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data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="AnchoredHero" class="ArticleDefault_mck-c-article-default__SfYQE ArticleDefault_mck-c-article-default--without-image__h_H_O"><div class="ArticleDefault_mck-c-article-default__wrapper-content__XOe9C"><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-col-lg-12"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f mdc-u-grid-col-lg-start-1 mdc-u-grid-col-lg-span-10"><div><h1 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-u-ts-2 mck-u-animation-slide-down ArticleDefault_mck-c-article-default__heading__bv6rL"><div>The promise of the connected home</div></h1></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-10 mck-u-animation-blur-in-800 ArticleDefault_mck-c-article-default__description__sjoe9"><div><time datetime="2016-08-11T00:00:00Z">August 11, 2016</time> | Interview</div></div></div></div></div></div></div><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing mdc-u-grid mdc-u-grid-gutter-xxl"><section data-layer-region="article-body-header" class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400 byline-share-container"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-7 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-8 mdc-u-ts-10"></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-animation-blur-in-400"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-5"><div class="mck-u-links-inline">The connected-home industry is poised for a new wave of growth, with projections showing every home in the United States being connected in the next five to ten years.</div></div></div></section><main data-layer-region="article-body" class="mdc-u-grid mdc-u-grid-gutter-xxl"><div class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-col-md-12"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><div class="mdc-o-content-body mck-u-dropcap"><div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="DownloadsSidebar_mck-c-downloads-sidebar__iFmyt mck-o-xs-right-span"><div data-layer-region="downloads-right-rail"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f"></h3><div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f"><a data-component="mdc-c-link" href="#/download/%2F~%2Fmedia%2Fmckinsey%2Findustries%2Ftechnology%20media%20and%20telecommunications%2Fhigh%20tech%2Four%20insights%2Fthe%20promise%20of%20the%20connected%20home%2Fthe-promise-of-the-connected-home-final.pdf%3FshouldIndex%3Dfalse" class="DownloadsSidebar_mck-c-downloads-sidebar__download-link__fPqFQ mdc-c-link___lBbY1_2734c4f" target="_self" data-layer-event-prefix="Download Link" data-layer-action="click" data-layer-report-type="" data-layer-file-name="the-promise-of-the-connected-home-final" data-layer-report-name="the-promise-of-the-connected-home-final>"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-md___yi5fA_2734c4f mck-download-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f"> (PDF-33 KB)</span></a></div></div></div></div> <p><strong>In the span of a few short years,</strong> millions of Americans have brought connected devices into their homes, and the connected-home industry is poised for a new wave of growth. McKinsey conducted its second annual survey of approximately 2,000 US households regarding their connected devices. Members of these households were asked for their views on the connected home, and these conversations revealed distinct customer segments and key issues that need to be tackled in order to unlock growth. In this interview, Kabir Ahuja, who leads McKinsey’s Connected Home service line, discusses just what can be expected in the US market over the next decade.</p> <h2>Interview transcript</h2>  <p>The connected home has been coming for a long time. If you think about where we are today, many people might say, “How come every home isn’t connected or adding devices?” What’s interesting to me is it’s big, and it’s growing fast.</p> <p>Right now, the connected home, defined as a home that has at least one connected device, accounts for about 22 percent of US households, and that rate is growing at a CAGR<a rel="#footnote1" class="link-footnote" href="#"><sup>1</sup></a> <span style="display:none" id="footnote1" class="tooltip"><span class="footnote-content"><span class="footnote-number">1.</span><span class="footnote-text">Compound annual growth rate.</span><span class="clear"></span></span><span class="footnote-bottom"></span></span> of about 30 percent a year. That’s projected to go on for a while. This is a big and growing market, but maybe not as penetrated or as pervasive as we thought it might have been five to ten years ago.</p> <p>The reasons why are, first of all, it’s driven largely by single-product value drivers—the value propositions that are tied to single devices that actually cause people to buy one device and add it in. What’s really interesting is people change their homes at a pretty slow pace, and it’s driven by big events in your life. For example: a new baby, a change of location, a new house, you’re remodeling, you get married. Whenever big life events happen, you tend to add new devices, change the setup of your home. That cycle is not necessarily superfast. What we’re seeing is a combination of the value propositions of single devices slowly coming to market, paired with a cycle-replacement time of in-home devices, which causes this whole market to move slower than we might have expected.