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市場調查報告書

智慧居家策略:獲得高成本意識的消費者

Smart Home Strategy: Capturing the Cost-Conscious Consumer

出版商 Parks Associates 商品編碼 934263
出版日期 內容資訊 英文 62 Slides
商品交期: 最快1-2個工作天內
價格
智慧居家策略:獲得高成本意識的消費者 Smart Home Strategy: Capturing the Cost-Conscious Consumer
出版日期: 2020年04月30日內容資訊: 英文 62 Slides
簡介

消費者認為智慧居家產品的價格設定對於其所提供的價值而言是昂貴的,這導致持久的購買阻礙。大眾市場將被更具價值意識的消費者所捕捉,相較於價格阻礙較小的早期採用者及富裕家庭而言,他們需要不同的行銷策略。4分之1的寬頻家庭審慎看待支出,這些家庭總是抓住機會獲得良好價格或高價值。他們也是包含智慧居家設備等數位居家產品的最高買家。

本報告研究智慧居家市場策略,探討主要智慧居家設備類別的價格彈性、促進購買的附加價值功能及獎勵措施、季節性購買模式、重視價值消費者所偏好的管道等議題。

目錄

消費者分析:智慧居家

  • 本報告回答的關鍵問題
  • 研究方法
  • 寬頻家庭主的定義
  • 定義與縮寫

高成本意識消費者區分的定義

  • 美國寬頻家庭的成本意識區分相關問題及陳述
  • 基本:數值和百分比-2020年第1季

摘要整理

  • 產業見解
  • 主要研究結果和市場影響
  • 高成本意識家庭的3大區分
  • 市場影響
  • 達到高成本意識區分的建議

高成本意識消費者概況

  • 高成本意識的意見同意(Q4 / 19)
  • 高成本意識消費支出部門(Q4 / 19)
  • 按支出區分的高成本意識陳述平均分數(Q4 / 19)
  • 省錢習慣的高度同意(Q4 / 19)
  • 生活習慣的高度同意(Q4 / 19)
  • 支出部門的人口統計概況(Q4 / 19)
  • 支出部門的住宅概況(Q4 / 19)
  • 預定購屋者的新居預算(Q4 / 19)
  • 目前住家大小(Q4 / 19)

消費電子產品所有權

  • 所有電子設備平均數(Q4 / 19)
  • 消費電子產品所有權(Q4 / 19)

智慧產品的採用和購買流程

  • 智慧居家設備所有權(Q4 / 19)
  • 按支出區分的智慧居家設備所有權(Q4 / 19)
  • 智慧保全&安全設備的活躍用戶(Q4 / 19)
  • 智慧居家設備的所有者和對像者
  • 按支出區分的過去12個月中至少購買了一項智慧居家設備(Q4 / 19)
  • 購買的前5名智慧居家設備(Q4 / 19)
  • 擁有的網路相機品牌(19年第4季)
  • 按支出區分的智慧居家設備購買期間(Q4 / 19)
  • 精熟智慧裝置(Q4 / 19)
  • 按產品類別的高價值智慧裝置優勢(Q4 / 19)
  • 智慧裝置的高負擔性(Q4 / 19)
  • 按支出區分的智慧居家設備購買意向(Q4 / 19)
  • 智慧喇叭/顯示器的數據隱私和安全性之高度關注(Q4 / 19)

家庭保全系統所有權和意向

  • 家庭保全系統(Q4 / 19)
  • 對保全系統的高滿意度(19年第4季)
  • 家庭保全系統安裝方法(Q4 / 19)
  • 保全系統使用頻率(Q4 / 19)
  • 保全系統購買意向(19年第4季)
  • 居家控制系統所有權(Q4 / 19)
  • 專業監控訂閱的期間長度(Q4 / 19)
  • 保全系統購買(19年第4季)
  • 保全系統附加組件(19年第4季)
  • 精熟所提供的能源計畫(Q4 / 19)
  • 能源效率計畫的參與(Q4 / 19)
  • 智慧能源及其他設備的活躍用戶(Q4 / 19)
目錄

SYNOPSIS:

Consumers perceive smart home product pricing to be expensive for the value provided, creating a persistent barrier to purchase. The mass market will be captured through better understanding of the more value-conscious consumer who requires a different marketing strategy than early adopters and affluent households for whom price is less of a barrier. This consumer study explores the price elasticity of the leading smart home device categories, what value-added features or incentives can drive purchase, seasonal purchase patterns, and which channels value-conscious consumers prefer.

