Shahd ElAshri 
Associate Analyst, Wearables, AR/VR and Consumer Research | International Data Corporation (IDC)
Toronto, ON, CANADA
Shahd examines the consumer mobility, wearable device and AR/VR markets in Canada
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Biography
Shahd ElAshri is an Associate Analyst, Wearables AR/VR and Consumer Research. In her role, Shahd focuses on the Wearables market where she delivers trend analysis and market forecasting. Shahd has also recently taken on responsibility for the AR/VR market in Canada. She also contributes to the Consumer Program; delivering insights on a fast changing environment.
Shahd holds a Bachelor’s degree from University of Toronto in Economics and Communication.
Prior to joining IDC, she worked at IBM as part of a Coop program with experiences ranging from Business Analytics to Sales and Marketing.
Areas of Expertise (4)
Wearables
Consumer and B2B Buyer behaviour
Augmented Reality (AR)
Business Intelligence
Spotlight
Associated IDC Services (3)
- Canadian Mobile Consumer and Connected Life
- Quarterly Wearable Device Tracker - Canada Region
- Quarterly AR/VR Tracker - Canada Region
Education (1)
University of Toronto: Bachelor of Arts, Economics, Communications, Culture & IT 2019
Media Appearances (1)
Facebook rebrand to Meta is a bid to represent the future of technology
Skedline
2021-11-11
In an interview with Skedline, Shahd ElAshri, an analyst at the International Data Corporation Canada (IDC) covering consumer program explained how META is slowly working towards building a metaverse into the everyday internet world. “They’ve already moved towards the VR universe with the current glasses they have. They’re already working towards obtaining the information and basically in 10 years you might be going to school on your couch. The idea is spending your day going to school or going to someone’s house as an avatar,” ElAshri said. ElAshri says this is a pivotal moment for Meta. Making the first move in building the VR internet gives the company a major advantage in the tech world.
Reports (20)
Canadian Consumers Profiled — Ecosystems Preferences, Part 5: Wearables
IDC CanadaShahd ElAshri, Manish Nargas
2021-11-30
This IDC Market Presentation is a descriptive analysis of the Canadian consumer behaviours toward wearable devices such as wrist-worn wearables (i.e., smartwatches, hybrid watches, and fitness trackers) and hearables (smart wireless earphones/headphones). It presents findings from IDC Canada's most recent consumer survey focusing on Canadian consumer behaviours and preferences toward these devices by four major consumer ecosystem profiles prevalent in Canada. The presentation highlights the nuances/differences in behaviour and preferences/bias on account of the various ecosystems of devices consumers primarily use. This IDC Market Presentation is the fifth document in a series that uncovers how Canadian consumer behaviours may vary on account of the consumer's ecosystem of already owned primary (mature) devices — namely, smartphones*, laptops, tablets, and desktops.
Canadian Consumer Devices Survey, 2021 Results: Wearables
IDC CanadaShahd ElAshri, Manish Nargas
2021-09-30
This IDC Survey presents findings from IDC Canada's recent consumer survey focusing primarily on consumer wrist-worn wearables (smartwatches, hybrid watches, wrist-worn fitness trackers, etc.). The showcased data highlights consumer interest, ownership, usage, preferences, and future potential for purchase of such devices. In addition, captures consumer appetite and adoption of "hearables" (smart wireless earphones/headphones, etc.) in Canada. Further, the document also outlines data on brands, purchase channels, and device behaviour for Canadian consumers. Additional insight is provided through added 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 such wearable devices.
Canadian Consumer Devices Survey, 2021 Results: PCs and Tablets
IDC CanadaManish Nargas, Shahd ElAshri, Jean Philippe Bouchard
2021-09-29
This IDC Survey document presents findings from IDC Canada's recent consumer surveys focusing on mature hardware — laptops/notebooks, desktops, and tablets. The showcased data highlights consumer interest, ownership, usage, preferences, and future potential for the purchase of these mature devices. Further, the document also outlines data on brands, purchase channels, and the key top of mind features for Canadian consumers. Additional insight is provided through added 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 toward the mature PCs and tablet market.
Canadian Consumer Devices Survey, 2021 Results: Mobile Phones
IDC CanadaManish Nargas, Shahd ElAshri
2021-09-28
This IDC Survey document presents findings from IDC Canada's recent consumer surveys focusing on mature hardware — mobile phones. The showcased data highlights consumer interest, ownership, usage, preferences, and future potential for the purchase of these mature devices. Further, the document also outlines data on brands, purchase channels, and the key top of mind features for Canadian consumers. Additional insight is provided through added 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 toward the mature hardware mobile phone market.
