Connected technology solutions have changed the way people live. We can turn off our lights with a voice command. We can close the garage door from our phones. Smart thermostats can decide the right temperature for our homes. The amazing thing about connected technology is the way it serves people's’ needs in new, unique ways. This has especially been a welcomed improvement on the way consumers engage with tech, given the COVID-19 pandemic.

Understanding your consumers’ specific needs can help your company’s sales thrive in rapidly changing markets. Assurant surveyed thousands of people to uncover the wants, needs and frustrations of connected consumers. Using this data, we’ve found five specific types of consumers:  

  1. Technophiles 
  2. Home Protectors 
  3. Leisure Seekers 
  4. Technophobes 
  5. Utilitarians 

Here, we’ll discuss how to best serve Utilitarians, a segment of connected consumers looking for simple, no-frills connected devices and holistic technology solutions to improve their day-to-day.

Prioritize Practical Convenience for Utilitarian Connected Consumers

Utilitarians aren’t worried about keeping up with the next big technology release. For example, they're not likely to race to upgrade to 5G products at initial release. Instead, they’re content with holding onto their connected device for a while before looking to upgrade. This demographic, which is the second youngest segment and makes up 23% of connected product purchases, wants their simple connected devices to work seamlessly with their lifestyle.

When it comes to connected technology, they want home automation products like smart thermostats, smart lighting, smart plugs and a hub to control all their devices.  

Utilitarians aren’t worried about keeping up with the next big technology release.


Valuing simplicity, Utilitarians expect their connected technology to provide a stress-free experience — and this experience is even more important now that people are spending more time at home. They expect their connected devices to work as intended and with few barriers to use or understanding. 

Graph indicating that Utilitarian connected consumer types prefer smart homes and smart cars.


Utilitarians Worry About Disappointing Performance for their Connected Devices

Because Utilitarians want a smooth experience with their simple connected devices, it is important to ensure that their technology solutions are intuitive and easy to use. When devices become complicated, whether through installation or ongoing maintenance, Utilitarians may lose interest.  Fortunately, there are ways to ensure interoperability for consumers like Utilitarians, including offering value-added services (device protection, tech support, etc.) at the time of purchase. Between 2019 and 2021, people showed a 44% jump in desire to get expert guidance with installing, connecting and using connected purchases.

Pie chart indicating that this connected consumer type worries about sub-par item performance and worries about breaking a pricey item.

Utilitarians are also worried about breaking or mishandling their connected devices. The join the 35% of consumers who are increasingly concern over theft, loss or damage to a device. This can be a major concern especially if they’ve invested in multiple expensive devices for their homes. There’s a lot of worry and potential regret attached to purchasing technology they may not quite understand, which can ultimately lead to a device return. Offering protection plans that safeguard their investments can help alleviate those underlying concerns.  

Visual list indicating how to help the connected consumer type, Utilitarians. List includes, offering set up and installation support, provide start-up guides and provide access to live tech support.

How to Connect with Utilitarians  

Utilitarians want a stress-free experience with their connected devices. Their need to seamlessly connect with family, friends or coworkers across their connected devices were only highlighted by the COVID-19 pandemic. They want to enjoy connected technology solutions without worrying about too many complex details related to installation or interoperability. And they want to know they’re covered if something goes wrong with their connected device. 

Whether they’re installing smart lighting or setting up their virtual home assistants, Utilitarians will seek access to tech support. In case the instructions don’t answer all of their questions or there’s an issue while they’re trying to connect their products, they’ll look for troubleshooting solutions. And, if something accidentally happens to damage their device, a protection plan ensures that they’ll get their item repaired or replaced.  

Word box offering insights on how to help the Utilitarian connected consumer type, including suggesting that they want to

Strategically align your product offerings so they’re more appealing to Utilitarians by bundling protection plans and support services with your products. This will address their specific pain points, which are more prominent as more people stay home, and can help you build brand loyalty.  

What other services should you provide for Utilitarians? Discover the details about the connected product community by downloading our latest white paper on these five key consumer segments and how they’re looking to buy and engage with connected tech. You’ll see how the right partner can help you support and protect every connected consumer — while keeping them all connected to your business.  

To learn more, Contact Us.