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Consumers Open Doors to Smart-Home Devices

Lower costs and bills, more information could drive nonowners to purchase

August 20, 2015 | Advertising & Marketing

Are US consumers finally ready to embrace smart homes? Based on recent research, nearly three in 10 internet users now own smart-home devices—and they’re pleased with the results. Lower costs and bills along with more education could push nonowners to take the leap.

Attitudes Toward Smart-Home Technology According to US Smart-Home Technology Owners, by Age, June 2015 (% of respondents in each group)

According to a June 2015 study from Coldwell Banker Real Estate and CNET, conducted by The Harris Poll, 28% of US internet users were smart-home technology owners. Millennials were the biggest users, at 47%, while ownership was also higher among those with a household income over $100,000 (37%) and parents with children under 18 at home (42%).

Owners appeared happy with their items. Over nine in 10 said they would recommend smart-home technology, and a close 87% said such products made their lives easier. Further responses suggested that smart-home technology could play a role when it came to selling or buying a new house, too.

Factors that Would Make US Internet Users Consider Purchasing Smart-Home Technology, by Demographic, June 2015 (% of respondents in each group)

When nonowners were asked about the factors that would make them consider purchasing smart-home technology, lower costs and bills and more information about such products emerged as themes. For example, 44% of respondents said they would buy smart-home technology if it was less expensive, and about one-fifth would do so if they had more info about how the products worked.

April 2015 polling by Icontrol Networks found that connected home cameras and thermostats were the connected/smart-home devices that internet users in North America were most likely to purchase in the next 12 months, each cited by 37%. About one-third were interested in connected lighting, connected door locks or smart-home hubs, while 31% found smart-home services appealing and 25% connected appliances.

When Icontrol asked internet users about the smart-home features they would most like to implement in their homes, 24% cited the option to set a “vacation” or “away” mode for when they were gone, while 17% wanted preprogram options, 16% motion detection lighting and electricity and 16% voice-controlled settings.

Data released by the Consumer Electronics Association (CEA) in July 2015 put connected home technologies revenues in the US at $967.00 billion in 2015, up 32% from $732.58 billion in 2014.

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