First-time buyers: attractive offers and procedures
As with other buyer segments, new users are most likely to start with video devices. Among all smart home device categories, video doorbells are the most popular, with 22% of US internet households owning at least one by the end of 2023. Smart cameras are the second most popular category with a 20% penetration rate. Additionally, most recent purchases were made by buyers new to the category.
When we look at consumer purchasing intent, we see that video devices will continue to lead the way from the front door onwards: they offer an easily understood value proposition and are widely valued for their safety and security benefits.
In testing the unique benefits of smart home products and integrations, videos also led the way, along with access control and safety use cases. Parks Associates tested 97 unique smart home routines and found that the most compelling smart home routines included comfort, productivity, and safety/security use cases, with scenarios like auto-locking, lighting, and temperature control outperforming entertainment-focused routines. This is especially true for beginners who prioritize safety and security scenarios for themselves, their families, and their homes above all else.
Products that deliver these benefits come at a wide range of price points and in a variety of form factors for different locations and use cases in the home – doorbells, cameras, floodlights, etc. This combination of variety and familiarity provides a comfortable and affordable starting point for all consumers, regardless of socio-economic status, to initiate and expand their smart home.