Complexity of new high-tech devices are a challenge for consumers

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A new report from Accenture titled Engaging the Digital Consumer in the New Connected World revealed that most consumers present difficulties when using new technological devices.

The survey of 24,000 consumers in 24 countries by the leading management consulting company, technology services and outsourcing, showed that 83 % of users have usability problems with new technological devices such as portable fitness monitors, smart watches, vehicle entertainment systems and other connected security systems to the home.

According to the report, 21% of respondents consider that the devices are too complicated to use, while 19% say that they have configuration problems and do not work as showing advertising.

33% of respondents mentioned the «ease of use» as the most important factor when deciding which products to buy these criteria. 29 % said they are important «features and functionality of the product», while 22% said the same about buying «a trusted brand.»

Given the increasing complexity of the devices launched in the market, Sami Luukkonen, Managing Director of Electronics group and High Tech of Accenture, noted that the high-tech companies must return to basics and rethink our approach to development, focusing on the customer experience.» They must make fundamental strategic changes that no longer focus on differentiating product features but in a holistic differentiation of the digital experience,» he added.

According to the research results, the problem of usability of the devices has a direct impact on purchase intention of the most important and traditional categories of high-tech products, decreasing 13-9 % the number of respondents who plan to buy devices such as smartphones, tablets, laptops, HDTV equipment and desktops.

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