What drivers favour over more features

Canadians are increasingly looking for technology that feels seamless and unobtrusive rather than feature-heavy, according to new research.

Mazda Canada collaborated with University of Waterloo associate professor and human-computer interaction expert Cosmin Munteanu. The national survey examined how technology is shaping daily life and what consumers now expect from their digital experiences.

The findings suggested that Canadians are shifting away from simply wanting more technology and instead prefer tools that operate naturally in the background. Two‑thirds of respondents said they prefer technology that works quietly without demanding attention, while six in 10 said better technology is defined by requiring less effort rather than offering more features.

The study also found Canadians spend an average of 4.6 hours per day using technology for personal activities, showcasing how integrated digital tools have become in everyday routines.

Mazda said the findings extend directly into expectations around vehicle technology and the driving experience. Simplicity, clarity and ease of use ranked highly among respondents, with nearly half identifying easy‑to‑follow navigation as the most useful in‑vehicle feature. Voice‑enabled controls are also gaining acceptance as consumers seek more natural ways to interact with technology behind the wheel.

“The role of technology in our lives is changing,” said Amy Fleming, president and chief executive officer of Mazda Canada. “People are looking for experiences that feel intuitive and human, where technology supports them in a way that feels effortless.”

The research reflects a broader trend across the auto industry as manufacturers focus more heavily on user experience, interface design and human‑centric technology integration rather than adding increasingly complex feature sets.

The findings, Mazda noted, reinforced its approach to vehicle design, emphasizing technology that complements the driver experience without creating distraction or unnecessary complexity.

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