Following Asurion’s own research into consumer experience with connecting smart home devices, Gavin Miller, CEO of Asurion Europe shares the results
The connected home is making great strides, across the UK and beyond. Based on latest data, one UK technology trade association has noted a “lasting uplift in consumer interest in connected home devices”, with the market comfortably exceeding pre-Covid figures.
More widely, in Europe, the number of smart homes is expected to reach almost 180 million in 2028, up from an estimated 75 million in 2023.
However, the realisation of such estimates must surely involve consumers being confident in the reliability of their home tech, and happy in their growing digital dependency. Asurion Europe commissioned new research among UK consumers, evaluating their experiences with the growing number of devices in their homes. The results show where their frustrations lie.
1. Time is of the essence
The Asurion Europe research asked UK citizens about their experience of digital dependency at home and what they needed to be comfortable as that dependency grew. A theme that emerged clearly was the time they’re having to spend on tech failures.
One third of respondents (33.2%) said that the issue of electronic device problems and failures in their home was wasting increasing amounts of their time. The issue was more pressing still for younger users – with over half of the 18-34 segment saying this was the case, perhaps because they are the age group most likely to use multiple devices. Recent data shows that almost half (44%) of 16-34 year-olds are likely to own over three smart, connected devices.
For many people, one of the attractions of the connected home is convenience, whether that’s avoiding commuting time by working at home or reducing time spent on household chores through robot vacuum cleaners and other smart appliances. Time spent on sorting non-performing or under-performing technical appliances could therefore sour the narrative for consumers about the future home and the role of IoT in that.
2. Tech failures can lead to apathy
The Asurion Europe research also indicates the scope for improvement on reliability. Asked about the occurrence and frequency of technical breakdowns in their home tech, 47.8% of respondents associated growing digitalisation with increasing tech problems across their devices, agreeing that the more connected devices they acquire, the more tech issues and complications they suffer.
Asked about how frequently they experienced tech meltdowns, almost a third said they had a serious breakdown or outage at least once a quarter, and just under a quarter had one at least monthly.
Again, it’s younger users who are especially likely to bemoan this state of affairs, with 55% of people in the 18-34 age range suffering hardware failures, software failures or connection outrages at least once a quarter, and 40% at least once a month. Clearly, the problem of device reliability is widespread.
The researchers then asked the public about their investment intentions when it comes to digital devices and platforms, and how their fears about digital reliability were affecting these intentions.
One in two people (46.3%) said their worries about tech reliability were preventing them from investing in connected home devices. Attitudes on this varied somewhat between different age groups. 56% of the 18-34 cohort said that tech issues were the main barrier to them investing, compared with 47% of 35-54 year olds and 39% of those aged 55 and over – but there does seem to be broad generational consistency here.
3. One support solution to cover them all
Despite these concerns with home tech, it must be noted that the UK public do have an appetite to spend – if these concerns are addressed. Just over 60% of respondents stated they would invest more in connectivity in the home if they could be certain their devices would connect easily and perform reliably. The generational breakdown also brings welcome news, with all three age groups surveyed showing their open-mindedness towards becoming more connected in their homes:
- 50% of the 55+ segment would invest more in smart home devices if they were confident in the ease of connecting them, and confident they would be able to get the most out of them
- This rises to 62% of the 35-54 age range and to 73% among those aged 18-34
Finally, respondents also revealed one other key factor in the uptake of connected and smart devices: their interest in a simple solution for everything relating to their tech and device issues.
Understandably they don’t want the muddle of dealing with different tech support platforms, warranty documents or insurers for each of their devices. Rather, two thirds of people, according to the Asurion Europe research, are keen to have a single point of technical support and cover for all their devices, wherever and whenever they purchased them.
All of this suggests that the uptake of smart, IoT-enabled devices and homes in the UK is closely aligned with how the industry addresses consumer concerns and boosts confidence in their products. Responding to eagerness for a single point of contact for all their tech support needs, is one way to do that.
As CEO of Asurion Europe, Gavin Miller is leading the expansion of the global tech care company in the region. Gavin started his career at global customer experience company Sitel (now Foundever) before moving on to C-suite roles supporting rapid growth and acquisition in a range of businesses, including the largest telephone fundraising specialist in the UK, a commercial contact centre business and a provider of debt management services.
Author: Gavin Miller, CEO of Asurion Europe
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