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UK consumers 'reserved' about new tech innovations

Luke Johnson by

Are UK consumers really more reserved than others when it comes to innovation?

With rapid development happening throughout the tech sector, leading manufacturer LG has suggested UK consumers are more 'reserved' than some about adopting new innovations.

Highlighting the home appliance sector as an example, the South Korean manufacturer has claimed that these reservations often mean latest product innovations hit Korean and US markets well before landing on British shores.

"LG is doing some crazy stuff but it always takes some time for new technologies to come to the UK," Dawn Stockell, Marketing Communications Manager for LG UK said speaking with TrustedReviews. "Although as a nation we embrace technology yet we are still quite reserved about new innovations."

Discussing smartphone enabled fridges, washing machines and ovens formally unveiled at CES 2013 earlier this year, Stockell stated: "These will come."

She added: "There is a balance of fun vs need and with the UK we need to ask 'are consumers ready for this'. There are time frames we have to fill and consumers have to be ready. If we launch and the public are not ready, we lose our impetus."

Suggesting that British retailers share the same reservations as UK consumers, Stockell stated that some are wary of new innovations being introduced to the home appliance market, a sector that attracts the less tech savvy shopper.

"Retailers are saying when we propose our new technologies "are consumers ready for this, perhaps not,"" she said. "We need to make sure consumers need and understand the benefits of the latest innovations and that they are wanted."

Highlighting ways of making home appliance innovations more enticing to consumers, the LG representative added: "Innovation is embraced if you lead with the benefits and not the tech. The benefits are what attract the less technical consumer."

Interested in the home applicanes sector, turn your browser to the TrustedReviews Home Electricals channel.

Go to comments


June 6, 2013, 12:01 pm

i think the difference is that we are more reserved about the quality of the products being released. Typically, if a product is released that is well developed, well designed, has a clear benefit to the consumer and works as we expect, then we embrace that product. for Example - the obvious Iphone, not the first smart phone but the first done well (although not limited to the UK) or the Dyson Ball vacuum, now synonymous with most uk consumers as the vacuum to have. what manufacturers need to realize is THEY have to be ready with the product, and not dash out some half completed product, with some features that are kinda useful, but then two or three iterations on we get the product that we actually need, at which point, we've lost any trust in the manufacturer. Don't rush out the product that still has its limitations over existing products, bring out something that either completely rewrites the rule book or has all the benefits with no real disadvantages, and we'll take it on.


June 6, 2013, 12:21 pm

This might have more to do with home appliance technology being designed for other markets than with British hesitance.

British homes are typically small and often cluttered. A lot of British people are in no position to install an enormous new washing machine in the cramped kitchen of their rented flat, or to run a robot vacuum cleaner around their cluttered living room floor, regardless of the amount of smart tech inside.

The problem is compounded by the fact that the young people most interested in technological innovation are also the people most likely to live in small, rented urban flats unsuited to these new home appliances.


June 6, 2013, 12:23 pm

Its very simple, as in the Dyson vacuum or the Iphone - release a product that is finished and has clear benefits to the consumer, and the UK consumer will pick it up. If you release something that is not really the full product, but an interim product so you can claw back some money, then we don't like it. It has to be a clear benefit without any drawbacks over existing products, OR something that rewrites the rule book completely The sooner Manufacturers realise this, the sooner we will pick up their technology. I'm sick and tired of manufacturers releasing half-hearted efforts that claim to bring a benefit but in actuality are such a half measure, that the benefits are never realised. Its as though they have got part way through their end goal of a product and gone 'hey, lets sell this now, gets some money in whilst we continue to finish the product off properly'

Design, implement and exceed expectations, and you will sell a product in any country.


June 6, 2013, 12:29 pm

sorry for the re-post - i thought my last comment was lost

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