From passionate early adopters to committed traditionalists, our research reveals four distinct IoT consumer types. Understanding these personas could be the key to developing smart devices that truly connect with your target market.
As the Internet of Things (IoT) continues to reshape our daily lives, understanding who adopts these technologies – and why – becomes increasingly crucial for businesses developing smart connected devices.
In the first part of this series, we explored which smart devices consumers actually own — and how satisfied they are with them. In the second, we looked at how lifestyle and personal values shape adoption decisions. Now, we’ll go one level deeper by introducing four consumer personas that bring those statistics and behavioral insights to life.
These personas were developed by Infinum’s marketing and product strategy teams using cluster analysis of our research data, based on responses from 948 European consumers across various markets and demographics. By examining demographic variables, lifestyle choices, values, previous usage, and ownership patterns, we’ve created detailed profiles that can guide product development and marketing strategies.
Let’s explore these four distinct smart device consumer personas and what makes each unique.
Tradition, harmony, and stability – Opposer Ollie
Opposer Ollie is a man in his mid-50s, a rural resident with a lower personal and household income. Ollie values tradition, safety, and harmony and emphasizes the value of social responsibility: appreciation, tolerance, and care for the welfare of all people and nature.
Ollie:
- is pragmatic, functional, less tech-savvy, and trusts IoT companies the least of the four personas,
- doesn’t follow trends, nor does he nurture a comfort-oriented or growth-focused lifestyle*,
- values stability and isn’t passionate about achieving prestige or control over people or resources,
- doesn’t find excitement, novelty, and challenge in life interesting,
- probably never used or owned smart devices, and is the least willing to use them and recommend them to others – because he doesn’t find them pleasant or helpful, and he is not socially influenced to do so,
- worries about privacy risks, and is therefore even less likely to use smart connected devices.
*To understand the lifestyle types referenced here – trend-seeking, growth-focused, and comfort-oriented – see our previous article, How Consumer Lifestyle Influences IoT Adoption.
Takeaway: If he ever decides to invest in smart devices, Ollie is most likely to invest in smart systems that are high on practical usefulness, especially if they are connected to his business. For example, smart lighting or security systems for his farm. That being said, Ollie will probably never explore trendy and sophisticated smart devices.
Reluctant Rebecca’s calming preferences
Reluctant Rebecca is a suburban mom in her early thirties with a moderate personal or household income. Rebecca lives a traditional life and is very dedicated to her family, embracing the steady rhythm of her daily routines.
Rebecca:
- is organized and practical, focused on purchasing items that bring a tangible value to her household,
- doesn’t follow trends or nurture a comfort-oriented or growth-focused lifestyle,
- values tradition, and is less inclined towards excitement, novelty, or social prestige,
- is below-average tech-savvy, which discourages her from trying out smart devices
- finds social responsibility important, and probably socially engages in activities that support ethical causes.
Takeaway: Smart devices are low on Rebecca’s list of priorities; she finds them less useful and pleasant and is apprehensive about the privacy risks associated with them. Nevertheless, the smart device she might try out is a smart baby monitor, which aligns with her traditional values, personal income, and a practical outlook on technology.
Curious Curtis – fashion-forward, tech-savvy
Curious Curtis is an urban resident in his early thirties, enjoying a higher household income than the Reluctant Rebecca’s group, although their average net personal income remains on par. He works in a dynamic, modern workplace and has a rich social life. He often relies on tech gadgets in his daily activities.
Curtis:
- has a strong sense of style and follows the latest trends,
- nurtures a growth-focused and comfort-oriented lifestyle, showcasing a desire for continuous learning and a love for quality, calming experiences,
- is tech-savvy, follows technology news, and admires premium devices he may not own yet,
- finds smart devices an investment that satisfies his need for exploration and can easily integrate them into his modern and dynamic lifestyle,
- usually owns up to three smart connected devices, which are not interconnected into a smart home.
Takeaway: Curtis’s openness to innovation and tech-savviness make him an important player in the world of connected living. With time and given more positive experiences, he is expected to evolve into a trendsetter, a smart devices advocate – an Ambassador.
