CEA Study Finds Security Top of Mind for Consumers Interested in Home Automation
More than 62 percent of online consumers interested in learning more about home automation cited security as their primary purchase motivation, according to new research by the Consumer Electronics Association (CEA)®. The report, Consumer Perspective on Home Automation, recently released, found that almost half (49 percent) of consumers are familiar with home automation systems that allow them to remotely monitor and control one or more technology system in their homes.
“There is room for industry growth, with just 1.7 million households indicating they currently have a home automation system installed in their residence,” said Rhonda Daniel, CEA’s manger, market research, “The more consumers know about home automation, the more likely they are to adopt the technology in their homes. Our industry must work together to develop clear product descriptions and educate consumers about what these technologies can do in order to increase adoption of these systems.”
Research indicates that features focused on safety and security should be the building blocks of home automation packages offered by the industry. Consumers expressed interest in capabilities that would allow them to remotely monitor and control one or more systems in their homes. More than half of consumers said they are interested in the following features: receiving alerts if smoke detectors go off (59 percent); receiving alerts if someone enters or exits the home (55 percent); remotely seeing someone at the front door (58 percent); and being able to adjust the lights while away (52 percent).
Despite an increase in “do-it-yourself” (DIY) home automation products in recent years, 67 percent of consumers preferred professional installation over the DIY route (27 percent). Three-fourths of those interested in the professional installation route indicated that it’s “very important” for the installer to be certified.
The home automation market will be on display at 2013 International CES® in the Connectivity Alliances TechZone, located in the LVCC, South Hall 1. Owned and produced by CEA, 2013 CES, the world’s largest annual innovation event, will run Tuesday, January 8 – Friday, Jan. 11, 2013, in Las Vegas.
Consumer Perspective on Home Automation (December 2012) was conducted in September 2012. It was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. The Consumer Electronics Association (CEA) is a trade association promoting growth in the $206 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships.