Smart home product sales soaring

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02/15/2017

Smart-home product U.S. dollar sales grew 57 percent in 2016 compared with the prior year, according to recent findings from market research firm The NPD Group.

According to the study, security and monitoring products led the category, making up more than 60 percent of dollar share, with smart entry devices, such as smart doorbells, growing 171 percent in dollar sales and 206 percent in unit sales compared with 2015.

The market research firm said awareness levels of smart home devices have fluctuated, but cited the smart doorbell as a category that witnessed growth in both awareness and ownership; ownership of smart doorbells inched up 2 percent while awareness grew 4 percent.

According to IHS Markit, the global market size for video doorbells, which was at $78 million in 2015, is expected to experience a 28 percent CAGR over the next five years, with North America leading the way.

Video doorbells, many times, are a homeowner’s first foray into video surveillance in and around the home.

“Video doorbells are only just beginning to gain traction among residential consumers,” Anna Sliwon, analyst, residential security, IHS Markit, said in the study. “As the market continues its rapid ascension, partnering with video doorbell providers could prove lucrative for home alarm manufacturers and service providers.”

In the NPD study, networked video cameras led as the most commonly found product in smart homes. Nearly one-third of smart homes owned a networked video camera, and demand for multipacks of IP cameras grew 129 percent in dollar sales for the year.

“Network cameras have long been considered the entry point into the smart home, but growing demand for items sold in sets shows that the market is maturing,” Ben Arnold, executive director, industry analyst for The NPD Group, said in a prepared statement. “We fully expect the next two years will see a broadening appeal of smart-home devices and estimate that the category will nearly double in that time.”

Voice command is also becoming more commonplace in smart homes, with nearly half of these homes using voice commands in some manner, and one-quarter using them to control a home-automation device, with Siri being the most commonly used digital assistant, according to NPD.

John Buffone, executive director, industry analyst, NPD Connected Intelligence, said one in five Amazon Echo owners use the device to control another device in their home.

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