As Senior Analyst, Consumer & Mobile Research, Emily Taylor conducts strategic research and analysis on the consumer services and technology markets, with a focus on the changing behaviour of Canadian consumers.
Prior to rejoining IDC, Emily was the Research & Insight Manager at Microsoft Advertising Canada, delivering thought leadership research studies and digital advertising effectiveness studies. Prior to Microsoft, she advised the Ontario Ministry of Health in their marketing plans and program development using marketing research.
Areas of Expertise (7)
Associated IDC Services (4)
- Canadian Mobile Consumer and Connected Life
- Canadian Enterprise Devices: A New Reality
- IDC's Quarterly Augmented and Virtual Reality Headset Tracker - Canada Region
- Semiannual Augmented and Virtual Reality Spending Guide - Canada Region
University of Guelph: B.Sc., Earth Sciences & Statistics 2002
Media Appearances (10)
IDC Canada Releases 7 New Forecasts for Canadian ICT Market: Many Markets Exceed Expectations in 2017, as the Canadian Economy and the Race Toward Digital Transformation Encourage ICT Spending
IDC Canada releases 7 market forecast documents, including Canadian Consumer Wireless, Internet, and Wireline Voice Services Forecast, 2018–2022 (IDC#CA42528118). Comments from Emily Taylor and Manish Nargas.
BCE sells AlarmForce’s western home monitoring customers to Telus
The Globe and Mail online
IDC Canada researcher Emily Taylor said communication service providers hope to generate revenue from the proliferation of internet-enabled devices for homes — such as home-assistant speakers introduced to Canada last year.
In the fight to win back TV audience, Canada's cable companies Buy American
Shaw and Rogers abandoned their in-house IPTV programs in favour of Comcast's X1 platform as they play catchup with Bell and Telus. IDC's Emily Taylor comments
AR and VR in packaging: Beyond the buzz
Packaging Digest online
Insights provided by research firm IDC Canada senior analyst, Emily Taylor, whose insights anchored the broad-based panel discussion of experts. Taylor conducts strategic research and analysis on mobility technology markets, focusing on mature and emerging technologies including augmented reality and virtual reality. She sets the stage for further drilling down into the packaging side of the equation.
Microsoft's Xbox One X makes case for 4K gaming, but who wants to play?
During E3 last week, Microsoft was so focused on hyping the processing power of its new console, they put it on T-shirts.
Many guests at the company's press conference during the E3 industry event in Los Angeles walked around in shirts that read, "I witnessed the most powerful console ever."
Netflix rolls out high tech HDR content but barely anyone is watching
"[HDR] seems to be widely regarded by the industry as a whole as the next step beyond 4K," says International Data Corporation (IDC) analyst Emily Taylor.
She explains that 4K only addresses resolution or picture sharpness, then HDR steps in to finesse the contrast and colours...
Manulife offers insurance discounts tied to fitness
Toronto Star online
Emily Taylor, senior analyst at IDC Canada, who studies the use of wearable devices in Canada, believes demand for these fitness trackers will continue to grow, especially as new applications are developed.
“We do expect good growth with respect all these types of devices, as Canadians gain more comfort,” she said.
While some reports have suggested that the devices end up in drawers after a few months, Taylor said partnerships with insurers and corporate wellness programs can spur demand. “They are good way to keep them on wrists,” she said...
Connected Home Market in Canada Expected to Grow, Driven by Security and Home Automation
As part of the new Canadian Mobile Consumer and Connected Life research service, IDC Canada continues to analyze the digital life of consumers and how technology and connectivity impacts consumer behaviour.
A recent report published into the program, Canadian Consumers and the Connected Home (CA4CIV15, http://www.idc.com/getdoc.jsp?containerId=CA4CIV15) provides a deep dive into IDC's recent consumer survey insight on the connected home market in Canada, which IDC believes is poised for growth in the coming years.
Smartphone dominance, ubiquitous broadband and wireless usage, increased consumer use and understanding of home networks, falling prices of components and chipsets as well as the sheer breadth of devices and vendors participating in this space is expected to continue driving the market. IDC Canada's research suggests that adoption of most connected home devices lies with tech enthusiasts, and have not yet crossed into the early majority. Crossing into the mainstream will take time and currently is hindered by competing communication protocols and consumer knowledge.
Wearable tech still a tough sell in the enterprise: IDC Canada study
While consumers are lining up to slip on FitBits and Apple Watches, wearable technology is still a hard sell in the enterprise, according to new data from IDC Canada.
Only four per cent of Canadian enterprises are currently using wearables, with 10 per cent planning to use them within the next two years. The vast majority – 81 per cent – say they have no plans to deploy wearables because they’re still not convinced the devices are a good fit for their business.
