This article by Bryter's resident Tech expert Guy Smith, summarises findings from a recent survey of UK and US households, exploring consumer awareness, adoption, and concerns around smart home technology. The research highlights barriers to the connected home, including confusing terminology, security concerns, lack of unified device ecosystems, and the challenges of retrofitting older homes for smart technology. With new industry standards like Matter aiming to improve compatibility, the smart home remains a work in progress, and widespread adoption depends on clearer communication, enhanced security, and greater accessibility.
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For years, we’ve heard that the connected home, a space where devices anticipate and respond to our needs, is just around the corner. We’re told it will make our lives simpler, safer, and more efficient. Yet, this high-tech vision has struggled to materialise fully.
Despite increasing penetration of connected devices, from security cameras to thermostats, our homes aren’t significantly “smarter.” A recent survey by Bryter, covering 2,000 households in the UK and the US, reveals key reasons for this slow adoption, pointing to technology, security, and even language barriers that limit accessibility. Here’s what’s holding back the connected home and why we’re not there yet.
The Language Barrier: What Even Is a “Smart” Home?
One fundamental problem is that terms like “smart home” or “connected devices” are nebulous to many consumers. Despite nine in ten people having heard of smart home technology, less than half feel they actually understand what it means. What exactly is “smart” about a doorbell that notifies you of visitors or a thermostat that remembers your preferences?
The lack of a consistent definition makes it hard for consumers to understand how smart devices will benefit them. Many who already own connected gadgets don’t think of their homes as “smart” because the technology feels piecemeal and disjointed. This disconnect means that even interested consumers may feel alienated by overly technical language or by unclear promises that smart devices will simplify their lives.
The Security Dilemma: Connected but Vulnerable?
Security is both a selling point and a sticking point. While 70% of respondents agree that connected devices have the potential to make their homes safer, an almost equal proportion worry about the data these devices collect and how it’s used. Concerns about hacking, data sharing, and surveillance have left many feeling uneasy about the prospect of a truly connected home. A majority of consumers believe that smart devices make them more vulnerable to security breaches.
For many, this fear is a powerful deterrent, ranking right after cost as the most significant barrier to adopting smart home technologies. Interestingly, those who already own smart devices worry less, suggesting that increased familiarity can reduce fears. But for now, the industry still faces a trust gap that it needs to bridge.
An Infrastructure Lag: Homes Are Not Built to Be Smart
One challenge often overlooked is the infrastructure of our homes themselves. Retrofitting older houses with smart technology can be costly and complex.
While some dedicated users have integrated smart technology through professional installation, this can involve rewiring and costly equipment upgrades that may become obsolete within a few years. For most consumers, the prospect of transforming an old home into a “smart” one is simply out of reach. A truly connected home requires developers and builders to consider smart technology during the construction phase, a step most developers haven’t taken yet. Without that foundational readiness, smart homes may remain the reserve of tech enthusiasts with deep pockets.
An Ecosystem in Fragments: The Need for a Unified Platform
The smart home market is cluttered with devices that operate in isolation rather than as a cohesive system. Each brand tends to offer its own apps and platforms, which forces users to manage multiple systems rather than a single, integrated one. A home filled with disconnected smart gadgets often feels more like a collection of high-tech toys than a harmonious network that enhances daily life. Although companies like Amazon, Google, and Samsung have attempted to create universal platforms, the reality is that these platforms don’t yet deliver a fully unified experience. This fragmentation leaves even the savviest consumers struggling to achieve the ideal of a seamlessly connected home.
Matter: The Promise of Connectivity
In response to the lack of cohesion in the smart home market, major players like Apple, Google, and Amazon joined forces in 2019 to create Matter, an open-source standard that promises greater compatibility across devices. With Matter, the hope is that different smart devices, regardless of brand, can finally communicate on a single platform, allowing users to control them easily without needing constant internet access. Matter could be a game changer, but for now, awareness remains low, particularly among older consumers. Many are unaware of the platform’s existence, and even fewer understand how it might address their security and connectivity concerns.
Moving Toward the Smart Home Future
Bringing the connected home vision to life will require more than just selling gadgets. For one, the industry needs to rethink how it communicates with consumers. Instead of relying on terms like “smart,” a focus on practical benefits and security features could help demystify the category. Moreover, manufacturers and developers need to address lingering security concerns, both by improving security features and by being transparent about data handling practices. Finally, the smart home industry must work toward interoperability, with Matter representing a promising step in that direction.
Until these issues are resolved, the smart home will remain an aspiration, not a reality. For now, most of us will continue to live in homes with a few “smart” features scattered around, waiting for the day they finally connect and make our lives simpler.
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Bryter is a leading insights consultancy specialising in consumer technology research. If you'd like to learn more about the role market research and insights can play in supporting your consumer strategy you can read our article The Internet Of Things.
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