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CES 2016 – GfK smart home presentation

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See some of the insights from our global smart home study that we shared in a presentation at CES 2016. For more information on our study visit: http://www.gfk.com/insights/report/making-the-smart-home-a-reality/

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CES 2016 – GfK smart home presentation

  1. 1. 1© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Smart home: a global perspective Towards the smart(er) home
  2. 2. 2© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study The market isn’t addressing consumer needs Smart home will grow more slowly then the hype suggests Significant barriers remain
  3. 3. 3© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Representative of online audience in each country 7,000+ Consumers Online Interviewing Via smartphones, tablets, laptops and PCs 7 Markets Brazil Consumers interviewed in: Germany Japan UK USChina South Korea GfK smart home study
  4. 4. 4© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study smart home Controlled via a mobile device or remotely through the cloud Connected devices and home automa- tion services What is ?
  5. 5. 5© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Leading Edge Consumers (LECs) offer indication of where the market is moving Category Passionate Early Adopters within the category Influentials recommend/ influence 5
  6. 6. 6© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study 9/10 consumers are aware of the term “smart home” Consumers Leading Edge Consumers Mobile payments Smart home technology 3D printing Wearable technology Driverless cars/autonomous driving The Internet of Things Connected car Virtual/Augmented reality Smart cities 55% 50% 41% 35% 33% 29% 26% 24% 24% 74% 78% 62% 63% 51% 50% 52% 46% 48%
  7. 7. 7© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Consumers believe smart home technology will have an impact on their life over the next few years… 75% China Brazil South Korea US UK Germany Japan 57% 55% 51% 47% 43% 19% Global 50%
  8. 8. 8© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Base: C02. How appealing is smart home technology to you? Base: All markets= 7149 15% 25% 38% 7% 16% …and overall appeal for the smart home concept is high Extremely appealing Very appealing Fairly appealing Not at all appealing Not very appealing 78% of consumers agreed that “smart home” was an extremely, very appealing or fairly appealing concept China 91% Brazil 89% South Korea 86% US 75% UK 66% Germany 72% Japan 59%
  9. 9. 9© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Smart Home $$
  10. 10. 10© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Globally only 16% of consumers say they know “a lot about the smart home” China 25% South Korea 11% Japan 7% “Know a lot” Brazil 26% US 22% UK 11% Germany 9%
  11. 11. 11© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study 19% 12% 12% 10% 10% 8% 8% 5% 5% 12% Multiplicity of vendors trusted to deliver smart home Electronics Manufacturer Multinational Tech Company High Street Retailer/ In street (US) Utility Company Would not trust any company Other Financial Service Company Mobile Phone Network Telecoms Provider Online Retailer
  12. 12. 12© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study From fragmented devices to a smart home 27% Consumers own at least one smart home product or device 52% Of LECs own at least one smart home product or device Consumers Leading Edge Consumers
  13. 13. 13© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Don’t anticipate immediate rapid growth in the market Smart TVs Smart appliances 13 Niche purchases currently largely by default
  14. 14. 14© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Security & Control Smart Energy & Lighting Smart Entertainment & Connectivity Smart Health Smart Appliances 53% 50% 47% 44% 43% 82% 80% 81% 67% 75% Appeal of smart home category Consumers Leading Edge Consumers Extremely appealing Very appealing
  15. 15. 15© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Key barriers to adoption 23% Knowledge of products 24% Concerns personal privacy 33% Cost to purchase 19% Concerns about security in my home
  16. 16. 16© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study of consumers expect devices made by diff vendors to be able to communicate with each other 66% … and it’s even higher amongst those already owning a smart device 78% 16
  17. 17. 17© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Slowly we’re seeing brands begin to “get it right” Creating a hub for all things to work together seamlessly 1 Creating AI that makes the device really “smart” 2 Creating simple solutions that are incredibly easy for consumers 3
  18. 18. 18© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study Find out more about our global smart home study and detailed market reports: http://www.gfk.com/insights/report/making-the-smart-home-a-reality/ @ Contact us: Kevin Taylor kevin.taylor@gfk.com 18
  19. 19. 19© GfK January 12, 2016 CES presentation | Smart home: a global perspective | Insights from GfK smart home study About GfK GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

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