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The Smart Home Purchase Process

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  • 56 Pages
  • December 2018
  • Region: United States
  • Parks Associates
  • ID: 4721061

Consumers are entering the smart home market via multiple paths. This report documents the buyer journey, describing intentions for first product/system purchase, actual purchase behavior, user-reported experience at stages of ownership, and how follow-on purchases are made.

In addition, the report analyzes channel effectiveness and opportunities to improve the customer experience at each stage of the journey and the challenges associated with crossing the chasm and moving beyond early adopters.

Table of Contents

1.0 Report Summary
1.1 Purpose of Report
1.2 Key Burning Questions Addressed by this Research
1.3 Research Approach/Sources
2.0 The Buyer Journey
2.1 Device Ownership
2.2 Order of Purchases
3.0 Recent Purchases
3.1 Purchase Channels
3.2 Purchase Challenges
3.3 Purchase Solutions
4.0 Setup and Installation
4.1 Setup and Installation Challenges
4.2 Setup and Installation Solutions
5.0 Ongoing User Experience
5.1 Challenges with Ongoing User Experience
5.1.1 Connectivity
5.1.2 Interoperability
6.0 Outlook
6.1 Purchase Intentions
6.2 Driving Purchase Intentions
7.0 Implications and Recommendations
8.0 Appendix
8.1 Glossary
8.2 Index
8.3 Image Sources

List of Figures
  • Smart Home Device Adoption (2014 - 2017)
  • Matrix of Multiple Smart Home Device Ownership (Q4/17)
  • Smart Products: Devices Purchased First (Q4/17)
  • Smart Safety Products: Order of Purchase (Q4/17)
  • Smart Product: Order of Purchase Cont'd. (Q4/17)
  • Smart Home Device Purchases (2016 - 2017)
  • Smart Home Device Channel Purchase Location (Q4/17)
  • Smart Home Devices: Purchase Channel Q4 2017
  • Important Steps in the Consumer Purchase Process
  • Smart Home Device Return (Q1/18)
  • Cross Marketing
  • Limited-Time Free In-Home Consultations
  • In-Store Experience Centers
  • “Works With” Certification
  • Problems Experienced While Setting Up Smart Home Devices (2015 - 2018)
  • Devices with Highest Frequency of Specified Problem (2018)
  • Problems Setting Up Devices by Smart Home Device (2015 - 2018)
  • Problems Setting up Devices by Smart Home Device, Cont’d (2015 - 2018)
  • Premium Smart Home Setup and Installation Services
  • Setup and Installation Support
  • Smart Home Device: Number of Technical Problems Experienced (Q1/18)
  • Leading Smart Home Device Problems (2015 - 2017)
  • Leading Smart Home Device Problems Cont’d. (2015 - 2017)
  • Smart Home Devices: Technical Problems (Q1/18)
  • Network Management Solutions
  • Purchase Intention: Smart Home Devices (Q4/17)
  • Purchase Inhibitors: Smart Home Device (Q4/17)
  • Intention to Purchase Smart Home Devices by Current Ownership
  • Device Owned with Smart Speakers with Personal Assistant (Q4/17)
  • High Appeal of Smart Home Adjacency Use Cases (Q2/17)



Executive Summary

1.0 Report Summary

1.1 Purpose of Report
The Smart Home Purchase Process documents the buyer journey for smart home products and systems. It describes intentions for first product/system purchase, actual purchase behavior, userreported experience at different stages of ownership, and how follow-on purchases are made. In addition, this report analyzes the challenges the industry has faced in “crossing the chasm” from innovators and early adopters into the mass market, and opportunities to improve customer experience at each stage of the journey.

1.2 Key Burning Questions Addressed by this Research

This report answers the following questions:
What types of devices do consumers purchase?
What combination of devices do consumers own?
What are the leading channels for device purchases?
What challenges do consumers encounter when purchasing, setting up, and using their devices?
Which strategies will overcome challenges experienced at different stages of product ownership?
What factors drive additional device purchases?
Which smart home products do consumers intend to purchase?

1.3 Research Approach/Sources

The Smart Home Purchase Process report draws information and data from several sources:
1. Public information such as websites, financial reports, corporate presentations, conference
calls, press releases, and speeches at conferences.
2. Interviews with technical support vendors and providers, software companies, and retailers.
3. Information from the publisher's reports:

  • Tech Support Landscape: U.S. Trends and Outlook (Q1/2018)
  • Smart Home Tracker (Q1/2018)
  • The Evolution of Smart Home Products and Services (Q4/17)
  • Consumer Choice: Standalone or Bundled Smart Home Devices (Q1/2017)
  • Tech Support: Influencing IoT Adoption (Q2/2016)

Companies Mentioned

  • ADT
  • Airbnb
  • Amazon
  • American Family Insurance
  • Apple
  • August Home
  • B8ta
  • Bankers Insurance Group
  • Best Buy
  • Cisco
  • Comcast
  • ComEd
  • Control4
  • Cortana
  • CSS Corp
  • Domotz
  • Electrolux
  • EnergyHub
  • Erie Insurance
  • Frontpoint
  • GE
  • Geek Squad
  • Google
  • HelloTech
  • Hippo
  • HomeKit
  • Honeywell
  • iHome
  • Level Up Your Home
  • LG Electronics
  • Lockstate
  • Logitech
  • Lowe's
  • Lutron
  • Mediatek
  • Microsoft
  • Minim
  • Nest
  • Netatmo
  • Netgear
  • Nexia
  • Open Connectivity Foundation
  • Panasonic
  • Phillips Hue
  • Plumbers
  • Qualcomm
  • Ring
  • Roost
  • Samsung
  • SmartThings
  • Sprint
  • Stringify 
  • T-Mobile
  • Target
  • Vivint
  • Walmart
  • Wink
  • Yonomi
  • Z-Wave
  • Zigbee