Canadians are looking for technology that feels less intrusive and more intuitive, according to a new study from Mazda Canada.
The automaker said its national survey found that 67 per cent of Canadians prefer technology that works quietly in the background, while six in 10 said better technology means less effort rather than more features.
“The role of technology in our lives is changing,” said Amy Fleming, President and CEO, Mazda Canada, in a statement. “People are looking for experiences that feel intuitive and human, where technology supports them in a way that feels effortless.”
Mazda commissioned the research in collaboration with Dr. Cosmin Munteanu, a human-computer interaction expert and associate professor at the University of Waterloo. The study examined how technology is shaping everyday life and what Canadians expect from it in the future.
The findings suggest consumers are not simply asking for more digital tools. Instead, they are placing greater value on experiences that feel natural, familiar and easy to use. Mazda said Canadians spend an average of 4.6 hours per day using technology for personal activities, underscoring how embedded digital systems have become in daily routines.
That expectation is also carrying into vehicles. The survey found 48 per cent of Canadians said easy-to-follow navigation is the most helpful in-car feature, while 46 per cent prefer built-in voice assistants as a way to interact with in-car technology.
Mazda said the redesigned 2026 CX-5 reflects that approach through Google built-in, voice-enabled functionality and a driver-focused interface meant to reduce complexity.
“The technology in the CX-5 demonstrates a high degree of usability and thoughtful design,” said Dr. Munteanu, adding that “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.”
