Summary

米国調査会社オンワールドリサーチ（ON World Research）の調査レポート「北米のスマートホーム照明：スマート電球、直管蛍光灯、電灯、照明設備」は、スマートホーム用の照明について、ホームデポ、ロウズ、ウォルマート、ターゲット、 ベッド・バス・アンド・ビヨンド、ベストバイ、アップルストア、エースハードウェア、トゥルーバリューなどの多くの小売店について調査している。6600のスマートホーム消費者について2019年6月までの市場を調査している。この調査によれば、スマート電球購入者の77％が過去一年以内に初めてスマート電球を購入した。現在のスマート電球購入者は、今後2年間に平均5.7個のスマート電球を購入するだろうとしている。

Synopsis:

North America unit shipments for smart bulbs, lamps, fixtures and light strips will increase 12X in the next five years. Major drivers include: a strong US economy, smart home voice assistants, mass market retailers’ smart lighting investments as well as hub-less solutions using Bluetooth or WiFi with a low-cost entry point.

For this report, ON World conducted phone-based and in-person interviews and surveys in July/August 2018 and again in May/June 2019. This includes hundreds of retail stores such as Home Depot, Lowe’s, Walmart, Target, Bed Bath & Beyond, Best Buy, Apple Stores, Ace Hardware and True Value. ON World also conducted surveys with 6,600 smart home consumers through June of 2019.

ON World’s Q2 2019 survey with smart bulb buyers found that 77% purchased their first smart bulb within the past year. Current smart bulb buyers are planning an average of 5.7 additional smart bulbs over the next two years. However, 1 in 4 have returned at least one smart bulb over the past two years and 30% indicate that it was “moderately difficult” to “nearly impossible” to install their smart bulb.

Mass Market Strategies

Our research has uncovered significant smart lighting channel growth and consumer demand in the North America market. Voice assistants such as Amazon Alexa and Google Assistant have simplified the technical complexity of deploying and configuring smart home devices. This is illustrated by C by GE’s seamless integration with Google Home Mini that is hub-less and hides the user from the “pain point” of network integration.

This report analyzes these developments, evaluates the market leaders and innovators, and uncovers the user requirements and technology gaps for mass market smart lighting adoption.

Research Scope

This report-- based on extensive surveys and interviews across the whole smart lighting ecosystem with nearly 7,000 individuals-- analyzes the North America residential smart lighting market specifically for smart bulbs, light strips, lamps and fixtures.

Investigations include the following:

• 235 US retail sales reps for 9 chains: Home Depot, Lowe’s, Walmart, Target, Bed Bath & Beyond, Best Buy, Apple Stores, Ace Hardware and True Value
• 850 mass market consumers and recent home buyers
• 750 smart light bulb buyers
• 5,000 early adopting smart lighting consumers
• 70+ interviews with leading lighting manufacturers, home builders, smart home platforms, chipset suppliers, industry alliances and professional home lighting installers.

The report presents and analyzes the results from these surveys and includes 6-year unit forecasts for smart lighting products and revenues with detailed breakdowns by distribution channel including by product segment, bulb color type (e.g. RGBW, tunable white and dimmable only), features such as speakers, as well as by communication technology (Zigbee, Bluetooth, WiFi, Others).

Companies Interviewed/Surveyed/Analyzed For this Report:

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Table of Contents

Executive Summary

Report Scope
Methodology

Ecosystem

Adoption Trends
Features Preferences
Retail Channels
Professional Installers
Home Builders
The Value System
Lighting Manufacturers
Smart Bulb & Lamp Innovators
Consumer Product Ratings

Market Size Forecast Totals

Units by Product Segment
Revenues by Product Segment
Average Sale Prices
Units by Channel
Revenues by Channel
Units by Color Type
Revenues by Color Type
Units by Technology

Smart Bulb Forecast Totals

Units by Product Segment
Revenues by Product Segment
Units by Color Type
Revenues by Color Type
Average Sale Prices
Units by Channel
Revenues by Channel
Units by Technology

Distribution Channels

Amazon

Channel Trends
Market Size Forecasts
Units by Product Segment
Revenues by Product Segment
Units by Color Type
Revenues by Color Type

Electronics Stores

Summary
Channel Trends
Market Size Forecasts
Units by Product Segment
Revenues by Product Segment
Units by Color Type
Revenues by Color Type

Home Center

Summary
Channel Trends
Market Size Forecasts
Units by Product Segment
Revenues by Product Segment
Units by Color Type
Revenues by Color Type

Mass Market

Summary
Channel Trends
Market Size Forecasts
Units by Product Segment
Revenues by Product Segment
Units by Color Type
Revenues by Color Type

Professional Installers

Summary
Market Size Forecasts
Units by Product Segment
Revenues by Product Segment

