Consumer Privacy: My Smart Home, My Castle

The value propositions of smart home products and services critically depend on consumer confidence that connected devices and their data will not compromise their privacy. This study provides consumer data on current attitudes around data privacy, the value of data, privacy policy engagement, privacy controls, and preferences for how companies collect and manage their data.

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Consumer Analytics: Smart Home Devices and Services Track

Key Questions Answered

Survey Methodology

Reading Parks Associates Charts

Executive Summary

Industry Insight

Key Findings and Market Impact

Smart Home Device Ownership, Adoption, & Intention

Total Average Number of Connected Devices Per US Broadband Household (2015–2018)

Smart Home Device Ownership (2014–2018)

Average Smart Home Devices Owned Per Owning Households (2016–2018)

Smart Home Device Ownership Segments (Q4/18)

Demographic Breakdown of Smart Home Device Ownership Segments (Q4/18)

Total Average # of Smart Home Devices Owned by Annual Household Income (Q4/18)

Professional Monitoring Subscription by Segments (Q4/18)

Likelihood of Moving to a New Residence by Segments (Q4/18)

Overall Smart Home Device Purchase Intention (2016–2018)

Smart Home Devices: Purchase Inhibitors (Q4/18)

Current Adoption of Data Privacy/Security Products & Services

Adoption of Data Security Services (Q4/18)

Adoption of Data Security Services by Smart Home Device Segments (Q4/18)

Security and Privacy Service Provider by Smart Home Device Segments (Q4/18)

Consumer Experience and Concerns About Data Privacy/Security

Security/Privacy Related Problems Experienced (Q4/18)

Security/Privacy Related Problems Experienced by Smart Home Device Segments (Q4/18)

Consumer Concerns on Security/Privacy Issues (Q4/18)

Consumer Concerns on Security/Privacy Issues by Age Group (Q4/18)

Consumer Concern on Security/Privacy Issues by Smart Home Device Segments (Q4/18)

Security/Privacy Concern and Problems (Q4/18)

Security/Privacy Concerns and Problems by Smart Home Device Segments (Q4/18)

Overall Smart Home Device Purchase Intention by Security/Privacy Concerns and Problems (Q4/18)

Concerns of Unauthorized Access to Smart Home Products by Smart Home Device Segments (Q4/18)

Privacy Concerns for Family Members Being Impacted (Q4/18)

Privacy Concerns for Family Members Being Impacted Among Smart Home Device Segments (Q4/18)

Consumer Attitudes on Data Sharing (Q4/18)

Consumer Attitudes of Data Sharing by Smart Home Device Ownership (Q4/18)

Consumer Attitudes on Data Sharing by Age Group (Q4/18)

Consumer Attitudes on Data Sharing by Smart Home Device Segments (Q4/18)

Actions Taken to Prevent Data Privacy/Security Breaches

Actions Taken to Prevent Unauthorized Access to Devices (Q4/18)

Actions Taken to Prevent Unauthorized Access to Devices by Smart Home Device Segments (Q4/18)

Interest in Security/Privacy Services (Q4/18)

High Interest in Security/Privacy Services Among Smart Home Intenders (Q4/18)

Interest in Security/Privacy Services by Smart Home Device Segments (Q4/18)

Interest in Potential Data Security Solutions

Desired Methods to Acquire Security/Privacy Services by Smart Home Device Segments (Q4/18)

Desired Method to Acquire Security/Privacy Services by Age Group (Q4/18)

Method of Payment for Desired Security/Privacy Service by Smart Home Device Segments (Q4/18)

Solutions to Relieve Consumer Concerns (2016–2018)

Solutions to Relieve Consumer Concerns by Smart Home Device Segments (Q4/18)

Appendix

Publish Date: 2Q 2019

Slides: 60


Authored By:
Lindsay Gafford - Research Analyst
Brad Russell - Research Director, Connected Home

Published by Parks Associates
© June 2019

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.
 

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