Accenture: Aussies Still Cautious On Smart Homes
The smart home was intended to make consumers’ lives easier, safer, and more enriching but despite substantial hype and industry investment, a recent Accenture report suggests Australians’ attitudes towards smart home technology mean it will be some time yet before it is fully adopted.
The research reveals that in order to design the smart home solutions that customers really want, brands need to shift from a product-focused approach to a holistic human-centric approach.
The report “Putting the Human First in the Future Home” looks at consumer behaviours and routines and how the influence of emerging technology impacts their identity and motivations— and crucially, the tensions that arise.
Significantly, the research reveals the habits and hesitations of Australians toward buying smart home technology.
70 per cent of those surveyed wait for others to try new devices and services before buying, while considerations are largely based on cost – with 64 per cent looking at the price of the device, ahead of functionality (42 per cent) and ease of use (40 per cent).
Interestingly, only then do Australians consider what brand they’re purchasing, with just a quarter (25 per cent) considering the reputation of the brand they’re buying from before purchasing.
For Australians, the Future Home is an Attitude- not a Technology
- Home life is becoming more important for Australian consumers: half of those surveyed (55 per cent) now spend more time in their homes while only 9 per cent say they spend less time in their homes.
- This differs across geographies with two thirds (65 per cent) of consumers in Brazil believing they now spend more time in their home – the highest level observed in the research. Meanwhile, Chinese consumers are more likely to spend less time in their home than consumers in any other country at 43 per cent.
- 58 per cent describe their homes as “comfortable/cosy” and only 38 per cent describe it as “safe/secure”
- Meanwhile over seven in ten consumers (72 per cent) use “relaxed” to describe how their home makes them feel.
Accenture communications, media and technology lead AUNZ Jonathan Restarick said: “The future home should be built around people first.
“There is a significant opportunity to develop strong future offerings that are built to enhance our lifestyles. But success requires brands to think differently about product design, with specific focus on seamlessly supporting the household.”
With Emerging Technology Come Emerging Tensions
However, across geographies and demographic groups, the trade-off between “easy” and “lazy” is consistently won by “easy.”
More than 70 per cent of people recognise that technology at home makes life easier, from preparing food and ordering groceries online, to controlling their home climate and environment.
The research does reveal positive sentiment toward smart home technology – 63 per cent of Australians agree that it makes them more connected, while almost six in ten (59 per cent) agree that it makes their home life more fun.
Interestingly, half of the global consumers agree that it can be a barrier to social interaction (50 per cent) and this view is echoed in Europe (62 per cent), the US (66 per cent) and Australia (65 per cent) – in contrast, just 14 percent of Japanese consumers agree with this.
Restarick continued, “Consumers need to rationalise the tensions created by their relationship with technology, especially around dependency, intrusiveness, and isolation.
“While many brands can sell smart-home products that make people feel more connected, those brands that deliver real value in the future home are the ones that allay their customers concerns about feeling isolated, or intruded on in the modern technological environment.”
Across Generations and Demographics, the Opportunity is Here and Now
As future homeowners and potential smart-home customers, younger generations are crucial markets.
Conversely, many brands understanding of this group’s anxieties around technology is limited.
Meanwhile those aged 65 and over emerge as an avenue for opportunity.
- The youngest respondents are the most negative about the way technology is affecting their lives. Over half (58 per cent) of 18 to 34-year-olds worry that they are too dependent on technology, while 46 per cent of respondents in this age group are also fearful that smart devices in their homes know too much about them. Rationalising the fears of the 18-34 consumer will be vital to the product design strategy of the future.
- By contrast, the group most positive and trusting of technology are those aged 65 years and over – precisely the part of the market that many technology companies have been neglecting. This group see smart devices as making life easier (61 per cent), more fun (53 per cent) and keeping them connected (61 per cent). Their fears around the isolating effects of technology are lower than any other age group (46 per cent) and just 36 per cent of this sector perceive technology as making them lazy. Interestingly, less than a fifth (19 per cent) of the respondents in this group are worried about the addictive nature of technology, the lowest across all age groups.
