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Consumer Comfort With The Connected Home Is Ramping Up

Consumers are increasingly becoming more comfortable with the notion of having a smart home, according to a recent survey by TWICE and research partner Creative Channel Services.

According to the study, 79 percent of survey respondents said they owned a smart device. Thermostats and climate-control devices topped the list, with 38 percent of respondents saying they owned one, followed by “other” devices like smartphones and smart TVs (21 percent). Following on the list were security (19 percent), lighting (17 percent), entertainment controls (3 percent) and connected kitchens (2 percent).

Perhaps most encouraging about the market, just 5 percent said they were extremely concerned about the complexity of installation. Instead, consumers reported being concerned about the devices’ general security and ability to be hacked, as well as products delivering what they promise, the design, and how well they will work.

As to where they purchased or plan to buy their connected gear, nearly half (49 percent) cited CE specialty retailers, followed by home improvement chains (20 percent) and e-tailers (17 percent).

On the brand side, Nest has the greatest name recognition, with 44 percent claiming extreme familiarity with the product line, followed by ADT (38 percent), Honeywell (34 percent) and Kwikset (27 percent).

CCS, which provides in-store brand ambassadors for retailers and vendors, conducted the survey between Aug. 24 and Sept. 13. One hundred eighty-five shoppers were polled across multiple geographic regions and store types, including national CE retailers (23 percent), other national specialty chains (23 percent), office-supply chains (19 percent), regional CE dealers (16 percent), mobile carrier stores (15 percent), and big-box discounters (2 percent).