智能家居設(shè)備采用情況調(diào)查報告英

SMARTHOME

DEVICEADOPTION

AgileAttitude&Usage?Study

Level1:Public

TABLEOFCONTENTS

2Level1:Public

03Background&Objectives

04Methodology

08ExecutiveSummary:Adopters&Intenders

12ExecutiveSummary:CategoryOverview

18DetailedFindings

32Appendix

BACKGROUND&OBJECTIVES

Bytheendof2017,therewereanestimated16.3%ofhomesthat

wereconsidered“smarthomes.”Tobeconsideredasmarthome,

thehomehastoincludemorethanoneinternet-connecteddevice,

suchasaTV,lights,appliances,locks,thermostats,cameras,and

more.WithcompanieslikeAmazon,Google,andotherscomingout

withnewandimprovedsmarthometechnologywecanexpect

moreconsumerstoadopttheuseofsmartdevicesinthehome.In

fact,theannualgrowthratefortheconnectedhomeindustryis

31%andonlyexpectedtoincrease.

Further,newconstructionofhomesareoftenincorporatingsmart

homedevices.However,it’sdifficulttounderstandhowandif

thesedevicesareintegratedintoconsumers’dailylives.Smart

appliances(smartrefrigerator,washer/dryer,etc.)andsmartsmoke

detectorsareamongthesmarthomeproductswiththehighest

year-over-yeargrowth,with267%and250%respectively—buthow

mightbrandsinthesmarthomespaceencouragemoreadopters?

Toanswerthesequestions,wesoughttoconductanAgileA&U?

onvarioussmarthomeadopterandintenderconsumersegments.

Theresearchfocusesonidentifyingwhatbarriersandtriggersto

usageexistforsmarthomedeviceadoption,andwhatcategories

ofsmarthomedevicesprovidethegreatestopportunityfor

technologybrands.Forthosewhohaveyettoadoptsmarthome

devices,wesoughttodeterminewhatmotivationsandconcerns

exist,andwhatmessagingandmarketingtacticswouldhelp

increasetheirsmarthomedeviceadoption.

Whatdoesthecurrentadoptionofsmarthomedeviceslooklikeandwhatmessagingandtacticscanbrandsinthesmarthomespacedotodriveadoptionofsmarthomeproducts?

ResearchObjectives:

?Determinewhothecurrentsmarthomedeviceadoptersarecomparedtothosewhohaven’tadoptedsmart

homedevicesbutarelikelytodosointhefuture

?Topicstoexplore:currentsmartdeviceusage,smarthomedeviceawareness,purchaseintentofvarioussmarthomedevices

?Identifythebarriersandtriggerstousageforsmarthomedevicesamongbothsegmentsofconsumers

?Topicstoexplore:benefits,motivations,concerns

?Uncoverhowconsumerslearnmoreaboutsmarthomedevicesandwhatmessagingorcommunicationbrandsshouldusetodriveadoption

3Level1:Public

Method

#ofRespondents

AgileAttitudes&

Usage?

700

SurveyclickswerebalancedtopopulationleveldataonAge,Gender,andRegion,toensureanaturalfalloutofthesample.

METHODOLOGY

Thisstudywasconductedviaanonlinequantitativesurvey.Eachsurveylastedapproximately12minutes.

Audience

Age

18to64

Gender

MalesandFemales

Capture

MaritalStatus,ChildrenatHome,HHI,Ethnicity,Education,TypeofHome,Location,andRegion

SmartphoneOwner

Screen

SmartHomeDevices

Opentosmarthomedevices

Capture

Othersmartdevicesowned

Capture

Smarthomedevicescurrentlyownedandused

Capture

Likelihoodtopurchasesmarthomedeviceinthenext12M

4Level1:Public

Ilovethegraphics!

Thedesignisawesome!

Ilikethisbrand

Ilikethepackage

Brand

Ilovethegraphics!

Ilikethis

brand

Thisisacoolbrand!

