CES 2016 – GfK smart home presentation

1© GfK May 2, 2023 CES presentation | Smart home: a global perspective | Insights from GfK smart home study

Smart home: a global perspectiveTowards the smart(er) home


The market isn’t

addressing consumer

needs

Smart home will grow

more slowly then the hype

suggests

Significant barriers remain


Representative of online audience in each country

7,000+ Consumers

Online InterviewingVia smartphones, tablets, laptops and PCs

7 Markets

BrazilConsumers interviewed in:

Germany Japan UK USChina South Korea

GfK smart home study


smart home

Controlled via a mobile device

or remotely through the cloud

Connected devices and

home automa-tion services

What is ?


Leading Edge Consumers (LECs) offer indication of

where the market is moving

Category Passionate

Early Adopters within the category

Influentials recommend/

influence

5


9/10 consumers are aware of the term “smart home” Consumers

Leading Edge

Consumers

Mobile payments

Smart home technology

3D printing

Wearable technology

Driverless cars/autonomous driving

The Internet of Things

Connected car

Virtual/Augmented reality

Smart cities

55%

50%

41%

35%

33%

29%

26%

24%

24%

74%

78%

62%

63%

51%

50%

52%

46%

48%


Consumers believe smart

home technology will have an impact

on their life over the next few

years…

75%

China

Brazil

South Korea

US

UK

Germany

Japan

57%

55%

51%

47%

43%

19%

Global

50%


Base: C02. How appealing is smart home technology to you? Base: All markets= 7149

15%

25%

38%

7%

16%

…andoverall appeal

for thesmart home

conceptis high

Extremely appealing

Very appealing

Fairly appealing

Not at all appealing

Not very appealing

78% of consumers agreed that “smart home” was an extremely, very appealing or fairly appealing concept

China 91%

Brazil 89%

South Korea 86%

US 75%

UK 66%

Germany 72%

Japan 59%


Smart Home $$

Anticip

ation

of bi

g bus

iness …

so when will it take off?


Globally only

16%

of consumers say they know “a lot about the smart home”

China 25%

South Korea 11%

Japan 7%

“Know a lot”

Brazil 26%

US 22%

UK 11%

Germany 9%


19%

12%

12%

10%10%

8%

8%

5%

5%

12%

Multiplicity of vendors

trusted to deliver smart home

Electronics Manufacturer

Multinational Tech Company

High Street Retailer/In street (US)

Utility Company

Would not trust any company

Other

Financial Service Company

Mobile Phone Network

Telecoms Provider

Online Retailer


From fragmented devices to a smart home

27%Consumers own at least one smart home product or device 52%

Of LECs own at least one smart home

product or device

ConsumersLeading

Edge Consumers


Don’t anticipate

immediate rapid growth in the

marketSmart TVs

Smart appliances

13

Niche purchases currently largely by

default


Security & Control

Smart Energy & Lighting

Smart Entertainment & Connectivity

Smart Health

Smart Appliances

53%

50%

47%

44%

43%

82%

80%

81%

67%

75%

Appeal of smart home category

ConsumersLeading

Edge Consumers

Extremely appealingVery appealing


Key barriers to adoption

23%

Knowledge of products

24%

Concerns personal privacy

33%

Cost to purchase

19%

Concerns about security in my home


of consumers expect devices made by diff vendors to be able

to communicate with each other

66%

… and it’s even higher amongst those already owning a smart device

78%

16


Slowly we’re seeing brands

begin to “get it right”

Creating a hub for all things to work

together seamlessly

1Creating AI that

makes the device really “smart”

2Creating simple

solutions that are incredibly easy for

consumers

3


Find out more about our global smart home study and detailed market reports: http://www.gfk.com/insights/report/making-the-smart-home-a-reality/

@Contact us:Kevin Taylor

[email protected]

18

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About GfKGfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

CES 2016 – GfK smart home presentation

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