Holiday Stats: Millennials to Buy Smart Home Devices

Park Associates Research Finds that Nearly 50 Percent of Millennials Plan to Buy a Smart and CE Device This Holiday Season
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Parks Associates' holiday shopping research shows that millennials will lead the smart home and CE purchasing the holiday season, with 46 percent reporting high intentions to buy at least one device and 36 percent planning to give one as a gift.

The IoT research firm, which surveyed U.S. broadband households on their purchase intentions for this holiday season, found 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."

The firm reports that nine percent 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, director, research quality and product development, Parks Associates. "Voice has become a strong differentiator in creating a compelling user experience, and it is driving wider adoption."

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