The Value of Data - New Smart Home Business Models

This research quantifies consumer attitudes about data privacy and security, effectiveness of actions to mitigate privacy concerns, the level of trust between consumers and different industry players, and their willingness to exchange data for services.

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Executive Summary

Industry Insight

Key Findings and Market Impact

Smart Home Segments

Parks Associates Smart Home Segments

Smart Home Ownership by Smart Home Segment (2014 - 2016)

Respondents are asked a battery of attitudinal questions. Attitudes are then consolidated into three groups based on a factor analysis.

Attitudinal Motivations by Smart Home Segment (Q4/16)

Technology Adoption Segments (Q4/16)

Smart Home Ownership by Technology Adoption Segment (2014 - 2016)

Consumer Attitudes on Data Sharing

Attitudes on Data Sharing (Q4/16)

Attitudes on Data Sharing by Technology Adoption Segment (Q4/16)

Attitudes on Data Sharing by Smart Home Segment (Q4/16)

Attitudes on Data Sharing by Smart Speaker with Personal Assistant Ownership (Q4/16)

Attitudes on Data Sharing by Ownership of a Smart Home Device (Q4/16)

Respondents "Strongly Agreeing" with Data Sharing Statements by Consumer Attitudes (Q4/16)

Sharing Data with OEMs

Likelihood of Sharing Data with Manufacturer/Service Provider (Q4/16)

Likelihood of Sharing Data with OEMs (Q4/16)

Overall Likelihood of Sharing Data with OEMs by Technology Adoption Segment (Q4/16)

High Likelihood of Sharing Data with OEMs by Technology Adoption Segment (Q4/16)

Overall Likelihood of Sharing Data with OEMs by Smart Home Segment (Q4/16)

High Likelihood of Sharing Data with OEMs by Smart Home Segment (Q4/16)

"Very Likely" to Share Data with OEMs by Demographics (Q4/16)

Sharing Data with Insurance Companies

Willingness to Share Data from Devices for Home Insurance Discounts (Q4/16)

Willing to Share Data for Home Insurance Discount by Technology Adoption Segment (Q4/16)

Willingness to Share Data from Devices for Home Insurance Discounts by Technology Adoption Segment (Q4/16)

Willing to Share Data for Home Insurance Discount by Smart Home Segment (Q4/16)

Willingness to Share Data from Devices for Home Insurance Discounts by Smart Home Segment (Q4/16)

Sharing Data and Control with Energy Providers

Willingness to Share Device Data and Control with Energy Providers for Electricity Bill Discount (Q4/16)

Willingness of Sharing Thermostat Data with Energy Providers Among Smart Thermostat Owners and Intenders (Q4/16)

Willingness to Share Data and Control with Energy Providers for Electricity Bill Discount by Technology Adoption Segment (Q4/16)

Willingness to Share Data and Control with Energy Providers for Electricity Bill Discount by Smart Home Segment (Q4/16)

Concerns on Hacking of Products and Data

Concerns About Hacking of Smart Products (Q4/16)

Trending in Concerns About Data Hacking of Smart Products (2014 - 2016)

Concerns about Hacking of Smart Products by Tech Adoption Segment (Q4/16)

Concerns about Hacking of Smart Products by Smart Home Segment (Q4/16)

Mitigation of Privacy and Security Concerns

Actions to Mitigate Privacy and Security Concerns (Q4/16)

Trending in Concerns and Mitigation (2014 - 2016)

Concerns and Mitigation Among Smart Home Device Ownership and Intenders (Q4/16)

Actions to Mitigate Privacy and Security Concerns by Technology Adoption Segment (Q4/16)

Actions to Mitigate Privacy and Security Concerns by Smart Home Segment (Q4/16)

Industry Trust

Trustworthiness of Company Types to Appropriately Access/Manage Personal Data (Q4/16)

Most Trustworthy Company Type to Appropriately Access/Manage Personal Data by Technology Adoption Segment (Q4/16)

Most Trustworthy Company Type to Appropriately Access/Manage Personal Data by Smart Home Segment (Q4/16)

Respondents Ranking Company Type as Most Trustworthy to Appropriately Access/Manage Personal Data by Demographics (Q4/16)

Appendix

Publish Date: 2Q 2017

Slides: 63


Authored By:
Tom Kerber - Director, IoT Strategy
Katherine Li - Researcher
David Mitchel - Research Analyst
Yilan Jiang - Senior Research Manager

Published by Parks Associates
© June 2017 Parks Associates | Dallas, Texas 75248

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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