Research: 30 Million U.S. Households to Add Smart Home Technology in Next 12 Months

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Research: 30 Million U.S. Households to Add Smart Home Technology in Next 12 Months

May 09, 2016

Thirty Million U.S. Households Projected to Add Smart Home Technology 

in Next 12 Months, August Home and Xfinity Home Study Reveals

Connected Cameras, Video Doorbells and Lights are 

Smart Home Products Highest on Consumer’s Priority List

SAN FRANCISCO and PHILADELPHIA, April 21, 2016 — Today, August Home and Xfinity 

Home released the results of a new survey that indicates growing enthusiasm for and interest in 

smart security and smart home technology. The study, of nearly 1,300 U.S. consumers, sheds 

new light on what motivates adoption, what features are most compelling, as well as how 

consumers plan to use smart home technology. The findings are detailed in The Safe & Smart 

Home: Security in the Smart Home Era.

Smart Home Market Anticipated to 

Double

Nearly 18% percent of survey 

respondents said they’d likely buy a new 

smart home 

product over the next 12 months, 

including 56% of those who already have 

installed at least one smart home product 

in their home. In addition, 12% of those 

without smart home technology said they 

were planning on buying a smart home 

product in the next 12 months, which 

would effectively double smart home 

ownership over the next year to 30 

million households*.

"The smart home industry is still a young 

market," said Michael Wolf, chief analyst for NextMarket Insights, "But consumer awareness is 

growing rapidly as new offerings 

with clear value come to market. This research reinforces our belief that product categories 

which provide tangible help in meeting consumer needs such as family safety or work-life 

balance will experience significant growth in end user adoption over the next five years."

Motivators: Safety and Convenience

When it comes to adopting smart home technology, family safety is the biggest motivator for 

most consumers (63%). However, adding convenient features, such as the ability to turn on 

lights after dark (54%) and the ability to provide remote access to service providers (22%) are 

also high on consumers’ wish lists. 

“Smart home technology is creating a new paradigm for home security,” said Jason Johnson, 

CEO of August Home Inc. “The new era of smart security and smart home products offer 

consumers visibility and control over their homes that previously had not been available with 

traditional security systems.”

“Comcast has a history of disrupting business models and bringing the newest technology to 

millions of homes,” said Dennis Mathew, vice president of Xfinity Home. “We did it with video, 

broadband, and voice. Now we’re doing with home security and the smart home. These survey 

results highlight consumers’ evolving interest in the Internet of Things, and we’re excited to 

partner with innovative companies like August Home to accelerate broad consumer adoption of 

smart home and smart security technology.”

Triggering Events for Smart Home Adoption

As for triggering events that would cause a consumer to get home security installed, 

neighborhood break-ins (46%) top the list, followed by moving into a new house (26%), home 

remodeling (14%), managing a rental property (6%), and having a baby (5%).

Consumer’s Most Wanted Smart Home Features

Security-adopting consumers and non-security consumers and are interested in the potential of 

smart home security. Connected cameras (40%), video doorbells (26%), connected light bulbs 

(19%) and smart locks (13%), and all ranked high on security-adopting consumers’ wish lists. 

However, home security adopters continue to value traditional features such as 24/7 call center 

monitoring that have served as the bedrock of the home security market for decades. 

Who Would You Let into Your Home Remotely?

The adoption of new smart home products is both expanding the reach of home security and 

providing consumers with new ways to manage their busy lives. One way is by using a smart 

lock and smartphone to control access to the front door for home service providers. Fifty-seven 

percent of respondents indicated they are open to the idea of letting service professionals into 

their homes remotely with a smartphone. Consumers were more likely to open their home to 

service providers where there is a longer term relationship such as house cleaners (41%) and 

dog walkers (35%). There is also a growing comfort with opening the home to package delivery 

personnel and on-demand delivery services with one in five respondents indicating a willingness 

to allow remote access to their home for service provides they may only interact with once. 

Financial Troubles Trump Safety Concerns as Biggest Worry

Safety and security are just one of many concerns weighing on the minds of consumers today. 

When asked what was mostly likely to keep them up at night, financial troubles (44%), falling ill 

of a terminal disease (21%) and the Presidential election (15%) ranked higher on the list of 

worries than a home robbery or invasion (9%) for most consumers. Yet, when asked what life 

event might be the catalyst for adopting new technologies, a home break-in or crime in the 

neighborhood (46%), ranked number one, followed by moving into a new home (26%), 

remodeling a home (14%) or having a baby (5%).

About the The Safe & Smart Home: Security in the Smart Home Era Report

The data referenced in this report come from a study commissioned by August Home and 

Xfinity Home, produced by research firm NextMarket Insights and conducted as an online 

survey among a total of 1,293 U.S. consumers. The data set is demographically balanced to 

represent age, gender and income. Data was collected in March 2016.

For more information on the research results, see the infographic, research highlights and  

detailed report.

About August Home Inc

August Home builds smart home access products and services that are safer than traditional 

keys, make life easier, and put users in control of their front door from anywhere in the world. 

With August Home products, users can create virtual keys to their home and easily grant access 

to house cleaners, dog walkers, delivery services, guests, friends, and family—and control how 

long that access lasts—all from a smartphone. August Home products work together, integrate 

with other smart devices and services, and are designed to fit naturally and elegantly into the 

home. Founded by technology entrepreneur Jason Johnson and renowned designer Yves 

Béhar, August Home Inc is headquartered in San Francisco, California. 

About Comcast Cable

Comcast Cable is one of the nation's largest video, high-speed Internet and phone providers to 

residential customers under the XFINITY brand and also provides these services to businesses. 

Comcast has invested in technology to build an advanced network that delivers among the 

fastest broadband speeds, and brings customers personalized video, communications and 

home management offerings.  Comcast Corporation (Nasdaq: CMCSA) is a global media and 

technology company.  Visit www.comcastcorporation.com for more information.

# # #

*U.S. Bureau of the Census for 2015 indicates there were 124,600,000 households.

Contacts: 

Lisa Auslen

August Home Inc

press@august.com

Charlie Douglas

Xfinity Home

Charlie_Douglas@comcast.com

(215) 264-8020

View Press Release


For more information contact Lisa Sinicki at 207-653-5407 or lisa.sinicki@ESXweb.com.

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