Consumer Segmentation: Smart Home Packages

Consumer Segmentation: Smart Home Packages presents a segmentation analysis of the market for smart home devices services. It identifies which consumer segments are most likely to adopt products and services and how motivations differ between each segment. The research gauges consumer willingness to adopt smart home systems by presenting three hypothetical smart home packages.

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About the Research

Previous Research

Growth in Self-Installed Energy and Smart Home Systems (Q4/14)

360 View: Residential Security and Smart Home (Q3/14)

The Internet of Things: Business Models & Opportunities (Q3/14)

Evolution of Smart Home and the Internet of Things (Q2/14)

Winning Business Models from a Consumer Perspective (Q1/14)

Smart Home Packages (Q4/13)

Key Findings

Industry Insight


Segmentation Overview

Segmentation Overview

Segmentation Methodology

Segment Demographic Profile

Estimated Income ($1,000s) by Segment (Q2/14)

Home Security System Ownership and Professional Monitoring Service Subscription by Segment (Q2/14)

Smart Home Device Intenders and Owners by Segment (Q3/14)

Smart Home Device Purchase Intention by Segment (Q3/14)

Four Groups of Attitudes

Attitudinal Motivations by Segment (Q2/14)

Demand for Smart Home Packages by Segment

Three Hypothetical Smart Home Packages

Likelihood of Buying a Smart Home System & Subscribing to a

Professional Monitoring Service (Q4/13)

Likelihood of Purchasing Smart Home Package (Q4/13)

Reason for Not Purchasing Smart Home Packages (Q4/13)

Marketing Personas

Segment Personas- Smart Device Intenders

Segment Personas: Young Adrift

Segment Personas: Young Go Getters

Segment Persona: Picket Fencers

Segment Persona: Life Interrupted & Empty Nesters

Additional Research from Parks Associates

Publish Date: 4Q 2014

Slides: 50

Authored By:
John Barrett - Director of Consumer Analytics
Tom Kerber - Senior Director, IoT Strategy and Custom Research
Yilan Jiang - Senior Director of Consumer Analytics
Maia Hinkle - Research Analyst
David Mitchel - Research Analyst

Published by Parks Associates
© January 2015

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