The Connected Decade:

Starting in 2016, we’ve been taking a look at Consumer Demand for Interconnectivity over the Next 10 Years through Assurant's Research & Innovation Project

Welcome to the Connected Decade!

The way consumers interact with connected technology is at an inflection point. Over the next decade, a sea change of global innovation and interoperability across connected devices, cars and homes will redefine the connected landscape. Part of this will be driven by our new focus on working from home, remote learning and connecting to others from a distance. Another part will be driven by technological advancements, like 5G and artificial intelligence, that disrupt consumer buying behavior. How consumers adopt and interact with new technologies will vary from region to region around the world – opening the door for companies like yours to gain new market share in growth markets and monetize new opportunities in developing markets. 
Shortening the Upgrade Cycle
Shorter Mobile Upgrade Cycles
Consumers 5G Impact
Growing 5G Awareness
COVID-19 Impact on Connected US
Managing COVID-19's Impact
Lower latency, increased data capacity, automation and truly intelligent technology will create virtually endless possibilities for connected consumers in the next decade. ‘Smart cities’ are now within reach. Real interoperability between smart homes, cars and mobile devices will be solidified. And enterprise applications for industry-specific advancements are expected to be enormous. Assurant’s Connected Decade research is designed to provide actionable insights that help us work together to enhance existing programs and create new programs that meet your consumers' needs during this evolution. Our study spans six countries, surveying participants who represent shifting consumer attitudes across the United States, Canada, Brazil, Japan, the United Kingdom and Germany. Consumer sentiments outlined in the study reveal substantial opportunities for connected living companies. 

The Pandemic Kicked Tech Adoption to a New Level.

The COVID-19 pandemic had a major impact on the way consumers interact, especially online. Working, learning and connecting from home became the norm as people around the world spent more time inside their own four walls. Unsurprisingly, that led to the increased adoption of smart products that help us connect to each other. And it turns out that, once consumers adopt a smart product, they have a much more positive outlook on smart technology overall.

The increased familiarity with connected technology that was driven by COVID-19 has opened up new market segments that were lagging in adoption pre-pandemic and laid the foundation for consumers to expand into new smart product categories they hadn't considered before. At Assurant, we're using these insights to help you grow your business and connect to consumers around the world.
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of consumers have already upgraded or plan to upgrade to a 5G-capable device
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increase in those consumers who regularly use the connected devices they own
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of consumers are interested in refurbished devices as a way to support sustainability
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of consumers would purchase a connected device if it offered a value-added service
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The 2023 Connected Decade Report

What's Driving Connected Consumer Behaviors?

Assurant's latest research explores U.S. consumer attitudes towards connected devices. There was a 39% increase in device usage last year, where the majority of consumers surveyed (60%) connected at least one new or replacement device to their Wi-Fi for the first time.  

But while device usage is on the rise and 5G has been a catalyst for driving smartphone upgrades during the past year, U.S. consumers facing inflation and the global cost of living crisis are cautious in their approach to spending on connected devices this year. 

Connected Decade Insights from Assurant

Throughout the next 10 years, Assurant will be analyzing and sharing insights into connected consumer buying behaviors around the world. And our industry-leading connected living partners will have the opportunity to turn these insights into actionable programs that create a competitive edge. We’ll focus on ways to promote 5G adoption and other new technology. We’ll leverage our global asset disposition network to help mobile companies monetize legacy devices. And we’ll consider which offers will best support consumers as they manage the connected cars, homes and devices available to them in the Connected Decade.
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5G’s Evolution

in the Connected Decade

5G will be a game-changer, but carriers are likely to see modest  5G adoption rather  than an all-out wave.  Trade-in offers will play a critical role in overcoming the price barrier to entry. 


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From the Americas to APAC:

Connected Trends Around the World

It’s critical for connected living companies to tailor product and service offerings based on local needs, establishing the right levels of support and protection that help consumers feel confident in new smart purchases. 

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De-Risking Connected Product Purchases

How can you help consumers become more comfortable with a smart ecosystem? Start by making their connected purchases less risky. There are a few good ways to do that.


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What To Know About Today's Connected Consumers

Connected consumers share common product frustrations and concerns about cyber safety. The spotlight is on you to ease their worries.


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The Domino Effect of Connected Products:

Why the First Purchase is the Most Important Part of the Smart Ecosystem

Consumers are relying more than ever on connected products that enable them to work from home, attend school online and maintain connections with friends and family. And yet they hesitate to fully adopt connected technology. Here’s why.


Dad seating on the couch with his kids, all three playing on electronic devices

Why Utilitarians Like Simple, Stress-Free Connected Device Control

This demographic buys 23% of connected products. They want home automation products like smart thermostats, smart lighting, smart plugs and a hub to control all their devices. Know what else they want?

Ready to drive more business in the Connected Decade?