These days it seems like everything is “connected”—from the ubiquitous smartphone to entertainment systems in automobiles. Consumers’ homes are no exception, and as connected home technology becomes more commonplace, it’s helpful to know how consumers are making decisions about this type of technology. It’s also important for marketers to know which factors will ultimately drive consumers to bring these connected systems into their homes.
So who are connected home users?
A Nielsen study found that connected home users are 38% female and 62% male, with the highest users being between the ages of 25-34 (39%). Forty-one percent of connected home users make over $100,000, and 51% have at least one child under the age of 18 living in their household.
Across the connected home landscape, the most-used technologies include home automation (58%), wireless home security (57%), smart wireless sound system/speakers (34%) and connected appliances (26%). The most frequently used daily home automation features include lighting control (70%), garage door/gate control (68%) and access monitoring and control (66%).
When it comes to their homes, consumers say that safety and security are big drivers when it comes to getting connected. In fact, 64% of connected home security system users said that they strongly agree that their desire for a home security-system continues to be propelled by overall peace of mind and concern for security of possessions (54%). Forty-two percent say that safety concerns in the neighborhood and their concern for the safety of children (44%) was also a primary factor for their interest.