</p> <p>The good news is we have a long and sustained ramp of penetration still culminating in the connected home, which means we’re going to go from 22 percent today to every home being connected in five to ten years. That means there’s lots of opportunity for players in the market to figure out how to get into these homes and create value.</p> <p><em>See more of the findings from our connected home survey at</em> <a href="http://www.mckinsey.com/spContent/connected_homes/index.html">McKinsey.com/connectedhome</a>.</p></div><div class="container-placeholder"></div></div></div><div class="mdc-u-grid mdc-u-grid-gutter-xl"><section role="contentinfo" data-layer-region="article-about-authors" class="mdc-u-grid mdc-u-grid-col-md-12 AboutAuthor_mck-c-about-author__nRJzu"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-3 mdc-u-grid-col-lg-end-11"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f mdc-u-align-center"></h5><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-8 mck-u-links-inline mck-u-links-inline--secondary mdc-u-mt-5"><div><p><strong>Kabir Ahuja</strong> is a partner in McKinsey’s Stamford office.</p></div></div></div></section><section class="mdc-u-grid mdc-u-grid-col-md-12 mck-u-screen-only"><div class="mdc-u-grid-col-md-start-2 mdc-u-grid-col-md-end-12 mdc-u-grid-col-lg-start-5 mdc-u-grid-col-lg-end-9"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f mdc-u-align-center">Explore a career with us</h5><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f mdc-c-link-container--align-center___ar3mu_2734c4f"><a data-component="mdc-c-link" href="/careers/search-jobs" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--secondary___Boipq_2734c4f mdc-c-button--size-large___jwpUy_2734c4f" aria-label="Search Openings" data-layer-event-prefix="CTA Link" data-layer-action="click" data-layer-category="careers" data-layer-subcategory="search" data-layer-text="Search Openings"><span class="mdc-c-link__label___Pfqtd_2734c4f">Search Openings</span></a></div></div></section></div></main></div><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="StandalonePromo" class="RelatedArticle_mck-c-article-related__GGA76 mck-u-screen-only" data-layer-region="related-articles"><div class="mdc-o-container__wrapper is-wrapped mdc-u-spaced-mobile"><h5 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-u-align-center">Related Articles</h5><div class="mdc-u-grid mdc-u-grid-col-md-3 RelatedArticle_items-container__s2uD0"><div class="mdc-u-grid mdc-u-grid-gutter-lg Card_card__diA2r Card_hover-effect__RGb9b"><div class="Card_wrapper-image__8b4P6"><a data-component="mdc-c-link" href="/industries/technology-media-and-telecommunications/our-insights/digital-america-a-tale-of-the-haves-and-have-mores" class="mdc-c-link___lBbY1_2734c4f"><picture data-component="mdc-c-picture" class="Card_wrapper-image__8b4P6"><style>.picture-uniqueKey-digit-0 { aspect-ratio: 16/9 }</style><img alt="MGI_USDigitization_1536x1536_Original" class="picture-uniqueKey-digit-0" src="/~/media/mckinsey/industries/technology%20media%20and%20telecommunications/high%20tech/our%20insights/digital%20america%20a%20tale%20of%20the%20haves%20and%20have%20mores/mgi_usdigitization_1536x1536_original.jpg?cq=50&mw=767&car=16:9&cpy=Center" loading="lazy"/></picture></a></div><div class="Card_wrapper-text__U6Y3k"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_2734c4f Card_content-block__pF6Z1"><span>Report - 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McKinsey conducted its second annual survey of approximately 2,000 US households regarding their connected devices. Members of these households were asked for their views on the connected home, and these conversations revealed distinct customer segments and key issues that need to be tackled in order to unlock growth. In this interview, Kabir Ahuja, who leads McKinsey\u0026rsquo;s Connected Home service line, discusses just what can be expected in the US market over the next decade.\u003c/p\u003e\n\u003ch2\u003eInterview transcript\u003c/h2\u003e\n[[video video_the_promise]]\n\u003cp\u003eThe connected home has been coming for a long time. If you think about where we are today, many people might say, \u0026ldquo;How come every home isn\u0026rsquo;t connected or adding devices?\u0026rdquo; What\u0026rsquo;s interesting to me is it\u0026rsquo;s big, and it\u0026rsquo;s growing fast.\u003c/p\u003e\n\u003cp\u003eRight now, the connected home, defined as a home that has at least one connected device, accounts for about 22 percent of US households, and that rate is growing at a CAGR\u003ca href=\"#\" class=\"link-footnote\" onclick=\"return false;\" rel=\"#footnote1\"\u003e\u003csup\u003e1\u003c/sup\u003e\u003c/a\u003e \u003cspan class=\"tooltip\" id=\"footnote1\" style=\"display: none;\"\u003e\u003cspan class=\"footnote-content\"\u003e\u003cspan class=\"footnote-number\"\u003e1.