Top 3 Reasons Each Generation Buys Smart Locks

According to Kwikset, Baby Boomers, Gen Xers, and Millennials all agree when it comes to smart locks except in one critical area.

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Smart home adoption continues to rise in the U.S. It’s probably common sense that no two buyers are alike. So what is it that is driving the purchases of smart home products among different end users?

Kwikset’s latest audience segmentation study looks at consumer smart home purchases and breaks down the results by different types of buyers.

The latest piece of data Kwikset has released from the study looks at the top three drivers of smart lock purchases by generation.

For this topic, respondents were divided into three groups: Millennials, Generation-X and Baby Boomers.

As you’ll see in the graph below, the largest discrepancy in purchase drivers is price. Millennials believe price is the most important factor when it comes to purchasing a smart lock, with 61% saying so. That is followed by Generation-X with 48% and Baby Boomers with 44%.

All three generations believe ease of installation is more important than price and name durability as the most important driver.

As expected, the youngest generation surveyed finds price to be a more limiting factor.

Audience Segmentation

The study, taken by 1098 people, also broke down respondents into the following groups (descriptions by Kwikset):

Tech Enthusiasts – 17% of respondents

The Tech Enthusiast is on the go. Living in a fast-paced world with his family, he owns several properties, which is why he’s looking for durable, tech-savvy locks to make life more connected. Before buying a lock, the Tech Enthusiast spends a  lot of time researching to make sure he’s getting a product that’s long-lasting and durable. It’s also really important that locks bring convenience to his life, so they should be easy to install, too.

Discerning Home Curators – 19% of respondents

As a full-time employee and homeowner, the Discerning Home Curator doesn’t have time to worry about his door hardware every day. It needs to looks beautiful, be secure and bring convenience to his life. That’s why the discerning Home Curator invests time and energy into researching before he purchases anything. He relies heavily on product reviews and websites, gathering as much information as possible before making a selection that will impact his home.

Traditional Safety Seekers – 23% of respondents

For the Traditional Safety Seeker, protecting her home (and everything she loves inside) is a top priority. She’s wary of smart home technology, because unlike a lock’s design or durability, she can’t see how it help keep her home secure.

That’s why the Traditional Safety Seeker is more likely to buy locks offline at a home improvement store. Thought she’s not the sole decision maker, she has a say, and comparing products in-aisle helps influence buying decisions.

Everyday Fixers – 23% of respondents

As a suburban homeowner, the Everyday Fixer takes care of his home, his way. He looks for durable, functional locks, which is why one-key convenience matters to him.

The Everyday Fixer takes pride in his home and the way it looks, so he also wants locks with style. The Everyday Fixer buys a lock when he needs one and purchases in-store because he wants to see and feel the locks to compare in-aisle. For him, buying door hardware is about look, feel, and trusting his instincts.

No-Fuss Buyers – 19% of respondents

When it comes to home security, the No-Fuss Buyer purchases locks out of need and trusts more traditional designs and door hardware. Even though safety is a big concern, the security grade isn’t a main motivator; it’s more about feeling safe.

Because of the limited amount of time spent researching, the No-Fuss Buyer likes to purchase in-store and get product information in real time from sales associates. For the No-Fuss Buyer, out of sight means out of mind: locks that are available and on shelves are the second biggest purchase driver to durability.


This article originally ran on our sister publication Security Sales & Integration‘s website.