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Consumer Segmentation and Brand Alignment report

Interpret research puts a priority on understanding how smart home buyers progress through stages of ownership and interest in interoperability as they move toward a complete smart home experience. This report provides an update on Interpret’s market maturity segmentation model that is tracking substantive movements. The report also applies that segmentation model and its underlying demographics to better understand how leading brands compare to one another.

Table of Contents

  • Publish Date: August 2022
  1. State of the Market
    1. What products are owned?
    2. What products do people intend to purchase?
    3. How many people expect connectivity?
    4. Primary use cases for voice-controlled personal assistants
    5. Smart Speaker Ownership and Uses
    6. Smart home devices controlled by smart speakers
    7. How familiar are smart home device owners with wireless technologies?
  2. Product Dashboard
    1. Product Dashboard: Smart Speaker/Smart Display
    2. Product Dashboard: Smart Speaker Owners
    3. Product Dashboard: Smart Display
    4. Product Dashboard: Smart Display Buyers
    5. Product Dashboard: Smart Light Bulb
    6. Product Dashboard: Smart Light Bulb Owners
    7. Product Dashboard: Smart Doorbell
    8. Product Dashboard: Smart Doorbell Owners
    9. Product Dashboard: Smart Thermostat
    10. Product Dashboard: Smart Thermostat Buyers
    11. Product Dashboard: Wi-Fi Networked Camera
    12. Product Dashboard: Wi-Fi Networked Camera Buyers
    13. Product Dashboard: Smart Security System
    14. Product Dashboard: Smart Security System Owners
    15. Product Dashboard: Connected Garage Door Opener
    16. Product Dashboard: Connected Garage Door Opener Buyers
    17. Product Dashboard: Smart Smoke Detectors
    18. Product Dashboard: Smart Smoke Detector Buyers
    19. Product Dashboard: Smart Door Locks
    20. Product Dashboard: Smart Door Locks Owners
    21. Product Dashboard: Smart Home Control Systems
    22. Product Dashboard: Smart Home Control System Buyers
    23. Product Dashboard: Smart Leak/Humidity Detector
    24. Product Dashboard: Smart Leak/Humidity Detector Buyers
    25. Product Dashboard: Smart Water Shut-off Valves
    26. Product Dashboard: Smart Water Shut-off Valves Buyers
    27. Product Dashboard: Smart Sprinkler Controllers
    28. Product Dashboard: Smart Sprinkler Controller Buyers
  3. Purchase Journey Segmentation Update
    1. Buyer Segments
    2. 4 Market Maturity Principles by Product Category
    3. Buyer Characteristics by Segment
    4. Smart Home Buyers by Segment
    5. Product Adoption Across Segments – Q4 ‘21
    6. Product Purchase Patterns Across Segments – Q4 ‘21
    7. Product Motivations Across Segments – Q4 ‘21
    8. Product Purchase Priorities Across Segments – Q4 ‘21
    9. Product Purchase Challenges (Barriers) Across Segments – Q4 ‘21
  4. Security Services and Brand Alignment
    1. Installation and Monitoring
    2. Monitoring Package Share by Provider
    3. Security Installation Methods Share by Provider
    4. Purchase Date by Provider
    5. Average Hardware Purchase Price
  5. Deep Dive: Brand Alignment
    1. Smart Home Security System Brands
    2. Smart Home Security System Buyer Insights: Age and Children at Home
    3. Smart Home Security System Buyer Insights: Age and Children at Home
    4. Smart Speaker Brands
    5. Smart Speaker Buyer Insights: Gender, Income, Children at Home, Tech Affinity
    6. Smart Lighting Brands
    7. Smart Lighting: Gender, Income, Children at Home, Tech Affinity
    8. Smart Doorbell Brands
    9. Smart Doorbells: Gender, Income, Children at Home, Tech Affinity
    10. Connected Security Camera Brands
    11. Connected Security Cameras: Gender, Income, Children at Home, Tech Affinity
    12. Brand Power: Ring
    13. Smart Thermostat Brands
    14. Smart Thermostats: Gender, Income, Children at Home, Tech Affinity
    15. Brand Power: Nest
    16. Smart Lock Brands
    17. Smart Locks: Gender, Income, Children at Home, Tech Affinity
    18. Summary and Implications
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Consumer Segmentation and Brand Alignment report

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