Smart home brands

iRobot brand profile in the U.S.

60 percent of smart home users in the United States recognize iRobot. The brand scores a popularity of 23 percent, and it is used by 15 percent in the U.S. smart home target audience. Famous for its line of Roomba robots, iRobot is most well-known among Baby Boomer onsumers, who also score highest in all other surveyed brand KPIs.

Brand KPI profile

While well known, other brand KPIs are not for Roomba (and iRobot)

Looking at the brand KPI profile of iRobot, the smart home brand can build on their awareness. 60 percent of U.S. smart home users know them. Usage share on the other hand is at 12 percent, meaning there’s some potential of smart home users knowing the brand, but buying competitors’ devices.

Generations

iRobot struggles to WOO Gen Z, but is strong with Baby Boomers

A side-by-side comparison of brand KPIs in all generations shows that iRobot has potential for growth among Gen Z. The youngest generation of consumers in our survey has the lowest score in all brand KPIs, including brand recognition, brand popularity, and brand usage. Of course, this might have to do with different living situations. Accordingly, iRobot performs better with the older generations, as Baby Boomers outperform all others in our complete set of brand KPIs.

Life values

Safety and security hold less value in the lives of iRobot users

While a happy relationship is the most important aspect in life for iRobot users, it’s an honest and respectable life that holds the most value in the lives of non-brand users in the United States. Another difference when comparing the top 10 most important life aspects between iRobot customers and non-customers lies in the rating of safety and security. Just 31 percent of the brand’s users consider it as one of the three most important aspects of their lives. Meanwhile, it is crucial to 39 percent of non-brand users.

Published October 19, 2023

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