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Q4 SMART HOME POVNOT YOUR TYPICAL TECH
DECEMBER 13, 2017
YOUR TEAMTODAY
2
Michael BaerSVP, IAI Team [email protected]
Kirsten MillerDirector of Insights, [email protected]
Ipsos Affluent Survey USA
22,449 Affluents with HHI $125K+
Reflecting 58M Americans
Quarterly Reconnect of 801 Affluents and
209 Non Affluents
For over 40 years, we’ve been
fielding the preeminent survey of
affluent consumers and delivering
actionable insights.
WE’VE BEEN
ANTICIPATING A
SMART HOME
REVOLUTION FOR
DECADES.
4
HOMES ARE GETTING SMARTER.
5Source: Ipsos Affluent Intelligence
Technology companies have been saying for years now that it’s the era of the smart home. But there have been a few barriers that kept all but the most tech-savvy and patient among us from signing on.
The Washington PostNovember 22, 2017
BUT THE REVOLUTION HASYET TO ARRIVE.
Source: Statista
US Household Smart Home Penetration 2017
26.5%
6
THERE ARE
SIGNS THAT IT
COULD BE
AROUND THE
CORNER.
7Source: Statista
OUR DATA TELLS AN INTERESTING STORY.
THE LEADERS OF THE MOVEMENT
These enthusiasts may not be who you expect them to be.
01.THE DIFFUSION THEORY IS IN EFFECT
Word of mouth is playing a critical role.
02.SMART HOME ISN’T TYPICAL TECH
It’s not even a category at all.
03.
9
THE LEADERSOF THE MOVEMENT
10Source: Ipsos Affluent Intelligence
AS IN OTHER CATEGORIES,
AFFLUENT INFLUENCERS LEAD THE WAY
11Source: Ipsos Affluent Intelligence
40%
49%44%
27%
47%
63%59%
30%
53%
68%65%
36%
Non Affluent Affluent Affluencer
CURRENTLY OWN SMART HOME TECH:
INTERESTED IN LEARNING MORE ABOUT SMART HOME TECH:
I THINK SMART HOME TECH WILL IMPROVE MY LIFE:
I CONSIDER MYSELF AN EARLY ADOPTER OF SMART
HOME TECH:
AFFLUENCERS ARE
INFLUENCERS.
12Source: Ipsos Affluent Intelligence
• Affluencers influence others in at least one category
• 7 out of 10 Affluents are Influencers
• It’s a mindset. A full 50% of Affluencers influence 5+ categories
• They score higher on all key psychographic categories
71%
53%
57%
65%
62%
46%
49%
56%I CONSIDER MYSELF AN
OPINION LEADER
I AM ONE THE FIRST TO TRY
NEW PRODUCTS OR SERVICES
I LIKE TO STAND OUT
FROM OTHERS
I LIKE TO OFFER ADVICE
TO OTHERS
AffluencerAffluent
THE AFFLUENCER
MULTIPLIER EFFECTSPEND MORE
INTEND TO PURCHASE
MOREINFLUENCE
OTHERS $13Source: Ipsos Affluent Intelligence
Currently own smart tech
Interested in learning more about smart home tech
I think smart home tech will improve my life
I consider myself an early adopter of smart home tech
SMART HOME REALLY DOES
EQUAL SMART + HOME.
15Source: Ipsos Affluent Intelligence
40%
49%44%
27%
47%
63%59%
30%
53%
68%65%
36%
71%
79% 79%
57%62%
83%76%
50%
Non Affluent Affluent Home Affluencer Tech AffluencerAffluencer
TECH AFFLUENCERS AND HOME AFFLUENCERS
SEEM LIKE AN ODD COUPLE.
