Now more than ever, consumers are reliant on connected products that enable them to do things like work from home, attend school online and maintain connections with friends and family. In addition to this, the 5G revolution is set to take connectivity to new heights. And yet, even as technology is moving from a “nice to have” to a “need to have”, many consumers are still hesitant to fully embrace the smart ecosystem. At a time when connectivity is poised to make a giant leap forward, connected devices are still struggling to find their place in consumers’ routines. Disappointing past experiences, product frustrations, and worries about setting up new connected products have slowed the adoption of connected devices. This presents a challenge for companies as newer, more sophisticated devices come to market.
Connected technology companies are now faced with the need to overcome past stigmas. Soothing the buyer’s fears is the critical first step in building a new, loyal customer. It seems like a no-brainer, but that first purchase of a new connected product is a bigger one than you may think. Assurant’s Connected Decade research found that brand loyalty and repurchase intent are both high after the initial purchase. The first step to driving adoption of smart products in the Connected Decade (2020 – 2030) is understanding why consumers are hesitating.
Understanding Consumer Misperceptions and Challenges Across the Smart Ecosystem
For over a decade, or over a decade, connected consumers have been buying smart products ranging from lighting to appliances and everything in between. But, according to TechUK*, almost one in three connected devices remains unconnected to the network due to subscription cost and data security concerns. Since connectivity is the basis for forming an integrated ecosystem, inability to connect is the most important barrier that must be resolved to deliver the best experience to consumers
However, wireless connectivity isn’t the only hurdle when it comes to converting purchase intent into product adoption. Insufficient after sales support appears to be leading to other frustrations. Each year, an average of one third of connected devices become a source of problems, so difficult that the owner turns to a third-party to resolve their issue. When they seek help, only 19% of UK consumers feel that manufacturers fully resolve their issue in store, leading to more disappointment and frustration.