You will be provided with a reference and some statements. Please determine whether each statement is 'supported', 'unsupported', or 'unknown' with respect to the reference. Please note:
First, assess whether the reference contains any valid content. If the reference contains no valid information, such as a 'page not found' message, then all statements should be considered 'unknown'.
If the reference is valid, for a given statement: if the facts or data it contains can be found entirely or partially within the reference, it is considered 'supported' (data accepts rounding); if all facts and data in the statement cannot be found in the reference, it is considered 'unsupported'.

You should return the result in a JSON list format, where each item in the list contains the statement's index and the judgment result, for example:
[
    {
        "idx": 1,
        "result": "supported"
    },
    {
        "idx": 2,
        "result": "unsupported"
    }
]

Below are the reference and statements:
<reference>
The State of
the Connected
Home
2022 Report: Sustained Growth
Beyond the Pandemic
November 2022

2

Contents

Contents
1. Overview

04

2. The Connected Home Market in 2022

05

3. Regulatory Landscape

17

4. Policy Recommendations

18

5. Conclusions

20

3

Overview

1.Overview
This is the sixth edition of our annual State of the Connected Home report, which surveys a nationally
representative sample of 1,000 adults across the UK to ask about their awareness, interest, and
ownership of a range of connected or ‘smart’ home products. The results of the survey are interpreted
alongside GfK Market Intelligence point-of-sale data derived directly from consumer-facing retailers in
order to provide an overview of the current state of the market. This year’s report contains sales data
from April 2021 to March 2022 and consumer attitudes drawn from fieldwork conducted in April 2022.
We thank GfK for their ongoing collaboration on this project.
Whereas our 2021 edition highlighted how the Covid-19 pandemic instigated a rapid increase
in adoption of connected home devices, this year’s report finds the market to be stabilising yet
nevertheless still growing in value. While the rapid growth levels of the preceding year are
understood to have been driven by the unique circumstances of the pandemic and subsequent
lockdowns, continued strong sales figures and steady increases in levels of consumer awareness
around connected homes suggest that the market can continue to generate new demand beyond
the pandemic.
What particularly stands out to us this year is the product diversification of the market – whereas
some established connected home categories are showing signs of maturity, we are seeing higher
levels of growth in new product areas. As awareness around connected homes increases, consumers
have greater interest and confidence in purchasing devices beyond the entertainment domain that
serve a much wider range of functions such as home security and energy management.

This report is a flagship project of techUK’s Connected Home Group, the community
of techUK members interested in accelerating the adoption of connected home
technologies. In addition to raising awareness around the multiple benefits and use
cases of connected home tech, the Group also engages with policymakers to develop
a regulatory environment that increases consumer trust and supports national policy
objectives while providing space for innovation and differentiation.

4

2. The Connected Home Market in 2022

2. The Connected
Home Market in 2022
Our report covers five major product categories for connected home technologies: smart domestic
appliances, entertainment devices, energy and lighting systems, health monitors, and home
security apparatus.

Survey coverage: product list for 2022

Smart Domestic
Appliances

Smart Entertainment

•
•
•
•

Smart kettle/smart coffee maker
Smart refrigerator
Smart washing machine
Smart oven/hobs

•
•

Smart speakers (e.g. Google Home/Amazon Echo)
Smart TV

•
•
Smart Energy & Lighting •
•

Smart Health Monitors

Smart Security
& Control

Smart thermostat
Smart plugs
Energy management service/app
Smart lighting (smart lamps)

•
•
•
•

Smart monitor for specific health conditions
Smart fitness & activity tracker
Smart connected scales
Smart connected toothbrush

•
•
•
•
•
•

Smart/connected alarm system
Motion camera sensors for external doors/windows
Internal cameras for baby, pets or security
Smart access control (digital keys)
Smart doorbell
Smart detectors (for smoke and gas leak)

5

Technology and the Future of the High Street

2.1 Consumer awareness of connected home technology
‘Connected home’ or ‘smart home’ technology is now an established market in the United Kingdom
– over the past few years we have seen consistently that around 4 out of 5 people state that they
have some level of knowledge around smart homes. In 2022 the exact figure sits at 81%, which is one
percent higher than 2021 and a further percentage point higher than 2020. We have come a long way
from 2016 when only 66% of adults in the UK had any knowledge of smart homes.
Another positive sign for the market is the percentage of people claiming to have high or very high
levels of knowledge around connected home technology, as these are the people who are most likely
to drive adoption of new product categories and functions. This figure now stands at 37% which,
again, is slightly higher than previous years.