Survey Results

Trends
Mass Market Strategies
Survey Overview

Smart Bulb Buyers – Experience

Key Findings
Demographics
Purchasing Trends
Popular Brands
Preferred Pricing
Installation

Smart Bulb Buyers – Preferences

Key Findings
Demographics
Purchasing Preferences
Preferred Features
Channel Preferences

Early Adopter – General

Key Findings
Demographics
Adoption Trends
Features
Channels

Early Adopter – Features

Key Findings
Demographics
Integration
Features

Early Adopter – Channels

Key Findings
Demographics
Overall Preferred Channel
Online Chain Preferences
Brick-and-Mortar Channels

Recent Home Buyers

Key Findings
Demographics
Home Builder Packages
Brands
Planned Smart Lighting
Concerns

Early Majority Consumers

Key Findings
Demographics
Adoption Trends
Popular Brands
Preferred Pricing
Installation

List of Figures

Figure 1: NA Smart Lighting Unit Shipments, Amazon/Mass Market & Others (2018-2024)
Figure 2: Early Adopters - Smart Bulbs, Lamps & Light Strips Purchased in the Last 2 Years
Figure 3: Early Adopters - Average Smart Lighting Products Purchased in the Last 2 Years
Figure 4: Early Adopters - Average Smart Lighting Products Planned the Next 2 Years
Figure 5: Smart Bulb Buyers - Smart Bulbs Returned
Figure 6: Smart Bulb Online Review Product Rati
Figure 7: Smart Bulb Buyers Most Important Features: Tunable White vs RGB Color
Figure 8: Smart Bulb Buyers Most Important Features: Voice Control vs Integrated Speaker
Figure 9: Retail Store Sales by Product Segment
Figure 10: Retail Stores Weekly Unit Sales by Channel
Figure 11: Retail Stores Weekly Unit Sales by Chain
Figure 12: Retail Stores Weekly Unit Sales Distribution
Figure 13: Installers’ Smart Lighting Products Sold
Figure 14: Installers’ Smart Bulb Preferred Features
Figure 15: Home Builder Smart Lighting Packages Offered Today
Figure 16: Top Home Builders w/ Smart Lighting Packages
Figure 17: Smart Home Lighting Value System
Figure 18: Consumer Smart Bulb Product Ratings by Vendor
Figure 19: Consumer Smart Bulb Product Ratings by Technology
Figure 20: NA Smart Home Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Figure 21: NA Smart Bulb/Strip/Lamp/Fixture Revenues by Segment (2018-2024)
Figure 22: NA Bulb/Strip/Lamp/Fixture ASPs by Segment (2018-2024)
Figure 23: NA Smart Home Bulb/Strip/Lamp/Fixture Units by Channel (2018-2024)
Figure 24: NA Smart Home Bulb/Strip/Lamp/Fixture Revenues by Channel (2018-2024)
Figure 25: NA Smart Home Bulb/Strip/Lamp/Fixture Units by Color Type (2018-2024)
Figure 26: NA Smart Home Bulb/Strip/Lamp/Fixture Revenues by Color Type (2018-2024)
Figure 27: NA Smart Bulb/Strip/Lamp/Fixture Units by Technology (2018-2024)
Figure 28: NA Smart Bulb Units by Speaker & No Speaker (2018-2024)
Figure 29: NA Smart Bulb Units by Speaker & No Speaker (2018-2024)
Figure 30: NA Smart Bulb Units by Color Type (2018-2024)
Figure 31: NA Smart Bulb Revenues by Color Type (2018-2024) (2018-2024)
Figure 32: NA Smart Bulb ASPs by Color Type (2018-2024)
Figure 33: NA Smart Bulb Units by Channel (2018-2024)
Figure 34: NA Smart Bulb Revenues by Channel (2018-2024)
Figure 35: NA Smart Bulb Units by Technology (2018-2024)
Figure 36: Amazon Smart Bulb Etc. 2018 Units by Type
Figure 37: Amazon Smart Bulb 2018 Units by Color Type & Feature
Figure 38: NA Amazon Smart Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Figure 39: NA Amazon Smart Bulb/Strip/Lamp/Fixture Revenues by Segment (2018-2024)
Figure 40: NA Amazon Smart Bulb Units by Color Type (2018-2024)
Figure 41: NA Amazon Smart Bulb Revenues by Color Type (2018-2024)
Figure 42: Electronics Store Retailers
Figure 43: Electronics Stores Smart Bulb 2018 Units by Product Segment
Figure 44: Screened Smart Bulb Buyers Home Center Preferences by Chain
Figure 45: Electronics Smart Bulb/Lamp/Strip Ave. Weekly Unit Sales by Chain
Figure 46: Electronics Smart Bulb/Lamp/Strip Ave. Weekly Unit Sales by Region
Figure 47: Electronics Smart Bulb/Lamp/Strip Ave. Weekly Unit Sales by Color Type
Figure 48: NA Electronics Smart Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Figure 49: NA Electronics Smart Bulb/Strip/Lamp/Fixture Revenues by Segment (2018-2024)
Figure 50: NA Electronics Smart Bulb Units by Color Type (2018-2024)
Figure 51: NA Electronics Smart Bulb Revenues by Color Type (2018-2024)
Figure 52: Home Center Retailers
Figure 53: Home Center 2018 Unit Sales by Product Segment
Figure 54: Screened Smart Bulb Buyers Home Center Preferences by Chain
Figure 55: Home Center Smart Bulb/Lamp/Strip Ave. Weekly Unit Sales by Chain
Figure 56: Home Center Smart Bulb/Lamp/Strip Ave. Weekly Unit Sales by Region
