CONNECTED HOME MARKET

Transcription

1 THE CONNECTED HOME MARKET In the span of a few short years, connected devices have entered the homes of millions of Americans, and are now poised for a new wave of growth. In this survey, approximately 2,000 U.S. households were asked for their views on the connected home, revealing distinct customer segments and key issues that need to be tackled in order to unlock this growth. Penetration of devices 7.1% 4.2% 3.5% 5. income are: more likely to Households with +$100K 2.5x be connected. 3x more likely to have multiple devices. 7% 5% 4% Current Device Owners Any Device 1 Where Users Purchase Their Devices (Retailers) 1.7% 2.1% 1.7% 1.5% 2.2% % 0.9% 1.8% % 1.1% 2.1% 1.8% 1.0% 2% 1% Security and Safety Appliances 4% Wellness Monitoring Entertainment 2 own 3+ devices 18% own 2 devices 11% Home Users 5 own 1 device AND SAFETY WELLNESS MANAGEMENT MONITORING Home improvement Online Big box store Health care provider Home electronics Specialty dealer Product manufacturer Home appliance Overall, non-users have similar store preferences for future connected home purchases. 1. smoke/co detector 2. Remote video 3. lock 4. leak detector (Retailers) ~40% Security and Safety How Users Adopt Their Devices From a contractor Direct device purchase Utility company Cable company Telephone company Home security/monitoring of connected home solutions are purchased from service providers. Utilities Management lighting 3. energy tracking 4. lawn sprinklers AND SAFETY MANAGEMENT WELLNESS MONITORING % more devices are purchased when a customer buys from a service provider. Wellness Monitoring 1. Vitals data uploading 2. scale 3. Elderly/child activity uploading 4. pill case USER Appliances 1. washer/dryer/dishwasher 2. stove/oven 3. refrigerator/pantry 4. cleaning/vacuum NON-USER Entertainment 1. Multi-room music 2. Seamless audio/video playback 3. Room-controlling home theater Awareness Channels for Home Products MEDIA SAW TV AD READ ONLINE READ IN NEWSPAPER/MAGAZINE WORD OF MOUTH HEARD FROM FRIENDS/FAMILY READ ON A SOCIAL NETWORK 13 6 PROVIDER OFFERED BY HOME COMPANY 18 7 OFFERED BY CABLE/TELCO/MOBILE COMPANY 15 7 OFFERED BY COMPANY 14 9 RECOMMENDED BY HEALTH CARE PROVIDER 11 4 STORE VISIT/DEMOS SAW AT HOME IMPROVEMENT STORE 16 8 SAW PRODUCT/DEMO AT ELECTRONICS STORE 16 6

2 SEGMENTATION Adoption 11% 12% 14% 1 3 Leading Attitudes Early tech adopter Average tech adopter Late tech adopter ~$35K per year years old 1 24% Budget conscious Invests in home Image conscious Big box/home improvement stores 19% Does not plan on moving Will likely move within 5 years Suburban/rural Single/married with no children in house 21% 22% Cares about family well-being Will pay more for green products Urban Dweller Family First Affluent Nester Social Climber Urban Dweller Family First Affluent Nester Social Climber Considers themselves green ~$40K per year ~$40K per year ~$75K per year ~$100K+ per year years old years old years old years old Service providers/ online s Online s/ service providers Home improvement/ service providers Direct from manufacturer website Urban Dweller Family First Affluent Nester Social Climber Apartment Urban Single/married with no children in house Suburban Married with 1 2 kids Suburban Married with no children Suburban/urban Married with 1 2 kids Interests Interests Interests Interests Interests Security 18% Utilities 10% Entertainment Security 30% Utilities 2 Wellness 2 Security 32% Wellness 19% Entertainment 17% Security 27% Utilities 24% Wellness 19% Utilities 40% Security 39% Wellness 32% Barriers to Adoption INTENT Thermostat Lighting Smoke Detector Thermostat Energy Tracking Smoke Detector Lock Smoke Detector Thermostat Energy Tracking Smoke Detector Thermostat Lock AWARENESS PURCHASE Key Barriers Key Barriers Lowest awareness of any segment Most deterred by price Concerned over setup and usability Concerned over privacy and hacking Skeptical that products work well High concerns over price Deterred by current suite of available products Key Barriers Key Barriers Most concerned that devices will be difficult to install and use High concerns over price Lack recognition of need for products Believe that technology is still developing Concerned over privacy and hacking Key Barriers Most likely to believe that technology is still developing Concerned about product setup and usage