6

2. The Connected Home Market in 2022

More than a third of consumers feel they know a lot/a fair amount about the
smart home technology - consistent from 2019 onwards

I know a lot about Smart Home

100

11%

10%

7%

12%

9%

10%

8%

80

23%

24%

23%

24%

27%

26%

29%

31%

43%

43%

43%

43%

44%

44%

20%

22%

19%

19%

18%

18%

I know a fair amount about Smart Home
I know a little about Smart Home

60
40

I don’t know much about Smart Home

20
I have never heard of Smart Home

0

26%
8%

2016

3%

2017

4%

2%

2018

2019

2%

2020

2%

2021

1%

2022

Relatedly, across all connected product categories we see an increase in the percentage of users who
report that they have connected their devices to their home WiFi. This reflects increasing consumer
understanding of what connected technologies do and how to use them – we are seeing fewer people
who own connectable devices but haven’t connected them, particularly for health-related wearables
and security devices.

This year has seen a further increase in smart products being connected to
WiFi, most notably for health/wearables and security.

Do not use
at all

Have not
connected to
your home WiFi
but still use

10% 10%

7%

6%
24% 21%

16% 16%

34%

36%

27% 21%
38% 36% 35% 32%

41%

45% 45% 39%

90% 88% 92% 92%

69% 69%

76% 76%
63% 69%
57%

52%

54%

51% 51% 56%

46% 44% 49% 47%

Connected to
your home WiFi
‘19

‘20

‘21 ‘22

‘19 ‘20 ‘21 ‘22

‘19

‘20 ‘21 ‘22

‘19 ‘20 ‘21 ‘22

‘19

‘20 ‘21 ‘22

7

2. The Connected Home Market in 2022

2.2 Adoption levels
Overall, 77% of adults in the UK own at least one connected home device – this figure was only
67% prior to the pandemic, and has grown by one percentage point since 2021 – this aligns with our
consumer awareness data.
We are also seeing a growing proportion of the population who can be described as ‘advanced
adopters’ of connected home technology (owning more than 3 connected home devices). This figure
now sits at 26% of all respondents, compared to 24% in 2021 and just 17% in 2020.
Interestingly, the data suggests that connected home technologies are being adopted by all age
demographics. While adoption and advanced adoption levels are highest among 25-45s, the
survey finds that levels of ownership for over 65s are largely aligned with national averages. Our
data suggests that a sizeable segment of over-65s are quite likely to invest in connected home
technology, which may be driven by some relative affluence and higher rates of home ownership
among this demographic.

3 in 4 consumers own at least one smart home product;
highest among 25-45s

8

Case Study: Amazon’s partnership with the Royal National Institute of Blind People (RNIB)

Case Study: Amazon’s partnership with
Royal National Institute of Blind People (RNIB)
Amazon started working with Royal National Institute of Blind People (RNIB) in 2018 when a member
of Amazon’s devices team met a customer with sight loss who told them how Alexa helps them live
a more independent life. This conversation led to a meeting between Amazon and RNIB, and Amazon
has since launched a number of features to help the blind and partially sighted community.
Features include :
1. the ability for Alexa users to access information from RNIB using their voice - like how to register
as sight impaired, practical tips and information on how to protect eyesight, and advice about
supporting someone who is blind or partially sighted
2. the ability to call the RNIB Helpline with a voice command via Alexa
3. access to thousands of audio books for free by saying, “Alexa, open RNIB Talking Books,”
4. Alexa users can access the RNIB Letter to Santa service using their voice, an initiative which was
launched for Christmas 2021.
Amazon also sponsored the RNIB See Differently Awards in 2022 and supported the RNIB’s ‘World
Upside Down’ campaign which involved a takeover of London’s Piccadilly Circus screens. Amazon
displayed an upside down image of an Echo device to give an insight into the difficulties of social
distancing for blind and partially sighted people.

