CABA’s Connected Home Roadmap identifies mainstream, connected home solutions and their enabling technologies by highlighting products and services that have mass-market appeal and that enhance personal lifestyles and consumer value.
The report, developed by Ipsos Reid, one of the world’s leading survey-based marketing research firms, identifies the characteristics of a connected home by surveying more than 100 industry professionals.
According to the report, the connected home includes automation, connection of home electronics and appliances within the home and over the Internet, wireless networking, entertainment, and energy and water conservation and information access. Connected homes also perform operations such as controlling lighting, heating, air conditioning, watering systems, monitoring changes in health and wellness, or arming and disarming security systems.
With a connected home, it becomes possible to control many aspects of a home automatically or from a remote location. It brings together a number of new technologies allowing consumers to manage all aspects of their homes in convenient ways.
According to the report, two primary streams lead the way to the connected home.
The first is the home itself, with the primary market being those who own a home. This is not to say that the market is limited to homeowners, for it certainly is not. Retrofit and mobile applications of connected home technologies will be a natural evolution of the market and expand appeal beyond homeowners. Homeowners seeking solutions that make their life easier; their home more comfortable; or provide costs savings will be attracted to connected home solutions.
The second stream is obviously technology. Technology already permeates the home in two key ways. First there is the overflow from work as the boundaries of work and home are increasingly blurred. Secondly, technology is introduced through younger members of the household, largely driven by entertainment.
The Roadmap finds that not all consumers adopt or relate to technology in the same way. Knowing what excites consumers about technology enables industry to create, develop and market successful technologies. To help understand these interests, Ipsos Reid conducted an online market study of 1,500 consumers in North America for this report. The market study found that one-quarter of North American consumers describe themselves as familiar with or interested in the concept of the connected home. Looking forward however, most believe they will adopt connected home technologies eventually, but anticipate it will not be tomorrow – rather at least five to 20 years down the line.
The Connected Home Roadmap describes current market dynamics and also examines the next stage of connected home evolution based on the progression of consumer need, in parallel with technological advancement.
The report argues that it is misleading to think that the development of the connected home will be led by the usual technology pioneers. According to the Roadmap’s segmentation study, which identified seven different consumer groups, many varying factors will impact connected home development. This is because these seven discriminating consumer mindsets represent a mosaic of attitudes towards technology, relationship to home, needs, motivations, lifestyle, as well as demographics. The full report, released May 2006, describes consumer segmentation in detail.
CABA members can obtain the full executive summary free of charge from the association’s online Research Library. The report will be made publicly available for sale in the near future. For more information about the report, contact David Dern, CABA’s Marketing Director at 888.798.2222 or firstname.lastname@example.org.
Gerry Meade was CABA’s Connected Home Roadmap Project Manager.