A total of 15% of U.S. Internet households currently own a home automation device, up from just 10% in April, according to new research by The NPD Group.
Year-to-date, says NPD, U.S. dollar sales of home automation products have increased 43%, with strong growth across all device types. However, security and monitoring continues to hold the largest share of dollar sales in the category, with video doorbells showing strong growth of 123% as well as smart lighting, which was up 83%.
"The growth we are seeing in the number of owner homes is an indication that a broader field of available products, wider distribution, and greater awareness are actually adding users," says Ben Arnold, Executive Director, Industry Analyst for The NPD Group. "Voice-enabled speakers have also played a key role in catalyzing interest in the smart home."
According to the new Digital Voice Assistants: Ownership & Applications Report from NPD's Connected Intelligence, ownership of voice-activated wireless speakers has more than tripled in a year's time, now totalling 10% of U.S. Internet households. Of Amazon Echo and Google Home owners, 48% and 57%, respectively, reported buying their first home automation product after owning a voice-enabled speaker. Thirty-six per cent of existing smart home device owners also own a voice-activated speaker, and 65% of smart home device owners are interested in using voice commands to control other devices in their home.
Not surprisingly, younger consumers aged 18-34 are the most likely to own a voice-activated wireless speaker, as well as a home automation device. But noticeable growth is also occurring in other age groups, says NPD. Eleven per cent of consumers aged 35-54 report owning a voice-enabled speaker, up from 7% the prior year, while consumers 55+ grew to 6% from just one last year. Similarly, 16% of consumers aged 35-54 report owning a home automation device, up from 11% the prior year, while consumers 55+ grew to 8% from 7%.
"The voice-enabled speaker market is expanding quickly, with a number of high-profile products expected to hit shelves in Q4 2017, and into 2018," continues Arnold. "As sales of these devices continue to grow, and more voice-enabled applications are developed, the use case for intelligent voice speakers, particularly as it relates to home automation devices, will continue to expand."
The results of the NPD Group Connected Intelligence Digital Voice Assistants: Ownership & Applications Report draws data from the semi-annual Connected Home Automation Survey. The survey is based on consumer panel research that reached over 5,600 U.S. consumers, aged 18 and over from diverse regions and demographical backgrounds. The resulting base was over 2,600 consumers that have used voice commands to operate a consumer electronics device. They reported on their experience with digital voice assistants, ownership of voice-activated speakers, and what will drive or impede their adoption. This survey was fielded from April 7-21, 2017. Trended results are compared to a study fielded from April 11-25, 2016.