9

2. The Connected Home Market in 2022

2.3 Size of the market
The size of the market can be described in terms of volume (number of devices sold) or value (total
price of all devices sold). Market size and value estimates below are taken from GfK’s retail panels
which track sales of connected home devices via key consumer channels. Some sales that take place
through other retail channels (particularly B2C or trade channels) are not captured, therefore these
figures represent a minimum estimate.

Unit sales have dipped post-Covid, but value is still in growth and the long-term
trend remains positive
Sales value (£mn)

Sales volume (000s)

21,797

19,952

17,913
16,471
14,709

£4,734

12,026

3,565

£3,378

5,882

6,991

7,805

9,129

8,721

£3,703

£3,688

£4,783

£2,893

£574

£846

£1,007

£1,032

£1,226

£1,350

Apr 16 -

Apr 17 -

Apr 18 -

Apr 19 -

Apr 20 -

Apr 21 -

Apr 16 -

Apr 17 -

Apr 18 -

Apr 19 -

Apr 20 -

Apr 21 -

Mar 17

Mar 18

Mar 19

Mar 20

Mar 21

Mar 22

Mar 17

Mar 18

Mar 19

Mar 20

Mar 21

Mar 22

Exc. TV (+), wearables & printers

Total

Exc. TV (+), wearables & printers

Total

Total volume down ~8% year on year, but up 11% on the year to Mar-20.

Total value up 1% year-on-year and up 30% on the year to Mar-20.

Narrower definition down ~4% vs. Mar-21, and up 12% on Mar-20.

Narrower definition grew 10% vs. Mar-21, and up 31% on Mar-20.

From April 2021 to March 2022 there were almost 20 million connected devices sold in the UK – this
figure has declined from the 21.7 million that were sold in the previous 12 months where there was
particular uptake in adoption due to the pandemic. While the market is down 8% in terms of volume in
the last year, it is up by around 15% on the year before and comfortably outperforms any year prior to
the pandemic.

10

2. The Connected Home Market in 2022

In terms of value, the UK market was worth approximately £4.78 billion in 2021-2 – this is an increase
on the previous year despite fewer devices being sold. Approximately 45% of consumers report that
they would be willing to pay at least a little bit more for a smart product over an equivalent non-smart
product, and this growing consumer awareness of the benefits of smart home technology supports
a greater willingness to pay for higher-end devices. A variety of factors are also contributing to the
rising average value per unit across the smart home market:

1.

There is real inflationary pressure on the supply side with resource constraints and rising
shipping costs.

2. Robust sales of smart TVs are a key contributor to both volume and value. Supported by the

increasing prevalence of voice recognition in new model ranges, smart TVs account for more than a
fifth of market volume (4.4 million units) and nearly half of value (£2.3 billion).

3.

Further emergence of smart Major Domestic Appliances (e.g. washing machines, dishwashers,
fridge-freezers), which are ‘big ticket’ items that add a lot of value to the market. These products have
been growing over time and often attract high prices – the average price of a smart fridge freezer, for
example, is well over £1,000 (3x the average for a fridge freezer); for washing machines, there is a
premium of about 25% for a smart device over a non-smart one.

11

2. The Connected Home Market in 2022

2.4 Product diversification
This year’s findings suggest that we are approaching a ‘third wave’ of connected technology adoption
that encompasses a much greater diversity of devices and functionality than we have seen in the
past. The first wave was driven primarily by smart TVs, which are now present in a majority of homes,
and then the second wave by a rapid increase in ownership of smart speakers and wearables. While
these three product categories still account for the greatest proportion of sales in the market, the rate
of growth has slowed as they approach a more mature phase of market penetration.
Market segments that were previously quite niche are now becoming more mainstream. Our data
shows healthy levels of growth across multiple categories, including kitchen appliances (discussed
above), personal care, home safety, security and energy management. In contrast to kitchen
appliances, security and home/energy management devices, while growing in volume, tend to
be lower value. Compared to before the pandemic, we now see considerably higher rates of
ownership across:
Smart appliances (washing machines, refrigerators) – reaching 11% ownership in 2022,
up from 8% in 2020
Smart security devices (cameras, alarm systems, smart doorbells) – at 29% ownership,
rising from 19% in 2020
Smart devices that support more efficient energy usage (thermostats, plugs, lighting)
– 27% ownership, from 20% in 2020

