Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Key points
- Stars are aligning for the smart home
- A smart home is a green home
- A smart home is well monitored
- A smart home has accessible media
- Mass-market retailers take aim at the category
- Cloud computing beneficial to the market
- A market of innovators
- Non-traditional advertising and marketing rules
- Consumers want to know their energy footprint
- Technomenities desired but purchases lag
- Home networks can be used more effectively
- Strong interest in using home security systems for more than intruders
- Youngest adults want to be on the cutting edge
- An opportunity for lesser-known brands
- Online blacks and Hispanics most willing to pay for smart home products
- Competitive Context
- From the high end to the low end
- The high end: Home builders and professionally installed systems
- Structured wiring on the decline, home theater rising
- Figure 2: Ethernet and wireless transmission speeds, April 2009
- Figure 3: Home technologies installed in new homes, 2003-08
- The low end: Portable solutions
- The emergence of the phone app as a smart home device
- Will media servers and/or recorders end up in the cloud?
- Market Drivers--General
- Prevalence of home networks
- Figure 4: Household communications equipment ownership, trended, 2002-08
- Home media servers
- Figure 5: U.S. household home server adoption, 2005-12
- Enabling technologies make connectivity easier and cheaper
- Figure 6: Enabling home automation protocols/technologies, 2009
- The "wow" factor
- Figure 7: Profile of U.S. "Connected Home" consumers, 2008
- Home ownership
- Figure 8: Number of U.S. households that own their home, 2000-07
- Figure 9: Home occupancy, by ownership or rental, 2007
- Economic downturn shakes consumer markets
- Economy faltering
- Figure 10: U.S nominal GDP and inflation-adjusted GDP percent change,
2000-14
- Consumer electronics sales sagging
- Figure 11: U.S. consumer electronics sales, 2004-09
- Glimmer of hope--many will spend on homes despite economic downturn
- Figure 12: Willingness to spend on home in current economic environment,
by age and household income, January 2009
- Market Drivers--Energy Costs & Efficiency
- Energy costs
- Figure 13: U.S. average retail prices of residential electricity, at
current prices, 2003-10
- Figure 14: U.S. average retail prices of residential electricity, at
inflation-adjusted prices, 2003-10
- Aging electricity infrastructure
- Smart meters
- Figure 15: U.S. households with smart meters, 2006-12
- Federal and state incentives to invest in the smart grid
- Consumer concerns about the environment continue to grow
- Figure 16: Attitudes toward environmental concerns, October 2008
- Figure 17: Environmental behaviors, by age, October 2008
- Figure 18: Personal commitment to reducing energy consumption, by age,
January 2009
- Growing green can trump value
- Figure 19: Willingness to invest in energy conservation products, by
household income, January 2009
- Market Drivers--Home Safety & Security
- Low-cost DIY options
- Sales of security equipment rising rapidly
- Figure 20: Sales of home security systems, 2004-09
- Crime
- Figure 21: Property crime rates per 1,000 households, 2000-07
- Figure 22: Concern about home security, by age, January 2009
- At-risk seniors
- Figure 23: Concern about elderly friends and relatives, by age, January
2009
- Households with young children
- Figure 24: Presence and age of children, by age of householder, 2008
- Pets
- Figure 25: Cat and dog ownership, by age, race/Hispanic origin,
household income and presence of children, January-November 2007
- Figure 26: U.S. pet ownership, 2001 and 2007
- Market Drivers--Entertainment
- Content driving the need for fast wireless networks
- Leveraging growth in wired/wireless home networks
- Figure 27: Wired vs. wireless networks in the home, 2003-08
- Home networks as entertainment centers
- Figure 28: Number of devices connected to home network, by device,
August 2008
- Figure 29: Ownership of devices for watching online video on the home
television, by age, January 2008
- Figure 30: Mean number of networked and total devices in the household,
by product type, January 2009
- Income affects total products owned but has less impact on how many are
networked
- Figure 31: Mean number of networked and total devices in the household,
by product type and household income, January 2009
- Network hardware that adds distribution functionality
- HP MediaSmart Server
- Figure 32: HP Media Server
- Apple TV
- Slingbox
- Changing media habits and content everywhere
