What do connected customers want? Each consumer has unique wants and needs when it comes to engaging with connected technology. For some, it’s important to stay on trend. For others, technology is a necessity to cope in a connected world, or simply stay connected. No matter where your customers fall along this spectrum, they all have certain things in common.
After surveying thousands of people, we’ve uncovered psychographic data of each connected consumer type and reveal what consumers are really looking for, what frustrates them about connected devices and what they expect of the brands they buy from. Using this data, we’ve found five specific types of consumers:
- Technophiles
- Utilitarians
- Leisure Seekers
- Technophobes
- Home Protectors
Let’s take a deeper look into one of the larger consumer segments: the Home Protector. This is a group that, above all, wants to create a peaceful, personal sanctuary by prioritizing the interconnectivity of their connected home devices. This desire has become even more important, as people have spent more time at home due to the COVID-19 pandemic.
Home Sweet Connected Home
Home Protectors account for 12% of all connected consumers and 19% of technology purchases. When you look at the needs of this demographic, it makes sense that this group would spend money on connected home devices and services. In fact, the most common connected device among this group is a Wi-Fi home security system.
The most racially diverse connected consumer demographic, Home Protectors are also highly educated. They’re exposed to technology at work and school, so they’re comfortable using connected devices to protect their personal space. Owning an average of almost eight connected devices, they’re looking for solutions to make their house feel like a home.
In addition to home protection products, they want technology to be interoperable - one that streamlines daily chores and tasks, helping reduce their day-to-day stress levels. Working from home, learning from home and social distancing protocols made many round-clock cooks, waiters, cleaners and entertainers spend more time at home, so it's no surprise that our research found pent-up demand for purchases that would simplify those tasks.
Now, 42% of consumers want Wi-Fi home cameras, but only 14% own them, and 39% want robotic vacuums, but only 23% own them.
So, what's holding consumers back from buying the connected home devices they want? In the case of Home Protectors, they want to avoid frustration brought on by lack of tech support.
The Home Protector Wants Reliable Performance and Easy Installation
Compared to Technophiles, Home Protectors aren’t as quick to adopt to connected devices. But they’re just as interested in using technology to improve their daily lives.
Their reluctance to snatch up the latest device has less to do with their purchasing power and more to do with their risk-averse nature. Home Protectors want their connected devices to work just as advertised right out of the box. When that doesn’t happen, this consumer type could get frustrated.
Because Home Protectors are looking for a stress-free experience with their connected home devices, difficulty with installation and problems with interoperability can be a deal-breaker.
78% of the consumers surveyed are more willing to purchase a connected product if protection and support services are included. Offer Home Protectors solutions that help them feel more confident about their purchase, such as how-to tips and troubleshooting guides.
Products that are used more frequently don’t pose as many challenges as products that are used less frequently. For example, 24% of consumers reported problems with smart speakers and voice controls in the past 12 months, and 48% of consumers reported problems with connected pet devices during the same period. Consider this issue as you develop support programs and materials.
How to Win Over the Home Protector
Home Protectors believe technology will help them maintain their peace of mind. When the opposite happens, they'll look to you to help solve the problem with their home protection technology as quickly as possible via tech support.
When connecting a security system to their Wi-Fi, for example, Home Protectors may look to connect with a technical support expert to walk them through the installation and troubleshooting process. Like the Technophile, Home Protectors want to know that someone will be there to help if they have questions or need support for their devices.
Providing tech support for installation and daily use of their connected home devices can be a key selling point. And it’ll improve this customer’s perception of your brand.
Research shows that brand and device loyalty are higher after the first sale is complete, but satisfaction isn’t guaranteed. You can add more value to your products by bundling protection and ongoing support. Bundling increases the perceived value of your products while meeting this group’s particular needs. In fact, 70% of all connected consumers said they would be more likely to commit to a purchase of a connected device if they were offered a value-added service (like tech support, extended warranty and insurance) at the time of purchase.
What other services should you provide for Home Protectors? Discover the details about the connected product community when you download our latest white paper. You’ll also see why having the right partner can help you better connect with your customers while growing your business.
CONNECTED CONSUMERS: 5 KEY SEGMENTS AND HOW THEY BUY
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