Connected Living - Smart Home and Integrated Devices - Canada - April 2016


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Mintel

$ 3996

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The majority of Canadian consumers are interested in making their home more ‘connected’ by using smart devices. The growing desire by the consumer for convenience, safety, security and energy and money savings will support the progression of the smart home market.

Table of Content

Overview

What you need to know
Definition

Executive Summary

The issues
Cost is a major barrier to a ‘connected’ home
Figure 1: Reasons for disinterest in smart home devices, December 2015
Demographic challenges and population growth from immigration
Figure 2: Projected trends in the age structure of the Canada population, 2014-19
Reducing energy use is on the minds of consumers
Figure 3: Energy-related attitudes towards smart home devices (any agree), December 2015
The opportunities
Younger cohorts display more interest in a ‘connected’ smart home
Figure 4: Interest (any) in smart home connectivity, by age, December 2015
Lowering monthly bills through smart home integration
Figure 5: Money saving related attitudes towards smart home devices, December 2015
Aging consumers and immigration present new opportunities for smart home brands and retailers
What it means

The Market – What You Need to Know

Canada’s population is expected to age in the coming years
The population is growing and ethnically diverse
Proportion of highly indebted households continues to rise
Millennials are moving into prime home buying years
The strong smartphone market bodes well for smart home adoption

Market Factors

Canada’s population is expected to age in the coming years
Figure 6: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
Figure 7: Projected trends in the age structure of the Canada population, 2014-19
The population is growing and ethnically diverse
Proportion of highly indebted households continues to rise
Millennials are moving into prime home buying years
The strong smartphone market bodes well for smart home adoption

Key Players – What You Need to Know

Google’s Nest Labs positions itself as a leader in smart thermostat devices
The well-connected home is appealing to consumers
Security concerns with smart home device ownership
Positioned for a bright future, the smart home needs mass appeal

Launch Activity and Innovation

Google acquires Nest, positioning itself as a leader in smart thermostat devices
Arlo – The home security innovator
Figure 8: Netgear Arlo smart home security cameras, video review, February 2015
LG’s Smart ThinQ appliances
Home Depot’s smart home partnership
Figure 9: Home Depot, smart home products, print ad, February 2016
New smart home concepts launched at CES 2016

What’s Working?

The well-connected home is appealing to consumers
Figure 10: Rogers Smart Home Monitoring, direct mail, September 2015
Figure 11: Rogers Smart Home Monitoring, print ad, September 2013
Figure 12: Rogers Smart Home Monitoring, television commercial, April 2015

What’s Struggling?

Reversing disinterest in smart home devices
Security concerns
Lack of interoperability between smart home devices

What’s Next?

The smart home is positioned for a bright future
Establishing mass market appeal

The Consumer – What You Need to Know

TVs and smoke/carbon monoxide detectors lead popularity of smart home devices
Nearly a third of consumers own or are interested in seven or more smart home devices
Younger consumers show more interest in a ‘connected’ smart home
Smartphones are the device of choice to control/monitor the smart home
Reducing energy use is on the mind of consumers
Cost is a major barrier

Ownership of and Interest in Purchasing Smart Home Devices

TVs and smoke/carbon monoxide detectors are the most popular smart home devices
Figure 13: Ownership of/interest in purchasing smart home devices, December 2015
Men are more likely to be interested in smart home products
Figure 14: Ownership of/interest in purchasing smart home devices (combined), by gender, December 2015
Parents among the most likely to be interested in a smart home
Figure 15: Ownership of/interest in purchasing smart home devices (combined), parent vs non-parent, December 2015
Chinese Canadians display significant interest in smart home devices
Figure 16: Ownership of/interest in purchasing smart home devices (combined), Chinese Canadians vs overall, December 2015
Almost a third of consumers own or are interested in seven or more smart home devices
Figure 17: Repertoire of ownership of/interest in purchasing smart home devices, December 2015

Interest in Smart Home Connectivity and Control Mechanisms

Younger cohorts display more interest in a ‘connected’ smart home
Figure 18: Interest (any) in smart home connectivity, by age, December 2015
Most prefer to control/monitor smart home devices via smartphones
Figure 19: Interest in how to control smart devices (any rank), December 2015
Figure 20: Interest in how to control smart devices (any rank), by age, December 2015

Attitudes towards Smart Home Devices

Reducing energy consumption is on the minds of consumers
Figure 21: Energy related attitudes towards smart home devices (any agree), December 2015
Device compatibility
Environmental concerns
Figure 22: Environment related attitudes towards smart home devices, December 2015
Lowering monthly bills through smart home integration
Figure 23: Money saving related attitudes towards smart home devices, December 2015

Reasons for Disinterest in Smart Home Devices

Cost is a major barrier
Figure 24: Reasons for disinterest in smart home devices, December 2015
Hacking devices are of concern for consumers
Women are more likely to be disinterested in smart home devices
Figure 25: Reasons for disinterest in smart home devices, by gender, December 2015

Appendix – Data Sources and Abbreviations

Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

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