PwC: 81% of consumers are aware of smart homes, but only 26% want one – VentureBeat

A new survey found that 81 percent of consumers are aware of smart homes, but only 26 percent want one at the moment, according to a report by accounting firm PricewaterhouseCoopers.

PwC interviewed more than 1,000 consumers via an online survey to find out their views on smart homes. It did so because just about every tech company is busy making products for the Internet of Things, or smart and connected everyday objects. And smart home devices are part of that grand plan.

While awareness of the technology is broad, adoption has been slow, PwC said. Consumers with a household income of $100,000 or more are the group most likely to interact with smart home devices (43 percent), followed by men (32 percent).

Conversely, consumers above the age of 50 are the least likely to interact with such devices (13 percent).

PwC smart home survey results.

Above: PwC smart home survey results.

PwC said that among the users, satisfaction ranks are high, in the 90th percentile. Those current users of smart devices are pleased not only with the device itself, but also the supporting apps.

There is a strong correlation between smart home device use and connectivity with an app. 74 percent of respondents said they use their device more frequently because it connects to their mobile device.

But 10 percent of consumers said they are unhappy with their smart devices. They said they found the devices to not be as helpful as they thought, have a spotty connection, or found that they often forget about the device.

Consumers are willing to pay for smart devices that deliver cost savings, safety, security and convenience.

75 percent of consumers are willing to pay more for enhanced security, such as being able to grant or deny access to your home remotely.

Consumers also said they want access to discounts and rewards programs (such as insurance discounts) , with 72 percent of consumers willing to pay extra.

For women, convenience is a key feature. They view smart devices as an extra set of hands and 60 percent would pay extra for personalized customer service.

As for non-users, price is the biggest barrier to entry for consumers. 42 percent of non-user survey respondents cited the cost of the devices as their biggest hesitation. In fact, 23 percent said they wouldn’t consider a smart home device, even down the road, because of cost.

About 24 percent were concerned about the security of smart home technology, and 23 percent were concerned about privacy of their data.

65 percent said they were excited about the future of smart technology. But PwC said there is a significant difference between consumers adopting a single device (e.g. a smart thermostat) and signing up for an entirely connected life.

“We are at a tipping point for the connected home and IoT when it comes to consumers,” PwC said. “They are only just beginning to understand the potential value smart home devices can provide in their everyday lives.”

How consumers feel about smart homes.

Above: How consumers feel about smart homes.

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