We’ve identified five key types of customers and how they feel about the connected products and services they interact with. In our six-part series, we’ll reveal the psychographic data of each connected consumer type and how you can develop a tailored sales strategy, create unique training opportunities and drive revenue.
Connected technology solutions have changed the way people live. We turn off our lights with a voice command. We can close the garage door from our phones. We let our thermostats decide the right temperature for our homes. The amazing thing about connected technology is the way it serves peoples’ needs in new, unique ways.
Understanding your consumers’ specific needs can help your company’s sales thrive in rapidly changing markets. Assurant surveyed thousands of people to uncover the wants, needs and frustrations of connected consumers. Using this data, we’ve found five specific types of consumers:
- Technophiles
- Home Protectors
- Leisure Seekers
- Technophobes
- Utilitarians
Here, we’ll discuss how your brand can best serve Utilitarians, a segment of connected consumers looking for simple connected devices and holistic technology solutions.
Prioritize Practical Convenience
Utilitarians aren’t worried about keeping up with the next big technology release. Instead, they’re content with holding onto their connected device for a while before looking to upgrade. This demographic, which is the second youngest segment and makes up 23% of connected product purchases, wants their simple connected devices to work seamlessly with their lifestyle. When it comes to connected technology, they want home automation products like smart thermostats, smart lighting, smart plugs and a hub to control all their devices.
Valuing simplicity, Utilitarians expect their connected technology to provide a stress-free experience — and this experience is even more important now that people are spending more time at home. They expect their connected devices to work as intended and with few barriers to use or understanding. 
Worries About Disappointing Performance
Because Utilitarians want a smooth experience with their simple connected devices, brands should ensure that their technology solutions are intuitive and easy to use. When devices become complicated, whether through installation or ongoing maintenance, Utilitarians may lose interest.
Utilitarians are also worried about breaking or mishandling their connected devices. This can be a major concern especially if they’ve invested in multiple expensive devices for their homes. There’s a lot of worry and potential regret attached to purchasing technology they may not quite understand, which can ultimately lead to a device return. Offering protection plans that safeguard their investments can help alleviate those underlying concerns.
How to Connect with Utilitarians
Utilitarians want a stress-free experience with their connected devices. They want to enjoy connected technology solutions without worrying about too many complex details. And they want to know they’re covered if something goes wrong with their device or there’s an accident.
Whether they’re installing smart lighting or setting up their virtual home assistants, Utilitarians will seek access to tech support. In case the instructions don’t answer all of their questions or there’s an issue while they’re trying to connect their products, they’ll look for troubleshooting solutions. And, if something accidentally happens to damage their device, a protection plan ensures that they’ll get their item repaired or replaced.
Strategically align your product offerings so they’re more appealing to Utilitarians by bundling protection plans and support services with your products. This will address their specific pain points, which are more prominent as more people stay home, and can help you build brand loyalty.
What other services should you provide for Utilitarians? Discover the details about the connected product community by downloading our latest white paper on these five key consumer segments and how they’re looking to buy and engage with connected tech. You’ll see how the right partner can help you support and protect every connected consumer — while keeping them all connected to your business.
To learn more, Contact Us.