- Families living with children have more concerns about technology at home – 63 per cent think it is addictive, makes them dependent (70 per cent) and lazy (68 per cent), while those without kids have an even less positive attitude toward technology – only 48 per cent say it’s fun, and 24 per cent say it makes them feel in control.
Restarick concluded, “Companies need to recognise that there are times when consumers want more technology in their lives, and times that they don’t.
“For example, we are seeing consumers favour technology where they can set limits on the devices to prevent over exposure.
“Brands must also recognise the need for a delicate balance of customer personalisation and privacy.
“Now more than ever customers are seeking a unique experience but also transparency around how their data is being used and if it is secure.
“Success is ensuring the technology is seen as helping the household more than the provider.“
Latest News
Smart Speakers Stung By Ad Fraud Costing Brands $1M Per Month, Says DoubleVerify
Be wary of a Nigerian sounding bloke that claims he is Kochie and pimping crypto on a smart speaker near you.
Contiki Challenges Influencers To ‘Switch On Social Travel’ In New Campaign Via We Are Social
Contiki wants influencers to give up irritating selfies on holiday by funding them to create irritating selfies. Genius.
“We Are In Our Epic Era”: Natalie Harvey On The Big Changes Coming As Mamamia Celebrates 10 Years Of Podcasting
Natalie Harvey has taken on the Mamamia CEO's chair that B&T hopes sports a mashed pumpkin vomit stain.
TV Ratings (08/05/2024) : Team USA Become First Female Team To Win LEGO Masters Australia
It's not been a great day for Australia - out early in Eurovision, crushed by the Yanks in Lego Masters.
GroupM Hires Former Amazon Ads Global Head Of Services
GroupM poaches Amazon's Mark Lomas to lead its retail media business. Says he has no opinion on Jeff Bezos' new yacht.
It’s All About The Indies! Introducing The Best Of The Best Indie Executive Creative Leaders 🎉
Indie agencies are thriving & it's mostly thanks to these industry leaders. And their delegating to the lackeys.
Introducing BrandComms.AI, Forethought Revolutionises How Brands Do Effective Creative
Marketing & strategy agency Forethought unveils new AI offering. Yet can't explain the plot to any of the Matrix films.
Independent Media Agencies Of Australia (IMAA) Announces Record 44 New Group Deals For 2024
The Independent Media Agencies rolls out even more support for its members. Alas, no signs of any discounted arancini.
After Google Search Spike, Reddit Shares Jump 14% In First Quarterly Results Since IPO
It looks like being a top time to be investing in the tech space. Defence industries & missile makers also doing well.
Gippsland Dairy Celebrates The Deliciousness Of Patience With ‘Slow Good’ Platform Via Special
Yoghurt's a lot like online dating, red wine & running marathons - you think it's good for you, but it probably isn't.
Let Them Eat Cake: Cashed-Up Professionals Are Back In CBDs And Airports And They Want Their Audis
Latest study finds the ABs are returning to offices & reveals how brands can cash in. Just not the work from home brands.
Mariah Carey Lends Her Inimitable Voice to ‘Portrait of a Portrait’, Audible’s Latest ‘Words + Music’ Installment
Think Mariah's only good for annoying the shit out of colleagues at Christmas? Think again with this new Audible work.
AiMCO Announces New Member Webinar To Deep-dive Into The Intricacies Of Influencer Agreements
Work with influencers? This webinar's a must. And, thankfully, sporting immaculately white teeth isn't a prerequisite.
TikTok’s Head Of People AUNZ Laura Chuck Leaves After Nearly 4 Years
As much as B&T wanted to use "chucks it in" in this headline, we didn't want the Chinese government coming after us.
News Corp Australia Gets Ready For D_Coded 2024
News' D_Coded event returns for 2024. And that can't be said about Alan Jones, the Masked Singer or plant-based meat.
Ideally Continues high growth trajectory, appoints senior marketing lead
Maura Halpin brings impressive resume to her new role at Ideally. Although her bronze in Year 12 swimming has vanished.
Feel-Good Gin! The Oasis Committee And Spirit of Little Things Collab On Charity Gin
Want to help disadvantaged youth all while drunkenly phoning an ex at 3am? Have we found the gin for you!
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.