Canadians want technology that is useful, simple and unobtrusive, according to new research commissioned by Mazda Canada Inc.
The Richmond Hill, Ont.-based automaker’s Canadian sales, marketing, customer service and parts support operation released the findings June 3. The study was completed in collaboration with Cosmin Munteanu, an associate professor at the University of Waterloo and a human-computer interaction specialist (pictured).
The results point to a growing preference for technology that reduces effort rather than adds features. According to the findings, 67% of Canadians prefer technology that works quietly in the background, while six in 10 said better technology means less effort, not more features.
The study also found Canadians spend an average of 4.6 hours a day using technology for personal activities.
In vehicles, respondents placed a high value on clarity and ease of use. Easy-to-follow navigation was named the most helpful in-car feature by 48% of Canadians. Built-in voice assistants were preferred by 46% of respondents as a way to interact with in-car technology.
“The role of technology in our lives is changing,” said Amy Fleming, president and CEO of Mazda Canada Inc. “People are looking for experiences that feel intuitive and human, where technology supports them in a way that feels effortless. Rooted in Mazda's human-centric design and Omotenashi philosophy, the all-new 2026 CX-5 is designed around how people naturally interact, making every moment behind the wheel feel easier, intuitive, and more connected.”
The release connects the survey findings to the all-new 2026 Mazda CX-5, which includes Google built-in and voice-enabled functions. The system is designed to let drivers access navigation, communication tools and other features with fewer steps.
Munteanu also completed an independent usability evaluation of the CX-5.
“The technology in the CX-5 demonstrates a high degree of usability and thoughtful design,” said Munteanu. “Key functions are intuitive and easy to access, while the system as a whole reduces friction for the user. Importantly, it follows a fundamental design principle, where technology should not draw attention to itself, but instead support the user in a seamless way. In this case, it allows drivers to remain focused on the experience of driving.”
Munteanu has more than 30 years of experience studying how people use digital technologies. His work focuses on human-computer interaction, including conversational interfaces, intelligent systems, mobile devices, mixed reality, safety-critical systems, healthcare and assistive learning technologies.
Mazda Canada is headquartered in Richmond Hill, Ont., and has a national network of 163 retail stores.
