US Smart Home Buyer Journey

Report
April 2023
Region: United States
Parks Associates
ID: 5877772

This flagship consumer study provides the latest trending data on consumer purchase behavior and preferences that are essential for smart home marketing strategies. Key performance indicators such as smart home product adoption and purchase intention by device categories are included, as are buyer’s journey elements such as purchase channels, brand consideration, and installation preferences. The study evaluates product bundling as an important and growing merchandising strategy.

Executive Summary

Smart Home Device Ownership
Growing Device Categories
Size of Device Ownership Segments and # of Smart Home Devices Owned
Number of Platform Used to Control Smart Home Devices
Smart Home Device Affordable & Value Groups
Smart Home Product Purchase Channel
Reasons for Purchasing Smart Home Devices
Buying Patterns of Recent Smart Home Device Purchasers
Core Smart Home Devices

Smart Home Adoption

Smart Home Device Ownership
Number of Smart Home Devices
Average Smart Home Devices Owned
Tech Affinity, by Smart Home Device Ownership
Diffusion of Innovation: Tech Adopter Segments
Smart Home Device Owners/User Segments
Smart Safety & Security Device Ownership
Smart Energy, Lighting, Water Device Ownership
Smart Appliance Ownership

Smart Home Control Trends

Home Control App Usage
Primary Control Method of Smart Home Devices Units
Overall Smart Speaker or Smart Display Ownership
Primary Control Method of Smart Safety & Security Device
Primary Control Method of Energy, Lighting, Water Device

Smart Home Platform Preferences

Platforms Used to Control Smart Home Devices
Most Used Smart Home Device Control Platform
Number of Platform Used to Control Smart Home Devices
Number of Platform Used to Control Smart Home Devices by Smart Home Device Ownership
Future Purchase and Ecosystem Integration Considerations Among Intenders

Familiarity vs. Value vs. Affordability

Smart Devices: Familiarity vs. Value vs. Affordability
Smart Devices: Familiarity
Smart Device: Perceived Value of Benefit
Smart Devices: Affordability

Recent Device Purchases and Triggers

Smart Home Device Purchases and Intentions to Buy
Smart Security & Safety Device Purchases
Smart Energy, Lighting, Water Device Purchases
Smart Appliance Purchases
Smart Home Devices: Purchase Price
Average Selling Price: Select Smart Home Devices
Reasons for Purchasing Smart Home Devices

The Power of Product Bundles

Number of Smart Home Devices Purchased, Among Buyers
Core Smart Home Device List
Households That Bought 2+ Devices From Core List Last Year
Reason for Purchasing Bundle Services & Products
Satisfaction Level with Extra Items Purchased in the Bundle
Frequency of Using Extra Items in the Bundle
Households That Bought 1+ Devices From Core List in the Prior 12 Months Grouped by Bundle Behavior
Inhibitors to Purchasing Multi-Packs of Smart Home Devices
Attitudes Toward Product Bundle Purchase for Additional Cost
High Likelihood to Purchase Product Bundle by Smart Home Device Count Segments

Adopting, Replacing, and Installing Smart Home Devices

Smart Home Device Acquisition Method
Smart Home Product Purchase Channel
Smart Home Device Acquisition Method - Not Purchases (Gifts, and Pre-installation)
Smart Home Device Acquisition Method - Focus on Gifts and Pre-installed
Smart Home Device Acquisition Method - Focus on Purchases
Smart Security & Safety Devices: Professional Installation
Smart Energy Devices: Professional Installation
Smart Home Devices Purchase: First Time vs. Return Purchase
Reason for Replace or Upgrade Smart Home Devices

Brand Considerations and Choices

Smart Home Product Purchase Considerations
Smart Safety & Security Device: Top 5 Brands Purchased
Smart Energy, Lighting and Appliances: Top 5 Brands Purchased

Purchase Intentions

Purchase Intention: Smart Safety & Security Devices
Purchase Intention: Smart Energy, Lighting, Water Device
Purchase Intention: Smart Appliance
Smart Appliance Version Purchase Intention

Appendix

Demographic Breakdown of Tech Adopter Segments
Housing-related Demographic Breakdown of Tech Adopter Segments
Defining Heads of Internet Households

Table of Contents

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