Smart Home - Thailand

Thailand

Revenue in the Smart Home market is projected to reach €213.2m in 2024.
Revenue is expected to show an annual growth rate (CAGR 2024-2028) of 14.28%, resulting in a projected market volume of €363.6m by 2028.
Household penetration will be 15.8% in 2024 and is expected to hit 23.8% by 2028.
The average revenue per installed Smart Home currently is expected to amount to €58.38.
A global comparison reveals that most revenue is generated United States (€35,470.0m in 2024).

Definition:

The Smart Home market constitutes the sale of networked devices and related services that enable home automation for private end users (B2C). Considered are devices that are connected directly or indirectly via a so-called gateway to the Internet. Their main purposes are the control, monitoring, and regulation of functions in a private household.

The remote control and monitoring of individual devices and, if applicable, their direct communication with one another (Internet of Things), is an essential component of intelligent home automation.

Devices whose primary function is not the automation or remote control of household equipment, e.g., smartphones and tablets, are not included here. Similarly, devices that relate to household connection and remote control only to a limited extent, such as smart TVs, are not included either.

Structure:

Smart Home is segmented into six main markets:

The Control & Connectivity market includes the essential equipment (connected and remote-control devices) and services that are part of an intelligent home network. The segment includes smart speakers (Amazon Echo, Google Home, etc.), central control and communication units (hub/gateway), programmable control buttons (e.g. wall switches and adjustable dials), and smart plugs for the control of non-smart devices.
The Security market includes the sale of devices for networked access control and management for buildings and premises. This includes surveillance products (e.g. security cameras, motion sensors, programmable and remote control door locks) as well as equipment for risk monitoring (connected smoke detectors and humidity sensors).
Home Entertainment comprises the sale of products and services for multi-room entertainment (e.g. sound systems) as well as connected remote controls and streaming devices (e.g. Amazon Fire TV stick, Google Chromecast). General, freely programmable buttons and switches (see Control & Connectivity) or light bulbs for different lighting scenarios (see Comfort & Lighting) are not included. Smart TVs are also not considered here because their functions are, in most cases, not directly controlled via the Internet but networking is primarily used for the retrieval of media content.
The Energy Management market covers the sale of products and services for the control and reduction of energy consumption (e.g. automated heating control and timers) as well as connected sensors (e.g. temperature, sunlight, and precipitation sensors). Networked light bulbs (see Comfort & Lighting) and smart sockets/plugs (see Control & Connectivity) are not included. Unlike in previous releases, smart plugs are no longer part of this segment but can now be found in the Control & Connectivity segment. Smart Meters are not part of our Smart Home market.
Smart Appliances includes connected versions of all kinds of household appliances. This includes large appliances (fridges, washing machines, ovens etc.) as well as small appliances (microwaves, coffee machines, vacuum and mowing robots etc.), provided they are connected to the internet. An indirect connection via a local network is also possible, as long as the remote access and control of the respective appliances via the connection is given.
Comfort & Lighting includes devices for the improvement of the living atmosphere. These are devices such as sensors and actuators (e.g. door and window sensors, shutters) as well as connected and remote controllable light sources (smart bulbs) or garage door controls.
Programmable or controllable power sockets are not included (see Control & Connectivity).

Additional Information:

The market comprises revenue, average revenue per smart home, number of smart homes so as the household penetration rate by smart home, and key players. Figures are generated through both online and offline sales channels and include exclusive spending by consumers (B2C). Market leaders include Samsung, LG, Amazon, Google, Ring, and Bosch, renowned for their innovation, brand recognition, and expansive distribution channels within their respective categories. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

Amidst the rapid technological advancements globally, the Smart Home market in Thailand is experiencing a notable surge in interest and adoption.

Customer preferences: Customers in Thailand are increasingly leaning towards smart home devices that offer convenience, efficiency, and energy savings. The younger demographic, in particular, is driving the demand for connected home solutions that can be easily controlled through smartphones or voice assistants.

Trends in the market: One key trend in the Thai Smart Home market is the growing popularity of smart security systems, including smart cameras, doorbell cameras, and smart locks. This trend is largely fueled by the rising concerns around home security and the desire for remote monitoring capabilities. Additionally, smart lighting and climate control systems are also gaining traction as they offer not only convenience but also energy efficiency benefits in a country where electricity consumption is a significant expense for many households.

Local special circumstances: Thailand's unique blend of traditional culture and modernity is influencing the Smart Home market in interesting ways. While the market is expanding rapidly, there is still a preference for smart home devices that seamlessly blend into the aesthetics of traditional Thai homes. This has led to an increase in demand for smart home devices with sleek designs and customizable options to cater to the local preferences.

Underlying macroeconomic factors: The overall economic growth in Thailand, coupled with the increasing urbanization and digitalization trends, is creating a conducive environment for the growth of the Smart Home market. As more Thai consumers become tech-savvy and prioritize convenience in their daily lives, the demand for smart home solutions is expected to continue on an upward trajectory. Additionally, government initiatives to promote digital transformation and sustainable living are further propelling the adoption of smart home technologies across the country.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on the sales of smart home products, excluding taxes.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on a specific rationale for each market category. As a basis for evaluating markets, we use the Statista Global Consumer Survey, market data from independent databases and third-party sources, and Statista interviews with market experts. In addition, we use relevant key market indicators and data from country-specific associations, such as household internet penetration and consumer spending for households. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting innovative products due to the non-linear growth of technology adoption. The main drivers are GDP/capita, level of digitization, and consumer attitudes toward smart home integration.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated once a year, in case market dynamics change we do more frequent updates.