More homes are using smart devices — and the number of devices in the homes that have them is growing as well — according to a new Horowitz Research report.
The organization, which is a division of M/A/R/C Research, found that 48% of homes have at least one such device. Seventy percent of homes with smart devices have smart TVs. Other popular smart home devices include home security cameras (in 66% of smart homes), sound systems (57%), doorbells/door cams (52%), and lightbulbs/light fixtures (35%).
The “State of Media, Entertainment & Tech: Subscriptions 2025” report found that device use skews younger and multicultural. Fifty-nine percent of 18- to 34-year-olds and 55% of 35- to 49-year-olds are more likely to own at least one smart home device, compared to their older counterparts. In the latter group, 37% of 50-plus-year-olds have at least one such device.
Multicultural homes are more likely to have smart home devices as well. Fifty-nine percent of Latinx, 56% of Asian, and 53% of Black consumers have smart devices. This is higher than the 41% of white and non-Hispanic homes. Families with children account for 62% of households with smart home devices.
On average, consumers with smart home devices report owning 4.8 types. The report says that 18- to 34-year-olds with smart homes have an average of 4.9 devices. Those in the 35- to 49-year-old group own 5.1 devices. The over-50-years-old cohort owns 4.4 devices on average.
Latinx and Black consumers own an average of 6.2 and 5.7 smart home devices, respectively. Asian consumers own 4.7 devices.
Households with children that have smart technology report owning 5.4 types of devices.
“Smart home technologies are rapidly changing the way consumers are managing their households and lives, particularly for Black and Latinx consumers who have always been on the leading edge of new tech adoption,” Adriana Waterston, the executive vice president and insights and strategy lead for Horowitz Research, said in a press release.
“Tech companies looking to drive adoption of their smart devices really need to focus their attention on multicultural marketing as a matter of priority to thrive in today’s challenging economy.”