The Survey Sampled 273 Home Builders, Architects, and Interior Designers in June and July 2018
There’s been a long-held concern in the home technology industry that consumers and design/build contractors lack awareness of the CEDIA integration community. If results from a recent CEDIA study are any indication, however, home builders and architects generally know the CEDIA channel quite well. Getting them to utilize the services of a CEDIA member company, however, is an area where there is still room for improvement.
CEDIA’s national awareness study of the association and its members among design/build professionals, revealed that when home builders, architects, and interior designers sub out smart home technology installation, they use a CEDIA contractor 45 percent of the time, even though close to 70 percent of home builders are aware of CEDIA, compared to 58 percent of architects and 35 percent of interior designers.
The survey also revealed that 74 percent of interior designers and 61 percent of architects are looking to subcontractors to install smart home technologies and contracting out to a certified home technology professional in the majority of instances. According to the results, 63 percent of home builders are doing the work themselves, and if they are contracting out, they tend to use an electrician. Nearly 80 percent of respondents stated they were interested at some level in smart home technology.
About CEDIA’s National Awareness Study
Commissioned in support of the CEDIA strategic plan announced earlier this year, the study sampled 273 home builders, architects, and interior designers in June and July 2018. The survey sought to identify who these professionals are contracting to install residential technology, their level of interest in the sector, and their awareness of CEDIA and its members. CEDIA plans to undertake this study annually and conduct the same type of study in Europe
Nearly 70 percent of those surveyed view certifications as being very important for a smart home contractor. With 70 percent also being more likely to hire a certified smart home subcontractor over a non-certified one.
“Developing a deeper engagement with the design/build community is one of the major directives in the CEDIA strategic plan,” said CEDIA CEO, Tabatha O’Connor. “This study sets an important benchmark for us to understand where we are today and to measure the success of our efforts in building awareness, and ultimately opportunities for our members. It’s a positive indicator that nearly half of those surveyed are hiring CEDIA members. But, the findings also show opportunities that exist for our members’ services if we can build awareness and create more demand. And that’s exactly what CEDIA is determined to do.”
CEDIA continues to ramp up efforts to engage with home builders, architects, and interior designers. The association is building on the success of CEDIA Technology Solutions Pavilion at Design and Construction Week (DCW), which welcomed over 80,000 architects, builders, and designers through its doors, and will do the same at DCW in February 2019.
The CEDIA Outreach Instructor program is growing, equipping members with the tools they need to present the industry, the breadth of the home tech pros’ work, and the benefits of using a CEDIA member. CEDIA has also hired a media relations firm specializing in this area to ensure that architects, builders, and designers know about the residential technology install industry and why they need to work with their local CEDIA member. The association is also ramping up a digital advertising campaign to launch in Q4, and continues a highly successful content marketing program with the National Association of Home Builders (NAHB), the National Kitchen and Bath Association (NKBA), and the National Association of the Remodeling Industry (NARI).
The CEDIA Awareness study was carried out by the respected national market research organization, The Farnsworth Group. The Farnsworth Group brings a thorough understanding of the construction and building industry, having focused on custom research projects within the sector for three decades. More information at www.thefarnsworthgroup.com.
