GfK Smart Home Report

If you know which smart home tech is taking off today,your devices could be connecting people’s homes tomorrow.

See how consumers are connecting their homes - which devices are taking off, which are on hold, what's to come, and where you fit in.

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Know how consumers use smart tech in their homes

While economic uncertainty and restrictions caused by COVID-19 pose short-term challenges for smart home products, the pandemic is also poised to boost their long-term appeal by cementing the role of home as the connected center of life. People have taken this time to upgrade their homes with voice or energy-saving technology. Many have invested in setting up a connected home office. And technology has been a crucial tool for entertainment, staying in touch with friends and family, and even for exercise!

Can you seize this unique moment to advance your smart home plans and opportunities? Do you know which connected devices your target consumers are currently using? Which products are faltering? What are the major smart home trends still to come? Our Smart Home reports provide deep dives into consumer mindsets, attitudes, behaviors and usage for major facets of smart home technologies and appliances, including smart speakers/digital assistants, smart lighting, security, and thermostats, smart home health products, smart appliances. With these essential guides in hand, brands can identify innovation and marketing opportunity spaces within the smart home ecosphere.

Insights to power your smart home device strategy

Our Smart Homes reports capture both the breadth of consumer attitudes, needs, and expectations, as well as the details of people’s interactions with a variety of smart device including smart speakers/digital assistants, smart lighting, security, and thermostats, smart home health products, smart appliances. We enable sales, marketing, product, and insights leaders to:

Understand the trajectory for smart home devices

See which devices are emerging, which are on the rise, and which have become mainstream so that you know what is coming next.

Identify opportunities from unmet needs

Find gaps in consumers' experiences with smart devices to identify emerging needs and opportunities.

Prioritize smart home products and features

Adjust your supply based on anticipated demand and plan features and messaging according to consumer behavior.

Cross the chasm into the mass market

Understand the current barriers in your smart category to open your product up to the mainstream.

Understand how people use smart home tech and what their barriers are

Understanding consumer adoption and concerns around smart home tech will allow you to adjust your strategies to meet their needs . Consider the following:

Voice technology: Amazon Alexa skills usage was up 65% worldwide between April and late June 2020, a figure that Tom Taylor, senior vice president for Amazon Alexa, thinks is fueled by the pandemic. Do you integrate with Alexa?
Cost of technology: Cost is the #1 obstacle that people say is keeping them from buying smart home products and appliances. Can you rethink pricing and promotions?
Top concerns: People are most concerned about security, with 62% worrying most about fraudulent use of personal information. Are your products secure?

Insights from the most comprehensive consumer trend study in the world

Our Smart Home report is part of Consumer Life, the longest-standing consumer trend study in the world with insights from 30,000 consumers in more than 25 countries. The report places technology in the context of life today and the evolution of consumers’ concerns and activities –the growing demands of their lives, the unique experiences of key generations, and the immense options for entertainment and learning at their fingertips.

GfK’s Smart Home report is available as part of the standard package to annual Consumer Life subscribers.