FNAC study reveals customers do not perceive connected objects as gadgets

Jun 18, 2014
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[LIVEBLOG] The Connected Conference, the first international conference dedicated to the Internet of Things, welcomed Katia Hersard, Chief E-commerce and Marketing Director at FNAC to present the results of a large-scale survey on connected objects conducted among its customers. 

2000 respondents participated in the survey conducted by FNAC to figure out how connected objects are perceived by their customers. The general profile of the respondents is a geek, early adopter of innovation, and urban. 41% of respondents own a connected object, among which 96% are satisfied with their objects. 26% of FNAC clients plan to purchase a connected object in the months to come.

Connected objects are no gadgets for customers

The survey reveals that FNAC customers are not at all strangers to connected devices: 94% are familiar with the concept, 51% even heard about connected objects more than a year ago, which embraces the potential of the market perceived by the FNAC team.

Customers expect several types of usage from Connected Objects: 1st, make their life easier, ans 2nd, in a simple and user-friendly way. Connected objects are perceived as a technological breakthrough (for 91% of respondents), modern (93%) and trendy (90%).

Domotics and health are perceived as the most “useful” products

Types of connected objects perceived as the most useful in everyday life are:

–       Domotics, especially alarms, things that help with everyday life and home living, centralize the control of a connected home (energy, budget control, etc.)

–       Health, smart watches, bracelet that are keeping track of your performance and follow health

The most wanted product, on the other hand, are smart watches – a phenomenon probably explained by the mass media communication, which could also justify that smart watches and connected bracelets are the devices that are perceived as the most emblematic, in terms of awareness.

Product practicality is the #1 factor for purchase

FNAC customers seem to have an accurate perception of prices: when asked to assess the price of connected products, their answers were close to reality, which shows that they have a good understanding of them. 92% of customers find connected objects expensive; yet hey declare that it’s possible to find affordable products.

Criterion #1 in product choice is product practicality, and not price. On the other hand, when selecting a retailer, prices are key, followed by reputation, competent staff and after-sales service. Big brands like Samsung hold first position in terms of awareness, yet, in terms of purchase intention, smaller companies appear in the top 10, like Withings or Fitbit.

It is notable that customer reviews are more important when purchasing connected devices than when purchasing other high tech products. Besides, some customers express their fear that the privacy of their data being threatened.