Q4 SMART HOME POV - Ipsos€¦ · Q4 SMART HOME POV. NOT YOUR TYPICAL TECH . DECEMBER 13, 2017. YOUR TEAM. TODAY. 2 Michael Baer SVP, IAI Team Lead [email protected] Kirsten

Q4 SMART HOME POVNOT YOUR TYPICAL TECH

DECEMBER 13, 2017

YOUR TEAMTODAY

2

Michael BaerSVP, IAI Team [email protected]

Kirsten MillerDirector of Insights, [email protected]

Ipsos Affluent Survey USA

22,449 Affluents with HHI $125K+

Reflecting 58M Americans

Quarterly Reconnect of 801 Affluents and

209 Non Affluents

For over 40 years, we’ve been

fielding the preeminent survey of

affluent consumers and delivering

actionable insights.

WE’VE BEEN

ANTICIPATING A

SMART HOME

REVOLUTION FOR

DECADES.

4

HOMES ARE GETTING SMARTER.

5Source: Ipsos Affluent Intelligence

Technology companies have been saying for years now that it’s the era of the smart home. But there have been a few barriers that kept all but the most tech-savvy and patient among us from signing on.

The Washington PostNovember 22, 2017

BUT THE REVOLUTION HASYET TO ARRIVE.

Source: Statista

US Household Smart Home Penetration 2017

26.5%

6

THERE ARE

SIGNS THAT IT

COULD BE

AROUND THE

CORNER.

7Source: Statista

OUR DATA TELLS AN INTERESTING STORY.

THE LEADERS OF THE MOVEMENT

These enthusiasts may not be who you expect them to be.

01.THE DIFFUSION THEORY IS IN EFFECT

Word of mouth is playing a critical role.

02.SMART HOME ISN’T TYPICAL TECH

It’s not even a category at all.

03.

9

THE LEADERSOF THE MOVEMENT


AS IN OTHER CATEGORIES,

AFFLUENT INFLUENCERS LEAD THE WAY


40%

49%44%

27%

47%

63%59%

30%

53%

68%65%

36%

Non Affluent Affluent Affluencer

CURRENTLY OWN SMART HOME TECH:

INTERESTED IN LEARNING MORE ABOUT SMART HOME TECH:

I THINK SMART HOME TECH WILL IMPROVE MY LIFE:

I CONSIDER MYSELF AN EARLY ADOPTER OF SMART

HOME TECH:

AFFLUENCERS ARE

INFLUENCERS.


• Affluencers influence others in at least one category

• 7 out of 10 Affluents are Influencers

• It’s a mindset. A full 50% of Affluencers influence 5+ categories

• They score higher on all key psychographic categories

71%

53%

57%

65%

62%

46%

49%

56%I CONSIDER MYSELF AN

OPINION LEADER

I AM ONE THE FIRST TO TRY

NEW PRODUCTS OR SERVICES

I LIKE TO STAND OUT

FROM OTHERS

I LIKE TO OFFER ADVICE

TO OTHERS

AffluencerAffluent

THE AFFLUENCER

MULTIPLIER EFFECTSPEND MORE

INTEND TO PURCHASE

MOREINFLUENCE

OTHERS $13Source: Ipsos Affluent Intelligence

Currently own smart tech

Interested in learning more about smart home tech

I think smart home tech will improve my life

I consider myself an early adopter of smart home tech

SMART HOME REALLY DOES

EQUAL SMART + HOME.


40%

49%44%

27%

47%

63%59%

30%

53%

68%65%

36%

71%

79% 79%

57%62%

83%76%

50%

Non Affluent Affluent Home Affluencer Tech AffluencerAffluencer

TECH AFFLUENCERS AND HOME AFFLUENCERS

SEEM LIKE AN ODD COUPLE.

TECH AFFLUENCER

18.4 MMHOME

AFFLUENCER13.6 MM

59% femaleAlways checking on friends and family through Facebook 139

Trying to simplify 118

Watch movies/tv with family 126

Make a special effort to eat healthy 119

Enjoy trying new recipes 123

Keep up with latest fashion & trends 177

Enjoy presenting my home to others 137

68% maleKeep up with current affairs & politics 111

Spend time researching products before buying them 112

I try to keep up with technological developments 126

Most of the time, prefer to shop online 138

Prefer vehicles with latest tech 130

Go online for the latest breaking news 121

Read trade publications 169


PUT THEM TOGETHER AND YOU FIND THE

PEOPLE DRIVING SMART HOME.

TECH AFFLUENCER

18.4 MMHOME

AFFLUENCER13.6 MM

HOME + TECHAFFLUENCERS

8.2MM


58.8% femaleFacebook fan 139

Trying to simplify 118

Watch movies/tv with family 126

Make a special effort to eat healthy 119

Enjoy trying new recipes 123

Keep up with latest fashion & trends 177

Enjoy presenting my home to others 137

67.8% maleKeep up with current affairs & politics 111

Spend time researching products before buying them 112

I try to keep up with technological developments 126

Most of the time, prefer to shop online 138

Prefer vehicles with latest tech 130

Go online for the latest breaking news 121

Read trade publications 169

THESE ARE THE BIG SPENDERS, EXPERIMENTERS,

OPINION LEADERS, AND ADVICE GIVERS.


