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Device Integration and the Connected Home - UK - May 2015

"Brands that best deliver on the four C’s – convenience, cost, control and confidentiality – should help consumers to realise the benefits of the connected home, and overcome scepticism from those who are less interested in smart home devices."
- Paul Davies, Senior Leisure & Technology Analyst

This report answers the following key questions:

  • How can brands make the ‘connected home’ more accessible?
  • Can companies overcome scepticism?

Brands that best deliver on the four C’s – convenience, cost, control and confidentiality – should help consumers to realise the benefits of the connected home, and overcome scepticism from those who are less interested in smart home devices.

Convenience is a major selling point for the connected home, with many believing it will make their lives simpler and even save them time. Meanwhile smart heating companies promise to deliver cost savings on energy bills, drawing the biggest interest among those who want a better connected home.

However consumers are concerned about the amount of effort that a smarter home would require on their part, suggesting brands need to create awareness of automation facilities that allow a ‘hands-off’ approach. They are also worried about intrusion and the risk of data being hacked or shared. Companies that treat users’ information with confidentiality and ensure the security of their devices will be favoured.

T
his report looks at the growing range of connected devices and appliances that consumers have in their possession and in their homes. It also analyses how these devices are becoming increasingly able to send and receive commands to and from each other (sometimes referred to as ‘talking together’), via either manual instruction or automated means.

This is often referred to as ‘home automation’, the idea of an online system being able to control the functionality of several smart devices by either reacting to a set schedule, or from user input, which can sometimes be communicated from a remote location. In this report the concept of the ‘Internet of Things’ (IoT) is another term used to describe the ever-increasing set of smart products that sit within a consumer’s connected ecosystem.

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

        • Half of consumers want a better connected home
          • Figure 1: Consumers’ interest in having a better connected home, February 2015
        • Considerable interest in emerging devices
          • Figure 2: Ownership of and interest in smart home devices/appliances, February 2015
        • Convenience and cost reductions spark most interest
          • Figure 3: Reasons for consumers’ interest in the connected home, February 2015
        • Smartphone set to be the main control mechanism
          • Figure 4: Devices consumers would like to use to control/monitor their connected home, February 2015
        • Customisation can appease consumers’ concerns
          • Figure 5: Barriers to the connected home, February 2015
      • Issues and Insights

        • How can brands make the ‘connected home’ more accessible?
          • The facts
            • The implications
              • Can companies overcome scepticism?
                • The facts
                  • The implications
                  • The Market – What You Need to Know

                    • Rolling out superfast broadband
                      • Compatibility
                        • Retailers embrace the IoT
                          • An ‘open door’ policy
                          • Market Drivers

                            • Is the UK’s infrastructure ready for the connected home?
                              • Figure 6: Repertoire of methods used to access the internet in the last three months, January 2013 and November 2014
                              • Figure 7: UK residential broadband connections, by headline speed, May 2010-May 2014
                            • Brand restrictions could affect compatibility
                              • Figure 8: Attitudes towards smartphone and tablet operating systems, June 2014
                            • Retailers get up to speed
                              • Security: An ‘open door’ policy is best
                              • Key Players – What You Need to Know

                                • Heated battle among energy suppliers
                                  • Smart security
                                    • Smart TV to become a monitoring hub
                                      • Weird or wonderful?
                                        • Establishing an ecosystem
                                        • Launch Activity and Innovation

                                          • Smart heating
                                            • Figure 9: Nest smart thermostat, acquired by Google in January 2014
                                          • Home security
                                            • Smart appliances
                                              • Smart entertainment
                                                • Weird or wonderful?
                                                  • Figure 10: Kolibree smart toothbrush, unveiled at CES January 2014
                                                • Establishing an ecosystem
                                                    • Figure 11: SmartThings product range, acquired by Samsung in August 2014
                                                    • Figure 12: Wink app screenshot
                                                • The Consumer – What You Need to Know

