Thirty-three Percent of Households with Insurance Would Switch Providers to Acquire Smart Home Devices

Parks Associates research shows smart home devices can lure customers away from their current insurance providers

DALLAS, March 7, 2024 /PRNewswire/ — Parks Associates’ research study, Insurance Opportunities in the Smart Home, finds that one-third of US internet households with homeowner’s/renter’s insurance would switch providers to acquire smart home devices. The study of 8,000 US internet households investigates consumer preferences for IoT devices that can impact insurance premiums or claims and evaluates the opportunity for IoT growth through the insurance channel.

With insurance costs rising nationwide, homeowners and insurers are both looking for solutions to reduce premiums, claims, and payouts. Smart home devices can detect and prevent costly damages, particularly rated to water and faulty wiring. Water-related damage is by far the most common home damage, with 26% of US households reporting this kind of damage. According to the Insurance Information Institute, the average cost of water damage/leaks is $9,633, while the average for flood/weather-related damage is $8,625.

“Insurance is a highly competitive industry, with numerous companies offering similar products,” said Jennifer Kent, VP, Research, Parks Associates. “Customers often have multiple options to choose from, making it easier for them to switch to a different insurer. Smart home devices can lure customers from their existing insurance providers and attract customers who are new to the home insurance category.”

Partnerships between insurance and smart home companies highlight the alignment of both industries’ goals and business strategies. For example, a recent collaboration between Nationwide and Resideo will allow homeowners to get insurance discounts when they acquire specific device packages, to be announced in early 2024. This partnership extends the smart home to more proactive use cases, where the products sense and report potential risks before they create costly damages.

“These collaborations enable insurers to reduce risks, enhance customer engagement, differentiate themselves in the market, and tap into the growing smart home technology sector,” Kent said. “It’s a win-win strategy that benefits the insurance industry and homeowners seeking enhanced protection and peace of mind.”

Parks Associates will share this research and more at its 28th annual CONNECTIONS™: The Premier Connected Home Conference, May 7-9, 2024, at the Hilton Dallas/Plano Granite Park in Plano, Texas. CONNECTIONS™ sponsors include Cox Communities, Nice, Ivani, Kaadas Smart Locks, Kwikset, Rapid Response Monitoring, SkyBell, Ubiety,, Cardinal Peak, Shelly, SmartThings, Becklar, Calix, bluesalve partners, RSPNDR, Trident IoT, Origin, and Z-Wave.

To schedule an interview with an analyst or to request specific data, contact Mindi Sue Sternblitz-Rubenstein at
 or 972-490-1113.

About Parks Associates
Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company’s expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video.

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Mindi Sue Sternblitz-Rubenstein
Parks Associates

SOURCE Parks Associates