\u003c/span\u003e\u003cspan class=\"footnote-text\"\u003eCompound annual growth rate.\u003c/span\u003e\u003cspan class=\"clear\"\u003e\u003c/span\u003e\u003c/span\u003e\u003cspan class=\"footnote-bottom\"\u003e\u003c/span\u003e\u003c/span\u003e of about 30 percent a year. That\u0026rsquo;s projected to go on for a while. This is a big and growing market, but maybe not as penetrated or as pervasive as we thought it might have been five to ten years ago.\u003c/p\u003e\n\u003cp\u003eThe reasons why are, first of all, it\u0026rsquo;s driven largely by single-product value drivers\u0026mdash;the value propositions that are tied to single devices that actually cause people to buy one device and add it in. What\u0026rsquo;s really interesting is people change their homes at a pretty slow pace, and it\u0026rsquo;s driven by big events in your life. For example: a new baby, a change of location, a new house, you\u0026rsquo;re remodeling, you get married. Whenever big life events happen, you tend to add new devices, change the setup of your home. That cycle is not necessarily superfast. What we\u0026rsquo;re seeing is a combination of the value propositions of single devices slowly coming to market, paired with a cycle-replacement time of in-home devices, which causes this whole market to move slower than we might have expected.\u003c/p\u003e\n\u003cp\u003eThe good news is we have a long and sustained ramp of penetration still culminating in the connected home, which means we\u0026rsquo;re going to go from 22 percent today to every home being connected in five to ten years. That means there\u0026rsquo;s lots of opportunity for players in the market to figure out how to get into these homes and create value.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eSee more of the findings from our connected home survey at\u003c/em\u003e \u003ca href=\"http://www.mckinsey.com/spContent/connected_homes/index.html\"\u003eMcKinsey.com/connectedhome\u003c/a\u003e.\u003c/p\u003e"},"isFullScreenInteractive":{"boolValue":false},"hideStickySocialShareBar":{"boolValue":false},"desktopID":{"value":""},"mobileID":{"value":""},"desktopURL":{"value":""},"mobileURL":{"value":""},"desktopPaddingPercentage":{"value":""},"mobilePaddingPercentage":{"value":""},"desktopOverrideHeight":{"value":""},"mobileOverrideHeight":{"value":""},"cerosOembedURL":{"value":""},"cerosRenderMode":{"targetItem":null},"cerosBackgroundColor":{"targetItem":null},"hideByLine":{"boolValue":false},"tableOfContentsTitle":{"value":"TABLE OF CONTENTS"},"accessStatus":{"targetItem":{"key":{"value":"RegisteredUsers"},"value":{"value":"Registered Users"}}},"articleType":{"targetItem":{"displayName":"Interview"}},"hasSpecialReport":{"boolValue":false},"contentType":{"targetItem":{"displayName":"Article"}},"sourcePublication":{"targetItem":null},"externalPublication":{"value":""},"mobileReady":{"boolValue":true},"forClientsOnly":{"boolValue":false},"excludeFromClientLink":{"boolValue":false},"originalPublishDate":{"jsonValue":{"value":"2016-08-11T00:00:00Z"}},"footnotes":{"value":""},"contributoryPractice":{"targetItems":[]},"aboutTheAuthors":{"value":"\u003cp\u003e\u003cstrong\u003eKabir Ahuja\u003c/strong\u003e is a partner in McKinsey\u0026rsquo;s Stamford office.\u003c/p\u003e"},"authors":{"targetItems":[]},"nonPartnerAuthors":{"targetItems":[]},"interactiveToUse":{"targetItem":null},"enableArticleComponents":{"boolValue":false},"relatedArticles":{"targetItems":[{"sourcePublication":{"targetItem":{"name":"MGI Research"}},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"Digital America: A tale of the haves and have-mores"},"url":{"path":"/industries/technology-media-and-telecommunications/our-insights/digital-america-a-tale-of-the-haves-and-have-mores"},"eyebrow":{"targetItem":{"name":"Report"}},"articleType":{"targetItem":{"name":"Report"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"While the most advanced sectors, companies, and individuals push the boundaries of technology use, the US economy as a whole is realizing only 18 percent of its digital potential."},"standardImage":{"src":"/~/media/mckinsey/industries/technology media and telecommunications/high tech/our insights/digital america a tale of the haves and have mores/mgi_usdigitization_1536x1536_original.jpg","alt":"MGI_USDigitization_1536x1536_Original"},"heroImage":null,"thumbnailImage":null},{"sourcePublication":{"targetItem":null},"publicationSource":null,"externalPublication":{"value":""},"title":{"value":"The Internet of Things: Sizing up the opportunity"},"url":{"path":"/industries/semiconductors/our-insights/the-internet-of-things-sizing-up-the-opportunity"},"eyebrow":{"targetItem":{"name":"Article"}},"articleType":{"targetItem":{"name":"Article"}},"contentType":{"targetItem":{"name":"Article"}},"description":{"value":"This connectivity trend is now recognized as a source of growth for semiconductor players and their customers. 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