Parks Associates: For the first time, online retailers dominate as the primary channel for the most adopted smart home devices


DALLAS, August 11, 2021 / PRNewswire / – New research from Parks Associates shows for the first time that online retailers dominate as the number one channel for the most widely adopted smart home devices, including smart garage door openers, smoke or CO, thermostats, door locks, video doorbells, network cameras, recessed outlets / switches, light bulbs and outlets. Overall, more than a third of U.S. broadband households own at least one smart home device, and a quarter of households with the most widely adopted devices report purchasing through an online-only retailer like Amazon.

The firm Quantified consumer: Smart home: consumer purchases and preferences, with data from a survey of 10,000 broadband households in the United States, includes an analysis of the impact of COVID-19 on smart home markets and provides insight into identifiable purchasing behaviors, including including consumer preferences for products and features.

“The pandemic was ultimately the tipping point for online retailers, which had been striving for the leading channel position for years,” said Chris Blanc, Senior Analyst, Parks Associates. “Safety resellers are an important secondary channel for smart safety and security devices, while HVAC contractors are an important channel for smart thermostats. “

Additionally, Parks Associates research identifies and compares critical customer segments: smart home users versus newbies, single-family home residents versus multi-family, and innovators versus laggards. Consumers who already owned smart home products contributed significantly to the expansion of smart home product ownership.

In 2020, the average number of devices owned per household with at least one smart home device increased from 6.8 devices to 7.4 devices, with shoppers adding products from new categories or purchasing additional units of their favorites. Buyers have used a wider variety of channels than ever before.

“Repeat buyers are still the primary smart home customers, but at some point this group will reach saturation,” White said. “The main (volume) part of the market is still playing ‘wait and see’ because they haven’t been convinced enough of the smart home value proposition.”

In terms of smart home products, doorbells and light bulbs were the favorites in 2020. Now 13% adopted in broadband homes in the United States, video doorbells are one of the most versatile smart home products. , offering home security, access control, secure parcel delivery, neighborhood surveillance and tracking services.

For more information on Smart home: purchasing and consumer preferences, contact To schedule an analyst interview or request specific data, please contact Rosey Ulpino at or 972-490-1113.

About Parks Associates
Parks Associates, a company founded and certified by a woman, is an internationally recognized market research and consulting firm specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates builds research capital through market reports, primary studies, consumer studies, personalized research, workshops, executive conferences and annual service subscriptions. .

The company’s expertise includes IoT, digital media and platforms, entertainment and games, home networks, internet and television services, digital health, mobile applications and services, support services, consumer applications, advanced advertising, consumer electronics, energy management and home control systems. and security.

Each year, Parks Associates hosts industry webinars, the CONNECTIONS ™ conference series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer and Future of Video: OTT, Pay TV and Digital Media.

Rosey Ulpino
Parks Associates

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