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46% millennials plan to buy connected device this Xmas

November 15, 2017

Parks Associates’ holiday shopping research shows millennials will lead the smart home and CE (cosumer electrics) purchasing the holiday season, with 46 per cent reporting high intentions to buy at least one device and 36 per cent planning to give one as a gift. The IoT research firm, which surveyed US broadband households on their purchase intentions for this holiday season, found one-third of US 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 per cent of US 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 realised, these findings give a good indication of the coming impact of the holiday purchase season.”

The firm reports 9 per cent of US 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 & 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 per cent 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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