Monday, September 21, 2015

50% of key consumer segment intends to purchase a smart home device in the next 12 months and Parks Associates to examine IoT support strategies that help manage the customer experience

Parks Associates research finds support services are a critical part of brand strategy in the Internet of Things (IoT). According to Parks Associates’ consumer research and segmentation, one-third of a key segment of consumers under 35, with high income and education, own a smart home device and more than 50% intend to purchase one in the next 12 months.

“These young, ‘go-getter’ consumers have a strong desire for comfort and convenience, and that combined with concerns about home safety and security makes smart home devices very attractive,” said Patrice Samuels, Research Analyst, Parks Associates. “They are also accustomed to plug-and-play technology that just works. As we enter the next wave of smart home adoption, support strategies need to integrate with product design and development so that the consumer experience is seamless. Otherwise these consumers will quickly move to another product that does deliver on this IoT promise.”

Parks Associates will present new consumer research and highlight growing opportunities for support strategies in the complimentary webcast “Behind the Scenes – Support Strategies for IoT Success,” co-hosted by, on Tuesday, September 22 at 1:00 p.m. CT. The webcast, featuring Chris Koverman, Vice President, Engineering,; Alex Poulos, Vice President, Marketing,; and Patrice Samuels, Research Analyst, Parks Associates, examines how robust support strategies starting at product inception help brands to manage customer experiences more effectively, which will drive success in IoT.

"The rise of the IoT necessitates an entirely new paradigm for customer supportand demands we shift focus to the customer experience – from purchase through upgrade,” Poulos said. “Today’s customers also expect their technology to work perfectly, and when it doesn’t, they want first to be able to correct it themselves before asking for help. In this webcast, we’ll explore strategies to meet these emerging needs.”

“New device functionality introduced by the Internet of Things has increased the level of technical complexity in broadband households. Currently, one-half of smart home device owners experience problems with at least one device monthly,” Samuels said. ”Customer support is increasingly critical to achieve product success in this environment. Brands need to leverage the connectivity and data-generating capabilities of new devices to help consumer navigate these complexities and promote better product experiences.”

The webcast will also analyze the usage of data analytics to drive continuous improvements in the overall product experience. Webcast registration is complimentary; register online at

To schedule an interview with Patrice Samuels or to request specific data, contact Holly Sprague at, 720.987.6614.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media.

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