Smart Home Early Adopters Are Mostly Affluent Young Males, Survey Finds

Technology provider Essence surveyed mobile phone users to determine potential target customers for smart home solutions.

Essence, a provider of security, home automation and home care solutions, recently surveyed smartphone users in the United States and Europe to determine their likelihood to adopt smart home technology.

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The Israeli company, with U.S. headquarters in Hoboken, N.J., identified a key group of early adopters who are potential target customers for smart home solutions. This group represents 15% of all smartphone users in the U.S. and 5% in Europe, according to Rafi Zauer, who heads up marketing efforts for Essence.

“The early adopters responded significantly more positively on all behavioral attitudes relevant to smart home products, showing an interest of 70% in innovation, technology, greater convenience, lifestyle and design, on average, as opposed to 23% for all other groups combined,” Zauer says.

More specifically, these early adopters range in age from 25-35, are mostly male and have high incomes. They see their homes as expressions of themselves and their lifestyles, Zauer explains, and they are quick to invest in their homes and seek ways to better manage them.

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These early adopters are fast to try new products and prefer well-known and reputable brands. What’s more, they place strong value on well-designed, innovative technology products, according to the company. They also look for products with leading capabilities and attractive appearances.

“Essence’s survey found that this group’s willingness to pay for innovative products that help them better manage their home is dramatically higher than that of the average consumer,” Zauer says. “They also have a greater level of interest in safety and security solutions [and energy management in Europe].

On the other hand, the early adopters tend to share a significant characteristic with the general population. Both groups seem to be most influenced by the same media channel – TV advertising.

Check out this image gallery to view results from the survey.

About the Author


Although Bosch’s name is quite familiar to those in the security industry, his previous experience has been in daily newspaper journalism. Prior to joining SECURITY SALES & INTEGRATION in 2006, he spent 15 years with the Los Angeles Times, where he performed a wide assortment of editorial responsibilities, including feature and metro department assignments as well as content producing for Bosch is a graduate of California State University, Fresno with a degree in Mass Communication & Journalism. In 2007, he successfully completed the National Burglar and Fire Alarm Association’s National Training School coursework to become a Certified Level I Alarm Technician.

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