The Connected Home - UK - May 2016


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Mintel

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The smartphone is consumers’ preferred control mechanism for the connected home. However, current platform fragmentation means that consumers may need several different apps to control all of their connected home devices. Android and iOS continue to dominate the smartphone OS market in the UK, holding a combined 85% share of users. Consumer familiarity with Google and Apple and their preference for smartphones as the control mechanism for the smart homes means that their activity is likely to be key to market development, particularly if they are at the centre of more joined-up ecosystems.

Table of Content

Overview

What you need to know
Covered in this Report

Executive Summary

The market
IoT universe expands
Figure 1: Smartphone operating system usage, December 2015
Security remains a barrier
Key players
Major control mechanisms and emerging ecosystems
Connected entertainment
Competition heating up
The consumer
Smart entertainment devices the most established
Figure 2: Ownership of and interest in smart devices, March 2016
Half of consumers want to be better connected
Figure 3: Interest in making home more connected, March 2016
Secure, connected and informed
Figure 4: Connected home features people are most interested in, March 2016
Appetite for services that lead to savings
Figure 5: General attitudes towards the connected home, March 2016
What we think

Issues and Insights

Addressing security concerns
The facts
The implications
Making the most of data
The facts
The implications

The Market – What You Need to Know

IoT universe expands
Control mechanisms
Establishing ecosystems
Broadband needs to get up to speed
Security remains a barrier

Market Drivers

IoT universe expands
Home hubs and communication standards
Smartphones the preferred control mechanism
Figure 6: IF app screenshot, May 2016
Establishing ecosystems
Figure 7: Number of different internet-enabled devices per household, Q1 2015
Figure 8: Smartphone operating system usage, December 2015
Broadband must get up to speed
Figure 9: Take-up of superfast broadband services (as a proportion of all connections), 2009-14
Security concerns remain a barrier
Products or services?

Key Players – What You Need to Know

Samsung looks for an early lead
Google makes itself at Home
Apple’s HomeKit lays the groundwork
Amazon Echo leads the way in voice control
Connected entertainment
Competition heating up
Beyond the essentials

Brand Activity and Innovation

Major control mechanisms and emerging ecosystems
Samsung looks for an early lead
Figure 10: SmartThings app
Google makes itself at Home
Figure 11: Google Home speaker
Apple’s HomeKit lays the groundwork – Is there more to come in 2016?
Amazon Echo leads the way in voice control
Figure 12: Alexa family
Connected entertainment
Other activity

The Consumer – What You Need to Know

Smart entertainment devices the most established
Half of consumers want to be better connected
Secure, connected and informed
Reassurance needed about security
Appetite for services that lead to savings
Tech giants most trusted to manage the connected home but others may be better placed in future

Connected Device Ownership

Encouraging people to look beyond the obvious is a challenge…
but general interest in purchasing is high
Getting a foot in the door
Figure 13: Ownership of and interest in smart devices, March 2016
Doing it for the kids

Interest in Connected Home Features

Half of consumers want to be better connected
Figure 14: Interest in making home more connected, March 2016
Security features look a safe bet
Connected and informed
Figure 15: Connected home features people are most interested in, March 2016
Connected heating and security appeal to over-55s, while younger consumers want compatibility

Security and Privacy Concerns

Reassurance needed about security
Figure 16: Attitudes towards security in a connected home, March 2016
Data protection concerns also need to be addressed

Attitudes towards the Connected Home

Heating looks a smart way into the market
People open to a fair exchange of data
Try before you buy
The smart home as a service
Figure 17: General attitudes towards the connected home, March 2016

Who Would People Trust to Run their Connected Home?

Tech giants most trusted now but others may be better placed in future
Figure 18: Companies people would trust to provide a smart hub for the connected home, March 2016

Appendix – Data Sources, Abbreviations and Supporting Information

Abbreviations
Consumer research methodology

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