Multicultural Americans feel disconnected from smart-home tech ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 11, 2022, 11:04 AM UTC

Black, Hispanics, and Asian-American Pacific Islanders (AAPI) feel left out from the smart-home tech market, according to a recent survey of 1,295 Americans by My Code.

While the market for smart-home technology is growing, advertisers aren’t prioritising consumers from ethnically diverse minorities. 71% of Black renters and 68% of Hispanic renters are interested in buying smart-home technology like smart locks, smart lights, and more.

However, 51% of Black and 54% of Hispanic renters believe at least one prominent smart-home brand isn't intended for them. This demonstrates a disconnect between ethnic audiences' interests and their feelings about smart-home technology.

Companies with yearly revenue growth of 10% or more have pledged to diversity, equity, and inclusion in the workforce, marketplace, and society, as per Deloitte. Further, Adrain Whant, My Code's VP of marketing, believes one of the impediments to smart-home adoption is cost.

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