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Smart Home ownership is growing. Loyalty isn't
keeping pace.
The Smart Home tracks what 20,000 US consumers actually own, buy, and switch across the connected home — so you can see where the real opportunity is, not just where the market is.
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Just a Few Simple Questions and We'll Get Back To You ASAP
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Our Clients
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How Britain shops: then, now, next | 1 October 2026
The decisions shaping tomorrow's growth start with understanding how people's choices are changing today.
We would be delighted to welcome you to an exclusive gathering of senior leaders at the Design Museum, London, on 1 October 2026.
For more than 30 years, Worldpanel by Numerator has helped the UK's leading brands and retailers understand how Britain shops. Today, as shopper behaviour becomes more fragmented and the path to purchase increasingly complex, businesses need deeper insight than ever before to make confident commercial decisions.
Join FMCG leaders, retail experts and industry decision-makers as we explore how British shopping behaviour has evolved, what's shaping decisions today, and where the next opportunities for growth lie. Drawing on Worldpanel by Numerator's enhanced view of the British population, we'll reveal how richer, more representative shopper intelligence helps businesses uncover new opportunities, challenge assumptions and prepare for what's next.
Together, we'll explore three defining perspectives:
THEN
More than 30 years of understanding how Britain has shopped, revealing the enduring behaviours and trends that continue to shape the market.
NOW
Navigating today's fragmented shopper journeys, changing consumer expectations and an increasingly complex retail landscape.
NEXT
Discover what's possible with our enhanced panel: richer representation, deeper insights and greater confidence to drive growth.
Frequently asked questions
What is the Smart Home study? −
Worldpanel by Numerator’s Smart Home study provides a longitudinal view of the US smart home market. It tracks device ownership, purchasing, usage, satisfaction and switching across a 20,000-person consumer panel, helping brands understand not only what consumers own, but why they buy, how they use their devices and what drives their experience over time.
Which smart home categories does the study cover? +
Smart Home covers six key categories: smart cameras, smart doorbells, smart speakers, smart thermostats, smart displays, and casting/streaming devices.
What makes Smart Home different from other market or ownership data? +
Smart Home goes beyond measuring device ownership. It connects ownership with the motivations, purchase journeys, experiences and behaviors behind the market, giving brands a more complete picture of why consumers make the choices they do.
Why is the longitudinal approach valuable? +
Following consumers over time provides visibility into how behaviors evolve—not simply how the market looks at one moment. This enables brands to track changes in ownership, loyalty and switching and identify emerging opportunities as consumer behavior changes.
What parts of the consumer journey can we understand? +
Smart Home helps brands understand the journey from initial research and purchase influences through to retailer choice, spend and purchase motivation, as well as the consumer’s subsequent experience with the product.
Can we understand what consumers value in smart home products? +
Yes. Smart Home explores the features and experiences consumers consider when choosing and using devices. For example, the research shows that ease of use is a key purchase criterion across several categories, while needs such as installation, setup and specific product capabilities vary by device type.
Does the study cover the digital/app experience as well as the device itself? +
Yes. The smart home experience increasingly extends beyond the physical product. Smart Home examines aspects of the app and connected experience—including controls, alerts, pairing and app stability—to understand what contributes to both satisfaction and frustration.
Can Smart Home help us understand loyalty and switching? +
Yes. The study tracks ownership, loyalty and switching over time, helping brands understand where consumer relationships are strong, where pain points exist and where opportunities to win or retain consumers may emerge.
Can we understand how different smart home devices fit together? +
Yes. Smart Home looks across six categories and considers consumers within their wider technology ecosystems. This helps uncover cross-category ownership, household decision-making, and opportunities for multi-device and multi-pack adoption.
Does the research capture emerging influences such as AI? +
Yes. The research already captures consumers consulting AI chatbots during product research and AI shopping agents influencing purchase decisions, alongside established influences such as online reviews. This helps brands understand how the purchase journey is evolving.
