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Smart thermostats still the leading smart home product in Dutch households

Monday 24 April 2017 | 16:47 CET | Background
Smart Home product ownership is still growing in the Netherlands, with the intention to buy a smart home product in the next year showing promising growth for the sector. Results from Telecompaper’s Consumer Panel show that smart thermostats remain the most popular smart device, but smart security cameras, smart lighting and smart smoke alarms are gaining in both ownership and intention to buy in the next year. 

Recent research shows that growth in the smart home segment is predicted to remain high, although there is still much disagreement amongst the research companies about the total number of devices. ABI research expects there to be around 4.5 billion smart home devices in the world by 2022, while Ovum sees the market growing from 224 million in 2016 to 1.4 billion in 2021. 

In March 2017 ten percent of Dutch households owned a smart thermostat, up from 7 percent a year earlier. In March 2016 16 percent indicated that they were planning to buy a smart thermostat in the next year. Clearly not all did, but the intention to do so remains considerable with 19 percent saying in March 2017 that they are likely to buy one within the next 12 months. We believe that the main reasons consumers didn’t buy a smart thermostat (or other smart home products for that matter) are likely to be the high prices, the relative lack of visibility of smart home products at retail stores, the fact that their current product didn’t need renewing after all or increasing concerns about security, following recent news about security breaches.  

The popularity of the smart thermostat is uncontested as the smart security camera and smart lighting share second place with a current ownership of five percent of Dutch households, up from four percent for lighting and stable for the cameras compared to March 2016. The intention to buy these products remains about the same compared to last year: where 14 percent indicated to want to buy smart lighting in March 2016, now 15 percent intends to do so. For security cameras these percentages come to respectively 14 and 17 percent. Smart smoke alarms were owned by four percent, up from three percent, with 20 percent indicating in March 2017 that they intend to buy one within the year. 

Products like smart sun blinds or dishwashers aren’t very popular at the moment with only two percent of Dutch households owning one, and less than 10 percent saying they are planning to buy one. 

New products are constantly being developed, tested and brought to the market. At the same time more retailers are also showing an interest in smart home products, such as Ikea which recently started selling smart lighting products in the Netherlands. In February 2017 electronics retailer BCC announced its plans to set up a network of at least ten shops based around its smart home concept across the Netherlands. 

The increasing visibility of smart home products in shops is likely to have a positive effect on the sale of smart home products, although issues of security and interoperability will need to be resolved before mass market adoption can be expected.



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