Despite the inevitable difficulties created by the emergency coronavirus and consequent reduction in consumption, the Smart Home market in Italy has been well-managed.
The turnover of 2020 was 505 million euro, a 5% decrease compared to the previous year. Considering the drop in GDP of 8.8%, a result that is far from despicable.
The slowdown in the sector compared to previous years was also evident in other European countries, especially in Spain (stable at 420 million) and France (1.1 billion, +3%), while Germany (3.9 billion, +16%) and the United Kingdom (1.8 billion, +10%) maintained
But the pandemic also brought the house back to the centre of the attention of citizens and government, which activated the…Superbonus 110%, a measure that has not (yet) had a direct impact on the market of Smart Home but has generated The boom of the ecommerce gave a strong boost to the eRetailer channel, which grew by 20% and exceeded the traditional supply chain of installers for market shares, which, while maintaining a leading role, lost 17% of the market.
Multichannel retailers had highs and lows, closing the year with a slightly lower turnover than in 2019.
The slowdown in the market has not diminished the level of knowledge and use of related objects by Italians: 69% of consumers have heard about smart home at least once (+1%), 43% have at least one smart object (+
These are the results of a research by the Internet of Things Observatory of the School of Management of the Politecnico di Milano.
The Smart Home Market
The new centrality that the house gained during the pandemic has favored the sale of some smart solutions, while others have been penalized. Security solutions • including cameras, door and window sensors and connected locks • maintain the first place for market share (21%) with 105 million euros, but they decrease by 30% compared to 2019. The setback is also highlighted by the consumer, who still indicates safety as the first reason to purchase a smart object but with a decrease of 9 percentage points (from 36% to 27%). On the other hand, the growth of smart home speakers continues, which engage security solutions in the first place, with a value of 105 million euros (+10%), equal to 21% of the market. In 2020 new partnerships were signed, functionality added and the market consolidated, but it is necessary to strengthen integration with Smart Home, since only 14% of smart speaker owners use them to manage other smart objects in the
The following are appliances with 100 million euros, equal to 20% of the market and 17% of the increase, characterized by an extension of the supply \”connected” and with some types, such as vacuum cleaners robots and air purifiers, which marked a Consumers are also growing in use of smart features, which is 59% of those who own large and small appliances (+19%). Boilers, thermostats and air conditioners connected to the management of heating and air conditioning have benefited from the incentives of Superbonus and Ecobonus, marking a 15% growth with sales of 75 million euros, equal to 15% of the market. They close the audio speakers (9% of the market) and the connected bulbs (8%), whose sales are drawn by numerous offers that include bundles with other devices.
The health emergency had a different impact on individual sales channels. The eRetailers have ride the boom of online purchases reaching 180 million euros share, equal to 36% of the market and with a growth of 20%, driven by the reduction of prices derived from the entry into the market of new competitors and the increase of the pros Multichannel retailers also tried to leverage the push to eCommerce by expanding the range of products offered on the net, but it was not enough to close the year in positive: sales amounted to 95 million euros (-5%) due to the
The traditional supply chain is the channel that has suffered the most from the impact of the Covid-19, due to the fear of the risk of infection by Covid-19 that has led many people to be reluctant to welcome… Sales amounted to €175 million, with a decrease of 17% and a further loss of market shares in favour of eRetailers, after those already recorded in recent years (from 50% in 2018 to 39% in 2019 up to 34% in 2020). Sales of telco, utilities and insurance are still limited for the time being, although it has been a year of relaunching the new integrated house offers.
More than two thirds of Italian consumers have heard at least once about smart home (69%, +1%), with a higher level of knowledge among 18-34 years (82%) and among users who are more familiar with technologies (89%). The percentage of users who own at least one object (43%, +1%) and the use of smart features ( 19% increased the use, 13% reduced it).
On the other hand, attention to intelligent objects is reduced, with 14% of the sample considering them to be less priority than before the pandemic, and the budget for these solutions, which has been reduced for a quarter of consumers while only 5% has increased. In view, 62% would like to buy at least one service associated with the connected devices and a third would be willing to pay more for its activation, especially those related to medical care (35%) and to monitoring and optimizing energy consumption (31%). There is a lack of concern about privacy, which affects only 45% of users compared to 54% in 2019, while there is still a strong need to maintain control of devices connected in the home, indicated by 57%, with only 25% that would entrust their home to independent management by
The technologies for Smart Home
The evolution of enabling technologies for Smart Home continues. The Connected Home over IP (CHIP) working group is led by ZigBee Alliance and supported by the great OTT Amazon, Apple and Google Featured in January 2020 by publishing the Open Connectivity Foundation (OCF)