fnac study "connected objets: the internet of things"

Connected objects:

The internet of things

Katia HERSARD Chief E-commerce & Marketing Officer Fnac Fnac Group / 12.06.2014

An in-depth survey conducted through our Fnac “innovation panel”

Respondents specifics:

+ Geek profile

+ Early adopters

of innovations

+ Urban

All generations/ages

1 Fnac Group / 12.06.14 / Connected objects: the Internet of things

The concept of connected objects seems to be well known by our respondents. Even if it is still considered as quite a recent one.

2

Means of learning about connected objects

Newspaper

article

Social Media /

Internet

58% 49%

Television

40%

Shops Word of mouth

31% 25% Radio

24%

94% are familiar with

the concept of

connected objects

60% declare knowing

the concept

quite well

51% heard of

connected objects

more than a year

ago

Fnac Group / 12.06.14 / Connected objects: the Internet of things

An object allowing an easier & simplified life


AN EASIER LIFE

"La centralisation des données permettant d'obtenir

des statistiques "

" Ils simplifient la vie "

" Le fait de faciliter la vie de tous les jours … "

SIMPLICITY OF USAGE

" Pratiques à utiliser, à distance, à plusieurs simultanément "

" Permet la compilation de données et le suivi de celles-ci "

…. a coach for a healthier well-being

4

"Bilan activité et historisation "

"La possibilité d’avoir un historique "

"Le suivi des courbes de poids automatiquement "

KEEPING TRACK OF YOUR PERFORMANCES

THE COACHING ASPECT

" Les données fournies le côté coaching les objectifs à atteindre "

" En matière de santé, le coté "coaching" voire culpabilisant si l'activité physique exercée sur une période donnée est insuffisante. Cela me pousse à bouger plus qu'avant "

" En ce qui me concerne, j'ai un fit bit, ce qui me permet de connaitre le nombre de pas que j'ai fait dans la journée, de connaître le nombre de calories dépensées et de pouvoir adapter mon alimentation en fonction J'aime pouvoir aller plus loin certains jours, me dépasser… "



An object that helps with your everyday life & home living

CONTROL CENTRALIZATION

" La centralisation des données permettant d'obtenir des

statistiques"

" Aspect pratique et simple, la centralisation des informations

dans le smartphone, la simplification et le gain de temps de

certaines tâches "

CONNECTED HOME

" La mobilité : pouvoir avoir un accès partout «

« mieux gérer sa maison, énergie en étant connecté à son

téléphone »

6

“Connected objects” are mainly considered to be an expensive modern technological breakthrough.

47%

50%

49%

49%

52%

60%

54%

40%

28%

20%

16%

46%

42%

42%

41%

34%

21%

13%

19%

5%

5%

5%

MODERN

EXPENSIVE

TECHNOLOGICAL BREAKTHROUGH

TREND

THE FUTURE

PRACTICAL

USEFUL

NON ESSENTIAL

COMPLICATED TO USE

HARMFUL TO YOUR HEALTH

DANGEROUS

Somewhat agree Strongly agree

Total Agree

93%

92%

91%

90%

86%

81%

69%

59%

33%

25%

21%


7

An expensive perception however a possibility of finding

affordable products in each family of products

“Connected Objects”

are not affordable

products and are

very expensive

“Connected Objects”

are very expensive

for what they are

77%

71%

There are certain

families of products

for which prices are

affordable

We can find affordable

products in each

family of “Connected

Objects”

It is expensive but

truly justified

52%

39%

25%

16%

Are willing to

pay dearly in order to

have a

“Connected

Object”

EXPENSIVE for 92 %


8

84% declare having heard of

Smart watches

70% for Connected bracelets

67% for Smart printers

65% for Smart surveillance cameras

64% for Connected glasses

In terms of aided awareness the two most emblematic

products are Smart Watches and Connected Bracelets.


9

A coherent price perception compared

to the reality of pricing

Smart

weight scales

138 €

Price: 99-179 €

Connected

bracelet

147 €

Price: 69-199 €

Smart

watch

177 €

Price: 50-233 €

Smart

alarm systems

251 €

Price: 90-299 €


10

Domotics and health objects are considered to be the most useful products in comparison with other categories

85%

85%

80%

69%

65%

64%

57%

53%

51%

50%

44%

41%

37%

32%

29%

24%

17%

9%

5%

4%

SMART ALARM SYSTEMS

SMART SURVEILLANCE CAMERAS

SMART SMOKE DETECTORS

SMART PRINTERS

SMART THERMOMETERS

SMART BLOOD PRESSURE MONITORS

SMART BABY MONITORS

SMART PILL CONTAINERS

SMART WATCHES

SMART LOCKS

SMART FRIDGE

CONNECTED BRACELET

SMART WEIGHT SCALES

SMART LAMPS

CONNECTED PLANT SENSORS

SMART GLASSES

CONNECTED TOYS

SMART SHOES

CONNECTED FORKS

CONNECTED CIGARETTE Useful

DOMOTICS

HEALTH


11

Our customers declare to be already well equipped and bring up in-depth feedbacks on this market.