Brand

Ilikethepackage

METHODOLOGY:KEYWORDCODING

Keywordcodingcapturesrecurringthemesinresponsesandgroupsthemundersharedtopics.

1

Open-endsareautomaticallycodedinto

themesbasedonthesubjectoftheopenend

Ihaveno

opiniononthis.

Thisisacoolbrand!

2

Recurringthemesarecapturedandgrouped

Design

Thedesignisawesome!

3

Thenumberofresponsesunderatopicdeterminesthesizeofitsnameinthecloud

Package

Product

Design

5Level1:Public

Barriers

GUTCHECKAPPROACH

UnderstandingHowGutChecklooksatBarriers&Triggers

Triggers

SIZE

Whichofthefollowing,ifany,preventedyoufrompurchasing[category/brand]orpurchasing[category/brandmoreoften]?

Whichofthefollowing,ifany,haveledyoutopurchase[brand/category]?

+

+

POWER

Amongthethingsthathaveledyouto

purchasethis[brand/category],ranktheitems

intermsofhowlikelyyouwouldbeto

purchasetheproductiftheissuewere

resolved(where1isthethingthatwouldmake

youmostlikelytopurchasethisproductifit

wereaddressed)?

Amongthethingsthathaveledyouto

purchasethis[brand/category],ranktheitems

intermsofhowlikelyyouwouldbeto

purchasetheproductifitoccurred(where1is

thethingthatwouldmakeyoumostlikelyto

purchasethisproduct)?

6Level1:Public

SmallSize

TinybutMighty

Notimpactingasmanypeoplebut

mightbeworthdoingifitiseasily

addressed

SmallandInconsequential

Donotfocusyourtimeorenergyon

these.Nothingtobegained.

BigSize

QUADRANTSFORBARRIERS&TRIGGERS

BarriersandTriggerscanbesegmentedintofourtypes.Thesetypesinformhowimpactfulanyworkyouputagainstthemwillbe.

HighPower

BigOpportunities

Focusyourtimeandenergyonthese

RedHerrings

Theseseemliketheymatter

becauseofhowprevalenttheyare,

buttheyreallyaren’thavingthat

muchofanimpact–leadingto

potentialwastedresources

LowPower

7Level1:Public

EXECUTIVE

SUMMARY:

ADOPTERSANDINTENDERS

Level1:Public

Menandwomen

withchildreninthe

household,

Millennialsand

GenX’ers,more

ethnicallydiverse,

collegeeducated,

andhomeowners

withasingle-family

home.

EXECUTIVESUMMARY:CURRENTADOPTERS+INTENDERS

Currentadopters+intendersownmorethanonesmarthomedeviceandarelikelytopurchaseanotherinthenextyear;theyarethebestopportunitytoincreaseadoptionsincetheyarecurrentusersorearlyadoptersoftechnology

MoreLikelytoBeDevicesOwnedFutureAdoptionBarriersTriggers

Whileconcerned

aboutdevices

beingtoo

expensive,and

hackersanddata

privacy,they’re

alsoconcerned

technologyisstill

developingand

therearemany

potentialglitches.

Trustworthy

brands,low

monthlycosts,free

trials,discounts,in

additionto

recommendations

fromfriendsand

familywould

encourage

adoptionortrial.

Mostintendtobuy

avideodoorbell,

smarthomehub,

remotevideo

surveillance,or

connectedlighting

andsmartTVinthe

nextyear.

71%currentlyown

asmartTV,51%

ownasmarthome

hub/speaker,44%

ownagaming

console,and22%

ownaconnected

thermostat.

Toappealtosmarthomedeviceadopters+intenders,brandsshouldleveragebrandequitythroughTVcommunicationsamongexistingcustomerswhoownothersmarthomedevicesandbesuretoacknowledgeanytechnicalorproductdevelopmentconcernsinadditiontotheirprivacypolicy.

9Level1:Public

Whileconcerned

aboutdevices

beingtoo

expensive,and

hackersanddata

privacy,they’re

alsoconcernedthe

technologywillbe

difficulttoinstall.