12

2. The Connected Home Market in 2022

2017

2020

2018

2021

2019

2022

Smart
Doorbell

7%
7%
7%
6%
8%
9%

Smart
Lighting
(smart
lamps)

7%
7%
7%
6%
8%
10%

Smart
Plugs

9%
11%
10%

Smart
Thermostat

15%
20%
16%

2%
5%
5%
8%
11%

Smart
Fitness &
Activity
tracker

6%
7%
9%
9%
12%
12%

Smart
Speakers

9%
8%
8%
9%
11%
13%

Smart TV

8%
10%
10%
10%
14%
14%

7%

14%

18%

22%

24%
19%
22%
24%
25%

29%

39%

38%
40%

47%
46%
49%

58%
61%

Ownership of smart speakers has increased fivefold in the last five years,
but growth has slowed in the last year and smart TVs continue to be a strong
household product

Smart
Detectors

Motion
camera
sensors for
external
doors/
windows

Internal
cameras
for baby,
pets or
security

5%

2019

Smart
connected
scales

Smart
connected
toothbrush

2020

2%
2%
2%

3%

1%

1%

2%

1%

0%

2018

Smart
monitor
for specific
health
conditions

2%

3%

0%
0%

2017

Smart/
connected
alarm
system

2%
0%

Smart
Washing
Machine

1%

2%
1%
1%
1%

2%

2%

2%

3%

Smart
Refrigerator

Smart
Kettle/
Smart
Coffee
Maker

Smart
Oven/Hobs

Smart
access
control
(digital
keys)

2021

2022

0%
0%
Energy
management
service/app

3%

4%
4%

5%
5%

4%

4%

5%

5%

6%

6%

7%
6%
2%

2%

2%
1%
1%

2%

2%

3%

4%
4%

4%

5%

5%

6%

6%

7%

7%

7%
7%
7%

Slow growth in uptake across a number of other categories,
including kitchen appliances

13

Case Study: Hive Heating app that helps consumers save on their energy bills

Case Study: Hive Heating app that helps consumers
save on their energy bills
Hive Heating Plus is a monthly subscription that works with Hive Thermostat and is designed to help customers save money on their heating bills,
whilst making their home more efficient and lowering their carbon footprint.
The app monitors a customer’s past usage to calculate how much they
are likely to spend on heating and allows the customer to set up a monthly
budget. The app helps them stick to this budget by sending personalised
tips and weekly push notifications to alert customers if they are on track,
under, or risk going over budget.
With Heating Plus customers are also able to access all their historical
heating data, including their total usage of the day, the week, and the year.
They are also able to work out their carbon savings using the
Carbon Calculator, as well as the carbon savings of the entire Heating
Plus community.
There is also a Heating Efficiency Monitor which tracks how your home heats and cools and can alert
the customer if it detects there is a problem with heating efficiency. It will then notify the customer
and guide them through simple steps to fix any issues detected.
Schedule Assist is an innovative new feature which has been designed to better understand a
customer’s home and calculate how much a user’s schedule will cost them over the year. The feature
also simulates what changes a customer can make to their schedule and the savings this will
generate. This is completely personalised to a customer’s home, and the feature will only include tips
that will save the customer money. With Schedule Assist, users have been saving an average of
£26 a month on their energy bills during the winter.
Hive Heating Plus works with any Hive Thermostat and is available within the Hive App.

14

2. The Connected Home Market in 2022

2.5 Adoption drivers and barriers to adoption
When asked to identify device characteristics that are important to them, consumers responded
similarly to previous years and prioritised ease of use, interoperability, and convenience.
This year we added an additional option around the potential for connected home devices to help
make households more energy efficient – this attribute scored well among respondents as the third
most important criteria. This is no surprise given both the rising cost of energy and increased focus
on environmental sustainability and the Net Zero journey after COP26.