- Figure 35: Weekly hours spent watching video, by media, November 2008
- Figure 36: Weekly hours spent listening to audio, by media, November 2008
- Figure 37: Interest in viewing online video on the home TV, by age,
January 2008
- Stored media content
- Figure 38: Content storage on a PC, by age, November 2008
- Figure 39: Content storage on an MP3 player, by age, November 2008
- Leveraging investment in the living room flat screen
- Figure 40: Screen size and spend on most recent TV purchase, by
acquisition date, February 2007-March 2008
- Distribution Channels
- Specialist designers/installers
- Figure 41: Type of home technologies offered by home builders, 2003-08
- Home security
- Figure 42: Top 10 home security and installation companies, by
residential customers, 2007
- Authorized dealers and specialty retailers
- Figure 43: Top hybrid CE specialty retailers, by residential
installation revenue, 2007
- Most consumers uncomfortable installing complicated electronics
- Figure 44: Comfort with installing electronics, by gender, January 2009
- Mass-market retailers
- Best Buy
- Home Depot
- Amazon.com
- Walmart
- Target
- Brand Qualities--Innovation and Innovators
- Energy control and home automation
- Lutron
- Zensys/Z-Wave Alliance
- ZigBee Alliance
- General Electric
- Google
- Control4
- Security and home monitoring
- Skylink
- Hawking Technologies
- Kwikset
- Senstic
- Entertainment
- Sling Media
- Apple
- Microsoft
- Windows Media Center has a hold on consumers aged 18-24
- One in eight online respondents have used Windows Home Server
- Figure 45: Familiarity with Windows home automation software, by age,
January 2009
- Advertising and Promotion
- Overview
- Advertising--Home security and monitoring
- Figure 46: Brinks: Intruder breaks in on girl whose parents are out, 2008
- Figure 47: Brinks: Intruder breaks in on couple' s first night, 2008
- Figure 48: Brinks: Woman thinks date is early but it' s really a burglar,
2008
- Figure 49: Time Warner Security: Non-stop monitoring and 24-hour
emergency service, 2009
- Interest and Penetration
- Energy--Consumers want to know their energy footprint
- Figure 50: Interest in products that will report energy consumption, by
age, January 2009
- Energy product penetration is low; interest moderate
- Figure 51: Purchase interest in energy-saving products, January 2009
- Technomenities: Desire is there but purchases not happening yet
- Figure 52: Purchase interest in technomenities, January 2009
- Entertainment: Connected home still has a way to go
- Figure 53: Purchase interest in entertainment products, January 2009
- Security and home monitoring--Potential beyond monitoring for intruders
- Figure 54: Purchase interest in security and home-monitoring products,
January 2009
- The Decision-makers
- High-priced item purchase decisions tend to be made jointly
- Figure 55: Main or joint decision-maker for high-cost household
purchases, by gender, January 2009
- Youngest adults least likely to make buying decisions, most likely to want
smart homes
- Figure 56: Main or joint decision-maker for high-cost household
purchases, by age, January 2009
- Selected Home Technology Ownership
- Ownership profile
- Figure 57: CE hardware ownership, by household income, race/Hispanic
origin and presence of children, June 2007-September 2008
- Ownership by type of residence
- Figure 58: Household ownership of consumer electronics, by type of
residence, June 2007-September 2008
- Attitudes and Motivations
- Youngest adults on the cutting edge
- Figure 59: Attitudes and behaviors regarding technology, by age, January
2009
- Higher-income households research unfamiliar brands
- Figure 60: Attitudes and behaviors regarding technology, by household
income, January 2009
- Race/Hispanic Origin
- Online blacks and Hispanics more willing to pay for automation
- Energy-saving products
- Figure 74: Willingness to pay to own energy-saving products, by
race/Hispanic origin, January 2009
- Technomenities
- Figure 75: Willingness to pay for technomenities, by race/Hispanic
origin, January 2009
- Entertainment products
- Figure 76: Willingness to pay for entertainment products, by
race/Hispanic origin, January 2009
- Security and home monitoring
- Figure 77: Willingness to pay for security and home-monitoring products,
by race/Hispanic origin, January 2009
- Appendix: Other Useful Tables
- Networked printers in the home
- Figure 78: Mean number of networked and all printers in the household,
by household income, January 2009
- Appendix: Trade Associations and Research Firms
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