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Consumer Segmentation Analysis Identifies Best Smart Home Prospects in the US
Impressers, Affluent Nesters, Practical Greens and Convenience Seekers Revealed as Early Adopters of Smart Home Solutions
Boston, MA - March 7, 2013 - Strategy Analytics' segmentation analysis based on attitudes and behaviors of 2,285 consumers in the US identified those most interested in and willing to pay for smart home services and capabilities. The best prospects within these top four segments account for 30 percent of US broadband households according to Strategy Analytics' Smart Home Strategies (SHS) advisory service report, "Identifying Smart Home Customers: Consumer Segmentation Analysis - US." Strategy Analytics' analysis revealed most interest 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. Practical Greens, (environmentally conscious, middle-income households) and Convenience Seekers, (young males willing to pay for convenience) show high interest and willingness to pay, but account for smaller percentages of households.
"We found strong interest and willingness to pay for both security and remote monitoring among the top segments," stated Bill Ablondi, Director, Smart Home Strategies advisory service. "Except for Practical Greens, 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 six segments were identified, each with significantly different attitudes and behaviors which will require marketers to tailor benefit statements in order to successfully trigger adoption. In addition to pinpointing the best prospects and identifying buying motivations for smart home capabilities, the research also quantifies fees consumers are willing to spend for the selected services. Impressers and Affluent nesters represent the best overall near-term market opportunity because of their size, interest and the amount they are willing to pay.
A companion report "Identifying Smart Home Customers: Consumer Segmentation Analysis - Europe" is also available from Strategy Analytics' Smart Home Strategies advisory service.
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