The need for interoperability is increasingly recognised by consumers

Drivers for smart home tech

How well does each statement apply to the category?

I am confident
It can help make
It’s really important
I will be able that it works with other my household more
to use it
energy efficient
devices in the home

It would make
my life easier

It will be fun
to own

It can save me
money in the
long-run

I read and hear
a lot of good
things about it

I’ve seen advertising
that really stimulates
me to buy it

It has a significant
benefit over traditional
alternatives

I trust the
brands that
promote it

In terms of how connectivity capabilities impact consumer choice, the survey data confirms that,
as with previous years, smartphones are far and away the most popular way for people to control
other smart devices within their homes. Around three quarters of consumers consider smartphone
connectivity to be either ‘essential’ or ‘quite important’ when considering purchasing a new connected
home device.
15

2. The Connected Home Market in 2022

Interestingly, despite the high adoption of smart speakers in the UK and their ability to connect to
other smart devices, smart speakers are rarely being used as hubs to control smart homes and the
vast majority of connected home products are not being connected to or used in tandem with smart
speakers. Smart speakers are mostly utilized for entertainment, news, and information.
In terms of barriers to adoption, consumers were most likely to identify price, privacy and security
concerns as factors that made them less inclined to purchase connected home devices. A selfprofessed lack of understanding about some types of technology was also significant, particularly
in the segments of smart security & energy-related products.

Barriers to Smart Home products: 2022

16

3. Regulatory Landscape

3. Regulatory
Landscape
We believe that robust regulatory frameworks that are aligned with international standards and
emerging best practices can play a positive role in moving the industry forward and developing
consumer trust. Over the past twelve months we have seen some significant legislative and regulatory
developments that are important to the development of the connected home market:
Product-level cybersecurity. The UK Government has played a leading role in strengthening the
resilience of Internet of Things (IoT) devices and networks through a series of interventions
promoting the Secure-by-Design agenda. This began in 2017 with the development of the
Voluntary Code of Practice for Consumer IoT Devices and culminating in the Product Security
and Telecommunications Infrastructure Bill. The Product Security and Telecommunications
Infrastructure Bill draws upon the widely-recognised international standard EN 303 645, thus
meeting industry calls for international alignment while ensuring that products available on the
UK market provide strong levels of protection to consumers against cyber threats.
UK Product Safety Review. The government issued its Call for Evidence Response relating to the
UK Product Safety Review in November 2021. The government recognised the need for greater
clarity around connected consumer devices, including product liability, and the need to align
product safety rules with new cybersecurity requirements (see above). Overall the commitment
to a pro-innovation, outcomes-focused and risk-based approach is encouraging and we look
forward to continue working with the government in developing this framework.
Reforms to UK data protection laws. In July 2022, the Government published the Data Protection
and Digital Information Bill, outlining reforms to the UK’s data protection regime which builds on
the key elements of the existing UK General Data Protection Regulation (UK GDPR). We welcome
the Bill, which maintains the core principles of the GDPR such as transparency, fairness, purpose
limitation, data minimisation, data accuracy and accountability which ensures that all personal
data is collected, processed and shared in ways that uphold consumers’ privacy and data rights.
The Bill also strikes a sensible balance between reform and maintaining good data flows with key
international partners, such as EU, which is vital given that many connected home companies
manufacture for European or global markets – to diverge significantly from the EU’s data
protection model would add additional costs to consumers in the UK.

17

4. Policy Recommendations

4. Policy
Recommendations
Additional ways through which the government can support the connected homes market and realise
the benefits that they offer to consumers include:
Collaborate with industry on industry-led accreditation and certification schemes. A great
example is the DCMS ‘Grant Programme for Consumer IoT Assurance Schemes’ which supported
the development of SafeShark, a collaboration between DTG and Connect Devices to create a
BSI-backed assurance scheme that provides independent certification against the criteria set out
within the upcoming Product Security and Telecommunications Infrastructure Bill.
Adopt interoperability and connectivity standards. Adoption of international standards and
best practices as a precondition of market access not only supports policy priorities within the
identified areas, but also supports the development of the industry by preventing bad actors
from coming onto the market and establishing baseline levels of standards that connected tech
products adhere to. Government should work alongside industry, via standards development
committees, to identify and adopt relevant standards relating to device interoperability - several
techUK members have been involved in developing the Matter connectivity protocol to ensure
that smart home devices made by different manufacturers can work across different ecosystems
and interact seamlessly with one another. There is also a need for common standards
across connectivity networks so that devices can connect to one another or to the cloud via
standardised wireless networks and can seamlessly transition between private networks in the
home and public networks outside.

