2015 State of the Smart Home Report Reveals Seeing is Believing, Smart Home Mass Adoption to be Led by Familiar Connected Products with Obvious Benefits
Icontrol Networks' Annual Research Profiles Smart Home Customers, with Millennials and Parents Likeliest to Buy
REDWOOD CITY, Calif., June 24, 2015 -- New research from Icontrol Networks, the company behind the most widely-distributed connected home platform in the industry, found seeing really is believing when it comes to connected home technology: on average, the likelihood to purchase a smart home device increases by 93% among those who have seen the technology in action. The data also reveals that, as noted in the 2014 report, personal and family security remains the key driver in smart home adoption with nine out of ten North Americans agreeing this is one of the most important reasons to purchase a connected home.
Released today, the second annual State of the Smart Home Report examines the changing adoption indicators and attitudes towards the smart home, levels of intent to purchase connected products, and desires and concerns about owning 'connected' technology. The report also details the smart home landscape by age, preference and region, as well as new, emerging factors most predictive of consumer purchase behavior.
Based on data collected from 1,600 North American consumers, the 2015 State of the Smart Home Report found a rise in excitement about the connected home, with millennials (79%) and parents (76%) leading the pack, and 50% of the overall population excited about the technology. The report also showed that interest is driven by simple devices with obvious benefits - and to drive mass adoption, device makers must show how products solve real, everyday problems.
"We've been in this space for more than a decade, and in the last two years we have seen excitement over the 'Internet of Things' explode," said Bob Hagerty, CEO of Icontrol Networks. "For smart home to really hit its stride, the industry must focus on what consumers really want - peace of mind. For the second year in a row, our survey clearly shows that people are predominantly interested in the security benefits of smart home technology, and once that box is checked, the new and exciting smart home features and devices will follow."
Overall, consumers expressed the highest levels of interest in having connected thermostats, cameras, lights and door locks:
* Self-adjusting thermostat: 72%
* Doors that can be locked from a remote location: 71%
* Indoor lighting that automatically adjusts: 69%
* Outdoor lighting that automatically adjusts: 65%
* Home monitoring cameras: 65%
Additional findings include:
Definition around smart home shopping journey
* 42% of respondents report they would be most inclined to incorporate smart home technology into their home when they are making renovations or upgrades, followed next by when they buy a new home (26%) or move (25%).
* 74% of consumers agree they would like at least some help with the installation and set-up of their smart home devices - and 52% said they would like someone to do all of the installation and set-up for them.
Which room is the heart of the smart home?
* 40% of North Americans listed their entertainment room as the area of the home they are most excited about connecting to their smart home, followed next by their kitchen (39%) and their bedroom (34%).
Parents a key target market
* 85% of parents believe smart home devices are more helpful than annoying (compared to 74% of overall population).
* In the next 12 months, those who identified themselves as a parent reported they were 66% more likely to purchase a smart home hub, 65% more likely to purchase smart home services and 54% more likely to purchase a connected home monitoring camera compared to the average consumer.
Elder care as an underutilized opportunity
* 50% of North Americans believe they would sleep better at night if their parents or grandparents had smart home technology, a number that is significantly higher among those aged 25-34 (72%) and those who identified themselves as a parent (74%).
Millennials excited about connected technology
* 79% of millennials aged 25-34 say they are excited about the possibilities of incorporating smart home features into their home (compared to 50% of overall population).
* In the next 12 months, those aged 25-34 reported they were 62% more likely to purchase a smart home hub, 61% more likely to purchase smart home services, and 59% more likely to purchase connected lighting compared to the average consumer.
* Residents in the Northeast region expressed the highest level of excitement about the possibilities of the smart home. Uncoincidentally, this region also reported the largest number of residents who knew someone with a smart home, backing up one of the report's main findings that seeing is believing when it comes to connected home technology.
* One in two Midwest residents mentioned their kitchen as the one room they were most excited about connecting to their smart home.
* Those in the South expressed the highest likelihood among regions to be interested in the connected thermostat (77%).
* Residents in the West were 100% more likely than the U.S. population to list their sprinklers as the one device they wished could read their mind and operate themselves.
To view the full study, visit www.stateofthesmarthome.com. Connect with Icontrol on Facebook, Twitter and LinkedIn as well to keep up with the latest industry news and trends.
On April 20, 2015, a third-party research firm collected data from 1,600 North American consumers; 1,000 respondents came from the United States and 600 came from Canada. Consumers were required to be at least 25 years old and have a minimum household income of $40,000 in the U.S. and $50,000 in Canada. Additionally, the sample was stratified and the data was weighted slightly by region, age, gender, homeownership, income and race to ensure a proportional and representative sample. The margin of error for the total sample is +/- 2.5% at the 95% confidence level (U.S. 3.1% and Canada 4%).
About Icontrol Networks
Icontrol Networks' vision is to provide a connected home solution for every household, so people worldwide spend less time managing their lives and more time living them. Icontrol is making the connected home a reality through its software platforms, which are deployed by home security companies and service providers, and the all-in-one Piper home security, video monitoring and automation device for consumers. Icontrol is further pioneering the next generation of connected living through its OpenHome Developer Program, the first community for application and device makers to partner on a common platform. Venture investors in Icontrol include Charles River Ventures, the Kleiner Perkins Caufield & Byers iFund, and Intel Capital, with strategic investments from a variety of service providers including ADT, Comcast Ventures, Comporium and Rogers Communications. For more information about Icontrol Networks and Piper visit icontrol.com and getpiper.com.