Smart home, seamless life: Unlocking a culture of convenience

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Consumer study on IoT
and the connected home

Insights into adoption, behaviors, attitudes, and preferences
January 2017

The internet of things (IoT) is set to transform—and disrupt—the way we live. For now, much of this movement has centered in and around the home. Inside our four walls lies tremendous opportunity and potential for connected products to make our lives easier, safer, less stressful.

But what do consumers really think about these smart home devices? Are they ready to embrace a connected life, no matter the cost? To find out more, we asked them.

Through an online survey and a series of focus groups, this new, original research exposes consumer understanding, adoption, usage, and consumption habits of smart technology in the home. This report also reveals: 

  • Top motivators for future purchase among current non-adopters
  • Consumer hesitation and purchase barriers
  • Pricing sensitivity and limits
  • Appetite for additional services and features beyond the purchase of a device
  • Characteristics of an ideal smart home of the future

IoT at a glance: download report infographics

Today’s smart home

  • What does "smart" mean?
  • How familiar are consumers with smart technology?
  • What does the smart home environment look like today?
  • Who’s more likely to adopt smart home technology?

View infographic

The current consumer

  • What are the top reasons for purchase?
  • How satisfied are current consumers?
  • If unsatisfied, why so?
  • How does mobile integration affect device usage?

View infographic

Motivating the future user

  • What does the future smart home adopter look like?
  • What are the top purchase motivators and perceived benefits?
  • Why are consumers hesitant?
  • How would the option of a payment plan affect future purchase?

View infographic

What's a smart home worth?

  • How much would consumers spend on smart home tech?
  • What benefit commands the highest price?
  • After purchasing a smart home device, are consumers open to paying for add-on services and features?

View infographic

Tomorrow’s smart home

  • Are consumers excited about the future of smart home tech in their daily life?
  • From what companies do consumers want to see/would trust a smart home product?
  • If you could build your own smart home, what would it look like?

View infographic

Consumer Intelligence Series

The Consumer Intelligence Series is PwC's ongoing consumer focused research through which we gain directional insights on consumer attitudes and behaviors in the rapidly changing media and technology landscape.

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Matthew Lieberman

Matthew Lieberman

Chief Marketing Officer, PwC US

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