Why the UK tech consumer is changing, and how we can help your business keep up

Here at Assurant, we spend a lot of time looking at how people use technology. And then what we can do help those people thrive in a connected world. As part of our Global Connected Consumer Trends report, we recently surveyed over 11,000 people across 10 countries, including 1,000 consumers right here in the UK. And what we found paints a clear picture of how consumer expectations are shifting.

Technology is no longer just a luxury. It is essential infrastructure for daily life. But as devices become more complex, the way we protect and support them must evolve. Here is what you need to know about the modern UK tech consumer and how we can help you serve them better.

The pragmatic optimist

In the UK, 78% of people say connected technology makes their lives better. But they are not blind to the risks – what we define as “pragmatic optimists”. While UK consumers embrace innovation, they also carefully weigh things like data privacy and cost.

So how do we support this mindset? We need to pair progress with trust. Consumers want to know that when they invest in new technology, they will be supported if something goes wrong.

Customisation drives loyalty

One of the biggest takeaways from our research is the demand for choice. Traditional protection models relied on static bundles and fixed coverage. Today, customers want flexibility.

In fact, 84% of consumers say they are more likely to keep a protection plan if it is customisable. And 83% say offering tailored options improves their perception of the brand selling it. When you give customers the power to choose benefits like premium tech support, cloud storage, or identity protection, you do much more than increase your revenue. You build deep customer loyalty.

AI and the need for support

AI is everywhere now. While it makes devices more capable, it also makes them more complex. Buyers of AI-enabled smartphones show a 57% interest in purchasing protection plans.

But they do not just need help when a device breaks. They need help when it simply refuses to connect to the Wi-Fi. Our research shows that 36% of smartphone users get frustrated by basic connectivity and speed issues. Right now, they are trying to fix these problems themselves or turning to video tutorials. This creates a massive opportunity for you to step in with seamless, omnichannel support. When you solve these everyday frustrations, you become a brand they rely on.

Moving to hyper-personalisation

To win in this market, you need to rethink the customer experience. We call this hyper-personalisation. It involves using data analytics, machine learning, and intelligent automation to make every interaction feel completely personal.

At Assurant, we use dynamic fulfilment to offer a wide variety different repair and replacement options. This gives your customers the exact help they need in the way they prefer, whether that means an in-store repair, come-to-you, or a fast replacement. It reduces claims costs by 25% while keeping customer satisfaction incredibly high.

Partner with us to build trust

The UK market is stable, engaged, and ready for better service. By offering the flexibility and proactive care your customers expect, you can turn common tech frustrations into moments that build lasting trust.

We can help you deliver these exceptional experiences at scale. Please contact Assurant to work in partnership with us, and let us help you protect the connected devices your customers rely on every single day.