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.

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?
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
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
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
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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