TECH AFFLUENCER
18.4 MMHOME
AFFLUENCER13.6 MM
59% femaleAlways checking on friends and family through Facebook 139
Trying to simplify 118
Watch movies/tv with family 126
Make a special effort to eat healthy 119
Enjoy trying new recipes 123
Keep up with latest fashion & trends 177
Enjoy presenting my home to others 137
68% maleKeep up with current affairs & politics 111
Spend time researching products before buying them 112
I try to keep up with technological developments 126
Most of the time, prefer to shop online 138
Prefer vehicles with latest tech 130
Go online for the latest breaking news 121
Read trade publications 169
16Source: Ipsos Affluent Intelligence
PUT THEM TOGETHER AND YOU FIND THE
PEOPLE DRIVING SMART HOME.
TECH AFFLUENCER
18.4 MMHOME
AFFLUENCER13.6 MM
HOME + TECHAFFLUENCERS
8.2MM
17Source: Ipsos Affluent Intelligence
58.8% femaleFacebook fan 139
Trying to simplify 118
Watch movies/tv with family 126
Make a special effort to eat healthy 119
Enjoy trying new recipes 123
Keep up with latest fashion & trends 177
Enjoy presenting my home to others 137
67.8% maleKeep up with current affairs & politics 111
Spend time researching products before buying them 112
I try to keep up with technological developments 126
Most of the time, prefer to shop online 138
Prefer vehicles with latest tech 130
Go online for the latest breaking news 121
Read trade publications 169
THESE ARE THE BIG SPENDERS, EXPERIMENTERS,
OPINION LEADERS, AND ADVICE GIVERS.
18Source: Ipsos Affluent Intelligence
HOME + TECH AFFLUENCERS
HOME OR TECH AFFLUENCERS
AFFLUENCERS
AFFLUENTS
GENERAL POP
THE HOME + TECH AFFLUENCER IS THE MOST
IMPORTANT CONSUMER IN THE SMART HOME WORLD.
85% OWN & ARE VERY
LIKELY TO PURCHASE IN NEXT 12 MONTHS
47%
13%
Home + Tech
Total Affluent
SPENT >$10K IN PAST 12 MONTHS ON COMPUTERS, ELECTRONICS AND HOME ENTERTAINMENT:
SMART HOME OWNERSHIP AND ATTITUDES: INDICES
GENERAL ATTITUDES: INDICES
140
150
161
239
Currently own Smart Home devices
Interested in learning more about Smart
Home
I think Smart Home will improve
my life
I consider myself an early adopter of
Smart Home
110
142
166
173
218
I consider myself an opinion leader
I like to offer advice
I’m one of the first to try new tech
I’m open to new ideas and experiences
People ask me for tech advice
19Source: Ipsos Affluent Intelligence
THEY PERSONIFY THE MERGER OF
SMART AND HOME.
MEDIAN AGE 34.7
MEDIAN INCOME: 182K
ONE OR MORE KIDS UNDER 18: 172
TWO KIDS: 165
THREE KIDS: 326
PLANNING A BABY IN THE NEXT YEAR: 257
FAMILY TOP PRIORITY: 107
ARCHITECT/ ENGINEER: 200
INVESTMENT BANKER: 520
DOCTOR/DENTIST: 213
SOFTWARE DEVELOPER: 187
MY CAREER IS MORE THAN A JOB: 129
I STRIVE TO REACH THE TOP OF MY CAREER: 145
20Source: Ipsos Affluent Intelligence
46%
40%
Millennial Gen X
Make more than 150K77%
Make more than 200K33%
HOME IS WHERE THEIR
HEARTS ARE.
