What do your customers really want now?

34% of people would like to monitor and control how much energy they use
95% of people already seeing the benefits from their smart appliances

Source: PwC External Consumer

The connected home: What do your customers really want now?

Our research shows that 72% of people are unlikely to introduce smart home technology in the next two to five years.

Nevertheless, of those who already own a smart device, the impact in the day to day running of their homes is significant. We believe that, much like the adoption of smart phones and other smart technology - momentum will build at an accelerating pace rather than subside.

The opportunity and challenge for companies is to engage and understand their customers.

We believe customers don’t necessarily understand the range of smart energy products on offer, or the potential they have to ease their busy lives or reduce their energy bills.

How can companies change this lack of knowledge into real know-how?

Through our research, distinct customers segments emerged.
Meet Jack, Julie, Joanna, Joe and John.

First home buyers predict they will spend £300 - £400 on smart technologies in the next 2 years.

Meet Jack: The energy conscious homeowner

Jack and his partner, 32, work full time and own their own home. He pays a lot of attention to energy matters and would like to be able to better monitor and control his spend, be more environmentally friendly and increase home security.

Jack has plans to purchase smart home technology in the next two years with smart home heating and renewable energy devices at the top of his list.

His motivation behind investing is to reduce his energy bills and if he was offered reimbursement from the government. Although he would be happy to install some devices himself, he would rather his energy supplier or a retailer did it for him.

Renters have found robotic cleaning devices significantly improved their lives.

Meet Julie: A happy customer with no plans to purchase connected home technology

Julie, 30, is single and works full time. She is currently happy with the price and service of her energy provider and isn’t intending to purchase any smart technology in the next two years.

If Julie were to purchase smart technologies, it would be to improve her lifestyle and reduce her energy bills – she isn’t really interested in tracking her usage. A renewable energy device is also of interest.

Homeowners would consider installation if it reduced their bill or was installed for free by their energy supplier.

Meet Joanna: A price conscious homeowner with young children

Joanna, 50, works full time and lives in her own home with her partner and children under the age of 18. Neither her nor her fellow Mum’s have the intention to purchase smart home technology in the next two years.

Her motivation, if she were to purchase any of these, would be primarily to save money. However, she would also like to be more environmentally friendly where possible and she appreciates the convenience factor as well. Joanna would trust either her energy supplier or telecommunications provider to install smart technology.

Homeowners predict they will spend £100 or less on smart technologies in the next two years.

Meet Joe: The homeowner with high expectations

Joe, 41, lives with his partner in their own home with no children. Like some others, he doesn’t own or intend to purchase smart technology, however, does think that his renewable energy device has had a significant impact on the day to day running of their home.

Joe would be motivated to install smart technology if his utility provider installed the technology free with their contract, or they received payback on their energy bill. He would like to be able to monitor and control his energy usage.

Retirees believe motion sensor security systems have a significant impact on their lives.

Meet John: A security conscious retiree

John, 65, has retired, owns his own home and lives there with just his partner now that the kids have moved out. The only smart technology he has invested in is a smart motion sensor security system. He doesn’t intend to invest in any other smart technology.

Although he doesn’t intend to buy any smart technology, he would consider it if it reduced his energy bills or if his utility provided the technology for free and installed it. John is not particularly interested in controlling his home via mobile devices.

Key findings

What would influence consumers to adopt smart technology?

What smart technology most appeals to consumers?

Who do consumers trust to install smart technology?

Source: PwC External Consumer Survey


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Steve Jennings

Leader of Industry - Energy, Utilities & Resources, PwC United Kingdom

Tel: +44 (0)7704 564513

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