The way we live shapes the technology we embrace. Our research reveals how trend-seeking, growth-focused, and comfort-oriented lifestyles dramatically influence smart device adoption – with implications that every IoT product developer should understand.
The Internet of Things, or IoT for short, enables smart connected devices (SCDs) to collect and exchange valuable data. From the smartwatch on your wrist to robust machinery in manufacturing facilities, IoT breathes life into devices and enables personalized experiences at scale.
Starting as an innovation, IoT has transformed into an integrated technology, shaping our daily lives on every level. With new connected devices being developed daily, research forecasts the global IoT market will reach $5.3 trillion by 2032.
But what determines whether consumers will embrace these smart devices or reject them? In our previous article, we explored which devices consumers are buying and how satisfied they are with them. Now, we’ll delve deeper into why people choose these devices in the first place.
Our decisions about technology adoption are heavily influenced by our lifestyles and personal values, and understanding the factors at play is essential for any business looking to leverage IoT for growth.
How we researched consumer lifestyles and IoT
At Infinum, we conducted original research into smart connected device adoption, surveying 948 participants across key European markets. The study focused on consumer lifestyles, behaviors, and attitudes to uncover what drives people to adopt (or avoid) smart devices. This article explores one specific aspect of our findings: how lifestyle and personal values shape the decision to bring smart technology into the home.
The 3 lifestyle types that shape smart device adoption
We can’t define IoT benefits for consumers or IoT adoption barriers without exploring consumer lifestyles, values, and life circumstances. Based on previous studies, we included the following three lifestyles in our research: trend-seeking, growth-focused, and comfort-oriented.
Trend-seeking lifestyle
Characterized by a focus on personal style, which people use as a form of self-expression through different interests. People who embrace this lifestyle shop regularly to stay current with fashion trends, and peer and media influence play a significant role in shaping their purchase decisions.
Growth-focused lifestyle
Motivated by a desire to self-improve, experience new things, and reach one’s full potential. People who value personal development commit to continuous education, exploration, and maintaining their health. Growth-focused people prefer spending on experiences over material possessions, but they may invest in gadgets that aid their personal or professional growth.
Comfort-oriented lifestyle
Maintains a slower pace of living, focused on relaxation and peace, often through activities like reading, lounging, or spending time in nature. Individuals with a comfort-oriented lifestyle prefer meaningful possessions and often purchase built-to-last items to enjoy them for a longer time.
Our research revealed that trend-seeking individuals are more likely to adopt smart connected devices than those who nurture a growth-focused or comfort-oriented lifestyle.
The impact of being trendy on smart connected device adoption
The research revealed that people who nurtured a trend-seeking lifestyle found smart connected devices more useful, pleasant, and easier to use, and therefore adopted them more often. They also felt to be more strongly influenced to use smart devices by their peers and the media.
In addition, trendy users trusted smart devices and their providers more and found them less risky privacy-wise than those who nurtured other lifestyles.
Trendy, financially better-off individuals consider smart connected devices helpful and pleasant because they align with their fashion preferences and contribute to a modern lifestyle.
Understanding trend-seeking consumers reveals several actionable insights:
- Any lifestyle affects how people see the world and shapes their opinions, perceptions, and buying habits. Dig deep into specific subcultures connected to the trend-seeking lifestyle to target more efficiently and tailor your marketing messaging.
- Individuals who keep up with trends are more open to embracing new technologies: the comfort that comes with innovation overrides their privacy concerns.
- Trend-seeking men were the least worried about privacy, probably because they believe that the benefits (such as aesthetics, convenience, or status) outweigh the potential risks.
Social influence and demographics
Media influence and peer pressure appear to bear more weight among lower-educated and financially disadvantaged people in predicting their smart device adoption.
It is safe to assume that individuals with a lower level of education and financial disadvantages rely more on external influences due to factors like lack of technical knowledge, limited information resources, and a desire to align with societal trends.
For marketers, this suggests that social proof and testimonials may be particularly effective when targeting these segments, while more technically detailed information might work better for higher-educated demographics.
Values influencing IoT adoption
Values serve as guiding principles in people’s lives, helping us to evaluate situations and make decisions. Although they are generally stable throughout our belief systems, values can impact our behavior in different ways depending on a unique set of circumstances.
Across six research models, social responsibility is the only basic individual value out of security, tradition, benevolence, universalism, stimulation, hedonism, achievement, and power to affect smart devices adoption significantly. And it affects it – negatively.
Socially responsible people don’t find smart connected devices very useful and tend not to trust them much.
For socially responsible consumers, the comfort and convenience promised by smart tech often conflict with their concern about sustainability. In their eyes, connected living sometimes looks like wasteful living.
Sustainability and social responsibility – an IoT adoption barrier or benefit?
Social responsibility is a personal value that reflects a broad concern for the well-being of all people, social justice, and environmental issues. Socially responsible consumers make ethically informed purchasing decisions – they are drawn to brands that employ sustainable and ethical production practices. These consumers invest in quality products with a lower environmental impact or those supporting a social cause they care about.
Social responsibility is the only value that consistently, significantly, and negatively affects the adoption of smart connected devices.
Harming nature vs. personal comfort
People who value social responsibility assess the usefulness of any new product by considering how it contributes to broader societal and environmental well-being. Smart connected devices typically emphasize connectivity, convenience, innovation, and a comfortable lifestyle. To socially responsible consumers, who live in a connected world where comfort, innovation, and lifestyle enhancement often harm nature, these benefits may not be as valuable, as they perceive not harming nature as more important than their own comfort.
Marketing tip: To capture the attention of the socially responsible, you need to align with their values – communicate your commitment to ethical and sustainable practices in all aspects of your business, from hiring employees to eco-friendly shipping.
Key insights on lifestyles influencing IoT adoption
1
People who nurtured a trend-seeking, comfort-oriented, or growth-focused lifestyle adopted smart connected devices more because, in general, they found smart devices helpful and pleasant to use. Focusing on design, style, and unique features of the latest smart connected devices can enhance their perceived usefulness, especially for trendy consumers.
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Lower-educated or financially disadvantaged users were more susceptible to media influence and peer pressure when forming their opinion about smart devices. This is likely due to a lack of technical knowledge and limited information resources, as well as their desire to align with societal trends.
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Social responsibility is the only personal value that consistently affects the adoption of smart connected devices, and does so negatively: socially responsible users find smart connected devices less valuable and their providers less reliable. To combat that, communicate your commitment to ethical and sustainable practices.
Smart devices in a lifestyle-driven world
Our research reveals a clear picture: how consumers live fundamentally shapes how they interact with IoT technology. Trend-seeking individuals embrace smart devices for their innovation and status value, while socially responsible consumers remain skeptical until sustainability concerns are addressed. As the IoT landscape continues to evolve, successful product development will require deeper understanding of these lifestyle factors and values.
For businesses looking to thrive in the expanding smart device market, the message is clear: align your products with the lifestyles of your target audience. Whether that means emphasizing cutting-edge design for trend-seekers or highlighting eco-friendly manufacturing for socially conscious consumers, meeting people where they live is the key to driving meaningful IoT adoption across diverse consumer segments.
This article draws from Infinum’s comprehensive research examining factors that influence smart device adoption. Download our full report for more detailed insights on IoT adoption trends, smart device ownership satisfaction rates, and effective product development strategies.
