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BizReport : Mobile Marketing : January 12, 2016


Connected devices not yet living up to consumer expectations

Connected fridges, fitness trackers, smartwatches - do people really want them? According to new research commissioned by The BIO Agency, the answer is 'meh'.

by Helen Leggatt

When YouGov surveyed 2,076 adults in the U.K. on behalf of The BIO Agency to ascertain their attitudes towards 'connected products' they found that, as of now, connected devices are not necessarily bringing "anything new to the table, and are merely an add-on to the ever-growing list of devices consumers use each day".

When asked what definition from a given list they felt best defined a connected product, survey respondents favoured the description "a digital product that is 'smart' and knows who I am or what I want" (24%) and "a product or app that recognises me and my needs or lifestyle, and provides me with content or services relevant to my needs" (22%). Yet, 94% of those surveyed said they did not intend to buy a connected device which indicates that they are yet to perform the expected functions.

Specifically, just 6% of those surveyed said they intend to buy a smartwatch in the next 12 months, rising to 11% among those aged 25034 and dropping to 2% of those aged 55 and over. Just 7% overall said they intended to purchase a fitness tracker, but among 35-44-year-olds that rises to 13%.

The least popular connect device was a 'smart' kitchen device, such as a fridge connected to a shopping app. Just 3% intended to purchase such a device.

According to Peter Veash, CEO of The Bio Agency, "in order for a connected product to be successful, it needs to enhance the customer's digital experience and be genuinely useful in everyday life", and that "it's up to big tech companies to create something that changes their mind".

'In the meantime," says Veash, "in order to make such connected products useful for consumers, brands and retailers should focus on things like creating useful apps for smartphones, which most people already own."






Image via Shutterstock

Tags: connected devices, Internet of Things, research, trends, UK








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