95%
64%
Home + Tech Affluencer
Total Population (US Census, 2017)
66%
37%
SPENT >5K ON THEIR HOUSE IN THE PAST YEAR
Total Affluent 128
149
133
119
126
129
I’m always looking to improve my home
Take on DIY projects
Design is important
I enjoy cooking for friends & family
The kitchen is the center of my home
Weekly family movie night
21Source: Ipsos Affluent Intelligence
OWN A HOME
Home + Tech Affluencer
THEY’RE DEFINED MORE BY THEIR VALUES AND
ATTITUDES THAN BY THEIR AGE. 170 166
139 120
150
123
157
I like to stand out
from others
I’m a risk taker
I think of myself as a
creative person
I’m an optimistic person
I take the lead in
decision making
I’m very interested in culture and
the arts
I prefer vacations off the beaten
track
22Source: Ipsos Affluent Intelligence
OR GENDER…
56%male
44%female
HOME + TECH AFFLUENCERS:
AFFLUENTOWN SMART SPEAKERS:
I CONSIDER MYSELF AN EARLY ADOPTER OF SMART HOME TECH:
PEOPLE SEEK MY ADVICE WHEN THEY’RE LOOKING TO BUY SMART HOME TECH AND APPLIANCES:
48%male
52%female
70%76%
female male
76%69%
female male
23Source: Ipsos Affluent Intelligence
THEY’RE EXPERTS AND ENTHUSIASTS, HUNGRY
FOR MORE INFORMATION & HIGHLY ENGAGED.
150
111 118 107 136
240
103 130
I enjoy learning
about tech products
I keep up with
current affairs
I keep up with new
tech
Read print publications
Read digital publications
Listen to podcasts
Access info via mobile
app
Access info via social
media
24Source: Ipsos Affluent Intelligence
HOME + TECH AFFLUENCER TOTAL AFFLUENT NON-AFFLUENT
Smart Speaker 67% 26% 26%
Smart Appliances 25% 7% 6%
Smart Security System 19% 10% 6%
Smart Outlet/Switches 18% 7% 6%
Smart Win Cover/Shades 16% 5% 6%
Smart Home Entertainment 15% 5% 7%
Smart Thermostats 15% 11% 10%
Smart Smoke / CO Detector 13% 5% 8%
Smart Locks 12% 7% 10%
Smart Sprinklers 11% 4% 7%
Smart Lighting/Bulbs 8% 8% 5%
THEY OWN SMART HOME PRODUCTS, AND THEY
INTEND TO BUY MANY MORE.
25Source: Ipsos Affluent Intelligence
Purchase intent, next three months
THE DIFFUSIONTHEORY AT WORK
26
IN THE SMART HOME
WORLD, MOST HOME
+ TECH AFFLUENCERS
ARE WHAT WE CALL
ENTHUSIASTS.
85% of Home + Tech Affluencers own
and plan to purchase
56% of all Affluents
VS.
27Source: Ipsos Affluent Intelligence
ENTHUSIASTS ARE ONE OF THE FOUR SMART
HOME PURCHASER SEGMENTS WE’VE IDENTIFIED.
28Source: Ipsos Affluent Intelligence
ENTHUSIASTS
• Own and Plan to Purchase
• Engagement: Very High
• Male 59% vs. Female 41%
• 42% Millennial, 38% Gen-X
• $297K median HHI
• 60% 1+ children
DABBLERS
• Own, Don’t Plan to
Purchase
• Engagement: Low
• Male 47%, Female 53%
• 36% Gen-X, 31% Boomer
• $220K median HHI
• 36% 1+ children
FOLLOWERS
• Don’t Own, Plan to Purchase
• Engagement: High
• Male 57%, Female 43%
• 25% Millennial, 51% Gen-X
• $230K median HHI
• 39% 1+ children
• Don’t Own or Plan to
Purchase
• Engagement: Very Low
• Male 48%, Female 52%
• 33% Gen-X, 35% Boomer
• $259K median HHI
• 30% 1+ children
RESISTORS
29% 26%
8%
37%
189214 217
12789 98
110 131
ENTHUSIASTS ARE THE READERS AND RESEARCHERS. FOLLOWERS
RELY ON THEIR RECOMMENDATIONS.
29Source: Ipsos Affluent Intelligence
Get information from print
Get information from websites published by
newspapers
Get information from websites published
by magazines
Get information from recommendations
ENTHUSIASTS FOLLOWERS
SMART HOME IS NOT A CATEGORY
32
TECH ISN’T DRIVING
PEOPLE TO SMART
HOME.
