In H1 2020, the share of internet users in Turkey owning a smart home product—such as a remote-controlled security system—was essentially unchanged since H1 2019 at 16.1%. Females were more likely than males to own such devices, but that gap had narrowed YoY to 18.9% and 13.6%, respectively. Among the most well-to-do internet users, one in five owned a smart home device this year.

Boomers aren't entirely nondigital⁠—they were, after all, the pioneers of adopting home computers—but at this point in their lives, they're a bit more reluctant about adopting newer technologies. That's true even for tech with real-life utility, such as voice assistants and smart-home devices, which could help boomers age in place and deal with the physical challenges that accompany increasing age. Along with concerns about things like privacy, it’s partly a matter of the inertia about adopting new things that tends to set in as one gets older.

As the use of smart-home technology increases, brands are experimenting with ways to use these connected IoT devices and systems—and the massive amounts of data that flows from them—in their marketing activities.