One in three Britons struggle to connect smart tech at home

New research indicates that 12.8 million Britons intend to purchase smart technology during Black Friday and Cyber Monday. However, one in three report difficulties in connecting or maintaining the connection between their devices and other gadgets or applications at home.

Device disconnect

The study, conducted by EE, reveals that UK households now average nine connected tech devices. Yet, over 30% of consumers admit they lose interest in a new gadget if it cannot be connected within five minutes. Frustration is also common, with nearly the same number saying that Bluetooth pairing leads them to "push buttons until something works." A significant proportion-22%-have experienced having a device unlinked from their network or apps for at least a month within the past year.

Smart rings and smart plugs, at 29% each, are the devices most likely to end up unused due to disconnection. Smartwatches, fitness trackers, and other smart accessories also see high rates of technical abandonment.

Support strategies

Not all consumers feel confident setting up their devices. Less than half (46%) say they are using all of a new device's features immediately after unboxing. Only 4% have approached an expert for technical assistance. In contrast, 40% manage the set-up themselves using instructions, while 19% admit to attempting the process without guidance. Among parents, 38% rely on their adult children to help connect devices during visits.

Despite these challenges, UK households are increasing their adoption of smart entertainment and household technologies. Smartphones lead with 43.6 million in use, followed by laptops and smart TVs. Smart voice assistants such as Alexa or Google Assistant are present in 15.8 million homes. Smart bulbs, security cameras, and thermostats are also growing in popularity as homes become increasingly digitised.

Lost potential

The research highlights a gap between the growing number of connected devices and consumer confidence in using them. While almost two in five consumers (39%) wish they knew more about how to synchronise their gadgets, many are daunted by the process and do not seek professional help. On average, 19% report having at least one device disconnected for over three months, and 13% for more than six months.

It is not only technical issues that force devices into obsolescence. Nearly one in five people buy smart devices but never activate or connect them, missing out on their touted benefits entirely.

Retailer response

Retailers are responding by offering more in-store support and guidance ahead of the sales. EE is providing free one-to-one appointments with its employees to assist customers in choosing compatible smart devices and ensuring they are properly connected. The offer is open to all consumers, not just EE account holders. Additional consultations are also available for online safety and parental controls.

"With Black Friday sales in full swing, smart devices, from TVs to laptops, are among the most popular items for bargain-hunting consumers. While most of us are quick to get a new device out of the box, understanding the smart features and connecting it up to our other tech often gets put off or forgotten. As a result, we risk not making the most of the tech we have bought.

"As the UK's best network, we pride ourselves on offering the best connection for our customers, along with expert advice on how to get the most out of your technology. Our EE Guides can show you, without judgment or jargon, how to get your devices talking to each other, uncover features you might not know exist, and ensure you are unlocking their full potential," said Asif Aziz, Retail Director, EE.