• Digital assistant’ (71%) is the feature Brits who do not own smart home products are most aware of
  • Thereafter, ‘voice recognition/control function’ (64%) is the next best recognised aspect of smart home devices and appliances by smart home tech non-owners
  • Contrastingly, the capability of some smart home devices/appliances to ‘make smart decisions based on contents’ (17%), is the least known feature by those who do not use them
  • The threat and consequences of a ‘hack/cyber-attack’ (39%) is the biggest concern about smart home devices/appliances, by those who do not have any in their living environment

Smart home devices/appliances which can remotely be controlled over Wi-Fi by smartphones and tables, have conveniently enabled property owners to automate everyday tasks like the recording of gas/electricity consumption, adjustment of room temperatures and control of lights (on or off at set times). In turn, these ‘smart home technologies’ - have provided individuals with more comfort, better energy efficiency and added security within their homes.

The increasing popularity of smart home technology can be exhibited by findings from ‘Tech UK’, who discovered that 44% of UK consumers now astonishingly have more than three smart home products. With regards to the impact of smart home technology, 40% of Brits feel it has improved their standard of living, according to research by ‘Thomas Sanderson’.

Interested in prospective smart home technology adopters, bathroom and showers experts Showerstoyou.co.uk analysed recent findings from YouGov, who surveyed Brits that do not own smart home devices/appliances to find out the smart home product features they are most aware of.

The survey found that ‘digital assistant’ is the feature non-users are most aware of when it comes to smart home devices and appliances at 71%. Perhaps unsurprising this ranked top, given digital assistants such as Amazon’s Alexa (e.g. on Amazon Echo) and Apple’s Siri (on e.g. on Apple Homepod) having a prominent presence in each company’s respective advertisement/promotion campaigns.

Thereafter, ‘voice recognition/control function’ (64%) is the next best recognised aspect of smart home devices and appliances according to Brits who do not own any in their house.

Moreover, with many consumers hesitant to purchase a smart home product due to the supposed negative impact they think it will have on their energy bill - just 38% understand they have the ‘ability to regulate power use’ on certain smart devices and appliances to overcome this apparent problem.

Contrastingly, the capability of some smart home devices/appliances to ‘make smart decisions based on contents’ (17%), is the least known feature by non-owners. Slightly above, only 19% of Brits not in possession of any smart home technology, acknowledge that they can gain ‘feedback on processes’ about the information, methods, instructions or tasks they have inquired about on topics/issues related or not-related to the smart home device/appliance itself.

Further on, the British pubic also revealed their biggest concerns about smart home technology. Showerstoyou found that 39% of Brits are reluctant to buy smart home devices and appliances because they believe they are vulnerable to potentially devasting ‘cyber-attacks/hacking’. Despite an active effort by manufacturers and retailers alike to make smart home technology more affordable, 36% still consider them to be ‘over-priced’. Equally, 36% are worried about ‘data privacy’ when it comes to managing smart home technology – with the risk of a serious cyber-breach potentially exposing their personal details (name, address, bank details etc.) to opportunist criminals.

On the other end of the scale, the need for the ‘internet and electricity to function at the same time’ for smart home technology products to fully work, is influencing 23% of British consumers to not have even one smart device/appliance in their living environment. 27% are being swayed away from smart home technology because they are bothered about ‘getting locked out of devices’ as well as ‘having more passwords/security to remember’.

Martin, the Managing Director of Showerstoyou.co.uk commented:

"Smart home technology has come leaps and bounds over the last decade. Now the market has a range of smart devices and appliances to make everyday tasks at home easier and efficient. As they have advanced in their development, more features have been included to provide added value for existing and potential customers. The research certainly shows that there are features Brits are more aware of than others, despite not owning any smart home technology themselves.

Perhaps more interestingly, it highlights how the risk of a cyber-attack or breach, is factoring prominently in the decision-process of consumers to adopt the technology in their home. Looking into the future, as the understanding and security of smart home devices and appliances significantly improves, non-users will undoubtedly become less skeptical and more willing to try the technology”.