As part of a more in-depth article by Andrew Nichols ·for CE Pro on August 21, 2019. here’s what ADT found in a recent survey of owners and non-owners of smart hubs in relation to protection vs. privacy.
To find out how the general population is adapting and supporting smart home tech, ADT surveyed more than 1,000 individuals, analyzing their attitudes about specific technologies and connected devices more generally.
Among the respondents, 63% owned a smart hub.
While the smart hub category includes an expanding range of products and technologies, most consumers seemed pleased with the particular hubs they’d selected for their homes. 90% of respondents described themselves as satisfied with their smart hub products, perhaps because they engage them in different ways over time.
One report found that 48% of smart hub owners utilize their devices more after adjusting to them for a year (by comparison to their use beforehand).
Protection vs. Privacy
In general, U.S. consumers have indicated an interest in improving their physical security without rendering their most intimate data vulnerable to misuse. Overall, respondents were evenly split on which forms of security mattered more, although opinions varied significantly by demographic.
Older respondents, for example, tended to prioritize data protection, while millennials and members of Generation Z favored physical security. These findings coincide with other recent research suggesting that young Americans are more aware of data privacy concerns than prior generations but less concerned their data will be stolen or misused.
Understandably, parents were more concerned about securing their home than respondents without children. In fact, a recent survey affirmed that children are a leading reason homeowners install smart security systems.
Big Brother Worries
When ADT asked individuals without smart home devices why they had resisted IoT, most fell into one of two camps.
One group of respondents weren’t swayed by the advertised simplicity of these devices. While convenience may not be a priority for this group, they might be swayed by arguments regarding efficiency.
The other category of objections centered on privacy concerns. In this group, the predominant concern was a sense of continuous surveillance and the notion that collected data could be mishandled.
Recent research suggests that nearly half of Americans believe smart devices are recording consumers’ conversations to target them more effectively with advertising. Beyond data collection by device-makers themselves, many fear their information might be sold to third parties.
Who Do We Trust?
The overall findings attest to the suddenness and scale of the smart tech revolution. In just a few years, the internet of things has transformed from an intriguing novelty to an essential feature of the modern home.
Even if a certain percentage of consumers are concerned about their data security and privacy, smart device adoption rates continues to grow – and few consumers seem to regret their smart home investments.
In the midst of this ongoing transition, the major question for American families may not be whether to purchase smart products of their own. Rather, their chief concern will be which companies to trust as they inevitably move toward connected devices.