Poor Connectivity Top Reason for Smart Home Device Returns: Parks
Half of smart home device owners have experienced a recent problem with one or more of their devices, most due to poor wireless connectivity, leading to a high return rate, said Parks Associates Wednesday. Between 2% and 4% of U.S.…
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internet households returned at least one smart home device in the past 12 months, said the research firm. President Elizabeth Parks called the rate "high … when you consider the purchase and adoption rates are still in single or low double digits.” A poor early experience with a smart home device “impacts future consumer attitudes,” she said, saying 13% of survey respondents said they're not likely to buy a new product from the same brand after returning one. “In this early market stage, brands need to build enthusiasm and brand loyalty to continue the drive toward mass market,” Parks said. Other reasons cited for returns were technical problems, difficulty with setup, integration issues with other devices and short battery life. Devices often get returned for reasons “that have nothing to do with the device itself,” said Jason Moore, CEO of RouteThis, who will speak on a Parks virtual webinar on building brand loyalty slated for June 9, noon EDT.