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Smart Home Matrix

Available Reports

Smart Home Matrix: Consumer TM

All players in the smart home ecosystem – chipmakers and component providers, device manufacturers, software and platform providers, service providers, dealers and distributors – must have a strong understanding of consumer preferences, intentions and biases in order to develop effective product development and communication strategies.

Smart Home Matrix: Consumer TM provides quarterly consumer tracking data on buyer behavior and preferences, unique segmentation with personas, brand analysis, and quarterly “focus topics.” Designed for business decision-makers in the smart home ecosystem who rely on timely insight into consumer preferences, intentions, and biases.

Volume 1: Owners of Smart Security Systems vs. Standalone Security Devices

Products like Wi-Fi cameras and video doorbells can complement or compete with smart security systems. This report clarifies fact from fiction, with insight into how system and device owners differ, and where they overlap. Tracking data on sixteen smart home product categories covers adoption, purchase intentions, and sentiment of product owners.

Volume 2: Understanding Smart Home Buyer Personas

Until recently, many device makers believed their target audience was a male, gadget-loving technophile. While this group continues to be important, the largest buying segment leans slightly female, and tends to own one to three products. Connecting with this buyer segment requires an understanding of where she lives, shops, goes for entertainment, and who are her influencers. This report focuses on four unique smart home buyer segments and identifies unique buyer personas.

Volume 3: Tracking Smart Home Purchase Journeys

Smart home buyers are increasingly varied in their purchase motives, channel preferences, sequence of acquisition, and benefits sought. Interpret applies its unique customer segmentation model to trace the patterns and paths key segments take along their purchase journey. This report provides insight into priorities shaping subsequent purchases, with implications for where and how certain segments can be won over.

Volume 4: Smart Cameras and Video Services

Consumer interest in Wi-Fi camera products is surging with new form factors, features, and attached services providing an array of options. This report looks at adoption, brand, purchase considerations, price points, installation, and the uptake rate and fees paid for cloud storage services.

Smart Home Matrix Global: Western Europe

With consumer familiarity rising and pandemic restrictions driving home investments, the smart home market in Western Europe has accelerated to new highs. Interpret’s latest study, Smart Home Matrix Global: Western Europe draws on an annual quantitative study of consumers in 15 countries. Western Europe findings include data from UK, France, Germany, and Spain. Topics include adoption, purchase intentions, and recent purchase levels of 12 smart home product categories and digital service subscription levels. The report includes forecasting metrics on annual purchasing behavior: single unit vs bundle, new vs replacement or additional unit, average price paid, and purchase channels. Also, this year’s report provides a special look into home networking hardware, purchase channels, payment methods, purchase motivations for BYOD networking devices, and the demographics of those who purchase hardware from an ISP versus those purchasing from other channels.

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Smart Home Matrix: Trends

Smart Home Matrix: Trends™ monitors trends and delivers insights with a fusion of consumer data, executive interviews, and expert market analysis. Designed to keep industry decision-makers up to date on evolving smart home market trends.


  • Traces the sources and potential impact of influential market trends.
  • Profiles key players and their responses to market trends.
  • Provides implications of trends with recommendations for leveraging new opportunities.


  • Market trends, insights, and implications for the smart home ecosystem.
  • Each report provides analysis of the shifting dynamics of the smart home ecosystem with recommendations across the product lifecycle.
  • Explores the impact of new networking protocols to the emergence of new sales channels, business models, and value-driving technologies.

Evolution and Expansion of Smart Home Channels

After more than a decade of experimentation and expansion, some consumer channels for smart home products and services are fine-tuning their focus. Others are still trying to get the business model right or get up to speed on engaging and supporting consumers. This report explores the strengths, weaknesses, and opportunities of the leading channels, including: retail, home security, internet service providers, system integrators, property, insurance, energy, and independent contractors.

Shifting Smart Home Buyer Personas

This report goes beyond the “average smart home buyer” to explore meaningful changes to important segments of smart home buyers. Interpret’s unique segmentation of Converts, Collectors, Connectors, and Conductors is quantified and applied to buying behaviors. The report includes a deep dive into some of the 50 buyer attributes tracked quarterly among 9,000 consumers to provide more depth to persona development. It includes channel trends with implications across the smart home ecosystem.

AI and Smart Home 3.0

This report explores the evolution of artificial intelligence as it is being incorporated into smart home products and services.  The report tracks major innovations currently taking place, the pioneers in AI, use cases for AI, and expected in-home applications. The report predicts the impact of AI on consumer update and adoption of smart products, and identifies a number of AI-based smart home projects that are underway.

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Smart Home Matrix: Forecasts™

Smart Home Matrix: Forecasts delivers 5-year forecasts of adoption and growth of select smart home products in the US market, including adopting households, annual sales units, revenue, channel share, and consumer-reported brand share. Designed for businesses who want a complete picture of the complex distribution of smart home products.

2022 Report Topics

  • US Consumer Outlook for Wi-Fi Cameras and Video Doorbells (2021-2026)
  • US Consumer Outlook for Smart Security Systems: Pro- and Self-monitored (2021-2026)
  • US Consumer Outlook for Smart Door Locks (2021-2026)

Clients receive:

  • Five-year forecasts
  • Details on trending over time
  • Insights on forecast assumptions
  • Access to our forecasting experts
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