HERTFORDSHIRE, UK – Almost half the population living in the US, UK, France and Germany now owns a smart home device, up from one-in-three a year ago, according to Futuresource Consulting.
Growth is being driven by smart speaker ownership and smart security products. Whereas smart speakers are an entry point into the smart category, smart security is far more prevalent among advanced users, who tend to skew toward a male, younger, higher income and urban profile, says the research firm.
“Smart devices have captured consumers’ hearts,” said Jack Wetherill, principal consultant at Futuresource Consulting. “With 47% of the population now owning at least one smart device, the technology is moving swiftly through the adoption curve. Our research shows the number one motivator for purchase is to make life easier. Other high-ranking responses include making a home more comfortable, increasing security, improving efficiency and enabling control of devices while outside the home. What’s more, over 90% of device owners are either extremely satisfied or very satisfied with their purchases.”
The US, UK and France have all seen strong uptake over the last year, while the German market has remained relatively stable, says Futuresource. Smart security ownership has nearly doubled, driven predominantly by the US market, with security cameras and video doorbells the most popular products. Smart speakers have witnessed similar growth, though this is focused mainly in the UK. Listening to music is still the main function of smart speakers, followed by weather reports and checking for traffic updates.
Smart appliances are also beginning to take hold, with 30% of people surveyed saying they own one. Ownership is highest in the US, driven by purchases of smart coffee machines, air conditioners, microwaves and toasters. For those who don’t already own a smart appliance, they are more likely to wait until their existing appliance breaks before they replace it.
“The future is smart. With two out of every five people surveyed saying they want to control their home more wirelessly within the next year, there are exhilarating times ahead for the industry.”
Research conducted in October included a nationally representative sample of nearly 4,000 consumers.