Consumers find smart devices too complicated to use

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Most consumers experience challenges using smart high tech devices such as wearable fitness monitors, smart watches, smart home thermostats, in-vehicle entertainment systems, home connected surveillance cameras, according to a recent report from Accenture titled "Engaging the Digital Consumer in the New Connected World".

The biggest challenges consumers face are that the smart devices are "too complicated to use" (21 per cent), "set-up did not proceed properly" (19 per cent), and "did not work as advertised" (19 per cent).

Across all age groups and geographic regions surveyed, 33 per cent cited 'ease of use' as an important criteria when deciding which of these products to buy. Twenty-nine per cent said "product features and functionalities" are important.

Brand continues to be a key factor. It is a key selection criterion when consumers purchase new devices - and the top criteria when they select a new smartphone. When asked to provide major reasons they are thinking of buying a particular smartphone, 49 per cent said

"I like this brand."The survey found that trust is a big concern for consumers. More than 54 per cent are not always confident about the security on the internet of their personal data, such as email addresses, mobile phone numbers, and purchasing history.