How can Smart Home insights be used within our business? +
The insights can support decisions across product development, brand strategy, marketing, retail and customer experience — from identifying the features consumers value to understanding purchase influences, experience pain points and potential growth opportunities.
Can the analysis be tailored to our specific business questions? +
Yes. Flexible reporting and analytics allow users to explore and tailor insights to the level of detail their business needs, helping teams move from broad market understanding to the questions most relevant to their category and strategy.
How can Smart Home help us identify growth opportunities? +
By connecting purchase motivations, product experiences and behaviors across the connected home, Smart Home can help reveal where consumers are ready to switch, where unmet needs or friction exist, and where opportunities for acquisition, retention or cross-category growth may emerge.
Why should we use Smart Home alongside the data we already have? +
Smart Home adds the consumer story behind market outcomes. Rather than looking at ownership or purchasing in isolation, it connects what consumers do with why they do it, their experience after purchase, and how their behavior changes over time. This provides additional context for making product, marketing and growth decisions.
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Automate and simplify enterprise-wide compliance to complete your SRA and PBRA 60% faster
What you'll get
Clear signals, early
Understand whether innovation is expanding the category, rearranging demand, or weakening routine stability.
A practical playbook
Translate behavioural evidence into decisions on pack, price, promotion, channels, and recruitment.
Real category context
See the framework in action through drinks, where routines are shifting quickly, and competition is colliding across needs and occasions.
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Contact Us
How Britain Shops:
THEN · NOW · NEXT
Thursday 1 October
The Design Museum, 224 – 238 Kensington
High Street, London W8 6AG
How Britain Shops:
THEN · NOW · NEXT
Thursday 1 October
The Design Museum, 224 – 238 Kensington
High Street, London W8 6AG
High Street, London W8 6AG
EXCLUSIVE WEBINAR
 On-Demand |
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Just a Few Simple Questions and We'll Get Back To You ASAP
Speakers
Speaker Name
Job Title
Bio
Speaker Name
Job Title
Bio
Speaker Name
Job Title
Bio
Speaker Name
Job Title
Bio
Confirmed Speakers
Keynote Speaker
Harry Wallop
Award-winning consumer journalist, feature writer, columnist and broadcaster
Clare Harding
Executive Managing Director, UKI,
Worldpanel by Numerator
Tom Canning
President,
Worldpanel by Numerator
Sally Ball
Business Unit Director,
Worldpanel by Numerator
Fraser McKevitt
Head of Retail and Consumer Insight,
Worldpanel by Numerator
Thomas Hole
Strategic Insight Director,
Worldpanel by Numerator
Andrew Walker
Senior Commercial Director,
Worldpanel by Numerator
Guest speakers
Ruth Snowdon Gough
Chief Marketing Officer
Hain Celestial
Shyam Unarket
Loyalty & Insights Director
Lidl GB
Breakout session speakers
Branded Grocery
Cecile Aubert
Business Unit Director,
Worldpanel by Numerator
Nathan Ward
Business Unit Director,
Worldpanel by Numerator
Phil Tristram
Consultant,
Worldpanel by Numerator
Fresh
Matthew Garside
Business Unit Director,
Worldpanel by Numerator
Ian Shipton
Insight Director,
Worldpanel by Numerator
Gareth Davey
Consultant,
Worldpanel by Numerator
Health and Beauty
Matthew Maxwell
Business Unit Director,
Worldpanel by Numerator
Emma Chambers
Strategic Insight Director,
Worldpanel by Numerator
Maya Zawislak
Global Business Unit Director,
Worldpanel by Numerator
Beverages
Richard Lee
Business Unit Director,
Worldpanel by Numerator
Richard Allen
Strategic Insight Director,
Worldpanel by Numerator
Daisy Frecklington
Strategic Insight Director,
Worldpanel by Numerator
Confirmed Speakers
Keynote Speaker
