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市场调查报告书

智慧居家策略:获得高成本意识的消费者

Smart Home Strategy: Capturing the Cost-Conscious Consumer

出版商 Parks Associates 商品编码 934263
出版日期 内容资讯 英文 62 Slides
商品交期: 最快1-2个工作天内
价格
智慧居家策略:获得高成本意识的消费者 Smart Home Strategy: Capturing the Cost-Conscious Consumer
出版日期: 2020年04月30日内容资讯: 英文 62 Slides
简介

消费者认为智慧居家产品的价格设定对于其所提供的价值而言是昂贵的,这导致持久的购买阻碍。大众市场将被更具价值意识的消费者所捕捉,相较于价格阻碍较小的早期采用者及富裕家庭而言,他们需要不同的行销策略。4分之1的宽频家庭审慎看待支出,这些家庭总是抓住机会获得良好价格或高价值。他们也是包含智慧居家设备等数位居家产品的最高买家。

本报告研究智慧居家市场策略,探讨主要智慧居家设备类别的价格弹性、促进购买的附加价值功能及奖励措施、季节性购买模式、重视价值消费者所偏好的管道等议题。

目录

消费者分析:智慧居家

  • 本报告回答的关键问题
  • 研究方法
  • 宽频家庭主的定义
  • 定义与缩写

高成本意识消费者区分的定义

  • 美国宽频家庭的成本意识区分相关问题及陈述
  • 基本:数值和百分比-2020年第1季

摘要整理

  • 产业见解
  • 主要研究结果和市场影响
  • 高成本意识家庭的3大区分
  • 市场影响
  • 达到高成本意识区分的建议

高成本意识消费者概况

  • 高成本意识的意见同意(Q4 / 19)
  • 高成本意识消费支出部门(Q4 / 19)
  • 按支出区分的高成本意识陈述平均分数(Q4 / 19)
  • 省钱习惯的高度同意(Q4 / 19)
  • 生活习惯的高度同意(Q4 / 19)
  • 支出部门的人口统计概况(Q4 / 19)
  • 支出部门的住宅概况(Q4 / 19)
  • 预定购屋者的新居预算(Q4 / 19)
  • 目前住家大小(Q4 / 19)

消费电子产品所有权

  • 所有电子设备平均数(Q4 / 19)
  • 消费电子产品所有权(Q4 / 19)

智慧产品的采用和购买流程

  • 智慧居家设备所有权(Q4 / 19)
  • 按支出区分的智慧居家设备所有权(Q4 / 19)
  • 智慧保全&安全设备的活跃用户(Q4 / 19)
  • 智慧居家设备的所有者和对像者
  • 按支出区分的过去12个月中至少购买了一项智慧居家设备(Q4 / 19)
  • 购买的前5名智慧居家设备(Q4 / 19)
  • 拥有的网路相机品牌(19年第4季)
  • 按支出区分的智慧居家设备购买期间(Q4 / 19)
  • 精熟智慧装置(Q4 / 19)
  • 按产品类别的高价值智慧装置优势(Q4 / 19)
  • 智慧装置的高负担性(Q4 / 19)
  • 按支出区分的智慧居家设备购买意向(Q4 / 19)
  • 智慧喇叭/显示器的数据隐私和安全性之高度关注(Q4 / 19)

家庭保全系统所有权和意向

  • 家庭保全系统(Q4 / 19)
  • 对保全系统的高满意度(19年第4季)
  • 家庭保全系统安装方法(Q4 / 19)
  • 保全系统使用频率(Q4 / 19)
  • 保全系统购买意向(19年第4季)
  • 居家控制系统所有权(Q4 / 19)
  • 专业监控订阅的期间长度(Q4 / 19)
  • 保全系统购买(19年第4季)
  • 保全系统附加组件(19年第4季)
  • 精熟所提供的能源计画(Q4 / 19)
  • 能源效率计画的参与(Q4 / 19)
  • 智慧能源及其他设备的活跃用户(Q4 / 19)
目录

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)