According to the IoTC, consumers are getting smart home info via word-of-mouth referrals and retail recommendations.

Mari Silbey, Senior Editor, Cable/Video

December 30, 2014

2 Min Read
Survey Says Smart Home Gaining Traction

In a new survey commissioned by members of the Internet of Things Consortium (IoTC) and conducted by International Data Corporation (IDC), nearly two thirds of respondents said they are "moderately or extremely interested" in adopting new smart home solutions.

Of those consumers, 71% said that word-of-mouth referrals and recommendations made by retail store employees are most likely to influence their smart home purchasing.

The findings from the smart home research, which was sponsored by IoTC members Greenwave Systems, August GK digital Media, and NXP Semiconductors, offer mixed results for service providers. While growing interest from consumers is a positive, the survey of roughly 1,000 adult American consumers suggests that retailers -- not service providers -- play a significant role in purchasing decisions. Fifty-four percent of respondents said that word-of-mouth is their top source of information for smart home purchases, while 43% reported that in-store retail employees are second on the list.

For all the insight into where service providers fit into the IoT ecosystem, register to attend Light Reading's Carrier IoT: Making Money From Machines event, which takes place in Atlanta on February 10, 2015.

Among the other results of the survey:

  • Two thirds of respondents (66%) said they are concerned about privacy with smart home solutions.

    • Yet more than 60% suggested that security and energy efficiency are attractive smart home benefits.

    • A significant 44% said they are interested in smart devices for improving efficiency and delivering cost savings.

    • However, 51% reported worrying that smart home costs might outweigh benefits.

      Interestingly, more than a third of survey respondents said they would be open to commercial advertising on connected home devices if it would help bring down the cost of products and services.

      In another twist, "nearly a quarter" of consumers surveyed said they would only consider a smart home solution if it could be controlled with a smartphone. That could create an inroad for wireless carriers, though how much of one remains to be seen.

      Another 37% of respondents said they would like a smart home solution to include capabilities for transferring TV shows and other media across devices -- a somewhat tepid response given the pay-TV industry's marketing of multiscreen services. An equal percentage said they'd like to be able to use voice controls with their home appliances.

      For more on this topic:

      — Mari Silbey, special to Light Reading

About the Author(s)

Mari Silbey

Senior Editor, Cable/Video

Mari Silbey is a senior editor covering broadband infrastructure, video delivery, smart cities and all things cable. Previously, she worked independently for nearly a decade, contributing to trade publications, authoring custom research reports and consulting for a variety of corporate and association clients. Among her storied (and sometimes dubious) achievements, Mari launched the corporate blog for Motorola's Home division way back in 2007, ran a content development program for Limelight Networks and did her best to entertain the video nerd masses as a long-time columnist for the media blog Zatz Not Funny. She is based in Washington, D.C.

Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes it's completely free.

You May Also Like