Retail Observer

RETAILOBSERVER.COM NOVEMBER 2019 40 Consumers embrace wi-fi connectivity, voice activation, comfort features, and water-leak detection as primary wants for smart tech in the bathroom; need for designers and tech integrators to collaborate on projects A S S O C I A T I O N N E W S A ccording to the newest research from the National Kitchen & Bath Association (NKBA), 60% of homeowners want technology in their master bathrooms. Their goal: to enhance the space with products and capabilities that create a comfortable, relaxing and safe area. Top-of-mind tech solutions for homeowners include smart showers, heated floors, centralized and motion- control lighting, leak detection devices connected to mobile apps, sound systems and connectivity. These findings are part of the NKBA Bathroom Technology and Awareness and Usage Report, commissioned by NKBA in collaboration with CEDIA, the Custom Electronics Design and Installation Association. The goal of the study was to better understand awareness and usage of technology in the bathroom by consumers as compared with the professional designer and whole-home technology integrators' understanding of consumer wants and knowledge on the topic. While 60% of consumers feel technology is essential in the master bathroom, 60% of designers and 68% of technology pros do not, demonstrating a significant gap between consumer knowledge and use as compared with trade professional awareness of consumer knowledge and use of the technology. "Homeowners are bringing technology into their homes," said Suzie Williford, EVP of industry relations and chief strategy officer of NKBA. "In this instance, they are knowledgeable about what's out there and are comfortable asking for it. We continue to study the market, learning what's driving homeowners. Sharing these insights with our members and collaborative partners like CEDIA helps chart NKBA RELEASES NEW BATHROOM TECHNOLOGY AWARENESS AND USAGE REPORT 29 19 14 14 6 2 2 3 5 8 71% 69% 66% 63% 46% 41% 36% 32% 29% 27% Homeowners (n=301) Designers (for clients) (n=206) Integrators (for clients) (n=47) Improves bathroom appearance Makes it more relaxing Makes it a more comfortable space Adds market value to the home Makes the home safer Reduces clutter 23 5 23 13 8 4 10 2 6 5 63% 57% 65% 71% 46% 43% 46% 20% 34% 60% M o s t im p o r t a n t M o s t im p o r t a n t M o s t im p o r t a n t TECHNOLOGY BENEFITS Helps save time when getting ready Makes it a fun place Makes me/homeowner feel safer Makes it easier for older people to use 15 21 28 2 4 2 15 9 2 38% 60% 64% 36% 28% 36% 28% 45% 28% 19% Integrators see homeowner benefits of adding entertainment tech. Designers see homeowner benefits for Living in Place. Integrators recognize comfort as a primary homeowner- desired benefit, but under- leverage plumbing technology as a solution. Significantly higher than lowest group (90% CL) Significantly higher than both groups (90% CL)

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