Are Smart Homes What Women Want? - eMarketer

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Are Smart Homes What Women Want?

Despite costs, females younger than 35 view smart-home technology as a good investment

February 6, 2015

More households are opening their doors to smart-home technology, and this won’t stop any time soon. In a January 2015 report, IHS forecast that smart-home device shipments worldwide would rise 660% between 2013 and 2018, from 25 million to 190 million.

Usage and Interest in Select Smart-Home Technologies According to US Female Homeowners, by Age, Nov 2014 (% of respondents in each group)

Millennial females—part of the next generation of homeowners—could play a huge part in this growth. In November 2014 polling from Better Homes and Gardens, US female homeowners in the under-35 age group consistently overindexed for usage and interest in smart-home technology features when compared with all women surveyed.

When asked about the smart-home features they were currently using, millennial females were most likely use DVRs (29%, vs. 19% for respondents overall). Smart door locks, appliances and sound systems were also popular, each used by 26% of women younger than 35, compared with respective rates of 14%, 14% and 13% among all respondents.

Millennial women were far more excited to take smart-home technology usage to the next level, too. More than half were interested in using smart heating and cooling systems, outside lighting and security cameras in the future, compared with response rates lower than 40% among all females polled. In all, millennial women showed a higher interest than other age groups did in using smart-home features in the future.

Attitudes Toward Smart-Home Technologies According to US Female Homeowners, by Age, Nov 2014 (% of respondents in each group)

When asked about their attitudes toward smart-home technology, millennial females’ extreme enthusiasm rang true: 61% said they were excited about smart-home technology—21 percentage points above the average. While the younger cohort agreed with females of all ages that smart-home devices cost a lot of money, they were more likely to view these as a good home investment for the long term, and they overindexed in the opinion that this technology was customizable to their budget. Millennial respondents also viewed smart-home technology as something that made their homes safer and considered it a time-saver.

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