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CTA’s First Study on Canadian Consumer Tech Market Shows Strong Adoption of Tech, Innovation

Arlington, VA – October 27, 2016 – 

Canadian consumers are strong tech adopters, and televisions, smartphones and laptops are their most-commonly owned devices, according to the new report Consumer Technology Ownership and Market Potential Study in Canada — the Consumer Technology Association’s (CTA)™ first-ever in-depth look into the Canadian consumer technology market.

“We are excited to pioneer CTA’s first study into consumer technology trends in Canada,” said Steve Koenig, senior director of market research, CTA. “We’re confident the insights from this study will help our members better understand and serve the Canadian market, as well as help inform policy makers on the size and scope of our industry’s footprint in Canada. With Canadians’ enthusiasm for innovation, especially in emerging categories, we expect technology to have an even more valuable role in consumer’s daily lives over the next several years.”

According to the study, almost all Canadian households (95 percent) own a television, and three-quarters own smartphones, digital cameras, laptops and cordless phones. While these percentages do not vary significantly from CTA’s study on the U.S. technology ownership trends, a key difference between the two countries is Canadian’s continued reliance on landline phones.

“It’s unusual to find such high numbers of Western consumers still using landlines, but this trend could change as wireless coverage continues to improve across Canada — especially in rural areas where only 68 percent of households own a smartphone,” said Koenig. “Smartphones are becoming essential to everyday life, and more and more Canadians are discovering the connectivity and efficiency these devices provide. But the biggest growth potential in the Canada consumer market lays in emerging technologies.”

Canadian consumers showed strong interest in emerging technologies, but are slower than Americans when it comes to adoption. According to the study, U.S. households are more likely to own emerging tech products such as drones or smart home devices. Overall, however, the study found few significant differences between U.S. and Canadian household ownership of consumer tech products.

The study also looked at buyer intent for first time purchases of consumer technology products in Canada. Portable wireless speakers topped Canadians’ wish lists, with 20 percent of households saying they would consider buying Wi-Fi or Bluetooth-enabled portable speakers within the next year. And 5 percent of Canadian households say they expect to buy their first headphones, 4K Ultra HD televisions or fitness trackers sometime in the ensuing 12 months.

The study’s findings were obtained through survey questions administered via a dual-mode telephone interview among a random national sample of 1,001 Canadian adults between July 14-19, 2016. The complete study is available for free for CTA member companies at Non-members may purchase the study at the CTA store.

The Consumer Technology Ownership and Market Potential Study in Canada examines ownership and purchase intent of consumer technology products among Canadian households across video, audio, automotive, computer, gaming, communications and emerging tech categories. It is designed and formulated by CTA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer technology industry.