Trust Issues The Biggest Barrier To UK Uptake Of Smart Home Tech
Mon 22nd Oct
However, trust issues remain a barrier for many. Recommendation can help overcome this with almost a fifth (19 per cent) of those questioned being drawn to purchase if a friend recommended, a family member pestered them or they saw others using it.
With the development of smart tech coinciding with a climate of distrust over the use of personal data, referral marketing platform Mention Me conducted this study with 2000 UK consumers, to understand the popularity of smart tech for the home, and the drivers and blockers for purchasing.
The big name technology brands are currently driving consumer investment and paving the way for a wider appetite and adoption of smart home tech. Of those questioned, 39 per cent own or would consider buying an Amazon Echo/Dot, 38 per cent connected lighting such as Phillips Hue, and 33 per cent Google Home.
The appeal of smart technology is highest amongst Generation Z and Millennials according to the data, decreasing slightly with Generation X and Baby boomers. Almost half (47 per cent) of the 18-44 year olds questioned already own or would buy a connected thermostat, security camera, or smart lighting.
Security ranks the biggest motivation for investment across all ages, with 48 per cent of respondents saying they own or would consider buying a surveillance camera. Data security concerns were topped only by the perceived cost barrier – especially for those aged over 45. Findings on the factors hindering greater adoption:
- 55 per cent overall chose cost as the biggest barrier
- 51 per cent overall chose concerns about privacy of their data
- 46 per cent overall chose concerns about the security of their data.
Only a fifth of those questioned (19 per cent) would be put off purchasing smart home tech due to inertia (too much hassle to change), highlighting the huge opportunity for marketers with the right approach. Corresponding to this, the research showed that education and understanding the technology is a key hurdle to purchase, especially for the over 45s. A recommendation from an early adopting friend who can share their experience could be key to overcoming these barriers.
- 19 per cent of respondents aged over 44, and 31 per cent of those over 55 claimed that they didn’t know enough about smart tech to want to invest
- 27 per cent of those respondents aged 44 and over, and 35 per cent of of the over 55s were put off purchasing by concerns over machine/technology failure.
“What we found most interesting from this research is that the core barriers to adoption are a lack of knowledge and understanding of how the products work, and concerns over cost – rather than a reluctance to try new technology. A referral programme could offer a seamless way to help combat this. A happy satisfied customer who has used a product will be the brand’s best advocate.” Andy Cockburn, CEO of Mention Me
Mention Me partnered with One Poll for this survey, who questioned 2000 UK consumers. The survey was completed 15th March 2018.