Figure 57: Home Center Smart Bulb/Lamp/Strip Ave. Weekly Units by Color Type
Figure 58: NA Home Center Smart Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Figure 59: NA Home Center Smart Bulb/Strip/Lamp/Fixture Revenues by Segment (2018-2024)
Figure 60: NA Home Center Smart Bulb Units by Color Type (2018-2024)
Figure 61: NA Home Center Smart Bulb Revenues by Color Type (2018-2024)
Figure 62: Mass Market Retailers
Figure 63: Mass Market Smart Bulb Etc. 2018 Units by Product Segment
Figure 64: Screened Smart Bulb Buyers Home Center Preferences by Chain
Figure 65: Mass Market Smart Bulb/Lamp/Strip Ave. Weekly Unit Sales by Chain
Figure 66: Mass Market Smart Bulb/Lamp/Strip Ave. Weekly Unit Sales by Region
Figure 67: Mass Market Smart Bulb Ave. Weekly Unit Sales by Color Type
Figure 68: NA Mass Market Smart Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Figure 69: NA Mass Market Smart Bulb/Strip/Lamp/Fixture Revenues by Segment (2018-2024)
Figure 70: NA Mass Market Smart Bulb Units by Color Type (2018-2024)
Figure 71: NA Mass Market Smart Bulb Revenues by Color Type (2018-2024)
Figure 72: Installers’ Commonly Installed Smart Lighting Products
Figure 73: NA Professional Smart Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Figure 74: NA Professional Smart Bulb/Lamp/Strip Revenues by Segment (2018-2024)
Figure 75: Smart Bulb Buyers’ Demographics (Q2 2019)
Figure 76: First Smart Bulb Purchased When
Figure 77: Retail Chain of Most Recent Smart Bulb Purchase
Figure 78: Number of Smart Bulbs Returned in the Last 2 Years
Figure 79: Smart Light Bulb Brands Purchased
Figure 80: Smart Light Bulb Brand Most Recently Purchased
Figure 81: Highest Price Willing to Pay for RGB Color Smart Bulb
Figure 82: Experience with Smart Light Bulb Installation
Figure 83: Experience with Smart Light Bulb Mobile App
Figure 84: Experience with Smart Light Bulb Voice Assistant Integration
Figure 85: Smart Bulb Buyers’ Demographics (Q3 2018)
Figure 86: Smart Bulb Brand Purchased
Figure 87: Smart Home Lighting Devices at Home
Figure 88: Bulbs Purchased Over the Last 2 Years
Figure 89: Bulbs Planned in the Next 2 Years
Figure 90: Smart Hubs used with Smart Bulbs
Figure 91: Smart Bulb Installation
Figure 92: Importance of Voice-control for Smart Buy Buyers
Figure 93: Importance of Tunable (many shades) of White for Smart Bulb Buyers
Figure 94: Importance of Motion Sensors for Smart Bulb Buyers
Figure 95: Importance of Integrated Speakers for Smart Bulb Buyers
Figure 96: Smart Bulb Buyers’ Preferred Brick-Mortar Channel
Figure 97: Smart Bulb Buyers’ Preferred Brick-Mortar Retail Chain
Figure 98: Smart Bulb Buyers’ Preferred Online Channel
Figure 99: General Early Adopters Demographics
Figure 100: Types of Smart Home Lighting Products Purchased in the Last 2 Years
Figure 101: Smart Lighting Buyers in 2018 & 2019
Figure 102: Smart Lighting Products Purchased Over the Last 2 Years
Figure 103: Smart Lighting Products Planned in the Next 2 Years
Figure 104: Smart Home Lighting Preferred Features
Figure 105: Smart Home Lighting Channel Preference
Figure 106: Early Adopters Features Survey Demographics
Figure 107: Smart Home Lighting Integration
Figure 108: Smart Home Device Integration
Figure 109: Smart Home Lighting Features
Figure 110: Smart Bulb Features
Figure 111: Early Adopter Channel Survey Demographics
Figure 112: Preferred Smart Lighting Channel
Figure 113: Preferred Online Chain
Figure 114: Preferred Brick-and-Mortar Channel
Figure 115: Preferred Brick-and-Mortar Chain
Figure 116: Likelihood of Buying Smart Lighting from Grocery or Drugstore
Figure 117: Recent Home Buyers Demographics
Figure 118: Percent of Home Builders Offering Smart Lighting Packages
Figure 119: New Home Smart Lighting Status
Figure 120: Smart Lighting Devices That Came with the New Home
Figure 121: New Home Smart Lighting Brands
Figure 122: Smart Lighting Brands Purchased
Figure 123: New Home Voice Assistant Used
Figure 124: Recent Home Buyer Planned Smart Lighting Devices
Figure 125: Recent Home Buyer Smart Lighting Concerns
Figure 126: Early Majority Consumers Demographics (Q2 2019)
Figure 127: First Became Aware of Smart Lighting
Figure 128: Most Likely Smart Lighting Retail Chain
Figure 129: Likely Smart Bulb Purchases in the Next 2 Years
Figure 130: Smart Light Bulb Awareness
Figure 131: Most Likely Smart Lighting Brand to Purchase
Figure 132: Highest Price Willing to Pay for RGB Color Smart Bulb
Figure 133: Smart Light Bulb Installation Expectations
Figure 134: Smart Light Bulb Mobile App Expectations
Figure 135: Smart Light Bulb Voice Assistant Integration Expectations

