Consumer Analytics

U.K. smart home adoption lagging compared to the U.S.

by Chris O’Dell | Nov. 1, 2018

Adoption of smart home products in the U.K. is lagging compared to the United States, as just 16% of U.K. broadband households own at least one smart home device, compared to 26% in the United States. A combination of factors, including lower familiarity of these products, lesser perceived value, and lower NPS scores, are impeding broader adoption.

Despite a significantly lower adoption rate in the U.K., the average number owned of each device shows little difference between the two countries. Smart home adopters in the U.K. more often opt to purchase additional or complimentary devices for their connected home.

To further increase adoption rates, these issues must be addressed through greater marketing and promotion of each product to bring greater awareness of not only the devices themselves, but also the benefits that come with a smarter and more connected home. A hardware-as-a-service model is one approach to mitigate any concerns about upfront costs of smart products and smart home systems. This model allows customers to receive the products they want with professional installation and support over the life of the product for a low monthly fee.

For more information on this topic, see Parks Associates’ 360 View: Smart Home and Security in the U.K.

Smart Home Device Ownership by Country (2018) | Parks Associates




Chris O’Dell

Chris O’Dell

Research Associate

INDUSTRY EXPERTISE: Connected home, cybersecurity, blockchain, smart home products, insurtech

Chris O’Dell is a member of the connected home team, authoring reports on the privacy and security needs in the home and tracking various smart home product markets. Chris also contributes to Parks Associates custom research work across all connected home markets.

Chris joined Parks Associates following a six-year career in journalism. Chris graduated from Harding University in Searcy, AR, in 2010 with a BA in broadcast journalism and a concentration on print journalism, where he served as the sports editor for The Bison, an award-winning student publication.
 

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