One of the biggest promises made by so many global tech brands and leading digital marketers was that 2016 would be the year of the ‘Internet of things’. No longer simply a pipe dream, this would be the year during which smart technology would transform our lives in ways we previously couldn’t imagine – our homes and domestic lives in particular being nothing short of revolutionised.
Not a prediction, a guarantee – or so we were led to believe. 
However, the reality of the Internet of things has actually panned out rather differently. So much so that technology firms at all levels are being urged to urgently rethink and change their current marketing strategies, given the way in which we now know the public in general has little to no interest in smart home technology.
Specifically, a survey carried out by PwC which saw more than 2,000 UK households polled found that a whopping 72% of people right now have no interest whatsoever in investing in smart technology for the home. This refers to the kind of technology that allows things like lighting, heating and other electrical systems to be controlled remotely, using a connected smartphone or tablet PC. It also includes things like automated cleaning appliances, renewable energy devices and so on.
The survey – aptly titled “Smart home technology – Internet of Things or Indifference to Things!” – made it abundantly clear that the British public really isn’t ready for smart Home Technology. But at the same time, it was also noted that the overwhelming majority of those that have already adopted smart home technology to one extent or another believe it to be highly beneficial.
For example, among those currently using smart appliances – intelligent refrigerators, cookers that can download recipes etc. – a fully 95% stated that such devices and appliances were beneficial. In addition, 81% of those using smart home heating technology likewise stated that the devices and appliances had proved beneficial. Nevertheless, interest in such technology and its uptake have both been so depressingly slow that the manufacturers and marketers behind such devices are now being urged to consider financial incentives, as a means by which to actually get them off the shelves and into people’s homes.
Which could certainly do the trick, as the survey also found that more than a third (35%) of the households polled stated that if they were guaranteed lower energy bills, they would be much more likely to consider investing in smart home technology. Likewise, 37% said that if free delivery and installation were offered (which they often aren’t), they themselves would actively consider adopting the technology. Nevertheless, it turned out that the primary purpose of most existing smart home technology had a very little appeal whatsoever – just 9% expressed an interest in being able to manage appliances and energy use by way of a mobile app.
As for the actual technologies that are garnering the most interest right now, it’s pretty clear that robotic cleaners, smart appliances and smart air conditioning are all far from the top of the table – at least 75% of respondents having no interest whatsoever in any of them. According to PwC, the smart home revolution is likely to take considerably longer to take hold than experts previously suggested – assuming of course it isn’t a flash in the pan fad that’s already dead in the water.