That same skepticism rears its head in other parts of the study. When participants were asked to name the chief benefits of wearable technology, 37 per cent said wearables have “no perceived value,” making it the top answer among all responses. When asked to name the biggest inhibitors to deploying wearables, the most popular response (at 39 per cent) was “our organization has no need for them.”
Cord-cutting grows as more people flee traditional TV, report says
"This is a time of significant transformational change in the traditional TV service market here in Canada," says report co-author and International Data Corporation (IDC) analyst Emily Taylor...
Event Appearances (3)
Canadian Consumers and the Smart Home
IDC Canada Market Speak/Canadian Consumers and the Smart Home Toronto - Web conference
The Canadian Enterprise and Augmented Reality: Current State and Future Trends
IDC Canada Executive Council 2017 Toronto
Understanding Wearables at Work: Key Considerations
ITAC/IDC Tech Trends: Trend or Transformation? The IoT of Wearable Devices in Business Toronto
Emily Taylor, Manish Nargas
This IDC study examines the forecast for Canadian consumer TV service subscribers and revenue. It also addresses the factors shaping the market as well as the key drivers and inhibitors underlying the forecast.
"As next-generation cable TV services look to bring parity among TV service provider offerings, the competition for consumers' attention and their dollars will heighten," says Emily Taylor, senior analyst for Consumer Services and Mobility. Manish Nargas, analyst for Consumer Services and Mobility, says, "Differentiating service features and substantiating price hikes will be critical in reducing churn and reducing losses in a slowly declining TV services market."
Emily Taylor, Manish Nargas, Lawrence Surtees, Nikhil Anand
This IDC study examines consumer wireless voice and data, residential dial-up and high-speed internet, and residential wireline voice services, and it addresses the current state of these markets in Canada. It provides forecasts for both subscriptions and revenue as well as the key drivers and inhibitors behind the forecast.
"As the competition (from potential new service providers and aggressive price plans) for consumer spend toward wireless services in a highly saturated market increases and revenue from legacy residential wireline voice services continues to decline, Canadian communications service providers look to recuperate their large investment made toward technological upgrades of 'cornerstone' residential internet services," say authors Manish Nargas, analyst for Consumer Services and Mobility, and Emily Taylor, senior analyst for Consumer Services and Mobility. "These significant residential internet rate increases raise the bar for consumer expectations and allow incumbent Canadian communications service providers to set themselves up for success for next-generation communications technologies such as 5G and for the proliferation of next-generation data-intensive services and devices."
Lawrence Surtees, Nikhil Anand, Manish Nargas, Emily Taylor
This IDC study presents IDC Canada's five-year forecasts for communications services spending by customer segment, company size, industry sector, and region for 2018–2022 based on the annual update of IDC Canada's custom Communications Market Model and replaces our previous comprehensive forecast document (see Lawrence Surtees, Nikhil Anand, and Manish Nargas, Canadian Telecom Services Forecast, 2017–2021: Telecom Inside Out, IDC Canada #CA41246217, May 2017).
Readers should note the adjustments made in this study and rely on this forecast for 2018 planning purposes. This study addresses the following questions:
How does current and projected spending on Canadian telecom services differ by:
- Market segment?
- Customer segment?
- Industry vertical sector?
- Which industry sectors, customer segments, company size, and regional segments of the Canadian communications services market are poised for growth, and which are the best opportunities for communication service providers (CSPs) over the new five-year forecast period?
CSPs continue to face twin challenges of market erosion by new and established entrants in their core markets, coupled with stalled penetration in wireless. The advent and adoption of lower-cost technological substitutes such as SIP trunks and new software-defined wide area network (SD-WAN) data service along with increased wireless substitution will further exacerbate revenue erosion in traditional telecom market segments over the five-year forecast period.
This IDC Market Presentation provides an overview of consumer uptake and interest in both augmented reality (AR) and virtual reality (VR) technologies from a Canadian perspective. Topics covered include awareness, devices (including both mobile devices and headsets), as well as consumer interest in using AR and VR technologies for various activities. This presentation highlights key findings from recent consumer surveys coupled with other relevant IDC research to present an informative and holistic view of the augmented reality and virtual reality consumer markets in Canada.
Emily Taylor, Manish Nargas
This IDC Presentation provides a Canadian perspective of connected car technologies for consumers in 2017. It provides insight into the current state of the Canadian connected car market for consumers, what consumer intent and plans are for the uptake of connected car technologies, and what the future trends are that are shaping this market. Connected car technologies are expected to continue to evolve over the foreseeable future, and this document provides a foundational view into this rapidly changing consumer market.
