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11 May 2018

New study reveals over 50% of Brits confused by smart technology

More than half the British population have little idea how to use the smart technology in their homes, according to field marketing agency Gekko.

The ‘Smart Home Shopper’ study, which investigated smart home purchasing behaviour, showed that 56% of British adults that have bought the latest ‘must have’ home smart technology but have no idea how to use them once purchased. Three out of ten surveyed admitted to regretting at least one or more items purchased.

The survey also revealed that nearly a third of adults say they've never read instruction or manuals when buying a new piece of technology, with 13% of consumers revealing that they could not connect to the devices they had purchased, defeating the point of the smart technology. Despite its current popularity, 30% of those who have bought a smart speaker such as the Amazon Echo or Google Home don’t understand all of its functions.

Read the full Marketing Industry News article here

Read all Gekko's research and blog articles here

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