Attitudes toward Technology and the Digital World - Canada - December 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
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
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
Social media usage and mental health
An update on 5G networks in Canada
Canadians are using more mobile data
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 
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?
Augmented reality is gradually increasing its role in the market
Figure 2: Say Hej to IKEA Place, September 2017
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
Artificial intelligence’s failures have been publicized
As homes and cities get smarter, the threat of surveillance increases
WHAT’S NEXT?
Companies are looking to bring drone delivery to market
Figure 4: Amazon Prime Air’s First Customer Delivery, December 2016
Retail automation is making staff unnecessary
Figure 5: Introducing Amazon Go and the world’s most advanced shopping technology, December 2016
Figure 6: Caper Smart Cart – Make Shopping Magic, January 2019
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Consumers are more positive about tech with clear, obvious benefits
Figure 7: Impact of emerging technologies on society, October 2019
Figure 8: Impact of emerging technologies on society, by age, October 2019
Figure 9: Impact of emerging technologies on society, by gender, October 2019
Figure 10: Impact of emerging technologies on society, by race, October 2019
Consumers do not like high perceived risks and unclear benefits
Figure 11: Negative impact of technology on society, by age, October 2019
Figure 12: Negative impact of technology on society, October 2019
5G still needs to communicate its benefits
Figure 13: 5G: What’s impossible today, won’t be tomorrow, March 2019
Figure 14: Knowledge of 5G, October 2019
SHIFTS IN HOW CONSUMERS INTERACT WITH TECHNOLOGY
The evolution of text messaging
Figure 15: Prefer to use an app to message instead of traditional texting, by age, October 2019
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
Figure 17: Prefer to use a video call instead of a voice call, by age, October 2019
Figure 18: Prefer to use a video call instead of a voice call, by length of time in Canada, October 2019
Figure 19: Turn lost time into “me time” with Fido, May 2019
Customer service interactions are moving online
Figure 20: Prefer to use online chat with customer service than a phone call, by age, October 2019
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
Social media is no longer just a social network
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
Figure 23: I would enjoy it if one of my social media posts went viral, by age, October 2019
Figure 24: Introducing Skydio 2, October 2019
The risks of social media backlash
Figure 25: I have deleted social media posts for fear of backlash, by age, October 2019
ATTITUDES TOWARDS ARTIFICIAL INTELLIGENCE AND VOICE ASSISTANTS
Most consumers trust AI with basic tasks
Figure 26: Tasks AI is trusted to do well, October 2019
Figure 27: Tasks AI is trusted to do well, by age, October 2019
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
Figure 29: Digital tasks comfortable using a voice assistant for, October 2019
Figure 30: Smart speakers are a risk to personal privacy, by age, October 2019
Figure 31: Easily find your favourites with the Ignite TV voice remote, October 2018
ONLINE PRIVACY AND SECURITY
Consumers are concerned about being hacked
Figure 32: I worry about being hacked, by age, October 2019
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
Figure 34: I typically connect my smartphone to free Wi-fi when it’s available, by age, October 2019
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
Figure 36: I share my smartphone location with friends/family, by gender and household composition, October 2019
Figure 37: I share my mobile device location with apps/websites, by age, October 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
APPENDIX – KEY DRIVER ANALYSIS
Interpretation of results
Figure 38: Key drivers of positive attitudes towards artificial intelligence – key driver output, October 2019