Millennials, Amazon Prime Members to Drive CE/Smart-Home Purchases this Holiday
Parks Associates research indicates video doorbells will be more popular than voice-control products this 2017 holiday, and that millennials and Amazon Prime members will be key purchasers of CE and smart-home devices.
Voice-control systems such as Amazon Alexa, Google Home and Apple HomePod will be popular smart-home purchases this 2017 holiday season … but not as popular as video doorbells.
IoT research firm Parks Associates says 9% of U.S. broadband households report “high intentions” to purchase a voice-enabled system over the holidays, compared to 14% who plan to buy a smart doorbell.
The popularity of Wi-Fi doorbells could put the category on pace to drive “similar adoption levels of smart thermostats and connected lighting products,” says Parks SVP Elizabeth Parks.
As for voice control, “Many of the shoppers planning to give a smart speaker with personal assistant as a gift already have one, which indicates positive user experiences,” says Jennifer Kent, director, Research Quality & Product Development for Parks Associates. “Voice has become a strong differentiator in creating a compelling user experience, and it is driving wider adoption.”
Video doorbell purchasing intentions roughly match those of smart thermostats, smart lighting, and smart watches, but all of these categories will lose out to smart phones, 4K TVs and fitness trackers.
Not surprisingly, millennials will drive a significant chunk of the CE purchases this year, with 46% reporting high intentions to buy at least one device, and 36% planning to give one as a gift. That propensity compares to about 33% of broadband households overall that plan CE purchases this season.
“Consumer marketing strategies and technology evangelism by Amazon and Google have created attention for smart home and connected CE devices,” Parks says, “creating an opportunity for a big jump in these products this holiday season.”
The research firm also notes a strong correlation between high CE purchase intentions and Amazon Prime membership. Some 40% of Amazon Prime members are very likely to buy at least one CE or smart home device this holiday shopping season
“While consumer intentions aren’t always realized,” Parks cautions, “these findings give a good indication of the coming impact of the holiday purchase season.”
