It’s no surprise that technology is advancing at an increasingly exponential rate, transforming every aspect of our lives. Keeping up with the newest products and systems in real time can be a challenge. So, to help kitchen and bath design and remodeling professionals better understand current and emerging technologies, levels of awareness among pros and homeowners and how to capitalize on opportunities, NKBA and CEDIA – the leading home tech integration association – jointly commissioned extensive research, “Technology Integration in Kitchen, Bath or Whole Home.” The survey polled NKBA and CEDIA members and KBIS attendees, including designers, specifiers, contractors/remodelers, tech integrators and home builders.
Insights from this exclusive research and strategies for applying it to improve business were the focus of a discussion at CEDIA Expo, held in Denver in early September, between NKBA Global President & CEO Bill Darcy and CEDIA Global President & CEO Daryl Friedman.
The main goals of the research included measuring awareness of current and emerging technologies for the kitchen, bath and whole home and identifying opportunities where builders in general and K&B designers in particular can collaborate with tech integrators to boost project value and provide homeowners with the technology they crave. The research also identified preferences among designers and their clients, challenges hindering more tech integration and strategies to overcome those barriers.
Building Awareness
One of the key findings is that only 32% of NKBA respondents are familiar with the term “integrator.” Of that 32%, 44% have worked with an integrator on a project, but overall, just 14% of NKBS/KBIS respondents have ever worked with one. Further, it’s most often (75%) the homeowner who suggests the need for technology integration, compared to 53% of designers and 36% of builders/remodelers/contractors. This suggests significant upside potential for the professionals to recommend tech integration. The fix: Increase familiarity among NKBA pros with the technologies, products and installation processes, so they can present a more informed plan to homeowners. Designers and builders also need to understand the role of the integrator and the importance of initiating the tech conversation early in the project. The relationship between NKBA and CEDIA can help foster connections and guide the NKBA audience on where to find integrators.
Smart Home Products Familiarity
Not surprisingly, there are plenty of smart products for the kitchen, bath and whole home that have awareness levels above 80% among NKBA respondents. These include heated floors and towel bars, exhaust fans, smart toilets and steam showers in the bath; motion-sensor faucets, lighting control, smart refrigerators and motorized window treatments in the kitchen; and video doorbells, smart lighting, motion detectors and security systems for the whole home. The research reveals that these are easier sales with high conversion from awareness to installation but still require continuing marketing and education, especially for emerging tech like smart toilets and smart ovens.
Smart products with low awareness include leak detection, heated shower benches and waterproof TVs in the bath; connected countertop appliances, voice-activated faucets and networking outlets in the kitchen; and occupancy sensors, smart windows, full video walls and health monitors for the whole home. The survey indicates that niche products like these require additional support and education to become mainstream.
Benefits & Barriers
Many emerging home technologies will soon become must-have elements in design and remodeling. However, two big barriers to adoption are cost, cited by 86% of respondents, and understanding the benefits of the technology, mentioned by 70%.
Strategies to overcome the cost factor include building infrastructure that allows tech to be added later and integrating technology on a smaller scale. Since NKBA respondents cite convenience (83%) and security (74%) as the biggest benefits of smart home technology, it is essential to educate homeowners about these benefits and demystify the complexities of the technology. This means educating themselves to gain a deeper understanding so they may better explain it to their clients.
The market for smart home tech is expanding rapidly, and like most emerging technologies, it’s catching on with higher-end consumers first. Insights from this effort will enable NKBA and CEDIA to more effectively support their members, help them make connections, raise awareness and accelerate home tech integration.
The full report is available at nkba.org/research and is included with NKBA membership or can be purchased by non-members.