18

4. Policy recommendations

Harmonise regulation to meet environmental aims. The UK should seek to harmonise regulation
on eco-design and the repair/reuse of connected home tech to lower the cost to consumers. If
the UK diverges from international rules, manufacturers will need to design and store different
products for the UK market. This represents an unnecessary cost which makes devices cost
more, therefore blunting the energy savings opportunity. Increasing consumer awareness of how
to use connected home technology for energy efficiency benefits is also key here - consumers
should be encouraged to actively use the smart features of connected devices and benefit from
future interlinkages with their energy provider.
Mandate connected home tech in new-builds and social housing. Given the proven energy and
cost savings presented by adopting smart appliances, smart thermostats and connected home
tech should be in every social home, government building, and new-build property. Property
developers have resisted this, but given that digital tech saves money and energy for end users
(particularly relevant for public sector estates and social-rent tenants), this should be mandatory
within buildings.

19

5. Conclusions

5. Conclusions
The Connected Home market in the UK has now reached the point where most
people have some level of familiarity with connected home devices and have at
least one in their home.
Around one quarter of the population are ‘advanced adopters’ that have more
than three types of connected home device in their homes, and we are starting
to see increasing interest and adoption in a wider range of product categories.
In addition to the well-established entertainment domain, smart and connected
technologies are delivering significant benefits to consumers by helping them to
improve their energy efficiency, live healthier lifestyles, and protect their homes.
While year-on-year comparisons are skewed by the particularities of the
pandemic, overall market trends are positive across all product categories.
Nonetheless, our survey has highlighted the persistence of a range of barriers
that can prohibit adoption. Whereas price is largely a commercial consideration
and differentiator between brands, we believe that both industry and
policymakers can do more to address consumer concerns around privacy,
cyber security and interoperability.

20

5. Conclusions

It will also be important to address persistent gaps in consumer understanding
of how to use connected home devices - these gaps can be addressed
through a range of measures including accessible marketing and education
campaigns that emphasize the tangible consumer benefits of smart and
connected home devices, as well as integration of connected home devices into
new buildings.
In particular it is important to support consumers in using connected home
devices to improve their energy efficiency, which is going to be an important
factor in addressing the cost of living crisis and meeting our Net Zero
commitments.

21

22

About techUK
techUK is a membership organisation that brings together people, companies and organisations to
realise the positive outcomes of what digital technology can achieve. We collaborate across business,
Government and stakeholders to fulfil the potential of technology to deliver a stronger society and
more sustainable future. By providing expertise and insight, we support our members, partners and
stakeholders as they prepare the UK for what comes next in a constantly changing world.

About GfK
In a world of data overflow, disruption and misuse, picking up the right “signal from the noise” is
key to success. GfK is the unparalleled, always-on, AI-powered intelligence platform and consulting
service for the consumer products industry, globally – and we are revolutionizing real-time access
to critical knowledge. Together with our attention to detail and advanced AI, we provide world-class,
independent analytics that deliver not just descriptive data but also actionable recommendations –
helping to boost sales, as well as organizational and marketing effectiveness.

www.gfk.com | @GfK

linkedin.com/company/techuk

@techUK

youtube.com/user/techUKViews

info@techuk.org
</reference>

<statements>
1. Surveys of connected home technologies commonly group products into five broad categories: domestic appliances, entertainment, energy and lighting, health monitors, and security/control. Within these categories, leading device types today include smart speakers, security cameras, thermostats, lighting, plugs, and connected appliances such as smart TVs and major white‑goods. Market share data indicates that security and access control, smart speakers, and energy‑related devices currently dominate spending, while cameras and HVAC are among the fastest‑growing subsegments.
</statements>

Begin the assessment now. Output only the JSON list, without any conversational text or explanations.