                                                  • Bringing wearables into the connected home
                                                    • Half of consumers want a better connected home
                                                      • Be playful
                                                        • Smart home champions
                                                          • Convenience and cost reductions spark most interest
                                                            • Smartphone set to be the main control mechanism
                                                              • Customisation can assuage consumers’ concerns
                                                              • Personal Technology

                                                                • A further 24% of consumers interested in owning wearables
                                                                    • Figure 13: Personal ownership of and interest in buying technology devices, February 2015
                                                                    • Figure 14: Personal ownership of and interest in buying wearable devices, by gender and age, February 2015
                                                                  • Device integration now a key purchasing influence
                                                                    • Figure 15: Personal ownership of and interest in buying tablets and wearable devices, by smartphone owners, February 2015
                                                                • Interest in the Connected Home

                                                                  • Half of consumers want a better connected home
                                                                    • Figure 16: Consumers’ interest in having a better connected home, February 2015
                                                                  • Millennials to kick-start the connected era
                                                                      • Figure 17: Consumers’ interest in having a better connected home, by generation, February 2015
                                                                    • Infrastructure a barrier for those in rural areas
                                                                      • Figure 18: Consumers’ interest in having a better connected home, by area lived in, February 2015
                                                                    • Smart device owners more comfortable with the prospect
                                                                        • Figure 19: Consumers’ interest in having a better connected home, by device ownership, February 2015
                                                                    • Smart Home Devices

                                                                      • Considerable interest in emerging devices
                                                                          • Figure 20: Ownership of and interest in smart home devices/appliances, February 2015
                                                                        • Consumers’ ecosystems set to expand
                                                                          • Figure 21: Repertoire of ownership of and interest in smart home devices/appliances, February 2015
                                                                        • Winning over the already engaged
                                                                          • Figure 22: Ownership of smart home devices/appliances, by consumers interested in making their home better connected, February 2015
                                                                        • Subscription package could make a smart home more affordable
                                                                            • Figure 23: Ownership of and interest in smart home devices/appliances, by financial situation, February 2015
                                                                        • Motivations

                                                                          • Convenience and cost reductions spark most interest
                                                                              • Figure 24: Reasons for consumers’ interest in the connected home, February 2015
                                                                            • Men spurred on by fascination with new technology
                                                                              • Figure 25: Reasons for consumers’ interest in the connected home, by gender, February 2015
                                                                            • Keeping it simple
                                                                              • Figure 26: Reasons for consumers’ interest in the connected home, by age, February 2015
                                                                            • Home security packages could offer ‘peace of mind’
                                                                              • Figure 27: Interest in buying smart home devices, by agreement with the statement a connected home ‘would offer greater ‘peace of mind’ when it comes to home security’, February 2015
                                                                          • Control Mechanisms

                                                                            • Smartphone set to be the main control mechanism
                                                                                • Figure 28: Devices consumers would like to use to control/monitor their connected home, February 2015
                                                                              • Older consumers favour established means
                                                                                • Figure 29: Devices consumers would like to use to control/monitor their connected home, February 2015
                                                                              • Convenience and compatibility key to smartphone control
                                                                                • Figure 30: Proportion of consumers who would like to use to control/monitor their connected home using a smartphone, by reasons for consumers’ interest in the connected home, February 2015
                                                                            • Barriers

                                                                              • Customisation can assuage consumers’ concerns
                                                                                  • Figure 31: Barriers to the connected home, February 2015
                                                                                • Perceived cost a major barrier
                                                                                    • Figure 32: Agreement with the statement “It would be too expensive to install” as a barrier to the connected home, by financial situation, February 2015
                                                                                  • Tech workshops can overcome complexities
                                                                                    • Easing security fears
                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                      • Data sources
                                                                                        • Abbreviations

                                                                                        Companies Covered

                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                        Device Integration and the Connected Home - UK - May 2015

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