Apple is the fastest growing connected device company

The average home in the United States now has 20.2 connected devices, according to a new report based on an analysis of 41 million homes and 1.8 billion connected devices. In Europe, the average is 17.4, while the average Japanese home has only 10.3 smart devices.

As expected, smartphones, computers, tablets, and smart TVs make up the majority of the 1.8 billion devices, but smart speakers, connected lighting systems, and connected devices also make up a large portion.

However, the most advanced devices for 2022 are a little different. Compared to 2021, the study found that smart homes contain:

  • 55% more cameras
  • 43% more smart doorbells
  • 38% more home hubs
  • 25% more smart light bulbs
  • 24% smarter speakers
  • 23% more smart sockets
  • Smart thermostats at 19%

All of these devices consume data: a lot of it.

The average home in the US consumed 657 gigabytes of data per month in 2022, nearly 15% more than last year. Europeans and Japanese are less thirsty for data, using only 227 GB and 200 GB per month. Perhaps surprisingly, the fastest growing data consumers are our smartphones, even though Amazon’s Fire TV and Roku digital video player have also appeared. I would have thought that connected TVs, which can consume gigabytes per hour of HD content, would have ranked higher.

Apple dominates the loyalty index, with 39% of households in the US, Europe and Japan owning 10 or more Apple devices. Samsung ranks second, with 5% of households owning 10 devices or smart devices from the Korean tech giant, while Amazon is just under 3%.

Apple is also the fastest growing in the “nerds” category, achieving 24% year-over-year growth in more than 10 Apple device homes.

For 2022, Apple’s home penetration in the US, Europe, and Japan has been rather staggering:

  • 1 or more: 92% of households
  • 5 or more: 64% of households
  • 10 or more: 39% of households

Google is clearly not up to the mark in terms of penetration, with only 5.3% of households owning five or more Google smart home devices and 1% owning 10 or more, and even Microsoft’s numbers are doubling. This may have something to do with Google slow acquisition and failure and Nest consumption again in 2014. Nest initially seemed to get its start in a big way into the smart home, but corporate controversy, attempts to sell the division, and eventual rebranding have had a major impact.

Apple hasn’t really made its way into the smart home either, with a confusing Home app, a choppy smart speaker strategy, and a near-total lack of Apple-branded smart home products that sync seamlessly to provide an “it just works” experience. (Where, frankly, Amazon has made more progress.) But those numbers, driven largely by smartphones, tablets, computers and Apple TVs, suggest that Apple has a big chance here if it’s only going to focus.

Biggest drop in data usage from 2021 to 2022?

Fitness bikes, which we’ve seen crashing in the past year, with the Peloton being the most obvious example. Data consumption by fitness bikes was reduced by 23%, according to the report. Computers are also down 7%, and it is assumed that some home office work has returned to the office.

Data is from Plume, a SaaS platform for carriers and subscribers that is deployed at more than 41 million active sites globally. Full report available over here.

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