List of Tables

Table 1: Retail Channel’s Smart Lighting Status & Summary
Table 2: Lighting Manufacturers with Smart Bulbs/Lamps
Table 3: Smart Light Bulb/Lamp Innovators
Table 4: NA Smart Home Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Table 5: NA Smart Bulb/Strip/Lamp/Fixture Revenues by Segment (2018-2024)
Table 6: NA Bulb/Strip/Lamp/Fixture ASPs by Segment (2018-2024)
Table 7: NA Smart Home Bulb/Strip/Lamp/Fixture Units by Channel (2018-2024)
Table 8: NA Smart Home Bulb/Strip/Lamp/Fixture Revenues by Channel (2018-2024)
Table 9: NA Smart Home Bulb/Strip/Lamp/Fixture Units by Color Type (2018-2024)
Table 10: NA Smart Home Bulb/Strip/Lamp/Fixture Revenues by Color Type (2018-2024)
Table 11: NA Smart Bulb/Strip/Lamp/Fixture Units by Technology (2018-2024)
Table 12: NA Smart Bulb Units by Speaker & No Speaker (2018-2024)
Table 13: NA Smart Bulb Units by Speaker & No Speaker (2018-2024)
Table 14: NA Smart Bulb Units by Color Type (2018-2024)
Table 15: NA Smart Bulb Revenues by Color Type (2018-2024)
Table 16: NA Smart Bulb ASPs by Color Type (2018-2024)
Table 17: NA Smart Bulb Units by Channel (2018-2024)
Table 18: NA Smart Bulb Revenues by Channel (2018-2024)
Table 19: NA Smart Bulb Units by Technology (2018-2024)
Table 20: NA Amazon Smart Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Table 21: NA Amazon Smart Bulb/Strip/Lamp/Fixture Revenues by Segment (2018-2024)
Table 22: NA Amazon Smart Bulb Units by Color Type (2018-2024)
Table 23: NA Amazon Smart Bulb Revenues by Color Type (2018-2024)
Table 24: NA Electronics Smart Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Table 25: NA Electronics Smart Bulb/Strip/Lamp/Fixture Revenues by Segment (2018-2024)
Table 26: NA Electronics Smart Bulb Units by Color Type (2018-2024)
Table 27: NA Electronics Smart Bulb Revenues by Color Type (2018-2024)
Table 28: NA Home Center Smart Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Table 29: NA Home Center Smart Bulb/Strip/Lamp/Fixture Revenues by Segment (2018-2024)
Table 30: NA Home Center Smart Bulb Units by Color Type (2018-2024)
Table 31: NA Home Center Smart Bulb Revenues by Color Type (2018-2024)
Table 32: NA Mass Market Smart Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Table 33: NA Mass Market Smart Bulb/Strip/Lamp/Fixture Revenues by Segment (2018-2024)
Table 34: NA Mass Market Smart Bulb Units by Color Type (2018-2024)
Table 35: NA Mass Market Smart Bulb Revenues by Color Type (2018-2024)
Table 36: NA Professional Smart Bulb/Strip/Lamp/Fixture Units by Segment (2018-2024)
Table 37: NA Professional Smart Bulb/Lamp/Strip Revenues by Segment (2018-2024)