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All players in the smart home ecosystem – chipmakers and component providers, device manufacturers, software and platform providers, service providers, dealers and distributors – must have a strong understanding of consumer preferences, intentions and biases in order to develop effective product development and communication strategies.
Smart Home Matrix: Consumer TM provides quarterly consumer tracking data on buyer behavior and preferences, unique segmentation with personas, brand analysis, and quarterly “focus topics.” Designed for business decision-makers in the smart home ecosystem who rely on timely insight into consumer preferences, intentions, and biases.
Volume 1: 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.
Volume 2: Consumer Trends Update & Smart Access Control report
Along with quarterly updates to the state of the market and product dashboard metrics, this report takes a deep dive into smart door locks and smart garage door controllers. The report explores purchasing behaviors including ownership by type, new vs replacements, purchase considerations, channels, the price paid, purchase barriers, future price preferences, experience with in-home delivery services, and more. Data from this survey informs Interpret’s companion Smart Door Lock Forecast (2021-2026).
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.
Volume 4: Smart Security Products and Services report
How are buyers of security products changing as DIY security solutions gain in share? How satisfied are they with available features? How can smart security system owners and potential owners be segmented in a way that provides more nuance than merely DIY and Pro? How satisfied are smart security system owners with their self- and pro-0monitored systems? As this report takes a deeper look at home security, it applies Interpret’s two proprietary smart home segmentation models to deliver a more three-dimensional look at consumers that can inform more highly targeted sales and marketing strategies. Quarterly trends updates provided along with dashboards for 14 product categories.
Volume 2: Understanding Smart Home Buyer Personas
Until recently, many device makers believed their target audience was a male, gadget-loving technophile. While this group continues to be important, the largest buying segment leans slightly female, and tends to own one to three products. Connecting with this buyer segment requires an understanding of where she lives, shops, goes for entertainment, and who are her influencers. This report focuses on four unique smart home buyer segments and identifies unique buyer personas.
Volume 3: Tracking Smart Home Purchase Journeys
Smart home buyers are increasingly varied in their purchase motives, channel preferences, sequence of acquisition, and benefits sought. Interpret applies its unique customer segmentation model to trace the patterns and paths key segments take along their purchase journey. This report provides insight into priorities shaping subsequent purchases, with implications for where and how certain segments can be won over.
Volume 4: Smart Cameras and Video Services
Consumer interest in Wi-Fi camera products is surging with new form factors, features, and attached services providing an array of options. This report looks at adoption, brand, purchase considerations, price points, installation, and the uptake rate and fees paid for cloud storage services.
Smart Home Matrix Global: Western Europe
With consumer familiarity rising and pandemic restrictions driving home investments, the smart home market in Western Europe has accelerated to new highs. Interpret’s latest study, Smart Home Matrix Global: Western Europe draws on an annual quantitative study of consumers in 15 countries. Western Europe findings include data from UK, France, Germany, and Spain. Topics include adoption, purchase intentions, and recent purchase levels of 12 smart home product categories and digital service subscription levels. The report includes forecasting metrics on annual purchasing behavior: single unit vs bundle, new vs replacement or additional unit, average price paid, and purchase channels. Also, this year’s report provides a special look into home networking hardware, purchase channels, payment methods, purchase motivations for BYOD networking devices, and the demographics of those who purchase hardware from an ISP versus those purchasing from other channels.
Smart Home Matrix: Trends™ monitors trends and delivers insights with a fusion of consumer data, executive interviews, and expert market analysis. Designed to keep industry decision-makers up to date on evolving smart home market trends.
Evolution and Expansion of Smart Home Channels
After more than a decade of experimentation and expansion, some consumer channels for smart home products and services are fine-tuning their focus. Others are still trying to get the business model right or get up to speed on engaging and supporting consumers. This report explores the strengths, weaknesses, and opportunities of the leading channels, including: retail, home security, internet service providers, system integrators, property, insurance, energy, and independent contractors.
Shifting Smart Home Buyer Personas
This report goes beyond the “average smart home buyer” to explore meaningful changes to important segments of smart home buyers. Interpret’s unique segmentation of Converts, Collectors, Connectors, and Conductors is quantified and applied to buying behaviors. The report includes a deep dive into some of the 50 buyer attributes tracked quarterly among 9,000 consumers to provide more depth to persona development. It includes channel trends with implications across the smart home ecosystem.
This report explores the evolution of artificial intelligence as it is being incorporated into smart home products and services. The report tracks major innovations currently taking place, the pioneers in AI, use cases for AI, and expected in-home applications. The report predicts the impact of AI on consumer update and adoption of smart products, and identifies a number of AI-based smart home projects that are underway.
Aging-in-Place in the Smart Home
This trends report tracks the current state of remote care technology products, a category poised to disrupt to $3B annual US PERS market. The report analyzes the elements of leading remote caregiving products, the AI technologies powering them and profiles the market leaders. The report includes a discussion on the target market, most likely sales channels, and barriers to adoption. The report sizes the potential market and outlines a path to broad market adoption.
HOMEBUILDER TRENDS RESEARCH: Inside the Builder’s Tech Playbook 2022
Today’s housing game plays on a constantly changing field where technology is becoming a rapidly progressing factor in how builders “win” both the most and best buyers. Interpret’s market research indicates that 41 percent of U.S. adults desire smart home technology in their next home generally, and an even greater percentage expect tech in a newly constructed home. Builders are responding. Interpret’s latest homebuilder research is conducted in partnership with AE Ventures and sponsored by GE Appliances and Nice.
Inside the Builder’s Tech Playbook 2022
Interpret’s latest research into the smart technology purchasing of 250 US homebuilders conducted in partnership with AE Ventures and sponsored by GE Appliances and Nice.
Smart Home Matrix: Forecasts delivers 5-year forecasts of adoption and growth of select smart home products in the US market, including adopting households, annual sales units, revenue, channel share, and consumer-reported brand share. Designed for businesses who want a complete picture of the complex distribution of smart home products.
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