Personas of Smart Home Audience
In researching the request for Personas of Smart Home Audience, we found that there are three specific personas interested in purchasing and utilizing smart home products. The first persona is from Generation X, those with an above average household income. The second persona is the millennial, accustomed to the convenience and lifestyle of smart home products. The third and final persona is the baby boomer, focused on advanced security and connectivity.
Though millennials have grown up surrounded by smart home products, according to a study by B.I. Intelligence, Gen Xers are more likely to own each of the products they tested for: Amazon Echo, smart light bulbs, connected thermostats, connected security systems, smart appliances, and Google Home. For both millennials and Gen Xers, the top selling smart home products according to the survey are Amazon Echo Speakers and smart light bulbs.
Generation X individuals make a middle-class income, with an average of $50,400. The outliers of this generation, those earning a household income of $100,000 more, are the persona most likely to interact with smart home devices. Even though this persona only comprises twenty-five percent of the population, Gen Xers make 31% of the total U.S. income.
Millenials, according to all the research we came across, highly value smart technology in their homes. Eighty-six percent of millennials will pay more for a home with smart home technology. In fact, this persona would even pay 20% more in bills to secure a home with smart technology.
In a study by B.I. Intelligence, of all the product they surveyed, smart light bulbs and the Amazon Echo were the top selling items for both Generation X and millennials. Millennials favor smart products in all aspects of their home, including electronic access, keyless locks, mobile-controlled security systems, and many more devices for their homes.
In opposition with the B.I. Intelligence study, according to a study from Scripps Network Interactive, millennials are more likely to use smart home products than the other generations. The difference between the two study may be due to their methodology. Although both had a similar sample size (B.I Intelligence - 650; Scripps Network Interactive - 600), BI Intelligence survey determined those who currently have a smart home device, while that of Scripps Network Interactive determined those who would love to add a smart home device to their home. Millennials only make an average of $34,430, which may be the only reason they aren't the top smart home product consumers for every survey.
Millennials aren't the only generation willing to pay more for smart technology in their homes, 65% of baby boomers are willing to pay for more smart technology in their homes. Boomers represent more than half of all consumer spending and represent 20% of the American population. Only 17% of the baby boomer population insists they are unwilling to ever purchase smart home products. As this population retires, they will likely buy homes with smart tech or they will install smart technology into their current homes.
Overall, baby boomers could be interested in more devices in their homes, especially ones that work in sync with each other. According to an Allegion survey, the top smart home products for boomers are smart thermostats, entertainment systems, and garage door openers. In the Allegion survey, 17% of the baby boomers stated that they would like to employ smart locks on their homes, half were interested in electronic home access, and many showed interest in doorbell cameras. From all three personas, 75% are interested in enhanced security systems for their homes.
There is a high awareness of smart home products, but the overall utilization of these products remains rather low. The three personas most interested in smart home products are Generation Xers, millennials, and baby boomer.