One fifth of Brits willing to invest in a connected home

Almost one in five (17 per cent) of Brits would like, and have no concerns about, installing smart devices into their home, according to research from field marketing agency Gekko.

Of those interviewed, half cited that the perceived improvement in their quality of life would be the biggest deciding factor in their purchase decision. 

The research also reveals that in face of figures showing that 25 to 30 per cent of the UK are still without fast broadband coverage, 31 per cent of people would be willing to pay an extra 0.5 per cent on an average priced home if it was fitted with fast broadband, in order to allow the installation of smart devices.

Smart TVs, which let you access apps, browse the web and stream internet video from the living room, are becoming increasingly popular with over one third of those interviewed (36 per cent) keen to make a purchase. 

Closely following this, 26 per cent of those surveyed would be interested in purchasing a smart washing machine, allowing them to control their laundry remotely. These figures perhaps reflect consumer desire to cut back on energy bills and access entertainment content.

On average, those interviewed would be willing to spend an extra £60 for a device with smart technology, while nearly one in five (17 per cent) would be happy to spend over £150 on a connected gadget such as a smart TV.

Just over a third of those interviewed (38 per cent) cite third-party endorsements – whether through word of mouth or in-store advice – as the most important factor when researching a purchase in relation to the connected home.

With a further 28 per cent of those interviewed claiming the brand itself is the deciding factor, it is evident that brands promoting ‘smart’ products need to be thinking about the in-store consumer education experience. 

The need for education is further highlighted by results which show that almost a quarter (23 per cent) of Brits are concerned with the complexity of setting up smart devices, and a further 39 per cent are concerned that smart devices are too intrusive or are worried that their data will be collected and used inappropriately.

Daniel Todaro, MD of Gekko Group, said: "Our research highlights that there is a strong appetite amongst consumers for owning smart devices, especially those of an electrical nature, yet many need education on their use and set-up.

"With human interaction and face-to-face communication still hugely important in the purchasing journey, brands need to capitalise on this by developing their in-store strategies with specially trained in-store brand ambassadors. The ultimate winners of the connected home will come down to those who can provide a balance of security and privacy, whilst being reasonably priced with useful functionality.”