Are consumers too connected? – Insider Intelligence

Amazon is acquiring Roomba vacuum maker iRobot, adding yet another connected device to its offerings.

As smart devices power more in consumers’ lives, let’s explore the connected home:

  • We predict there will be nearly 111 million US smart home device users in 2022, up 6.2% from last year. Of those, 43.8 million will use smart appliances (including kitchen and laundry), up 16.7% year over year.
  • We predict smart home security users will increase 10.1% this year to reach 62.0 million users. Safety is a large driver of smart home technology adoption, per Deloitte. Nearly 3 in 10 (29%) consumers have outdoor security cameras, and 28% have doorbells with built in cameras. Over two-thirds say owning smart home technology makes them feel safer.
  • Deloitte also found 60% of US consumers use their smartphones to control smart home devices, including locking and unlocking homes, adjusting the thermostat, and controlling smart lights and speakers. That access can be confusing. Nearly a quarter are overwhelmed by the devices and subscriptions, down from 32% last year. Over a quarter of smart home technology users say they add too much complexity.

Why we care: Consumers aren’t all in on the idea of the smart home just yet. But if the price is right, adoption might grow.

Pricing will play a big part in the category’s growth, per Jill Aldort, director, industry analyst at The NPD Group. “Home automation ownership rates in households with an income of $150,000-plus are more than double those of under $45,000 income. As the landscape grows… there could be opportunity for growth across a variety of categories at new price points.”

This was originally featured in in the Retail By the Numbers newsletter. For more retail insights, statistics, and trends, subscribe here.



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