Over One-Third Of US Consumers Own Multiple Smart Home Devices
The majority say they believe that connected home technology will change their lives significantly in the next several years.
More than one-third of US consumers now own two or more Smart Home devices, according to a new report from GfK — highlighting the fact that people are increasingly powering their lives and interacting with brands through devices other than desktop and mobile.
Whether via wearable tech, home systems like Nest, or intelligent assistants like Amazon Alexa, consumers are facilitating more connections within their homes — and changing the way they monitor data and request information along the way. In fact, approximately 60 percent of all consumers reportedly believe that Smart Home tech will change their lives substantially over the next several years.
“For consumers today, Smart Home is a reality – not just tech industry or marketing jargon,” said Tom Neri, Commercial Director for Tech & Durables at GfK, in a statement. “Smart Home devices and services are becoming part of people’s everyday lives, and the advantages of having these devices synchronize and work together are very real – in particular for home entertainment and home security systems.”
The Voice Connection
For marketers, this growing trend necessitates building a strategy for reaching customers in the connected home environment — in a way that respects the intimacy and personal nature of the home, regardless of how technologically advanced it may be.
What’s more, the shift toward audio and voice in this space — think voice-activated smart speakers that can do everything from making an Amazon purchase to dimming the lights — means that brands need a voice strategy that doesn’t come off as invasive.
As Eric Hoppe, Director of Product Management at Pandora, told GeoMarketing in 2017, “targeting through connected-home devices [is] an opportunity for both brand building and a way to drive store visits. Audio acts as a powerful tool to establish an emotional connection with audiences, and connected devices offer an even greater level of intimacy, particularly within the home where listeners are more receptive and their environment acts as a contextual trigger.”