Wednesday, November 29, 2017

U.S. households will buy more than 10 million smart home controllers in 2021

Smart Home Tracker notes a shift in smart home sales strategies from Amazon and Google

Parks Associates announced new smart home research today showing 26% of smart home owners purchased their devices from brick-and-mortar retail stores such as Best Buy, Home Depot, or Walmart, making this channel the most commonly used among U.S. consumers. By 2021, more than 10 million smart home controllers will be sold in the U.S., and more than eight million will be sold through retail or other related channels.

The firm’s U.S. Smart Home Tracker: Market Sizing & Trends notes this trend has influenced sales strategies for online giants Google and Amazon, which are striking partnerships with physical retailers as they are expanding the visibility of smart home products with POS displays, experience centers, and expanded shelf space.

Purchase Channel of Smart Home Devices | Parks Associates

“Smart home products flourish in face-to-face and consultative sales channels, where an expert can demonstrate use cases and present personalized value propositions to consumers,” said Brad Russell, Research Director, Connected Home, Parks Associates. “Brick-and-mortar retailers have an advantage here, and they are leveraging their assets in a competition to be the trusted advisor on connected living. To lower barriers, many are offering these services at no cost.”

Best Buy recently added shelf space for Amazon Alexa and Google Home products in nearly 700 U.S. stores to capitalize on mounting consumer interest. Amazon has also expanded its sales strategies by announcing partnerships with former retail rivals such as Kohl’s, Sears, and Best Buy, while also showcasing products in recently acquired Whole Foods stores. Google responded by announcing a partnership with Walmart that enables consumers to order Walmart items through Google Home for home delivery.

Lowe’s, following a successful pilot of its partnership with b8ta, is expanding its "Smart Home powered by b8ta" shopping experience to 70 stores nationwide, where consumers can trial and get support for a variety of smart home technologies. b8ta’s innovative retail-as-a-service offering leverages data-driven customer insights to streamline the education and purchase process while giving manufacturers valuable data for future merchandising efforts. b8ta has opened stores of its own in eight major U.S. cities.

“These moves will blur the lines between online and offline retail,” Russell said. “Consumers will expect access to product information and products anytime, anywhere. This is new territory so it remains to be seen whether these partnerships are mutually beneficial or more lopsided than intended.”

U.S. Smart Home Tracker: Market Sizing & Trends provides ongoing analysis of key industry trends, market shifts and sizing, and insights about key smart home and IoT products and services and player announcements.

Parks Associates will host CONNECTIONS™ Summit: Engaging Consumers: IoT and the Smart Home on January 9 at CES in Las Vegas. The event includes five sessions and two special sessions featuring analysis of the firm’s smart home research and panel discussions with executives from ADT, Carrier, Comcast, Google, Intel, Samsung, Vivint, and more:

  • Smart Home Platforms: Unlocking Consumer Value
  • Moving the Smart Home beyond Early Adopters
  • Voice Control: Improving the Smart Home Experience
  • Support, Privacy, and Connected Consumers: Providing a Seamless Experience
  • DIY Smart Home Security: The Next Big Opportunity
  • Smart Home & Interoperability: Expanding Ease of Use
  • Creating Compelling IoT Services with AI and Data Analytics
  • Smart Home and IoT: Health and Wellness Applications

For more information about Parks Associates’ research and events, contact sales@parksassociates.com. To schedule an interview with an analyst or to request specific data, contact Julia Homier at julia.homier@parksassociates.com, 972-996-0214.

About Parks Associates: Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

The company's expertise includes the Internet of Things (IoT), digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Smart Energy Summit: Engaging the Consumer, and Connected Health Summit: Engaging Consumers.

http://www.parksassociates.com

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