Volume 2: Understanding Smart Home Buyer Personas:
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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.

DATA SOURCES: Quarterly online surveys of US consumers

Table of Contents

Publish Date:
Contributing Authors: Stuart Sikes, Brad Russell, Harry Wang
  1. Market & Challenges
    1. Why Do People Buy Smart Home Products?
    2. What Products are Owned?
    3. Do Consumers Expect Interoperability?
    4. What Drives Interoperability Interest?
    5. Why is Interoperability Important?
    6. Device to Device Connections
    7. Does Security System Ownership Prime Future Smart Home Product Purchases?
    8. Which Companies do Consumers Expect to Provide Integrated Experiences?
    9. Are Data Privacy Concerns Barriers to Purchasing Smart Home Products?
  2. Buyer Persona Deep Dive
    1. Buyer Segments
    2. Smart Home Buyer Segments
    3. Buyer segments as vendor targets
    4. Product adoption across segments – Q1 ‘21
    5. Smart Home Buyer Segments – Index of Attributes
  3. Buyer Segments & Brands
    1. Smart Home Security System Brands 31
    2. Top Monitoring Providers by Segment – Q1 ‘21 32
    3. Smart Home Security System Buyer Insights: Age and Children at Home
    4. Smart/Display Speaker Brands
    5. Smart Speaker Buyer Insights: Gender, Income, Children at Home, Tech Affinity
    6. Smart Speaker Use Cases
    7. Smart Lighting Brands
    8. Smart Lighting: Gender, Income, Children at Home, Tech Affinity
    9. Smart Doorbell Brands
    10. Smart Doorbells: Gender, Income, Children at Home, Tech Affinity
    11. Smart Thermostat Brands
    12. Smart Thermostats: Gender, Income, Children at Home, Tech Affinity
    13. Connected Security Camera Brands
    14. Connected Security Cameras: Gender, Income, Children at Home, Tech Affinity
    15. Smart Lock Brands
    16. Smart Locks: Gender, Income, Children at Home, Tech Affinity
  4. Appendix
    1. Device to Device Connections
    2. Smart Home Product Owners: Time Spent on Leisure and Work
    3. Smart Home Owners: App and Activities Online
    4. Shopping and Buying Habits of Smart Home Device Owners
    5. Financial Services, Investments and Payments
    6. Smart Home Owners: Gaming Platforms Owned
    7. Connecting Through Buyer Aspirations
    8. The Right News Authority
    9. Choose the Right Influencer
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