist
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- Figure 35: Attitudes of concern toward smart home tech (% any agree), 2021
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- 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
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- Figure 40: Airthings Instagram post, November 2021
- Three quarters of Canadians look at smart home tech as expensive
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Mintel Trend Drivers
- Consumer qualitative research
- Abbreviations
- Data sources
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
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Data
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
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