Smart home tech goes mainstream, but security concerns remain

While 70% of homeowners now own at least one form of smart tech in their home, as the market matures, so too do consumer expectations, with the data highlighting how trust, usability and real-world benefits are now the key factors driving purchasing decisions.

The insights come from the Homes Unhooked 2025-2026 report, which explores consumer behaviour in the home and garden sector. While smart speakers (26%) and smart doorbells (20%) are the most popular products, adoption is broadening, with the most popular planned purchases for the year ahead including security systems, thermostats, robot cleaners and energy management tools. In fact, 51% of consumers say they’re planning to buy new smart home technology in the coming year, and they’re particularly interested in products that offer increased security, energy efficiency, and automation.

Convenience is a major motivator, with 17% of consumers citing ease of use and automation as their primary reason for investing. Enhanced security follows closely at 16%, while 15% are drawn to energy efficiency benefits. But barriers remain with over a third (39%) worried about cost, 35% feel overwhelmed by too many options, and 32% are unsure how to install or operate smart products.

Despite 32% saying they’re hesitant to invest in new smart tech for their home due to the risks of hacking and security risks, this is a decrease from 37% when the same research was conducted two years ago.

Claire Gamble, Managing Director of Unhooked Communications, which commissioned the research, said: “We’re at a pivotal moment for the smart home sector. Awareness and adoption are high, but consumers still have some concerns around costs, complexity and security. Brands need to address these worries, demonstrate real value and reassure potential customers in their PR and marketing content. Having the right communications strategy in place to build trust with clear product messaging, strong reviews, credible media coverage and expert-led insights will be key to maximising market opportunities.”

The research, which surveyed 2,001 UK adults, shows that consumers are turning to a mix of sources, including search engines, YouTube, review websites, company websites and social media, to gather information. Some consumers are also turning to AI tools to research products and services for the home, with 4% saying they would use a platform like ChatGPT to research smart home tech for the home.

The research surveyed 2,001 UK adults. The full Homes Unhooked 2025-2026 report is available to download now at: https://weareunhooked.com/app/uploads/2025/05/Homes_Unhooked_2025_FINAL-compressed.pdf