TECH SUPPLIER Jul 2021 - Market Presentation - Doc # CA47680321

Canadian Consumers Profiled — Ecosystems Preferences, Part 2: Connected Home Devices


Manish Nargas
Jean Phillippe Bouchard
On-line Presentation


This IDC Market Presentation is a descriptive analysis of the current state of the market of consumer connected home devices such as home automation, home security, and personal health devices. It presents findings from IDC Canada's end-of-year 2020 Consumer Survey focusing on Canadian consumer behaviours and preferences toward connected home devices by the four major consumer ecosystem profiles prevalent in Canada. The presentation showcases the nuances/differences in behaviour and preferences on account of the various ecosystems of devices primarily used by the Canadian consumers.

This IDC Market Presentation is the second document in a series that uncovers how Canadian consumer behaviours may vary on account of the consumer's ecosystem of currently owned primary (mature) devices — namely, smartphones*, laptops, tablets, and desktops (see Canadian Consumers Profiled — Ecosystems Preferences, Part 1: Mature Consumer Devices, IDC #CA47051821, March 2021).

The document is useful for market intelligence roles, product managers, and product marketers who seek to, among other things, understand Canadian consumer behaviours and to identify market opportunities and threats within the connected home market. The insights can be used by vendors, carriers, and technology buyers to better understand these users and better target and design products and solutions for them.

Additional insight/prescriptive commentary is available on request.

Note: IDC Canada profiled the Canadian consumers on the basis of their reported primarily used brand of hardware/associated OS of (mature) consumer devices (such as smartphones*, laptops, tablets, and desktops) to create four unique "ecosystem profiles."

* Mobile phone brand ownership used as proxy for smartphone brand; feature phone adoption considered to be negligible


Subscriptions Covered

Canadian Mobile Consumer and Connected Life

Companies Covered

Apple Inc.

Regions Covered


Topics Covered

Android, Broadband, Home automation, Networked consumer devices, iOS

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