Table of Contents
Executive Summary
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- Half of consumers want a better connected home
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- Figure 1: Consumers’ interest in having a better connected home, February 2015
- Considerable interest in emerging devices
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- Figure 2: Ownership of and interest in smart home devices/appliances, February 2015
- Convenience and cost reductions spark most interest
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- Figure 3: Reasons for consumers’ interest in the connected home, February 2015
- Smartphone set to be the main control mechanism
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- Figure 4: Devices consumers would like to use to control/monitor their connected home, February 2015
- Customisation can appease consumers’ concerns
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- Figure 5: Barriers to the connected home, February 2015
Issues and Insights
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- How can brands make the ‘connected home’ more accessible?
- The facts
- The implications
- Can companies overcome scepticism?
- The facts
- The implications
The Market – What You Need to Know
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- Rolling out superfast broadband
- Compatibility
- Retailers embrace the IoT
- An ‘open door’ policy
Market Drivers
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- Is the UK’s infrastructure ready for the connected home?
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- Figure 6: Repertoire of methods used to access the internet in the last three months, January 2013 and November 2014
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- Figure 7: UK residential broadband connections, by headline speed, May 2010-May 2014
- Brand restrictions could affect compatibility
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- Figure 8: Attitudes towards smartphone and tablet operating systems, June 2014
- Retailers get up to speed
- Security: An ‘open door’ policy is best
Key Players – What You Need to Know
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- Heated battle among energy suppliers
- Smart security
- Smart TV to become a monitoring hub
- Weird or wonderful?
- Establishing an ecosystem
Launch Activity and Innovation
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- Smart heating
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- Figure 9: Nest smart thermostat, acquired by Google in January 2014
- Home security
- Smart appliances
- Smart entertainment
- Weird or wonderful?
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- Figure 10: Kolibree smart toothbrush, unveiled at CES January 2014
- Establishing an ecosystem
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- Figure 11: SmartThings product range, acquired by Samsung in August 2014
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- Figure 12: Wink app screenshot
The Consumer – What You Need to Know
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- Bringing wearables into the connected home
- Half of consumers want a better connected home
- Be playful
- Smart home champions
- Convenience and cost reductions spark most interest
- Smartphone set to be the main control mechanism
- Customisation can assuage consumers’ concerns
Personal Technology
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- A further 24% of consumers interested in owning wearables
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- Figure 13: Personal ownership of and interest in buying technology devices, February 2015
- Figure 14: Personal ownership of and interest in buying wearable devices, by gender and age, February 2015
- Device integration now a key purchasing influence
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- Figure 15: Personal ownership of and interest in buying tablets and wearable devices, by smartphone owners, February 2015
Interest in the Connected Home
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- Half of consumers want a better connected home
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- Figure 16: Consumers’ interest in having a better connected home, February 2015
- Millennials to kick-start the connected era
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- Figure 17: Consumers’ interest in having a better connected home, by generation, February 2015
- Infrastructure a barrier for those in rural areas
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- Figure 18: Consumers’ interest in having a better connected home, by area lived in, February 2015
- Smart device owners more comfortable with the prospect
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- Figure 19: Consumers’ interest in having a better connected home, by device ownership, February 2015
Smart Home Devices
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- Considerable interest in emerging devices
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- Figure 20: Ownership of and interest in smart home devices/appliances, February 2015
- Consumers’ ecosystems set to expand
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- Figure 21: Repertoire of ownership of and interest in smart home devices/appliances, February 2015
- Winning over the already engaged
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- Figure 22: Ownership of smart home devices/appliances, by consumers interested in making their home better connected, February 2015
- Subscription package could make a smart home more affordable
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- Figure 23: Ownership of and interest in smart home devices/appliances, by financial situation, February 2015
Motivations
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- Convenience and cost reductions spark most interest
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- Figure 24: Reasons for consumers’ interest in the connected home, February 2015
- Men spurred on by fascination with new technology
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- Figure 25: Reasons for consumers’ interest in the connected home, by gender, February 2015
- Keeping it simple
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- Figure 26: Reasons for consumers’ interest in the connected home, by age, February 2015
- Home security packages could offer ‘peace of mind’
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- Figure 27: Interest in buying smart home devices, by agreement with the statement a connected home ‘would offer greater ‘peace of mind’ when it comes to home security’, February 2015
Control Mechanisms
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- Smartphone set to be the main control mechanism
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- Figure 28: Devices consumers would like to use to control/monitor their connected home, February 2015
- Older consumers favour established means
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- Figure 29: Devices consumers would like to use to control/monitor their connected home, February 2015
- Convenience and compatibility key to smartphone control
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- Figure 30: Proportion of consumers who would like to use to control/monitor their connected home using a smartphone, by reasons for consumers’ interest in the connected home, February 2015
Barriers
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- Customisation can assuage consumers’ concerns
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- Figure 31: Barriers to the connected home, February 2015
- Perceived cost a major barrier
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- Figure 32: Agreement with the statement “It would be too expensive to install” as a barrier to the connected home, by financial situation, February 2015
- Tech workshops can overcome complexities
- Easing security fears
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
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