301.519.9237 exdirector@nesaus.org

9.13.18 – SSI Staff

A smart lock audience segmentation study by Kwikset reveals that more older kids in a household equals more opportunities to sell smart locks.

Study: Households With Teenagers Present Greater Opportunity to Sell Smart Locks

According to a smart lock audience segmentation study, households that have kids 11 years of age or older present a greater opportunity for dealers to sell smart locks.

The study was conducted by Kwikset and imre to better understand consumers who are in the market for smart locks and identify the segment(s) that provide the greatest opportunity for growth.

The age of 11 was chosen since kids younger than that are generally not coming home to an empty house, according to the company.

The benefit of having a smart lock with kids this age is parents are able to get notifications when their children return home from school or a late night out with friends.

Below you can see what type of consumer most likely has children age 11 or older. Since “smart home savants” are very interest in technology, they are the perfect group to target for sales of smart locks.

smart lock household with kids

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

Ready 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.

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.”