Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Demystifying the connected home
- Platform compatibility arms race
- Virtual assistants are a move from app-control to voice-control
- Unwanted intrusions in the connected home
- Companies and brands
- Amazon Echo arrives in the UK…
- …followed by Google Home
- Microsoft to compete with Amazon and Google
- IKEA makes first step into the smart home
- The consumer
- Connected home still in the early adopter phase
- One in 20 has voice controlled speakers in their household
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- Figure 1: Ownership of smart/connected devices, December 2016
- Lighting, heating and security are the most interesting propositions
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- Figure 2: Interest in smart/connected devices, December 2016
- Consumers relatively positive about interactions with unfamiliar smart technology
- Opportunities with older consumers
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- Figure 3: Preferred interactions with smart/connected devices, by interest in buying smart/connected devices, December 2016
- Out-of-home interactions are the most worth paying for
- Three in 10 would pay for data on their own usage habits
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- Figure 4: Interest in features of smart/connected devices, December 2016
- Automation is a selling point for busy consumers
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- Figure 5: Interest in features of smart/connected devices, December 2016
- Voice controlled speakers and smart hubs get consumers interested in smart features
- Data privacy second only to technical support
- Half want to try connected devices themselves
- Education can help demystify the connected home
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- Figure 6: Factors impacting likelihood of purchase of smart/connected devices, December 2016
- Security concerns a barrier for half of those interested
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- Figure 7: Security concerns about smart/connected devices, by interest in buying smart/connected devices, December 2016
- What we think
Issues and Insights
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- Will voice control make smart home interactions intuitive?
- The facts
- The implications
- Education and demonstration
- The facts
- The implications
The Market – What You Need to Know
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- Demystifying the connected home
- Platform compatibility arms race
- Virtual assistants are a move from app-control to voice-control
- Unwanted intrusions in the connected home
- Growth in spending on electronics could benefit the connected home market
Market Drivers
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- Demystifying the connected home
- Platform compatibility arms race
- Virtual assistants are a move from app-control to voice-control
- Unwanted intrusions in the connected home
- Growth in spending on electronics could benefit the connected home market
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- Figure 8: Consumer spending on all electrical products: market size and forecast (including VAT), 2011-21
Companies and Brands – What You Need to Know
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- Amazon Echo arrives in the UK…
- …followed by Google Home
- Microsoft to compete with Amazon and Google
- IKEA makes first step into the smart home
- Olly is the ‘personable’ virtual assistant
- New smart devices from LG in 2017
Launch Activity and Innovation
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- Amazon Echo arrives in the UK…
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- Figure 9: Amazon Echo
- …followed by Google Home
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- Figure 10: Google Home
- Microsoft to compete with Amazon and Google
- IKEA makes first step into the smart home
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- Figure 11: IKEA’s TRÅDFRI range
- Olly is the ‘personable’ virtual assistant
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- Figure 12: Olly
- New smart devices from LG in 2017
The Consumer – What You Need to Know
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- Connected home still in the early adopter phase
- One in 20 have voice controlled speakers in their household
- Lighting, heating and security are the most interesting propositions
- Consumers relatively positive about interactions with unfamiliar smart technology
- Opportunities with older consumers
- Out-of-home interactions are the most worth paying for
- Three in 10 would pay for data on their own usage habits
- Automation is a selling point for busy consumers
- Voice controlled speakers and smart hubs get consumers interested in smart features
- Data privacy second only to technical support
- Half want to try connected devices themselves
- Education can help demystify the connected home
- Security concerns a barrier for half of those interested
Ownership and Interest in Connected/Smart Devices
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- Connected home still in the early adopter phase
- One in 20 has voice controlled speakers in their household
- Lighting, heating and security are the most interesting propositions
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- Figure 13: Ownership of smart/connected devices, December 2016
- Figure 14: Interest in smart/connected devices, December 2016
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- Figure 15: Repertoire of interest in smart/connected devices, December 2016
- Mortgage payers are the most engaged with the smart home
- What consumers think
- Open to getting connected, but not worthwhile for renters
- Still early days, but never say never
- A shortcut I can manage without
- Technology for technology’s sake
Interactions with Smart/Connected Devices
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- Consumers relatively positive about interactions with unfamiliar smart technology
- Opportunities with older consumers
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- Figure 16: Preferred interactions with smart/connected devices, by interest in buying smart/connected devices, December 2016
Features of Smart/Connected Devices
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- Out-of-home interactions seen as the most worth paying for
- Three in 10 would pay for data on their own usage habits
- Automation is a selling point for busy consumers
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- Figure 17: Interest in features of smart/connected devices, December 2016
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- Figure 18: interest in features of smart/connected devices, December 2016
- Voice controlled speakers and smart hubs get consumers interested in smart features
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- Figure 19: Features of smart/connected devices respondents would pay for, by interest in buying smart/connected devices, December 2016
Factors Impacting Likelihood of Purchase
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- Data privacy second only to technical support
- Half want to try connected devices themselves
- Education can help demystify the connected home
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- Figure 20: Factors impacting likelihood of purchase of smart/connected devices, December 2016
Security Concerns about Smart/Connected Devices
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- Security concerns a barrier for half of those interested
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- Figure 21: Security concerns about smart/connected devices, by interest in buying smart/connected devices, December 2016
- What consumers think
- Online life already exposes us to web-based security risks
- I would not take them for free
- Why would someone hack into my heating?
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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