The picture from: Visual China

Survey description: April 28, Tiger Sniff The survey issued the third online survey invitation. Although the theme is somewhat “niche” compared to the past, there are still many Tiger Sniff users participating. Thank you again for sharing.


This visit is mainly for smart home users and followers among Tiger Sniff users. The survey time was from April 28 to April 29, and a total of 229 copies were collected Valid questionnaires: 1) 67% male, 33% female; 2) 14% 18-24, 28% 25-29, 48% 30-39, 10% 40 and older; 3) 60% The visitors came from first-tier and new-tier cities.


It should be noted that the results of this survey only represent the opinions of Tiger Sniff users. If you want to cite the data in the text, please refer to it as appropriate.

The following are the main findings of this survey. Let ’s take a look at how real consumers evaluate smart home products.

Overall, the smart home category is dominated by light consumption. Fifty percent of them are currently acquiring several smart single products, and only 7% have been upgraded to whole-house intelligence. In addition, 18% of the respondents indicated that they have paid attention to and understood the smart home, but have not yet started.

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What is the reason why these “little white” users are hesitant?

From the table below, the primary concern is that the technology is not mature enough, and there are also price barriers. One factor worth noting is “channels without experience”. Although it is now possible to understand product features through live video, e-commerce platforms, or social networking sites, it really cannot replace the actual contact experience. The hard to reach offline channels may be The main reason why users currently have difficulty matching their needs.

The “heart products” that Xiaobai users are still watching are: lighting / LED is at the top of the list, followed by intelligent cleaning robots for cleaning, dishwashers, and smart speakers and projectors for audio and video entertainment. Wait.

There are so many favorite products and how to choose them. Below we will learn more about the actual experience and evaluation of smart home users.

Smart home product evaluation

Overall, users’ evaluation of smart home products is relatively positive. More than 60% said that they have improved the quality of life, but 30% of users still give a negative evaluation on the user experience. Among them, the overall evaluation of high-end users is higher.

In addition, the price of smart home products is also quite controversial. The opinions of primary users on “overpriced” are stronger, perhaps because middle and high-end users have more experience in “selecting products”. Value for money “.

Of course, product evaluation is affected by the specific products actually used. Next, let ’s take a look at the dimensions of product ownership, recommendation, and frequency of use.

Smart speakers or use scenarios are relatively extensive, and currently have the highest proportion. Smart TVs are ranked second, reflecting the demand for high-quality audio-visual entertainment experience. The third place is a cleaning robot called “liberation of hands”.

The list of smart products used by more than half of the mid- to high-end users are: speakers, TVs, air conditioners, sweeping robots, lights, and cameras.

Judging from the willingness to recommend, there is a small accident. Although the purchase rate of smart toilets (19%) is not outstanding, the recommendation is relatively highest. Some users said that “the toilet lid is too easy to use and the wife is comfortable “Another product that does not have the list above is a smart sensor, or because of its simple installation and clear use, the product is also highly recommended.

The recommended ratio of which products are relatively low. The first is the two major appliances, the water heater and the smart refrigerator; the second is the projector and the health monitor. The former may be due to overlapping with the TV and other functions, which is more replaceable, and the latter may be the user’s professionalism and personality. Higher requirements.

Interestingly, the proportion of intelligent sweeping robots that “will not recommend” is relatively highest. The red and black lists below will also have its name, but it actually makes people “love and hate”.

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The following table shows the “Red and Black List” given by the respondents’ comprehensive use frequency and experience.

Smart speakers rank first, far higher than other products. Although there are certain negative voices, the overall praise rate is still one-sided, and the “smart white people” who are still watching can consider starting.

The intelligent sweeping robot once again faces the “controversial” dilemma: 5% of “good reviews” vs. 8% of “bad reviews”, which is also reflected in the recommendation list above, and may be affected by two factors: On the one hand, the general unit price of sweeping robots is not low, which is easy to cause consumers to have too high expectations; on the other hand, such products have high requirements for use scenarios, and the area of ​​the house, ground “obstacles”, and the length of use will affect the actual experience. Therefore, the data shows that the sweeping robot should be very cautious before purchasing, and it is recommended to place an order after fully understanding and determining that it is truly suitable for yourself.

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Let’s take a look at the main functions of smart products that are constantly emphasized in advertising in order to distinguish ordinary products. Which ones deserve to be emphasized in subsequent purchases.

More than 70% of users choose “mobile remote control”, and more than 50% of users choose “automation” and “voice control”. It is worth noting that “networking / product collaboration”, although 41% The proportion is not outstanding, but this may be an important decision basis for consumers in brand selection, which will be reflected later.

The most important feature is the information service function, followed by the intelligent dialogue function.

Consumption intentions and brand tendencies

Discussed so much, under what circumstances will “prompt consumers to place orders” smart home products, nearly 70% of people choose “really need”, but still many will be subject to advertising, promotional activities, Professionals vigorously recommend influence. Among them, moderate to heavy users will be more willing to “follow” brand new products and “follow” professional recommendations.

Next is the brand tendency of the respondents in the three categories of smart speakers, smart sweeping robots and smart door locks based on product understanding and brand impression.

Please note that the choices of the interviewees are influenced by many factors such as brand promotion, product type / model, personal consumption concept, etc. The brand list below is a summary of the real choices of the interviewees, only reference.

The first is a smart speaker, which is also a category that “Little Whites” are willing to start with.

Overall, Xiaomi (38%) has a relatively good reputation, followed by Tmall Genie (17%) and Huawei (11%).

Medium and heavy users have a high degree of recognition for Dr. Bose (11%), ranking behind Xiaomi.

The second is a sweeping robot that makes people “love and hate”.

Xiaomi (32%) still ranks first, followed by Cobos (21%) and Dyson (20%).

Medium to heavy users also prefer stone (12%).

Finally, the smart door locks that have been popular recently and have appeared in major live broadcast rooms one after another.

Overall, there is a small gap between Xiaomi 31% and Siemens 21%.

Medium-to-heavy users are more inclined to the Xiaomi brand in terms of smart door locks (38%), and also have a higher recognition of Samsung (11%).

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Summary:

  • Smart speakers are the best entry-level smart single products, and there are many optional brands. Friends who want to start can experience more comparisons.

  • The smart toilet is a dark horse in this survey. Although it is relatively unpopular, it performs quite well in user experience and is highly recommended by users.

  • Intelligent sweeping robots are more controversial. It is recommended to combine personal cleaning habits with a comprehensive comparison of home environment and place orders with caution.

  • Xiaomi has a strong brand preference in the three categories. In addition to factors such as the wide coverage of the brand ’s categories, it may be related to the user ’s more emphasis on the “product interconnection” function, which is actually “reverse inspiration” Other brands may need to adjust their product strategies.

  • In addition, comparing the geographical characteristics of users with previous surveys, it is found that smart home products have the potential to sink, and “no experience channel” is one of the main factors for dismissal, too concentrated on the first line or online It is feared that the promotion effect of shop channels is not good.