Lowmonthlycosts,

freetrials,

trustworthy

brands,and

discountsonthe

productwould

encourage

adoptionortrial.

EXECUTIVESUMMARY:NON-ADOPTERSBUTINTENDERS

Non-adoptersbutintendershaveyettopurchaseasmarthomedevice,butplantointhenextyear;theyarenotearlyadoptersbutwilllikelyenterthemarketsoon

MoreLikelytoBe

Bothmenand

womenofawide

rangeofagesand

thoseinmore

urbanlocations.

FutureAdoption

Mostintendtobuy

devicesinthe

entertainment

category(suchasa

smartTV)in

additiontoasmart

homehub/

speaker.

Barriers

Triggers

Toincreaseadoptionamongsmarthomedeviceintenders,usesocialplatformstoappealtotheirdesireforentertainmentwhileshowcasinghowthedevicesareeasytoinstallandfuntouse—offeringadiscountorfreetrialearlyonwilllikelygofurtherwiththissegment.

10Level1:Public

Mostdon’tseethe

need,inadditionto

devicesbeing

costly,concerns

aboutdataprivacy,

andnotwantingto

investinahome

theydon’town.

Thoughsome

selectnotriggers,

havingalow

monthlycost,free

trials,and

discountscould

helpinthefuture.

EXECUTIVESUMMARY:NON-INTENDERS

Non-intendershaveyettopurchaseasmarthomedeviceand/orareunlikelytodosointhenextyear

MoreLikelytobe

Lowerincome,no

childreninthe

house,aged50+,

female,andmore

likelytobe

Caucasian.

InterestedIn

Thoughtheyhave

nointentionto

purchaseinthe

nextyear,someare

interestedinthe

safetyand

entertainment

categoriesdown

theroad.

Barriers

Triggers

Tochangetheirmindsetaboutsmarthomedevicesorappealtonon-intendersinthefuture,brandswillneedtoeffectivelyhighlighthowtheirproductsmakeadifferenceandarenecessarytodailylife,andhowtheyareworththeinvestment.

11Level1:Public

EXECUTIVE

SUMMARY:

CATEGORYOVERVIEW

Level1:Public

31%

23%

Urban

Suburban

Rural

HomeOwnership

8%

EXECUTIVESUMMARY:HOMEMANAGEMENT

HomeManagementCategoryProfile

DemographicsofHomeManagementSmartHomeDeviceIntenders

Gender

FemalesMales

41%

59%

LivingLocation

Age

35%

36%

29%

18-34

35-50

51-64

Children

47%

NoChildreninHHChildreninHH

49%

51%

Other

56%

Own

36%

Rent

CategoryAdoption

Homeremote-controllertablet

Smarthomehub/speaker(i.e.Google

Home,AmazonEcho,etc.)

