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

Report shows TVs, laptops and smartphones as most-owned products,
strong interest in emerging technologies

ARLINGTON, Va.–(BUSINESS WIRE)–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

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

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 five 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 members.CTA.tech.
Non-members may purchase the study at the CTA

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
, the most comprehensive source of sales data, forecasts,
consumer research and historical trends for the consumer technology

About Consumer Technology Association:

Consumer Technology Association (CTA)TM, is the trade
association representing the $287 billion U.S. consumer technology
industry. More than 2,200 companies – 80 percent are small businesses
and startups; others are among the world’s best known brands – enjoy the
benefits of CTA membership including policy advocacy, market research,
technical education, industry promotion, standards development and the
fostering of business and strategic relationships. The Consumer
Technology Association also owns and produces CES® – the
world’s gathering place for all who thrive on the business of consumer
technologies. Profits from CES are reinvested into CTA’s industry


Consumer Technology Association
Elliot Grimm, 703-907-5240
Cassagnol, 703-907-5253