Connected Homes: Inclusion of IoT in Indian Households

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The objective of this study was to priorities the factors contributing to adoption use of IoT enabled home monitoring devices, or completely assembled smart home infrastructure. The study finds that there is high level of awareness among the users and also majority of them are users of the IoT enables home monitoring system thus depicting that there is proper understanding of the technologies available for home security. Users tend to choose internet sources as a primary source of information for extracting knowledge about the smart homes and associated monitoring devices. However, the trust on the information obtained through word of mouth has been ranked very low thus indicating that the users do not rely on the information obtained from the peers. Similar ranking has been seen when prioritizing the drivers of smart home purchase intention. There is a low impact of the peer pressure on the consumer’s intention to purchase smart home. The lower ranking of peers and referrals (family and friends) signifies that when consumers intend to purchase highly technical products (such a IoT enabled home monitoring systems and Smart Homes), they purse a larger information source (such as internet sources) rather than mere reliance on the peers and referrals (family and friends). The consumers of the IoT enabled home monitoring systems stated that safety and security are the most important feature for the use of monitoring systems. However, when the users are intending to purchase a smart home, price is the most important factor followed by the use features (such as ease of use, and accessibility). Future researchers can explore factors contributing to smart homes purchase intention and also establish a quantified relationship between the factors. Based on the findings of this research, organizations can draft their marketing schemes for better market penetration. As the study shows that the consumers tend to explore more information prior to purchase through large and diversified information sources (such as internet sources) rather than reliance on peers and referrals. Organizations can use influencers when drafting a social media strategy to both communicate with the users and also to enhance customer relationship and loyalty.

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