Volume 3: Tracking Smart Home Purchase Journeys:
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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.

DATA SOURCES: Quarterly online surveys of US consumers

Table of Contents

Publish Date:
Contributing Authors: Stuart Sikes, Brad Russell, Harry Wang
  1. State of the Market
    1. Product Ownership
    2. Purchase Intentions
    3. Product Dashboard – Smart Speakers: Adoption, Intention, Channels, Connected Devices
    4. Top Brands Purchased Product Dashboard – Smart Light Bulb: Adoption, Intention, Channels, Connected Devices
    5. Top Brands Purchased Product Dashboard – Smart Doorbell: Adoption, Intention, Channels, Connected Devices
    6. Top Brands Purchased Product Dashboard – Smart Thermostat: Adoption, Intention, Channels, Connected Devices
    7. Top Brands Purchased Product Dashboard – Wi-Fi Networked Camera: Adoption, Intention, Channels, Connected Devices
    8. Top Brands Purchased Product Dashboard – Smart Security System: Adoption, Intention, Channels, Connected Devices
    9. Top Brands Purchased Product Dashboard – Connected Garage Door Opener: Adoption, Intention, Channels, Connected Devices
    10. Top Brands Purchased Product Dashboard – Smart Smoke Detector: Adoption, Intention, Channels, Connected Devices
    11. Top Brands Purchased Product Dashboard – Smart Door Lock: Adoption, Intention, Channels, Connected Devices
    12. Top Brands Purchased Product Dashboard – Smart Home Control System: Adoption, Intention, Channels, Connected Devices
    13. Top Brands Purchased Product Dashboard – Smart Leak Detector/Shut-off Valve: Adoption, Intention, Channels, Connected Devices
    14. Top Brands Purchased Product Dashboard – Smart Sprinkler Controller: Adoption, Intention, Channels, Connected Devices
    15. Owner Demographics Dashboard: Gender, Income, Education, Children at Home, Home Ownership, Housing Type
  2. Home Control & Interoperability
    1. Voice Assistant and Speaker Models, Trending Smart Speaker Models, Trending Smart Speaker Ownership
    2. Apps Used to Control Products Owned
    3. Connections to other Devices
    4. Expectations for Connectivity
    5. Importance of Connecting Next Product
    6. Segmentation Update
    7. Buyer Segmentation Overview
    8. Buyer Personas
    9. Buyer Characteristics by Segment
    10. Device Owners by Segment
  3. Security Update
    1. Pro-Security Brand Share: Share of Pro vs Self-Monitored
    2. Importance of Networked Camera Features
    3. Smart Device Ownership among Smart Security System Owners
  4. Purchase Journey Deep Dive
    1. Self-identify as Starting Journey: Convert, Collector, Connector, Conductor
    2. Time of First Smart Home Purchase
    3. Purchase Sequence
    4. Subsequent Purchases
    5. Channels of 1st, 2nd, 3rd Purchases
    6. Purchase Triggers by Device Category
    7. Benefits Influencing First Purchases
    8. Channel Patterns and Core Demographics
    9. Motivations for Channel Choice
    10. Influences of Subsequent Purchases
    11. Barriers to Purchase
  5. Recent Purchases
    1. Percentage of Adults Purchasing Products
    2. Type of Purchase by Device Category
    3. Length of Purchase Process by Device Category
    4. Length of Purchase Process by Core Demographics
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