Millennials: Smart Home for the Holidays

According to Parks Associates, millennials will lead the smart home and consumer electronics (CE) purchasing for this holiday season, with ...

Streaming media players near 40% penetration
Streaming media players near 40% penetration

According to Parks Associates, millennials will lead the smart home and consumer electronics (CE) purchasing for this holiday season, with 46% reporting high intentions to buy at least one device and 36% planning to give one as a gift. The research firm, which surveyed U.S. broadband households on their purchase intentions for this holiday season, says one-third of U.S. broadband households report a high intention to purchase a CE or smart home device this holiday season.

"Consumer marketing strategies and technology evangelism by Amazon and Google have created attention for smart home and connected CE devices, creating an opportunity for a big jump in these products this holiday season," said Elizabeth Parks, SVP, Parks Associates. "Fourteen percent of U.S. broadband households intend to purchase a smart video doorbell, potentially driving this device to similar adoption levels of smart thermostats and connected lighting products. While consumer intentions aren't always realized, these findings give a good indication of the coming impact of the holiday purchase season."

Parks says 9% of U.S. broadband households report high intentions to buy a voice-enabled device, such as an Amazon Echo, Google Home, Apple HomePod, or Amazon Look, and the most popular form factor by far is a smart speaker with personal assistant.

"Many of the shoppers planning to give a smart speaker with personal assistant as a gift already have one, which indicates positive user experiences," said Jennifer Kent, Parks' director of research quality and product development. "Voice has become a strong differentiator in creating a compelling user experience, and it is driving wider adoption."

The research house also notes a strong correlation between high CE/smart home purchase intentions and Amazon Prime membership - 40% of Amazon Prime members are very likely to buy at least one CE or smart home device this holiday shopping season.

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