May 10, 2021
A new industry report from Parks Associates reveals that among the 42% of U.S. broadband households who do not own and do not plan to buy a smart home device, 17% admit they would likely buy a device if the cost were lower. Capturing these consumers at the right price point would add 7.9 million more households to the population of smart home owners.
Smart home devices include appliances, thermostats, lights, alarms, doorbells, cameras, televisions, Blu-ray Disc players, sound bars and voice-activated speakers, among other devices.
In Parks’ Q4 2020 survey, affordability of smart home devices ranks as the most important purchase consideration among purchase intenders. Discounting product prices and bundling products in ways that strengthen value are critical strategies to attract the majority of consumers who rank affordability in their top three purchase considerations. Bundling of smart home devices such as smart plugs, smart light bulbs, or smart thermostats with a smart speaker can introduce the smart home experience to consumers through a leading entertainment device that can be used to stream music and control smart home functions, according to Parks.
More than 50% of U.S. broadband households that do not own or intend to purchase a smart home device, report they do not see any benefits to smart home ownership, although this attitude is more prevalent among older consumers.
“Messaging that highlights strong product value helps overcome price sensitivity and counters the perceived lack of a viable value proposition,” analyst Patrice Samuels said in a statement. “Familiarity with devices is increasing, but value perception is not. Brands must emphasize pragmatic value propositions such as energy savings, loss prevention, and safety to persuade the broad swatch of broadband households that do not see any benefit or value in owning smart home devices.”