Manish Nargas, Emily Taylor
This IDC study presents a forecast of subscribers and transactional clients of paid OTT video services for annual strategic planning. The purpose of this study is to help marketers, product managers, and policy makers gain insight, validate decisions, and make course corrections. This document offers an industry update. Actions to consider are presented for OTT video service providers and broadcast distributors.
"The past few years have been transitional for the OTT video market in Canada — Shomi shutdown operations, while Amazon Prime Video launched and since established itself as a contender for the OTT video service crown," says Emily Taylor, senior analyst for Consumer Services and Mobility. Manish Nargas, analyst for Consumer Services and Mobility, says, "IDC Canada estimates that both subscribers and transactional clients of paid OTT video services will total about 16.3 million by the end of 2017, and growth is expected to continue into 2018 as new service offerings continue to launch in the Canadian market."
Manish Nargas, Emily Taylor
This IDC Market Presentation provides a Canadian perspective of the current market and future trends for consumer smart home technologies in 2017. It includes recent consumer survey data coupled with industry analysis, detailing consumer interest, ownership, usage, satisfaction, future potential, and key consumer dynamics for the emerging consumer smart home in Canada. A broad range of devices are included in this Presentation, including insights on connected personal health and fitness, connected home automation, connected security, and intelligent assistant (IA) devices. Further, do-it-yourself (DIY) and managed services are discussed, as is device proliferation in Canadian households. This Presentation provides key insights to assist both vendors and service providers in navigating this nascent market in Canada.
This IDC Market Presentation provides a Canadian perspective of augmented reality (AR) technologies in the Canadian enterprise in 2017. It provides insight into the level of adoption of and interest in augmented reality technologies and views as to what is shaping the mobile AR and headset AR markets as well as lists industries that are expected to show the greatest growth opportunity over the next five years. Augmented reality is expected to have a significant impact in the Canadian market, and this document provides a foundational view into the current state and future trends.
Greg Ireland, Adam Wright, David Reinsel, John Jackson, Ramon T. Llamas, Karsten Weide, Emily Taylor, Lewis Ward, Lawrence Cheok
This IDC study discusses worldwide consumer technology 2018 predictions.
"Consumer digital transformation (DX) continues to drive new devices, services, technologies, and experiences," says Greg Ireland, research director with IDC's Consumer Digital Transformation research team. "As legacy business and service models erode in the face of emerging technologies, particularly in the home IoT sector, digital-native and nondigital-native businesses will compete for a greater share of the consumer market. Decision makers at consumer companies must embrace change and not be held hostage to either legacy business and service models or the challenges of meeting consumer demand in nascent, unproven markets."
Manish Nargas, Emily Taylor, Nigel Wallis
This IDC study examines the active consumer install base for connected mobility and connected home devices in Canada for 2017–2021 and addresses the current state of this market in Canada.
"As more connected home technologies from science fiction of yesteryear become todays reality, IDC Canada believes that, in the short term, Canadian consumers will be drawn to certain 'connected' devices in the hope to solve siloed needs and wants. If connected devices are managed and marketed smartly and strategically, hardware and software vendors as well as communication service providers (CSPs) stand to benefit as we expect the number of devices in the home to increase," say Manish Nargas, analyst for Consumer Services and Mobility, and Emily Taylor, senior analyst for Consumer Services and Mobility. "While whole home IoT may remain be a utopian dream, IDC Canada believes that the number of consumer connected devices in the home will grow by almost 60% by 2021."
Manish Nargas, Emily Taylor, Steve Yang, Tim Brunt
This IDC Survey presents findings from IDC Canada's recent consumer surveys focusing on mature hardware categories, specifically mobile phones, tablets, laptops, and desktops. The showcased data highlights consumer interest, ownership, usage, preferences, and future potential for purchase of mature devices. Further, the document outlines data on brands, purchase channels, and the key top of mind devices for Canadian consumers. Additional insight is provided through additional demographic comparisons where relevant.
The data presented in this Survey is useful for market intelligence roles, product managers, and product marketers that seek to understand the buyer behaviour of Canadian consumers for mature hardware devices.
Manish Nargas, Emily Taylor, Lawrence Surtees, Nikhil Anand
This IDC study examines the forecast for Canadian TV service subscribers and revenue. It also addresses the current state of cable TV, satellite TV, and IPTV markets as well as the key drivers and inhibitors underlying the forecast.
