Smart speakers have become a key driver of smart home adoption

Smart speakers are emerging as a gateway to smart home adoption, as 16% of broadband households in the U.S. purchase smart speakers before purchasing smart home devices, according to the latest "Smart Home Buyer's Journey" and "User Experience" research from Parks Associates. Nearly three-quarters of the 29 percent of U.S. broadband households that own speakers and smart home devices say the motivation to own speakers drives them to buy more other smart home devices.

Smart speakers are emerging as a gateway to smart home adoption, as 16 percent of broadband households in the U.S. purchase smart speakers before purchasing smart home devices, according to the latest "Smart Home Buyer's Journey" and "User Experience" research from Parks Associates. Nearly three-quarters of the 29 percent of U.S. broadband households who own speakers and smart home devices say the motivation to own speakers drives them to buy more other smart home devices.

Smart speakers have become a key driver of smart home adoption

Brad Russell, director of connected home research at Parks Associates, said: "Smart speakers can provide consumers with a powerful experience with smart home devices."

“By bundling smart speakers with smart sockets, smart light bulbs or smart thermostats, the user experience of the smart home is greatly enhanced. As a result, smart home companies can have a guided introduction to the smart home experience. This combination also Helps facilitate the self-installation of smart home products, which will become increasingly heavier in the wake of the COVID-19 outbreak"

Parks Associates noted that between 69% and 78% of all smart security equipment purchased in 2019 were user-installed, a significant increase from 2018. For example, compared to 2019, 77% of IP camera buyers installed themselves, compared to 68% in 2018.

"The trend toward self-installation allows both retailers and service providers to sell direct-to-consumer online without having to worry about installation," Russell said.

“Prior to the COVID-19 pandemic, the primary trigger for smart home purchases was the consumer’s experience of seeing the product in store or online. With so much shopping now moving online, these products that allow consumers to self-install are important for triggering sales. More importantly, with smart speakers, the smart home experience will be friendly.”

The two research reports also provide key intelligence on smart home business strategies, featuring the latest data on smart home trends affecting consumer buying behavior and preferences. like:

More than a quarter of broadband households now own multiple smart speakers; 68% of smart thermostat buyers have installed their own devices. 45% of recent smart home device buyers do some upfront research before purchasing, while 51% do not; 52% of broadband households intend to purchase some kind of smart home device within the next 12 months.