Table of Contents
Executive Summary
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- Consumers are receptive to tech with clear benefits and minimal risk
- The way that people interact with their technology is changing
- Social media has evolved beyond social networks
- It will take time for consumers to fully trust artificial intelligence
- Online privacy attitudes do not match behaviour
- What it means
The Market – What You Need to Know
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- Social media usage and mental health
- An update on 5G networks in Canada
- Canadians are using more mobile data
- Potential job loss as a result of artificial intelligence
- Cyberattacks are a constant threat to consumers
Market Factors
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- Social media usage and mental health
- An update on 5G networks in Canada
- Canadians are using more mobile data
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- Figure 1: Mobile data subscriptions in Canada, 2014-17
- Potential job loss as a result of artificial intelligence
- Cyberattacks are a constant threat to consumers
Key Players – What You Need to Know
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- Augmented reality is gradually increasing its role in the market
- The sharing economy is redefining the marketplace
- Artificial intelligence’s failures have been publicized
- As homes and cities get smarter, the threat of surveillance increases
- Companies are looking to bring drone delivery to market
- Retail automation is making staff unnecessary
What’s Working?
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- Augmented reality is gradually increasing its role in the market
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- Figure 2: Say Hej to IKEA Place, September 2017
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- Figure 3: Jaylon Smith and Randall Cobb React to “Pose With The Pros” | Dallas Cowboys 2019, September 2019
- The sharing economy is redefining the marketplace
Challenges
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- Artificial intelligence’s failures have been publicized
- As homes and cities get smarter, the threat of surveillance increases
What’s Next?
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- Companies are looking to bring drone delivery to market
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- Figure 4: Amazon Prime Air’s First Customer Delivery, December 2016
- Retail automation is making staff unnecessary
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- Figure 5: Introducing Amazon Go and the world’s most advanced shopping technology, December 2016
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- Figure 6: Caper Smart Cart – Make Shopping Magic, January 2019
The Consumer – What You Need to Know
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- Attitudes towards emerging technologies
- Shifts in how consumers interact with technology
- Social media attitudes and behaviours
- Attitudes towards artificial intelligence and voice assistants
- Online privacy and security
Attitudes towards Emerging Technologies
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- Consumers are more positive about tech with clear, obvious benefits
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- Figure 7: Impact of emerging technologies on society, October 2019
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- Figure 8: Impact of emerging technologies on society, by age, October 2019
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- Figure 9: Impact of emerging technologies on society, by gender, October 2019
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- Figure 10: Impact of emerging technologies on society, by race, October 2019
- Consumers do not like high perceived risks and unclear benefits
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- Figure 11: Negative impact of technology on society, by age, October 2019
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- Figure 12: Negative impact of technology on society, October 2019
- 5G still needs to communicate its benefits
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- Figure 13: 5G: What’s impossible today, won’t be tomorrow, March 2019
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- Figure 14: Knowledge of 5G, October 2019
Shifts in how Consumers Interact with Technology
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- The evolution of text messaging
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- Figure 15: Prefer to use an app to message instead of traditional texting, by age, October 2019
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- Figure 16: Prefer to use an app to message instead of traditional texting, by living area, October 2019
- Cameras are changing how phone calls are made
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- Figure 17: Prefer to use a video call instead of a voice call, by age, October 2019
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- Figure 18: Prefer to use a video call instead of a voice call, by length of time in Canada, October 2019
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- Figure 19: Turn lost time into “me time” with Fido, May 2019
- Customer service interactions are moving online
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- Figure 20: Prefer to use online chat with customer service than a phone call, by age, October 2019
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- Figure 21: Prefer to use online chat with customer service than a phone call, by language spoken at home, October 2019
Social Media Attitudes and Behaviours
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- Social media is no longer just a social network
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- Figure 22: I appreciate when people I don’t know follow my social media accounts, by age, October 2019
- Going viral is a goal for many consumers
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- Figure 23: I would enjoy it if one of my social media posts went viral, by age, October 2019
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- Figure 24: Introducing Skydio 2, October 2019
- The risks of social media backlash
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- Figure 25: I have deleted social media posts for fear of backlash, by age, October 2019
Attitudes towards Artificial Intelligence and Voice Assistants
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- Most consumers trust AI with basic tasks
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- Figure 26: Tasks AI is trusted to do well, October 2019
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- Figure 27: Tasks AI is trusted to do well, by age, October 2019
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- Figure 28: Trust AI to manage my financial portfolio and make medical diagnosis, by age, October 2019
- Digital voice assistants face the same challenges as broader AI
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- Figure 29: Digital tasks comfortable using a voice assistant for, October 2019
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- Figure 30: Smart speakers are a risk to personal privacy, by age, October 2019
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- Figure 31: Easily find your favourites with the Ignite TV voice remote, October 2018
Online Privacy and Security
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- Consumers are concerned about being hacked
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- Figure 32: I worry about being hacked, by age, October 2019
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- Figure 33: I currently use anti-virus software that I paid for, by household income, October 2019
- Common consumer behaviours are putting them at risk
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- Figure 34: I typically connect my smartphone to free Wi-fi when it’s available, by age, October 2019
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- Figure 35: I use the same/similar password on most of my personal accounts, by age, October 2019
- A lot of information is freely shared online
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- Figure 36: I share my smartphone location with friends/family, by gender and household composition, October 2019
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- Figure 37: I share my mobile device location with apps/websites, by age, October 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Key Driver Analysis
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- Interpretation of results
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- Figure 38: Key drivers of positive attitudes towards artificial intelligence – key driver output, October 2019
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