The big picture: Women drive 91% of new home purchase decisions (U.S. Department of Health and Human Services). Yet, smart home marketing often skews toward men. That’s a missed opportunity.
Why it matters: Women are key decision-makers in housing and home management. They want technology that makes their homes safer and easier to run. Ignore them, and you miss the core customer.
The data:
One hundred percent of women on the NewHomeSource Insights Panel said they are interested in smart home tech.
Sixty-five percent said they plan to buy it.
Better Homes and Gardens found women under 35 see smart tech as improving safety, health, and family connections.
Thirty-one percent of all unmarried female homebuyers are single moms. Convenience and security matter most.
Safety first:
Women rank safety, temperature control, and security as the top benefits of smart tech.
Products like smart cameras, connected alarms, and carbon monoxide detectors directly address these needs.
As one panelist put it: “I would love to have a web camera to check the status of my house when I am not home.”
Convenience matters:
Busy parents and single women value tools that save time and reduce stress.
Smart lighting, thermostats, and cleaning devices show practical, everyday benefits.
What began as a “cool” factor now provides real support for household management.
The bottom line: Women aren’t a niche audience for smart homes – they’re the market. Show how your product protects families and simplifies daily life, and you’ll win the customers already making the decisions.
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Julie Gordey
A lifelong educator, Julie Gordey, is a retired school administrator. After years of focusing on education, this University of Texas graduate now travels and enjoys freelance writing for BDX and NewHomeSource.com.