Table of Contents
Executive Summary
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- The issues
- New technologies are often slow to be adopted by the mass market
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- Figure 1: Household device ownership, January 2019
- Paid digital content is in a battle with free content
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- Figure 2: Digital activities: at least once per week, January 2019
- The opportunities
- Online shopping is becoming the norm
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- Figure 3: Conduct the majority of shopping online, by age, January 2019
- Audio consumption is an emerging trend to watch
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- Figure 4: Audio consumption and device ownership, by age, January 2019
- Personal computers are still a very important digital device
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- Figure 5: Devices used for digital activities, January 2019
- High-earning young consumers are the key target in the digital market
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- Figure 6: Digital device ownership, by age and household income, January 2019
- What it means
The Market – What You Need to Know
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- Telecommuting is impacting demand for digital devices
- House sizes could affect how people use their tech
- Consumers are becoming more active viewers
- Age and income trends could be a challenge for the market
- Language trends have residual impact on the digital market
Market Factors
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- Telecommuting is impacting demand for digital devices
- House sizes could affect how people use their tech
- Consumers are more becoming more active viewers
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- Figure 7: ‘The Launch’ Returns Wed @ 8/9mt On CTV, January 2019
- Age and income trends could be a challenge for the market
- Language trends have residual impact on the digital market
Key Players – What You Need to Know
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- Companies are using vertical integration to build customer loyalty
- Legacy brands are adapting to digital trends
- Brick and mortar stores are losing to online shopping
- Monetizing free platforms
What’s Working?
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- Companies are using vertical integration to build customer loyalty
- Legacy brands are adapting to digital trends
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- Figure 8: Bose, March 2018
Challenges
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- Brick and mortar stores are losing to online shopping
What’s Next?
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- Monetizing free platforms
The Consumer – What You Need to Know
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- Device ownership
- Digital activities
- Devices used for digital activities
- Trends in consumption and communication
- Use of free vs paid content
Device Ownership
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- Ownership levels of household devices show slow adoption rates
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- Figure 9: Household device ownership, January 2019
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- Figure 10: Household TV ownership, by age, January 2019
- A noticeable shift in personal device ownership trends
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- Figure 11: Personal device ownership, January 2019
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- Figure 12: Digital/video camera and eReader ownership, by age, January 2019
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- Figure 13: Wireless headphone ownership, by age, January 2019
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- Figure 14: Audio device ownership among men, by age, January 2019
Digital Activities
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- Some digital activities have emerged into the mainstream
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- Figure 15: Past year digital activities, January 2019
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- Figure 16: Watched free online videos in past year, by age and gender, January 2019
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- Figure 17: Watched free online videos in past year, by language spoken at home, January 2019
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- Figure 18: Researched purchases online in past year, by age and gender, January 2019
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- Figure 19: Researched purchases online in past year, by household income, January 2019
- Frequency highlights bigger differences in digital activities
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- Figure 20: Digital activities (daily), January 2019
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- Figure 21: Digital activities (weekly), January 2019
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- Figure 22: Digital activities (weekly), by age, January 2019
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- Figure 23: Digital activities (weekly), Chinese Canadian vs overall, January 2019
- Audio consumption: an emerging trend to watch
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- Figure 24: Past year digital activities: audio consumption, by age, January 2019
Devices Used for Digital Activities
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- Computers still play an important role for consumers
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- Figure 25: Devices used for digital activities (select), January 2019
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- Figure 26: Devices used for online shopping, by age, January 2019
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- Figure 27: Devices used for researching products/services online, by age, January 2019
- Mobile devices are taking over certain activities
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- Figure 28: Devices used for digital activities, January 2019
- Smart speakers and smartwatch owners are distinct
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- Figure 29: Devices used for digital activities, smartwatch and smart speaker owners, January 2019
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- Figure 30: Smartwatch and smart speaker ownership, by age, January 2019
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- Figure 31: Smartwatch ownership, by age and household income, January 2019
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- Figure 32: Smart speaker ownership, by age and household income, January 2019
Trends in Consumption and Communication
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- Online shopping is becoming the norm
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- Figure 33: Conduct the majority of shopping online, by age, January 2019
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- Figure 34: Conduct the majority of shopping online, Asian Canadians vs overall, January 2019
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- Figure 35: Conduct the majority of shopping online, by gender and household composition, January 2019
- Consumers would rather use messages than make a phone call
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- Figure 36: Socialize via messaging more than via phone calls, by age, January 2019
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- Figure 37: Socialize via messaging more than via phone calls, by age and household income, January 2019
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- Figure 38: Blackberry KEY2 Commercial – What is that?, June 2018
- Growth potential for mobile payments
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- Figure 39: Rather pay using smartphone than using cash, by age, January 2019
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- Figure 40: Rather pay using smartphone than using cash, Asian Canadians vs overall, January 2019
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- Figure 41: Rather pay using smartphone than using cash, not born in Canada vs overall, January 2019
Use of Free vs Paid Content
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- Paid video content is competing with YouTube and other free sites
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- Figure 42: Watch free videos at least once per week, by age and gender, January 2019
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- Figure 43: Watch free videos vs use video-streaming service, by age, January 2019
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- Figure 44: Cable/satellite receiver box ownership, by age, January 2019
- Free video games are used more than paid video games
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- Figure 45: Past year video game usage, January 2019
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- Figure 46: Weekly video game usage, by age, January 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
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