Half of U.S. Consumers Own At Least One Smart Home Device, Reports NPD
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Smart Home Device Ownership by Type
PORT WASHINGTON, N.Y. (PRWEB)
February 17, 2021
According to the latest Home Automation Ownership & Usage Report from NPD’s Connected Intelligence, half of U.S. consumers own at least one smart home device, up from 35% in January of 2020. While security cameras remain the most commonly owned smart home device, NPD’s Retail Tracking Service data reveals the largest sales gains in 2020 were seen in security systems (+44%), smart garage door openers (+21%), and smart lighting (+19%). [1]
Security is a key motivator in smart home device purchases, and as such security cameras have been the leading volume driver for the past four years. In fact, they made up nearly one out of every four smart home device purchases at retail in 2020, the most of any device type. However, as many consumers shifted their focus to home projects during 2020 driven by pandemic restrictions, we saw growth in more convenience-driven categories. From January 2020 to October 2020 overall penetration in the smart lighting category grew from 8% to 12% driven in part by new smart homeowners (defined as those who purchased their devices from April-September 2020). Unit sales of smart lighting also saw strong gains up 43% in 2020 compared to 17% growth in 2019.