41% possess a

“Connected Object”

60% 33% 3%

associated mobile O.S


12

Usefulness and practicality of the product drive the purchase. Not perceived as gadgets

Gadget-like

aspect

27%


.

Very Practical

61%

Curiosity

39%

Early adopter

23%

Innovating aspect

45%

Usefulness

40%

Concept of

connecting

things

40%

Gadget-like

aspect

27%

13

In comparison with other technological products, customer reviews seem highly important when preparing the purchase

searched for Information on

Specialized Websites

55 %

48 % viewed

Customer

Reviews

43 % read Newspaper articles 40 % compared Retailers /

E-commerce websites

22 % visited Retailers/Websites to

get a clearer idea


14

A truly recent market in terms of purchase

purchased

their products

in the last

3 months

50 %

58 %

43 %

33 %

24 %

23 %

20 %

6 %

2 %

4 %

2 %

2 %

3 %


15

The price is not the most important criteria in terms of product choice.

USER FRIENDLINESS

ASSOCIATED MOBILE O.S.

DESIGN

PRICE

LATEST EDITION

SIZE

BRAND

9.8

9.5

8.9

8.7

8.5

8.4

7.8


16

96% are satisfied with their connected objects

51%

44%

42%

30%

36%

34%

20%

11%

8%

11%

42%

48%

48%

56%

49%

45%

40%

47%

25%

17%

User friendliness

Design

Handling of the product

Associated mobile App

Synchronisation

Autonomy

Break resistance

Third party applications

The communatarian aspect

After Sales Services

Somewhat Satisfied

Very Satisfied

Total Satisfied

93%

92%

90%

86%

85%

79%

60%

58%

33%

28%


17

An important weight for Internet purchases (declarative)

60 % 40 %


18

Retailer selection criteria

COMPETITIVE PRICES

LATEST TRENDS

TECHNICALLY COMPETENT STAFF

AFTER SALES SERVICES

INTERESTING PROMOTIONS

RETAILER/SITE REPUTATION

WIDE RANGE OF PRODUCTS

70 %

63 %

62 %

55 %

55 %

54 %

54 %


19

Even if the price is not the 1st issue, it is still important in

selecting a retailer that proposes the best price on the market

70%

63%

62%

55%

55%

54%

54%

50%

49%

46%

41%

37%

35%

26%

COMPETITIVE PRICES

LATEST TRENDS

TECHNICALLY COMPETENT STAFF

AFTER SALES SERVICES

INTERESTING PROMOTIONS

RETAILER/SITE REPUTATION

WIDE RANGE OF PRODUCTS

HIGH-END PRODUCTS

STAFF IS ATTENTIVE TO YOUR NEEDS

STAFF RAPIDLY AVAILABLE

A REFERENCE FOR CONNECTED OBJECTS

ABILITY TO TEST THE PRODUCT

ABILITY TO BUY COMPLEMENTARY PRODUCTS

A PROFESSIONNAL DEMONSTRATING THE USE OF THE PRODUCT

Very important

Total Important

96%

93%

84%

92%

88%

87%

89%

84%

82%

80%

78%

67%

78%

58%


20

Smart watches seem to highly progress and are considered

to be most wanted product in terms of future purchases

38% have the

intention of

purchasing a

Smart

smoke

detector

52% have the

intention of

purchasing a

Connected

bracelet

56% have the

intention of

purchasing a

Smart

watch

47% have the

intention of

purchasing a

Smart

printer

37% have the

intention of

purchasing a

Smart

surveillance

camera


For the moment, well established brands

hold the first positions in terms of aided

awareness.

21

20%

94 %

85 %

78 %

46 %

30%


Considered brands for next purchase

22

38%

31%

21 %

15%


15%

11%

havent’ made up

their minds yet 32%

considered by

considered by

considered by

considered by

considered by

considered by

23

An high growing market: 26% of our clients planned to

purchase a connected object in the months to come

26 %

have the intention

of purchasing a

"Connected Object"

in the months to come

7 %

have the intention

of offering a

"Connected Object"

as a gift in the months

to come

? ? ? ? ? 29 % haven’t yet decided

if they are going to

purchase a "Connected

Object"


In collaboration with

fnac study "connected objets: the internet of things"

Technology

expensive connected

concept of connected

family of connected

connected glasses

connected bracelets

connected object expensive

health objects

dpasser fnac group