As technology becomes more embedded in daily life, home robotics represents the next frontier of consumer innovation. The recent launch of NEO, the humanoid developed by 1X Technologies, underscores the category's momentum.
Against this backdrop, Altman Solon surveyed over 1,000 U.S. consumers to understand perceptions, preferences, and pricing expectations for home robotics.
This representative sample of the U.S. consumer population reveals a mix of intrigue and caution, with 65% of respondents expressing interest in owning an advanced home robot, particularly for practical tasks like chores and security.
However, familiarity with robotics is low, with 85% of respondents reporting only moderate familiarity or less. Price and comfort levels pose significant barriers to adoption.
Firstly, 69% of respondents are unwilling to pay more than $5,000 for a home robot. This is well below the price target of $20,000 for Figure AI’s recent model, Figure 03.
Secondly, about 50% of respondents were concerned about the safety of having a human-sized advanced robot in their home. However, consumers mentioned design and safety levers that would increase their comfort.
These findings highlight the key pain points that manufacturers need to address: awareness, affordability, aesthetics, and assurance. Mitigating these issues will allow manufacturers to capitalize on the clear consumer enthusiasm for humanoid assistance at home.
Consumer curiosity is high, but familiarity remains low. While 65% of respondents expressed interest in owning an advanced home robot, only 15% described themselves as "very familiar" or "extremely familiar" with advanced generalized home robots. The remaining 85% indicated they were either "moderately", "slightly," or "not at all familiar," with the technology highlighting a widespread lack of information and understanding that must be addressed to unlock latent demand and drive mass adoption.
When asked about desired functionalities, respondents prioritized tasks that alleviate household chores and enhance safety. The top five most important features for humanoids include:
These preferences reflect a desire for robots that integrate seamlessly into daily routines, emphasizing utility over entertainment.
For mass-market adoption, approachable aesthetics may be as important as functionality. Humanoid designs were by far the most preferred, as they can easily integrate with environments like the home, built for human interaction.
Among humanoid models, visually and haptically soft models outperformed taller and more imposing Optimus-style robots (Tesla’s humanoid model). The Optimus design proves polarizing, with respondents either loving or hating it, showing a strong appeal among men but lower scores than “softer” models overall. The softer humanoid resonated with women.
Ease with advanced humanoid robots in the home is evenly split, with half of respondents feeling comfortable and the other half expressing reservations. Primary issues are physical danger and intimidation, rather than broader ethical dilemmas.
Moral concerns, however, are notable: potential for misuse, privacy invasion, and malfunctions topped the list. Interestingly, these worries did not intensify among parents; respondents with children reported similar levels of comfort to those without.
Trusted sources for purchase decisions include independent reviews and recommendations from friends and family, underscoring the value of social proof in building confidence.
Affordability remains the greatest barrier to adoption. Nearly 70% of consumers are unwilling to pay more than $5,000 for a home robot, and 25% are unwilling to purchase at any price. Even among those interested and knowledgeable about humanoid robots, price expectations remained anchored in the $1,000 to $5,000 range, which is below current market offerings.
Purchase preferences favor buying outright (37%), followed by subscription models (24%), suggesting that for consumers, home robots are comparable to large household purchases, like cars.
In terms of value add, over half (54%) of consumers expect a home robot to save them six hours per week or less, and 61% would pay a maximum of $14 per hour of saved time. When extrapolated across a full year of operation, even this conservative scenario (six hours per week saved at $14 per hour) yields nearly $5,000 in value- the maximum price point most are willing to pay.
Although high prices discouraged most potential buyers, about 5% of respondents indicated they would pay $10,000 or more—closer to today's market rates—for a home robot. As more people become familiar with home robotics and the technology advances, it is possible that a broader willingness to pay higher prices could grow to match the enthusiasm shown by this group of would-be early adopters.
With these findings in mind, manufacturers and retailers should focus messaging on concrete time savings provided by their models and consider providing an approximate "hourly wage" for the robot. This approach could help persuade cost-conscious consumers, with the potential to create premium versions to fulfil the expectations of users willing to pay more.
Our data indicates that the home robotics industry is at a crossroads: as the technology improves, manufacturers can either focus on affordability and mass adoption or remain ultra-premium and market to a select few.
Affordability is unlikely to remain a barrier for long. Humanoid robots are currently being trialed in industrial use cases, for example, Figure AI's models working 10 hours per week in BMW body shops. As production of humanoids scales, prices will likely decline in the mid-term. Goldman Sachs recently reported a 40% year-over-year price decline.
If willingness to pay rises alongside decreasing costs, consumer home robotics may become a frequent sight in our homes sooner than we might think.
For more information on the survey or to discuss its implications for your business, contact our TMT experts.