Adoption

6%

8%

24%

48%

CurrentAdoption

PlantoPurchasein

NextYear

Device/Productsaretooexpensive

Concernedaboutdataprivacy

Concernedabouthackersaccessingthedevices/…

Technologyisstilldeveloping/toomanypotentialglitches

Difficulttoinstall

TopBarriersAmongHomeManagementIntenders

37%

25%

24%

23%

18%

Lowmonthlycost

IfIwasgivenafreetrialofit

FromabrandItrust

IfIgotadiscountonthecostoftheproduct

Seeingtheproductatafriendorfamily…

TopTriggersAmongHomeManagementIntenders

51%

47%

46%

43%

37%

13Level1:Public

30%

21%

Urban

Suburban

Rural

HomeOwnership

4%

32%

EXECUTIVESUMMARY:SECURITY/SAFETY

Security/SafetyCategoryProfile

DemographicsofSecurity/SafetySmartHomeDeviceIntenders

Gender

FemalesMales

48%

52%

LivingLocation

Age

37%

38%

25%

18-34

35-50

51-64

Children

50%

NoChildreninHHChildreninHH

47%

53%

Other

64%

Own

Rent

CategoryAdoption

Adoption

ConnectedwaterleakdetectorConnectedsmoke/COdetectorConnectedlock

Videodoorbell

Remotevideosurveillance

4%

6%

15%

7%

8%

10%

20%

21%

22%

18%

CurrentAdoption

PlantoPurchasein

NextYear

TopBarriersAmongSecurity/Safety

Intenders

33%

Device/Productsaretoo

expensive

25%

Concernedabouthackers

accessingthedevices/…

24%

Concernedaboutdata

18%

privacy

Difficulttoinstall

18%

Technologyisstill

developing/toomany…

47%

45%

40%

40%

33%

TopTriggersAmongSecurity/SafetyIntenders

Lowmonthlycost

FromabrandItrust

IfIwasgivenafree

trialofit

IfIgotadiscounton

thecostofthe…

Recommendations

fromafriendor…

14Level1:Public

46%

54%

Other

Own

Rent

66%

EXECUTIVESUMMARY:UTILITYMANAGEMENT

UtilityManagementCategoryProfile

DemographicsofUtilityManagementSmartHomeDeviceIntenders

Gender

FemalesMales

49%

51%

Age

38%

42%

20%

18-3435-5051-64

Children

LivingLocation

NoChildreninHHChildreninHH

45%

35%

20%

Urban

Rural

Suburban

HomeOwnership

5%

29%

CategoryAdoption

Adoption

Connectedlawnsprinklers

ConnectedhouseholdenergytrackingConnectedgaragedoorConnectedlighting

Connectedthermostat(i.e.Nest)

4%

5%

4%

5%

13%

6%

11%

12%

20%

12%

CurrentAdoption

PlantoPurchasein

NextYear

TopBarriersAmongUtilityManagementIntenders

35%

Devices/productsaretoo

expensive

27%

Concernedabouthackers

accessingthedevices/…

26%

Concernedaboutdata

privacy

25%

Technologyisstill

developing/toomany…

20%

Difficulttoinstall

Lowmonthlycost

FromabrandItrust

IfIwasgivenafreetrialofit

IfIgotadiscountonthecostoftheproduct

Seeingtheproductatafriendorfamily…

TopTriggersAmongUtilityManagementIntenders

52%

52%

50%

46%

41%

15Level1:Public

24%

42%

58%

EXECUTIVESUMMARY:APPLIANCES

AppliancesCategoryProfile

DemographicsofApplianceSmartHomeDeviceIntenders

Gender

FemalesMales

46%

54%

LivingLocation

Age

40%

41%

18%

18-34

35-50

51-64

Children

NoChildreninHHChildreninHH

37%

39%

Urban

Rural

Suburban

HomeOwnership

6%

Other

61%

Own

32%

Rent

CategoryAdoption

Adoption

CurrentAdoption

Connectedcleaning/vacuumConnectedrefrigerator/pantryConnectedstove/oven

Connectedwasher/dryer/dishwasherConnectedsmarttoilet

8%6%

5%

5%

4%

5%

7%7%

4%

3%

PlantoPurchasein

NextYear

TopTriggersAmong

TopBarriersAmongApplianceIntenders

ApplianceIntenders

56%

FromabrandI

trust

55%

IfIwasgivena

freetrialofit

50%

IfIgotadiscount

onthecostof…

50%

Lowmonthlycost

44%

Seeingthe

productata…

Concernedaboutdataprivacy

Device/Productsaretooexpensive

Concernedabouthackersaccessingthedevices/…

Technologyisstilldeveloping/toomanypotentialglitches

Difficulttoinstall

32%

32%

25%

24%

19%

16Level1:Public

48%

52%

EXECUTIVESUMMARY:ENTERTAINMENT

EntertainmentCategoryProfile

DemographicsofEntertainmentSmartHomeDeviceIntenders

Gender

FemalesMales

49%

52%

LivingLocation

Age

39%

37%

24%

18-34

35-50

51-64

Children

NoChildreninHHChildreninHH

42%

29%

29%

Urban

Rural

Suburban

HomeOwnership

7%

Other

54%

Own

39%

Rent

CategoryAdoption

Adoption

Gamingconsole(i.e.Xbox,

PlayStation)