Ambassador Amanda, smart living trendsetter
Ambassador Amanda stands out as an advocate and trendsetter for IoT technology use. In her early thirties and living in a busy city, Amanda enjoys everything modern, fashionable, and exciting. Beyond personal use, she becomes the go-to person for recommendations, embodying a modern woman who leverages the power of connected living.
Amanda:
- enjoys a luxurious and trend-seeking lifestyle thanks to a higher personal income,
- is highly tech-savvy and has the highest rates of smart connected device ownership and usage: she most likely owns multiple interconnected devices and is developing her smart home,
- passionately invests in the newest models of all devices and enjoys their benefits, from brewing coffee from her bed to tracking complex data in her home security system,
- invests in smart devices because she believes the price reflects a product’s quality
- Is the least worried about privacy risks
Takeaway: Amanda is more than a smart device consumer – she is an influencer, advocating the benefits of a connected lifestyle and proving that embracing technology is a way of life. Amanda usually purchases premium-level devices for leisurely use because, for her, the device is a status symbol: everyone knows the product is expensive.
Marketing applications of IoT consumer personas
Understanding these personas provides valuable insights for product development and marketing strategies. For instance:
- When targeting the Curious Curtis segment, emphasize how your smart device enhances both personal growth and comfort while aligning with current trends.
- For Ambassador Amanda, focus on premium features and the status associated with being an early adopter of innovative technology.
- With Reluctant Rebecca, highlight practical benefits for family life and address privacy concerns directly.
- For Opposer Ollie, if targeting this segment makes sense for your product, emphasize practical applications with clear business value and robust security features.
These personas represent different stages in the IoT adoption lifecycle, from early adopters like Ambassador Amanda to potential late adopters like Opposer Ollie. By recognizing where your target audience falls within this spectrum, you can tailor your messaging and product features accordingly.
Key persona comparison
| Persona | Demographics | Smart connected device usage | Economic status | Values & lifestyle |
| Opposer Ollie | Oldest age group, predominantly male, rural residents. | Least frequent users and owners, least willing to use and recommend connected devices. | Lower personal and household income. | High emphasis on tradition, safety, and stability; less concerned with social status and excitement. Least trendy, less inclined towards comfort-oriented and growth-focused lifestyles. |
| Reluctant Rebecca | Balanced age distribution, predominantly female, suburban residents. | Moderately frequent users and owners, moderately willing to use and recommend connected devices. | Moderate personal and household income. | Moderate emphasis on tradition, with a focus on understanding and protecting welfare. Moderate trendiness, less drawn to excitement, and novelty. |
| Curious Curtis | Broad age distribution, urban residents. | More frequent users and owners, more willing to use and recommend connected devices. | Moderate personal and household income. | Low emphasis on tradition and understanding the welfare of people and nature, high on excitement. More trendy, nurtures growth-focused and comfort-oriented lifestyles. |
| Ambassador Amanda | Broad age distribution, least represented in rural areas. | Most frequent users and owners, most willing to use and recommend connected devices. | Highest personal and household income. | High emphasis on excitement, social status is important. Highly trend-seeking, but nurtures both growth-focused and comfort-oriented lifestyles. |
Build devices that resonate with your consumers
These four personas represent distinct segments within the IoT consumer market, each with unique values, lifestyles, and attitudes toward technology. By understanding these differences, businesses can develop more targeted products and marketing strategies that address the specific needs and concerns of each group.
As we explored in our previous article on lifestyle influences on IoT adoption, trend-seeking individuals like Ambassador Amanda are most likely to embrace smart devices, while those who value social responsibility, like Opposer Ollie, may be more skeptical. These personas build on those insights by providing concrete examples of how these values and lifestyles manifest in real consumer segments.
By recognizing which persona best represents your target audience, you can craft more effective messaging, develop features that address their specific needs, and ultimately create smart connected devices that truly resonate with consumers.
This article is based on Infinum’s comprehensive research examining factors that influence smart device adoption. For more insights, download the full report on IoT adoption trends and consumer preferences.
