CEDIA Announces Key Takeaways from National Awareness Study
CEDIA has revealed many of its key findings from its recent national awareness study of the association and its members among design/build professionals, underscoring the industry's paradigm shift.
CEDIA Expo was one of the most ambitious iterations yet, giving a platform for designers to not only walk the show floor but giving them a few days to interact with technology experts. It was an educational experience for both sides of the pond. Although CEDIA is no longer in charge of hosting the CEDIA Expo, Emerald Expositions was able to create a lot of momentum for the budding connections thanks to their Design Connections tour and a handful of keynotes.
On that same note, CEDIA has doubled down on their commitment as well, hiring Giles Sutton as Senior Vice President of Industry Engagement. Moves like this only give more credit to the association who is actively looking to bridge the gap between both the technology and design/build community. Their Technology Solutions Pavilion at Design and Construction Week (DCW) - an event that welcomed over 80,000 architects, builders, and designers through its doors, and will do the same at DCW in February 2019 - has already begun to increase engagement from the ground up.
“Developing a deeper engagement with the design/build community is one of the major directives in the CEDIA strategic plan,” says 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.”
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.
Other results include:
- 74% of interior designers and 61% of architects are looking to subcontractors to install smart home technology and contracting out to a certified home technology professional in the majority of instances.
- 63% of home builders are doing the work themselves, and if they are contracting out, they tend to use an electrician.
- Nearly 80% of respondents stated they were interested at some level in smart home technology.
- Close to 70% of home builders are aware of CEDIA, compared to 58% of architects and 35% of interior designers.
- Nearly 70% of those surveyed view certifications as being very important for a smart home contractor. With 70% also being more likely to hire a certified smart home subcontractor over a non-certified one.
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.