SmartTV

Multi-roommusic

42%

12%

21%

11%

9%

70%

CurrentAdoption

PlantoPurchasein

NextYear

TopBarriersAmongEntertainmentIntenders

37%

Device/Productsaretoo

expensive

24%

Concernedaboutdata

privacy

23%

Concernedabouthackers

accessingthedevices/…

20%

Technologyisstill

developing/toomany…

18%

Difficulttoinstall

TopTriggersAmongEntertainmentIntenders

52%

Lowmonthlycost

50%

FromabrandItrust

44%

IfIwasgivenafree

trialofit

42%

IfIgotadiscount

onthecostofthe…

34%

Recommendations

fromafriendor…

17Level1:Public

DETAILED

FINDINGS

Level1:Public

Laptop

Tablet

Bluetoothspeaker

Bluetoothheadphones

Smarthomeconnecteddevice/…

Wellness/Steptracker(i.e.Fitbit)

Smartwatch(i.e.AppleWatch)

Noneoftheabove

Virtualrealityheadset

Roboticvacuum

CurrentSmartDevicesOwned

Thosewhoowntheirhomes,have

middletohigherincomes,and

childreninthehouseownanduse

significantlymoresmarthome

devices.

32%

26%

20%

15%

10%9%8%

58%

37%

69%

40%

19%

Significantlymore

menandthosein

urbanlocations

markthemselvesas

earlyadoptersof

technology.

16%

SMARTTECHNOLOGYADOPTION

Consumers’currentperceptionsoftheirtechnologyadoptionisconsistentwiththetypesofsmarttechnologydevicestheycurrentlyown

Iamthelasttotrynewtechnology

Iamamongthelasttotrynewtechnology

Iaminthemiddlewhenitcomestotryingnewtechnology

Iamamongthefirsttotrynewtechnology

Iamthefirsttotrynewtechnology

10%

16%

Comparedtootherpeopleyouknow,howwouldyoubestdescribeyourselfintermsofwhenyoutryoutnewtechnologyproducts?Whichofthefollowingitems,ifany,doyoucurrentlyownanduse?

19Level1:Public

51%

45%

Significantlymorewomen,

Millennials,andmiddle

incomeindividualslearn

aboutsmarthomedevices

throughsocialmedia.

LEARNEDABOUT

Besidesword-of-mouth,consumerslearnaboutnewtechnologyfromsocialmediaandTVmorethananyotheroutlet

FromfriendsorfamilySocialmedia(e.g.Facebook,Twitter,YouTube,etc.)

Significantlymoremen,

GenerationXandBoomers,

andthosewithoutchildren

learnaboutsmarthome

devicesthroughtelevision.

TV(e.g.broadcast,cable,streaming,etc.)Adsonwebsites MobileappsFromcolleagues

Printmedia(e.g.newspaper,magazines,etc.)

Theradio(e.g.streaming,satellite,broadcast,etc.)

Adsoutandabout(e.g.billboards,publictransit,airports,

shoppingmalls,etc.)

PromotionalemailsPhysicalmailsenttomyhome

Wheredoyoutypicallylearnaboutnewtechnologyproducts?

57%

30%

23%

19%

19%

16%

16%

15%

14%

20Level1:Public

SmartTV

70%

69%

46%

67%

15%

56%

14%

54%

42%

52%

20%

43%

11%

40%

13%

32%

10%

29%

29%

28%

11%

27%

9%

25%

24%

24%

8%

23%

21%

18%

18%

7%

17%

14%

11%

8%

7%

5%

6%

Significantlymoremenandthose

whoowntheirhomeareawareofa

varietyofsmarthomedevices,while

thoseinurbanlocationscurrently

ownandusesignificantlymore

smarthomedevices.

