U.S. Smart Bathroom Products Consumer Insights, 2023 (Demography, Income, Attitude, Brand Perception, Buying Behavior)

Smart Bathroom Consumer Insights Overview

The growing demand for smart bathroom products in the U.S. can be attributed to the increasing demand for connected homes, convenience, energy efficiency, personalization, and the advancement of technology. Smart bathroom products allow users to customize their experience based on their preferences. Features such as adjustable water temperature, lighting, voice control, automation, personalized settings, and remote control through smartphone apps create a more tailored and enjoyable bathroom experience.

This report provides a deep dive into the consumers of smart bathroom products in the U.S., analyzing them based on consumer demographics, the influence of marketing, factors influencing their purchase decisions, and consumer brand awareness & preferences.

The results of the consumer survey conducted for this study have been analyzed thoroughly to identify the major pain points of the consumers with regards to the existing products, the reasons for switching to smart bathroom products, and also their preferred brands and the reasons for the same. The purchasing behavior and mindset of the consumers have been assessed based on age group, gender, income, ethnicities, and region to understand the variations across the different target groups country-wide.

Smart Bathroom Consumer Demographic Analysis

The GVR survey found the penetration of smart bathroom products to be higher in the age group of 55 - 64 years, followed by the age group of 65+ years. Several factors are expected to contribute to an increase in the adoption of smart bathroom products in the U.S. Consumers are placing a higher priority on bathroom renovations compared to other areas of their homes. This means that when consumers decide to upgrade their homes, they are more inclined to invest in smart bathroom products.

The overall smart bathroom product penetration was close to 2 percent. Consumers in the age group of 25 to 45 had the highest smart bathroom product penetration in comparison to ownership of traditional bathroom products. Smart bathroom faucets was the most frequently purchased product in this category. 

Smart Bathroom Consumer Income Group Analysis

According to the survey, homeowners in the U.S. with higher annual incomes were more likely to have installed smart bathroom products in their homes compared to homeowners with low annual incomes.

Specifically, respondents with annual household incomes of USD 100,000 or more were most likely to have adopted smart home products and accounted for around 70 percent of the overall respondents surveyed. The high price of these products is a major deterrent for consumers and hence higher income groups find the cost benefit analysis of these products favorable.

Smart Bathroom Consumer Regional Group Analysis

Among all respondents surveyed, those from the Northeast and South regions accounted for the highest percentage of respondents who owned smart bathroom products. The Northeast and South regions of the U.S. have a higher population density and urbanization compared to the Midwest and West regions. This is the key reasons why these regions have greater access to and awareness of new technologies and have higher adoption rates of smart bathroom products compared to other regions.

Additionally, the Northeast and South regions have a higher cost of living and a higher average household income, which may allow consumers to have greater purchasing power and be more willing to invest in smart home technology.

Smart Bathroom Consumer Trends & Preferences

Brand marketing and promotional activities can have a significant impact on consumer trends and preferences in the smart bathroom products market. According to the survey, consumer willingness to pay for premium products in the smart bathroom products market is on the rise. The study found that approximately 48.5 percent of surveyed respondents were willing to pay for premium products, compared to only 51.5 percent who preferred economy-priced products. 

This high preference for premium products among consumers can be attributed to several factors. First, as the market for smart bathroom products has grown, consumers have become more aware of the benefits and features of these products and are willing to pay a premium for the added convenience and functionality they provide. 

The key pain points showcased by the survey were the maintenance and cleaning complications associated with these products. Over half of the respondents suggested the reason to avoid these products is the complicated cleaning and operational issues. 

Additionally, consumers face challenges with the incompatibility of these products with existing plumbing systems, as well as issues related to their lack of durability or quality. Misleading product information or specifications further contribute to consumer frustrations when encountering problems with these products. 

Smart Bathroom Consumer Buying Decision Process 

Technology is a significant factor influencing consumer decisions to purchase smart bathroom products, the survey found. Consumers are attracted to products that offer advanced features, convenience, energy efficiency, and improved functionality. The integration of smart technology, such as voice control, connectivity, and automation, enhances the overall user experience and drives consumer interest. 

The insights from the survey suggest that 32 percent of the respondents cited flow rate to be the most important factor they consider while purchasing showerhead systems, followed by 31 percent citing design. Other important factors include product finish, smart home integration (connected homes), and the number of ports, the study found. 

The GVR survey observed a higher inclination of consumers to pay premium prices for smart shower systems, as indicated by 59 percent of the respondents. This can be attributed to the luxurious designs, multi-faceted nature, longevity, and brand value offered by the premium shower systems. 

According to the findings of the survey, consumers in the U.S. claim the availability of reliable customer support and accessible after-sales service to be crucial for their satisfaction. The study suggests that companies that offer prompt assistance, warranty coverage, and efficient after-sales service tend to have higher customer retention rates and increased likelihood of repurchases. 

Brand Preference & Benchmarking

Consumer awareness about brands in the U.S. smart bathroom market plays a significant role in shaping their buying behavior and market trends. Several brands have established themselves as trusted and reputable players in the industry, garnering favorable consumer sentiment and loyalty.

Kohler, Delta, Moen, Pfister, American Standard, and Signature Hardware are among the very well-known and widely recognized brands in the U.S. smart bathroom products market. These brands have built their reputation through consistent product quality, innovative designs, and exceptional customer support. According to the survey, Kohler was the most installed brand of smart bathroom products in the U.S. 

Product Adoption Trend

In the latest survey, respondents cited limited functionalities, features, and frequent maintenance or replacement to be the major reasons driving them to switch to smart bathroom products. Features such as voice-activated controls, automatic sensors, and remote access further act as key value propositions that would drive this switching trend in the near future. Nearly 60 percent of the respondents claimed convenience and ease of use to be the most influential factor in their decision to switch to smart products, followed by enhanced aesthetic designs with around 56 percent. 

Smart shower systems are expected to witness the highest purchase rates in the coming year, as indicated by 44 percent of the respondents, the study found. According to the survey, these respondents cited energy-efficient features such as automatic shut-off and controlled flow to be the main reason for their decision. 

Consumers’ likelihood of repurchasing smart bathroom products is strongly influenced by various factors such as consumer satisfaction and ongoing engagement with these products. In the survey, nearly 30 percent of the respondents cited smart showerheads to be the product they will repurchase in the coming year, followed by smart single-touch faucets. 

The survey observed that out of the respondents who have smart showerheads installed in their homes, over 25 percent of them purchased the showerheads five years ago or earlier. And out of the respondents who have smart shower systems installed in their homes, over 30 percent of them purchased the smart shower system five years ago or earlier.

Report Scope: U.S. Smart Bathroom Products – Consumer Insights