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BizReport : Trends & Ideas archives : September 02, 2016

UK consumers ready for smart shopping via IoT

Consumers in the UK are ready for the new age of smart shopping, according to research by digital agency Salmon, in which connected devices make sure they never run out of the essentials.

by Helen Leggatt

A world in which connected devices, such as a fridge or a coffee machine, reorders products when they're running low is one which more than half (57%) of consumers in the UK are ready to embrace.

The new research, from digital agency Salmon, questioned 2,000 consumers in the UK about how they felt about a new age of smart shopping and found that 35% already had a smart device in their home, or planned to purchase one in the coming year. More than half (58%) said they would be motivated to indulge if the technology could reorder things like milk and coffee when supplies ran low.

Consumers perceive the advantages of smart shopping as saving time (37%), convenience (25%) and, if the service automatically selected products based on price, cost-saving (37%).

Household supplies and food and drink were the products consumers would most like to use the technology to order (54%) followed by beauty and personal hygiene products. However, cost would be a major consideration for 50%, more so than brand (25%). Furthermore, most consumers said they were not prepared to pay to use a service that replenished their products, but 41% would pay extra for a smart device that enabled it.

However, as with all new technology, consumers do have concerns, primarily that over a lack of control of purchases (54%) followed by the more familiar issues such as security (51%) and privacy of data (51%).

"The rise of digital has been the single greatest change in retail over the past decade. Consumers have wholeheartedly embraced online shopping services for the convenience, time-saving and enjoyment they can bring," said Neil Stewart, CEO of Salmon. "While we expected consumers to already appreciate the benefits of digital, we have been pleasantly surprised by how ready they are for automated shopping. Our research paints a picture of a sophisticated and engaged consumer, ready to take advantage of the impact of smart technology in their digital shopping."

Tags: Internet of Things, smart devices, technology, trends, UK

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