Is smart home technology leaving Brits baffled?

The results from a recent study entitled ‘Smart Home Shopper’ reveal that more than half of Brits have purchased smart technology for their homes – but many have little idea how to use it.  

The research, published by field marketing agency Gekko, found that 56 percent of adults have bought the latest must-have smart home tech, including WiFi controlled security cameras, heating systems and speakers, but have been left scratching their heads when they get them home.

In fact, three in ten consumers regretted buying at least one or more items of smart home technology because it proved so difficult to get up and running.

Nearly a third of adults say they never read instructions or manuals when they buy a new piece of kit, while 21 percent admit that although they have a love of tech, they are intimidated by the complexities of it.

Thirteen percent of consumers who have invested in smart home technology said they couldn’t get all their devices to connect while more than one in ten have used a piece of smart home tech once and never again!

The trickiest bit of kit to install was security equipment (45%), including app-controlled doorbells, motion sensors and CCTV. However 28 percent couldn’t get their smart lighting to work and 35 per cent came unstuck when installing their smart heating system.

Twelve percent claimed poor WiFi connection made installation difficult and 15 percent confessed to lacking any technical ability.

Surprisingly and despite its current popularity, 30% of adults who have purchased a smart speaker such as the Amazon Echo or Google Home don’t understand all its functionality.

Says Daniel Todaro, MD, Gekko:

“It’s clear from our study that smart home tech is popular, but people don’t know how to fully utilise the devices to meet their lifestyle needs – whether that’s convenience, money saving, leisure time or learning.

“This is a great opportunity for retailers, especially brick and mortar to improve the customer experience within the smart home tech category by having an environment where consumers can ‘play’ and a retail team that understand each product in detail and can match consumer need to product performance.”

Key Stats – Pain:

–          50% of consumers invested in smart home tech purely because they like trying new gadgets and 30% to save money

–          54% of consumers think smart home tech is too expensive

–          17% of consumers get stressed out trying to operate their smart home tech

Key Stats – Passion:

–          Consumers tend to use their smart home speakers for playing music (56%), getting answers to questions (46%), getting news & weather updates (35%) and making notes (27%)

Key Stats – Purchasing:

–          37% of consumers went to bricks and mortar stores to by their smart home tech so that they could play, touch and feel the product (40%), get advice from sales staff (30%) and a demonstration (30%)

Chris Price