Safety and Security Are Lead Drivers in Smart Home Technology Interest, According to the Latest NPD Connected Intelligence Report

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Network connected cameras account for the majority, 61 percent, of U.S. home automation industry revenues

As the market takes shape, we expect consumers to flank their smart cameras with other security focused devices such as smart doorbells; in fact, ownership of smart doorbells has grown by 64 percent in the past year.

According to The NPD Group Connected Intelligence Connected Home Automation Report, security and safety top the list of reasons driving consumer interest in building a smarter home. Four-in-ten consumers who are at least somewhat interested in a smart home ranked making their home more secure and safe as the top reason driving their interest. As such, network connected cameras(1) generated nearly two-thirds, 61 percent, of all U.S. home automation industry revenues in the 12 months ending June 2016(2).

Among the ten percent of U.S. Internet homes that are smart, monitors/cameras are the most common point of entry into the market. According to the report, one-third of smart homes have a networked camera and one-quarter have a security, motion, door or window sensor. While 81 percent of smart camera users leverage the device for its core functionality, home security; over half, 53 percent, of smart camera users cite a utility other than home security. Other uses include monitoring house guests, pets and school-age children.

“Smart cameras generate more retail revenue than any other home automation category, and a growing number of consumers are producing recurring revenue through add-on subscriptions that allow longer tenure video storage and provide features such as the ability to share footage,” said John Buffone, executive director, industry analyst, NPD Connected Intelligence. “As the market takes shape, we expect consumers to flank their smart cameras with other security focused devices such as smart doorbells; in fact, ownership of smart doorbells has grown by 64 percent in the past year.”

(1) Includes both IP Cameras and CCTV Cameras that come with a network connected DVR
(2) Source: The NPD Group / Retail Tracking Service

Methodology

Connected Home Automation Report
More than 5,600 U.S. consumers, ages 18 and older, were surveyed in April 2016.

About Connected Intelligence
Connected Intelligence provides competitive intelligence and insight on the rapidly evolving consumer’s connected environment. The service focuses on the three core components of the connected market: the device, the broadband access that provides the connectivity and the content that drives consumer behavior. These three pillars of the connected ecosystem are analyzed through a comprehensive review of what is available, adopted, and consumed by the customer, as well as reviewing how the market will evolve over time and what the various vendors can do to best position themselves in this evolving market. For more information: http://www.connected-intelligence.com.

About The NPD Group, Inc.
The NPD Group provides market information and business solutions that drive better decision-making and better results. The world’s leading brands rely on us to help them get the right products in the right places for the right people. Practice areas include apparel, appliances, automotive, beauty, consumer electronics, diamonds, e-commerce, entertainment, fashion accessories, food consumption, foodservice, footwear, home, mobile, office supplies, retail, sports, technology, toys, video games, and watches / jewelry. For more information, visit npd.com. Follow us on Twitter: @npdgroup

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Megan Scott
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