Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Smart Home Forecast 2021

More Time at Home for Connection

About This Report
The share of US households adopting smart home devices will grow to 41.9% this year as consumers increasingly demand convenience and data transparency.
Table of Contents

Executive Summary

A concept long present in pop culture, the smart home is progressing from a fragmented number of devices to an integrated ecosystem. From locks to doorbells and thermostats to fridges, smart home devices enabled by the internet of things (IoT) are increasingly being adopted in homes or embedded within new builds.

How large is the smart home device market and how big will it become?

In 2021, 41.9% of US households will use a smart home device, expanding to 48.4% by 2025. While growth of smart home households may slow in the next few years, existing households will continue to adopt new devices.

What are the most important changes ahead?

As people continue to spend more time at home, they are increasingly reaching for smart home devices to improve convenience and efficiency in their daily lives. Emerging tech trends, like improved natural language processing (NLP) and increased integration among devices, are shifting how device manufacturers design their products.

What does this mean for tech players and marketers?

The increase in smart home device adoption is advantageous for both tech players and marketers if consumer trust and value are prioritized. Privacy and security remain concerns for manufacturers and marketers to tackle as adoption and use cases increase.

WHAT’S IN THIS REPORT? This report examines our forecasts for smart home device users in the US, looks at underlying trends that are driving smart home device adoption, and discusses how players can take advantage of emerging opportunities.

KEY STAT: About 60 million US households (46.5% of all US homes) will use smart home devices by 2023, more than double that of 2018.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Sizing the Opportunity: The Number of Smart Home Device Users Will Steadily Increase
  1. What’s Changing that Will Impact This Forecast?
  2. What Should I Do About Growing Smart Home Adoption?
  3. Read Next
  1. Sources
  2. Media Gallery


Jessica Lis


Chris Keating
Director, Research
Oscar Orozco
Director, Forecasting
Yoram Wurmser
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client