Strategy Analytics looks to better segment smart home customers with new analysis

Research firm Strategy Analytics has announced the availability of a new customer segmentation for Western Europe to help service providers better understand their potential customers and help their marketing and communications strategies.

The company came up with seven potential categories, taken from a total of 6351 smartphone owners who either own or rent their residences across France, Germany, Italy, Spain, and the UK.

In what might perhaps be seen as an indicator for the industry at large, the biggest group is ‘strugglers’, comprising 43% of the overall sample and who have lower incomes, little interest in technology, nor concern around environmental issues.

On the more positive side, the second largest group is ‘convenience seekers’ (18%), who are later to adopt tech but could be attracted by service providers who focus on the convenience of smart home products, Strategy argues. Retired renters (16%), and ‘greens’ (9%) – not the only segment concerned with environmental issues, but the only one which will be a premium for eco-friendly products and services – were the next highest.

As a result, the lowest segments in the analysis are early adopters (2%), ‘impressers’ (6%) – a group happy to adopt new technology but also concerned about the environment – and affluent nesters (7%).

“The idea of home management encompasses everything from energy management to budgeting to maintenance and repair,” said Bill Ablondi, director of Strategy Analytics’ smart home strategies services. “To appeal to a mass market, companies should focus on solving real problems for consumers.”

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