Segmenting the Smart Home: Who to Target When Selling Smart Locks & Other Devices

A consumer audience segmentation study by Kwikset reveals who is most likely to buy smart home devices and new technology.

When it comes to technology, one could propose that there are those that love and embrace it , those that tolerate it and those who just aren’t that interested.

Unfortunately, this doesn’t really help those who sell smart locks. Or anything for that matter.

Fortunately, Kwikset and imre conducted a consumer audience segmentation study to better understand consumers who are in the market for smart locks and identify the segment(s) that provide the greatest opportunity for growth.

Security pros can use this information to better market their products and services. While the study was focused on smart locks, this information could be applicable to smart home devices in general.

As DIY security and home automation competitors continue to flood the marketplace, security pros need all the help they can get to stay ahead of the DIY onslaught.

Below are the five consumer groups established by the study, which are listed from most likely to convert, to the slowest to adopt.

Read to Adopt

Smart Home Savants (31%) – Smart home savants are “always the first with the latest gadgets and very interested in technology.” They have professionally installed security systems and desire products with top-of-the-line features.

Enthusiastic Adopters (26%) – Enthusiastic adopters are “often adventurous and experimental with new tech and gadgets.” They may have a security system that is professionally monitored, tend to be early adopters and are most likely to purchase from Lowe’s or Home Depot.

Education Needed to Convert

Good Life Gurus (17%) – Good life gurus are “unlikely to have a security system, interested in technology that fits their lifestyle and are just starting to enter the smart space, one product at a time.”

Super Moms and Dads (10%) – Super moms and dads “don’t have the time to track down the latest technologies, but they’re open-minded to new trends, reading lifestyle articles, product reviews and brand content. Likely to have connected smart products in their homes, super moms and dads have a narrow path to purchase and are influenced most by brand and price points.

Slower to Adopt

Passive Purchasers (17%) – Passive purchasers are “interested in home security that’s easy to use and makes life more convenient. They’re not interested in having a smart home, and only consider incorporating smart products (mostly smart locks) into their lives one at a time.”


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About the Author


Steven A. Karantzoulidis is the Web Editor for Security Sales & Integration. He graduated from the University of Massachusetts Amherst with a degree in Communication and has a background in Film, A/V and Social Media.

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