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Study reveals over 50% of Brits confused by smart technology

By Katy Archer | n/a

Gekko

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The Drum Network article

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May 9, 2018 | 2 min read

More than half the British population have little idea how to use the smart technology in their homes, according to field marketing agency Gekko.

The ‘Smart Home Shopper’ study, which investigated smart home purchasing behaviour, showed that 56% of British adults that have bought the latest ‘must have’ home smart technology but have no idea how to use them once purchased. Three out of ten surveyed admitted to regretting at least one or more items purchased.

The survey also revealed that nearly a third of adults say they've never read instruction or manuals when buying a new piece of technology, with 13% of consumers revealing that they could not connect to the devices they had purchased, defeating the point of the smart technology. Despite its current popularity, 30% of those who have bought a smart speaker such as the Amazon Echo or Google Home don’t understand all of its functions.

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Daniel Todaro, managing director, Gekko said: “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. By solution selling it’s a win win for the customer and the retailer – the retailer can enrich the sale by demonstrating the whole product portfolio and functionality and the customer gets a product that’s fit for purpose. ”

The survey was conducted by Ginger Comms, speaking to a sample of 1,000 shoppers aged 18+ and representative of the UK population.

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Gekko is a full service field marketing agency, specialised in connecting brands with consumers in retail throughout the UK and Ireland.

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