Jordan O'BrienUK consumers are showing an appetite for smart devices, according to the latest YouGov research on the smart home market, and it’s the smart speaker that attracts most people. It’s not overly surprising, these simple, inexpensive devices allow users to ask questions, listen to music and control any other smart home devices they have using nothing but their voice.
An estimated 23% of households in the UK now own a smart device, with 11% boasting a smart speaker. Of those that own a smart speaker, 29% admit to having received it as a gift – which isn’t too unsurprising. The myriad of features they offer, the wide availability, and the affordable price make them ideal gifts.
There are many reasons why users may want to buy a smart speaker, but it’s the vast number of features available that is drawing most consumers. Well, that and the smart speaker’s capability of working with other devices in the household, with 24% of owners citing those two reasons as responsible for their purchasing decision.
It’s no surprise that users are interested in the smart speaker’s ability to work with other devices in the home, as research shows that those owning a smart speaker are more likely to own another type of smart device. Lighting control is especially popular, with 22% admitting to having smart lights. That compares to just 5% of the general population.
Not every smart speaker owner is happy with having multiple smart devices, however. 30% of those responding to YouGov noted that smart appliances aren’t appealing at all to them. There are many reasons why users may have that belief – they may just be happy with their smart speaker, or their only smart device wasn’t a choice, and was a gift.
The smart speaker market is showing no sign of slowing down, and while Amazon and Google will continue to vie for the top spot, new entries into the marketplace will only grow the market even further. Samsung recently announced its very own smart speaker in the form of the Galaxy Home, and that boasts a smart assistant not yet seen on a smart speaker – so only time will tell whether Samsung’s marketing might can grow the market even further.
This article is part of a series exploring YouGov’s latest research surrounding the smart home market in the UK. For more on this series, click here.