4%

4%

7%

4%

2%

4%

0%

4%

4%

AWARENESSVS.USAGE

Smarthomehubslikelyhavetheeasiestopportunitytoincreaseadoptionbasedontheirgreaterawarenessversususagecomparedtoothercategories

Smarthomehub/speaker(i.e.GoogleHome,AmazonEcho,etc.)Videodoorbell

RemotevideosurveillanceGamingconsole(i.e.Xbox,PlayStation) Connectedthermostat(i.e.Nest)Connectedlighting

ConnectedgaragedoorConnectedsmoke/COdetectorConnectedrefrigerator/pantryConnectedlock

Multi-roommusicHomeremote-controllertablet

Connectedlawnsprinklers Smartmattress/sleeptracker Connectedcleaning/vacuumConnectedwasher/dryer/dishwasher ConnectedhouseholdenergytrackingConnectedstove/oven

ConnectedweightscaleConnectedwaterleakdetectorConnectedsmarttoilet

Noneoftheabove

Connectedpillcase

Usage

Awareness

21Level1:Public

Whichofthefollowingsmarthomedevices/productshaveyouheardoforseenbefore?Youmentionyouownasmarthomedevice/product.Whichofthefollowingsmarthomedevices/productsdoyoucurrentlyownanduse?

20%

SMARTHOMEDEVICEADOPTIONTIMELINE

Consumersareevenlydistributedwhenitcomestowhentheyfirstadoptedsmarthomedevices

Significantlymorewomenare

likelytohaveadoptedsmart

homedeviceslessthan6

monthsago.

Whendidyoupurchaseyourfirstsmarthomedevice/product?

Lessthan6monthsago

6monthstoayearago

1yearago

2yearsago

3yearsagoormore

18%

22%

21%

20%

SignificantlymoreBoomers

statetheyadoptedsmart

homedevices3yearsago—

perhapsamongthefirstto

adoptsmartTVs.

22Level1:Public

Intenders

54%

23%

Non-Intenders

Men,Millennials,thosewho

havechildren,andthose

livinginurbanlocationsare

morelikelythanothersto

purchaseasmarthome

deviceinthenextyear.

Appliances

Wellness

CATEGORTYINTENDERS&INTEREST

Morethanhalfofconsumersarelikelytobuyasmarthomedeviceinthenextyear;safety/securityandentertainmentdevicesarethemostenticingcategoriesofdevices

Unsure

Unsurprisingly,

middle-income

individualswho

ownasingle-family

homearemore

interestedinsafety

/securitydevices.

Safety/Security

Entertainment

Homemanagement

Boomers,thosewithout

children,andthosewhorent

theirownhomemakeupthe

majorityofthoseunlikelyto

buyasmarthomedevicein

thenextyear.

Utilitymanagement

24%

32%

31%

28%

25%

52%

52%

Howlikelyorunlikelyareyoutopurchaseasmarthomedeviceinthenextyear(whetheritbeyourfirstpurchaseofasmarthomedeviceoranotherone)?Whatcategoryofsmarthomedevices/productsaremostyoumostinterestedinusing?

23Level1:Public

PURCHASEINTENTVS.CONSIDERATION

Thosewhoplantopurchaseasmarthomedeviceinthenextyeararemostlikelygoingtobepurchasingasmarthomehub,TV,orvideosurveillancedevices

Smarthomehub/speaker(i.e.GoogleHome,AmazonEcho,etc.)Videodoorbell

SmartTV

Remotevideosurveillance Connectedthermostat(i.e.Nest)Gamingconsole(i.e.Xbox,PlayStation)Connectedlighting

Connectedlock

Multi-roommusic Homeremote-controllertablet Connectedsmoke/COdetectorConnectedwasher/dryer/dishwasher

Connectedcleaning/vacuumSmartmattress/sleeptracker

Connectedgaragedoor ConnectedwaterleakdetectorConnectedhouseholdenergytrackingConnectedweightscale

Connectedrefrigerator/pantry

Connectedstove/ovenConnectedlawnsprinklers ConnectedpillcaseConnectedsmarttoilet

24%

21%

21%

18%

12%

18%

10%

15%

14%

18%

7%

14%

14%

13%

13%

6%

13%

15%

11%

14%

12%

11%

3%

6%

5%

5%

5%

5%

5%

7%4%

12%15%

6%

6%

21%

24%

21%

19%

19%

12%

16%

9%

9%

8%

7%

WouldConsider

PurchasingEver

PlantoPurchaseinNext

Year

24Level1:Public

Whichofthefollowingsmarthomedevices/products,ifany,doyouintendtopurchaseinthenextyear?Whichofthefollowingsmarthomedevices/products,ifany,wouldyouconsiderpurchasinginthefuture?