HOME + TECH AFFLUENCERS

HOME OR TECH AFFLUENCERS

AFFLUENCERS

AFFLUENTS

GENERAL POP

THE HOME + TECH AFFLUENCER IS THE MOST

IMPORTANT CONSUMER IN THE SMART HOME WORLD.

85% OWN & ARE VERY

LIKELY TO PURCHASE IN NEXT 12 MONTHS

47%

13%

Home + Tech

Total Affluent

SPENT >$10K IN PAST 12 MONTHS ON COMPUTERS, ELECTRONICS AND HOME ENTERTAINMENT:

SMART HOME OWNERSHIP AND ATTITUDES: INDICES

GENERAL ATTITUDES: INDICES

140

150

161

239

Currently own Smart Home devices

Interested in learning more about Smart

Home

I think Smart Home will improve

my life

I consider myself an early adopter of

Smart Home

110

142

166

173

218

I consider myself an opinion leader

I like to offer advice

I’m one of the first to try new tech

I’m open to new ideas and experiences

People ask me for tech advice


THEY PERSONIFY THE MERGER OF

SMART AND HOME.

MEDIAN AGE 34.7

MEDIAN INCOME: 182K

ONE OR MORE KIDS UNDER 18: 172

TWO KIDS: 165

THREE KIDS: 326

PLANNING A BABY IN THE NEXT YEAR: 257

FAMILY TOP PRIORITY: 107

ARCHITECT/ ENGINEER: 200

INVESTMENT BANKER: 520

DOCTOR/DENTIST: 213

SOFTWARE DEVELOPER: 187

MY CAREER IS MORE THAN A JOB: 129

I STRIVE TO REACH THE TOP OF MY CAREER: 145


46%

40%

Millennial Gen X

Make more than 150K77%

Make more than 200K33%

HOME IS WHERE THEIR

HEARTS ARE.

95%

64%

Home + Tech Affluencer

Total Population (US Census, 2017)

66%

37%

SPENT >5K ON THEIR HOUSE IN THE PAST YEAR

Total Affluent 128

149

133

119

126

129

I’m always looking to improve my home

Take on DIY projects

Design is important

I enjoy cooking for friends & family

The kitchen is the center of my home

Weekly family movie night


OWN A HOME

Home + Tech Affluencer

THEY’RE DEFINED MORE BY THEIR VALUES AND

ATTITUDES THAN BY THEIR AGE. 170 166

139 120

150

123

157

I like to stand out

from others

I’m a risk taker

I think of myself as a

creative person

I’m an optimistic person

I take the lead in

decision making

I’m very interested in culture and

the arts

I prefer vacations off the beaten

track


OR GENDER…

56%male

44%female

HOME + TECH AFFLUENCERS:

AFFLUENTOWN SMART SPEAKERS:

I CONSIDER MYSELF AN EARLY ADOPTER OF SMART HOME TECH:

PEOPLE SEEK MY ADVICE WHEN THEY’RE LOOKING TO BUY SMART HOME TECH AND APPLIANCES:

48%male

52%female

70%76%

female male

76%69%

female male


THEY’RE EXPERTS AND ENTHUSIASTS, HUNGRY

FOR MORE INFORMATION & HIGHLY ENGAGED.

150

111 118 107 136

240

103 130

I enjoy learning

about tech products

I keep up with

current affairs

I keep up with new

tech

Read print publications

Read digital publications

Listen to podcasts

Access info via mobile

app

Access info via social

media


HOME + TECH AFFLUENCER TOTAL AFFLUENT NON-AFFLUENT

Smart Speaker 67% 26% 26%

Smart Appliances 25% 7% 6%

Smart Security System 19% 10% 6%

Smart Outlet/Switches 18% 7% 6%

Smart Win Cover/Shades 16% 5% 6%

Smart Home Entertainment 15% 5% 7%

Smart Thermostats 15% 11% 10%

Smart Smoke / CO Detector 13% 5% 8%

Smart Locks 12% 7% 10%

Smart Sprinklers 11% 4% 7%

Smart Lighting/Bulbs 8% 8% 5%

THEY OWN SMART HOME PRODUCTS, AND THEY

INTEND TO BUY MANY MORE.


Purchase intent, next three months

THE DIFFUSIONTHEORY AT WORK

26

IN THE SMART HOME

WORLD, MOST HOME

+ TECH AFFLUENCERS

ARE WHAT WE CALL

ENTHUSIASTS.

85% of Home + Tech Affluencers own

and plan to purchase

56% of all Affluents

VS.


