NewYork, 20.03.2018

One-third of US consumers own two or more smart home devices

In GfK study, over half say they expect Smart Home technology will impact their lives

With so many emerging digital technologies vying for consumer attention, one category seems to have made the strongest impact – Smart Home.

New GfK research shows that nearly six-in-ten (58%) of US consumers say Smart Home – defined as a “smart house in which most things are interconnected“ – is likely to change their lives in the next few years. The level of agreement is even higher (68%) among those ages 25 to 34; but teens and young adults (18 to 24) actually scored below average (57%).

To learn more about GfK’s new Smart Home report, go to this link.

Among 11 up-and-coming digital technologies measured, consumers cited Smart Home as the most likely to impact them. Payments were the only other emerging device or service that topped the 50% mark (52%). Wearables, Cloud Computing, and Connected Cars all scored between 30% and 40%. (See Table 1 on page 2.)

These high expectations are rooted in hands-on experience and dollars spent. GfK found that over one-quarter (27%) of US consumers have more than three Smart Home devices, and another 7% own two or three. Overall, half of all people GfK surveyed have at least one Smart Home technology – with Millennials (25-to-34 years of age) ownership almost reaching two-thirds (64%).

“For consumers today, Smart Home is a reality – not just tech industry or marketing jargon,” said Tom Neri, Commercial Director for Tech & Durables at GfK. “Smart Home devices and services are becoming part of people’s everyday lives, and the advantages of having these devices synchronize and work together are very real – in particular for home entertainment and home security systems. But while we found solid uptake and high expectations among Millennial ages, those often termed Gen Z seem less impressed or engaged – a potential challenge for the tech industry, but also understandable for an age segment not yet in its first ‘home life’ stage.”

One potential Smart Home roadblock that GfK identified is cross-device communication. Almost seven in ten (68%) Millennials expect devices from different vendors to “talk” to each other – a level of compatibility the industry is still working to achieve in many cases. 

“If Smart Home devices can continue to make strides in better cross brand and cross product connectivity,” Neri said, “the standardized communication and ‘teamwork,’ stand to provide all manufacturers and service providers an upside potential – and younger consumers will likely get on board.”

In addition to device adoption and consumer expectations, the new GfK Smart Home report also covers

  • Consumer views of specific Smart Home brands
  • Understanding of the Smart Home concept
  • Potential barriers to further adoption
  • Special perspectives on Leading Edge Consumers (LECs)
  • Ways to leverage the Smart Home opportunity

GfK’s findings are based on 1,000 interviews with US consumers representative of the online audience. Surveys were completed on smartphones, tablets, laptops, and PCs.

Table 1. Technologies/trends consumers feel will have an impact on their lives  


Smart Home



Mobile Payments



Wearable Technology



Cloud Computing



Connected Cars






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