As the Internet of Things goes mainstream during the 2014 holiday season, smart home devices will see the most growth
New research from Experian Marketing Services finds that nearly a third of all Americans use at least one type of smart or connected device; 14 percent of homes are smart homes

New York, N.Y., December 18, 2014Experian Marketing Services, a recognized leader in data-driven marketing, published a new report today that tracks the recent rise and growing interest among consumers for connected devices and smart home products. A complimentary copy of the report, The Internet of Things: Opportunities through the rise in smart devices, can be downloaded here: http://ex.pn/1r0TJVp.
 
The report found that consumer interest in three connected device categories has shown significant growth in recent years, with no signs of stopping. In fact, according to the report, nearly a third of all Americans use at least one type of connected device. Further, at least 14 percent of U.S. households are smart homes and have a connected home device such as connected lights, locks, thermostats, or electrical outlets, among others.

Experian Marketing Services predicts that the smart home device category will see the most growth during the 2014 holiday season. Since the beginning of November 2014, interest in leading smart home devices has increased 54 percent.

 

Percentage of growth in online search data since 2011

Percentage of growth in online search data during 2014 Holiday season

Smart watches & fitness trackers

80%

45%

Smart home devices

31%

54%

Smart television devices

16%

47%

Source: Experian Marketing Services

“The rapidly growing trend of the Internet of Things manifested itself during the 2013 holiday season through the popularity of connected fitness trackers, but this year it is all about the emergence of smart home devices,” said John Fetto, senior analyst, marketing and research, Experian Marketing Services. “In fact, as smart home devices graduate from their niche darling status and become adopted and valued by a wider audience, we’re seeing greater recognition of leading category brands like Nest. In return, the growing familiarity with these leading brands is helping to drive awareness for the category overall.”

Top 10 hottest smart home device products

4 weeks ending December 6, 2014

Rank

Search term

Share of top branded search terms

1

Nest thermostat

21%

2

Dropcam

12%

3

ADT Pulse

5%

4

Philips Hue

5%

5

Nest Dropcam

4%

6

Dropcam Pro

2%

7

Wemo

2%

8

Nest Protect

2%

9

Hue lights

2%

10

Drop cam

2%

Source: Experian Marketing Services

According to Experian Marketing Services, the consumers that are helping to push connected devices into the mainstream are a key segment to engage. Smart or connected device users, versus non-users, are generally younger, college educated and affluent. They are also more likely to be male, racially and ethnically diverse, and have kids at home. Further, users are highly connected, both technologically and socially, to their favorite devices and brands. Overall, they are more than twice as likely than the average U.S. consumer to access social media from different devices, to follow their favorite companies or brands on social media and be connected to the Internet at all times. The report also found that smart device users like to stand out in a crowd, are health conscious, driven to succeed and have a taste for the finer things.

“As everyday things get smarter, consumers will grow more reliant on those things to process information and designated tasks autonomously. They will also allow consumers to ‘unglue’ their attention from computer, tablet and smartphone screens,” added Fetto. “While marketers may think there is still plenty of time before they need to address this nascent trend, or feel it won’t fundamentally impact their business, the rapid rate of growth in consumer interest strongly suggests that connected devices will be commonplace before marketers know it.”

To download the entire report, please visit: http://ex.pn/1r0TJVp.

Contact:
Suzanne Blackburn
Experian Marketing Services
1 212 863 4648
suzanne.blackburn@experian.com

About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer insights and targeting, data quality and cross-channel marketing. We help organizations from around the world intelligently interact with today’s dynamic, empowered and hyperconnected customers. By coordinating seamless interactions across all marketing channels, marketers are able to plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximize profits. For more information, please visit http://ex.pn/1fSccNf.

About Experian
We are the leading global information services company, providing data and analytical tools to our clients around the world. We help businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. We also help people to check their credit report and credit score, and protect against identity theft. In 2014, we were named by Forbes Magazine as one of the “World’s Most Innovative Companies.”
 
We employ approximately 16,000 people in 39 countries and our corporate headquarters are in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended March 31, 2014, was US$4.8 billion.
 
To find out more about our company, please visit http://www.experianplc.com or watch our documentary, “Inside Experian.”

Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.

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