During the latest edition of AHAM’s Connectivity Summit in San Francisco, the North American Association for Home Appliance Manufacturers (AHAM) presented the results of a research entitled: “Pathways to Connectivity – Consumer Acceptance of Connected Appliances”. This research, conducted by DIG insights, brings the latest in consumer attitudes towards connected home appliances, including the pathway to connected appliances, their perceived benefits and manufacturers’ roles in consumer knowledge. According to what emerged, it is possible to divided four primary consumer segments, defined by their mindset towards connected appliance ownership – consumers who are All In, Almost There, Could Take it or Leave it and Not in My Lifetime. About 70% of consumers fall into the middle two groups, meaning they are close to purchasing a connected appliance or wouldn’t mind having one. The other two groups defined by the study are on opposite ends of the spectrum, consumers who consider themselves all-in on connected appliances or who have no interest in them, comprise the remaining 30%.
But what are the main reasons people have for buying a connected appliances?
Consumers on the Gateway Product path purchase a connected appliance to build out their smart home. Those on the Intrigue path seek a specific connected appliance for a specific perceived benefit. The Unintentional path is taken by consumers who just happen to purchase a connected appliance.
