Personal data security and personal privacy are the top two consumer considerations when choosing to defer the purchase of a Smart Home IoT
device or service. No longer do consumers consider these devices "High-Tech." Instead, they are simply the miniaturization and integration of existing technologies and services that collect consumer data.

Companies are building OTT boxes, devices and apps for the services they want to sell, frequently foregoing traditional market research that would identify whether or not this is a service that consumers are actually ready to buy. Having experienced a two year Gmail beta and the now too common release of not ready for prime time products, the default purchasing position for consumers is now to defer the purchase of new technology.