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Consumer Segmentation Analysis Identifies Best Smart Home Prospects in Western Europe
Impressers, Affluent Nesters and Convenience Seekers Revealed as Early Adopters of Smart Home Solutions
Boston, MA - March 5, 2013 - Strategy Analytics' segmentation analysis based on attitudes and behaviors of over 4,200 consumers in France, Germany, Italy and the UK identified those most interested in and willing to pay for smart home services and capabilities. The best prospects within these top three segments account for 25 percent of Western European broadband households in the countries surveyed according to Strategy Analytics' Smart Home Strategies (SHS) advisory service report, "Identifying Smart Home Customers: Consumer Segmentation Analysis – Europe." Strategy Analytics' analysis revealed those most interested in interactive security and remote monitoring and control capabilities. Impressers, (those whose lifestyle impresses others) and Affluent Nesters, (higher income households that invest in improving their homes) are the largest groups of early adopters. Convenience Seekers, (young males willing to pay for convenience) show high interest and willingness to pay, but account for only 6 percent of households.
"We found surprisingly strong interest and willingness to pay for security and remote monitoring in Western Europe among the top segments," stated Bill Ablondi, Director, Smart Home Strategies advisory service. "These are the same groups most likely to have smartphones and tablets – products we see as accelerating consumers' desire to be connected to everyone and everything important in their lives, including their homes."
A total of seven segments were identified with consumers in the top three segments, which account for 47 percent of broadband households in the countries surveyed, indicating the overall highest interest in and willingness to pay for smart home services. In addition to pinpointing the best prospects for smart home capabilities, the research also quantifies fees consumers are willing to spend for the selected services and the attitudes and behaviors most indicative of potential adoption. Impressers and Affluent Nesters, two of the largest segments, are also willing to pay the most for the selected services.
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