3 Non-Users Frequently Exhibit Behaviors That Indicate Latent Demand for Security and Utility Solutions.* & AWARENESS Awareness & Interest in Devices 51% accidentally left lights on 41% accidentally left TV/appliance on 3 wonder what s happening at home while away 35% leave a/c running (even when it s comfortable) can t remember if they locked doors/windows AWARENESS * Percent of non-users who exhibit behavior at least once a week. Remote video feed lock Brand Awareness Security and Safety TOP SERVICE PROVIDER TOP DEVICE MANUFACTURER Interested Non-Users Reasons for Not Purchasing (% rating top 3 reason) Security and Safety Utilities Management smoke/co detector leak detector lighting energy tracking lawn sprinklers Service provider brands enjoy a huge lead in awareness over device brands. 21% 11% 6 Too expensive 39% Not sure how well it works Technology is still developing Wellness Monitoring scale pill case Vitals data uploading Elderly/child activity uploading cleaning/vacuum 5 29% of security and safety users of utilities management users who purchased devices, don t know the brand. 27% Concerned about privacy 24% Security/utilities/health not a big concern 22% Didn t see the need until recently Appliances washer/dryer/dishwasher stove/oven refrigerator/pantry pool cleaner lawn mower pet food dispenser ~ ~50% % TOP 3 BUYING FACTORS 8 Price of multiple device owners are interested in purchasing a hub. TOP 3 FEATURES Operates smart devices at preset times Consumers in general feel strongly about the privacy and safety of their data... 7 are concerned about privacy. but only a fraction see them as barriers to connected home adoption, and those who do don t list it as a top reason. say privacy concerns are their top reason for not purchasing. Entertainment Seamless audio/video playback Multi-room music Room-controlling home theater 0% 25% 50% 100% 84% Features and functionality 79% Ease of setup 67% Connects devices without need to install individual controls Convenience of managing through a single app 6 are concerned about identity theft. 2% are afraid of being hacked.

4 SATISFACTION Customer Satisfaction by Device 58% 77% 50% TOP 2 BEST FEATURES TOP 2 WORST FEATURES Vitals Data Uploading Top 3 Key Buying Factors* SERVICE BUYERS SAFETY AND MANAGEMENT 62% 72% 52% 60% 67% 64% 55% 5 82% 7 Lock 81% 80% Reliability DEVICE BUYERS 74% 71% Safety of my information Thermostat 49% Customer service 61% Privacy/safety concerns Smoke/ CO Detector Reliability 42% 30% Ability to connect to other devices SAFETY & MGMT WELLNESS MONITORING SMART APPLIANCES SMART ENTMT Customer Satisfaction by provider type* Ease of Use Reliability Cost of Device Available Features SERVICE BUYERS DEVICE BUYERS 100% MGMT WELLNESS MONITORING 90% 87% 88% 87% 88% 85% 8 90% HIGHEST SATISFACTION Ease of setup/installation 79% 80% 71% 70% 70% LOWEST SATISFACTION Connects to other devices Features available 57% 60% Connects to other devices 52% 50% 0% 25% 50% 0% 25% 50% 0% 25% 50% 40% * Percent is based on users top 3 factors. * Percent is based on users top 2 features.

5 Services vs. Devices What the Average Shopper Will Buy WILLINGNESS TO PAY PER YEAR FOR SERVICE ONE-TIME FEE FOR DEVICE Music and video/specialty wellness applications: POTENTIAL FOR NICHE, HIGH-END MARKETS Popular security applications: READY FOR MASS ADOPTION $224 $310 $219 $234 $ Smoke/CO detector MANAGEMENT 0.63 Energy-saving WELLNESS MONITORING 0.76 scale AVERAGE WILLINGNESS TO PAY HIGH LOW HIGH Thermostats/energy and safety monitoring: HIGH BUT VALUE PROPOSITION NOT UNDERSTOOD BY CONSUMERS 11 MANAGEMENT $166 WELLNESS MONITORING leak detectors 0.53 Roving smart cameras door phones Selective entrance Remote locks Remote video feed Auto-door locks lighting Auto-adjusting Personalized lawn sprinkler energy tracking Learning Elderly parent/child activity monitor health monitor pill case heart rate tracker health monitor Safety and Security 1. Roving camera 2. Remote video feed 3. Auto-door locks 4. Remote door locks 5. Smoke/CO detector 6. Selective entrance 7. Remote window shades 8. Door phones 9. Leak detector 10. Personalized 11. lights 12. Auto-adjusting 13. Lawn sprinklers 14. Energy monitor 15. Learning Wellness Monitoring 16. scale 17. health monitor 19. Elderly parent/child activity monitor 20. heart rate tracker Entertainment 21. Seamless audio/video 22. Multi-room music 23. music 24. hub Customers Willing to Pay More Than $20/Month 45% 12% 29% of non-users interested in buying safety and security services are interested in 24/7 monitoring. 4 of interested non-users are willing to pay a monthly fee for an energy analytics service. of interested buyers are willing to pay 10% more for smart appliances over basic models. ~60% of customers would prefer to pay a one-time price for their devices. 18. health monitor