"While a mass exodus of traditional TV subscribers is not on the horizon, OTT services are snapping at the heels of uncentered consumers promising rich content with enhanced flexibility and convenience," says Emily Taylor, senior analyst for Consumer Services and Mobility. Manish Nargas, analyst for Consumer Services and Mobility, says, "TV service providers must be wary of all the forces that could erode their value proposition and must experiment with new services, product offerings, and unique next-generation features to prove their worth if they wish to maintain their subscribers and revenue."
Manish Nargas, Emily Taylor
This IDC Survey presents findings from IDC's recent consumer surveys on the TV services, wireless, Internet, and OTT video markets in Canada. This Survey is useful for market intelligence roles, product managers, and product marketers who seek to understand the state of the TV, wireless, internet, and OTT video service market in 2017; consumer plans for these services; and new end-user behaviors and intentions.
The results presented and discussed show satisfaction and recommendation of Canadians consumers with respect to their TV, wireless, and internet service providers; the key factors that are impacting their service and subscription plan choices; and the future plans for the services. The results also home in on internet activities done by Canadian consumers across devices, as well as the use of streaming video service and 4K TVs. Finally, this Survey provides insight as to average prices for both wireline and wireless services as well as bundles. Cuts by various demographic factors (age group, region, and others) are shown where relevant.
Manish Nargas, Nikhil Anand, Lawrence Surtees, Emily Taylor
This IDC study examines consumer wireless voice and data, residential dial-up and high-speed internet, and residential phone services and addresses the current state of these markets in Canada. It provides forecasts for both subscriptions and revenue, as well as the key drivers and inhibitors behind the forecast.
"Sustaining continual growth in consumer communication services is as challenging as ever," say authors Manish Nargas, analyst, Consumer Services and Mobility, and Emily Taylor, senior analyst for Consumer Services and Mobility. "As the market saturates, service providers look to differentiate similar product offerings to gain market share through unique marketing messages and targeted service bundling. However, providers must be wary as the regulatory environment and imminent technology enhancements threaten to level the playing field through the forecast period."
This IDC study provides a segmentation of the over-the-top (OTT) video services landscape in the United States and Canada. The focus is on outlining market segments across long- and short-form online video, providing segment definitions and assessing future opportunities in the OTT video services market. All segmentations reflect only premium or commercial content and do not include user-generated video uploaded for file-sharing purposes. They also don't include illegal or grey market sources of content such as VPN usage or torrent websites.
"The OTT video services landscape grows increasingly diverse as multiple monetization models, content types, distribution channels, and audience segmentations contribute to rapid market evolution," says Greg Ireland, research director for Multiscreen Video at IDC. "We are in the midst of a fundamental transformation of the consumer video services market as legacy distribution models are finally being pushed aside."
This IDC Presentation segments Canadians by their views on the three major ecosystems — Apple, Google/Android, and Microsoft — to understand their choices, device usage, attitudes, and buyer behaviours. This segmentation allowed us to identify what percentage of respondents strongly prefer staying within a given ecosystem and what percentage would be willing to consider products and services from two or more different ecosystems. The following insights can be used by vendors, carriers, and end users to better understand these users and better target products and solutions towards them.
The data for this IDC Presentation is taken from the 2015 IDC Canada's Consumer n2 Survey.
"In the fast-paced mobile industry, understanding and better predicting customer needs, behaviours, and preferences is critical to success," says Krista Collins, manager for Mobile and Consumer Research at IDC. "IDC's latest survey data delivers dashboards for understanding these nuances. Our findings indicate that while the majority see value in a single ecosystem across all devices, 51% are inclined to use devices (laptops, desktops, mobile phones, tablets, and smartwatches) on multiple ecosystems, or have no platform preference at all. This would suggest there is still significant room to sway users toward one particular ecosystem."
This IDC Presentation provides an analysis of Canadian consumer perspectives on current connected car technologies. Specifically, it offers background information and current adoption of connected car communication and entertainment technologies and an overview of the potential opportunity for these technologies in Canada. This Presentation provides a deep dive into IDC Canada's consumer survey data outlining future interest, including:
GPS, mapping, and controlling vehicle functions remotely
Cellular WiFi, Apple CarPlay, Android Auto, and usage-based insurance (UBI)
Controlling home IoT from vehicles and auto pay of tolls or drive-in purchases
This Presentation is designed to provide insight into the consumer mindset around current and future adoption of connected car technologies for stakeholders in the connected car market in Canada, including OEMs and communication service providers.
"Connected car communication and entertainment technologies are nascent in Canada," says Emily Taylor, senior analyst, Consumer and Mobile Research at IDC Canada. "To help increase adoption, affordability, value proposition, and ability to integrate into currently 'unconnected' vehicles will be important."