Call it a complexity complex. Despite being tapped as one of the up-and-coming categories in the consumer electronics space, smart-home devices and systems may be facing an uphill battle luring new consumers into the market.
According to a survey of more than 3,000 consumers by Support.com, nearly a third (31%) of current smart-home device owners struggle with the set-up and support of their smart-home systems. Their frustration seems to be bleeding over into the rest of the market, with 43% of potential buyers expressing concerns about installation and connection.
“Some of the early experiences of existing home owners is bleeding into the perception of smart-home products,” Alex Poulos, VP of marketing for Support.com, tells Marketing Daily. “There are tremendous products available now [but makers] should think about the overall experience and customer service rather than the technology itself.”
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Meanwhile, nearly two-thirds (61%) of smart-home device owners are frustrated when they run into an issue and can’t fix it themselves. At the same time, nearly half (49%) of potential buyers are concerned they won’t be able to fix a problem on their own, should one arise. With so many different devices and manufacturers, consumers are also unsure of where to turn to find solutions. More than half (53%) of potential buyers would like to have one place to turn for all connected-device issues.
“[Providers] should be thinking about the experience across support channels,” Poulos says. ““It’s not about breaking and fixing any more. It’s enabling the consumer to get more out of the product.”
And these are the early adopters who are willing to take risks. What about the 70% of the market who don't have it or don't see the need for smart solutions?