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Volume 3: Attitudinal Consumer Segmentation and Home Networking

Why do consumers buy networking hardware from sources other than their ISP? What home networking features or service are they most likely to pay for?  What is their likelihood of changing services and why? The report also introduces Interpret’s new proprietary segmentation of US adults drawn from over 50 data points around smart home attitudes, lifestyle preferences, use case interest, fears, and values: Meet the Starters, Safe N’ Sounds, Savers, and Socials.  Our quarterly update on product ownership and intentions, purchase behavior, and user experience preferences is included as always.

Table of Contents

  • Publish Date: December 2022
  1. State of the Market
    1. State of the Market
    2. What Products are Owned
    3. What Products to People Intend to Purchase
    4. How Many People Expect Connectivity
    5. Primary Reasons for Connecting Smart Home Products to One Another
    6. Which Devices are Most Frequently Connected to Another
    7. Smart Speaker Ownership 
  2. Product Dashboard
    1. Product Dashboard: Smart Speaker
    2. Product Dashboard: Smart Speaker Owners
    3. Product Dashboard: Smart Displays
    4. Product Dashboard: Smart Display Owners
    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. Buyer Characteristics by Segment
    3. Smart Home Buyers by Segment
    4. 4 Market Maturity Principles by Product Category
    5. Product Adoption Across Segments – Q2‘22
  4. Attitudinal Segmentation
    1. Smart Home Segmentation Objectives
    2. Smart Home Segmentation Methodology
    3. Smart Home Mindsets – Lifestyles and Values 
    4. Smart Home Mindsets – Benefit4
    5. Smart Home Mindsets – Concerns
    6. Smart Home Motivations and Barriers Clusters
    7. Segment Attribute Summary
    8. Starters Summary
    9. Safe N Sounds Summary
    10. Socials Summary
    11. Savers Summary
    12. Product Adoption Across Segments – Q2 22
    13. Product Intentions Across Segments – Q2 22
    14. Interoperability Expectations by Segment
    15. Product Adoption Rank by Segment
    16. Ownership by Segment
  5. Deep Dive: Home Networking
    1. Networking Product Types and Brands
    2. Share of Internet Access Methods
    3. Share of Homes Having Networking Devices
    4. Purchase Channels for Smart Access Devices
    5. Motivations for Purchasing from Non-ISP
    6. Broadband Providers
    7. Networking Device Owners by Square Footage
    8. Familiarity with Networking Protocols
    9. Installation of Networking Devices
    10. Satisfaction with Networking Device User Experience
    11. Average Age of Devices
    12. Dedicated Networks
    13. VPN Access Patterns
    14. Networking Problems
    15. Switching Providers Problem Frequency
    16. Interest in Networking Services
    17. Likelihood of Paying for Premium Services
    18. Purchase Triggers
    19. Likelihood of Changing Networking Services
    20. Interest in Networking Devices & Services
    21. Motivations for Interest in 5G Home Broadband Services 
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Volume 3: Attitudinal Consumer Segmentation and Home Networking

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