Harry Wallop
Award-winning consumer journalist, feature writer, columnist and broadcaster
Clare Harding
Executive Managing Director, UKI,
Worldpanel by Numerator
Worldpanel by Numerator
Tom Canning
President,
Worldpanel by Numerator
Worldpanel by Numerator
Sally Ball
Business Unit Director,
Worldpanel by Numerator
Worldpanel by Numerator
Fraser McKevitt
Head of Retail and Consumer Insight,
Worldpanel by Numerator
Worldpanel by Numerator
Thomas Hole
Strategic Insight Director,
Worldpanel by Numerator
Worldpanel by Numerator
Andrew Walker
Senior Commercial Director,
Worldpanel by Numerator
Worldpanel by Numerator
Guest speakers
Ruth Snowdon Gough
Chief Marketing Officer
Hain Celestial
Hain Celestial
Shyam Unarket
Loyalty & Insights Director
Lidl GB
Lidl GB
Breakout session speakers
Branded Grocery
Cecile Aubert
Business Unit Director,
Worldpanel by Numerator
Worldpanel by Numerator
Nathan Ward
Business Unit Director,
Worldpanel by Numerator
Worldpanel by Numerator
Phil Tristram
Consultant,
Worldpanel by Numerator
Worldpanel by Numerator
Fresh
Matthew Garside
Business Unit Director,
Worldpanel by Numerator
Worldpanel by Numerator
Ian Shipton
Insight Director,
Worldpanel by Numerator
Worldpanel by Numerator
Gareth Davey
Consultant,
Worldpanel by Numerator
Worldpanel by Numerator
Health and Beauty
Matthew Maxwell
Business Unit Director,
Worldpanel by Numerator
Worldpanel by Numerator
Emma Chambers
Strategic Insight Director,
Worldpanel by Numerator
Worldpanel by Numerator
Maya Zawislak
Global Business Unit Director,
Worldpanel by Numerator
Worldpanel by Numerator
Beverages
Richard Lee
Business Unit Director,
Worldpanel by Numerator
Worldpanel by Numerator
Richard Allen
Strategic Insight Director,
Worldpanel by Numerator
Worldpanel by Numerator
Daisy Frecklington
Strategic Insight Director,
Worldpanel by Numerator
Worldpanel by Numerator
Keynote speaker
Harry Wallop
Keynote speaker
Harry Wallop Award-winning consumer journalist, feature writer, columnist and broadcaster
Sally Ball
Business Unit Director,
Worldpanel by Numerator
Worldpanel by Numerator
Fraser McKevitt
Head of Retail and Consumer Insight, Worldpanel by Numerator
Thomas Hole
Strategic Insight Director,
Worldpanel by Numerator
Worldpanel by Numerator
Andrew Walker
Senior Commercial Director,
Worldpanel by Numerator
Worldpanel by Numerator
Clare Harding
Executive Managing Director, UKI,
Worldpanel by Numerator
Worldpanel by Numerator
Smart Home ownership is growing. Loyalty isn't
keeping pace.
The Smart Home tracks what 20,000 US consumers actually own, buy, and switch across the connected home — so you can see where the real opportunity is, not just where the market is.
Smart Home ownership is growing. Loyalty isn't
keeping pace.
The Smart Home tracks what 20,000 US consumers actually own, buy, and switch across the connected home — so you can see where the real opportunity is, not just where the market is.
Card Title 1
Understand how health influences shopper, segment trends, attitudes around the world.
Value of most engaged shoppers in your category
Card Title 2
Establish the role of retailers and manufacturers within health
Card Title 3
Maximize the success of your brand strategy by targeting global & local health trends
In FMCG, growth is all about penetration. But with 50% of buyers switching brands every year, retaining and winning buyers has never been tougher.
Buyers can leave your brand or product for a number of reasons – understanding and influencing specific buyer groups is vital for your success.
You need to understand the behavioural changes of buyers you recently won or lost, as well as the 'should be' buyers who purchase your competitors. From there, you can identify improvements to your strategy and activation.
This is where Brand Levers from Worldpanel by Numerator's PanelVoice survey solution can help, ensuring you understand:
Buyers can leave your brand or product for a number of reasons – understanding and influencing specific buyer groups is vital for your success.
