Reliability and cost are critical selection factors, but it looks like yonomi was inquiring about primary function, that is, the problem you’re usually trying to solve with Home automation, not characteristics of the solution. It’s just not a very well-worded survey, but I think their meaning was clear.
Looking just at the primary functions, I would have worded it as “energy efficiency or other cost savings” as sometimes the savings come from water savings or some other resources. Although maybe that needs to be split into “energy efficiency” and “Other cost savings” as some people just want energy efficiency in order to be green.
And I know it’s an edge case, but for me the primary function for my home automation purchases is “accessibility and independence.” That’s not quite the same thing as convenience, and it represents a large market for these kind of devices.
Also, I agree with @bamarayne: cool factor is a primary function for a lot of HA purchases.
Also I like the idea of having percentages that @jh1 mentioned. Again, in my case, I’d say 90% of my purchases are for accessibility, and 10% are cool factor. The other categories happen, but they aren’t the reason why I buy the devices, because my budget isn’t that big.