EACH PRODUCT
GROUP HAS ITS OWN
BENEFITS AND
AUDIENCE.
ENTERTAINMENTSmart SpeakersSmart Entertainment Systems
SECURITY:Smart Security SystemsSmoke/CO DetectorsLocks
CONNECTED HOME:ThermostatsSprinklersAppliancesLighting
33Source: Ipsos Affluent Intelligence
SMART SPEAKERS ARE THE GATEWAY THE
SMART HOME WORLD HAS BEEN MISSING.
CURRENTLY OWN
PLAN TO PURCHASE NEXT 3 MONTHS
NUMBER OF SPEAKERS AMONG OWNERS
TOP ROOMS
24%27%
32%
25% 26%
33% Living room/den
Master bedroom
Kitchen
Home Office
One 43% 49% 45%
Two 39% 33% 34%
Three 18% 18% 20%
34Source: Ipsos Affluent Intelligence
Affluents AfluencersNon Affluents
Affluents AfluencersNon Affluents
Affluents AfluencersNon Affluents
THE MAJORITY OF SMART SPEAKER
ENTHUSIASTS ARE MALE
64%MALE
36% FEMALE
35Source: Ipsos Affluent Intelligence
Own smart speakers AND plan to purchase in the next three months
SMART SPEAKER USAGE VARIES
BY AUDIENCE.
36Source: Ipsos Affluent Intelligence
52%
48%
21%
11%
26%
21%
33%
20%MAKEPHONE CALLS
ACCESS OTHER SMART HOME TECH
SET TIMERS
ASK RANDOM QUESTIONS 16%
36%
28%
20%
89%
22%
28%
20%
20%
70%LISTEN TO MUSIC
LISTEN TO PODCASTS
MAKELISTS
CHECK THE NEWS
SEND MESSAGES
FemaleMale
• Higher median income ($182k)
• Home ownership is a prerequisite
• Like enthusiasts, they’re the most engaged across all media
• More of an early adopter (144), risk taker (133), and opinion leader (127)
• Those who plan to purchase are more likely to be Gen-X (41%) than millennial (33%)
• 51% are also travel affluencers
SECURITY CONSUMERS
ARE THE MOST
ENTHUSIASTIC
ADOPTERS.
Enthusiasts
68%Dabblers
21%Followers
11%
37Source: Ipsos Affluent Intelligence
Enthusiasts
57%Dabblers
31%Followers
12%
THE CONNECTED HOME
CONSUMER IS ACTIVE
AND ON THE GO.
• More physically fit (114), active and on the go (114), almost always doing more than one thing at a time (106)
• Less trendy or concerned with appearances than the other two groups
• Less interested in cooking, gourmet food or exclusive experiences
38Source: Ipsos Affluent Intelligence
Enthusiasts
53%Dabblers
34%Followers
12%
ENTERTAINMENT
CONSUMERS ARE
YOUNGER AND
TRENDIER.
• More likely to be Millennial (127)
• Average across almost all psychographic measures
• Much less engaged in the category across all media than the other two groups
• Less interested in recommendations
• Less likely to consider self an opinion leader or take the lead in decision-making than other groups
39Source: Ipsos Affluent Intelligence
INSUMMARYTHE LEADERS OF THE MOVEMENT
Home + Tech Affluencers are Smart Home’s consumers, advocates and educators. Get to know them and learn how to engage them.
THE DIFFUSION THEORY IS IN EFFECT
Encouraging Home + Tech Affluencers / Enthusiasts to recommend the devices they use will bring Followers. In the short term, growth may come from multiple purchases rather than penetration.
SMART HOME ISN’T TYPICAL TECH
Soon tech won’t hold the “category” together and new product groups will grow around benefits.
42Source: Ipsos Affluent Intelligence