You need to understand the behavioural changes of buyers you recently won or lost, as well as the 'should be' buyers who purchase your competitors. From there, you can identify improvements to your strategy and activation.
This is where Brand Levers from Worldpanel by Numerator's PanelVoice survey solution can help, ensuring you understand:
- Which factors make each buyer group choose a brand
- How your target groups think you stack up against the competition
- The factors that lead to a recorded purchase
- The areas that buyers perceive you're not strong in
Read the case study discover how Bond Levers helped a dairy brand understand shopper choices to drive smarter marketing.
Download the one pager: learn more about PanelVoice Brand Levers.
Read the case study
Book a consultation with PanelVoice:
Venue information
The Design Museum
224–238 Kensington High Street
London W8 6AG
London W8 6AG
Located next to the beautiful Holland Park, just a 10-minute walk from High Street Kensington Underground Station (Zone 1).
By foot
High Street Kensington Station – 10-minute walk (nearest station)
Holland Park Station – 15-minute walk
Kensington Olympia Station – 15-minute walk
Earl's Court Station – 15-minute walk
South Kensington Station – Approximately 25-minute walk
Holland Park Station – 15-minute walk
Kensington Olympia Station – 15-minute walk
Earl's Court Station – 15-minute walk
South Kensington Station – Approximately 25-minute walk
Public transport
Underground
District & Circle lines – High Street Kensington
Central line – Holland Park
District & Piccadilly lines – Earl's Court and South Kensington
Rail
London Overground – Kensington Olympia
Bus routes
9, 10, 27, 28, 49 and C1
District & Circle lines – High Street Kensington
Central line – Holland Park
District & Piccadilly lines – Earl's Court and South Kensington
Rail
London Overground – Kensington Olympia
Bus routes
9, 10, 27, 28, 49 and C1
Cycling
Cycle parking is available directly in front of the museum and along Kensington High Street.
By car
Please note that the museum does not have its own car park.
01 / THE CHALLENGE
The loyalty blind spot
Smart home ownership keeps climbing. But owning a device says nothing about why someone bought it, or whether they'll buy the same brand again. Most brands can see what's already in a household. Almost none can see what happens next. Smart Home closes that gap — connecting ownership with the purchase journey, brand experience and switching behaviour, so growth opportunities show up before they show up in your sales numbers.
02 / THE STUDY
One panel, six categories, one connected view
Smart Home is Worldpanel by Numerator's longitudinal study of the US connected home — tracking ownership, purchasing, usage, satisfaction and switching across cameras, doorbells, thermostats, speakers, displays and streaming devices. It's the same 20,000-person panel followed over time, so you see how a household's smart home grows — and where your category fits into that bigger picture.
03 / THE OPPORTUNITY
See the full purchase journey, not just the headline stat
Smart Home connects the dots from first research to repeat purchase:
- Size the opportunity by tracking ownership, brand choice and device placement across categories
- Understand what drives purchase, from research and influence through to retailer choice and spend
- Spot which households are at risk of switching, before it shows up in churn
- Strengthen product and marketing strategy around what's actually driving consideration
- Grow share by revealing cross-category ownership and multi-device adoption
04 / EXPLORE THE INSIGHTS
See Smart Home in action
Read the article on the current Smart Home report.
Read hereApprox. 5 min read
Get access now:
Best deal
Report 1 (H2 2024-25) excl. VAT
Report 1 can be downloaded from the checkout page, and a VAT receipt will be sent via email.
£2,999
Best deal
Report 2 (H1 2025) excl. VAT
Report 2 will be sent directly to you via email in August 2025, and a VAT receipt will be sent via email.
£2,999
Best deal
Bundle - Report 1 & Report 2 excl. VAT
Report 1 can be downloaded from the checkout page once purchased, and a VAT receipt will be sent via email. Report 2 will be sent directly to you via email in August 2025.
£4,999
Client Title