ENTHUSIASTS ARE ONE OF THE FOUR SMART

HOME PURCHASER SEGMENTS WE’VE IDENTIFIED.


ENTHUSIASTS

• Own and Plan to Purchase

• Engagement: Very High

• Male 59% vs. Female 41%

• 42% Millennial, 38% Gen-X

• $297K median HHI

• 60% 1+ children

DABBLERS

• Own, Don’t Plan to

Purchase

• Engagement: Low

• Male 47%, Female 53%

• 36% Gen-X, 31% Boomer


• 36% 1+ children

FOLLOWERS

• Don’t Own, Plan to Purchase

• Engagement: High


• 25% Millennial, 51% Gen-X


• 39% 1+ children

• Don’t Own or Plan to

Purchase

• Engagement: Very Low


• 33% Gen-X, 35% Boomer


• 30% 1+ children

RESISTORS

29% 26%

8%

37%

189214 217

12789 98

110 131

ENTHUSIASTS ARE THE READERS AND RESEARCHERS. FOLLOWERS

RELY ON THEIR RECOMMENDATIONS.


Get information from print

Get information from websites published by

newspapers

Get information from websites published

by magazines

Get information from recommendations

ENTHUSIASTS FOLLOWERS

SMART HOME IS NOT A CATEGORY

32

TECH ISN’T DRIVING

PEOPLE TO SMART

HOME.

EACH PRODUCT

GROUP HAS ITS OWN

BENEFITS AND

AUDIENCE.

ENTERTAINMENTSmart SpeakersSmart Entertainment Systems

SECURITY:Smart Security SystemsSmoke/CO DetectorsLocks

CONNECTED HOME:ThermostatsSprinklersAppliancesLighting


SMART SPEAKERS ARE THE GATEWAY THE

SMART HOME WORLD HAS BEEN MISSING.

CURRENTLY OWN

PLAN TO PURCHASE NEXT 3 MONTHS

NUMBER OF SPEAKERS AMONG OWNERS

TOP ROOMS

24%27%

32%

25% 26%

33% Living room/den

Master bedroom

Kitchen

Home Office

One 43% 49% 45%

Two 39% 33% 34%

Three 18% 18% 20%


Affluents AfluencersNon Affluents



THE MAJORITY OF SMART SPEAKER

ENTHUSIASTS ARE MALE

64%MALE

36% FEMALE


Own smart speakers AND plan to purchase in the next three months

SMART SPEAKER USAGE VARIES

BY AUDIENCE.


52%

48%

21%

11%

26%

21%

33%

20%MAKEPHONE CALLS

ACCESS OTHER SMART HOME TECH

SET TIMERS

ASK RANDOM QUESTIONS 16%

36%

28%

20%

89%

22%

28%

20%

20%

70%LISTEN TO MUSIC

LISTEN TO PODCASTS

MAKELISTS

CHECK THE NEWS

SEND MESSAGES

FemaleMale

• Higher median income ($182k)

• Home ownership is a prerequisite

• Like enthusiasts, they’re the most engaged across all media

• More of an early adopter (144), risk taker (133), and opinion leader (127)

• Those who plan to purchase are more likely to be Gen-X (41%) than millennial (33%)

• 51% are also travel affluencers

SECURITY CONSUMERS

ARE THE MOST

ENTHUSIASTIC

ADOPTERS.

Enthusiasts

68%Dabblers

21%Followers

11%


Enthusiasts

57%Dabblers

31%Followers

12%

THE CONNECTED HOME

CONSUMER IS ACTIVE

AND ON THE GO.

• More physically fit (114), active and on the go (114), almost always doing more than one thing at a time (106)

• Less trendy or concerned with appearances than the other two groups

• Less interested in cooking, gourmet food or exclusive experiences


Enthusiasts

53%Dabblers

34%Followers

12%

ENTERTAINMENT

CONSUMERS ARE

YOUNGER AND

TRENDIER.

• More likely to be Millennial (127)

• Average across almost all psychographic measures

• Much less engaged in the category across all media than the other two groups

• Less interested in recommendations

• Less likely to consider self an opinion leader or take the lead in decision-making than other groups


INSUMMARYTHE LEADERS OF THE MOVEMENT

Home + Tech Affluencers are Smart Home’s consumers, advocates and educators. Get to know them and learn how to engage them.

THE DIFFUSION THEORY IS IN EFFECT

Encouraging Home + Tech Affluencers / Enthusiasts to recommend the devices they use will bring Followers. In the short term, growth may come from multiple purchases rather than penetration.

SMART HOME ISN’T TYPICAL TECH

Soon tech won’t hold the “category” together and new product groups will grow around benefits.


Documents

Q4 SMART HOME POV - Ipsos€¦ · Q4 SMART HOME POV. NOT YOUR TYPICAL TECH . DECEMBER 13, 2017. YOUR TEAM. TODAY. 2 Michael Baer SVP, IAI Team Lead [email protected] Kirsten