Types of Potential Smart Tech Consumers: What They Want, What To Offer Them
Our latest researches show that not all smart tech consumers are created equal. Each household has its own specific needs and individual homeowners also have different tastes and preferences. The connected home market is not a homogeneous one, so it is extremely important for service providers who are considering offering smart home services, to have a clear understanding of whom their potential customers are, as well as what they want and need.
- “Technocrati: These consumers want the latest and greatest digital toys for their homes. They also have the resources to buy them.”
These are the early-adopters, the forefront consumers that test a product and, if they like it, recommend it to friends and family, driving market expansion. At present, much of the connected home market, still in its early stages, is comprised by this type of consumer. They don’t mind having to do some research or installing the devices by themselves, so many favor a DIY approach, although they also value reliable customer service. This market segment is ripe for quality smart devices that stand out among competitors.
- “Home controllers: These consumers see technology as a tool to improve their lives.”
This is the market scope for connected home devices that help increase daily convenience. They value comfort and ease of use above everything else. They will acquire connected devices that suit their needs, but would prefer someone else to install and set them up. They want things to be reliable and work as they are supposed to, seamlessly and smoothly, without any hassle on their part.
- “Security seekers: Ambivalent about technology, this segment is interested in smart products mainly for personal safety and security.”
This category includes homeowners that already own a professionally monitored security system or would like to acquire one at some point. In some cases, this type of consumer is already incorporating smart technologies into their lives, although they may not even be aware of it. Traditional security companies are slowly but firmly evolving into smart security, while incorporating connected home features to their solutions. These are offered to consumers as add-ons, upgrades and premium services, such as smart locks, remotely self-monitored cameras or smoke detectors. Security companies have an advantage over competitors in that they can incorporate smart tech and expand their market scope with a relative ease, since they already have a large customer base and all the sales channels, revenue models and services in place.
- “Lean and green: These consumers are thrifty with strong environmental interests.”
This segment offers great market potential since they are the potential buyers for all those connected home technologies that favor energy saving and reducing resources consumption at home. They will be willing to acquire devices such as smart thermostats, smart bulbs and faucets. Smart tech offers them a double benefit: helping the environment by lowering their carbon footprint and water wastage, while also saving money on the monthly bill.
- “Austerity at home: Homeowners who are more focused on frugality than comfort, convenience or security.”
This type of homeowner is not interested, at present, in smart technologies. However, they could become interested, if the market manages to raise awareness about the high affordability of this type of solutions and the different options available, suitable for all pockets.
- “Disinterested technophobes: Consumers with little interest in either technology or the benefits of smart and connected homes.”
At present they are not potential customers, and may never be, although we are sure that with the right marketing strategies some of them could be won for the smart, connected side of life.
The classification made by Trifecta illustrates that there are many types of smart tech consumers, all with their different views and particularities. For example, while homeowners who already own a traditional home security system are potential customers for connected home tech, they should be addressed in a completely different way from beginners who are just starting to explore the possibilities of, say, a remotely controlled thermostat. Or from the adult who is looking for a way to check on his aging parents while away from them. Or from the early adopter that just got his first set of DIY home security devices. Although all of them are potential smart tech buyers, the needs and interests are different for each of them, and should be approached accordingly.
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