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Smart Home Consumer Survey: Consumer Segmentation (EU)



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Report Summary:

This report presents a segmentation analysis of the market for smart home devices, systems, and services. Drawing on responses from more than 5,000 individual consumers in France, Germany, Italy, Spain, and the United Kingdom, it identifies six distinct consumer segments and highlights those which are most likely to purchase smart home systems and services in the near term. It also provides detailed profiles of each segment, insights into the motivations of consumers in these segments, and an overview of the smart home capabilities that interest them most.
Table of Contents

Contents

1. Executive Summary 
     1.1 Segment Sizes
     1.2 Segment Descriptions
          1.2.1 Green Nesters
          1.2.2 Impressers
          1.2.3 Millennial Males
     1.3 Attitudes & Behaviours
          1.3.1 Green Nesters
          1.3.2 Impressers
          1.3.3 Millennial Males
     1.4 Willingness to Pay for Smart Home Features
          1.4.1 Green Nesters
          1.4.2 Impressers
          1.4.3 Millennial Males
2. Segment Sizes
3. Consumer Attitudes
     3.1 Green Nesters
     3.2 Impressers
     3.3 Millennial Males
     3.4 Frugal Nesters
     3.5 Practical Greens
     3.6 Pragmatists
4. Consumer Behaviours
     4.1 Green Nesters
     4.2 Impressers
     4.3 Millennial Males
     4.4 Frugal Nesters
     4.5 Practical Greens
     4.6 Pragmatists
5. Top Segments for Smart Home Devices, Systems, and Services
     5.1 Green Nesters
          5.1.1 Demographic and Technographic Profile
          5.1.2 Willingness to Pay for Smart Home Features
     5.2 Impressers
          5.2.1 Demographic and Technographic Profile
          5.2.2 Willingness to Pay for Smart Home Features
     5.3 Millennial Males
          5.3.1 Demographic and Technographic Profile
          5.3.2 Willingness to Pay for Smart Home Features
6. Strategic Imperatives
7. Methodology
     7.1 Survey Methodology
     7.2 Segmentation Methodology

Exhibits

Exhibit 1-1: Overview of Segments Most Likely to Buy Smart Home Systems and Services
Exhibit 1-2: Willingness to Pay for Smart Home Features Among Top Three Segments
Exhibit 2-1: Sizes of Consumer Segments in the Smart Home Marketplace
Exhibit 3-1: Consumer Attitudes – Overall vs. Green Nesters
Exhibit 3-2: Consumer Attitudes – Overall vs. Impressers
Exhibit 3-3: Consumer Attitudes – Overall vs. Millennial Males
Exhibit 3-4: Consumer Attitudes – Overall vs. Frugal Nesters
Exhibit 3-5: Consumer Attitudes – Overall vs. Practical Greens
Exhibit 3-6: Consumer Attitudes – Overall vs. Pragmatists
Exhibit 4-1: Consumer Behaviours – Overall vs. Green Nesters
Exhibit 4-2: Consumer Behaviours – Overall vs. Impressers
Exhibit 4-3: Comparison Behaviours – Overall vs. Millennial Males
Exhibit 4-4: Consumer Behaviours – Overall vs. Frugal Nesters
Exhibit 4-5: Consumer Behaviours – Overall vs. Practical Greens
Exhibit 4-6: Consumer Behaviours – Overall vs. Pragmatists
Exhibit 5-1: Green Nesters – Demographic and Technographic Profile
Exhibit 5-2: Green Nesters – Willingness to Pay for Smart Home Capabilities
Exhibit 5-3: Impressers – Demographic and Technographic Profile
Exhibit 5-4: Impressers – Willingness to Pay for Smart Home Capabilities
Exhibit 5-5: Millennial Males – Demographic and Technographic Profile
Exhibit 5-6: Millennial Males – Willingness to Pay for Smart Home Capabilities

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