At Least One Smart Home Device Purchased in
Past 12 Months by Spending Segments

ANALYST INSIGHT:

“A quarter of broadband households fall into the Careful Spenders category. These households consistently take advantage of opportunities to get good prices or good value. They are also the highest buyers of digital home products, including smart home devices.” - Tricia Parks, CEO, Parks Associates.

Table of Contents

Consumer Analytics: Smart Home

  • Key Questions Answered
  • Survey Methodology
  • Defining Heads of Broadband Households
  • Definitions and Abbreviations
  • Reading Parks Associates Charts

Defining Cost-Conscious Consumer Segments

  • The Question and Statements for the Cost-Conscious Segmentation of US Broadband Households
  • The Basics: Numbers and Percentages - 1Q 2020

Executive Summary

  • Industry Insight
  • Key Findings and Market Impact
  • Three Segments for Cost-Conscious Households: Careless, Cautious, Careful Spenders
  • Market Impact
  • Recommendations for Reaching Cost-Conscious Segments

Profiles of Cost-Conscious Consumers

  • Agreement with Cost-Conscious Statements (Q4/19)
  • Cost-Conscious Consumer Spending Segment (Q4/19)
  • Average Score of Cost-Conscious Statements by Spending Segment (Q4/19)
  • High Agreement on Money-Saving Habits (Q4/19)
  • High Agreement on Lifestyle Attitudes (Q4/19)
  • Demographic Profile of Spending Segments (Q4/19)
  • Housing Profile of Spending Segments (Q4/19)
  • New House Budgets Among Home Purchase Intenders (Q4/19)
  • Current Home Size (Q4/19)

Consumer Electronics Device Ownership

  • Average Number of Electronic Devices Owned (Q4/19)
  • Consumer Electronic Device Ownership (Q4/19)

Smart Product Adoption and Purchase Process

  • Smart Home Device Ownership (Q4/19)
  • Smart Home Device Ownership by Spending Segments (Q4/19)
  • Active Users of Smart Security & Safety Devices (Q4/19)
  • Smart Home Device Owners & Intenders
  • At Least One Smart Home Device Purchased in Past 12 Months by Spending Segments (Q4/19)
  • Top 5 Smart Home Devices Purchased (Q4/19)
  • Brand of Networked Camera Owned (Q4/19)
  • Length of Purchase Journey for Smart Home Devices by Spending Segments (Q4/19)
  • High Familiarity with Smart Devices (Q4/19)
  • High Value of Smart Device Benefits by Product (Q4/19)
  • High Affordability of Smart Devices (Q4/19)
  • Smart Home Device Purchase Intention by Spending Segments (Q4/19)
  • High Concern about Data Privacy and Security with Smart Speaker/ Display (Q4/19)

Home Security System Ownership and Intention

  • Home Security System (Q4/19)
  • High Satisfaction with Security System (Q4/19)
  • Home Security System Installation Method (Q4/19)
  • Frequency of Using Security System (Q4/19)
  • Security System Purchase Intention (Q4/19)
  • Home Control System Ownership (Q4/19)
  • Length of Professional Monitoring Subscription (Q4/19)
  • Security System Purchases (Q4/19)
  • Add-ons to the Security System (Q4/19)
  • High Familiarity with Energy Programs Offered (Q4/19)
  • Participation in Energy Efficiency Programs (Q4/19)
  • Active Users of Smart Energy & Misc. Devices (Q4/19)