29%

MoreBoomersandthose

withoutchildrendon’tsee

theneedofsmarthome

devices—thesesegmentswill

bemorechallengingfor

brandstoappealto.

18%

16%

21%

19%

13%

12%

BARRIERS

Balancingcostbyprovidingaclearbenefitandreasons-to-believeisgoingtobeessentialforsmarthomedevicebrandstoincreaseadoption

Device/Productsaretooexpensive

Don'tseetheneed

Concernedaboutdataprivacy

Concernedabouthackersaccessingthedevices/networkTechnologyisstilldeveloping/toomanypotentialglitchesIdon'twanttoinvestinahomeIdon'town

Difficulttoinstall

Badreviews

Noteasytouse/navigateoncesetup

Concernedaboutproductenergyusage

Doesn'tsyncwithotherdevices(e.g.AmazonEcho,GoogleHome,etc.)Doesn'tsyncwithotherapps

Childrenusingthedevice/products

Notcompatiblewithmycurrentphone/tabletdevice

Homeownersassociation/landlorddoesn'tpermitsuchdevices/productsPooraestheticdesign

Notenough

programmablesettingsNotavailableonline

9%

8%

7%

6%

6%

6%

6%

4%

4%

4%

4%

Whichofthefollowing,ifany,haspreventedyoufrompurchasingsmarthomedevices/productsorpurchasingmoresmarthomedevices/products?

25Level1:Public

SIZE&POWEROFTOPBARRIERS

Whilemanagingthetradeoffbetweencostandbenefit,smarthomedevicesmustalsoaddressdatasecurityandhackingconcerns

MoreImportant

Device/Productsaretooexpensive

Idon'twanttoinvestinahomeI

don'town

Concernedaboutdataprivacy

Noteasytouse/navigateonce

ImpactsMoreConsumers

ConsumersConcernedabouthackers

ImpactsFewersetupDifficulttoinstall

usage

ConcernedaboutproductenergyBadreviewsaccessingthedevices/network

Technologyisstilldeveloping/

toomanypotentialglitches

Don'tseetheneed

LessImportant

NSizevariesbyquestionresponse.

26Level1:Public

TRIGGERS

Tacticstoreducethecostwouldlikelyencourageadoption;however,brandsthathighlighttheirtrustworthinesswillalsoappealtoconsumers

Lowmonthlycost

IfIwasgivenafreetrialofit

FromabrandItrust IfIgotadiscountonthecostoftheproduct RecommendationsfromafriendorfamilymemberSeeingtheproductatafriendorfamilymember'shouseOnlinereviews

IfIsawademoofthisproductIfthesoftwarewascompatiblewithotherdevicesIhave

NoneoftheaboveIftherewasanewfeaturethatIwaslookingtogetNewinnovation

SeeingorhearinganadforitRecommendationsfromanin-storesalesperson

Endorsementbyacelebrity

41%

34%

34%

33%

Menandthosewhohave

childrenaremorelikelyto

gravitatetowardsbrandsthey

26%

trust.

26%

20%

20%

16%

15%

15%

14%

9%

5%

5%

Whichofthefollowing,ifany,haveorwouldencourageyoutopurchaseortryasmarthomedevice/product?

27Level1:Public

SIZE&POWEROFTRIGGERS

Afreetrialismostlikelytobesuccessfulintriggeringadoptionamongthemostconsumers

MoreImportant

IfIwasgivenafreetrialofit

Seeingtheproductatafriendor

familymember'shouseLowmonthlycost

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