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Strategy Analytics: New Customer Segmentation Improves Smart Home Marketing Strategies in Western EuropeBOSTON, April 12, 2017 /PRNewswire/ -- Strategy Analytics today announces the availability of a new customer segmentation for Western Europe which helps smart home product and service providers improve their marketing and communications strategies. The segmentation identifies seven groups, ranging from Convenience Seekers to Affluent Nesters, all of which are potential customers for smart home products but which must be targeted in different ways. Strategy Analytics used a Latent Class Analysis methodology; this avoids the pitfalls of traditional age- and demographic-based approaches, which mistakenly assume that everyone of a certain age behaves the same way. Some smart home products and services have struggled to gain acceptance because they focus on issues which are less relevant to certain customer segments. For example, some people are less interested in technology, but are willing to pay for products and services that will help them to better manage their homes. "The idea of home management encompasses everything from energy management to budgeting to maintenance and repair," said Bill Ablondi, Director of Strategy Analytics' Smart Home Strategies service. "To appeal to a mass market, companies should focus on solving real problems for consumers." The segments identified by Strategy Analytics are: Strugglers
Convenience Seekers
Retired Renters
Affluent Nesters
Impressers
Early Adopters
"There are some consumer groups that will be easier to reach than others," said Joe Branca, Principal Industry Analyst at Strategy Analytics. "This research helps to identify some of the challenges associated with reaching customers outside of the early adopter segments." Strategy Analytics surveyed a total of 6351 smartphone owners who own or rent their own residences across the following Western European countries: France, Germany, Italy, Spain, and the UK. The survey was conducted in the latter half of 2016 and the data was weighted by age and gender to demographically reflect the population of smartphone owners. About Strategy Analytics US Contact: Joseph Branca, +1 617 614 0798, [email protected] To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/strategy-analytics-new-customer-segmentation-improves-smart-home-marketing-strategies-in-western-europe-300438514.html SOURCE Strategy Analytics |