IDC Innovators: Wearable Technology, 2021
IDCRamon T. Llamas, Shahd Elashri
2021-09-09
IDC Innovators are emerging vendors with revenue
Google's WearOS Update in Partnership with Samsung — A Canadian Perspective
IDC CanadaShahd Elashri
2021-07-06
This IDC Market Note presents the expected effect in the market dynamics and market share resulting from the announced unified platform. It also provides the anticipated updates and advancements of the new "Wear" platform and how it compares with the market.
Canadian Consumer Survey Indicators, 2021: Wireless, Internet, Home Phone, TV, and OTT Video Services
IDC CanadaManish Nargas, Shahd ElAshri
2021-06-24
This IDC Survey presents findings from IDC's recent consumer surveys on the wireless, internet, home phone, TV services, and OTT video markets in Canada. Results presented outline consumer perceptions and the current state of the abovementioned consumer service markets in Canada, discussing service provider satisfaction and recommendation metrics, interest in and usage of new next-generation services, and pricing nuances and bundling. Cuts by various demographic and service factors (age group, region, and others) are shown where relevant. This document is useful for market intelligence roles, product managers, and product marketers who seek to understand the state of the TV, wireless, internet, home phone, and OTT video service market in 2021 consumer plans for these services and new end-user behaviors and intentions.
Canadian Wearable Computing Device Forecast, 2021–2025
IDC CanadaShahd Elashri
2021-05-07
This IDC study presents the Canadian wearable computing device forecast for the 2021–2025 period. IDC Canada's wearables forecast incorporates multiple metrics to determine the outcomes, including growth rates, average selling prices (ASPs), and foreseeable market developments. "Unlike other markets, the wearables market is still experiencing continuous innovation to its use cases and offerings. As a result, wearables vendors must future proof their offerings with viable technological advancements to continue attracting wearables consumers. The wearables market will also start to see wider offerings and multiple feature sets from each vendor, in efforts to attract a broader group of consumers," says Shahd Elashri, associate analyst, Canadian Consumer Services and Mobility.
The Connected Car: Perspectives from Canadian Consumers — 2020 EOY Survey Results
IDC CanadaManish Nargas, Shahd ElAshri
2021-03-26
This IDC Market Presentation presents findings from IDC's recent end-of-year 2020 consumer survey on consumer interest and buyer behaviour around connected cars in Canada. It highlights consumers' interest, ownership, usage, preferences, and future potential with regard to the purchase of car products and technologies. This document is useful for market intelligence roles, product managers, and product marketers who seek to understand the buyer behaviour of the Canadian consumer toward connected car technologies and associated services. Results presented and discussed highlight the Canadian consumer's current adoption and usage of and interest in/preference toward the different types of connected car technologies available today. Additional insight is provided through comparisons by age demographic where relevant; more in-depth data segmentation is available on request.
The Consumer Augmented and Virtual Reality: 2020 Canadian Consumer Survey Findings
IDC CanadaJean Philippe Bouchard, Shahd ElAshri
2021-01-20
This IDC Market Presentation presents findings from IDC Canada's most recent consumer surveys at the end of 2020, focusing on the augmented reality (AR) and virtual reality (VR) market in Canada. The showcased data presents the overall size of Canadian wearables market opportunity in the short term, and it also highlights consumer interest, ownership, and usage, along with consumer uptake based on AR and VR applicable activities and use case preferences. Additional insight is provided through additional demographic comparisons where relevant.
Apple 2020 Fall Launches (Smartphones and Smart Speakers) - A Canadian Take
IDC CanadaManish Nargas, Shahd ElAshri, Jean Philippe Bouchard, Steve Yang
2020-10-20
On October 13th, at the Apple "Hi, Speed" Event (the 2nd installment of Apple's fall 2020 product launches); Apple finally made its much-awaited Smartphone announcements bringing refresh design aesthetics and new product innovations, while managing to introduce 5G connectivity across its new lineup. Additionally, a long overdue breath of fresh air was injected into the Apple's smart speaker portfolio after a three-year hiatus with the introduction of the new HomePod Mini.
Google 2020 Fall Event - A Canadian Take
IDC CanadaManish Nargas, Shahd ElAshri, Jean Philippe Bouchard, Steve Yang
2020-10-05
On September 30th 2020, at their "Launch Night In" event - Google announced new smartphones and smart home devices that look to help the search giant drive market penetration – while the smart home devices look to solidify their market position, the new smartphones seem to be a Hail Mary pass to try to win over the Canadian market which is currently dominated by Apple and Samsung.
Apple 2020 Fall launches - A Canadian Take
IDC CanadaJean Philippe Bouchard, Manish Nargas, Shahd ElAshri
2020-09-23
IDC Link: On September 15th 2020, Apple hosted its annual fall event, aptly named “Time Flies” this year. While historically this event is best known for the announcement of the newest Apple iPhone hardware, this year its focus was just on their new Apple Watch and Apple iPad offerings. Along with the new wearables and tablets, Apple announced a new fitness-focused subscription service offering called "Apple Fitness+" and aggressively priced pre-bundled options for its range of services called "Apple One".
Canadian Consumer Devices Survey, 2020 Results: PCs and Tablets
IDC CanadaJean Philippe Bouchard, Manish Nargas, Shahd ElAshri
2020-09-23
This IDC Survey presents the findings from IDC Canada's recent consumer survey focusing primarily on consumer PCs (such as laptops and desktops) and tablets. The showcased data highlights consumer interest, ownership, usage, preferences, and future potential for purchase of such devices. Further, the document outlines data on brands, purchase channels, and device behaviour for Canadian consumers. Additional insight is provided through added demographic comparisons where relevant.
COVID-19 Impact: 2020 Canadian Wearables
IDC CanadaManish Nargas, Shahd ElAshri, Jean Philippe Bouchard
2020-08-18
This IDC Market Note presents the effect of COVID-19 and subsequent restrictions on the wearables market, discusses the negative impact on the wearables shipment level, and presents new use case opportunities that have arisen on account of the pandemic.
Canadian Consumer Devices Survey, 2020 Results: Wearables
IDC CanadaManish Nargas, Shahd ElAshri
2020-08-14
This IDC Survey presents findings from IDC Canada's recent consumer survey focusing primarily on consumer wrist-worn wearables (e.g., smart watches, hybrid watches, wrist-worn fitness trackers). The showcased data highlights consumer interest, ownership, usage, preferences, and future potential for purchase of such devices. In addition, it captures consumer appetite and adoption of burgeoning "hearables" (e.g., smart wireless earphones/headphones) in Canada. Further, the document also outlines data on brands, purchase channels, and device behaviour for Canadian consumers. Additional insight is provided through added demographic comparisons where relevant. Please note: This year's consumer survey was in field during the peak of COVID-19 restrictions in Canada — namely, June 2020. 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 such wearable devices.
COVID-19 Impact: 2020 Canadian Smartphone Market
IDC CanadaSteve Yang, Shahd ElAshri, JP Bouchard
2020-06-30
This IDC Market Note presents the effect of the COVID-19 outbreak on the Canadian smartphone market, discusses the outcome of launching new models in the current economic situation, and provides IDC's COVID-19 forecast of the market.
Canadian Consumer Survey Indicators 2020: Wireless, Internet, Home Phone, TV, and OTT Video Services
IDC CanadaManish Nargas, Shahd ElAshri
2020-06-22
This IDC Survey presents findings from IDC's recent consumer surveys on the wireless, internet, home phone, TV services, and OTT video markets in Canada. Results presented outline consumer perceptions and the current state of the previously mentioned consumer service markets in Canada, discussing service provider satisfaction and recommendation metrics, interest in and usage of new next-generation services, and pricing nuances and bundling. Cuts by various demographic and service factors (age group, region, and others) are shown where relevant. This document is useful for market intelligence roles, product managers, and product marketers who seek to understand the state of the TV, wireless, internet, home phone, and OTT video service market in 2020, consumer plans for these services, and new end-user behaviors and intentions.
A Canadian Perspective on On-Wrist ECG: Does It Edge Out the Competition?
IDC CanadaShahd Elashri, Manish Nargas
2020-04-16
This IDC Market Note provides IDC's point of view on the relevance of the ECG feature to the wearable market, provides insight about the feature's current benefits/shortcomings, and discusses the competitive advantage the feature inclusion can bring.
The Realities of Virtual and Augmented Reality: 2019 Canadian Consumer Survey Findings
IDC CanadaShahd ElAshri, Jean Philippe Bouchard, Manish Nargas
2020-03-18
This IDC Market Presentation presents findings from IDC Canada's recent consumer surveys focusing on the augmented and virtual reality market in Canada. The showcased data presents the overall size of Canadian wearables market opportunity in the short term and highlights consumer interest, ownership, and usage, along with consumer uptake based on AR and VR applicable activities and use case preferences. Additional insight is provided through additional demographic comparisons where relevant.
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